Groups Today May/June 2023 by Serendipity Media

Groups Today MAY/ JUNE 2O2 3

THE RESOURCE FOR EVERY THING GROUP TR AVEL .

DINING + DRINKING ACROSS AMERICA A Snapshot for Groups

+ WAVE 'HELLO' TO MICHIGAN! HELPING GROUPS OVERCOME TR AVEL STRESS

Published by Serendipity Media, LLC Volume 21 Issue 3

IMPROVING YOUR FOLLOW-UP MESSAGING TO L AND MORE SALES w w w.group s to day.com

GROUPS TODAY May /Ju ne 2 02 3

IN THIS ISSUE M AY/ J UNE 2 0 2 3

COV ER © V I S I T N A PA VA L L E Y / M A RY A L I CE G R ECO

Vo l u m e 2 1 , I s s u e 3 GROUPS TODAY IS PUBLISHED BY: Serendipity Media, LLC 866-252-7108 www.serendipity-media.com

PLANNER PROFILE

5 MINUTES WITH...

Kate Scopetti "It's in My Genes."

Bryce Albright, Dude Ranchers' Association

page 4

page 27

PRESIDENT & PUB LISHER

Kasie Smith

THEME

ART DIRECTOR

Courtney Van Hagen MANAGING EDITORS

Sarah Suydam Josh Veal GR APHIC DESIGNER

Emily Alspaugh SALES & ACCOUNTING COORDINATOR

Megan Marshall

DINING AND DRINKING ACROSS AMERICA

MARKETING DIRECTOR

page 8

Loren Eisenlohr MARKETING COORDINATORS

Rachel Syrba Natalie Villar Jasa West

D E S T I N AT I O N

OFFICE COORDINATOR

Maggie Mutch MEDIA CONSULTANT

Haleigh Gerwig haleigh@serendipity-media.com

WAVE 'HELLO' TO MICHIGAN!

MEMBERS OF: Student & Youth Travel Association American Bus Association National Tour Association Circle Michigan Ontario Motor Coach Association

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ISSUES

EDUCATION

Helping Groups Overcome Travel Stress

Improving Your Follow-Up Messaging to Land More Sales

page 6

page 18

IN EVERY ISSUE

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Editor's Letter 2

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Spotlight 14

Ad Index 28

A N OTE F RO M TH E M A N AG I N G E D ITO R For most of us, travel is in our blood. W hether stemming from trips w ith family grow ing up or traveling abroad in college, many of us can pinpoint where in which our love for travel and exploration was born. For Kate Scopetti, t his love began while traversing Europe as a teenager w ith her family in the late ‘60s and early 70’s. Today, as President of MARS and Companies, Scopet t i ref lects on her past ex periences and cont inued successes on page 4. We also touched base w it h Br yce A lbright, Executive Director of the National Dude Ranchers’ Association. Albright, who grew up w ith her parents work ing on dude ranches, shares how groups could enjoy this exciting and traditional segment of the industr y on page 27. This issue also ventures into delicious territor y, offering a snapshot of the incredible culinar y and libation destinations found throughout the countr y. From t he lobster-cent ric dishes and ex periences in Maine to t he w ines of

SARAH SUYDAM Managing Editor

sarah@serendipity-media.com

the iconic Napa Valley, we touch on it all (page 8). On page 20, we travel to the dunes, lakes and forests of Michigan, where Motow n soul and incredible nat ura l beaut y ca n be found a l l in one state. Come a long w it h us as we explore why t he Great Lakes State and its t wo peninsulas make for a truly unique and incredible group travel destination. As always, we also offer up the educational insight you seek, from tips for landing more sales (page 18) to helping your groups overcome travel stress before and during their adventures (page 6). From the team here at Groups Today, here’s to hoping the sun is shining wherever you may find yourself this time of year!

Send your stories, suggestions and thoughts to: 535 Cascade West Parkway SE Grand Rapids, MI 49546 sarah@serendipity-media.com

Cheers, Sarah Suydam

GROUPS TODAY May /Ju ne 2 02 3

G R O U P S T O D AY. C O M

is MORE THAN JUST A MAGAZINE T h e “ B e s t o f ” d i g i t a l c o nte nt f o un d o n l y o n g ro up s to d ay. c o m

THE DO'S AND DON'TS OF BEING AN EFFECTIVE MANAGER INCREASE YOUR EMAIL OPEN RATE USING THESE TIPS TRAVEL TRENDS BY AGE DEMOGRAPHIC FOMU: THE FEAR OF MESSING UP

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PL ANNER PROFILE

By Sarah Suydam

K AT E S C O P E T T I

"It's in My Genes."

Kate Scopetti got her start in the industr y in 1982 work ing

at a small hotel in Indiana, Pennsylvania—the Christmas

it’s one that’s still popular and promoted in the communit y

Tree Capital of the World. W hile the cit y wasn’t considered

over 30 years later.

a g roup tour dest inat ion at t he t ime, Scopett i worked to come up w ith an idea to make it one.

After experiencing early success, Scopetti was promoted and relocated to Washington, DC, before branching off in

“Indiana is Jimmy Stewar t’s hometow n, so it hit me …

1997 to start her ow n company, Mid At lantic Receptive

‘It ’s a Wonderf ul Life i n Ji m my Stewa r t’s Hometow n!’”

Services. Over the years, Scopetti’s entrepreneurial drive

said Scopetti, who worked in tandem w ith her then-sales

and creativit y led her to her current role as President of

manager to bring the idea to life. “We inter v iewed Jimmy’s

MARS and Companies, a full-service custom wholesale tour

boyhood best f riend, worked w it h t he historica l societ y

operator working for other tour and bus owner operators.

and others to help create multiple attractions.” Though this was her first product development project,

Scopetti—who was recently awarded the 2023 TODAY! Award by Groups Today at ABA Marketplace in Detroit— finds the grow th and expansion of MARS remarkable, and

(Lef t): Luc y Burns Museum, presented by t he Work house A r ts Center, formerly t he Lor ton Prison Complex in Lor ton, VA. (R ight): St. John’s Church, Washing ton, DC Photos © M ARS Tours & Travel; Accent Travel Net work, Accent East FA M Tour, November 2022

GROUPS TODAY May /Ju ne 2 02 3

A s a te e na g e r, S c o p et ti li ve d in S i cil y an d P ari s f o r s eve r al m o nth s at a tim e w i th h e r thre e b roth e r s an d p are nt s , tr ave lin g thro u gh all o f I t al y, G e rmany, H o ll an d , D e nmark , Sw i t ze rl an d , En gl an d , Fr an c e an d m o re . “Looking back, sometimes I wonder what my parents were thinking, taking us trapezing across Europe in the late ‘60s/early 70’s. But then, I know. It’s the drive to explore, experience, learn, be astonished and discover. It’s in my genes. Thank you, mom and dad—the journeys were filled with astonishing and life-changing experiences.”

