USAEXtra Convention Center Focus
N.C. Bar & Tavern Association Pursues Lawsuits After State Supreme Court Ruling
By Todd McElwee
A pair of lawsuits that seek to recoup income lost after former North Carolina Gov. Roy Cooper’s COVID-19 shutdown orders—including one brought forth by the North Carolina Bar & Tavern Association (NCBATA)—are proceeding after a favorable decision from the North Carolina Supreme Court.
In late August, the court issued a victory for private bar and tavern owners, who had filed a separate lawsuit, by ruling their legal pursuits may proceed under the state constitution’s “fruits of their own labor” protections. This refers to the right to earn a livelihood without unreasonable government interference.
NCBTA said the decision confirms what the association has been arguing since 2020: the governor’s orders
unfairly singled out private bars while allowing thousands of similar businesses to reopen.
“From the beginning, we never asked for special treatment, only equal treatment,” said NCBATA President and bar owner Zack Medford. “This ruling is a clear message that hardworking small-business owners cannot be shut out of their livelihoods without accountability. Today the Court made it clear: the right to earn a living is fundamental in North Carolina.”
On Facebook, NCBATA said it first filed suit on June 4, 2020, on behalf of 185 private bars and taverns forced to remain closed for more than a year while restaurant bars, breweries, wineries, and hotel bars were allowed to operate.
“We are proud of the persistence of our members and deeply grateful
to our legal team including former Supreme Court Justice Bob Orr and attorneys Matt Vaughn and Mike Tadych for fighting tirelessly on behalf of small-business owners across this state,” Medford said. “This is another important step toward justice for the bar and tavern community.”
Seeking to curtail the spread of COVID-19, Cooper—a Democrat who left office last December and is now running for U.S. Senate—issued a series of executive orders closing bars starting in March 2020. By summer, bars still had to remain closed, but restaurants and breweries could serve alcohol during certain hours. Later that year, bars could serve alcoholic drinks outdoors with time limits later added, but the plaintiffs say it was unprofitable to operate.
All temporary restrictions on bars were lifted in May 2021.
Elliott L. Ferguson II, President & CEO of Destination DC, spoke on August 26 at Capital Turnaround about the organization’s 2026 marketing and sales strategy during its annual Marketing Outlook Meeting. Topics included an initiative to advance the award-winning creative campaign “Only One DC” by deepening the
story of city residents, plans to leverage America’s 250th anniversary in 2026, a report on the latest visitor trends, and an updated forecast for visitation.
HOTS Canine Calculator… HOTS was told there would be no math in this issue, but it’s still crunching numbers when it comes to the age of dogs. Ripley’s Believe or Not! reports that according to the American Kennel Club, a medium-sized dog’s first year of life is equivalent to 15 years of a human’s life. The dog’s second year of life equals nine years for a human. Each subsequent human year equals about five years for the canine. Small dogs are typically considered senior when they are seven, but larger dogs are often labeled senior at just five or six years. Depending on their weight, a 10-year-old dog is equivalent to a human who is 56 to 78 years old, while a 15-year-old dog is comparable to a 76to 115-year-old human. HOTS enjoys these fun facts about our furry friends!
USAE
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
Marketing & Circulation Director Christy Pumphrey christy@usaenews.com
To
HOTS HOTS
HOTS Shocking Shark… A man fishing in waters off the coast of Costa Rica reeled in an unusual catch—the first documented orange-colored shark. Garvin Watson reeled in the 6-foot, 6-inch nurse shark while casting his line near Tortuguero National Park in August 2024. “We couldn’t believe what we had in front of us, an orange shark that looked like an alien,” Watson told USA Today. Researchers said the shark’s bright orange coloring is caused by a condition called xanthism, which causes yellow or gold pigmentation in an animal’s skin, scales, or fur. A report published this month in the journal Marine Biodiversity that Watson’s nurse shark represents “the first scientifically documented case of total xanthism in the species and the first record from the Caribbean Sea.” Now, orange you glad HOTS reported this news?
New Orleans Morial Convention Center Earns Second LEED Gold Certification
By Jonathan Trager
The New Orleans Ernest N. Morial Convention Center (NOENMCC) has earned its second Leadership in Energy and Environmental Design (LEED) Gold certification, making it one of only two convention centers in the country to be certified Gold twice in a row.
LEED is a globally recognized building rating system from the U.S. Green Building Council (USGBC) that provides a framework for healthy, highly efficient, green buildings based on standards for energy efficiency, water conservation, indoor air quality, and waste reduction.
After earning its first LEED certification in 2022, the convention center expanded its recycling programs—diverting 378.4 tons of waste from landfills in 2024—and reduced energy use by 11% and water use by 16% since 2019 following major equipment and lighting upgrades and other improvements.
