Groups Today Jan/Feb 2024 by Serendipity Media

JAN/FEB 2024

THE RESOURCE FOR EVERY THING GROUP TR AVEL .

MAKING A DIFFERENCE IN THE INDUSTRY WITH PROGRESSIVE IDEAS , INNOVATIVE MINDSETS AND CREATIVE SPIRITS

+ NEW YORK CIT Y: WHAT ' S YOUR VIEW? THESE REVIVED CASINOS ARE WINNING GROUPS OVER! AC TIONS TO PRIORITIZE LGBTQ+ TR AVELER SAFET Y AND INCLUSION

Published by Serendipity Media, LLC Volume 22 Issue 1

EXPLORING AND UNDERSTANDING IMMERSIVE TR AVEL w w w.group s to day.com

GROUPS TODAY Jan u ary / February 2 02 4

IN THIS ISSUE Cover: 2024 NE X T GENS

JA N UA RY/ FEB R UA RY 2 0 24 Vo l u m e 2 2 , I s s u e 1

SPECIAL REPORT GROUPS TODAY IS PUBLISHED BY: Serendipity Media, LLC 866-252-7108 www.serendipity-media.com

GROUPS TODAY 2024 NEX T GENS

2024

PRESIDENT & PUB LISHER

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T H E M E F E AT U R E

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THESE REVIVED CA SINOS ARE WINNING GROUPS OVER!

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Megan Marshall MARKETING DIRECTOR

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NEW YORK CIT Y: WHAT ' S YOUR VIEW?

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Exploring and Understanding Immersive Travel

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Spotlight 14

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A N OTE F RO M TH E M A N AG I N G E D ITO R It’s a new year! And you k now what that means: There’s an entire year ahead of us that’s just waiting to be enjoyed; a fresh blank slate that can be whatever we dream. Of course, as we’re look ing toward t he f uture, we can’t help but also t hink about t he up-and-comers of t he g roup t ravel indust r y. That’s exact ly what our 2024 Nex t Gen Special Repor t seeks to accomplish! Flip to page 6 to learn some of t he top names leading t he f ut ure of g roup t ravel w it h t heir prog ressive and innovat ive perspect ives. We’re cer tainly impressed by t hem! Keeping in t heme, we also take a rev italized look at casinos and what’s new for high rollers and f un seekers of all k inds (pg. 10). A nd if your v iew is what’s new t his year, turn to page 20 to see New York f rom all k inds of perspect ives, whet her it’s from a seat in a Broadway t heat re, boot h at a delicious restaurant, or deck of a historic ship.

SARAH SUYDAM Managing Editor sarah@serendipity-media.com

As always, t his issue has even more in store, including insight into priorit izing t he s a fet y a nd i nc lu s ion of L QBT Q + t r aveler s ( pg. 27) a nd ele v at i ng you r understanding of immersive t ravel (pg. 4). W hatever your goals are for 2024, we hope t h is issue helps g u ide you a nd of fers pract ica l i n for mat ion t hat ca n help make t his year your best yet. Happy New Year f rom t he team here at Groups Today!

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

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ISSUES

by Sarah Suydam

Exploring and Understanding Immersive Travel

When you hear the term “immersive travel,” you might

think you understand what that implies. Isn’t all travel immersive in some way, after all?

disenchanted with the overly familiar and mundane aspects

Not necessarily!

of their own life,” Hardcastle said of traveler’s views during the

There’s a notable distinction between travel in its most

pandemic. “But also there’s a flipside to this: People started

basic form and what elevates it to an immersive experience

exploring new hobbies during COVID and when lockdown

your groups not only crave, but will want to experience over

restrictions were lifted, they finally had the ability to go out and

and over again.

explore those new interests on a deeper, more interactive level.”

Samantha Hardcastle, founder of the Storied Experience

And while you may be tempted to further categorize

(thestoriedexperience.com) and Reverie (wereverie.com),

immersive travel into specif ic t y pes, Hardcastle warns

understands this difference well, as she’s spent the last 13 years

against doing so.

working with a variety of experience designers, tour operators

“I find these categorical groupings of tourism do more

and activity hosts to help them differentiate and stand out in a

harm than good because it keeps our focus too narrow,

competitive market. Her app, Reverie, is an immersive journey

closed off to other ways to immerse travelers,” she explained.

mapping tool aimed at making the whole process easier.

“Travelers who a re seek i ng i m mersion a re t y pica l ly

Hardcastle says the best way to explain the contrast

curious, adventurous travelers—they don’t like to be put

between what’s considered immersive and not is to think of

into boxes. They shouldn’t be forced to decide bet ween

something that’s simply surface level.

culinary immersion or adventure immersion. Real life isn’t

“When something is surface level, there’s a lack of depth and lack of novel, attention grabbing stimulation,” Hardcastle said. “This leads to a lack of emotional resonance, resulting in travelers who are just moving through a destination on auto-pilot.”

experienced this way, so why should travel be?” The most immersive experiences, Hardcastle said, are the ones that combine all aspects of culture into one journey. “If we look at the ‘cultural iceberg,’ we want to ensure an experience is of course expressing a variety of surface culture—

Great! But why does this differentiation matter so much

what people see, such as food and drink and the arts—but more

today? Follow ing the COV ID-19 pandemic, searches for

importantly, we want to introduce travelers to deep culture, a

immersive travel have undoubtedly increased.

less tangible form of culture such as beliefs, values, traditions,

“I believe this [increase] is because people had become so

beauty ideals, etc.,” she said. “A recent experience I did in Sicily started with a canyon hike, which took us through an old church, and ended with lunch in an old cheese cave hosted by a

GROUPS TODAY Jan u ary/ February 2 02 4

family. This had elements of adventure, spiritual and culinary immersion—all in the span of five hours!” For those group travel professionals w ho w a nt t o i nc or p or at e mor e intentionally immersive experiences into their itineraries and offerings to groups, Hardcastle suggests conducting a moment-mapping exercise, allowing you to see where your peak immersive moments lie and where you begin to tow the surface-level line. W hen mapping out your journey, Hardcastle notes to pay close attention to how each moment or activity: Enables interaction with the local culture. “The more someone is invited to interact, the more they are paying at tent ion, a nd t herefore t he more immersed they are.” R e s on ate s (emot ion a l l y) w it h travelers. “Look beyond the t y pical emotions of joy and excitement to truly empat hize w it h your t ravelers and understand the experience’s impact.” Expresses the deep culture of a destination. “W hat is it that really makes this destination different? And how can you bring these differences to life in a way that impacts travelers in enriching ways?”

