Shhhhhh! Can you keep a secret? It turns out that a beautiful, easily accessible Southern city, the second most powerful financial center in the United States, is also a dynamic convention destination. But all it takes is one visit to see for yourself all that Charlotte has to offer and you'll be spilling the beans. "Planners are constantly surprised when they come to Charlotte," said Jeff Hewitt, senior director, sales, for Visit Charlotte. "They say 'I didn't know all of this was here.' Actually, we are a dynamic destination that can suit most any group."

Litsa Deck, director, conventions, advertising and corporate relations for the American Correctional Association concurs: "Charlotte's a 'sleeper.' It may not be as well known as first-tier cities, but it has all the amenities of a major convention destination - first-class hotels, a very well-kept convention center, and restaurants, shops, and sightseeing within walking distance." Deck's annual meeting attracted 4,000 attendees, including 400 exhibitors.

"I had never been to Charlotte before my site visit," said Christine Beseth, director of strategic events for the Clinical Laboratory Management Association. "After two days, I was convinced that the city was a good fit for our meeting. It has everything a larger convention city offers, just in a somewhat smaller package." Beseth's meeting, ThinkLab, attracted more than 3,200, including 212 exhibitors. "Most of our members are women. They felt extremely safe, and were wowed by the Southern hospitality. Also, Charlotte is very affordable. The value for the price is outstanding," she added.

Charlotte Convention Center
The Charlotte Convention Center is a highly functional facility where groups can move around easily. The street level entrance offers wide concourses where attendees can view upper-level meeting rooms or lower-level exhibition halls. "The layout of the convention center is exceptional," exclaimed Beseth. "Our attendees said, 'Wow! It's so easy to find your way around; you don't have to ask directions or study a map.'"

Exhibition Halls A, B, and C provide 280,000 square feet of contiguous exhibition space, divisible into four halls: Hall A (100,000 square feet); Hall B (100,000 square feet); and Hall C (80,000 square feet, or two 40,000-square-foot halls). Hall C, with its own lobby, can also be used as a general session room for 6,000 people. The loading docks are all underground, easing unloading in inclement weather. A large wall in Hall A can be raised to allow for the entry of heavy equipment. Because the exhibit halls are on ground level, there is little concern for weight per square foot. "Another advantage is that North Carolina is a right-to-work state, so that there are no labor union problems. That makes it easier for all parties," Beseth said.

On the entrance level, six rooms may be used as show offices overlooking the exhibit floor, for VIP or speaker ready rooms, or for news media headquarters.

The ballroom and meeting level offers more than 50,000 square feet of flexible meeting space, including a 35,000-square-foot ballroom, divisible into three sections, and 40 smaller meeting rooms. The ballroom terrace has stunning views of downtown Charlotte. The NASCAR Hall of Fame will be connected by a covered walkway to the convention center, and will offer more ballroom options.

The center's nationally acclaimed food and beverage service offers regional and continental cuisine, which can be tailored to match any meeting theme, both in the Café and for catered events. Full-service catering can be provided to more than 6,000 guests at one time. The Charlotte Convention Center is a WiFi zone throughout - from the exhibit halls to the parking lots. The center's staff also gets high marks. "Our convention services manager was outstanding," said Beseth. "I wish I could clone her and take her with me everywhere. She anticipated our every need."

The Charlotte Convention Center and Visit Charlotte's sales, marketing, and services division are operated by one organization, the Charlotte Regional Visitors Authority (CRVA). The CRVA also operates Ovens Auditorium (a 2,457-seat venue just outside the center city), the 10,000-seat Cricket Arena, and the future NASCAR Hall of Fame. "We all work as one team to provide the ultimate in qualitative proposals in a prompt and fluid manner," said Hewitt.

Hotels
Charlotte has more than 4,100 hotel rooms in the city center. The convention center is "sandwiched" between two large convention hotels. The Westin Charlotte, with 700 guest rooms and suites, sits next to the Charlotte Convention Center's south entrance. It offers 32,000-plus square feet of meeting space, including the 16,276-square-foot Grand Ballroom, 6,725-square-foot Providence Ballroom, and 14 smaller meeting and private dining rooms. "We will tailor your event to your group - even bringing the outside in," noted Siobhan LaCroix, director of group sales. "We have put sod and grass on the ballroom floor over the carpet. And we have brought the kitchen into the function room, so attendees can watch their food being prepared," she said.

