NYC & Company Launches Campaign to Boost Face-to-Face Meetings and Events in New York City
September 29, 2021
NYC & Company, the official destination marketing organization and CVB for New York City’s five boroughs, is aiming to get event professionals in a New York state of mind. The organization recently unveiled “It’s Time to Make It NYC,” a marketing and sales initiative designed to highlight the city’s vibrant comeback and major new developments and invite event professionals to choose the destination for in-person gatherings.
“This new campaign is a signal to planners and [organizers] everywhere that it’s time to return to NYC for face-to-face meetings, conventions, trade shows and events,” said Fred Dixon, president and CEO of NYC & Company and co-chair of the Meetings Mean Business Coalition, who noted that the city’s best-in-class COVID-19 protocols, including a new vaccine mandate for indoor activities, make it one of the safest places to do business.
Dixon explained that with New York City’s standing as the capital of business and commerce for the nation, and in many ways the world, it is an ideal backdrop to host world-class events, while the energy of the city and the plethora of new developments and cultural opportunities make it one of the best times to meet in the destination.
“Whether it’s fashion, art, finance, advertising, insurance, pharma, you name it, New York is at the center of all those conversations,” Dixon said. “Plus, there is so much that has happened in terms of new infrastructure, new venues, new products and cultural offerings like the reopening of Broadway, so it’s a great time to create an event in New York and take advantage of all that excitement.”
The new digital “It’s Time to Make It NYC” campaign features multiple creative executions depicting vibrant imagery of new and beloved New York City icons, including the newly expanded Javits Center, the Oculus at the World Trade Center, Central Park and more.
The campaign will maintain a monthly advertising presence on Google, LinkedIn and Facebook, with targeted media in major meetings platforms and publications. “It’s Time to Make it NYC” branding will also be seen at industry events and trade shows this year and into 2022, including IMEX America (Nov. 9–11); IAEE Expo Expo! (Dec. 6–9); AMEX INTER[action] (Dec. 14–17); PCMA Convening Leaders (Jan. 9–12); IMEX Frankfurt (April 26–28) and MPI’s World Education Conference (June 15–17).
NYC & Company’s Convention Development team will also utilize the campaign in new and ongoing face-to-face sales activities engaging with planners and industry professionals—including with associations such as the LGBT Meeting Professionals Association (LGBT MPA), Meeting Professionals International (MPI), the National Coalition of Black Meeting Professionals (NCBMP) and the Professional Convention Management Association (PCMA)—to secure meetings and events in New York City.
Event professionals can engage with the campaign using the hashtag #ItsTimeToMakeItNYC.
“It’s Time to Make it NYC” is part of “It’s Time for New York City,” a $30 million, multi-phased global tourism marketing and advertising campaign to promote New York City. The $30 million investment is made possible through American Rescue Plan Act funds secured and awarded by U.S. Senate Majority Leader Charles Schumer and New York City Mayor Bill de Blasio.
Earlier this year, NYC & Company also teamed up with the Partnership for New York City and New York City Economic Development Corporation (NYCEDC) to launch another campaign to bring business back to the city: “Commit to the Comeback: Meet Local NYC,” targeting the local community.
Picking Up the Pace
The new initiatives and new developments are paying off well, according to Dixon.
“We're heading into the fall with great momentum, lead volume is picking up and there are so many events that are happening again in New York City,” Dixon said, pointing to all of the events that have been held or are on the books at Javits Center, which reopened in August following a $1.5 billion, 1.2 million-square-foot expansion.
The project included 90,000 sq. ft. of new exhibit space, which brings the center’s total to 500,000 sq. ft. of contiguous exhibit space on one level; 107,000 sq. ft. of meeting space; 113,000 sq. ft. of pre-function space and a 480,000-sq-ft. truck marshaling facility. Javits Center also added new rooftop spaces are also in the mix, including a pavilion that can accommodate 1,500 people, an outdoor terrace and a greenhouse and a one-acre farm, where produce is grown for the convention center’s banquet operations.
Since reopening, Javits Center has successfully and safely hosted major trade shows and events. All event organizers, contractors, exhibitors and attendees are required to show proof of vaccination to enter the facility as part of the city’s new mandate. Javits Center has also implemented a number of infectious disease prevention measures in the new and existing buildings, such as installing HEPA filtration systems, becoming GBAC STAR-certified by the Global Biorisk Advisory Council to maintain strict cleaning and disinfection protocols, and replacing water fountains with water bottle dispensers.
Events recently held at Javits Center include NY NOW/JA Jewelry Show (Aug. 8–11), The Armory Show (Sept. 10–12) and The SALT Conference (Sept. 13–15). The facility is scheduled to host more than 30 other events through the end of 2021, including New York Comic Con (Oct. 7-10), Lightfair International (Oct. 27-29), Cannabis Business Expo (Nov. 4-6) and Plant Based World Conference and Expo (Dec. 9-10).
In addition to the Javits Center expansion, New York City’s hotel landscape continues to evolve. With properties coming back online after closing due to the pandemic, the city currently has roughly 100,000 hotel rooms in active inventory to accommodate delegates and is expected to boost that count to 110,000 by the end of 2021, as more hotels reopen along with new projects. Numerous new properties with meeting and event space have opened or are scheduled to by the end of the year. New hotels include Arlo Midtown, Graduate Roosevelt Island, Margaritaville Resort Times Square, Ace Hotel Brooklyn and Pendry Manhattan West. Properties by Aman, Virgin Hotels, Motto by Hilton and The Ritz-Carlton (New York City’s second) are still set to open this year.
Photo credit: Julienne Schaer, NYC & Company
Don’t miss any event-related news: Sign up for our weekly e-newsletter HERE and engage with us on Twitter, Facebook, LinkedIn and Instagram!
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.
Add new comment