For Visit Plano Executive Director Mark Thompson, “an unwavering commitment to providing the highest level of customer service” is a brand constant that continues to attract and retain group business, and set Plano apart. “The Visit Plano Team has consistently treated and assisted all groups equally, from the smallest corporate meeting to large citywide conventions,” he noted.
In an ever-evolving meetings marketplace, Texas groups can always depend on the state’s unique brand of hospitality. The amity (the word Texas derives from Native American words for ‘friends’ or ‘allies’) takes many forms on and off the visitor frontline, but its single source is home-state pride.
Appearing here and in our Texas supplements over the past decade, Lone Star ambassadors share memories, highlight accomplishments and celebrate the ties that bind.
The Industry Leaders
Maura Allen Gast, Executive Director, Irving CVB
Celebrating 25 years with the bureau in 2016, including the last 14 as executive director, Gast, who was born in San Angelo, Texas, has led the business-first city’s transformation into a group and visitor magnet. Here, “Irving’s number-one fan” (Dallas Business Journal, 2016) reflects on her milestone years so far.
What drew you to the meetings industry and the Irving CVB?
Coming out of college, I knew I wanted to be in the meetings and events and advertising and promotions spaces. But I knew zero about the CVB world. Like many peers, my arrival at the Irving CVB was accidental—I came here through our film commission while working to recruit commercial production to the area.
Which accomplishments make you smile most?
Watching the many talented people who work here grow and grow, and the convention center’s opening. And now, seeing the rest of that monster vision coming to fruition with the Irving Music Factory opening this Labor Day weekend, and the Westin headquarter hotel under construction and opening at the end of 2018.
What essential elements set both the city and the state apart for groups?
We are quintessentially the ‘hometown with a world view,’ offering the best elements of a tight-knit community in terms of service and scale, alongside world-class venues and amenities. We’re truly a global community, with the nation’s most diverse zip code.
What are the continuing rewards of your leadership role?
Working with the amazing teams that make it all possible, including our energetic CVB and convention center staffs, and rock star industry partners. Count also the steadfast support of our elected and appointed officials, and passion and pride of the community at large.
Ernie Loeffler, President/CEO, Fredericksburg CVB
One-year shy of his 20th anniversary as the bureau’s leader, Loeffler, who spent 14 years at the San Antonio CVB before relocating to this historic German settlement in the heart of Texas Hill Country, reflects proudly on two decades of growth and change.
What drew you to Fredericksburg?
My destination marketing career began in my hometown of San Antonio, where I spent 14 great years learning from seasoned industry pros on both the leisure and convention sides at what is now Visit San Antonio.
Both with family roots in the Hill Country, my wife and I often talked about moving there ‘someday.’ That opportunity arose when the director’s position at Fredericksburg CVB opened up. We visited in December, when Main Street was decked out for the holidays. The magical quality assured me that I could ‘sell’ this destination to both leisure visitors and convention planners.
What accomplishments are you most proud of?
Changing the marketing platform from ‘we are just a small town’ to ‘we are a premiere travel experience in the state of Texas.’ When I arrived here, the marketing campaign was mainly aimed at Texas. Now we market Fredericksburg and the Texas Hill Country to the world.
What is the essential appeal of the region—and Texas—for groups?
Amid the rugged beauty of Fredericksburg and the Texas Hill Country, the region’s European roots are still evident in the food, music, festivals and buildings.
Once its own country, Texas is a rich story of spirit, mystique and friendliness, expressed in different ways around the state.
What are the continuing rewards of your leadership role?
Firstly, knowing that our dedicated bureau team helps create and support direct jobs for 1,000-plus community members. Secondly, that we contribute to making this vibrant place a great place for visitors to experience and for locals to live. And, that the leisure and meetings industries provide experiences where people learn and expand their horizon, create lifetime memories and recharge for their daily lives. In my book, that’s pretty great!
Nancy Millar, Vice President and Director, Visit McAllen
In 1997, following six years as CVB director in Harlingen, Texas, Florida-native Millar relocated an hour west to McAllen. This year, she celebrates 20 years of repositioning the “City of Palms,” long a niche draw for birding and as a haven from the cold for ‘Winter Texans’ from the Midwest, Canada and Northern Texas, as a Rio Grande Valley magnet for groups.
What brought you to McAllen?