The Hilton Charlotte City Center, located just north of the convention center, provides 407 guest rooms (including 24 suites) and more than 30,000 square feet of function space (including a 10,070-square-foot ballroom and 18 smaller meeting rooms). The indoor Atrium Garden and the outdoor Clock Tower Plaza are two unique event venues. "We had our opening reception in the Plaza, and it was a perfect setting," said Deck.

The convention center, Westin, and Hilton have a special package option for planners called "The Charlotte Convention Connection." "It's one-stop shopping," explained Greg Greenawalt, director of sales and marketing for the Hilton. "If a planner who has a meeting requiring all three facilities calls any of us, we will check availability, and get back to them. The CVB then sends out a proposal and arranges for site inspections," he added.

Special Event Sites
An over-street mall connects the large office buildings of Wachovia and Bank of America, which provide excellent special event sites. Founders Hall in the Bank of America Corporate Center is located in an atrium surrounded by shops and restaurants. Artwork adds to the ambiance of the hall, which can accommodate 1,000 for a reception and 700 for dinner. The Bank of America Corporate Center lobby area boasts three enormous frescoes by North Carolina artist Ben Long. The Blumenthal Performing Arts Center, located in the same complex of buildings, is composed of the Belk Theater, with 2,100 fixed seats and warm woods, and the Booth Playhouse, which seats 430. Both may be rented when not in use for performances. The three-level lobby accommodates 2,100 for receptions or 700 for a seated dinner, and may also be used for trade shows. The McColl Room, is a 50-person meeting and reception space located just outside the orchestra lobby.

The Levine Museum of the New South features a fixed centerpiece exhibition, "Cotton Fields to Skyscrapers," chronicling the South's transformation from fields to factories to finance. The entire museum may be rented for functions from 80 to 600. Conference educational sessions are also welcome.

The Mint Museum of Craft + Design displays a wide variety of fine studio crafts, and is available for rental for special events or for educational programs. The top floor features a glass-walled room of 1,500 square feet, accommodating up to 100 for a seated dinner or 150 for a reception. Combined with an adjacent rooftop terrace of 2,000 square feet, the space can accommodate up to 200. In case of inclement weather, half of the terrace can be covered by a museum tent.

Discovery Place, an interactive science center featuring a variety of participatory exhibits, accommodates groups up to 2,500. Level One, with a backdrop of beautiful aquariums, is a perfect venue for a dinner or reception of 100-150. The Wachovia Science Theatre (seating 203) and the Charlotte Observer IMAX® Dome Theatre (seating 286) are also available for rental.

Lowe's Motor Speedway has accommodated general sessions for 2,500 in the Clubhouse seating area. A lounge provides space for refreshment breaks. Corporate member suites can be reserved well in advance for events, even during race days. The Media Center in the infield and the garages where the race cars are stored on racing days are also available. "The garages are incredibly clean, and we can accommodate more than 2,000 for a barbecue and line dancing," said Susan Schwint, director of convention and visitor services for Visit Charlotte

The U. S. National Whitewater Park will serve as the training facility for the U.S. Olympic whitewater rafting team. A conference center offers 2,400 square feet of meeting space, a restaurant, gift shop, and full service catering. "We can tailor a package for you, such as a reception, raft trip, and barbecue," said Ann Ellis, manager of marketing and development. The Daniel Stowe Botanical Garden offers 110 acres of nine themed gardens, 12 fountains, and a woodland trail. Its year-round Four Seasons Garden is large enough for a seated dinner for 500, or 700 for a reception. The 13,500-square-foot Visitor Pavilion with its magnificent stained glass dome can seat 300 theater-style or 200 for dinner. Glass doors open onto a terrace with a panorama of the Four Seasons Garden.

The colonial revival Duke Mansion, built in 1915 and listed in the National Register of Historic Places, offers a conference center with 20 guest rooms, elegant event space, 4.5 acres of gardens, and numerous options for small group receptions and meals.

