By: Deborah Johnson Wood
Next week's grand opening of the JW Marriott in downtown Grand Rapids marks the beginning of dramatic growth in local convention business as it will help leverage a projected $100 million in new tourism spending over the next eight years. In addition, the hotel will open with about 250 new jobs in place, a number that's expected to grow to 300, making it one of the largest tourism employers in Michigan.
"A national research firm said the leading factor of success in attracting conventions is the number of guest rooms in walking distance," says Steve Wilson, president of the Grand Rapids/Kent County Convention & Visitors Bureau (CVB). "With the JW's 340 rooms, we'll have 1,500 rooms in walking distance."
That fact has been a deciding factor in luring conventions away from cities like Portland, OR, San Antonio, TX, and Indianapolis for 2009, 2010, and 2012, Wilson says.
The JW also brings with it two new economic benefits that contribute to a projected 15 percent growth in convention business: the power of the Marriott's national sales office to promote Grand Rapids, and the swank factor that draws higher-caliber small meetings attended by visitors with deeper pockets than the average convention-goer.
"Each convention delegate spends about $250 a day on restaurants, entertainment, and shopping," Wilson says.
That number includes the average pre-JW Kent County lodging rate of $80 per night. Wilson expects daily spending to double after factoring in the JW's room rates, which start at $229 per night.
Source: Steve Wilson, Grand Rapids/Kent County Convention & Visitors Bureau
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Deborah Johnson Wood is development news editor for Rapid Growth. She can be contacted at [email protected].
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