Meeting 2022 with optimism: Post-COVID conferences returning

Photo | TMS Aerial Solutions The DCU Center in Worcester

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By Susan Shalhoub

Managers of meeting, conference, and convention venues in Worcester report COVID as a time of temporary building closures, a wait-and-see approach, and postponed events. In some cases, deposits were refunded; in all cases, there was great uncertainty, staff furloughs, and close monitoring of state and city regulations.

The mood is now decidedly upbeat when it comes to meetings and conferences coming back to Worcester venues such as Mechanics Hall, the DCU Center, and AC Hotel by Marriott Worcester.

All report an uptick in bookings, though the catchup phase is still underway.

Reschedule, repeat

A major part of corporate venue business is recurring events: associations, companies, and organizations hosting expos, annual meetings, or conferences every year. These groups have all had to shuffle and reshuffle dates and are now, finally, back to gathering in person.

The Fire Chiefs Association of Massachusetts’ annual conference took place Feb. 28 to March 3 at DCU Center.

“There were 450 fire chiefs representing Massachusetts communities here, with a fire truck in our exhibit hall,” said Jim Moughan, assistant general manager at DCU Center. “This conference was supposed to be held last June.”

Moughan, who has been with DCU Center for 40 years, said the venue did the best it could in terms of marketing to new clients during its shutdown: no easy task in an uncertain environment with depleted staff levels. A major focus was keeping in touch with booked clients, assuring them appropriate safety measures would be in place if needed when the venue reopened, and keeping them updated on the facility’s status.

“About 85% of our business is repeat customers,” Moughan said. “A lot of groups had contracts for space. We would call them up on a regular basis. We are in the hospitality business, and that personal touch goes a long way. Some 2020 events rescheduled, rescheduled again in spring of 2021 but are happening in 2022.”

“Happy to be back again”

DCU Center is now back to full staffing capacity, like AC Hotel, and Mechanics Hall is almost there.

Photo | GRANT WELKER

The AC Hotel by Marriott Worcester

Mechanics Hall had some restructuring of roles, and three new team members came aboard, said Melissa Provost O’Brien, communications and development manager. Mechanics Hall clients with bookings were allowed to reschedule, as the venue shut down, reopened, and shut down again. During normal times, about 35% of its business is corporate, including the annual Worcester Regional Chamber of Commerce Game Changers conference.

“In September of 2021, we saw people transition from being very uneasy to a mode of, ‘This is our new normal, and we need to move on.’ When we reopened, people were so happy to be back again. Having the doors closed is really devastating,” O’Brien said.

Mechanics Hall took an interesting marketing angle during COVID, building on its history: Constructed in 1857, having withstood the flu pandemic of 1918, this is not the first epidemic the facility has seen. At the start of the spread of COVID, Executive Director Kathleen Gagne invested in signs with positive messaging right before the facility shut down, that read “All Will Be Well.”

Busy bookings

Like Moughan, O’Brien estimates the meetings and conference rebound at about 50%, with new inquiries from new clients for 2022 and beyond. She and other team members at the facility predict a normalization of this business segment in the next year, noting attendance numbers have fallen a bit lower than client expectations.

“However, there is confidence in the industry that we will be seeing an increase in this, as more people are becoming required to meet in person and travel again by their companies and organizations,” O’Brien said. “Many are placing value on education and training for their employees.”

Moughan said the expo and tradeshow sectors bring their own complications beyond simple health concerns, with organizers needing year or more to solicit vendors and plan dates not conflicting with other industry trade shows.

“I feel great about 2022,” said Courtney Maleakas, director of catering with AC Hotel. Maleakas’ facility was in a unique situation, as the hotel was open for a year and a half and beginning to make a name for itself when COVID hit, and it was forced to close to large gatherings. Once able to do outdoor events, the staff held some tented events to help build its reputation and generate revenue.

Now, she said, business seems almost back to normal. Companies prefer more short-term planning, though the hotel does have some events set for 2024.

Some great signs of hope, said Maleakas: The Jewish Community Center Homecoming Gala in March, an event rescheduled for the past few years, with 150 attendees; the Why Me’s You Gotta Have Heart premier dinner in April; and a Shine Initiative event in May.

In April, DCU welcomes back one of its largest corporate events: The New England Water Works Association expo, with more than 3,000 attendees. All will need hotel rooms and restaurants. The event has been at the Worcester venue for decades, said Moughan.

Heritage organization Historic New England plans its annual conference at Mechanics Hall this fall, after a time that has been one for the history books.