Selecting the destination for your next association conference is more than securing meeting space – it’s a strategic decision that shapes your event’s success, attendee experience, and long-term organizational impact.
From venue availability to travel access, local experiences, and budget considerations, many factors influence the success of a conference destination. The best outcomes happen when associations take a proactive and collaborative approach – bringing together destination experts, hospitality partners, and experienced planners to find the right fit.
When these pieces come together, the result is a destination that not only hosts your event but enhances it.
Your Organization’s Goals
Before evaluating destinations, it’s important to start with a clear understanding of your organization’s priorities; this is the foundational piece. The ideal destination should support not only the logistical needs of the event, but also the broader objectives of your association.
Key considerations often include:
- Attendance goals (inclusive of growth) and accessibility for members
- Budget parameters and cost predictability
- Space for workshops, social programming, and community engagement
- Opportunities for attendees to explore the host destination
- And cultural alignment with your audience/attendees.
Exploring multiple destination options early in the planning process can provide valuable flexibility. A proactive approach to destination placement allows organizations to secure preferred dates and venues earlier – often resulting in stronger contract terms and a wider range of options for programming. When associations focus too quickly on a single location, they may encounter challenges with venue availability, space limitations, or pricing that does not align with their budget.
Early planning also creates an opportunity to announce future conference destinations in advance, often during the current year’s event. This allows attendees time to plan travel and budget accordingly, which can positively impact attendance. This is particularly important as we’re seeing an increased opportunity to combine learning with leisure in today’s economy.
Choosing the right destination can significantly enhance that experience and provide an opportunity for members to reconnect with peers from across the country. For organizations supported by volunteer leadership, these gatherings are often the moments where relationships strengthen, ideas are shared, and communities grow.
Destination Marketing Organizations
One of the most valuable pieces of the destination selection puzzle is the Destination Marketing Organization (DMO), whose main function is to promote their city and attract meetings, conferences, and tourism to their destination, making them natural partners for associations evaluating potential host destinations.
DMOs are the on the ground destination experts, offering up-to-date knowledge about their city – including new hotel developments, infrastructure improvements, renovations, and unique local experiences that may not yet be widely known, or are more in alignment with your association interests beyond the “Top 10” things to do.
For associations and planners, this expertise can be incredibly valuable and is at no cost to the planner or association.
DMOs often assist with:
- Providing detailed insight into their destination
- Recommending venues, hotels, and local partners
- Connecting planners with trusted suppliers
- Coordinating site visits and familiarization tours
- Offering financial incentives or in-kind support
Redstone, as a trusted AMC, has extensive access to DMOs across the country to support our numerous associations. Opportunities to attend industry informational sessions like Destination Direct Canada’s Ottawa Meet Week highlights the value that DMOs have surpassing what a search engine or AI bot could provide. They are real people with a deep understanding of what their destination has to offer.
This relationship is reciprocal: by sharing insights on association trends and evolving priorities, our planners help DMOs tailor their support to the unique needs of our associations.
Hospitality Partners
Once the destination puzzle begins to take shape, the next piece involves identifying the right venue and hospitality partners to host your event.
Many major hotel brands operate through Global Sales Offices (GSOs) – which are centralized hubs connecting groups across their global portfolio of brands. These teams are invaluable resources for planners evaluating multiple options within a destination.
GSOs help planners navigate hotel networks and identify properties that align with an event’s needs. Their core goal is to get you in at the right place, right time and with the right people, as Susan Saganski from Marriott International stated. For example, if a single property cannot accommodate the entire group, there may be a nearby sister hotel within the same brand family that can provide additional guest rooms or meeting space. Alternatively, a boutique property might offer the perfect setting for a board retreat, leadership workshop, or pre-conference meeting. You don’t know what you don’t know, and our partners help us uncover those opportunities.
Working with GSOs can open doors to new opportunities. Through Redstone’s established relationships with major hotel providers, our planners gain access to broader property options and identify creative solutions that may not be immediately visible during an initial search.
Ultimately, these connections help ensure the selected venue aligns with both the practical requirements and the overall experience an association hopes to create.
Bringing the Pieces Together
Like any puzzle, the full picture only becomes clear when all the pieces come together. This is where the role of the event planner is essential.
Experienced planners serve as the central point of coordination, aligning organizational priorities with the right destinations, venues, and partners. This includes identifying potential host cities, engaging DMOs and hospitality partners, evaluating venue options, negotiating contracts, and ensuring the destination supports the full scope of the event experience.
Destination selection is rarely the result of a single decision. It’s the outcome of carefully aligning multiple pieces – organizational priorities, destination expertise, hospitality partnerships, and thoughtful planning.
When those puzzle pieces fit together, associations can create events that go beyond logistics, delivering experiences that strengthen community, advance their industry, and leave attendees looking forward to the next gathering.