Innovative Campus-Style Meetings

A Case Study of Destinations International's 2025 Marketing & Communications Summit in Austin

Over the next four years, the redevelopment and expansion of the Austin Convention Center will impact the way meetings and events are conducted in Austin. However, the convention center’s closure has offered the industry an opportunity to develop some very creative solutions. Meeting planners are embracing the campus-style meetings concept, which involves coordinating and hosting major events in collaboration with multiple Austin venues.

For a stellar example of how this concept successfully works, consider the results achieved by Destination International’s 2025 Marketing & Communications Summit, which took place in Austin this past February. The success of the sold-out event received accolades for nimbly incorporating three main sites — the AT&T Hotel and Conference Center, AC Hotel Austin-University and Bullock Texas State History Museum — for its meetings and activities.

Organizers said the campus-style approach and the help of Visit Austin resulted in a dynamic event experience that enhanced engagement and networking opportunities for attendees. As a plus, the format checked off numerous boxes that showcased the University area’s hotels, unique meeting spaces and activities for attendees.

“The Visit Austin team did an incredible job ensuring they fully understood the needs and expectations of our audience,” said John Moritz, Meetings and Events Manager at Destinations International. “With that knowledge, they helped us tailor the experience to match our goals. For example, walkability and sustainability were key priorities, so they guided us to venue options that allowed attendees to move between spaces easily without needing transportation, maps or extra signage.”

Connecting Nearby Venues

The time spent planning the event paid off.

“Surprisingly, our attendees really embraced the format,” Moritz said. “The opportunity to switch spaces throughout the day gave them a chance to stretch, get some fresh air and enjoy a change of scenery. It kept energy levels high and the experience fresh. It also helped attendees feel more comfortable and familiar with the surrounding area, which encouraged them to go out and explore more in the evenings, enhancing both their overall experience and the local economic impact.”

The AT&T Hotel and Conference Center, which is part of Austin’s University Hotel Collection, served as the anchor for Destination International’s event. Visit Austin strategically focused on the district’s assets. As the host, AT&T was the hub, and the AC Hotel Austin-University, located just 0.2 miles away, provided additional lodging.

“A campus-style approach challenges the traditional thought of what a conference should look like, allowing attendees to experience the University Hotel Collection’s unique offerings,” said Josh Delgado, Director of Sales and marketing at AT&T Hotel and Conference Center.

The concept is actually old hat for the University Hotel Collection. They’ve been executing campus-style events since 2018, Delgado said. Anchored by the hotel and The University of Texas at Austin’s 85,000-square-foot conference center, he said that the University Hotel Collection partners have a common goal, providing offerings and capabilities that complement each other.

Designing the Destinations International Summit around the University Hotel Collection eliminated the need for bussing, allowing Visit Austin to capitalize on the area’s walkability while creating a more convenient and cohesive experience for attendees, said Dane Piper, VP of Destination Services for the tourism bureau. A key benefit of a campus-style approach is that attendees can step out of the traditional meeting facility and fully immerse themselves in the destination, even if only for a short time, he said.

For the Summit, an evening reception at the Bullock Texas State History Museum included entertainment by local musicians. Attendees also took part in planned experiences by visiting the Darrell K Royal Stadium (home of the University of Texas at Austin Longhorns), touring the Texas Athletics Hall of Fame and attending a lecture at UT’s McCombs School of Business. The partnership with McCombs also resulted in a preconference workshop.

“Visit Austin was instrumental in assisting us in unifying the experience,” Delgado said. “Their off-site suggestions showcased the University Hotel Collection district and the university in a way that highlighted venues unique to the area.”

Advice for Future Planners

Delgado advises meeting planners to solicit the guidance of Visit Austin.

“It is also important to have trusted and experienced partners when choosing a campus-style approach,” he said.

Local knowledge and strong relationships with venues and vendors help identify the best locations to support planners’ needs. For Destinations International, Visit Austin facilitated introductions with key stakeholders, coordinated logistical details and provided insights to ensure every aspect complemented the overall event experience.

“Stay in constant communication and don’t hesitate to voice any concerns,” Destination International’s Moritz said. “The Visit Austin team is incredibly responsive and solutions-oriented. Giving them the opportunity to step in and support allows them to do what they do best — turn potential challenges into non-issues.”

Visit Austin’s Top Tips

Leverage Local Expertise – Partner with a Destination Marketing Organization, like Visit Austin, early in the planning process. They have invaluable insight into the area, access to trusted vendors and strong relationships with venues, which can help streamline logistics and enhance the attendee experience.

Optimize Walkability – If your event is anchored in a central location, explore venues and assets within walking distance. This not only simplifies transportation logistics but also creates a more immersive and seamless experience for attendees.

Communicate Goals Clearly – Share your vision and priorities with local partners so they can help identify resources and opportunities that align with your event goals.

Be Flexible and Collaborative – Local partnerships thrive on mutual respect and adaptability. Stay open to ideas and solutions they might propose based on their expertise and understanding of the destination.

Maximize the Destination’s Unique Features – Highlight the local culture, cuisine, attractions and entertainment to make your event memorable and give attendees a sense of place.

Ready to Plan Your Meeting?

Meeting planners who are considering Austin and the University Hotel Collection for innovative event formats can contact Visit Austin for ideas, advice and support.

Images courtesy of Destinations International.