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Experience GR gains accreditation
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By Lisa Mackinder | M&C
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GRAND RAPIDS — If Doug Small were in need of a plumber, he’d choose one with a license over one without.
The Experience Grand Rapids president used this as an illustration to explain how his organization’s recent accreditation from the Destination Marketing Accreditation Program (DMAP) could aid in drawing more conventions. Experience Grand Rapids serves as the convention and visitors bureau for the greater Grand Rapids area.
According to Small, by itself, the accreditation wouldn’t draw additional meetings and conventions. But the accreditation does speak to meeting and convention planners by demonstrating the city’s seriousness about being top-notch and best-in-class.
“It’s one more thing that rounds out the package,” Small told M&C.
The DMAP program consists of nearly 100 mandatory and voluntary standards, which were developed by industry experts. To gain DMAP accreditation, an organization must provide evidence of compliance in a number of topics, including governance and finance, human resources and technology, marketing, individual and group visitor services, sales and communications, membership, management and facilities, destination development and research/market intelligence, and stakeholder relationships. The program was developed by the Washington, DC-based Destination Marketing Association International (DMAI). Experience Grand Rapids received accreditation at DMAI’s Annual Convention on July 20-22, 2011 in New Orleans.
One might speculate just what that validation means in terms of putting Grand Rapids on the map for meetings and conventions. In that regard, Small believes the award provides an ability to elevate brand recognition. But he feels it also does something greater.
“More importantly it shows that we made a commitment to operate at the highest standard,” said Small, pointing out that fact will be recognized by meeting planners, visitors and investors like hotel companies.
According to Small, joining the ranks of more than 100 destination-marketing organizations accredited by DMAP was a project two and a half years in the making. He explained that Experience Grand Rapids already had a solid base of policies and procedures in place, but the new accreditation — which included review of and in some cases development of new formulas — backs it up. He feels that meeting requirements for accreditation also “sharpens the tool” and ensures that the organization is consistently operating at 100 percent.
“You must have all your ducks in a row,” explained Small.
As the accreditation is recognized more and more, Small said it would assist in raising the city’s profile.
“It’s just another check mark that can go on a meeting planners checklist,” he said.
Gaining DMAI’s official endorsement meant demonstrating compliance in certain areas, including items like a full communication plan, a 3-year technology plan and a crisis management plan. According to Small, Experience Grand Rapids sought the accreditation because it wanted to go from good to great and show that the organization is moving at full-throttle. Its hard work hasn’t gone unnoticed.
“The response has been a major thumbs up and cheered,” said Small.
But Experience Grand Rapids won’t rest on its laurels. The stamp of validity doesn’t end with endorsement. The convention and visitors bureau must undergo three-year check-ups, with DMAI examining and rechecking policies and procedures. According to Small, the organization has dedicated a staff person as the “champion of accreditation,” who continues to upgrade what has been accomplished thus far. That way Experience Grand Rapids will be ready for DMAI review when the three-year mark arrives. M&C
