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USAEXtra ASAE Annual Meeting Issue

V O L U M E 4 | ISSUE 4

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For the last two years, Visit Indy has brought together more than 50 community leaders on a monthly basis as part of its ASAE Local Organizing Committee. The group met inside the Indiana Convention Center on August 6 for the final time ahead of hosting the ASAE Annual Meeting & Exposition.

Your Guide to Indianapolis by Susie Townsend

USAE asked Visit Indy to provide some local insight for attendees of the ASAE Annual Meeting & Exposition. Susie Townsend, Sr. Vice President and Chief Destination Experience Officer, happily shared some of her go-to spots, as well as tips for those seeking shopping, serenity, speed and more.

USAE: Your favorite coffee shop in Indy is? Townsend: Georgia Street Grind, just a four-minute walk from the Indiana Convention Center. It is an easy stop for a quick coffee between sessions or before the convention day begins. USAE: Where do you always take a first-time visitor? Townsend: The Bottleworks District, especially The Garage Food Hall. It is a great place for groups because everyone can choose from a variety of local restaurants, all in one lively setting. USAE: What is the best way for a visitor to get around town? Townsend: One of the best ways to explore Indy is by bike. Through the Indiana Pacers Bikeshare program, visitors can pick up and return bikes at 56

locations across the city, many of which are located along the Indianapolis Cultural Trail. The 10-mile urban trail connects downtown hotels, restaurants, attractions and several of the city’s most popular neighborhoods. USAE: If you’re in town, you can’t miss seeing what? Townsend: An Indiana Fever game. The Fever are one of the most exciting teams in the WNBA, and Gainbridge Fieldhouse is just a short walk from the Indiana Convention Center and many downtown hotels. USAE: What is your favorite dessert? Townsend: My personal favorite is a chocolate-dipped cone from Dairy Queen, but when I am hosting clients in the city, I always make sure they try the ricotta doughnuts at Vida. Please turn to page 3

Inside Page 3 Chicago’s McCormick Place Earns Platinum Certification from EIC Page 4 Matthew Gertzog Named CEO of American Society of Hematology Page 5 ASAE’s The Classic Roaring onto Indianapolis Motor Speedway Page 8 Conversation With Leonard Hoops, President & CEO, Visit Indy Page 12 The St. Elmo Shrimp Cocktail Story Page 13 ASAE Main Stage Speakers Seeking to Drive Purpose in Indy

Is Proud to suPPort CtA In 20 yeArs of PosItIve vIsItor exPerIenCes VisitTucson.org

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Recently HOTS found itself at a small town book fair in the delightful Catoctin Mountain, Pennsylvania village of Blue Ridge Summit. In addition to tons of books, HOTS was drawn to a raffle for the hand-made Library-theme quilt pictured here. The raffle’s drawing? There’s still plenty of time to buy – three for $5.00 – will be in December at the Blue Ridge Summit Free Library’s annual Christmas tree lighting. HOTS urges its literary-minded friends to who’d like to sleep toasty under this quilt to reach out the library. Its address is 13767 Monterey Lane, Blue Ridge Summit, PA 17214. Phone: 717-794-2240. WEEKLY NEWS OF ASSOCIATIONS CVBs AND HOTELS

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Publisher & Executive Editor 1982 – 2021 Anne Daly Heller

Publisher-Emeritus Ross E. Heller ross@usaenews.com Publisher James Heller james@usaenews.com Associate Publisher Todd McElwee todd@usaenews.com Managing Editor Jonathan Trager jon@usaenews.com Hotel Editor Jordan Bradley jordan@usaenews.com Creative Director Diane Nichols dkn@usaenews.com Graphic Designer Danielle Erbe Marketing & Circulation Director Christy Pumphrey christy@usaenews.com To ensure publication, all Letters to the Editor must include a telephone number and mailing address in order to verify authenticity. Complete copies of USAE are available for all paid subscribers online. Log onto https://usaenews.com and locate the log-in and password boxes. Specific log-in and password information is provided to subscribers via e-mail. To receive another copy, please contact the circulation dept. at christy@usaenews.com.

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HOTS And, if they live in the DC area, it’s a lovely drive to the mountain top and adjacent Pen-Mar Park. Directions: I-270, MD Hwy 15, MD Hwy 550 and the Old Sabillasville Road. Oh yes, good luck. And let HOTS know if you held the winning ticket. g g g g g

HOTS Not-So-Silly Goose… A family in Texas is probably grateful that their pet goose wasn’t so silly after the feathered friend warned the family about a fire that erupted in their barn earlier this month. The goose— un-ironically named Goosey—is being lauded as a local hero, according to UPI. Bert Gerber, of Fort Bend County, Texas, said he was asleep in front of the TV on the night of August 9 when Goosey’s loud honking woke him from his slumber. In an interview with local news outlet KHOU-TV, Gerber said after he heard Goosey honking, “I just casually came outside and I saw a

Indianapolis continued from page 1

USAE: Where is the most peaceful spot in the city? Townsend: White River State Park, often called “Indy’s Backyard.” With more than 250 acres in the heart of downtown, it is the nation’s largest urban state park and is a great place to take a quiet walk, enjoy the riverfront or recharge between meetings and convention activities. USAE: Where should someone go to shop? Townsend: Massachusetts Avenue, or Mass Ave as locals call it, has a great mix of independent boutiques, restaurants and local businesses. My personal favorite is Silver in the City, an Indy staple for 25 years and a perfect place to pick up a gift or souvenir between sessions. USAE: What is the best neighborhood that is often overlooked but worth visiting?

Historic Blue Ridge Summit Free Library

fire billowing” out of the barn, which prompted him to grab a water hose and run to the structure. Thanks to Goosey’s alert, Gerber was able to extinguish the fire and get the remaining animals out of the barn unharmed. Gerber’s wife, Chelsea, shared in a social media post that the family was

“in complete shock over how differently this could have ended. We are beyond grateful everyone is safe, and we couldn’t be more proud of Goosey. He truly is our little hero.” HOTS would bet that the Gerber family won’t take the un-flap-able Goosey for granted for as long as he honks around the farm.

Townsend: Fountain Square, located just one mile southeast of downtown. The neighborhood is known for vintage and antique shops, live music venues, record stores and a vibrant arts scene. Visitors can get on a Pacers Bikeshare outside the Indiana Convention Center and get to Fountain Square in just 11 minutes via bike. USAE: Can a non-local call the city “Indy”? Townsend: Absolutely. People who do not know us call us Indianapolis. Our friends call us Indy. USAE: Be sure to ask a local where to get a what? Townsend: Great meal. Indy’s dining scene has something for every group, schedule and price point, and locals are always happy to point visitors toward a favorite restaurant. Who knows, you may dine next to a MICHELIN inspector as they are currently dining in our city to consider Indy as part of the inaugural American Great Lakes guide (coming in spring 2027).

USAE: Where should one go for the city’s best live music? Townsend: Everwise Amphitheater at White River State Park. It will also host ASAE’s Opening Celebration, where attendees will see Indy’s own Babyface perform. USAE: If someone has 30 minutes for lunch, where should they go? Townsend: Café Patachou. Located steps from the Indiana Convention Center, it offers all-day breakfast and lunch and is a favorite among Visit Indy employees, meeting planners and convention attendees. The service is quick, and the food is fresh. USAE: What museum should a visitor definitely not miss? Townsend: Indianapolis Motor Speedway Museum. The museum was recently named to TIME’s World’s Greatest Places list and is a must-see for visitors who want to experience Indy’s racing heritage any day of the year.

