Beyond the Contract: Building Stronger Destination Partnerships
In this episode of Associations NOW Presents, recorded live at ASAE’s Annual Meeting & Exposition in Indianapolis, host Molly Ferns of the American Association of Immunologists welcomes Melissa Cherry and Colleen Phalen of Miles Partnership to explore how destinations can elevate the annual meeting experience. They discuss why associations should move beyond transactional relationships with DMOs and CVBs and embrace more strategic partnerships that enhance attendee engagement, create authentic local experiences, and support attendance goals. The conversation also explores rising meeting costs, the growing appeal of second- and third-tier cities, and how AI is changing destination research while making strong human partnerships more important than ever. Check out the video podcast here: https://youtu.be/kf_FVuOcm8g This episode is sponsored by Miles Partnership. Associations NOW Presents is produced by Association Briefings. Transcript Molly Ferns: [00:00:00] Welcome to this episode of Associations NOW Presents: Industry Partner Series, an original podcast series from the American Society of Association Executives. I'm Molly Ferns, the director of marketing with the American Association of Immunologists, and we're recording here in Indianapolis for ASAE's Annual Meeting and Exposition. This episode is sponsored by Miles Partnership, and I'm really excited for this conversation and our guests today, so I'll pass it over to them to introduce themselves. Melissa Cherry: Thanks, Molly. I'm Melissa Cherry. I'm the senior vice president at Miles Partnership, and I lead our brand advocacy practice. Colleen Phalen: Hi, I'm Colleen Phelan, vice president of meetings and events strategy. Very excited for today. Molly Ferns: Awesome. Brilliant. Yeah, I'm very excited for this conversation. I think as a director of marketing on a very small team that works very closely with our meetings team, who is also very small, we definitely are looking at how to amplify the location, the destination of our annual meeting. So I figured we'd start with an icebreaker, if that sounds [00:01:00] good. Yeah. Sounds good. Great. What's a destination that you completely changed your mind about? Colleen Phalen: So I would have to say, actually, I just went to this destination. We work with them. It's Rogers, Arkansas. Molly Ferns: Oh, okay. Colleen Phalen: And I'd actually never been to Arkansas entirely, and then Rogers specifically. And Rogers just has a really cool story. Yes. It's set in a rural setting, but it's where Walmart is headquartered- Mm ... and JB Hunt, and all of these Fortune 500 companies have made it their home and invested in there. Okay. They have Crystal Bridges. They have a convention center. As we're going in meetings and trying to find new destinations, to me, it just really spoke to that sense of discovery and something different and something you can't find anywhere else, but they still have all these great amenities for your attendees with restaurants and the walkability. We travel all the time, and we live in airports, but I took five pictures in their airport because there was all these cool engagements. They had a Crystal Bridges museum [00:02:00] in the airport. Wow. A really cool robotic barista coffee station. Robotic. Molly Ferns: Robotic. Colleen Phalen: Is that not a word? Molly Ferns: I don't know. Colleen Phalen: Okay. But it's really cool about these destinations that people are looking to discover. Everyone wants something new and something exciting and so I just, hats off to Rogers. That's awesome. Yeah. Very cool. Molly Ferns: And how about you, Melissa? Colleen Phalen: So this is a while ago. I would have to say Paducah, Kentucky. Molly Ferns: Okay. Have you been? I have not been to- Okay. ... either Rogers, Arkansas or Paducah, Kentucky. Now I will definitely add it to my list. Yeah. Yeah. Melissa Cherry: This was a minute ago, but I was there for actually a conference. It was UNESCO was having an event. They're a world heritage s- city, actually. And the reason is that the National Quilt Museum, which is a Smithsonian affiliate, is actually in Paducah. Oh. And so it's really cool. It actually is the center of the universe for quilt making in the United States, and has one of the largest fabric stores that gets orders from all over the world. Oh, wow. So totally random. Would never have think it. Not really a place I would say I would pick. Molly Ferns: Yeah. Melissa Cherry: But it was pretty cool. And while I was [00:03:00] there, there was one Uber driver, and everyone was very concerned- Yeah ... that I was using the Uber driver, but he took me around all day. Molly Ferns: Oh, that's nice. Melissa Cherry: He took me to the quilt store. He took me to the shop to go get some bourbon. He took me back to the hotel. Molly Ferns: That's lovely. Yeah. That's awesome. Yeah, very cool. I'm gonna participate in the next one- Yeah ... if that's okay. Sure. And I actually had a city that's a, a large city as a destination, but Chicago, Illinois