38 minute read
USAEXtra 11.4.24
from USAEXtra 11.4.24
by USAENEWS
ASAE Urges Presidential Campaigns to Prioritize Associations in Policies
By Todd McElwee
A few weeks out from Election Day, ASAE delivered letters to both presidential campaigns urging them to recognize and prioritize the contributions of trade and professional associations in their policy agendas.
The sector’s economic impact, research and innovations were mentioned as well as concerns about lingering tax matters.
“We welcome the opportunity to engage in further discussions with both campaigns to explore how associations can contribute to the economic, social and workforce priorities of the next administration,” said Michelle Mason, FASAE, CAE, President & CEO, ASAE.
ASAE highlighted the pivotal role associations play in strengthening the nation’s workforce and economy. According to research conducted for ASAE by Oxford Economics earlier this year, associations account for more than 1 million jobs, generating more than $71 billion in wages, and hold more than 272,000 events every year that attract nearly 52 million participants and generate $42 billion in spending. Associations also pay almost $28 billion in federal, state and local taxes each year, and events generate an additional $7.5 billion in taxes.
“Beyond economic contributions, associations provide indispensable services to millions of Americans, offering professional development, industry guidelines and standards, and innovative research that fuel growth in virtually every sector,” Mason said. “These organizations empower small businesses, advance workforce skills, and advocate for the well-being of the communities they serve.”
The letter also addresses uncertainty surrounding future tax policies, given that sweeping tax breaks established in the 2017 Tax Cuts and Jobs Act are set to expire in 2025. ASAE is sounding the alarm that the tax-exempt sector could be targeted by lawmakers to help offset the cost of tax legislation. It warned both campaigns that changes to the tax treatment of association revenue streams would severely impact associations’ missions and the public benefits derived from their activities.
“Any alteration of the tax-exempt status of nonprofit associations could disrupt the critical work of these organizations, diverting valuable resources away from mission-focused activities and forcing associations to reduce services that benefit the industries, professions, and communities they serve,” Mason said. “Thousands of associations go above and beyond their everyday missions, positively impacting society. Impeding their work with burdensome new taxes would have a cascading negative effect on them and the millions of members who rely on them.”
HSMAI Appoints Brian Hicks as President and CEO
By Jordan Bradley
The Hospitality Sales and Marketing Association International (HSMAI) announced on October 28 that it has welcomed Brian Hicks as its newest President and CEO.
Most recently, Hicks served as Sr. Vice President of Commercial & Revenue Management for the Americas. He steps into the role effective November 4.
Hicks, who follows the late Bob Gilbert, is just the fifth CEO for the association in its almost 100-year history. Hicks has been an active member of HSMAI for about 10 years, and has served on the HSMAI Europe Revenue Management Advisory Board, the Americas Revenue Management Advisory Board, and the Americas Board of Directors. Hicks told USAE that he is still fleshing out his top priorities for the organization, but he concedes that the organization is “in amazing shape,” in large part because of Gilbert’s leadership and his legacy of “genuine care” for his colleagues in hospitality sales and marketing.
“I think you can’t be at the helm of an organization like [HSMAI] for 30 years and not have your personality just blended into the organization,” Hicks said of Gilbert’s legacy at HSMAI.
“So I’m excited to jump in on that because it’s certainly been a big part of my career success in terms of making those connections and so continuing that legacy and continuing those connections will definitely be something that’ll be top of mind.”
As Hicks has been contemplating his priorities, a handful have already stood out to him, including “making sure the organization stays relevant to its members.” In this vein, Hicks recalled the wave of fax machines that suddenly took up residency in every business room following their invention.
“A year later, those were just paper weights,” Hicks continued. “So there are a lot of [trends] that come and go; I think being able to make sure that you stay true to the truly relevant needs of the industry [is important] so that people keep coming back for more.”
Hicks is also interested in focusing on evaluating and adjusting the way that HSMAI approaches partnerships in other industries to better benefit members, building on the association’s momentum in education and mentoring for the next generation of hospitality sales and marketing professionals, and cultivating diversity in rising leaders.
Hicks is one of the lucky few who discovered a passion for their chosen professions at a young age, describing to USAE the moment he “got the travel bug” as a young teen. A graduate of the University of Wisconsin-Stout, Hicks earned a degree in Hotel & Restaurant Management before graduating and taking his first post-grad job with The Ritz Carlton Hotel Company in Atlanta.
“I spent the first probably three to four years of my career working in housekeeping, and I loved it,” Hicks said. “It was the hardest working job in the hotel, and that’s why I did it—because it’s such a linchpin in the hotel working extremely well.”