“Being recertified as a LEED Gold facility is confirmation that all the energy-saving investments, building upgrades and green initiatives we’ve implemented are making a difference,” said Adam J. Straight, Convention Center COO. “I am grateful to everyone on our team for the collective effort that’s helping us meet our sustainability goals. Because this is not about getting another green feather in our cap; it’s about working to be a good steward of the environment and making our facility better for our guests, employees and neighbors.”
As the largest LEED certified facility in Louisiana, the convention center is being recognized as a leader in sustainability across the region. In April 2025, the Louisiana Department of Environmental Quality presented the NOENMCC with an Environmental Leadership Program Award.
“The New Orleans Ernest N. Morial Convention Center’s efforts to operate more efficiently are not just impressive—they’re helping us compete,” said
heat island effect in the neighborhood and yields a small energy savings for the building. Rock ballast from the previous roof was repurposed for use in parking lots.
During a 2023 interior renovation project, old carpet and ceiling tiles were sent to special facilities, where they were used to make new products, surpassing the NOENMCC’s goal of 50% waste diversion by diverting 84% of the waste produced during the project’s first stage.
“Sustainability has become a key factor for today’s meeting planners, and our sales team is proud to showcase the Convention Center as a modern, energy-efficient facility that lives up to our promise: New Orleans is
Built to Host.”
Walt Leger, President & CEO of New Orleans & Company. “Sustainability has become a key factor for today’s meeting planners, and our sales team is proud to showcase the Convention Center as a modern, energy-efficient facility that lives up to our promise: New Orleans is Built to Host.”
In 2024, the NOENMCC completed the installation of a new 40-acre “cool roof” with a special foam insulation and coating that creates a reflective sheen to divert heat away from the building, which reduces the urban
In addition to completing a major waste audit during a 2024 convention, the NOENMCC upgraded its “Know Where to Throw” color-coded dock system to simplify the process of recycling cardboard, Visqueen, scrap metal, and wood after events. Teams also collected nearly three tons of Mardi Gras beads, throws, plastic bottles, and aluminum cans to be recycled after the 2024 Carnival season events at the facility.
“LEED certification is the industry standard for showing that our work is effective,” said Linda Baynham, Director of Sustainability and Corporate Social Responsibility for the convention center, who spearheaded the recertification process. “Clients appreciate holding events in a facility that’s doing its part to reduce impacts. As a leader in the event industry, we want to show what’s possible when you make sustainability a priority.”
For more information on the convention center and its sustainability initiatives, visit mccno.com/sustainability
Hampton by Hilton is celebrating National Waffle Day on August 24 by inviting guests to create a new limited-time waffle flavor that will be served at more than 2,450 hotels across the United States and Canada. From August 22 through September 5, individuals are invited to share why they love The Hampton Waffle. Shown here is Hampton’s own Beverly Christmas, the U.S. Waffle Boss, who was crowned after an exclusive Hampton team member contest last year.
By Jonathan Trager
HSMAI Publishes Report on AI’s Impact in Hospitality Talent Management
The Hospitality Sales and Marketing Association International (HSMAI) Foundation has released a special report, “AI-Powered Workforce: Hospitality’s Next Evolution,” examining how Artificial Intelligence (AI) is transforming talent management for hotel sales, marketing, and revenue management teams.
Announced on August 25, the report is the first installment of the foundation’s ongoing quarterly talent insights series. It offers practical guidance for hospitality leaders on embedding AI into professional development, recruitment, and retention strategies.
“AI is transforming how hospitality organizations attract, develop, and retain talent,” said Brian Hicks, President & CEO of HSMAI. “As the industry
ConferenceDirect’s CDX Shaped by Caesars Entertainment’s Commitment to Wellness
By Todd McElwee
Wellness remains top of mind at Caesars Entertainment.
From exercises in mindfulness to expansions of heathy menus, wellness remains a top priority for the company and was on display during CDX 2025. ConferenceDirect’s exclusive association customer event happened a few weeks back at Caesars Palace.
“Wellness has been a focus of Caesars Entertainment for many years now and it was an honor to share a few of our offerings with this ConferenceDirect group,” said Patrick Espinoza, Executive Director of Sales, Caesars Entertainment.
oritized well-being, connection, and professional growth.” Attendees experienced yoga, private cooking classes, yoga, breathwork sessions, helicopter tours and time at the F1 X Experience. In addition, an offsite with the Las Vegas CVA was held.
“Las Vegas was our number one destination in 2024, and it’s trending number one again this year,” said Jerry Horan, President & CEO of ConferenceDirect. “But there’s a big difference between working an event and being treated like a guest.”
navigates digital transformation and workforce shortages, AI integration has become an essential strategy for sustaining growth and performance. This report provides hotel leaders with strategies to apply AI in ways that help teams thrive while driving measurable business results.”
The report examines a case study from the Expedia Group on how it leveraged its Zoom Revenue Accelerator (ZRA), a conversational intelligence platform, to integrate learning directly into sales workflows.
