Groups Today September/October 2026

S E P T/O C T 2 0 2 6

THE RE SOURCE FOR E VERY THING GROUP TR AVEL .

LIVE PERFORMANCES That

Surprise and Delight

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2026 NEWSMAKERS OF THE YEAR BASK IN THE WONDER OF THE AMERICAN WEST OPENING THE DOOR TO A NEW GROUP DESTINATION OR ATTRACTION

Published by Serendipity Media, LLC Volume 24 Issue 4

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IN THIS ISSUE O n t h e C o v e r : H a m i l to n N a t i o n a l To u r, p h o to © J o a n M a r c u s

S EP T EMB ER /O C TO B ER 2 0 2 6 Vo l u m e 24 , I s s u e 4

SPECIAL REPORT

GROUPS TODAY IS PUBLISHED BY: Serendipity Media, LLC 866-252-7108 www.serendipity-media.com

2026 NEWSMAKERS OF THE YE AR page 8

PRESIDENT & PUBLISHER

Kasie Smith SALES & MARKETING MANAGER

Kris Bischof

T H E M E F E AT U R E

ART DIRECTOR

LIVE PERFORMANCES THAT SURPRISE AND DELIGHT

Courtney Van Hagen MANAGING EDITOR

page 14

Sarah Suydam GR APHIC DESIGNER

Claire Chapin ACCOUNTING & OPER ATIONS SPECIALIST

Megan Marshall

D E S T I N AT I O N F E AT U R E

BA SK IN THE WONDER OF THE AMERICAN WEST

MARKETING COORDINATOR

Hannah Hohman COMMUNICATIONS & EVENT COORDINATOR

page 22

Maggie Mutch MEDIA CONSULTANTS

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A N OTE F RO M TH E M A N AG I N G E D ITO R A s we wave goodbye to t he su m mer mont hs a nd beg i n to welcome i n autumn’s annual splendor, we hope your warm-weather adventures have been as memorable as ours.

Look ing back on the last year, we can’t help but be thrilled about the grow th, development, and new t hings t hat have been happening all t hroughout t he industry. In an effort to recognize these people and efforts, our 2026 Newsmakers of the Year delves into their stories a bit more (page 8). We also touch base w ith John David, STS, President & CEO of the Sports Events & Tourism Association, to get his insight into the sector’s unprecedented grow th on the heels of the FIFA World Cup and w ith the upcoming LA Olympics (page 28).

If you’ve ever been to a destination or attraction and saw the potential for

SARAH SUYDAM Managing Editor sarah@serendipity-media.com

group business but weren’t sure how to make it happen, f lip to page 4. It’s in t his art icle t hat we get t he scoop from professionals who’ve been t here and have successfully branched out, work ing hand-in-hand w ith partners to build out new group offerings. A nd, if you’re look ing for a bit of niche inspiration for your next itinerar y, turn to page 26 for our breakdow n of some stellar pop culture museums you should absolutely have on your radar.

This issue’s destination feature sets out westward to truly get a taste of everything the American West has to offer (page 22), while the theme feature gives you everything you need to know about live performances of all kinds, whether you’re a Broadway aficionado or are looking for a fully immersive experience (page 14).

W herever your travels take you this fall, we hope you’ve got a chai latte in

Send your stories, suggestions and thoughts to: 519 Ada Drive SE, Ste 201 Ada, MI 49301 sarah@serendipity-media.com

hand and a motorcoach full of groups ready to make unforgettable memories.

Cheers!

is MORE THAN JUST A MAGAZINE T h e “ B e s t o f ” d i g i t a l c o nte nt f o un d o n l y o n g ro up s to d ay. c o m TERRY FISCHER: A MINDSET FOR GROWTH AND POSSIBILIT Y NEW REPORT FINDS STRONG FUTURE FOR GROUP TRAVEL BOURBON & BELONGING RETURNS FOR THIRD YEAR AS KENTUCK Y'S QUEER BOURBON WEEK BEING NIMBLE AND STAYING INFORMED WHEN POLICY SHIFTS

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GET INSPIRED Enhance your professional development with timely group travel industry updates, business tips and more.

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SPONSORED CONTENT

ALWAYS IN SEASON? IT'S A SHORE THING!

There are many reasons why group travelers are inclined to visit destinations at the same time each year. Beaches are more enjoyable in the summer.

The mountains are perfect for skiing in the winter.

As a result, most destinations have what is referred to as a “peak season,” usually in the summer.

Here are four major benefits of shoulder-season group travel to Shores & Islands Ohio.

LOWER COST If you’ve ever traveled with a group in the summer, you know prices can be slightly higher due to accommodations being in high demand. Many Shores & Islands Ohio lodging partners are open all year and are eager to increase shoulder season bookings.

SURPRISING EXPERIENCES By traveling at times of year that aren’t as popular, you’re more likely to experience things that many other tourists of ten miss. Put-in-Bay, for example, is beautiful in the summertime, but it’s an even more unique experience in the fall when the leaves are changing. A beautiful ride on one of our many ferry lines to the islands in the fall allows you to catch the changing colors and amazing sunsets.

Photos © Shores & Islands Ohio

GREAT SEASONAL EVENTS Spring brings another one-of-a-kind event with the Biggest Week in American Birding, a 10 - day festival in northwest Ohio, “The Warbler Capital of the World!”

Winter brings a variety of unique events such as The Walleye Drop on News Year Eve in Downtown Port Clinton, where groups can experience a 20-foot-long, 600-pound fiberglass walleye drop from the sky.

While we hope you enjoy visiting our beautiful destination any time, we hope you’ll consider the shoulder season to take advantage of all the great experiences available to groups.

