Midwest Meetings Spring 2009

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Cast a special spell over your next business meeting.

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May 6-7, 2009 New York, NY

Economic forecast: what lies ahead for the meetings industry? Aligning your meetings with the strategic sales goals of your c-

What you can do now to stay ahead of the game Overcoming misperceptions: planning meetings in the public eye How professionals are doing more with less in creating valuable

e-mail: [email protected] www.worldrg.com/

Project2:Layout 1 1/21/09 11:49 AM Page 1

Last summer, I left my job as a meeting planner

without another job lined up. I was burned out, so

I took a break to find myself. I realized Im at a

place of great opportunity. I can start my own event

planning business.

In the fall, I accepted a planning position that

allows me to work from home and keep flexible

hours. I collect a steady paycheck again, and I have

the ability to pursue my dream of running an event

planning business.

This is my diary. Read about my plans, my prog-

ress, and where I go from here!

September 8, 2008My new job starts next week. Even though its a

work-from-home position, its going to occupy a lot

of my time.

Im forging ahead with a simple business plan.

It is time for me to take all my ideas on paper and

make them happen. I already have experience, a

portfolio, and good relationships with vendors, so

Im starting out with more than most.

Im working on my website, and what a head-

ache this is turning out to be. Some people hire web

designers, but I am on such a tight budget (zero).

Also, Im a control freak, and I really couldnt em-

brace the idea of having someone else design my

site. I want every word to be perfect, so my business

really has a chance to be successful. Theres a ton of

competition in my city, so I have to stand out from

the crowd with a great website.

Im about to put something online for the world

to read - and judge. Its a bit daunting.

September 16, 2008I started my new work-from-home job, and its

a big obligation. I find myself stuck in a tiny little

place, struggling to balance all of my commitments.

The stress I am experiencing is only the begin-

ning. The pressure will increase as I get into my

new job over the next few months while simulta-

neously marketing my new business and building a

client base. What can I say? I like a challenge!

The key for me is having goals and working to

accomplish one task for my business every day. As

long as I keep moving forward and progressing, I

know it will all fall into place.

October 10, 2008There are some days - like today - when I feel

like ripping my hair out. Its hard! I am bogged

down in all the little details that float to the sur-

face when you try to start your own business. I feel

stressed out, my to-do list is a mile long, and Im

worrying about whether I can get it all done.

Wait a minute. This sounds familiar. Starting a

business is a lot like planning an event! A really

big event

November 5, 2008My hard work is finally paying off. An individual

wants to consult with me on keynote speaking for

conventions.

Also, today I received a call from a lawyer who

A place to begin... Launching a planning business. One planner strikes out alone.

28 Midwest Meetings Spring 2009

wants me to help plan his seminars. This is a golden

opportunity. Because it is a series, there is always

the next event that I can help plan.

Now I need to figure out some sort of contract

that I can send to him for my services. Did I men-

tion hes a lawyer?

November 11, 2008Im not sure what is going on with my potential

client, the lawyer. Im nervous because I havent

heard from him in a few days. To be fair, I know

hes busy, and the seminars are not until 2009, so

theres still hope. But I was excited to finally have

someone who wanted to hire me, and now I cant

close the deal.

November 13, 2008The two prospective clients I was pursuing have

chosen someone else. My frustration is in not re-

ceiving a reason why. It is hard for me to adjust

my strategy without knowing exactly what went

wrong.

I came across another project today, and I sent a

proposal. Maybe something will come of it. But Im

starting to doubt myself. What makes me so spe-

cial that I can start a business? Some days, it really

seems impossible - a mountain of a task that I took

on for some crazy reason.

Im taking a vacation. Im leaving in a few days.

Maybe it will be good for me to get away and come

back with a fresh perspective.

November 25, 2008Im not sure anything has changed. The vaca-

tion was a nice break, but now Im back and I still

have no clients. The proposal I sent before I left

was rejected.