The city had such a dynamic reputation. With its resources, leadership’s vision and growth potential, I jumped at the opportunity to work here. When someone asked if I planned to use McAllen as a stepping stone to a larger market, I responded, “Yes. But I don’t plan on leaving.” That’s exactly what has happened. The city has grown up, adding amenities but retaining its small-town charm.
What is your proudest accomplishment to date?
The work of our talented staff in attaining 100 percent meeting planner satisfaction for the last four years running, up from the prior 99 percent.
What sets McAllen and Texas apart for groups?
This may sound hackneyed, but it’s true: Our people are warm and friendly, and go above and beyond to help. Others comment on it constantly. It’s not only our Visit McAllen staff, but also our local partners and even people on the street.
What is most satisfying about your leadership role?
Knowing that I’ve helped McAllen and its residents thrive makes this a fulfilling career, and watching a talented staff achieve challenging goals and create a real difference has been priceless.
Burt and Alex Cabanas, Benchmark, A Global Hospitality Company, The Woodlands
Chairman and CEO, father and son, Burt and Alex Cabanas continue to expand and diversify the now global Benchmark brand established by Cabanas Sr. in The Woodlands, Texas in 1980—the same year he co-founded the International Association of Conference Centers, now IACC. In 2013, staying on as chairman, he handed the CEO reins to his son—now also serving as global president of IACC. Together, they look back.
(Burt Cabanas): With Stouffer Hotels in Cleveland at the time, what was your impression of Texas before moving there?
My view was of a place of good-humored risk-takers willing to try anything. Those were great attributes for introducing our concept of ‘Living, Learning and Leisure’ in the design and operation of conference centers. Audiovisual technology, ergonomic chairs and leisure activities blended into training programs pretty much started with companies like General Electric, Coca-Cola and IBM. It was an East Coast phenomenon that grew westward—along with Fortune 1,000 companies themselves.
Today, the conference center concept has gained mass recognition as part of our industry. The attributes and strengths of the past still exist, and help immensely with new hospitality concepts. For us, you need to add two more: friendship and loyalty.
PageBreak(Alex Cabanas): How has the Texas meetings industry shifted in the last decade?
New hotels and resorts in all major cities have significantly changed the landscape. DFW and Houston continue to grow and lead with major enhancements to downtown entertainment and retail districts. San Antonio, where Benchmark opened Hotel Contessa in 2007, and Austin have grown tremendously in appeal, meeting products and flight access. With its central U.S. location, Texas overall remains a great place to gather and experience authentic local culture.
Chef Johnny Hernandez, San Antonio
In 1994, after graduating from the CIA and early stints that included opening The Mirage in Las Vegas, Chef Johnny came home to San Antonio and launched his True Flavors catering company. Still going gangbusters servicing convention and other groups, it’s part of his multi-concept restaurant group, signified by the pairing of authentic Mexican home and street food with artisanal Mexican art and decor.
With nine Texas restaurants such as San Antonio’s La Gloria (and more concepts in the works), one in Vegas at Caesars Palace, and three in England, where he is rolling out his MEXIco brand, his global pursuit of indigenous ingredients and ideas has taken him from Greece to Patagonia. Last year, he cooked the Cinco de Mayo dinner at the White House. He has also partnered with local farmers to grow his own non-GMO corn, is developing his own tequila brand, organizes regular culinary throw-downs and charity events, and much more.
And he’s become a good friend. Next year will be my fifth consecutive outing as a guest judge at his annual Paella Challenge fundraiser. Last month, I caught up with Fiesta City’s culinary master in NYC, where he was cooking in Conde Nast’s show kitchen.
How has San Antonio and its culinary scene evolved over the last decade?
Interestingly, the city’s continuing significant population growth has happened outside of the urban core. While experiencing major enhancements such as the expansion of the convention center, the downtown core retains the character and atmosphere that visitors have come to expect. The culinary scene has certainly grown, with many more activations and experiences for groups. For example, the CIA campus anchoring the Pearl district offers the only program for the study of Latin cuisine in the country. That is significant and important. Plus, the Pearl is home to some 20 chef-driven restaurants, and Hotel Emma, where F&B is a dominant programming theme.
Where does food fit into the city’s narrative?
In San Antonio, cuisine is deeply rooted in our heritage and culture. This June, the city applied for UNESCO Creative City designation in the field of gastronomy [part of the UNESCO Creative Cities Network]. And our chefs play an important role in shaping San Antonio’s future by preserving its past. The city is making strategic, thoughtful revitalization plans for downtown that, sensitive to its historical parts, will take visitors on a journey—with culinary experiences as an integral guide. Our chef community is also very focused on storytelling across a range of styles, from emerging stars like Geronimo Lopez, with his Peruvian-Asian restaurant Botika, to James Beard-nominated Steve McHugh of charcuterie-focused Cured.