For more information on group travel to Shores & Islands Ohio, visit shoresandislands.com/groups or contact Emma Melter: Emma@shoresandislands.com.

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ISSUES

Opening the Door to a New Group Destination or Attraction

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Group t ravel professiona ls understandably have an eye for what works for groups, including untapped potential in a destination or attraction.

But beyond recognizing a spot would be per fect for g roup inclusion in your offerings, how do you bring that untapped potential to fruition?

“Bu i ld i ng g roup bu si ness i n a dest i nat ion t hat doesn’t yet have a st rong g roup presence requ i res v ision, persistence, relat ion sh ipbuilding, and trust,” said Kris Hoff, President, Distinctively Detroit Tours and Happy Times Tours. “You have to help partners see t he economic oppor t unit y whi le a lso protect ing what makes their attraction authentic and special. W hen done correct ly, ever ybody w i ns—t he dest i nat ion, the attraction, the tour operator, and most importantly, the traveler.”

Hof f has successf u lly harnessed t he mag ic of Det roit in her g roup tours by seeing an oppor tunit y to create experiences that feel exclusive, immersive, and emot ionally connected to the city.

“Through Distinctively Detroit Tours, we developed themed experiences that tapped into Detroit’s culture, music, architecture, food, and storytelling in a

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completely different way,” Hoff shared.

“That meant building relationships with attractions, venues, historians, musicians, restaurants, and local personalities who may never have worked w it h tour g roups before.

Some partners initially didn’t think groups would be interested—or they worried groups would be difficult to accommodate. Once they saw how engaged and enthusiastic travelers were, it changed their perspective entirely.”

I n ter m s of cha l lenges, Hof f emphasized staying creative while helping partners understand operational realities. Considerations ranging from staffing to marketing and everything in between might need to be adjusted for partners new to groups. Remember to acknowledge that doing something new can be a risk for them, as well.

“One thing I’ve learned is that listening matters more than pitching. Some of the best tour concepts we’ve ever developed ca me f rom casua l conversat ions w it h loca l histor ia ns, restau ra nt owners, musicians, preservationists, or att ract ion staff members who mentioned something unique almost in passing. That’s often where the magic is hiding,” Hoff shared. “One of the most effective ways I’ve demonstrated the

value of welcoming groups is by helping suppliers and destinations understand that group travel is not just about volume—it’s about economic impact, consistency, and storytelling.

“In many cases, I’ve found the best way to prove value is simply to bring the right group and let the experience speak for itself. Once suppliers see engaged t ravelers spending money, ask ing questions, posting photos, purchasing merchandise, and ent husiastically t a l k i n g a b ou t t h e e x p e r i e nc e , perceptions change very quickly.”

Kim Marshall, General Manager, U.S. Tours, explained that she’s always on the lookout for fresh ideas, so staying in the loop is critical to building out new group offerings.

“Because we don’t concentrate on specific regions, it’s difficult to conduct site visits everywhere,” Marshall said, encouraging professionals to still visit dest inat ions t hemselves whenever possible. “We rely heav ily on local CVBs for their insight and expertise. I also receive emails from state tourism boards so I can be aware of any new attractions or destinations we may be able to market to. We also maintain a st rong presence at major t rade shows such as ABA, NTA, Midwest

Issues Stock Photo © Adobe Stock

Marketplace, and Select Travel.”

Jim Coggin, CTIS, CSTP, Tourism Sales Manager at Virginia Beach CVB, shared his insight from a destination perspective.

“There are always tour operators who think of Virginia Beach only as a ‘beach’ destination and say their groups don’t do

By Sarah Suydam

beach destinations, so I have to tell and show them that Virginia Beach is much more than just a beach destination,” Coggin shared. “My favorite thing to do as a sales manager is a sales mission, taking partners and going to a specific area and meeting with tour operators in their environment. Many times, Virginia

Beach wasn’t even on their radar until we made a visit to their office.”

Ultimately, staying open-minded, creative, and willing to work closely with partners will serve you well in developing something new.

As Marshall said, “Never be afraid to try something new!”

* F o r m o r e a r t i c l e s l i k e t h i s v i s i t g r o u p s t o d a y. c o m / B U S I N E S S

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SPECIAL REPORT

By Sarah Suydam

The Groups Today “Newsma kers of t he Year” init iat ive recog nizes t he indiv idua ls, organizat ions, associat ions, and companies t hat have recent ly made t he biggest impact on t he group t ravel indust r y. From tour operators and adv isors to dest inat ions, suppliers, and indust r y leaders, t his feature spot lights t hose who’ve shaped impor tant conversat ions, introduced new ideas, closed impressive deals, or drove meaningful change w ithin the group travel space.

Keep reading to meet this year’s Newsmakers!

ATLANTIC PARK SURF

Located in Virginia Beach, Atlantic Park Surf has been mak ing w aves, l itera l ly a nd f ig u rat ively, ever si nce it s Aug u st 2025 open i ng. T he c enter piec e of t he $ 350 -m i l l ion At la nt ic Pa rk district, Atlantic Park Surf is a first-of-its-k ind development that of fers more t ha n 10 acres of su r f i ng , shoppi ng , work i ng , l ive entertainment and boutique lodging in the heart of the Virginia Beach oceanfront.

Centrally located and integrated w ithin an urban env ironment adjacent to t he At lant ic Ocean, At lant ic Park Surf is unlike any other surfing lagoon in the world, offering unlimited wave profiles to cater to all levels.

