The Omni Homestead in Hot Springs, VA, also features two historic golf courses. Courtesy Photo

These days, corporate professionals are seeking ways to alleviate stress and rejuvenate their mind, body and spirit. As a result, many meeting planners have turned to golf and spa resorts as the ideal venue — where state-of-the-art meeting spaces are combined with sports and wellness amenities, allowing corporate attendees to both work and relax, all at one locale.

With 18 years of experience in the hospitality industry, event planner Hank Stampfl, CEO and founder of Revel Rouge, has expertly curated remarkable corporate meetings, events and conferences for a distinguished list of companies across the finance, fashion, nonprofit and entertainment sectors. In Stampfl’s experience, for many reasons, golf and spa resorts are an ideal location to host a corporate event.

“Our events company thrives on partnering with golf and spa resorts for corporate events,” Stampfl says, as corporate attendees are often amazed by the world-class amenities and breathtaking landscapes, as well as the food programs on premier golf courses.

“We have done corporate events [all over] — from the stunning grounds of Dorado Beach Ritz-Carlton in Puerto Rico to the prestigious courses of Augusta,” Stampfl says. “The properties we work with are simply awe-inspiring and offer completely different experiences. A key advantage of hosting corporate events at these resorts is the additional variety of activities available. Many offer much more than just golf, providing incredible opportunities for team-building and exciting excursions. This is a perfect match for a multi-day event or one-off.”

In fact, when Revel Rouge recently organized that extravagant three-day corporate event at the breathtaking Dorado Beach, a Ritz-Carlton Reserve, it was a dream setting. The resort’s world-renowned golf course, nestled along the ocean, offered stunning views from both the course and the hotel rooms. Guests had the option to start their day with their choice of either an eight-course breakfast tee time or a rejuvenating sunrise yoga session before the late-morning sessions began. One of the event’s highlights was the inclusion of spouses, who had access to an array of amenities while their partners participated in educational sessions. The gathering was culturally enriched by vibrant local musicians, talented performers and mouthwatering Puerto Rican cuisine, creating team-building memories that will last a lifetime.

Something for Everyone

Heather Pilcher, CSEP, CMP, CEO and executive producer at Blue Spark Event Design, says that when it comes to corporate events, golf and spa resorts are like the Swiss Army knife of venues — they’ve got something for everyone.

“Whether your group is full of seasoned golfers who live for a perfectly played par-4 or relaxation enthusiasts who’d rather sip cucumber water in a plush robe, these venues offer built-in activities that are both engaging and accessible,” Pilcher says. “Golf outings provide a unique mix of structured activity and casual networking. Picture it — five hours on a beautiful course with no emails, no Zoom calls, just genuine face-to-face conversation.”

On the flip side, spas offer a similarly valuable space for connection — quiet moments in relaxation lounges and shared excitement over the post-massage glow create natural touchpoints for building relationships.

“Plus, these resorts are often all-in-one destinations, minimizing logistical headaches and maximizing convenience,” Pilcher says. “Transportation stress? Gone. Seamless transitions from meetings to leisure activities? Check. It’s an event planner’s dream scenario.”

One standout corporate event that the Blue Spark team orchestrated was a shotgun-style golf tournament hosted at The Phoenician resort in Phoenix, AZ. The beauty of this property is its onsite golf course. No shuttles, no delays — just a smooth transition from conference room to tee-off.

Says Pilcher: “We welcomed guests with drink carts (think: ice-cold refreshments and big smiles) and handed out custom golf balls and towels for that extra touch of personalization. Each cart was also stocked with gourmet lunch boxes and snacks to keep everyone energized throughout the game. It wasn’t just about the golf. It was about creating a seamless, high-touch experience where attendees felt cared for from the first swing to the final putt.”

Pilcher and her team also handled another memorable corporate event, which took place at the Omni Interlocken Hotel outside of Denver, CO.

“The setup mirrored our Phoenician experience — custom branding, thoughtful amenities and a relaxed, fun energy that kept the group engaged for hours,” Pilcher says. “At both events, we left participants with stories to share and relationships strengthened.”

The Omni PGA Frisco Resort and Spa is another favorite golf and spa resort that attracts so many corporate event planners. Opened in 2023, the facility boasts nearly 34,000 sf of event space in two massive ballrooms, an indoor/outdoor pavilion, 19 smaller meeting rooms and nine outdoor venues that offer an array of scenic backdrops. Combined, the resort features a total of 127,000 sf of event space with 500 guest rooms and suites and 10 private ranch houses. When it’s time to relax and unwind, attendees can enjoy a wealth of spa services, an array of dining options and two 18-hole championship golf courses — as well as a lighted 10-hole, par-3 short course; and a two-acre putting course and entertainment area.

“Omni PGA Frisco is simply spectacular. From our first tour of the property (pre-opening), we knew it was going to be a special place,” says Harper Rooney, vice president and event manager in corporate event management at U.S. Bank. “The team [there] built a true partnership with us throughout the planning process, exceeding the expectations of the planning team and our guests. I’d highly recommend this property for any event — not only for the beautiful resort amenities but also because of the fantastic team members who go above and beyond to deliver exceptional experiences.”

An Island Unto Itself

Kiawah Island Golf Resort on Kiawah Island, SC, is another go-to golf and spa destination for corporate events. Offering a turnkey meeting experience, from planning to execution, the resort provides dedicated conference services and banquet teams that create a meaningful and seamless experience.

Kiawah Island also boasts diverse accommodation and meeting options to serve the varying needs of any group interested in a golf and spa meeting. With a triple five-star rating from Forbes Travel Guide, The Sanctuary can accommodate meetings for anywhere from 22 to 750 people. It offers inspiring indoor and outdoor meeting and event venues, anchored by the 6,050-sf Grand Oaks Ballroom, which also features movable air walls for flexible space configurations. Outdoors, the stunning Grand Lawn overlooks the beach and Atlantic Ocean, creating a dramatic background for an outside reception or event. In addition, the hotel has numerous other smaller meeting rooms, a hospitality suite and a business center.

Apart from The Sanctuary, the Kiawah Island Golf Resort also includes nearly 500 villas — ranging in size from one to four bedrooms — and a collection of luxury homes (some oceanfront) with up to eight bedrooms. The resort also boasts more than a dozen restaurants to suit every taste and occasion — everything from the Forbes Five-Star Ocean Room (in The Sanctuary) to casual clubhouse fare. The Sanctuary’s Grand Lawn and Terrace Lawn are both excellent venues for a memorable oceanfront reception, and the hotel’s pool deck also overlooks the Atlantic and can be configured for receptions and casual buffet dinners. Adjacent to the clubhouse at the iconic Ocean Course, the Terrace Lawn can be tented for a breathtaking reception or dinner where guests enjoy a view of the back nine with a dramatic ocean backdrop.

Three of Kiawah Island’s golf clubhouses — the Ocean Course, Osprey Point and Turtle Point — provide additional space for meetings and indoor/outdoor events. And in 2020, the resort opened its stunning West Beach Conference Center, which provides state-of-the-art conference services in 23,000 sf of elegant space anchored by the 9,675-sf Carolina Ballroom.

The resort’s longest-running tradition, the Mingo Point Oyster Roast & BBQ, gives corporate attendees the opportunity to engage in an authentic, time-honored Lowcountry social custom — while feasting on some local delicacies. Held on a dramatic spot overlooking a gentle sweep of the Kiawah River, with sweeping sunset views across the salt marsh, this event creates an unforgettable outdoor dining experience, with walled covered pavilions in case there is inclement weather.

For downtime and team-building, Kiawah Island features five distinctly different championship golf courses overall and the world’s top-ranked tennis and pickleball center, as well as 10 miles of pristine beach, and an abundance of nature and recreation activities on both land and water. In addition, the resort’s iconic green bicycles provide the preferred mode of transportation, with 30-plus miles of paved trails linking the island end to end. A convenient shuttle service is also constantly on call to transport attendees anywhere within the resort.

Located along Florida’s pristine northwest Gulf Coast, the Hilton Sandestin Beach Golf Resort & Spa in Miramar Beach gives corporate event attendees a chance to experience stunning vistas of the Gulf of Mexico, with sugar-white sand beaches, lush palm trees and an expansive 22,500-sf deck where they can relax and unwind after the work-related activities are completed.

But when it comes to getting down to business, the resort features 40,000 sf of flexible indoor meeting space with an interior inspired by the resort’s beachfront setting. Adorned with natural accoutrements (including tile and stone) to celebrate the resort’s native surroundings, the facility’s spacious ballrooms, breakout spaces, boardrooms and pre-function areas offer ample space to gather.

According to one event planner, the Hilton Sandestin is one of the most desirable places to host a conference in the Gulf South. “Our organization was the first group to contract an event with the Hilton before the resort was even built. We are now preparing for our 44th Annual Conference,” the event planner says. “We’ve been coming back to the Hilton for decades because of the beautiful location, amenities at the resort and, most of all, because of the excellent people that work on our behalf [there] so that we can deliver an amazing conference to our attendees.”

Last fall, the legendary Boulders Resort & Spa in Scottsdale, AZ, added an array of wellness meeting programs to elevate the overall corporate event experience at the resort. Inspired by the venue’s Sonoran Desert surroundings, the new wellness experiences provide corporate attendees with a wealth of options to relax and rejuvenate their mind, body and spirit. From new meditation programs to interactive cooking classes to wellness coaching, these health-conscious offerings are a wonderful complement to the resort’s two onsite golf courses, tennis garden with pickleball courts, group rock climbing clinics and other outdoor adventures.

Boulders also features 50,000 sf of indoor and outdoor meeting space that celebrates the resort’s stunning surroundings with panoramic views and outdoor settings, such as organic gardens, in which visitors can conduct meetings and corporate events.

Tips of the Trade

To choose the ideal location for an event, Stampfl recommends that corporate event planners listen closely to the client’s wishes and goals, since the right setting can shape the overall atmosphere of the gathering and ensure that it aligns with the corporate vision and purpose.

“It’s important to create an experience that leaves a lasting impression,” Stampfl says. “Our goal is for every guest to feel elevated and treated like royalty, which is why selecting the perfect golf and spa resort that complements the brand is key.”

Pilcher also suggests that corporate event planners must know their audience — because while golf and spa resorts offer variety, it’s important to understand whether your group leans more toward “greens and fairways” or “facials and hot stone massages” or, ideally, a mix of both.

“Next, communication with the resort team is key,” Pilcher says. “These venues are pros at hosting groups, but they’re not mind-readers. Be clear about your goals, timelines and guest expectations. Also, don’t underestimate the power of personalization. Custom golf balls, branded towels or even signature cocktails at the 19th hole can leave lasting impressions.”

Lastly, logistics matter. Pilcher says choosing a resort where golf and spa facilities are on-property can save a corporate meeting planner countless headaches (and transportation costs).

“The ultimate goal is to create an event where attendees can fully immerse themselves in the experience without worrying about what comes next,” Pilcher says. “When done right, golf and spa resorts don’t just host events — they create memories.”  C&IT

The Norwegian Viva is one of the cruise line’s newest ships. Courtesy Photo

For more than two decades, Team Horner, the Fort Lauderdale, FL-based manufacturer and distributor of swimming pool and spa equipment, has regularly conducted incentive programs on cruise ships. The company’s events director, Maria de la Peña Hoff, CMEM, is unequivocal in acknowledging the financial advantages of holding incentive programs at sea, rather than at traditional resorts.

“Time and time again, the value received from a cruise event surpasses all others,” de la Peña Hoff says. “The value you will receive versus a land-based event will offer experiences for your customers that will set you apart from your competitors. We can offer amenities and experiences at a much-reduced cost, or even no cost, that are often very pricey on land.”

Team Horner is not the only company sold on cruises for MICE programs. “The self-contained nature of a cruise ship is extremely beneficial,” says Tara Carpenter, charter and group account manager with Worldwide Cruise Associates. “Essentially, it’s one-stop shopping, as food, beverage, entertainment and excursions are all in one place. It makes planning significantly easier.”

Kathy Fitzgibbons, director of sourcing and contracting with 3D Cruise Partners, suggests cruising offers convenience compared to traditional land travel in a place like Europe. “It’s such a unique experience for the attendees, being able to visit multiple destinations and unpacking only once,” she says.

A Bright Future

With the pandemic safely in the rear-view mirror, the cruise industry is sailing into a bright future. An estimated 35.7 million passengers cruised in 2024 — a more than 17% increase over pre-pandemic 2019 numbers — and industry trade group Cruise Lines International Association (CLIA) is forecasting 37.1 million passengers in 2025. Sixteen new ships are scheduled to debut this year, ranging from the 130-passenger Douglas Mawson, an expedition vessel from Aurora Expeditions, to Royal Caribbean’s 5,610-passenger Star of the Seas.

Cruise lines anticipate the ships will increasingly be filled through growing interest from Millennials and Gen Z, many of whom are sailing for the first time, belying the notion that cruises are primarily for retirees. CLIA reports that 27% of passengers during the past two years are new to cruising, confirming that the industry is attracting plenty of first-time cruisers.

What’s in it for companies looking for new and different options for their annual meetings or incentive programs? Dalene Oroni, operations director of South African event planner Incentives at Sea and Beyond, counts off the advantages meetings at sea hold over a land-based event.

“Depending on the voyage chosen, one can literally visit a different country every day, but you only unpack once,” suggests Oroni. “The public spaces on ships are sanitized daily or weekly, and conference and meeting space with AV equipment is usually made available to groups at little to no cost. You have ample complimentary dining options available, or for a more exclusive experience, there are specialty restaurants with a cover charge, and beverage packages are available.”

