Detroit
Detroit exhibition emerald
Stephanie Selesnick checks the event oil in Motor City and finds a CVB in top gear
etroit , the largest city
D in Michigan state , has 4.3 million + people in its metropolitan area . Known as Motor City for its storied history with the automotive industry , it is also the birthplace for Motown Records ( Stevie Wonder , Diana Ross , the Temptations , etc .). The Detroit Metropolitan Airport ( DTW ) is the 10th largest in the United States and the city welcomed 17 million visitors in 2023 . Their goal is to increase that number to 25 million visitors in 2029 . I spoke with Claude Molinari , president & CEO and Andrea Cadatto , director , sales of Visit Detroit about their organisation ’ s active entrée into the international venue market post-Covid . Molinari talked about how the push started with sports and tourism . “ We began in the UK and Europe , first doubling our UK ’ s marketing agency ’ s budget when the Pistons ( Detroit ’ s NBA basketball team ) were scheduled to play in France . We also became the travel partner and sponsor of Burnley Football Club for global reach .” Cadatto said : “ Detroit has had an international presence for over 20 years , mostly with leisure and group tour campaigns .” Since then , their multi-pronged approach includes joining UFI and sponsoring WiE ( Women in Exhibitions ). Visit Detroit has added industry events to its roster , including PCMA , EMEA , and participating in the Brand USA IMEX Frankfurt Pavilion . “ Our goal was to let the international meetings and conventions industry know we are open for business ,” she said . To that end , they ’ ve booked events with Terrapinn and Messe Dusseldorf . Visit Detroit works with the Michigan Economic Development Corporation to bring intellectual capital and research to the process and to align new events business with industries in the State . Visit Detroit backs up its sales efforts and commitment with subsidies to help get event launches off the ground , something that ' s not common in the US . Cadatto says : “ It ’ s a customised approach with each
Above : Claude Molinari , president and CEO Visit Detroit
Left : Huntington Place
Photo courtesy of Visit Detroit . Brayan Gutierrez partner , although the events must fit certain criteria .” Without a long-term financial commitment , no international recruitment plan will work . Molinari mentioned that their Board supports the international push . “ Detroit wants to be a permanent fixture in that market for both B2B events and tourism . Getting wins early in the process has helped .” There is clearly excitement around the new headquarters hotel attached to the Huntington Center . Ground was broken three months ago and with over 500 rooms , the building will become the second largest hotel in Michigan when it opens in 2027 . My thoughts on what Visit Detroit is doing right and advice for other cities who want to recruit international organisers and their events : 1 . Have a long-term approach . The international market requires time to meet the players and woo them . It takes patience . New business doesn ’ t happen in five seconds . 2 . Allocate resources . Participate in international industry events . Join UFI and attend their regional conferences , CEO Summit , and Global Congress . Participate in other great industry events such as IMEX Frankfurt and International Confex in the UK . 3 . Do your homework . What industries are ripe for geo-adapted events and launches ? 4 . Be clear in the support your CVB and city can offer . Are there accommodations on rent for first time expos ? Can you help with visitor promotion ? What else ? 5 . Educate your clients on how US exhibitions and business events work . We do events differently here than the rest of the world . ( Drayage , pipe & drape , and display rules ). What would you add ? EW
l Full disclosure : Stephanie Selesnick is a member of the Detroit Customer Advisory Board and a member of UFI
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