Looking to shake up your next meeting
or incentive program?
Using trains and cruiselines as venues can turn a static event
into a moving experience.
By Toby Saltzman
Creative meeting and event planners looking for a change of scenery
from conventional meeting venues are romancing the glories of Canada
by rails and sails. Along the way, while dazzling their clients
with the poetry-in-motion of the country's vast beauty, they're
reaching the goals that enhance their client's cultures and create
By Land - Meetings on the Rails
When Charmane Morrow was planning a customer appreciation program
for the upper-echelon clients of NCR's computer business solutions'
Canadian office based in Toronto, she needed an event that would
outshine the typical dinner theatre gala.
With Ontario's Stratford Festival as the venue, Morrow, who is
executive assistant to NCR's president and chief executive officer,
wanted to make sure NCR's clients were swept away by more than just
the actors on the festival stage. So, she orchestrated a moving
performance of her own: she chartered VIA Rail's VIA 1 train to
whisk the group from Toronto's Union Station to Stratford, Ontario
for the musical production.
The ambience of the train proved to be an excellent starting point
for the event. "Our first train-to-theatre event in 1998, which drew
a group of 70, was so spectacular that last year we had 160 guests
in three private cars," says Morrow. "The evening, which ran from
5 p.m. to 1 a.m., sped by with VIA 1's excellent, non-stop service
that started with drinks as the train pulled out."
Silver and Blue
Dinner en route to Stratford included hors d'oeuvres, surf 'n turf,
fresh berries with cream, plus special dishes for vegetarians. Returning
after the show, guests were treated to decadent desserts, truffles,
fruits, cheeses and liqueurs, plus give-away treats including West
Side Story CDs and baseball caps in NCR canvas totes.
"The train is a marvelous venue," says Morrow. "It's self-contained
and perfect for a captive audience. People can mingle easily from
car to car and VIA's staff meet the needs of your meeting or incentive
To lure corporate clients, VIA Rail launched its new premier Priva
service in January. The product enables planners to create options
for groups including organizing a preferred environment within a
car, re-arranging seats into quads to promote conversation, wiring
cars for sound, speeches or music, creating a dance floor, personalizing
meals and erecting kiosks at main and secondary stations with company
logos. Priva features a range of customized services on both first-class
VIA 1 and economy cars riding the Windsor-to-Quebec City corridor,
says Beverly LeBlanc, VIA's product development manager. Meeting
groups in VIA 1 private cars are offered alcoholic beverages plus
fixed menus with salad, three options for hot entrees, dessert,
tea or coffee. Groups in economy class are offered beverages and
cold foods from a cart or, by previous arrangement, bill purchases
to a corporate account.
view of the Rockies is terrific from
The Canadian's panoramic dome car
The new Comfort Plus economy service permits planners to include
alcoholic beverages and upgraded meals in their programs. Since
economy cars have more seats than VIA 1, LeBlanc says Comfort Plus
will be a popular option for large groups up to 600.
Response to the Priva experience has been positive. LeBlanc says
one corporate planner recently orchestrated a murder mystery in
a private VIA 1 car en route from Toronto to Montreal. The program,
aimed to tug marketing executives into cheerful teambuilding spirits,
culminated when the winning team solved the "murder."
Another firm booked five economy cars to give clients a family
weekend at Ottawa's Winterlude festival. En route, between antics
by roving clowns, adults dined on upgraded menus featuring surf'n
turf, while the youngsters ate kiddies' favorites. To ease hassle-free
arrivals in Ottawa, the families were ushered to private kiosks
for a welcome reception.
Train trips in the southern Ontario corridor aren't the only meeting
or event options. Cross-country or regional western trains can effectively
be used by groups. "Via Rail recently conducted our entire marketing
conference en route from Winnipeg to Jasper," says LeBlanc. "With
the Rocky Mountain backdrop and gourmet lunch in the dining car,
the group never felt brain-drained," she says.
Via's Priva service will soon include a meetings on wheels environment
with a technically equipped audio-visual car. Theme trains to the
Stratford Festival and a wine-tasting train to Niagara Falls and
Niagara wine region are also in the works.
For planners seeking to add a sense of wilderness drama to their
programs, Ontario's Agawa Canyon Tour Train is worth a look. The
train runs 114 miles north from Sault Ste. Marie, Ontario, to the
scenic Agawa Canyon Wilderness Park. It is ideal for short one-
or two-day programs. It features two domed cars, suitable for groups
up to 40 in one car or 80 in two.