(LtoR): M ARS Tours & Travel Headquar ters, Stephens Cit y, VA 22655 Ok lahoma Cit y, OK Photos © M ARS Tours & Travel Luc y Burns Museum, presented by t he Work house A r ts Center, formerly t he Lor ton Prison Complex in Lor ton, VA. Photo © M ARS Tours & Travel; Accent Travel Net work, Accent East FA M Tour, November 2022

ref lects on highlights of her industr y tenure. “Becoming a success and well-k now n in the DC market was a g reat ach ievement; I worked ver y ha rd creat i ng partnerships and gaining clients,” Scopetti said, sharing gratitude for industr y friends and partners like Sue Arko.

golf cart tours of Bonaventure Cemetery; and more. Scopetti believes that through times of trouble, unique and often large opportunities can present themselves.

“I draw so much support, k nowledge and enjoyment from

“T hey come on ly ra rely, a nd one must see t hem a nd

them and I learn and gain so much insight from them.”

act quick ly to reap t he benef its,” she said, encourag ing

Some of the greatest experiences Scopetti has offered over

i ndust r y newcomers to f i nd a nd fol low t hei r passion,

the years include: An evening under the stars and a sock hop

learn from their mistakes and always partner w ith others.

on Route 66 in Oklahoma; visiting an oyster bar and diving into

“I believe that success is rooted in the love one has for their

the Gullah culture in Lowcountry South Carolina; enjoying a

work and the positive change it brings to oneself and others.

BBQ luncheon on a deck overlooking Moon River in Savannah;

Work hard, as success doesn’t come easily, and once you’re there, it’s even harder work to maintain and continue to grow. But remember: Hard work isn’t so hard if you love what you do.”

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ISSUES

By Sarah Suydam

Helping Groups Overcome Travel Stress

Regard less of how many passpor t

what factors br i ng on t ravel st ress

ex periences and more. “Indiv idua ls

stamps someone may possess, travel

in order to work towards calming it.

w ho’v e h ad ne g at i v e e x p er ienc e s

stress can be experienced by anyone,

According to K rauss, t ravel st ress is

while t raveling in t he past may feel

at a ny t i me. T h at do e s n’t me a n,

not always related to the destination

a n x ie t y or fe a r r e g a rd i n g f ut u r e

however, t hat tou r operators ca n’t

or t he journey itself, but rat her t he

t ravel. For ex a mple, a person who

play a part in helping ease that stress

underly ing an x iet y and uncer taint y

has ex per ienced a t rau mat ic event

for t hei r g roups so t hey ca n enjoy

that can arise from traveling.

wh i le t ravel i ng such as a n i l l ness,

their trip to the fullest.

“For mo s t of u s , t r a v e l br i n g s

m issed dest i nat ions, t hef t, assau lt

To lea r n more, we sat dow n w it h

u s out of ou r t y pic a l rout i ne a nd

or a nat ura l disaster may develop a

expert Paul Krauss, MA LPC, Clinical

e n v i r o n m e n t— s o m e t i m e s c a l l e d

heightened sense of threat or danger

Director of Health for Life Counseling

our ‘comfor t zone,’” he said, list ing

associated w ith travel.”

( h e a l t h f o r l i f e g r. c o m) , a p r i v a t e

several

cont ribut ing

I nter persona l a spec t s may a lso

practice psychotherapist, and host of

factors such as fear of the unk now n,

play a part, especially for those who

the Intentional Clinician podcast.

a d isr upt ion of rout i ne, sa fet y

experience social anxiety or discomfort

concerns, f light delays, negative past

with unfamiliar social situations.

First, it’s important to understand

potent ia l

“TOUR OPERATORS AND GROUP TRAVEL PL ANNERS HAVE AN IMPORTANT ROLE IN ENSURING THEIR TRAVELERS HAVE A POSITIVE AND STRESS-FREE TRAVEL EXPERIENCE.” 6

GROUPS TODAY May /Ju ne 2 02 3

ENCOURAGE YOUR GROUPS TO LIMIT TECHNOLOGY USAGE TO REMAIN PRESENT IN THE MOMENT.

FEATURED IN THIS ARTICLE:

“Traveling often involves interacting

“ T h i s c ou l d i n v ol v e p r o v id i n g

with new people, such as hotel staff,

clear instructions for transportation,

tour guides or fellow travelers,” Krauss

me a l t i me s a nd me et i ng poi nt s,”

said. “Concerns about fear of judgment,

K r au s s e x p l a i ne d . “C h a nc e s a r e

adapting to cultural differences, or

t hat t ravelers w ill feel more rela xed

unfamiliar social norms can also lead

a nd con f ident i f you com mu n icate

to travel stress.”

important information w it h t hem in

hyd r ate d, not d r i n k i ng too muc h

a timely and effective manner.”

a lcohol a nd engag i ng i n ac t iv it ies

T ha n k f u l ly, t here a re w ay s tou r

PAUL KRAUSS, MA LPC Clinical Director of Health, Health for Life Counseling

L e a d i n g u p t o a t r i p, K r a u s s

t hat you enjoy,” K rauss said. “Don’t

sug gest s tou r operators encou rage

forget about emot iona l wel l-bei ng

“One strategy is to share itineraries

t hei r g roups to have rea listic

eit her. For t h i s, t r y m i nd f u l ne s s

as early as possible,” K rauss said.

e x p e c t at ion s, t o pu rc h a s e t r av el

techniques, such as deep breat hing,

“Prov iding a detailed itinerar y and

insurance and to anticipate potential

meditation or yoga. Even a little break

schedule well in advance can help

cha l lenges or setback s such as lost

for st ress may avoid t he d readed

travelers mentally prepare for their

luggage or weather impacts.