is one for me. I, so beginning my career in marketing, I was traveling a lot for association annual meetings, going and exhibiting there, and the first several times went to Chicago, felt like it was a very... I was living in New York at the time. Felt like it was a very corporate, kind of dry city, 'cause what I was experiencing was the Magnificent Mile and- Yeah ... the convention center. And it wasn't until I think probably the fourth time I was there for business that I really conscientiously made the choice, with the support of kind of some recommendations from the association that was hosting that annual meeting, to bridge out to other [00:04:00] neighborhoods of Chicago, and it really just changed my entire outlook on that city. And I love it now. I love traveling there. It's one of my favorites. So yeah. Colleen Phalen: So you know I'm from Chicago. Melissa Cherry: Yeah. I feel like this is a setup. And, and neighborhoods, neighborhoods was my biggest thing when I was the chief marketing officer for the,Bureau. Yeah. I'm gonna leave. Molly Ferns: I went to, uh, Kuma's Corner in Lincoln Park over there. I've heard of Kuma's Corner, yeah. Yeah. And that was like, blew my mind. Yeah. Yeah. Mm-hmm. So awesome. All right. And the, the next icebreaker I have is the last meeting that you had decided to extend your stay for, where was that and what made you extend your stay? Melissa Cherry: I'm gonna make this quick. Mine was Puerto Rico, and I'd been there many times, but this one time was a deliberate like just relax, 'cause we travel and we're like in and out. We get there, you gotta do whatever you gotta do, you gotta get back out. And so this time I was like, "Nope, not gonna do that. I'm gonna stay an extra day, going to sit at the pool." "I'm gonna go to Old San Juan and shop." Molly Ferns: Nice. Melissa Cherry: And then I'm gonna have a really and amazing dinner," and that's exactly what I did. Molly Ferns: That's lovely. That's really nice. Awesome. All right. I think if we're ready to start the podcast. Yeah, I think so. Yeah. We'll dive into some of these questions here. So before we really start [00:05:00] to kinda dig deep into everything, when we say destination partner, who is that actually in your mind? Melissa Cherry: Yeah. So, our world is really about the destination organizations, also known as convention and visitors bureau, also known as a destination marketing organization, also known as acronyms. But- Molly Ferns: Yeah ... Melissa Cherry: We're typically talking about a DMO and a CVB. Molly Ferns: Okay. And that's who an association really works for- Yes ... when they are going to a CVB. Yeah, Melissa Cherry: Definitely. Molly Ferns: Great. Awesome. All right. As we're on the topic of destinations, how much does the destination itself contribute to the overall member and attendee experience of an annual meeting? I think this is one that I'm always grappling with in marketing. Colleen Phalen: Yeah. Yeah. It's difficult, but it is this balance. And as you mentioned, I think most associations, smaller staff, so supporting across meetings and marketing, and where is that balance? In my experience, just for history, I've been a marketing and meetings person in the association world for 30 years. 30 long years. But it's finding that balance. And first you have to have the proof point of the meeting itself. You can't go to your boss and [00:06:00] say, "Look at this picture of Hawaii. I wanna go." Even though we love Hawaii. Molly Ferns: Yes. Which we were in Hawaii two years ago. Yeah. Yeah. That is one that will always stand out as the meeting that people loved. Colleen Phalen: And then it's exactly that, is that the destination then comes in. I think honestly, if you're deciding between two, the destination can be the tipping point- Molly Ferns: Yeah Colleen Phalen: if everything else is pretty equal. Mm-hmm. And then as you said, then you also have this loyalty to the association post-meeting, 'cause you're like, "Oh, I remember that event in Hawaii, and I made 10 new friends, like real friends that I'm, I'm connected with and that are now my professional resource." I think the business is always first, but the destination is what's the game changer. Molly Ferns: Yeah. I fully agree with that. I think as we're, like, looking down the line, this year we're in LA, and I think it's one of those things that it's a return to the West Coast. We were in Hawaii two years ago, but how do we amplify LA in a way that was on a level that people had that brand loyalty to Hawaii, to attending the annual meeting in Hawaii? And that's something I think I'm conscientious about in the marketing, the [00:07:00] communications, the value proposition, all of that around the annual meeting. So for associations trying to create an event that members genuinely wanna travel for, what matters beyond the education kind of happening within s- within the convention center or within the hotel? Colleen Phalen: Yeah. I think right now people are looking for those experiences. Post-lockdown, getting someone like