By Maura Keller | Photo: Akron/Summit CVB

Today’s convention and visitor bureaus (CVBs) have their proverbial finger on the pulse of the communities in which they reside — resulting in expert insights of local venues, regulations and potential conflicts with other major events in the region. CVBs also boast trusted vendor networks that planners can tap into, removing the guesswork and streamlining the overall planning process.

Nikki Gustafson, the director of sales at Visit Greater St. Cloud in Minnesota, says the CVB is intentional about relationship building. “Our sales team is active in not only attending industry events throughout the year, but also volunteering on committees within the industry associations we belong to,” she says. “Networking is invaluable and, by being involved, planners have become familiar with the team on an individual basis, which adds to the trust and partnership when bidding on events comes into play.”

The organization not only offers several complimentary services, but also prioritizes communicating what a CVB is and how, specifically, it can help make planning easier.

“Our content marketing — and our marketing in general — is engaging. From blogs to newsletters, our marketing sets us apart from other destinations,” according to Gustafson. “We work to stay on top of industry trends and share our knowledge. Our sales team takes pride in the unique prospecting and relationship- building initiatives we’ve coordinated, including familiarization tours, appreciation events as well as curated destination gift items in a box to our top prospects. We spend time brainstorming on things we’ve seen and what we want to do differently to set ourselves apart.”

She points out that planners have the difficult task of organizing an event that not only delivers content, but is also an experience attendees remember so they attend again. The experience from start to finish is important, and this includes how easily attendees can travel to the destination and the interactions they have while they are there.

“CVBs shouldn’t just be responding to requests for proposal. Being that they are the experts of their destination, they should make sure to provide solutions,” Gustafson insists. “CVBs should anticipate potential issues like communicating upcoming construction that could affect traffic, dates that might be impacted by major area events, and venues that have tricky loading docks and how to navigate them, to name a few.”

Indeed, it is the CVB’s job to recommend hidden gems and offer ideas on local partners who are a perfect fit for event goals. They can coordinate special discounts for attendees at area shops, restaurants and nightlife establishments to help welcome everyone, or even offer high- quality photos that can be used to promote your event at the destination.

The Akron/Summit CVB in Ohio focuses on building visibility with planners by being intentional and proactive. They attend trade shows and conferences, scheduling appointments in advance to maximize connections.

“Locally, we stay actively engaged in the community and host networking events to strengthen relationships,” says Cindy Coontz, director of sales at the Akron/ Summit CVB. “By aligning our sales and marketing strategies, we ensure consistent messaging, and we leverage digital marketing both to attract new events and to re-engage groups that haven’t been here for a while.” She stresses that CVBs and destination sales managers must be experts on everything within their destination. It’s no longer just about locating hotels and venues; it’s about helping plan the entire experience.

“From recommending restaurants and coordinating off-site activities to leveraging existing special events and unique local opportunities, today’s destination sales manager is a trusted partner in crafting a complete and memorable event,” Coontz says.

COLLABORATION IS KEY

At Heritage Corridor Destinations — the Joliet, Illinois-based CVB that is also the home of The First Hundred Miles of Route 66, the Illinois & Michigan (I&M) Canal Towns and Starved Rock Country — they focus on building relationships with planners before they ever start talking logistics.

“Planners have a thousand options, so we make it easy for them to see what makes our region unique, whether it’s our historic venues, scenic riverfronts, access to Chicago or relaxed atmosphere,” says Bob Navarro, president and CEO of the Heritage Corridor CVB.

“We attend key industry trade shows, host familiarization tours, and work closely with regional and state tourism partners to ensure planners see the value we bring to the table. It’s about being present and approachable, and offering solutions before they even realize they need them.”

Navarro recognizes that planners already have a lot on their plates. Therefore, a CVB can be their boots on the ground, connecting them with local vendors, venues and even experiences they wouldn’t find online.