One good thing did happen today, however. I

got an email from someone with whom Ive been

corresponding who just landed an impressive event

planning job. She said talking to me inspired her to

go for it. That was a nice thing to hear! Even if Im

not having much luck these days, Im happy to see

someone who is.

November 29, 2008I need to get out there and do some good, old-

fashioned networking - the kind that involves talk-

ing to people and asking if they have any projects

for me.

I have avoided this tactic so far, because it is not

an easy thing to do. It involves making phone calls

and contacting people and potentially looking stu-

pid.

I have to start, or I am never going to get any-

where. I know clients are out there somewhere!

December 1, 2008I love the first day of the month. Its a fresh start.

Today, I vow to renew my search for a client.

I have to fight to get my business going or move

to Barcelona and start over. Unfortunately, my

Spanish is lacking, so it seems I need to get going

with some events!

Stephanie Sasso, CMP has ten years of experience

in planning events. She has a strong background in both

meeting planning and hotel event management. Stepha-

nie enjoys traveling, and she has been to China, the Ca-

ribbean, Mexico, and 19 states in the US. She hopes her

career will take her to see the rest of the world someday.

Stephanie is currently pursuing event planning projects

and writing a book for novice event planners. Contact

Stephanie at [email protected].

I love the first day of the month.

Its a fresh start. Today, I vow to

renew my search for a client.

www.MidweStMeetingS.coM 29

requirements, then I should look for something in my last intern-

ship that my first two didnt have. Just like at Special D Events,

I knew that the job would be a challenge. I knew management

wouldnt accept anything but the best.

MM: How was this internship different from your experi-ence with Special D Events?

NK: It was completely different! Before this experience, I [put] my faith in the resort I was working with to help me make the

event a success. Now, I was that person.

Instead of traveling and filling my days doing research to plan

an event, I was now on the execution side. The Inn does a lot of

corporate business, but they also do their fair share of weddings,

which is something I had never done before.

MM: What were your responsibilities at The Inn?NK: My responsibilities as an event coordinator at The Inn in-cluded communicating with the site contact and event manager

as often as necessary with any changes or concerns the group

had.

I was responsible for keeping customer counts at events, tak-

ing bar inventories, communicating scheduling needs, managing

a serving staff, giving flawless service, and working closely with

the kitchen staff to ensure that food presentation was up to re-

sort standards and food service was timely.

MM: Can you describe some of the lessons learned from working on the other side?

NK: There are benefits and drawbacks to each side, but for me, I realized I enjoy the couple of weeks working 40 to 50 hours and

then an intense week onsite, working 70+.

When Im working with a third-party event planner, I have

more patience and understanding when they have to discuss a

decision with their client before they can give me an answer.

Having been on both sides, I think this is something that can

really put me ahead of other recently graduated students.

MM: What was your most unusual experience at The Inn at Bay Harbor?

NK: I was working a wedding rehearsal dinner for 50 people on the restaurants patio. We knew the forecast was predicting

rain but hoped that it would stay north of us. The event was


38 Midwest Meetings spring 2009

The Room That Eats SpeakersHelp Beat the Monster

Room setups affect presentations. Confront challenges, support speakers.

by Peter de Jager

Here is a Catch-22 that affects all of us: we learn best from fail-ure, but the last thing we want to discuss is our failure. In the spirit of sharing, Im going to discuss some of mine.I am a keynote speaker. I have spoken for more than a

quarter of a century and have a reputation sufficient to take me to

37 countries and have me invited to speak at the World Economic

Forum. In short, I know what Im doing; I do it well; Im a bona fide

professional.

That does not mean I havent failed to deliver from time to time.

Not often. Three times, to be exact, in more than 25 years.

The first time it happened, I wrote it off as the audiences fault.

What can I say? It was early in my career, and I didnt realize it is

never the audiences fault.

