How can you not fall for this change of season when Wisconsin’s natural beauty delivers such a welcoming invitation? While a return to routine often means our schedules fill up fast from now through December, we can’t help but find planning inspiration around every corner.
To set our fall vibes, we spotlight the breathtaking beauty of the Northwoods in our Destination feature on page 16, showcasing its scenic venues that provide the perfect backdrop for any event. From lakeside lodges to forested retreats, this charming region promises inspiration and tranquility for planners and attendees alike.
We know Wisconsin’s stunning fall scenery inspires connection, and in our “Falling for Outdoor Meetings” feature on page 10, we invite you to explore autumn-themed meeting ideas and venues across the state. Whether you’re looking for vibrant fall foliage or cozy spaces with seasonal flair, the options are endless.
And in a look ahead, we know it’s never too early to start planning that holiday party for your company or organization. Get in the spirit with the latest trends and tips from holiday event planners on page 20 for a party that truly pops this season. From creative themes to trending décor ideas, you’ll find plenty to spark your imagination.
Finally, it’s a perfect time to get back to learning with helpful programs and certifications from organizations like the MPI Academy. Be sure to check out this issue’s Planner Tips on page 28 for more details. As always, I invite you to connect with us. Be sure to follow us on LinkedIn, subscribe to our e-newsletters and reach out directly to me with story ideas and insights.
Cheers to fall!
Katie Scrivano Editor katie@ntmediagroup.com
If you’re looking for the best meeting venues and suppliers Wisconsin has to offer, check out wisconsinmeetings.com for planning ideas for your next event.
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Wisconsin Meetings is a publication of Nei-Turner Media Group, Inc. Gary E. Nei, Chairman; William Turner, President.
Wisconsin Meetings is distributed via direct mail, trade shows and conferences, four times per year to: Regional Professional Meeting Planners; Wisconsin Corporate Executives; Social, Military, Educational, Religious and Fraternal Organizations; Corporate Travel Agents; Sales and Marketing Executives; and Association Executives by Nei-Turner Media Group, Inc., 400 Broad St., Unit D, Lake Geneva, WI 53147. Vol. 22, Issue 4 is dated September 2024.
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HOST YOUR NEXT MEETING AT LAKE LAWN RESORT
Lake Lawn Resort, centrally located in Southeastern Wisconsin, is ideal for corporate meetings, state association gatherings, executive retreats, and family reunions. Just 90 minutes from Chicago and minutes from Milwaukee and Madison, our resort offers 22 versatile meeting rooms with 32,000 square feet of adaptable space, accommodating up to 400 guests. Our meeting spaces feature breathtaking views of Delavan Lake, creating an inspiring backdrop for any event. Enhance your experience with engaging Team Building activities led by trained professionals and exceptional catering options. Whether a formal meeting or a fun retreat, Lake Lawn Resort exceeds expectations.
FLEXIBLE MEETING SPACES
Our resort features 22 meeting rooms and over 32,000 square feet of adaptable meeting space, perfectly suited for groups of up to 400 attendees. Each space is equipped with modern amenities to facilitate productive and engaging sessions.
CUSTOMIZABLE MEETING PACKAGES
Lake Lawn Resort offers customized meeting packages that include options for cocktail receptions, catered meals, and more, ensuring your meeting is as convenient as it is memorable.
UNIQUE VENUE ON DELAVAN LAKE
Elevate your meeting experience aboard the Lake Lawn Queen, our splendid 76-foot cruise boat on Delavan Lake. Ideal for smaller groups, this distinctive setting promises not only a change of scenery but an inspirational backdrop for brainstorming and networking.
INNOVATIVE TEAM BUILDING
Enhance team synergy with our expert-led Team Building series. From challenging activities to fun engagements, our programs are designed to improve collaboration and enrich your team’s dynamics.
MILWAUKEE TO HOST THE ‘SUPER BOWL’ OF CONVENTIONS
In August, the American Society of Association Executives (ASAE) confirmed that it plans to bring its “Super Bowl” of meetings to Milwaukee in 2034. ASAE, which boasts more than 50,000 members and 1,800 member organizations, will host its annual meeting.
In a recent statement, VISIT Milwaukee CEO Peggy Williams-Smith stated, “We’re so grateful to the partners, including Mayor Cavalier Johnson, and Wisconsin Center District President and CEO Marty Brooks, who helped us win this. I’m confident hosting this will generate additional meetings and conventions for our community for years to come.”
ASAE has reported average economic impacts of $15 to $18 million and the convetion often leads to future bookings in host cities. ASAE announced its next decade of events during its recent Cleveland convention, which also will include other Midwest cities such as Chicago and Indianapolis.
HOTEL VERDANT NAMES NEW FOOD & BEVERAGE DIRECTOR
Hotel Verdant, a boutique hotel in Racine that opened in August 2023, has named a new food and beverage director. Rob Levin will lead operations of the hotel's hearth-fired Italian restaurant, Marguerite, and rooftop bar Eave, along with catering services, requiring keen strategic planning, financial oversight and team leadership, balancing the art of culinary excellence with the science of business management. Levin, born
and raised in Chicago, obtained his Bachelor of Arts from Illinois State University in art history and Spanish, and has held roles at The Four Seasons Hotel Chicago, Levy Restaurants and BOKA Restaurant + Bar, among others.
NEW COMPREHENSIVE RISK AND CRISIS MANAGEMENT TOOLKIT
Meeting and event planners are no strangers to risk management. To help ease the burden, the American Society of Association Executives recently published a comprehensive toolkit — the Associations’ Guide to Risk and Crisis Management — to help meeting and event planners and association leaders navigate the complexities of risk and crisis management.
The toolkit was produced in collaboration with the leading associations on risk, the Risk and Insurance Management Society, and security, the American Society for Industrial Security International. Their tools, frameworks and models were instrumental in the development of the toolkit and will help raise the standard of risk and crisis management for the association profession.
With meeting safety ranking as a top risk for associations, the toolkit takes a deeper dive into meetings safety both through a case study provided by the Risk and Insurance Management Society, as well as insights from an American Society of Association Executives’ survey and further collaboration with Destinations International, which analyzed risk and crisis management at events from a destination perspective.
Meeting and event planners, and association leaders can download a free copy of the Associations’ Guide to Risk and Crisis Management here.
EVENTBRITE DEMOCRATIZES EVENT PUBLISHING AND PROMOTION
Eventbrite says it’s putting more control in the hands of planners with new features, unlimited event publishing and powerful marketing tools — all without organizer fees.
