Business event planning is equal parts strategy and art, such that even the most well-organized meetings can face last-minute surprises. Whether it’s a dip in registrations or a tightening budget, unanticipated changes can leave planners scrambling to recalibrate.
The good news? You don’t have to navigate these challenges alone.
A destination’s event services team can be one of your most valuable partners when the unexpected occurs. They are trained to help planners adapt to changing circumstances with agility and confidence.
[Related: ESPA Opens Nominations for Event Service Professional of the Year]
Through innovative tools, community connections and flexible collaboration, a destination’s event services team can help planners overcome late attendance challenges, stretch every dollar and still deliver memorable, high-impact experiences.
Here’s a closer look at how events services teams such as the one at Visit San Antonio support planners during tough times—and why it pays to engage the destination marketing organization (DMO) early and often.
Creative Solutions That Stretch Budgets
When budgets tighten, event service professionals can help planners uncover unexpected value among the rich local assets the destination has to offer. That could mean suggesting curated excursions, cultural experiences or regional entertainment that deliver “wow” moments without driving up costs.
In San Antonio, for instance, planners collaborate with our event services team to incorporate meaningful community service tie-ins aligned with their organization’s mission. Incorporating social responsibility activities helps deepen attendee engagement, builds goodwill and often generates positive media coverage at no extra cost.
[Related: 9 Ways Planners Can Collaborate With Event Service Profs]
Event service professionals also help planners tap into the city’s photogenic appeal.
If a city has vibrant murals, historic landmarks and other scenic outdoor spaces that make for Instagram-worthy backdrops, use them to your advantage. Add a few low-cost enhancements like sidewalk chalk, branded signage or window clings, and you’ve got built-in buzz-worthy moments that drive organic social sharing without denting your budget.
Budget-Conscious Planning in Action
Our experience in cost-effective planning extends across every element of the event, especially food and beverage.
DMO event services teams can work with hotels and the convention center in advance to suggest cost-saving strategies and help right-size F&B plans based on historical data and expected behavior. Also, local and sustainable menu options often deliver both value and impact.
Planners can also get guidance on high-impact, low-cost social media strategies. Suggestions might include a destination-based sweepstakes, geo-targeted posts, onsite content collaborations and welcome messages from local leaders. These approaches keep the event top of mind for potential attendees with no effect on the budget.
When prioritizing spending, the process always starts with the “why.” What are the most important goals for your event—brand visibility, attendee engagement or post-event momentum? Once those priorities are defined, the budget can be directed toward the highest-impact areas and cut back where it won’t be missed.
Driving Attendance When Numbers Level Off
If attendance isn’t quite reaching the mark, a DMO’s toolbox of resources can come into play. Planners can access a robust library of marketing assets, from vibrant destination videos and B-roll footage to curated “Top 10” lists and storytelling content that inspires attendees to make the trip.
DMO event service partners can also offer turnkey attendance-building tools like customizable microsites, branded postcards, social media templates and device ID targeting for digital ads that are geo-targeted, industry-specific and competitor-aware.
In some destinations, including San Antonio, planners can take part in marketing charrettes, which are collaborative brainstorming sessions with local marketing experts. These sessions help planners evaluate strategies, discover best practices and reinvigorate their outreach.
[Related: How to Collaborate With DMOs to Tap Intellectual Capital for Your Next Meeting (And Why You Should)]
Each charrette takes a deep dive into the event’s current marketing strategy, offering feedback, fresh ideas and new tactics designed to boost interest and drive registrations. These sessions are particularly helpful when you need a creative reset or are struggling to gain traction through traditional promotional efforts.
Building Local Bridges to Boost Attendance
Sometimes the key to stronger attendance is closer than you think.
If expanding into new or local audiences is part of your event strategy, a destination event services team might offer programs that connect planners directly with the community, delivering impact without stretching the budget.
Through destination-led initiatives, planners can:
- Secure local industry experts to serve as speakers or panelists at no or low cost.
- Engage institutions and organizations, from universities and business leaders to professional associations, to drive local attendance and relevance.
- Tap into regional media to amplify event presence and visibility.
Whether you’re planning a large national conference or a niche regional gathering, these programs create a bridge between your event and the host city’s intellectual, cultural and business capital. The result: stronger community ties, enriched programming and expanded reach for your event.
Collaboration Delivers Especially During Challenging Times
When an event’s success is on the line, collaboration is not a nice-to-have; it is essential.
A DMO’s event services team maintains close relationships with a wide network of local partners, including:
- Hotels and conference venues
- Transportation providers
- Cultural institutions and attractions
- Chambers of commerce and business groups
If a planner shares that they’re working under various constraints—financial or otherwise— a destination services team can mobilize this network to deliver additional value in creative, cost-effective ways.
Examples of How to Stretch Meetings Budgets
Some of the ways budgets can be stretched and experiences enhanced include:
- Negotiating more favorable terms (e.g., reduced attrition penalties, restructured food and beverage minimums, added concessions)
- Bundling services (e.g., offering free airport transfers, welcome signage or in-room upgrades across hotel partners)
- Coordinating cross-promotional efforts with local media and marketing platforms
In cases where drive-market attendance or multi-city promotion is needed, collaborating with other DMOs and regional partners ensures an event benefits from broad support and consistent messaging across markets.
Practical Advice for Budget or Registration Challenges
You’re not alone if your event is facing budget reductions or lower-than-expected turnout.
The first and most important piece of advice? Speak up early.
Many planners delay raising the red flag, hoping the situation will improve on its own. But the sooner your destination’s event services team knows what you’re up against, the sooner they can step in with resources and strategies that make a difference.
Here are two steps to consider when navigating a challenging event cycle.
Rethink the Agenda
Sometimes a creative pivot leads to an even more successful outcome.
If you’re facing attendance challenges, consider:
- Restructuring your program to maximize value in fewer days
- Incorporating more interactive or experiential elements
- Moving offsite events to unique venues that double as entertainment and education spaces
- Flexibility allows you to adapt and possibly even upgrade the experience in unexpected ways.
- Use Your DMO as a Strategic Partner
Don’t think of your event services team as just a vendor. They are collaborators, co-creators and problem-solvers. From creative brainstorming and marketing support to contract negotiations and local connections, they can provide behind-the-scenes help that saves both time and money.
One of the most common things event services teams hear from planners is, “I didn’t realize you could help with that.”
And that’s the crux of it.
Destination marketing organizations like Visit San Antonio and others across North America offer far more than brochures and visitor tips.
When you work with your destination’s event services team, you gain access to the full depth and breadth of a city’s resources—from venues and vendors to influencers and innovators—all dedicated to helping your event thrive.
