On The Cover - April / May 2008

More than 1.5 million square feet of spa, shopping, dining and entertainment options line the corridors of Mohegan Sun, including Michael Jordan’s Steakhouse, Todd English’s Tuscany, Johnny Rockets and the House of Blues club. Photo courtesy of Mohegan Sun

By Diana Rowe

Everyone takes notice when the leading association executives who make up the U.S. Chamber of Commerce’s Association Committee of 100 converge on a gaming resort such as the Mohegan Sun. Their group may appear to be a small association meeting with roughly 100 attendees, but their impact resonates throughout this premier gaming destination’s walls. A small association meeting is not always less powerful than a trade show with thousands of attendees, according to Clint Wheeler, vice president of corporate programs for the U.S. Chamber of Commerce.

Thomas Kuhn, president of Edison Electric Institute and chairman of the Association Committee of 100 for the U.S. Chamber of Commerce, addresses his fellow committee members during their recent meeting at the Mohegan Sun in Connecticut. Photo courtesy of Mohegan Sun

From its headquarters near the White House, the U.S. Chamber of Commerce represents more than three million businesses of all sizes, sectors and regions. It includes hundreds of associations, thousands of local chambers and more than 100 American Chambers of Commerce in 91 countries. Their executive committee consists of major association decision-makers ranging from former governors, congressmen and mayors to CEOs from top national trade associations. 

Wheeler said, “Small meetings like ours are sometimes deceptive because our membership consists of major association decision-makers who can make a significant economic impact to a resort or a destination by booking their association’s annual convention and trade show. Planners should understand their membership demographic and leverage it to their advantage, when possible.”

Discover Connecticut
Wheeler is responsible for up to 175 hotel contracts in any given year, including two annual Association Committee of 100 events. For the latter, his goal is to discover and showcase hidden gems such as the gaming resort Mohegan Sun. “My job is to put a face on a destination, and the resort’s job is to showcase and promote its advantages to our members.”

Site selection for Wheeler is based purely on where he thinks his members would do well to book their association meetings. The hotel participates by sponsoring or absorbing some costs such as F&B and offers reduced room rates as well. However, if there’s no possible return on investment (ROI) for the association, then there’s no reason to book a meeting at that destination.

“The first time Las Vegas was selected in 2006,” Wheeler said, “the committee was taken aback, but they hadn’t yet experienced the ‘new’ Las Vegas. This visit gave them inspiration to return to the city, and became an excellent example of ROI for the city that hosted us.”

Wheeler added that Mohegan Sun was selected because it is much more than a gaming destination and easily accessible in the Northeast corridor. Sandwiched between Boston and New York, and less than an hour from two international airports, Mohegan Sun, in the scenic southeastern portion of Connecticut, offers an abundant variety of great meeting space, impressive room product, entertainment value such as lounges and concerts, world-class culinary offerings and excellent management.

Owned by the Mohegan Tribe of Connecticut, Mohegan Sun is quickly becoming a major player in the meetings and conventions industry. The Mohegan Sun Convention Center offers more than 100,000 square feet of flexible, high-tech meeting and function space, including the Northeast’s largest ballroom and 29 meeting rooms. In addition, the 10,000-seat arena, home to  the WNBA Connecticut Suns, can be transformed into 30,000 square feet of exhibit space. The Cabaret can accommodate 350 attendees. The hotel has 1,200 guest rooms, including 180 suites, and amenities such as a full-service spa, fitness center, and more than 60 retail shops and dining venues.

