Drive-in destinations fuel attendance and shift meetings into high gear
As airline travel costs increase and incidents of flight delays, maintenance issues, and unruly passengers flood news and social media, more planners are opting for more affordable and convenient drive-in destinations for meetings. The Southwest offers many places with easy drivability, top meeting venues, and local attractions. Planners hoping to clutch higher attendance might want to tap the brakes on the cross-country standbys and wheel in, instead, to destinations closer to home, such as these road-trip favorites.
Driving sales
Long known for gaming, the northern Nevada hub of Reno offers much more. It boasts a high-tech, diversified economy fueled by Fortune 500 companies, such as Tesla, Amazon, and Apple, boutique hotels, craft breweries, and a thriving arts scene. These and other qualities attract business and leisure visitors from nearby drivable markets.
“About 55 percent of our overall visitor traffic comes from two places in California: Sacramento/Modesto, which is two hours away, and the Bay Area, which is approximately one-and-a-half hours away,” says Ben McDonald, senior director of communications and public affairs for Reno-Sparks Convention and Visitors Authority (RSCVA), the marketing organization for Washoe County, also known as Visit Reno Tahoe. “Ours is a drivable area for travelers, with most of the traffic coming from Interstates 80 and 90.”
A four-season destination with sunshine year-round, Reno is only 40 minutes from Lake Tahoe and offers countless outdoor activities, from swimming and water sports in the summer to skiing in the winter months. It is also a short drive from other popular Nevada areas, such as Black Rock Desert, Truckee, and Virginia City.
Also contributing to Reno’s drawing power are the area’s event venues and hotels. RSCVA owns and operates four of the area’s leading event venues: Reno-Sparks Convention Center, which has more than 600,000 square feet of flexible meeting space for a capacity of 36,100 people; Reno Event Center, containing 118,000 square feet of event space; the National Bowling Stadium; and Reno-Sparks Livestock Event Center. Resort hotels and gaming also draw groups. The largest hotel, Grand Sierra Resort, has 200,000 square feet of event space. “We act as the sales arm for our larger hotels and help promote traveling musical acts and entertainment,” says McDonald.
Visit Reno Tahoe’s hands-on, streamlined approach to managing groups and venues helps reduce costs and creates a flexible and professional planning process. Clients like Colin Sueyres, president and CEO of Sacramento-based Western Propane Gas Association, appreciate the benefits of meeting in Reno. “Reno provides our association with everything we need: a central location in the West, connected to the interstate highway system for ease of ground transport and travel, with tons of amenities for attendees and families. It also has the highest touch of any visitors’ bureau or site staff we’ve ever worked with,” Sueyres says, adding, “Plenty of places in the region have the same or larger convention space, hotel rooms, and amenities. However, none of those locations can match the price, natural beauty, or world-class service of the Reno Tahoe region.”
Known as the “Crossroads of the West,” Salt Lake City sits at the convergence of Interstate 15, which runs north-south, and Interstate 80, which connects west-east. “Salt Lake is home to the region’s largest hotels and meeting spaces, so regional shows like the proximity to their offices and the convenience of hosting complex events in a relatively small area,” says Tyson Lybbert, chief sales officer with Visit Salt Lake. “Regional shows in Salt Lake can attract up to 75 percent of the attendees from drivable markets. Our biggest drive markets include Denver, Las Vegas, and Boise, Idaho.”
The region’s premiere venue, Salt Palace Convention Center, has nearly 700,000 square feet and 10 exhibition areas. The adjacent 26-story, 700-room Hyatt Regency Salt Lake City provides easy access from guest rooms to the trade show floor and can host 2,875 people in its largest space. Mountain America Exposition Center, located in the heart of the Wasatch Front metro region, features 243,000 square feet of contiguous exhibit hall space, divisible into five halls. The venue also contains 15,000 square feet of meeting space, divisible into nine separate rooms. Top Salt Lake hotels with plenty of event space include the 381-room Grand America Hotel, featuring 100,000 square feet of event space for up to 2,000 attendees.
Taking the scenic route
For groups meeting in Santa Barbara—approximately 90 miles north of Los Angeles and 300 miles south of San Francisco—half the fun is getting there.
“Without urban sprawl, neon signs, billboards, or high-rise buildings, the 30 miles both north and south of Santa Barbara set the stage for the seaside retreat community,” says Beth Olson, CDME, direct of sales for Visit Santa Barbara. “Drivers can enjoy the iconic coastal Route 1, the Pacific Coast Highway. This takes drivers along gorgeous ocean bluff tops with views of the Pacific.”