Oroni notes that bad weather won’t  necessarily affect the group experience, as ample indoor activities are available. “I have yet to do a sailing of five to seven nights where I can say I experienced the entire ship’s offering,” she says.

Incentives at Sea held an event onboard Crystal Cruises, a seven-night voyage from Dubai to Abu Dhabi. Courtesy of Dalene Oroni

Last summer, Oroni had a group of 31 aboard the 606-passenger Crystal Symphony for a seven-night incentive trip hosted by an international beverage company. The ship was lavishly upgraded in 2023, while guest capacity was reduced by about one quarter (many cabins were combined to create suites).

“Crystal is a premium luxury brand with immaculate accommodation,” notes Oroni. “This group took Saphire Oceanview staterooms, which come with their own separate living area.” Butler service was provided throughout and meeting space onboard was ample and complimentary. “We pride ourselves on taking the time to create, as best we can, the perfect bond between guest and vessel. This group’s dynamics were a good fit because the delegates were all at senior executive level, they were well-traveled and they wanted something high-end, personal and exclusive.”

Oroni continues: “The client requested private shore excursions and transfers, and with Crystal now part of Abercrombie & Kent, one of the world’s largest and most accomplished land operators, they were able to offer the most incredible shore excursions, with the support staff to suit. Nothing that I asked for was not met or exceeded.”

In all, Oroni says, Crystal was a perfect fit for the group. “They loved it so much that they rebooked Crystal again for the Monaco Grand Prix, sailing in May.”

Getting the Best Value

While a cruise line like Crystal caters to the Champagne-and-caviar crowd, Matt Nye, senior director of sales operations for the Idaho Falls, ID-based company Melaleuca, suggests Carnival offers the best value for full-ship charters. “They have the best food, and we loved the cruise director” for the company’s November 2023 sailing aboard Carnival Sunrise out of Miami, he says. “But it’s their charter and incentive team that made the difference — absolutely the best we’ve ever had.”

Melaleuca’s group totaled 2,600 guests, while Sunrise holds more than 3,800 passengers, meaning the sailing was about two-thirds full, allowing plenty of elbow room. In addition to being cost-effective, Nye points to other advantages cruise charters hold. “We really like how cruises facilitate relationships and camaraderie — the closeness brings folks together.  The entertainment creates lasting memories, and Georgia, our favorite cruise director ever, was brilliant at this — our group still talks about her today,” he says.

Melaleuca used meeting spaces across the vessel. “We do a lot of workshops that use every available space,” Nye says.  “Having the jumbotron up on the pool deck helps, and the theater had a unique configuration that worked really well for us. Signage was a breeze using Carnival’s normal vendor — they know all the sizes, rigging points, so that saved a ton of time.”

Nye notes that working outside Carnival’s usual operation can be tricky. “As soon as you ask them to do anything different from normal, things go wrong,” he says.  “We’ve learned not to change things too much — when you deviate from their routine, they struggle. They require everything to be planned and approved much further in advance, which, for us, is very difficult. Just let them do what they do best.”

Nye says a cruise event costs about 65% of what a comparable stateside resort event does (Melaleuca has guests pay their own port taxes and gratuities). Suggestions he offers for a successful event include understanding any tax implications, allowing for guests needing to overnight on the way to embarkation and understanding minimum guest count or onboard food-and-beverage requirements. “Plan, plan, plan so that once on board you minimize any changes,” advises Nye. “It is very hard for them to make changes during a sailing.”

New Ship Options on the Horizon

Among the new ships coming online in 2025, we can look forward to the 3,248-passenger Celebrity Xcel, fifth in Celebrity’s acclaimed Edge-class fleet, launching in November. Event planners will find 32 food-and-beverage venues along with the line’s signature Infinite Veranda staterooms, which turn guest quarters into a seamless space from the cabin’s entry, stretching all the way to the sea. In its inaugural winter season, Xcel will sail from Fort Lauderdale, FL, and the following summer Mediterranean itineraries will be offered out of Barcelona, Spain, and Athens, Greece.

In April of this year, Norwegian Cruise Line debuts the 3,571-passenger Norwegian Aqua, the third in its line of Prima-class ships; in July, Oceania Cruises raises the curtain on the 1,200-guest Allura, a sister to 2023’s Vista; and in September, Viking Voyages launches its fourth ship, the 2,762-passenger Brilliant Lady.

Companies that happily take over an Orlando theme park for a night might well consider an event with Disney Cruise Line. The company’s sixth vessel, the 4,000-passenger Disney Treasure, arrived in December 2024 and was acclaimed for integrating elements of the Disney theme parks into the cruise experience. The Haunted Mansion Parlor is a lounge with ghostly apparitions appearing in mirrors around the bar; the Scat Cat Lounge is an Aristocats-themed piano bar; and the Skipper Society takes its cues from the Jungle Cruise ride, replete with pun-ny cocktail names, such as the HippopotoMai-Tai and Piranha Punch.

A seventh ship, Disney Destiny, arrives in November 2025, and plans are afoot for several more Disney vessels by 2031. Clearly, the Mouse House is about to become an even more significant leisure player at sea in years to come.

Also of note is the recent arrival of some well-known hotel brands in the cruise industry.  The Ritz-Carlton Yacht Collection debuted in 2022 with the 298-passenger Evrima. Last year, their 448-passenger Ilma set sail, and this year its sister ship Luminara will launch in July. Also this year, the first Four Seasons vessel arrives, offering the most spacious suites at sea, including some that connect vertically; a second ship will be delivered in 2026.  Down the road, the Orient Express and Aman brands will be launching intimate vessels.

It’s Royal Caribbean International that Team Horner looks to for its annual flagship event, Pool School, a training and team-building incentive program. Event Director, CMEM, Maria de la Peña Hoff finds Royal Caribbean to be the perfect fit for Team Horner’s customer base and corporate culture. “When we started the Pool School program back in the early 2000s, we used a different cruise line. The experience was not what we wanted, so we switched to Royal Caribbean and have not looked back. Every single year, from the first contact when we are researching the program, to the pricing process, perks and accommodations for our private functions — and there are many — the value overall keeps us coming back,” she says.

For its last Pool School, Team Horner brought 340 guests aboard Mariner of the Seas for a Caribbean cruise. Private parties were held nightly with various themes, often using the ship’s staff for entertainment, or for executing the event. They offered multiple specialty dining reservations, a buyout of the ship’s exclusive Chef’s Table and a private event at a beach on Royal Caribbean’s private island. This was all coordinated with a corporate event planner shoreside and the group coordinator on board.

“One of the many reasons we enjoy and continue to plan our incentive program around a cruise is the ability to use function space, a conference center and specialty dining,” de la Peña Hoff explains. “We have found the technology on board rivals what we experience at many resorts, and their tech team is always ready and willing to help. What stands out for me is the customer service during planning and on board and the willingness to help create a special event experience for our customers. From the big events to the little details of making sure our nightly cabin deliveries go off without a hitch, the Royal Caribbean team is there.”

De la Peña Hoff says Team Horner would use a cruise ship every year, except for one challenge: “Some of our customers will just not cruise. For this group, there is nothing we can say or do to sway them. This is really the only reason every few years we plan a land-based resort experience.”

John Deere dealer James River Equipment is another company that returns annually to Royal Caribbean for its employee incentive event. “We have shopped around periodically over the years to ensure we are receiving the best deal possible, but due to our long-standing relationship and their reasonable pricing, we remain loyal to Royal Caribbean,” explains Kayla Schultz, SHRM-CP, HR manager at the company. The company has done the cruise trips for more than 20 years. “It is a highly anticipated event and offers the best bang for our buck.”

Schultz cites the inclusive nature of the pricing as key to the program’s success: “Year over year, the cost of sending 32 people on a cruise has been very reasonable.” She adds that the company covers not just the cruise but airfare, a pre-cruise hotel room, deluxe beverage package, checked bag fees and airport parking. “With other trips, you can get nickel-and-dimed to death with fees. The way we set it up, employees can go on this trip and not spend a penny of their own money.”

Schultz says that James River Equipment has used various ships over the years — most recently the 4,635-passenger Freedom of the Seas. “There is an advantage to having it be similar each year, but I like to switch things up so it’s not exactly the same,” suggests Shultz. The company always sends employees out of Miami on a four-night Bahamas itinerary.

The company receives complimentary meeting space for a cocktail hour the second night of the cruise, allowing employees who’ve never met to interact. A few tables are designated for employees to eat together, encouraging peer-to-peer collaboration. Schultz notes that excursion offerings are robust, and employees receive an onboard stipend to spend as they wish.

“The gratitude from employees when they win and the stories they share when they return are heartfelt and make the planning process incredibly worth it,” adds Schultz. “The 2025 cruise will be my fifth year planning this incentive and it gets more fun each year. The first time was intimidating, but after a few years of planning, I have it down to a science, and being paired with the same corporate events planner at Royal has helped me so much — she has proven to be an invaluable resource and helps ensure that nothing is missed in the planning process.”

Smaller Groups, Bigger Impact

Another route some companies have taken is to divide their group onto multiple sailings. For a major financial services firm, Kathy Fitzgibbons with 3D Cruise Partners used the Holland America Line’s Rotterdam on three successive cruises out of the ship’s namesake city in Holland. “It was approximately 450 people total,” Fitzgibbons says. “But the client prefers to keep the groups smaller, to encourage networking, so we had 75 couples on three back-to-back waves.”

Fitzgibbons continues: “Cruising creates an environment for the attendees to easily network while relaxing or while doing group activities on board or ashore. Everything needed for the event is contained within the ship — accommodations, a variety of dining, spa and fitness center, endless entertainment options and meeting facilities with a variety of complimentary AV equipment. All of this, without the substantial cost to provide transportation to and from events.”

Given the all-inclusive structure of cruises, Fitzgibbons estimates the cost savings against a comparable land-based resort can be as much as 30%.

Holland America Line has been operating in Scandinavia each summer for decades, often using their newest vessel, which is currently the 2,668-passenger Rotterdam, which launched in 2021. “To be able to experience the Norwegian fjords on such an amazing ship is such a treat — it checks the bucket list for many travelers,” suggests Fitzgibbons. “Guests love knowing that they can come back to the Rotterdam after a day of touring, to the comfort of their beautiful and spacious balcony stateroom, and then enjoy an outstanding dinner and evening of entertainment.”

For those new to hosting an event at sea, Fitzgibbons recommends bringing the client on board to see for themselves. “If they can’t make the time to sail even for a few days, then definitely do a day visit to see the amazing spaces available, have lunch on board,” says Fitzgibbons. “It really helps to open their eyes to the possibilities.”

For clients with a budget to really splash out, the sky’s the limit. Tara Carpenter with Worldwide Cruise Associates has a client in the entertainment industry that does multiple full-ship charters each year, but wants an annual once-in-a-lifetime trip. Antarctica fit the agenda for a January 2025 cruise.

“For a five-star product, we had several options,” Carpenter says. “Seabourn fit our needs best due to the size of its ships, ease of programing and the dates available. Their expedition ships are beautiful and purpose-built specifically for Antarctica. They are also unique in the sense that there are two event spaces on the ship — the theater and main dining room — that can hold the entire ship all at once. This is extremely hard to come by and a huge selling point for Seabourn.”

The 264-passenger expedition ship Seabourn Venture is one of two new expedition vessels launched by Seabourn in 2022-23. The ships each carry two custom-built submarines, 24 Zodiac boats, eight double kayaks and a 24-person expedition team that engages guests in up-close wildlife encounters, off-the-beaten-path excursions and enriching cultural experiences.

“Being a full ship charter we used all spaces on the ship for events and programing,” Carpenter notes. “The benefit of doing this event on a ship is we have full access to AV, and we were able to work with our production team and the ship’s staff to coordinate the additional equipment we needed. With its remote location, bringing additional supplies proved a logistical challenge, so having access to their equipment was a must. We also needed a heavy load of food and beverage compared to their normal clientele and we were able to organize that easily through the ship. The entire process was extremely streamlined.”

Carpenter says she always provides clients a cruise option, even when one is not requested.  “We often have end-users who never consider cruising because it’s unknown and unfamiliar,” she notes. “But every single group we have ever converted to a cruise program has always come back — their guests are happy, their staff is happy and their CEOs are happy. Our passion is taking a group that has never sailed or considered an event at sea, and placing them on a ship and growing them into full ship charters over time.” C&IT

Drew Yancey, PhD is founder & CEO at Teleios Strategy, a premier strategic planning, leadership development, executive coaching and succession planning advisory firm. With a proven track record in high-performance team building and strategic execution for over 15 years, Yancey solves challenging problems at the nexus of growth, strategy and innovation. He is also the co-author of “Leading Performance… Because It Can’t Be Managed: How to Lead the Modern Workforce,” and a frequent keynote speaker. Reach him at teleiostrategy.com.

In today’s often fast-paced and chaotic business environment, it’s easy to lose your footing. Growth brings complexity, competition sharpens and every decision feels high-stakes. Leaders frequently find themselves stretched thin — chasing new opportunities, managing demands from multiple stakeholders and attempting to streamline operations. It’s during this turbulent phase that companies need an anchor to steady the ship and serve as a guiding North Star: a clear, compelling purpose.

Purpose is more than a slogan on a wall or an aspiration in a mission statement. It’s the guiding “why” that aligns your team, clarifies decision making and propels your business forward. A well-defined purpose creates resilience, focus and growth — without sacrificing efficiency or profitability. For mid-market businesses striving to navigate complexity, purpose is not just a nicety; it’s a necessity.