“Going above and beyond means anticipating needs, like arranging transportation, securing permits or even organizing entertainment,” he says. “When planners see that we’re just as invested in the success of their event as they are, it builds trust. That trust leads to long-term partnerships rather than one-time transactions.”

The relationship between CVBs and planners continues to evolve as planners look for more collaboration than ever. They want CVBs that understand the full scope of their event, not just hotel blocks and meeting space.

“Planners want partners who can help them tell a story about the destination, engage attendees and bring new ideas to the table,” Navarro says. “The relationship has shifted from transactional to strategic and I think that’s a great thing for our industry.”

CVB experts agree that the CVB/event planner relationship continues to evolve thanks, in part, to changes in technology, travel preferences on the part of attendees and the structure of the events themselves.

“What may have started out as planners using a CVB to source venues or gather basic information, has transformed into a deeper collaboration,” Gustafson says. “They want CVBs to be true partners in achieving the overall objective of their meeting or event.”

Relationship building has helped the St. Cloud CVB sales team establish trust with meeting planners. It is important for CVBs to show planners they have their best interests in mind, especially with rising costs and other issues that can affect destination selection, as Gustafson explains.

As such, the key to having a successful relationship with a destination and partner is trust, communication and mutual understanding. Gustafson recommends planners engage with a CVB early in the planning process to receive more strategic and tailored responses. Also, don’t forget the importance of having a post-event meeting to evaluate missed opportunities and future plans.

“While sometimes it can be hard to fit [a post-event meeting] into a busy schedule, simply sharing the conference’s positives and negatives helps the CVB better understand the event, and what improvements (and celebrations) can be made with the area venues,” emphasizes Gustafson. “A strong CVB relationship is a long- term investment. By fostering a partnership, planners can ensure the success of their current event planning and build an advocate for all future events in that destination.”

By adapting, innovating and offering a full spectrum of destination expertise, CVBs and destination sales managers foster trust and create experiences that bring planners and attendees back. “The key to a successful relationship with a destination and its partner CVB is collaboration built on trust, transparency and shared goals,” Coontz shares. “Event planners should view the CVB as an extension of their own team, leveraging their in-depth local knowledge, community connections and resources. Open communication, consistent follow- through and a commitment to creating value for all stakeholders turn a transactional interaction into a long-term partnership that drives successful, repeat events.”

For planners looking to take a more collaborative approach with CVBs to strategize and execute their events, Gustafson stresses that it comes down to involving the CVB early within planning. This could be as early as the initial research and brainstorming phase in order to share the vision of the event when it comes to “must- haves” and “nice-to haves.”

“The earlier a planner brings a CVB into the conversation, the more resources we can leverage to make the event successful,” Navarro confirms. “We can help with site selection, marketing support, and even access to grant or sponsorship opportunities. Treat your CVB like a partner, not just as a resource, and you’ll unlock creative solutions you didn’t even know were available.”

A key example of partner collaboration is in Heritage Corridor Destination’s role in supporting and enhancing the Route 66 Centennial Summit held at the Joliet Area Historical Museum. The summit was a complex regional event celebrating the past, present and future of Illinois’s iconic Route 66. It featured a mayor’s panel on centennial celebrations, updates on Route 66 grant projects, state and national initiatives, a keynote and travel expert presentation, plus networking, entertainment and workshops.

“Because of our high level of involvement, the event felt smoother, more polished and more meaningful to attendees,” Navarro says. “The local stakeholders were more invested, the content was richer, and the attendance and satisfaction were higher. For the planner, having Heritage Corridor Destinations act as more than just a logistics vendor — but as a strategic partner — meant less stress, more creative ideas and stronger buy-in 44 from all levels of the community. That kind of success builds trust, and it’s precisely the kind of experience that leads planners to return and recommend the destination for further future events.”

Another solid relationship-building example is the Miles of Possibility Route 66 Conference, which returned to Joliet October 9 through 11 this year. When the event first came to the region, Heritage Corridor Destinations worked closely with the planners to connect them with local venues, lodging partners and community leaders to create a conference experience that was seamless and deeply tied to the Route 66 story.