‘vacat ion arg uments’ t hat can arise

operators and group travel planners can help.

among travel partners.”

trip and reduce uncertaint y. W hile

“By menta l ly a nd f i na ncia l ly

uncertainty is associated with negative

preparing for these possibilities and

Last but cer ta i n ly not least,

menta l hea lt h outcomes, k now i ng

hav ing a contingency plan in place,

e nc ou r a g e y ou r g r ou p s t o l i m it

what to expect will help travelers feel

you can reduce stress and anx iet y if

technolog y usage to remain present

comfortable and at ease.”

somet hing does go w rong,” he said,

in the moment.

K r au s s a l s o sug ge st s prov id i ng

also noting the importance of groups

“Con st a nt l y c he c k i ng em a i l s or

g roups w it h a lter nat ive pla ns for

familiarizing t hemselves w it h local

socia l media ca n add to feelings of

unexpected situations ahead of time.

t rad it ions, cu lt u res a nd behav iors

stress and over whelm,” K rauss said,

“Tour operators should raise t heir

ahead of time. If t here’s a lang uage

add i ng t hat a 2015 st udy i nd icated

g roups’ awa reness about t ravel

ba r r ier, c on sider c reat i ng a one-

t hat l i m ited u se of ema i l s lower s

disruptions or weather-related issues

sheeter for groups with some common

s t r e s s a nd le ad s t o h i g her w el l-

before t r avel i ng ,” he sa id. “Don’t

words and phrases that might come in

bei ng. “Tou r operators a nd g roup

forget to int roduce back up plans as

handy (asking for help, the location of

t ravel pla n ners have a n i mpor ta nt

well and communicate t hem clearly

the nearest bathroom, communicating

role in ensuring t heir travelers have

to the group. This w ill help travelers

any food allergies, etc.).

a p o s it i v e a nd s t r e s s-f r e e t r a v e l

Groups shou ld a lso continue to

ex per ience. By being proact ive a nd

Unsurprisingly, clear and concise

practice self-care throughout the trip.

anticipating potential stressors, they

communication is another huge part

“This could involve getting enough

ca n help ease a n x iet y a nd create a

sleep, eating nutritious meals, staying

more enjoyable travel experience.”

feel more reassured and prepared.”

of reducing travel stress.

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T H EM E F E AT U R E

Aust in, Texas. Photo © Vy Ng uyen

GROUPS TODAY May /Ju ne 2 02 3

By Allison Kay Bannister

DINING AND DRINKING ACROSS AMERICA A SNAPSHOT FOR GROUPS

James Beard—chef, author, teacher and namesake behind the well-known culinary awards—once said: “Food is our common ground, a universal experience.” Planning a group tour around a region’s dishes and craft beverages is not only a way to bring people together through shared experience; it’s also a way to introduce travelers to new f lavors and educate them on the country’s diverse cuisine. The destinations featured here range from the infamous to the ‘who knew?’ Ready to tempt your tastebuds? Let’s go!

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T H EM E F E AT U R E

Nor t hern

C a l i f o r n i a ’s

Napa

Valley has ea r ned its reputat ion as a prem ier w i ne reg ion, not just i n t he U.S., but in t he world. Beringer W i ner y, w it h it s h istor ic proper t y i n St . Helen a, i s ide a l for l a r ger g roups, as it ca n accom modate up to 100 people indoors and up to 250 pe ople out do or s. But , more t h a n just a large space, it’s also the oldest c ont i nuou s l y oper at i ng w i ner y i n t he Napa Va l le y—a nd t herefore a mu st-see. T here’s a l so Ca kebread Cellars, anot her large, iconic estate located in Rut her ford, which of fers pr ivate g roup tou rs a nd w i ne a nd food pa i r i ng ex per iences, whet her seated or st rol l i ng a m id t he v i nes. A g reat way to ta ke in a number of spot s is to cl i mb aboa rd t he Napa Va lley Wine Train. Seat ing up to 72 people per car and ser v ing up w ine, gourmet food and exceptional v iews, t his restored t rain takes passengers on a 36-mile round trip w ith stops at some of the most celebrated w ineries in the region.

Top Photo © Visit Napa Valley / Mar y A lice Greco Bottom Photo © Napa Valley Wine Train

Austin, Texas may be more k now n for its live music scene, but therein lies the surprise. It’s also a mecca for beer, w ine and spirits, as well as signature cuisine, from Tex-Mex to barbeque and more. Tak ing one of the many available tours is a great way to get a taste of some of the “bests” the cit y has to offer— and it also allows planners to tailor their activities to their group’s interests. Popu la r opt ions i nclude Aust i n Brewer y Tou rs, St i l l Aust i n W h iskey Co., Pubcrawler of Aust in, Liv in’ It Wine Tours, and Aust in Eats Food Tours, to name a few. Even if food and bev vies are your primar y reason to be in Austin, there’s no reason not to sample some sounds. Parker Jazz Club features Roaring ‘20s-inf luenced cocktails and light fare; Stubb’s Bar-B-Q is a not-to-be-missed Austin institution w ith an outdoor amphitheater; and Banger’s Sausage House & Beer Garden’s name prett y much says it all. Milwaukee may make you think of sk ipping dow n the sidewalk after a day of work ing on the beer bottling line, but Brew Cit y is more than just suds (though they rightfully play a prominent role). One spot that tops the list for groups is 3rd

