JUL 2018

ConventionSouth magazine is the leading resource for meeting planners who book all types of events, conventions, conferences and group travel in the south.

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J U L Y 2 0 1 8 ⎜ ConventionSouth ⎜ w w w . c o n v e n t i o n s o u t h . c o m 7 Historic Hotels of America recently joined with Brand Heritage Institute to offer a new executive education program in heritage marketing. Brand Heritage Institute will develop and offer annual seminars in strategic marketing, which will be customized for hoteliers at historic hotels inducted into Historic Hotels of America. The first of these activities will be a seminar leading to an executive education certificate in Heritage Marketing for Historic Hotels, which will be offered to owners, general managers and other senior leaders of historic hotels during the Historic Hotels of America and Historic Hotels Worldwide 2018 Annual Conference. The first seminar will be held on Oct. 30, 2018 at The Broadmoor in Colorado Springs, which is cele- brating the centennial of its opening in 1918. The program director will be Bradford Hud- son, a marketing professor at Boston College and president of the Brand Heritage Institute, an independent nonprofit corporation devoted to research, education and publishing about topics at the intersection of marketing and history. A former corporate executive and strategy consul- tant, Hudson has worked with historic companies such as AT&T, Cadbury Schweppes, Cunard, Harley-Davidson and Nestlé. In his published work, Professor Hudson has explained important theoretical issues in consumer behavior for historic brands and explored connections to related concepts such as nostalgia, authenticity and luxury. According to Hudson, "Brand heritage is an emerging concept within the marketing discipline, which suggests that the historical status of older companies is often explicitly linked to their brand identity and consumer appeal. A historic hotel represents a special variant because its brand identity is insep- arably linked to its architectural history and to the cultural dimensions of its environment." Hudson added that executives responsible for marketing historic companies need to know how brand heritage works at a fundamen- tal level and be able to explain why people buy historic products of any type. "Understanding the nature of heritage in competitive strategy and consumer behavior will help hoteliers position and leverage their historic hotels to maximum advantage, and thereby attain practical benefits in demand and pricing, which is the ultimate purpose of our new executive education program," he said. "Brand Heritage Institute is devoted to heritage marketing," said Lawrence Horwitz, executive director of Historic Hotels of Amer- ica and Historic Hotels Worldwide. "This new executive education program provides tools for our members to engage more deeply with the growing public fascination with history and historic hotels. Most important, participants will gain new insights into ways they can leverage the history and stories of their historic hotels into sustained competitive advantages and higher revenue." Admission to this new executive program is restricted to owners, general managers and senior leaders of hotels who are members of Historic Hotels of America. The certificate program is a non-credit course that is considered a professional development or corporate training program. For more information, visit historichotels. net. n Historic Hotels of America and Brand Heritage Institute Launch Heritage Marketing Program Outdoor Design Trends for Summer Events CORT Event Furnishings, a national furniture, lighting and accessories rental company, recently announced the top outdoor event design trends for planning an engaging event this summer. Trends to play up this season in- clude: transitional furniture, bold yet classic color palettes and patterns, Mediterranean influences and bringing indoor comforts outdoors. Outdoor event design is all about making your indoor and your outdoor blend seamlessly, according to Kevin Dana, executive director of marketing and product development at CORT. Outdoor spaces are an exten- sion of the indoor event space and are increasingly more sophisticated, with furnishings that look like interior styles, he explained. "During your summer soiree, incorporate furniture suitable for lounging, networking and socializing," he said. "Mix up seating with dining areas and plenty of bar tables for drinks and food plates while guests mingle. Utilize modular and functional furniture to fit any patio, lawn or pool deck. "The worst design sin when planning an outdoor event is not having enough bar tables for guests to ca- sually network while they eat and drink. It's common sense but so many planners skimp on the tables. That includes accent and side tables near furniture." Dana said that the most important trend is comfort: "Pay attention to details that will enhance your guests' experience. The summer months are a beautiful time to be outdoors but can leave guests hot and dehydrated. Be sure to place bug spray around the tables and have plenty of citronella candles flickering, adding to the ambiance and protecting your guests from mosquitoes. Provide water stations throughout the venue, offering guests water infused with fruits so they can stay hydrated and refreshed. Guests can help themselves without lining up for the bar and they look gorgeous when paired with linens. Lastly, provide more shade than you think your guests will need. The weather can be unpredictable and a sweltering afternoon can ruin the upbeat vibe of even the most extravagant event. If you don't have lots of covered patio space, be sure to place large umbrellas over seating groupings, dining and bar tables to keep your guests cool and comfortable." To learn more, visit n For functional, visual interest, use lighted plastic orbs, cubes, tables and columns. These LED lighted pieces help set the mood and add additional color when the sun goes down. Some options from CORT are battery operated to allow for lighting away from electrical outlets.

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