The Power of Purpose in Business

According to a Harvard Business Review study, purpose-driven companies outperform their competitors, growing three times faster. They also experience 46% higher market share growth and see measurable gains in employee engagement, customer loyalty and innovation. Why? Because purpose cuts through the noise of mid-market chaos, giving leaders and teams clarity about what matters most.

Among the many benefits of purpose, three stand out:

1. Employee Engagement and Retention

A strong purpose acts as a magnet, attracting talent that aligns with your company’s values while retaining those who feel inspired by meaningful work. Fully 70% of employees define their personal value through their work, and purpose-driven companies tap in to that intrinsic motivation.

• According to Deloitte, 90% of employees in purpose-led organizations feel inspired and loyal, while 60% say they’d take a pay cut to work for a company with a clear purpose
• Purpose also improves retention. A Harvard Business School study found that purpose-driven companies see a 40% reduction in turnover compared to their peers

Engaged employees are both more productive and more likely to advocate for the company. They connect their daily tasks to something bigger, which increases commitment and fosters a cohesive culture — crucial for mid-market businesses managing rapid growth and organizational change.

2. Customer Loyalty and Market Position

Consumers are increasingly demanding that businesses act with integrity and make a positive impact. A clear purpose differentiates mid-market firms from competitors and creates deeper, more authentic relationships with customers.

• 77% of consumers prefer to purchase from purpose-driven companies, and these brands experience 30% higher levels of innovation
• For example, Unilever’s “sustainable living” brands grew 69% faster than the rest of its portfolio, proving that purpose can drive both growth and profitability

For many businesses, purpose can be a key differentiator in crowded markets. It answers the critical question for customers: “Why should I choose you?” A purpose that resonates drives loyalty, repeat business and premium pricing, helping mid-market firms compete against both scrappy startups and well-funded giants.

3. Resilience and Long-Term Growth

In times of uncertainty or disruption — which is all too often — purpose serves as a compass. Leaders who operate with clarity of purpose are better equipped to make tough decisions and balance competing demands.

• Purpose provides direction during challenging periods, helping leaders prioritize and align resources to their most critical goals
• Purpose-driven businesses also demonstrate greater financial performance over time. Companies with a clear purpose outpace their competitors by 40%, according to multiple long-term studies

In the chaotic mid-market stage, where companies must scale efficiently while managing growing stakeholder pressures, purpose becomes a stabilizing force. It simplifies decision making, aligns teams and enables leaders to focus on profitable, strategic growth.

The Burden and Challenge of Purpose

Defining purpose isn’t easy, especially for mid-market businesses emerging from the startup phase. Many leaders assume purpose is static — established at a company’s founding. In reality, purpose must evolve as the business grows.

The Stakeholder Dilemma

Mid-market leaders often face what we call the “stakeholder dilemma” — the need to balance diverse and often competing expectations from customers, employees, investors and other stakeholders. A clear purpose bridges competing demands, as it unifies and aligns stakeholder priorities without compromising the company’s focus.

A mid-market tech firm we recently advised grew rapidly but struggled to align its product roadmap with investor demands for faster growth and employee concerns about burnout. By revisiting its purpose — “to simplify digital collaboration for small businesses” — the leadership team clarified its focus. It stopped chasing low-value opportunities, reallocated resources to its core offering and reengaged employees in delivering on their purpose.

Authenticity and Accountability

Purpose-driven leadership demands authenticity and visible commitment from leaders. In today’s transparent world, customers, employees and investors demand purpose to be real, not performative. Leaders must walk the walk, integrating purpose into strategy, culture and operations.

This integration requires discipline. Leaders must align the company’s core value proposition with the “jobs to be done” for customers, ensuring purpose translates into tangible value. This approach keeps the business focused on solving real customer problems while staying true to its identity.

From Monolithic to Multifaceted

Early on, a founder’s vision often drives purpose — simple, singular, clear. But as a company grows, purpose becomes complex. Mid-market firms serve multiple stakeholders, operate across broader markets and face internal pressures to adapt purpose for different teams or departments.

The solution lies in a mindset shift: from monolithic to multifaceted purpose. Mid-market leaders must define this not as a single statement but as a “Purpose Prism” — a framework to clarify purpose across three key dimensions. It must be unifying and adaptable, aligning the company as its complexity grows.

Tool: The Purpose Prism

What I’ve coined the “Purpose Prism” approach can prove powerful:

1. Clarify the Core Purpose: Start with a single sentence that captures why the business exists. Example: “We exist to help small businesses thrive by simplifying financial management”
2. Identify Customer Impact: Map the specific problems your business solves for customers, and align them to your purpose
3. Define Core Values: Articulate the beliefs and behaviors that allow your team to consistently deliver on the core purpose

Once purpose is defined, leaders must embed it into the company’s culture, strategy and operations — ensuring it informs everything from hiring and product development to customer service and decision making.

The ROI of Purpose-Driven Execution

The benefits of purpose don’t happen on their own. Leaders must execute purpose systematically, ensuring it drives results. Consider these steps:

1. Communicate Relentlessly: Make purpose the centerpiece of internal and external communication. Help employees and stakeholders connect their daily roles to the company’s purpose
2. Link Purpose to Metrics: Measure purpose-driven outcomes such as employee engagement, customer satisfaction and community impact alongside financial performance
3. Align Incentives: Reward behaviors and results that align with purpose, reinforcing accountability at every level of the organization

Case Study: Purpose in Action

A mid-market food distribution company struggled with inefficiencies and declining margins. After revisiting its purpose — “to deliver fresh, sustainable food to local communities” — leadership made tough but necessary decisions. They streamlined their supply chain, invested in local partnerships and focused on delivering higher-quality products.

The result? Increased profitability, customer satisfaction and employee engagement. By aligning strategy and execution with purpose, the company turned its challenges into growth opportunities. The lesson? Define your purpose, commit to it and watch your business thrive. C&IT

Kate Zabriskie is president of Business Training Works, Inc., a Maryland-based talent development firm. She and her team provide onsite, virtual and online soft-skills training courses and workshops to clients in the United States and internationally. For more information, visit businesstrainingworks.com.

If this title feels like a lyric from a confusing song, that’s because the message has been just as mixed. For years, it was all “Go home, stay remote, stay safe” — a chorus sung on repeat. Now, the tune has flipped to “Come back, come back, come back,” and employees are understandably out of sync with the new rhythm.

Some are ready to march back to the office, happy to leave behind barking dogs and lawn equipment symphonies. Others are clutching their home setups like cherished vinyl records, unwilling to let go. It’s complicated, sure, but it’s far from impossible. And with the right approach, this transition can hit all the right notes.

Acknowledge the Whiplash

First things first: The shift from “go away” to “come back” has created some emotional and logistical whiplash. Employees spent years adapting to remote work, building routines and redefining their work-life balance. Asking them to switch gears again is no small ask.

To smooth the transition, leaders need to acknowledge this shift head-on:

• Validate the Journey: “We know this change comes after years of adapting to remote work, and we understand it’s a big readjustment”
• Be Transparent About the Why: Explain why the return is happening. Is it about collaboration? Team culture? Improved innovation? People are more likely to embrace the shift if they understand its purpose

Balance Flexibility with Structure

Flexibility was the hallmark of remote work, and employees aren’t going to give it up lightly. A rigid “butts in seats” policy won’t fly, but neither will a free-for-all. The sweet spot? A hybrid approach that offers structure with room to adapt.

Here are a few approaches:

• Hybrid Days with Intentional Overlaps: Let employees choose their in-office days but schedule team overlaps for key collaboration days
• Commuter-friendly Schedules: For those with long commutes, consider three-day office weeks instead of five
• Remote-first Roles Where It Makes Sense: Some positions don’t require constant face time. Be honest about which roles can stay remote and which need in-office presence

Flexibility shows employees you respect their time and challenges, while structure keeps the team aligned and productive.

Bring Back Connection

For many, remote work was isolating but comfortable. Now, coming back to the office means relearning how to connect in person — and rebuilding relationships that might have faded.

Make reconnecting a priority:

• Start With Social Moments: Host casual lunches, coffee chats or team activities to ease the transition
• Encourage Collaboration: Create spaces and opportunities for organic idea-sharing — think open workspaces, brainstorming sessions or cross-departmental meetups
• Celebrate the Return: Treat the transition as a fresh start. Celebrate milestones and acknowledge the team’s effort to adapt yet again

When people feel connected, they’re more likely to embrace the change.

Expect Resistance — And Handle It with Empathy

Not everyone will be onboard with coming back to the office, and that’s OK. Some will push back because they’re anxious, burned out or struggling to adjust.

Here’s how to navigate resistance:

• Listen First: “I understand this change is hard. What’s the biggest challenge you’re facing with coming back?”
• Address Real Barriers: If someone is overwhelmed by their commute, could they shift their schedule to avoid rush hour?
• Stay Firm When Necessary: While empathy matters, clarity does, too. “I hear your concerns, but in-office collaboration is essential for this team. Let’s talk about how we can make it work for you.”

Resistance isn’t the enemy — it’s an opportunity to find solutions and show employees you value their input.

Reframe the Office as a Place People Want to Be

One reason employees resist returning to the office is that it doesn’t feel worth it. If they’re commuting just to sit in meetings they could attend virtually, who can blame them?

Shift the narrative by making the office a space that’s productive, engaging and enjoyable:

• Make It Collaborative: Designate spaces for teamwork and brainstorming, not just rows of desks
• Offer Perks: Provide things employees can’t get at home — like free coffee, quiet focus rooms or tech support
• Show Appreciation: Small gestures, such as weekly treats or recognition shoutouts, go a long way in boosting morale

The goal is to create a workplace where people feel excited to show up — not obligated.

Be Ready to Adjust

This transition isn’t a “set it and forget it” scenario. It’s a process that requires regular evaluation and fine-tuning.

Here’s how to stay adaptable:

• Gather Feedback: Use surveys or team discussions to understand what’s working and what’s not
• Adjust Policies as Needed: If commuting challenges are a major issue, could a two-day office week work instead?
• Keep Communicating: Transparency builds trust. Share updates on how the return-to-office strategy is evolving and what’s driving decisions

Flexibility and communication show employees that the organization is evolving with them — not against them.

Adjusting to the New Tune

Switching from “go away” to “come back” is more than a logistical change — it’s a shift in rhythm that requires rebuilding trust, fostering connection and redefining purpose in the workplace. Like any new song, it takes time for everyone to find their groove.

By harmonizing flexibility with structure, creating genuine opportunities for connection and designing a workplace that feels worth the commute, leaders can transform this transition into a chance to grow stronger together.

The goal isn’t to drag people back to their desks — it’s to create an environment in which they feel inspired to return. When that happens, the entire team hits the right note.  C&IT

For its top sales team, the President’s Club, Supernus Pharmaceuticals chose Maui for their incentive trip. Courtesy of Grace Jan

From idyllic beaches to rugged mountains, from the sway of a hula dancer to the swoon of palm trees, what meeting attendee could resist Hawaii?

“For every group, you’re looking to raise the bar — you’re looking for that next incredible experience,” says Nikki DeSantis, CMP, PCA, a senior account executive with Maritz. “Hawaii is all the things you think of — macadamia nuts, pineapples, the beaches, volcanoes, snorkeling, and the people are so warm. It’s truly paradise, and one of my personal favorite destinations to host a program in.”

Hawaii’s largest industry is tourism, and the last few years have presented new challenges. But nothing delivered a bigger blow than the Maui wildfires, particularly in the historic town of Lahaina. AP reports the fires killed 101 people and destroyed housing for 6,200 families. With housing already at a premium, a number of Maui resorts were temporarily closed to visitors in order to house displaced residents.

Meeting planners considering an exotic location like Hawaii for a meeting or incentive program can be forgiven for asking: Too soon? Are we welcome? Can we leave Hawaii better than we found it?  In fact, a culture of “giving back” — the Malama Hawaii Program — has been present in the state for years, providing visitors a fourth or fifth night free at more than 50 resorts after participating in a beach cleanup, wetland or reef restoration, or an agriculture project. These efforts will be especially embraced in Maui.

“We welcome back guests to support our fishermen, our farms, and the locally owned businesses and activity operators,” explains Naomi Cooper, interim executive director of the Maui Hotel & Lodging Association. “They all depend on tourism and they’re eager to welcome guests.  The meeting business is our bread and butter — it is what helps us between the ups and down of independent travelers. Most of the corporate and incentive activities are done on the resort property, and many of them give back to the community.”

Maui

“Maui is a magical place,” suggests Rebecca Rogers, PMED, CMM, CIS, director of meetings and events for Sentry Insurance. “It’s the ideal setting to host business partners and customers for a week.”  The company serves as title sponsor for The Sentry, the first tournament of the PGA Tour season, basing 150 attendees at the Westin Maui Resort & Spa, Ka’anapali this year.

Although the tournament gives back to local charities annually, this year’s event, held just five months after Maui’s fires, was auspiciously timed.

“We wanted to take every opportunity that we could with our guests to help those affected by the [Maui] fires,” says Rogers.  Sentry’s group packed bags for keiki (children) at the Boys and Girls Club. Group transportation was arranged to the Maui Swap Meet to support local business owners, and they delivered a meal to the volunteers and staff at the Maui Humane Society. “There are so many great organizations that are helping rebuilding efforts. Responsible tourism should always be at the forefront when planning your event.”

