The meetings may be small in scope, but make no mistake: The SMERF market is robust. According to the Hospitality Group Performance Index, the SMERF market accounted for 16.5 percent of meetings and events in Q1 2024.
SMERF meetings—social, military, educational, religious, and fraternal—can include weddings, alumni events, reunions, civic group conventions, and educational seminars, to name a few. The SMERF market is great for hotels because it helps fill rooms and meeting spaces during the offseason, with groups often reserving blocks of rooms. The offseason is great for attendees because they can take advantage of lower offseason rates.
Affordability is just one consideration when choosing a destination for a SMERF gathering, whether for a family reunion, retired military association, or church group. Because many SMERF events are not associated with attendees’ occupations, individuals typically pay their own expenses—making budget or moderately priced accommodations and venues essential.
Planners also look for cities with family-friendly attractions, restaurant choices suitable for those with dietary restrictions, and plenty of shopping and recreational activities.
Desirea Stewart is an account manager for Arrowhead Conferences. Based in Blountsville, Ala., she has planned faith-based events with 100 to 600 attendees. Stewart suggests planners have multiple date and location options.
“Flexibility will result in more affordable proposals,” she says. “We always say there are dates, rates, and locations; you can have two but will have to concede one, so decide which two are your highest priority.”
According to Stewart, planners should look for a destination with an active convention and visitors bureau (CVB); ease of accessibility (regionally or fly-in); and best overall package (room rates, F&B costs, meeting costs, and concessions). She recommends considering all essential factors before making a decision. “Don’t make a decision based on one factor, like room rate, as the other factors may outweigh the discounted room rate and, in the end, cost you more,” she explains.
Stewart also advises planners to inquire upfront about unexpected issues down the line. For example, will the property be under renovation? Include language in the agreement that covers the group should renovations come up after contracting.
SMERF markets
Gatlinburg, Tenn., is an affordable destination for SMERF groups of all sizes and sectors. In addition to offering competitive room rates, Gatlinburg hotels do not charge for overnight guest parking. “This is a ‘hidden cost’ savings Gatlinburg offers, which many planners overlook when evaluating other cities for events and programs,” explains Julie Whitaker, sales marketing support specialist for Gatlinburg CVB.
Norfolk, Va., has more than 5,200 guest rooms in 39 hotels and more than 105 meeting spaces, according to Dawn Whittaker, director of sales for VisitNorfolk. Most attractions are within walking distance of downtown hotels, making it easy for visitors to experience all the city offers.
Norfolk is particularly appealing to the military market. Home to the world’s largest naval base and the North American headquarters for NATO, Norfolk offers visitors a variety of ways to experience its military history, including touring a naval base by boat or bus.
“Norfolk is proud to be accessible to all who would like to visit and explore the city,” Whittaker says. “With a variety of hotels located throughout the city, along with a great selection of restaurants, visitors can easily find something within their budget.”
Las Amigas Inc., a national service organization, held its Conclave 2024 at Hilton Norfolk the Main after meeting with Virginia Tourism Corp. “The decision was influenced by the presence of seven chapters in the area and Norfolk’s central location to our other 23 chapters,” says Agatha Grimes, the organization’s national president.
Coastal Mississippi, which includes Biloxi, Gulfport, and other coastal communities, also attracts military groups. The area is home to Keesler Air Force Base and the Navy Construction Battalion Center, where guests can visit the Seabee Museum and Heritage Center.
“We have a deep connection to military history and traditions, along with connections to military bases and veterans’ groups,” says Ari Covacevich, senior convention sales and development manager for Coastal Mississippi.
The region offers an array of affordable and diverse accommodations and venues, from casino resort hotels to boutique properties.
The Jus’ Blues Music Awards & Conference moved to IP Casino Resort Spa in Biloxi for the first time last year. The annual event brings together musicians, industry professionals, and music enthusiasts for a series of enlightening sessions and performances. Approximately 1,000 attended the 2024 conference, which was held over four days, with 450 room stays.
Event organizers visited several cities before choosing Biloxi as the new home for its annual conference.
“We held our event in Tunica, Miss., for 10 years and had been looking for a new home for the past few years,” says Charles Mitchell, founder and CEO of Jus’ Blues Music Foundation in Atlanta. “Biloxi had so many resources that connected our conference with its location, restaurants, shopping, music, entertainment, history, nightlife, beaches, nearby airport, and, of course, casinos,” Mitchell says. “We love the venue we selected, IP Casino Resort Spa—it has all the amenities our attendees are looking for: various food and restaurant choices and a first-class, well-maintained hotel.”
Other mid-size and small SMERF destinations Stewart recommends include Mobile, Ala., Myrtle Beach, S.C., and Virginia Beach, Va., for its “amazing CVB support with site visits and great hotel partners who genuinely wanted to host our event,” she says. “Cynthia Mohr with Visit Myrtle Beach has always been an amazing colleague to work with and really understands the faith-based market. The Sheraton Myrtle Beach always goes above and beyond to accommodate our groups. I can’t wait to see their renovations,” Stewart says. “Mobile has a great downtown package with hotels near the convention center and unique offsite opportunities, like the USS Alabama. Visit Mobile CVB is another great advocate for the faith-based market.”
Stewart also recommends her hometown of Huntsville, Ala. “The Von Braun Center in Huntsville has undergone amazing renovations and is a beautiful location to host any size event,” she says. The facility has more than 170,000 square feet of meeting space, an arena, a concert hall, and a music hall.
“Airlift into Huntsville is easy,” Stewart adds, “and the selection of hotel properties is robust. The Huntsville/Madison County CVB is always ready to help you plan and host a successful event. For a smaller-tier city, it has amazing space.”
