M Is For Meetings

By Lisa Plummer -- Tradeshow Week, 3/13/2009 4:44:00 PM

Despite an unfavorable economic climate and stormy skies for conventions and meetings, the $1 billion M Resort Spa Casino opened on March 1 with big plans for group business. Located on South Las Vegas Boulevard and St. Rose Parkway, the new boutique resort property, independently owned and operated by Anthony Marnell III, unveiled a wide range of high-end offerings that include 390 rooms, suites and lofts and a 60,000 square foot, state-of-the-art conference center.

Geared toward small to mid-sized meetings and conventions, the flexible spaces include a 17,400 sq. ft. grand ballroom and four junior ballrooms ranging from 3,400 sq. ft. to 5,700 sq. ft., as well as a 405 sq. ft. boardroom, multiple reception areas and a business center.

According to Drew Varga, M Resort executive director of sales, the resort was designed with two intentions for meetings – value and service. Since the conference center is located on a different level from the casino, meeting guests can avoid the distractions of the gaming area entirely and focus on business, Varga added.

“Meetings guests can drop from their rooms down to the spa level and directly to the conference space,” he said. “Casino and meeting guests never have to interact with each other. It’s very user-friendly for the meeting guest and planner.”

But given the down economy and the public backlash on meetings in Las Vegas, how does a new game in town compete for and attract business successfully? Varga said it’s a matter of shifting strategy.

“A year ago, our anticipated revenue stream and forecast for business far exceeded where we ended up based on the downturn and the economy,” he added. “We evaluated where we were and adjusted our pricing, market mix, value inclusions and concessions we were offering to groups immediately.”

Although he said the resort’s following the original game plan of targeting incentive groups, banking and finance, pharmaceutical and high-tech media, Varga added they also are targeting higher-end association board meetings, SMERF, government, online business, alternative energy companies, direct selling and multi-level marketing organizations.

So far, the conference center has business booked out to 2012, with 50 groups scheduled for the remainder of 2009, he added.

With his work cut out for him, Varga said marketing the M will emphasize face-to-face, with nationwide, direct sales efforts and attending targeted industry events, as well as utilizing print and online advertising.

“The glass is half full over at the M, it’s not half empty,” Varga said. “No group is too small to get 100 percent of our attention.”