myself to leave my dog is very hard. Um, I can stay on the sofa with her all day long. But really it is hard for people. Budgets are more strained, so, you know, picking and choosing what they can allocate their resources to is a challenge now. But- People are looking for experiences outside the norm. So I always say, you never look back on a convention and be like, "Oh my gosh, you remember that session in meeting room 302?" Mm-hmm. You say, "Remember that session in New York where they took us to a Broadway theater and we learned from the producer on whatever XX that then applied to my work that I took back with me?" And I think that's really where that flavor and differentiator comes in, and that's what people are looking for right now. [00:08:00] Yeah. And also adult learning, that's how people learn. True. True. Melissa Cherry: Yeah. Yeah. And I think the agenda is why people attend, but it's the destination experience that gives them the reason why they're gonna take the time, why they're gonna spend the money, why, like, you're gonna get the approval to attend and be in a city. Mm-hmm. And then it is the connections and that experience that kinda enhances that even more and makes it more memorable. Molly Ferns: Yeah. I think one thing I was telling you guys is that in some of our market research and surveying around our annual meeting, networking kept coming to the top as a thing that people wanted the most, that connection. And I think we've tried to introduce that within the convention center, within the program, but now we're trying to think about how do we do that within the destination? Mm-hmm. How do we build unique networking environments that tie to the destination itself? Mm-hmm. Mm-hmm. Yeah. So I love that. I love that idea. Melissa Cherry: Yeah. Molly Ferns: Great. All right. So moving on, let's talk a little bit about what successful destinations are doing differently in your opinion when it comes to building relationships and partnerships with associations. Melissa Cherry: Yeah. So I [00:09:00] think right now, and this has been a conversation for a long time, where it can't-- We have to move beyond the transactional kind of relationship, right? It's not a- just about getting the contract or booking the meeting, but it is about really understanding what an association needs when they come to a city. What are they trying to accomplish? What does the meeting need to accomplish from a business objective standpoint? Mm-hmm. And I think those CVBs, DMOs now understand that more, and they're asking that question. So really bringing that level of service before the contract's being signed while they're planning the meeting years before, not just the year of, and really trying to make sure that they're a strategic partner, and it's moving into m- a less transactional environment. Colleen Phalen: Yeah. I agree. And I think in carrying that thread too is how do you make it an authentic experience for the meeting? How does that help you then market to your members to have them come? What is the flavor that will be injected into your meeting by working with the destination partner? And so it's not... Sadly right now, AI you can find out essentially rates, dates, and stays pretty easily. Molly Ferns: True. Colleen Phalen: So [00:10:00] What's the beyond? What's the next? That's the connection, and that's kinda the beauty of it too is you've got the technology piece, but the DMOs step in that human connection, which is what we all foster and work towards in holding our meetings. Molly Ferns: Yeah. Yeah. I think as, as we're planning for LA, I think one of the, the really valuable relationships that I've built has been with the CVB and the, the DMO, and they've been talking about building, for instance, a microsite for us that walks through what the different restaurant activity opportunities are for our members, and that's something we haven't done before. Nice. And I love how proactive and strategic they've been- Mm-hmm ... in that approach. Yeah. That's wonderful. So I think we're gonna get to what is my favorite section. Yeah. Marketing and a meeting together. How can associations and destinations work together to market an annual meeting? Melissa Cherry: So I feel how they really work together is interesting, because the associations know their audience, right? Like, they know their members. They know what they need. They have the audience insights. They have that data. They've been doing these meetings year over year. So they really understand kind of what that [00:11:00] needs to look like. Molly Ferns: Yeah. Melissa Cherry: And I feel like the destination kind of brings the experience and the space. So everything we were just talking about, like the destination knows what that needs to look like to help support what the association understands about their audience to make that meeting successful. Mm-hmm. So I think it's really that kind of overall kinda integrated strategy that, like, an association and destination can bring together. Colleen Phalen: Yep. And I think goes back to your point with