The second time, it was a presentation I was giving for the first

time. I wrote that failure off to not having the timing down, and

I suspected the flow of my talk wasnt perfect. Better than my first

excuse, but as we shall see, not the real reason.

The third time, I knew it was not the audience. I had grown

out of blaming others for the quality of my work. Nor was it a new

talk. It was one I had given hundreds of times, and I presented it

as I always did. Despite my knowledge of the topic - my passion

and delivery - the presentation fell flat, and I died on stage for the

third time.

If it was not the audience, and if it was not me, then why did I

fail?

As a speaker, that is an important question. The answer is also

important for any meeting planner.

Each time I failed, I had the same sense that I had never once

connected with the audience. I sat down, took pen and paper and

wrote down everything I could remember about those painful

experiences. This is what came to mind:

Cavernous RoomsExhibit halls are not the best rooms in which to speak. The

50-ft. ceilings swallow all but the best sound systems. They place a

great distance between the speaker and the listeners.

Elevated PodiumsWhen the podium is three ft. or more off the ground, a speaker

is guaranteed to be far from the audience - not only with respect to

distance, but psychologically as well. Here is a made-up formula for

you: the difficulties of creating rapport with your audience increase

as the square of the distance between you and the listener.

Open Space in Front of PodiumA tall podium usually causes the first row of seats to be placed

20 to 30 ft. back. Seats have to be that far back, or attendees will

get cricks in their necks looking up at the speaker. This adds more

space between the speaker and the audience. At one of my failures,

literally enough space for a pipe band existed between the audience

and I. They marched out, and I marched up to my guillotine.

Wide Center AisleIf the room is large, the temptation exists for a wide central aisle.

This means, if the speaker stands in the center of the podium, he or

she is speaking to blank space all the way to the back of the room.

Wide Rooms vs. Deep RoomsSome rooms are wider than they are deep. This means listeners

to the left and right of the speaker are farther away than those all

the way at the back of the room. For speakers to make eye contact

with those on the left, they must turn their backs from those on

the right. If they are wearing a lavalier microphone, they must turn

their shoulders in the direction in which they are speaking, or the

mic will not pick up their voices.

Rounds vs. RowsIf a room is filled with round tables rather than rows of seats,

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If youve ever tried to learn a different language, then you know how difficult it can be to train yourself to commu-nicate in a new way.Now consider this: the words that come out of your mouth

only transmit about 10% of your message. Experts say non-

verbal cues and signals can make up the other 90%. When

youre negotiating contracts with suppliers, do you know

what youre really saying? Do you know what the other person

is thinking?

For some people, the ability to read body language comes

as naturally as breathing. For others, it requires a conscious

effort to notice and interpret the signs.

The good news is that you can learn to improve your non-

verbal communication skills. The better news is that by doing

so, you might be able to improve the results of your negotia-

tions.

Strong nonverbal communication can help your negotia-

tion by signaling to your counterpart that you are confident

in both your preparation prior to the negotiation and the

position you are taking during the negotiation, says Peter

Stark, who has been training negotiators for more than 15

years.

Stark, co-author of The Only Negotiating Guide Youll Ever

Need, believes confidence is the most important aspect of

Nonverbal Negotiations Its not always what you say

Body language speaks volumes.


Peter Stark is co-author of The Only Negotiating Guide Youll Ever Need. He travels internationally training leaders, sales professionals and procurement specialists in the art of negotiation.

successful negotiating.

Negotiators will actually lower their aspirations and

ask for less when they know their counterpart is confident

in their position, he says. Most often, confidence is tele-

graphed in nonverbal behaviors.

You might want to start by studying your own behav-

iors. Have a colleague videotape you while you speak.

Then, when you play the video, hit the mute button.

Watch your gestures and movements, your stance, your

expressions. Without hearing the words that go along

with your actions, what message do you interpret? Do you

appear nervous? Confrontational? Uncertain? Preoccu-

pied? Play the video back again and identify any actions

that create a negative impression.

