Meeting Facilities Focus On Keeping The Client Satisfied, Logged In

Write a Comment

By Megan Flanagan Special To The Worcester Business Journal

In a fast-paced world where social media and professional communication dominate over face-to-face interaction, one may wonder how it impacts banquet facilities, where meetings and events are done in-person within large groups.

But in Central Massachusetts, the past year has seen clear improvements in various event bookings, according to the people who run those facilities.

Sue Millett, function manager at the Sole Proprietor in Worcester, has noticed an increase in business for events related to business dinners, specifically those involving professionals in the pharmaceutical industry.

"Now that the state has approved pharmaceutical dinners by reps," business has been better, she said. Millett was referring to the Massachusetts Gift Ban Law, which was passed in 2008, but partially lifted last year to allow representatives in the pharmaceutical industry to treat some health care practitioners to "modest meals."

"The old law hurt everybody for the past couple of years — doctors, nurses, and staff. The new law will continue to help business more," she said.

Yvonne Caole, sales and marketing manager for the Beechwood Hotel, also in Worcester, mentioned the wide variety of events that come through the venue. "The most popular right now are bar mitzvahs, sweet sixteens, surprise birthday parties, anniversaries, and graduation parties." Caole mentioned the success of a recent event, the Colleges of the Worcester Consortium Career Fair, which included 65 to 70 vendor tables at the Beechwood. "The great thing about us is we're versatile – we have a good array of function spaces, banquet facilities, and bistro options. We don't run into a situation where we can't accommodate someone," Caole said.

Jim Moughan, assistant manager for the DCU Center, mentioned the convenience factor when it comes to booking at the downtown conference center and arena. "Conferences are moving out of Boston because, here in Worcester, we're a little bit more central. Cheering and dance competitions are growing and we're becoming a central location for those because of the easy access to get in and out of Worcester," he said.

Technology is also playing a large part in meeting styles. "We are totally wireless for our functions," Moughan said, "and even have a mobile app." The DCU Center also has in-house staff to assist with technology during events.

As far as the state of the economy, "People are re-looking at their budgets and cutting out the extravagant aspects for meetings," Moughan noted.

Just around the corner, at Union Station, Donna Bidwell, office manager at Maxwell Silverman's Banquet and Conference Center, mentioned the importance of meeting customers' needs with WiFi and wireless capabilities for banquets. Bidwell said she has fielded numerous requests already for weddings, proms and spring functions. "The Grand Hall [at Union Station] can comfortably hold up to 550 people, so we do see a lot of college functions," Bidwell said. With the 13 colleges in the Worcester consortium, Union Station is easily accessible. Assumption College recently used the station's banquet facility for its annual upperclassmen spring ball. Alex Paterson, assistant director of student activities at Assumption, said, "In response to a [student survey] we decided to try something new this spring. It is a beautiful facility"

Bob Murdock, director of sales for Destination Worcester, which promotes events in and around the city, mentioned some of the latest trends he's seeing with potential customers: "There is a changing dynamic, between going green and increasing technology, but there are enough specialized vendors in Worcester for everyone's needs," he said. Murdock noted that he recently dealt with organizing the technology for a meeting between a convention center in Worcester and a hospital in India.

Healthy Cuisine Is Hot

Meeting and banquet managers also say event organizers want more health-conscious menu items for their events. Bidwell, for one, is seeing more requests for gluten-free items within the last five years. And at the Beechwood, Caole has also noticed a rise in health-conscious food requests for corporate business meetings. "Gluten-free is starting to get many requests, for people on the diet and not so much the allergy," she said. Moughan also said customers are continuously requesting more healthy options for events. "The DCU Center is WooFood certified (a nonprofit that provides a certification for Worcester-area restaurants that serve healthy options on their menus) and we have a menu of those items. A number of our clients are specifically looking for those options," he said.

These trends — healthy food and high tech — resonate on a global scale as well. Benchmark Hospitality International, a global resort company, sees similar requests. A current trend in meetings and conferences is customized packages with lots of options, similar to how the Sole and Beechwood approach their business. Easy access to wireless capabilities is of course a favorite, as is the desire for healthy cuisine and breakout spaces at meetings.

Cindy Skowyra, director of programs and events at the Worcester Regional Chamber of Commerce, is pleased with the uptick.

"Across all sorts of events, whether it is a networking event or a breakfast program, it's good to see that people are holding more events, in the sense that it doesn't seem people are holding back," she said.