Over the last 12 months, Olson says more than 40 percent of room nights booked by Visit Santa Barbara have come from drivable markets in California, including Los Angeles, San Diego, San Francisco, and San Jose. In fact, Mission Linen Supply, a California-based uniform and linen supply company with 32 facilities across five states, has hosted all but one of its annual meetings and trade shows in Santa Barbara.
“Each year, we host approximately 400 employees and vendors for an event that involves a trade show, multiple meetings, breakout sessions, and an awards presentation and dinner,” says Melissa Spehling, marketing manager for Mission Linen Supply. “The beautiful location on the shores of the Pacific Ocean is a major draw, with many staff members arriving early or extending their stay to enjoy personal vacation time. Popular activities, like golfing and beach outings, add to the appeal of Santa Barbara as our chosen destination.”
Mission Linen Supply hosted its 2024 meeting at the newly renovated 360-room Hilton Santa Barbara Beachfront Resort, which boasts 60,000 square feet of indoor/outdoor event space. Hilton Santa Barbara Beachfront Resort is one of Santa Barbara’s largest hotels in terms of event space. For larger groups, The Ritz-Carlton Bacara, Santa Barbara contains 101,352 square feet of event space, including an 11,310-square-foot ballroom for up to 1,250 guests.
Albuquerque, N.M., is another drivable destination offering added perks for attendees before, during, and after events. “The drive to Albuquerque offers an incredible journey filled with diverse scenery and attractions that enhance the overall travel experience,” says Scott Craighead, vice president of sales, services and sports for Visit Albuquerque. “Drivers can immerse themselves in stunning landscapes, including the iconic Sandia Mountains and the dramatic landscape and sites along I-25.”
On historic Route 66, Albuquerque has the longest urban stretch, at 18 miles; travelers can enjoy classic diners and roadside eateries, as well as quirky roadside attractions, like Route 66 Auto Museum in Santa Rosa. Those driving in from southern New Mexico can stop by White Sands National Park, a surreal desert landscape with pristine white gypsum sand dunes, creating a stunning contrast against the state’s blue sky.
Visit Albuquerque markets the city to event planners in closer, drivable markets by highlighting several key attributes for meetings and events. Being within a manageable driving distance from major cities like Phoenix, Denver, and Dallas makes it a convenient choice for event planners looking to minimize travel logistics for attendees.
Albuquerque also boasts countless outstanding venues, including Albuquerque Convention Center, which features more than 270,000 square feet of exhibit meeting space and 31 meeting rooms, including a 31,000-square-foot ballroom. More than 900 hotel rooms are within walking distance of the convention center, including Hotel Andaluz Albuquerque, Hotel Parq Central, and Clyde Hotel. The 200-room Hotel Albuquerque at Old Town, near the convention center, has more than 62,000 square feet of function space. A short drive from the convention center area, Sheraton Albuquerque Uptown features 295 guest rooms and more than 17,000 square feet of flexible event space, including a 9,000-square-foot ballroom and several meeting rooms.
Well-placed and walkable
Situated in the center of the greater Phoenix area, popularly known as the “Valley of the Sun,” Tempe, Ariz., offers an excellent urban destination option for meetings with 10 to 500 attendees. “Whether at a mountaintop resort, a downtown conference center, or rooftop pool deck, our city skyline and Sonoran Desert landscapes serve as the perfect backdrops, creating immersive and unique events,” says Matt Connelly, director of sales for Tempe Tourism Office.
Tempe is approximately six driving hours from Los Angeles, two hours from Tucson, Ariz., four hours from the Grand Canyon, and six-and-a-half hours from Albuquerque. Connelly estimates approximately 35 percent of the city’s leads come from drive markets.
Event planners who regularly host in Tempe—like John “Jay Jay” Deffee, senior director for LamontCo, a full-service hospitality solutions company, located in Argyle, Texas—say this vibrant city has all the right components for outstanding gatherings. “There is so much to love about Tempe,” Deffee says. “It is compact and filled with many wonderful things to do and see. You can park your vehicle, walk anywhere, and enjoy a full day there. All of this—in addition to the outstanding convention and visitors bureau—is why, for a small market, Tempe packs a big punch.”
