Special Events

5TH ANNUAL HOTEL EVENT STUDY

Our hotel/resort readers are ready to party. This year's survey says that 46 percent of respondents expect to stage more special events this year than last, a healthy 8 percent jump over the 2005 tallies. And nearly two-thirds expect an even stronger year in 2007.

HOW EVENTS ADD UP

Approximately how many special events (including weddings, bar/bat mitzvahs, birthday parties, corporate parties, holiday parties) does your hotel or resort stage annually?

Percentage of respondents
1 to 49 events 15%
50 to 99 events 9%
100 to 499 events 46%
500 to 999 events 14%
1,000 to 1,999 events 10%
2,000 or more 6%
No answer 1%

What proportion of your special event business is business events vs. social/private events?

“Business events”
2002 response 43%
2003 response 53%
2004 response 57%
2005 response 58%
2006 response 57%
“Social/private events”
2002 response 57%
2003 response 47%
2004 response 43%
2005 response 42%
2006 response 43%

In terms of revenue, which area provides the greater growth opportunity for your property?

“Staging business events”
2002 response 50%
2003 response 43%
2004 response 48%
2005 response 55%
2006 response 52%
“Staging social events”
2002 response 47%
2003 response 52%
2004 response 49%
2005 response 36%
2006 response 41%

Will revenue increase, decrease or stay the same over the next 12 months in the business category?

Increase 68%
Increase by 1% to 9% 22%
Increase by 10% to 19% 36%
Increase by 20% to 29% 18%
Increase by 30% and more 8%
Stay the same 27%
Decrease 4%

Will revenue increase, decrease or stay the same over the next 12 months in the social category?

Increase 67%
Increase by 1% to 9% 28%
Increase by 10% to 19% 29%
Increase by 20% to 29% 8%
Increase by 30% and more 17%
Stay the same 30%
Decrease 3%

FORECASTING THE FUTURE

Will the number of special events that you stage this year be more or less than your “typical” amount?

“We will stage more events”
2002 response 22%
2003 response 32%
2004 response 49%
2005 response 38%
2006 response 46%
“We will stage about the same amount”
2002 response 48%
2003 response 47%
2004 response 43%
2005 response 54%
2006 response 47%
“We will stage fewer events”
2002 response 30%
2003 response 20%
2004 response 6%
2005 response 8%
2006 response 7%

How will the number of events that you stage next year compare with this year?

“We will stage more events next year”
2002 response 54%
2003 response 57%
2004 response 67%
2005 response 60%
2006 response 64%
“We will stage about the same amount next year as this year”
2002 response 39%
2003 response 41%
2004 response 29%
2005 response 29%
2006 response 33%
“We will stage fewer events next year”
2002 response 7%
2003 response 2%
2004 response 4%
2005 response 5%
2006 response 3%

BRINGING SOMETHING TO THE PARTY

How much revenue do special events contribute to your hotel/resort annually?

Figures do not include “unsure/no answer” replies
Less than $100,000
2002 12%
2003 10%
2004 11%
2005 6%
2006 8%
$100,000 to $499,999
2002 15%
2003 19%
2004 22%
2005 16%
2006 18%
$500,000 to $999,999
2002 14%
2003 17%
2004 16%
2005 10%
2006 12%
$1 million to $1.9 million
2002 20%
2003 19%
2004 18%
2005 17%
2006 19%
$2 million to $4.9 million
2002 12%
2003 14%
2004 10%
2005 10%
2006 17%
$5 million to $9.9 million
2002 13%
2003 9%
2004 5%
2005 12%
2006 7%
$10 million to $19.9 million
2002 5%
2003 5%
2004 1%
2005 3%
2006 5%
$20 million and above
2002 2%
2003 2%
2004 5%
2005 2%
2006 4%

SPECIAL INFORMATION

“What does your hotel banquet/catering department do that makes your special events stand out?”

Charts and graphs don't tell the whole story. Here, our respondents share what makes their special events truly special …

“Constant communication, knowing the result and the most important impression or item that the customer wants guests to come away with.”

“Our culture sets us apart. A common comment I hear from a first-time visitor is, ‘Everyone seems to be happy to be working here,’ and it's true. Our profit chain begins firmly with our staff, moves to our clients and only in the end becomes actual ‘profit.’”

“Our location sells itself. The outdoor ceremony location and reception site for weddings are spectacular in [Napa Valley, Calif.] wine country. Our event management staff takes ownership of all events, and our priority is to exceed all client expectations.”

“Props, linen, lighting, food — we do all the things that everyone else is doing, but what makes us stand out from our competition is our family-oriented customer service.”

“We have a staff that gives great service and keeps people coming back.”

“Chef involvement in all menu presentations and service execution. Seasoned banquet professionals who take pride and care in taking care of our guests each day.”

“Themed costumes for wait staff and chefs, and theme menus to go with theme events. Adding scent to events.”

“We have a dedicated showroom where potential social guests can look and feel the decor enhancements. We try to leave our main social ballroom set up as a typical social function — we get an amazing amount of walk-in business, and it's great when you can walk into a room and show them their setup.”

“Our staff is told to engage the guests at every banquet and to have fun. Having a happy and excited team really goes a long way.”

“We are a Four Seasons resort. They do all they can to make special events stand out, from setting the room to polishing all the glasses one at a time.”

“We have a great relationship with the various vendors in our community. They come up with some spectacular ideas that we present to our clients.”

HOW WE DID IT

The Prism Business Media marketing research department collected data from Aug. 30 through Sept. 12, 2006. A total of 2,101 Special Events Magazine subscribers categorized as “hotels/resorts” were selected on an nth name basis to receive an e-mail invitation directing them to a department Web site where the survey was located. The effective response rate was 6.3 percent (total usable respondents numbered 114). Methodology conforms to accepted marketing methods, practices and procedures. Totals may not equal 100% because some percentages have been rounded off.

Hide comments

Comments

  • Allowed HTML tags: <em> <strong> <blockquote> <br> <p>

Plain text

  • No HTML tags allowed.
  • Web page addresses and e-mail addresses turn into links automatically.
  • Lines and paragraphs break automatically.
Publish