Prevue caught up with Lisa Messina, who began her new role as Chief Sales Officer at Visit Orlando in August this year, as well as CEO Casandra Matej, for an update on what’s new and fresh for meeting groups in Orlando, as well as some high-level insights into the MICE sector from Messina’s career.
Most recently serving as Chief Sales Officer for the Las Vegas Convention & Visitors Authority, which also owns and operates the Las Vegas Convention Center, Messina’s career spans three decades in leadership roles at leading MICE industry organizations. In her new role at Visit Orlando, Messina will oversee several departments including the meeting & convention sales and experience team, travel industry sales, membership and supporting services.
She joins the organization at a crucial time as the Orange County Convention Center is set to embark on an expansion project to its North-South Building. The $560 million expansion will be split into two phases, with the first phase adding a grand concourse with a 60,000-sf meeting space, an 80,000-sf ballroom and a new entry to the building along Convention Way. The second phase will include an additional 200,000 sf of exhibit space and connectivity between the North-South concourses.
“This is an exciting time to join Visit Orlando with so many opportunities for new groups and businesses to come to the region,” says Messina. “What drew me here is Orlando’s continuous growth and evolution as a meetings destination, and, because Orlando is such a great leisure destination it also makes us a tremendous incentive option. I’m also looking forward to the outstanding leadership and organizational culture at Visit Orlando, getting to know the team members and community partners who make this such a remarkable destination, and to reconnect and serve clients on behalf of Visit Orlando.”
“Lisa’s diverse hospitality background, rich experience in leading high-performing teams, focus on driving results, passion for the industry, and alignment with our company culture are exactly what our organization and destination need right now for this critical role,” points out Matej.
New openings in Orlando include the luxury beach-like resort Evermore Orlando Resort and Conrad Orlando, which offer 60,000 sf of indoor and outdoor meeting space. The addition of these new properties brings Orlando’s accommodation options to nearly 500 hotels/resorts. Orlando's dining scene continues to evolve with 48 Michelin-recognized restaurants, including seven one-starred establishments. Its culinary scene has welcomed new concepts from Michelin-recognized Food Network chefs and Top Chef celebrities to champagne bars, omakases and arcade bars.
New theme park additions have included the opening of Tiana's Bayou Adventure at Magic Kingdom at Walt Disney World Resort, and the launch of coaster Penguin Trek at SeaWorld Orlando. In 2025 Universal Orlando Resort is slated to debut its newest theme park, EPIC Universe.
“During my career I’ve come to understand that most meeting attendees are choosing events based on the business value,” says Messina. “Meaning can they achieve their pre-determined objectives, and is the destination interesting with unique offerings where they can learn or experience by being there. From there, it’s helping the meeting organizer communicate the right things to attendees while also getting that message across to the key decision-makers, so where attendees understand that they will accomplish their business goals but also go home with memories of unique experiences.”
When Orlando hosted the ASAE 5 Star Weekend in late 2023, the agenda included dining at some of Orlando's top local restaurants, kayaking on Shingle Creek, ziplining over alligators at Gatorland and more. During the closing night event at the Orange County Convention Center, attendees were immersed in a cultural event featuring local talent such as hip hop dancers, a Latin percussionist and dancers, a live band fronted by Orlando soul artist CeCe Teneal, and moving ballet performance.
“One of the best things a planner can do is partner with Visit Orlando for a set of boots on the ground,” says Matej. “The Visit Orlando Destination Experience team, most of whom are Certified Meeting Professionals (CMP), offer deep expertise on the destination and can help infuse Orlando's culture and local flair into an event.” —Steve Grasso
orlandomeeting.com