FEATURED IN THIS ARTICLE:

SAMANTHA HARDCASTLE Founder of the Storied Experience and Reverie Headshot © Joe Dantone

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SPECIAL REPORT

2024

Through the support of reader nominations, Groups Today is proud to present this year’s class of Next Gens— people of the next generation who make a difference in the industry with their progressive ideas, innovative mindsets and creative spirits. Congratulations!

Read more about our Next Gens via their expanded profiles at groupstoday.com.

GROUPS TODAY Jan u ary / February 2 02 4

Edited by Sarah Suydam

BRITTANY Dykla | Chief Financial Of ficer, Brilliant Edventures With a Bachelor of Arts and Master of Science degree in accounting from Michigan State Universit y, Brittany Dyk la is a second-generation ow ner of Brilliant Edventures. She is actively involved w ith the Ow ners Net work under the National Tour Association, and after ser ving on various committees and acting as an NTA ambassador, she is currently ser ving a year term on NTA’s Board of Directors. © Brittany Dykla

Dyk la also ser ves on multiple committees for Circle Michigan.

JESSICA Flores | Chief Experience Of ficer, Tourism Cares With a career focused on sustainable travel, Jessica Flores has worked w ith Tourism Cares for more than 15 years, helping to successfully lead initiatives to create positive impacts in the industr y, w ith an emphasis on communit y tourism development, destination stewardship and natural resource conser vat ion. Her passion for t ravel a nd oppor t u n it y to su r rou nd herself w it h cha ngema kers © Victoria Costello

throughout her career has made Flores an advocate for ethical and transformative travel experiences, w ith the goal of shaping tourism for the better.

CARLOS I. Garcia Martinez | Tour Director, Viajes A Plus, Inc. Son of a science teacher, Carlos I. Garcia Martinez has been involved in student travel since 1995 as a student himself, establishing his passion for educational tours. He started work ing as a guide in 2005 for Viajes A Plus and continues his work today w ith k nowledge in operations, airfare and sales. Si x years ago, Garcia Martinez started t he company’s Puerto Rico branch for inbound tours and © Carlos Garcia

ser ves as tour director. He’s passionate about being the bridge bet ween students and experiences in the educational tour world, in turn leaving a mark and opening their minds.

CALLEY Geigle | Global Travel & Trade Representative, Travel South Dakota In the five years Calley Geigle has been part of the Travel South Dakota team, her focus has been on the group travel market. Recognizing there was a demand for authentic and educational Indigenous tou rs, Geig le—a longside t he Sout h Da kota Nat ive Tou r ism A l l ia nce a nd George Wash i ng ton Un iversit y—helped lay t he fou ndat ion i n educat i ng Nat ive A mer ica n dest i nat ions on host i ng © Travel South Dakota

g roups. Toget her, t hey ’ve assisted in market ing t hese oppor t unit ies, as wel l as hav ing for med pricing workshops and test tours w ith South Dakota’s Native American suppliers.

RYLEE Govoreau | Tourism Program Manager, Douglasville Convention and Visitors Bureau In under t wo years as Tourism Prog ram Manager for t he Douglasv ille Convent ion and Visitors Bureau, Rylee Govoreau has made it a priorit y to get involved in bot h t he t ravel indust r y and local communit y. Govoreau’s passion shines through in ever y thing she does, as demonstrated by her designation of “Rook ie of t he Year” at t he 2022 Georgia/A labama/Sout h Central Motorcoach © Douglasville Community Relations

Associat ion Conference and presentat ion as a feat ured spea ker at t he 2023 Georg ia Dow ntow n Association Conference.

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SPECIAL REPORT

ANJULI King | Director, Domestic Group Tour & Entertainment Sales, Visit Savannah A 15-yea r hospita l it y i ndust r y vetera n, A nju l i K i ng ma nages t he g roup tou r ma rket for Visit Savannah. King has been appointed to the Student & Youth Travel Association Board until 2026. As a strong advocate for diversit y and inclusion in the industr y, she is an active member of the African American Motorcoach Council. In addition, King is a professional member of the Meeting Adv isor y © Somi Studios

Committee for the American Bus Association and a liaison for Girl Scouts of Historic Georgia.

GUS Sheppard | Business Development, Travel With Barb (CSTO) A s a t ravel pla n ner for Travel Wit h Ba rb (T W B), Gus Sheppa rd advocates for st udent t ravel’s meaning f ul impact on young people. He assisted in T W B’s recent CSTO desig nat ion, and has a “grow th mindset” approach to his work and collaboration w ith the T W B team. Sheppard proudly ser ves as a soldier/musician in the 43rd Army Band. Graduating from the Universit y of Nebraska© Gus Sheppard

Lincoln, Sheppa rd’s coursework a ided in t wo non-prof its receiv ing substa nt ia l g ra nt f unding. Sheppard fosters human connection wherever he goes.