Chicago’s McCormick Place Earns Platinum Certification from EIC

By Jonathan Trager

The Events Industry Council (EIC) announced on August 5 that Chicago’s McCormick Place has achieved Platinum Level Certification to EIC’s Sustainable Event Standards. McCormick Place, the largest convention center in North America, advanced from last year’s Gold Level Certification to earn the program’s highest distinction. “Achieving Platinum Level Cer-

tification from the Events Industry Council is a tremendous honor and reflects the dedication of our employees, clients and partners who help make sustainability part of everything we do,” said Larita Clark, CEO of the Metropolitan Pier & Exposition Authority (MPEA), owner of McCormick Place. “By working alongside event organizers to achieve their sustainability goals, we are also creating lasting environmental, social and economic impact on our community.”

The EIC Sustainable Event Standards specify performance criteria in the areas of organizational management: marketing; communications and engagement; climate action; water management; materials and circularity; supply chain management; diversity, equity and inclusion; accessibility and social impact. To date, more than 300 professionals have participated in the review of the standards. Please turn to page 4

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Matthew Gertzog Named CEO of American Society of Hematology Martha Liggett Retiring After Three Decades of Leadership

By Todd McElwee The American Society of Hematology (ASH) has announced Matthew Gertzog, CAE, FASAE, will take the helm as CEO on January 1. Gertzog joined the association in 2003 and was named deputy executive director in June 2011. He succeeds Martha “Marty” Liggett, Esq., who is retiring after more than 30 years as the executive director and will serve as CEO emerita from January 1 to June 30. Gertzog brings approximately 40 years of experience in nonprofit and association management. ASH said he has played a central role in strategy development and stakeholder engagement to support its scientific, educational, research, advocacy, and member-focused activities around the world. “Over the last 20 years, I’ve witnessed firsthand that the best of ASH happens when our members around the world, volunteer leaders, and staff pull in the same direction,” said Gertzog. “That partnership is how we’ve always advanced our mission—helping hematologists conquer blood diseases worldwide—and I’m honored to carry that work forward, for our members and the patients counting on them.” Since 2019, Gertzog has served as Executive Director of the ASH Research Collaborative (ASH RC), guiding the development of collaborative re-

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“We are pleased to recognize McCormick Place’s sustainability efforts with Platinum Level Certification,” said Amy Calvert, CEO of EIC. “Achieving Platinum reflects years of dedication, collaboration and continuous improvement. McCormick Place has demonstrated how sustained commitment can drive meaningful progress and inspire others across the events industry.” McCormick Place’s campus-wide Green Team engages employees across departments to encourage innovation and advance its sustainability initiatives. The campus also offsets 100% of its electricity usage through certified wind renewable energy certificates and operates the Midwest’s largest farm-to-fork rooftop garden, which supplies fresh ingredients for culinary operations while supporting biodiversity through an on-site honeybee program. A cornerstone of McCormick Place’s

search programs, data resources, and partnerships across the hematology community to accelerate scientific discovery and improve outcomes for people affected by blood diseases. Most recently, he spearheaded the Fight4Hematology campaign, a Society-wide effort to mobilize the community and strengthen support for the research, workforce, and institutions that are essential to the field. Gertzog received ASAE’s Professional Performance Award in 2011 and was named a Fellow in 2013. He’s served on the ASAE Board of Directors and was AMHIC, A Reciprocal Association’s Chairman. He earned a bachelor’s degree in international relations from Johns Hopkins University and a master’s degree in business administration with a concentration in marketing from The George Washington University. Liggett became ASH’s first full-time executive director in 1996, while ASH was managed by SmithBucklin. Under her leadership, ASH transformed into a self-managed global society representing more than 18,000 hematologists worldwide, with an annual operating budget that has grown from $5.5 million to just more than $130 million. ASH’s staff has grown from four to approximately 170. Among the milestones of her tenure, ASH initiated numerous programs to develop the hematologic capacity of low- and middle-income countries;

Matthew Gertzog, CAE, FASAE

Martha “Marty” Liggett, Esq.

launched a program to increase the hematology workforce; created a multifaceted, global initiative to elevate and improve care for people affected by sickle cell disease; purchased and renovated a LEED Platinum-certified headquarters; and grew its annual meeting to more than 30,000 attendees. “I am proud to have built an organization that lived up to its mission

to help hematologists conquer blood disorders worldwide,” she told USAE. “Since my tenure, we’ve grown beyond our borders to support hematologists globally through awards, consortia, and meetings. These programs have facilitated two-way learning for us and our members; our focus on less well-resourced countries is especially impactful and rewarding.”

Visit Dallas Partners with Parks and Rec Dept. to Service Fair Park By Jonathan Trager

sustainability strategy is its partnership with Fight2Feed, an on-site nonprofit that works alongside campus teams and clients to recover surplus food and event materials for redistribution to more than 100 community organizations. The venue also advances local economic inclusion through its Business Diversity Program, which led to the investment of nearly $37 million in minority- and women-owned businesses in 2025. The Alliance for Audited Media, a nonprofit auditing organization, performed the independent third-party certification. “Achieving Platinum certification is a significant accomplishment and reflects McCormick Place’s long-standing commitment to measurable improvement,” said Richard Murphy, CEO, President and Managing Director of the Alliance for Audited Media. “Congratulations to the entire McCormick Place team on this well-earned recognition and for setting a strong example of leadership for the global events industry.”

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Visit Dallas has announced an agreement with the City of Dallas Park and Recreation Department to provide sales and marketing services for meetings and events in Fair Park, a 277-acre historic landmark. The Visit Dallas team is booking meetings and events across venues at Fair Park, while Dallas Park and Recreation is continuing to service booked business, along with overseeing community engagement, event programming, campus partner promotion and relations, and day-to-day park operations. Through its sales efforts, Visit Dallas said it “aims to position Fair Park as a national venue, and contribute to Fair Park’s growth as a year-round destination, honoring its legacy, strengthening its institutions, benefiting the surrounding community, and keeping it welcoming to all.” “Fair Park is one of Dallas’ greatest treasures—a historic landmark, a cultural gathering place and a source of pride for generations of

residents,” said Craig Davis, President & CEO of Visit Dallas. “We take this responsibility seriously, and we’re honored to help steward and elevate a place that means so much to our city.” Over the past year, the park department has invested over $6.5 million in cleanup and renovation to the space. These efforts are designed to improve ease of booking and enhance the overall guest experience at Fair Park, and customers are responding favorably to the additional investment in facilities and service. “It is critical for our team to partner with an organization that has the expertise to help Fair Park reach its full potential as a meetings and events destination,” said Brett Wulke, General Manager of Fair Park. “Visit Dallas’ track record of bringing business and visitors to our city made them the right choice for this work, and we’re looking forward to what this partnership will bring to Fair Park and the surrounding community.”

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ASAE’s The Classic Roaring onto Indianapolis Motor Speedway

By Todd McElwee

The Classic is coming to the Brickyard. On August 17, ASAE Research Foundation’s The Classic will visit the iconic Indianapolis Motor Speedway (IMS), home of the Indy 500, with all proceeds from the ticketed event benefitting the ASAE Research Foundation. “Experience an exhilarating eve-

ning at one of the world’s most iconic venues—the legendary Indianapolis Motor Speedway,” ASAE said. “Guests will enjoy exclusive access inside the Racing Capital of the World, featuring signature cocktails, a thoughtfully curated selection of gourmet food stations, and live music that sets the tone for a high-energy night of connection and celebration.” Hot laps are The Classic’s pièce de resistance. Attendees will receive

a ticketed time slot to head to pit lane for a lap around the iconic 2.5-mile oval.

