Black Meetings and Tourism

Sep/Oct 2011

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Page 19 of 72

Travel To Macy's...There's So Much In Store! TERRY WELLS BY VICTORIA HEAD E xecutives at Macy's are well aware that shopping is among the top tourism activities for travelers. That is why their stores continue to develop and improve upon their customized visitor and tourism program. This innovative approach provides exciting opportunities for group, business and leisure travelers to enjoy a uniquely entertaining visit to America's largest department store. Ms. Terry Wells, regional manager of Macy's biggest traveler draws – Macy's Visitor Sav- ings Passes. These passes provide individuals and groups traveling over 250miles exclusive Macy's savings; there is also an international Savings Card. Recently a new website was launched – TERRY WELLS tourismandmarketing programsays,"The programhas been in effect for over 20 years, initially only in the flagship stores, such as New York and San Francisco, but due to popularity, has grown tremendously." Wells began her career with Macy's seven years ago; having previous experience as a special events planner she was able to carry these creative talents over to Macy's. Fueled by the fact that Macy's had a long time association with stellar events such as their 4th of July Fireworks and the Macy's Thanksgiving Day Parade to name a few,Wells was eager to become part of that legacy. Over the years, she's excelled doing what she most enjoys – building a uniquely, unforgettable experience for visitors, as she rolls out the red carpet to shopping, dinning, fashion, beauty and more,Macy's way. As regional manager Well's also appreciates establishing connections with various travel associations. "I've had the opportunity to work with many prominent organizations in the tourism industry," saysWells..."like The National Tourism Association (NTA), PowWow, Travel Professionals of Color (TPOC) and several US cities' Convention & Visitor's Bureaus (CVBs) throughout the Southeast, Midwest and Louisiana." To maintain these relationships, Wells updates her region regularly on how to discern their needs and cre- atively present customized, out-of-the-box experiences for their clients. Also important, is to keep her store partners apprised of inventive ways to present one of the stores', providing greater access for travelers to connect with tourism/market- ing specialists, obtain their Passes and plan a customized group tour. With the success of group tours at Macy's, Wells notes, "The Olympics should have a sports category for shop- ping. I've customized shopping events for groups of over 100 attendees, which have lasted as long as six hours. These days, many conference attendees bring their families along and make the trip a vacation. We coordinate with meeting plan- ners to design a fun-filled Macy's experience for them, while the delegates are involved with corporatemeetings." One example of a customized Macy's tour could begin with a group of visitors arriving at the store's entrance first thing in the morning. After greeting and introducing herself to the guests,Wells provides each with a Savings Pass and invites them into the store before it's officially open for busi- ness. Store employees are positioned at their stations to wait on the eager customers as they begin their shopping spree. After a round of shopping, the guests are off to a private space where they are fed a delicious breakfast. Next it could be mani/pedis in the store's salon, a beauty break featuring a fashion seminar or well-known cosmetic lines, wine tasting, interior design or an exciting scavenger hunt where the win- ner emerges victorious with a loaded Macy's gift card. To see what type of tour can be customized for your travel group, Ms. Wells invites you to visit their interactive and informative site, offering details in eight languages on the services and programs available that cater to any group size or interest – Meeting planners can contact Ms. Wells via email at or . Black Meetings & Tourism September/October 2011: 19

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