Hicks has spent more than 30 years in hospitality, holding leadership roles with IHG Hotels and Resorts throughout Europe, the Middle East, Asia, and the Americas, during which time, Hicks launched the “revenue management for hire” program. He also acted as Chief Operating Officer of TMI Hospitality, a Starwood Capital subsidiary.
Hicks told USAE he is looking forward to stepping into his new role leading HSMAI. As he has reflected on his previous roles in leadership, challenging circumstances come top of mind, Hicks said.
Hicks was in New York City during the September 11, 2001, attack on the Twin Towers, worked through the financial crisis with a team in the United Kingdom “that had been decimated because there was no revenue” for support, and, of course, weathered the Covid pandemic.
“I think for me the biggest thing that I’ve learned through all of these challenges is what my leadership style truly is, which is I’m extremely transparent as a leader and I thrive on building the trust of my team,” Hicks said.
Justice Department Supports Consumers in Vegas Hotel Price-Fixing Suit
By Jordan Bradley
The U.S. Department of Justice (DOJ) filed a friend-of-the-court brief on October 24 supporting consumers who have sought legal ramifications for alleged price fixing at Las Vegas hotels.
The letter is in response to a Nevada federal judge’s May dismissal of a proposed class action lawsuit initially filed in October last year. The suit alleged that major hotel chains in Las Vegas—including Wynn Resorts and Caesars Entertainment—had worked with software developer Cendyn to collude on artificial price inflation of hotel room rates.
“The joint use of pricing algorithms by competitors presents new dangers to the free market and, in some circumstances, violates Section 1,” the department said in the brief.
Lawyers from the department said in the brief sent to the 9th U.S. Circuit Court of Appeals that the DOJ “has a strong interest” in the correct application of Section 1 of the Sherman Act, which prohibits agreements or contracts that restrain trade or commerce. According to the DOJ, pricing algorithms have the potential to do this.
The initial class action suit alleged that in order to use Cendyn’s pricing software, hotel companies were required to share sensitive company data that resulted in artificially inflated hotel room rates.
“Pricing algorithms can process more information more rapidly than humans aided by prior communications technologies,” the briefing read.
“For this reason, such algorithms can increase the means and opportunities for collusion among competitors.”
The briefing also said the federal judge on the case, Chief U.S. District Judge Miranda Du, who dismissed the proposed class action from consumers in two separate instances, made legal errors in the ruling.
As part of her reasoning for dismissing the proposed class action, Du said that while defendant hotel companies may have been recommended price points for their hotel room rates, they were not required to use them, according to the DOJ’s filing.
In her May dismissal, Du “reasoned that, because the hotels were not ‘required to accept the prices that [Cendyn’s products] recommend to them,’ they ‘have not agreed to restrain their ability to price their hotel rooms in any way,’ and so it ‘cannot be that the vertical agreements … restrain trade.’ This was error,” the department said.
Plaintiffs are not required to show “simultaneous action” in order to allege price-fixing, and agreements to establish a starting price between competitors are illegal whether or not there is an agreement on final prices, the 45-page brief states.
A federal judge in New Jersey dismissed a similar price-fixing suit against hotel operators in Atlantic City with prejudice on September 30.
AHLA Foundation Distributes Almost $1M in Scholarships
By Jordan Bradley
The giving arm of the American Hotel and Lodging Association, the AHLA Foundation, distributed its 2025 scholarships on October 24, awarding $944,000 to 369 hospitality students throughout the United States.
Each year, the AHLA Foundation awards scholarships to students who self-nominate, as well as to students who are nominated by their universities.
This year, the Foundation launched a new pilot program for freshman college students at three community colleges: Frederick Community College in Frederick, Maryland; Northampton Community College in Bethlehem, Pennsylvania; and Valencia College, in Orlando, Florida, awarding more than $30,000 in scholarships to more than 20 students.
The pilot program is “part of an effort to increase interest and enrollment within their respective hospitality programs,” the foundation said.
Scholarships for students pursuing careers in hospitality “have been the bedrock” of the foundation since it was first established in 1953 as it works to support the future leaders of the hospitality industry, the organization said.
“Scholarships are an integral part of the Foundation’s commitment to elevating, educating, and empowering individuals as they pursue careers in the hotel industry,” said Anna Blue, President of the AHLA Foundation. “These scholarships make it possible for the next generation of leaders to find their place in hospitality.”
For more information, visit ahlafoundation.org
Justice Department Supports Consumers in Vegas Hotel Price-Fixing Suit
By Jordan Bradley
The U.S. Department of Justice (DOJ) filed a friend-of-the-court brief on October 24 supporting consumers who have sought legal ramifications for alleged price fixing at Las Vegas hotels.
