St. Louis Gets to the Art of the Matter at America’s Center
April 5, 2021
Awaiting a renaissance of the events industry, Explore St. Louis turned to Michelangelo to drive customers to the America’s Center.
The international touring exhibit, Michelangelo’s Sistine Chapel: The Exhibition, adorned the ceilings of a 27,625-square-foot ballroom inside the convention center. Open Thursday-Sunday between Nov. 6, 2020-Jan. 17, 2021, the attraction sold 15,457 tickets and generated $210,000 in revenue at a time when meetings and conventions were not operating inside the facility.
“We made productive use of American’s Center,” said Brian Hall, chief marketing officer at Explore St. Louis.
Without event business to occupy the building, the facility could have been closed for months without clever bookkeeping and marketing from city officials. Ticketmaster records show visitors came from hundreds of miles away to witness the exhibition, which consists of more than 30 photographs meticulously recreating the Vatican’s signature ceiling.
“It was all right there as opposed to being 65 feet above you,” Hall noted.
The Vatican launched the touring artwork to combat over-tourism by bringing re-creations to interested parties across the world. In an ironic twist, St. Louis capitalized on Michelangelo’s appeal at a time when the pandemic severely limited travel.
A virtual press conference helped build buzz for the months-long event, which, among other benefits, kept hospitality officials and convention center workers employed and in good practice for when group business picks up — presumably later this year.
“Once you stop altogether, you’re going to lose people to other employment opportunities,” Hall said of the importance of staying operational.
To maintain the health and wellbeing of guests, only 100 ticket holders were allowed into the exhibit per hour. Other measures included:
- Touch-free entry doors
- Infrared temperature screenings for guests upon entry
- Mandatory use of face coverings and social distancing
- Abundant signage
- Rigorous sanitization of all surfaces as well as employing several hourly staff for cleaning, security and concessions
- Individual event plans developed in conjunction with St. Louis City health officials.
The facility also recently earned GBAC Star accreditation.
The exhibit was the second high-profile method St. Louis employed to make use of its convention center. Last summer, NBC used The Dome at America’s Center to film its entire season of American Ninja Warrior.
More recently, the destination began welcoming youth volleyball tournaments as traditional events begin returning to the center. The TransWorld’s Halloween & Attraction Show is scheduled for America’s Center May 6-9. TransWorld is adding its Christmas show to the festivities this year, it announced, which also includes the company’s Room Escape Conference.
Event organizers returning to St. Louis this year will see many new attractions, including expansion of an entertainment district outside Busch Stadium, City Foundry — a shopping and dining hall opening this spring — and new development outside Union Station, including a new aquarium. In 2023, a new soccer-specific stadium will be completed to coincide with the completed expansion of America’s Center.
“There's all kinds of new stuff happening,” Hall said.
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Partner Voices
Overview:
The award-winning Orange County Convention Center (OCCC) goes the extra mile to make every day extraordinary by offering customer service excellence and industry-leading partnerships. From their dedicated in-house Rigging team to their robust Exhibitor Services, The Center of Hospitality brings your imagination to life by helping you host unforgettable meetings and events. With more than 2 million square feet of exhibit space, world-class services and a dream destination, we are committed to making even the most ambitious conventions a reality.
In October 2023, the Orange County Board of County Commissioners voted to approve allocating Tourist Development Tax funding for the $560 million Phase 5A completion of the OCCC. The Convention Way Grand Concourse project will include enhancements to the North-South Building, featuring an additional 60,000 square feet of meeting space, an 80,000- square-foot ballroom and new entry to the North-South Building along Convention Way.
“We are thrilled to begin work on completing our North-South Building which will allow us to meet the growing needs of our clients,” said OCCC Executive Director Mark Tester. “As an economic driver for the community, this project will provide the Center with connectivity and meeting space to host more events and continue to infuse the local economy with new money and expanding business opportunities.”
Amenities:
The Center of Hospitality goes above and beyond by offering world-class customer service and industry-leading partnerships. From the largest convention center Wi-Fi network to custom LAN/WAN design, the Center takes pride in enhancing exhibitor and customer experience.
The OCCC is the exclusive provider of electricity (24-hour power at no additional cost), aerial rigging and lighting, water, natural gas and propane, compressed air, and cable TV services. Convenience
The Center is at the epicenter of the destination, with an abundance of hotels, restaurants, and attractions within walking distance. Pedestrian bridges connect both buildings to more than 5,200 rooms and is within a 15-minute drive from the Orlando International Airport. The convenience of the location goes hand-in-hand with top notch service to help meet an event’s every need.
Gold Key Members
The OCCC’s Gold Key Members represent the best of the best when it comes to exceptional service and exclusive benefits for clients, exhibitors and guests. The Center’s Gold Key memberships with Universal Orlando Resort, SeaWorld Orlando and Walt Disney World greatly enhance meeting planner and attendee experiences offering world-renowned venues, immersive experiences and creative resources for their events.
OCCC Events:
This fiscal year, the OCCC is projected to host 168 events, 1.7 million attendees, and $2.9 billion in economic impact.
The Center’s top five events during their 2022-2023 fiscal year included:
AAU Jr. National Volleyball Championships 2023
200,000 Attendees
$257 Million in Economic Impact
MEGACON 2023
160,000 Attendees
$205 Million in Economic Impact
Open Championship Series 2023
69,500 Attendees
$89 Million in Economic Impact
Sunshine Classic 2023
42,000 Attendees
$54 Million in Economic Impact
Premiere Orlando 2023
42,000 Attendees
$108 Million in Economic Impact
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