SURVIVAL STRATEGY: DIVERSIFY REVENUE

Meetings revenues make up a hefty chunk of an association's budget — one-third of associations say their meetings revenue constitutes 20 to 40 percent of their organization's total income, and many more say it could go as high as 50 percent or more, according to research conducted by the Professional Convention Management Association in conjunction with the University of South Carolina Hotel School.

In an audioconference PCMA held on October 5, planners brainstormed ways they could di

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