“For those ready to take the excitement up a notch, the evening includes the thrill of hot laps around the famed oval track—a bucket-list experience that gives you perspective on what it takes to be an IndyCar driver,” the event’s webpage said. Tickets for the event cost $175. Those who purchased the sold-out

VIP packages will also receive exclusive access inside the Indianapolis Motor Speedway Museum, which recently underwent a $60-million renovation. “With live entertainment, elevated cuisine, and adrenaline-fueled experiences in an unparalleled setting, The Classic at IMS promises to be truly unforgettable,” organizers said. Find more information at annual. asaecenter.org.

On August 17, ASAE Research Foundation’s The Classic will be at the Indianapolis Motor Speedway (IMS), home of the Indy 500.

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Conversation with Leonard Hoops, President & CEO, Visit Indy The ASAE Annual Meeting & Exposition is taking place in Indianapolis from August 15–18. Shortly before Hoops and his organization welcomed more than 5,000 meetings industry professionals to town, he connected with USAE to discuss the event, local developments and driving 180 milesper-hour. USAE: How does hosting ASAE help you sell your destination? Hoops: Hosting ASAE gives Indy an opportunity that no advertising campaign can replicate. More than 5,000 association executives, senior event strategists, and industry partners will experience our city firsthand rather than hearing us talk about it. They’ll see our connected convention campus, our walkable downtown, our world-class hotels and convention center, and iconic venues like Monument Circle, White River State Park, Lucas Oil Stadium, and the Indianapolis Motor Speedway. And perhaps most important, they’ll see that Hoosier Hospitality is a very real thing—and not just from the 80,000-plus people in our hospitality industry, but locals in general. ASAE isn’t just about one great week, it’s about establishing new relationships and strengthening existing ones for years to come. USAE: What can the meetings industry look forward to in Indianapolis in the next year or so? Hoops: Indy continues to invest in our convention and tourism infrastructure, to the tune of $3 billion in new projects currently under

construction, because associations continue to invest in us. One of the best things about hosting ASAE this year is those projects will be on full display. Our new 803-room Signia by Hilton will open in December, the same time as our new 50,000 square-foot ballroom; our new 176room Ritz-Carlton is going up quickly and will open in 2028; and exciting new music venues like Blake Shelton’s Ole Red Indy and a 4,000-capacity Live Nation venue are being built just a block from each other. Mix in a new 167-room Kimpton downtown and 253-room Westin connected to our best-in-class IND airport, and there’s a lot of major projects getting ready to open in the next two years. There’s also a really cool bridge with four massive 80-foot glowing rings being built downtown that I expect will become the blimp TV shot when the Colts, Pacers, and Fever are playing nationally televised games. Anyway, that’s a lot of new! And more major developments right behind them. But the challenge of this much construction happening at the same time is—please pardon our dust! So, some streets downtown are partially or completely closed during ASAE, and there’s some pipe and drape up in a corner of the Indiana Convention Center where we’re building our newest climate-controlled connector across the street to the new ballroom and Signia. But I promise the temporary inconvenience will be well worth the final outcome. USAE: What has Visit Indy learned from the city hosting multiple Fi-

nal Fours, NFL Combines and other major sporting events? Hoops: One thing I’ve seen, and participated in first-hand, during my 15 years in Indy is that we deliver events of all sizes arguably as good or better than any city around. Every major event adds another chapter to what we call the “Indy Playbook,” and each one makes us collectively better prepared for the next. We have really developed a major event “muscle” like no other. And when I say we, I’m not just talking about Visit Indy. It’s Team Indy—which includes organizations like the Downtown Indy Alliance, the Indiana Sports Corp, the Indy Chamber, the Capital Improvement Board of Marion County, the Arts Council of Indianapolis, our convention and tourism partners like hotels and restaurants, our public safety professionals, and even our elected officials. Hosting major events are one of the things Indiana Republicans, Democrats, and Independents all agree on! USAE: The question you get asked most about the city is what? Hoops: Being the city known as “The Racing Capital of the World” is really great if you’re a racing fan, but it can pigeonhole us with those who only know about our famous track and race. So, I’m often asked, “If I’m not coming for a race, why should I visit

Judge Approves $106M Settlement in Hard Rock Collapse By Jordan Bradley A judge with the Orleans Parish Civil District Court approved a $106 million settlement for victims of the 2019 partial collapse of a New Orleans Hard Rock hotel under construction that killed three workers. The settlement was under litigation for more than six years before Judge Kern Reese approved the settlement for 490 plaintiffs on August 6. The agreement settles more than a dozen lawsuits related to the incident and closes a painful chapter in New Orleans’ Canal Street history. The attorney who represented 200 victims of the disaster, Mark Glago, Managing Partner of Glago Williams LLC, said the case was complex and resolution was welcome. “We are grateful to the families who trusted us with their stories, to Judge Reese, whose steady hand

and command of an extraordinarily complex case made this resolution possible, to Special Master John Perry for his legendary skill as a mediator, and to every attorney and staff member who refused to let this case be forgotten,” said Glago in an August 7 statement. “It has been the honor of our professional lives to stand beside these families. We hope this resolution allows New Orleans to move forward while never forgetting the men who did not come home.” During the October 12, 2019 tragedy, the top three floors of the $85 million building collapsed, killing three workers—Anthony Magrette, Quinnyon Wimberly and Jose Ponce Arreola—and injuring hundreds of others. Nearby buildings were also damaged and businesses were closed for months in the wake of the incident. In the aftermath, developer 1031 Canal Development, general contrac-

tor Citadel Builders, dozens of subcontractors and their respective insurance companies were faced with more than 130 lawsuits. Eventually, the suits were consolidated into a single case involving 490 plaintiffs and 21 defendants, according to local news outlet KTVU. In 2023, a committee was formed to handle settlement talks after a grand jury declined to indict any party on criminal charges due to a lack of sufficient evidence, according to CNN. The planned Hard Rock Hotel in New Orleans was intended to be an 18-story, 350-room hotel project on the corner of Canal and North Rampart Streets in downtown New Orleans. At the time of the collapse, only 13 stories had been built. The building has since been demolished and the site has been cleared, according to local news outlet NOLA.com.

Indy?” And I usually respond that in the Indy 500, the winner has to make 800 left turns before taking the checkered flag—and there’s a surprise around every one of those turns. We have the world’s largest (and best) Children’s Museum, which is a great spot for people who like to bring their families to conventions. We have been called one of the country’s most underrated food destinations—and, in fact, Michelin inspectors are currently evaluating our dining scene for the first time. We have perhaps the most musttry appetizer in the country: St. Elmo’s horseradish-fueled shrimp cocktail. We have sports bars, pubs with live music, and cocktail lounges galore. We have a beautiful 250-acre urban park steps from our 1,013-room JW Marriott, including a serene canal walk, top 10 ranked zoo, three major museums, and a AAA baseball stadium. We have an indoor/outdoor arts experience at Newfields that leads people to ask, “how have I not heard about this place before?” We have a 10-mile long—and growing—Indianapolis Cultural trail that connects walkers, runners, and cyclists from the convention district to only-in-Indy neighborhoods like Mass Ave and Fountain Square. And by the way, the Indianapolis Motor Speedway itself can be enjoyed on just about any day, not just race days; its IMS Museum added an immersive Indy 500 experience as part of a recent $60 million upgrade and you can even go for a spin at 180 mph in a two-seat Indy car on the track. I could go on but you don’t have the space to print it all! At the end of the day, Indy is one of those cities that’s hard to fully appreciate until you’ve experienced it yourself. USAE: When attendees are heading home, what do you hope is their last memory of Indianapolis? Hoops: I hope their last memory is, “That was cool. I think Indy might just be the Next Big Thing.”

