It has been called the "Super Bowl of Meetings."

The annual gathering of the American Society of Association Executives, which will start Saturday at the Greater Columbus Convention Center, isn't the largest meeting or convention that Columbus will ever host. That's despite it bringing in 5,000 executives and meeting professionals that will result in 17,000 hotel room nights and generate more than $16 million in direct visitor spending.

The big payoff, local leaders hope, will come later. These visitors are the people who book these types of meetings and events for their own organizations. Columbus officials say future bookings as a result of this event could result in $500 million for central Ohio during the next five to 10 years.

"This is the who’s who of people who make the decisions on major conventions," said Alex Fischer, president and CEO of the Columbus Partnership, a civic organization of Columbus' top business leaders.

The association predicts 20% of the attendees will plan a meeting in Columbus in the next five years.

"We've had it in our sights now to elevate our image," said Brian Ross, president and CEO of Experience Columbus. "It will raise the image of our community. It's very transformational."

The association is a 99-year-old organization with 45,000 members representing 7,400 associations.

Ross said 30% of those attending the meeting in Columbus are in the health-care field. Within the past four years, only 14% of attendees have held a meeting in Columbus. Meanwhile, 81% of the attendees have never held a meeting here, or can’t remember when their organization last did.

And for 28% of the attendees, it's their first time in Columbus.

"A number of our delegates have never had a meeting in Columbus," said Susan Robertson, ASAE's interim president and CEO. "It's a huge opportunity for them and us."

Cathy Lyttle, Experience Columbus' board chairwoman, agrees.

"It’s kind of like a Broadway in Columbus show," Lyttle said. "We're doing a preview for ASAE's review. I’m confident we are going to put our best foot forward."

Local officials have worked for years to land this event.

Ross said his predecessor, Paul Astleford, took a group of community leaders to the association's annual conference in 2004. But it took about a decade for local leaders to persuade ASAE President and CEO John Graham to visit Columbus for a look-see.

Before Graham and his team visited, they were concerned that Columbus would not be able to meet the group's needs, Ross said.

"They did not believe that we had the infrastructure," Ross said. That includes hotel space and meeting room capacity at the Convention Center.

"They did not believe we had the direct flights to get the national organizations here from around the country," Ross said. "They were not sold on us as a vibrant, diverse, progressive community."

But once they arrived in Columbus and met with elected officials and community leaders, their perception changed. They saw how the community would collaborate to make this work, Ross said.

"This opportunity will help springboard Columbus as a destination of choice in the future, which will fuel the economy," Ross said. He said the area already sees 42 million visitors a year, generating $7 billion for the local economy and helping to support 78,000 jobs tied to the travel and leisure industry.

"We have garnered many accolades nationally and globally in the last five to 10 years," Ross said, whether it be for arts and culture, the dining scene or the craft beer and spirit scene.

Organizers are preparing in many ways.

Officials at John Glenn Columbus International Airport are planning some welcome and departure activities, according to Megumi Robinson, director of public relations for Experience Columbus.

That includes banners, wraps and window clings with welcome messages. On Aug. 13, those will flip to "thank you for visiting" messages as attendees depart.

Extra volunteers will be at the airport. The welcome center will have complimentary snacks, including buckeyes, Pistacia Vera shortbread cookies, OH! Chips products, and popcorn from Brownie Points. DJs will spin music Friday and Saturday.

As attendees leave, they will receive cookies with a thank you message. Airport officials are asking airlines to incorporate messages for association attendees as they land and prepare to depart.

Top acts have been lined up to help entertain. Springfield native John Legend will perform Aug. 12 at Nationwide Arena during "The Classic," which benefits the ASAE Foundation. The next night, country star Brad Paisley, a Wheeling, West Virginia-area native, will headline a closing night event at Express Live.

Local entertainers will perform at COSI Saturday night as part of opening-night festivities.

The Short North will see its share of participants. Galleries and shops along North High Street are modifying their hours to serve them, said Betsy Pandora, executive director of the Short North Alliance. And an artist will paint a mural in the district Aug. 11.

"We’re rolling out the red carpet for these guests," Pandora said. "We hope they'll be really impressed by what they see."

Columbus Mayor Andrew J. Ginther said the association's meeting will be a game-changer for Columbus.

"It's going to be a defining movement for the community, positioning Columbus as a major meeting destination," he said. "We had to have the right message, and obviously the right amenities. For several years, we’ve been making our case.

"We are an emerging city."

Ginther said spending during the association's meeting will support a wide range of local businesses, and that the taxes generated will benefit housing and human services.

Robertson said Ginther brought the city's leaders onboard to support this meeting. "He's just been a tremendous ambassador for Columbus," she said.

Ross said Experience Columbus already is booking groups for 2025-2026.

"If we could bring the (American Medical Association) or American Bar Association here, they will get to understand what Columbus is about," Ross said. And that could help a company such as Nationwide or a hospital such at Ohio State University's Wexner Medical Center recruit top talent.

mferench@dispatch.com

@MarkFerenchik