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?
| 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?
| 2002 response | 43% |
| 2003 response | 53% |
| 2004 response | 57% |
| 2005 response | 58% |
| 2006 response | 57% |
| 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?
| 2002 response | 50% |
| 2003 response | 43% |
| 2004 response | 48% |
| 2005 response | 55% |
| 2006 response | 52% |
| 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?
| 2002 response | 22% |
| 2003 response | 32% |
| 2004 response | 49% |
| 2005 response | 38% |
| 2006 response | 46% |
| 2002 response | 48% |
| 2003 response | 47% |
| 2004 response | 43% |
| 2005 response | 54% |
| 2006 response | 47% |
| 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?
| 2002 response | 54% |
| 2003 response | 57% |
| 2004 response | 67% |
| 2005 response | 60% |
| 2006 response | 64% |
| 2002 response | 39% |
| 2003 response | 41% |
| 2004 response | 29% |
| 2005 response | 29% |
| 2006 response | 33% |
| 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?
| 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.
