northwest event show

april 28, 2026 | 9:00 AM – 3:00 PM

If you’re ready to sharpen your sales edge and accelerate your career in hospitality and events, this track is built for you.

NWES and Emerging Sales Professionals are proud to bring you Global Training Specialists—recognized worldwide as a leading authority in hospitality sales training. This high-impact morning session is designed to help you strengthen your sales approach, deepen client relationships, and stand out in a competitive market.

9:00am to 12:00pm: Master Connections

-with Marcia Murphy, CHIA, CAHTA, CHSE

Today’s buyers expect more than a pitch—they want a trusted advisor. In this session, you’ll learn how to strengthen your sales strategy through proven techniques that drive smarter targeting, deeper account growth, and stronger positioning.

Sales Strategies: Strategic Selling

You’ll learn how to:

• • • Improve targeting to focus on the accounts that matter most
    • Increase key account penetration and expand opportunities within existing clients
    • Boost strategic positioning with prospects and current customers
    • Build stronger relationships that lead to long-term business

Who Should Attend

Perfect for hospitality and event sales professionals who are:

• New to the industry or growing into a larger role
• Ready to elevate their confidence and influence
• Focused on building stronger pipelines and client partnerships

Seats are limited – secure your ticket and invest in your growth.

About Marcia Murphy:
A purposeful, passionate, goal oriented, and highly dynamic Revenue Optimization Executive with extensive experience in the travel industry. Drives business development and manages, trains and directs high performing sales, reservations, and marketing teams. Adept at creating and implementing sales, revenue management and e-commerce strategies to exceed revenue and profit margin targets. Skilled at penetrating new markets and forging highly valued partnerships to impact results.

12:00pm – 1:00pm: Lunch on your own

1:00pm to 3:30pm: Contracts that Work: Negotiating Hotel and Venue Agreements in Today’s Market

Jennifer Marshall – Conference Direct

Jesica McAveney – Sheraton Seattle

Melia Preedy – Foster Garvey PC

Sara Waltemire, CMP, CVP – Meydenbauer Center

Moderated by Sharon Andrade – HLeadership

Hotel and venue contracts have become increasingly complex as organizations balance financial risk, shifting business conditions, and rising costs. In this candid panel discussion, our experts will share their perspectives on the clauses that most often shape negotiations—from attrition and cancellation to force majeure, concessions, and payment terms.

Together, they will explore what each side is trying to protect, where flexibility may exist, and how planners and venues can approach negotiations with greater transparency and collaboration. Attendees will leave with practical insights into common contract terms, strategies for productive negotiations, and a clearer understanding of the options available when working toward agreements that support both successful events and strong partnerships.

2:15pm to 3:00pm: One Conversation to YES™: The Fastest Way to Land High-Value Clients and Contracts