The importance of culture to meetings and events

published on November 12, 2019
Working Smarter Industry News and Leaders

We asked some of Tourisme Montréal’s regional sales managers to give us their views and opinions on today’s events industry, and where they see things heading. Dawn Eagleton, on the ground in Scranton, Pennsylvania, suggests adding a bit of culture to your meetings to truly make an impact.

The importance of place

I started my career in sales with a major global corporation, planning signature events for my top clients. And through working with hotels and venues, I decided that the hospitality and tourism industry held more interest for me. In the CVB world, I’ve represented several destinations but found my dream role representing Montréal. From the first time I visited, I loved the vibe, the culture, its arts and entertainment, and of course, the food. And in falling in love with Montréal I’ve also come to fully appreciate the importance of place – in particular how it relates to meetings and events.

Making a lasting impression

I think it’s incredibly important to instil a sense of place for meetings, and that doing so can be transformative for both planners and attendees. I love the expression, “You travel not to escape life, but for life not to escape us,” and I think meetings have the opportunity of truly adding to life. An incredible way to do this is through adding culture to your meetings, be it a special behind the scenes look at Montréal’s museums, a trip to the Opera de Montréal or Maison symphonique or a special presentation of the city’s world-class circus arts. Through connecting attendees to local culture, it’s possible to create a truly experiential event and capture some unforgettable wow-factor.

Montréal is a city you won’t soon forget

From the very start, a meeting’s location is a determining factor of attendance. At Tourisme Montréal, we make a point of working with event planners in creating experiences that will excite attendees before they’ve even come and also leave them talking after they’ve left. To us, it’s important that everyone takes a piece of Montréal home with them, and we know our city is capable of delivering something transformative.

The importance of shared moments

Creating these cultural experiences for attendees can keep the post-event conversation alive. It helps make connections that matter, and shared experiences keep people in touch. In our field, we want people to go home feeling they’ve changed, both thanks to the event and because of their time in our city. Montréal is a ephemeral and intangible location, a setting unlike any other. And at Tourisme Montréal we not only know our city – we’re also true lovers of it and all the experiences it has to offer. Through the rich culture on offer here, we’re here to help you create an unforgettable experience that’s enriching, built on connection and truly successful.

Dawn Eagleton is a Regional Manager–Meeting and Convention Sales for Tourisme Montréal cover the US Market’s Northeast regions. Contact Dawn about creating an experience for your attendees in Montréal here.

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