Talk about the ultimate Loyalty Program, 'reuning' at your old school. I just returned from such an event, celebrating an untold date last century. Others have probably ventured out this month or last to similar events at high schools, colleges, universities, vocational and professional programs. I bet we all noticed the same thing - attendance had dwindled, yet the reunion event planning had gone full-tilt.
You do not need a pareto analysis to appreciate that Reunions face a challenge, and that the historical approach to that special weekend must change.
We in Hospitality certainly have understood the changes in the meeting, convention and event world, which is reinventing itself, due to the economy, time constraints, expenses, perception and the like. A Reunion may have a different psychological bent than the typical Hospitality Business, for the objective is to bring folks back to campus, rekindle memories, reunite classmates, and, of course, to reinvigorate giving. But, if recent 'gatherings after separation' (Webster) are any indication, we may need a different approach and blend, and who has that sense of style, can work within a budget, and offer that Hospitality touch better. We are the ones who make memories! We could become the impresarios of Alumni affairs and open a potential niche business. We already house them and often host those hospitality suites for the class of '92. We can do more on a grander scale!
This may be a new market for our Meeting and Event Planners, as well as Catering and meeting support companies - Reunion Services, for lack of a better term. Currently, the Reunions are basically managed by the Development or Alumni Office. These are terrific people, whose roles are to continually engage the graduates and Class Agents with the benefits (and memories) of the institution, increased participation and interest, and donations. Being a Class Agent myself, the selling is very easy, whereas the solicitation is not. So, I looked at my recent Reunion and came up with some ideas, just like you can.
Perhaps, a renewed look at bringing the Campus to the Alumni deserves a fresh perspective. With our telecommunications, there are vast opportunities - video conferences and updates, Webinars with notable alumni, even edited film on the Institute's website of sporting events, special highlights monthly, any significant news, etc. Certainly, after a Trustee meeting or State of the School speech, a video should be issued. Even an on-line streaming Christmas card from the President or Headmaster, with scenes from the Campus would be good. Naturally, anyone who donates receives a school decal, good on any car and excellent promotion. Actually, the Bookstore should have greater exposure on the web site Menu - we all love the items. You, Meeting Planners and your ilk, have the resources to make this happen.
Back to the need to connect campus and Alumni, I would suggest approaching Alumni weekend like a Parent's weekend - held in May with students there, giving everyone a chance during the morning to attend classes and sporting events in the afternoon - the real performance of the Institution.
Thinking further outside the box, I have also seen some interesting collaborations in Hospitality, which could be applied to Reunions. For example, I know the expense of feeding/entertaining everyone is significant for any school, and getting expensive for us Alumni, too. There may be an opportunity to coordinate Alumni Weekends with other schools, but have one school host the luncheons and dinners and shuttle bus everyone to the site (proximity is helpful). The dining location would be rotated every year. Might I add, you could create some competition here, too - golf, softball, tennis tourneys - like the days of yore - field school teams by graduating years. At the dinners, award the alumni prizes - there is an event for you and pride, spirit and rah-rah Pro Vita.
There might also be a chance to hold mini-Reunions, but molded around decades or five year increments, such as 1980-90 only, for many of us in those age brackets have crossed paths, have children about the same age, careers are at certain stages, etc. The camaraderie could be bracing!
Collaboration could also further involve the greater community, for we all must escape the Campus for a short period of time, particularly, if we brought our children. We could stroll the Farmer's Market, walk through the Arts Festival, run in the 10K, have special historical and cultural tours - the list is unending by connecting with community groups and calendars.
Anything which makes that Alumni Weekend, or any year-round graduate emphasis, special and memorable results in greater support for that Institution, thereby building the endowment. If Campus is indeed a microcosm, who has a better scope on enhancing a gathering of people? We in Hospitality do. Put your thinking caps on, flip that tassle, and get down to business. Become the planning and execution arm to those Development and Alumni offices, and let them do their assignments, which is to ensure a lasting legacy of giving.
About the author
The author believes that Remarkable Hospitality is the portal to the Memorable Experience. Seek solutions at: www.hospitalityperformance.com
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