Issue link: https://digital.copcomm.com/i/572452
B M & T ••• May/June 2015 ••• www.blackmeetingsandtourism.com 17 A cross industries, organizations, and among individuals, the idea of "diversity" is defined many ways. At the Philadelphia Convention and Visitors Bureau (PHLCVB), our definition would not be complete without the essence of "inclusion" and the realiza- tion that diversity is a vital asset which must be embraced. Reaching these conclusions early on, the PHLCVB became the first Convention and Visitors Bureau to establish a Multicultural Affairs Congress (MAC), found ed by A. Bruce Crawley and State Representative Dwight Evans, and known today as PHLDiversity. As a division of the PHLCVB, our bottom line is foremost to increase the city's share of the meeting and convention industry, and fill hotel rooms. PHLDiversity was created to ensure that as these goals are met holistically, meeting and hotel book- ings accurately reflect the shifting economic and cul- tural climate of our country. Diversity is, after all, an ever-evolving portr ait and demands ever-evolving practices. While our division began with a focus on only the African-American market, we soon expanded to include the Hispanic and Latino community. Native Americans and Asian-Americans followed not long after. As each growing population stepped up to claim their niche in the meeting and conven- tion market, PHLDiversity was there to help culti- vate the industry standard. As society evolves natural- ly, so too must we, to identify the emer ging markets in need of recognition in all aspects of business. For PHLDiversity, this was ensured by designing a strategy grounded in extensive research. Twenty-five years after our inception in 1977, the division took on a new story as we sought to more accurately reflect the changing dynamics of our country. Partnering with Temple University's FOX School of Business in 2013, we commissioned a 110 page study that showed a new way forward, marked by the inclusion of emerg- ing markets such as women, the LGBT community, and international visitors. Once these markets were identified, PHLDiversity commissioned a deeper dive in 2014, focusing on growth opportunities and a greater understanding of not just who to reach, but how to reach them. We've since adopted a much more methodical approach to analyzing the percep- tion of Philadelphia as a destination and the needs of both meeting planners and attendees. As such, the city has succeeded in re cent bookings of the largest and most diverse events in our history. The 2015 World Meeting of Families and accompa- nying Papal visit are projected to draw one million vis- itors from more than 150 nations, while the 2016 Democratic National Convention could inject upwards of $200 million into the local economy via more than 35,000 visitors from across the nation. What Philadelphia and the PHLCVB offer, after all, are not things all cities can claim. With 65,000 hospitalit y professionals in Philadelphia County, and more than 170,000 in the Philadelphia Metropolitan Area, we are uniquely positioned to leverage these assets for professional organizations considering our city. After all, the selection process for a major national convention is never a simple one. The bid for the 2015 National Association for the Advancement of Colored People (NAACP) Convention began with a nation-wide search, fol- lowed by a short list, and finally an inv itation to pres- ent to the highest level decision makers. In partner- ship with the City of Philadelphia, the PHLCVB came out on top because diversity is a fundamental priority for Philadelphians in every industry. The PHLDiversity 2014 Annual Luncheon, our signa- ture event, proved this as we broke attendance records with more than 610 diverse attendees. This overwhelming feat underscored PHLDiversity's expansion and demonstrated citywide support of the inclusion of emerging markets in our ongoing commitment to diversity. Beyond the benefits of a city itself, there aren't many CVBs who offer no-cost services with the depth of what PHLDiversity provides. While other markets offer quality locations and services, PHLDiversity's extensive resources run the gamut from site selection to execution. Beyond providing information about the city's rich multicultural histo- BY GREG DESHIELDS T H E E V O L U T I O N O F ' D I V E R S I T Y ' I N H O S P I T A L I T Y & T O U R I S M