Meeting planners are well aware of the cost advantages of midsized cities vs. first-tier meeting destinations. It’s just that affordability often takes a back seat to the allure and amenities of larger metropolitan areas.
Grand Rapids, Michigan is upending that calculation by investing in meetings infrastructure and delivering unforgettable attendee experiences while maintaining its friendlier price tag. The city had begun to move into the first-class conversation before the pandemic – it was named one of America’s top 25 convention destinations in 2020 and again in 2022 – and it quickly recaptured its momentum as the country opened back up.
For example: In 2024, Grand Rapids was named a Platinum Choice Award Winner by Smart Meetings magazine, which administers the awards program to “celebrate extraordinary venues and destinations.” That same year, CNN included Grand Rapids in its inaugural list of America’s Top 10 Best Towns to Visit, and Northstar Meetings Group’s Stella Awards crowned Experience Grand Rapids the Midwest’s Best CVB/DMO.
There are a number of factors behind Grand Rapids’ rise, many of which address current and emerging event industry pressures. As planners seek to forge a path forward, it makes sense to consider a destination that has and continues to reinvent itself as first-class second-tier city.
The Gerald R. Ford International Airport is a 15-20 drive from downtown and flies direct to over 30 major markets.
Photo by Bryan Esler for Gerald R. Ford International Airport
Multiple transportation options
Grand Rapids is served by the Gerald R. Ford International Airport (GRR), which offers 100+ non-stop flights to 30+ destinations on eight airlines: Allegiant, American, Avelo, Delta, Frontier, Southwest, Sun Country and United.
GRR serves the city and its air passengers exceptionally well: It was hailed as North America’s Best Airport of 2 to 5 Million Passengers in the 2024 Airport Service Quality Awards presented by the Airports Council International World. GRR also took home awards for Most Dedicated Staff, Easiest Airport Journey, Cleanest Airport and Most Enjoyable Airport.
GRR is just a 20-minute drive from our downtown convention neighborhood, another time- and money-saving benefit over most larger cities. The compact downtown features 300+ restaurants, shops and entertainment venues within a 10-minute walk (or free bus ride) of our convention center and 13 downtown hotels.
For those who prefer not to fly, Grand Rapids is located within a day’s of drive of half the U.S. population, about halfway between Chicago and Detroit. It’s also serviced by Amtrak and Greyhound Bus.
Sustainability efforts
More than half (54%) of meetings and events professionals surveyed by American Express Global Business Travel in 2024 said sustainability was “highly important” for their 2025 planning.
Named America’s Greenest City by Fast Company Magazine and The Nation’s Most Sustainable City by the U.S. Chamber of Commerce, Grand Rapids has long made earth-friendly policies a priority – and so have local hotels, transportation providers, cultural institutions and other businesses .
Our compact convention neighborhood – which earned Grand Rapids recognition as one of America’s Top 14 Walkable Cities – also helps minimize the carbon footprint of meetings and events.
Diverse hotel offerings
America's largest destinations offer abundant hotel choices but even the budget options can be tough on attendees. Our convention neighborhood is served by 14 hotels – including Hilton, Holiday Inn, Hyatt Place, Embassy Suites and JW Marriott brands – to offer a range of first-tier amenities and second-tier price points. Three hotels are connected to our convention center by climate-controlled skywalk, maximizing attendee convenience.
More than 80 additional hotels and B&Bs are located close by to meet the experience and economy expectations of any visitor.
Unique and nearby offsite spaces
Midsized cities may not be able to compete with larger cities in the sheer number of offsite spaces available for breakout sessions and conferences, but they can make up for it through proximity, affordability and charm.
We’ve identified 40+ businesses that offer unique meeting accommodations within a half-mile walk of our convention center – restaurants, breweries and such singular spaces as a presidential museum, performance hall, historic auditorium and escape room.
The Gillett Bridge, a pedestrian bridge just outside DeVos Place Convention Center, is a unique outdoor event location.
Photo by Experience GR
Outdoor Venues
The cleanliness, convenience and safety of outdoor spaces is another plus in the Grand Rapids column. Our convention center overlooks the Grand River and two pedestrian bridges that can be used to stage events. A riverwalk on both sides of the Grand can be a refreshing change of scenery for strolling breakout sessions. Ah-Nab-Awen Park, a greenspace directly across the river from the convention center, is a serene space for impromptu connections .Lyon Square, a public plaza between the convention center and the Amway Grand Plaza Hotel, is newly rebuilt to support a wide range of activities and events while enhancing river views – is set to reopen in fall 2024 with new lighting, greenspace, seating and event space – and it’s just one of several projects designed to make the river more accessible and people-friendly.
The entire convention neighborhood and most of the surrounding downtown is a Refreshment Area strategically furnished with outdoor seating for patrons of restaurants, breweries, bars and distilleries, and visitors can wander around the Area with drinks from participating businesses in hand.
Attendance-building opportunities
Midsized cities have to work harder to help planners build attendance and excitement. Grand Rapids has done it by building and showcasing distinctive brand “pillars”– including art, craft beverages, food and outdoor recreation.
We’re the home of ArtPrize®, the world’s largest art competition, World of Winter, America’s largest winter festival, Frederik Meijer Gardens & Sculpture Park, one of the world’s top 30 most visited art museums, Grand Rapids Art Museum, the world’s first LEED Gold Certified art museum, and a robust public art scene. We have firmly established Grand Rapids as Beer City USA, boasting 30+ craft breweries and multiple “best beer city” rankings as well as USA Today recognition as “America’s Craft Beverage Capital.”
Our dining scene is elevated by a world-class culinary school and a thriving family-farm community, which combined to make us a forerunner and premier practitioner of farm-to-table cuisine. Our outdoor recreation opportunities are plentiful and, unlike most larger cities, quickly and easily accessible from downtown and any other city location.
Planners can also rely on a fully staffed services team to help build attendance for Grand Rapids events, as well as to assist with planning and on-site services.
Events like ArtPrize 2.0 and updates to Fredrik Meijer Gardens & Sculpture Park have enhanced the visitor experience.
Photo by "Tin man" by Bill Secunda, ArtPrize 2021
Investing in the visitor experience
Recent and ongoing investments are making Grand Rapids even more attractive and amenable to meeting planners, attendees and their families.
For example: The Gerald R. Ford International Airport is currently in the midst of a $600 million dollar expansion program that has further improved its best-in-class service experience. The Acrisure Amphitheater, a new 12,000-seat outdoor concert venue and public park along the Grand River in downtown Grand Rapids, is scheduled for completion in spring of 2026. The first phase of construction has begun on a $55 million renovation of the riverfront Grand Rapids Public Museum , which is adding new exhibit and event space and enhancing access to the river. The $175 million Amway Stadium is set to host an MLS Next Pro League soccer team when it opens downtown in 2027.
There’s also the recent renovations of the Amway Grand Plaza Hotel, the city’s historic 656-room luxury hotel; Frederik Meijer Gardens & Sculpture Park, named the nation’s #1 sculpture park; Rosa Parks Circle , a downtown gathering space designed by renowned sculptor Maya Lin; and much more.
Toward the future
Even with all the downtown development of the last decade – which has included a $2+ billion investment in our Medical Mile life-sciences corridor – this midsized city still has room to grow in ways that benefit both residents and visitors.
Projects in various phases of planning include a new convention hotel, another downtown hotel that will be part of a massive three-tower riverfront development, a large-scale aquarium and a significant expansion of our John Ball Zoo to include the largest indoor animal habitat of any American zoo.
For additional insight into the possibilities and potential of hosting your meeting in Grand Rapids, visit the Meeting Minds blog page.