“At la nt ic Pa rk Su r f ha s ele v ated t he le vel of e x per ienc es ava i lable to g roup t ravelers a long t he East Coast,” sa id Nate Stevens, Genera l Manager of At lant ic Park Surf. “Wit h t he f irst Wavega rden Cove su r f lagoon in Nor t h A mer ica, At la nt ic Pa rk Surf prov ides groups of all sk ill levels w ith a world-class surfing experience in a controlled and consistent env ironment, right in the heart of Virginia Beach.”

The Wavegarden Cove system (the most energ y-efficient wavegenerat ion tech nolog y i n t he world) ca n generate up to 1,000 waves per hour and more t han 20 t y pes of waves, rang ing f rom one to six feet in height and is tailored to beginners, intermediate, adva nced a nd ex per t su r fers. At la nt ic Pa rk Su r f has a l ready welcomed v isitors from all 50 states and more than 30 countries.

Photo © At lant ic Park Sur f

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Photo © DZT_ Jens Jeske

Photo © Sandy Borowsk y

Sandy Borowsky STARR BUS CHARTER & TOURS

John Sage ACCESSIBLE TRAVEL SOLUTIONS SAGE TRAVELING

A third-generation owner of a family business founded in 1947, Sandy Borowsky, Executive Vice President of Starr Bus Charter & Tours, believes in evolving and finding new ways to serve travelers. That’s exactly why the development of the “Richmond VA Pride: LGBTQ+ Heritage, Arts & History” initiative is so significant.

Created for LGBTQ+ travelers and allies alike, Borowsk y s h a r e d how t he it i ner a r y go e s b e y ond t r ad it ion a l sig ht seei ng to ex plore R ich mond t h roug h t he lens of its LGBTQ+ histor y, arts, culture, and local businesses.

Work ing a longside orga n izat ions such as Out RVA a nd R ic h mond R e g ion Tou r i s m a l lo w e d B or o w s k y a nd her tea m to create a n ex per ience t hat was aut hent ic, educational, and welcoming to all travelers.

“T he tou r demonst rates how motorcoach t ravel ca n continue to evolve alongside the changing interests and ex pectat ions of today ’s t ravelers,” Borowsk y sa id. “It shows t hat g roup t ravel ca n celebrate diversit y, foster con nect ion, a nd create mea n i ng f u l ex per iences wh i le remaining accessible and inclusive. The tour suppor ts local theaters, restaurants, attractions, and organizations wh i le helpi ng v isitors engage w it h t he dest i nat ion i n a deeper a nd more mea n i ng f u l way. It demonst rates t hat tour ism ca n be bot h econom ica l ly benef icia l and culturally respectful.”

Borowsk y is confident this model could be replicated in many destinations, as travelers are increasingly seek ing authentic experiences and meaningful connections.

John Sage, Founder & CEO, Accessible Travel Solutions and Sage Traveling, ack nowledges that the industr y has made mea n i ng f u l prog ress i n accessibi l it y, but ma ny organizations still struggle w ith how to move from good i ntent ions to pract ica l i mplementat ion. To help solve that challenge, he developed The Sage Accessible Travel Academy™ and Sage Certified ™.

The Academy provides practical, role-specific education t hat helps dest i nat ion ma nagers, hotel a nd at t ract ion s t a f f, t r av el ad v i s or s, a nd e v ent or g a n i z er s b e t t er u ndersta nd accessibi lit y a nd improve t he ex per iences they deliver, while Sage Certified ™ prov ides a structured f ra mework for orga n i zat ions to assess, i mprove, a nd demonstrate their commitment to accessibilit y.

“Accessibility represents one of the largest underserved opportunities in the global travel industr y. More than one billion people worldwide live with a disabilit y, yet many still encounter unnecessar y barriers when planning and ex periencing t ravel,” Sage said. “My v ision is a global travel industr y where accessibility is seamlessly integrated into mainstream travel rather than treated as a specialty offering or afterthought. W hen accessibility is addressed proact ively, t ravelers benef it, businesses benef it, a nd destinations become stronger and more competitive.”

Built upon more than 200,000 hours of accessible trip planning ex perience and insights gained from work ing i n more t ha n 50 cou nt r ies, t hese prog ra ms help sh i f t accessibilit y from a compliance-focused conversation to a business, g uest ex perience, and operat iona l priorit y, prov iding organizations w ith practical tools, measurable standards, and a pathway for continuous improvement.

“O u r g o a l i s s i m p l e : m a k e a c c e s s i b i l i t y e a s i e r to u nder s t a nd, e a s ier to i mplement , a nd e a s ier to com mu n icate, so more orga n i zat ions ca n con f ident ly ser ve travelers w ith disabilities and older adults.”

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Photo © Advent ure Travel Trade Associat ion / Pu lse Filmes

ADVENTURE TRAVEL TRADE ASSOCIATION

The mission of the Adventure Travel Trade Association (ATTA) is to make tourism a force for good, something the association’s President, Gustavo Timo, said t hey ’re relent less in ma k ing happen across t he globe in many different shapes and forms. A notable recent example was Advent u reW EEK Cabo Verde, t he f i rst n iche speci f ic ma rket activation initiative done by the countr y that brought adventure travel buyers, media, and stor y tellers to present Cabo Verde as a global class hik ing destination to key strategic markets.

The AdventureW EEK included t ravel to Santo A ntão, São Nicolau and São Vicente, some of the most prominent islands for hik ing and cultural activ ities, as well as a full day market place where Cabo Verde suppliers were able to meet w ith buyers and media.

