Another new addition that can blunt the public perception impact of a high-end incentive program is the corporate social responsibility event. Many groups are swapping heli-skiing or spa afternoons for building playgrounds or working with Habitat for Humanity. It's also a great PR opportunity for the top execs.

“It's a way to put a positive spotlight on the program and also give back to the local community,” Sonricker says. “For several of the programs we manage, this has become a highly anticipated signature event.”

Unfortunately, the experts all agree on one thing — changes coming out of this recession are likely to last longer than in previous downturns. As USMotivation's Siewart says, “This is the worst I've seen in my 20 years in the business. Companies don't have the ability to change shareholder perceptions. This perception problem will be longer-lived than the fear problem in 2001.”

Atlanta Arrangements' Henderson agrees. “It's definitely worse than before because of the perception issue. It's a shame that companies feel they have to go undercover to reward their best employees.”

Retool the Promo

Dropping one gala group dinner from the program may not harm the overall experience, but how do you get winners ramped up about a subdued city destination versus an exotic resort?

Bill Boyd, president and CEO of Sunbelt Motivation & Travel, Dallas, says planners will have to work harder internally to generate excitement, perhaps even delay announcing the destination for a few months, or have an internal contest inviting participants to guess the destination. “You're going to have to spend more on promotion.”

So instead of a destination that sells itself, planners may need to focus more on face time with upper management, or those unique experiences that only an incentive program can offer, like private museum tours or dinners in elegant mansions. After all, you can still host — and promote — such events with panache in any location.

For More Information:
Incentives Under the T.A.R.P.