When it became clear that the renovation at the Kay Bailey Hutchison Convention Center in Dallas, TX would require their U.S. Seminar Conference to relocate, the planners at Mary Kay were tickled pink to land in the Queen City — Charlotte, NC.

The skincare and cosmetics company enjoyed a banner event in its new home last summer. Candie Rodriguez, vice president of marketing and sales support for Mary Kay, who is located in Addison, TX, credits the Charlotte Regional Visitors Authority (CRVA) for rising to the occasion.

“They worked quickly and diligently to accommodate on an expedited timeline,” says Rodriguez, noting the conference had always been held in Dallas prior to this year.

The CRVA helped locate hotels, venues and activities that perfectly suited the event that annually draws 11,000 attendees.

Such a partnership between a corporation and destination marketing organizations (DMOs), as well as destination management companies (DMCs) is a perfect case study to prove planners don’t need to handle all of the logistics on their own. Local knowledge and connections can be invaluable in creating a memorable event experience.

Angels in the Infield

Citywide and other large-scale conferences and trade shows require multiple hotels, reliable transportation options, and an array of food and beverage vendors, as Barya Hoel has learned as the executive assistant and event coordinator for Progressive Produce in Commerce, CA.

She leans heavily on a host destination’s DMO when planning single-day conferences for 40 attendees (a large event by the company’s standards). “I think a lot more meeting planners would use a CVB if they knew about incentives and what a CVB can do to make their life easier,” says Hoel, noting DMOs don’t charge for their assistance. “The CVB does all the legwork for a meeting planner.”

Hoel half-jokingly says she is lucky to have four months to plan an event for executives at Progressive Produce. That was her timeline for last summer’s gathering in Anaheim, CA.

The company’s C-suite liked the idea of the Southern California destination and grew enamored with the idea of a team outing to see an Anaheim Angels Major League Baseball game. Previous teambuilding activities have included a large dinner or a cocktail party.

So Hoel submitted an RFP on the Visit Anaheim website and the sales team responded that same day. It then distributed requirements to multiple area hotels. Progressive Produce quickly had a venue, or so Hoel thought.

Her years of experience as an event planner convinced Hoel that the company’s initial hotel choice wouldn’t be a good fit due to the meeting room requirements and attendees’ preferences. Two months into the planning process, Hoel reached back to Visit Anaheim about making a change, a move that saved Hoel time and an awkward conversation with the initial hotel property.

“They came to my rescue right away,” says Hoel, adding the CVB staff handled the “break-up” call and helped secure a room block at The Westin Anaheim Resort.

But there was a catch (as there often is). The Westin’s room rates were over Hoel’s initial budget. Fortunately, Visit Anaheim had another solution.

Progressive Produce took advantage of the Visit Anaheim Meetings Momentum Program, which allocated $2,000 to the meeting should the group achieve at least 85% of its projected revenue goal. Hoel reports her event exceeded that mark, and the incentive funds offset the initial price point.

Visit Anaheim Chief Sales Officer Ronnie Collins says going above-and-beyond for planners is part of the job. “Visit Anaheim becomes a true extension of your team, no matter the size or scope of your event,” Collins says. “With deep local expertise, trusted partnerships and cost-saving resources, we help streamline the planning process and create meaningful experiences that resonate with your attendees.”

Creating Local Experiences

Reaching out to CVBs is a smart first step toward planning for an event, says Michelle Thornton, events procurement manager at Penske Media Corporation in Los Angeles, CA. But when she has the budget, Thornton likes to go a step further and employ a DMC.

DMCs are essentially the boots on the ground to find local experts and vendors that turn a planner’s vision into reality, says Kate Patay, CPCE, vice president of Global Engagement at Terramar DMC, in Reno, NV, which primarily operates in California, Mexico, Panama and northern Nevada.

“Working with a local DMC means you’re tapping into a team of experts who live and breathe the destination,” says Patay, who also chairs the Search Foundation, which assists event professionals in financial or personal crises.

Thornton agrees, crediting partnerships with Terramar and other DMCs for creating authentic experiences that elevate events to memorable experiences.

For a private company’s three-day anniversary meeting and incentive program for 400 attendees last summer, Thornton turned to the Hotel del Coronado, in Coronado, CA, one of the country’s most famous hotels.

The property is renowned for its history — it was the backdrop for “Some Like It Hot” — and elegance. Even with such a majestic venue, Terramar was able to take a proven commodity and add exclusive layers.

“The DMCs I choose stand out for their creativity — the ability to take the vision and elevate it with unique ideas, local insight and solutions I wouldn’t have thought of on my own,” says Thornton.

At their event, standout activities included:

• A wine-and-dine around in Coronado by trolley featuring curated menus at each location
• A unique behind-the-scenes tour of the Del, followed by a reception in a non-traditional space
• An “epic” closing night dinner and after party on the beach.

“A local DMC not only manages logistics seamlessly but also opens doors to hidden gems, unique traditions and meaningful connections,” says Patay.

Patay recommends bringing a DMC into the process as early as the site selection process to maximize its ability to match the right activities with the event’s demographics. Thornton adds she brings the partner’s concepts to her program’s stakeholders, who then give the final sign-off.

