The meetings and events industry traditionally relies on the historical room block pick-up as one of the most important metrics to value an event, in spite of general agreement that many attendees book outside the planners’ contracted room block. However, quantifying the total number of guest rooms booked by attendees has eluded the industry until now. With the just released Event Room Demand Study by Tourism Economics, we now know the contracted room block captures only the partial story of the events’ total room demand and it is imperative to take a wider view.
- Learn about the 2015 Event Room Demand Study findings
- Understand underlying factors which contribute to higher number of rooms booked outside the contracted room block
- Discuss key strategies for managing the room block
The 2015 Event Room Demand Study was funded by ASAE Foundation, Center for Exhibition Industry Research Foundation, Destination & Travel Foundation, MPI Foundation, and PCMA Education Foundation.
Vice President of Sales and Services
Rachel Benedick joined VISIT DENVER, The Convention & Visitors Bureau in 1998. Rachel has held several sales and marketing roles in the organization including citywide sales manager for the West region, director of convention center sales, and associate vice president of convention sales. In 2009, she was promoted to vice president of sales & services and was the lead person in booking the DNC.
Currently Rachel oversees the convention sales & services departments. In 2007 she was awarded the Hotel Sales & Marketing Association International’s (HSMAI) Outstanding Contribution to the Hospitality Industry award and in 2010 Rachel was awarded the Tourism Supplier of the Year by the Hotel Sales & Marketing Association International’s (HSMAI). Rachel received a master’s degree in Counseling Psychology & Counselor Education in 2001 from the University of Colorado – Denver and a bachelor’s degree in Psychology in 1995 from Michigan State University. Currently, Rachel is the chair of Destination Marketing Association International (DMAI) Convention Sales & Marketing Committee.
Managing Director of empowerMINT.com and E.I.C.
Christine Shimasaki, CDME, CMP joined Destination Marketing Association International (DMAI) in 2009 as managing director of empowerMINT.com and the Event Impact Calculator. Ms. Shimasaki (or Shimo as she is known) brings over 16 years of destination marketing and 10 years of hotel experience to her role. Prior to joining DMAI, Shimo served as Executive Vice President and Chief Strategy Officer for the San Diego Convention and Visitors Bureau.
Shimo has been named as one of the “25 Most Influential People in the Meetings Industry” by Successful Meetings, “Meeting Trendsetter” by MeetingsFocus and CMP30 Influencer by CIC (Convention Industry Council). She earned her Masters Degree in Business Administration at San Diego State University. She has served the tourism industry as a board member to PCMA, co-chair of the Performance Measures Initiative for DMAI, and chair to DMAI’s Accreditation Board and CIC APEX Standards Review Committee and author of the Event Room Demand Study, quantifying for the first-time the volume of rooms booked outside the contracted room block.