[WEBINAR] How Rooms Does Your Event Really Use?

How Many Rooms Does Your Event Really Use?

Rachel Benedick

Vice President of Sales and

ServicesVisit Denver

Our Guests Today

Christine “Shimo”

Shimasaki, CDME, CMP

Managing Director

empowerMINT.com

DMAI

The Problem with Room Blocks

Moving Forward…

New Term: Event Room Demand

Event Room Demand Study Findings

AGENDA

What seems to be the problem with rooms blocks

today?

What seems to be the problem with rooms blocks

today?Attrition Clauses/RiskNegotiations-Rooms

to Space RatioSeller Market Impact

Advocating for a new “view” -- Event Room Demand

-

-

ALL ATTENDEES5,740

2,210PEAK

ROOM BLOCK PICK-UP

Typically Our Current View…

-

-

-

ALL ATTENDEES5,740

2,210 PEAKROOM BLOCK

PICK-UP

Typically Our Current View…

TOTAL ROOM

DEMAND

The Event Room Demand Study –

July 2015

How Many Rooms Does Your Convention Really Use?

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To quantify the extent attendees and exhibitors book hotel rooms outside of the organizer room block.

In addition, expanding upon the Convention Industry Council’s Project Attrition, gain a better understanding of any influential factors or conditions which may lead attendees to book more or less rooms around the contracted room block.

Sponsored by:

Study purpose

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3 levels of event room demand

Block Pickup

In hotel, outside block

Outside hotel

• Easily tracked• Majority of demand

• Bookings inside contracted hotel

• Takes place when block is unavailable

• Bookings outside of contracted hotel

• Variety of motivations

Focus of this study

Current

Visibility

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Data collection – 174 events1. Organization Type (association, corporate, other)

2. Organization Market Segment (medical, agriculture, government, etc.)

3. Event Facility Type (hotel only, convention center)

4. Event Destination

5. Event Dates

6. Zip codes of all registered participants

7. Registration type of registered participants (exhibitor, full day attendee, day only, etc.)

8. Housing total number of guests

9. Housing total rooms reserved

10. Day by day pick up

PPRPlus Individual Event

Organizers

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How we improve our view…

100 Miles

About 1 in 8 attendees’ zip codes fell within 100 miles of the convention facility

Average 5,000 overnight attendees

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Persons Per Room (PPR)

average1.29

Calculate

Total Peak Room Demand

average3,900 total peak room demand

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Study findings

The data implies

1 out of every 3

(34.1%) rooms are being booked

outside the room block

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Full Data Provided

63.5%

Missing Data

32.6%

Unuseable3.9%

Source: Tourism Economics

Event data can be an issue…

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Room block results: distribution

Less than 20%

31.3%

20%-40%27.1%

40%-60%24.7%

60%-80%16.9%

Rooms booked outside block


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0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

Less than1000

1000-2500 2500-5000 5000-10000 10000+


Share of rooms outisde block by event size


What seems to influence higher shares?

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0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

Hotel CC


Rooms booked outside the contracted room block by facility


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0.00.20.40.60.81.01.21.41.61.82.0


Index of rooms by event type

Source: Tourism EconomicsSource: Tourism Economics

Average across all events = 1.0

Our Collective Goal

3 Things to Do:

1. Explore the CIC’s Project Attrition Decision-Making Matrix

2. Be diligent about your event’s post event data

3. Work with your CVB as the industry explores new tools to both analyze and advocate for your business.

We are the best FIRST point of contact to help planners FIND the right fit for ANY SIZE meeting.

CVB Promise and Value

To Planners

• Local expertise• Extensive in-market

relationships• Comprehensive view of the

destination• Free to you!

www.empowerMINT.com

• Review at-a-glance destination profiles

• Get destination news • Find your Destination Expert• Search and compare• Submit a Quick Request or

RFP to multiple destinations

Keep in Touch

Emailcontactus@empowermint.

com

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Webwww.empowermint.com

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[WEBINAR] How Rooms Does Your Event Really Use?

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Transcript of [WEBINAR] How Rooms Does Your Event Really Use?