“Rather than seeing a property in isolation, you’re able to experience it in context with the surrounding area and truly understand how it will fit into your program,” says Patay. “This early collaboration helps streamline decision-making, avoids costly surprises and ensures every aspect of the itinerary is cohesive and intentional.”

Setting the Stage

Because many of the Massachusetts-based Commonwealth Financial Network planning team had been to Tampa, FL for conferences and leisure travel, the destination was already on the radar for the company’s Business Experience Conference. The event is one of seven incentive trips Commonwealth Financial Network hosted last year and was one that the 293 attendees would remember for its unique activities, great food, and most importantly, its smooth logistics.

Rachel MacGillivary, a planner of conferences and events at Commonwealth Financial, in Waltham, MA, credits Visit Tampa Bay for laying the groundwork for such a successful event at the JW Marriott Water Street last spring.

“Their local expertise, curated resources and connections were really a first step for us — it gave us confidence that we were seeing the best options the city had to offer,” says MacGillivary.

Adam DePiro, chief sales officer at Visit Tampa Bay in Florida, appreciates the compliment. “Think of us as your local advocate within the destination,” he says. “During the event, we can coordinate welcome services, provide local vendor referrals, offer promotional tools to boost attendance and coordinate event logistics among city partners. At the conclusion of the event, we provide data on the economic impact of the event on the local community and support the planner with closing out any outstanding items with destination partners.”

MacGillivary and her team make it a point to do their own research before each event they host, but the CVB provided the resources to do so easily. MacGillivary raves about Visit Tampa Bay’s website, which proved a valuable resource for discovering local vendors and activities.

Among the highlights were: Urban Kai Paddleboarding and Kayaking, Eboats Tampa, the Florida Aquarium and tours of Ybor City. The CVB staff also pointed Commonwealth to a golf course for the company’s annual tournament and to Yacht Starship for a memorable final evening event, says MacGillivary.

“Their support allowed us to create an experience that truly showcased Tampa’s unique culture and energy,” MacGillivary says.

Lasting Memories

When looking to create future memorable moments, turning to existing relationships can have significant benefits.

Because Mary Kay had organized smaller events in Charlotte previously, the CRVA was aware of the company’s needs and circumstances, says Rodriguez.

“When it was confirmed that we could not hold the seminar in Dallas as usual, the CRVA proactively reached out to offer their services and spaces,” recalls Rodriguez.

Because it is safe, easy to navigate, and has ample food and lodging options, Charlotte checked all of the boxes Mary Kay required to entertain the thousands of independent beauty consultants it hosts for a week’s worth of education, connection and celebration.

That prior relationship built a trust in the destination that paid off for Mary Kay as well as the city. The Mary Kay Seminar was one of the 10 largest conventions on the Charlotte Convention Center’s 2025 calendar based on its 8,400 room nights, according to Rodriguez. The event contributed to 1,100 full-time and part-time jobs in the Charlotte area, adds Rodriguez.

“We were so thrilled to provide such a positive impact to the local Charlotte economy,” Rodriguez says.

The success is a testament to the DMO’s presence from the planning stages and into the event.

Ned Blair, CDME, director of sales for Visit Charlotte, a division of the CRVA, credits the DMO’s unique structure for being able to coordinate well with planners. “Unlike most destinations where the DMO and convention center are managed separately, we’re all part of the same organization,” Blair says. “That means planners work with one unified team throughout their entire process, ensuring consistency, alignment and a higher level of service.”

CRVA staff were able to make hotel recommendations and connect with local businesses on behalf of Mary Kay, opening opportunities for activations that gave attendees confidence that Charlotte was a natural fit for the seminar and not just a one-and-done host.

Event planners gained inspiration from its new home. Rodriguez says the general session had the feel of a Victorian-age event, complete with a song-and-dance number featuring a queen, an allusion to Charlotte’s nickname.

Rodriguez was impressed that the CRVA staff stayed onsite at the convention center to ensure the event ran smoothly. Personal touches added to the appeal.

“Their team created and wore their own branded pink shirts to welcome our salesforce to the convention center,” says Rodriguez. “We had never experienced support like that!”

Untapped Resources

For all of the vast support a CVB can provide, Hoel remains surprised that more of her peers don’t take advantage of the assistance. She recalls her predecessor at Progressive Produce tended to work on her own rather than use the local team.

Hoel has partnered with Visit Anaheim for three or four events prior to this summer’s gathering. Even with that experience, Hoel admits there is more she could learn about the process.

Hoel adds the CVB offered to help with acquiring tickets for Disneyland or the Angels game. “I probably have not even utilized half of what they do,” Hoel says.

MacGillivary agrees that “a CVB brings a perspective and knowledge you just can’t get on your own.” She continues, “Our Business Experience Conference in Tampa was such a great example of how thoughtful planning, local expertise and a vibrant destination come together to create a truly memorable experience for attendees.”

Thornton encourages fellow planners to take advantage of local resources even in a destination where they have already held an event. There could be a new restaurant or venue or an emerging neighborhood, to utilize so the experience feels separate from prior meetings.

“I wish I could work with a DMC on every program,” says Thornton. “It depends on both the budget and the specific needs of the program. When I do, it’s because I know my DMC partners will bring exceptional value as true local experts — whether it’s access to unique experiences, insider connections at restaurants or opportunities that go beyond what’s commonly available.” C&IT