Key findings from Expedia’s use of AI included:
• Time Savings: AI reduced post-call administrative work by more than two minutes per call, freeing staff for strategic, high-value activities
• Manager Productivity: 84% of managers reported saving at least one hour weekly, enabling more focused coaching
• Coaching Quality: 83% of managers observed improvements in their ability to guide teams effectively, with feedback driven by data instead of anecdote
• Seller Confidence and Performance: 70% of sales team members improved partner engagement and close rates, directly connecting AI-driven development to results
• Sales Effectiveness: Pitch success rates increased by 0.3%, demonstrating measurable revenue impact across global teams
Lori Kiel, HSMAI Foundation Chair and Sr. Vice President of Revenue Management at Pyramid Global Hospitality, said: “By embedding AI into daily workflows, like Expedia Group’s use of conversational intelligence to deliver real-time coaching, hotels can measurably improve performance, boost sales effectiveness, and strengthen employee engagement, all while preserving the human connection that defines hospitality.”
The report is made possible with the support of the HSMAI Foundation’s 2025 Corporate Talent Partners and authored in collaboration with industry experts in AI-driven talent solutions.
To read the report, visit global.hsmai.org/research.
HSMAI Releases New Revenue Playbook for Hotels
By Jordan Bradley
our clients,
“We are committed to wellness and will continue to provide new and innovative ways to engage and delight
just
as we did with this group.”
“We are committed to wellness and will continue to provide new and innovative ways to engage and delight our clients, just as we did with this group.”
Caesars Entertainment said it facilitated “a holistic agenda that pri-
The event opened with a “brain reset” led by Dami Kim, Executive Director of Corporate Wellness at Body & Brain Wellness. Kim guided attendees through a tapping exercise designed to realign the three layers of the brain: neocortex which is your thinking area, limbic related to emotions, and brain
The Hospitality Sales and Marketing Association International (HSMAI) released a new industry resource on August 21 for hotel owners and managers.
The “Ancillary Revenue Strategy Playbook: Going Beyond Room Revenue” from the association is designed to help hotel professionals “drive revenue growth through creative, non-room income streams,” HSMAI said.
The guide identifies tactics for monetizing underutilized room inventory; strategies to take advantage of spaces such as rooftops, meeting rooms, and pool decks as options for additional revenue; how food and beverage promotions such as experiential dining events, amenity packages, and community facing events can drive revenue; tools for evaluating vendor partnerships, optimizing fees, and tracking performance metrics; and how to identify opportunities tailored to different types of guests.
“Room revenue will always be foundational, but hoteliers who
adapt and diversify their revenue strategies will be best positioned for long-term success,” said Brian Hicks, President & CEO of HSMAI. “This guide offers practical, real-world ideas to help properties of all sizes enhance guest experience while boosting profitability.”
With the hospitality industry is navigating a changing economic landscape, identifying ways to strategically and creatively increase revenue will help hoteliers manage rising operational costs that come with the changing landscape, HSMAI said.
The playbook was created by members of HSMAI’s Sales, Marketing and Revenue Optimization Advisory Boards chaired by Amir Bhatnagar, CHDM, Associate Vice President of Commercial Strategy at Ashford, and Jeff Borman, CHDM, CHBA, Global Head of Sales, Revenue, and Distribution at Virgin Hotels, HSMAI said.
HSMAI’s Ancillary Revenue Strategy Playbook is available to members. Non-members are able to purchase a copy of the guide at HSMAI’s website at americas.hsmai.org.
Women Leading the Way
Laura Lee Blake Knows That Leading Takes a Great Team
By Jordan Bradley
Laura Lee Blake, President and CEO
of the Asian American Hotel Owners Association (AAHOA), had earlier experiences with franchising, industry conferences, and trade shows than most.
Growing up in rural Iowa, Blake traveled with her father, an owner of a General Motors franchise dealership, to industry trade shows across the country, she told USAE
Because of this, Blake understood from an early age the huge impacts policy changes could have on small franchise business owners.
During one example, Blake recalled, the company required her father to replace his dealership sign with a new one that he was required to lease from the company and ensure the signs upkeep.
“So my dad said that once a month, a man would drive across the state of Iowa, come to his dealership, go out front, stand under the sign, look up and say, ’It looks good to me,’” Blake said. “That was the maintenance, and my dad would have to pay for that.”
Growing up, Blake attended industry events where new GM model vehicles were being rolled out, and the National Automobile Dealers Association’s annual conference with company leaders and other franchise business owners.
The stories her father shared with her about his experiences as a franchise business owner and her experiences traveling around the country for conferences and conventions stayed with Blake, she told USAE, and still resonate for her today as she leads the largest hotel owners association in the country.
Blake attended the University of Iowa, where she received her Bachelor of Arts in Communication and Media Studies. After working in the field for a short time, she opted to pursue her law degree in order to become a legal correspondent at the University of Iowa’s College of Law. But she “fell in love with the law,” she said.