K ATIE Stanley | Group Sales Manager, Virginia Arts Festival A proud resident a nd a mbassador of Nor fol k, Kat ie Sta n ley represents t he la rgest per for m ing ar ts organizat ion in Sout heastern Virg inia. She welcomes g roups f rom across t he count r y and internat iona lly to ex perience more t han 70 world-class performances each year, including t he Vi rg i n ia Inter nat iona l Tat too. Kat ie bel ieves t hat access to d iverse a r t ist ic ex per iences is a n © Virginia Arts Festival

important building block for individuals and communities, and incorporates a joy-driven approach to her work.

CHARLEY Troggio | Tour Operator and Of fice Manager, Breakaway Tours Charley Trogg io has been work ing at Brea kaway Tours since she g raduated f rom West Liber t y Universit y in 2018. However, Troggio has been immersed in the travel industr y all her life, as her grandmother, Charlene Troggio and business partner, Christine LaCivita, have co-ow ned Breakaway Tours for over 30 years. Trogg io has been able to enhance Breakaway Tours’ already incredibly © Charley Troggio

successful business by updating their back and front office systems, as well as the website and their social media presence.

GROUPS TODAY Jan u ary / February 2 02 4

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T H EM E F E AT U R E

THESE REVIVED CASINOS ARE

WINNING GROUPS OVER! Photo (left) © Pechanga Resort Casino | Photos (right) © Oaklawn Racing Casino Resort, Soaring Eagle Casino & Resort

GROUPS TODAY Jan u ar y/ February 2 02 4

by Allison Kay Bannister

2024, for example, is more than $1 million! It’s common for racegoers to end their day at the casino, or unwind at the sports bar, which features an all-new Sportsbook area, axe throwing, and shuff leboard, plus three Topgolf Swing Suites offering simulated golf, baseball, hockey and soccer. Soaring Eagle Casino & Resort is located in mid-Michigan, and is a premier gaming destination in the Midwest. They boast an indoor entertainment venue that hosts concerts, comedy, magicians, live game shows, and dine and drink events, as

Several of today’s casinos are creating offerings that go

way beyond just gaming and placing bets. They’ve focused

well as a seasonal, outdoor venue with a Summer Concert Series featuring the biggest names in the business. They have recently elevated their dining options to include Ruth’s Chris Steakhouse, plus they’ve added a brand-new food district, with favorites such as Chicken Guy, Bubbakoo’s Burritos, Bonanno’s New York Pizza Kitchen and Ike’s Love & Sandwiches.

on revitalizing their spaces, including making improvements

Guests can also relax and unwind in the luxurious, AAA

and renovations for a more appealing experience, and

Four-Diamond Resort, with newly renovated rooms, or further

they’re also adding or enhancing their amenities to attract

bask in tranquility with a treatment at their full-service spa.

visitors with a variety of interests. Think: expanded gaming

Soaring Eagle Casino also features a 210,000-square-foot

opportunities, delu xe accommodations, entertainment,

gaming f loor, with slots, table games, poker and bingo, while

attractions, recreation, shopping, spas and more.

the new Ascend Sportsbook & Lounge offers a ticket window

If you’re planning a casino trip for your group, and want to

and self-service betting kiosks.

ensure there’s something for everyone—and that their trip is

Set in the heart of Milwaukee, Potawatomi Casino Hotel is

truly memorable in all the right ways—consider one of these

another Midwest favorite, offering some of the best in gaming,

hand-picked destinations.

dining and entertainment. On the property is a 500-room,

Situated amid the Hot Springs region of Arkansas, Oaklawn

19-story hotel—the second largest in Milwaukee—and is home

Racing Casino Resort has a real “wow” factor. Being only a

to a number of distinctive restaurants. The casino hotel is in

short distance from Hot Springs National Park, downtown

the final stages of a $190 million renovation, which is expected

and Bathhouse Row is a major draw in itself. But, there’s much

to be completed in 2024. Improvements and additions include

more to be found on site at the casino resort. For starters,

two new gaming areas, a new bar and restaurant, and more

there’s a newly added event center that’s not only ideal for

than 300 new slot machines. There’s also a much-anticipated,

conferences and group meetings; it’s also a host to headliner

bigger and better Sportsbook coming soon.

entertainment with seating for 1,000-plus. Acts include comedy shows, tribute bands, and musical performances, with styles ranging from R&B to country to classic rock. Many visitors go to Oaklawn for a show and stay for the casino. The casino resort also has a roughly 200-room, eightstory hotel with the world-class Astral Spa inside. And, there is an array of dining, with the Oak Room and Bar and the Bugler being two of the more upscale establishments, while Mainline Sports Bar is more casual. Horse racing is another reason to take your group to Oaklawn. Racing season starts in December and runs through early May, bringing in huge crowds and with a record-setting purse distribution. The purse on the Arkansas Derby for

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T H EM E F E AT U R E

Photo (top) © Potawatami Casino Hotel | Photo (bottom) © Pechanga Resort Casino

As part of the new developments, the casino introduced

food waste recycling program, linenless banquet tables,

it s la rgest ga m i ng a rea, Eleven Hu nd red, as wel l as

compostable to-go containers and large, refillable in-room

ElevenHundred Bar & Lounge, where guests can enjoy “slot

bath amenities. Hotel room lights also turn down 70% if a

seats.” Also new are the woodland-f loral-adorned Atrium

guest has left the room without turning the lights off.

gaming area and the 1833 Club, an exclusive, members-only VIP lounge, restaurant and gaming area. Street Eatz bar and restaurant is yet another new addition, with Milwaukee favorites such as barbecue, brats and street tacos on

Creating additional allure for groups, Pechanga is located near Temecula Valley Wine Countr y. Wine tour shuttles arrive daily to take guests to wine country, then return them back to the resort at the end of the visit.

