Client Spotlight | Wingspread Retreat and Executive Conference Center 1.Before we started working together, what challenge did the sales team have at Wingspread? 2. When you decided to partner with Lure Agency, what were you hoping we’d help you navigate or unlock? 3. Since working together, what has changed in how Wingspread tells its story, attracts the right audience, or shows up internally? 4. What do clients and guests consistently tell you surprises them most about hosting an experience at Wingspread? ATTENDEES: Heather Roose, Wingspread Retreat and Executive Conference Center Susan Tucker, Lure Agency Cory Falter, Lure Agency
In this first-ever INN-Spotlight client feature, Cory Falter and Susan Tucker sit down with Heather Roose, Director of Sales at Wingspread Executive Retreat & Conference Center. Together, they unpack how a once-unknown property built awareness, defined its story, and created one of the most intentional meeting experiences in the Midwest. From launching sales and marketing from scratch to using content, lead intelligence, and relationship-driven outreach, Heather shares what truly sets Wingspread apart: a people-first culture, curated experiences, and a team guests remember by name. A must-watch for sales, marketing, and meetings professionals.
⏱️ Episode Segments (Timestamps)
00:00 – Welcome to the First INN-Spotlight Introducing the new client spotlight series and Wingspread.
01:00 – Starting From Zero Launching a conference center with no sales or marketing team.
03:00 – Defining the Wingspread Story Clarifying identity, message, and audience.
05:00 – Smarter Lead Intelligence Using lead scoring and intent data to focus sales efforts.
07:00 – Monthly Touchpoints That Work Staying top-of-mind without hard selling.
09:30 – Getting Comfortable on Video How storytelling humanized the brand internally and externally.
11:30 – What Guests Love Most Why guests feel genuinely cared for—and keep coming back.
13:00 – A Truly Curated Meeting Experience Custom menus, white space, nature, and intentional design.
15:00 – Partnership, Push, and Growth Thinking bigger by stepping outside the comfort zone.
17:00 – The Team Behind the Experience Why people—not buildings—deliver hospitality.
🧠 Ending Summary & Key Takeaways
Wingspread’s success isn’t about size or flash—it’s about clarity, consistency, and care. By defining their story, staying present with prospects, and leading with people, they’ve built an experience guests return to again and again. See what makes Wingspread so special:
• Discover What Makes Wingspread Retreat & E...
Key Takeaways:
Follow @wingspreadretreatexecutive2625
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