Convention hosts hustle for more group bookings

Branson's convention and meeting planners are gearing up for business, despite a slow economy and the public's fear of the swine flu.

"We are seeing no slowdown," said Vienna Bowling, director of meeting & convention sales at the Branson/Lakes Area Chamber of Commerce and Convention & Visitors Bureau. "Inquiries are up 12 (percent) to 16 percent, and much of that is attributed to the opening of the airport. ... The flu has had no effect on meetings business."

The Branson Airport opens May 11 and should change the size of groups who will travel to the city, Bowling said.

"It will bring in substantially more people," she said. "Instead of bringing in 300 people who would drive in by bus or car, we will attract programs of 3,000 people who can come in by plane."

Branson's two largest convention sites also are doing their part to bring in conventions.

Chateau on the Lake Resort Spa & Convention Center's bookings for group meetings are down slightly this year compared to last, and some groups are booking fewer days, but a new promotion is helping to bring in business.

For groups holding a new program April 2009-March 2010, the resort will give 3 percent rebate checks off of the master bills for groups with 25 to 49 room nights; a 5 percent rebate off of the master bill for groups with 60 to 149 room nights; or a 10 percent rebate off of the master bill for groups with at least 150 room nights.

"We know how important it is for corporations and associations to continue meeting face-to-face, and it was a way for us to promote that we can help them do that," said Renee Wilhite, director of sales and marketing at Chateau on the Lake.

In 2008, Branson Convention Center hosted 185 groups, according to Bill Tirone, director of sales and marketing. As of March 31, bookings for 2009 were up 12 percent from the same quarter last year, and 2010 bookings already are up 46 percent, he said.

"We did experience some cancellations at the beginning of the year as a result of the economy, but the good news is that we continue to book new business for this year and into the future," Tirone said. "Our core business is state associations, and they have to have their annual conventions."

Still, Branson Convention Center is offering an incentive of its own in the form of savings for early group bookings.

"Meeting planners get to pick from a variety of options that they can use to help supplement their meeting costs," Tirone said.

Groups that book an event and stay at the Hilton Branson Convention Center Hotel or the Hilton Promenade at Branson Landing through March 31, 2010, can earn several different incentives based on the number of hotel rooms booked. Incentive options include complimentary meals for staff members, a 2 percent rebate on room revenues or 25 percent allowable attrition, which is room cancellations allowed without penalty.

"The largest group booked in the convention center is the Prayer Mountain Convention in October," Tirone said. "They have approximately 4,500 people attend the four-day event."

Beyond the room nights, at least one Branson attraction also reports more group bookings making their travel plans closer to the time of their trips.

"We are looking forward to fall and Christmas, (which are) our busiest months, but tour operators are reporting delays in decision making," said Lisa Rau, director of Herschend Family Entertainment, which operates Silver Dollar City.

She said Silver Dollar City is working to attract more school groups with Kids-U-Cation, a program that combines education and entertainment for young visitors.

"Group reservations - bus people - are down about 10 percent, but we are up 7 percent over last year in student and youth groups," said Lisa Rau, director of public relations and publicity at Herschend Family Entertainment.

Bowling said the chamber's marketing plan for group business includes 25 trade shows that target national and regional meeting planners, a direct-mail program, and nearly 100 ads in print publications. The chamber also recently launched www.explorebransonmeetings.com, a Web site for meeting planners.