Curating Memorable Experiences: An Interview with Prevue Magazine

I was recently interviewed by Jessie Fetterling with Prevue Magazine for the professional development section of their website and newsletters related to the same topic.  Prevue provides meeting and incentive planners with insightful, experiential destination coverage to help them imagine and create exceptional group events. Prevue publishes its exclusive content across numerous platforms including a bi-monthly print edition (reaching 35,000 meeting and incentive planners), a digital edition, www.prevuemeetings.com and Prevue Extra (its monthly e-newsletter).

http://prevuemeetings.com/spark-blog/the-shakedown/how-one-planner-curates-memorable-experiences-for-corporate-retreats/

What do you define as a "memorable" experience?

A memorable experience is one that attendees will recall with a smile on their faces and continue to talk about weeks and months after the experience. Most often this is achieved y conducting a short pre-event survey. Find out more about the attendees--what do they want to learn, to see, eat? Allowing attendees to be involved in the process, ensures they have a great experience. A memorable experience involves getting out of the ballroom, outside the four hotel walls--it means hosting breakout sessions in a circle outside on the lawn, in a vineyard, on the beach. It means breaking away from your typical boring F&B options and customizing. Swap out the traditional "continental breakfast" for an avocado toast bar, for example. Lastly, I always try to use boutique properties that have lots of outdoor space and windows. If people are going to fly to across the country to a retreat--let them be reminded every minute where they are. Don't hold them hostage in a big box hotel conference room that could be anywhere in the world.

What tends to be the biggest hurdles to achieving "memorable" experiences at events?

Budget, time, and travel. The company must build in a budget for an experience, they must be willing to carve out time in their agenda, and be willing to have their employees travel to a destination that is often not a single flight away. 

What are three ways you have curated "memorable" experiences at corporate retreats?
1. Reserved a wine cave dinner in Sonoma County with fun photo photo props. The F&B was all local and seasonal and of course the wine was all estate wine. A real farm to table experience. I don't think one person in that group had ever dined in a wine cave. They had so many questions ahead of the dinner. They were excited, some were anxious. It was memorable and they are still talking about it a year later.

2. Arranged a Baja Truck driving experience in Colorado. The son of the resort owner is a well known Baja 500 driver and had a track and trucks on property with a driving school. I had the trucks wrapped with the company logo and they just loved it. It was truly a once in a lifetime experience. 

3. Hired a corporate leadership facilitator to administer a DISC profile--a tool used for discussion of people's behavioral differences. Attendees completed the profile and received tips related to working with people of other styles. The exercise increased self-knowledge and attendees were better able to understand how they respond to conflict, what motivates them, what causes them to stress, and how they solve problems. It not only helped facilitate better teamwork, it helped the leadership team, to manage more effectively by understanding the dispositions and priorities of employees and team members.Now when the company needs to make company-wide decisions, they ask, "How will the D's react to this? Do we need to be concerned about the S's?" Overall, a fun exercise that truly made a difference to the company and it's employees.

What are three ways you have curated "memorable" experiences at off-the-beaten-path destinations?

1. I use a remote property in Western Colorado often as I can do a buy-out, and produce a truly memorable experience. It's a pain to get to, but once you're there, you forget about the travel. It's two hours from anything really, so everything must be done onsite. They have an Auto Museum on property and I produced a "Dinner through the Ages" Welcome Reception. The museum contains cars from the early 1800's up to 1989. I worked closely with Chef to choose small bites and a cocktail from each time period. That "Dinner through the Ages" is now a part of their menu--a huge compliment!

2. Chartered a boat to a private island off the coast of Southern Belize for attendees to enjoy the day as they pleased. Simply building a few hours into the agenda for attendees to explore the destination on their own and with whom they want can be memorable. Often Corporate Retreats are structured so much that there is no free time. 

3. Scheduled a hands on cooking class with an award winning James Beard Chef and author in Santa Fe. Everyone divided up into teams: appetizers, salads, main course, desserts. The experience was very interactive and the cuisine was all local fare and allowed for collaboration across different cross-functionally teams. Some people had never cooked before, others were "at home" in the kitchen. It was great to see everyone working together toward an end goal: a memorable, and delicious lunch. I made sure the recipes were all printed out so everyone could try cooking the meal back home. And, as a bonus, everyone was able to keep their branded apron as a reminder of their experience.

What tends to be the attendee feedback in regard to these experiences?Attendees love the free time. Again, often agendas are jammed packed, run over, and there is no time to even breathe. Building in an hour every day--right before dinner--is always appreciated. It gives attendees a chance to checkin with family, clients, workout, rest and refresh. Some attendees don't mind the travel time to reach the memorable destinations, and some do. It just depends on the personalities of your group. They definitely enjoy experiencing the local food, culture, and activities. They especially enjoy the time away form he office and getting to know colleagues on a different level. The partnerships and bonds that are created during these retreats strengthen the work relationships and often translate into higher revenues and ROI. 