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RISING STAR

By Jonathan Trager

Spotlight on Taylor Melangton, Destinations International 30 Under 30 Honoree

Although Taylor Melangton, Event & Communications Manager for Visit Indy, was admitted to the US Youth Soccer Olympic Development Program as a teenager, she eventually came to have a different goal. While attending Indiana’s Ball State University, Melangton was selected under the 500 Festival Princess program to serve as ambassadors for the Indianapolis 500 and the 500 Festival. The scholarship program for college-age women provides money for tuition along with other educational and event opportunities. Melangton subsequently pivoted from majoring in athletic training to double majoring in art as well as hospitality and events. Her first career stint was as a fundraising event coordinator for the Indianapolis Zoo, where she worked for a year and a half. “I quickly realized you need to be a special breed to love the zoo,” said Melangton. “My passion was not animals; it was sports.” Melangton subsequently became a project coordinator in anticipation of the 2022 NBA All Star Game, which

Indy was scheduled to host. That aspiration was dashed due to the Covid pandemic, a disappointing turn that Melangton called a “really tough pill to swallow.” However, Melangton was then hired to work on the small staff of the local organizing committee for the 2022 College Football Playoff National Championship. The staff worked inside the Visit Indy offices, with some Visit Indy employees serving on the local organizing committee, leading to Melangton being hired after her temporary position ended. The thing Melangton loves most about Visit Indy is the plethora of event opportunities, which she said have been “endless” and span everything from sit-down dinners to sporting events to citywide conventions. “It’s not always the same copy-paste,” she said. “That’s been amazing, and it keeps my job fun, and interesting, and engaging.” The biggest challenge for Melangton has been not having come from a marketing background, she said. “I remember specifically in my interview telling me supervisor, Morgan Snyder, that I’m not a good writer and don’t put me in front of a screen and

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ask me to write something,” Melangton said. “But they’ve taken me under their wing, and I’m learning every day from the marketing team.” Visit Indy is very supportive of continued learning and development for its employees, Melangton said, which led to her coming across the Destinations International 30 Under 30 award, which she won in 2025. “The fact that I was recognized in this capacity was incredible, and it was an awesome experience,” she said. “It’s a close-knit class, and we talk almost daily, bouncing ideas off each other.” During ASAE’s Annual Meeting & Exposition, Melangton will celebrate her sixth wedding anniversary with her husband, Cameron. The couple has a 2½-year-old son named Samuel, who she said is a huge fan of the movie Cars (and is the reason why Melangton knows more than 100 of the characters), with another child expected to arrive in October. Melangton said she believes everyone is an event planner to some degree in their personal lives.

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“Some people wake up thinking events just happen, but we have to think about every single detail, glamorous and not glamorous,” she said. “If you’re an event person and you love the moving parts of what makes an event come to fruition, than you’ll love the job no matter what the event is, whether it’s a sporting event or wedding or dinner or convention. That’s what will make you happy and excited to do your job every day.”

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The St. Elmo Shrimp Cocktail Story By Todd McElwee “You got the shrimp cocktail at St. Elmo, right?” That’s more than likely the first question one receives when returning from a trip to Indianapolis. There may not be a restaurant anywhere in the world as synonymous with its city as St. Elmo Steak House is with Indianapolis. It’s a cultural touchstone, a historical landmark and a distinctly Hoosier experience. Visit Indy helped share its story with USAE. St. Elmo Steak House opened in downtown Indianapolis in 1902,

when Joe Stahr established a neighborhood saloon near Union Station and the city’s bustling wholesale district. Originally branded Joe Stahr’s Tavern and featuring the “St. Elmo Buffet,” it eventually adopted the name locals already used for it. Stahr, a Navy veteran and sailing enthusiast, chose St. Elmo—the patron saint of sailors—as its namesake. Indianapolis’ oldest steakhouse, the restaurant has remained at 127 S. Illinois St. for more than 120 years. Harry Roth and Izzy Rosen helped shape its classic personality during the mid-20th century, and the Huse family has operated it since 1986, preserving its dark

wood, white-tablecloth atmosphere and traditional steakhouse service. Shrimp cocktail appeared on St. Elmo’s earliest menus for just 10 cents. Visit Indy said what makes the dish famous is not an elaborate ingredient list, but the unusually large amount of freshly prepared horseradish in its tomato-based cocktail sauce. It is served very cold with jumbo shrimp in a silver bowl and garnished with a lemon slice. St. Elmo goes through four tons of horseradish and 48,600 pounds of shrimp annually to produce more than 100,000 servings of shrimp cocktail. The Travel Channel deemed the dish

the “world’s spiciest food.” “What began as a neighborhood tavern gradually transformed into the city’s most celebrated steakhouse, laying the foundation for more than a century of legendary dining,” the restaurant said. “And while menus and décor have evolved through the decades, two things have never changed: the original brick building, home to the tiger-oak bar, and the world-famous St. Elmo Shrimp Cocktail, still prepared with the same fiery, horseradish-laden sauce.” Find more information at https://www.stelmos.com.

“St. Elmo Steak House has been an Indy culinary landmark for more than 120 years and remains a must-visit spot for leisure travelers and convention attendees alike,” said Leonard Hoops, President & CEO of Visit Indy. “St. Elmo embodies the meaning of ‘Hoosier Hospitality’ while delivering an exceptional meal every single time. On any given night, you might see an NFL executive, an elected official, a TV celebrity, a business leader, and someone wearing an event lanyard all dining a few feet apart. And, of course, the famous shrimp cocktail has become an Indy rite of passage—one bite makes it easy to understand why!”

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ASAE Main Stage Speakers Seeking to Drive Purpose in Indy By Todd McElwee “Driven by Purpose” is the theme of this year’s ASAE Annual Meeting & Exposition in Indianapolis, and the association believes the main stage speaking lineup doesn’t just reflect that motif, but “amplifies” it. Keynote speakers include Oz Pearlman, Emmy Award winning mentalist and New York Times bestselling author; Amy Edmondson, Novartis Professor of Leadership and Management at the Harvard Business School; and Van Jones CNN Host and Emmy Award-winning producer. Their sessions are August 16, 17 and 18, respectively. Pearlman is the most televised, most followed on social media, and most sought-after mentalist in the world, ASAE said. After years on Wall Street, he made the decision to pursue entertainment full-time. He was a breakout star on NBC’s America’s Got Talent with appearances including Sunday Night Football, 60 Minutes, The Tonight Show with Jimmy Fallon, The TODAY Show, HBO and more. Read Your Mind: Proven Habits for Success from the World’s Greatest Mentalist, was a New York Times bestseller. “Get ready for an immersive, interactive, and unforgettable performance—pushing the boundaries of what a live magic experience can be and truly needing to be seen to be believed,” ASAE said. Edmondson’s position at Harvard Business School was established to support the study of human interactions that lead to the creation of successful enterprises that contribute to the betterment of society. She has been recognized by the biannual Thinkers50 global ranking of management thinkers since 2011, and she was ranked number one in 2021 and 2023. She studies teaming, psychological safety, and organizational

