Hour 3: How the "Built to Host" brand is keeping New Orleans at the top of the global event stage

0:00Welcome back folks Every other week we visit with representatives from New Orleans and company and today we're gonna hear from two Women responsible for bringing conventions and trade shows and meetings and so much more conferences and just a whole lot of people to the city of New Orleans Which we love that really provides a lot of Oomph to our economy here Stephanie Turner senior vice president of convention sales and strategies at New Orleans and company Any lane Williams chief commercial officer at the New Orleans Ernest and Moriel Convention Center To talk to us about the industry that really drives our economy and employs a whole lot of people ladies. Welcome to the show Thank you for having us Noel. Thank you And first let me start out by saying congratulations Stephanie you and Elaine just returned from the 2026 smart meetings smart women summit where Stephanie you

1:04Were named the 2026 smart woman in meetings hall of fame inductee any lane was recognized as a 2026 smart women in meetings innovator now folks What all of this means is the strength of our bench that we have here in the city of competing against other cities in luring These conventions and conferences and all of the above that we just talked about and it really is Exciting to hear about the successes and really ladies Congratulations to both of y'all and thank you on behalf of the city. Thank you for all the hard work Thank you for the dedication and thank you for the sacrifices Thank you. It's it's our pleasure. You know yesterday. I was with our sales team. We have a meeting every Monday and You know we're we're in the battle of competition and told them that I'm so proud of them that I have the great honor of Leading the best destination sales and marketing sales team in the country and Elaine and I are just really happy to be here together to talk about

2:09How we compete together with our two teams and with the community to go win business for the city that we love so much So let's talk if you don't mind both of y'all the state of the state what's going on here in the city what we're known for and what the economic impact is So I think you know we're known in New Orleans at you know for all of our iconic events and you know those iconic events make what we do So possible you know things like Maude garage as fast French quarter fast our our our love of life I joy to weave which which creates our culture But what we do here in convention sales with the convention center and our hotel partners in the industry is Fill the calendar every day and so that's our goal. That's what we strive to do our Industry, you know, can the meetings and conventions side contributes more than two billion annually in direct spending and The real interesting thing to me in the piece that I'm so proud of is how it trickles through the greater economy

3:11It just doesn't you know start at the convention center and started a hotel It goes through all of our cultural bears It goes through our restaurants our venues and attractions and allows us to compete with cities that are much larger than we are And a world-class way and I think that's something that is missed often is you know We are a relatively small city in comparison to the Las Vegas is and the Orlando's But we're also competing with San Antonio and Columbus and Louisville and places we've never competed before and So we have to sharpen our game every day to make sure that we're ready to compete and really that is the That was the beginning of the brand we co-created built a host so that we could position underneath those very important words Those three words who we are why we compete and why New Orleans is so important to the convention and meetings landscape We'll need you on note Go ahead go ahead No, no go ahead when you're when you're looking at 70 numbers

4:11I mean about 30% of the people who come here to visit come here for a convention We say that a lot, but I think the piece missing is that we don't get credit when those people come back with their family Right, so they come here for their convention They have such a great time sometimes they come back sometimes they bring their family back So when we say 30% of the people come here for conventions We really are much more than that because we are we are exposing them to the city getting them to come here and then Inviting them to come back for the jazz fast the Mardi Gras and things like that Absolutely, I was gonna say to both of y'all we're really a victim of our own success, right because when Stephanie you point out Louisville and others Similarly, size cities. I mean the reason that they're competing is they've actually adopted our model You know they looked at the successes that we were having and they replicated it right that's really a great point because I get calls on a regular basis We just got one last week that said hey, I just want to talk to you with another convention center

5:14I just want to talk to you about your relationship with your CVB because we don't have that Cohesiveness when we travel we haven't been with them to certain shows and we want to create that so can you back up and tell us about your model So you saying that that is very true is and this was it was Seattle actually that had called looking to do the same thing So pointing that out it's a great point. That is where we are And Elaine, I hope you told them no I can't talk to you I love bragging about how our relationship works. So maybe sometimes I do say a little bit too much on that Well, you can tell them well you can tell I'm you can tell the whole Definitive foundation right that's what we always hope you can you can share but they have to adopt It's our secret you can't have it tough for you Absolutely, you know we we talk about the competition but behind that is is a process right that that both of y'all engage in