The letter is in response to a Nevada federal judge’s May dismissal of a proposed class action lawsuit initially filed in October last year. The suit alleged that major hotel chains in Las Vegas—including Wynn Resorts and Caesars Entertainment—had worked with software developer Cendyn to collude on artificial price inflation of hotel room rates.
“The joint use of pricing algorithms by competitors presents new dangers to the free market and, in some circumstances, violates Section 1,” the department said in the brief.
Lawyers from the department said in the brief sent to the 9th U.S. Circuit Court of Appeals that the DOJ “has a strong interest” in the correct application of Section 1 of the Sherman Act, which prohibits agreements or contracts that restrain trade or commerce. According to the DOJ, pricing algorithms have the potential to do this.
The initial class action suit alleged that in order to use Cendyn’s pricing software, hotel companies were required to share sensitive company data that resulted in artificially inflated hotel room rates.
“Pricing algorithms can process more information more rapidly than humans aided by prior communications technologies,” the briefing read.
“For this reason, such algorithms can increase the means and opportunities for collusion among competitors.”
The briefing also said the federal judge on the case, Chief U.S. District Judge Miranda Du, who dismissed the proposed class action from consumers in two separate instances, made legal errors in the ruling.
As part of her reasoning for dismissing the proposed class action, Du said that while defendant hotel companies may have been recommended price points for their hotel room rates, they were not required to use them, according to the DOJ’s filing.
In her May dismissal, Du “reasoned that, because the hotels were not ‘required to accept the prices that [Cendyn’s products] recommend to them,’ they ‘have not agreed to restrain their ability to price their hotel rooms in any way,’ and so it ‘cannot be that the vertical agreements … restrain trade.’ This was error,” the department said.
Plaintiffs are not required to show “simultaneous action” in order to allege price-fixing, and agreements to establish a starting price between competitors are illegal whether or not there is an agreement on final prices, the 45-page brief states.
A federal judge in New Jersey dismissed a similar price-fixing suit against hotel operators in Atlantic City with prejudice on September 30.
AHLA Appoints Rosanna Maietta as President and CEO
By Jordan Bradley
The American Hotel and Lodging Association (AHLA) announced on October 31 that it has appointed Rosanna Maietta as its new President and CEO.
Maietta will take office on November 14. She previously acted as President and CEO of AHLA’s giving arm, the AHLA Foundation, and as Executive Vice President of Communications and Public Relations at AHLA, bringing “a deep understanding of AHLA’s mission, operations, financials, and people,” the association said.
Most recently, Maietta served as the Chief Communications Officer and Sr. Counselor to the CEO at the American Clean Power Association (ACP). During her time with the ACP, Maietta “tripled the size” of her communications, marketing and events, and business development team, “significantly” growing event revenue, AHLA said.
“I am excited to be returning to AHLA and reconnecting with the brilliant team and colleagues I had the privilege of working with,” Maietta said.
“We are delighted to be welcoming Rosanna back to AHLA to lead this dynamic organization,” said Kevin Jacobs Chair of AHLA, and CFO and
President of Global Development for Hilton. “AHLA is in a strong position of stability and strength, with an engaged membership, successful advocacy program and a talented and dedicated team. With Rosanna’s reputation as an astute leader and strategist and her proven track record of advancing core missions, evolving organizations, and achieving strong financial outcomes, I am confident that she is the right leader to build on AHLA’s momentum.”
In Maietta’s onboarding announcement, AHLA thanked Kevin Carey, the association’s former interim President and CEO, who had been leading the organization since early March following the departure of Chip Rogers.
Carey’s “steady leadership was instrumental in maintaining focus within AHLA during a period of transition, elevating employee morale, and achieving new heights in member satisfaction,” the association said.
Maietta was selected as the AHLA’s new President and CEO following a “thorough and comprehensive search conducted over the last several months,” AHLA said.
The AHLA Search Committee was chaired by Mitch Patel, who described Maietta as “a creative and inspiring leader and a persuasive communicator with the capacity to build lasting relationships and alliances.”
“Rosanna will bring a fresh, strategic approach that will be instrumental in advancing AHLA’s mission,” Patel said. “Simply put, we are thrilled to welcome Rosanna back to AHLA as our President and CEO.”
“This organization and industry hold a special place in my heart, and I am eager for the opportunity to lead it into a new chapter of growth and engagement,” Maietta said. “Working alongside the officers and board, I am confident that together we will build on our past successes and accelerate this thriving industry on behalf of our members.”
L.A. Council Committee Advances Hotel Worker Wage Ordinance
By Jordan Bradley
The Los Angeles City Council’s Economic, Community Development and Jobs Committee unanimously approved a measure that would increase hotel and airport worker minimum wages up to $30 by 2028 in an October 23 meeting.