According to the company, it is making its platform and advanced ticketing and marketing tools available to everyone, giving organizers of all levels the ability to create standout events and improve in a competitive landscape. This includes tools for creating, managing, and tracking social ads and email campaigns, plus the ability to send up to 250 marketing emails daily. Standard, low-cost ticketing fees will still apply; however, organizers can choose to cover these fees themselves or pass them on to attendees. WM
HOTEL VERDANT
STURGEON BAY TREASURE HONORS THE PAST BUT INVITES THE FUTURE
THE LODGE AT LEATHEM SMITH COMBINES MODERN AMENITIES WITH A CHARMING STORIED
HISTORY TO OFFER CUSTOM GROUP EXPERIENCES.
BY SUE SVEUM
Combine history, tradition and modern amenities and what do you get? Well, if you’re looking for the perfect place to visit, hold an event or plan a meeting in Wisconsin, the Lodge at Leathem Smith in Sturgeon Bay definitely fits the bill.
It all began in 1928 when Leathem Smith, a builder of diesel vessels, purchased a 100-acre farm and built Door County’s first country club and golf course. The property was later converted to Leathem Smith Lodge, one of the first resorts in Door County.
Current owner Paul Meleen bought the Lodge in 2011, and according to General Manager Milan Stosic, the focus since then has been on combining that bygone charm with the modern amenities that event planners and guests have come to expect.
“We wanted to honor the historical significance by displaying old photos, as well as keeping the original touches that people remember,” says Stosic. And they do. “Everyone tells us that this place has a soul,” he says. “We don’t want to lose that.”
In the front entry, carpeting was removed and the original hardwood floors restored. The 102-year-old ballroom — with its high ceilings and beautiful wood beams — makes an elegant setting for dinners, weddings and other events. Yet amidst that nod to the lodge’s history, guests are pampered with new linens, comfy mattresses, fresh carpeting and modern technology.
With 61 guest rooms and three designated event/conference rooms, The Lodge at Leathem Smith can handle a variety of groups. One
“Everyone tells us that this place has a soul — we don’t want to lose that.”
– Milan Stosic, General Manager, The Lodge at Leathem Smith
room seats up to 30 people — perfect for smaller groups, board meetings or private parties. Another holds 100. And the ballroom is the largest — accommodating up to 300 people.
“Most importantly, every event is customized for each group,” explains Stosic. “We don’t have a minimum that a group must spend, so we can really work with any budget.”
A full-service restaurant on site is convenient for both personal dining and catered events. Plus, a daily continental breakfast with made-toorder omelets is included in each stay,” says Stosic. “That’s unique.”
In addition to guest rooms in the ain Lodge, visitors may choose the classic simplicity of a room in the Fishing Village, a separate building just across the parking lot. All regular amenities are included — along with access to a chest freezer for the fishermen!
Outdoors and out front, you’ll find the everpopular Tiki Bar. One of The Lodge at Leathem Smith’s not-so-hidden gems, this water-view patio bar is mere steps from the shores of Lake Michigan and Sturgeon Bay. Open to the public, it can also be reserved for private events.
The lodge’s location couldn’t be more perfect. The setting is private, with little traffic and serene views. But if you get tired of the serenity, downtown Sturgeon Bay is just a mile away.
“We’ve hosted everything from weddings to corporate meetings, graduation parties, bus tours and even memorials — both indoors and outdoors,” says Stosic. And the grounds themselves? “Guests can relax at the pool, dock at the marina, take long walks, attend an outdoor banquet, enjoy the Tiki Bar — or even experience an authentic Door County Fish Boil.”
But fair warning — if you’re going in August, you’ll have to book your stay or event around the annual Wounded Hero Fishing Event. The allexpenses-paid weekend of food, fishing expeditions and a chance to meet and mingle with fellow vets was created by the lodge’s owner to honor veterans for their sacrifice and service. It’s become so popular that 70% of attendees return each year.
“There’s a lot of history at The Lodge at Leathem Smith,” says Stosic. “And we’re proud to be part of that.” All while creating new memories for the guests of today — and tomorrow. WM
Sue Sveum is a freelance writer based in the Madison area.
Falling for Outdoor Meetings
Take advantage of Wisconsin’s stunning fall scenery to host meetings that inspire creativity, connection and a breath of fresh air.
By Shelby Deering
While Wisconsin certainly has its fair share of exquisite indoor meeting spaces, there’s something to be said about taking a meeting outdoors and into the fresh air for fresh inspiration. While your mind might immediately go to summer for your event, we’d like to make a case for meeting settings amidst fall foliage.
With an autumn meeting, you can take advantage of everything that Wisconsin has to offer during the season, including fantastic outdoor and indoor venues brimming with fall flair, and providing opportunities to spy colorful leaves and take part in fall activities.
Check out these five Wisconsin meeting and venue spaces that offer a prime opportunity to enjoy the fall foliage along with plenty of seasonal amenities.
The Benefits of Outdoor Meetings
Noely Gomand, Corporate & Social Events Coordinator at Green Bay Botanical Garden, says that holding a meeting outdoors is ideal because of the unique, non-traditional setting.
“It’s a breath of fresh air when you’re typically hosting meetings via Zoom or in a conference room,” she says. “There’s a higher participation or engagement level with your colleagues, and the opportunities for activities to break up the usual workday are endless. It helps to truly unplug from technology, get the creative juices flowing and nurture your roots in nature.”
Why Fall is the Perfect Season
Meeting venues nestled in the midst of beautiful, natural surroundings can suddenly turn cozy and colorful as soon as
the fall season begins. It can be a draw for planners looking for a unique setting for their meeting.
“Fall is our most colorful and popular season,” Julie Wood, owner of Madison’s Barnwood Events, says. “The temperatures are cooler, the bugs are less and the sunny blue sky days are perfect for an outdoor meeting or team activity.”
An outdoor fall meeting also presents an opportunity to slow down and soak up all that autumn has to offer. As Gomand says, “While summer can have us feel like we’re racing to different things every week or weekend because schedules are so crazy, fall gives us a chance to take a breath and take it all in. Some teams or clients also might just need a brief refresh in nature after the busyness of summer.”
It also doesn’t hurt that Wisconsin is wellknown throughout the country for its unbeatable fall foliage. In particular, Door County shines during fall, as vibrant leaves abound in the outdoor scenery. Allowing attendees to enjoy nature in Door County is “truly a gift,” Sara Anderson, owner of Sister Bay’s Northern Haus, says.
Now that we’ve piqued your interest in planning a fall meeting, here are five Wisconsin venues where fall activities and foliage add charm and interest to events.
Idyllic Fall Venues
Milwaukee: Peck & Bushel
Is there a better place to hold a fall-themed meeting than an apple orchard? Just a little
over 30 minutes from downtown Milwaukee, you can make that dream a reality at Peck & Bushel. As the largest certified organic apple orchard with pick-your-own apples in the Upper Midwest, its 80 acres are surrounded by top leaf-peeping destinations like Kettle Moraine and Holy Hill. The property itself is also dotted with colorful maples and other hardwoods.
“Who wouldn't want to hold a meeting surrounded by 50,000 apple trees and views for miles?” says owner Joe Fahey.