the microsite, like as meeting and association and marketing professionals, we don't wanna reinvent the wheel. Yeah. We've got enough on our plate, and we have the other deliverables that we have to do in our meetings if, especially if you're doing legal or medical or whatever it might be- Yes of making sure that all of those crucial elements are delivered upon in your meeting. So what they can do is take that lift off of- the overstressed staff. Yeah And giving them, again, these great toolkits that are so great and authentic and show the destination and help you to integrate into your marketing and speak to your members. And I just think that's a really great partnership when they can give ready-made [00:12:00] solutions to the associations. And I think the other thing that's really key that we've been digging into is to be very clear about what they do and don't do because these contracts can be signed nine years out. Yeah. You're setting your budget two or three years out. Molly Ferns: Yeah. Colleen Phalen: And so knowing, okay, oh, I don't have to do this signage to welcome into the city. That is taken care of, so that won't be in my budget. Instead of learning nine months out, oh, they do that. Yeah. Okay. So now what am I doing with this part of my budget? Just clear expectations and defining how they are a partner and what they deliver. Molly Ferns: Yeah. I love that you're speaking to those clear expectations, especially around signage. That is something, signage has come over to the marketing side of the world just because we oversee the brand and everything. And- understanding from the get-go what digital signage they have in place, what physical signage they can support us with would be an incredible partnership, I think, moving forward. So I really like that- Yeah. Yeah ... example. How should an association actually adjust what it's saying? The value proposition we've talked about a little bit. I think my association [00:13:00] sometimes toys with the idea of possibly introducing themes that are lightly tied to a location. So how should we actually adjust what we're saying and to whom as the meeting kind of approaches? Melissa Cherry: Yeah. I think, so the value proposition never changes for an association. Yeah. It is what it is, right? But I think what's important, and especially from the first question of working with a destination, is really integrating the destination into that value proposition. Yeah. And then ultimately that experience bringing that value to life so it's tangible, I think, for the attendee is really important. So it's like that doesn't change, but it really changes in terms of how and who you're communicating to. Yes. What part of the marketing and communications you are from first time attendees to longtime members that always attend to people who've not and trying to convert them to actually attend. Yeah. So it's like really delivering it in different ways in the leveraging that value proposition that the destination can bring into that- Molly Ferns: Yeah ... Melissa Cherry: from a messaging standpoint. Molly Ferns: And I think you hit on a really good point there, which is have not previously attended an annual meeting. That's been something, I think, in different city locations we've tried to reach the biotech and the pharmaceutical industry that's local to that destination. But [00:14:00] we're not right now doing the best, I think, in adjusting some of the messaging there. So leaning, I think, on the DMO and the- Melissa Cherry: Yeah ... Molly Ferns: CBB is a really good idea. Melissa Cherry: And they know those people. Those are their people, right? Yeah. Like, they're locals. Yeah. Yeah. Back to being the connector. Awesome. That's what they can do. Ad Read: Let's take a quick break from the conversation for a word from our episode sponsor, Miles Partnership. Associations don't need generic marketing. They need a partner who understands their mission, members, and advocacy priorities, and can move seamlessly from boardroom strategy to campaign execution. Miles Partnership builds marketing and communication strategies from the inside out, grounded in what motivates your members, the challenges your organization faces, and the outcomes that matter most. That's why organizations turn to Miles, not just for a single project, but as an extension of their marketing and communications team So let's talk a little bit about the problems- [00:15:00] Yeah. ... that, that we in associations often, uh, face, which is when attendance slips to an annual meeting or an event. If an association is struggling with annual meeting attendance, how can they determine whether the challenge is their programming, their marketing, the destination, or something else entirely? Colleen Phalen: Yeah. Gosh, what an awesome question. Oh, gosh. Molly Ferns: Yeah, no, Colleen Phalen: This is the crux of it all, essentially. When we always point to research and data, and I think surveys have a space. I don't know they're always the best answer 'cause the people who answer surveys wanna be heard, and