Try the same tactic with a video of a speaker whom you

feel exudes confidence. Pay particular attention to hand

gestures, eye movement and posture. What is different be-

tween the speakers actions and yours? Which behaviors

can you incorporate to give off a more confident air?

Tone and inflection of voice are also important factors.

One great exercise is to practice asking for something

using different tones of voice and modulating voice, em-

phasizing different words, Stark says.

He says one exercise negotiators can try is to look into

a mirror and practice asking, I need you give me a 10%

discount.

The first time, emphasize the word I, Stark says. At

the end of the sentence, trail your eyes away from looking

in the mirror. Now try it again. This time, emphasize the

word you, and at the end of the sentence, continue to

look at the mirror. Hold the eye contact for at least two

seconds after you complete the sentence. It may even feel

a little uncomfortable, but then again, when your coun-

terpart has confidence and you do not, it does feel a little

uncomfortable.

Once you have an understanding of the nonverbal

messages you transmit while speaking, you can work to

improve and enhance your persona, or your public per-

sonality. By paying attention to your own body language,

you can develop a better grasp on how others perceive

you. Knowledge is power, according to Stark.

Confidence: it is the number one key, Stark says.

The best way to gain confidence in a negotiation is to be

well prepared. The side with the best and the most infor-

mation usually gains the best outcome.

It may even feel a little uncomfortable, but then again, when

your counterpart has confidence

and you do not, it does feel a little uncomfortable.



100% Star Billing: Requirement by an artist that his or her name appear in a type style and size equal to or greater

than other names in advertising and promotional materials and

media.

Business Exchange: A website that serves as a year-round online marketplace for buyers and sellers within a

given marketplace. Such sites are also referred to as business-

to-business (b2b) marketplaces, business-to-consumer (b2c)

marketplaces or consumer-to-consumer (c2c), depending on

the target audience.

Exhibition Occupancy: Total sq. ft. of space used for exhibits times the number of use days divided by the total

exhibit space in the building multiplied by 365. Expressed as a

percentage.

Financial Responsibility Law: A law that requires a person or organization to furnish evidence of ability

to respond to claims for harm from a specified type of activity.

The most common financial responsibility requirement applies

to motor vehicle operators, who must have evidence of ability

to pay for automobile-related injuries or damage. An auto

liability policy is the main form of financial responsibility.

Housing Priority Points: A system used by some event organizers to assign guestrooms in housing facilities

or floor space in an exhibition where preferred locations are

given to those sub-blocks or exhibitors with

higher priority points. Points are also often

awarded for consecutive years of attendance

or exhibiting, early registration for an event,

sponsorship levels, etc.

Knowles Theory: Proposes that for adults to learn, the following must be

addressed: adults need to know why they need

to learn something; adults need to learn through experience;

adults view learning as problem solving; adults only learn when

the material is immediately relevant.

One for Fifty: Often represented as 1/50. Facility complimentary room policy: one complimentary room night for

every 50 room nights picked up and paid for. While 1/50 was

once the standard, the complimentary policies vary per hotel

and/or event.

Pattern of Event Dates: The dates during which an event can be conducted. May be designated by specific dates,

months, or seasons (spring, fall, etc.). An example description:

September 1 through October 30, excluding Labor Day, Jewish

holidays. This annual meeting must begin on Thursday and end

on Saturday.

Think Tank: A group of specialists organized by a business enterprise, governmental body and commissions to undertake

intensive study and research into specified problems.

XLR Connector: Typically, a three-pin plug or receptacle with a metal shell used for microphone cables and

line level signal-carrying cabling.

Thanks to the Convention Industry Councils APEX Initiative

for providing these industry terms and definitions. For more, check

out the APEX Industry Glossary at www.conventionindustry.org.

Learn the lingo- Industry terms to know.


Paul Brown, director of sales at Eagle Ridge Resort & Spa in Galena, IL.