Even though the resort offers 300,000 square feet of gaming space, gaming is not always at the top of a planner’s wish list. As a matter of fact, Chris Perry, Mohegan Sun’s vice president of hotel sales and marketing, has been known to market his property as the anti-casino. The resort heeded the advice of  planners who didn’t want a “casino in their face.” They designed the under-one-roof, all-inclusive property so that the casino is at the end of the corridor after the shops and restaurants and away from the meeting space. Perry explained that attendees have choices. “You never enter a casino unless you choose to.” Moreover, Perry described Mohegan Sun as “user-friendly” and ideal for groups large and small. He added that the new space dubbed Project Horizon will enlarge and enhance the meeting experience for groups. Scheduled for completion in 2010, Project Horizon will feature a new 920-room hotel tower, including 261 House of Blues-themed rooms, more than 11,000 square feet of meeting space geared towards smaller meetings, a House of Blues entertainment venue, another 20,000-square-foot spa, 135,000 square feet of additional shops and restaurants, including a Jimmy Buffett’s Margaritaville Café, and a new casino.

Wheeler and William Sweede, the Chamber’s executive director of corporate programs, agreed that their partnership with the Mohegan Sun proved to be an exceptional experience for the attendees.

Sweede said, “We knew the Mohegan realized the value of our event when our attendees entered their respective guest rooms and viewed their welcome amenity — a chocolate sculpture of an American Indian that incorporated each association’s logo. Imagine the extra time and attention to locate and then design each of those logos. No one had to do that, and that personalized service continued from the turndown service to the creativeness of Chef Luboff and his team at each meal.

“The American Indian sculpture set the stage for our kick-off meeting,” continued Sweede. “The hotel’s design elements expand upon the Mohegan themes and traditions, and what better way to incorporate that built-in setting than with a Mohegan Sun tribal blessing for our attendees?”

Sweede encouraged the executives to explore the destination. Onsite or nearby gaming resort amenities ranging from luxury spas to world-famous dining to championship golf at the newly acquired Mohegan Sun Country Club negate the need to worry about after-meeting activities or transportation arrangements. “In nearby Mystic at the Seaport, we had a lobster bake catered by the Mohegan Sun with a fireworks display that was by the far the best most have ever witnessed,” he said.

Attendees try their luck at popular table games in one of the largest casinos in the world — Foxwoods Resort Casino in Mashantucket, CT, with 340,000 square feet of gaming space in a complex that covers 4.7 million square feet. Photo courtesy of Foxwoods Resort Casino

Gaming Builds Attendance
Kourtney Kusnik-Sproat, CMP, manager, meetings and membership for the Chicago-based American Hospital Association, chose the Mohegan Sun for the association’s annual conference and trade show.
“Although AHA has restrictions with meetings held in gaming facilities, we thought gaming/entertainment would be a draw, so we selected the Mohegan Sun,” said Kusnik-Sproat. “The meeting space and convenient layout separate from the casino impressed us, and AHA approved the venue. Initially, the gaming distraction was a little nerve-wracking, but we had solid attendance at every event.”

Kusnik-Sproat cautions planners to note that the property is about 45 minutes from the nearest airport. However, she added, “We didn’t experience any problems, but planners will want to address the transportation issues within the contract.”

According to Tom Gunning, executive director of the Braintree, MA-based Northeast Roofing Contractors Association (NERCA), the distractions perceived at a gaming destination are nominal. “For our annual convention and trade show, there’s no question that a gaming destination drives attendees, but it can also keep some

Borgata Hotel Casino & Spa’s $400 million signature hotel The Water Club is scheduled to open this summer in Atlantic City, NJ, with 800 guest rooms and 18,000 square feet of meeting space. Photo courtesy of Borgata Hotel Casino & Spa

attendees out of a meeting or trade show. However, the benefit of a higher attendance is worth the handful of attendees that might opt out on a meeting in a gaming resort.”

Gunning, who rotates his meetings throughout the Northeast, selected the 1,400-room Foxwoods Resort Casino in Mashantucket, CT, to geographically appeal to as many members as possible.

Foxwoods Resort Casino is one of the largest casinos in the world with 340,000 square feet of gaming space in a complex that covers 4.7 million square feet. Easily accessible from Boston, New York, Hartford and Providence, the resort is owned by the Mashantucket Pequot Tribal Nation.