The proposal—which comes at a time when hotel workers across the United States are striking to demand higher wages and better benefits— would increase the minimum wage for hotel workers at hotels with more than 60 guest rooms in the city from $19.73 per hour to $25 by 2025, and an additional $8 per hour in health care benefits provided by employers.
The vote from the committee will push the measure to the full council for approval.
During the October 23 hearing of the committee, Councilwoman Imelda Padilla raised concerns regarding the increase in health care benefits, but ultimately the measure was passed.
In September, Sharon Tso, Chief Legislative Analyst for the City of Los Angeles, in partnership with Berkeley Economic Advising and Research (BEAR), released a report on the potential impact of the proposed wage increase on the city’s economy. According to the committee, the study concluded the wage increases would “significantly improve equity of both compensation and benefits for workers in the targeted sectors.”
The Hotel Association of Los Angeles (HALA) disagreed, calling the proposed ordinance harmful to the city’s hospitality industry, and asked the Chair of the Trade, Travel and Tourism Committee, Traci Park, to “reject” the analysis and Tso’s recommendations related to it in a September 17 letter.
In the letter, the association said the BEAR analysis lacked “historical context on how previous wage increases were implemented,” and noted that the first Living Wage Ordinance passed in 2013 was introduced into a Los Angeles with “booming” travel and tourism industries.
“Los Angeles’ hotel industry provides thousands of good-paying jobs while generating millions of dollars in local taxes and billions of dollars in economic activity for the region—but tourism still has not full returned to pre-pandemic levels,” said Jackie Filla, President of HALA, in a statement to Los Angeles Times.
The Asian American Hotel Owners Association (AAHOA) released a statement in opposition of the proposed wage increase in an October 21 release, calling the economic impact study cited by the committee “fundamentally flawed.”
“I have a very serious concern [about the study presentation]. [The study] is majorly flawed,” said Kamalesh (KP) Patel, AAHOA Vice Chairman, at an October 16 hearing held by the committee. “There is zero understanding of the difference between hotels—high-end, full service, and limited service. These people are asking for their fair shake. We are asking to be heard properly. Limited-service properties do not offer the same services that full-service hotels offer and should not be treated as such.”
Critics of the proposal claim it would discourage hotel construction in the city and result in job loss for the hospitality sector.
Mark Davis, Chair of the HALA Board of Directors and CEO of Sun Hill Properties, a development company seeking to build an 18-story addition at the site of the Hilton in Universal City, said his company had started to consider other locations for development because the hospitality industry in Los Angeles “is the target of wage and workplace requirements that no other industry is subject to.”
“If we pull our new hotel development it will be a real sad loss for Los Angeles in construction jobs, permanent jobs, sales and transient occupancy taxes,” he said.
Several hotel workers, including Kurt Petersen, Co-President of local hotel worker union, Unite Here Local 11, spoke in support of the measure, asking the committee to pass the proposal on to the city council, and relating their struggles to keep up with skyrocketing rent and living expenses in Los Angeles.
During the October 23 meeting, the committee’s council members noted that the details of the proposal could change moving forward, especially where it concerns smaller hotels, and that the committee was seeking more information about the costs of the measure on local businesses, and ways to support hoteliers through the transition should the measure be enacted.
Tech Associations Challenge Constitutionality of Florida Social Media Law
By Todd McElwee
Citing First Amendment rights, the Computer & Communications Industry Association (CCIA) and NetChoice filed a lawsuit October 28, challenging the constitutionality of HB3—a Florida internet law they say restricts users’ access to lawful content.
The tech associations are asking a federal court in Tallahassee for an injunction to block the legislation from taking effect on January 1.
“This social media law infringes on the First Amendment rights of both minors and adults by creating significant barriers to accessing online information that every American, including minors, has a right to see,” said Stephanie Joyce, Sr. Vice President and Chief of Staff, CCIA. “Protecting children online is an important goal that CCIA shares with legislators, and the far better way to ensure their protection is to give parents the information and tools they need to shield their children from unsuitable content, as digital services providers already have done for decades.”
On March 25, Gov. Ron DeSantis signed HB 3, which prohibits children under the age of 14 from becoming social media account holders and allows 14- and 15-year-olds to become account holders with parental consent. The state said the bill also protects the ability of Floridians to remain anonymous online and requires pornographic or sexually explicit websites to use age verification to prevent minors from accessing sites that are inappropriate for children.
“Social media harms children in a variety of ways,” said DeSantis. “HB 3 gives parents a greater ability to protect their children. Thank you to Speaker Renner for delivering this landmark legislation.”
In addition to the age restrictions, the co-plaintiffs argue HB3 is unlawful because it covers only websites that minors like to use regularly, effectively punishing them—and their favorite websites—In a manner wholly inconsistent with the First Amendment. They added it endangers adults’
access to lawful content by imposing harsh sanctions to punish websites when they are deceived into creating an account for a minor and restricts the First Amendment rights of websites to display lawful content.