Gene Hare, director of sales

at Pheasant Run Resort in

St. Charles, IL.

Renee Wilhite, director of sales and marketing

at Chateau on the Lake Resort, Spa

& Convention Center in

Branson, MO.

Some people believe a meeting at a resort equals a budget breaker. However, this

is not always the case. Planning an event at a resort can save time and money in

some cases, and you can create a more productive meeting.

In the current business climate, many resorts are offering competitive rates, so

a resort meeting can be not only a great experience, but a phenomenal value, says

Renee Wilhite, director of sales and marketing at Chateau on the Lake Resort, Spa

& Convention Center in Branson, MO.

Timing is everything, and you should strive to keep open communication with

the resort from your initial call. If you can be flexible with your meeting dates, ask

when you might obtain the best rates for rooms, food and beverage, recreational

activities, or even entertainment.

In addition to the time of year, you should check on demand over certain days

of the week. When you hold your event over low-demand periods, youll be able to

stretch your dollars further and maybe even get some amenities added on a compli-

mentary or reduced-cost basis.

Resorts also offer a wider range [in] inventory and room rates, Brown says. For

example, there are traditional guestrooms, but we can also rent homes ranging from

a two- or three-bedroom to an eight-bedroom home.

As a meeting professional, you should always take the time to provide a resort

with the details of your entire program. This includes guestrooms and meals, team-

building needs, entertainment, golf, and everything else on the agenda. When you

provide all information possible, a resort can offer you the best package.

We often get RFPs via email, asking for rooms and rates, Brown says. We need

the whole picture in order to give [planners] the best value, since we offer so many

other amenities. Location, Experience, FlexibilityMidwest resorts offer an affordable and convenient place to convene for many

meeting and event attendees. Many Midwest resorts provide a perfect solution for

planners who are looking for a central place in which to bring together people from

far and wide.

Resorts often eliminate the need to find meeting-related activities and enter-

tainment. An array of options under one roof can help keep your group together

and reduce the possibility of losing attendees to outside venues.

Many resort staff members are experienced in creating custom events. By work-

ing with the resort and sharing your goals and objectives, you can coordinate a

unique experience for your attendees that will result in a memorable time and a

productive meeting.

Resorts provide a great value for conferences, because they offer a complete

experience onsite, Hare says. We are able to assist with the planning of the meet-

ing, activities, themes, entertainment and marketing of the program, allowing the

planner to focus on the content. In addition, resorts offer a self-contained environ-

ment, which leads to better attendance, stronger networking, and, in the end, a

better return on the companys meeting investment.

Packages can be tailored to meet a groups individual needs and incorporate a

variety of activities and dining options, Wilhite adds. By working closely with

the onsite staff and relying on their expertise, planners can create one-of-a-kind,

memorable events utilizing the resort amenities within their program.

We find now, more than ever, our partners want to have an experience, not just a meeting.

By working closely with the onsite staff and relying on their expertise, planners can create one-of-a-kind, memorable events utilizing the resort amenities within their program.


By using the capabilities a resort offers, planners can save time

by eliminating the task of finding outside suppliers. Most resorts

offer a variety of in-house services, such as sightseeing tours, team-

building activities, entertainment options and more.

Looking for spouse or family activities? Many resorts offer pre-

planned activities like horseback rides, cruises, hikes, shopping

excursions and more. In many cases, resorts can arrange for trans-

portation needs and apply them directly to your master bill. Spa

services, golf courses, boutique shops, culinary classes, and even

movie theaters are often included in a resorts blueprint. When ne-

gotiating your event, be sure to find out if any activity discounts are

available for your attendees.

First, let the salesperson know what your goals are and what you

want to accomplish, and then dont over-schedule your attendees,

Brown says. Let them have an hour or so of free time each day.Away From It AllIn many cases, the reason an event takes place away from the

office is to encourage creativity and offer a learning experience to

help a team become more successful. Resorts are an ideal location

to provide the right mindset for attendees to learn, grow, come to-

gether, and renew their passion for their business, Wilhite says.