Location played a key role in the initial decision, and Gunning continues to return because the resort offers so many amenities. From gaming to spa to shopping to first-class dining to state-of-the-art meeting space, everything necessary to pull off a first-rate meeting experience is in place — without leaving the gaming resort.

For entertainment, attendees can dine at more than 30 restaurants, window shop at more than 24 retail shops and enjoy five entertainment venues. For meetings, Foxwoods already offers more than 55,000 square feet of meeting space and 25 conference rooms, and the $55 million renovation will enhance the retail and dining offerings sometime this spring.

This spring’s long-anticipated debut of the MGM Grand at Foxwoods is also top-of-mind for planners. The new addition will boost the resort’s size by two million square feet and add 825 more guest rooms and suites, a 21,000-square-foot spa, a 4,000-seat Performing Arts Theater, a casino and four celebrity chef restaurants. The $700 million project will also include an additional 115,000 square feet of meeting and convention space, as well as the Northeast’s largest hotel ballroom at 50,000 square feet.

After a recent hard-hat tour, Gunning reported, “Large association meetings will have room to grow with the additional meeting space and accommodations. When the new MGM Grand at Foxwoods opens for business, the meeting rooms and exhibit hall will be housed in one building, easily accessible from our hotel rooms. Foregoing the hassle of walking through the casino, shopping or entertainment venues to the meeting space will be a worthwhile convenience.”

Atlantic City Renaissance
Atlantic City, NJ, 60 miles from Philadelphia and 125 miles from New York, is known as the gaming capital of the Northeast. With more than 95 conventions, trade shows, exhibits, and public shows scheduled and 400,000 visitors expected in 2008, Atlantic City is having a very good year.

According to Gary Musich, vice president of sales for the Atlantic City Convention & Visitors Authority, “Over the past few years, Atlantic City has experienced a renaissance, especially downtown, and re-creation of its image. This vision includes development and investments in non-gaming activities, new hotel casino projects, retail development and technology upgrades in our convention center. We have three major expansion projects in the works this year.”

Those three projects include Borgata Hotel Casino & Spa’s $400 million signature hotel The Water Club, (800 rooms and 18,000 square feet of meeting space); Harrah’s Atlantic City 964-room expansion; and Trump Taj Mahal’s new 782-room tower. MGM Mirage, Revel Entertainment Group and Pinnacle also have announced plans for new, luxurious developments.

The Atlantic City Convention Center, in the heart of the city on the famed Boardwalk, is the hub of meetings and conventions. The high-tech center features more than 486,000 square feet of contiguous exhibit space and nearly 110,000 square feet of meeting space.

Association meeting planners have 11 world-famous Atlantic City casino hotels at their service. These properties offer thousands of rooms and suites along with meeting rooms, ballrooms and reception areas, or more traditional conference facilities such as the 502-room Sheraton Atlantic City Convention Center Hotel (two ballrooms and 18

Golfers test their skills at Wynn Las Vegas Golf Club, a challenging par-70 championship course designed by Tom Fazio and Steve Wynn accented by waterfalls, streams and contoured fairways. Photo courtesy of Wynn Las Vegas

meeting rooms adjacent to the Atlantic City Convention Center) and the nearby 296-room Seaview Resort & Spa, a Marriott Resort (36 holes of golf, onsite Elizabeth Arden Red Door Spa and 27,000 square feet of meeting space).

An often-overlooked meeting venue, according to Musich, is Atlantic City Boardwalk Hall. The unique 85-year-old National Historic Landmark received an extensive $90 million renovation and restoration to transform the building into a modern special events arena accommodating up to 13,800 people.

Musich treasures association meetings. “Associa­tion meetings are a significant part of our business,” he said, “and we love associations as they are often multiple events within one.” Furthermore, association convention attendees often add pre- or post-event dates, or smaller associations within the larger group may branch off to hold regional meetings as well. “If you haven’t visited Atlantic City recently, you haven’t seen the new Atlantic City,” boasted Musich. “We are a new destination and we’ve recognized the changes in the market. Atlantic City, NJ, features 16 premier meeting facilities; and the Atlantic City Convention & Visitor’s Authority is here to help make your event unique and successful.”

