As a way to recognize its best clients, the Ritz-Carlton Hotel Company could have thrown a big party or sent a lavish gift. Instead, the company cemented its commitment to the meetings industry by, well, hosting a meeting. The Key Account Event, held March 3–5 at the new Ritz-Carlton, Dove Mountain, had as its theme “Success Leads to Evolution” and included education offerings on subjects such as social media and ROI, networking opportunities, a community service component and a gala dinner.

According to Chris Gabaldon, vice-president of sales for Ritz-Carlton, the education offerings are especially popular and create a sense of trust and loyalty among the participants, made up of 85 customers, 35 general managers and 15 Ritz-Carlton corporate leaders, including President and COO Simon Cooper. “By linking people and ideas it’s possible to create a dynamic situation,” said Gabaldon. “They become our best advocates because they can articulate the value of meetings.”