Soar high in a glider over a warm ocher desert. Fish for marlin in deep blue ocean waters. Luxuriate at a spa with an exotic, pampering treatment. Tee it up at a phenomenal golf course overlooking the sea. Kayak in a pristine natural setting. …
These and dozens of other equally enjoyable pursuits are no longer solely the stuff of the luxury vacation; more and more they're finding their way onto meeting itineraries as well. And despite appearances, it's not just fun and games — according to many meeting planners and resort executives, leisure pursuits can actually promote a more successful, energetic, and productive meeting.
First and foremost, a meeting that includes a leisure component sends a positive message to attendees, especially in an uncertain economic climate. And relaxed employees are more focused, enthused, and productive — all of which add value to the experience and, ultimately, to the bottom line.
"A leisure activity gives attendees a chance to talk about problems and issues they might not bring up in a crowded meeting room," says Karen DiCarlo, director of convention services at Pinehurst Resort in Pinehurst, North Carolina. "A more relaxed environment with smaller groups promotes open communication: Golfers play in foursomes, our croquet lawns usually accommodate 10 to 20 people, and intimate spa waiting rooms are great for fruitful one-on-one conversations. During these times, attendees often come up with creative ideas and innovative business approaches."
DiCarlo says meetings at resorts should always include some kind of recreational activity, be it large or small. "It's human nature that people want to experience amenities they don't have at home. It can be very disappointing to them when there is no break for leisure. Some might surmise that they may as well have met at a no-frills downtown hotel."
Today's luxury resorts offer a full slate of leisure opportunities, from traditional activities like golf and tennis to newly popular spa treatments and eco-themed activities. Some even offer specialized programs — horseback riding, skeet shooting, boating — to cater to the seriously active traveler. Meeting planners are taking full advantage of all of these.
Unsurprisingly, golf is still a strong draw, though due to economic considerations, time constraints, and other factors, it's undergone a subtle transformation. For instance, Robert Harris, director of sports and recreation at The Greenbrier resort in White Sulphur Springs, West Virginia, says the resort is executing more timeconscious "mini-shotgun" start events, in which 40 players can finish a meeting session, practice for 30 or 40 minutes, and then begin play all at once.
A big part of golf's appeal is that few activities can enhance socialization like hitting the links. "Golf will continue to be popular because it gives people a chance to discuss meeting content in a setting that encourages conversation and camaraderie," says Rick Flowers, head golf professional at Rocky Gap Lodge & Golf Resort in Cumberland, Maryland.
Even so, golf has been on a downward participation trend since 2001. But if meeting attendees are increasingly forsaking the golf course, where are they going?
Look in the spa. According to recent figures from the International Spa Association (ISPA), there are some 18,000 spas in the United States today, compared to just over 14,000 in 2007— and men account for 31 percent of all spa goers. Spas that offer a wide range of treatments, cosmetic services, nutrition and exercise counseling, and alternative therapies are particularly popular.
Interest in soft adventure is also expanding. Many Generation Xers grew up participating — or wanting to — in sports like skateboarding, snowboarding, and BMX biking, while many corporate baby boomers are well traveled and have a taste for anything new and exciting. That makes a diverse menu of activities fair game when planning a meeting, from the passive (bird watching, whale watching, hot-air ballooning) to the active (biking, hiking, sailing) to the intense (white-water rafting, sea kayaking, rock climbing).
For groups choosing to stay on site, a sports-oriented resort with ample meeting space offers the best of both worlds. For instance, The Gleneagles Hotel in Perthshire, Scotland, has three golf courses, skeet and clay pigeon shooting, an off-road driving school, an equestrian center, a falconry program, croquet, squash, fishing, and walking and biking trails. In the States, The Greenbrier resort boasts an eightlane bowling alley, a gun club, and three golf courses; Grand Cypress Resort in Orlando, Florida, has 45 holes of golf and an equestrian center with a 44-stall barn; Sea Island The Cloister and Lodge in Sea Island, Georgia, offers bird watching, sea-turtle walk programs, and three golf courses; the Ocean Reef Club in Key Largo, Florida, features kayak tours, a scuba diving center, and two golf courses; and Rancho de los Caballeros in Wickenburg, Arizona, has skeet shooting, horseback riding, and an 18-hole championship golf course.
For those seeking outside-the-box activities, the sky's the limit — literally. Peggy Welsh, president of Scottsdale, Arizona based DMC Blue Sky Destinations, often uses the desert environs near Phoenix to immerse attendees in a half-day of adventurous outdoor pursuits. "We've used a wide variety of activities such as river rafting, horseback riding, mountain biking, a cattle drive, all-terrain-vehicle riding, and Jeep or Hummer tours," says Welsh.
Recently, she coordinated a gliderplane experience for a Canadian legal firm. From a group of 300, 40 people opted for soaring in a glider plane rather than more traditional activities like golf and spa. "Almost none of the participants had ever been in a glider and it was a truly exhilarating experience for them," says Welsh. "At the end of the ride you could see there was genuine excitement. I think it had a tangible effect on the energy of the three-day meeting.
"Phoenix is typically hot in the afternoons, so we often suggest that the activities happen in the morning," says Welsh. "By the time the attendees return for lunch at the hotel and afternoon meetings, they're pumped up and alert.
"When you have people who are attentive and excited," she says, "they're going to be more positive and productive."