Photo © Gourdough's Public House

GROUPS TODAY May /June 2 02 3

St. Market Hall, which has more than a dozen food vendors. Tr y A ny t ime A repa for i nspi red Venezuela n fa re a nd s top i nto Da i r y l a nd to t a s te some of Wisconsin’s best treats, from frozen custard to fried cheese curds. Get your food truck fix at Zócalo Food Park, which is open year round and feat u res g loba l st reet foods as wel l as an indoor space for seating. A nd, don’t miss t he jerk chicken egg rolls or jerk cheese c u rds at Pepper pot Jamaican restaurant. Brady Street is k now n for its w ide range of eateries, and a stop at Glorioso’s Italian Market i s a l s o re c om mende d . A nd, bac k to beer, g roups ca n tou r t he Pabst Mansion and Historic Pabst Brewer y, or ta ke a comed ia n- or rapper-led

Photos © Kentuck y Dist illers Associat ion

tour of Lakefront Brewer y and enjoy some adult humor along the way. Take a big sw ig of “America’s Official Nat ive Spi r it ” a long t he Kentuck y Bourbon Trail®. This road-trip-st yle experience takes groups through the bi r t hplace of bou rbon w it h g u ided and self-led tours to suit your group’s desire. A g reat place to sta r t is t he K BT Welcome Center at t he Frazier, w h ic h i s pa r t mu s e u m a nd pa r t concierge ser vice w ith maps and field guides for planning your expedition. Tr a n s p or t at ion p a r t ne r s s uc h a s Mint Julep Experiences and Pegasus Distiller y Experiences offer a wealth of opt ion s, w het her it ’s a spi ke d brunch or a tour of area distilleries. Kent uck y Cooperage g ives a primer on t he ba r rel prepa rat ion process; K e n t u c k y R i v e r To u r s p r o v i d e s

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Lef t Photo © Leon's Oyster Shoppe / Ex plore Charleston Bottom Photos © Transfer Co. Food Hall / Brian St rick land | Visit Por t land / Serena Folding

T H EM E F E AT U R E

tastings and tales of bourbon histor y by water; and Hermitage Farm blends d i n i ng , cock t a i l s, a r t a nd hor ses, a l l on t hei r sweepi ng g rou nds. No matter how you choose to traverse the trail, book ing in advance is strongly recommended. C h a rle s ton, S out h C a r ol i n a i s a not he r hot s p ot f or c u i s i ne a nd pot able s a nd t here’s muc h to do

North Carolina’s capital cit y, Raleigh, is also a food-lover’s destination that

a nd see in t his cu lt ura l ly r ich cit y.

belongs on any cuisine-oriented itinerar y. Guided tours abound, w ith favorites

Charleston Cit y Market is filled w ith

led by Taste Carolina Gourmet Food Tours, who walk groups through the cit y’s

eateries ga lore, as well as specia lt y

modern and historic architecture while mak ing stops at selected restaurants,

s h o p s a n d a r t i s a n -m a d e g o o d s ,

a nd People Fi r st Tou r i sm E x per ienc e, w h ic h of fer s ha nd s-on, c u r ated

mak ing it a perfect launching point

experiences on topics such as agave, mushrooms, herbal teas, coffee, honey and

for your visit. If you want an expert’s

more. Groups could also take a cook ing class at Cheeni Indian Food Emporium

ta ke on t he loca l fare, t r y a g uided

or sample one of t he 350 beers on tap at Raleigh Beer Garden. Transfer Co.

walk ing tour w ith Bulldog Tours. Or,

Food Hall is also a go-to for groups, w ith its 43,000-plus square feet of space

book a tea tast i ng w it h For A l l t he

dedicated to all the eats. From ice-cream sandw iches to empanadas; burritos

Tea and learn about South Carolina’s

to burgers to bagels, they satisf y ever y palate.

tea histor y while you sip on rare and

If lobster a nd sea food a re what your g roup craves, vent ure to Portland,

aut hent ic Ch i nese teas. Cha rleston

Maine. This motorcoach-friendly cit y offers ex t ra amenit ies and ser v ices to

is also steeped in A frican A merican

tour bus drivers and guides, as well as convenient park ing. W hat’s more, it’s a

histor y and cuisine. Consider a dip

hub for dining w ith oodles of group-friendly restaurants, many of which offer

into the Lowcountr y’s inf luence w ith

special rates. Bull Feeney’s, DiMillo’s On the Water, Gritt y McDuff ’s Brew ing

Gu lla h Tours or sample t he cuisine

Co., Port land Lobster Company, and R i Ra Irish Restaurant & Pub are just a

at Nigel’s Good Food or Ha nniba l’s

few. Attend a lobster bake on Peak’s Island, hosted by Island Lobster Company,

Kitchen.

or go beyond t he shore on a lobster ing boat tour w it h Luck y Catch Tours. Port land also offers a variet y of ot her tours, including t he Maine Brew Bus, which prov ides a behind-t he-scenes peek into Maine’s dist illeries, w ineries and craft breweries.

GROUPS TODAY May /June 2 02 3

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S POTLI G HT

Photo © Visit At lant ic Cit y

SEE WHAT FUN AWAITS AT AMERICA’S PLAYGROUND Famously recognized as America’s Playground, Atlantic

memorable experience. Along with precise guest services and

Cit y welcomes one a nd a l l to t h is seaside dest inat ion,

waterside elegance, each casino resort showcases panoramic

where loca l spirits are connected, and t he celebrat ions

views of Atlantic City from every angle.

are unforgettable.

From g roup-bond i ng oppor t u n it ies to even i ng

Nestled bet ween the land and sea, experience Atlantic

adventures, Atlantic Cit y is ready to celebrate life’s greatest

Cit y ’s unique locat ion, sit uated w it hin one-t hird of t he

moments w ith thrilling year-round events and attractions.

nat ion’s populat ion. At lant ic Cit y ’s convenient locat ion

St roll t he At lant ic Cit y Boardwalk and discover endless

allows for v isitors to travel in the comfort of a car or f ly

family-centric fun at historic Steel Pier and Luck y Snake

directly to the Atlantic Cit y International Airport (w ithin

Arcade & Raceway, the largest indoor arcade along the East

12 miles) or the Philadelphia International Airport (w ithin

Coast. For live entertainment, score front row seats at Jim

60 miles). Once you’ve arrived, hop on t he At lant ic Cit y

W helan Boardwa lk Ha ll as enter tainment’s biggest and

Jitney, which is powered by compressed natural gas and

most successf ul acts take t he stage. Endless excitement

is Atlantic Cit y’s most convenient and affordable mode of

continues at Atlantic Cit y’s casino resorts where nightlife

transportation. With a variet y of transportation options,

and late-night experiences are always celebrated.