Eventually, she landed at an international law firm as a litigation attorney in Southern California before establishing her own firm, Connor, Culver, Blake, and Griffin.
When Blake and her family moved to Atlanta “for family reasons,” she said she considered a couple of not-quiteright positions as in-house counsel for Atlanta businesses before learning about an open position with AAHOA as Vice President and General Counsel. The uniqueness of the association struck a chord, she told USAE
“I thought, ‘This is unusual’ to have
a national association headquartered in Atlanta, and have it comprised of Indian hoteliers – many who had come from India,” Blake recalled. “At first I was a bit maybe cautious thinking, ‘Am I going to fit in? What does this mean, especially as a woman?’ And I decided to just try it for a year, and see how it would go. And I loved it so much. I stayed for nearly 10 years. Just an incredible experience.”
Then she took an opportunity to rejoin her former firm in California, moving cross-country for a third time and working there until AAHOA representatives reached out to ask if she would be interested in interviewing for the position of president and CEO.
“I have just such high respect for the family values, the focus on hard work, on education, pursuing the American dream,” Blake said of AAHOA membership. “I thought, ‘I cannot pass this up.’ So I went through the process. I was extremely honored to be selected for this role.”
Blake joined AAHOA in her current role in May 2022. She was happy to reconnect with board officers and chairs, and association members when she rejoined AAHOA “but to suddenly step into this role,” she said, “was a bit eye opening as to how much it had grown in size and scope and impact and influence.”
As an example of the growth, Blake arrived at the association just in time to support AAHOA members and directors Lina Patel and Tajel Patel as they planned to put on the first HerOwnership Conference. The conference is designed to reach women at every stage of their pursuit of hotel ownership—from the basics of where and how to access financing for those who are just beginning to master classes for seasoned hoteliers seeking to sharpen the tools in their belts.
AAHOA will host the fourth edition of the conference in Hilton Head Island, South Carolina on September 11–12.
From its inception, the AAHOA HerOwnership conference has been focused on giving women opportunities for education about being a hotelier, networking—and the opportunity to bring wellness to front and center for themselves.
“I remember that even from the getgo, [wellness] was a strong focus and effort,” Blake said, as women “tend to make so many sacrifices for our families, for our work, for everything else that we forget about our own wellness. And so there was a strong component to also include” wellness and fun in the conference’s offering.
This year’s opening reception, the
Soiree by the Sea, offers that joy and fun, Blake said.
The HerOwnership Conference topics cover heavy-hitting topics surrounding what it takes to make a hotel a viable business and there’s “a lot of focus on significant, substantive education and topics,” Blake said, “but also we have built in networking, keynote speakers, master classes—and, of course the fun of our opening receptions as well.”
For Blake, leadership required a shift in her approach to the job. Serving as an attorney and in-house legal counsel for the association to President and CEO of AAHOA, her role required strong focus on research and individual contribution, she told USAE.
value of an incredibly strong team.”
“I think women tend to maybe have this where we’re we are so highly capable that when we are given a task, we dive in and we figure we’re going to accomplish this somehow, even if it’s by sheer determination. I’ve never been very good about asking for help,” Blake said.
Taking the helm of the nation’s largest hotel owner association, Blake learned pretty quickly that that strategy wasn’t going to get her as far as it had in the past, and became aware, in a new way, of the benefits that come with having a strong team.
“I was very comfortable with taking on new things, being curious, asking questions, and then just tackling it all by myself. But coming to AAHOA—and this is something that I am continually learning—leadership is definitely not about doing it all yourself, right?” Blake said. “That backfires completely. Because then you hold everybody to a certain expectation level of expectation, and of course, they have different expertise. They have different talents and even different insights. And maybe yours isn’t even the best. You’re just so used to kind of thinking this is the best way to do it. So I have learned the
Going forward into the remainder of 2025, Blake and AAHOA are busy as ever. Aside from preparing for the next annual HerOwnership conference, Blake and 250 AAHOA board members, ambassadors and leaders are preparing for the association’s National Advocacy Conference later this month.
The two-day conference will be held from September 16–17 this year. AAHOA members and industry partners attending the conference will be meeting with Congressional leaders to advocate for the lodging industry.
For Blake, this annual conference is special and something she always enjoys, she said.
“I still marvel every time I go to Washington, D.C., that we can walk down the halls of Congress, and we can go to these elected members of Congresses to their offices, and sit with them, and they hear who we are and what we are, what we are addressing, and these are people that are making decisions that not only impact this country, but often have global ramifications,” Blake said. “And there we are just walking down the halls of Congress. What an amazing just an amazing adventure.”
Laura Lee Blake
USAE xchange
Conversation with Sabrina Kidwai, CAE, CEO of Kidwai Collective
Formerly of ASAE and the National Association of Bond Lawyers, Kidwai launched Kidwai Collective in June. During this discussion with USAE , she delved into the decision to start the firm, surprises she’s encountered during the ensuing three months, branding insights and more.