the menu, plus slushy cocktails and a range of beers. There’s

Bossier City, Louisiana is home to Margaritaville Resort

Rock & Brews, too, a collaboration with Paul Stanley and Gene

Casino (one of many nationwide). This location, set on the

Simmons of KISS. And, for those who need a little pick-me-up,

Red River, has a signature, carefree island vibe combined

Cream City Coffee Co. delivers, with Colectivo coffee, specialty

with Vegas-style gaming and high-end hospitality. Their

drinks and coffee cocktails—plus pastries and sandwiches.

newly opened Sportsbook Restaurant and Bar offers a two-

Pechanga Resort Casino is one of the largest in the U.S., with

level sports betting option, and recent updates to the casino

20 bars and restaurants, 1,100 hotel rooms and suites, a two-story

f loor provide a superior guest experience. They’ve also

luxury spa, a 4.5-acre pool complex, an on-site championship

renovated and converted their buffet into a Drago’s Seafood

golf course, two concert venues, a 200,000-square-foot casino

Restaurant—a favorite New Orleans staple. On the horizon is a

f loor, and 175,000 square feet of f lexible indoor/outdoor

full revamp of their hotel, plus the addition of a cigar lounge. Of

meeting space with catering and banquet capabilities.

further interest to groups is The Spa & Salon at Margaritaville®,

Pechanga recently completed a seven-month, complete

a number of restaurants and live entertainment.

refresh of its signature restaurant, the Great Oak Steakhouse, which has been a A A A Four-Diamond Award and Wine Spectator Award of Excellence w inner for several years running. It’s completely modernized with a sleek dining env i ron ment a nd a n even more elevated menu w it h impressive culinary creations—plus 200 wine selections and to-die-for desserts. An ideal space for group and VIP events, it accommodates groups up to 30 in the Vintage and Acorn rooms within the steakhouse. One ot her notewor t hy aspect of Pecha nga is t hei r commitment to sustainability. They’ve implemented a robust

Have a Gambling Problem? Call or tex t the National Problem Gambling Helpline Network at 1. 800. 52 2.4700 or visit ncpgambling.org/chat for 100% conf idential help, 24 -7/ 36 5 .

GROUPS TODAY Jan u ary/ February 2 02 4

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Photo © Visit Frederick

S POTLI G HT MARYLAND’S CATHOLIC HERITAGE THE HIGHLIGHT OF NEW VISITOR CENTER AND MUSEUM AT THE NATIONAL SHRINE OF SAINT ELIZABETH ANN SETON Street with centuries of histor y tied to Catholic In fall 2023, the National Shrine of Saint Elizabeth Seton unveiled

education (Mount St. Mary’s University is located

a new $4 million visitor center and museum dedicated to the first

just outside town) and the American Civil War. A

American-born saint, Elizabeth Ann Seton.

visit to the Seton Shrine also pairs perfectly with

The historic site and shrine preserves the location in Frederick

a stop at the Carriage House Inn, a group-friendly

Count y, Mar yland where Seton settled in 1809 after converting

restaurant located in an 1857 building that has been

to Catholicism. She opened a school for girls and became known

recently upgraded and renovated.

throughout the U.S. as an advocate for Catholic education. Known

Nearby Catholic heritage sites also include the

for her care and compassion for others, Seton was long celebrated as

National Shrine Grotto of Lourdes, a 19th-century

a vital figure in the development of the Church in early America. She

replica of the Grotto of Lourdes in France built by

was canonized as a saint in Rome in 1975.

seminarians studying at Mount St. Mary’s University.

The new exhibitions at the Seton Shrine use interactive tools, video and one-of-a-kind artifacts to tell the story of her incredible life and charitable works, while tours of historic buildings on the property show where she lived and taught in the early 19th century. The Seton Shrine basilica is an architectural wonder, providing a space to ref lect on Seton’s works and her faith. Tours at the basilica offer opportunities to ref lect on Seton’s life and legacy. Located just 15 minutes from Gettysburg National Military Park, Seton Shrine is a great accompaniment to a visit to that famous American battlefield. Women from Seton’s “Sisters of Charity” provided nursing care on the battlefield in July 1863 after the Battle of Gettysburg. Seton Shrine is located in Emmitsburg, a historic Maryland Main

See visitfrederick.org.

‘MJ’ IS THE SHOW TO SEE ON BROADWAY

He’s one of the greatest entertainers of all time. Now, Michael Jackson’s unique artistry is on Broadway in MJ, the new musical that’s become a must-see for visitors to NYC. There are many reasons why fans of all ages are coming to the Neil Simon Theatre to see this exciting new musical. Even if you’re unfamiliar with Jackson’s music, you’ll still be blown away by the Tony Award®-winning choreography, spectacular staging, dazzling costumes and compelling storytelling. Centered around the making of his 1992 Dangerous World Tour, and created by two-time Tony Award® winner Director/Choreographer, Christopher Wheeldon, and two-time Pulitzer Prize winner Playwright, Lynn Nottage, MJ goes beyond the amazing moves and signature sound of

GROUPS TODAY Jan u ary/ February 2 02 4

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SPOTLIGHT

Photo (lef t) © Matt Murphy / Photo (below) © Scott A ltst iel for Black Hills & Badlands Tourism Associat ion / Photo (right) © Francesco D'A mico