The orchard’s brand-new porch, along with a patio, overlooks the orchards, and can accommodate up to 150 attendees. “There are also grand spaces ready for
tenting between the orchards that can hold thousands,” notes Fahey. And in the case of inclement weather, Peck & Bushel is readied with itd newest venue, The Cidery, which can hold up to 250 and is located between the orchards.
To add even more autumnal panache to meetings, corporate events can feature private apple picking, lunches, coffee and “the best apple cider doughnuts made fresh every morning,” says Fahey.
Madison: Barnwood Events
Featuring 8 acres of mature trees and green space, along with an outdoor patio area, Barnwood Events specializes in outdoor events made even more enjoyable with lawn games, obstacle courses and outdoor seating. Additionally, there are walking trails so attendees can spot wildlife amid the colorful trees, and the venue is also adjacent to the area’s famed Capital City Bike Trail.
Indoors, the surroundings are just as stunning, with a timber-framed main space that showcases 30-foot ceilings and chandeliers. The venue also has a full liquor license along with bartenders for groups who desire a happy hour and other bar options.
As for fall activities to add to your event’s itinerary, the sky really is the limit.
“We are extremely flexible with our customers,” Wood says. “They come to us with an idea and we help them make it real.” This means that things like pumpkin carving, charcuterie board making, corn hole competitions, fall hikes and other outdoor ventures can easily be added to your meeting.
“We have exceptional fall views,” Wood says. “We have an entire row of trees along all boundaries of the property, so fall is one of the most colorful and best views of the property. Our small retention pond also makes a wonderful photo on calm days when you can see the barn and the trees’ reflection.”
Green Bay: Green Bay Botanical Garden
As a venue that celebrates the outdoors in every nook and cranny, the 47-acre Green Bay Botanical Garden has a wide range of
outdoor spaces, such as various themed gardens and patios, that are available for meetings. As Gomand describes, there are several fall activities that can be added to any event, including self-guided jaunts through the gardens punctuated with educational signage, and daytime and evening classes, including ones like “Fall Colors iPhone Photography” and “Designing with Fall Bulbs.”
Your attendees can even take part in group volunteer opportunities in which they’ll assist the garden team from May through October. For the best foliage on the grounds, look no further than the Schneider Family Grand Garden for fall leaves and late fall blooms and the King Shade Garden bedecked in kaleidoscopic falling leaves.
Wisconsin Dells: Fairfield Hills Golf Course
Although you may immediately think of Devil’s Lake State Park for having the best fall leaves in the Wisconsin Dells region, you may also want to consider an area golf course, like Fairfield Hills, for taking in fall leaves during an event. Outfitted with an outdoor pavilion and an oversized simulator room that can hold 25, your guests can also play 18 holes of golf. “The course itself provides great views, especially when the leaves are changing,” owner Jim Tracy shares.
Door County: Northern Haus
Featuring 10 acres of forest along with 25
acres of cleared land, Sister Bay’s Northern Haus contains several outdoor spaces ready to take on a variety of corporate gatherings.
“Door County’s natural beauty surrounds our covered patio space, while the fully enclosed Forest Retreat offers a quieter, more intimate atmosphere,” Anderson says. “We have hosted corporate retreats and meetings that have utilized our Forest Retreat for presentations, motivational experiences, musical performances, meditation areas, yoga and beyond.”
Indoors, the venue offers heated and airconditioned accommodations for up to 225 guests in any season.
In addition to enjoying “breathtaking views of fall foliage from every angle,” as Anderson says, attendees can also make the most of fall by taking the venue’s brand-new private trolley on charters, where guests can sip fallflavored wines during winery tours, amble the vibrantly-hued state parks or shop in multiple towns. WM
Shelby Deering is a Madisonbased freelance lifestyle writer for national print publications and websites.
The La Crosse Region is a convenient destination rich in scenic beauty, diverse attractions, first-class hospitality, and superb meeting facilities. Just a short commute from major Midwest hubs on the border of Minnesota and Wisconsin, the region is the perfect site for regional meetings.
Inspire your group in a grand arena, luxurious ballroom, charming meeting space and with after-hour amusements. From accessible amenities and unparalleled natural attractions to authentic flavors and entertainment, the area continuously exceeds expectations. Just name your niche — the La Crosse Region offers memorable experiences as unique as each attendee!
Explore La Crosse’s professional sales staff is here to help with complementary services and is dedicated to help ensure your event is a success! The team is devoted to streamlining the planning process by organizing room blocks and transportation, providing gift bags and nametags, assembling raffle baskets with local products, designing itineraries and more.
Elevate your next rendezvous in the La Crosse Region!
ELEVATE EVERY EVENT BETWEEN THE BLUFFS ELEVATE EVERY EVENT BETWEEN THE BLUFFS
Elevate your event with unforgettable experieces in the La Crosse Region! Whether your meeting is casual, your convention formal, or your sporting event is sold out, exceed attendees’ expectations between towering bluffs and along the mighty Mississippi River.
Erik Sjolander, Director of Conventions: (608) 782-2298 | Ben Morgan, Director of Sales: (608) 782-222
The Midwest’s Hidden Gem for Memorable Meetings and Retreats
For generations, Green Lake has been one of the Midwest’s best-kept secrets, offering an exceptional setting for meetings and corporate retreats. With its impressive meeting spaces, generous hospitality and a plethora of recreational activities, Green Lake is the ideal destination for your next Wisconsin event.
Discover the charm of our quaint downtown, explore local shops or enjoy a round of golf at one of our four award-winning courses. Relax and rejuvenate at the magnificent Elan Brio Spa or embark on a scenic guided boat ride aboard the Escapade Yacht. Experience live entertainment at the historic Thrasher Opera House, cast a line with a charter fishing guide and savor delectable dishes at our lakeside restaurants.
Green Lake combines natural beauty with modern facilities and a professional staff, ensuring an unforgettable experience for your meeting or retreat.
HEIDEL
Heidel House
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Poised on the edge of the deep waters of Green Lake, the newly renovated Heidel House Hotel & Conference Center deftly combines genuine Midwest hospitality with approachable elegance. Our customizable spaces and gorgeous lake views are the perfect backdrop for your next corporate gathering, retreat or conference.
Transform your corporate meeting or retreat into an inspiring lakeside escape with a range of tailored packages and versatile venues. Our offerings cater to team-building activities, strategic meetings, and relaxing getaways. Whether it's fostering collaboration or unwinding with recreational activities, Heidel House provides the ideal setting for productive and rejuvenating gatherings.
DESTINATION
The Great Northwoods
WITH ITS PICTURESQUE FORESTS AND AWE-INSPIRING LAKES, WISCONSIN’S NORTHWOODS OFFERS AMPLE LOCALES FOR UNIQUE MEETING OPTIONS THAT WILL LEAVE AN INDELIBLE IMPRESSION ON ATTENDEES.