The Entertainment Capital
With more than 136,000 guest rooms, 9.7 million square feet of convention and exhibit space, award-winning restaurants, luxurious spas, fantastic shopping, world-class golf and their own brand of unique entertainment, Las Vegas is one of the most exciting convention destinations in the world. A guaranteed attendance-builder, Las Vegas recorded an incredible 90.4 percent hotel occupancy rate last year, according to Michael Goldsmith, director of convention sales for the Las Vegas Convention & Visitors Authority. Because Las Vegas has it all,  association conventions and meetings both big and small flock to Las Vegas year after year. The actual breakdown of the

The Equestrian & Events Arena at South Point Hotel Casino & Spa, Las Vegas, NV, is a unique 30,000-square-foot, 4,400-seat arena and complete equestrian complex. South Point also features a 70,000-square-foot conference center and an exhibit hall with 80,000 square feet of divisible space. Photo courtesy of South Point Hotel Casino & Spa

numbers, in fact, may be a bit surprising. “Of the more than 24,000 meetings hosted last year in Las Vegas,” Goldsmith explained, “80 percent of the meetings were for groups of 500 attendees or fewer. Most of the major properties have dedicated small meeting teams.”

He continued, “One of the main reasons we are so popular is because of the options we offer, both for the planner and attendee. Las Vegas has just about everything. If you can dream it, we can do it because of the facilities that are here, because of our function space and the creativity that exists here. So there are just an incredible amount of options. That makes the meeting planner’s life a lot easier, because there are very few things they can ask for that we haven’t done already.”

Vertical positioning is how Sherry Romello, CMP, vice president, meetings and conventions for The Association for Convenience and Petroleum Retailing (NACS), described Las Vegas Meetings by Harrah’s. “Their one-stop shopping concept is a perfect scenario for the association market. Our members prefer different type of properties, from the budget-conscious Imperial Palace to the luxurious Bellagio, and we can sign one contract and book thousands of rooms within their seven hotels.” Earlier this year, Harrah’s announced a new program that allows planners to utilize all of the restaurants, nightclub and meeting venues in its seven properties (more than 20,000 guest rooms and one million square feet of meeting space at Bally’s Las Vegas, Caesars Palace, Flamingo Las Vegas, Harrah’s Las Vegas, Imperial Palace, Paris Las Vegas and Rio All-Suite Hotel & Casino), but work with a single convention salesperson and get everything invoiced on a single bill, allowing purchases from the seven properties to count toward the F&B minimum.

The Alexandria, VA-based NACS is an international trade association representing more than 2,200 retail and 1,800 supplier company members. For NACS, Romello typically plans a city-wide annual meeting for their 25,000 attendees with a three-year rotation through Las Vegas — an event that typically requires room blocks in 20 hotels.

Romello finds the services of the Las Vegas Convention & Visitors Authority (LVCVA) very helpful, especially for their convention center services to keep her informed as to the city’s happenings. The LVCVA operates the Cashman Center (483,000 square feet of space) and the Las Vegas Convention Center, which boasts more than two million square feet of exhibit space and 144 meeting rooms (more than 241,000 square feet).

“In Las Vegas, more than most cities,” explained Romello, “I’ve discovered success nurturing individual relationships at hotels. Why? Because everyone that goes to Las Vegas is a VIP, and it’s a fact that Las Vegas turns a lot of meetings. If I can call that contact in a crisis, I know I’ll get that call back.”

For example, Romello noted that she had to scramble to find an alternative destination because her association was scheduled to hold their annual meeting in New Orleans the month that Hurricane Katrina hit. Because she was able to call her hotel contacts directly, Romello re-signed 26 new hotel contracts in Las Vegas to save the day without missing a beat.