those who don't- Yeah ... are maybe the ones you wanna hear from even more. So I think it's really important to look at your historical data. Mm. To look at the trends that's been happening. Is this usual? If you go to the West Coast, is there a spike, and then it goes down for a year or two? And then when you go back, or whatever those patterns are, digging into the data I think really helps you. Melissa Cherry: Yeah. Colleen Phalen: But I do think surveys are important. I think really engaging with your membership, your leadership at board [00:16:00] levels is so key. Everyone talks a board member's ear off. So even when it's anecdotal, to try to really get those nuggets of what people are hearing. And I think that's a really key part is sometimes we don't honestly want to hear it. Mm. And so really making sure you're transparent with your board, your leadership. What are you hearing? You're not gonna hurt my feelings. Mm. We can't fix it unless we know about it. Molly Ferns: Yeah. That's a great point. The qualitative kind of research element I think is, yeah, really important on top of the quantitative. It's funny that you bring up surveys. I think we have a handful of people who, yes, will complain, but also there are people who love to compliment the annual meeting. And it's nice always to also see the flip side of that. So with affordability obviously becoming an increasingly important topic, how do you think travel costs overall impact the cost of attendance and where associations hold their annual meetings? Colleen Phalen: Yeah, this one's really interesting. So in our work, we have a Future of Meetings Study. It's 1,500 planners [00:17:00] that respond, and one of the biggest trends that was in the study this past year was the rise of second and third tier cities- Yeah ... tertiary cities. And one of the number one reasons they said for that was cost. Melissa Cherry: Oh, wow. Colleen Phalen: So maybe you're paying a little bit more on airfare because it doesn't have all the lift that maybe other destinations have, but you're paying a lot less for F&B. Yeah. You're paying a lot less, uh, for any requirements, rentals, all of those things. Yeah. And that also hits your attendees' pocket. It might be cheaper to do it somewhere else, but if the attendees are just getting tapped out on what they can afford for a hotel room, the price of registration is a fifth of what they actually spend. Spend. Molly Ferns: Yeah. Colleen Phalen: I think that's a really unique and interesting thing for planners, associations, and attendees alike right now. Molly Ferns: Yeah. That's a really valid point. I think also beyond attendees, I imagine it also hits the pockets of exhibitors- Smart ... sponsors, which are a huge element as well of the annual meeting. Colleen Phalen: Yeah. Molly Ferns: Yeah. Great. All right. So heading [00:18:00] into our tech topic, let's talk a little bit about how technology and AI, of course, always, are changing nearly every part of association management. I see it every day. AI's in every conversation I'm having right now. Every conversation. Yes. Where are you seeing technology have the biggest impact on meeting planning, and ultimately then the attendee experience of an annual meeting? Melissa Cherry: So Colleen just talked and touched on a study, and AI was one of those things from a, a use case of where planners are going to get their information. And I think AI has created this conversation where there's this fear it's gonna take over, it's gonna do our jobs, and blah, blah, blah. Well, the Colleen Phalen: Robot- the robots are gonna take over. Melissa Cherry: They're not. But go ahead. Molly Ferns: They are in the barista case and, uh- Colleen Phalen: Yeah ... in calls. Yeah. Yeah. Yeah. Melissa Cherry: They're coming. The robotic, the robotronics. Yeah. Robotronics. Whatever that is. But what's funny about AI is it only can go so far, right? Going back to the strategic partnership and having the human connection, being able to have that back and forth, planners, yes, they're gonna use it. And we've seen this in data. We've heard it anecdotally just in conversations. They're using it to get to the [00:19:00] destination selection and put things on the top of the list. Yeah. But ultimately, they need to get down and they need to connect with the destination organization, the CVB, to really understand, like how and what they can do to host their meeting there, how it can be successful, getting the connections. You're not gonna get that through AI. Yeah. You're just not. And a lot of times, honestly, because AI is still learning, it's not accurate. Yeah. And if the information is actually not anywhere where it's a reliable source, you can't rely on that. And I think specifically in meeting planning, things are very specific. It's operational. It's logistics. It has to be accurate, right? Yeah. So you need to make sure that you're having that connection with the Convention Visitors Bureau to get what you need. But- It's not taking over. Yeah. It's just part of the exercise of, I think, making our lives more efficient. Yes. Colleen Phalen: Yeah. Melissa Cherry: And that's great. Colleen Phalen: Yeah. Yeah. Yeah. And actually, in that study, the planners and association ex- executives who are using AI found even more value in DMOs. Ah. Mm-hmm. 