ENUECONNECT
– the Cross-Country Roadtrip By John Platillero
representatives from each department in attendance, which resulted in gathering the following insight.
SALES/BOOKING
venue, and how does technology assist you in that process? What we heard: The earliest stage of the event life cycle happens during the sales or booking process. An agent may be calling, asking to hold a date. An association may be looking for a place to host their next convention. The ship can either set sail at this point, or stay in harbor. This is a critical time and there are many important factors to consider. In regard to how technology can help or hurt this process, we gathered the following feedback: Matt Bell, who attended our discussion at the Pepsi Center in Den-
ver, commented that, “Accessibility [to our calendar] is key. As long as I have Wi-Fi, I can answer any questions about it in real time.” On- the-go accessibility and constant-connectivity can certainly be valu- able—but it also has its downsides, as Ralph Marchetta of Talking Stick Resort Arena in Phoenix observed: “It’s turned into a 24/7 busi- ness, so people expect and demand immediate responses for every- thing.” Immediate responses via email or text, we learned.
It’s interesting to note that in the evolution of communication, email
is what initially saved us from multiple faxes and unnecessary phone calls. In 2017, however, it’s the primary mode of business communica- tion and can be overwhelming with multiple threads for small details. Especially in this industry, people create dozens of folders within email platforms such as Outlook and become experts (by necessity) at word Advances in technology can certainly solve some day-to-day chal- lenges of a salesperson or booker, but other challenges are wholly out of their control, as James Rasmussen of Golden 1 Center in Sacra- mento acknowledged: “As an NBA arena, there is an inevitable period of time when you can’t book certain events because the NBA schedule
MARKETING What we asked: How are clients made aware of using your venue,
how are attendees made aware of upcoming events, and how does technology assist you in that process? What we heard: The marketing department of many venues is
somewhat limited. They may simply work with outside promoters, al- though most venues have at least one person managing their social media. In a convention center or when an event is meeting or confer-
All Photos Provided by Event Booking
IAVM
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