Prevue July/August 2014 - (Page 14)

bureau buzz The Bermuda of Today The island incorporates new meeting trends while maintaining important traditions Caption Chef Marcus Samuelsson U p in the hills in "back-a-town" Hamilton, Bermuda, there's a local man named Art Mels who sells a big ﬁsh sandwich that's legendary in these parts. Lightly fried and served on raisin bread, Mels' specialty is so good that his little place is ranked Bermuda's No. 2 restaurant on TripAdvisor. It is these kinds of experiences that the Bermuda Tourism Authority wants to start sharing with groups, based on global demand for more local authentic experiences. "Bermuda has so many unknown stories to tell, and now is the time to discover those stories and rediscover the Bermuda of today," says Victoria Isley, chief sales/marketing ofﬁcer at the Bermuda Tourism Authority. "Like Art Mels' ﬁsh sandwich, those are the kind of insider things that people want, both high-brow and hole-in-the-wall. I think that's what really makes up a true place. That's what an authentic experience is all about." Isley says she and her team spend a lot of time discussing Millennial behavior because they're the ones driving a lot of new trends, like the pursuit of immersive destination experiences. "Those are the kind of insider things that people want, both high brow and hole-in-the-wall." They're also moving into decision-making roles and determining more and more meeting content. Toward that end, Bermuda is actively repositioning the island's marketing and group programming to attract a younger demographic while, at the same time, maintaining established ties with planners and attendees who have visited Bermuda many times previously over the years. Isley explains that she's looking at the new wave of "unconferences" with next generation meeting design like Austin's South by Southwest (SXSW) and Montreal's C2MTL, where there's a much more free-ﬂowing exchange of ideas and interdisciplinary spirit of collaboration. "If you think about South by Southwest, or a lot of the tech industry shows that Millennials attend, it's that opportunity to think creatively in open spaces," Isley says. "To have that mix of business and fun brings a new level of engagement because people can unwind. And Bermuda has that hands down." She sees a similar theme happening in hotel lobbies that have evolved into "meeting pods for people to congregate," because they're more accessible and open. At the same time, they're gently segmented into different energy zones that attendees can ﬂow between seamlessly. Isley says that's what she sees happening next with meeting spaces, suggesting the ability to "mix it up" and reconﬁgure rooms to create more interactive exchanges, which again helps to ramp up engagement. The hotels are responding to these new trends too. For example, New York's famed Ethiopian-Swede Chef Marcus Samuelsson at Manhattan's Red Rooster Harlem is bringing his Southern comfort food with Nordic inﬂections to a pop-up restaurant at Fairmont Hamilton Princess. Another big trend this year in Bermuda is "bleisure," mixing business and leisure during meetings and pre/post. Isley says there's deﬁnitely more and more blurring of lines between the two, because people are feeling the effects of "time poverty," and they want time to rediscover what inspires them. However, these new trends are designed to complement Bermuda's established traditions, not supplant them. "Tradition is a positive thing, and I think we paint with broad strokes sometimes when we talk about generations," explains Isley. "The pace of Bermuda and some of the British aspect-where you can actually slow down and have a proper conversation and a proper cocktail with someone-that always opens people to the possibilities of something different."-Greg Oates gotobermuda.com 14 | prevue magazine 14-15_BBuzz.indd 14 7/2/14 8:33 PM http://www.gotobermuda.com

Table of Contents for the Digital Edition of Prevue July/August 2014

Planner’s Pick: The Franklin Institute
Fresh Meets: Marriott Hotels
Bureau Buzz: Bermuda Tourism Authority
Good Business: Anaheim/Orange County CVB
Sea Shores: Table for 2 (Hundred)
Table Talk Creativity and engagement add flavor to culinary events
SPECIAL SECTION: THE CARIBBEAN More than a vacation spot, paradise for meetings
IRF INVITATIONAL Secrets Puerto Los Cabos hosts the biggest incentive forum yet
On Location: Dominican Republic
On Location: Westin Hilton Head
On Location: Vancouver
LOUISIANA Culture, dramatic venues and immersive tours surround the Big Easy
ORLANDO AIBTM host city is a top draw for meetings
On Location: Auckland
SUSTAINABLE MEETINGS GMIC helps planners minimize their footprint
Checkout: Thompson Chicago

Prevue July/August 2014