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Dr. Robert S. Negrin, ASH President and a professor of medicine at Stanford University, led the selection process, which included the participation of all the voting members of the ASH Executive Committee. “In selecting our next leader, the Executive Committee was united in its confidence that Matt Gertzog is exactly the right person to lead ASH into its next chapter,” Negrin said. “His deep

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learning, and her articles have been published in numerous academic and management outlets. Her 2019 book, The Fearless Organization: Creating Psychological Safety in the Workplace for Learning, Innovation and Growth, has been translated into 15 languages. In 2007, Jones, a Yale Law School graduate, was the primary champion of the Green Jobs Act, signed into law by George W. Bush. In 2009, he worked in the Obama White House as the Special Advisor for Green Jobs. He was the first recipient of Jeff Bezos’ Courage & Civility Award and founded Dream Machine Innovation Lab. Screenwriter Anthony McLean; Sheri Jacobs, CEO, Avenue M Group; and Justin Patton, Founder, The Trust Architect Group, comprise the roster of Catalyst speakers. McLean and Jacobs will appear August 17 with Patton coming the following day. PepsiCo, AT&T, Intel, TD Bank, Coca Cola have all worked with McLean. ASAE said he has a particular knack for turning workplace challenges— especially generational divides—into opportunities for connection, using humor and research-backed strategies to help teams collaborate. Jacobs is a three-time bestselling author and researcher who has surveyed nearly one million people and worked with more than 300 organizations to uncover how leaders can amplify every voice, foster risk-taking and build greater resilience. She has served on the ASAE and ASAE Foundation Boards of Directors. Patton has helped brands like Ford, GE Appliances, Yum! Brands, NCAA, and U.S. Chamber of Commerce transform how their leaders communicate, take ownership and rebuild trust when the pressure’s on, ASAE said. An expert in building trust, Patton is a former high school English teacher who studied body language with a retired FBI agent. institutional knowledge, strategic and operational excellence, and unwavering commitment to our mission make this a moment of both continuity and exciting possibility.” Negrin also praised Liggett, saying: “On behalf of the ASH Executive Committee, I want to express our profound gratitude to Marty Liggett for three decades of extraordinary, visionary leadership. Her impact on ASH and the global hematology community is immeasurable.”

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Industry Movers

Justine Varieur Turco has been appointed CEO/Executive Director of the Society of Thoracic Surgeons (STS), effective August 31. Turco brings more than 20 years of leadership experience in medical publishing, education, and professional societal leadership. Most recently, she served as Vice President of Scientific Publications & Guidelines at the American College of Cardiology (ACC). She also held leadership roles at Boston Children’s Hospital and other healthcare organizations.

Christopher J. Rocheleau has returned to the National Business Aviation Association (NBAA) as COO. Rocheleau served as NBAA’s COO prior to his January 2025 appointment by President Donald J. Trump as Acting Administrator of the FAA. Before joining NBAA in 2022, Rocheleau spent more than two decades in multiple executive roles at the FAA. He completed the Executive National Security Program at Harvard’s Kennedy School of Government.

HSMAI Now Accepting Gilbert Award and Top 25 Minds Nominations By Jordan Bradley

The Hospitality Sales and Marketing Association International (HSMAI) opened nominations on August 10 for two of its annual awards. The association will accept nominations for both its Robert A. “Bob” Gilbert Award for Career Achievement in Commercial Strategy and the 2027 Top 25 Extraordinary Minds in Hospitality Sales, Marketing, Revenue Optimization, and Distribution through September 30. “Hospitality continues to evolve at a remarkable pace, driven by leaders who challenge convention, embrace innovation, and inspire their teams to achieve exceptional results,” said Brian Hicks, President & CEO of HSMAI. “The Gilbert Award and Top 25 Extraordinary Minds program allow us to celebrate both the pioneers whose careers have left an enduring mark on our industry and the professionals who are redefining what’s possible today.” The Gilbert Award goes to individuals and leaders nominated for their “enduring contributions” to the hospitality industry’s commercial disciplines, HSMAI said. Leaders recognized with the Gilbert Award are hoteliers, industry partners, educators, and other hospitality professionals “whose careers have shaped and elevated sales, marketing,

revenue optimization, distribution, and related fields through innovation, leadership, and advocacy,” according to an August 11 release. The HSMAI Career Achievement Award was renamed in honor of the association’s late global president and CEO, Bob Gilbert, who held the role from 1995 until his retirement in 2024. The Top 25 Extraordinary Minds awards recognize hospitality professionals who have exemplified creativity, innovation and strong leadership, and who have made measurable business impacts that advance the sector of hospitality commercial strategy. “The award acknowledges individuals whose accomplishments over the past 18 months have delivered meaningful results for their organizations and helped move the tourism industry forward,” HSMAI said. Nominees for both programs are reviewed and evaluated by a panel of experts from HSMAI’s membership and leadership, the association said. Recipients of the Gilbert Award will be recognized at the annual HSMAI Leadership Conference in early 2027 and the HSMAI Americas Commercial Strategy Conference on June 29–30, 2027, in Orlando. Top 25 Extraordinary Minds recipients will be recognized during the Adrian Awards held March 4, 2027, in Las Vegas. Find more information and make nominations at hsmai.org.

Matt Sommers is now General Manager of Le Méridien, Washington, D.C., The Madison. Sommers has two decades of hospitality leadership experience. Most recently, Sommers served as General Manager of YOTEL Washington DC, where he spearheaded a post-pandemic revitalization of the property. Prior to YOTEL, he held the position of Director of Operations at the Westin D.C. City Center and also was General Manager of Capitol Hill Hotel.

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Marie Douroux is now Executive Chef of Virgin Hotels New Orleans. Douroux earned a Bachelor of Science in Hospitality Business from the University of New Orleans before pursuing her Pastry & Savory Culinary Certification at Le Cordon Bleu Paris. She has held a wide range of roles across both the front and back of house. Most recently, she was the Chef de Cuisine of Fairfax, Virginia’s Saba.

Autograph Collection Hotel in Charlotte Breaks Ground By Jordan Bradley

City Center. “Charlotte’s South End represents Developers broke ground on a new exactly the kind of vibrant, experiAutograph Collection by Marriott hotel ence-driven neighborhood where an on July 31 in Charlotte, North Carolina. Autograph Collection hotel can truly The 295-guest room Autograph Col- thrive,” said Conner White, Vice Chairlection hotel will be the first full-ser- man and Chief Investment Officer, vice lifestyle hotel in Charlotte’s South White Lodging. The Autograph Collection Hotel by End neighborhood, according to developer White Lodging. The hotel Marriott will be the second property in Charlotte for White is expected to open in late 2028. “Our investment here Lodging, following the 2021 opening of the The hotel will feawill reflect the same JW Marriott Charlotte ture “a wellness-forward hospitality expe- commitment to quality hotel. “ O u r i nve s t m e n t rience,” White Lodging and community that here will reflect the said, and approximatehas defined our work same commitment to ly 10,000 square feet of meeting space, a in uptown Charlotte quality and commuthat has defined ground-floor restauwith the JW Marriott,” nity our work in uptown rant, an open-air pool White said. Charlotte with the JW deck on the fifth floor, Marriott,” White said. a public steam sauna, In recent years, the neighborhood cold- and hot-plunge pools, wellness programming and a spa. Alongside the has repositioned itself as a mixed-use fifth floor pool, guests and locals will region, which has “created significant have access to a restaurant and bar unmet demand for upscale hotel “designed to serve as a community an- accommodations” such as the forthchor in the South End neighborhood,” coming Autograph Hotel, according to White Lodging. the lodging company said. “The South End market has matured Charlotte’s South End neighborhood was established in the mid- to a point where a project of this cal1800s as an industrial district and iber is not only viable, but essential,” today is comprised of a kaleidoscope White said. “We see tremendous opof local art, homegrown retail and portunity to serve guests with a proprestaurant businesses, and tech erty that is deeply connected to the companies, according to Charlotte neighborhood’s energy and identity.”

