Destination Spotlight: Business Is ‘Blooming’ in Washington, D.C.

April 15, 2022

As the vibrant annual National Cherry Blossom Festival comes to a close this month, Washington, D.C., continues to bloom with a prosperous business events scene—expected to thrive throughout 2022—and a wealth of new developments.

The nation's capital is well on the road to recovery as the industry moves out of the pandemic, and it has a positive outlook for the full return of meetings, conventions and trade shows, according to Elliott Ferguson, president and CEO of Destination DC (DDC).

“In a good year, we host north of 20 city-wide conventions,” Ferguson said. “Last year, we had four, and this year we have 20 on the books with more than 390,000 room nights—a big step in the right direction.”

The city kicked off 2022 with three major city-wide gatherings at the Walter E. Washington Convention Center: the Modern Language Association’s Annual Convention, the Transportation Research Board’s Annual Meeting and the Washington Auto Show, the capital’s largest indoor public event.

“Spring is really the beginning of our major convention season, and I remain optimistic about recovery and the positive economic impact and local jobs that come with meetings and events,” Ferguson said.

Over the past year, DDC has reinforced its “Connected” positioning, an umbrella marketing strategy that is centered on what sets the capital apart and the assets that make meetings and events successful. The campaign includes “Connected Capital,” highlighting the city’s rich intellectual capital, “Connected Campus,” focusing on the use of non-traditional spaces that expand the footprint of the Walter E. Washington Convention Center, and “Connected Community,” inviting event professionals to leave a legacy in the city by driving social change through connections to certain communities.  

A staple of the campaign is the city’s intellectual capital and thriving industries that help attract conferences and events, including technology, biotech, medical, education, sustainability, transportation and government advocacy.

“Clearly, we have so many different sectors of industry in our own backyard, so we’ve become a hub of innovation, ideas and thought leadership, and conventions and conferences have access to resources that are unique to our destination,” Ferguson said.

Meanwhile, the destination’s major focus on sustainability is another key selling point for event professionals, according to Ferguson.  

“We were the first LEED Platinum City in the world, and efforts under the Clean Energy Act DC aim to move us to 100% renewable electricity by 2032, which is a big deal for groups that are really focusing on sustainability,” he said, pointing to the destination’s growing list of green spaces and eco-friendly venues and hotels.

Budding Infrastructure  

Washington, D.C., was in expansion mode before the pandemic, and the momentum has not waned, with several new offerings unveiled in 2021 and many others set to debut this year and beyond.

“New hotels, museums, parks, monuments and other developments have popped up over the last three years, so there’s a lot for attendees to explore while they are in Washington and a lot more to come,” Ferguson said, pointing to $10.3 billion in development under way in the city that will not only augment its product line, but improve accessibility.

Following are some of the major initiatives:

  • Ronald Reagan National Airport’s Project Journey recently opened with a 50,000-square-foot connector building that provides greater access to new and improved amenities and an easier transfer to connecting gates for travelers after being screened.
     
  • The new Silver Line Metro, set to open this summer, will connect Washington Dulles International Airport to downtown Washington, D.C.
     
  • The city has 29 new hotels and 5,700 additional guest rooms in the pipeline, including new brands in neighborhoods throughout the city. Recently opened properties include AC Hotel Washington DC Capitol Hill Navy Yard, located near Nationals Park; Holiday Inn Express, located less than one mile from the Walter E. Washington Convention Center and Capital One Arena; and Washington DC NoMa District Curio by Hilton, located in the fast-growing NoMa neighborhood east of Union Station, the hub for Amtrak’s East Coast rail service. Upcoming debuts include citizenM Washington DC NoMa and AC Hotel Capitol Riverfront, both set to open this summer.
     
  • Phase two of District Wharf, a mixed-use development with a waterfront, hotels, restaurants, shops and residences, is slated for completion this fall. Phase two includes a Pendry Hotel, a 1.5-acre park, restaurants and retail establishments.

Don’t miss any event-related news: Sign up for our weekly e-newsletter HERE and engage with us on TwitterFacebook and  LinkedIn!