“In one week, we were able to showcase t he incredible and iconic assets Cabo Verde has to offer to be recognized as a sustainable travel dest inat ion focusing on t ra i ls, cu lt ure, gast ronomy a nd its unique people,” Ti mo sha red. “T he outcomes a re st rong: ex pected ROI of $7.2 million USD in the coming three years, and approx imately 3,000

t r av eler s, 2 3 ne w it i ner a r ie s, e x t r aord i n a r y v ideos and articles being featured to B2B and B2C audiences and right on time to take advantage of the World Cup momentum.”

Travel done right, Timo added, has t he power to c re ate s h a re d e c onom ic v a lue, i nc lud i ng protecting t he env ironment, specially protected a r e a s , s u p p o r t i n g r u r a l c o m mu n i t i e s , a n d preser v ing and valuing cultural diversit y.

“Cabo Verde is a prime example of this potential and we can see the transformation happening in front of us.”

Photo © NBC Universa l

UNIVERSAL EPIC UNIVERSE

The opening of Universal Epic Universe, the first major theme park to open in Orlando in 25 years, marked the official debut of one of the most innovative and immersive theme parks ever created. Hav ing officially opened in May 2025, the newest park by Universa l Orlando Resor t has t ranspor ted g uests to f ive imag inat ive worlds f illed w it h ex t raordinar y adventures that go beyond guests’ w ildest imaginations: Celestial Park, The Wizarding World of Harr y Potter – Ministr y of Magic, SUPER NINTENDO WORLD, How to Train Your Dragon – Isle of Berk and Dark Universe.

“Epic Universe is the culmination of what we’ve been work ing on for nearly a decade,” Karen Ir w in, President and Chief Operating Officer, Universal Orlando Resort, said in a release at the time of the park’s opening. “Our teams have poured so much passion, v ision and dedication into this new park and there is truly nothing like it in our universe.”

Through a set of majestic portals, guests are transported to five expansive worlds featuring a combined total of more than 50 experiences—ranging from jaw-dropping attractions and ex hilarating entertainment to delectable dining, themed shopping, and more—all of which come together to create an unforgettable adventure that is nothing short of epic.

The park also recently introduced Universal Celestial Goodnight (a new nighttime spectacular) and the announcement of Celestial Expo, an all-new meeting and events space arriv ing in 2027.

Read more about the 2026 Newsmakers at groupstoday.com.

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T H EM E F E AT U R E B y A ll i s o n K ay B a n ni s te r

LIVE PERFORMANCES That Surprise and Delight

L

L overs of l ive enter ta i n ment—w het her it ’s Tony Aw a rdw i n n i ng Broadw ay show s, ex h i la r at i ng spor t s matchups, rousing opera, orchestra, concert productions, or jaw-dropping acrobatics—have much to look for ward to as venues and events across the countr y set their stages. Ready to hit the road? Here are some of our top picks!

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Photos © The Broadway company of Buena Vista Socia l Club/Mat t hew Mur phy, Segerst rom Center for t he A r ts, La Bohéme/Evan Zimmer man/Met Opera

Dr. Phillips Center for the Performing A rts, located i n Orla ndo, is quick ly becoming established as a premier Broadway touring destination.

The ’26-‘27 Advent Hea lt h season feat ures 10 product ions, show n in its 2,700-seat Walt Disney Theater. Among them are the Tony- and Grammy Award-w inning Buena Vista Social Club™, The Great Gatsby, BOOP!® The Musical, and Death Becomes Her. Returning favorites include Hamilton, Wicked, The Sound of Music, Beetlejuice, Disney’s Beaut y and the Beast, and Jersey Boys. The entire lineup blends time-tested classics w ith all-new blockbusters to appeal to a w ide range of audiences.

Held over a long weekend in April ever y year is Virginia International Tat too, a r ra nged by t he Vi rg i n ia A r ts Fest iva l i n Nor fol k . Globa l ly accla i med, it br i ngs toget her 800 per for mers f rom a rou nd t he world.

Militar y bands, bagpipers, drill teams, choirs, and dancers put on a t wohou r show t hat celebrates cu lt u re, music, a nd pagea nt r y. Mov i ng a nd memorable, it’s a must attend for groups. A lso tak ing place concurrently w it h Virg inia Internat iona l Tat too is t he Norfolk NATO Festival, which has a number of free and inexpensive events. It makes for an ideal itinerar y builder for longer stays in the area.

Costa Mesa, Ca lifornia has been home to Segerstrom Center for the Arts since 1986. September marks t wo significant milestones: the Center’s 40th anniversar y and the 20th anniversar y of the opening of the Renée and Henr y Segerstrom Concert Hall. As Orange Count y’s leading presenter of t heater, dance, and music, Segerst rom Center hosts hundreds of events t h roug hout t he yea r across mu lt iple i ndoor a nd outdoor stages, f rom intimate jazz performances to direct-from-Broadway productions. Watch for past and present Tony Award w inners, such as The Outsiders, Maybe Happy Ending, Buena Vista Social Club, and The Book of Mormon.

Look ing for more to do while in sunny California? Just a 45-minute drive from Costa Mesa is Cosm, housed in greater L A’s Holly wood Park. Sports and enter tainment come to life in an immersive 87-foot-diameter dome display that offers a shared realit y encounter like none other. The dining is top notch, as well!

New York Cit y has the trifecta of live performance options, w ith the Met Opera, New York Philharmonic, and Broadway. In the famous words of Mae West: “Too much of a good thing can be wonderful!”