USAE: What led you to establish Kidwai Collective?
Kidwai: After nearly 20 years working within associations, I was ready to bring my experience to the consulting side. I launched Kidwai Collective
CDX Wellness
continued from page 4
stem connected to lifeforce.
Kim asked, “How can you manage your thoughts, your emotions, and your life?” Organizers said it set the tone for the day.
Founder of Dawn of the Earth, Sepideh Eivazi, guided 60 participants through a somatic breathwork session—an experience designed to activate the nervous system’s relaxation response.
“Breathwork helps reduce stress, strengthen your nervous system, and release the past, creating space for what’s next,” said Eivazi.
Each attendee received ethically sourced, chemical-free teas in their amenity bags, a way to nourish the senses while supporting global farming communities. The gift bag itself was crafted by Sudara, a certified B Corp committed to ending human trafficking and breaking cycles of generational slavery through economic
to provide one-on-one strategic support to a variety of associations, helping them achieve their goals and objectives in communications, marketing and membership. At the same time, I was looking for more flexibility to balance both my work and life—and consulting allows me to do both while making a meaningful impact.
USAE: It’s been a few months since Kidwai Collective launched. What has surprised you the most about running your own business?
Kidwai: I saw my dad run his own company for nine years, including all the behind-the-scenes work of running a business, so I knew it would take effort. What has surprised me most, though, is just how much time the business side of things requires—from operations to finances to planning—and the importance of carving out time for it. Balancing that with building my client base and doing the strategic work I love has been a learning curve, but it has also helped me grow in new ways.
USAE: What are one or two questions you hear the most from clients?
Kidwai: How to best communicate your message to different audiences, so you can break through all the noise.
empowerment.
Wellness has been part of ConferenceDirect gatherings in the past, but never to this extent.
“Take the breathwork session,” said J.J. Wills, Sr. VP, Marketing Programs And Business Development, ConferenceDirect. “We had more sign up than we anticipated. Everyone loved it. Many said it was meditative and emotional. It was a gift that they walked with that was uniquely personal to each.”
Additional activities included guests creating custom candles and aromatherapy blends, a crystal activation station helping attendees select stones aligned with their personal energy, karaoke in a Caspian’s, a hidden speakeasy, and more.
Wills said: “During our conference, it wasn’t like here is your wellness, and let’s move on. Activities and activations reappeared throughout.”
Find more information at caesars.com
Members are getting inundated with different forms of communication. What’s the best strategy to convert potential members into joining your association? It’s so important to show the ROI (cost savings, the number of resources or opportunities for growth, etc.) and why it’s valuable for both potential members and those who are renewing to invest in their professional association. Finding the right messages and channels to reach members is so important right now.
USAE: When should an organization consider rebranding?
Kidwai : An organization should consider rebranding when research shows it could strengthen awareness, reduce confusion in the marketplace, or shift perceptions in a way that supports growth. It’s important to be clear on the “why” behind the change—whether that’s clarifying your identity, updating your image, or better reflecting your mission. A rebrand isn’t just about a new logo; it’s about how people will perceive and connect with your organization
moving forward.
USAE: Association membership models are constantly evolving. How can organizations ensure their offerings are up to date?
Kidwai: The key is to stay close to your members and the marketplace. Organizations should regularly gather feedback through surveys, focus groups, and data analysis to understand what members truly value. It’s also important to keep an eye on trends outside the association space—whether in subscriptions, professional learning, or community engagement—and adapt those ideas to fit your audience. You also need to keep an eye out for disruptions happening in the industry and how it can potentially impact your association and members. Finally, pilot programs and phased rollouts can help you test new offerings and refine them before scaling. By combining member insights with market awareness, associations can keep their models fresh and relevant.
Association Forum Offering a Pair of Inclusion Workshops
By Todd McElwee
Stating that “navigating diversity, equity, and inclusion in 2025 requires more than good intentions—it calls for clarity, strategy, and courage,” Association Forum is offering its Welcoming Environment Champions Program. Facilitated by DEI strategist Dr. Cie Armstead, the virtual initiative kicks off September 16.
“From Awareness to Action— Promoting Disability Inclusion in Associations” will be facilitated by Samyuktha Neeraja, CAE, and is designed to help participants view disability inclusion in a whole new light. The online session is September 30.
Forum said participants will learn how to communicate and lead amid anti-DEI rhetoric and polarization, tackle real challenges through structured problem-solving and gain hands-on DEI strategies one can apply immediately.
“With fresh content informed by the evolving social climate, this year’s program invites new participants and returning alumni alike to dig deeper, apply learnings, and take meaningful action that advances welcoming environments for members, staff, and communities,” Forum said.
Armstead is the Founder of Owlservations. Forum’s 2025 Woman of Influence Award honoree, the association noted she has served as a pioneering leader in various association management and diversity, equity, and inclusion (DEI) roles including with the American College of Surgeons, American College of Healthcare Executives, and American Bar Association.