The train is part of the Algoma Central Railway that runs year-round
to the French-Canadian lumber town of Hearst. From June to October,
groups on the Agawa Canyon Tour Train can witness the pristine lakes,
rivers and verdant forests of the rugged Canadian Shield. In winter,
when it is dubbed the "snow train," the rocks and snow-covered trees
glisten like ice sculptures in the sun.
makes tracks through
Canada's vast countryside
The train's Private Car Agawa, built in 1913 and recently refurbished
to a gleaming vintage state in rich mahogany, has attracted corporate
groups from Canadian Airlines, St. Mary's Paper, Edison Sault Electric
Company and the Ontario Ministry of Tourism, says Michael Morrow,
manager of passenger marketing.
"Everyone's excitement mounts when the cell phones fly from range,"
he says. "Groups conduct business casually in the lounge area or
formally around the dining table with TVs, VCRs and flip charts."
Typically, the Agawa's private steward serves breakfast at 8 a.m.
as the train rolls out of Sault Ste. Marie. By 11:30 a.m., groups
are trekking to waterfalls and scenic lookouts. As the train departs
at 1:30 p.m., they dine on filet mignon, lamb or fresh trout and
sip alcoholic or non-alcoholic drinks.
More adventurous groups can ride the entire 296-mile trip to view
the Boreal Forests of Ontario's great clay belt and overnight in
Hearst. Depending on the group's interests in this two- or three-day
trip, Morrow will arrange fishing trips or wilderness hikes.
Meetings on rails aren't limited to Ontario or eastern Canada. When
Rolph Alden, vice-president and general manager of Vancouver-based
General Paint Ltd. planned a strategic planning session for his
executive managers, he sought a venue outside of a hotel setting.
His only stipulation was that it had to be conducive to intense
working sessions, but be relaxing when the six-member group needed
"The Rocky Mountaineer's private Parlor Car suited our business
perfectly," says Alden, describing the scenic ride from Vancouver
and Kamloops, B.C., to Banff. "We achieved our goals, worked diligently
for two hours at a time, refreshed with 45-minute scenery breaks
in the dome and had scrumptious meals in the dining room." The only
train in Canada that traverses the Canadian Rockies in daylight,
the Rocky Mountaineer recently added private meeting coaches, two
vintage specialty cars, and launched RedLeaf and GoldLeaf Service
to the corporate market. The journey runs two days east or west
from Vancouver to Calgary, with stops in Jasper or Banff and an
overnight in a Kamloops hotel. Groups in the two-level GoldLeaf
Dome Coach (which seats 70) are treated to commentaries on history,
geology and wildlife of the region. They enjoy gourmet breakfasts
and lunches in the dining car (on the Dome's lower level) and dinner
in a Kamloops restaurant. Groups in the one-level RedLeaf car view
scenery through large picture windows and receive chilled meals
at their seats.
With 60 cars on two trains, the Rocky Mountaineer can accommodate
groups of 15 to 500. Two specialty cars, which seat up to 40, can
be configured in boardroom, cafe or lounge styles with casual seating
or dance floors.
dinner service on the Silver and Blue
The Rocky Mountaineer's corporate client roster includes Molson
Breweries, which twice booked a GoldLeaf Dome Coach plus a specialty
car for a rolling party across Canada. The Oklahoma-based CITGO
Petroleum Corporation booked the entire train, including the Club
Car with its dance floor and keyboard player, for an incentive group
Lure of the Rails
For all their similarities on the visual journey between Vancouver
and Calgary, "VIA Rail and the Rocky Mountaineer offer unique appeal,"
says Tracy Walter, contracting manager for Toronto-based Jonview
Canada Inc., an inbound tour operator. Walter has booked train incentives
for European groups in pharmaceutical manufacturing, automotive,
photocopier and publishing fields. For the Rocky Mountaineer, the
lure is the scenic daylight tour. For VIA Rail, the lure of sleeping
on the train is part of romancing the rails.
"When helping incentive clients choose a rail experience, it's
wise to prepare them to avoid potential letdowns," says Walter.
"For example, groups that are accustomed to the luxury of Canadian
Pacific's mountain palaces - Chateau Lake Louise or the Banff Springs
- could be disappointed by Kamloops hotels, yet not mind VIA's compact
cabins. But when they know the tradeoffs for scenery and accommodations
in advance, the journey is a joy."
