MICE Means Big Business for Broadway
10/19/17
Meetings, Incentive travel, Conventions, and Exhibitions (MICE) have long been a massive contributing factor to tourism in New York. According to an NYC & Company report, 12.6 million business travelers visited NYC in 2016—a 2.2% increase over the previous year—roughly half of them attending as part of a conference delegation.
MICE planners are at the heart of this, always searching for how best to service and entertain their guests. For some large conferences, planning begins years ahead of time, determining where to put as many as 20k attendees. In other cases lead times may be three to six months to plan an annual incentive trip.
Regardless of the time frame, there will be an influx of out-of-towners looking to experience the best of NYC, and Broadway has many wonders (and seats) to offer up.
Broadway Inbound, in partnership with NYC & Company, recently attended IMEX America, the largest MICE event in the country with over 8,000 attendees, to get the word out to these planners about all that Broadway has to offer. What better way to entertain clients or reward top performers than to treat them to dinner and a show?
The MICE market is a constant and can be a boon to shows who are ready to welcome them with open arms (and comfy seats). Make sure your teams consider MICE when building a marketing plan. Keep an eye on what events are coming to the Javits Center and other large venues and reach out—early—to organizers and meeting planners with group and wholesale rates.
For more information on Broadway Inbound, visit www.BroadwayInbound.com.
MICE planners are at the heart of this, always searching for how best to service and entertain their guests. For some large conferences, planning begins years ahead of time, determining where to put as many as 20k attendees. In other cases lead times may be three to six months to plan an annual incentive trip.
Regardless of the time frame, there will be an influx of out-of-towners looking to experience the best of NYC, and Broadway has many wonders (and seats) to offer up.
Broadway Inbound, in partnership with NYC & Company, recently attended IMEX America, the largest MICE event in the country with over 8,000 attendees, to get the word out to these planners about all that Broadway has to offer. What better way to entertain clients or reward top performers than to treat them to dinner and a show?
The MICE market is a constant and can be a boon to shows who are ready to welcome them with open arms (and comfy seats). Make sure your teams consider MICE when building a marketing plan. Keep an eye on what events are coming to the Javits Center and other large venues and reach out—early—to organizers and meeting planners with group and wholesale rates.
For more information on Broadway Inbound, visit www.BroadwayInbound.com.
Originally published in Broadway Briefing.