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Selling Special Events

July 2, 2007 By: Ruthanne Terrero Travel Agent

I've always thought it wise to avoid destinations when they
are hosting special events because they'll be crowded. My fear is that I won't
be able to book a hotel room, and forget about securing a good table at a
restaurant. But after just spending a few days in Valencia,
Spain, during the America's Cup
regatta, I've realized how being part of a big event can dramatically enhance a
travel experience.

Ruthanne Terrero, CTC

I was in Valencia
because I was attending Silversea's Sales Gala, which rewards its top-producing
travel agents. We sailed south on the Silver
from Barcelona to Valencia on a cruise whose itinerary was
designed to provide the ideal venue from which to watch the America's Cup. And so it did.
Amazingly, we were in the harbor during the opening day ceremonies of the
yachting tournament, watching the fireworks and cheering crowds from the
comfort of the ship's deck. I don't think I'll ever forget the dramatic air
show that complemented all of the opening day festivities. As if that weren't
enough, we then sailed out to sea to watch the race up close. On board, there
was an eclectic array of cruisers, many of whom were passionate about sailing
(one had even built his own sea-faring boat at the age of 17). Others were
yacht-racing fans who had always dreamed of attending the America's Cup, and there were also more than a
few Swiss and New Zealand
yachting fans who were zealously cheering on their respective teams.

Selling Events on Land

Of course, being on a cruise for a magical event like this
takes care of all of the logistical concerns of accommodations, crowds, access
to good food, etc. But I encourage travel agents to do their best to scout out
opportunities for their clients to enjoy special events on land as well. The
happening doesn't have to be a sports extravaganza; perhaps you have a client
who loves classical music. If you do the research and allow enough time, you
may be able to track down cultural festivals that will enable them to hear a
musician they adore.

Or perhaps a destination on your client's wish list is
hosting a local festival that would add to the entire experience of the trip.
Why not design an itinerary around it to spur them to finally go? For example,
one of our editors, Dan Butcher, just returned from San
, where June 23 is known as La
Noche de San Juan
("the Night of St. John the Baptist"), who is the patron
saint of the city. The tradition is that at midnight on the 23rd, crowds of
revelers gather on the beach to plunge into the ocean backwards several times
to bring good luck and blessings. Dan was able to take part in the festivities.
"Moving backwards into the Caribbean
surrounded by the throngs of celebrating locals was an unforgettable experience
that really made me feel connected to Puerto Rican culture," he reports.

Imagine giving such a memory to your clients. They will love
you forever!

Ruthanne Terrero, CTC
EDITORIAL DIRECTOR [email protected]

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