Hospitality veteran Justin Horwitz was named director of sales at Jacob K. Javits Convention Center. Horwitz has 14 years of experience in hospitality and event sales.
His work in large markets such as San Diego, Philadelphia and most recently New York City makes Horwitz a prime candidate to drive revenue at the 3.4-million-square-foot convention center.
Right after his appointment, Meetings Today asked Horwitz four questions about convention sales and the strategy he seeks to implement in his new role.
Meetings Today: How will your experience in hospitality sales equip you for this role at Javits Center ?
Justin Horwitz: My experience in hospitality sales has always been rooted in a customer-focused approach. I always prioritize providing a great experience and working closely with clients to understand and meet their unique needs. Over the years, I have been fortunate to build strong relationships across the wider hotel community, which is invaluable in bringing premier events to New York City. Conventions do not exist in a vacuum, so ensuring that hotels and other partners can accommodate our events is a key part of successfully supporting meeting planners in creating seamless experiences at Javits Center.
[Related: 4 Questions for a Veteran Conference Services Director]
Meetings Today: Can you provide some insight regarding the initiative to reimagine the convention center's sales strategy?
Justin Horwitz: The initiative is really focused on finding the right mix of business across the entire center. With the addition of the North Building in 2021, we have even more opportunities to host a diverse range of events at Javits Center, and our goal is to make sure we are filling the right spaces at the right times to maximize revenue potential. This strategy balances attracting new, incremental business while continuing to nurture and grow relationships with our strong base of annual customers. Ultimately, it is all about creating a thoughtful, strategic approach that drives growth while ensuring that every event at Javits Center has the proper space and resources it needs to succeed.
Meetings Today: What will change in the sales approach to better connect with and serve convention and trade-show planners?
Justin Horwitz: Convention and tradeshow planners are looking for more individualized and memorable experiences for attendees. Our sales approach emphasizes the unique aspects of Javits Center that set us apart from other event spaces—farm-to-table catering, one-of-a-kind event spaces and state-of-the-art technology that you will not find elsewhere. We also have the advantage of our location in New York City, the heart of culture and commerce. Javits Center provides access to top entertainment, three international airports and unparalleled restaurants. New York City is a place people want to travel to, whether it is for business or pleasure. By leveraging the full resources of our campus, along with our experienced team and coveted location, we can deliver and execute events that truly meet the vision of show organizers.
Meetings Today: What industries or types of conventions and shows does the team want to see more of in the next few years?
Justin Horwitz: In the coming years, we are looking to attract a strategic mix of conventions and shows across a variety of industries. This includes association, corporate and international events. That said, we invite events of all trades and sizes to explore our space. Javits Center is committed to providing every one of our customers with exceptional service.
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