Atlantic Cit y aims to make your next v isit easily accessible.

With constant excitement and endless entertainment, a

With more than 17,500 first-class hotel rooms, Atlantic City

variet y of ser vices for the ultimate well-being recharge can

is an exceptional place to lodge. Whether in the Marina District

be found at one of Atlantic Cit y’s world-class spas. Treat

or situated on the world-famous Atlantic City Boardwalk,

yourself and your group to the illuminating spa ser v ices

a stay at one of the nine casino resorts will guarantee a

for a journey of peace and relaxation. Being pampered at

GROUPS TODAY May /June 2 02 3

Photo © Visit El Paso/A ndy Aust in

one of Atlantic Cit y’s spas is not only a luxur y, but a necessit y to recharge and enjoy the many energetic events

MORE TO EXPLORE IN EL PASO, TEXAS

during your Atlantic Cit y experience. K now n for it s t h r iv i ng c u l i na r y sc ene, At la nt ic C it y welc omes a l l to ex plore t he cit y ’s fa mous dining establishments.

Ranging

f rom

celebrit y chef restaurants to loca lly o w n e d e a t e r i e s , A t l a n t i c C i t y ’s re st au r a nt s a re wel l e qu ippe d to accommodate special events for large or sma l l g roups, ser ved i n u n ique spaces. W hen v isit ing At lant ic Cit y, come hu ng r y bec au se t he d iverse cuisine selections w ill surely satisf y taste buds of all k inds.

Nestled in the foothills of the gorgeous Frank lin Mountains,

At la nt ic Cit y a l so ha s a u n ique

El Paso is a v ibra nt a nd diverse com munit y w it h a n end less

pl ac e i n A mer ic a n h i s tor y. F rom

amount of incredible outdoor at t ract ions and plent y of year-

t he op en i ng of t he n at ion’s f i r s t

round fun for all ages.

B oa rd w a l k to i n s pi r at ion for t he

El Paso is a land of countless tales and adventures. A place where

Monopoly game, Atlantic Cit y histor y

simply look ing outside evokes images of Billy the Kid, Pancho

ca n be fou nd a rou nd ever y cor ner.

Villa, John Wesley Hardin, and every hero and outlaw in between.

Spend t he day lea r n i ng about t he

Look around long enough and you’ll find yourself daydreaming

cit y ’s evolv ing histor y f rom 1929 to

of your own Southwest excursion. Hang around long enough and

t he present day at t he At lant ic Cit y

you’ll undoubtedly find yourself on one. More than 300 days of

Experience, Atlantic Cit y’s historical

sunshine means world-class bouldering, mountain biking, trail

mu s eu m . S e e l i fe f rom above b y

running and more are at your disposal every month of the year.

climbing one of At lantic Cit y’s most

If you enjoy being outdoors and want to explore one of the most

histor ic landmark s and at t ract ions,

unique places in Texas, El Paso is the perfect place to be.

t he Absecon Lig ht house. Averag ing 171 feet tall w it h 228 steps, it’s New Jersey’s tallest lighthouse!

GATEWAY TO FOUR NATIONAL PARKS With the largest international airport in the region, El Paso is

At la nt ic C it y aw a it s you r a r r iv a l

strategically located in the center of four, jaw-dropping national

as st r ides to celebrate a nd let

parks: Big Bend National Park, Carlsbad Caverns National Park,

loose cont i nue to l ive ever y day i n

Guadalupe National Park and White Sands National Park. Each of

At la nt ic Cit y.

these amazing national treasures offers visitors the opportunity to discover why El Paso is known as America’s outdoor adventure zone.

See meetac.com for more.

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SPOTLIGHT FR ANKLIN MOUNTAINS STATE PARK Fra n k l i n Mou nta i ns State Pa rk , one of t he la rgest u rba n state parks in t he nat ion, boasts nearly 27,000 acres of serene ca nyons, tower i ng pea k s a nd scen ic v iews—a nd it’s r ig ht i n the center of El Paso. With mountain bik ing, cave exploration, mine tours, paragliding and ever y thing else under the sun, the Frank lin Mountains w ill satisf y even t he most adventurous of thrill-seekers. HUECO TANKS STATE PARK & HISTORIC SITE A nc ient pic tog raph s. World-cla ss bou lder i ng. Pa nora m ic desert views. People have been mak ing the trip to Hueco Tanks for thousands of years. It’s time you do the same. Hike rugged t ra i ls wh i le you keep a n eye out for a ny of t he hu nd reds of species of birds t hat live in t he area. Hueco Tanks State Park and Historic Site is open year-round w ith extended hours on the weekends in the summer. EL PA SO MISSION TR AIL E x perience El Paso’s early histor y when you ex plore t he El Paso Mission Trail, home to t wo 17t h-centur y missions and a chapel built in t he late 1800’s. The oldest, Ysleta Mission, was const r ucted in 1682 and is t he oldest cont inuously operat ing parish in Texas. Mar vel at t he white adobe-wa lled st r uct ures on t he t ra i l, a nd t hen see t he d isplays i n museu ms l i ke t he Tig ua India n Cu lt u ra l Center a nd Los Por ta les Museu m a nd Informat ion Center. In addit ion to its att ract ions, t he El Paso Mission Trail hosts cultural festivals throughout the year. MORE THAN JUST OUTDOORS If indoor advent ure is more your st yle, El Paso has a w ide range of hotels, restaurants, boutiques and factor y outlets that cater to ever y taste imaginable. El Paso is celebrated worldw ide as the boot capital of the world. W hether you’re look ing for boots off-the-shelf or hand crafted by the finest artisans, El Paso has the perfect fit for you.

Learn more at visitelpaso.com.

