5 Minutes with Darryl Leggieri, President of Discover Saratoga
SBR:
Since taking the reins in 2018, what are the biggest changes you have seen in the industry?
Leggieri:
The meetings and events industry has undergone significant changes since I started at Discover Saratoga in 2018, especially due to the impact of the COVID-19 pandemic. Some of the biggest changes I’ve seen are:
The rise of hybrid events, which combine in-person and virtual elements to reach a wider and more diverse audience, while offering flexibility and safety. This means less attendees for our meeting and event venue, that is the challenge.
The shift to more unique and local venues, which offer originality, authenticity, and sustainability. Event planners are looking for spaces that reflect the culture and identity of a destination and are easy to get to. I feel that this is where we thrive as we’ve always been a convenient drive destination.
The increased focus on attendee wellness, which includes physical, mental and emotional well-being. Event planners are incorporating wellness activities such as yoga, meditation, healthy food options, and mindfulness sessions into their programs to enhance the attendee experience.
These are some of the major trends that have shaped the meetings and events industry in the past few years, and I expect them to continue to evolve and influence the future of events.
SBR:
What do you use as a barometer for economic health in a region?
Leggieri:
A few key performance indicators that we track:
Number of events and conventions: Tracking the number of hosted events in a specific period is important. It reflects the bureau’s ability to attract and secure conventions for our destination. It helps us to understand the effectiveness of our marketing, sales, and outreach efforts. In 2022 we worked with 403 visiting groups.
Room nights: Assessing the number of room nights is crucial to understanding the scale and reach of conventions hosted. In 2022 we tracked nearly 80,000 room nights.
Economic Impact: One crucial measure of success is the economic impact generated by conventions and events. The includes evaluating the total direct spending by attendees, exhibitors, and organizers as well as the indirect effects on the local economy like dining, shopping, and entertainment. In 2022, the groups that we worked with created an estimated economic impact of $59 million.
SBR:
What is our total available room count for the summer 2023?
Leggieri:
According to Smith Travel Research we have the following available room count:
In the city of Saratoga Springs, we have 2,211 rooms available.
In Saratoga County we have 3,944 rooms available.
SBR:
Talk to us about ‘heads in beds’. How do we measure success as it relates to meetings and events?
Leggieri:
Tracking the success of our lodging partners as one way to measure success. When they do well, that usually means that other sectors are benefiting from visitor spending. The meetings and events industry plays a significant role in the local economy, generating substantial economic impact at various levels.
Events attract attendees from different regions, leading to increased tourism and hospitality activity. Visitors attending conferences, conventions, tradeshows, weddings, and sporting events often stay in hotels, dine at local restaurants, explore attractions, and shop at small businesses, thereby stimulating the local economy.
SBR:
What are other ways in which visitors benefit a destination?
Leggieri:
Aside from the visitor spending previously mentioned, they can also generate income and create jobs for local businesses and residents, as well as more tax revenue for the city and county. Visitors also contribute to the vibrancy of a destination’s social and cultural scene. Festivals, events, and celebrations showcase our cultural heritage, artistic expressions, and creative industries. This not only enhances the local cultural identity, but also creates memorable experiences for our visitors.
It should also be noted that it’s important to balance the positive impacts of visitors with the needs and well-being of the local community and environment.