Susan E. Perry, CAE, president of The Perry Group Inc., an Alexandria, VA-based third-party full-service planning company, works with many associations, including the National Lumber and Buildings Material Dealers Association (NLBMDA), which at first was reluctant to consider a gaming destination. That is, until they were presented with  the option of a distraction-free environment off The Strip — the 548-room JW Marriott Las Vegas Resort & Spa at Summerlin.

“Las Vegas appeals to planners for its affordability, great access and attendance draw,” said Perry. “However, planners are often hesitant to take a chance on the numerous distractions of a gaming destination. Located 20 minutes from the famous Las Vegas Strip, the JW Marriott is close enough to indulge in the city’s amenities, but far enough away to maintain the attention of the attendees.”

The JW Marriott provides a group such as the 225 attendees of NLBMDA the advantage of being a big fish in a little pond, without sacrificing meeting space.

With more than 65,000 square feet of flexible meeting space, three ballrooms, 20 breakout rooms and state-of-the-art technology, the resort offers a luxurious Las Vegas option, including onsite golf, dining, entertainment and shopping. The resort also offers complimentary shuttles to The Strip throughout the day.

New and Noteworthy
Las Vegas continues to win the building-boom race. Some previously announced mega-projects are on hold; however, the recently opened The Palazzo (3,066 units) has joined The Venetian (4,027 units) and the Sands Expo and Convention Center to become the largest integrated resort and meeting complex in the world — The Las Vegas Sands Megacenter, with 2.2 million square feet of meeting and event space.

Another noteworthy meeting venue is the Mandalay Bay Convention Center, the fifth largest convention center in the U.S. with 1.5 million square feet of space. The Mandalay Bay Events Center is a 12,000-seat conference,

The Atlantis, Paradise Island Bahamas features 3,400 guest rooms, a conference center with more than 200,000 square feet and the best of all — post-meeting pampering at the spa. Photo courtesy of Atlantis Paradise Island Bahamas

entertainment, sporting and special event venue.

CityCenter, between the Bellagio and Monte Carlo resorts on The Strip, will include a 4,000-room casino hotel (300,000 square feet of meeting space), the 1,543-unit Vdara Condo Hotel (15,000 square feet of meeting space), a 400-room Mandarin Oriental and a 400-room Harmon Hotel, Spa & Residences. The CityCenter project is scheduled for completion in 2009.

The Fontainebleau Las Vegas, sister property to the legendary Fontainebleau Miami Beach, will feature 4,000 rooms and 400,000 square feet of meeting space, including the largest resort hotel ballroom in the U.S. when it opens in 2009.

One block from The Strip, planners should take a second look at the 826-room Westin Casuarina Las Vegas Hotel, Casino & Spa. Its 15 meeting and event spaces span 20,000 square feet, offering numerous options for groups of any size, and its close proximity to the action gives attendees the freedom to enjoy The Strip’s world-class entertainment and dining.

In the heart of the premiere southwest Las Vegas valley, just minutes away from the famous Las Vegas Strip, is the 1,430-room South Point Hotel, Casino & Spa, a Mediterranean-themed resort complex. A new 800-room tower and 10,000 square feet of additional conference space will be completed late this year. The South Point Convention & Equestrian Complex offers 150,000 square feet of space, and the Exhibit Hall has 80,000 square feet of divisible, column-free exhibit space. The South Point executive space has 17 meeting rooms.

Tropical Gaming Resorts
When meeting dates fall during the cold, dreary winter months back home, association members yearn for warm and sunny destinations. That’s when savvy planners seek tropical gaming destinations. And once they set foot on the island, who wants to stay inside? With the cool, blue waters of the Caribbean serving as a scenic backdrop to memorable theme parties and outdoor functions, resorts such as the Aruba Marriott Resort & Stellaris Casino, the San Juan Marriott Resort & Stellaris Casino, and the Atlantis, Paradise Island Bahamas provide numerous options to bring the meeting outside with custom-tailored celebrations such as a beach party with a dance band, and teambuilding activities such as boat building and pool volleyball competitions. Afterwards, attendees can parasail, kite board, jet ski and more without having to leave the resort. 

