Creating Unique Experiences in Austin

How ASCM used Austin's destinations assets for a memorable event

The four-day ASCM (Association for Supply Chain Management) annual conference, held in Austin in September 2024, offered the opportunity for attendees to connect, learn and participate in interactive Innovation Hub experiences during the premier event. But the conference proved to be so much more.

Weaving uniquely Austin elements into the conference was a mission for the meeting planner, creating immersive experiences that were key ingredients for its success. While speakers, workshops and education sessions took place on stages and in meeting rooms at the Austin Convention Center, ASCM’s organizers enlisted venues, clubs and outdoor parks as a range of options for networking and exploring Austin after hours.

“We want people coming to Austin to experience Austin,” said Jenn Shira, Visit Austin’s senior convention services manager. “We want them to get out, have fun and see how unique Austin is.”

A big part of Shira’s job is helping meeting planners by suggesting hotels, venues, restaurants and other local sites that might not seem typical for a conference. That knowledge assisted Tricia Simmons, global project manager for ConferenceDirect, who was charged with planning the conference for ASCM. Simmons said she considers CVBs to be her partner, because they’re local and know the city the best. She especially appreciated Shira’s help securing transportation quotes that were within her budget — a key factor for the conference.

“You share your vision and they help you figure out what will fit your look and feel, and your budget,” Simmons said.

When sourcing cities for the conference, Simmons looked at multiple options and recommended Austin to ASCM as a vibrant city that would attract attendees. “It’s a great city. I love it,” she said. “It’s got a cool factor to it.”

Bat Viewing Congress Bridge. Credit BentoBox Photos.

INFUSING AUSTIN STYLE

Attendees stayed in downtown Austin at Hilton, Courtyard, Residence Inn and Hampton Inn hotels, all within walking distance of the convention center, restaurants and entertainment.

In addition to keynotes and seminars by over 120 speakers — including Ariana Huffington discussing health — the ASCM conference showcased Stubb’s Bar-B-Q for an after-session party, with entertainment by the Gone to Texas band. Attendees went on popular morning group runs and walks in Brush Square Park, with an incentive to earn a medal for completing them three days in a row. While others took a walking tour to Lady Bird Lake to see 1.5 million Mexican free-tailed bats emerge from underneath the Congress Avenue Bridge at dusk.

Simmons said the event at Stubb’s was a highlight, hitting the mark with its Texas vibe and food. She was introduced to the venue on a conference planning tour with Shira. The Austin Music Office supplied a list of 10 to 15 possible entertainers and sample recordings, and Simmons’ ASCM contacts chose Gone to Texas.

The 1,300 conference attendees could also sign up for special tours as fun ways to delve into local supply chain management topics on location. These included a tour of Independence Brewing’s facility, outings at Spring Lake Eco Adventures for glass-bottom boat and snorkeling tours, and facility tours of both Austin Lighthouse/Travis Association for the Blind and the TyRex Group.

SUCCESS STORIES

For Simmons, one sign of the Austin conference’s success was realized when she was scrolling her Instagram account and saw attendees’ posts about the boat tours. “It was a great opportunity to see the local environment in Texas, and that includes the bats,” she said. “It’s something they don’t normally get.”

A favorite activation involved the Austin Sports Commission’s new F1 Simulator. The simulator, debuting at its first conference, was paired with a Formula 1 ticket giveaway and keynote speaker Guenther Steiner. The retired F1 race car driver delighted attendees when he volunteered to pose for photos with them next to the F1 Simulator. Attendees could also sit in the simulator and try it out.

Positive feedback came quickly from conference attendees, Simmons said. They ranked education sessions, the F1 Simulator and Stubb’s as their favorite parts of the ASCM conference. Shira at Visit Austin said ASCM’s preconference marketing helped get attendees excited by highlighting what makes Austin great, including sports, live music and the food scene.

Another recent conference also tapped into Austin’s unique offerings, Shira said. About 7,000 people attended the five-day American Veterinary Medical Association event in June 2024. The gathering featured over 20 Austin musicians, an event at Stubb’s, a food truck day at the convention center, bowling, a bat cruise, dinners and more. The attendees also participated in two philanthropic endeavors, a Vet for a Day event with local high school students and administering vaccinations to homeless pets.

Learn more about planning meetings in Austin.