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Co. distills new strategy.

Article Excerpt
The third-largest U.S. brewing company during the past year has completed stage one of an initiative to better track and manage its corporate meeting expenditures and already has achieved an 85 percent compliance rate and an estimated 10 percent savings this year in per-attendee costs, according to the company's strategic sourcing manager. Golden, Colo.-based Coors Brewing Co.'s meetings department has chosen to roll out changes based on meeting type, rather than by department or all at once, with incentives the first events targeted for more strategic negotiations.

"Our first step is identifying the type of meeting and really looking at cost savings on a per-attendee basis," said Pam Esker, strategic sourcing manager for Coors and a member of the groups and meetings committee of the National Business Travel Association, "because destinations change, components change, etc. The only thing we can do is to see if we were really able to impact that at a lower cost per person and still meet the same objectives."

Esker said the meetings management initiative is a...