The flexibility of a resort meeting can be very attractive to

companies and

groups who are look-

ing to get the most

from their employ-

ees or members, she

explains. A resort

setting can be inspi-

rational and foster

creativity, resulting

in a more positive

overall experience

for attendees, plan-

ners, and all who

ultimately reap the

benefits of an effec-

tive meeting. When

meetings are produc-

tive and rejuvenat-

ing, they return results.

So, next time youre assigned the job of creating the perfect

event, look to a Midwest resort to help you achieve an experience

your attendees will be talking about for years to come.

Chateau on the Lake Resort, Spa & Convention Center takes the comfort of its

guests seriously. The 14,000 sq. ft. Spa Chateau opened

in 2006.


Regional beers from Midwest breweries such as Goose

Island Beer Company in Chicago, Leinenkugels Brewery

in Chippewa Falls, WI and New Glarus Brewing Company

in New Glarus, WI have found popularity with meeting

and event groups.

For our meetings originating throughout Wisconsin or

Chicago, having these beers on tap in the banquet area is

a must, Binder says.

[These] are big draws for us, Pleau agrees. Were see-

ing an increase in specialty beers, especially craft beers.

Many meeting and event planners also rely on resorts

food and beverage departments to work within budgets and

deliver value when recommending wine choices.

Were seeing high demand for excellent wines at rea-

sonable prices, Pleau says. Were really capable of steer-

ing people in the direction of getting a good bang for their

buck in the wine market. They dont have to spend $60 to

$70 on a great bottle of wine.

And budget challenges aside, Pleau urges meeting and

event planners to think twice before going the cash bar

route.

We actually work with clients to try to keep them away

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The catering managers have to be very well versed to steer the clients to get maximum value without cutting any quality for the dollar.


from going with cash bars, because we believe its not a good reflec-

tion on the group or the group leadership, he says. Wed rather

find a way to make their budgets work, so they can still have a host

bar. Shoestring BudgetsSo heres the rub: how do meeting or event planners choose all

the trendy menu selections, incorporate all the special diet options,

and provide for all the personal tastes of their attendees, all while

coming in under budget?

They come to me and say, This is my budget, what can you do

for me? Ross says. Planners have a hard time choosing menus

that will appeal to a large group of people, especially while trying

to watch costs.

We work with every group on an individual bases, Fedorko

adds. A strong food and beverage team can lead a group through

the process of not only selecting menus, but creating special menus

for their budget. A great food and beverage team always provides

the highest-level service, no matter what the menu price.

The current economic environment has presented skilled food

and beverage departments with the opportunity to shine, according

to Pleau.

The catering managers have to be very well versed to steer the

clients to get maximum value without cutting any quality for the

dollar, he says. If these efforts are done right during the tough

times, theyre going to repay tenfold. Companies are going to come

back and say, You really worked for us when the dollar was tight.

When it comes to adding that value per dollar, Lake Lawn Re-

sort has developed a way planners can provide entertainment dur-

ing meals through action stations, or chef demonstration and

serving stations.

When attendees are just sitting and eating, especially during a

multi-day event, planners are looking for inexpensive ways to keep

them entertained, Ross says. We can provide that entertainment

and provide educational content that gives attendees an even bet-

ter experience. We can teach techniques and terms, or the origins

of the foods they are eating. Or we can simply add some showman-

ship to the meal.

Sometimes, though, planners just plain need to cut out the ex-

tras in order to reduce meal expenses. Lunch, Ross says, is a prime

candidate for cost-cutting.

Attendees often complain that heavy lunches slow them down

in the afternoons, he explains. Opting for lighter and healthier

fare, such as organic and seasonal produce, also help meet the de-

sires of attendees.