6:18Obviously collaboration Describe for our listening audience how that works Well, it's really boring because it starts with who do we know put a list together of the top 100 trade shows or whatever other list we want to put together You know meetings in a certain year that might be behind or a certain time period and we sit together and we Literally create a target list and then as our team travels as they are prospecting as we are trying to do what we're calling When defend and grow group because it really is all those things you have to win it You have to defend it Especially against all this competition and then you have to grow and so understanding where you're going and who you're going after It's a lot different than just responding to a Business lead that came in that day and not that those things aren't important because we don't know everyone and that's why a part of our strategy is to Have relationships with people to bring us leads but really it is a very systematic

7:21list driven experience and Going after that meeting people and then trying to understand what their needs are a tremendous amount of listening People tend to think sales is talking but the most fundamental thing in sales is first listening And from the center standpoint I got it, man I'm sorry. I was just going to say from the center standpoint we kind of come to the table with Stephanie's team To go out and get those bigger bigger conventions that involve the convention center But then we also have a team member that's dedicated to okay What are those short term pieces of business that we can target to fill any holes we have in the calendar? And that's when you see a lot of your smaller events a lot of your public events being able to come into the convention center and Fill those times and often they actually have room night to touch tone to so it's not just hey, you know It's all just locals It's also trying to fill them with whether it's a volleyball tournament or something that brings in people Regionally that can stay in the hotels that go to the restaurant

8:23So we we kind of approach it two different ways we partner with 70 team and we're in the booth with them selling we're looking at those lists with them as well And then at the same time we're looking at okay. We're getting really close in Let's fill the calendar with other business and get people into the city When you consider the the diversity of your customer base I'm kind of curious How dynamic are their? Desires their demands and their expectations They're from a to Z, you know, they really are it depends on who's leading the organization who's on the board You know people are from all over the country and so if they are from competing city I'll just say you know St. Louis Then that local community has a poll to want to attract that particular event Same thing with the CEO if they have an experience that's good or not and so we Kind of have a little internal joke amongst us all is that we'll wait out change in leadership

9:24We don't cross anybody off the list ever in terms of if they're too big for us You know, maybe they're going to change in size or maybe we have a leadership that leans towards a different destination or region You literally have to watch all the levers to see which ones the most relevant in this point in time to bring it to the finish line You know and I'll use national business aviation as an example They did not come to New Orleans for 20 years after Katrina and we have continued to follow them and they have announced It's public so I you know share it. They're very excited to return in 2028 something we're incredibly proud of To be able to just stay the course and so you have to be relevant what's what's happening in the world today Changes dynamic environment, but also you know where is our foundational business that helps us grow in all the other segments that Elaine you know mentioned because the work that we all do collectively You know extend so far beyond New Orleans it gets economic activity through the region and then it supports communities throughout Louisiana

10:26So we're very aware of that we're very proud of that and we're very proud of the support that we give across the region And the interesting thing too is that There are a lot of things you don't control right so the state of the economy nationally You know what trends are going on nationally and I guess to a certain point Even though you're booking five years in advance and a lot of cases with these events you have to be nimble For sure for sure I mean you don't know the political climate you also now I never thought you know when I started at the convention center 30 years ago That I have to be so schooled on what the laws are that are changing that may affect the different organizations And then also it's important because you mentioned what are the different requests they make Everybody is different so you got to look at what are the companies mission? What what are the companies missions? So somebody may say okay? We're looking for a city that Maybe has a lot of family friendly right and so now you have to deal or everything that you're talking about to them

11:30You're tail you're adding the zoo you're talking about the world or two museum You're talking about what's happening on the riverfront But then you have another event that's coming here. That's all about fun And so then it's okay. Let's make sure that we're focusing on everything that we have that's fun Let's focus on the French Quarter another big thing is walkability You know there are shows here that say you know what we want to be you know We've sustainability is super important. We don't want to have buses We want to make sure all our attendees are close. Okay. Well then that's what we focus on is what is our sustainability? So finding those things just like you asked is how different are they they do range from one end to the other What do you want you know for your attendee and then we take what they want for their attendee? So the city that has a canned proposal And sends that for every event that's the city that's going to lose business You have to make sure that we are tailoring everything we do to actually what is specific for that group? What are they looking for? You all most sound like you have an intelligence unit of the military