FIND THE NATURAL BEAUTY OF THE BLACK HILLS & BADLANDS

the star, offering a rare look at the creative mind and collaborative spirit that helped make Jackson a legend. At t he beg i n n i ng of t he show, t he audience hears the smash-hit “Beat It.” MJ, played by Elijah Rhea Johnson, walks onstage and t he real magic begins. He brings the audience on a journey, sharing all the talent, passion and joy of one of the greatest icons of our time. And “Beat It” is just one of over 25 songs from Jackson’s ex ten sive c at a log t hat aud iences get to experience in t his non-stop musical journey. It’ll be hard to resist dancing in the aisles to beloved hits like “Bad,” “Billie Jean” and “Smooth Criminal.” W it h a n e x plo s ion of mu s ic a nd performances as unforgettable as the artist himself, MJ delivers t he quintessential Broadway experience sure to thrill and inspire you and your student groups. Just ask the students who participated in the 2023 Jimmy Awards®, proudly sponsored by MJ! Whether it’s your first time hearing Jackson’s beloved hits, or you’re a longtime fan, you’re sure to be thrilled. From the East Coast to London’s West End, this smash hit is “Startin’ Somethin’” worldwide. But you can see it now where it all began: on Broadway! If you’re planning a visit to New York City, seeing MJ absolutely has to be at the top of your list.

Come experience monumental works of man and nature in the Black Hills & Badlands of South Dakota and Wyoming! A region of infinite experiences, there are six national parks and monuments, 13 state parks and boundless sights and attractions for groups to enjoy. Mount Rushmore National Memorial, the Shrine of Democracy, is a feat of human ingenuity carved and blended into the landscape of the Black Hills National Forest. The granite mountain sculpture featuring four of America’s prominent presidents was completed in 1941 and showcases art on a grand scale, creating a place for visitors to learn about democracy, patriotism, American history and the natural world. Activities include a patriotic flag retiring and evening lighting ceremony, sculptor’s studio talks and amenities including dining, a bookstore and gift shop. This region, which the Lakota named “Paha Sapa” or “Hills that are Black,” is rich with Native American artistry and history. Just 17 miles from Mount Rushmore is Crazy Horse Memorial®, a tribute to North American Native Americans and the world’s largest mountain sculpture. The visitor complex is open year-round and visitors can explore the extensive museum, cultural center, sculptor’s studio-home, gift shop, dining room and snack shop. Enjoy special events and Native American performers (in season only). Embedded into the natural beauty of the area, these large-scale

Learn more by visiting

newyork.mjthemusical.com. Courtesy of Broadway Inbound. 16

GROUPS TODAY Jan u ary/ February 2 02 4

sculptures are remarkable pieces of history. Devils Tower, the first national monument, stands as a natural, formidable giant at the edge of the Black Hills of Wyoming. It’s one of

nature’s most impressive skyscrapers, rising 5,000 feet above sea level—a sight to behold on the skyline of the Hills. The otherworldly landscape of 244,000 acres of sharply eroded buttes, pinnacles and spires—blended with the largest protected mixed grass prairie in the U.S.—make Badlands National Park a natural wonder in its own right. The Lakota gave this land the name, “mako sica,” meaning “land bad.” The Badlands are home to the second largest herd of buffalo in a national park.

PLAN A GROUP TOUR IN THE CREATIVE HAVEN OF SARATOGA SPRINGS, NEW YORK!

Run wild in Custer State Park, which encompasses 71,000 acres of some of the most spectacular views, rolling

With a vibrant downtown, world-class arts and culture, history and natural

grasslands and best wildlife watching,

wonders, experience why Saratoga Springs is consistently voted one of the best

with 1,300 head of wild bison and some of

small cities in North America.

most scenic drives you’ll find anywhere.

Nestled between the picturesque Adirondack Mountains and New York’s state

Enjoy the park by taking an off-road

capital—and a mere three hours from New York City—Saratoga Springs offers the

buffalo safari Jeep tour or hayride and

perfect blend of history, arts, culture and natural beauty. Here, groups will find

chuckwagon cookout in a mountain meadow canyon. Annually, the park holds the Buffalo Roundup, where visitors can watch cowboys and cowgirls as they roundup and drive the park’s herd of buffalo. In the northern Black Hills, you’ll find the historic old-west town of Deadwood. In the 1870s, Deadwood Gulch was the site of the last big frontier gold rush in North America. It f lourished on gold mining for more than a century, and today is known for its rich history, legal gambling and gold-related attractions, or the wild and woolly gold rush heritage of this wonderfully restored community. This is a place rich with scenic byways, old-west towns, Native American culture, gaming and a wealth of attractions and activities for groups.

Learn more at

SeeTheBlackHills.com

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SPOTLIGHT

thoughtfully-preserved historical architecture, independent shops and unique galleries, locallysourced restaurants, one-of-a-kind boutique hotels, pristine parks and live music all year long. Begin your visit with a stroll through the charming and walkable downtown. Then, experience the city’s f lourishing arts scene, including artist retreat Yaddo, institutions Skidmore College and its Tang Teaching Museum, Saratoga Arts, Saratoga Automobile Museum, iconic folk venue Caffè Lena, the Beekman Street Arts District and the heart of it all: Saratoga Performing Arts Center (SPAC). A mere one-mile from the urbane pleasures of downtown Saratoga Springs, SPAC is a bestin-class outdoor amphitheater nestled within the 2,400-acre Saratoga Spa State Park. Plan

GET A REAL TASTE OF CULTURE ON COLLETTE’S SMALL GROUP EXPLORATIONS TOURS

your summer around appearances by resident companies New York City Ballet (July 9-13, 2024) and the Philadelphia Orchestra (July 31-August

Hands-on culinary experiences add flavor to your journey!