Why Hire a Meeting Planner?

Planning a meeting or event is a full time job. When you hire a professional meeting planner, you not only recoup valuable staff productivity and money, you gain a team member whose core competency is meeting planning.

How I Stay Organized

Who doesn’t like to feel in control of their life, their day, their week, their year? Meeting planners especially feel the need to be organized and streamlined—it’s in our DNA; it’s essential for our jobs.

As an entrepreneur with a thriving business and a busy two year old, I’m committed to one tool that has helped me tremendously to be more efficient, ensuring I never miss a meeting or appointment--business or personal.

I live by my calendar—if an event is not on my calendar, it well not even exist. I start by planning out the year and block off:

1.  National holidays

2.  Religious holidays

3.  Family birthdays

4.  Big events within my clients’ industries

5.  Meeting planner conferences I want to attend

6.  Personal holidays and trips

7.  Montessori school breaks

For example, I knew that I needed to severely limit my travel the first four months of this year due to a personal project. I was able to conduct all my site inspections for Q1/Q2 2018 in Q3/Q4 of 2017. I declined nearly all FAM, and conference invitations through April 2018. I limited nearly all client projects that required me to travel in Q1.

As for day-to-day organization—I have everything on my calendar. And I do mean everything from 8am Body Combat Class, to reoccurring client meetings, to Giovanna’s ballet class at 4pm. I block my calendar if I need a massage, or have a doctor’s appointment. I make time for me—and because it’s all on my calendar—it’s easy to see where I can fit in these personal errands and make sure they are achieved.

It’s difficult when you work from home to actually take breaks and take care of “life maintenance”. That’s why it’s key to put everything on your calendar. Sure, clients may need to move a meeting, a project may take longer than you thought, and some days you just won’t feel well. Life happens. But a surer way to meet your deadlines—all of them—is to start putting everything on your calendar.

If you’re struggling to stay organized, give calendaring a shot. It just may change your life. 

Life's too short to give boring swag

As a marketer first, and meeting planner second, bad swag is one of my biggest pet peeves.  What constitutes BAD swag?

1. Cheap (and it’s going to reflect on your brand as being cheap!)
2. Doesn’t align with your brand

3. Logistically isn’t easy to transport (yeah fancy wine opener-I’m talking to you and TSA)

4. Very forgettable (pen, stress ball, notebook)

5. Useless (the kids or dog will end up playing with and /or breaking it—or you’ll see it piled in the trash—not a good look)

6. Over-branded (love the Patagonia beanie—wish your logo wasn’t in 72 point font on it)

Clients always ask me, “What should we do for swag?”  My response is to share the three pieces of swag I have received that changed my life, meaning:  A. I still use the product, or B. I still remember the experience (because giving an experience can be considered swag.)

My favorite product (higher end)
As a constant jet-setter, I am used to living out of a pre-packed, ready–to-go-at-all-times carry-on. I even had an old Target plastic bag that I kept in my carry-on for dirty clothes. That is, until a hotel partner gave me the most USEFUL piece of swag—a linen laundry bag with their logo and MY name, hand embroidered! You better believe I keep this thing in my carry-on, and use it every.single.time I travel. You’ll note the supplier logo is subtle—love that. Bye bye Target bag.

My favorite product (lower end)

Memorable, useful swag doesn’t need to break the bank. Point in turn, this handy dandy “sticker pocket” that I received on a FAM. I wanted to be polite when I received it, so I placed it on my phone case and then stuck a biz card inside it. Honestly, I have a really nice Bosca leather business card holder—why would I use an inexpensive plastic rubber whatever-it-is-made-of sticker for my cards? Convenience! Sadly, we are rarely without our phones these days. And I found when I’m at a networking function, holding my phone, I can easily present a biz card without digging through my Mom-purse looking for my “proper” business card holder. Love it!  In fact, the sticker outlasted my case, so I had to ask for another one when I bought a new case.

My favorite experience
Imagine my surprise when I arrive back home from the gym at 8:30am to find this box on my door step. #Panic. OMG there are ALIVE in there!  Geez—do I need to cancel all my morning calls and make sure they are ok? I don’t know what to do with live lobsters! How do I cook them? Do I have to cook them now? Will they last until 5pm? As a friend told me later that day, “Only you would be stressed out by free live lobsters.” Yes, it was a stressful day—but guess what? My two year old daughter had her first live lobster meal that night. #memorable.  Why were they sent? To get my attention and to entice me to register for a conference. Of course the promoters could have sent me a luggage tag, or a Starbucks card. But #this, sure did get my attention and will soon not be forgotten. #nicetry #AforEffort

Bonus Tips:
1. Have a trusted supplier.
2. Order well in advance as to not incur rush production or shipping charges.
3. And speaking of shipping, don’t forget to include shipping (and hotel/venue receiving fees) in your budget.
What's your favorite piece of swag? Worse?  Would love to hear!