12:32You know We have to because you made us follow NASA like I think I had an internal rule if ever you do an interview Don't ever follow NASA and then I'm following NASA here. So we have to we have to raise the bar here And she's right because we had a conversation yesterday about what meetings we can attract because of what's happening in the space program so we do have to be Stewards of the news stewards of next trends and all those things because They do follow. I mean if I would have paid attention as a salesperson back when the tech world Me that could be retired on you know like some you know wonderful place, but you know there there is Through to that business follows me. You will never retire Girl you will never retire That's not good. You know me pretty well. That's not in your That's not in your DNA for sure Hi, we got to get to a break we're visiting with Stephanie Turner senior vice president convention sales and strategies at New Orleans and company and Elaine Williams

13:35The chief commercial officer at the New Orleans Center and Moriel convention center. We will be right back folks stay with us All right folks. Let's do when it wins D right now We're given away two tickets to see the Tigers take on Louisiana Tech on Saturday September the 12th today's code word is Valley V-A-L-L-L-E-Y that's V-A-L-L-E-Y take that code word right now and enter to wwl.com slash contest For your chance to win big code words expire each Wednesday at midnight good luck from LSU football and W-W-L We're visiting with Stephanie Turner senior vice president convention sales and strategies at New Orleans and company and Elaine Williams The chief commercial officer at the New Orleans Ernest and Moriel convention center Ladies, let's talk about the following we often talk about selling the sitting and we often hear everyone say people just want to come to New Orleans

14:36What is behind that what is that all about and how does that actually play out? So I want to start that because it really was it's a passion of mine because I hear a lot You know, well people just want to come to New Orleans. That is very true We have Marty girl. We have jazz fast everything that Stephanie talked about right However Every city has something or land oh has Disney Vegas has gambling natural has country music every city has something that makes people want to go there That's great and that plays in getting people to the city, but that's One-time a quarter that's six times a year How do you fill the rest of the calendar? How do you get people here for the rest of the year and the competition just to go back to that is getting so much So where we used to compete with you know the Chicago's their land those maybe San Francisco here and there We're starting compete with smaller cities and they're getting those things. They're replicating New Orleans They're doing Mardi Gras type events so now we're competing against those small cities who do something similar and because they're smaller

15:40Maybe they're actually less expensive to go to so all of it plays into What we have as a city and what other our other competitors have oh And I think it's important look we're we're the most joyful Place on the planet we absolutely Live to enjoy life and that is what sets us apart So when we face all the things Elaine says and we talk about the built-to-host brand and when we're competing What we're really positioning New Orleans as is the only place in the country where you can take all the cultural elements of our city That start with our people you don't get a culture without people and so in today's world that's you know fractured There's a lot of like things going on So what we're positioning New Orleans as is the place where you bring your meeting and whether it is Education that you want to impart on your people or scientific discoveries through these medical meetings or motivation There was sales team that our culture will let you leave with such an output of joy and connection

16:45You can't get it anywhere else just think about moving from the convention center to Maybe a hotel down the street across the street or from one of the hotels to a venue in the French quarter We're the only place that can move people in a second line. It's a mode of transportation. That's so unique to our culture It's also sustainable because you're not using transportation and so positioning and not just saying and for me There's no place I want to live than New Orleans in no place. I'm more proud of but I'm keenly aware from the competitive standpoint that it's not enough just to love our city We have to articulate over and over and over Why you want to come back? Because the days of where New Orleans was on every three year rotation because they were only five convention centers big enough to handle Whatever the group may be are over you know the map is set in terms of competitive landscape So it's our job to make sure that New Orleans is always fresh always relevant pointing to innovation

