Squarely positioned in America’s heartland, Waterloo, Iowa, has much to offer as a meeting location. Part of a larger metropolitan area known as the Cedar Valley, which includes the cities of Cedar Falls, Evansdale and Hudson, Waterloo has a population of just under 69,000. It’s the sixth-largest city in Iowa.
First settled by European descendents in the 1840s, Waterloo quickly grew into an agricultural hub. It was known from the early 20th century as the home of the National Dairy Cattle Congress, one of the country’s premier livestock shows. The city also became an industrial center for the region, and the John Deere factory remains a showcase.
Beth Keeney, marketing and communications director for the Waterloo Convention and Visitors Bureau, said the city’s central location is a major asset.
“We’re easily accessible, and once people get here, it’s easy to get around,” she said, adding that many attractions are within walking distance of the downtown area.
“Sometimes people have the misconception there’s nothing to do,” she said. “But there are locally owned restaurants and lots of art, culture and history that add to what we have.”
The area’s low cost of living is a plus, according to Keeney. “Many amenities are available for a fraction of the cost of a large city,” she said.
A good indicator of Waterloo’s attractiveness is the overall impact made on visitors.
“We frequently see that people come here for business and will then make a return trip on their own.”
The area boasts several museums and historical sites, including one devoted to the five Sullivan brothers who perished at sea in World War II. More than 106 miles of paved recreational trails are available, and a recent riverfront renewal project has incorporated a plaza, an amphitheater and an arts mall. Waterloo features Iowa’s largest outdoor water park and the state’s oldest community theater. Each August, the city hosts the Iowa Irish Festival with Celtic music and events.
Large Meeting Spaces
The Five Sullivan Brothers Convention Center offers 40,000 square feet of meeting space, including an exhibit hall that seats up to 2,000 people. Two other rooms total nearly 4,000 and 3,000 square feet and accommodate from 160 to 500 participants, depending on the type of function. Several smaller rooms ranging from 700 to 1,728 square feet are also available.
The National Cattle Congress boasts 10 indoor and outdoor facilities totaling 96,000 square feet. An auditorium holds 5,155 permanent seats with room for 1,845 chairs on the floor, and a 60,000-square-foot exhibit hall accommodates some 300 exhibitors and 8,500 people.