Lively, youthful downtown Tempe features restaurants, live music, museums, a town lake, and other attractions and event venues. Arizona State University (ASU) campus, located in the center of it all, is home to the 3,000-seat performance center, the ASU Gammage. Designed by world-renowned architect Frank Lloyd Wright in 1964, the outstanding performing-arts facility has indoor and outdoor event spaces for a capacity of 350 people. The 88,000-square-foot Tempe Center for the Arts, located on Tempe Town Lake, features a theater and full-service box office, studio, gallery, banquet/meeting room, lounge, theatrical and administrative support areas, two dedicated catering areas, arts retail space, and a 17-acre art park.
Tempe’s newest venues include Mullett Arena, a 5,000-seat multipurpose venue located on the ASU campus. New hotels in the area include the 303-room Tempe Mission Palms, featuring 30,000 square feet of event space, and the 330-room Omni Tempe Hotel at ASU, which boasts approximately 36,000 square feet of flexible indoor and outdoor space, including Tempe’s largest ballroom.
Among the pines and aspens, Loveland, Colo., sits in the northern part of the state, between Fort Collins and Greeley, where Interstate 25 and U.S. 34 meet. “We are approximately 50 minutes north of Denver, 50 minutes south of Cheyenne, Wyo., and our primary meeting facilities are located right off of the interstate, making them extremely accessible from anywhere,” says Chris Bierdeman, interim visitor services manager for Visit Loveland/City of Loveland. “We also have the largest meeting and convention facilities in the region close to Rocky Mountain National Park, approximately 39 miles west.”
Loveland’s primary venue is The Ranch Events Complex, which has 375,000 square feet of event space across 18 meeting rooms and can host a capacity of 100,000 people. Components include 36,000 square feet of exhibition space and a conference center. The 263-room Embassy Suites Loveland Hotel & Convention Center has more than 58,000 square feet of meeting space across 19 event spaces and can accommodate a maximum capacity of 2,000 people.
Downtown Loveland is also a perfect stop to sample local cuisine, breweries, art galleries, and boutiques. For a scenic drive, attendees can hit the road just west of Loveland and drive through
Big Thompson Canyon, along U.S. 34. The road winds along Big Thompson River up to Estes Park and Rocky Mountain National Park. Elk, bighorn sheep, and other wildlife are just some of the incredible sights to see along the way.
Authentic experiences
These Southwest drive-in locations also offer countless opportunities for planners to incorporate local culture into events and group activities.
From exploring the history of Native American culture and vibrant local art scenes to indulging in flavorful New Mexican cuisine, Albuquerque is blessed with a wealth of experiences to enrich any group visit. Groups can be part of the world’s largest hot-air balloon festival, the annual Albuquerque International Balloon Fiesta in October, or hire a local hot-air balloon company
to help with this unforgettable experience. Ride the 2.7-mile Sandia Peak Aerial Tramway over forested mountains up to the 10,378-foot Sandia Peak. Groups can immerse themselves in Hispanic or Native American culture and art at the National Hispanic Cultural Center or Indian Pueblo Cultural Center. Tour art exhibits at the Albuquerque Museum, or take a self-guided walk of mural and street art in Albuquerque’s downtown.
In Reno, Pyramid Lake Paiute Tribe Museum & Cultural Center features exhibits depicting the tribe’s history and culture. The attraction helps tell the story of the connection among the Paiute people, the lake, and surrounding landscape.
Another favorite Reno Tahoe pastime is whitewater rafting on the Truckee River, featuring rapids ranging from “easy flows” to “exciting.” Whitewater tours available through several local operators.
In Santa Barbara, many event venues pay tribute to the area’s rich cultural heritage and brand, such as “The American Riviera®.” Popular activities include visiting boutique vineyards for private tastings, or chartering a yacht or catamaran. Groups also can plan a special event in one of the area’s many unique venues, such as Santa Barbara Historical Museum or the more contemporary MOXI, Wolf Museum of Exploration & Innovation. For a natural element, planners can arrange a meeting or gathering in an ornately landscaped plaza or waterfront pavilions with views of the Santa Ynez Mountains and the Channel Islands.
Spreading the word
The approach to marketing and sales varies among the destinations. Visit Reno Tahoe has two sales directors dedicated to the California drive-in market and is also spreading its message through digital advertising, billboards, and trade shows. Tempe Tourism’s marketing strategy for meeting planners in closer, drivable markets involves attending regional trade shows, hosting FAMS, and tapping into professional event marketing and sales events, while fostering strategic partnerships within the third-party meeting planner industry.
For Santa Barbara, the primary sources of group business are prospecting, face-to-face events, and client relationships with the organization’s three group sales managers. “Our team is deployed geographically across the country,” Olson says, “but we split California into three regions to make sure there is always constant attention paid to drivable market meetings.”