17:49Executional excellence when you think about modigrodnull think about all these individual organizations that come together that put on an incredible That there's no there's no organizing body Yes, of course the city and the police do the most amazing and necessary work But there's not one thing behind the other This is something we do and people overlook the technical excellence because of fun And so part of our job is to really point to hey, this is the most joyful place on the planet But on the other side of joy is creativity and innovation and technical excellence So I think that's the positioning that we look for as we evolve built to host Yeah, I'm kind of curious I you know when I think about New Orleans and I go to other cities There there are a couple of cities that are as spontaneous as we are You know there things that crop up that happen on it on a daily basis here Whether it's a second line or you got you know a little festival that's celebrating

18:52You know one of the many creatures that are indigenous to our state or whatever it may be But a lot of these other places that y'all mentioned. I don't find it. There's any spot to naity there at all It's either planned or it doesn't exist It's interesting that you said that we had a customer tell us That represents a lot of customers we did a focus group And I'm going to keep the names close to the vest But one of the things that came out of the focus group and this is why listening is so important is it was an anecdotal comment that one of the event plan Or said and she said out loud well in New Orleans We don't have to create a theme New Orleans is the theme and so we grab that as we build build to host out further Because as locals sometimes you miss it and then you miss that idea right like you know it instinctively But you miss it and so to your point you know part of our tool chest of selling Things that we give to our team is that idea is that take the pressure off We are the theme we will build it around you and build you joy and a successful event

19:52I think the best word is authenticity and that is you can't replicate you can't build you can't build authenticity and To 70s point also was working and I won't say the city's name But I was working with a client recently and they were talking about the investments another city is making and like I said they are I mean It takes us as a whole is investing nine billion dollars between Houston Austin and And Dallas but this particular city they said look they're investing a lot of money They're getting their convention center area Hope the one thing that this particular city cannot replicate is our is New Orleans is authenticity That was great to hear you know We love that people like that, but we need to make sure that we have both right we have authenticity That won't go away But then we also are coming up But what can we do that's new and innovative because the conventions coming here are being new and if it Innovative and they're looking for the city around it to do the same So I call it the Disney effect, but when you go to Disney you like what you like to go to every year

20:53But they change things a ride changes into something else right well the same thing with New Orleans We want them to be able to come here and see those things they love But then also what else can we show them what else can we invest in and so that's why having buildings being built having whether it's an office building a hotel Having things built in this community that is new for somebody that's coming a show like 70 mentioned every four years is huge So we need to keep both we need to make sure that we're focusing on our authenticity But then we're also focusing on being innovative and creative for the future Let's just focus on conventions for a moment and just let's just consider that the lifeline You know for a while because of the pandemic and other economic conditions They they kind of went by the wayside. I mean, I know a number of the Government sectors type conventions that existed many many years ago Several that I was an invited speaker or a panelists and would attend

21:57Are those coming back the do you see a resurgence in certain sectors of the convention business? Yes, and I think the word is evolution We get asked a lot because we have a lot of longevity in our industry here and you know folks ask us You know when's it going to be like 2019 or whatever year they mentioned and I think the most important thing is it's not You know, it's like saying you know, let's go back to blockbuster those those days are over And so we have to make sure that we're staying abreast of what's happening with evolving You know, and then filling in the gap when something else has a moment because this isn't the first time in our in our history where a segment pulled back That's unfortunately part of economics and so it trickles down to meetings And so part of our strategy is to make sure we have another lever to pull you know any event You know, there's a you know reduction in government meetings or maybe you know our Pradeem's looking pretty good now You know, they were times in history where it wasn't and so

22:58There there are a lot of factors that has impact on how meetings ebb and flow how The economy and things that are moving forward drive meetings and meeting content the good news is for for us Is that we've always been incredibly strong in the association world and those meetings are really foundational because their annual meeting is the one That is that keeps the association going that makes money for the organization and you know That's the one that they're not going to cancel right they're not going to cancel because they need that revenue So we always work to have a balance of our association business corporate business government other sectors But but the association market is very important because it is resisted to cancellation Yeah, you know, I always looked at the difficulty to get to some of the cities where these conferences were and I remember I I happened to be the recipient of some recognition and award and it was in a city that was