A Few of My Favorite Places in Hermosa Beach

I live in Paradise. And I work from home. But sometimes, I need to get away...here's where I go.

To Unplug From Technology

Hermosa Beach at 2^nd Street is my happy place. It’s a short walk from the andgreat office and usually quiet and peaceful, especially during the weekdays as most the tourists are up closer to the pier. It’s the perfect place to sit in the warm sand, sun shining down, listen to the ocean waves, and get my thoughts in order. I’m a huge fan of actual books—so I usually bring down a book to read. I play in a beach volleyball league on Tuesday nights and it's simply breathtaking watching the sun set over the Pacific ocean as you're playing. 

To Get Work Done Outside of the Office
JavaMan is local coffee shop that’s a short walk or beach cruiser ride away from the andgreat office.  It has a real coffeehouse feel with large tables, couches, and outside tables too. I love that it’s a local and not a chain. It’s a great spot to catch up on emails or write content. The “focus and get work done” vibe is definitely in the air as lots of local entrepreneurs work out of here.

For a Group Dinner
I’m always on the planning end of group dinners, and there are so many great choices here at the beach. Mediterraneo is a fav as it’s right on Pier Plaza, has indoor/outdoor seating, and the small plates (tapas) are great for sharing. They also have a great local craft beer menu and interesting wines.

To Watch A Game
Silvio’s BBQ is a bustling restaurant and bar serving authentic Brazilian BBQ specialties plus great a great beer selection. They have outdoor seating and tvs and the sand is a stone’s throw away. It’s really nice to be watching a Saturday morning college football game in November at 9am and be beachside. Love this spot for it’s non-bar food, that’s relatively healthy!

For My Favorite Meal
One of my favorite pizza spots in town is Locale 90. They serve Old-World pizzas in an industrial setting a block from the beach. It always reminds me of my time living in Rome, Italy. They customize the pizza for me (I don’t eat cheese).

To Have a Productive Meeting
Balleen at The Portofino Hotel & Marina is a short bike ride down the street from the andgreat office and it’s where I do most of my meetings with folks over coffee or lunch –overlooking the marina. It’s a great atmosphere and folks love getting out of the office. And the view...

To Relax 
See #1.

In the Midst of Disaster: Meeting Planners are Priceless

The meetings and event business is the backbone of many cities’ economies. Often times, the lack of tourism to an area following a natural or man-made disaster is more devastating to the local community than the actual disaster. The natural and man-made disasters that impacted the world of events in Q4 2017 alone, brought that message close to home. Additionally,  the importance of utilizing a certified meetings management professional to manage your programs has never been truer.

Hurricanes in September
This year saw the most expensive U.S. hurricane season in history, as storms caused more than $200 billion in damages across the country. If you had a meeting booked in Florida or the Caribbean (like andgreat did) in September, you likely heard the words “force majeure” more than once. Most meeting planners, including andgreat, were easily able to rebook their clients’ programs at other venues or rebook later into the New Year—with no penalty.

Shooting and Fires in October

andgreat was exploring Cuba on a FAM trip the first week of October, and many friends and family were worried about safety. andgreat was safe. Safer than most Americans in America. The mass shooting in October at the Route 91 Harvest country music festival in Las Vegas, really forced planners to take a hard look at event security. And again, threatened the tourism and conference business that supports Las Vegas.

Other Natural Disasters in November
The natural disasters didn’t end with hurricane season. Later in the month of October, a series of wildfires broke out in Napa and Sonoma counties, as well as other Northern California cities, destroying almost 9,000 structures, forcing more than 20,000 people to evacuate, and killing at least 41 people. Sonoma Valley is home to many events—especially wine tastings and corporate retreats. And as such, planners again had to rise to the occasion.  Needless to say, it is times like these when planners have two or more programs coming up and there are fires raging at the contracted venues’ doors, your local contacts and CVBs are priceless resources. andgreat is happy to say that both our programs in Sonoma in November went forward as planned, with no side affects or negative feedback. It felt good to bring business to an area that needed it.

Have you thought about how your company would handle these types of disasters without the knowledgeable assistance of a certified meetings management professional?

WFH with Kids

One of my clients, who is distributed, recently tasked me with creating an infographic on the topic of working from home with kids. It's a relevant topic and one of concern for both employers and employees of distributed-model companies. As a Mom working from home running my own business, this was a fun project that truly allowed me to share my expertise on the matter.

Would love to hear your advice on working from home with kids.