17, 2024) or attend Freihofer’s Saratoga Jazz

On Collette’s small group Explorations tours, you can expect a

Festival (June 29-30, 2024), one of the largest jazz

deep dive into the culture of your destination. These tours are truly

music events in North America. With an expanded

for curious travelers who want to see their destination in a different

slate of year-round offerings from dance to jazz,

light. Explorations tours often bring travelers face-to-face with

pop, classical and global music, and curated

unique experiences they would be hard-pressed to find on their own.

experiences in culinary, literary and visual arts—

Some of Collette’s top foodie inclusions on these immersive tours

SPAC has something for every group. Enhance your trip by enjoying on-site dining

offer a chance to get hands-on in the preparation of your food and drink. Here’s three favorite culinary experiences on tour:

and the exquisite natural setting. SPAC’s rolling lawn and multiple stages are the beating heart

PREPARING TAGINE IN MOROCCO

of Saratoga Spa State Park, which also features

On Collette’s Colors of Morocco tour, travelers head to a training

geysers, mineral springs, and architectural

center that empowers disadvantaged women with restaurant training

treasures—in addition to recreational activities

and culinary job placement. The support of this non-profit training

like hiking and biking trails, tennis courts, the

center makes this culinary inclusion extra fulfilling, because it’s also

Peerless Pool Complex for families, the Historic

an Impact Moment, designed to support a local community while

Victoria Pool and two beautiful golf courses.

on tour!

For more information and to plan your visit to

Alongside the women at the training center in Marrakech, travelers

Saratoga Springs and Saratoga Performing Arts

gather fresh vegetables and herbs to prepare tagine—a traditional

Center, visit spac.org. Groups of 10 or more save

Moroccan dish. Tagine is slow cooked in a dish that’s also called a

on tickets to events; visit spac.org/group-sales for

tagine. It has a low circular base and a large cone-shaped lid designed

more information.

to trap liquid so your food remains moist. Typically a savory stew, this meal is prefaced by a traditional Moroccan mint tea ceremony

Zack Ashcraft, Group Sales Manager, Saratoga Performing Arts Center,

groups@spac.org.

GROUPS TODAY Jan u ary/ February 2 02 4

to provide an amazing mixture of flavors. TAKING PART IN A GREEN TEA CEREMONY IN JAPAN On Collette’s new Japan: Past & Present tour, you can learn the art

Photos © Collette

of the Japanese tea ceremony firsthand in Tokyo. Preparing the perfect matcha can be a daunting task, as can all of the steps in the ceremony! Tools like the tea scoop, bowl and whisk are just as important as the etiquette behind each step. Cleansing one’s hands and the equipment, properly greeting and welcoming guests into the tea room, and even drinking from the bowl a certain way are part of this rich cultural ritual. You’ll leave the ceremony having taken part in something steeped in history; the tea ceremony as we know it now dates

and strozzapreti. Garganelli is a cylindrical pasta with sharp

back 800 years. Keep an eye out for yummy sweets during the

ends like that of a quill. The pasta is made from square shapes

ceremony, too! They’re often shaped like flowers and prepared

of dough set on a board with ridges in a diamond formation. The

from a sweetened red bean paste.

dough is then wrapped around a dowel while pressed against the board. Strozzapreti is a twisted, long pasta shell that looks

MAKING HOMEMADE PASTA WITH A CHEF IN ITALY

like a tube and is typically prepared without eggs. One myth

Having fresh pasta in Italy is absolutely a bucket list item and

behind its name (which translates to “priest strangler”) says it

preparing it alongside a chef would only make that experience

was the hope of some too poor to buy eggs that noble, wealthy

sweeter. On Collette’s Best of Italy tour, travelers get to do just

priests would choke on the elongated simple flour and water-

that, in the backdrop of the amazing Romagna Countryside.

based pasta. While we can’t confirm that story, we do know that

Two pasta shapes that are typical in this region are garganelli

it tastes good!

For more information, call Collette at 855.903.8687 or contact your local Business Development Manager.

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

NEW YORK CITY

WHAT'S YOUR VIEW?

GROUPS TODAY Jan u ary/ February 2 02 4

by Sarah Suydam

The energy of New York City is unlike any other, offering groups a bounty of ways to explore and enjoy all the experiences only the Big Apple could bring. Each opportunity provides a different perspective on the destination’s diverse population, vibrant attractions and bustling streets. So whether your groups are traversing their way through the city’s five boroughs or venturing further afar, we take a look (literally) at a variety of different views your groups could appreciate during their visit. Photo ops abound! IN THE CLOUDS There’s something otherworldly about getting a bird’s-eye view of the most populous city in the U.S. For groups looking to be among the clouds, seek out one of NYC’s stunning observatories and experiences. Named the most Instagrammable place in the world by ELLE, SUMMIT One Vanderbilt offers groups six unique immersive and artistic experiences throughout three floors over 1,100 feet above the NYC streets. In addition to 80 miles of NYC and beyond as a backdrop, thrill seekers can brave the stunning view from Levitation—a glass-bottomed sky box, while those looking for a moment of serenity can find it with Yayoi Kusama’s Reflect installation. Those with a playful spirit will enjoy the reflective floating orbs of Affinity. If actual heights aren’t your group’s favorite but they still want the high-flying experience, a visit to the new RiseNY should do the trick. The experience begins with an immersive short film documenting the history of NYC before transitioning into engaging, interactive galleries highlighting iconic points in NYC’s pop culture. Inside the RiseNY world-class flying theater, groups will get a soaring tour of

FROM THE AUDIENCE The opportunity to bask in the

the city that never sleeps, admiring landmarks like the Statue of Liberty, Yankee

beauty of a live performing arts

Stadium, the Brooklyn Bridge and more.

experience is one every group

With 9,500 square feet of unobstructed outdoor viewing space, the most

should have the privilege to enjoy.

of any New York observatory, Top of the Rock gives groups much to explore.

