“We kind of look at it as, family-style.”
That's how Garen Gouveia, president, Corporate Kids Events, Monterey, Calif., describes his company's child-care service for meetings. “A lot of people are putting in 60- to 80-hour workweeks,” he says. “We think it's important to give them extra time to be with their families.”
The service benefits families as well as the companies that use it, he says. “It enables people to see their co-workers in a different way — to meet their spouses and their children, and to get a whole different perspective. Hopefully they take that back to the workplace and it makes for a more productive work force.”
The company is also hired by a lot oforganizers, Gouveia explains. For trade shows — where attendance isn't mandatory — the service offers incentive to those who wouldn't have otherwise been able to attend because of child-care responsibilities at home. So, the service can also be used to boost attendance.
If the trajectory of Gouveia's business is any indication, meetings that encourage attendees to bring their families are growing in popularity. In 2005, Corporate Kids Events worked 150 events, up 20 percent from the previous year. This year, he projects a similar increase.
San Francisco — based law firm Townsend and Townsend and Crew LLP is one of those clients. For the past three years, it has used Corporate Kids Events for its annual retreat. Maria Lovi, professional recruitment coordinator at the firm, says the extra expense is worth it. “It's really important to the attorneys to have this time with their families and for their families to meet other families,” she says. “It's a real teambuilding-type event.”
Including families is critical to the culture of the retreat. “We try to combine both business and a little bit of pleasure for the families,” Lovi explains. “Once word got out that child care was one of the best parts about of the retreat, the numbers have progressively increased,” she says. About 300 people attended last year's retreat at Silverado Resort, Napa, Calif., including about 70 kids. Outside of meetings, all attendees, including spouses and kids, took part in a Saturday afternoon barbecue. On Friday and Saturday evenings, the adults attended dinners while Gouveia's company took care of the children.
All Kinds of Fun
Typically, child-care companies separate children by age, with infants age 2 and under receiving one-on-one attention. Staff-to-child ratios gradually go up for older kids, and the activities vary for each age group: infant/toddler, preschool, 6- to 10-year-olds, 'tweens (11 to 13), and teenagers. Activities are often built around a theme that is based on the location of the meeting, so if it's in Hawaii, it might be a luau theme; if it's Dallas, it might be a Western theme. Usually the kids stay on-site, but if the company has the budget, they may take off-site excursions.
Corporate Kids Events does events across the country. The supplies are shipped to the site, and a manager is dispatched to oversee the event. The rest of the staff are screened, professional care-givers tapped from the local community. “We are meeting planners for the kids,” says Gouveia. “From pre-, to registrations, to implementation, to post-event evaluations, we take care of all their needs.”