GROUPS TODAY May /June 2 02 3

SO MANY WAYS TO SAVOR THE GARDEN STATE

Photo © New Jersey Depar t ment of Travel & Tourism

PRIVATE DINING T he s e r e s t au r a nt s of fer pr i v at e d i n i n g r o om s s o you r g roup ca n “ta ke over” t he space a nd sha re lively conversations about what they’ve seen and done so far on your tour. In Nor t hern New Jersey: Bell’s Mansion Fine Dining Restaurant & Garden Bar, Bou leva rd Five 72, Il Villaggio, Libert y House and Mohawk House. In Central New Jersey: The Frog and The Peach, Lambert v ille Station Restaurant and Inn, Luciano’s, Rod’s Olde Irish Tavern and Salt Creek Grille. In Southern New Jersey: Bobby Flay Steak, Nunzio, Ram’s Head Inn and The Smithville Inn. ONE- OF-A-KIND E ATERIES Treat your g roup to memorable cu lina r y ex per iences i n t hese t r u ly u n ique venues. Med ieva l Ti mes Di n ner & Tourna ment ser ves up dinner w it h t wo hours of live jou st i ng a nd s wordsma nsh ip w h i le t he P i lsner Hau s Biergarten slings Austro-Hungarian dishes in an authentic Eu ropea n-i n spi red beer ha l l. St u n n i ng v iew s a re on W it h a m id-At la nt ic loc at ion conven ient ly sit uated

t he menu at A lice’s on La ke Hopatcong and McLoone’s

bet ween New York Cit y and Philadelphia, New Jersey is

Boat house, nest led into t he Sout h Mountain Recreat ion

packed w ith enlightening attractions and destinations—

area. W hile the ser vice staff at fusion restaurant Dragonf ly

f rom P r i nc eton’s cla ssic c a mpu s to t he world’s f i r st

is actually a f leet of robotic-assisted cats. It’s all aboard for

boardwalk and the oldest operating lighthouse to Thomas

New Jersey’s famed dining culture at the Clinton Station

Edison’s historic laborator y. Add in 130 miles of Atlantic

Diner. Or you can treat your group to (simulated) tropical

shoreline, t hr i l ling a musement pa rk s a nd w r ite-home-

storms in t he Rainforest Café, mobster st yle in K itchen

about landmarks, and you’ll discover why New Jersey is

Consigliere Cafe and t he freshest catches in t he Lobster

the ideal touring destination!

House’s harbor-front dining room or docked schooner.

Of course, tour operators know that great food makes a

Onc e you r g roup’s hu nger for a d i n i ng advent u re

great travel experience, and New Jersey delivers deliciously.

i s s at i s f ie d, y ou c a n c he c k i nto a w ide v a r ie t y of

Its seafood is prized up and down the East Coast. W hat’s

accom modat ions, ra ng i ng f rom budget to lu x u r y, w it h

more, New Jersey, aka “The Garden State,” dishes up a

competitive rates in comparison to N YC and Philadelphia.

hea lt hy ser v ing of farm-to-table cuisine. Internat iona l specialties f lavor the culinar y scene w ith Italian, Indian and Portuguese restaurants, and so many others. Map out your dining reservations with the recommendations below.

For assistance in planning your group tour— including guidance on building a customized itinerar y — call 609. 292 .42 39 or go to VisitNJ.org/travel-agent-resources.

w w w.group s to day.com

ED U C AT I O N By Sarah Suydam

IMPROVING YOUR FOLLOW-UP MESSAGING TO LAND MORE SALES

Com mu n icat ion seems si mple—u nt i l you rea l i ze it

sometimes isn’t. Perhaps you feel like your messaging is

“Send i ng a t ha n k-you ema i l w it hout a su m ma r y or

coming across in an engaging and concise way … but do your

i nclud i ng a few poi nt s f rom you r i n it ia l conversat ion

potential clients feel the same way? Getting the conversation

creates a dead end for an ef fect ive follow-up message,”

going is the first step, but being intentional in your follow up

C a l l a w a y e x pl a i ne d , not i n g t h a t w it hou t v a lu a ble

is what can really elevate your messaging and close the sale.

i n for mat ion about t he potent ia l cl ient i n t he ema i l,

To lea r n more about w h at m i st a kes to avoid a nd

you’l l be u nable to rei n force t he poi nts you d iscussed

strategies for tak ing your sales follow up to the next level,

toget her. “T hese su m ma r i zed poi nts of fer i nsig ht a nd

Groups Today sat dow n w it h expert Mj Callaway, CCSM,

an oppor tunit y to create ongoing customized follow-up

CSP, C V P f rom Mj Ca l laway Tra i n i ng & Development

messages.”

(mjcallaway.com).

Accord i ng to Ca l laway, you shou ld be su re to t a ke

A mong t he common mista kes made when conduct ing

det a i led notes du r i ng you r conver sat ion i n order to

sales follow up is sending a dead-end thank-you message.

effect ively cover t he follow ing t hree points in your f irst follow-up message:

GROUPS TODAY May /June 2 02 3

FEATURED IN THIS ARTICLE:

The reason the potential client contacted you. What emotions did they feel? Are they overwhelmed, stressed, frustrated or excited?

What is the outcome they want by working with you? The emotion they will feel with the result. Will they be relieved or excited?

MJ CALL AWAY, CCSM, CSP, CVP Mj Callaway Training & Development

Your solution to their problem, need or want.

From there, you should have a concrete follow-up plan in place. “Your days f ill up quick ly w it h calls, emails, requests for quotes, cl ient problems a nd so on,” Ca l laway sa id.

include a ca l l to act ion, a nd remember: T he goa l is to make the lives of your potential clients easier.

“Without an evergreen follow-up campaign, the days get

Callaway suggests pondering: “What are your top three to five

away from you, and you resort to the common ‘check ing

services, bookings or tours? What tips have you gathered about

i n’ messages. Or it becomes ‘one-a nd-done,’ mea n i ng

these tours that could help your clients save time or money?

you’ve reached out once but didn’t get a response, and the

What tips have your clients shared that you could turn into part

potential client fell off the radar.”

of your follow-up campaign? What are the hidden gems?”

