Conventions come to Utah: attendees return as tourists.

• Author: Browning-Hess, Teresa

CONVENTIONS COME TO UTAH

Attendees Return as Tourists

Tourism and the convention business in Utah are inextricably intertwined in a uniquely symbiotic relationship. As cities throughout the U.S. become increasingly competitive for lucrative convention dollars, Utah's scenic wonders and recreational opportunities have played a major role in attracting national conventions and conferences to the state.

Convention business in the Salt Lake area alone has increased fivefold over the past six years, and this summer the city will host two of the largest conventions ever held in Utah, with a combined expected attendance of more than 36,000. According to research conducted by the United States Travel Data Center, fully 26 percent of those visitors can be expected to return for a vacation within the next 12 months.

The upcoming $60 million expansion of Salt Palace facilities should have a dramatic impact on the state's ability to lure larger conventions, according to Rick Davis of the Salt Lake Convention/Visitors Bureau. While Salt Lake currently ranks high among criteria used by association executives and meeting planners to assess a city's suitability, the condition of the Salt Palace has been a major drawback, he said.

What Makes a Good Site

Convention planners consider five primary factors when choosing a site, Davis explained. Location is important because typically 50 percent of attendees come from the geographic area where a convention is held. National associations usually move around the country to different regions for their meetings, and some are required by their constitutions to do so. Salt Lake's central location as the "Crossroads of the West" is an advantage and a vital selling point over other cities, particularly those on the Pacific Coast, Davis said.

The city's ease of accessibility also rates high marks in convention criteria. "The principal is that if they can't get here, no one will come," according to Davis, who said convention business in Utah grew substantially when Delta Air Lines established one of its three national hubs in Salt Lake. With service from seven other major airlines, visitors to the city have no difficulty in making travel arrangements.

As working couples have less leisure time, they are more prone to combine business with vacations and pleasure trips, and a state's tourist attractions are highly influential with convention planners. "Many groups receive up to 50 percent of annual operating revenues from their conventions, so the availability of pre- and post-convention activities is critical in that it increases attendance and registration fees. With skiing at nine resorts within an hour's drive six months of the year and 11 national parks within one day's drive the remainder, Salt Lake is stellar in this department," Davis said.

Salt Lake is also a good value when costs are compared to those of other cities. Room rates are 10 to 15...