Lexington, KY - Lexington's hospitality industry has been awaiting the arrival of the Alltech FEI World Equestrian Games since the FEI first announced its selection of Lexington as the host city in 2005. With projections placing overall attendance for the Games, North America's second largest sporting event of the year, at between 250,000 and 300,000, and a total of roughly 7,800 hotel rooms in Fayette County, one might understand the optimism on behalf of local hoteliers.

The numbers, however, tell a less than optimistic account. Jamie Link, CEO of the World Games 2010 Foundation Inc., and David Lord, president of the Lexington Convention and Visitor Bureau, have both placed hotel attendance at just over 60 percent of total capacity between the WEG dates of September 25 to October 10. That overall local occupancy rate jumps up to 85 percent from September 30 to October 2, but only for a three-day stretch at the midpoint of the 16-day event.

Most local hotels have been reluctant to reveal their individual occupancy numbers, but the general managers for the local Embassy Suites, Ron van Haaren and Mike Curd of Hilton Suites Lexington Green, shared their estimated occupancy rates of around 65 percent capacity for the overall Games, rising to more than 90 percent during the peak weekend.

Perhaps van Haaren's and Curd's forthcoming demeanor reflects confidence in various promotions not implemented by every hotel. Embassy Suites will conduct complimentary receptions featuring beverages and hors d'oeuvres, in addition to cooked-to-order complimentary breakfasts.

"We're also putting together a plan for each department to adjust to the different cultures, such as eating tendencies," said van Haaren. Curd is also vamping up his hotel's allure by designing a more diverse menu and making sure the bar will extend its hours. But truth be told, there may be no magic formula to drive a 100 percent sellout during the Games, including the possible lowering of room prices, which have increased nearly threefold over typical non-event rates at some hotels.

Jeff Weinstein has been covering the hotel industry on a global basis for more than 15 years and as HOTELS Magazine's editor-in-chief, he has a unique insight into the complexities of the hospitality industry.

"The equation is relatively simple," stated Chicago's Weinstein. "As the economy goes, so goes the hotel business."

Glenn Withiam, executive editor of the Cornell Hospitality Quarterly, agreed.

"Overall, the hotel industry's business levels mirror that of the overall economy," Withiam said. "When the economy is strong, so are hotels."

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Source:Business Lexington