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N E W S Signia by Hilton to Make Indianapolis Debut This Fall By Jordan Bradley

A new-build Signia by Hilton hotel will make its debut later this year in downtown Indianapolis, making it the first hotel from the brand in the Midwest. The 800-room Signia by Hilton Indianapolis is scheduled to open this December, offering guests direct access to the Indiana Convention Center and the Lucas Oil Stadium. According to Hilton, the Signia will also be the tallest hotel in Indianapolis. The hotel is currently accepting reservations for stays beginning January 1, 2027. The Signia by Hilton Indianapolis features seven chef-driven food and beverage concepts, including a lobby bar, an all-day restaurant, a bar and lounge on the hotel’s 38th floor, a

signature restaurant, rooftop poolside dining concept, a market cafe and Club Signia, a premium private lounge for guests. Notably, the hotel will offer 100,000 square feet of flexible meeting and event spaces, including Indiana’s largest ballroom, which boasts 50,000 square feet. “Designed to accommodate everything from large-scale conventions and weddings to executive meetings and breakout sessions, the hotel will pair adaptable layouts with personalized service and advanced technology,” Hilton said of its meeting and event spaces. “From its seamless access to the convention center and Lucas Oil Stadium to its highly curated wellness and food and beverage experiences, this property will contribute to both

Rendering of a meeting room at the forthcoming Signia by Hilton Indianapolis

The Signia by Hilton Indianapolis is poised to be the largest hotel in the city.

Indianapolis’ and the Midwest’s ongoing growth as a vibrant, world-class destination for meetings, events and visitors, while delivering Signia by Hilton’s signature hospitality,” said Kathy Heneghan, General Manager of the Signia by Hilton Indianapolis hotel. Indianapolis is seeing a boom in hotel bookings, with both 2024 and 2025 breaking previous records for number of hotel rooms sold downtown. Last year, the city hosted events such as the WNBA All-Star weekend, NCAA tournaments, multiple conferences and the WWE Royal Rumble; and in 2024 the city hosted Taylor Swift’s Eras Tour and was a top city to view the total solar eclipse in April.

According to a community study conducted by the Downtown Indy Alliance, 2025 hotel occupancy in the city averaged 64.7%, outpacing the United States average of 62.4%. “In 2025, more hotel rooms were booked and occupied in downtown Indy than any year in tourism history, including 2024,” said Morgan Snyder, Sr. Director of Public Relations and Film at Visit Indy, in a statement to local news outlet WRTV. Looking forward, the grand opening of the Signia by Hilton Indianapolis is expected to continue to boost Indianapolis’ position as a convention city contender.

SITE Debuts Three Specialty Certifications By Todd McElwee Expanding professional development offerings with focused, on-demand education, the Society for Incentive Travel Excellence (SITE) has launched its first three Specialty Certifications: “The Psychology of Incentive Travel Planning”; “Risk Ready: Assessing and Reducing Risk in Incentive Travel”; and “Integrating Wellness into Event Planning.” The organization said the credentials respond directly to demands from members for practical, career-advancing education that can be immediately applied to their work. “Our members have told us very clearly that they want education they can use straight away, and these certifications are a direct response,” said Annette Gregg, CMM, CEO of SITE and SITE Foundation. “They focus on three areas that are increasingly central to great

incentive travel: understanding what truly motivates people, managing risk confidently and making wellness meaningful. Each takes a big subject and turns it into practical guidance that can shape a proposal, strengthen a program and help teams make better decisions. They sit alongside CIS and CITP, giving professionals another way to continue building their knowledge throughout their careers, one relevant and manageable subject at a time.” “The Psychology of Incentive Travel Planning” explores how attention, emotion, motivation and memory influence the way participants experience incentive travel. Its six modules help planners and partners understand why some experiences stay with participants long after they return home while others are quickly forgotten. Learners will explore the science of motivation, cognitive load, emotional response, social connection and memory. “Risk Ready: Assessing and Reduc-

ing Risk in Incentive Travel” provides an industry-specific introduction to assessing and managing risk throughout the incentive travel experience. Its central message is that effective risk management is not about removing the excitement from incentive travel, but enabling informed decisions that protect participants while preserving the power of the experience. Learners will examine risks including transportation disruption, health and safety concerns, supplier issues and more. “Integrating Wellness into Event Planning” was developed to assist professionals as they move beyond viewing wellness as an added amenity to employing it as a strategic tool in improving engagement, satisfaction and belonging. The certification covers selecting appropriate wellness activities for different audiences and agenda moments, vetting and contracting suppliers, defining measurable outcomes and managing implementation. It also explores social wellness.

All three certifications are delivered virtually and can be completed at the learner’s own pace. Each awards one CEU credit and a certificate following completion. Registration is $249 for SITE members and $375 for non-members. SITE said they complement its Certified Incentive Specialist (CIS) and Certified Incentive Travel Professional (CITP) credentials. Hasan Dinc, President of the SITE International Board of Directors, said: “As incentive travel continues to evolve, professionals need relevant, practical learning that keeps pace with the realities of their work. These new Specialty Certifications give our global community an accessible way to deepen their expertise and apply fresh thinking directly to the programs and experiences they create,” Find more information at siteglobal.com.

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N E W S CEMA Attracts Roughly 850 to Record-Setting Summit

By Todd McElwee

CEMA is celebrating the largest gathering in its 27-year history. Held from August 9–11 at The Sheraton Centre Toronto Hotel, the 2026 CEMA Summit attracted more than 850 corporate event marketers, strategists, and industry partners under the banner of “Where the World Comes Together.” The Summit welcomed 383 firsttime participants and 145 participants from Canada, with 19 countries rep-

resented. “The strength of the CEMA community has never been measured by attendance alone—it’s measured by the willingness of events strategists to share their successes, challenges, and lessons learned with one another,” said Sherrif Karamat, CAE, President & CEO, PCMA and CEMA. “As events leaders face increasingly complex challenges around leadership, AI, audience engagement, and business impact, that spirit of collaboration only grows more valuable. And as this

CVB Update Visit Savannah communications leaders Supriya Christopher and Tanvi Chauhan have been named recipients of the inaugural Public Relations Society of America Women of Impact Awards, the group announced on August 11. Christopher, Visit Savannah’s Director of Public Relations, received the award in the Travel & Tourism category, while Chauhan, Communications Manager, was honored with the Rising Star Award. They were recognized during the PRSA Women of Impact Summit & Awards held Aug. 6 at the Union League Club of Chicago. The national awards celebrate women whose leadership, innovation and influence are strengthening organizations, advancing the communications profession and creating opportunities for others. Honorees represent a range of career stages and practice areas from across the country. “This national recognition is a tremendous honor and a reflection of the meaningful stories we have the privilege of sharing about Savannah and Tybee Island,” Christopher said. “I am especially proud to be recognized alongside Tanvi, whose creativity, determination and commitment to excellence represent the very best of the next generation of communications leaders.” “This award is incredibly meaningful because it recognizes not only professional achievement, but also the importance of continuing to learn, grow and create opportunities for others,” Chauhan said. “I am grateful to PRSA, to Supriya for her leadership and mentorship, and to the entire Visit Savannah team for encouraging bold ideas and thoughtful storytelling.” Hillsborough County Public