The session will include lessons on recognizing disability-related microaggressions, strengthening inclusive language, reflecting on personal assumptions in a safe, learning-focused space and building confidence in navigating disability conversations at work.
Neeraja is a longtime association leader. A Forum profile noted she shares her experiences as an Indian-Hindu American woman with dwarfism through speaking engagements and co-hosting the A Little Perspective podcast. She also co-authored the best-selling anthology, A Little Perspective: Real Stories of Little Ladies. She is a Forum Forty Under 40 Award honoree and an ASAE Diversity Executive Leadership Program (DELP) Scholar for 2023–2025.
Find more information at associationforum.org
Sabrina Kidwai
THE FINAL WORD
Visit Detroit’s Front-of-Shirt Partnership with Juventus FC: “We’re Going to Lick the Plate Clean”
By Claude Molinari, President & CEO, Visit Detroit
When Visit Detroit was approached more than a year ago by Juventus Football Club about serving as a front-of-shirt partner, I didn’t think there was any chance it was a realistic possibility.
I’m a huge European fútbol fan and am familiar with the valuation of jersey sponsorships. For a club as visible as Juventus—the largest brand in all of Italy—it wasn’t cost effective.
And I told the good folks at Juve and Two Circles (Juventus’ agency) as much. We were blown away by their proposal, but originally, it just wasn’t feasible for us.
But they kept inquiring, insisting they could get creative and find alternate options for us to be an extension of their brand.
Enter our friends at Jeep/Stellantis. After serving as Juventus’ front-ofshirt partner for more than a decade, Jeep expressed interest in resuming their partnership after a one-year hiatus.
Jeep is a household name in Metro Detroit, where we’ll always be known as the Motor City. It also has a large footprint in Italy, where Turin can make the same distinction as Italy’s automotive capitol.
The reality is this deal wouldn’t be possible without Jeep and Stellantis. They have provided the vast majority of this investment, and Visit Detroit is thankful to be included and prominently featured alongside two iconic brands.
For Detroit, it’s a partnership with endless opportunities. We’re not going to be taking small bites at it. We’re going to lick the plate clean.
Juventus boasts more than 560 million fans across the globe, including 100 million in Europe, a key target region for boosting tourism to Detroit. The club has 190 million social media followers, which is more than all 32 NFL teams combined.
Within days of the launch in May, 100,000 Juventus jerseys featuring Visit Detroit and Jeep had sold. Traffic on VisitDetroit. com from people located in Italy jumped by 3,000%, with other countries across Europe also making a significant leap in website traffic.
Along with Juve’s men’s and women’s team shirts, Visit Detroit’s recently rebranded logo is featured on LED boards and press conference backdrops at Allianz Stadium, among other in-game activations.
The visibility our destination will receive is unprecedented. It’s the first time a CVB has secured front-of-shirt branding for a Serie A club.
With all these new resources at our disposal, it’s our job to drive visitation among Juventus fans to our region, and for those visitors to stay in our hotels, dine at our restaurants and frequent our attractions.
in the country.
When we get them here, we know we’ll get them here. Because there’s never been a better time to visit our destination.
Detroit is the perfect place to visit for people seeking a deeper travel experience. We’re a Michelin Green Guide destination with a world-class culinary scene, historic architecture, arts, culture and the best sports fans
Visit Detroit—formerly known as the Detroit Metro Convention Visitors Bureau—is the oldest such organization in the world, founded in 1896. Juventus’ history traces back to 1897, so our history closely aligns.
As we turn the page toward the future, we’re viewing this partnership as Passion meeting Innovation. When you walk into Allianz Stadium, you can
feel the passionate energy among Juve fans. In Detroit, we beam with civic pride about the incredible advancements that truly make this place one of a kind.
Together with Juventus and Jeep, our destination now has unmatched global exposure. And we plan to take full advantage of the opportunities in front of us.
Greater Palm Springs Tourism Foundation Launches Autism Certification Grant
By Jonathan Trager
The Greater Palm Springs Tourism Foundation has launched a new Autism Certification Grant to enhance accessibility and expand the region’s reputation as a welcoming destination for all, the organization announced on August 26.
The program provides a $2,500 reimbursement to hospitality businesses that obtain or renew Certified Autism Center (CAC) status through the International Board of Credentialing and Continuing Education
Standards (IBCCES).
This initiative builds on Visit Greater Palm Springs’ designation as a Certified Autism Destination, supporting the region’s ongoing commitment to inclusivity. By helping more businesses achieve CAC certification, the grant expands the number of hotels, attractions, and venues that can confidently welcome travelers on the autism spectrum and their families.
“We are proud to launch the Autism Certification Grant, which underscores our commitment to inclusivity and accessibility,” said Lauren Brug-
gemans, Director of Sustainability & Community Engagement at Visit Greater Palm Springs. “By empowering more hospitality partners to become Certified Autism Centers, we are creating safer, more welcoming environments for visitors and residents alike.”