“Because of that collaboration — and the strong attendance and positive feedback it generated — the planners chose to bring the conference back to Joliet,” Navarro says. “It’s proof that, when a CVB goes beyond logistics to help create a meaningful event experience, it builds trust and lasting partnerships that benefit both the planner and the destination.”

ALL HANDS ON DECK

Meeting and event planners should welcome any additional hands-on assistance a CVB can offer. Be sure to use any marketing support; it could include high-quality photos, videos, destination guides and promotional copy to get attendees even more excited about the location.

“Recognize that your CVB is your partner, and can handle coordinating site visits, gathering proposals, connecting with local suppliers and more,” advises Gustafson.

One of the special events Visit Greater St. Cloud has the privilege to host is the Minnesota Senior Games. This is a rotating event between the greater St. Cloud area and another community. The CVB’s sports director spearheads all the venue selections and forms the local planning committee along with local athletes that run different aspects of the games.

“This event has a lot of different logistics and more than a year is spent on planning. To be successful, our staff each plays a role in assisting and working the games,” Gustafson says. “I’ve been a timekeeper, presented medals, taken photos, made athlete announcements on site, marshaled road races and cycling events, and assisted at venues, to name a few. Due to our involvement, we have helped secure several future years.”

When it comes to conventions and conferences, the Minnesota Quilt Show has a huge impact on the St. Cloud area and the marketing of the show is key. The CVB team not only assists at registration, but also works the hospitality area, aids with Granite City Quilt selection, provides lanyards and name badge supplies, and helps coordinate honor quilts for K-9 units in the area.

“While we assist groups of all sizes, larger events need more volunteers and some have difficulties with this,” Gustafson says. “Because this is an area we freely promote and help with, their job has been made a little easier, and we can help showcase our area in a way that is helpful and memorable.” Most recently, the Akron/Summit CVB hosted an event that had previously remained in the same location for 18 years. As the organization evolved, nevertheless, it wanted to embrace and showcase other destinations within the state.

“Working together, we helped plan engaging Learning Lab Tours for attendees, organized large off-site events that highlighted our community and aligned the experience with the organization’s vision,” Coontz says. “The result was a true community- wide effort — one that not only celebrated the event’s mission, but also demonstrated the strength and spirit of our destination.”

Coontz stresses that success comes from taking a holistic approach, becoming a trusted partner (and even a friend), making a genuine financial commitment and adopting the client’s vision as your own. “By building on that vision year after year, we not only ensure the success of their event, but also create a lasting partnership that grows stronger over time,” she says.

GOING ABOVE AND BEYOND

Of course, CVBs are eager to go above and beyond to make sure all of a planner’s needs are being met. That includes trying to find solutions for some of their most unique requests. While some can be accommodated, others may be too far-reaching for even a professional CVB team to handle.

Recently, Visit Greater St. Cloud was tasked with coordinating and sponsoring a familiarization tour for a prospective out-of-state event planner. “We were asked to also cover the cost of family members to travel along. We weren’t able to deliver or discuss alternative options because the planner discontinued communication when it wasn’t an immediate ‘yes,’” Gustafson says.

For another event, the CVB was tasked with taking photos of different objects in booths or on the trade show floor for a photo scavenger hunt.

“We were told to make the photos tricky so someone couldn’t immediately tell what it was,” Gustafson says. “After completing the task and putting together the questions for the photo scavenger hunt, we were told the photos were ‘too tricky’ … After two more times taking photos, the last photos were ‘too easy,’ so the client decided to just skip the photo hunt altogether.”

In another instance, an event planner needed to run to Target and didn’t have time. The St. Cloud sales team offered to go on her behalf and, when asked what was needed, she requested a new hairbrush, shower gel and a loofah. “We asked if there was any preference on the brush or shower gel, and there wasn’t, so the Visit Greater St. Cloud team did their best picking out what they thought she would like,” Gustafson remembers.

