Harvesting the fruit of Anchorage's Convention & Meeting Business: getting conventions to Anchorage doesn't always come easily. It takes work.

• Author: Bustamante, Bruce

Most people think bringing a convention to Anchorage is all about sales. It's actually about forming and building relationships with meeting planners.

This job just became more vital for Anchorage with expanded convention facilities that will be complete by fall 2008. Each year, the Anchorage Convention & Visitors Bureau works with hundreds of groups. Sometimes, they book a date. Other times, we find out that the dates they want are already booked.

Convincing groups to hold their meetings in Anchorage presents some unique challenges, but the area is our greatest selling point, as many people say, "I have always dreamed of going to Alaska." People often think Anchorage is cold, dark, too far away and very expensive. Just about everything ACVB does to sell the city as a meeting destination centers around education. Our job is to counteract the myths and demystify the destination, and we do that with a well-crafted strategy.

FAMILIARIZATION TOURS

One of the best ways to educate people is to let them experience Alaska firsthand. Three times a year, ACVB hosts familiarization tours, of "FAMs," that bring pre-qualified people to Anchorage. Thirty of 40 people, who are meeting planners of the decision makers within their groups, are invited to come stay in Anchorage for a few days. While they are here, they tour hotels, sample activities and look at meeting and convention facilities. In February 2005, the executive director and president of the National Association of Local Boards of Health attended Anchorage's FAM, taking a ride on the Alaska Railroad, flightseeing and touring hotels. A month later, the group had signed hotel contracts and committed to hosting its national convention in Anchorage in October 2007, with an estimated economic impact of $326,841.

SITE INSPECTIONS

Every once in awhile, a hot prospect isn't able to attend a FAM. In those cases, ACVB hosts a formal site inspection. That was what happened recently when Convention Sales Manager Janine Amon was pursuing the International Congress on Robotics & Automation. The group was seriously interested in coming to Anchorage, but needed to meet with specific people in their industry while in town. ACVB helped coordinate meetings and worked closely with the local chapter of the International Electrical & Electronics Engineers to meet the specific needs the group would have for hosting a meeting in Alaska. The conference, with 1,100 delegates, is now booked for May 2010. This conference...