Help With Planning Your Meeting
Visit Charlotte "begins with discerning the planners' needs and crafting solutions to achieve their meeting goals," said Hewitt. Schwint added, "Whatever your interest, we'll find something for you to do - history, science, art, or sports."

"The CVB and the hotels couldn't do enough to help us. They went over and beyond what we requested and were available 24/7. They make visitors feel at home," said Deck.

The assistance begins with the proposal, arranged in a three-ring binder that allows for a customized approach. Visit Charlotte also has 64 different visuals that can be tailored to any group to show to your board and to promote your meeting to the membership, which can prove to be very helpful to planners' decision-making.

Visit Charlotte staff will arrange for interpreters, working with the University of North Carolina at Charlotte language department, and a lineup of students from Johnson and Wales University is available to perform a variety of tasks, from registration to room monitors. The CVB can arrange for official greetings from the Mayor, recommend local speakers, suggest spouse programs and special events, and connect you with the local news media. CVB visitor guides, maps, electronic mapping, and Charlotte Travel Values will help build meeting attendance. For meetings using 1,500 rooms on peak night, the welcome program includes an airport welcome desk, restaurant reservation center, and general visitor information services. Visit Charlotte also provides a complimentary Passkey-enabled housing department, with real-time reporting for room block management.

"We all work together to market Charlotte as a meeting destination; there's a cohesiveness, a synergy between the hotels, the Convention Center, and the CVB," said LaCroix. "Hoteliers understand the importance of bringing in groups," said Hewitt. "We really are a team."

"Our attendees were extremely surprised with all that Charlotte had to offer. They loved it," said Beseth. "Charlotte is the best of All America," added Deck. Looks like the secret's out: Charlotte will be Shhhhharlotte no more.

CHARLOTTE
Getting There and Getting Around
Getting There By Air: Charlotte/Douglas International Airport, U.S. Airways' national hub, provides nonstop service to 117 destinations worldwide via 600 daily flights, including international flights to London, Munich, and Mexico City. More than 50 percent of the U.S. population lives within a two-hour flight of Charlotte. By Car: Charlotte is located at the intersection of two major interstate highways, Northeast-West I-85, and North-South I-77.

Getting AROUND
A light rail system, which will run on cushioned tracks to soften noise and vibration, is scheduled for completion in 2007, and will connect the convention center, hotels, restaurants, and attractions.

Off-time activities
In addition to all that Charlotte has to offer to host ideal meetings, groups will find plenty to see and do when work is done for the day.

Tours are offered at the Botanical Garden and Lowe's Motor Speedway, and individual and small group outings are welcome at the Whitewater Center. The Blumenthal Performing Arts Center and Ovens Auditorium feature Broadway shows, dance, opera, and symphony performances. "We like to take our meetings to destinations where there is something for our attendees to do - eat out, do something fun. Charlotte fits the bill. The streets don't roll up at night," said Britt Bommelje, associate director, operations for the National Defense Industrial Association (NDIA), which brought the DoD Diminishing Manufacturing Sources and Materials Shortages Conference to Charlotte in July 2006. "Charlotte is a 'young city.' There were many options for the younger attendees, such as affordable restaurants and fun nightspots," Bommelje continued. Tryon Street, between 5th and 7th streets, near the Belk Theatre, is loaded with clubs, pubs, restaurants, and museums.

Two for Teambuilding

•  At Lowe's Speedway, teams of six can play a role in a raceway event - holding signs, washing windows, helping drivers into a car, making repairs, riding with a professional driver. You can plan an actual driving experience for teams, when all participants "suit up" in drivers' jumpsuits. One-hour driving schools are available through the Richard Petty Driving Experience or the Jeff Gordon/Mario Andretti Racing Schools.
• At the U. S. National Whitewater Center, a whitewater rafting event, wall climbing, or challenge course offer great teambuilding activities.

° Contributing Editor Sara Torrence, CMP, is the president of Sara Torrence & Associates, a meeting and events planning consulting firm in Gaithersburg, Md. She is the author of How to Run Scientific and Technical Meetings.