Plan Your Meetings

Back to school: Meeting in college facilities has advantages

One of the biggest advantages to meeting at a university-managed facility is the cost factor.

"We're a non-profit organization managed by Georgia Tech," says Kirk Englehardt, director of communications at the Georgia Tech Research Institute (GTRI) Conference Center in Atlanta. "Our goal is not to make a profit on the facility. At the end of the day, our goal is to break even, pay our maintenance costs and our salaries. Financially, those are our only requirements."

GTRI's Conference Events Coordinator Shelly Ward says according to studies she's done, the average cost of an event is $69 a head, meaning a 100-person event could cost nearly $7,000. At non-profit facilities such as GTRI, planners are charged a base rate rather than a per-person rate.

"In our facility, whether you have one or 225 people it's going to be $1,600," Englehardt says. "That's the difference. …We don't care if you have 10 people or 200 people, the flat rate [we charge] doesn't change, and you don't have any extras you have to pay."

Factored into the base rate are elements such as whiteboards and markers, audio/visual equipment and the building's technological infrastructure. Because the conference center houses one of Georgia Tech's eight research labs, meeting rooms are equipped with Web casting technology, wireless Internet access and teleconferencing equipment; every seat in the auditorium has DSL Internet connections and power outlets.

"The technical part of the building is not something you're going to pay extra for," Englehardt says. "We consider that the same as electricity or air conditioning." And being attached to the GTRI lab, technical support of all kinds is within arm's reach.

Meeting at a college facility also may give planners budget-friendly accommodation options. During summer months when most students are home, college campuses may open student housing to private groups. Year-round, university rates at neighboring hotels may be available to planners meeting on campus. Some campuses own and operate hotels.

Beyond meeting on campus, universities and colleges offer other benefits to groups. Mark Adams, convention sales director for the Athens [Ga.] Convention and Visitors Bureau (CVB), says whether or not groups choose to meet on the University of Georgia (UGA) campus, the university gives groups support and additional resources.

"For example, if you're doing a Georgia journalism meeting, we can tie that in to UGA's journalism department," Adams says. "We can get volunteers from that area, or attendees, or … if you need to add a couple of sessions, we've got more than qualified speakers right here in Athens, and you don't have to pay for their transportation."

Adams says being the home of such a well-known college also is a draw for groups. "We get recognition immediately," he says. "I think UGA is our hook the way Orlando uses Walt Disney World as a hook. Groups in Orlando may or may not be meeting at Disney, but they know it's there. But once you get people here, they're surprised. Athens is a great destination. There are all these other attractions besides UGA."

Because institutions of higher learning attract a transient population of thousands of people between the ages of 18 and 21, college towns have a tendency to develop cultural and recreational amenities that may not exist in cities of equal size.

Sandi Owen, marketing manager for the Midlands Authority for Conventions, Sports and Tourism division of the Columbia [S.C.] CVB, says, "The student aspect brings in a whole different appeal of nightlife and the arts."

Columbia is home to the University of South Carolina (USC), which has a well-respected School of Hotel, Restaurant & Tourism Management. "USC prepares the city to host events and meetings," Owen says. Many of the school's hospitality students cut their teeth working at local businesses, restaurants and hotels. To maintain the high standard of service citywide, Owen says the Southern Hospitality Foundation and the Tourism, Hospitality and Entertainment Foundation developed a "Certified Friendly Program."

"All front-line employees (taxis, restaurants, front desks, etc.) take four classes [to] get them out seeing the city, so they can make good suggestions to enhance the visitors' experience here."

Meeting in college towns also provide unusual activities for spousal programs or groups. Planners meeting in Columbia have USC's Wine & Beverage Institute, which can arrange wine tastings or educational wine courses. Georgia Tech's professors and researchers are available to give presentations on new technology. Athens' college-aged crowd and alumni fed the city's vibrant music and arts scene, creating nationally recognized live music venues and art galleries. In Charlotte, N.C., Johnson and Wales University has a large hospitality and culinary curriculum; meeting planners can bring groups in for cooking classes or demonstrations.

Meetings near institutions of higher learning also provide built-in themes that can enhance events. Athens' student population has given the city a reputation for being "alternative." College athletics are a lightning rod for sports enthusiasts. Another benefit to meeting in college towns is that they're often walkable and safe destinations, so if you want to tap into attendees' nostalgia for days gone by, or plan a tailgating or toga party. You won't have to worry about anyone driving home.