For example, a soup and salad bar is an inexpensive option that

also meets planners need to serve choices along with a meal.

Creating a meal that wows attendees without breaking the bank:

this is how meaningful relationships are made.

A great food and beverage team always provides the highest-level service, no matter what the menu price.

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up to as much as 20% off the regular individual

prices, depending on the size of the group.

As spa experiences have increased in popular-

ity over recent years, planners have more options

than ever when it comes to picking those pamper-

ing touches. And the staff mem-

bers at Midwest resorts are often

able to help create a special

experience for each individual.

Customized spa treatments are

becoming the norm.

One size no longer fits all, as

spa-goers desire experiences that

are tailored to their personal

needs and desires, McNees says.

From booking time instead of a

treatment to selecting the back-

ground music, lighting, room

temperature and massage oils,

being a spa-goer is not a specta-

tor sport.

With the increase in popular-

ity has come a new era of innovative spa treat-

ments, along with different ways of implement-

ing them. By working with resort staff members,

planners can craft meaningful experiences that

leave each and every attendee saying ahhh.

Photos courtesy of the International Spa Association


Understanding GroupsIf a tournament is on the agenda, onsite

professionals can be a lifesaver. Facility staff

members understand golf and groups. Many

factors are involved in a golf outing, and ev-

ery detail can have a big impact on partici-

pants experience. Staff members can offer

guidance from their experience in handling

past groups to help you create a memorable

golf event.

For a 2007 event, when she was the vice

president of brand marketing and commu-

nications for CIT Group, Inc., Carol Ber-

man planned a golf outing as the focus of a

three-day gathering for 75 communications,

media and entertainment executives.

The head golf professional, Mark Fry,

had a great disposition, says Berman, who

is now the president of City Girl Media.

Mark kept tabs on the scores and created

a professional-looking leader board for our

group, which fueled the friendly competi-

tion and the anticipation to see who would

win. Fuel for the GameThe nature of the activities offered along

with a golf tournament or golf-themed

event can set the tone and atmosphere for

your group. A picnic lunch on the greens

is one way to incorporate food and golf, for

instance, and there are numerous other op-

tions for the two to mix.

We brought boxed lunches out to the

players while they were on the course, Ber-

man says. This way, there were no hunger

issues, and golfers who were going to play

We had CBS golf analyst and former professional golfer David Feherty on one of the holes, coaching players.


another round of 18 after the tournament

or proceed to another activity, like fishing,

were fed. Keeping bellies full is key.Its All in the ThemeIf a golf outing is a central focus of a re-

treat or getaway, then why not keep golf

top-of-mind for your attendees through-

out the gathering? A golf theme can carry

through from the course to the banquet

room. Consider bringing in golf-related ac-

tivities, games or icebreakers to encourage

interaction and fun among attendees.

Ashley Dicksa, founder of Creative

Events by Ashley, plans an annual golf tour-

nament that has grown over the years, from

about 40 participants to more than 100.

Last year, the theme was Caddyshack,

Dicksa says. We encouraged everyone

to get dressed up. We did prizes for Best

Dressed; people went as far as decking out

their golf carts and golf bags. Another year,

[we had] a poker run theme, so every third

hole had a type of poker activity. We had

one [hole] where they could actually play

one hand of poker.Add Some PizzazzFor some serious golfers, nothing can top

the opportunity to golf with a great. Some

agencies offer the ability to rent a pro for

golf events, and some facilities employ their

own onsite celebrities. Depending on your

meeting budget, these individuals might be

able to appear for a motivational speech, of-

fer personal instruction, or even spend the

day on the course with your attendees.

We had CBS golf analyst and former

professional golfer David Feherty on one

of the holes, coaching players, Berman

says. I say coaching because David is also

known for his wry sense of humor, so he

was poking good-natured fun as much as he

was actually coaching. Each foursome had

a photo taken with David on the hole to

commemorate the moment.