'Cause I think the AI scraping would point them to- To ... the DMO. Okay. And then they engage with them, and they're like, "That's what I'm missing, is this human connection. You're gonna help [00:20:00] me get this done." Molly Ferns: Yeah. Colleen Phalen: And so I think that's really interesting, and the robots aren't gonna take over. Molly Ferns: But to your point, I just couldn't imagine trying to cultivate these new networking opportunities for our attendees without the human element- Oh ... somebody involved in that. You can go to AI and come up with some ideas, but you ultimately need to- Colleen Phalen: Yeah Molly Ferns: to have the person to- Colleen Phalen: Yeah ... Molly Ferns: to make sure that idea is gonna work in execution. Colleen Phalen: Yeah. Molly Ferns: Yeah. Yeah. Colleen Phalen: And that's a key part, too, for association execs and especially in the meetings. Everything is such a risk when you really do have to deliver. We always say there's no rewind button. Nope. So I'm not gonna trust Mr. Claude right now that he's gonna guarantee- ... this activation's gonna work. I need that human connection that's like, "These other three groups did it. This was the response, and this is how it worked." And then I can be like, "Great." Molly Ferns: Yep. Definitely. Awesome. So you guys have brought up your study, and studying kind of the evolving expectations of meeting planners, what changes or trends have stood out to you the most? Colleen Phalen: I think it was interesting. Uh, and so [00:21:00] just for further background, Melissa and I worked together at Destinations International 10 years ago, and this was pre-COVID, and we felt there was, like, a real movement there on this authenticity in meetings and movements, and how that comes together, and getting away from transaction, and really building on the human connection. And then obviously everyone's worlds were blown apart, and all of that industry was put into a different lens of technology. And so it's been really interesting. And in those times we were all like, "Oh, God, are meetings dead? Are we never coming back and we'll just forever be on Zoom scavenger hunts?" Melissa Cherry: Don't remember that. Yeah. Molly Ferns: Oh, no. Colleen Phalen: Maybe I blacked it out. Yeah. Erase it out of your mind. Yeah. But the trends that we're showing now are this deeper need for human connection. The newer workforce, the younger generation, that is what they need and the, what they're thriving for, and these authentic experiences. So it's really exciting that while technology is evolving, it's really recentering and bringing us back to that human connection, personalization- Yep ... authenticity instead [00:22:00] of just rinse, wash, repeat. Yeah. Let's go. Melissa Cherry: Yeah. And I think what's also interesting, and we've been hearing this anecdotally, is that from a destination perspective, it's really being able to deliver their value, and then also the planner being able to articulate their value. And so we're hearing conversations of some of that's gotten lost. Mm-hmm. Some of it needs to come back together. But I think because there is this relationship that destinations have with associations when they host their meetings, that those value propositions, again, are able to line up and be supported. So I think technology can do all the things, but articulating e- each side articulating their value, that has to be done directly. Molly Ferns: Yeah. And I think to the point about personalization, I think that's something that conscientiously we've been trying to change in our communication, is how do we, how do we communicate differently to an early career attendee- Yeah who is looking for that personalization- Yeah ... is looking for that networking, versus somebody who's been attending our meeting for the last 25 years. Yeah. Colleen Phalen: Just simple segmenting in your marketing on that is so crucial, and- Yeah ... so many groups don't do it. They just send the e-blast. It's scheduled every three weeks, and it all says the same thing. But like you said, [00:23:00] the more seasoned person, they're going to reconnect with their peers that they've been meeting with, and they all do their family dinner on Monday every year, and they're good. Molly Ferns: Yeah. Colleen Phalen: Then the newer person's looking for that education, that connection, that mentorship, and to feel welcome. Yeah. It's intimidating to go into a meeting. Yeah. At every conference, like if... Especially on the meeting planner side, we're all secretly introverts. I wanna just creep into the hedge. Just like this hedge wall here. It's intimidating. Yeah. And so just making sure those people feel welcomed and not, to me, it's not welcomed with a big ribbon that says first timer, 'cause that's even more terrifying to me. Yes. Um, but how do you cultivate those authentic connections where they do feel welcome, connected, and part of the community? Yeah. 