 | • Post convention surveys and analysis • Feedback for future success • More than satisfaction, actional items The importance of creating and implementing a useful post convention survey is invaluable. From gathering feedback to analyzing the results and creating action items to improve an event, it is vital for planners, participants, and the host cities. |
| Dave Larson, Director of Convention Services, with Visit Milwaukee uses surveys to help benefit everyone involved. It is a process that helps them and their partners to remain in a state of constant improvement. Plus, with a 40% return survey rate and an overall 4.8 score, which translates to 99% of planners rating them as very good or excellent – their process and analysis is on track. About one week following an event, Larson and his team send a post event survey to everyone involved, from the planners to the restaurants, caterers, and other vendors. “Our goal is to not receive any surprises since we maintain strong communication throughout an event. We are very proactive when a group is in town and remain in constant communication. If there were any issues, we hope to have learned about them ahead of time.” Larson reviews and resolves any issues they didn’t catch beforehand. Then they reach out to the planner and talk to other entities if needed, to work to rectify the situation. |  |
In an effective survey process, the questions and answers will go beyond the surface to gain the kind of feedback that can translate into actionable items. A good event survey involves more than just seeking out issues, but also looks for ways to elevate services in the future. Whether it is helping make improvements for an annual event or creating new or improved services and amenities that will benefit future groups.
Larson shared, “It helps provide planners with a better experience, for example a transportation company that receives lots of complaints can use that feedback to turn things around for future events.”
Another great opportunity comes through feedback from meeting professionals who handle events in multiple cities. They can offer suggestions among destinations that each can use to add or build upon things that are being done in other areas.
Not too far from Wisconsin, the great state of Minnesota is taking feedback from meeting professionals to create great experiences as well.
Larson shared, “It helps provide planners with a better experience, for example a transportation company that receives lots of complaints can use that feedback to turn things around for future events.”
Another great opportunity comes through feedback from meeting professionals who handle events in multiple cities. They can offer suggestions among destinations that each can use to add or build upon things that are being done in other areas.
Not too far from Wisconsin, the great state of Minnesota is taking feedback from meeting professionals to create great experiences as well.
 | Katie Smith, Director of Sales & Marketing at the Minneapolis Convention Center works closely with staying in touch with their visitors. Meet Minneapolis and the Minneapolis Convention Center sends out surveys to meeting planners after they have been to the city. They look to identify their level of satisfaction with the facility and the service they received. She explains, “If there are any issues or problems noted that were not uncovered when they were onsite, our team works very fast to get them resolved. That’s one way we continue to build and maintain the strong relationships that our team has with our clients and guests.” In addition to the meeting planner survey, Smith and her team also do individual event surveys, monthly summaries of overall satisfaction with Meet Minneapolis and the Minneapolis Convention Center, as well as quarterly summaries. |
And it is not just for show. Based on this feedback they’ve made a number of improvements over the years, including adding free WiFi in their main lobby, the creation of an ambassador program, and for some events, they amp up their already robust recycling program to meet specific goals of the group. Some groups have also requested better signage options, which has led to a major upgrade to add more digital signage that is taking place now.
Post convention surveys and the thorough analysis from both planners and the partners they work with are an integral part of success. Relationships are built on trust and the ability to be transparent is crucial. These services provide the essential tools needed for everyone in paving a path of future success.
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