The 770-room Westin Maui Ka’anapali features 56,340 sf of indoor and outdoor meeting space, including the 8,760-sf Honoapi’ilani Ballroom.  “The Westin has a great space, the Aloha Pavilion, that they use for their luaus,” notes Rogers. “It can accommodate a big concert just steps from a waterfall façade and the ocean, and we were able transform this space for a theme party with headliner entertainment.”

Other Maui resorts have been hard at work with additions and improvements. The 794-room Grand Wailea, A Waldorf Astoria Resort, opened the island’s newest and largest spa this year, a $55 million facility that sprawls across more than 50,000 sf and features 40 treatment rooms. The spa features a new type of “sound healing,” a blend of harmonic sound therapy with traditional Hawaiian chants. Grand Wailea features over 100,000 sf of meeting and event space.

Pam Rodrigues, sales administrator and events specialist for the cybersecurity company SentinelOne, Inc., says that Maui offered a range of resorts and DMCs to cater to their group for a Presidents Club gathering last year. “Cost also played a part for us,” Rodrigues explains. “We had a budget to stay within and yet we wanted to be sure the overall experience was not impacted. Maui won us over with its accommodations, activities, cultural experiences and that stunning scenery. It’s well connected with non-stop flights, which was important since we are a global company, and we wanted a luxurious experience.”

Rodrigues looked at resorts on the Wailea side, but Kapalua offered a more secluded and upscale experience, he says. When she and her group drove into The Ritz-Carlton Maui, Kapalua, they felt like they had arrived.

“It was less touristy, and the resort’s creative and supportive team worked with us to fit our budget.  Our attendees were none the wiser: They enjoyed a premium getaway — a ritzy experience with the variety and ease of activities, from golf to beach and water activities, to the spa and fitness, and the cultural considerations offered at the resort.”

An outdoor dinner event had to be moved indoors when rain was forecast. “I was nervous because my attendees are indoors all the time working,” explains Rodrigues. “But by the time everyone arrived, they had an amazing time. The hotel came through to provide a top-notch experience where the attendees did not care that they were indoors. My compliments to The Ritz-Carlton team for their creativity and collaboration on short notice.”

In all, The Ritz-Carlton has 289,440 sf of indoor and outdoor event space, including a 14,915-sf ballroom. The 470-room property also unveiled a $100 million renovation last year.

For its top sales team, Supernus Pharmaceuticals chose Maui for its combination of relaxation and activities. Grace Jan, CMP-Fellow, CAE, HMCC, director of sales operations & corporate events, says her company wanted to create a once-in-a-lifetime experience and has contracted with the 450-room Fairmont Kea Lani for four years, through 2025.

“In Maui, we found the perfect weather and a wide variety of activities, from beautiful beaches and scenic hikes to cultural experiences and shopping,” explains Jan. “The array of activities provided a memorable week-long experience, and Maui also offered ample airlift options, accommodating our sales team arriving from all over the U.S. The Fairmont Kea Lani was the ideal selection, being an all-suite property, with multiple pool options and a stunning beach area.”

Jan worked with Hawaii’s CVB, JPdL Hawaii DMC, for recommendations and to oversee events. “Patrick Jochems has been instrumental in providing additional décor and suggesting a variety of activities and excursions while working within my budget,” says Jan. “There are so many options for our President’s Club winners to enjoy each year — from ziplining, hiking at Haleakala, ATV tours, the road to Hana, horseback riding, deep sea fishing, surfing, golf, spa and a luau.”

An extensive renovation of the Fairmont Kea Lani concluded last year, followed by a new lobby and cultural center, where activities such as Hawaiian language classes, lei-making and hula are offered.

“The Fairmont Kea Lani stood out among other options on the island due to its all-suite layout,” explains Jan. “The abundance of ocean view suites was a key factor, and the resort’s location in Wailea, close to shopping, golf and spa was highly convenient. The resort has also implemented initiatives to reduce its environmental impact, including energy and water conservation efforts, waste reduction programs and support for local conservation projects.  Planners can feel good about hosting an event there knowing that the Fairmont is dedicated to preserving Maui’s natural beauty for future generations.”

Oahu

Of the state’s four main islands, Oahu is the pacesetter. It is the most populated, the best connected to mainland U.S. airports and features many of Hawaii’s best beaches and activities. The Hawaii Convention Center in Honolulu has more than 200,000 sf of meeting space, and thousands of hotel rooms within a 1.5-mile radius.

Oahu’s biggest meetings property is the 2,860-room Hilton Hawaiian Village Waikiki Beach Resort, which features more than 150,000 sf of indoor and outdoor event space, including a 27,054-sf Coral Ballroom.

Last year, the oceanfront Sheraton Waikiki completed a multi-year, $200 million room renovation.  All 1,636 rooms and suites were transformed, with upgrades to guest rooms and meeting spaces. The hotel’s convention center has 42,720 sf of meeting space.

Just down the beach, the Sheraton Princess Kaiulani recently completed the renovation of its 664-room Ainahau Tower. The project included redesigns of its guest rooms with an emphasis on the history of Waikiki. The hotel features 14,451 sf of meeting space.

For a Jafra Incentive program held last September, the Waikiki Beach Marriott Resort & Spa was selected because it was cost-efficient for the rooms and activities planned, according to event planner Heather Archuleta with Vision Events Group. “The Waikiki Beach Marriott is in the heart of walkable Waikiki, so it felt like a perfect option for attendees looking to explore a bit on their own,” says Archuleta. “The direct access to Waikiki Beach was a plus, as was the array of culinary options.”

“The staff was very accommodating and went above and beyond during our time there, and the price associated with the rooms and activities made sense with the budget,” says Archuleta.

The OUTRIGGER Kona Resort and Spa offers oceanfront views, along with more than 100,000 sf of indoor and outdoor event space.

Hawaii — The Big Island

“Each Hawaiian island provides a unique experience,” suggests Danica Shivetts, senior events director, CMP with Hologic, Inc. “The Big Island is no different, with its landscape of dark lava rocks against the palm trees and blue ocean.”

Hologic, a Massachusetts-based manufacturer of women’s health products, typically rotates its annual meetings between the Caribbean, Mexico, Costa Rica and Hawaii. “The Big Island has always been a desired location for this group,” says Shivetts. “We like to change the location every year, and in 2023, the stars aligned with the pricing and availability for us at the Four Seasons Hualalai.”

The Four Seasons Resort Hualalai, which has been listed as a Forbes Five-Star and AAA Five-Diamond Resort, is set on 800 acres along the Kona-Kohala coast. The resort completed a $100 million renovation during the pandemic, updating and enhancing all 249 guest accommodations and many public spaces, while maintaining traditional Hawaiian design. The resort combines history and culture alongside championship golf, a world-class spa and fitness center, ocean activities, and a 1.8-million-gallon swimmable aquarium.

“The destination hits all our must haves — both the quality and service the group is accustomed to from a lodging standpoint and activities for the group on and off property,” explains Shivetts. “In partnership with our third-party planning partner, we worked closely with a local DMC for several aspects of our program.  Having hosted many programs on the islands over the years, our partnership with the DMC was key to the success of the program.”

Shivetts continues: “To ensure we leveraged all the hotel had to offer, we hosted events onsite. The hotel’s team was always a step ahead, thinking outside of the box to ensure we provided an experience for our attendees that they wouldn’t receive on their own. The amphitheater provides a beautiful backdrop for a sit-down dinner, but don’t dismiss the golf courses and driving range.  We converted it into a fun welcome evening which included some culture, games and guided star gazing.

For a high-tech software company’s Top Achievers Club in the spring, Stuart Gold, president of Gold Integrated Marketing, helped the client select the Mauna Kea Resort for an event that brought together 70 top performers. “We’ve done two programs over the last few years in Maui, but we wanted to try a different island and felt the Big Island was the right choice,” says Gold.  The Mauna Kea property shares two neighboring hotels: the historic Mauna Kea Beach Hotel and Westin Hapuna Beach Resort, and a “stay at one, plan at all” allows planners to select the features they need from both options.

“The beaches are magnificent and the laid-back Hawaiian vibe made it a memorable place to go,” says Gold, who adds that the Westin Hapuna offers amazing views. “Also, most people haven’t been to this area so it was nice to go somewhere where most of the guests haven’t been.”

Mauna Kea Beach has 11,444 sf of indoor event space, including the 3,543-sf Kauna’oa Ballroom.  Less than a mile away, the 249-room Westin Hapuna Beach Resort features more than 85,000 sf of predominantly outdoor event space. Gold says attendees stayed at the Mauna Kea, while the facilities at the Westin were used for most events. “We had our opening reception on the Beach Front Lawn at the Westin, using in-house AV,” adds Gold. “Our DMC hired a local Hawaiian trio for musical entertainment. For our closing reception, we took over the Mauna Kea grounds and had our own private Polynesian show.”

Built by Laurance S. Rockefeller in 1965, Mauna Kea Beach Hotel, now an Autograph Collection property, is the Big Island’s most iconic resort. A $180 million renovation is underway this year, to be completed in early 2025, and will include a redesign of the resort’s 252 guest rooms.  The Mauna Kea Golf Course also will undergo a makeover under the direction of Robert Trent Jones Jr.

The island’s largest meeting property is the 647-room Hilton Waikoloa Village, an oceanfront resort surrounded by extensive tropical gardens and wildlife. The property has plenty of restaurants and lounges, 27 holes of championship golf and a stadium tennis court. The property features 66,000 sf of indoor meeting space plus more than 175,000 sf of outdoor space. Renovations to the property’s Palace Tower Grand guest rooms are slated for 2025.

Kaua‘i

The most northerly outpost in the Hawaii chain is Kaua‘i. The island’s beauty is renowned, having risen to fame as a memorable backdrop for the 1958 movie “South Pacific.” Development has come slower here than the other islands, but resorts like Koloa Landing at Poipu, Autograph Collection and the Sheraton Kaua‘i have meeting space to accommodate small and mid-sized groups.

The 605-room Grand Hyatt Kaua‘i proved ideal for a luxury client that wanted a spring sales meeting — its first following the pandemic — on just four months’ notice. “For a 300-person group, it was challenging,” says DeSantis, with Maritz.  Fortunately, Meet Hawaii was “an awesome partner” for DeSantis to work with, as top hotels throughout the islands were considered.  “My client was not flexible on the date or pattern, so we knew we didn’t have a lot of options. We even signed the contract with Grand Hyatt before we could go out for the pre-planning meeting.”  DeSantis says the reason they were able to move forward so quickly was that the parties had confidence in the property being able to deliver.

“It’s a big resort but it feels more intimate,” adds DeSantis. “You don’t feel like you’re in a big box hotel, walking from one end to the other.”

The client utilized the property’s 14,268-sf Grand Ballroom for its general session, which involved a large production; a second, 6,580-sf ballroom is also available. Outdoor areas were used for other events, and DeSantis notes that the flow between guest rooms and meeting spaces worked well.

“This group is very discrete,” explains DeSantis. “They don’t put their brand up anywhere, and the Grand Hyatt did well with security and discretion. There was a trust there because Grand Hyatt handled everything with such ease and professionalism. Their staff is incredible — from the convention services manager, to the director of sales, to the hotel’s GM showing up for our pre-planning meeting.” C&IT

Sunseeker Resort Charlotte Harbor. Courtesy Photo

Florida stands out as an exceptional destination for corporate meetings and incentive travel, seamlessly blending work with pleasure in an engaging, vibrant environment. Most cities are a hub of cultural diversity, offering a rich tapestry of experiences that cater to all tastes and preferences.

Miami and Orlando are always among planners’ top choices. After all, Miami’s cultural scene and waterfront venues make it ideal for events looking for an upscale feel, while Orlando, with its array of luxury resorts, theme parks and attractions, provides a versatile environment that suits both formal and casual event settings.

Furthermore, the reimagined Miami Beach Convention Center provides a state-of-the-art event venue for exceptional conventions, tradeshows and meetings, while Orlando has the lure of all things Disney and a world-class convention center of its own.

Casandra Matej, president & CEO of Visit Orlando, notes each of Orlando’s incentive-level hotels is different from the other, but all are poised to offer the top-notch service and amenities that corporate attendees and incentive guests expect.

“Outside of the meeting times, Orlando has plenty of options for attendees to relax, recharge or go on an adventure,” she says. “They can make it a spa day at our luxury resorts or play a round of golf on one of the more than 100 stunningly gorgeous courses designed by professional players and acclaimed architects.”

Attendees will also want to spend some quality time at Orlando’s retail destinations, including The Mall at Millenia, where VIP treatment awaits when a corporate group partners with Visit Orlando.

Josh Miller, CEO of Clean Carpets, has had the pleasure of organizing a variety of corporate and incentive travel events throughout Florida, from Miami’s beachfront resorts to Orlando’s world-class venues.

“These experiences have given me a deep understanding of how to leverage Florida’s unique offerings to create memorable and effective gatherings,” he says. “Florida provides an ideal combination of beautiful weather, vibrant cultural settings and top-tier venues that suit a range of event types. Its mix of high-quality accommodations, from luxury resorts to modern convention centers, allows for flexibility in event planning. Florida’s commitment to hospitality also ensures easy access to experienced service providers, guaranteeing smooth logistics and high attendee satisfaction.”

A recent corporate retreat that Miller organized for a large tech company took place at a high-end resort in Orlando. The event drew more than 200 attendees and included a mix of workshops, team-building activities and beachside networking sessions.

“Being in Florida allowed us to create a dynamic schedule that combined productive meetings with group excursions, like a private evening at Disney Springs,” Miller says. “The setting, ease of planning and support from local vendors made it a truly successful event that attendees are still talking about.”

