By Maura Keller | Photo by Explore St. Louis

While all-inclusive, large-scale meetings and events held in Tier 1 metropolises provide a variety of venues and attendee experiences, more and more planners are setting their sights on smaller cities. Companies and attendees value these Tier 2 gems for their more accessible, budget-conscious and intimate offerings — all of which have an appeal all their own.

Shaun Ballard, convention sales manager at Visit Bloomington, says that, while event planners are looking to locate meetings and events in both Tier 1 urban areas and Tier 2 cities, many are increasingly choosing Tier 2 due to lower costs, easier logistics and a more personalized experience.

“Cities like Bloomington, Indiana, offer high-quality venues with a small-town feel, ideal for more intimate, impactful gatherings,” Ballard says. Walkability, affordability and accessibility are key drivers for selecting conference and corporate meeting locations. What’s more, destinations need scalable audiovisual equipment, adaptable space layouts, clear security protocols, and access to local vendors and entertainment — all of which are ample in Tier 2 locations.

Bobbi Dickerson, the marketing coordinator at Kearney Visitors Bureau, agrees that more planners are looking beyond Tier 1 metro areas and turning to Tier 2 cities for memorable experiences and state-of-the-art venue offerings. Kearney, Nebraska, has become a standout choice in the Midwest thanks to its walkable conference campus, strong hospitality culture and central location, making it a logical and strategic gathering point for regional meetings and events.

“Planners and attendees alike are prioritizing convenience and efficiency, and walkable cities deliver just that. Destinations like Kearney reduce transportation needs, streamline schedules, and create a more relaxed and engaging environment,” Dickerson says.

Kearney’s Younes Campus is a prime example — three conference centers, eight hotels, restaurants, bars, shopping and a spa — all within walking distance. Bonus points: Parking is free. You park once and you’re set, enhancing convenience and the overall experience.

According to Catherine Neville, vice president of communications at Explore St. Louis, today’s event professionals are prioritizing walkable, well-connected destinations that provide a seamless experience for attendees and St. Louis, Missouri, delivers on all fronts. With a downtown district anchored by the America’s Center Convention Complex, an international airport just minutes away and a thriving hospitality scene, St. Louis offers the benefits of a major city without the congestion or cost of a Tier 1 market.

As budgets tighten and event expectations evolve, Tier 2 cities are emerging as the smart choice for planners who want to maximize value without compromising quality. Neville emphasizes that St. Louis, for instance, is poised to deliver exceptional meetings and events with the accessibility, convenience and vibrancy that attendees demand.

“Planners are looking for destinations with unique and memorable experiences beyond the meeting room. St. Louis’ dynamic mix of cultural attractions, award-winning dining and iconic landmarks — many within walking distance of major hotels and venues — creates an immersive environment that keeps attendees engaged,” Neville says.

Of course, today’s tech-savvy groups often request not only flexible meeting rooms and outdoor gathering spaces, but also high-speed Wi-Fi and tech-equipped venues. “Tier 2 cities like Bloomington still meet these needs, offering venues like the Monroe Convention Center and Indiana Memorial Union Biddle Hotel & Conference Center, which are fully equipped for hybrid and in-person events,” Ballard says.

Specifically, the Biddle Hotel & Conference Center in the Indiana Memorial Union is located on the Indiana University campus, and offers over 50,000 square feet of meeting and event space, including a 400-seat theatre, 18 meetings rooms, and plenty of large-scale and small-scale spaces that are ideal for mid-size groups requiring more expansive areas as well as smaller gatherings seeking more intimate settings.

The Monroe County Convention Center in Bloomington boasts 24,000 square feet of event space, with private rooms and banquet facilities that can accommodate a wealth of needs for small and mid-sized events.

The team at Destination Toledo, another thriving Tier 2 destination, is also seeing increased interest from meeting planners. In addition to providing more value for lodging and food costs, cities like Toledo are able to provide extra attention and services to meeting and event planners and their groups that they’re not likely to receive in larger cities.

“Our team at Destination Toledo encourages planners to ‘go where you’re celebrated.’ We make sure that guests know that they are a priority while they’re here, and that our team and partner venues work to go the extra mile to make their event a success,” says Caleigh Heuring, director of marketing and communications at Destination Toledo.

EASE OF GETTING AROUND

The shift toward more manageable, walkable cities is driven by attendee expectations, budget considerations and the desire for a seamless event experience. Neville says that today’s meeting and event planners are prioritizing destinations that minimize transit time, maximize engagement, and provide easy access to dining, entertainment and networking opportunities. Indeed, walkable cities found within the Tier 2 realm create a more immersive experience, keeping attendees connected to the destination and each other.

“St. Louis excels in this area with its walkable downtown, newly enhanced and expanded America’s Center Convention Complex, and an array of hotels, restaurants and attractions within an easy footprint,” according to Neville. “The city’s MetroLink light rail system connects attendees to the airport and key districts, while pedestrian-friendly developments like Ballpark Village, Union Station and the Gateway Arch grounds create a seamless flow between business and leisure. By combining convenience, affordability and a dynamic urban experience, St. Louis delivers what planners and attendees seek in a walkable meeting destination.”

Reliable local transit or shuttle services also help. “Tier 2 cities accommodate these needs with flexible venue options, trusted vendor networks and an easily navigable downtown,” says Ballard. “Planners want destinations that reduce transportation needs and enhance attendee engagement. Smaller cities offer compact downtowns, modern venues, local dining and lodging all within short walking distances.”

