Seeing opportunity in the midst of economic distress, the High Country Conference Center at Northern Arizona University adapted its business model. It\u2019s an approach that\u2019s here to stay.<\/p>\n
Steadily increasing revenues demonstrate the success of the shift, which entailed a move away from package deals for big events. Now the focus is on an a la carte menu of services for smaller meetings and events\u2014an approach that provides a path forward in a world of leaner corporate spending, even as the economy improves.<\/p>\n
\u201cAs the economy declined, we had to change strategy quickly,\u201d said Moses DeBord, general manager of the conference center. The original business model for the 5-year-old facility was based on the Day Meeting Package, a value-driven proposition that offered one price for a full range of services. In those days, the center pursued events of 200 or more attendees.<\/p>\n
As corporations scaled back their spending, \u201cwe ran into price resistance,\u201d DeBord said. In that environment, trade shows, receptions, breakfast (or lunch) meetings and social events became more attractive.<\/p>\n
Today, the conference center hosts weddings, along with smaller and shorter meetings of various associations, while still drawing occasional large events. DeBord said about 55 percent of the conference center\u2019s business is non-package.<\/p>\n