Thankfully, New York City is full to

While there, be sure to enjoy The Beam, a new attraction lifting visitors 12 feet

the brim with ways to do just that!

into the air to recreate the iconic 1932 “Lunch atop a Skyscraper” photo of 11

As the New York City Ballet

ironworkers eating lunch upon a steel beam while 30 Rockefeller Plaza was under

celebrates its 75th anniversary, groups

construction.

are invited to Lincoln Center to be

Groups also won’t want to miss the multiple exhibits and unobstructed views at

transported to a place of pure beauty

the Empire State Building Observatories and the chance to lean out over the city

and wonder as the artistry of the

on angled glass outside the highest outdoor sky deck in the Western Hemisphere

company’s world-class dancers and

at Edge at Hudson Yards.

musicians takes center stage. As their

Continued on page 24... w w w.group s to day.com

GROUPS TODAY Jan u ary/ February 2 02 4

SPONSORED CONTENT

REDISCOVERING NEW JERSEY’S HIDDEN GEM: A Fusion of History, Culture, Cuisine and Shopping

the nation’s large s t retailer s — f rom Tor y Burch and Michael Kors to Pottery Barn (the retailer’s first outlet store in the country). Taxfree shopping for clothes and shoes awaits! Elizab eth is a melting p ot , home to a multitude of culturally diverse restaurants t h at

ser ve

delicious

c u i s in e

and

of fer

ambiance, live music and enter tainment . Many of these establishments even provide charming outdoor patios for open-air dining roughly eight months of the year. Experience Elizab eth , New Jers ey is undergoing a signif icant transformation and is home to

world cuisines without the bother of jet lag— no passport required!

upscale apar tments , a flourishing culinar y

Elizabeth also has a vibrant ar t s scene

land s c ap e, s cenic w ater f ront p ark s and

showcased through the colorful street murals

exceptional shopping options. The city hosts

that adorn the city. Visit goelizabethnj.com/

summer festivities and boasts a vibrant dining

streetart to explore these artworks through

and nightlife scene with the emergence of new

a self- guided tour or stop by the Tourism

eateries, making it an essential destination

Welcome Center to visit the new Art Gallery’s

to ex p l o re . Eliz ab eth i s ex p e ri e n cin g a

rotating exhibits and pick up literature on

renaissance, and a revival is taking place in

things to do.

the historic midtown area. The smallest big

With so much to see and do for just one

city with hometown flair welcomes visitors to

day, rest, refresh and revive by considering a

be a part of this exciting transformation!

stay. All of Elizabeth’s nine name-brand hotels

Mere minutes from New York City and Newark

are conveniently located within one mile or

Liberty International Airport, Elizabeth is New

less of Newark Liberty International Airport,

Jersey ’s most convenient travel gateway,

offering convenient parking and free shuttles

easily accessible by all major roadways, rail

to the airport. With the city’s close proximity

transportation and the Cape Liberty Cruise Port.

to NYC, you can stay minutes away for less

With various shopping options, Elizabeth

than NYC hotel prices; two destinations for

is home to the East Coast’s largest indoor premium outlet mall, The Mills at Jersey

the price of one! Experience Elizabeth, she’ll surprise you.

Gardens by Simon. Here, shoppers will find

908. 355.9797 | GoElizabethNJ.com

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D E S T I N AT I O N F E AT U R E ... continued f rom page 21.

season continues to honor the arc of the company’s expansive repertory works, they’re welcoming back a wellloved revival and ushering in new entries and world premieres that are not to be missed. Lincoln Center is also home to the Metropolitan Opera, a staple New York City experience. Showcasing a range of musical and production styles, the Met’s spring season offers something for everyone to enjoy—from first-timers to seasoned aficionados. The spectacular lineup includes Bizet’s Carmen and Verdi’s La Forza del Destino, as well as a dozen popular revivals like Puccini’s Madama Butterfly and Turandot,

News (premiering in March) or classics like Sweeney Todd and Spamalot. Don’t forget

and Gounod’s Roméo et Juliette. Also

Carnegie Hall, whose musical performances span three venues and whose private

returning is the smash hit from last

group tours, led by expert docents, bring history to life.

year, Kevin Put’s The Hours. Of course, no NYC trip is complete

BESIDE THE WATER

without a Broadway show. Consider

Many will agree—it’s hard to beat a water view! In New York City and beyond,

fresh arrivals such as The Heart of Rock

groups will find a number of waterfront wonders, alongside a hefty dose of history.

and Roll, a new musical inspired by the

Groups will bask in awe-inspiring sights at Intrepid Museum, which showcases

iconic songs of Huey Lewis and The

history and STEM through technological marvels. Some highlights include: The first space shuttle and the world’s fastest supersonic jet; America’s only nuclear missile guided submarine available to the public; and over 25 different aircraft, all displayed in and around the legendary aircraft carrier Intrepid, a national historic landmark. Stories from the past, present and future are also examined through real missions in an immersive 4D theater, which recreates missions and the opportunity to explore the moon and beyond through virtual reality adventures and 3D films. While not in NYC proper, incorporating a visit to Niagara Falls USA during your visit to the state is a must. Founded in 1886, Niagara Falls State Park is America’s oldest state park and a popular point of interest, not to mention a newly opened $46 million Welcome Center. From thrilling water adventures to fascinating historical sites, there are a variety of things to do! Don’t forget: Niagara Falls USA will be in the path of a total solar eclipse on April 8, 2024. Niagara Falls State Park has many ideal viewpoints, including Prospect Point, Terrapin Point and an Observation Tower. AT A WELCOMING TABLE Of course, groups will need to refuel from all that adventure. Sink into the comfort and ease of a view from a booth, bar top or family-style dining table.