More than 30 organizations across Greater Palm Springs have already earned the CAC designation, with more than 3,000 staff members trained to better serve individuals with autism. With the support of this grant, even more businesses can join
the program and “help ensure the destination remains at the forefront of inclusive travel,” according to Visit Palm Springs.
“The momentum we’ve seen around autism certification has been incredible,” said Josh Heinz, Community Engagement Manager at Visit Greater Palm Springs. “This grant will help even more businesses join the program and continue building a community that is welcoming and inclusive.”
For more information, visit gpstourismfoundation.com
Left to right: Visit Detroit’s Stan Smith, Vice President of Marketing; Claude Molinari, President & CEO; and Brett McWethy, Sr. Director of Communications.Credit: Visit Detroit
Greater Fort Lauderdale: A Meeting Destination That Moves with You
In today’s events landscape, planners need more than meeting rooms— they need ease, flexibility, and environments that inspire and support connection. In Greater Fort Lauderdale, that’s not just a feature. It’s the foundation.
From the $1.3 billion expansion of the Broward County Convention Center to the game-changing Omni Fort Lauderdale opening this fall, the destination is transforming what it means to meet by the water. Add in 38,000+ hotel rooms, wellness-friendly venues, and one of the most accessible transportation networks in the U.S., and it’s clear why Greater Fort Lauderdale is fast becoming a top pick for groups of every size and style.
Meet Where Progress Meets the Shoreline
The reimagined Broward County Convention Center is at the heart of Greater Fort Lauderdale—located just minutes from Fort Lauderdale-Hollywood International Airport (FLL) and directly adjacent to Port Everglades. This isn’t just a venue; it’s a modern
meetings ecosystem. Spanning 1.2 million square feet of total space, the convention center features 350,000 square feet of contiguous exhibit halls, a dramatic 65,000-square-foot waterfront ballroom, and a sprawling outdoor plaza ideal for open-air activations and wellness gatherings. It’s also LEED® Gold certified, making it a premier choice for planners looking to meet sustainability benchmarks. Adding to its appeal is direct Water Taxi access and a location that allows attendees to arrive by boat—an experience as memorable as it is convenient. The design emphasizes natural light, intuitive movement, and flexible functionality, supporting everything from high-pro fi le trade shows to boutique wellness retreats. For today’s planners, it’s the kind of versatile, future-forward venue that enhances engagement while easing logistics.
The Omni Fort Lauderdale: A Game-Changer for Groups
Opening in Fall 2025, the all-new Omni Fort Lauderdale will be the
of fi c ial headquarter hotel for the Convention Center—and a major win for planners. With 801 guest rooms, 29 floors of ocean-inspired design, and over 120,000 square feet of additional meeting space, the property brings luxury, versatility, and high-end convenience together in one stunning vertical footprint.
Its on-site dining includes six unique options, from the lively Mangrove Pool Bar & Grill to the elegant IBIS Rooftop Lounge. There’s also a full-service Mokara Spa, multiple pools, a 24-hour fitness center, and a 15th-floor event terrace ideal for sunset receptions. The hotel is conventiently connected directly to the convention center, streamlining logistics and eliminating the need for shuttles or offsite coordination.
This is a new benchmark for meeting hospitality—and a statement of how Greater Fort Lauderdale is leveling up its offerings for future-facing groups.
Affordability Meets Elevated Experience
Despite the luxury touches, Greater Fort Lauderdale is a surprisingly cost-effective choice for planners. With more than 38,000 hotel rooms across a range of price points and neighborhoods, it’s easy to find options that match any budget or group size. The proximity of accommodations to the convention center—and the walkability of surrounding districts—keeps transportation costs low and attendee satisfaction high.
Groups can stay near the ocean and soak in the golden sunsets or choose sleek urban properties in areas like downtown Fort Lauderdale or neighboring cities like Dania Beach. Many properties also offer group wellness perks, beachfront meeting areas, and locally sourced catering that aligns with sustainability goals.
Wellness, Sustainability, and Purposeful Design
Greater Fort Lauderdale makes it easy to align meetings with today’s purpose-driven planning trends. The convention center’s LEED Gold certi fi cation demonstrates its commitment to green meetings, with energy-ef fi cient systems, sustainable materials, and recycling programs built into its operations.
The Omni Fort Lauderdale supports this approach with wellness-forward features, including spa offerings,
rooftop yoga spaces, and nourishing, locally sourced menus.
Planners can also tap into the region’s natural assets to schedule wellness moments that are both immersive and restorative. Beachfront yoga sessions, guided kayaking along scenic waterways, and meditative walks through Hugh Taylor Birch State Park all offer built-in wellness without adding strain to the schedule. Several hotels and venues also participate in Greater Fort Lauderdale’s broader sustainability initiatives, offering programs like composting, reusable dining ware, and on-site hydration stations.