Schools, in partnership with Visit Tampa Bay, celebrated a major milestone in preparing the next generation of hospitality professionals with the expansion of hospitality and tourism education programs at Jefferson High School and Sumner High School. Community leaders, educators, students, and industry partners gathered at Jefferson High School Aug. 6 for a ribbon-cutting ceremony unveiling the district’s first Magnet School of Hospitality and Tourism. Building on its successful launch of the Travel and Tourism Program in January 2024, Hillsborough County Public Schools and Visit Tampa Bay continue to invest in creating meaningful career pathways for students interested in one of the region’s most vital industries. Jefferson High School’s Magnet School of Hospitality and Tourism is the first and only magnet The celebration also recognized the unveiling of the newly enhanced Hospitality and Tourism Classroom at Sumner High School, made possible through sponsorship from TECO. The reimagined learning space features a vibrant custom mural by local artist Quinn Cale, creating an engaging environment that reflects the energy and diversity of Tampa Bay’s hospitality industry. “The future of Tampa Bay’s tourism starts in our classrooms,” said Santiago C. Corrada, President and CEO of Visit Tampa Bay. “By investing in students today, we’re creating opportunities for young people to discover rewarding careers while strengthening one of our region’s most important economic drivers. We’re proud to partner with Hillsborough County Public Schools to inspire the next generation of hospitality leaders.”

community keeps expanding globally, it’s what will keep helping events leaders advance their organizations, develop their teams, and create meaningful impact for years to come.” Event programming occurred across three pillars—impact, influence, and intention. Main Stage highlights included a keynote from Ebony Beckwith, Executive Coach, Founder of Framework; Innovation Nation pitches; a CMO fireside chat with Contentful’s Elizabeth Maxson; Carolyn Pund celebrated as a PCMA Visionary Awards Lifetime Achievement Honoree; and a closing keynote from Omar Johnson, CEO and Founder, Øpus United and Øpus Intelligence. The CEMA Town Hall, featured Karamat, Gary Murakami, CMP-Fellow, CMM, DES – Chair, CEMA Advisory Board; Kara Wooten, CEMA Advisory Board member; and moderator Melissa Meloro, Vice President , Sparks. “You told us you want and need dedicated programming built for where you are within an organization—and it’s not more general sessions,” said Karamat. RainFocus took top honors at this year’s Innovation Nation, the Summit platform participants share how creative technology and unex-

pected partnerships helped to solve real-world event challenges. Mark Williams, Vice President of Strategic Programs and Experiences, RainFocus, delivered the winning pitch on MCP, his organizations AI-powered event scheduling. The PCMA Foundation, in partnership with the Above and Beyond Foundation and with support from Resorts World Las Vegas, presented two Heroes of Hospitality Awards, honoring frontline hospitality professionals nominated by their colleagues and managers for extraordinary acts of service. Andriene Bryan, a cook II at the Marriott Downtown at CF Toronto Eaton Centre, was recognized for more than 37 years of service. PCMA said his work has been marked by warmth, dedication, and a personal touch so memorable that guests have written letters of praise. Marc Boileau, a front desk agent at the Sheraton Centre Toronto, was honored for the authenticity and compassion he brings to every guest interaction, turning routine stays into standout experiences that keep guests coming back and asking for him by name, PCMA said. Denver will host the 2027 Summit from July 25–27. Find more information here.

The Atlanta CVB (ACVB) is celebrating the 40th anniversary of Dragon Con, Atlanta’s internationally known pop culture, sci fi, fantasy and gaming convention. The bureau recently hosted a special event to unveil the official street pole banners for the Labor Day weekend event. The banners feature a vault dweller from the Fallout series and a Martian soldier from the movie Mars Attack! Banners will be displayed across Downtown Atlanta to help bring excitement around Dragon Con, happening September 3 - 7. (Left to right): Jamey Reeves, Director Of Comics and Pop Art, Dragon Con; Monica Green, Citywide Sales Executive, ACVB; Pat Henry, President, Dragon Con; Sherry Henry, Vice President, Dragon Con; Rachel Reeves, Co-Chair, Dragon Con; Madison Reeves, Daughter of Rachel And Jamey Reeves; Mandy Collier, Co-Chair, Dragon Con; Ben Collier, Senior Director, Dragon Con; William Pate, President & CEO, ACVB; Monica Coleman, Director, Destination Services, ACVB.

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Scene At The 2026 CEMA Summit

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N E W S Sponsored Content

From Audience Data to Actionable Intelligence By Ian Eckert, General Manager and Executive Vice President at Abacus

keting organisation may understand which campaigns generated enquiries but not what visitors ultimately chose Every membership application, to do. Hotels may recognise returning conference registration, visitor enquiry guests while knowing very little about and hotel booking generates valuable the events, associations or business data. Yet for many associations, relationships that brought them there. convention and visitors bureaus, Without that connected view, valuconvention centres and hospitality or- able data remains just that – data. ganisations, that information remains Bringing those insights together trapped across disconnected systems, creates actionable intelligence, enmaking it difficult to build a complete abling organisations to personalise picture of the people they serve. communications, recognise changing The challenge isn’t collecting more interests and strengthen engagement data. It’s turning that data into action- before opportunities are lost. able intelligence – insight that helps Audience expectations continue organisations make better decisions, to evolve. Members want informadeliver more relevant experiences and tion relevant to their professional build stronger relationships. interests. Delegates expect useful As expectations for personalised recommendations before and during experiences continue to rise, audience events. Sponsors increasingly look for intelligence is becoming one of the clearly defined audiences rather than most valuable stratebroad exposure. Travgic assets an organisaAs expectations ellers expect tailored tion can possess. experiences from the for personalised Across the associathey begin experiences continue moment tion, meetings, travel planning a trip. to rise, audience and hospitality secLeading organisators, organisations tions are responding intelligence is are asking similar becoming one of the by bringing together questions. How do audience information we encourage mem- most valuable strategic from across their opbers to renew? Which assets an organisation erations to create a delegates are most single, complete view can possess. likely to return? What of every member, atmotivates visitors to tendee, visitor and choose one destination over another? guest. That deeper understanding How can hotels build stronger rela- makes communications more reletionships with guests before, during vant, marketing more effective and and after every stay? decision-making more informed. The answers already exist within For associations, this may mean the information organisations collect identifying members whose engageevery day. ment is beginning to decline and reEvery interaction tells part of the connecting with them before renewal. story. Someone joins an association, Convention and visitors bureaus can downloads a visitor guide, registers better understand different visitor for a conference, books accommo- segments and promote experiences dation or subscribes to a newsletter. aligned with individual interests. Individually, those actions reveal only Hotels can tailor communications a snapshot. Together, they create a for event planners, delegates and refar richer understanding of interests, turning guests, while sponsors benefit behaviours and future intentions. from more clearly defined audiences The challenge is that this informa- and organisers gain greater insight tion is often spread across member- into attendee behaviour. ship systems, event platforms, CRM Artificial intelligence is accelerating databases, websites, email marketing this evolution. Rather than simply platforms and booking systems. reporting what happened yesterday, Teams may understand one aspect organisations can identify patterns of a relationship without seeing the that help anticipate future behaviour. wider journey. Marketing teams can focus on audiA membership manager may know ences most likely to respond, memwhen someone joined but have little bership teams can identify retention visibility into the content they engage risks earlier, and event organisers with. An event organiser can see who can better understand which themes attended last year’s conference with- and experiences are generating the out knowing what influenced their greatest interest. Decisions become decision to register. A destination mar-