Bloomington, for example, features a pedestrian-friendly downtown, and close proximity to Indiana University and local attractions, all within a short walk from primary meeting venues. “Planners who gravitate toward Tier 2 locales can also prioritize regional drive-in destinations to reduce travel costs and carbon footprints,” Ballard says.

Being in a drivable market also opens up more opportunities to experience the city before, during and after an event. As Heuring explains, attendees can extend their stay and try out a restaurant they heard about or arrange to visit one of the many attractions that make the city worth exploring.

“Located right at the crossroads of I-75 and I-80/90, we’re conveniently located for those driving in and an easy drive from Detroit Metropolitan Wayne County Airport for those flying in. Toledo is easy to access for travelers from all over the Midwest and the country,” Heuring says.

VERSATILITY AT ITS BEST

By choosing cities with centralized amenities, event planners hosting smaller events can save on logistics while appealing to clients focused on sustainability and budget-conscious planning. This is particularly important as cost-cutting measures are taking hold of meeting and event budgets across many industries.

The Destination Toledo team has noticed that, at small meetings, many attendees often want to immerse themselves in the local culture as much as they’re able while they’re in town, and are even more likely to explore if they can do that right outside of their event venue or hotel.

“Toledo’s Glass City Center and our most popular hotels for meeting planners are all situated in the heart of downtown. With our city’s commitment to security, beautification and Midwest hospitality, downtown Toledo provides conference guests opportunities to enjoy some of the most popular attractions, dining and nightlife without a vehicle,” Heuring says.

Attendees can also experience the city’s public art, live jazz, cocktails and a plethora of dining options, all within a short walk of their conference.

A city like Toledo may be smaller than others, but it still has the large meeting spaces and lodging needs that most small to mid-size groups need and expect, while also adding quality local services and event support.

“Meeting planners can take advantage of our freshly reimagined convention center, the Glass City Center, and attached hotel, but we also have a variety of unique nontraditional venues and vast opportunities for local touches, like the Toledo Zoo & Aquarium, Maumee Bay Lodge & Conference Center and Toledo Museum of Art,” she notes.

“When planners bring their events to Toledo, we have experiences like Toledo Mud Hens baseball games, glass-blowing demonstrations and service projects that offer unique opportunities for attendees,” Heuring says.

Destinations like Toledo are often well-equipped to handle events of nearly any size because of their resources, but also a great network of partners that can help execute any planner’s vision.

“Each of our meeting planner venues are accustomed to working with many groups with a variety of needs, and are happy to provide any audiovisual, catering, entertainment or other services that planners may require, all while providing great value for their budget compared to other larger cities,” observes Heuring. “We’re experienced in using our strengths to balance the needs that are typically accommodated in larger destinations.”

Groups are also more frequently looking for versatile spaces that can flex for general sessions, breakouts and social events, all to keep attendees close to accommodations and amenities.

Dickerson says that Kearney delivers in these areas thanks, in part, to the region’s more than 100,000 square feet of flexible meeting space across its conference venues.

“Attendees want easy access to good food, local experiences and comfortable lodging — and Kearney offers it all, with affordability that benefits both planners and attendees,” Dickerson says.

To effectively support smaller events, Tier 2 cities must be nimble and offer scalable solutions — something that meeting and event planners should keep in mind when evaluating destination options. Kearney recognizes this need, and boasts “right-sized” venues that don’t feel overwhelming, attentive event staff and accessible transportation options.

“Planners can count on modern audiovisual capabilities, professional support teams, and added touches like welcome signage, visitor materials and entertainment connections,” Dickerson says. “Plus, Kearney’s reputation as a safe, welcoming community gives attendees peace of mind and adds to the overall positive experience. Whether you’re hosting 30, 300 or 3,000, Kearney makes sure to treat every event like a top priority, offering personalized attention regardless of size.”

ENVIRONMENTAL IMPACT

Smaller-sized meetings and events equal less impact on the environment.

As Dickerson explains, choosing a centrally located Tier 2 city reduces the need for long-distance flights, which lowers emissions and helps planners align with an organization’s sustainability goals. The walkability of the city also cuts down on local transport needs, further boosting eco-friendly outcomes.

“And [because they’re spending less] overall compared to the costs of larger cities, planners can reinvest in other areas of the event — from better programming to higher-end attendee experiences — while still staying within budget,” Dickerson says. “It’s a win for the environment, the bottom line and the attendee experience.”

And venues are following suit — offering sustainability at every turn. For example, St. Louis’ popular new venue, the America’s Center, features expanded exhibit space, a unique culinary garden and cutting-edge technology. The new Hall 4X features adjustable natural light and a glass-enclosed lobby, while the culinary garden supplies its kitchens with farm-to-event produce, flowers and herbs that enhance menus and lessen the venue’s environmental impact.

“In addition, the culinary garden can be utilized as an event space for cocktail receptions and VIP dinners,” Neville suggests.

Meeting and event planners focusing on small to mid-scale events are capitalizing on this shift toward more regional, accessible destinations, and leveraging the cost savings and sustainability benefits of reduced air travel, while minimizing environmental impact and maximizing budget efficiency.

“With lower travel costs and an increased focus on sustainability, planners can reinvest savings into enhancing attendee experiences, offering more personalized programming, and securing top-tier speakers and entertainment,” Neville says. “By embracing destinations that align with these priorities, planners not only create more responsible, cost-effective events, but also position their gatherings as forward-thinking and attendee-friendly.”