There’s nothing like the open road to inspire adventure and expand horizons. With today’s attendees demanding more flexibility and freedom, hosting a meeting in a drive-in destination puts them in the driver’s seat, traveling on their own schedules and taking as much luggage as they can fit in the car. Drive-in cities are being propelled to the fast lane by air travel woes, including sky-high ticket prices, unpredictable weather patterns, and pilot and air traffic control staff shortages. If you’re looking to drive attendance and shift your meeting into high gear, steer to one of these turbo-charged Southern cities.
Twice as nice
About 80 percent of Tallahassee’s visitors drive there, says Janet Roach, director of meetings and conventions for Visit Tallahassee. “In the Southeast, we’re a very drivable destination,” Roach says of the Florida Panhandle city. “We’re about four hours from Orlando and Atlanta and five hours from New Orleans.”
As the Florida state capital, many associations host annual events in the city. “Approximately 400 statewide associations are based out of Tallahassee, so during certain times of the year, such as the legislative session, we have groups coming in from all over the state,” Roach says.
The Florida Ports Council is one of them. The nonprofit association of public seaports holds its legislative forum and board of directors meetings in Tallahassee. “Hosting meetings in Tallahassee as a drivable destination is an absolute delight,” says Christy Gandy, vice president of operations for the council. “The ease of travel, welcoming atmosphere, excellent meeting facilities, and the perfect blend of work and leisure activities make our board meetings a resounding success.”
Tallahassee also attracts groups because it is a college town. “With our two universities—Florida State University and Florida A&M—
a variety of groups choose to hold meetings, international conferences, trainings, and other meetings here, as do groups affiliated with university business, such as alumni groups,” Roach says. “It really runs the gamut.”
Tallahassee’s universities provide a variety of venues for meetings and events. The Augustus B. Turnbull III Florida State Conference Center is a full-service facility with 11 meeting spaces, including a 350-seat auditorium, a 280-seat dining room with a catering kitchen, seven breakout rooms, and a video studio. The center is located near the State Capitol and across from the university’s Donald L. Tucker Civic Center, touted as the area’s largest meeting space. The civic center includes a 12,500-seat multipurpose indoor arena and more than 54,000 square feet of meeting and exhibit space. “The civic center’s exhibit hall is approximately 33,000 square feet, and we’re also fortunate to have hotels right across the street from the venue,” Roach notes.
Columbia, S.C., is another drivable destination that is distinguished as both a state capital and home to the state’s flagship university, the University of South Carolina. That combination draws a lot of attention to the centrally located city from groups across the South.
“In addition to the fact we’re surrounded by multiple interstates that are convenient to other parts of the Southeast, we have the state house, the university, and the convention center district sharing a two- to three-mile radius,” says Danna Lilly, vice president of Experience Columbia SC.
Approximately half of Columbia’s business is drive in, Lilly says, with much of it coming from Atlanta, Ga., its neighbor to the west. “That’s our primary feeder market for inquiries, as well as for drive-in traffic,” Lilly says. “But regionally, we get a lot of associations and some corporate. In addition to the infrastructure provided because we’re a state capital, people also love the college town vibe and the fact that there’s always a lot of activity going on.”
Taking the scenic route
The drive itself is part of the attraction for visitors to the Roanoke area. The scenic Blue Ridge Parkway winds its way through the Blue Ridge Mountains and runs along the edge of the western Virginia city. Roanoke is within a day’s drive of more than half the U.S. population, less than four hours from Washington, D.C., and about three hours from Charlotte, N.C., and the Virginia capital of Richmond.
“We’re the largest metro area along Virginia’s portion of the Blue Ridge Parkway and the largest city on the Appalachian Trail,” says Kathryn Lucas, director of public relations for Visit Virginia’s Blue Ridge, representing Roanoke and the surrounding area within an hour radius.
In the heart of downtown, the restored Tudor-style Hotel Roanoke & Conference Center, Curio Collection by Hilton, offers a combined 63,000 square feet of meeting and event space, 35 meeting rooms, and features a 14,400-square-foot ballroom. Nearby, the Berglund Center includes a 10,600-capacity coliseum, performing arts theater, special events center, and a 14,396-square-foot exhibit hall.