The Met Opera’s ‘26-‘27 season opens in September, beg inning w it h a new stag ing of Verdi’s Macbeth. A lso to look for ward to is t he world prem iere of M iss y Ma zzol i’s Lincoln in the Bardo and a new production of Puccini’s La Fanciulla del West. Classic rev iva ls of Mozar t’s Così fan tutte, Verdi’s Aida and Otello, Puccini’s La Bohème and Tos c a , a nd t he hol id ay pre s ent at ion of Moza r t’s The Magic Flute a re a lso on t he calendar. Groups can make it more special by add i ng a beh i nd-t he-scenes tou r t hat offers a peek into how opera magic is made.

C ont i nue t he e nc h a nt me nt w it h t he Ne w Yor k Ph i l h a r mon ic — t he n a t ion’s oldest s y mphony orc hest r a. T he ’2 6 -‘27 season w i l l be Gustavo Duda mel’s debut a s t he Ta ng Mu s ic & A r t i st ic D i re c tor.

D ud a mel’s a r r i v a l welc ome s a ne w er a for t he en semble a nd prom i ses a n epic ex per ience for a l l who at tend. Hig h lig hts include Dudamel Conducts Mahler & Tania León, Harry Potter and the Sorcerer’s Stone™ in Concert, John Adams & Víkingur Ólafsson, Gustavo Dudamel & Marina Abramovic, and a series of Beethoven-focused productions.

Add-ons, such as pre-concer t ta l k s, postconcert Q& As, and educator-led workshops are available and recommended.

L et ’s not forget Broadway! (A s i f t hat w e r e p o s s i b l e .) S e e s uc h Ton y Aw a r d w i n ners as Schmigadoon!, The Lost Boys, A New Musical, and Cats: The Jellicle Ball, plu s cla ssic s l i ke Al a d din, Chicago, The Lion King, Little Shop of Horrors, Hamilton, and Evita. A lso not to be overlooked are MJ The Mu sical, Masquerade, a nd Operat ion Mincemeat: A New Musical. Of course, there are many more! Group planners are adv ised to ma ke t hei r a r ra ngement s t h roug h Continued on page 18... w w w.group s to day.com

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T H EM E F E AT U R E Photo © Virg inia A r ts Fest iva l

...continued f rom page 15.

ex per ts li ke Group Sales Box Off ice, who w ill help find the right shows and facilitate the process from pay ment to t icket del iver y. T hey ca n a lso assist w it h ex t ras, i nclud i ng Broadway C los e-Up —a t a l k-bac k s e s s ion t h at prov ides one-on-one interactions w ith Broadway professionals.

C rowd s a re f lock i ng to Vega s for more t h a n ju s t g a m i ng , e s pe c i a l l y w it h t he a r r iva l of t he MSG Sphere, today k now n more fa m i l ia rly as simply Sphere. East of t he Las Vegas St r ip, it tower s over t he sk y l i ne a s t he largest spher ica l st r uct ure in t he world. W it h a $2.3 bi l l ion pr ice tag , it feat ures a 16K w raparound interior LED screen, a n “E xosphere” w it h 1.2 m i l l ion pr o g r a m m able L E D l i g ht s, and 4D sensor y ef fects. If t hat wasn’t impressive enough, what happens on screen and stage is the real draw. Take

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in multisensor y f ilms, such as Darren A ronofsk y ’s Postcard f rom Earth, see The Wizard of Oz like never before, or enjoy live music from resident artists, including the Eagles and Metallica.

W hile in t he Entertainment Capital of t he World, don’t m iss a cha nce to see a Cirque du Soleil per for ma nce.

Cu r rent ly, t here’s t he w ater-t hemed “O” at the Bellagio; action- and martial a r t s-packed K À at t he MGM Gra nd; Michael Jackson ONE, pay ing tribute to

t he music and legacy of “The K ing of Pop,” at Mandalay Bay; family friendly and funny Mystère at Treasure Island; a nd n ig ht li fe-i nspi red Mad Apple at New York-New York.

T he r e’s one mor e g e m m a k i n g headlines and att ract ing fans to t he shores of t he Gra nd R iver in Gra nd Rapids, Michigan. Recently opened in spring of 2026, Acrisure Amphitheater is a n open-a ir, 12,000-plus-capacit y performing arts venue with a seasonal schedule running approximately June through September. Highly innovative, it set s ne w st a nda rd s for outdoor entertainment, boasting unobstructed views from ever y seat and concession a nd rest room conven iences t hat concer t-goers yea r n for. T he st age c a nopy, spa n n i ng t he leng t h of a football field, is an engineering marvel, as well. The amphitheater opened with L ionel R ich ie, a nd w i l l cont i nue to bring in big-name acts, with about 50 shows per season expected. The f irst show announced for 2027 is reggaedub band Stick Figure.

Grand Rapids is situated about t woa nd-a-ha l f hou rs f rom bot h Det roit a nd C h ic a go, s o add i n g a t r ip to t he soon-to-open Cosm i n Det roit’s Cadillac Square or seeing a Broadway In Chicago show while in the region is right w ithin reach!

W herever you r motorcoach t a kes you, it’s important to note t hat many of t hese venues have d iscou nt s a nd perk s for g roups of 10 or more.

Coordinat ing w it h a g roup sa les rep is the best way to get a good deal.

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T H EM E F E AT U R E

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S POTLI G HT Photo © Rockefeller Center

EAT, RELAX, AND ENJOY 360 NYC SKYLINE VIEWS Elevate your next lunch to an unforgettable experience here at Rockefel ler Center! Now at Top of t he Rock, groups can enjoy lunch 70 f loors above New York Cit y.

