Expanding Horizons ... and a Convention Center: New Possibilities for Business Event Strategists
Learn how Visit Sacramento's new SAFE Credit Union Convention Center expanded space and possibilities for business event strategists.
Visit Sacramento began preparing for the convention center renovation and expansion in 2017, once the new facility was approved to move forward. The destination had a sales and marketing plan for local stakeholders and business event strategists to address the different phases of the expansion from start to finish — all during the ongoing COVID-19 pandemic.
With the destination organization and the convention center team working together, the program was fully in sync with the goals to keep the audiences engaged and informed and build excitement for the grand re-opening.
Making It Happen: During Construction
Visit Sacramento used 2020 as a year of renovation, reflection and for reaching a gold standard of health and safety to ensure the city and the new convention center were fresh and ready to welcome back meetings and events.
Visit Sacramento partnered with Digital Edge to develop an in-depth strategy that included an awareness-focused campaign tailored to keeping the destination and its convention center expansion at the top of business event strategists’ minds. Content was shared via a paid social media strategy, email marketing and video marketing.
There is substantial value in having a CVB dedicate their efforts to marketing and communicating a new Convention Center as it goes through each phase of development; this keeps business event strategists in the loop and allows them to feel like they are a part of the journey, too.
Mya Surrency, the co-founder of Digital Edge, added that CVBs “are the partners whom planners can trust to provide information, details, and planning timelines and are a reliable in-market source with a focused perspective. They can guide planners through the development stages and help them plan events in these new and exciting facilities.”
Promoting the Meeting Possibilities During a Pandemic
Because of the timeline of the convention center’s renovation and expansion (January 2019–mid-2021), the destination was able to leverage the fact that the facility was not exposed to outdoor elements during COVID-19 – a key selling point for business event strategists. Setting the expectation of a unique indoor-outdoor experience within an expansive complex was also an appealing element during a time when open-air spaces were so valued.
Despite the effects of COVID-19, the expansion and renovation construction of the GBAC STAR-accredited convention center remained resilient and headstrong to ensure its June 2021 completion.