Carley Crose, CMP, a corporate planner for Bishop-McCann, recently had a meeting for approximately 450 internal corporate employees in leadership positions at the Hilton Orlando.

“This was for their annual leadership meeting and was a two-night, day-and-a-half meeting with two social dinners, general session and smaller divisional breakouts,” she says. “We typically try to weave in some fun for the breaks, and partner with local vendors or shelters to do this; for example, we had a puppy petting station with adoptable puppies from the local shelter or humane society.”

While she chose Orlando for this trip, others have been held in different Florida cities.

“Florida offers moderate to warm weather year-round in most parts, so it has plenty of great options for air lift, scenery and there’s a reasonable budget in most cities,” Crose says. “When in Orlando, there is always your Disney crew that likes to sneak in a visit. Some will explore local food and bars. Miami will always draw people of out of the hotel and out on the town. Beach cities draw people to the water.”

Seminole Hard Rock Hotel & Casino Hollywood. Costea Photography

Fort Lauderdale

After all, there’s more to Florida than just Miami and Orlando. Many of its most beloved cities are prime locations for corporate meetings and incentive trips.

For example, the Seminole Hard Rock Hotel & Casino in Hollywood is a top choice for corporate meetings due to its state-of-the-art facilities, comprehensive amenities, diverse dining options and unique entertainment experiences, all set in a vibrant atmosphere that promotes creativity and collaboration.

Just 15 minutes from Fort Lauderdale-Hollywood International Airport, the Hard Rock is conveniently located in the heart of Broward County and boasts a 150,000 sf casino, a robust live event calendar and plenty of entertainment options for any corporate gathering or incentive trip. The 87-acre property contains 1,271 total rooms, plenty of dining options and has very flexible meeting space that can accommodate up to 5,000 attendees in state-of-the-art, contemporary ballrooms and breakout spaces.

A short drive east, Pier Sixty-Six Resort is situated along the beautiful Intracoastal Waterway in Fort Lauderdale. The fully remodeled resort eamlessly combines modern comfort with timeless elegance and has been one of the city’s go-to places for corporate meeting planners for decades. The property recently underwent an extensive  $1 billion redevelopment project and is reopening at the beginning of next year with 325 rooms, enhanced meeting facilities and a world-class marina.

“They have stripped down the old Pier Sixty-Six and the only thing that exists today is the historic tower. What’s been reimagined is 28,000 sf of meeting space with three ballrooms, nine breakouts and it’s all high-end luxury,” says Brett Boreing, executive director, sales and marketing for Pier Sixty-Six Resort. “It’s quite a vision.”

The area attracts attendees due to being a little different than other Florida cities, especially those that rely on beaches to be the main draw.

“Beaches are beautiful and during the day it’s gorgeous to look at, but at night, you’re just staring at night,” Boreing says. “With us, we’re right on the marina, so we offer all the amenities that groups would want if they went to an island resort — things like deep-sea fishing, snorkeling, scuba diving and beautiful boats in a relaxed, calm setting.”

The Incentive Research Foundation held an event at The Breakers in Palm Beach for a small group of Europeans and Canadians. Courtesy of Stephanie Harris

The Palm Beaches

Just north of Fort Lauderdale, the Palm Beaches are another top destination in the Sunshine State when it comes to meetings, incentives, conventions and events.

“We’re excited to highlight more than 13 new developments that reinforce our destination as a premier choice for both business and leisure events,” says Kelly Cavers, chief sales officer for Discover The Palm Beaches (DTPB). “The region has experienced substantial growth in the MICE sector, with key investments, including the launch of new hotels featuring state-of-the-art meeting spaces, enhancements to existing venues and a successful bid for a second headquarters hotel at the Palm Beach County Convention Center.”

DTPB recently launched a niche business-themed campaign as part of its broader marketing strategy called “The Palm Beaches Collection: Picture-Perfect Between-The-Sessions Experiences.” The campaign emphasizes what sets The Palm Beaches apart with a focus on pillars such as the Convention Center District, multi-cultural and accessibility offerings, outdoors, wellness, sustainability, agribusiness, incentives, arts and culture, sports and more.

This initiative will highlight the top hotels in the area for meetings and events. For instance, the Amrit Ocean Resort, the newly opened beachfront wellness resort on Singer Island, offers unparalleled meeting and event spaces that bring transformative experiences.

“Not only does it offer 10,000 sf of indoor meeting space and nearly 3.5 acres of flexible oceanfront outdoor space, the property also offers 300 feet of private shoreline,” Cavers says. “Whether it be for team building, guest speakers, culinary experiences or wellness, the team at Amrit can help planners craft a truly memorable program.”

Debuting at the end of 2024, The Belgrove in West Palm Beach is a one-of-a-kind modern oasis celebrating polished elegance and laid-back luxury.

“Then there’s the Vineta Hotel in Palm Beach, which is set to reopen in 2025, marking a significant milestone as Oetker Collection brings its renowned European hospitality to the United States for the first time,” Cavers says. “The reopening marks a bold new chapter in the nearly 100-year history of this iconic property. With its distinct historic façade, it is a quintessential example of Mediterranean Revival architecture for which Palm Beach is famed.”

Stephanie Harris, president of the Incentive Research Foundation (IRF), has led events for business groups with 200 people to small incentive-focused groups of 15 in the region. Plus, as part of the IRF, she was charged with hosting a 500-person invitational event on Marco Island in 2021, so Florida is always in consideration.

“From an incentive perspective, Florida has the sun-and-fun aspect, which is always high on the list for an incentive,” she says. “The Palm Beaches have so many luxury properties to choose from that truly understand what it means to deliver for an incentive audience. The area delivers excellence in accommodations, food and beverage experiences, and has so many great outdoor experiences, like the Croquet Center, that are unique and fun for groups.”

Harris has also found that Palm Beach certainly has no shortage of great options for program attendees during their down time.

“Shopping on Worth Avenue and exploring the piazzas, biking throughout Palm Beach Island, kayaking along the intercoastal and taking an historical walking tour to learn about the incredible history of America’s first resort town are some of my favorites,” Harris says.

In early 2024, she led a small group of 12 Europeans and Canadians in the Palm Beaches, the vast majority of whom had never been to the area before and were overwhelmed by the possibilities and how different the experience was compared to other areas of Florida they had visited.

“We were able to share hotels like The Breakers, Eau Palm Beach, the new Amrit Wellness Resort, The Colony and others with them,” Harris says. “The program included both wellness activities and discussion groups about what European and Canadian incentive buyers were looking for when planning programs and considering America.”

Punta Gorda

Punta Gorda’s tagline is “Our Best Side is Outside,” which is an apt description for why so many corporate attendees enjoy coming to the city on Florida’s west coast.

“The Punta Gorda/Englewood Beach area has old Florida charm with opportunities for uniquely memorable experiences with sun-drenched beaches, an array of golf options, world-class fishing, kayaking, hiking, boating, airboat tours and other water activities in a moderate coastal climate,” says Jeff Berg, senior sales manager for meetings/conventions at the Punta Gorda/Englewood Beach Visitor & Convention Bureau.

Berg notes that Sunseeker Resort Charlotte Harbor opened in the city in December 2023 and took the area’s meetings market to the next level.

“This stunning nearly 800-room luxury resort includes 60,000 sf of flexible indoor and outdoor space, with the largest space at 15,000 sf,” Berg says. “Downtown Punta Gorda is another hub for meetings and events, anchored by the Charlotte Harbor Event and Conference Center, also on the shores of Charlotte Harbor. With over 44,000 sf of space, including the nearly 20,000-sf Hibiscus Hall and three hotel properties within a three-minute walk, the center is a prime location for corporate and incentive travel.”

Many planners love the area because it is still somewhat undiscovered and attendees want to go to new destinations and have fresh experiences.

“We are a relaxed destination that is not overcrowded,” Berg says. “Our area also ties in well with wellness themes, a major trend with corporate and incentive groups. The local restaurant scene in Punta Gorda is pretty amazing as well, with restaurants offering choices from elegant fine dining to comfort food and everything in between. Many eateries focus on sourcing local ingredients, which means off-the-charts freshness.”

Daytona Beach

Daytona Beach checks all the boxes in providing a first-class experience that meets the needs for corporate incentive travel, where groups typically prefer upscale properties and unique venues with fine dining options.

“Attendees can quickly go from the boardrooms and ballrooms to the beach when they’re gathering at the Ocean Center, the fifth-largest convention center in Florida,” says Lori Campbell Baker, executive director of the Daytona Beach Area Convention & Visitors Bureau. “This world-class venue serves as the area’s convention, entertainment and sports complex just 400 feet from the Atlantic Ocean.”

Having undergone a major renovation and expansion in 2017, the venue features more than 205,000 sf of flexible indoor and outdoor meeting space. It is conveniently located close to major hotels and popular restaurants and is just 10 minutes from Daytona Beach International Airport.

Many attractive hotels are within walking distance of the Ocean Center, including the 744-room Hilton Daytona Beach Oceanfront Resort, Daytona Grande Resort — a 27-story, 458-room property, the Hard Rock Hotel Daytona Beach and the newly-opened 190-room Renaissance by Marriott Daytona Beach Oceanfront.

Other popular venues where groups can come together for team building include the new Tiger Woods-affiliated PopStroke mini-golf adventure, where visitors can “Eat. Putt. Drink.” to their heart’s content. There are also tours and interactive experiences for groups at the iconic Daytona International Speedway.

“A trip to Daytona Beach starts with experiencing the 23 miles of white-sand beaches. No matter the speed, guests will find plenty of activities such as swimming, biking, fishing, surfing, parasailing, paddle boarding, kayaking, jet skis, boats and more,” Baker says. “Between the attractions, events and entertainment, arts and culture, trails and green spaces, restaurants, microbreweries and shopping, there’s plenty more to explore within the destination.”

Some highlights include the Ponce Inlet Lighthouse, Florida’s tallest lighthouse, the Smithsonian-affiliated Museum of Arts and Sciences, the Daytona Aquarium & Rainforest Adventure and Daytona Lagoon water park.

HelmsBriscoe, Amex GBT and Maritz recently held events in Daytona. The latter chose the area due to its “community vibe rather than a large-city feeling” according to Baker.

Pensacola

Pensacola is an exceptional destination for corporate meetings and incentive trips, offering a vibrant blend of stunning coastal scenery, a rich history and a variety of modern venues and recreational activities that foster collaboration and team-building in a relaxed atmosphere.

Janea Davis, technical services manager for chemical company Evonik Corporation, recently hosted a corporate travel event at The Pensacola Beach Resort for those in her company.

“This was our ninth annual Doctoral Student Seminar and our first time holding it in Florida,” she says. “We spent our first night at the Salty Rose and the service/food was amazing. It gave us a chance to have a great first night getting to know all of the students before we started the meeting for the rest of our stay. The following day we held our meeting in one of the meeting rooms, which was perfect for our group size. We were able to have some fun besides our meetings, and we spent our time playing cornhole and taking a dip in the water. We concluded our stay with a restaurant that was close by, which made it easy for people to walk if they wanted to. According to my colleagues this was the best location for the seminar.”

Destin/Fort Walton Beach

The Destin-Fort Walton Beach area is a popular destination for meetings and events for a variety of reasons, making it an appealing choice for business and incentive travelers. Some key attractions that draw people to host meetings in this picturesque Gulf Coast locale include stunning natural beauty, ideal climate, amazing outdoor recreation and unique local culture.

“Unlike busier metropolitan areas, Northwest Florida is a peaceful yet productive environment allowing attendees to focus, collaborate, and think creatively without the hustle and bustle of a big city,” a spokesperson with Visit Florida says. “The region is known for its Southern hospitality and our professional event planners and dedicated staff are on hand to ensure that every detail of your meeting runs smoothly, from logistics and catering to accommodation and transportation.” C&IT

At The Reef at Atlantis, there are residential-style suites with upscale amenities. Photo by Ron Starr

Aruba

Aruba is a small island of just 21 miles, but it’s considered one of the crown jewels of the Caribbean and a favorite among incentive travel planners.

“We’re very well known in the industry for incentive travel and have been doing that for more than 40 years,” says Shaydee Schwengle, executive at the Aruba Convention Bureau. “We are a very well developed island for meetings and incentives. What better way to award your winners than the most beautiful beach in the Caribbean and the second in the world.”

That makes Aruba an easy sell for planners when they are looking to find a great place to bring their companies. That’s one of the reasons it is the island most return to in the Caribbean.

“We also differentiate ourselves in the Caribbean as one of the safest islands, and also being very friendly,” Schwengle says, noting that’s why Aruba’s nickname is “One Happy Island.”

The country offers both land and sea activities, and many are one-of-a-kind adventures ideal for those coming to Aruba on an incentive trip.

“There’s a never-ending list of activities, be it hiking or enjoying national parks; however, what makes participants come back is our hospitality. Once they step their feet on the island, they experience the ‘Aruba Effect,’ and they can’t put it into words, it’s just a feeling. When they leave the island, it’s like missing a home that’s not your home.”

Aruba is home to more than 100 nationalities and is a melting pot of cultures and traditions, and the way everyone lives in harmony reflects how it treats visitors and guests.

“We have world-class resorts, and the Convention Bureau represents about 13 hotels, and we have one huge conference center — the Renaissance, which holds up to 1,000,” Schwengle says. “The majority of the hotels can hold between 500-600 and have dedicated banquet teams.”

Being an island that is 80% dependent on tourism, the COVID pandemic played havoc on the area, but it has since surpassed pre-pandemic numbers in its recovery, including a record-breaking year in 2023.

