A Walkable City

I was recently at an event for event planners and suppliers. I have attended this event before. It has some great education and I can earn continuing education units (CEUs) towards both my CMP (Certified Meeting Professional) and my CFMP (Certified Faith-Based Meeting Professional) renewals. I get to reconnect with those I have come to know pretty well, and meet new people who may eventually become long-term friends. There’s also an exhibit hall with booths from several major cities, hotel brands, event suppliers, convention centers, CVBs (Convention & Visitor’s Bureau), DMCs (Destination Management Company, and much, much more.

As I was sitting next to a convention center representative from a very midwestern town, we got to talking about her sales pitch. I’m from Illinois, so a convention center in Indiana is probably not going to be of interest to any of my clients, but one never knows who will call next, so I never say never to a conversation. We bonded over our shared midwestern-ness and how silly people in the host city sounded as they whined about the dusting of snow they received, which happened to be the only snow they’ve seen in the last 15 years. I often forget that the southern states are not equipped to handle snow like we are. But I digress.

My new friend was telling me about how walkable her city was. Let this be a public service announcement to all service providers who are selling their city as walkable as a reason I should bring my group to your location. It sounds ridiculous when you tell me your city is walkable. Every city is walkable. It just depends on who’s doing the walking, how capable someone is of walking, and where they are walking to. Everyone’s level of adventure and their definition of safety is different. I mean, as we rode the bus to our opening reception, there was a random guy walking along the side of the highway. Technically, he proved this was a “walkable” area too although probably not as safe as others.

Those with two working feet can walk. People for centuries have walked all around the world. Some in places they probably shouldn’t have. Some we know they shouldn’t have. I’ve walked miles and miles in my half-century on this earth. So telling me that your city is walkable is like telling me that eventually the sun will shine, the grass will grow, or I’ll have to pay taxes. It’s in EVERY city’s marketing material. So much so that after we were poking fun at it, it was all I could hear at my future appointments, and it was hard to keep a straight face during conversations on the show floor.

Be creative. Tell me what is special about your city. I can find transportation anywhere these days using an app on my phone. I can have anything delivered to my hotel room at any time of the day or night. If nothing else, the “year that shall not be named” made us very lazy and things very convenient. Instead, draw me in by telling me about the number of concerts your local orchestra performs each year or the unique, historic buildings I can tour. Dazzle me with tales of the Guinness Book of World Records your city holds. Advise me when your peak seasons are and if hurricanes, tornados, or tsunamis are a thing where you live.

Most cities have restaurants “you’re not going to want to miss” but is there a truly spectacular one? Tell me about a Michelin star restaurant that recently opened; one where I need to make reservations months in advance in order to dine there. Did a president grow up here, live here, die here, or perhaps was assassinated here? These are the things that make a city memorable especially after talking with hundreds of sales representatives over the course of several days.

Other things that are more remarkable than being a “walkable” city are unique sights to see. Chicago has architecture tours by land or by boat, but did you know we also have an underground donut tour? Now THAT’S something that would stick with me long after our conversation. Who doesn’t love donuts? If I book my event in your city I will have to sell tickets. To make my ticket sales successful, the more I can show potential attendees that if they come they will have an experience like nowhere else, the better. To do so, I’m going to have to bring more adventure than just the fact that they can walk around your city.

What other clever marketing tactics have you encountered?
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