24:02Man, it was difficult to get there and I had a tight tight schedule and I went But it was the whole trip there was miserable Um when we think about the the airport and the new airport in particular and and the recognition at the airport is received how helpful is that for you guys Very helpful, you know, we always heard before the new terminal opened that the old terminal was a dissatisfier You don't realize how true that rang until the new terminal opened it is easy to navigate it is easy to get around There's great food options. It looks great. And so it really does help It's you know, you just described your experience Right, and so you didn't really talk about the award as much and you're happy to get it But you talked about the experience right that people lead with experience and so that experience the first place you touch down That's why I love seeing all the different parishes come together the announced the master plan

25:03Because all of us were in this together and that idea that our airport is the Netherlands International or Louis Armstrong International New Orleans airport sits in Jefferson Parish And so our our guests that stay in both Jefferson Parish other parishes are New Orleans That's their experience. It's their first impression and first impressions and last impressions matter that lingering that last How did I exit people Paced so much attention to the arrival But the exit is so important that follow up of goodwill We kind of lean in in our world of following up with our customers after they left What's the follow up to your time in New Orleans because we want them to hold on to a good experience Because we believe that really Pushes them to then move the destination forward for either the next leisure trip or the next convention and meeting That's why you see the investment in things like the bands at the airport. I mean this is when people first touch down They're coming to the city and you see a New Orleans band in the airport

26:05You see the two book cover with the show name on it. You see some registration in there I think the airport the new airport is the difference maker for sure That absolutely. You know, it's interesting to I mean the collaboration between The convention center and New Orleans and company It just occurs to me how important that is Really important obviously with the big events but The day-to-day stuff. I mean y'all are really a travel agency If you're all intensive purposes right and the diversity why you started the first question you asked was Or the first question when when Stephanie answered was that we're a we're a small big city And I think some of that plays well to that relationship as we are a small big city We literally sit across from each other Almost weekly We're actually when we when we get off the phone here Going to the airport together to get on a plane to travel to DC to again spend three days together Talking about industry learning about industry so I think that because we are so tight

27:09It really helps the hospitality industry move forward But I'd like to add one thing when we come lands gonna laugh go ahead We don't always agree, but we agree to put what's the bigger decision is for the community ahead and she loves when I say that But it's really true. We can't agree all the time Let me let me get this right to successful women sitting side-by-side and y'all don't always agree. Oh, I can't even imagine that right Fast talk in women too. Look at us Yeah, there you go. All right when we come back It's all about infrastructure infrastructure infrastructure. Let's talk about the convention center the current status of renovations that are going on there when we return We're visiting with Stephanie Turner senior vice president convention sales and strategies at New Orleans and company Any lane Williams chief commercial office in New Orleans earnest and Moriel convention center stay with us folks Welcome back folks. We're visiting with Stephanie Turner. Seems your senior vice president convention sales and strategies at New Orleans and company Any lane Williams chief commercial officer at the New Orleans earnest and Moriel convention center

28:15Just a reminder folks that you know a lot of what we talk about that's going on in the city is not just for people visiting the city It's for you as locals You can utilize all these facilities if you're part of an organization or a group That's a beauty of all of this you can put something on and and really enjoy yourself And if you're looking for something to do Next week this week tomorrow this weekend whatever go to New Orleans.com I mean they've got all the information for you and they tell you everything that's going on in the city That you can become a part of and really enjoy yourself I mentioned infrastructure ladies. Let's talk about the convention center in particular and where we stand with the renovations there Certainly, it's a timely conversation to have because as of today We are wrapping up the renovations in the center of the convention center. So we're finished Most of the convention center now we have probably about 80 percent done But what we're doing is touching everything

29:15So anything and you just mentioned having locals come to the convention center I hope they see it because everything we're doing is very intentional to the attendee So when you walk in the convention center from the carpet to the walls to the restrooms All of it has been touched whether it's it's new carpet of painting whether it's a complete replacement That has really been the focus over the past year Two years actually and then last year our board voted on another $200 million to continue working on these renovations So interior of the convention center now And then after that moving to the exterior of the convention center because it really hasn't been touched in 2018 we did the pedestrian park that's outside the convention center But really never touched the physical piece of the center since 2013 when we did the portion that face is Julia Street So addressing the exterior of the convention center is super important I didn't realize it was that long ago already wow