Add new comment

Partner Voices
Less than six months ago, Lisa Messina joined the Las Vegas Convention and Visitors Authority (LVCVA) as the first-ever chief sales officer after leading the sales team at Caesars Entertainment. A 12-year Las Vegas resident, Messina is a graduate of Cornell University’s School of Hotel Administration and serves on MPI International’s board of directors. TSNN had a chance to catch up with this dynamic leader and talk to her about her vision for the new role, current shifts in the trade show industry, creating more diversity and equity within the organization, and advice to future female leaders. Lisa Messina, Chief Sales Officer, LVCVA With Las Vegas becoming The Greatest Arena on EarthTM, what are some of the things you’re most excited about in your role? Our team was at The Big Game’s handoff ceremony earlier this month, and I couldn’t help but think, “We’re going to crush it next year!”  These high-profile events and venues not only drive excitement, but also provide unmatched opportunities for event planners. Allegiant Stadium hosts events from 10 to 65,000 people and offers on-field experiences. Formula 1 Grand Prix will take place in Las Vegas in November, after the year-one F1 race, the four-story paddock building will be available for buyouts and will also offer daily ride-along experiences that will be available for groups. And, of course, the MSG Sphere officially announced that it will open in September, ahead of schedule, with a U2 residency. It’s going to be the most technologically advanced venue as far as lighting, sound, feel, and even scent, and it will be available for buyouts and next-level sponsorships inside and outside. There’s no ceiling to what you can do when you’re doing events in Las Vegas.  Allegiant Stadium As the trade show and convention business returns to the pre-pandemic levels, what shifts are you noticing and how do you think they will impact the industry going forward? Our trade show organizers are very focused on driving customer experience. Most of our organizers are reporting stronger exhibitor numbers and increased numbers of new exhibitors, with trade shows proving to be almost or above 2019 levels. Now our organizers are really doubling down on driving attendance and focusing on the data to provide that individualized, customized experience to help attendees meet their goals and get the best value. Some companies continue to be cautiously optimistic with their organizational spend when it comes to sending attendees, but I think it will continue to improve. As the U.S. Travel Association makes more progress on the U.S. visa situation, we also expect a growing influx of international attendees. What are some innovative ways the LVCVA helps trade show and convention organizers deliver the most value for their events? We focus on customer experience in the same way that trade show organizers are thinking about it. We got rave reviews with the West Hall Expansion of the Las Vegas Convention Center (LVCC), so over the next two years, we will be renovating the North and the Central halls, which will include not just the same look and feel, but also the digital experiences that can be leveraged for branding and sponsorship opportunities.  Vegas Loop, the underground transportation system designed by The Boring Company, is also a way we have enhanced the customer experience. Vegas Loop at the LVCC has transported more than 900,000 convention attendees across the campus since its 2021 launch. Last summer, Resorts World and The Boring Company opened the first resort stop at the Resorts World Las Vegas , with plans to expand throughout the resort corridor, including downtown Las Vegas, Allegiant Stadium and Harry Reid International Airport. The LVCVA also purchased the Las Vegas Monorail in 2020, the 3.9-mile-long elevated transportation system that connects eight resorts directly to the convention center campus. This is the only rail system in the world that integrates fares directly into show badges and registration. For trade show organizers, these transportation options mean saving time, money and effort when it comes to moving groups from the hotels to LVCC and around the city. Also, the more we can focus on building the infrastructure around the convention center, the more it supports the customer experience and ultimately supports our trade show organizers. Scheduled to debut in Q4, Fontainebleau Las Vegas will offer 3,700 hotel rooms and 550,000 square feet of meeting and convention space next to LVCC.  What are some of the plans for advancing DEI (diversity, equity and inclusion) within your organization? We’re currently partnering with instead of working with a leading consulting firm, to lay the foundation and create a solid DEI plan and be the leader when it comes to DEI initiatives. The heart of that journey with the consulting firm is also talking to our customers about their strategic approaches to DEI and driving innovation in this space.  What are your favorite ways to recharge? My husband and I have an RV and we’re outdoorsy people. So, while we have over 150,000 world-class hotel rooms and renowned restaurants right outside our doorstep, one of my favorite things to do is get out to Red Rock Canyon, the Valley of Fire, and Lake Mead. Five of the top national parks are within a three-hour drive from Las Vegas, so there’s a lot you can do. We love balancing the energy of Las Vegas with nature, and we’re noticing that a lot of attendees add activities off the Strip when they come here.  Valley of Fire What advice would you give to women following leadership paths in destination marketing? I think it’s about being laser-focused on what you want to accomplish; building a team around you that lifts you and helps you achieve your goals; and being humble and realizing that you do it as a group. No one gets this done alone. Thankfully, there are a lot of women in leadership in this organization, in our customers’ organizations, and in this city that we can be really proud of. We’re a formidable force that is making things happen.   This interview has been edited and condensed. This article is exclusively sponsored by the Las Vegas Convention & Visitors Authority. For more information, visit HERE.