I n t he he a r t of t he c it y, Top of t he R o c k of f e r s t h ree f loors of breat ht a k i ng pa nora m ic v iew s. From Cent ra l Pa rk to L ower Ma n hat ta n, g uest s enjoy lu nch a longside u n matched v iew s of New York Cit y ’s most recog n i zable la nd ma rk s.

E a c h B o x e d L u n c h C o m b o i n c l u d e s To p o f t h e

Rock ad m i ssion a nd a mea l w it h a sa ndw ich, ch ips, a nd bot t led water. Accom modat ions a re ava i lable to su it a l l d iet a r y ne e d s. T he box e d lu nc h of fer i ng i s ava i lable da i ly f rom 11 a.m. to 2 p.m. for g roups f rom 10 to 100 people.

With dedicated dining space, tables, and chairs on the deck, guests can eat, rela x, and enjoy 360 v iews of the iconic cit y sk yline.

See you at the Top!

To book your visit, email groups@rockefellercenter.com.

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D E S T I N AT I O N F E AT U R E

Bask in the Wonder of the

AMERICAN WEST

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From sprawling deserts, rock y landscapes, and oceanside retreats to w ine countr y, cities w ith strong cultural inf luences and historic ghost tow ns, the American West brings it all and more to the table. Come along as we saddle up and set out to explore a sampling of what groups could enjoy.

From the sights along the iconic Route 66 to the breathtak ing Horseshoe Bend and Grand Canyon, ARIZONA delivers on exceptional experiences centered on appreciating the state’s nat u ra l beaut y. Appreciat i ng it f rom a l l d i f ferent a ng les is possible t hank s to a variet y of tour opt ions! A Jeep Tour from Pink Adventure Tours allows g roups to go off-roading along the Grand Canyon’s South Rim w ith the “Desert View Sunset Tour” or admire Sedona’s famous red-rock landscape w it h t he a ll-t ime favorite “Broken A rrow Tour.” The Grand Canyon Railway & Hotel’s lu xur y dome train option is also an unforgettable way to see the sights while traveling in comfort.

Be sure to also venture to the Tucson area to admire the over 2 million saguaro cacti found in Saguaro National Park!

You ca n’t t h i n k about C ALIFORNIA w it hout t h i n k i ng about i ndu lg i ng i n some g reat w i ne. A v i sit to P i a z z a Del Dot to & Caves i n Napa re vea l s a n It a l ia n-i n spi red atmosphere, complete w ith their renow ned Cave Experience & Ba r rel Tast i ng , i n add it ion to t he v i neya rd’s sig nat u re Delicacies Wine & Food Pairing. Shif t into coastal mode at Fisherman’s W harf in Monterey, where groups could dine on f resh cla m chowder, cr uise Monterey Bay a nd obser ve t he area’s w ildlife, and plent y more. Continuing south, Catalina

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Photos © John Ha ll's A laska, Fran k Flav in/E x plore Skag way, Pin k Advent ure Tours, WorldSpr ings/Iron Mountain Hot Spr ings, Travel Nevada

Tours is a peak opt ion for ocean, land, and air tours t hat showcase Catalina Island’s beaut y. And for an adrenaline rush, a jump off the historic Bridge to Nowhere just outside L A w ith Bungee America is just the thing.

Ever yone always says you should v isit AL ASK A at least once—and for good reason. From Skag way all t he way to Coldfoot and ever y where in bet ween, t he largest state in t he U.S. delivers on experient ial f un. Family-ow ned John Hall’s A laska (JHA) has led the way in customizable A laska t ravel for over 40 years, g iv ing g roups of a ll k inds a t r ue ex per ience of T he L ast Front ier. A l l-i nclusive of fer i ngs a nd lu x u r y motorcoaches of fer com for t, wh i le decadeslong rel at ion s h ips w it h t r u s te d loc a l e x per t s en s u re aut hent ic a nd en r ic h i ng ad vent u re s, no m at ter you r itinerar y preferences. From w ildlife v iew ing and Iditarod Kennel v isits to Nat ive A laskan cult ura l prog rams, v isits to multiple national parks, and more, JHA is a top option.

K now n a s t he Si l v er St at e, N E VA DA of fer s s ome ex per iences t hat a re so u n ique, g roups t r u l y have to experience t hem for t hemselves. Beyond t he lights of Las Vegas, a must-v isit dest inat ion is Rachel, a remote sma ll tow n outside of the iconic Area 51 k now n for a long histor y of repor ted U FO sig ht i ngs a nd ot her out-of-t h is-world happenings. At t he Lit t le A’Le’Inn, g roups cou ld f uel up on some extraterrestrial-themed food and beverages, then shop for some spac y souvenirs before venturing back out onto the Extraterrestrial Highway.

Nevada is also k now n for its more t han 600 recognized Ghost Tow n s, t he Buck a roo Ha l l of Fa me & Her it age Museum, and rock hounding—where gemstones like Black Fire Opa ls, Ga r nets, a nd Tu rquoise ca n be fou nd. Don’t forget a guided tour of the Hoover Dam, the second-tallest dam in the U.S.! And no matter which options you choose for your Nevada adventure, t he ex per ts at Canyon Coach L i nes a re a n excel lent opt ion for get t i ng a rou nd, f rom airport t ransport to simply bouncing from one att ract ion to the next.

Celebrating its 150th anniversar y in 2026, COLORADO is a gem wor t h v isit ing for g roups. Hot springs are a big deal here, so be sure to soak into some rela xation along the way. At Iron Mountain Hot Springs in Glenwood Springs,

By Sarah Suydam

g roups cou ld spend t i me i n t he restorat ive geot her ma l waters before choosi ng f rom a plet hora of sau nas—t he most diverse sauna collection in the countr y, to be exact.