“Florida House Bill 3 is the latest attempt in a long line of government efforts to restrict new forms of constitutionally protected expression based on concerns about their potential effects on minors,” the complaint said. “Books, movies, television, rock music, video games, and the Internet have all been accused in the past of posing risks to minors. Today, similar debates rage about ‘social media’ websites.”
The lawsuit goes on to read: “These debates are important, and the government may certainly take part in them. But the First Amendment does not take kindly to government effort to resolve them. The Constitution instead leaves the power to decide what speech is appropriate for minors where it belongs: with their parents.”
U.S. Travel’s Future of Travel Mobility Conference Coming to D.C.
By Todd McElwee
Delving into what’s coming down the road for its namesake industry, U.S. Travel Association will host its fourth annual Future of Travel Mobility conference on November 20 at Union Station in Washington, D.C.
Organizers said the event helps shape the next decade of seamless, secure, and sustainable travel in the nation.
“Join us in shaping a future where travel to and within the U.S. is synonymous with efficiency, security, and a seamless traveler experience, ensuring we’re not just prepared for the future of travel, but actively defining it,” U.S. Travel said.
The program will look at creating frictionless travel experiences, including the streamlined visa processes and new investments in security protocols to efficient and sustainable airport operations. Expert speakers will discuss solutions in biometrics, AI-driven systems, and advanced screening technologies that promise to transform every touchpoint of the traveler’s journey.
Three fundamental questions are listed on the event’s website:
• How can the U.S. transform its travel infrastructure to deliver a world-class, frictionless experience for the travel demand expected in the coming decade?
• How will AI and emerging transportation technologies reshape the travel landscape over the next decade?
• What innovative strategies and technologies are airports implementing to support widespread electrification and diverse energy infrastructure?
Featured speakers include David Pekoske, Administrator, Transportation Security Administration; Amy Hopfinger, Chief Strategy and Planning Officer, FIFA World Cup 2026; Dara Khosrowshahi, CEO, Uber; Geoff Freeman, President & CEO, U.S. Travel Association; Tammy Blount-Canavan; President & CEO, Visit Seattle; and many others. In addition to a variety of educational sessions and networking opportunities, the Future of Travel Mobility conference will include a Congressional Reception.
“As the nation prepares to welcome millions of visitors for global events like the 2026 World Cup and 2028 Olympics, the event convenes business leaders across travel, transportation, aviation and more with policymakers to enhance U.S. competitiveness in an era of surging travel demand,” U.S. Travel said.
The conference coincides with U.S. Travel’s Fall Engagement Week from November 19–21, which also features board meetings and the Hall of Leaders Dinner and Celebration.
Destinations International Releases Brief on Workforce Diversification and Retention
By Jonathan Trager
Destinations International (DI) has issued an industry brief that highlights the importance of diverse talent attraction and succession planning in the industry while also outlining commitments to accelerate progress.
“Addressing Workforce Diversification and Retention in the Travel Industry” was released at DI’s 2024 Social Inclusion Summit on October 28. The brief highlights the importance of inclusion and indicates how DI intends to address these issues both in the short and long term through a commitment to diversification and retention of people of color, underrepresented identities, and abilities in the U.S. travel industry.
“Diverse workplaces create lasting community impact by representing the varied perspectives and experiences of their residents; further, they can experience greater productivity and innovation that translates into positive business outcomes,” the association stated in an email announcing the brief. “Destination and industry organizations lacking the skills and strengths that come with diverse talent and may struggle to connect with the communities they serve, ultimately impacting their overall success and sustainability.”
The document outlines five core DI commitments for 2025–2027 as part of its 10-year vision: engaging youth and developing a pipeline of talent, retaining current diverse professionals in the industry, highlighting stories that represent diverse leadership, partnering and aligning with industry organizations, and creating a workforce celebration day.
The 2023 Destinations International Social Inclusion Survey on Destination Organizations, an analysis of data collected from destination organization professionals, found that 73% of respondents expressed the desire for greater cultural diversity within their organizations, only 61% of the destination organizations represented aimed to expand diversity at all leadership levels, and just 24% had initiatives for targeted development of diverse employees.
“A diverse workforce is essential to the continued growth and success of the travel industry,” said Sophia Hyder Hock, DI Chief Inclusion Officer. “Destinations International is committed to the diversification and retention of people of color, underrepresented identities, and abilities. This industry brief details our deliberate approach to setting goals and metrics for DI’s own initiatives through 2027, and our objective of aligning with the industry to expand to an industry-wide effort from 2028 to 2035. We believe this approach provides the foundation to proactively influence how the travel industry can work together to achieve real and measurable progress on workforce participation and retention.”
