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Spectra Integration Brings Innovation

Spectra is an expert in hosting and entertainment management for hundreds of properties in cities large and small throughout the world. Its experience in venue management, food services and hospitality, and ticketing and fan engagement are legendary. The recent blending of Global Spectrum, Ovations and Paciolan into Spectra creates integration and innovation that benefits clients.

“When you come to a convention center to do business, you talk to salespeople about renting the space, AV people about audio and visual needs, food service managers about meals,” said Karen Toturo, general manager at the Atlantic City Convention Center, managed by Spectra. “Many places don’t have one person to go to. But our change to Spectra makes it simple for clients — just one contact.”

Toturo added that with efficiency comes cost savings for customers. “That means more dollars available for them to spend on something else,” she said.

Toturo gave an example from her property of how the meshing of resources paid off. The Atlantic City Convention Center and its food partner have held separate job fairs to hire hundreds of full- and part-time staff. “Now we do it as one group using the same HR manager and saving so much time and cost,” she said. It’s the same with customer service training. Now, all areas of the new Spectra hear one clear message about how to treat customers.

With Spectra’s vast resources, information sharing pays dividends.

“If I have a good show here in Atlantic City, I’ll share that with all other convention centers under Spectra,” Toturo said. “Maybe the show producers want to go out to the West Coast. We’ll connect them to our people out there.”

In Des Moines, Iowa, all three Spectra divisions have already been successfully engaged for many months, according to Chris Connolly, general manager of the Iowa Events Center. His site has three components: Wells Fargo Arena, which seats 17,000 people; Hy-Vee Hall, with two 50,000-square-foot halls; and Community Choice Credit Union Convention Center. After renovations to all properties, business took off.

“I can say with some pride that we’ve operated like one team for quite some time and not like separate divisions,” said Connolly. “We did many of these things even before corporate decided to rebrand into Spectra.”

An example of Iowa’s success is wedding receptions. Before an old arena was converted into a convention center with a new a ballroom, the center hosted seven or eight receptions per year. Now, the count is nearly 40.

“That’s huge business for us,” said Connolly. “That’s where the one-brand concept really pays off with venue management and food-and-beverage service working together.” Connolly said when clients stage an event at his facilities, they’ll have one company sending them invoices.

The remix is also about identification.

“When you do business with Iowa Events Center or any company-managed facility, you’re hiring Spectra, not Global Spectrum, Ovations or Paciolan,” said Connolly. “It’s great for clients and our internal staff. One brand working together. The official rebranding is fantastic.”

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Dan Dickson

Dan has been a communicator all his professional life, first as an award-winning radio and TV news reporter for two decades and then as a communications director for several non-profits for another decade. He has contributed to The Group Travel Leader Inc. publications since 2007.