“It’s a welcome departure from the typical meeting location and adds a touch of natural beauty to any event,” says Jordan Vallerga, meetings and events manager for the Virginia, Maryland, and Delaware Association of Broadband Cooperatives, which has met in the area many times. “As a meeting planner, I am always on the lookout for venues that not only cater to the business aspect of gatherings but also provide a memorable and enjoyable backdrop for attendees. Virginia’s Blue Ridge delivered on all fronts, from helping with overflow hotels to creating offsite experiences, as well as a wide range of services that are second to none.”
Well-placed & walkable
Much of the activity in Columbia, S.C., is centered in downtown, which includes the Columbia Metropolitan Convention Center. The walkable area bustles with restaurants, breweries, museums, galleries, and shops.
“That’s important to a lot of attendees and clients because when people arrive to the host city, they don’t want to have to drive everywhere they go,” says Sarah Britt, the convention center’s director of sales.
The 142,500-square-foot facility includes a 16,700-square-foot ballroom, 18,560 square feet of meeting space, and a 23,700-square-foot column-free exhibit hall. There are approximately 2,000 hotel rooms within the convention center district. “Anyone who wants to park their vehicle once they get here and never step back in until the meeting is over and they head home can do that,” Lilly notes. “You can park your car, stay in the hotel, eat at the local restaurants, and attend your meeting without ever moving your car.”
Just over the South Carolina border, Augusta, Ga., also offers a walkable downtown centered around a convention facility. Located on Interstate 20 and perhaps best known for hosting the Masters Tournament at Augusta National Golf Club, the city is a popular drive-in destination. The Augusta Convention Center on the Savannah River offers 100,000 square feet of space and the attached 372-room Augusta Marriott at the Convention Center.
“We’re a convenient drive market, especially for regional conventions based in the Southeast. Our historic waterfront city exudes Southern charm with a vibrant, walkable downtown, which are features that appeal to meeting planners and those in attendance,” says Bennish Brown, president/CEO of Destination Augusta. “Augusta is a preferred meetings and conventions market, which is proven by our calendar that includes group business literally every month of the year.”
The Arkansas state capital of Little Rock gets approximately 56 percent of its business from groups who drive there for events each year. Centrally located in the state, Little Rock is set on the Arkansas River and easily accessed by car from Interstates 30 and 40. The Statehouse Convention Center offers 220,000 square feet of versatile space and the adjacent 418-room Little Rock Marriott. The Little Rock CVB manages the downtown convention center, along with the nearby historic Robinson Center performance hall and River Market, which is set in a lively entertainment district.
“Those facilities are what we’d call the central campus in our downtown area on the river, and it’s a big selling point for us in that when you work with us to bring your event here, you’re already connected with who can help with facilities,” says Jeff Chastain, director of communications for the Little Rock CVB. “So, instead of being handed off to someone else, we offer a turnkey process.”
San Antonio has long been a popular Lone Star State tourist destination; its attractions and entertainment coupled with its event facilities make it a sought-after meetings destination, too. Located in southcentral Texas, San Antonio is traversed by three Interstates: 10, 35, and 37. Despite being the second-most populous city in Texas, the city known for its River Walk and The Alamo is easy to access and easy to navigate.
“It’s easy to get here, and we pride ourselves on the experience our attendees have when they come here for a meeting,” says Tyler Orwig, vice president of association and tradeshow sales for Visit San Antonio. “One of the biggest standouts is the walkability of our downtown.”
The Henry B. González Convention Center offers 514,000 square feet of contiguous exhibit space, 86,500 square feet of column-free multipurpose space, and a 54,000-square-foot ballroom touted as the largest in Texas. Also downtown are 14,000 hotel rooms.
“Approximately 6,500 of those hotel rooms are within a short walk to the convention center,” Orwig says. “It’s so easy to get around here. There’s a big cost savings for groups when it comes to transportation because everything is so close.”
Authentic experiences
Beyond easy access and a variety of meeting facilities, drive-in destinations offer something attendees are craving: authentic experiences.
