Gatlinburg Convention Center – Gatlinburg, Tennessee

July 29, 2024

Gatlinburg Convention Center

A Hub of Innovation and Growth

Transforming facilities and strategies to remain a top nationwide destination for events and conventions.

The Gatlinburg Convention Center, located in Gatlinburg, Tennessee, is integral to the city’s vibrant tourism industry. It has been a cornerstone of community gatherings and large-scale events since its establishment in 1989 and subsequent expansion with the W.L. Mills Conference Center in 2006.

Scott Murphy, Vice President of Operations, reflects on the center’s evolution. “The original auditorium from the mid-50s was the main public gathering space for years. When we opened the convention center, we saw a significant shift in how we could host and attract larger events,” he says. The facility now spans a quarter of a million square feet. It is situated in the heart of downtown Gatlinburg, providing easy access for attendees to local shops, restaurants, and hotels.

Murphy emphasizes the center’s economic impact, particularly during shoulder seasons. “Our primary industry is tourism, and the convention center plays a crucial role in maintaining hotel occupancy during midweek and off-peak times,” he explains. The strategic location and extensive amenities make it a preferred destination for conferences and conventions.

The center’s prime position as the gateway to the Great Smoky Mountains National Park is a major draw. Murphy mentions, “The park saw 14 million visitors recently, many of whom come through Gatlinburg. The convention center’s central location allows attendees to explore the city without needing additional transportation.”

Highlighting some successful events, Murphy talks about the longstanding relationship with Bill Gaither, the gospel singer who has been hosting Family Fest over Memorial Day weekend for over 30 years. “We host about 6,000 attendees for five concerts over three days. It’s a well-established event that greatly benefits both the convention center and the city,” Murphy says.

He also points out the growth of various youth groups’ events. “We’ve had some groups start with a couple of hundred kids in the 90s and grow to thousands. Our Great Hall’s capacity is 6,500, and we’ve had to adapt by holding multiple sessions to accommodate everyone.”

The range of events hosted at the convention center is impressive, from wrestling tournaments and cheer competitions to corporate conferences and state and regional association meetings. Murphy remarks, “We’ve hosted everything from physician assistants’ conferences to Department of Justice events. We are a very busy convention center with no real off-season.”

Resilience Amid the Pandemic

When the pandemic struck, many convention centers across the nation saw their operations grind to a halt. However, under the proactive leadership of its executives, the Gatlinburg Convention Center approached these unprecedented times with remarkable foresight and adaptability.

“We were very fortunate during Covid,” says Dave Esslinger, VP of Sales and Marketing, “but at the same time, we created our own fortune by being proactive.” As soon as the pandemic began, Esslinger and Murphy initiated stringent safety protocols. “We started putting in place the safety measures we envisioned long before the broader public discussions on sanitizing,” Esslinger explains.

This proactive approach paid off. “By June of that year, we were already hosting events,” Esslinger notes. Attendance numbers were reduced, but the fact that they managed to hold 88 events in 2020 was a significant achievement compared to other convention centers nationwide.

Murphy highlights another critical step they took: obtaining certification from the Global Biorisk Advisory Council (GBAC). “Dave discovered this organization, which was the leading authority on cleanliness and biorisk,” he recalls. The certification process was rigorous, involving extensive documentation and adherence to strict safety standards. “We were among the top ten convention centers in the U.S. to receive this certification on our first submission,” Murphy states proudly.

The GBAC certification and other measures reassured event organizers and attendees. “We had pods of chairs for groups who traveled together, maintained masking, and conducted temperature checks,” Murphy elaborates. Their meticulous planning and adherence to safety protocols allowed them to host events that other convention centers couldn’t during the height of the pandemic.

Despite these successes, the pandemic inevitably impacted their business. “We struggled and lost a lot of events, especially school system events that were not allowed,” Murphy acknowledges. However, their ability to adapt and maintain operations provided a crucial lifeline. “We were in a unique position where we could operate safely and continue to host business when many others couldn’t,” he adds.

By the time other convention centers began reopening in 2021, Gatlinburg Convention Center had already established itself as a leader in safe event hosting, thanks to its management team’s early and decisive actions.

Economic Growth and “Bleisure” Travel

As Gatlinburg Convention Center grows, its impact on the local economy becomes increasingly significant. The center’s role in the city’s economic landscape has been profound and consistent, with recent years marking notable gains.

“The economic impact has climbed each year,” says Esslinger. “From 2017 to 2019, we were on a good, steady trajectory. Although Covid slowed us down, we picked right back up.” He estimates that the economic impact on the city has increased by 20 to 22 percent since 2019. This growth is partly attributed to the new developments in Gatlinburg, including four new hotels, additional attractions, and celebrity-owned restaurants.

