Left to right: VHH President & CEO Sharon S Myers, HHSE Director of Business Development Danielle Vincenti, PIAA Senior Director of Member School Services & Sport Jennifer Grassel, Brunswick Tours, Inc. President Sharon West, VHH Director of Sales Audrey Bialas, Highmark Health Senior Event Planning Analyst Jamie Byrnes, VHH Sales Manager Jenny McConnell
What The Experts Say - Keys to Earning New and Repeat Event Business
Visit Hershey & Harrisburg and Hershey Harrisburg Sports & Events Authority hosted an expert panel to talk through current trends within the meetings, tour, and sports & special events markets. VHH President & CEO Sharon Myers led the panel discussion that touched on best practices, trends, and tips for working collaboratively for the best event outcomes. More than 30 VHH Partners attended the May, 2026 event at Harrisburg Hilton.
Jamie Byrnes - Highmark Health Senior Event Planning Analyst
Jamie places hundreds of meetings a year across the country (but mostly in PA) for Highmark. “It’s not always about dates, rates, and space,” she said. She spoke with passion about the importance of building relationships and paying attention to detail. She encourages sales representatives to be themselves. Building trust is as important as the meeting space and goes a long way to secure repeat business.
On what makes our region attractive: “Proximity to the PA Capitol. Many of our attendees see a benefit in meetings that are close to lawmakers and lobbyists,” she said.
Jen Grassel - PIAA Senior Director of Member School Services & Sport
Jen reviews bids from destinations across the state vying to bring PIAA championship events to market. She reminded the group that a successful event goes far beyond what athletes experience on the court. “Little things make big things. Things like bag tags or personalized team welcome signs help a destination to stand out," she said. PIAA is looking for locations that deliver lifetime memories and an overall athlete experience.
On overlooked examples of event-friendly policies: “Late check outs are extremely helpful for events where weather and bracket play make schedules unpredictable.”
Sharon West - Brunswick Tours, Inc. President
Don’t sleep on the senior tours market! “Seniors require lower rates, but they are loyal,” she said. Sharon says attractions who think beyond the impact of a single visit will be rewarded as seniors are quick to tell friends about a positive experience and may come back to the destination with family.
On where our region can grow for the senior tour market: Sharon says senior groups often choose Lancaster over VHH due to lower hotel rates and more opportunities for budget-friendly “lunch on your own.” She says seniors love the history of Hershey, Chocolate World, and the PA Capitol.
Other highlighted tips from the panel:
- Respond to RFPs with accuracy. Timeliness are important, but take the time to appropriately respond to all questions.
- RFP presentation is important. Did you do the bare minimum or does your preparation show that you “want” the business.
- Highmark cannot book your venue if you don’t have an emergency preparedness plan.
- More motorcoach groups are flying. Harrisburg International Airport is a huge asset!
- All travel markets appreciate wellness-minded menus. Consider high protein, on-the-go options.
- Don’t rely on AI to auto fill or copy and paste your RFPs and emails. Meetings and events are face to face business. The prep should reflect the uniqueness of the venue, hotel, restaurant, or attraction.
- Don’t forget to keep your DMO in the loop to support anything that’s hosted in our region. We're here to help! The VHH and HHSE team meets with scores of event planners and special events organizers each year at trade shows and industry events. We're building relationships every day to showcase our destination as the perfect spot for corporate meetings, reunions, tours, championships, and special events of all shapes and sizes.
Upcoming Partner Opportunity
VHH is proud to sponsor the Convention Sales Professionals International Summer Sales Academy June 15-17. The CSPI “AI for Sales” summit features three 1-hour virtual sessions that will be offered daily at 2:00 PM over a 3-day period (Monday through Wednesday).
“AI super user” Susan Frew will share ways to integrate technology into daily operations. Susan will introduce ways that AI can drive efficiency, encourage attendees to embrace change in a rapidly evolving AI environment, and offer real-world applications that empower teams to lead with confidence.
As a VHH member benefit, investing VHH Partners receive complimentary registration. Submit THIS FORM to let us know you are interested, and our team will complete your registration.