Not surprisingly, San Antonio’s three centuries of history provide unique experiences, many within walking distance of the convention center. “History, arts, culture, and all sorts of attractions are right here downtown, so there’s no shortage of things to see and do,” Orwig says. “It makes for an incredible attendee experience, and it’s all connected by our famous River Walk. River Walk connects not only the hotels and convention center, but shopping, dining, and entertainment, as well. We call River Walk the world’s largest hotel lobby.”
Hop on a boat to experience the River Walk from the water. “Groups can set up dinner on a barge that takes them through downtown,” Orwig says. “It really sets the mood for a meeting, and so many of our River Walk restaurants can cater it. We’ve even had cycling classes set up on the barge, and it’s a great ambiance for receptions, too.”
It doesn’t get much more authentic than The Alamo, said to be the most popular historic site in Texas and located less than half a mile from the convention center. The site is undergoing a $500 million restoration and redevelopment project that will include space for groups to host events, Orwig says. “They’re building a world-class museum that takes up a whole city block,” he adds. “There will be rooftop space and areas in the museum for meetings and events. It will be a truly incredible venue option.”
In Little Rock, one of the most notable attractions is its outdoor setting along the Arkansas River, providing ample teambuilding opportunities. “We have a wonderful pedestrian network and river trail that goes up and down both sides of the river,” Chastain says. “The Arkansas River Trail is ideal for walking, running, and cycling. The entire trail system extends out to about 34 miles, and depending on where you go, you can check out Pinnacle Mountain State Park, which offers incredible hiking and an incredible mountaintop view.” Other unique Little Rock experiences include the William J. Clinton Presidential Library and Museum and sites along the Arkansas Civil Rights Heritage Trail.
Situated at the interchange of Interstates 65 and 85, Alabama’s capital of Montgomery also has notable civil rights sites, in addition to a walkable downtown and more than 7,000 hotel rooms in the metropolitan area. About 1,000 hotel rooms are in the downtown convention district, where the convention center offers a 75,520-square-foot exhibit hall and a 346-room hotel and spa, according to the Alabama Tourism Department. The area also offers outstanding golf courses along the Robert Trent Jones Golf Trail.
Called the “Birthplace of the Civil Rights Movement,” Montgomery has a powerful collection of unique historic and educational sites, including The Legacy Museum, The National Memorial for Peace and Justice, Rosa Parks Museum, Civil Rights Memorial Center, and Freedom Rides Museum. “These museums are nationally known, and we’ve created an itinerary for groups,” says Megan Carlisle, senior brand engagement manager for Experience Montgomery. “After leaving the museums, they are walking right out to where all of the history happened. It’s really a unique offering. You can’t find that in too many other places around the country.”
Augusta’s spot on the Savannah River lends itself to outdoor activities, including kayak tours from Two Dudes and a Boat. Groups can pedal around town on a bike tour from Bike Bike Baby. Destination Augusta has compiled a curated collection of what it calls Authentic Augusta Experiences; the list on its website includes opportunities to be a history detective, an eco-explorer, or a bartender for a day.
Spreading the word
Drive-in markets know they are in demand. Many are taking advantage of their popularity by focusing their attention on attracting groups looking for destinations to which attendees can drive.
Virginia’s Blue Ridge recently ran a $500,000 marketing campaign targeting the Washington, D.C., area after data showed visitors from the nation’s capital were among their highest numbers—and the highest spenders. The campaign included an advertising takeover at two D.C. Metro stations. “For a full month in each station, we were the only advertisement people saw all over the place,” Lucas says. Ads also ran through e-newsletters and on social media with the key message that the Roanoke area is less than a four-hour drive away.
Similarly, Visit San Antonio strategically aims its marketing plan at major cities throughout Texas from which it gets much of its drive-in business, including Austin, Dallas-Fort Worth, Houston, and Corpus Christi.
“Seven of our Top 10 markets are Texas cities, so we do a lot of advertising, particularly digital ad placements, as well as spending time in those cities speaking to customers,” Orwig notes. “We try to make our presence known in as many of those areas as we can, sharing not only how conveniently located we are in the middle of the state, but also how we can help planners with whatever they are looking for while here. We know the ins and outs of the city, and we can help them source venues, hotels, or anything else they need along the way.”
