Convention wisdom: Johnna Boxley keeps Spokane events on track

Spokane usually knows its place.

When comparing ourselves with other cities, we tend to cite Tacoma, Boise – maybe Portland, if we’re delusional.

But Orlando? Helsinki? Who are we kidding?

Yet those two cities were among the three finalists to host this year’s World Science Fiction Convention.

The other city?

You guessed it: Spokane.

Talk about punching above one’s weight.

But don’t tell the 5,000 visitors converging here Wednesday for Worldcon. Pretend that hosting guests from around the globe – or, in this instance, from throughout the galaxy – is no big deal.

Because thanks to Spokane’s newly expanded and significantly enhanced Convention Center, this sort of gathering could become the norm – or at least not uncommon.

Johnna Boxley, general manager of the Convention Center and INB Performing Arts Center, says almost 500 groups have already committed to holding their events at the Convention Center between now and 2020. If the American Society of Agricultural and Biological Engineers doesn’t get your blood pumping, how about Porsche Club of America’s 2017 Parade?

During a recent interview, Boxley discussed how the convention business has evolved, why Spokane is suddenly so competitive, and how it can stay that way.

S-R: What were your interests growing up in Auburn?

Boxley: I was a gym rat. I did gymnastics, because back then girls didn’t have many choices.

S-R: What did you study in college?

Boxley: When I enrolled at Eastern, I thought I wanted to be a teacher. But the education classes were too structured. So I switched to parks and rec, which was sort of like teaching but more fun.

S-R: What was your first job after college?

Boxley: A recreation supervisor with the city. I ran the summer parks programs, adult and children’s sports programs, and at one time Corbin Art Center. I was with Parks and Rec for 10 years, and loved that job.

S-R: What next?

Boxley: I started my own event-planning business, and did that for a few years. I also got my master’s in education, and taught parent education at the community college, and parks and recreation at Eastern. Those were all part-time jobs, which was good when my children were small.

S-R: Then what?

Boxley: A friend started a computer software company, and asked me to run the business side. I did that for about a year, until the company was bought out. The new owners wanted me to move to New York. If I were young and single, that probably would have been a good thing to do. But I had a family and didn’t want to leave the Northwest.

S-R: How did you get this job?

Boxley: I was attending something at the old Coliseum in ’92 when I saw a friend doing event planning, and it looked intriguing. So I applied for a job, got it and have been here ever since.

S-R: What skills from previous careers transferred to this one?

Boxley: Working with people. Negotiating. And in every job I have learned a little bit about myself – what I enjoy doing. Each time I left a job, it was at a point where I had accomplished what I wanted to and didn’t see much potential for growth, and it’s important to continue growing and learning. With this job, every day is different. Every event is different. You can never know everything.

S-R: When did you become general manager?

Boxley: In 2000, when my predecessor and mentor, Mike Kobluk, retired.

S-R: How has the job evolved?

Boxley: When I entered the convention business, we had a nondescript building and no sales people – we relied on event planners to call us to book. As communities began to realize what conventions could do for their local economy, the industry exploded. Now convention halls are more attractive and more flexible, and we have five sales people who give meeting planners good reasons why they should choose Spokane rather than Tacoma or Portland for their event.

S-R: What’s Spokane’s sales pitch?

Boxley: First, our location. We’re on the river with a 100-acre park, so there’s nature right outside our door. On the other side of our building is downtown Spokane, with shopping, restaurants and hotels. Most convention centers are either in industrial areas, because that was the cheapest place they could build, or they’re landlocked in the middle of a city, with no natural amenities.

S-R: How is Spokane’s uniqueness reflected in the most recent expansion?

Boxley: We added all the windows on the north side, which really connects us to the river. We also commissioned $500,000 worth of local art that conveys who we are, so visitors can learn something about the city without spending too much time away from their convention.

S-R: What works against Spokane when you compete for major conventions?

Boxley: The biggest complaint we hear is that Spokane is too hard to get to because we’re not a major hub.

S-R: London hosted the 2014 Worldcon. How did you lure them here this year?

Boxley: In this business, there’s no instant gratification. It took us three or four years to get Worldcon. We went to several of their conventions, gave presentations, talked to meeting planners. We were competing with Helsinki and Orlando. Who would have guessed Spokane would win?

S-R: Is this one of the most significant conventions the city has hosted?

Boxley: It is, because it’s worldwide. Most of our conventions are either regional or national. And we expect around $13 million in economic impact, so it’s a big deal.

S-R: Is there a busiest time of year in your business?

Boxley: When I first started, we could pretty much take the summer off. That’s not true anymore. But our busiest times are spring and fall, because that’s when most associations want to meet.

S-R: How far ahead do they plan?

Boxley: We already have one contracted for 2020, and are working on events into 2025.

S-R: What do you like most about your job?

Boxley: The variety – every day is different. A volleyball tournament might be followed by a business conference or black-tie banquet.

S-R: What do you like least?

Boxley: Negative people, whether they’re clients or contract providers. This is an exciting industry to work in, but it’s not for everyone. The hours are long, and sometimes you work a lot of days in a row.

S-R: What’s your typical workweek?

Boxley: Mine is rarely 40 – usually 45 to 50. But some of my employees put in 60 to 70 hours.

S-R: Can you attend any event you want?

Boxley: Part of my job is quality control, so I can stick around. But my satisfaction comes from what happens before an event starts – making sure everything is ready.

S-R: The new addition opened in late January. Will it take a while to gain traction?

Boxley: Typically when you build or expand a convention center, it takes two years to get up to speed, because a lot of people don’t want to book a facility until they see it. But I’ve been amazed by how quickly the new building filled up. I think part of it is our reputation for getting things done on time.

S-R: Is the convention center self-supporting?

Boxley: Most convention centers aren’t. But with the help of the Public Facilities District’s other two venues – the Arena and the INB Performing Arts Center – we make a little profit, which is funneled back into the facilities.

S-R: What misconceptions do people have about Spokane’s Convention Center?

Boxley: A lot of local people assume it’s too big for them to consider as a venue. But half our business is local – we rely on that. We’ve done events for as few as three people – executives training on how to talk to the media. On the other hand, several weeks ago we served dinner to 6,000 people.

S-R: What challenges lie ahead?

Boxley: Maintaining our momentum – building our base and getting better known in the convention world. If we keep growing at our current pace, we’ll need to add space in 10 years. And we have room to expand.

S-R: Do you have a business philosophy or motto?

Boxley: I have several. One is hire the right people for the right job, and then let them do it. Another is to hire people who think differently than you do, so you get a good mix. And keep growing – never stop learning and moving forward.

S-R: What qualities do you look for in potential employees?

Boxley: Attitude – someone who loves working with people and is energized by working long hours. If I get someone who is passionate about this profession, I can teach them what they need to know.

S-R: Speaking of long hours, how long can you continue managing the convention center?

Boxley: I’m going to retire in October.

S-R: Then what?

Boxley: I plan to do all the things you can’t do when you have this kind of career. It’s not a job – it’s a lifestyle, because we have events most weekends, as well as during the week. I’ve loved every minute of it, but there are other things I’d like to do, such as spend time with my family and revisit hobbies – photography and yoga and travel – that I put on the back burner. I look forward to taking care of myself.