Callaway emphasizes that even if you didn’t book a client

Once you have these tips, Callaway recommends using

for a particular tour, it doesn’t mean a future opportunit y

a platform like Canva to create a graphic to insert into an

isn’t still there.

email or a physical postcard t hat can be mailed sharing

“By hav ing several everg reen messages, you can have

this information.

ongoi ng touc hpoi nt s t hat add v a lue a nd go be yond

Ultimately, tour and travel is a thrilling industr y to be

‘check ing in,’” she sa id, not ing t hat consistenc y is key

involved in. Let that shine through in your messaging and

i n successf u l sa les fol low-up. “Create you r ‘top f ive’

don’t be afraid to get creative!

evergreen messages so they’re ready to go.”

“Ma ke it a prac t ice to be c u r ious l i ke a fou r-yea r-

Examples could include articles like: “Five Ways to Stay

old a nd ask quest ions to d ig deeper,” Ca l laway sa id.

Safe While Hiking,” “Top Five Tours for Seniors,” “Five Ideas

“Tourism is about ex periences, engagement, memories,

to Customize Your Tour,” “Five Unique Must-Pack Items,” etc.

adventures and fun. Create follow-up messages that offer

Keep i n m i nd t hat ever y message you send shou ld

opportunities for your future clients to smile, feel emotions and remember you—because you’re mint chocolate chip in a vanilla world.”

KEEP IN MIND THAT EVERY MESSAGE YOU SEND SHOULD INCLUDE A CALL TO ACTION, AND REMEMBER: THE GOAL IS TO MAKE THE LIVES OF YOUR POTENTIAL CLIENTS EASIER. w w w.group s to day.com

D E S T I N AT I O N F E AT U R E

There’s a reason why the Great Lakes State is known as “Pure Michigan.” From unspoiled natural beauty around every corner and the nation’s longest freshwater coastline to the adventure and history found in both its upper and lower peninsulas, come explore what awaits groups in the Mitten.

WAVE 'HELLO' TO MICHIGAN

WATER, WILDERNESS AND WONDER

GROUPS TODAY May /June 2 02 3

By Sarah Suydam

THE LOWER PENINSULA

Travel to the west side of the state to Grand Rapids, a vibrant and growing destination located just 45 minutes f rom La ke Mich iga n. Recog n i zed as A mer ica’s Best Begin your journey in Detroit, a city full of Motown soul, sports,

Beer Cit y, GR offers craft beer enthusiasts a plethora of

to-die-for cuisine, history and arts attractions galore. Groups

local brews to imbibe in, from a tour at Brewer y Vivant

could appreciate world class works of art at the Detroit Institute

(a refurbished funeral home) to the over 60 stops along

of Arts (recently named Best Museum in the U.S. by USA Today);

the Beer Cit y Ale Trail, groups are sure to be satisfied.

feel the soul at Hitsville U.S.A. and the Motown Museum; see

Museums and gardens abound here, so don’t miss staples

priceless historic artifacts at the Henry Ford Museum of American

like Frederik Meijer Gardens & Sculpture Park, the Gerald

Innovation in nearby Dearborn; stroll the RiverWalk downtown;

R. Ford President ia l Museum, t he Gra nd Rapids A r t

visit the Belle Isle Aquarium—the oldest public aquarium in the

Museum and more. Be sure to also try duckpin bowling

continental U.S.—and more. Don’t leave without trying some

at Woodrows and fowling at the Fowling Warehouse!

Detroit-style pizza, a Coney dog and some delicious Greek food.

Proceed nor t h a nd you’l l end up i n Luding ton, a

Vent ure just nor t h a long Jef ferson Ave/La ke Shore Road

ha rbor tow n w it h r ich ma r it i me h istor y. The Mason

to Ford House, a Nat iona l Histor ic La ndma rk a nd for mer

Cou nt y Histor ica l Societ y, w h ich fosters a deeper

family home of Edsel & Eleanor Ford. It’s here groups could

understanding of and appreciat ion for Mason Count y

delve into the area’s automotive roots through a guided tour

histor y, operates many stops in the area that are a must

of t he family’s Cotswold st yle home, rotat ing ex hibits and

for a ny h istor y bu f f. At Histor ic W h ite Pi ne Vi l lage,

more. Don’t forget to v isit the recently opened Visitor Center,

groups w ill encounter a living histor y tour of a late 19th/

dine at The Continental restaurant and stroll t he beautiful

early 20th-centur y pioneer v illage boasting 30 historic

grounds and gardens situated along glistening Lake St. Clair.

ex hibit buildings, while t he Mason Count y Emporium of fer s a cha nc e to per u se a n old-fa sh ioned c a nd y

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D E S T I N AT I O N F E AT U R E

counter. A stop at the Port of Ludington Maritime Museum— home to aut hent ic i m a ge s a nd a r t i f ac t s, a nd eng a g i ng interactive ex hibits in a former Coast Guard Station—is also recommended. Continue on to Traverse City, a can’t-miss Michigan staple. Because t h is wel l-loved dest i nat ion is sit uated a long t he 45th parallel (same as Italy’s Piedmont region and Bordeaux, France), w ine is the name of the game here, as evidenced by t he area’s over 40 award-w inning w ineries. Stay and play at Grand Traverse Resort & Spa, where groups could tee off at one of three first-class golf courses; book one (or several) relax ing spa treatments; fat bike and cross-countr y sk i outdoors in the w inter t ime; attend t he Nat ional Cherr y Fest ival celebrat ing the area’s abundant crop in early July and much more.