The San Juan Marriott Resort & Stellaris Casino, five miles from the airport, is close to San Juan’s popular restaurants, shopping and night life. The gaming resort completed a $35 million major renovation last year, cementing its appeal to the association market. Gaming is just part of the thrill of this beachfront property. Nearly 10,000 square feet of indoor meeting space is a perfect complement to the outdoor meeting space, which offers picturesque views along the Atlantic Ocean.  An added bonus: Since Puerto Rico is a U.S. Territory, passports are not required.

Earlier this year, the Aruba Marriott Resort & Stellaris Casino, one of the Caribbean’s southern-most gaming resorts, completed the first phase of a $40 million enhancement. By year’s end, the renovations of the resort’s 411 guest rooms, a new Ruth’s Chris Steakhouse, and overhaul of the lobby and reception area are expected to be completed. The Stellaris Casino, Aruba’s largest casino, is conveniently located off the lobby and separate from the meeting space.

The resort offers an abundance of indoor meeting space: nine meeting rooms totaling 11,600 square feet, including the Grand Ballroom for up to 900. The beachfront property also offers expansive outdoor meeting opportunities for events on the beach.

Jamie Bruce, senior vice president, sales and revenue management for the Atlantis, Paradise Island Bahamas, is understandably excited about all the recent expansions of his property. “We now have over 3,400 hotel rooms with five main hotel towers, each at different price points to offer association groups a wide spectrum of choices from value to total luxury.”

The Atlantis is the Caribbean’s most comprehensive resort experience. This unique, ocean-themed destination offers a variety of guest accommodations; more than 35 restaurants, bars and lounges; the largest casino in The Bahamas; extensive meeting facilities; and a marina.

The conference center offers 200,000 square feet of total meeting space. Large-scale conventions can choose from the 25,000-square-foot Grand Ballroom or the Imperial Ballroom at double that footage. General sessions, breakout meetings and exhibits can all be located under one resort operation, a critical issue for many association planners.

“In addition to being a great meeting destination,” added Bruce, “Atlantis offers a one-of-a-kind resort experience, especially after our recent completion of a $1 billion resort expansion. But we’re not done yet. We have another $10 million project for completion this fall to again upgrade our suites in the Royal Towers, and Beach and Coral Tower Rooms.”

Association members are vocal about their requirements and needs, according to William Giroux, CMP, executive vice president, conventions and marketing for the Alexandria, VA-based Truckload Carriers Association. “Our members prefer a warm destination in March, and they prefer resort locations with onsite meeting space. We strive to meet their needs, because we want our convention to be an experience as much as we do to make it a successful business meeting.”

For Giroux’s annual convention for 1,500 attendees, the expanded meeting space at the Atlantis, Paradise Island Bahamas provided an alternative to meeting in Hawaii. Giroux incorporated local culture into his events as well. One night, attendees arrived in pirate costume for a “Buccaneer Bash” featuring a village with pirates, “wenches” and entertainment. Another night was filled with the music of the Caribbean and a touch of Junkanoo, a Bahamian version of the Mardi Gras.

“The Atlantis is the East Coast version of Las Vegas,” added Giroux. “It offers the gaming, luxury spa, Las Vegas-style nightclub, golf, world-famous dining and people watching — and the marina is full of yachts of the rich and famous.” Giroux noted that once the sun set, his attendees had plenty of onsite options — fine dining at celebrity restaurants Nobu, Bobby Flay’s Mesa Grill, and Café Martinique, which features authentic French cuisine by the world-famous chef Jean-Georges Vongerichten.  Later, they stopped by for a nightcap and music at the Aura nightclub.

A fitting ending to a spectacular association con­vention at an all-inclusive tropical gaming resort.    ACF