By Sea - Meetings by the Sails
When the Seabourn Pride sailed along the St. Lawrence River toward
Toronto last fall, she cast a wave of inspiration onto the North
American cruising scene. With one blast of her horn, she announced
her arrival as a meetings and incentive venue with panache.
Cloud in Quebec City
Cruises have proven their tremendous power to motivate, says Anthony
Byrons, president of Toronto based incentive house Meridican Incentive
Consultants. "Planners in Canada and the U.S. are always searching
for new domestic venues, but the company and planner must distinguish
between the motivating reward and the corporate function," he says.
"The motivational value of any incentive destination is crucial.
To cruise in Canada, the company must calculate: Do you motivate
employees more by, say, putting them on cruise of the St. Lawrence
River in early fall or, say on a Hawaiian beach in winter?"
Other considerations must also enter the equation, Byron says,
such as fiscal years, earnings, and timing - cruising in Canada
is basically a late spring to early fall incentive. The window is
small for domestic market.
Nevertheless, a cruise between Toronto and the East Coast is ideal
for conferences, corporate meetings, sales seminars, and product
launches, says Byron. "Besides, Canada is gorgeous. The country
doesn't take a back seat to any other top notch destination in the
With the emergence of cruises to Canada's eastern provinces and
along the St. Lawrence, will planners be looking closer to home
in the near future? That depends on the company culture, says Jan
Loeff, Director of Incentive & Charter Sales for the ultra-luxurious
Silversea Cruises based in Fort Lauderdale, Florida. "Corporations
typically want to send people where they won't go on their own.
With our high per diems, Silversea caters to a narrow market of
clients who want exotic history and culture.
recreation deck on the Celebrity Galaxy
For example, for the three consecutive years, one prominent Canadian
automotive company chartered seven-day Silversea Mediterranean cruises.
One timber company chartered longer cruises to India and Africa.
Such companies hesitate to send guests to the Caribbean, which they
"Nevertheless, these [St. Lawrence and eastern U.S. seaboard] cruises
are appealing for their brilliant fall foliage and beautiful, safe
cities that offer sightseeing, shopping, lots of outdoor activities,
and easy air lifts for groups," says Loeff.
But there are certain planning considerations. Loeff describes
a tantalizing 11-day itinerary between Montreal and New York that
visits, among other American ports, Halifax, Nova Scotia; Charlottetown,
PEI; Saint John, New Brunswick; Sydney, Cape Breton Island; Quebec
City, and cruises the Saguenay River Fiord.
"Most clients only book seven-day incentive cruises because they
don't want top performers away for longer," says Loeff. "Also, since
clients often include first- or business-class flights in this deluxe
category, the seven-day incentive cruise plus pre- or post-cruise
trip makes a superb reward."
Cruise expert Jane Wallbridge, vice-president of meetings and incentive
travel at Toronto-based incentive house Carlson Marketing Group
Canada, sees good possibilities for planning cruises throughout
Canada. "Canadians never see enough of our own country. If companies
in Eastern Canada consider the St. Lawrence River too close to home
for some participants, it's excellent enticement for inbound American
and European travelers."
To date, there have been plenty of queries from planners regarding
the ultra-luxurious Seabourn Pride's 12-day "French Canadian Serenade"
itinerary between Toronto and New York. En route, the ship, which
can accommodate a single group of up to 208, visits Boston, Mss.;
Halifax; overnights in Quebec City; cruises the Saguenay River Fiord;
visits Montreal; and transits the Ontario locks before arriving
America's Maasdam boasts
a large pool for swimming lengths
Western Fling While the interest in cruises on the Great
Lakes and eastern Canada have yet to catch the fancy of most planners,
cruises up the British Columbia coast to Alaska are of particular
interest. "Alaska is attractive for anyone, Canadians included,"
says Wallbridge. "We tell clients the Inside Passage is quiet but
spectacular, with calm waters, snow-capped mountains."
Roy Grimsland, Vice President of Sales for Radisson Seven Seas
Cruises sees a definite trend to exclusive charters of seven-night
cruises along Alaska's Inside Passage. Indeed, Radisson's ultra-luxurious
490-passenger Seven Seas Navigator, launched last September, has
hosted several multi-national incentive groups from automotive,
financial and conglomerate sectors. While the ship has no dedicated
conference facility, Grimsland, who frequently works with planners
from the Wynford Group, Carlson Marketing, and Maritz, says when
the ship is chartered, any space is adaptable. This includes all
spaces from the single-seat dining room to the two-tiered show-lounge."
