Meeting planner cuts costs by billing hotels

How do you save money planning a one-week convention for 1,000 people? Ask Kathryn Marshall of Marshall & Associates, a Reno business specializing in hotel site selection and contract negotiation for group meetings and conventions.

She does it at no cost to her clients.

Sound impossible? It's not.

Marshall collects 10 percent commission from the hotel, which allows her to work without cost to her clients.

"I represent the client," she says, "in getting the contract, getting the lowest room rate possible, and dozens of other little things that go into negotiations."

Judging from Marshall's success, she's onto something.

Typically, meeting planning is done by executive assistants or people with no expertise in the travel industry, whose hands are full managing their regular work load.

Industry experts say planning an average meeting takes at least 120 man-hours.

Her extensive background in the restaurant and hotel business includes work in Chicago as well as San Francisco's Campton Place and Hotel Griffon, and the Sonoma Mission Inn & Spa.

But her mother's death in 1993 forced her to rethink her career path, and she opted for site selection.

"Service is really my background," she says.

"I just love to cater to people and be the hero.

I want to wow my clients so much that they never go elsewhere."

Marshall begins working far in advance of the event date.

She's currently planning a program for 2007.

Such prior planning is the key to her success - that, and her ongoing research of the hotel industry.

After signing a simple agreement, she begins with a client meeting, where she learns all the program details such as budget, type of program and favored locales.

At that point, she researches references and any opportunities in price or service.

Marshall often recommends that the client do a personal site inspection.

She books locations all over the world and locally.

For one recent client, National Association for Search and Rescue, she used John Ascuaga's Nugget in Reno.

Once a decision is made, contract negotiations begin.

"That's where I really shine," says Marshall.

Room rate isn't the only negotiable element.

"You don't want to alienate the property.

It should always be a win-win for the hotel, the client and me.

But the additional savings is in concessions."

In the program she is planning for 2007, Marshall managed to secure 2004 menu prices, a considerable savings.

She insists upon a comp room policy, where perhaps one out of every 40 or 50 rooms is free.

And, she is adamant, "No resort fee!" She explains this often amounts to $10 for a simple newspaper delivery.

For some of her clients, she has negotiated an opening night reception, phone lines and unique room set-ups free of charge.

In fact, Marshall managed to save one client $98,000.

Beyond negotiations, Marshall assists the client with deadlines and making sure there are enough employees to fill the rooms.

She will occasionally, upon request, assist with other aspects of planning the event, billing to the client directly.

Her only restriction is a 25 roomnight minimum, which can be any combination of rooms and nights (five rooms for five nights, for instance).

Her fee isn't collected until the hotel bill is paid.

Often, that's years after her work began.

But for Marshall, it's completely worth it for everyone involved.

"My clients trust me, which they should," she says.

"It's fun, and I love it!"