Win Big, Site Small: Introducing Tier Two Cities

What is a Tier Two City? Tabitha Stallworth, Visit Albuquerque, explains it Best
It's important to recognize that tiers are not to be confused with good, better, best. Tier one cities tend to be larger metropolitan areas with extensive infrastructure, amenities, and higher population densities. In contrast, tier two cities are usually smaller or mid-sized cities with growing infrastructure and amenities. However, since no measurable criteria exist to determine tier levels, labeling can lead to perceptions or assumptions that result in missed opportunities. The most successful planners prioritize their meeting objectives first and then recognize how destinations, regardless of their tier, can complement their needs.

Why go Tier Two? Sally Noona, Virginia Beach CVB, Gives you the Bottom Line
Probably the biggest advantage of looking at a second tier city is the favorable cost value you will find along with the fact that we WANT your business and will work extra hard to keep it!  Overall costs should be less in the smaller cities. The barometer I like to use to show the value is the cost of a gallon of coffee: at our convention center, the cost for a gallon of coffee is still under $50.00! And you will be the 'big fish in a small pond' when considering a smaller city. We will work hard to deserve your selection.

Are there other Advantage to going Tier Two?
Many tier two cities are very walkable, have great transportation infrastructure and nearby international airports, just like the bigger players. In VA Beach, there are two international airports within 45 minutes of the oceanfront which boasts a 3-mile board walk filled with hotels and great restaurants overlooking the Atlantic. Albuquerque's airport is located less than 10 minutes from Downtown, and the city sits at the intersection of Interstate 25 and Interstate 40, making it easily accessible by car or plane. And in Raleigh, attendees can walk from the Convention Center to one of more than 100 restaurants and shops many of which are operated by locals, all while getting a true feel for the personality of the city.

Want to get back to nature? Look at cities like Scottsdale that offer views of the Sonoran Desert from many of their hotel rooms that range from budget to luxury resorts with full service spas. Warmer climates like Scottsdale and Long Beach are also great to look at in the off season when you will have more options at better rates. 

Many organizations are now adding in time for attendees to truly experience not only the location but the rich culture of each place they visit. With DEIB at the forefront, there are many ways that smaller cities and towns can welcome you in and share their rich heritage. "In Albuquerque, diverse cultures and centuries of history blend with boundless creativity and cutting-edge innovation to create an authentic destination unlike any other. The city’s one-of-a-kind cuisine, unmatched weather, and abundance of open space have the power to change perspectives."

How to Plan Tier Two
The hotel partner is the expert in the venue and your CVB/DMO is the expert outside the venue.
The CVB/DMO rep will assist you in knowing the best way to get the most out of their destination. Lean on your rep to assist with unique opportunities and/or speakers in the destination. There might even be ways the CVB can assist with promoting or offering a digital toolkit to assist with attendee development. Groups can benefit from their local knowledge and they can often offer cost savings (some even have occasional room rebates) and logistical support. There are also advantages, such as more personalized services including unique venue and attraction scouting, which may not be as readily available in larger locales. 

Have questions about anything else related to the city such as soliciting a welcome letter from a key official? The CVB's network of local contacts is readily available, allowing for quicker and more direct communication with influential figures and decision-makers. This accessibility fosters stronger relationships and more effective collaboration, enhancing the overall experience for event planners and attendees alike.

Don't Miss Out!
According to the 2024 State of Meetings & Convention Industry survey, ¾ of respondents said they were open to sourcing new destinations in the U.S., which means considering midsize markets. With siting timelines slowly returning to pre-pandemic levels, you should start looking 2-3 years out for larger events, just like in larger cities, to get the most options at the best rates. One thing that's great about smaller to mid-sized hotels is that they can usually accommodate small groups such as board meetings and pre-con site visits even over higher demand dates. They would love to fill in their open rooms and meeting spaces any time - event last minute. And as stated above, off season will always save you a bundle in smaller tier two towns.

CVB/DMOs will always be happy to help you determine if their destination aligns with your specifications, meeting goals, and attendees' values. In partnership, the CVB and your hotel rep can help you deliver a unique event that charms, delights, surprises, and exceeds expectations.

Written by Carrie Holmes
Marketing Director, MPIGNY