By Maura Keller
The Northwoods of Wisconsin boasts an eclectic display of state-of-the-art venues that are ideal for today’s meetings and events. Cozy rather than commercial, these locales dotting the Northwoods region offer unique small-town charm and experiences for groups looking to work some and play some.
HAYWARD
The Hayward area is a great choice for meeting planners not simply because there are many meeting location options, but also because of the area’s overall aesthetic. Hayward has a small-town feel and still provides everything planners and attendees are looking for.
“There are a variety of options to fill time
spent outside of meetings and the scenery simply can’t be beat,” says Brianna McKenzie, assistant director, Hayward Area Chamber of Commerce.
Venues in Hayward range from smaller meeting spaces that hold 30 people to larger venues that can hold upwards of 300, and meeting planners and attendees can expect beautiful facilities that highlight the Northwoods feel of northern Wisconsin. Some venues that have played
host to many successful gatherings in the Hayward area include SylvanDale Wedding & Event Barn; Flat Creek Lodge & Restaurant; The Steakhouse & Lodge; Sevenwinds Casino; Lodge & Convention Center; Lakewoods Resort, Mooselips Event Center; Big Fish Golf Club & Event Center and Holiday Inn Express. Many of these venues can also provide fullservice meals and beverages, or you can choose to use an outside caterer.
When business is wrapping up, it’s time to enjoy all the amenities Hayward has to offer, including a wealth of outdoor experiences that keep attendees engaged and entertained. Whether it be biking or ATVing on the area’s vast trail system, fishing or kayaking one of the many lakes or rivers, golfing at one of the region’s beautiful courses, or skiing, snowmobiling, and
ice fishing during the colder months — there’s something for everyone to enjoy.
“There are many options for dining and shopping as well, and our area boasts a variety of world-class events that take place throughout the year,” McKenzie says. “There is also a variety of lodging options in our area to host meeting attendees, with some venues even providing lodging on site.”
To enhance the attendee experience in Hayward, meeting planners can also provide a variety of options beyond the event.
“This can include team-building exercises utilizing some of our great outdoor activities or attending events happening throughout the area during your stay,” McKenzie says. “The
Hayward Information Center provides excellent information for all amenities and experiences in the area and would be a great resource for event planners.”
EAGLE RIVER
If you are looking for a smaller venue to create a more intimate setting for your meetings, Eagle River is the place to be. The region offers businesses that can host small group meetings of 10, to resorts and venues that can hold 300.
“The thing that sets Eagle River apart from other meeting destinations is the outdoor environment,” says Kim Emerson, executive director of the Eagle River Area Chamber of Commerce.
Whether it’s boating on the World’s Largest Chain of Freshwater Lakes in the summer, enjoying the fall colors while hiking and biking during the autumn, or snowmobiling across the miles of trails in the Snowmobile Capital of the World in the winter, the Eagle River area is full of fun activities that can help teams bond and make business trips much more memorable.
Some of the key venues in Eagle River that planners should consider include Eagle Waters Resort, Chanticleer Inn, Eagle River Inn, Wild Eagle Lodge, Coady’s Point of View Lake Resort and Riverstone Brewing Company. Eagle Waters Resort offers meeting and convention space for up to 250 people and can help coordinate a wealth of team-building activities.
Wild Eagle Lodge is perfect for groups of 5 to 400, who are seeking to experience the rustic charm that the Wisconsin Northwoods has to offer. Complete with lodge homes, lakeside campfire rings, corporate meeting spaces, and boating options aplenty, Wild Eagle Lodge features a variety of meeting spaces that will make attendees feel right at home.
Eagle River’s lodging options include amenities that come with resort stays, the experience of staying in rustic cabins, familiar feels of traditional hotel spaces with pools, glamping adventures along the water, all the way down to the basics of camping in a tent.
“As far as experiences in Eagle River, our most recognizable one is fun on the water,” Emerson says. “Thanks to dozens of area lakes, visitors can enjoy a peaceful paddle in a canoe or kayak, fishing for musky and trophies, the thrill of jet or water skiing, relaxing on a pontoon and
more. A system of trails and routes supports additional outdoor activities like hiking, biking, ATV/UTVing, snowmobiling, snowshoeing and more.”
While your meeting might be the reason for gathering, Emerson stresses the importance of ensuring attendees can experience the great outdoors through the numerous activities and specialty businesses that Eagle River offers. From fishing guides and rental shops, there’s always a way to create everlasting memories while in this neck of the woods.
“For food and activities in any season, don’t be afraid to check out a traditional Wisconsin supper club or small locally owned diner while you’re in town, too,” Emerson says. “The Eagle River area has two breweries: Tribute Brewing Company and Riverstone Brewing Company. In addition, Mary Kate’s Wine Bar is a great option for libations. Other indoor activities include Kickin’ Axe Up North and Up North Escape Room.”
ST. GERMAIN
Centrally located in Vilas County, St. Germain is about halfway between Eagle River and Minocqua and is historically known as a lake resort and snowmobiling destination. The area is ideal for team retreats or smaller meetings rather than larger conferences due to the typical size of the event spaces and rental properties. From cozy cabins to charming resorts, St. Germain is the ideal spot for smaller groups to “get away from it all” and enjoy the northern climate of Wisconsin.
“For larger indoor meetings, there is the Town Hall, which has a kitchen, restrooms, foldable tables and chairs with capacity of around 300,” says Azael Meza, executive director, St. Germain Chamber of Commerce. “For outdoor events, there is the Town Pavilion which includes a kitchen and picnic tables and adjacent restroom facility.” The St. Germain Chamber of Commerce board room is ideal for smaller gatherings of 15 attendees.
“The setting of St. Germain is quintessential Wisconsin Northwoods, with an abundance of lakes and outdoor recreation opportunities for both motorized and silent sports,” Meza says. Activities available include fishing, water recreation, snowmobile and ATV/trails, hiking, and 50 miles of paved bike trails in the area, as well as the Snowmobile Hall of Fame Museum.
Charming restaurants, coffee shops, ice cream parlors and golf courses also dot the region and offer the perfect opportunity for meeting attendees to enjoy what the Northwoods wilderness has to offer.
MINOCQUA
From igniting team unity to uncovering new levels of creativity, the Minocqua area provides the perfect atmosphere for success. “Tap into Minocqua’s unique allure with a stress-free location and elevate your team’s experience,” says Sherry Hulett, sports and group sales director at Let’s Minocqua Visitors Bureau. “Come and immerse yourself in the inspiring environment of fresh air, a small town and relaxed setting — where connections are made, creativity flows and success is within reach.”