The Akron/Summit CVB also prides itself on its own creativity and exceeding client expectations. “For example, we’ve showcased our local flavor by treating attendees to Swensons’ Galley Boys, a hometown favorite, and brought excitement to life with soap box derby experiences that let guests feel the thrill of the hill,” Coontz says. “These unique touches create memorable moments, and we’re always ready to uncover even more creative ways to showcase our destination and surprise our clients.”

Of course, the most successful partnerships are built on a CVB’s willingness to act as a true extension of the planner’s team. Instead of just providing hotel leads and venue information, Visit Greater St. Cloud also provides a human touch.

“The same staff that helped with venue information is also on site to say hello and check in on the event,” Gustafson says. “Offering to help with any last-minute items has always been something planners appreciate.”

The St. Cloud CVB often offers creative solutions when needed. For instance, they can work with planners to organize a unique, off-site networking event that showcases the destination’s unique culture, like a private dinner at a local museum or a social event at a historic landmark.

“By suggesting and helping to coordinate these distinctive experiences, the CVB makes the event even more memorable, while highlighting their deep local knowledge,” according to Gustafson. “We also address unexpected challenges. When a planner for a large conference had a last-minute on-site challenge, our team used our network to quickly connect the planner with a local expert who could fill in, saving the event from a major setback. It is this kind of rapid problem-solving support in a crisis that can cement a long-term relationship.”

Alison Hutchinson, the senior group sales manager at the Fox Cities CVB in Wisconsin, says her CVB takes several steps to strategically connect with meeting and event planners.

In addition to attending and exhibiting at industry events to build visibility, the Fox Cities CVB hosts a “Lunch and Learn” with engaging speakers to educate and connect, organizes a traveling road show with hotels and attractions in an area with a high concentration of planners, and serves on customer advisory boards or 50 committees to share knowledge and stay engaged, to name a few.

Staying connected with event planners is key for Hutchinson and the entire team at Fox Cities. Recently, the CVB hosted a group of Harley-Davidson Road Glide owners whose annual event is called Shark Week.

“For the initial site tour, their planners all rode their motorcycles to my destination. I rented an SUV to drive them to the bidding hotels and area attractions,” Hutchinson says. “Due to turnover at the host hotel, I ensured all the initial agreements were still honored. I joined monthly planning meetings and assisted with the event agenda. Together, we developed six motorcycle ride routes.

“The CVB provided a welcome banner at the host hotel as well as personalized parking lot signs, and then hosted the opening night gathering with local cheeses and beer. We even helped them secure a scissor lift to use in an aerial photo shoot. It was a unique request that we were happy to fulfill.”

CONTINUOUS EVOLUTION

Just like the relationship between planners and CVBs continues to evolve, so too do the meetings and events themselves. As such, CVB professionals are taking note.

Today there are shorter booking windows with greater f lexibility. Another new trend is planners wanting attendees to not just be passive listeners, but to be fully immersed in an interactive space. “Events have shifted to incorporate AI and several newer technologies, while also embracing hybrid and virtual events, which are here to stay,” Gustafson admits. “Wellness and mental health also have a growing awareness within planning due to the importance of attendee well-being.”

Coontz says that today’s meeting and event planners are increasingly focused on the economic impact their events bring to a city.

“Over the past two years, this trend has grown significantly as planners seek to understand the full value of their events, not only for attendees, but also for the destinations they select,” Coontz says. “Demonstrating measurable community impact strengthens the case for future partnerships and helps planners make more strategic location decisions.”

Gustafson adds, “There is no cost associated with partnering with our team. Planners will receive unbiased recommendations, streamlined sourcing, any incentive program details, curated attendee experiences in the destination and so much more.”

Working with a CVB can be a game-changer for meeting and event planners. “At the end of the day, the true key to success is simple: Adopt their vision as your own, build on it year after year and, together, create events that last in memory and in legacy,” Coontz concludes.