Your event planner clients are filled with the passion, creativity, and exceptional organizational skills it takes to excel in this field. That’s exactly what the millennial generation brings to the mix. They’ve entered the business with passion and innovation, but they’re not likely to be influenced by the same factors their GenY and Baby Boomer colleagues respond to. What do you need to know when attempting to attract millennial event planners to your venue? David Mitroff, Ph.D., a business consultant, marketing expert, and keynote speaker says millennials are eager for opportunities that highlight and challenge their individual talents. When it comes to event planning, that means they’ll appreciate the flexibility to try new things. Being open to those conversations and new ideas can help you start the relationship off on the right foot. Understanding the Millennial Audience There’s been plenty written about millennials over the past several years, but not much specific to millennials in the event planning business. Cvent’s recent Planner Loyalty Study took a look at this audience and highlighted some key traits that make them stand out from previous generations:.

• They’re tech savvy.
• They’re loyal to hotel brands, but…
• They’re looking for more frequent and immediate incentives.
• They’re into uniqueness, and expect that even large chain venues will have something unique to offer; they’re not into “cookie cutter”.
• But what does all of this mean when you’re attempting to connect with millennial event planners and convert them to loyal customers?

Karen Carlough is director of sales at Topgolf Las Vegas, a venue she says has been “insanely popular with a younger demographic and a hotbed for events—standing out in Las Vegas as a unique location.” Why? It’s all about connecting with younger event planners. “They are tech savvy and understand the need to get their attendees out of the hotel for one night.” Connecting with this millennial audience, she says, occurs most effectively via social media—particularly LinkedIn. “That is one of the top social media platforms that Topgolf engages in to connect with those who are not familiar with our venue.” Millennial planners, says Sarah Crisafulli, area director of marketing and communications at The Embassy Row Hotel in Dupont Circle, aren’t buying on price—they’re buying on value. In addition, she says, “Millennial planners are interested in what our hotel is doing for the community and how we’re authentic and local. From our 24-Hour Chef’s Pantry which sources locally, to our So Others Might Eat partnership, planners are wowed by what we’re doing to make a difference.” Consequently, she says, “We try to continuously curate new experiences that are functional and wow-worthy for this audience.”