The Case For The “Unexpected” Meeting Destination
When companies start planning a meeting or conference, the usual suspects tend to lead the list —
Orlando, Washington, D.C., Atlanta, and of course, Las Vegas.
And for good reason. These cities are built for meetings.
They have the infrastructure, the inventory, and the experience to execute large-scale programs seamlessly.
But there’s a tradeoff — and it’s one planners and clients need to look at more closely.
Familiar Comes At A Price
High-demand destinations know exactly what they are.
Hotel rates reflect it
F&B minimums reflect it
Space rental (or lack of concessions) reflects it
And flexibility? Often limited
When a city is hosting multiple large programs at once, your meeting is one of many. The goal becomes execution at scale — not customization.
That doesn’t mean these destinations are wrong. It just means they aren’t always the best strategic choice.
Looking Beyond The Obvious
A couple of weeks ago, Bethany executed a program in Seattle. Not exactly a hidden gem — but also not the first destination most clients jump to when thinking “conference city.” And that’s where things get interesting.
When you start exploring markets that aren’t at the top of every RFP list, a different set of advantages starts to emerge.
1. The “Total Cost” Reality
It’s easy to focus on one line item — such as airfare.
Yes, flying into a non-hub city can cost more.
But that’s only one piece of the equation.
What we often see:
Lower hotel rates or better concessions
More flexible F&B minimums
Reduced venue costs
Added value (upgrades, inclusions, staffing support)
When you step back and look at the total program cost, not just its parts, the math often works in your favor.
2. Negotiation Leverage Is Real
In secondary or emerging markets, your program matters more.
Hotels and venues are:
More willing to negotiate
More open to creative solutions
More focused on earning long-term relationships
There’s a noticeable difference between:
“We’ll fit you in”
and
“We want to win your business.”
That shift alone can change the entire planning and execution experience.
3. Better Attention, Better Experience
In major hubs, your program is one of many moving pieces. In less saturated destinations, you’re often a priority.
That shows up in:
Service responsiveness
On-site support
Willingness to customize
Overall attendee experience
And at the end of the day, that’s what people remember.
4. The “Surprise Factor” For Attendees
There’s also something to be said for taking people somewhere they weren’t expecting. Think about a city like Nashville.
It may not be the first place that comes to mind for every type of meeting — but once attendees get there?
The energy
The walkability
The built-in entertainment
The overall vibe
It elevates the experience without requiring overproduction. And that’s a win.
Strategic, Not Just Different
Choosing a lesser-known destination isn’t about being trendy or different for the sake of it.
It’s about being intentional.
What experience do you want to create?
Where can your budget work harder?
What environment will actually engage your attendees?
Sometimes the best answer isn’t the most obvious one.
The Bottom Line
The big-name destinations will always have their place. They’re reliable, proven, and built for scale.
But if you’re only looking there, you may be missing opportunities to:
Stretch your budget further
Deliver a more personalized experience
And create something your attendees didn’t see coming
And in this business, that last one matters more than people think. If you’d like to explore options for your need meeting or conference, we can help! Contact us.
Cheers,
Kelly