Mount Princeton Hot Springs Resort in Nathrop is another tranquil destination for rela xation-seek ing groups. Histor y lovers w ill enjoy the over 40 original buildings and 60,000 a r t i facts t hat depict boom tow n l i fe fou nd at t he Sout h Park Cit y Museum in Fairplay, while a scenic ride on t he Broad moor Ma n itou a nd Pi kes Pea k Cog Ra i lway to t he summit of America’s Mountain in Manitou Springs rounds out a true Colorado experience.

Groups looking to explore mother nature’s beauty will feel right at home in MONTANA. Situated in the Rocky Mountains, Big Sk y is a must for your itinerar y. It’s here groups could experience Lone Peak from 11,166 feet in the air, thanks to Big Sky Resort’s new all-glass scenic viewing platform, Kircliff.

Bozeman also brings the kind of experiences groups expect to encounter in Big Sky Country. After visiting the Smithsonianaffiliated Museum of the Rockies, groups can hike the “M” trail, observe rescued grizzly bears at the Montana Grizzly Encounter sanctuary, enjoy a craft beer on the city’s historic main street, and more.

Be sure to spend some time along the statew ide Montana Di nosau r Tra i l, where g roups ca n lea r n more about t he dinosaurs that ruled our planet for over 100 million years— a nd perhaps even accompa ny ex per t s on a sa nc t ioned paleontolog y field dig!

TE X A S br i ngs big f u n to t he foref ront, lead i ng w it h tours and behind-t he-scenes experiences at The Star, t he 91-acre campus of the Dallas Cowboys World Headquarters and pract ice faci lit y in Frisco. V IP tours share “a day in the life” of a Dallas Cowboy and more insight into the NFL franchise’s histor y. Don’t forget to venture to El Paso, where g roups can f ind endless ways to embrace t he borderland cit y’s blend of Mex ican traditions and American inf luences —and maybe even leave w ith a pair of Lucchese boots.

W h i le not t y pic a l ly a dest i nat ion we t h i n k of w hen talk ing about t he A merican West, HAWAII brings a t r ue

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D E S T I N AT I O N F E AT U R E BE SURE TO ALSO EXPLORE: Washington stateof watourism.com Oregon traveloregon.com cultural v ibrancy and island spirit that are all its ow n. Embark on a helicopter tour of the Big Island w ith Circle Island Tours, watch the sunrise at the summit of Maui’s Ha lea ka la w it h Poly nesian Advent ure Tours, and more. At t he Pearl Harbor Nat iona l Memoria l in Honolu lu, g roups can ref lect upon December 7, 1941, when the Japanese Imperial Nav y conducted a surprise attack on the U.S. Pacif ic Fleet stationed at Pearl Harbor. The USS Arizona, now a war grave and memorial, can still be seen under water, while guides offer insight and education about that fateful day.

Idaho visitidaho.org New Mexico newmexico.org Wyoming travelw yoming.com Utah visitutah.com

g r o u p s t o d a y. c o m

THE RESOURCE FOR EVERYTHING GROUP TRAVEL Get inspired and enhance your professional development with timely group travel industry updates, business tips and more.

Subs c r ib e for FRE E t od ay!

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ED U C AT I O N

Pop Culture Comes Alive at These Museums

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Come a long we ex plore some top spots t hat br i ng some of our favorite aspects of pop culture to life.

NATIONAL COMEDY CENTER Jamestown, New York | comedycenter.org

Dedicated to presenting the stor y of comedy and preser v ing its heritage for future generations, the National Comedy Center is the place to v isit if your groups are look ing for some true belly laughs. Exclusive collections, world-class ex hibits, and cutting-edge technolog y merge to prov ide a truly well-rounded experience, whether you’re look ing to explore comedy’s earliest roots, the latest v iral meme, or ever y thing in bet ween.

ROCK & ROLL HALL OF FAME Cleveland, Ohio | rockhall.com

Situated along the Lake Erie shoreline, the Rock & Roll Hall of Fame buzzes with as much electricity as an Orange Super Crush 100 amp cranked up to 11. Both rotating and permanent exhibits in the museum’s multiple unique levels get groups up close and personal with some of rock’s all-time legends, while artifacts including Stevie Nicks’ Rumors dress, Jimi Hendrix’s Flying V Gibson, and John Lennon’s handwritten song lyrics give just a sample of the greatness that awaits within.

CHARLES M. SCHULZ MUSEUM & RESEARCH CENTER Santa Rosa, California | schulzmuseum.org

Attention, Snoopy lovers! The Charles M. Schulz Museum & Research Center is a must-visit for a look inside the mind of the man who created the beloved Peanuts. Located on the property where Schulz spent his last 30 years drawing, the museum is a distinctive 27,000-square-foot building inspired by the Peanuts comic strip itself. View original Peanuts comic strips, admire a re-creation of Schulz’s studio, peruse the Snoopy Labyrinth (an outdoor labyrinth in the shape of Snoopy’s head), and more.

THE NEON MUSEUM Las Vegas, Nevada | neonmuseum.org

The cultural essence of Las Vegas comes alive at the Neon Museum, an establishment dedicated to showcasing the cit y’s iconic signage, diverse collections, and stories that define its vibrant past, present, and future. Across the museum’s 2.27-acre campus, groups will find the Neon Boneyard, immersive audiovisual experience “Brilliant! Jackpot,” which uses projection mapping technolog y to animate more than 40 non-operational signs, its Visitors’ Center inside the historic former La Concha Motel lobby, and more. With a selection of over 800 signs from more than 200 properties, groups are sure to leave glowing.