“We are continuing to expand and we have three new hotels opening in the next six months,” Schwengle says. “That will add another 600 rooms to our island inventory.”

Ron Hersh, president of World of Travel, has been booking corporate events and incentive trips in the Caribbean for more than a decade, and finds they are among the most popular places for these meetings due to the weather and activities.

“We just came back from Aruba with an incentive group of 60 people,” he says. “It was perfect beach weather and it has such a friendly population. There was sailing, water sports and cultural visits. Everyone was talking about returning.”

Baha Mar has plans for a fourth beachfront resort, with 25,000 sf of dedicated indoor and outdoor event space, scheduled for completion in 2029. Rendering Courtesy of Baha Mar

The Bahamas

The Bahamas offers an unparalleled destination for corporate group travel, thanks to 16 main islands offering a diverse range of resorts, hotels, villas and venues.

Accessibility is also a key advantage, with direct airlift from most major cities in the United States and Canada, and flight times as short as 50 minutes from the Florida coast.

Whether your agenda includes a small corporate event, a large conference, or a team-building exercise that provides a refreshing tropical retreat, the islands of the Bahamas provide a unique setting that fosters collaboration and creativity while ensuring a seamless and productive event.

One of the top places for corporate events is Atlantis on Paradise Island. Steve Silverman, senior vice president of sales for Atlantis, said this destination and collection of hotels is like none other.

“It’s a destination within a destination,” he says. “Currently, we have five different offerings.” It starts with The Cove, the most upscale product, followed by The Royal Tower, The Reef, The Coral and a timeshare/marina product.

“The nice thing is, we have something for everyone with all different types of price points,” Silverman says. “We have some of the top Michelin chefs in the country and have over 200,000 sf of meeting space, and one of the nicest things is that most of the space is flanked by natural lighting.”

Atlantis is often on people’s bucket list, so planners choose it because they hope to get a big turnout.

“Ninety-nine percent of the time, the groups that come to us exceed their performance obligations, and it’s a perfect place to have a serious meeting and enjoy yourself during free time,” Silverman says. There’s also a casino, 20 restaurants, almost two dozen bars and more.

During COVID, the island opened a little bit later than other areas of the world, and that meant some sorry times for the meeting industry. However, the Bahamas has rebounded tremendously in the years since, and had some of its best years ever in 2023 and 2024.

Steve Abbruzzese, senior vice president of sales and development for Acorn Financial Services in Newark, NJ, has been to Atlantis 16 times as part of an incentive travel trip his company puts together annually.

“We use this trip as a reward for our top people,” he says. “Typically, our meeting is about 22 reps and another 20 guests, and we go in on a Thursday, have an orientation; Friday morning, we have a meeting and then a group dinner that night; and then Saturday is free for people to enjoy the island, with a group dinner that night.”

A lot of the downtime here centers on the pool, waterslide and beach. At night, a majority of the groups have fun trying their luck at the casino, and there’s plenty of shopping and fun things to do when not in meetings.

Over the years, the Acorn Financial Services group has stayed at The Coral, The Royal and the newer Cove suites.

“We’ve gotten to the point where one of the advantages for us is we get off the plane and we hit the ground running,” Abbruzzese says. “Everyone there is great and helps us with everything.”

Also in the Bahamas, Baha Mar in Nassau is a popular place for incentive travel and corporate meetings. Drawing inspiration from the stunning natural beauty of The Bahamas, Baha Bay seamlessly combines the tranquil ambiance of island life with thrilling entertainment for the whole family. The luxurious water park has expansive beachfront acres and is conveniently located adjacent to Baha Mar, offering an idyllic setting for both relaxation and excitement.

The Baha Mar resort boasts more than 300,000 sf of opulent indoor and outdoor meeting space, complemented by three iconic oceanfront hotels — Grand Hyatt, SLS and Rosewood — each offering breathtaking views. Guests can indulge in a culinary experience with over 45 restaurants and lounges curated by world-renowned chefs, alongside a remarkable array of amenities and experiences to enhance any stay.

With state-of-the-art facilities, Baha Mar is equipped to host events of any scale, making it the ideal destination for executive meetings, incentive trips, team-building activities, corporate groups and trade shows.

Curaçao

Another great place in the Caribbean for corporate meetings, conferences or incentive travelers is Curacao, which offers a unique blend of European charm and Caribbean warmth.

“The island is a haven for companies looking to combine productivity with leisure,” says Muryad de Bruin, managing director of the Curaçao Tourist Board.

Curaçao boasts a rich tapestry of more than 50 nationalities, where four languages are spoken and cultural diversity thrives.

“This multicultural environment not only fosters creativity and collaboration but also makes it easier for international teams to communicate and connect,” de Bruin says. “Whether you’re hosting a large conference or a small team-building retreat, Curaçao is ready to serve as both a beautiful backdrop and a catalyst for success and enjoyment.”

Thanks to a newly renovated international airport, the island is effortlessly accessible, featuring direct and nonstop flights from the U.S., Canada, Europe, Central and South America. Modern transportation and infrastructure ensure that your group can navigate the island with ease. Additionally, Curaçao’s commitment to safety is evident through its Dushi Stay the Healthy Way protocol, which includes standard COVID-19 testing and tracing practices for all guests.

Located outside the hurricane belt, Curaçao enjoys ideal sunny weather year-round. Plus, with more than 35 spectacular beaches and parks rich in biodiversity, anyone can unwind and recharge between meetings.

What’s more, the island’s commitment to sustainability, with initiatives like desalination plants and coral reef rebuilding projects, reflects its dedication to preserving its natural beauty for generations to come.

Curaçao is not just about the business; it’s also about creating lasting memories. The island is dotted with unique event venues, such as the Rif Fort Museum in Willemstad, a UNESCO World Heritage site, and Landhuis Chobolobo, where distillery tours and Blue Curaçao tastings are a delightful addition to any itinerary. For those seeking adventure, there are 70 designated dive sites and unparalleled world-class snorkeling.

de Bruin notes that Curaçao’s meeting services and accommodations ensure that every detail of an event is covered. From assistance with RFPs and site inspections to the provision of state-of-the-art audiovisual equipment, their resources make planning seamless.

Gastronomy in Curaçao is globally influenced and locally sourced, with a wide range of dining options that cater to all tastes — ranging from fine dining to charming beach cafés. After hours, the dynamic nightlife and entertainment hotspots promise excitement and vibrancy for post-meeting relaxation.

“With its breathtaking scenery, cultural richness, modern facilities, and an upbeat energy unlike any other destination, Curaçao should undoubtedly be a top choice for any corporate event,” de Bruin says.

Puerto Rico’s stunning beaches and golf resorts make for the perfect incentive destination. Pictured: Wyndham Grand Rio Mar Puerto Rico Golf & Beach Resort. Courtesy Photo

Puerto Rico

From large-scale conferences to select industry events, Puerto Rico plays host to a wide array of gatherings year-round. Puerto Rico is home to the largest and most technologically advanced convention center in the Caribbean, the Puerto Rico Convention Center (PRCC).  With 600,000 sf of meeting space, PRCC can accommodate up to 10,000 attendees and boasts 15 meeting rooms, an exhibit hall, a ballroom and robust technological infrastructure.

The Convention Center District extends beyond the PRCC, with an additional 140,000 sf of meeting space, anchored by entertainment complex Distrito T-Mobile.

Puerto Rico’s appeal extends beyond its facilities.

“Today’s attendees yearn for authentic experiences that allow them to immerse themselves in the local culture, blending work with personal enrichment,” says Ed Carey, chief sales officer for Discover Puerto Rico. “Puerto Rico provides the perfect setting for this balance.”

Beyond the meeting room, attendees can “Live Boricua” and enjoy everything the island offers, from guided culinary tours and historical walks through Old San Juan to outdoor adventures like hiking through  El Yunque National Forest or paddleboarding in Condado Lagoon.

“These experiences help enhance feelings of personal fulfillment and foster stronger relationships, innovation and creative thinking — qualities that carry over into the workplace,” Carey says.

Puerto Rico’s natural beauty and vibrant culture offer a distinctive vibe to visitors. With stunning beaches, lush rainforests and historic sites, the island appeals to both nature enthusiasts and history buffs. For instance, El Yunque National Forest, provides hiking trails and waterfalls, while Old San Juan boasts centuries-old fortresses and colorful colonial architecture. For adventure seekers, the island offers bioluminescent bays, world-class surfing spots and opportunities for activities like zip-lining and scuba diving.

“Beyond its natural attractions, Puerto Rico has a rich cultural heritage, blending Taíno, Spanish and African influences,” Carey says. “This is evident in its music, festivals and dance forms, such as salsa and bomba. The island is also a hub for events and festivals that showcase its lively spirit. For attendees looking for nightlife, Puerto Rico offers everything from live music and dancing to beachside bars and casinos, ensuring there’s something for everyone.”

Attendees will find that when the meeting day is over, there are countless opportunities to engage and network while supporting and being part of the local community.

“Event planners find Puerto Rico especially appealing for its infrastructure, amenities and cultural vibrancy,” Carey says. “The island is equipped with a wide variety of hotels and unique venues, from historic forts to beachfront resorts, providing flexibility for any type of event.”

St. Thomas, U.S. Virgin Islands

U.S. Virgin Islands

The U.S. Virgin Islands offer a stunning backdrop of lush landscapes and pristine beaches, creating an inspiring environment that encourages creativity and collaboration during corporate meetings. With a wide range of luxurious accommodations and unique team-building activities, companies can enhance motivation and strengthen relationships in an idyllic tropical setting.

Stephen Parente, Ph.D, Minnesota insurance industry chair of health finance in Carlson School of Management at the University of Minnesota, has been running international research symposiums in the British Virgin Islands since 2015. “The meetings I host are competitive academic paper research symposiums focused on the health sector ($8+ trillion global market). Researchers compete to present in a beautiful and relaxing location. It’s been a winning combination since our first 2015 Caribbean Health Economics Symposium,” he says.

“While hurricanes Irma and Maria, as well as COVID, greatly challenged our hosting meetings, the area remains a great location and one we hope to keep using for another decade,” he says. “The best activities are social cocktail hours at nights and aquatic activities like boat rides, hiking and snorkeling during the day.”

One of this favorite places to host at is the Scrub Island Resort, Spa & Marina in the British Virgin Islands.

“We are now on our fourth year hosting the event at Scrub Island resort and the event draws about 15 to 20 folks for an intimate research meeting with paper quality rivaling the best academic institutions in the world, mainly because the presenters/attendees hail from schools like Harvard, Stanford, MIT, Wharton, University of London and Berkeley,” Parente says. “The symposiums mix academic presentations in a conference room with outdoor activities, such as boating, swimming, island excursions and cocktail parties.” C&IT

Attending industry events can help women new to the business to build cruical relationships. Pictured: Dremio’s Subsurface event in New York for data architects and engineers. Courtesy of Kelly Carlsted

Career paths. For some women, they resemble an arrow – straight and smooth, with a few bumps along the way. For others, they are maze-like, a field of divergent avenues filled with twists and turns. Career paths in the meetings and events arena, like people, are often an amalgamation of different elements, woven together until they unfold into one chosen direction. The women featured have a wealth of experience within the meeting and events industry. And while their career paths are unique, they share a common belief that hard work and creativity have helped formed the planners they are today.

Determination to Succeed

Kelly Carlsted, CMP, senior manager, event and field marketing, at Dremio, has more than 15 years of experience, owning events ranging from 15 to 4,500 attendees and working on events up to 60,000 attendees. Currently, she leads the global event team at Dremio and their premier community event, Subsurface.

During Carlsted’s college years, she cultivated a passion for event planning, which eventually sparked her desire to pursue it as a career. However, upon graduating in 2008 amidst the recession, she recognized the need for resilience when securing a job.

“My perseverance paid off when I secured a full-time position at an event agency, where I honed my skills and established a solid foundation in the meeting industry,” Carlsted says. “Throughout my career journey, I have navigated various roles within both the venue and agency sectors. However, my affinity for the dynamic environment of high-tech companies led me to integrate my expertise into the marketing division, where I currently thrive.”

Networking, maintaining a high level of professionalism and consistently delivering one’s best efforts are foundational principles that Carlsted upholds. She actively seeks out opportunities that arise and explores diverse facets of marketing to enhance her strategic perspective.

As a perpetual learner, she also prioritizes staying ahead of event industry trends and advancements, recognizing the importance of continuous improvement in her skill set. This mindset allows her to remain adaptable and proactive in embracing new challenges and evolving responsibilities.

“Maintaining a consistently professional demeanor is paramount, and recognizing that delegation is key to managing responsibilities effectively,” Carlsted says. “Entrusting tasks to individuals fosters an environment where talents can flourish, proving more rewarding for me than direct execution. Furthermore, in event planning, meticulous preparation is crucial, yet unforeseen challenges may arise. Hence, having multiple contingency plans ready is indispensable for mitigating potential disruptions.”

Additionally, Carlsted allocates a buffer of 5% in the yearly budget, which enables the exploration of new technologies or strategies, ensuring adaptability and innovation within the evolving landscape of meeting and event management.

For women who are new to the meetings and events industry, Carlsted recommends building a strong professional network by attending industry events, joining relevant associations, and connecting with peers and mentors.

“Networking can open doors to opportunities and provide valuable insights,” she adds. “Also, stay updated with industry trends, technologies and best practices. Consider pursuing certifications or additional education to enhance your skills and marketability.”

Carlsted notes that the events industry can be demanding and unpredictable. So, women need to develop resilience to handle pressure, adapt to changes and overcome obstacles effectively. And also embrace emerging technologies that will make their role easier.