Stewart also recommends having a good history of your past events and providing CVBs and hotels with the most detailed Request for Proposal (RFP) you can.
“The more information upfront, the more efficient the process can be,” Stewart says. “You must have great communication between all parties. Relationships are everything in the faith-based event market.”
Gatlinburg hosts many faith-based conventions and groups each year. As Whitaker notes, the Gatlinburg Convention Center hosted more than 30 faith-based conventions with 80,000-plus attendees in 2024.
The mountain town is known for being a safe, family-friendly destination and offering a wide range of accommodations to meet planners’ expectations and budgets. “Gatlinburg has a natural atmosphere that inspires relaxation, reconnection, and reflection influenced by the spirit of the Great Smoky Mountains National Park,” Whitaker says.
As with other meetings, activities, attractions, and dining options are important considerations for SMERF destinations.
Gatlinburg offers more than 125 surrounding restaurants. Shopping is another favorite activity in Gatlinburg, with more than 500 shops and five malls. At least 50 attractions are within close proximity of the Gatlinburg Convention Center and most hotels.
Planners might also want to incorporate the local culture into their SMERF agenda.
Gatlinburg is influenced by the Appalachian culture, which is still preserved through the Arrowmont School of Art.
“Visitors are welcome to explore Arrowmont, where Appalachian cultural heritage is taught and preserved through traditional craft makers and cultural leaders,” Whitaker says.
The Great Smoky Arts & Crafts Community, which includes more than 100 independent artisans along an eight-mile route, is the largest arts and crafts community in North America. Local workshops allow visitors to express their creativity through the “Create Your Own” program. Participants can make pottery, stained-glass creations, woodwork, candles, and more. Visitors also can browse and purchase locally made products.
of informative sessions and performances. Courtesy IP Casino Resort Spa
Location, location, location
Gatlinburg is centrally located in the eastern part of the country, less than a day’s drive from most major cities. Once in Gatlinburg, getting around is easy as well. Gatlinburg is a pedestrian-friendly destination; visitors can walk or take the trolley from their accommodations and the convention center to most area attractions.
Norfolk, located in the heart of coastal Virginia near the Chesapeake Bay, is anchored by a vibrant downtown and steeped in maritime history. With 144 miles of shoreline, Norfolk is ideally situated for water activities, like kayaking, sailing, and boating, and sprawling on the sand for a relaxing beach day.
As with Gatlinburg, Norfolk offers plenty to do on land. The city’s diverse culture flows through its museums, burgeoning performing and visual arts scenes, and fabulous festivals.
Norfolk’s dynamic culinary scene is fueled by the passion and creativity of local chefs, bakers, and makers. The city is also home to a wide selection of free activities and attractions, from museums to art galleries.
“All within city limits, diners can indulge in plump oysters from nearby estuaries, farm-to-table fare, international eats, and delicate pastries, plus exceptional varieties of Virginia wines and beers, craft cocktails, and specialty coffees,” Whittaker says.
“Experience life aboard a naval ship at the Nauticus Discovery Center, where you can tour the Battleship Wisconsin,” Whittaker says. “Walk on the deck or step below to see what life was like aboard.”
According to Grimes, Norfolk was a perfect location for Las Amigas Inc.’s conclave. “Our excitement with the décor, collaborating with the staff, room selection, and overall hotel presentation made it effortless to choose Hilton Norfolk The Main.,” she says. Attendees dined at Saltine Restaurant, conveniently located in the hotel. “The chefs and wait staff did an exceptional job,” Grimes adds.
In addition, attendees rode the Elizabeth River Ferry to have dinner at Roger Brown’s Restaurant & Sports Bar in nearby Portsmouth. “This added a memorable touch, as Roger Brown’s catered to all our needs—good music, great food, lots of laughs, and an exciting and welcoming atmosphere,” Grimes says.
Some conclave participants also enjoyed visiting the Rivers Casino Portsmouth Casino.
“Hilton Norfolk The Main and the Norfolk area did not disappoint us at all,” Grimes says. “I would highly recommend them for any other organization planning a conclave or convention.”
Coastal Mississippi also offers convenient access via Gulfport-Biloxi International Airport (GPT) and trolleys between casinos. Local restaurants take diners on a culinary adventure of mouthwatering Southern cuisine, fresh seafood, and fine dining at upscale steak restaurants.
Coastal Mississippi, tasked with promoting the region, has hosted groups ranging from Omega Psi Phi Fraternity and National Beta Club to Jus’ Blues Music Foundation and the Episcopal Diocese of Mississippi.
In addition to casinos, the region’s attractions include Mississippi beaches, Ship Island excursions to a barrier island, a Biloxi shrimping trip, the Mississippi Aquarium, golf, and more.
“It’s easy to blend business with leisure,” Covacevich says.
for its proximity to seven area chapters and central location to 23 other chapters. Courtesy Las Amigas Inc.
SMERF assistance
Because SMERF events are often planned by volunteers, having a team of professionals can help the process. Many CVBs and tourism boards, like VisitNorfolk, Coastal Mississippi, and Gatlinburg CVB, have teams to assist.
These teams can help with the proposal process, set up site visits, and recommend venues and accommodations, considering the specific group’s budget and needs.
These professionals can make your SMERF event memorable by offering small details to enhance the overall experience. “We can create custom itineraries based on the group’s unique needs,” Covacevich says. “Whether organizing cultural experiences, transportation options, or group-friendly accommodations, we can ensure everything runs smoothly.”