THE UPPER PENINSULA

To travel to Michigan’s Crow n Jewel (Mackinac Island), you’l l wa nt to hop aboa rd Shepler’s Mack inac Isla nd Ferry from ports in either Mack inaw Cit y or St. Ignace. The ferr y company, which has been t ransport ing passengers to the island for generations, even offers a narrated route that travels underneath the Mack inac Bridge—the longest suspension bridge in t he Western Hemisphere t hat also connects the state’s t wo peninsulas. Once on the island, groups will want to purchase some rich Mackinac Island fudge, dine on the patio at The Pink Pony, sip a cocktail on the world’s longest porch at the Grand Hotel and admire the beauty of the live insects found inside the Original Mackinac Island Butterf ly House. Fun fact: There are no cars allowed on the island, so you’ll need to get around by walking, biking or by horse. Groups could take a horse-drawn carriage landmark tour; bike the 8.3mile perimeter of the island and see Arch Rock; plan a stay Photo © Pure Michigan

GROUPS TODAY May /June 2 02 3

during t he annual Lilac Festival in June and more. Staying overnight? A popular choice is Mission Point Resort, wh ich recent ly u nder went severa l renovat ions t his past w inter to its soaring Main Lodge entr y space and the Round Island Kitchen (popular for its stunning waterfront view). Cont i nue nor t h i nto M ic h iga n’s U.P., a t r ue h i ker’s pa rad ise t hat ’s 90% forested a nd home to over 300 water fa l ls. Here, g roups cou ld see n at u r a l w onder s l i k e t he c r y s t a l clea r w aters of K itch-it i-k ipi, t he majest y of Tahquamenon Falls State Pa rk, t he u nt a me d w i lder nes s of Porcupi ne Mou nta i ns Wi lder ness State Park, a nd more. A mong t h is bou nt i f u l nat u ra l splendor is Pictured Rocks National Lakeshore, located on the U.P.’s north coast along Lake Superior. On their v isit, groups cou ld appreciate m i les of color f u l

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D E S T I N AT I O N F E AT U R E

sandstone cliffs that tower 50 to 200 feet above the water,

Also not to miss during the w inter is a true Iron Mountain

in addition to natural landmarks such as Miner’s Cast le

tradition: The Kiwanis Sk i Club’s annual FIS Sk i Jumping

and Chapel Rock. Go kayak ing to see the shoreline from a

Continental Cup at Pine Mountain Sk i Resort, which has

new perspective and even admire some shipw recks below,

been attracting jumpers world over for decades. Crack a

thanks to Lake Superior’s supremely crisp and clear water.

cold one and watch at t he base or summon t he courage

Located in close proximity to the Wisconsin state border

(and stamina) to climb the tens of f lights of stairs alongside

is Iron Mountain, known for being a former mining city

t he man-made jump—k now n as “Giant Pine Mountain”

once home to an abundance of iron ore. Today, groups could

to loca ls—to watch i nter nat iona l ly-ra n ked sk iers a nd

explore this history with a visit to the Iron Mountain Iron

olympians f ly through the air. Remember to look up when

Mine, which has operated for 68 years and produced over 21

you hear the announcer say, “Springer Come!”

tons of iron ore. A ride on the mine’s underground train takes

Of cou rse, before you depa r t, t r y a del icious loca l ly

passengers 2,600 feet through amazing rock formations and

made past y (that should be topped w ith either ketchup or

large lighted caverns 400 feet below the earth’s surface.

grav y, depending on who you ask).

GROUPS TODAY May /June 2 02 3

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GROUPS TODAY May /June 2 02 3

FIVE MINUTES WITH...

Bryce Albright Executive Director | National Dude Ranchers’ Association

Edited by Sarah Suydam

Bryce Albright’s history with dude

ranches go es back into the early years of her childhood, having been

What are the most interesting industry changes you’ve

r ai s e d in the indu s tr y w hil e her

experienced?

parent s worked on dude ranches . Up o n re a c hin g hi gh s c h o o l an d college, Albright then worked on a dude ranch herself for seven years. Only a few years af ter graduating

A lot changed during the COV ID years where group travel, especially corporate travel and retreats, came to a stand still. It is starting to come back around, which we are glad to see! The dramatic shift in group travel was incredibly interesting to me.

colle ge and working in the “real world” did Albright find her way back

What are the greatest challenges facing the dude ranch

into the indus tr y, including being

industry?

presented with the oppor tunity to take on the Executive Director role for the Dude Ranchers’ Association. To d a y, Albright

E xecutive

wears

D i r e c t o r,

many

As it relates to group travel, the greatest challenge is that ranches do not have availabilit y to host group travel right now because dude ranches are such a popular vacation destination. Other challenges they run into

hats,

including engaging in as sociation management, providing membership benef it s , spearheading marketing for the dude ranch indus tr y while p ro m o t in g i t s m e mb e r r an c h e s , processing applications, organizing and executing an annual convention and

completing

many

other

operational duties. G r o u p s To d a y c o n n e c t e d w i t h A lb ri ght to l e a rn m o re a b o u t h e r perspective on the industr y and it s continued relationship with group tr avel .

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FIVE MINUTES WITH...

AD INDEX ADVERTISER

American Museum of Natural History

PAGE

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Ford House

w w w.fordhouse.org

as well is not hav ing enough indiv idua l accommodat ions for a lot of groups and/or meeting space for group travel.

Mason County Historical Society

www.historicwhitepinevillage.org

What opportunities do you see for the dude ranch industry

Meet AC

as it relates to group travel?

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Dude ranches can cater to small intimate groups and can offer team building structures with their multitude of activities, in addition to offering a destination that is nothing like any where groups have been before.

New Jersey Division of Travel & Tourism

w w w.visitnj.org

Ottawa Tourism

w w w.ottawatourism.ca

For those who don’t know, could you share some examples of the activities groups could enjoy during a typical dude

Shepler's Mackinac Island Ferry

ranch experience?

w w w.sheplersferry.com

Some examples of activ ities groups can participate in at a dude ranch wou ld i nclude horseback r id i ng , shoot i ng spor t s, h i k i ng , da nci ng , mountain bik ing, golf, f ishing, river raf t ing and more! Dude ranches truly do offer activities for anyone’s interests. What should every newcomer to the industry know? Dude ranches are a wonderful vacation and group travel destination! E x per iencing t he f reedom a nd escape f rom t he hust le a nd bust le of ever yday life t hat is fou nd on a dude ra nch is not hing li ke you w i l l experience any where else.

GROUPS TODAY May /June 2 02 3

SoIN Tourism

w w w.gosoin.com

St. Landry Parish Tourist Commission

w w w.cajuntravel.com

Traverse City CVB

w w w.traversecity.com/meetings

Visit Detroit

w w w.visitdetroit.com

Visit Peachtree City w w w.visitpeachtreecity.com

THE GROUP COMPANY

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GROUPS TODAY May /June 2 02 3