“We stand at the cusp of a transformative era with the advent of AI, poised to streamline tasks and reduce overhead costs in event management significantly. Presently, I leverage AI for a myriad of event-related functions, such as email composition and voice of god announcements, among others,” Carlsted says. “Anticipating rapid advancements in AI, I eagerly await its capabilities to automate graphics creation and address branding needs for events. While virtual and hybrid events have gained prominence, a return to pre-COVID levels in the industry hinges on companies reinvesting in education and travel. This renewed investment will be pivotal in revitalizing the event sector and restoring its vibrancy.”

Nelia Nunes, pictured on left with Kristen Margulis and Erin LeMoine at this year’s RSA Conference in San Francisco, says being a fair and reasonable collaborative problem solver helps her to build relationships on trust. Courtesy of Nelia Nunes

Thinking Strategically

Nelia Nunes, CMP, CEM, event strategist & consultant at Blue Plaza Events, got involved in the event industry by complete accident. She had graduated from college and was unsure of what she wanted to do.

“I was working as an human resources assistant for a media company, and my first job that I was hiring for was in one of the event brand departments. I sat down with the hiring manager to learn more about the job and she said, “It’s really a fun job. Are you interested?” And that was the beginning of a career that I absolutely love.”

After about 13 years, Nunes left her full-time position to freelance. She was looking for a new challenge and she needed more flexibility due to the birth of her children, one of whom was born with a serious form of epilepsy.  After freelancing for eight years, Nunes moved into a more strategic consulting role, helping companies stay ahead of the competition by increasing revenue and attendee engagement — essentially, making sure their event is an experience.

“I find that building relationships is key in this industry. Being fair, reasonable and a collaborative problem-solver has helped me build relationships on trust,” Nunes says. “It has allowed me to work effectively with all stakeholders, including vendors, etc.  In addition, I am always striving to learn. I love to read, talk to people about what’s happening in the industry, notice what’s around me and how it can be applied to our industry.”

While many people in the industry are very logistics-focused, which is important, Nunes says meeting professionals also need to be strategy-focused.

“Learning how to think strategically in order to create a true immersive experience has been one of the biggest and most exciting things I have learned, and continue to learn,” Nunes says. “Also, this industry can be very stressful.  What we do is bring people together, provide experiences, educate and inspire, while bringing in revenue. While that is all extremely important, remember to keep things in perspective.  Don’t take yourself too seriously, and have fun.”

Nunes is so excited about the future of this industry and her place in it. Bringing people together for “aha” moments is what inspires her.

“I’m excited about continuing to grow my ability to help companies innovate their events. I also envision myself teaching junior industry professionals on how to think strategically so that they can apply that to their own event,” Nunes says.

Longstanding Success

Over the last 30 years, Michele Dobnikar, president of Global Meet, has built a reputable career in the business technology industry. She started her career during a time when virtual collaboration was a novel concept and has witnessed the industry grow into what it is today and its expansion into meetings and events. Since 1990, she has served in various leadership positions, spanning all levels of event conferencing, production, sales and management. She has worked in various roles, from being an event manager to chief integration officer for acquisitions, and now her current role as president of GlobalMeet.

“I’m grateful for all the memorable experiences I’ve had over the last 30 years, including my time spent abroad helping to spearhead GlobalMeet’s European presence, where we grew the startup to a $36 million operation in just four years,” says Dobnikar, who surrounds herself with strong and independent thinkers, which has allowed her to expand her horizons and prioritize out-of-the-box thinking.

“As a woman in this industry, I’ve also learned the importance of building meaningful relationships with other exceptional women and the power of community,” Dobnikar says. “I’ve always felt passionate about empowering other women in this industry and throughout my career, it is this very passion that remains a driving factor of my success and continues to push me to strive for more.”

Over the last three decades, Dobnikar has learned that listening to customers is the strongest tool. Hearing clients explain their needs in their own words is extremely beneficial when simplifying the nuances of what they’re trying to achieve.

“Things often get lost in translation when the message is passed around internally. Sometimes, customers will have specific goals in mind which vary by event and audience,” Dobnikar says.  “Once you understand your customer’s wants and needs, you can apply your experience to make their event unique. Everyone craves a stand-out moment, and if you can deliver that, you will exceed your customers’ expectations.”

The event industry is vast and Dobnikar’s advice to other women in the industry is to become a true expert in their chosen space and find their voice and niche. “Let your confidence and input shine. Bring great energy and creativity to everything you do and always be willing to expand your horizons and listen,” she says.

“The meeting and events industry is transforming year after year as we continue to incorporate trending technological innovation into virtual spaces,” Dobnikar adds. “A key trend for the future is the growing presence of AI in event technology and its ability to bring data to life pre and post-event. For businesses that maintain the necessity for in-person experiences, event hosts are leaning towards venues designed for the digital age that can complement immersive experiences. In my opinion, another pivotal trend will be the intertwining of event and marketing professionals. Events have become an essential strategy for achieving marketing goals and we’ll continue seeing this expand in an effort to increase ROI.”

Finding Inspiration in Others

Jill Garcia, chief inspiration officer, president/owner at The Hutton Group, is inspired by seeing joy in people when they experience something new and exciting. “I love to see smiling faces when a creative endeavor becomes reality,” Garcia says.

Having worked in the meetings and events industry for more than 30 years, Garcia’s experience has included a broad range of services. From large-scale events to focused retreats, she has planned meetings for groups ranging from 10 to 10,000 attendees. Her meeting planning expertise includes all major markets globally, including corporate, SMERF and association clientele.

After graduating from college in Central Connecticut in 1988, Garcia and a friend moved to Orlando, FL. That was the beginning of her career, which has spanned more than 35 years. Living in Orlando, she had the opportunity to visit some of the most beautiful resorts, including Disney. The first time she walked around Magic Kingdom as a 22-year-old, she was hooked and knew she wanted to plan its onsite events.

Garcia started working in the hotel industry as a convention services coordinator at The Stouffer Orlando Resort in 1988 and was continuously promoted internally. After three years, she left to pursue an event planning opportunity at Universal Studios. She then worked at a nationally recognized destination management company in Orlando, moved on to independent meeting planning and then hotel site selection. In February 2020, one month before the pandemic, Jill purchased The Hutton Group, a full-service meeting planning company in Pittsburgh, PA. She circled back to her first love – the meetings industry – where she combined her past experiences into one product.

Today, The Hutton Group – Inspired Meetings & Events consists of several contractors located across the United States who deliver site selection services. The team also includes 10 skilled meeting planners, each bringing their unique talents and experiences to the organization.

“My success is due to diligence, commitment and years of hard work. I understand our clients’ needs before they recognize it themselves,” Garcia says. “Being attentive and accessible and staying in touch with industry colleagues throughout the years is critically important.”

Garcia recognizes that the hospitality industry moves extremely fast, and planners must anticipate and be ready for constant change.

“There is a lot of competition in this business and you have to provide excellent, consistent service to stay in the game,” Garcia says. “The past 35 years have brought me much success. I have embraced every decision and path I have chosen without any regrets. I want to continue to grow my company and when I retire – in 10 to 15 years – I can seamlessly transition my clients to the capable hands of the next leader.

Making Connections

Sheila Fox, chief events officer at Event in Site, got her start planning events while a student at Ohio University in Athens, Ohio, eventually launched her business Event In Site at age 27. That was 17 years ago.

“I learned a long time ago that you should never burn bridges and you should use your network to ask for help when you need it,” Fox says. “ People I met in my early years in the industry are now my clients and our worlds collide and intersect every day.”

When Fox was launching her business, she had coffee with everyone she knew who had their own business and asked them a lot of questions. She met with many colleagues in the industry and asked for advice as well.

“I attend hospitality industry events (PCMA, MPI and the Ohio Society of Association Professionals), and build relationships with vendor partners and fellow independent planners,” Fox says. “We created a Meeting Planner Collective, where we meet once a quarter to discuss the ups and downs of our businesses, and share work and resources. This work can sometimes feel like you’re in a silo, and it has made all the difference knowing there are professional friends I can rely on to help or share projects with.”

Fox advises other women in the industry that there is a wide range of types of planners and ways to enter the industry. Figure out what you’re interested in and where you want to work and take any job they’ll give you. You can always move up or around if you’re in a culture or doing work that matters to you.

“I am in the throes of raising my two daughters (ages 12 and 9), along with running my business, and volunteer and have church commitments. Having my own business allows me the flexibility I need to be able to be available for my girls, husband and extended family when I need to, which is a tremendous blessing,” Fox says. “I hope to do more speaking and writing. Eventually, I’d like to bring a few people to my team so I can step back from the day-to-day logistics of event planning.”  C&IT

A planner cannot magically make last minute changes, but rather must obtain agreement from all parties and be willing to be flexible to ensure an event runs as smoothly as possible. Courtesy of Tamara Jesswein

In a fast-paced business environment, organizing events has become a key component of a thriving company. From corporate meetings to conferences and trade shows, events present a prime opportunity for businesses to highlight their brand and connect with their desired audience. However, due to the escalating costs associated with event planning services, it is more critical than ever for companies to negotiate with vendors to secure cost savings. Mastering these negotiation skills is essential for maintaining budget control and delivering a successful and impactful event.

In the U.S., where the event and meeting industry is booming, negotiating with venues and vendors for cost savings has become an art form and a key skill for event planners.

When looking for a venue to hold an event, you outline your needs and expectations in a detailed Request for Proposal (RFP). Venues use the RFP to tailor their proposal to the specific requirements in the RFP, and if everything looks good, you sign a contract. However, there are instances when an RFP and the subsequent contract need to be modified. Maybe you need more meeting room space, or you aren’t expecting the attendance you had planned for. Although you’ve already signed a contract with the vendor, it is possible to make changes, but it takes negotiation and flexibility on the part of all parties to make it work.

“I heard a hotel lawyer one time say that, before the contract is signed, it’s negotiating. After the contract is signed, it’s begging,” says Timothy Arnold, CMP, CMM, regional vice president with Hospitality Performance Network (HPN) Global. “I don’t like to necessarily say it’s all begging, but there is definitely the expectation that what we ask for after the contract is signed may or may not actually be able to be accommodated by the hotel.”

Alison Huber, senior manager of travel and events for Baker Tilly in Madison, WI,  approaches these conversations with her company’s venue contacts looking for the most suitable outcome to leverage their partnerships. “It is often a back-and-forth conversation, with the outcome not quite our perfect scenario, but still accommodating our needs,” she says.

Common Reasons for Post-RFP Changes

Attendance and adding or subtracting attendee rooms or meeting spaces are some of the most common reasons for having to make changes after a contract is signed.

“Most of the time, it’s my clients who say, ‘Hey, we’re going to add this other meeting. Is there any way we can add 40 rooms and three meeting spaces?’” Arnold says.

Huber says she usually sees changes in meeting space assignments, times and the flow of the event room block. “Historically, our strong, transparent relationships with our vendors has allowed us to make adjustments while still meeting our contractual spend/pick-up terms,” she says.

Tamara Jesswein, CMP, senior corporate event manager with HID Global in Austin, TX, says needed changes usually come up when creating the meeting agenda after the contract with the venue has already been signed. For example, in one instance, her client decided they wanted to have six breakout sessions rather than the four initially secured in the contract. “Often you need to think outside the box for adding meeting space following an executed contract,” says Jesswein.

Before approaching the venue with proposed changes, you should set expectations with your client in case the changes can’t be accommodated. “You can’t just say, I’m sure that’s no problem to add a ballroom for 500 people and add 300 rooms. It may be a problem,” Arnold says.

When communicating with stakeholders regarding necessary changes, Huber says research and preparation are essential. “Gathering the data, creating various options, then sharing and discussing the options has worked well,” she says. “This includes talking to our program owners about budget or agenda implications and working with our venues to accommodate changes.”

Changes made prior to the event are manageable, but it may be a different story for those last-minute changes made onsite, Jesswein says. “The changes that are made on site are the ones you need to be succinct and implement with the least amount of disruption. Plan, check the plan, execute the plan.”

Making Changes After Contract Approval

Here are a few best practices to follow when making changes to an approved contract:

Review the Contract Rerms

Before you request any changes, make sure you review the original terms of the contract. This ensures that any modifications are consistent with the agreed-upon conditions and don’t violate any contractual obligations. Not adhering to the original contract terms could lead to legal disputes or financial penalties, so it’s crucial to understand the implications of any changes.

Communicate With the Other Stakeholders

When changes are needed, open and clear communication with all stakeholders is essential. This can include holding a meeting to discuss the proposed changes, sending out a detailed email outlining the reasons for the changes and providing a platform for stakeholders to ask questions and express concerns.

When planning events for Baker Tilly, Huber says her team focuses on factual, data-driven decisions and honest, transparent communication with the stakeholders. “We use our playbook to drive consistent processes and ensure everyone is aware of the changes and associated impacts,” she says.

Negotiate the change

Negotiating the needed changes requires discussing their impact on the scope, timeline and cost and reaching a mutual agreement that satisfies both parties. When negotiating changes after a contract is in place, event planners should know that they don’t have leverage to make changes if the vendor is unwilling to do so, says Arnold. “The contract is a pre-existing document and so anything we do to modify the contract takes an agreement from both parties. I can’t just unilaterally wave a magic wand, and all of a sudden, everything’s changed. The contract is still an underlying document, and if it says we need to pick up 150 rooms, we contractually agreed to it. Any revision to that is going to have to take some flexibility on both sides.”