One of the key strategies driving this growth is the promotion of “bleisure” travel—combining business with leisure. “When we sell Gatlinburg for citywide conventions, we emphasize the bleisure aspect,” Esslinger explains. This strategy encourages attendees to arrive a few days early or stay a few days after their conferences to enjoy Gatlinburg’s attractions. “We invite them to bring their families and explore Anakeesta theme park, SkyBridge, Ober Mountain, or Ripley’s Aquarium of the Smokies.”

This approach has proven effective, particularly with state association businesses and government entities. “We’ve seen many instances where a conference attendee’s family is off enjoying the town while the attendee is at the conference,” Esslinger notes. This dual benefit of business and leisure attracts more attendees and boosts the local economy by increasing tourism spending.

Capital Investments and Upgrades

In recent years, significant investments have been made in the Gatlinburg Convention Center, which is aimed at maintaining its competitive edge and ensuring top-notch facilities for its clients. These capital infrastructure projects have been instrumental in elevating the center’s offerings and enhancing the attendee experience.

Murphy outlines the substantial city-funded upgrades, noting the collaboration between the city of Gatlinburg and the Convention and Visitors Bureau. “The city provides us with funding for various needs, including an annual capital fund. This year, it’s about $500,000 for maintaining and repairing existing systems,” he says. However, the most transformative changes began in 2021 when the city invested $13 million in a comprehensive renovation and upgrade of the convention center.

One of the first significant changes involved converting storage space into four new meeting rooms in the Mills Conference Center. “Previously, Mills had an auditorium and a large ballroom but lacked adequate breakout rooms. By adding these new spaces, we’ve greatly enhanced our flexibility and appeal to groups needing multiple meeting areas,” Murphy explains. The rooms can be configured in various ways, allowing for more versatile event planning and better accommodating client needs.

The center also boasts an indoor-outdoor public area overlooking the parkway, complete with an outdoor terrace.“Attendees can step out during breaks and take views of the bustling activity below, including restaurants, attractions, shops, and a great view of the tram to Ober Mountain,” Murphy describes, illustrating how these additions provide a scenic and relaxing environment for conference participants to enjoy during downtime.

The upgrades also included essential infrastructure improvements such as replacing the entire HVAC system, installing a new roof, and updating carpeting throughout the facility. “We completely renovated our entrance registration areas and expanded all the restrooms, which was a major request from our clients,” Murphy says. These enhancements ensure the facility remains comfortable and modern, meeting the high standards expected by attendees.

One of the more visible changes was the installation of brand-new escalators. “With the $13 million investment, we achieved a lot, ensuring the convention center operates efficiently for many years to come,” Murphy states. The feedback from clients has been overwhelmingly positive, with many praising the new additions and improvements.

Future Plans and Strategic Priorities

As the Gatlinburg Convention Center looks toward the next 18 months, its roadmap includes a blend of maintaining its bustling schedule, enhancing its facilities, and expanding its market reach. The center’s leadership is focused on capitalizing on recent growth and further solidifying its status as a premier event destination.

“We are busier now than we’ve ever been,” says Murphy. He credits Esslinger and his staff for their exceptional work in filling the calendar. “We’ve gone from changing rooms between events with a day or two in between to doing two or three events simultaneously in different parts of the facility.” This rapid turnover has necessitated hiring temporary services to manage quick transitions and maintain cleanliness.

Another top priority is enhancing in-house capabilities to reduce dependency on external vendors. “We’re expanding into more pipe-and-drape and tables so we can act as our own decorating company,” Murphy says. They are also installing advanced audiovisual equipment, including a 24-foot-wide LED wall on the Mills Auditorium stage, to offer more comprehensive production services to clients.

Esslinger highlights a strategic shift in marketing efforts. “We’ve done a great job bringing Tennessee state-based associations to the convention center, but now we’re really starting to target nationwide association conventions,” he says. This effort hopes to attract more national events to Gatlinburg, a city traditionally known as a drive-in destination.

The center has initiated the “Update Gatlinburg” luncheons to support this goal. “We visit different cities, invite local meeting planners to a unique venue, provide lunch, and then present all the things Gatlinburg has to offer,” Esslinger explains. These luncheons, held in places like Nashville, Washington, D.C., and Columbus, Ohio, include presentations about the convention center, hotels, attractions, restaurants, and activities available in Gatlinburg. These events have proven highly successful, resulting in direct bookings and increased interest in Gatlinburg as a destination.

Looking ahead, the Gatlinburg Convention Center remains ready to continue its growth trajectory, leveraging strategic enhancements and innovative marketing to attract even more diverse and high-profile events.