Association members are willing to show up—and pay up—for immersive experiences, customization, and technology, according to industry research, though planners are more likely to opt for simpler executions, creating a disconnect that can be costly.
By hosting events in larger-scale, higher-tech venues, however, smart planners have an opportunity to deliver on what attendees want and ultimately drive revenue for their organizations.
“That’s quite frankly the quiet goal of most meetings,” said Anthony Cordo, executive vice president of Visit Lauderdale. Cordo oversees the operation of the Greater Fort Lauderdale/Broward County Convention Center in Fort Lauderdale, Florida, which is in the final phase of a multiyear expansionthat includes adding more than 525,000 square feet of meeting space and a host of technological upgrades.
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