The Minocqua area includes numerous venues depending on a group’s needs. The Waters of Minocqua is a full-service hotel with banquet space and an indoor water park, offering an ideal location for business gatherings that may include families. Red Crown Lodge and Franklin Coon Lodge, both located on Trout Lake, offer on-site water activities, small conference or retreat meeting rooms and superb service. In fact, Red Crown Lodge offers the opportunity for the entire property to be solely available
to each group — resulting in an ideal private experience for meeting attendees.
And for larger groups, the Point Hotel and Suites, which is located on the Minocqua Chain of Lakes, boasts a theater-style meeting room.
“As outstanding as our hotels and resorts are, we know that you will choose Northern Wisconsin so your attendees can enjoy our outdoors,” Hulett says.
Get the creative juices flowing with Minocqua’s jaw-dropping scenery and unbeatable recreational offerings. Attendees have the option to relax and unwind or engage in lively team-building activities like ATVing, ziplining, fishing, cross-country skiing, disc golfing, or hiking, to name a few. Also, golf, mini-golf, escape rooms and horseback riding can be found close to downtown Minocqua.
“Incorporating the vast beauty of our lakes and forest into the event or meeting is the perfect way to enhance attendees’ experience in the Northwoods,” Hulett says. Unplug from the stress of everyday life and enjoy the calm and quieter pass of Minocqua. The Northwoods of Wisconsin has some of the friendliest communities you will find in the world. You won’t regret holding a meeting or event here. And the fishing in the Minocqua area is second to none — Field and Stream magazine recently named the Minocqua Area one of the “Best Fishing Towns in America.” WM
Maura Keller is a Minneapolisbased seasoned writer, editor and author, with more than 24 years’ experience writing about business, meetings, event design, marketing and healthcare for dozens of publications, as well as Fortune 50 companies.
From immersive themed events to tailored food stations, planners and venues are creating unexpected experiences to celebrate the holidays.
By MaryBeth Matzek
To make your organization’s holiday gathering a must-attend event, party planners say shaking up the theme, activities and timing are a great way to start. And ensuring attendees enjoy the event will create buzz so that, next year, more people will want to attend — which is every event planner’s goal.
“The best thing businesses can do is move their holiday parties into January,” says Joey Reader of A-mazing Events. “There’s so much going on in December that the party becomes another to-do and one that can be easily dropped. In January, there’s not as much going on so attending becomes more appealing.”
Breanne Chase, a sales manager at Monona Terrace in Madison, also has noticed some businesses shifting their parties to January. It offers greater availability and flexibility in securing the ideal rooms and dates for your event, she says.
Sarah Sarbacker, owner and creative director of Cherry Blossom Events in Madison, says the typical holiday party featuring a giant flocked tree and a sit-down dinner is giving way to themed parties with a variety of activities and food stations.
“We had one party with a Miami Vice theme that was so much fun,” Sarbacker says. “People dressed up according to that
theme, and we played ‘80s music. The key to any successful holiday party is making it unexpected and focused on experiences.”
Before making any decisions about a party, Reader sits down with her clients and asks what their goals are for the party. “Do they want it to be a celebration of the year’s work, do they want employees to mingle and do different activities or participate in a shared activity, like an illusionist or another type of entertainment? The answer to those questions leads into what we’ll suggest,” she says.
Getting Involved
One of the biggest trends to make your party a can’t-miss event is introducing activities. Whether it is playing games, such as giant Jenga, or wine tasting — giving guests something to do often increases interest in the gathering.
“Immersive experiences or activation stations — such as bourbon tasting, doing a craft or putting together a flower arrangement — are growing in popularity,” Sarbacker says, adding one party she worked on had a character artist. “People want more to do than listen to a DJ.” With the activation stations, what an attendee makes, such as a wreath, becomes the takehome item, Sarbacker continues.
To provide guests with something to do during the gathering, Reader often brings in yard games such as cornhole.
“People like to hang out and play games. We bring those games into the venue as long as it’s big enough. “We have had a lot of success with it,” she says. “It’s different and unique and goes over well.”
Rindy Hart, the catering sales manager at Hyatt Regency Milwaukee, says murder mystery nights or casino nights are also popular with partygoers.
“It gets them involved and doing something. It also provides guests with the opportunity to mingle. They aren’t just stuck talking to the people at their table,” she says.
Shannon Timmerman, director of sales at Wilderness Resort and the Glacier Canyon Conference Center in Wisconsin Dells, recalls one holiday party that featured multiple activities, including a game show event followed by Comedy Sportz and a DJ. “People really enjoyed it,” she says.
Monona Terrace has hosted multiple themed holiday events that included entertainment tied to the overall theme, Chase says. “Themed parties are exciting and trending. We’ve seen creative elements like performances by aerial dancers, magicians, comedians and even circus acts” as part of gatherings.
can set it up between 6 and 9 p.m. and people can stop by when it’s convenient. The flexibility of the event drives up the attendance count,” she says. “People don’t have to worry if they’re not available for the whole time.”
Holiday parties are not necessarily nighttime affairs. Some businesses hold events midday on a Friday so employees don’t have to “squeeze it in” to an already booked schedule, Timmerman says. “Due to the timing this year, there are really only two full weekends before Christmas where you can have evening parties so it’s good to consider other options,” she says. “One non-traditional option is having a breakfast with Santa on a Saturday morning where you get the kids involved. Some businesses like that aspect.”
Stations in, Sit-down dinners out
Food stations and heavy hors d’oeuvres are the perfect food pairing for a party with plenty of activities, event planners say.
“50% of food at parties has gone to heavy hors d’oeuvres. People can eat and mingle when they want to,” Reader says. “People can walk around, participate in an activity, talk and then eat when they’re ready.”
a variety of foods helping to elevate the experience and make sure everyone’s dietary needs are met, Hart says.
“Food is more of a grazing station. It’s not the sole focus of the event,” she says.
Chase says the food stations can also be tailored to match the event’s theme and atmosphere.
“The key to any successful holiday party is making it unexpected and focused on experiences.”
- Sarah Sarbacker, owner and creative director of Cherry Blossom Events
“These stations offer a variety of flavors and allow for a more dynamic and interactive dining experience,” she says.
With the trend towards heavy hors d’oeuvres, Sarbacker says the furniture needs to match, which means more high cocktail tables and bringing in lounge furniture for people to sit on while eating their food.
If it’s a more intimate group — let’s say under 50 — sit-down dinners still have their place, Timmerman says. “The size of a group can drive what happens with food and activities,” she says.
There’s one thing Reader advises all businesses to do as they plan their holiday gathering: Set up an Uber account for the evening for any partygoers to use.
“They can make an announcement that it’s available and put a QR code on the registration table or near the bars,” she says. “Having that available for guests is a must for any party and helps protect a company if any attendees drink too much to drive home.”