Subtracting rooms or meeting space from contracts is usually a little harder than adding them, so Arnold says he looks at how the change may be advantageous for the vendor. “The first thing I do is look at what the hotel is selling online. Maybe they would enjoy having some extra rooms to sell at the higher room rate,” he says. “Sometimes they say yes, sometimes they say no. It’s just a matter of opening communication, having good partnerships with hotels and my customers and knowing that everybody can be a little bit flexible to get the results we need.”

Document the change

Once an agreement is reached, it’s wise to document the changes in writing so you have an official record of the modifications. “When changes to a contract are made after the original is signed, then I do what is called a change order for the stakeholder to approve,” Jesswein says. “I will not add additional costs to the budget without the stakeholders’ approval.”

Implement the change

After documenting the modifications, take the necessary steps to implement the changes. This may involve adjusting plans, timelines and resources to accommodate the new requirements. Jesswein recalls one event she planned for HID Global where she needed to add 100 attendees to the original RFP. To implement the change, she included an addendum to add extra rooms on peak nights, update F&B minimum requirements and reconfigure meeting spaces to accommodate 100 additional people. “Of course, we made sure all of this was plausible prior to requesting the addendum to the contract and securing it,” she said.

Learn From the change

Once the event is over, it’s good to reflect on the process, consider what went well and what didn’t and identify lessons learned from handling the RFP modifications. This can help improve future RFP processes and better prepare for potential changes in the future. If you are working with a new venue, it can also provide insight into how accommodating and flexible the management is.

However, if a venue is difficult to work with, that doesn’t necessarily mean it’s a deal breaker to use them again. It just better prepares you for what to expect. “I’ve had instances where hotels have been very difficult to work with, and I’ve booked that hotel again, but I put clauses in (the RFP) to protect what they were difficult with last time,” Arnold says.  “I had one where they refused to give me credit for rooms booked outside the block. It took three months to get that resolved with the hotel. I booked that hotel again, but I made sure that we had much stronger language in there for getting credit for rooms outside the block.”

Flexibility and Communication Is Key

In the end, the key to having your event run smoothly when making changes after the contract is signed is to have open communication with the stakeholders and to be flexible on solutions. “There are always solutions,” Arnold says. “I can always find a solution as long as we’re flexible.  It may not necessarily be the solution we were initially looking at, but everybody’s always been happy with the solution that we’ve been able to find.”

Effective event planning hinges on clear communication, flexibility and thorough preparation. While a well-crafted RFP and signed contract set the stage, the dynamic nature of events often necessitates post-contract modifications. These adjustments, whether due to changes in attendance, meeting space requirements or unforeseen circumstances, require careful negotiation and a willingness to adapt from all parties involved.

Reviewing contract terms, engaging stakeholders, negotiating changes and documenting modifications are essential steps to successfully managing the complexities of post-contract adjustments. “You have to go in realizing that you have a signed contract, everything is locked in place, and if (the vendor) can do something outside of that, that’s awesome,” Arnold says. “But there’s no real obligation for them to do so, so you have to have that partnership.” C&IT

During the 2024 Workday Rising event in Las Vegas, the company held a sunrise fun run. Courtesy of Workday

Corporate planners are jumping on the wellness train, as the demand for an environment that promotes physical, mental and emotional well-being continues to grow. Planners can find success by developing a supportive and healthy environment, whether it’s choosing venues with natural light, good air quality and ample space, or ensuring the schedule includes balanced activities with regular breaks for relaxation and movement.

Offering nutritious and inclusive food options while incorporating physical activities like yoga or walking can keep attendees energized. Other elements include offering quiet zones and stress-relief sessions. A successful event with wellness in mind also requires forethought to integrate options that attendees will have time to appreciate while not overloading their schedules.

There are companies that specialize in helping planners integrate wellness into their events, such as Olympian Meeting. “The problem that we’re seeing with a lot of events is they throw a wellness room in the corner, but then the agenda is so jam packed that nobody has any time to go see it, or they can’t find it,” says David T. Stevens, wellness architect and co-founder of Olympian Meeting. “I was talking to someone the other day and they says it gave them anxiety trying to find the wellness room.”

According to the company, improving the attendee experience starts with an agenda that incorporates breaks, such as adding movement between sessions, or breaking long sessions into shorter segments to keep participants mentally fresh. One of Olympian’s focuses is on mindfulness practices such as meditation and breathing exercises, which they note have been shown to reduce stress, improve focus, and enhance learning and memory.

“Mindfulness is really about agenda design and thinking through the attendee experience. How long are your sessions? What are your start times? What are your end times? Those kinds of things that give people’s brains the opportunity to process and ingest information,” Stevens says. “Mindfulness is being thoughtful. If you have a party that goes to 1 a.m., and you start at 8 a.m. the next day, you’re literally setting them up for failure and sabotaging yourself.”

According to Stevens, mindfulness is also incorporated into the agenda design when it comes to circadian rhythm – the pattern the body follows during a 24-hour cycle. For example, after lunch, attendees often experience a dip in energy, known as a postprandial dip, which makes afternoon learning sessions a challenge. Stevens suggests planners slot an interactive experience, such as a CSR activity like building bikes, volunteering at a food bank, or other tasks of that nature to keep them engaged. “Do something that gets people out of that dip and lets them do tasks instead of trying to feed them a lecture when it’s basically going against a brick wall,” he says.

Olympian Meeting now offers five- and 10-minute Quick Focus Mindfulness Sessions free of charge that can be streamed through YouTube or Spotify and made available via a QR code for attendees or linked to an event app. The sessions include guided cues and dialogue to help attendees focus and can be streamed before, during or after sessions or during breaks. They can also be used by attendees on their own time.

Brianna Lewke, director of GTM Enablement at Lyra Health, has worked with Olympian Meeting for some of her meetings and events, including their summit for more than 100 attendees and sales incentive trips for about 35 participants.

“Because we’re a mental health company, a lot of what we do is focused on wellness, because mental health is part of that,” Lewke says. “When we look at the speakers, we hire someone who’s going to inspire and be positive and thoughtfully minded.”

The company’s recent sales incentive trip was particularly successful, she says. “We had forest bathing, where they had a practitioner come. It really helped everyone focus on mindfulness and set them up for the day.”

Lewke says they have also included simple solutions to have movement during or between sessions, such as offering yoga balls in a meeting room. “We’ve had mindfulness breaks,” she says, where attendees were given time to go outside. “We’ve also had yoga practice in the morning at our sales kickoff. We had a run/walk. We had a guided meditation – a lot of different creative ways to get people up and moving and to focus on wellness. People also really enjoy that it’s outside. It’s before the full day’s activities so they can focus on their wellness first.”

She adds that, for evening activities, she is thoughtful about ending content early enough for attendees to take a break before dinners or parties. “We give people time to breathe and leave space during the evening activities as well, when they have time to network. There are also plenty of non-alcohol options at evening events.”

The ideal session length, according to Lewke, is 45 minutes – no more than 60 minutes – with a break in between. “We make sure that there’s movement so that we don’t have people eating in the same room that they are having their content, for example, so that they get up and go move to a different place,” she says. “We’ve been thoughtful with menus that are inclusive of all dietary restrictions and preferences, and we try to always err on the healthier side.”

At a corporate wellness retreat in Sedona, AZ, leaders could recharge with mindfulness practices, yoga and more, along with exploring the region’s renowned scenery. Courtesy of Dami Kim / Body and Brain Wellness

All About Location

Selecting an appropriate venue is part of the strategy for some planners, such as a venue with ample natural light and access to green spaces or views of nature, which can be both mentally and physically beneficial for attendees.

Workday held its 2023 Workday Rising event in San Francisco’s Moscone Center with some 15,000 attendees and is heading back there in 2025. Some of the wellness initiatives were tied to the company’s focus on sustainability. Missy Castro, senior event manager for Workday, says strategies implemented included having attendees walk from their hotels to Moscone Center as both a sustainability effort, as well as giving attendees a chance to build connections with each other along the way.

Workday had a wellness room adjacent to the expo floor which was programmed every day, including options for chair massages. “On one of the days, we did a sound bath, and on one of the days, attendees could get micro facials. That’s where we also housed the puppy playdate,” Castro says.

The conference also featured a sunrise Fun Run, which drew some 500 attendees. “We started the day in a positive light, and then the following morning, we did sunrise yoga in Moscone South on the second floor,” Castro says. “We were trying to get people to come together, build connections and have that not impact their journey on the expo floor.”

Workday offered a wellness center for attendees to decompress. There were meditation stools, a labyrinth, yoga blocks, roller balls and more. There were also 15-minute drop-in stretch breaks, as well as a tranquility zone with beanbags, lamp diffusers, a water fountain and peaceful music, according to Castro. Workday also offered a wellness center at this year’s Workday Rising held at the Mandalay Bay Convention Center in Las Vegas, with an outdoor aspect for fresh air and natural light.

Physical Activity Is Always Well Received

Noelle Mireles, senior manager, events, Lincoln International LLC, prioritizes wellness in the company’s client meetings and events. “What can I do that levels us up, while keeping the attendee in mind?” she asks.

Mireles cites one example of an experiential ski event for the company’s clients. Aside from setting them up with ski guides, when they came back from skiing, there was a wellness room for the participants thanks to a partnership with the hotel spa. The room included an oxygen bar to help with the altitude, healthy snacks, juice shots, a juice bar, chair massages, and other wellness-focused amenities.

“I do one women’s event per year, and we put a huge focus on wellness for that one,” Mireles says. “For their activity portion, we partner with the spa, adding in sound baths and expedited yoga – 15-20 minute stretch sessions.”

For an event Lincoln International held in Napa, they added a hike and an outdoor healthy lunch in a vineyard. Mireles says some of the attendees rented a pickleball court for an afternoon break.

One other element that Mireles uses to incorporate wellness is health-related swag, such as an oxygen boost and electrolyte packets, as well as sleep kits.

A Meeting of the Minds

Caesars Entertainment began offering its Wellness Menu earlier this year, which is a comprehensive selection of activities and services aimed at promoting holistic well-being for its clients. Planners can choose from a variety of options, including yoga sessions for all levels tailored to help build flexibility, strength and mindfulness.

“Our goal is to build strong partnerships with planners to support them in achieving their objectives and exceed their attendees and stakeholders’ expectations,” says Kelly Gleeson Smith, vice president of sales, Caesars Entertainment Meetings and Events. “By offering wellness food options, activities and speakers, the hope is that we are making it simpler to add these elements to their program and ultimately increasing the level of satisfaction and engagement for their attendees.”

Some of the mindful options on the Wellness Menu include meditation sessions. “Our selection of guided meditation sessions offers a tranquil space in an agenda for relaxation, stress reduction and inner-peace cultivation through various techniques like mindfulness and visualization,” says Gleeson Smith. “Sound baths, another highlight, envelop participants in soothing vibrations to release tension and restore balance.”

She adds that planners can also incorporate Emotional Freedom Technique (EFT) tapping sessions, which help address emotional issues and alleviate stress. There is also somatic breathwork, which empowers individuals to connect with their breath for emotional release and inner growth.

Wellness challenges curated in partnership with Heka Health encourage healthy habits and lifestyle changes and offer gamification opportunities, according to Gleeson Smith.

“Alongside all this, of course, is a selection of nutrient-rich foods nourishing the body, promoting overall health,” she says. “This holistic approach fosters a healthier and more balanced lifestyle for all participants and can certainly add unique, memorable connections to attendees and the overall success of an event.”

Caesars also offers access to leading wellness speakers and instructors who present talks and workshops on stress management, nutrition, mindfulness and personal development, Gleeson Smith says.

Speakers include Pandit Dasa, a former monk of 15 years who is now an expert in workplace culture, mindful leadership and well-being. Sepideh Eivazi, founder of Dawn of the Earth, brings a holistic approach to wellness, blending Somatic Breathwork and custom tea blending to events. As a member of the Breathe Initiative at the Global Wellness Institute, Eivazi advocates for the power of breathwork and integrates Emotional Freedom Techniques for transformative journeys, according to Gleeson Smith.

Nolan Nichols, founder of A Million Dreams, specializes in interactive keynotes and workshops aimed at increasing workplace belonging and personal well-being. Nolan’s expertise lies in storytelling, fostering connection, embracing diversity and delivering impactful content for Fortune 500 companies and beyond.

Dami Kim, a Tao guide, brain education trainer and consultant, Certified Life Coach, and Certified Brain Management Consultant, offers a menu of wellness options planners can choose to incorporate through Body & Brain Wellness, where she is Director of Corporate Wellness.

Kim and her team offer aura readings for opening receptions, which serve as an ice breaker, and help attendees to relax. “During reception time, people like to mingle, and they want to have some ice breaking time. That’s when we bring in our wellness component for the first time,” she says.

Body & Brain offers classes that are accessible to all participants, such as brain tapping, stretching and balance challenges. “We do very simple exercises, but their mind needs to focus, so the practice is constantly getting the mind to feel the body. When you feel the body, you feel energy. You can see how much stress goes out of the body during the energy training.”

The company recently worked with a trade show with 9,000 attendees which set up an open space wellness area where attendees could come at their convenience to take a break. Body & Brain had four different stations of aura reading and offered 15-minute brain breaks for attendees so they could refresh before heading into meetings. There are also options to incorporate sound healing experiences and Tai-Chi at meetings or events, as well as organize wellness retreats and team-building options.

Planning the wellness aspect of a meeting or event ahead of time can help minimize stress and burnout among participants and boost attendee retention. After the event, sharing wellness resources and collecting feedback can also help improve future experiences. C&IT