Business off to slow start at new Cedar Rapids convention center

The first week of the reopened U.S. Cellular Center will bring out big crowds for arena shows.

Thousands attended the inaugural Lady Antebellum concert last Saturday. More will attend a series of Cirque du Soleil performances beginning Thursday night.

And while the arena and hotel got off to a fast start, it's going to take longer to drum up a significant amount of convention business to fill the exhibit hall and other venues at the complex. But that's not unexpected.

On Wednesday, a handful of barbershop harmony group members toured the convention facility to get a feel for the building's use as a possible convention site in 2014. The Central States District of the Barbershop Harmony Society had a convention scheduled at the old U.S. Cellular Center in 2008. High water prompted a move elsewhere.

But Mark Erikson, the group's events vice president, was enthusiastic about what he saw in a tour and believes the complex could easily host the 1,200 to 1,400 participants he expects next year. And if the group decides to host an event in Cedar Rapids once, they might be back.

“Once we have a known commodity that fits seating requirements, audio, as well as the hotels and restaurants, then we will want to come back. It's a win-win,” Erikson said.

But the fact that the barbershop organization is planning something a year out is one reason big convention groups weren't present within a few days of the U.S. Cellular Center complex opening. Jennifer Pickar, communications and marketing director with the Cedar Rapids Convention & Visitors Bureau, said larger groups usually have an 18-month minimum lead time in committing to a convention site. No one wanted to recruit a large convention group that long ago, and then have to cancel because something went wrong with the construction schedule.

Pickar also said while organizations like using a new facility for a conference or convention, they often don't want to be the very first.

“A few of the planners, they don't really want to be the first one. They want to make sure everything is worked out and it runs smoothly,” she said.

The Cedar Rapids Convention & Visitors Bureau didn't book a large group for the new U.S. Cellular Center complex until October. But Pickar said convention group business really picks up later this year and next. Until then, smaller events such as wedding receptions and corporate meetings will get the attention. But Bill Tirone, DoubleTree by Hilton sales and marketing director, said he's pleased with the group business start, even though most bigger groups won't arrive for a few months.

“The meeting and exhibit space can accommodate 1,100 people for a banquet - that's a pretty big wedding. But we do have holiday parties booked that will occupy this space,” Tirone said.

Tirone said the hotel did book one large gathering set for later this month. The Hindu spiritual leader Mata Amritanandamayi, usually known as Amma or the hugging saint, and her followers will have the first real convention event in the exhibit hall June 25 and 26. All 267 hotel rooms are booked to accommodate the crowd.