30:16I mean it does when I think 2018 yeah it does I mean when you said it I'm like not I can't be right I mean because it didn't seem it didn't seem that long ago You know we talked about demands expectations of those Organizations that come and put on events there Obviously you're in touch with them all the time and a lot of what you're doing is as a result of their observations That's a great point. Yeah, so we developed the convention center Along with New Orleans and company we did a what we call a customer advisory council And we engage them in about 2016 End of 2016 beginning of 2017 and that's who guided our improvements whether it was Do we need a bigger ballroom? Do we need more lobby space? What are you looking for and really the biggest thing They talk about and we'll continue to talk about its flexibility and some of that we could address some of it We can't we can't knock down physical walls and meeting rooms But some of it we we can address so that they can do things for example

31:19After COVID coming out of it being outside became a big deal We opened the park and all of a sudden we were having sessions in the park like literal meetings that were occurring outside because that's what people needed and as you know We had the concerts in the park recently as well and then it was okay We need more space for people to congregate we really didn't have that we had benches in the lobby and that was it They guided us to we need furniture in the lobby We need areas for people to recharge because now you don't go to a session or to a conference and not work It just doesn't happen anymore So when they're going to sessions they need a place to go sit down we offer that we have actual Charging stations that are designed around New Orleans neighborhoods because we know how important neighborhoods are here So when you come here you can see all the different neighborhoods I think there's 12 different neighborhoods of New Orleans that you can walk through sit in and there are images of armstrong park Or a lake view and and you can kind of feel like you're there you can meet people there So all of that was guided by that customer advisory council

32:21And I guess there's nothing there's no better validation. I should say Then when people come back, right? And I know Stephanie and I have talked many times about Some groups they're not going anywhere else they're coming here every time Right my best business is repeat business our friends with international workbook show will be here this December again, I think how many times have they been here 30 it will be there 30 this will be there 30 at time And then our friends with hematology will be here Optimology these large meetings will be here this fall realtors We start off with site congress just in a couple of days when then why amca and a lane can share this number But I think it's pretty staggering how many people will come to this building alone that doesn't This does not account the meetings that are directly at the hotel but Elaine right here It's a 225,000 people will be here between september 15th and December 15th We just had an all-team meeting and we For one moment we celebrated the start of football season tonight But then the other moment we were celebrating the start of our big conventions season that pretty much starts Monday

33:27I mean once once Monday hit so I did Mimic the sound of Monday night football which I will not do on this call But that's how I picked off our meeting today to get everybody still Hopefully it worked, but my singing really isn't so great. So I tried We like but it's so true absolutely, but you know the I I actually love going to the quarter and seeing people with those lanyards around their neck with their Convention, you know credentials Just having a great time walking around and you know There's there's no better moment than seeing folks just really taken in New dollars new wallets come into town Incredibly important right ladies Yes, and we do too we we don't tell them who we are We just ask them how their stays going and then you know where are you going? What are you doing? It's great to just interact with the attendee and please come back Yes

34:27Absolutely ladies. Thank you so much for joining us And I know y'all I headed to the airport so I have a good trip and have a good week and we really appreciate The time that you spent with us and the insight. Thank you so much for all the thank you. Thank you. Bye All right folks, that's Stephanie Turner senior vice president convention sales and strategies at New Orleans and company and Elaine Williams Achieve commercial officer at New Orleans Ernest and Moriel convention center If you're not impressed with the bench that we have I don't know what it's going to take But these ladies are absolutely on top of their game. We'll be right back stay with us Scoot joins us. What do we have coming up scoop? Well, we have a lot to get to with this afternoon We'll once again try to define the latest in LSU versus the SEC She's like there's something new every day. It's kind of complicated. We'll try to set the record straight on that Also, um, there's a lot of talk about 9-11 and what happened and what didn't happen We'll talk a little bit about that and where you went to high school

35:29Would you like to go back and do it again? We'll talk about that too Scoot set it your way stay tuned. Hope you enjoyed today show. See you again in the morning