LETTER FROM THE PUBLISHER n
CONVENTION CENTER IS KEY
TO THE NEXT-GEN ECONOMY
PHOTO: TERENCE DUFFY
I
n January, portions of the Sacramento Convention Center
came tumbling down, the first phase of a remodel and expan-
sion after two years of planning for a larger and more efficient
facility. The Panattoni Building at 15th and K streets that houses
the administration offices surrendered to the wrecking ball to
make room for what will be a new entrance to a bigger and better
convention center.
The convention center remodel is just one piece of a complex,
three-part rebuilding of the eastern end of the city’s cultural
nerve center. Known as the C3 Project, it also includes revamp-
ing Memorial Auditorium and remodeling the Community
Center Theater. When construction is completed in about two
years, the complex will provide more expansive and modern fa-
cilities for theater and arts groups and a more comfortable and
enjoyable experience for patrons.
The convention center expansion will add about 40,000
square feet of exhibit space and another 40,000-square-foot
ballroom to accommodate larger groups and conventions, in
addition to creating a more efficient floor plan.
Since its construction in 1974 and a remodel in 1996, the
Sacramento Convention Center has been a reliable workhorse,
drawing upward of 175,000 conventioneers a year and host-
ing a smorgasbord of events that range from concerts and
speakers to trade association meetings, all of which support
a tourism industry with an estimated economic impact of
$2 billion annually.
Much of that revenue, of course, flows into restaurants, re-
tail businesses and hotels as visitors enjoy the attractions and
amenities Sacramento has to offer. And that’s a valuable contri-
bution to the economic health of the region, an important role
for any convention center.
For the most part, however, it’s a short-term economic ben-
efit, recycled each time bookings turn over from one group
of conventioneers to another. To be sure, supporting the
tourism industry is important and that value should not be
underestimated.
But a revitalized convention center also presents Sacra-
mento with an opportunity to create more long-term benefits by
playing a strategic role in the region’s economic development.
In addition to its ability to draw larger groups in the highly com-
petitive convention business, the expanded convention center
can be a vital weapon in the city’s efforts to attract high-quality
jobs in growing, innovative industries.
Convention centers in many cities already are filling that
role, recruiting groups and events with strategic value aligned
with the region’s goals. Las Vegas, for example, strategically at-
tracted conventions for tech and computer groups, such as the
IBM World of Watson, that brought together leaders from across
that industry to share ideas with local officials. That effort ulti-
mately created a thriving local industry focused on developing
autonomous, self-driving cars. San Diego has followed suit with
the life sciences industry. Cleveland has followed the same
strategy, using its convention center as a focal point for the
medical industry.
Eighty-four percent of executives surveyed by Skift, which
researches the meeting industry, said it was important or
critical for a convention center to define a region as a hub of in-
novation or a showcase for developing industries, in addition to
supporting the local tourism industry.
When the Sacramento Convention Center reopens, it will
bring people to the city. More important, it should bring new
ideas and new investment opportunities to develop a stronger
regional economy.
The Sacramento economy is growing beyond its traditional
government base. Our streets are becoming a testbed for au-
tonomous, self-driving cars and cleaner alternative fuels. The
city is one of the nation’s first to embrace new generation 5G
broadband. Healthcare and agricultural research are growing
segments of the economy. The list of strategic economic targets
is getting longer.
By becoming a place where industry leaders can exchange
ideas with local companies and policy makers, the new Sac-
ramento Convention Center can do more than fill hotel rooms
with visitors. It can be a strategic weapon to fill out an expand-
ing next-generation economy.
Winnie Comstock-Carlson
President & Publisher
May 2019 | comstocksmag.com
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