There are and should be reasoned questions regarding the process of building the Music City Center, (reasoned being the key word). One question that has been asked and answered - multiple times - is whether our city needs a reasonably-sized convention center. That answer is clearly, “Yes!”
I liked Mayor Purcell, but I disagreed with him on this project. However, his years of slow walking the idea did provide valuable time for serious debate, multiple studies and well drawn conclusions. Even our notoriously skeptical Metro Council has come to understand the importance of the project and has held vote after vote approving further progress.
Of course, the economic downturn has caused us to pause to ask whether this is the right time to build. Good question. The bad news is that money is tight. The good news is that construction cost on major projects has dropped by an estimated 20%.
In their last two issues, The Nashville Scene published two very negative articles opposing the MCC project. Everyone is entitled to their opinion, but really, just because their reporters’ point of view differs from mine and thousands of others in this city, accusing us of trying to pull a fast one (for supporting the MCC) is offensive and does nothing to advance their argument. We are also taxpayers who want to pay no more than our fair share, have asked tough questions about this project for years, and have come to sincerely conclude that this project is needed and is good for our city. And, by the way, I will put my love of this city up against anyone.
What is troublesome is that the Scene argument was based largely on one 3-year old, negatively-biased report that makes some valid points, but has been challenged for accuracy in many corners – as well as statistics that were cherry-picked to support only this point of view. Even Mr. Sanders, the author of the report used to underpin the article, admits at the beginning of his paper that there are legitimate questions about the numbers he cites. He devotes an entire page to a discussion of the lack of reliable data for conventions and trade shows. The reporters’ scant knowledge of the global meetings industry and lack of understanding of the deciding factors in placing a meeting and a lack of research on competing views seem to suggest a point of view seeking supporting data, rather than a reasoned report based on facts.
Unlike the implications in the article, those of familiar with the industry know that the attractiveness of Nashville as a meeting destination is not limited to country music. While our brand is a tremendous competitive asset, if a planner were to list from one to ten the reasons for bringing a meeting to our city, country music may make number 10, if it makes the list at all. The naysayers miss the point that these are business meetings. This ain’t Hee Haw. Factors including strategic meetings management and procurement policies, destination value and attendee appeal, meetings infrastructure, airlift and more drive the overarching business case that must be made when selecting a meeting destination. Planners must demonstrate ROI for their decisions. All things being equal, a right-sized facility places us in an enviable competitive position. Our CVB has proven that with the number of bookings already on the center calendar.
In addition, facts don’t support the bizarre conclusions drawn in the first article (“The dying convention business; It’s a death rattle….the post-9/11 recovery never happened. Attendance numbers keep sliding”). Really!?! On what planet? Sure there are exceptions, but overall, following a period of uncertainty, there was broad recovery in the meetings industry following 9/11. In fact until the bottom fell out of the economy beginning last year, business was a booming seller’s market. For every example given for decreasing attendance and the demise of the industry, there are plenty that contradict that assertion. As in every other business, there’s no question that the economic environment has caused cutbacks and cancellations in the last year or so in meetings, events and incentive programs, but even now, death rattle? To paraphrase Mark Twain, “Rumors of the death of the meetings industry have been greatly exaggerated.”
In fact, according to the George P. Johnson 2009 EventView Report http://tinyurl.com/cqmfqe senior sales and marketing executives in North America believe that among all marketing channels, meetings and events are the discipline that can be leveraged now to best drive ROI, and accelerate and deepen brand relationships. This report shows that CMOs and senior marketers believe events are the most effective medium to engage customers and move them to purchasing behavior – even in this down economy.
While reasonable questions remain about timing and economy, there is broad consensus that the center should be built. I challenge assumptions drawn in these articles about whether the center is necessary. The comparisons drawn in this article between other cities is not unlike comparing apples to bicycles. Examples noted from the Sanders report illustrated cities that pursued expansions despite having competitive centers in place. That is certainly overbuilding. The difference in Nashville is that our current facility has been undersized since the day it opened. This city is not chasing Las Vegas and Orlando with this project, but seeking to level the playing field and enable us to compete fairly. We will win some and we will lose some, but one thing is for sure- if we don’t have a building, we’re not in the game at all.
Comparisons to the Sommet Center and LP Field don’t hold up, either. Unlike these examples, a dramatically different financing mechanism assures that the project is paid for by visitors. There’s no question that in the years since this project was first proposed, study after study assessing need and feasibility have been presented and debated. Even some of the projects sharpest critics have come on board when they learn the facts. Nashville has taken appropriate measures to analyze the likely impact of the convention center project and perform due diligence.
Should we be concerned about the economic climate? You bet. Notwithstanding the obvious fact that this cycle won’t last forever, the risk for our city is far greater should we do nothing than if we follow the current thoughtful approach to major investments such as the Music City Center.