DI will develop similar briefs for Canada and elsewhere, recognizing the distinct cultural differences of its member regions.
The complete report is available at destinationsinternational.org
Austin Convention Center Project Won’t Include New Hotel
As Closure Looms, Downtown AT&T Center Announces Renovation
By Jonathan Trager
City officials in Austin, Texas, have stated that including a proposed hotel in the effort to erect a brand new convention center isn’t feasible given the project’s timeline.
The current Austin Convention Center will be shuttered on April 1 and razed in order to construct a much larger facility at the site, which is slated to open in 2029.
Trisha Tatro, Director of the Austin Convention Center Department, said in a memo to the city council that accommodating a hotel development would add at least eight to 10 months and $16 million to the project.
“The priority and need at this time is the current expansion and the ability to accommodate another future expansion down the road should we need it,” said Tom Noonan, President & CEO of Visit Austin, according to the Austin Business Journal. “In 20 years, we don’t want to find ourselves in the same situation we are in now.”
Meanwhile, Austin will have no main convention facility for four years, and hotels downtown are preparing for that reality.
Downtown Austin’s AT&T Hotel and Conference Center, situated on the campus of the University of Texas, on October 10 announced its own renovation set to begin in Spring 2025.
The $30 million project will focus on modernizing the hotel’s 85,000+ square feet of meeting space.
“It’s about evolving our space to better serve our guests while honoring our connection to the university and Austin’s unique culture,” said Alison Berg, General Manager of AT&T Hotel and Conference Center. “We’re excited to provide an elevated experience that blends tradition and innovation.”
The renovation is scheduled for completion by summer 2025, with the hotel and conference center remaining open throughout. This will enable the hotel to offer “campus-style mini wides” in collaboration with local partner hotels in the University Hotel Collection, according to the facility.
The city is also seeking to mitigate the economic impact of the convention center closure by implementing a Tourism Public Improvement District (TPID). A 2% nightly room fee would be levied at hotels within the district, which is expected to generate slightly more than $20 million annually for destination marketing.
The Austin City Council approved the concept of the TPID in September 2023, but the measure had to garner enough support from the local hotel industry before it could head back to the city council for final approval. The council is expected to take up the matter before the end of the year.
USAExchange
Conversation with Paul Beirnes, Vice President, Amelia Island CVB
By Jonathan Trager
Amelia Island, Florida, has recently received numerous awards as a premier island destination. These include #1 Best Island in the World (Global Traveler Reader’s Choice Awards 2024); #2 U.S. Island (2024 Travel & Leisure’s World’s Best Awards); and #4 “Top Island” in the U.S. (Condé Nast Traveler’s 2024 Readers’ Choice Awards). The island offers two main meeting properties: The Ritz-Carlton Amelia Island (48,000 sq. ft. of total meeting space) and Omni Amelia Island Resort (80,000 sq. ft. of total meeting space). USAE chatted with Amelia Island CVB’s Paul Beirnes about why this small destination just off the northeast coast of Florida is drawing so much attention.
USAE: What do all the accolades that Amelia Island has recently received demonstrate about the island?
Beirnes: When you look at some of the major destinations that get many millions of visitors, it’s not surprising they’re high on people’s consideration lists. What speaks volumes is when a small destination like ours is able to penetrate the top ratings by readers from around the world. Once you experience it, you realize this is a unique gem. It’s not a faux destination with a replication of a 200-year-old downtown village, that’s what we have. For us to have received such elevated accolades, we’re very proud of that. As brand stewards, we want to promote the destination without breaking the back of what it’s known for, such as the charm of wide open spaces and commitment to environmental sustainability.
USAE: The destination’s tagline is “It’s an Island Thing.” What is meant by that?
Beirnes: It’s pretty much a state of mind. One of the things that set us apart is you have to come to northern Florida to experience southern hospitality. We’re an undeveloped area of the state that offers southern hospitality and kindness. It’s been a cherished destination that brings people together and yet at the same time it feels like it’s a million miles from the rest of the world. Once you arrive on the island things become much more laid back and more put into perspective—the southern hospitality of those who live here help boost that along. It allows you to disconnect from your day to day, and for a meeting that’s what you want to do. It’s a great location to cleanse the mental palate and look at your challenges with a much greater sense of clarity.
USAE: What is special about marketing an island destination?
Beirnes: There’s something very romantic about an island. Having a body of water completely surrounding you, there’s a physical barrier there while still being accessible across a bridge. You see miles of uninterrupted white sand beaches, no visible skyline, no nearby hustle and bustle of transit and freeways. It’s like hopping a flight and as soon as the wheels leave the ground, you know you’re going to a different location. It certainly plays into the Jimmy Buffet mindset, and going through the center of Amelia Island is AIA, which has been renamed Jimmy Buffet Memorial Highway.
