America’s Center Convention Complex Will Update and Expand

April 23, 2019

America’s Center Convention Complex in St. Louis is about to get a major makeover. On April 16, the St. Louis City Council joined the City of St. Louis’ Board of Aldermen in approving the AC Next Gen Project, an estimated $175 billion plan that will update, modernize and expand the multi-venue complex to ensure its place as an economic and employment driver for the region. 

The ACCC currently comprises the 42-year-old Cervantes Convention Center, St. Louis Executive Conference Center, The Dome at America’s Center and Ferrara Theater.

Proposed last fall, the project will include the addition of 92,000 square feet of expo space; a 65,000-sq-ft. multi-purpose ballroom and meeting area with 20,000 sq. ft of pre-function space; a new outdoor pavilion and 26 loading docks. A construction timeline for the project has yet to be determined.  

The need to expand has reached an urgent level as competition increases from convention centers across the country making sizable investments to lure lucrative meetings and events to their communities, according to city officials.

“We are pleased that the community has come together to support this critical project,” said Kathleen “Kitty” Ratcliffe, president of Explore St. Louis. “At present, America’s Center’s prominence and value to the region are threatened because its amenities have not kept pace.”

In the last decade, major cities in St. Louis’ competitive landscape have either built a new facility, such as Nashville’s $623 million new Music City Center, or have made major improvements to existing venues, such San Antonio’s $325 million enhancements to the Henry B. González Convention Center, Ratcliffe added.

ACCC

Upon completion, the enhancements are expected to stabilize the Complex’s current decline in event bookings, potentially creating nearly 36 percent growth, according to the most recent estimates by Johnson Consulting, which worked with the city to assess the need for an expansion project.

“We’ve been hearing from customers for a number of years that the America’s Center Convention Complex needs a larger ballroom, additional loading docks and more exhibit space, as many of the cities we compete with for business have been investing heavily into their facilities,” explained Anthony Paraino, director of communications for Explore St. Louis. “The AC Next Gen project will make us more competitive and help us deliver on the needs of our clients.”

ACCC hosts roughly 100 events annually with more than 600,000 attendees and 300,000 hotel room nights. This generates $265 million of new direct economic spending for the community, according to Johnson Consulting.

Through the support of legislation proposed by elected officials in St. Louis City and St. Louis County, the project will be funded completely by an extension of payments from the designated fund set up through hotel and motel taxes.

Learn more details about the preliminary AC Next Gen project here.

 

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Partner Voices
Less than six months ago, Lisa Messina joined the Las Vegas Convention and Visitors Authority (LVCVA) as the first-ever chief sales officer after leading the sales team at Caesars Entertainment. A 12-year Las Vegas resident, Messina is a graduate of Cornell University’s School of Hotel Administration and serves on MPI International’s board of directors. TSNN had a chance to catch up with this dynamic leader and talk to her about her vision for the new role, current shifts in the trade show industry, creating more diversity and equity within the organization, and advice to future female leaders. Lisa Messina, Chief Sales Officer, LVCVA With Las Vegas becoming The Greatest Arena on EarthTM, what are some of the things you’re most excited about in your role? Our team was at The Big Game’s handoff ceremony earlier this month, and I couldn’t help but think, “We’re going to crush it next year!”  These high-profile events and venues not only drive excitement, but also provide unmatched opportunities for event planners. Allegiant Stadium hosts events from 10 to 65,000 people and offers on-field experiences. Formula 1 Grand Prix will take place in Las Vegas in November, after the year-one F1 race, the four-story paddock building will be available for buyouts and will also offer daily ride-along experiences that will be available for groups. And, of course, the MSG Sphere officially announced that it will open in September, ahead of schedule, with a U2 residency. It’s going to be the most technologically advanced venue as far as lighting, sound, feel, and even scent, and it will be available for buyouts and next-level sponsorships inside and outside. There’s no ceiling to what you can do when you’re doing events in Las Vegas.  Allegiant Stadium As the trade show and convention business returns to the pre-pandemic levels, what shifts are you noticing and how do you think they will impact the industry going forward? Our trade show organizers are very focused on driving customer experience. Most of our organizers are reporting stronger exhibitor numbers and increased numbers of new exhibitors, with trade shows proving to be almost or above 2019 levels. Now our organizers are really doubling down on driving attendance and focusing on the data to provide that individualized, customized experience to help attendees meet their goals and get the best value. Some companies continue to be cautiously optimistic with their organizational spend when it comes to sending attendees, but I think it will continue to improve. As the U.S. Travel Association makes more progress on the U.S. visa situation, we also expect a growing influx of international attendees. What are some innovative ways the LVCVA helps trade show and convention organizers deliver the most value for their events? We focus on customer experience in the same way that trade show organizers are thinking about it. We got rave reviews with the West Hall Expansion of the Las Vegas Convention Center (LVCC), so over the next two years, we will be renovating the North and the Central halls, which will include not just the same look and feel, but also the digital experiences that can be leveraged for branding and sponsorship opportunities.  Vegas Loop, the underground transportation system designed by The Boring Company, is also a way we have enhanced the customer experience. Vegas Loop at the LVCC has transported more than 900,000 convention attendees across the campus since its 2021 launch. Last summer, Resorts World and The Boring Company opened the first resort stop at the Resorts World Las Vegas , with plans to expand throughout the resort corridor, including downtown Las Vegas, Allegiant Stadium and Harry Reid International Airport. The LVCVA also purchased the Las Vegas Monorail in 2020, the 3.9-mile-long elevated transportation system that connects eight resorts directly to the convention center campus. This is the only rail system in the world that integrates fares directly into show badges and registration. For trade show organizers, these transportation options mean saving time, money and effort when it comes to moving groups from the hotels to LVCC and around the city. Also, the more we can focus on building the infrastructure around the convention center, the more it supports the customer experience and ultimately supports our trade show organizers. Scheduled to debut in Q4, Fontainebleau Las Vegas will offer 3,700 hotel rooms and 550,000 square feet of meeting and convention space next to LVCC.  What are some of the plans for advancing DEI (diversity, equity and inclusion) within your organization? We’re currently partnering with instead of working with a leading consulting firm, to lay the foundation and create a solid DEI plan and be the leader when it comes to DEI initiatives. The heart of that journey with the consulting firm is also talking to our customers about their strategic approaches to DEI and driving innovation in this space.  What are your favorite ways to recharge? My husband and I have an RV and we’re outdoorsy people. So, while we have over 150,000 world-class hotel rooms and renowned restaurants right outside our doorstep, one of my favorite things to do is get out to Red Rock Canyon, the Valley of Fire, and Lake Mead. Five of the top national parks are within a three-hour drive from Las Vegas, so there’s a lot you can do. We love balancing the energy of Las Vegas with nature, and we’re noticing that a lot of attendees add activities off the Strip when they come here.  Valley of Fire What advice would you give to women following leadership paths in destination marketing? I think it’s about being laser-focused on what you want to accomplish; building a team around you that lifts you and helps you achieve your goals; and being humble and realizing that you do it as a group. No one gets this done alone. Thankfully, there are a lot of women in leadership in this organization, in our customers’ organizations, and in this city that we can be really proud of. We’re a formidable force that is making things happen.   This interview has been edited and condensed. This article is exclusively sponsored by the Las Vegas Convention & Visitors Authority. For more information, visit HERE.