You might also consider hiring a well-

known local personality to make an appear-

ance.

We had our Mistress of Ceremonies

We did prizes for Best Dressed; people went as far as decking out their golf carts and golf bags.


for the post-tournament dinner jump in a cart and drive

around, Hopkins says. Shes one of our local news an-

chors and is adorable!Go For the GoldHosting golf contests for your group can help ramp up

the fun among attendees. Golf competitions might in-

clude longest drive, straightest drive, closest to the line,

closest to the pin, fewest putts or hole-in-one, among

others. Depending on your group, contests can range

from serious to silly.

We recently planned a golf tournament where three-

quarters of the holes had contests, Hopkins says. There

was something to win, be part of a raffle, be part of the

cause, and our favorite: the Marshmallow Drive. It was

hilarious.

Dicksa has also included a longest drive contest using

marshmallows in place of golf balls.

When we were thinking of ideas, we said, Thats kind

of silly, but lets try it; lets see what people think, she

says. And they loved it, and weve brought it back every

year. Get Everyone InvolvedWhether you want to encourage attendees to take part

in a golf outing or you need to arrange separate activities

for non-golfers, the options abound.

We do a dinner, which is fun-filled [with] live enter-

tainment, awards and prizes, Dicksa says. People buy

tickets just to go to the dinner portion, and they might

not necessarily golf. We have a band; we do both a raffle

and an auction. People want to eat and dance!

When we were thinking of ideas, we said, Thats kind of silly, but lets try it; lets see what people think. And they loved it, and weve brought it back every year.


hospital. Weve reached those goals. Know when to stop. You dont

want to end when theres nobody playing; you want to end when

its packed and everyone is really enjoying it.

For the final event, its the personal touches that count. A local

bar will close down its patio to host a new pre-party activity, called

Fault the Family Dunk Tank Revenge, which will allow commu-

nity members to express themselves loud and clear.

All these people are [angry] because were stopping this event,

so lets take it out on the family, Otteman explains. Members of

the family do a shift in the dunk tank. If youre mad [were] cancel-

ing the event, you pay $10 for three balls and dunk them, or pay

$20 to just walk up and hit the button. People who arent necessar-

ily golfers, but either know the family or enjoy the charity, can be

involved in an event that has nothing to do with golf.

Another new fundraising tie-in for the tournament, called Pen-

nies for Heaven, yielded unexpected results. The concept was sim-

ple: for the 15th year of the tournament, bring 15 rolls of pennies,

and get a commemorative final-year T-shirt.

Word got around, and now several retail outlets throughout

town compete against each other to fill Pringles cans that have

been disguised in sleeves to look like giant penny rolls. The retail

outlet that raises the most money becomes a sponsor at the golf

tournament.

Its been an unbelievable response all of a sudden, Otteman

says. That part has been really neat.

An important element of the final event will involve expressing

the familys gratitude for 15 years of community support. Family

members have culled their photo archives from past tournaments

to create photo boxes, which are special mementos of the event.

We pulled funny photos and took little stickers that have funny

quotes in bubble boxes and put them on, then blew them up to

poster size, Otteman explains. At the bottom, we, the family

members, wrote a caption of what this photo means to us.

Large-scale photos of community members who have been in-

volved with the tournament decorate the banquet room, to be

taken home with individuals as keepsakes at the end of the event.

Things like that have really turned a simple golf tournament

into a community experience, Otteman says.

Know when to stop. You dont want to end when theres nobody playing; you want to end when its packed and everyone is really enjoying it.

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McDaniels Marketing Communications Client: Galena Jo Daviess County Job #3192 (ref #9917) Elevate Your Expectations Meetings ad 4/c Half Page ad: 4.5 x 7.375 300 dpi Run Date: March Location: Midwest Meetings Deadline: 1/26/09 email PDF to: [email protected], cc: [email protected] Tag created: 1/13/09

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