Chris LeGrand, Musician, Frisco
Discovering music as a teenager, Texarkana, Texas-born LeGrand pursued his bass player dreams into adulthood before having to shift into a decade-long sales career. He would take the stage again, though, in the tribute industry.
Parlaying his remarkable likeness to Mick Jagger, LeGrand founded Frisco-based Satisfaction/The International Rolling Stones Show in 2001. Sixteen years and 3,000-plus worldwide performances later, his acclaimed production, once sanctioned by the Stones themselves, is a rocking ticket for Texas and national groups. He is also touring two additional shows, the orchestral A Symphony for the Devil and 1969 Stones/Beatles mash-up, Gimme Abbey.
You’ve played from Las Vegas to Moscow. Where is Texas on the music map?
Exploring Texas music is like traveling the state on a long road with numerous stops. Other states can speak of their musical diversity, but Texas truly delivers: country, rock, blues, metal, jazz, punk, Tejano, reggae and other styles all have strong roots here.
Country undoubtedly reigns: think Willie Nelson, Waylon Jennings, Kenny Rogers and George Strait, for starters. Rock legends include Buddy Holly, Roy Orbison, ZZ Top, Don Henley and Dallas hard rockers Pantera. Texas blues legends include T-Bone Walker, Freddie King, Janis Joplin, Johnny Winter and Stevie Ray Vaughan. Ragtime legend Scott Joplin was an East Texas native. It’s a long star parade.
What Texas venues should groups experience?
Texas cities sing with musical history, with legendary happenings in every corner of the state.
Rightfully called “The Music Capital of the World,” Austin is ruled by live music, from SXSW to Austin City Limits, Continental Club and Stubb’s Bar-B-Q.
North of San Antonio in New Braunfels, Gruene Hall, from 1878, is Texas’ oldest dance hall. Great sounds in Houston are always found at Fitzgerald’s, Dan Electro’s and White Oak Music Hall.
Top Dallas venues include the House of Blues, Gas Monkey, Granada Theater, Kessler Theater and new Bomb Factory, with world-famous Billy Bob’s in Fort Worth. Lubbock has the Buddy Holly Center. Again, it’s a big roster.
We play many of these and other classic Texas venues. The ever-expanding tribute industry has become a fantastic entertainment option for Texas event buyers over the past two decades.
We’ve had great success in the corporate and special events market, delivering a high-energy, hits-filled—and very satisfying—experience for attendees.
Bob “Crocodile” Lile, Route 66 Historian and Artist, Amarillo
One of Texas Highways’ “Extraordinary Texans” in 2016, Bob “Crocodile” Lile is among Amarillo’s most colorful ambassadors. An avid Route 66 historian, Lile, originally from remote Panhandle outpost Booker, Texas, is the local go-to for group tours of the famed Mother Road. He also greets visitors at his popular Lile Art Gallery, where his unique Route 66 art pieces keep the memories rolling.
How do you get your kicks on Route 66?
For 22 years, I’ve traveled the world’s most famous road by motorcycle and convertible, including of course the Texas portion, running 178 miles between Oklahoma and New Mexico. For groups looking to experience the Mother Road, I offer guided hour-long or full-day tours for three to 55 people. Buried nose-down in a field west of Amarillo in 1974, the 10-car Cadillac Ranch is a Route 66 landmark attracting an estimated million global visitors each year. Many spray paint the cars; I gather the loose petrified paint chips to make my mosaics and “Cadilite” jewelry.
What are some other Amarillo draws?
Located on The Panhandle, which itself is a universe apart, Amarillo is defined by genuine pioneer spirit and unique local attractions such as the Amarillo Performing Arts Center, Amarillo Museum of Art, American Quarter Horse Hall of Fame and Museum, and Texas Air and Space Museum. Plus, great dining diversity.
To the south, Palo Duro Canyon State Park, second in size to the Grand Canyon, stages the famed musical drama Texas nightly in its amphitheater from June through August. To the northeast, Alibates Flint Quarries National Monument is where for centuries Native Americans carved flint for tools and weapons. Add our local pioneer spirit, and authentic Amarillo is the real deal.