Sarbacker says one trend growing in popularity is making the event an open house where people can come and go as they want. “You
Timmerman agrees that more active parties tend to have food stations. “If you want people up and moving, having a sit-down dinner just doesn’t fit,” she says.Food stations can feature
Decor change-up
With more theme-related parties, traditional holiday decor, including Christmas trees
and buffalo plaid, are being bypassed for immersive decor that takes its cues from the party theme, Sarbacker says. “I’m seeing more companies going to a general celebration of the year’s efforts, not focused on Christmas, so it can be more inclusive and everyone can feel welcome,” she says.
Hart agrees more businesses are opting for a celebration or winter theme, not necessarily holiday related. “We’ve had a ‘Nightmare Before Christmas’ theme as well as a winter wonderland theme,” she says. “Companies want to be more inclusive and moving away from traditional red and green.”
Reader says she’s seeing more winterthemed parties, like a frost and flannel theme
“although Grinch themed parties are a lot of fun. People enjoy dressing up around a theme.”
An event’s location may also play a role in the décor. Reader says untraditional locations, such as the Tailgate Village at Titletown adjacent to Lambeau Field in Green Bay or maybe a space in a museum, are becoming more popular.
Hart agrees, saying that depending on the size of a group they may opt for the hotel’s atrium or a restaurant space at the top of the hotel for their gathering.
Choosing the right venue can really make a party come alive, Chase says. “You want a venue that aligns with your vision and not only offers flexibility in customizing menus but is also enthusiastic about collaborating with you to create an unforgettable experience for your guests,” she says. WM
MaryBeth Matzek is an Appleton-based freelance writer covering lifestyle and events, who believes a great dessert can make any party a success.
BUILDS
Wisconsin is set to host highly anticipated gatherings, with planning professionals state-wide experiencing positive bookings momentum. Wisconsin Meetings invites you to stay up to date on the latest trends, destinations, venues and experiences to guide your increased planning needs.
Raise a Glass: Wisconsin Breweries Offer Unique Gathering Spaces
From rustic taprooms to modern brewpubs, discover how these unique venues around the state serve as the perfect backdrop for unforgettable experiences.
By Kristine Hansen
For a fun add-on to a meeting, an off-beat spot to get business done or a casual networking event, why not raise a glass to one of Wisconsin’s taprooms? Many craft breweries curate special experiences for groups. These spaces — like a patio or beer garden — aren’t just available during the summer. They also are ideal for a cozy night during cooler months.
3 SHEEPS BREWING COMPANY, SHEBOYGAN
In preparing to open its taproom eight years ago, “one thing we wanted to prioritize with our brewery is have it be a space for people to gather and hang out,” says 3 Sheeps Brewing Company’s head brewmaster and founder Grant Pauly.
Three spaces for groups include: The Loft (30-90 people), The Lounge (2050 people) or the entire 10,000-square-foot taproom. Both The Loft and The Lounge feature AV capabilities that include a microphone setup, which could be conducive for presentations or workshops.
For example, an advertising team built a label and marketing plan for an existing 3 Sheeps beer. The team pretended they were launching the beer for the first time. “It really got creative and a little goofy,” says Pauly.
Brewery tours often follow a group’s meeting and are tailored to the company, such as a focus on packaging or distribution and sales, designed to generate new ideas. Other activities are the outdoor bocce ball court and — as a more structured activity — making colorful resin cutting boards or candles. These reinforce that, if you get out of the office as a team, bonds are created that can sustain the rigors of project work or other pressures.
“When businesses hold meetings here,they tell us that their attendance is better than usual,” says Pauly. “We’ve had a bunch of groups repeat meetings here, year after year. It’s kind of a nice treat while still getting what they need to get done.”
GREAT DANE PUB & BREWING CO., MADISON & WAUSAU
As an offshoot of the Madison brewery of the same name, which debuted in 1994, its Wausau cousin opened in 2009. For private groups, there are several spaces, including a small banquet room (60 people), a large banquet room, main bar/pool bar, the beer garden or a private dining room. Two downstairs rooms have a full bar.
“Recently, a college hosted an appreciation happy hour for faculty in the main bar and also rented out the upper patio,” says general manager AJ Heinzel, as an example of how the
brewer welcomes groups. “They come in a half hour earlier and decorate and make the room theirs. But it does have that brewpub feel.”
Heinzel strongly suggests groups make a reservation as a private event — in part, to receive better, more dedicated service. “A lot of times, you’re monopolizing that space anyway. Having a contract in space and having a minimum set-out guides the event and allows us to staff for it,” he says.
The beer garden also can be reserved for groups and an indoor space is reserved in case of rain or otherwise inclement weather.
THIRD SPACE BREWING, MILWAUKEE
Business groups that reserve a space at Third Space Brewing can take a private tour with founder and brewmaster, Kevin Wright. “Sometimes we’ll gear the topic of the tour to what the group is looking for,” says events manager Kara Olds.
Because the brewery does not serve food, groups can cater. Some groups, says Olds, even bring in food from Costco.
“We’re more of a casual place. Most groups walk right up the bar and use a ticket system and order on the same tap,” says Olds.
Three spaces can be reserved: the Loading Dock (25-70 people), a covered deck (up to 60
people, with a protective covering (open April to October) and the beer garden (either part or the entire space, with private bar). There’s also an option to rent out the entire brewery.
At the Loading Dock, a screen and microphone help host presentations.
“We have had people do networking events and lunch presentations, from Harley-Davidson and groups like that,” says Olds. The deck converts to a stage. With a total buyout, a group can hire its own music.
VINTAGE BREWING COMPANY, MADISON, CROSS PLAINS AND SAUK PRAIRIE
Vintage Brewing Company organizes private beer dinners for business groups, available at two Madison locations (downtown on the West Side) and in Sauk City. “The chef curates
a menu and we pair our crafted beers with those menus,” says marketing director Jennifer Mirasola.
As well, the West Madison location is a full banquet room (up to 100 people at a cocktail event or 5070 people seated), the John Wayne Room (36-45 people) and the Marilyn Monroe Room (25-30 people). The banquet room can be divided. A large parking lot draws many people to choose the West Madison location over downtown, although downtown is nearby hotels used by out-oftown guests. It’s a semi-private space, with an open wall, whereas the other two locations are completely private.
events, as early as 8 or 11 a.m. We can do a breakfast or lunch and cocktail hour.”
Epic organizes many employee events at Vintage Brewing. “When they’re hosting employees from their international locations, they can come in and do a beer dinner with us or a plated dinner,” says Nicholson.
Then, at Sauk Prairie, there are several spaces for up to 250 people, plus an outdoor deck overlooking the Wisconsin River.
“We do a lot of daytime events, like presentations,” says banquet manager Michele Nicolson. “A screen projector and microphone are included. We open early for business
In November, the brewery will open its Cross Plains event space, with a 50-person capacity and the option to organize a classroom-style meeting with AV equipment. But the real allure will be the private patio. “It will be great for happy hours, social events and team building,” says Nicholson. WM
Kristine Hansen is a Milwaukee-based freelance writer and author covering commerce, travel and culture for print and digital publications.
