3rd Annual Symposium:
Creating Consumer Experiences "The Special Event Strategy"
SMHM hosted its 3rd Annual Creating Consumer Experiences Symposium on March 15, 2007 in the Ballroom of the University Gateway Center. Target was the corporate sponsor for the event that was attended by about 300 students and guests. The 2007 theme "The Special Event Strategy" focused on how great special events generate customer loyalty, bring in new customers, increase profits, and create customer excitement in retail and hospitality businesses.
Speakers were Douglas Harman, Thomas J. Faust, and Sally McDevitt. Harmon is a professional public speaker, consultant, and writer about the tourism industry and local government issues. Through his work with CVBs, Harmon provided an entertaining list of "Things Not to Do When Planning Special Events." Faust is Director of Sales and Marketing for the Hilton Anatole, Dallas, Texas. Under his direction, the Hilton Anatole won multiple Pinnacle Awards and is listed in
Meetings and Conventions "Hall of Fame." Faust provided insights into planning and holding events on a grand scale. McDevitt is Store Manager, Nordstrom Dallas Galleria. She overseas one of the retailer's highest producing stores and uses special event strategies to draw in customers and give them a reason to shop and to return. McDevitt presented a strategic plan for a children's special event that included entertainment, gifts, food, and participant interaction. They presented students with many examples of how to create an event concept and the strategies needed to plan, execute, and evaluate successful events.