USAE: What should people know about Amelia Island that they don’t already know?
Beirnes: Everyone likes to go to more familiar destinations because it’s muscle memory, but it doesn’t have to be a conversation about going back to the same old destination. Don’t underestimate the power of a destination that might not be on your radar now. If you look at some of the accolades that we have achieved, clearly others recognize our credibility. We invite people to come experience Amelia Island for themselves, and I guarantee they’re going to want to come back year after year.
Women Leading the Way
Destination Salem’s Ashley Judge Is ‘Obsessed’ with User Experience
By Jordan Bradley
Fire burn, and cauldron bubble. By the pricking of her thumbs, Ashley Judge, Executive Director of Destination Salem, knows that 50% of the Massachusetts town’s annual influx of visitors this way come.
For those unfamiliar, Salem is an extremely popular destination throughout the fall—especially on Halloween— due to its macabre history involving the Salem Witch Trials of 1692.
Judge has been in her position with Destination Salem for just 90 days, she told USAE. In that time, she said she has been impressed by the efficiency of the small New England town of 45,000 as it prepares to host the approximately 150,000 visitors it expects to see this Halloween.
“In my first Halloween as Executive Director, I’ve been truly impressed by how the city brings together all the collaborative partners—from the police and city hall to local arts organizations and transportation services,” Judge said. “This seamless communication and coordination among diverse stakeholders have made it possible to navigate the challenges of a bustling season while enhancing the visitor experience.”
Judge has been a resident of Salem since 2011 and is Massachusetts born and bred. She grew up in Sharon, attended the University of Massachusetts Amherst, and lived in Brighton and Medford prior to moving to Salem, the place Judge now considers her “chosen home.”
“In my professional journey, I’ve had the privilege of meeting thousands of individuals across the country,” Judge said in a July 23 announcement of her appointment to Executive Director of Destination Salem. “I can’t recall a single instance where mentioning that I reside in Salem didn’t elicit excitement and enthusiasm for this remarkable city.”
During her 13 years as a Salem resident, Judge has been an active ingredient in the cauldron of the community, contributing her time to The Salem Pantry Board and Marketing Committee where she initiated the October Club program, “which united local businesses to leverage tourism for community benefit,” according to Destination Salem, and was appointed as a Salem Board of Trust Fund Commissioner in 2022.
The spirit of the October Club initiative is collaborative, Judge said. It invites businesses to participate by designating special items that when purchased throughout its namesake month contribute funds directly to The Salem Pantry, benefiting those who live in Salem year round.
Judge calls the inception of the ‘Club’ a “serendipitous experience” that shone a light on the real-world impact tourism dollars can have on community stakeholders—“even before I took on this role,” she said.
Before joining Destination Salem, Judge founded Always Fits, a direct-to-consumer e-commerce company that specialized in curated gift boxes that “made me obsessed with user experience, “where even small details can make a significant impact,” she said.
This obsession with details is something Judge carries into her role with Destination Salem, she said, “focusing on how visitors, advertisers, and locals interact with our tools, such as our website and apps. It’s about enhancing every touchpoint to create a more enjoyable experience for everyone involved.”
Ahead of the event, social media posts to the Destination Salem Facebook page offer up important information, encourage travelers to plan to use public transportation and public port-o-john’s, and remind guests that the city is “super walkable,” all while maintaining a friendly and inviting demeanor.
Judge told USAE she is squarely in her “listening phase” with Destination Salem, harnessing the power of social media to learn from community groups on Facebook about the experience of being a visitor to Salem.
“They ask and answer questions, often generating thousands of thoughtful responses on a single topic. This dialogue offers valuable insights for our organization, and I believe we can better meet people where they are by delivering information in the authentic ways they seek it,” Judge said.
Looking ahead, past the prime of a doorstop pumpkin, Judge is eager to apply all of what she’s learning about Salem and “develop new initiatives and partnerships that highlight Salem’s appeal beyond October, allowing us to showcase our cultural richness throughout the year.”
Final Word
The Georgia World Congress Center, 50 Years Later
As we approach the 50th anniversary of Georgia World Congress Center, we are celebrating the remarkable legacy of the Congress Center and our iconic campus, which also includes Mercedes-Benz Stadium, Centennial Olympic Park, and Signia by Hilton Atlanta hotel. Who would have thought 50 years ago that GWCC would be the catalyst for welcoming over 100 million visitors to Atlanta?
Atlanta continues to draw everything from high-profile sporting championships to the nation’s top conventions and entertainment spectacles in part due to our campus, which is a uniquely interconnected environment built for hosting events of any size. Our exceptional layout, one of the largest in the country, allows us to seamlessly meet the needs of diverse gatherings, solidifying Atlanta’s place on the national stage.