City and venue leaders reflect on lessons learned and shared successes as the city took center stage.
By Amanda Wegner
In July, Milwaukee took to the world stage as the host city of the 2024 Republican National Convention (RNC). And after the city’s first attempt at a party convention, the Democratic National Convention, was canceled in 2020 due to the pandemic, local leaders, meetings professionals and organizations were delighted to have their time in the limelight.
“It shows that we are a city on the rise,” says Leslie Johnson, vice president of sales and event experience at VISIT Milwaukee. “It shows that we’re a city that is a great destination to host meetings, events and conventions.”
Three years in the making, the RNC brought more than 50,000 people to Milwaukee, including celebrities, political leaders, delegates and party faithful. With heightened security, risk of protests, media and more, executing an event of this caliber came with a unique set of challenges for industry professionals.
Set realistic expectations about business lift
From the moment the RFP was out, Milwaukee-area event professionals worked their connections to ensure local, regional and state leaders were on board with hosting. “It was not one entity,” says Marty Brooks, president and CEO of the Wisconsin Center District (WDC). “It requires all hands on deck within a region to support an event of this magnitude.”
Building this support was also a must for the RNC planning committee. “Hosting a national event like this in Milwaukee required months of groundwork to build positive relationships with local leaders, businesses, and community groups,” says Jon Morgan, CEO and Editor-in-Chief of Venture Smarter and RNC planning committee member. “We understood that the success of the event depended not just on what happened inside the convention hall, but also on how the event was perceived and supported by the local population. We worked to involve the community in various aspects of the planning process. This approach not only helped in mitigating any local opposition but also created a sense of shared ownership and pride in hosting a national political event.”
However, one criticism is that local business owners outside the event didn’t see a business boom. Despite the emphasis on engagement and communication, Johnson notes that more could have been done to set expectations for nearby businesses about the event schedule and potential impact.
“As much as we tried to communicate, everyone had it in their mind that they were going to be booked, morning, noon and night,” says Johnson. “Then the reality hit that [attendees] were actually here to attend a convention, to do work and they’re not just here as leisure guests. The lesson here is how can we do a better job, from the CVB or planning side, to communicate that information
to the community so they have realistic expectations?”
Bring the city to the event
Because participants’ ability to explore the city was limited, organizers brought the city to the event by featuring local businesses.”Convention Fest” delivered everything from cheese curds, frozen custard and Old Fashioneds to patriotic swag and Packers merchandise.
2024 RNC activities were primarily held in the heart of downtown near Fiserv Forum and WCD, which includes the new Baird Center, Panther Arena and Miller High Life Theatre. Adds Johnson, “It was all authentic to Wisconsin, and I think it was a great addition to the experience for the attendees, especially when they just can’t get out and see the city.”
Support internal stakeholders
It’s equally important to understand and meet the needs of employees, especially when an event is high stakes. Brooks explains that, in the months leading up, he heard concerns from WCD staff, for example, on how they would get to work and park, given the security perimeter.
“The last thing you want is your frontline staff feeling uneasy or uncertain,” he says. “There were a lot of details, many of which we didn’t know until six weeks before the convention. But we focused on communicating regularly with staff, telling them what we did know and didn’t know.”
Brooks and his leadership team also focused on how they could support staff during the event, an extension of the culture he’s built at the WCD to support employees. This included free meals for staff for the duration.
“It’s the staff at all levels who make the difference, and if you don’t have staff buy-in, you can’t provide the level of service,” says Brooks. “I was so proud of our organization and how everyone delivered. I’m still in awe of how everybody represented and took pride in hosting this event.
Brooks’ key lesson is for other hospitality leaders to check their organizations' teams to ensure they support their line staff. “If not, then you cannot succeed.”
Leverage your resources Johnson explains that the committees that plan party conventions are traditionally not made up of meeting professionals, but individuals involved with past conventions. This makes the local convention and visitors bureau (CVB) a critical resource partner for national conventions — and reiterates the value local CVBs and business chambers can bring to events of all sizes.
“We felt like we were part of their planning team, even though we weren’t doing the actual work for them — we were just
that resource point. Oftentimes, meeting planners don’t realize we’re available to them, and regardless of the size of your group, a CVB is here to help. Even if it’s just one simple connection we can make for you to any of our partners, we’re here to help.” WM
Amanda N. Wegner is a freelance writer, web designer and communications consultant based in McFarland, Wis.
PLANNER TIPS
BACK TO LEARNING
MPI ACADEMY LAUNCHES PROGRAMS THAT HELP PLANNERS KEEP PACE WITH INDUSTRY CHANGE.
BY RONNIE WENDT
Behind every successful planner is a foundation of continuous professional development, according to Tim Luepke, director of Meeting Professionals International (MPI) Academy.
The roles of planners are changing like race cars racing around a track. Tech updates, advanced data analysis, neurodivergent meetings, and artificial intelligence are entering the field and keeping planners on their toes.
Keeping up with these changes is almost a full-time job in itself, Luepke says.
The MPI Academy exists to aid planners on professional development journeys. He explains that MPI’s main purpose is to cater to its community members’ continuing education needs. “Our certificate programs leverage insight we have from our strategic partners to educate the industry and help planners do their jobs better,” he says.
“But things are changing so fast, we have to update our content every single time we deliver it, particularly with AI,” he says. “The fast pace of industry changes demands that we swiftly pivot and keep our educational delivery methods up to date.”
He cites MPI’s new AI-Enhanced Event Professional Certificate as an example. Reposite, an AI-powered meeting and event planning tool, collaborated with MPI Academy to deliver the new program. MPI delivers this course approximately 10 times a year.
“Every time we’ve held the course, we’ve had to update and change it, because things had already changed,” he says. “In the past, we’d develop a course and deliver the same content for two to three years. AI is changing so fast we have to update the content every single delivery.”
He advises planners to keep regular education on their educational roadmaps because of the frequency of course updates. He highlights AI, data analysis, and neuroscience as key educational destinations, and notes that MPI is well-suited to drive knowledge in these areas.
CULTIVATE NEW SKILLS WITH COACHING
“We have had to develop ways for event professionals to take education in smaller bites to fit their busier schedules,” he says. “We developed a coaching cohort to help event professionals with their professional development. We look at planners as individuals instead of saying here are the skills you need to be a better planner.”
MPI partnered with Visit Fort Worth to develop International Coaching Federation (ICF)-certified coaches with experience in the event industry to launch this effort. These coaches lead a group coaching effort that takes planners on a six-week journey to help them clarify their career vision.
“It’s an introspective effort that develops a vision that they can apply to their careers,” he says.
BOOST BRAIN SCIENCE
MPI also launched the Event Psychology Strategist program to help planners apply behavioral science, neuroscience, and psychology to event planning.