proactive rather than reactive. Technology, however, only delivers value when it helps organisations build stronger relationships. At Abacus, that’s what we mean when we say it’s all about engagement. Every insight should lead to better decisions, stronger connections and more meaningful experiences for the people organisations serve. That philosophy sits at the heart of the Abacus product portfolio. By bringing together audience, content and engagement data from multiple systems into a single audience view, Abacus helps organisations transform fragmented information into actionable intelligence. The result is more personalised communications, better-informed decisions and stronger engagement across marketing, membership, events and commercial activities. That approach has made Abacus a trusted technology partner for some of the UK’s most prestigious membership organisations, including the Royal Society of Chemistry and the Law Society, alongside organisations across the meetings, travel and hospitality sectors. While every organisation has its own priorities, they all share a common objective: creating stronger engagement through better insight and better decisions. One organisation already taking this approach is Yandell Publishing, the UK’s largest group travel media company. Through its specialist brands School Travel Organiser and Group Leisure & Travel, Yandell serves two distinct audiences with very different interests: school trip organisers planning educational visits, and group travel organisers and coach operators looking for attractions, destinations and holiday ideas. Using Webvision Cloud, part of the Abacus product portfolio, Yandell

manages content, targeted email newsletters and audience engagement for both brands through a single platform. This provides a clearer understanding of how each audience engages with its content, enabling more relevant communications while simplifying the management of multiple systems. The same principles apply equally to associations, convention and visitors bureaus, convention centres and hospitality organisations. Each serves multiple audiences with different priorities – members, delegates, exhibitors, sponsors, planners, local partners and guests – yet those relationships are often managed in isolation. Connecting audience intelligence with content and communications enables organisations to create more relevant experiences at every stage of the journey, whether encouraging conference registrations, supporting member engagement, promoting destinations or strengthening guest loyalty long after an event has finished. As competition for attention, participation and long-term loyalty continues to grow, understanding people will become a greater competitive advantage than simply collecting more data. The organisations that succeed will be those that transform information into actionable intelligence, personalise every interaction and build relationships that deliver lasting value. At Abacus, it’s all about engagement. By helping associations, destinations and hospitality organisations turn audience insight into meaningful action, we enable stronger relationships, better engagement and sustainable growth. To learn more contact Gregory Smith on greg.smith@navigaglobal.com https://www.abacusemedia.com

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N E W S Sponsored Content

Adding Swagger to the Agenda. ’Cause We Can. The best meetings don’t end when the closing keynote does. They spark conversations over dinner, inspire fresh ideas during a museum stroll and turn attendees into advocates long after they’ve returned home. That’s why more planners are looking beyond the ballroom to destinations that become part of the program itself. In Dallas, swagger isn’t about showing off. It’s the arts district that doubles as an event venue, the closing dinner with a MICHELIN star attached, the game night that becomes the highlight of the trip. It’s what turns a good agenda into a program attendees are still talking about next year. Here’s how planners can add some Dallas swagger to their own agenda. Start in the Country’s Largest Urban Arts District Most cities have an arts scene. Dallas has an entire district built around it. The Dallas Arts District, named the #1 Arts District in the Country by USA Today, spans 20 walkable blocks and 118 acres in the heart of downtown and is the largest contiguous urban arts district in the country. More importantly for planners, it’s filled with venues that bring both architectural significance and production value to an event. The Winspear Opera House, designed by Pritzker Prize-winning architect Norman Foster, seats up to 2,300 guests and includes the Nancy Hamon Recital Hall, a 200-seat venue ideal for smaller sessions and breakouts. Just steps away, the Meyerson Symphony Center, designed by I.M. Pei, is recognized as one of the world’s premier concert halls, where exceptional acoustics matter just as much as stunning design. For more intimate gatherings, HALL Arts Hotel offers gallery-inspired event spaces ranging from a 375-square-foot boardroom to a 2,845-square-foot reception space

Winspear Opera House, Dallas Arts District

overlooking the district. The result? A planner can build an entire day, from general session to networking reception to dinner, without ever loading a bus. Put MICHELIN on the Menu When the MICHELIN Guide made its Texas debut in 2025, Dallas didn’t simply earn a place in the guide, it established itself as one of the state’s premier culinary destinations. Today, 25 Dallas restaurants have received MICHELIN recognition, spanning everything from Vietnamese and Italian to modern American cuisine. For an unforgettable executive dinner, Tatsu Dallas, home to the city’s first MICHELIN Star, offers an intimate, 20-seat omakase experience with the chef. For larger groups, Dallas’ Bib Gourmand and Recommended restaurants give planners access to acclaimed dining experiences and distinctive private event spaces that elevate an agenda well beyond the traditional banquet. Because sometimes dinner becomes the meeting everyone remembers. Bring Home-Field Advantage Sports are woven into Dallas’ identity, and planners can tap into that energy in ways few destinations can match. Named the nation’s top sports business city by Sports Business Journal, Dallas is home to legendary teams whose venues become unforgettable event settings. Host a reception overlooking the field at AT&T Stadium, home of the Dallas Cowboys, “America’s Team”, where reception and meeting spaces range from the iconic locker room to expansive field-level clubs and terraces. Or welcome guests to American Airlines Center, where luxury suites and premium hospitality let attendees network while taking in a Mavericks or Stars game. Beyond the venues themselves,

Tatsu Dallas, Chef Tatsu

sports become part of the attendee experience. Whether it’s a behind-thescenes stadium tour, an exclusive look inside one of the country’s most recognizable sports franchises or an evening cheering alongside passionate local fans, Dallas gives planners opportunities to create moments that simply can’t be replicated in a ballroom. It’s one more way Dallas turns a meeting into something attendees will remember. Make It Easy Memorable meetings don’t have to be complicated. Dallas pairs experiences with planner-friendly logistics, making it easy to build an agenda that’s as seamless as it is memorable. The city offers more than 35,000 hotel rooms, with another 24,000 in development, providing options for meetings of nearly every size. Two major airports, DFW International Airport and Dallas Love Field, connect attendees to nearly every major U.S. market within four hours, while a compact downtown keeps hotels, restaurants, entertainment and the Convention Center within easy reach.

When it’s time to venture beyond the meeting room, Dallas offers more than 20 distinct neighborhoods, each with its own personality. From the murals and live music of Deep Ellum to the charming feel in Bishop Arts, planners have endless opportunities to create off-site experiences that feel authentically Dallas. Why Dallas? ‘Cause We Can. The best meetings aren’t remembered for the agenda alone. They’re remembered for the moments between sessions, the conversations over dinner and the experiences attendees couldn’t have had anywhere else. That’s where Dallas stands apart. Few destinations combine a worldclass arts district, a MICHELIN-recognized culinary scene, iconic sports venues and effortless accessibility in one city. It gives planners the freedom to think beyond the meeting rooms and build programs that feel distinctly Dallas from start to finish. Ready to add some swagger to your next meeting? Submit your RFP and let’s start planning.

American Airlines Center, Dallas Mavericks Game

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