Uniquely Fort Lauderdale Experiences
In Greater Fort Lauderdale, meetings break out of the ballroom and into the destination itself. This region excels at blending business and leisure, with experiences that let attendees explore, relax, and connect. Planners can host sunset receptions on private yacht charters, build camaraderie through a round of pickleball at The Fort Pickleball Club, or book an evening at the newly renovated FTL War Memorial Auditorium–a venue with a rich history that’s seen many iconic music groups over the years from Buddy Holly and Tony Bennett to Willy Nelson and Melissa Ethridge. Groups can also explore the local arts scene with curated visits to the NSU Art Museum or schedule a private tour at Bonnet House Museum & Gardens.
Food-focused experiences also abound. A dining excursion through the culinary corridors of Las Olas or a waterfront tasting event near the Intracoastal offers attendees an authentic—and delicious—taste of the region. With events like Art Fort Lauderdale and Dine Out Lauderdale on the calendar, groups visiting during key periods can align their itineraries with unforgettable cultural moments that deepen the destination connection.
What’s
New: Future-Proofing for Planners
Always evolving, Greater Fort Lauderdale continues to invest in tools and infrastructure that simplify and enhance the planning experience. The much-anticipated return of Pier Sixty-Six—complete with meeting space, marina access, and panoramic views—adds another icon to the luxury meetings map. At the same time, the LauderGO! The community shuttle network is expanding, providing a free and easy way for attendees to move between neighborhoods and venues. The region’s accessibility efforts also continue to lead the industry, with ADA-compliant beach mats, inclusive
This is what meeting by the water looks like. Golden shores, blue horizons, and endless inspiration.
Where groups go big. The new Omni Fort Lauderdale brings skyline views, luxe amenities, and direct access to the best of the destination.
By Todd McElwee
JTB Corp. Acquires Northstar Travel Group
Northstar Travel Group announced August 28, that JTB Corp. (“JTB”), a Japanese travel solutions provider, has agreed to acquire Northstar from investment funds managed by EagleTree Capital and its co-investors.
As part of the transaction, Northstar will operate as a wholly owned, independent subsidiary of JTB and will continue to be led by its existing management team, including CEO Jason Young. Terms of the transaction were not disclosed.
Northstar operates B2B travel event, media, and market intelligence brands such as Travel Weekly, Business Travel News, ALIS, The Meetings Show, and Phocuswright. Northstar said it connects to a global audience of more than one million travel professionals.
“We are thrilled to partner with JTB as we enter the next phase of our company’s incredible history,” said Young. “Our shared commitment to the travel industry, cultural alignment, and collective expertise—combined with the opportunity to accelerate Northstar’s geographic expansion in
Fort Lauderdale
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hotel design, and mobility-friendly transportation options.
Visit Lauderdale’s meetings team stands ready to assist planners with complimentary support services—everything from sourcing venues and creating site visit itineraries to connecting planners with local vendors, speakers, and entertainment partners. It’s a destination that goes beyond the venue—and meets you at every step of the journey.
From budget-conscious meetings
the Asia Pacific region—will enhance our ability to deliver value to our audiences and customers as we advance our mission.”
Parties said the transaction advances JTB’s growth strategy, which includes geographic expansion and targeted investments in events, information services, market intelligence, and other strategic lines of business associated with the travel industry.
“Today’s announcement marks the beginning of an exciting new chapter for JTB Group,” said Eijiro Yamakita, President & CEO of JTB Group. “Northstar brings outstanding expertise and fresh perspectives that perfectly align with our strategic vision. By operating Northstar as an independent subsidiary, we preserve their neutral market position while creating a powerful platform for delivering superior customer experiences. We are confident this structure will unlock significant growth potential while contributing to the innovation and future growth of the travel industry.”
Co-Managing Partner Anup Bagaria and Sr. Partner Michael Struble of EagleTree Capital said: “It has been an honor to partner with the Northstar
to five-star incentive trips, Greater Fort Lauderdale offers the ultimate combination: modern infrastructure, natural beauty, and warm, genuine hospitality. The opening of the Omni Fort Lauderdale and expansion of the Convention Center represent a bold new chapter—one where groups get the space, flexibility, and experience they’ve been craving.
Because here, meetings don’t just happen. They move. They breathe. They leave an impression.
Learn more and start planning at VisitLauderdale.com/meetings
A convention center that feels like a destination. Bright, fl exible, and steps from housing and your next new experience. .
team, including Chairman and former CEO Tom Kemp and current CEO Jason Young, and to witness the Company’s impressive transformation over the last few years. We are confident Northstar is well positioned for future success and look forward to watching it thrive as part of JTB.”
BrightTower served as financial
advisor and Jones Day served as legal counsel to Northstar. SMBC Nikko served as financial advisor and Venable LLP and Mori Hamada & Matsumoto served as legal counsel to JTB.
Closing of the transaction is expected this month, subject to customary closing conditions, including regulatory approvals.
