Access

Better late than never! It's been a whirlwind since attending the IRF Invitational back in May, but I couldn't let it pass without sharing a few highlights. There's something special about spending a few days surrounded by industry colleagues, friends, partners, and yes, even competitors. Events like this remind me that we're all continuously learning from one another, and that some of the best ideas come from the conversations between the sessions. A few of my biggest takeaways: - Networking games still work. We all joke about icebreakers, but giving attendees a reason to connect, specially when there's a little friendly competition and prizes involved, creates genuine conversations. Thank you to IRF and Blue Denim for making networking fun...and I certainly wasn't complaining about winning the raffle! - Experience the destination. As a DMC partner, this one is always close to my heart. Getting out into the host city reminds us why destination matters. Tours and local experiences don't just showcase what's possible, they create lasting memories while inspiring fresh ideas we can bring back to our own programs. - Return on Objective (ROO) over Return on Investment (ROI). One of my favorite conversations centered around shifting the focus from simply measuring dollars spent to measuring whether we've accomplished what we set out to achieve. Did we strengthen relationships? Inspire attendees? Drive behavior? Create memorable experiences? ROI is important, but ROO asks an even more meaningful question: Did we achieve the objective? Sometimes that's the true measure of a successful event. The greatest investment is time together. Whether it's a keynote, a breakout session, a destination experience, or an impromptu conversation over coffee, these moments leave us with fresh perspectives, stronger relationships, and renewed excitement for our industry. Thank you, IRF, for another memorable event. #IRF #AccessDMC

What a month in Boston! Synergy and Center Plaza were all in for the Boston World Cup Group Stage matches. Located directly across from the official FIFA Fan Festival in Downtown Boston, Center Plaza became a front-row seat to the energy, connection, and excitement the tournament brought to the city. We partnered with BGO and Artists for Humanity to bring together nine talented teen artists to create a large-scale art installation displayed across Center Plaza’s floor-to-ceiling windows, celebrating the countries competing in Boston and reflecting the diversity and spirit of the global game. Together with one of our tenants, Meet Boston, we helped create Boston House at Center Plaza — a VIP concierge experience that welcomed dignitaries, C-suite executives, and guests from around the world with a place to cool off, connect, enjoy refreshments, and watch the matches indoors. The experience was supported by Synergy alongside New Balance, DraftKings Inc., The Catered Affair, Access, Telemundo Nueva Inglaterra | wneu and Legal Sea Foods. We also hosted a Synergy Community World Cup Watch Party in our Chrome amenity space at Center Plaza for the Portugal vs. Uzbekistan and England vs. Ghana matches, bringing together nearly 500 tenants from across our portfolio for food, drinks, music, and community. And Center Plaza’s The Dubliner Boston became one of the tournament’s most vibrant gathering spots, welcoming fans from around the world, especially the Scots. We loved seeing the energy this tournament brought to Downtown Boston over the last month. It was a reminder of what makes Boston such a vibrant and welcoming city, and we’re proud that Synergy helped bring that experience to life.