Get In The Game: Turning Big Events Into Big Business

Pro football's biggest game is coming to Atlanta on February 3, and along with it, hundreds of thousands of fans and visitors who want to be part of the action. For hotels, events like this can bring a big spike in business. With all those added guests, however, come added demands. That's why it's important to have a maintenance strategy in place well before the big day.

Even though the event itself may only last a day, some guests may choose to arrive early or extend their stays to visit friends or explore the city. Maintaining a high-level guest experience before, during, and after the event is a great way to win repeat business as well as glowing reviews that future guests notice.

According to the Atlanta Journal Constitution, more than 150,000 visitors are expected to converge on the city on and in the days surrounding February 3, with an estimated economic impact of more than $200 million. Many of those visitors will need lodging—and are willing to pay premium prices for location and convenience. According to STR, an analytics firm with more than 30 years of hospitality research experience, the average room rate can increase three- to four-times during large events.

Even with a packed hotel, guests expect hotels to be prepared with ample staff and supplies on hand. Stocking up on essential items, like keycards, amenities, and linens, can help prevent inventory shortages and keep hotel operations running smoothly. Hotels should also plan to replace at least 10 percent of depleted day-to-day essentials after the event has passed.

In addition to accommodating more guests, hotels should also prepare for an increase in visitors and vehicle traffic. Considerations include additional parking and safety signage, security coverage, and smoke and fire detection and prevention. Hotels planning on hosting viewing parties or other event-related gatherings should assess their lobbies and meeting facilities in advance to ensure all equipment is working properly and to anticipate any additional food, beverage, and furniture supply needs.

Whether you're hosting a major sporting event, convention, or other large gathering, having enough of the right supplies stocked and ready can keep your guests happy and your operations running smoothly. Need help getting your hotel prepared? Visit our Special Events page for products, tips, and more.

Published on December 21, 2018.