All in the FAM

The family? The famous? The famished? Nope. FAM is short for a Familiarization Event. These can be hosted by cities, convention, conference, and retreat centers, or other venues who would like you to bring your future event business to their location. They want to familiarize you with what they have to offer you and your group. Multiple planners are invited and they can be a lot of fun, but don’t plan to get much sleep. FAMs can be an overnight, a weekend, or span 2-3 days, but the host wants to show you as much, and cram as many things to do into, the time they have with you, as they possibly can.

I have been on a couple of different kinds of FAMs. One was a citywide FAM. This was an invitation from a single city, specifically the CVB (Convention and Visitor’s Bureau), who coordinated with their city-run convention center and adjoining hotels to host a group of planners who’s events fit their sweet spot. Our attendance was the right size for their spaces, required the ideal number of hotel rooms on peak, and had the right demographics for the dining and activities offered around their city.

At a citywide FAM, the CVB (in most cases) coordinates and pays for your roundtrip flight and ground transportation, reserves you a room at one or more of the convention center hotels, and creates an agenda that showcases everything your group might be interested in. Meals are a family affair, meaning all planners get to know each other pretty well because you travel in a pack. Meals, shuttles, activities, and meetings are generally all done as a group.

During a citywide, I’ve seen the trendiest Michelin star restaurants, exclusive museum exhibits, and high-end shopping venues. I’ve sat through meetings listening to yet another CVB tell me how “walkable” their city is (for context, see my blog A Walkable City), been offered different incentives based on the time of year I brought my group, and met some of the greatest people in hospitality; both hosting me and with me on the trip. Truly, if you have limited time but need to submit a report to your executive board or investors why you want to book with a particular city, convention center, or hotel, a FAM will, in a short period of time, provide all of the information you need.

On a FAM with a specific property, I’ve been taken behind the scenes at a well-known theme park, whisked to the front of the line at the swankiest rides, and escorted around the city VIP style in a blacked-out, movie star-feeling SUV. I have been shown how their communications or design department can personalize the experience for our attendees including welcoming guests by name as they enter their rooms and using our logo in the flash of a fireworks display.

Other things I’ve experienced on a FAM include a convention center hosting a lunch showcasing not only their amazing food, but their ability to decorate and turn any space into the event theme of my dreams. I’ve visited a church with the largest number of stained glass windows, then created a mini stained glass window of my own; toured, and had an afternoon break at, a Frank Lloyd Wright home, and participated in a variety of other activities I may want to either schedule as an off-site activity for my attendees, or perhaps as an add-on experience for my board of directors.

A FAM is a great way to see as much as you can see for a location or venue you are scouting and meet some great people along the way. As planners, we are usually the ones behind the scenes, working tirelessly so others have the best event experience they can have. We consider all of the details, keep timelines and budgets on track, check the checklists, and rarely get recognition for our efforts. A FAM feels like a treat. We’re still working and running our tails off, yet get spoiled with surprise in-room snacks, turn-down service, and the opportunity to experience a city or a venue in a way most people would never even consider. Thank you hosts!

Have you been on a FAM? What is one thing you learned that we should know?
Share it here or send me an email.

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especially those who plan events!

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