Small Markets | By Selena Chavis

Be The Big Fish!

& Other Reasons Small Markets Make Sense

By Selena Chavis
For Marc Fomby, personal attention is paramount when considering potential locations to host events. That's why he plans to take the annual conference for the Mississippi School for Addiction Professionals (MSAP) back to Hattiesburg, Miss., for as long as he's the coordinator. "If you want my repeat business you have to earn it—and that, they did," he said.

Fomby is the CEO of FTC (Fomby Training and Consulting) Prevention Services, which is based near Jackson, Miss. His company offers groups, such as community-based organizations geared toward youth education, customized seminars devoted to specific prevention management and safety topics.

Fomby, a Detroit native, organizes the MSAP conference at the Hattiesburg Lake Terrace Convention Center and said the city and the center offer Southern hospitality and a "hometown feel with the professionalism of a major conference center, but with that personal attention and care that seems to have fallen by the wayside for a lot of service-based entities."

When it comes to personal attention, Fomby also noted that smaller destinations are likely to give him timely, attentive responses and allow his group to feel like a "big fish in a small pond."

"The biggest reason a group might look at a small market is the special attention they get," said Bonnie Bernat, sales executive for the Charlotte (N.C.) Destination Group, a destination marketing organization that also facilitates group events within Charlotte's smaller neighboring cities such as Cabarrus County's Concord. "Attention makes their attendees feel important and want to attend again. They don't want to be just another number."

Similarly, destination professionals in Frisco, Texas, are finding the same response from planners. Marla Roe, Frisco CVB executive director, said it's the extra touches such as the availability of civic leaders to greet groups that scores extra points with planners. "Our mayor is very accessible to give welcome addresses," she said, adding that special attention to details has become a citywide effort. "Our city leadership has made a commitment that they want Frisco to be a premier meetings destination."

Along with special attention and the ability to allow groups to feel like a big fish, Fomby, Bernat and other meetings professionals mentioned affordability, availability and access as three other top reasons why small markets are smart choices for their organizations. They explained that second- and third-tier destinations tend to be more economical and have more available dates for meetings. Drive-in access and ease of access around town were other positives mentioned. "In Hattiesburg," Fomby said, "we like the close proximity of restaurants and shopping malls for those attending."

Meetings and hospitality professionals shared other reasons why small markets are becoming strong contenders for group events.

Growing Meetings Infrastructure

Many smaller cities have begun "waking up" to the potential of their destination to host meetings thanks to new hospitality developments. For example, Roe said Frisco really became aware of the potential of meetings when The Westin Stonebriar Resort, North Dallas, opened its doors eight years ago with more than 24,000 square feet of meeting space and 301 guest rooms.

As one of the fastest growing cities in the United States, Frisco has "really tried hard to raise the bar as far as meeting properties and products," Roe said.

On the heels of the Westin came the 330-room Embassy Suites Hotel and Frisco Conference Center, encompassing 90,000 square feet of meeting space. Roe said the conference center is currently the second largest in the Dallas/Fort Worth Metroplex region and the third largest in the state.

More Attractions Than Ever Before

According to Ann Ellis, marketing and sales specialist for the Cabarrus County CVB, hotel and meetings options have expanded at an unprecedented rate over the past five years due to the growing popularity of motorsports in the region. Tagged as "The Racing Side of Charlotte," Cabarrus County is home to Lowe's Motor Speedway. Entertainment and teambuilding options for groups are often built on a NASCAR theme, like racecar driving schools, for example. Ellis said the region also offers entertainment options for less enthusiastic race fans who would enjoy spa experiences, shopping and the area's growing wine industry.

New development in Cabarrus County continues, with six new hotel properties expected to open in 2009 that will increase the county's 1,900-room inventory by more than 700 rooms. One of the new hotels is the 403-suite Concord Great Wolf Lodge, which will house 20,000 square feet of meeting space.

Attendees Can Feel Safe

Safety is also top of mind to Patty Boren, office manager with Cadence McShane Corporation, a statewide general contractor. The company has held executive meetings at the Embassy Suites Hotel and Frisco Conference Center, as well as social events and receptions at venues throughout Frisco. Boren said there are several reasons that they choose the destination over other larger cities in North Texas; however, attendee comfort and security top the list. "We don't have to worry about employees wandering around the city," she points out. "It's a safer way for us to look out for our employees."

For Fomby, safety is always important, especially considering that his training events deal with prevention management issues. "Hattiesburg offers some nightlife events for those interested, but it's not like a big city with the added threat."