“This program helps planners understand the neuroscience of the attendee and the ways that the brain and the body takes in information at an event, whether it’s in person, digital or hybrid,” he says. “We look at the science and ask, what is neuroscience? How does science back up the decisions we make as event professionals?”
Another certification course, Event Welfare Champion, centers on the challenges of neurodivergent people, individuals whose brains develop or function differently, resulting in unique strengths and challenges compared to those with more typical brain development. It is an event put on in partnership with Megan Henshall, who oversees global events strategy for Google and heads the Neu Project, a research effort exploring neurodiversity and how to create events that embrace all neurotypes.
For these individuals, events can be very taxing, causing some people to avoid them altogether, according to Henshall. When planners understand this, they can develop better events that better meets the needs of all types of people, she adds.
TIM LUEPKE
Topics covered include helping planners differentiate between neurodivergent and common mental health conditions and develop empathy for neurodivergent individuals within event environments. Additionally, it highlights early intervention skills that can help planners identify signs of distress, overwhelm, meltdown and shutdown. Planners learn practical strategies for welcoming neurodivergent individuals and those with mental health concerns for more inclusive events.
“This course helps planners be more acutely aware of how to navigate and guide events that make all attendees feel comfortable and safe,” Luepke says.
DEVELOP DATA ANALYSIS SKILLS
MPI also offers a course that takes a deep dive into the role and significance of data analysis within the events industry.
The three-module Event Data Analysis course examines the importance of data analysis and the tools and techniques of data analysis that help planners visualize what’s really happening at their events. It also looks at the data to collect and how to use this data for actionable insights. The course is taught by Kyle Jordan,
the Director of Meetings for The Institute for Operations Research and the Management Sciences (INFORMS). conferences.
ACTIVATE AI
MPI launched its AI-Enhanced Event Professional Certificate in Nov. 2023 to meet a growing need for AI education for meeting planners, according to Luepke.
He explains AI became a central focus of its annual Thought Leadership Summit in August of that year. “People were asking, what is it really? How do we apply AI in our industry? How to we get planners comfortable using it?” he says.
As a first step, MPI developed a whitepaper on the topic of AI, then it partnered with Reposite to develop the certificate program, which was launched in January. The program aims to equip event professionals with essential knowledge and practical skills to harness AI to create meaningful and immersive event experiences.
“We have already had over 500 planners take this course,” he says. “It is a great course that sets the baseline for those who are not
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familiar with AI or how to use it in a practical way. We even dig into topics, such as the ethics of its use.”
AI, he says, presents a wealth of opportunities to help planners make events more immersive. “AI has the power to help planners refine and call out the experiences that make sense,” he says. “It helps them be more thoughtful and better utilize their resources. And it’s only going to get more refined over time so that they can better understand the attendee so they can do their jobs better and have better success with their clients and stakeholders.”
These courses and others are available as in-person and virtual programs. To sign up, Luepke says planners can visit the MPI Academy at mpi.org/education/mpiacademy and register for the courses they are interested in. WM
Ronnie Went is a freelance writer based in Minocqua, Wis.
REINVENTING ROLES
CHERYL OSWALD SHARES HER INSIGHT AS AN EXPERIENCED MEETING PLANNER ON SWITCHING INDUSTRIES WITH SUCCESS.
BY KATIE SCRIVANO
Wisconsin Meetings (WM) recently reconnected with Hartland, Wisc.based Cheryl Oswald, CMP, Corporate Events Manager at CNH, where she serves as the lead for internal and external corporate meeting experiences and events for the company’s brands in North America.
WM: Since we connected a few years back, you made a pivotal shift in your career in late 2022 after working as an event planner in retail for Kohl’s. Tell us about that new role in a very different industry.
CO: It was a challenging transition going from retail to ag/construction. The industry has challenged me in so many different ways and it’s been good for my career — rewarding. In this role I support events for our two ag brands, New Holland and Case IH. We have about 60 events a year, including trade shows. Anything we do is trying to drive business with our customers, bringing together dealers and customers.
CO: It was a cool opportunity to see the latest trends in putting on a golf tournament. I’m not a huge golfer, but it turned me onto the golfer experience. The way that MPI put it together — it wasn’t just about the tournament, but about putting together other activities that surround it.
WM: What key takeaways did you bring back to your team from the golf tournament certification?
CO: It was interesting to hear from a pro’s perspective — the things to ask for that we should include. The top three things I took away would be 1) how to do giveaways, 2) the different avenues you can go with a golf event, such as night golf, and 3) combining activations, such as an embroidery station.
WM: Event planners seem to be now more than ever looking for ways to make the most of their budgets. What areas are you working creatively with and how?
CO: Budgets are a hot topic across the industry. Some of the big components for me are food and beverage costs, where we’re looking to leverage partnerships with hotels to flex on minimums or using water stations versus bottled water, and room rates — where can we find some flex there and possibly have a partner waive fees. Additionally, with moving heavy equipment, I’m cognizant of what’s really important for the event. I understand the position the industry is in post-COVID and really try to find a middle ground.
WM: How have you been using artificial intelligence (AI) tools in your role with CNH?
CO: I use it a ton — specifically PCMA Spark for events and note capturing for calls. It’s never going to be a perfect science and won’t replace human touch, but I’m looking forward to diving deeper.
WM: : What’s your advice to other meeting professionals about considering a big industry change?
CO: It was not an easy decision to make — I loved what I was doing and wanted to continue doing it. I did my homework, having conversations about the industry and organization prior to interviews. Although it doesn’t fully prepare you until you’re immersed, it gave me perspective.
As a professional who values continued learning and networking, Oswald encourages others to take time to connect with peers, having made great connections throughout the industry, even with some competitors, that she can rely on in good and bad times. WM
WM: What are some of the differences for planners in ag/construction industry versus retail?
CO: For us, it’s about getting our name and word out there in relation to our brand and bringing awareness to those already familiar with us about what’s new and exciting. In comparison, big things for retail were food and beverage trends or visual elements. It’s not that [in this industry] we don’t care, but our clientele is about less flash and more substance, and our product is the flash. For example, we bring in a lot of heavy machinery to events for ride and drives.
WM: You recently completed a new golf tournament certification through MPI. How did that course help you better prepare for that specific type of event planning?
Nominate an industry star! Do you know an amazing meetings and events professional you’d like to see profiled by Wisconsin Meetings? Share your nominations directly with our editor at katie@ntmediagroup.com.
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With over 24,000 square feet of total event space, 900 guest rooms to offer, and picturesque venues, Fond du Lac is the perfect setting for a meeting that will let your attendees experience a true hometown feel. Let the natural beauty of the Kettle Moraine Forest and the Horicon Marsh give them that warm and cozy hug!
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Edith Ferguson Director of Sales & Service
Kick boring to the curb and host your team retreat, celebratory drinks, dinner and any other group activity at the Geronimo location of your choice. Our meetings are anything but business as usual.
