Liberty Belle

Despite the abundance of clichés thrust upon New York regarding large fruit, alleged insomnia and its status as the self-appointed capital of the world, it is impossible not to fall for a city that charms as much as this one.

I love it above all others. But it is a city so well-known, even those who have never visited it feel they possess an intimate knowledge of its most arcane alleyways. Movie-makers and television producers have seemingly shown us every surprise, making it harder for meeting planners to astonish an audience. Perhaps the challenge to unearth something new is New York’s greatest appeal?

 So how do you approach a group wanting to experience New York from a new angle? As Maddie Czerwinski from Get U.S. Destination Event Management sees it: “The pockets of diversity found within the city are what makes visiting New York such a rich experience, regardless of how many times you have been. There are hidden districts within every borough. You can go from high fashion on Fifth Avenue to a neighbourhood as culturally diverse as Harlem in just a few blocks.”

When looking for specifics, the overwhelming response from the NY DMCs is that local knowledge is king, and few have better insider information than Kitt Garrett of Discover New York.

 “Nothing beats local knowledge, so choose your DMC wisely to save time, effort and money,” Garrett says. “We’ve had planners choose a combination of a restaurant and a theatre based upon an internet map. They think that it’s a three-minute transfer. The fact is that due to traffic and the season, it could be at least half an hour away. Location, meeting space requirements, distance from off-site events, service, ambiance, the price-to-value relationship – the options all need to be balanced, and without knowing the local scene, you will struggle to make informed decisions. And for all New York’s many assets, it is anything but simple. Every destination needs service and venues to match the needs of the client, but in New York it is just that much more extreme.”

 Karen Shackman of Shackman Associates shares this view, and it underpins the organisation’s move to provide programmes that allow guests to experience New York rather than merely observe it. “There are a number of different areas we know people look to incorporate into any event – namely shopping, theatre, dining, culture or sports,” she says. “So we have worked with our extensive local contacts in each of these areas to develop exclusive customised experiences which give guests the true ‘inside track,’ rather than the same mass-market options they would find on the internet or through a hotel concierge.

“Depending on the demographics of the group, we could highlight alternative takes on New York – from the trendy to the arty, from classic New York to the hidden gems we save for our proposals. Clients are even visiting the amazing multicultural areas of Brooklyn, Queens and the Bronx, which, not so long ago, even the locals didn’t fully appreciate.

“And for those groups with more than a few days, they can get out of the city entirely to experience different aspects of New York State – be they artistic, culinary, military, historical or otherwise.”

 As with any destination, choosing a hotel to match your delegates’ needs is vital, and, as with everything else in New York, the choice is huge. However, Garrett is keen to sound a note of caution. “Many meeting planners try to select a hotel over the internet, but have no idea of its service levels, the time it takes to move from place to place, or simply if it will suit their guests. Even if the DMC is not buying the hotel for you, in New York you really still need to involve them in the process.”

 New York and hype go hand-in-hand and that is especially true when it comes to hotels. Take The London NYC, refurbished and re-branded on the site of the delightful Rihga Royal. This hotel has received extensive column inches from the travel and style magazines, based predominantly on its eponymous restaurant – the New York residence of Gordon Ramsey. But is it worth it? Does the money spent on PR translate into a hotel of genuine substance? “Oh yes, The London is fabulous,” says Ina Lee Selden of Manhattan Passport DMC. “We have booked it for lots of groups. Lately they have loosened up on the rules for the restaurant, making it possible to do breakfast without having to resort to private dining, which is a big plus, and of course the location could not be better for a Midtown event. Everything about The London feels five-star, but it has also been offering some good four-star prices.”

Another property to undergo a massive facelift and an injection of cash is the legendary Plaza on Central Park. In terms of history, location and a name to dazzle it’s hard to top, but since its re-invention so too are the room rates. Selden explains: “It is not easy to book a group at the Plaza. When it re-opened the rates were astronomical, and since there are no longer rooms on the park (that’s a privilege reserved for the residential apartments that share the building), even by New York standards it seems excessive. But its history and tradition are still intact, and the location is simply incredible.”

Just along from the Plaza is another fully refurbished property, The Essex House. Renovated from roof to cellar at the expense of the seemingly bottomless pockets of the Jumeirah Group, the hotel’s near-perfect location right on Central Park South is now complemented by an interior that can compare with the best in the world.

The Four Seasons, The Pierre, The Peninsula, The Carlyle, New York Palace and a brace of Ritz-Carltons, of course, remain at the top of the hotel roster, where even the most demanding of guests would feel their appetite for luxury and service sated. These have been joined by New York’s five-star international masterpiece, the Mandarin Oriental. Living up to every expectation demanded of one of the world’s leading marques, the Mandarin Oriental is perfect for both groups and individuals, while rates are reportedly competitive against its five-star rivals.

For those wanting to take a step down from the top-end rates of the leading luxury properties, the Omni Berkshire on East 52nd Street is an often-overlooked property that knows the meetings market as well as anyone, and rarely disappoints. Similarly, those wanting the boutique style should look at the likes of Starwood’s various W hotels, including The Times Square, and, in particular, The New York, where European delegates appreciate the comfort, location and, at weekends, the buzz in the lobby bar. This bar is ideal for conference groups as there are no cover charges, no minimum orders and no fear that an over-zealous doorman will mess with your reservations.

The perennial appeal of Manhattan is illustrated by the fact that a well-known UK-based consumer-goods brand is taking 60 top distributors to New York next month. It may be a sign of the times that the company is coy about celebrating its success and motivating its staff. The programme has been organised by Gerry York at UK-based Oxford Motivation who says that Rio and Dubai were also considered as destinations. “The former was ruled out because it was considered too far and perhaps a little risky; the latter was ruled out because it is regarded as a bit of a building site,” York says. “New York won because it remains this industry’s top draw – it has great shopping, great theatres, great food and the flight is not overly tiring.”

The exchange rate is an issue – York costed the event at $1.75 to the pound – as this went to press the pound was down to $1.43 with little sign that it had bottomed out. He says: “The client is aware of the reality of the situation and will absorb the extra cost. We are flying with Virgin who gave us a very competitive rate and the group is staying at the Sofitel near Fifth Avenue – a beautiful property in an ideal location.”

York believes that when times are tough, clients return to their trusted favourites and that in the current climate clients are looking for the ‘old stalwarts’ rather than venturing out to new destinations. He says: “New York has a very strong image which has been won over many years in the eyes of corporate planners, and in times of economic stress this investment starts to pay off, when they are looking for a ‘sure-fire’ destination that will excite potential incentive qualifiers. It is not a ‘risky’ destination with no track record. Clients also expect a deal when times are tough, so just quoting the going rate is no good. They need to feel that the agency has been able to broker a good deal, so offering reduced rates, complimentary upgrades and other ‘free’ facilities all helps to get the business confirmed.”

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