The Seven Seas Navigator is equipped to host a lavish incentive
program. Some 222 of the ship's 245 cabins are identical in size
at 356 square feet with balconies, making them currently the largest
staterooms afloat. The cabins offer three telephones plus a posh
bathroom with twin sinks, separate shower and tub. Maggie Mantia,
the line's Vice President of Charter and Incentive Sales notes the
line's flexibility to meet the client's needs with personalized
menus, plus its ability to alter the length and / or itinerary when
bookings are made 18-months in advance, and adds that Radisson's
new, 700-passenger Seven Seas Mariner, set to launch with all-balcony
suites in March 2001, will most likely cruise to eastern Canada
Upper Echelon When it comes to offering prestigious rewards
for the highest incentive level, planners often opt for the costliest,
most exotic excursions. The Crystal Harmony, which arguably delivers
the finest level of luxury of any large ship plying the Inside Passage,
boasts an excellent roster of excursions with options to host exciting
events and team building programs. Its Canada / Alaska itineraries
include visits to Victoria and the top Alaska ports on routes between
Vancouver and San Francisco.
Visits to Vancouver include Stanley Park, and stops in Victoria feature
high tea at the Empress Hotel and tours of Butchart Gardens. Breathtaking
adventures in Alaska include sea kayaking around the Tongass National
Forest to view seals, and sea lions; sea-plane excursions over Misty
Fiords Wilderness Park; jet-boating through an eagle preserve; helicopter
landings on Mendenhall Glacier; riding the historic White Pass Railway;
break from meetings in the whirlpool of Royal Caribbean's
Vision of the Seas
For an unforgettable incentive event, groups in helicopters go
flightseeing over glaciers and land at Taku Glacier Lodge for a
Smaller Scale: Georgian Bay Excursions When a Canadian cruise
is enticing but time is of the essence, small groups can charter
a 24-hour "cruise to nowhere" or a three-day, two-night cruise from
Penetanguishine (90 minute drive north of Toronto) through the picturesque
channels of Georgian Bay. Heritage Cruise Lines, which features
the 80-foot Georgian Clipper with nine cabins for groups up to 18,
runs corporate and incentive programs in May, June, September, and
October. During July and August, the ship runs a 6-day route that
passengers must board in Parry Sound, Ont. or Killarney, Ont.
The casual ship has no dedicated meeting room but plenty of meeting
space. It has hosted executive meetings, strategic planning sessions,
board meetings, and terrific corporate fishing trips, says general
manager David Wright.
"Last summer one national network of executives, the Presidents
of Entrepreneurial Organizations [PEO] who previously did the ropes
and ladder teambuilding thing, sailed leisurely from Penetanguishine
to Anenda Provincial Park. They anchored off shore and ate lunch
on the upper deck while talking things out," says Wright.
The ship travels the Outside Passage from Penetanguishine past
Grants Tomb Island towards Western Island and Watcher Islands, through
Kilbear Passage and overnights in Parry Sound. It returns through
the Inside Passage, past picturesque cottage country, past San Souci
to Minnicognschene and Southern Bay to Penetanguishine.
of the Seas
Part of the allure of this short trip is the food. "Our on-board
chef cooks meals to order, full Canadian breakfasts, fresh baked
breads," says Wright. "Choices at lunch and dinner are rich in Canadian
produce, fresh lamb, blueberries, and fish right from the fish tugs,
with strictly VQA [Vintners Quality Alliance] Niagara [Ontario]
wines. Americans and Europeans love it."
Brian Palardy, President of Toronto-based Benjamin Moore & Company
Ltd., was part of the PEO executive network's two-day program last
June. "He loved the experience," says Wright. "He said being out
here in his ten-by-ten-foot cabin was absolute heaven."
Group Awareness When it comes to planning meetings or incentive
cruises in Canadian waters, knowing the client's corporate culture
is as important as knowing the delegates' home bases, says Wallbridge.
"You may suppose that western Canadians frown at an Alaska cruise.
Or that people from New York, Ontario and Quebec may say the St.
Lawrence isn't as chic as, say, the Caribbean," says Wallbridge.
"But the truth is, most Canadians and Americans haven't done Alaska
and would be thrilled to cruise there. And a St. Lawrence cruise
is very appealing when it's sold against a week in a Canadian resort."
The above stories, "Meetings that move·By Land·By Sea", originally
appeared in the February 2000 edition of Meetings and Incentive
Travel Magazine. Website: www.meetingscanada.com