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Photos © Charles M. Schu lz Museum & Research Center, The Neon Museum

By Sarah Suydam

THE MUSEUM OF BROADWAY Times Square, New York City | themuseumofbroadway.com

The Museum of Broadway is the first-ever permanent museum celebrating Broadway and is an immersive and interactive theatrical experience devoted to musicals, plays, and the people who make them. Featuring the work of dozens of designers, artists and theatre historians, this one-of-a-k ind Museum takes v isitors on a journey along the timeline of Broadway, from its birth to present day, where the past, present, and future of Broadway come together like never before.

MUSEUM OF POP CULTURE Seattle, Washington | mopop.org

The Museum of Pop Culture, or MOPOP, takes all aspects of pop culture and w raps them up into one unmissable attraction.

With a mission to activate the world-shaping power of pop culture through participative experiences, discover y, and play, MOPOP thoughtfully explores a vast range of topics through artifacts and rotating ex hibits, from horror mov ies, to African American music, to science fiction and fantasy, to indie gaming, and plent y more.

Additional worthy considerations include the Comic-Con Museum (San Diego), the Strong National Museum of Play (Rochester, New York), American Sign Museum (Cincinnati), and the OZ Museum (Wamego, Kansas) .

AD INDEX ADVERTISER American Bus Association (ABA) w w w.buses.org

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Carnegie Hall w w w.carnegiehall.org

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Collette w w w.collette.com

Disney Theatrical w w w.disney theatricalsales.com

Dr. Phillips Center for the Performing Arts w w w.drphillipscenter.org

El Paso Convention & Visitors Bureau w w w.visitelpaso.com

Group Sales Box Of fice at Broadway.com groups.broadway.com

Group Today w w w.groupstoday.com

Jef ferson CVB w w w.visitjef fersonparish.com

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Las Vegas CVA

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New York City Ballet

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Paddington

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Polynesian Adventure Activities

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Segerstrom Center for the Arts

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Sevierville Convention & Visitors Bureau / Chamber of Commerce

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Shores & Islands Ohio

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The Ronald Reagan Library and Museum w w w.reaganlibrary.com

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Top of the Rock Observation Deck w w w.topof therocknyc.com

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Tourism Cares w w w.tourismcares.org

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Virginia Arts Festival w w w.vafest.org

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FIVE MINUTES WITH...

Edi te d b y S a r a h S u y d a m Photo © Spor ts Events & Tour ism Associat ion

John David, STS

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President & CEO, Sports Events & Tourism Association A nationally recognized leader in sports tourism, John David serves as

President & CEO of the Sports Events & Tourism Association (Sports ETA), the only trade association dedicated exclusively to the sports events and tourism industry.

Since taking the helm in 2023, David has led Sports ETA through record growth

in membership, engagement, partnerships, and industry influence while helping elevate sports tourism as a key destination and economic development strategy.

Today, the industry generates more than $111 billion in direct spending and $274 billion in total economic impact annually across the United States.

Prior to Sports ETA , David spent 25 years with USA BMX, helping transform the organization into the world’s largest BMX sanctioning body while playing a leadership role in the sport’s Olympic growth in the U.S.

Why do you think sports tourism is growing in popularity?

Sports tourism sits at the intersection of passion and ex perience. People don’t just attend sporting events, they build t rips around t hem. W het her it’s yout h sports families traveling toget her, alumni g roups attending championships, fans following their favorite teams, or friends planning a weekend around a major event, sports nat u ra l ly c reate com mu n it y a nd shared experiences.

W hat’s driving the grow th is that t ravelers today increasing ly va lue e x per ienc e s over t h i ng s. Spor t s provide emotional connection, built-in energy, and memorable moments that often become traditions. The scale of the industry ref lects that shift. Sports also create consistent travel demand t hat suppor ts hotels, restau ra nts, attractions, transportation providers, and local businesses year-round. That reliabilit y is why more destinations are investing in sports as a long-term tourism strategy.

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What excites you most about the future of sports tourism?

Sp or t s t ou r i s m i s no lon g e r viewed as simply heads in beds; it’s becoming a true destination strategy.

Communities are recognizing that s p or t s d r i v e e c onom ic i m p ac t , communit y development, quality of life, tourism awareness, and even longterm visitation. Our latest research shows sports tourism supports more than 1.6 million jobs nationwide and generates over $20 billion in state and local tax revenues annually. That’s real impact for communities of every size.

We’re also entering an incredible era with the continued rise of women’s spor ts, t he g row t h of ex per ient ia l travel, and a decade of global sporting events in the U.S. including the FIFA World Cup, Oly mpic Ga mes, a nd other international championships.

How can group travel planners best harness this sector?

The biggest opportunit y is to think beyond t he ga me it sel f. T he most

s uc c e s s f u l s p or t s-r e l at e d t r a v e l experiences combine competition or fandom w ith authentic destination experiences. Build itineraries around local culture, food, entertainment, attractions, and unique communit y ex per iences t hat complement t he sporting event. Sports may be the reason someone books the trip, but the overall experience is what creates lasting memories and repeat visitation.

Anything else?

Sports tourism is ultimately about connection. It brings people together across generations and backgrounds in a way few other industries can. At its best, it creates memories that last far longer than the f inal score. And ever y com mu n it y ca n pa r t icipate.

Not ever y dest inat ion can host t he Super Bowl, but ever y dest i nat ion can have its version of a Super Bowl— an event t hat f ills hotels, energ izes local businesses, creates communit y pr ide, and leaves a last ing impact.

That’s the beaut y of this industr y.

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