One of my favorite examples of this was during Super Bowl LIII, as our campus was in the national spotlight for 10 days. All eyes were on Mercedes-Benz Stadium as the New England Patriots beat the Los Angeles Rams 13-3, in front of 70,081 fans.
More than half a million guests experienced events on our campus, including the Super Bowl Experience at GWCC and Super Bowl Live, a free six-day fan village at Centennial Olympic Park. In total, 87% of official Super Bowl events took place on our campus.
GWCC’s campus kicks off 2025 with a wide-ranging lineup that includes two high-profile college football events in the Chick-fil-A Peach Bowl and the College Football Playoff National Championship and legacy customers IPPE, Lil’ Big South Volleyball, Cheersport, Hinman Dental, and the Atlanta Boat Show. We are also are welcoming the Dallas Safari Club
Convention as GWCC will serve as its home for the next five years. Along with so many other customers who call GWCC’s campus home, we are preparing to host the world in 2026 as a site for eight FIFA World Cup matches; we will host our fourth Super Bowl in 2028 (the second at Mercedes-Benz Stadium); and our fourth Men’s Final Four in 2031.
The Georgia World Congress Center campus is proud to anchor the city’s booming hospitality district, and why Atlanta continues to host the industry’s (and the country’s) top events. With exciting developments ahead and the warmth of Southern hospitality at every turn, we invite you to visit soon and experience why GWCC is the premier location for world-class events.
Boston, A City of Innovation
Boston is a constantly evolving epicenter of learning and innovation. The destination is one that inspires currents of thought leadership and an energy that cannot be replicated elsewhere. As a meeting destination, Boston offers a wide variety of hotels, two convention centers, creative off-site event venues and 23 easy to navigate neighborhoods teeming with vibrant cultural, culinary, and commercial offerings.
An array of experiences, venues and infrastructural assets that make Boston ideal for meetings and events. The two convention centers, the John B. Hynes Veterans Memorial Convention Center in Back Bay and the Boston Convention & Exhibition Center in the Seaport, book end the city. New entertainment venues such as MGM Music Hall, Big Night Live and Roadrunner join iconic institutions such as Fenway Park, the Boston Public Library, and Institute of Contemporary Art as unique and memorable spaces to host events. The city’s hotel inventory offers product across all categories from luxury to lifestyle brands.
The city is recognized across the globe as an unparalleled center for education, technology, and life sciences. Known as the “Athens of America,” Boston’s prestigious medical and educational institutions cultivate an ecosystem of creativity and intellectualism. Groups that meet in Boston and Cambridge have access to the ever-expanding network of world-renowned businesses and institutions that call the destination home.
And it has never been easier to get to Boston. With direct nonstop service from more than 80 domestic and 60 international destinations, the city is the gateway to Massachusetts and New England. Logan International Airport is also a mere 15 minutes from downtown via car, subway, or ferry service.
Allow the Meet Boston sales team, together with its hotel and venue partners, to collaborate on an unforgettable event. Ask about the Meet Smart in Boston Incentive which offers clients 10% Off the Master Account for meetings taking place in Q1 20242027. Click here to learn more about this program. To get directly in touch with the Meet Boston Sales team, please email sales@meetboston.com
Discover Saratoga
Let’s meet in Saratoga. Saratoga is a vibrant destination and perfect meeting location to dazzle guests. Experience the charm, thrill, and convenience of meeting in Saratoga. Discover a four-season destination for all your meeting, convention, and event needs . With state-of-the-art venues, vibrant dining and unforgettable attractions, your meeting or event will Spring into Success in Saratoga County, NY.
Saratoga offers a variety of unique meeting options, including historic museums, sporting venues, and full-service conference facilities. Arts and culture, historic sites, and award-winning golf create the perfect setting to combine business and pleasure. Choose from a wide-range of unique meeting venues—from spacious museums and Victorian buildings to state-of-the-art meeting facilities and hotel properties.
Saratoga Springs City Center
Let our destination experts save you time and help you create an extraordinary meeting experience by utilizing our complimentary services. Submit a Request for Proposal to our events team and share the details of your event. Let us make your next meeting, convention or event one your guests will never forget. For more information, visit DiscoverSaratoga.org or contact Mary Jo Janis, Vice President, Convention Sales & Services (518) 584-1531 ext. 105 or email maryjo@discoversaratoga.org
USAE
Publisher James Heller james@usaenews.com
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Hotel Editor Jordan Bradley jordan@usaenews.com
Creative Director Diane Nichols dkn@usaenews.com
Marketing and Circulation Director Christy Pumphrey christy@usaenews.com
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