Cvent, an online platform for event management, just released its annual list of the top 50 cities in the U.S. for hosting meetings and conventions. Ranking among the bottom 10 for the third year in a row, Salt Lake City (#46) hopes that a new, tongue in cheek website aimed at meeting organizers can give it a boost come 2016 when it plays host to the American Society of Association Executives conference.

The new website, theresnothingtodoinsaltlake.com, seeks to correct common myths about the city’s once strict drinking laws and other limitations that have since been lifted. Photos of local dining, tourism, and nightlife scenes have been aggregated from visitors’ Instagram feeds to create an authentic feel. Once you’ve explored your entertainment and culinary preferences, however, the site feels limiting and requires you to navigate to the city’s official tourism website, visitsaltlake.com, for more information (from what I can tell, the two sites are not linked).

Still, the CVB should think twice before abandoning the site once next year’s ASAE conference is over. With stiff competition for attracting lucrative meetings and conferences, Salt Lake City needs to differentiate itself while squashing the “no fun” stigma that could be keeping people away. Breaking out of a typecast is no easy feat, and the site’s edgier campaign could be just what the city needs to do it, especially they tie it in more seamlessly with visitsaltlake.com.

So what can other destinations learn from Salt Lake City’s efforts to promote itself? Here are three important SLC lessons about marketing destinations to event organizers:

1. Find (or define) your USP. As evidenced by Cvent’s list of top event cities, there is no shortage of places in the U.S. for hosting meetings and conferences. But for destinations without the draw of a sprawling city, casinos, or a giant mouse, standing out can be a challenge. Salt Lake City works the self-deprecating humor to a T with theresnothingtodoinsaltlake.com and on the main website, which ponders why you’d want to host your next event in “another generic anytown.” The city has turned its apparent lack of a USP into a USP, and it works. If you’re not sure about your USP, you can start by asking your customers.
2. Let your fans promote your city. User-generated content, like the Instagram photos featuring local Salt Lake City attractions, is another great tactic for “anytown” destinations to employ. Meeting organizers are guaranteed to find images that will speak to their audiences and help them define their top reasons to visit.
3. Balance business and fun. While business travel has an obvious objective, there’s nothing to say it can’t be enjoyable. Still, many destination websites out there leave fun by the wayside when it comes to the meetings portion of their websites. “Things to do in ____” often contains a snore-inducing list of local museums, sports venues, and restaurants, seeming more like a second thought than a tool for encouraging spending from a large influx of out-of-towners. The “Plan My Night” feature on theresnothingtodoinsaltlake.com illustrates all there is to do and see in the area, and can be a great asset to meeting planners for growing interest and attendance at their events.

Some destinations seem to sell themselves when it comes to attracting event organizers. For most, however, it takes creative messaging and engaging content to draw the lucrative meetings and conferences crowd. Salt Lake City is a great example of a destination that changed its USP to rise in the ranks among top event contenders. Need help finding your destination’s USP? Drop us a line to get started.