'Cause that's what associations are all about. Molly Ferns: And beyond the meeting- Right ... beyond the program itself, how do they feel welcome in the destination? Mm-hmm. Yeah. It's a huge thing as well, yeah. Colleen Phalen: Absolutely. Molly Ferns: That's great. Great. All right. So I think we're getting to the close here a little bit. Yeah. I have some kind of lightning round questions for you guys- All right ... if that sounds good. So real quick, yes or no, can a great destination [00:24:00] save a weak program? Colleen Phalen: Nope Oh, it is really, you're just yes or no-ing It's, it, it, it's lightning Molly Ferns: Okay. All right, then. Colleen Phalen: I will, I will, I'll say no. Molly Ferns: Fair enough. Fair enough. I would also agree with that. Yeah. Melissa Cherry: What part of lightning round- Yeah ... did you not understand? Molly Ferns: And then the one question that you'd add to every association's RFP. Colleen Phalen: So for me, it goes back to setting expectations. I would put in writing what services will I receive by entering into this LOI or this actual agreement. Again, especially associations that book years and years out, the person who's signing on the association side might be gone, where we had conversations about signage or whatever it might be. Just be real clear, what will we receive in services- Hmm ... part of this agreement? And showing that value. Molly Ferns: That's great to consider. Yeah. Melissa Cherry: Yeah, that's great. Colleen Phalen: Okay. Molly Ferns: All right. Colleen Phalen: Lightning round. Molly Ferns: All right. How about any of the big takeaways I feel like that I've had from this [00:25:00] conversation, I think is personalization. How do you, within a destination, really bring the destination to the forefront to the different kind of segments of communities that are possibly attending your annual meeting? I think, I, I, basically everything marketing is gonna stand out to me. Colleen Phalen: Yeah. Molly Ferns: I think in thinking about building kind of these networking experiences, leaning a little more on the DMO or the CVB to help us build ones that are gonna work for- Hmm ... for our attendees, I think is a really big takeaway for me. Anything from you guys? Any closing thoughts? Colleen Phalen: No. I think, first of all, you've been amazing. Thank you so much. And I just- For tolerating us, yeah. Yeah, sorry for tolerating us. That's for Melissa. But no, I think it is a really exciting time now for people who love connection and love to bring people together. I think we're in a really good space on that, and I think I always, always fight for the planner. They've got a lot on their plate. It's a super stressful job. If you're looking for some relief, DMOs can certainly help with that. Yeah. Same with marketing stuff. And- Mm-hmm ... it is a relationship [00:26:00] business, as much as I hate when people say that, I just said it, but it is, and it's a really positive working agreement for both sides. Melissa Cherry: Yeah. I think my big takeaway is that I think destinations are always part of the meeting's value proposition, number one, and it has to be part of that storytelling. And then number two, partnership is critically important. Yeah. And you just can't replace it. Yeah. Molly Ferns: Awesome. Melissa Cherry: You said that better than me. Go ahead. No, that was great. You're Molly Ferns: wel- You're welcome. You're welcome. That was great. That was great. And I know you guys have spoken a little bit about the report that Miles Partnerships puts out. Where would I be able to find that to pass on to my meetings planner? I think that's something people find really helpful. So we do that, Melissa Cherry: We've been doing it, it'll be the 10th year. Future Partners is the research agency that we partner and support it through, and this year it'll... We usually release it at PCMA's Convening Leaders- Okay ... in January. So this year's, eh, we wanna look forward, looking forward already to next year, and it's actually gonna be fielded out to planners starting in September. Molly Ferns: Okay, great. Melissa Cherry: So if you see it, take it Wonderful. Yeah, take the survey. Let your voice be heard. Molly Ferns: All right. Thank you guys so much. Melissa Cherry: Thank you, Molly. Molly Ferns: Yeah. Colleen Phalen: Thank you. This was awesome. Molly Ferns: So thank you to everybody for listening to this episode of Associations NOW Presents: Industry Partners [00:27:00] series. Please make sure to join us each month as we explore key topics relevant to association professionals, discuss the challenges and opportunities in the field today, and highlight the significant impact associations can have on the economy, the US, and the world. We wanna give a big thanks to our episode sponsor, Miles Partnership, and be sure to subscribe to our podcast on Apple, Spotify, or wherever you listen to your favorite podcasts.