Photos (left) © Metropolitan Opera, Evan Zimmerman, Intrepid Museum | Photos (above) © New York City Ballet, Paul Kolnik, Destination Niagara USA, Margaritaville Resort Times Square GROUPS TODAY Jan u ary/ February 2 02 4

It’s always five o’ clock at Jimmy Buffet’s Margaritaville in Times Square, a place where groups of all kinds can kick back and enjoy the tropical vibes, no matter what time of year it is. This two-story tropical oasis will get groups to truly embrace a vacation state of mind—right in the middle of the concrete jungle. Options abound, from a sunrise breakfast to buffet stations and plated three-course meals. Don’t forget the signature margaritas! Feel like you’re dining amongst family at Carmine’s, with locations in the heart of Times Square and on the Upper West Side. With appetizers like Baked Clams, entrees like Penne Alla Vodka and dessert cocktails like a Café Affogato Martini, it’s safe to say groups will leave satisfied and ready to take on the next adventure on their itinerary.

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GROUPS TODAY Jan u ar y/ February 2 02 4

ED U C AT I O N

Actions to Prioritize LGBTQ+ Traveler Safety and Inclusion by Sarah Suydam

According to 2023 research from booking.com, 78% of

There are several ways, Tanzella explains, group travel professionals can ensure their LGBTQ+ clients are safe and have a great time on their trip. He recommends that professionals: Ask questions.

LGBTQ+ travelers feel more comfortable traveling due to

“No one expects everyone to know everything, but people

the increased inclusivity of the travel industry. Despite

can tell when you are trying,” he said, adding that LGBTQ+

this, LGBTQ+ travelers continue to face many challenges,

travelers come from a variety of backgrounds and have a

with 80% of LGBTQ+ travelers reporting that they must

wide range of needs and concerns. “It’s important to ask

consider their safety and wellbeing as an LGBTQ+ person

questions to learn more about your LGBTQ+ travelers so you

when choosing a destination. Some even feel pressured to

can create a trip that’s enjoyable and inclusive for everyone.

change their behavior or appearance to avoid judgment or

For example, ask about their preferred pronouns, so you can

unwanted interactions.

ensure your suppliers address them correctly.”

To learn more about considerations group travel professionals should make when it comes to prioritizing the

Be authentic.

comfortability, inclusion and safety of LGBTQ+ travelers,

“LGBTQ+ travelers can spot a fake from a mile away;

we chatted with John Tanzella, President and CEO of the

be genuine in your interactions with them and let your

International LGBTQ+ Travel Association.

personality shine through,” Tanzella explained. “LGBTQ+

Tanzella notes that LGBTQ+ travelers are a valuable and

travelers want to feel like they are traveling with friends—

growing segment of the tourism industry, but acknowledges

not with someone who just wants their money. If you’re not

the unique challenges they face, given that so many

truly interested in uplifting LGBTQ+ travelers and helping

countries have laws that either fail to protect them or

them to have great experiences, the market is not for you.”

actively discriminate against them. “We know that safety is a top priority for LGBTQ+ travelers when making travel plans,” Tanzella said. “Making people feel safe and welcome goes a long way.”

Do your research. “Before you book a trip or make any recommendations, research the businesses you are considering to make sure

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ED U C AT I O N

AD INDEX

they are LGBTQ+ welcoming and understand how laws in each destination

ADVERTISER

PAGE

could impact your LGBTQ+ clients,” he said. “Some LGBTQ+ travelers will travel to countries with challenging laws and others won’t, but have the information at hand to help them make informed decisions.”

Broadway Inbound

Chick-Fil-A College Football Hall of Fame

Be proactive. “Don’t wait for your LGBTQ+ travelers to come to you with concerns or questions—be proactive about addressing their needs,” Tanzella urged. “For example, provide them with a list of LGBTQ+ owned and/or welcoming businesses in the destination or give them a heads up about any potential safety hazards.”

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Collette

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El Paso Convention & Visitors Bureau

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If concerns arise while on a trip, Tanzella recommends listening to the person who raised the concern. “Let them know that you take their concerns seriously and that you are committed to making the situation right,” he said, noting group travel professionals should also ask clarifying questions. “This will help you to understand the nature of the concern and to identify the best way to address it.” Of course, beyond learning more about any concerns, move to take action to have it addressed. “This may involve anything from moving the person to a different room to changing the itinerary to providing additional support,” Tanzella said. Operators and trip leaders should think critically about lived experiences other than their own. This means being aware of how particular factors may affect different people.

Elizabeth DMO

22-23

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Fly My Group

w w w.flymygroup.com

New Jersey Divison of Travel & Tourism

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New York City Ballet

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Oaklawn Jockey Club, Inc.

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Rise NY

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“For example, a transgender person may feel uncomfortable using a public restroom that does not match their gender identity,” Tanzella explained. “By being responsive and understanding, operators and trip leaders can help to ensure that all of their travelers have a safe and enjoyable experience.” In 2023, IGLTA launched their own Accreditation program, which gives LGBTQ+ travelers confidence that they will be safe and welcomed at hotels that have earned this accreditation. “It also helps to raise awareness of LGBTQ+ travel issues and best practices among hospitality businesses, while encouraging hotels to go beyond the performative and to make a real commitment to LGBTQ+ inclusion,” Tanzella said. Learn more about the accreditation program at iglta.org/iglta-accredited.

Sevierville Convention & Visitors Bureau/ Chamber of Commerce

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SoIN Tourism

w w w.gosoin.com

St. Landry Parish Tourist Commission

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St. Louis Symphony Orchestra

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The Metropolitan Opera

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FEATURED IN THIS ARTICLE:

Top of the Rock Observation Deck

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JOHN TANZELL A President and CEO of the International LGBTQ+ Travel Association Headshot © Rachel Covello w it h OutCoast.com

GROUPS TODAY Jan u ary/ February 2 02 4

Tourism Council of Frederick County

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Visit Atlantic City w w w.visitatlanticcity.com

THE GROUP COMPANY

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GROUPS TODAY Jan u ary/ February 2 02 4