The technologically superior multi-media amphitheatre at the Southampton Princess Hotel has already begun to attract major interest from overseas, according to Mr. Peter Frith, Regional Director of Sales at the Southampton Princess Hotel.

"The hotel is definitely geared for the 21st Century with the new Amphitheatre,'' he said. "The room's capabilities allow businesses to provide elements at a presentation that they may not regularly be able to afford. And a lot of overseas companies don't have to ship in equipment so they are saving time, labour and money. The Amphitheatre offers them instant savings,'' he added.

"Also we can attract global meetings. Special translating zones have been set up for language interpreters. And people in the zones can pick up the translated speech as it's going on by use of headphones.'' Regional vice president of Princess Hotels International, Mr. Stephen Barker, said: "Prospective clients are impressed with the technological superiority of the facility with the audio-visual equipment, modern lighting and comfortable seating. And we already have bookings that have been influenced by the availability of the Amphitheatre.

"The demand is expected to escalate,'' he added. "We expect to attract new, upscale business that was unlikely to come to Bermuda before. And we're already looking at new, large groups that we would have never approached before,'' he said.

The technologically advanced Mid-Ocean Amphitheatre, which acquired its name through a major overseas direct mail promotional campaign, had a `Name that Room Contest', according to Mr. Frith. "We sent brochures to 35,000 meeting planners which documented the amphitheatre and announced all of the features.

We asked them to choose a name and had a prize for the winner,'' he said.

The winner came up with the name, `Mid-Ocean Conference Room', which the Southampton Princess modified to include `Amphitheatre'. "We had thousands of responses,'' said Mr. Frith. "And the winner received a seven night stay at the Hotel. As well, the winner's company received 75 free room nights.'' Already then, the capabilities of this state-of-the-art room is known to various meeting planners throughout North America. General promotional mailings of colour brochures were also sent to all prospective clients and large companies.

The Princess Hotel sales offices continue to promote the facility worldwide.

And according to Mr. Barker, the Amphitheatre has been well endorsed in North American publications, specifically those that deal with group organisers and meeting planners.

First Boston Mortgage Products was the first company to hold a convention in the Amphitheatre after technicians spent two weeks testing, modifying and balancing the new equipment. "They were delighted with the room,'' said Mr.

Alan Bergl, Director of Conventions for the Princess Hotels in Bermuda. "The group was probably somewhat apprehensive as the first users. But they were very pleased; they had no complaints and we received only favorable comments,'' he said.

Twelve additional convention groups have committed to the use of the Amphitheatre this year, according to Mr. Bergl. "And we've had many promising inquiries for the next few years,'' he said.

Mr. George Ramirez, Vice President of Sales, for Princess Hotels International, Inc., said: "Bermuda is already a very popular choice for meetings of professionals. It's beautiful and immaculate, easy to get to, and tax deductible. The addition of this unique state-of-the-art room brings a new dimension to resort facilities.'' "I am certain Bermuda, which is already a popular spot for business meetings, will become even more popular as a result of the Mid-Ocean Amphitheatre,'' added Mr. Manfred Timmel, General Manager of the Southampton Princess Hotel.

Technicians spent two weeks testing, modifying and balancing the new equipment in the Amphitheatre before it was used for the first time during the second week of April.

STATE-OF-THE-ART -- The new amphitheatre at the Southampton Princess.