ABSTRACT
This chapter discusses the sector of the events market known by the acronym social, military, educational, religious and fraternal (SMERF), which is used to designate the face-to-face meetings of SMERF communities. It provides an assessment of what is understood by ‘community’ and the type of ‘sense of community’ that is a primary motivation behind attendance at SMERF events. As a general rule, the groups of people participating in SMERF events are far less homogenous than those attending work-related meetings. The non-vocational nature of most SMERF events means that they are held outside the normal working week, notably over weekends, when participants are free to attend. As SMERF events often fill those dates that are less likely to be booked by associations or corporations, it represents an attractive market segment for destinations and venues. The budgetary limitations that are a feature of SMERF events make it imperative that planners have basic skills in negotiating with suppliers such as venues and caterers.
