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BY JULIE KENDRICK
The state’s top event planners champion bold ideas to raise the bar on gatherings
6 Meeting Notes
Reinforce your planner toolkit with inspiring ideas, pro tips, and handy products
10 Destination
From timeless venues to Zamboni rides, St. Paul’s amenities thrill planners and attendees
16 Venue Report
Golf resorts and courses flaunt plentiful meeting space—plus fairways and fun
26 Industry Update
Get the inside scoop on meetings and events industry news in Minnesota
30 Snapshots
The 2026 Explore Minnesota Tourism Conference unfolds along Duluth Harbor
32 People Profile
Kelly Nygaard of Discover Stillwater champions authenticity in her work
Peanuts sculpture of Marcie in Rice Park across from Landmark Center in St. Paul
PHOTO COURTESY VISIT SAINT PAUL
Gala produced by Lucent Blue Events + Design at the Renaissance Minneapolis Hotel, The Depot
Marjorie McNeely Conservatory at St. Paul’s Como Park Zoo & Conservatory 10
Caring Loudly
» AT THE 2026 Meet Minneapolis Annual Meeting at the Minneapolis Convention Center on Feb. 25, Mayor Jacob Frey told the 700 or so members of the city’s hospitality, meetings, and events community about what he considers the nature of Minneapolis— a city that has been in the national news for much of the winter. “This is a place where we stand up for our neighbors, and where we recognize we [must] collectively care out loud,” Frey said to the crowd. “This is a city of heroes.”
meetingsmags.com/minnesota meetingsmags
The heroes include an estimated 60,000 peaceful protesters who marched in Minneapolis against the federal immigration operation on Jan. 23. That day, with an overnight low temperature the night before of minus 21 degrees and a daytime high of minus 9 degrees, was downright cold, even by Minnesota standards. YouTube videos document the day, showing crowds listening to speeches, interspersed with thumping rounds of applause, reflecting thousands of leather-mittened hands clapping their approval. The bundled-up protesters were nonviolent, gathering in large numbers to support the Twin Cities’ many immigrant communities. They clapped in support of their neighbors, colleagues, and friends.
That same month, amid it all, major meetings and events pressed on in the Twin Cities, including the Twin Cities Auto Show; Totally Rad Vintage Fest; and the Minneapolis Boat Show, among many others. Meet Minneapolis reported request for proposal volume for future events was up 11% in January, noting also that Minneapolis hosts an average of 600 to 800 meetings, conferences, and conventions annually.
This is a testament to the city’s resilience and prowess in the meetings market. That said, many area hospitality businesses have struggled financially since the federal surge began, with some employees and many customers choosing to stay home. Groups meeting in Minnesota can aid in their recovery by supporting The Salt Cure Restaurant Recovery Fund (thesaltcurefund.org), which is collecting donations to help Minnesota restaurants get back on their feet, and planners also can prioritize hiring Minnesota companies for events. For those who have hesitations about bringing events to Minnesota, Meet Minneapolis maintains a regularly updated FAQ web page regarding the federal operation (minneapolis.org/ safety-updates/federal-immigration-enforcement).
In Minnesota, planners will find a safe, convenient, and beautiful place to gather. It is a state where all attendees are welcomed and valued, where lifting up area businesses is second nature, and where diverse voices are celebrated. This is a place where citizens care out loud. To gather here makes good business sense, and you can experience the spirit of Minnesota everywhere you go.
TODD R. BERGER Editor-in-Chief tberger@greenspring.com
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EDITOR-IN-CHIEF TODD R. BERGER
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SENIOR CIRCULATION MARKETING COORDINATOR DAVID BENVENUTO
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HOUR MEDIA CEO STEFAN WANCZYK PRESIDENT JOHN BALARDO
Meet Minneapolis, the city’s convention and visitors bureau that, among many other things, operates the Minneapolis Convention Center, provides planners with tons of information about the city’s considerable hospitality assets year-round. That said, Christy Loy, Meet Minneapolis’ senior vice president of destination sales and services, spearheads an annual gathering that engages area planners differently—the Speakers & Sessions event at the Minneapolis Convention Center, filled with in-person experiences. The third annual Speakers & Sessions was held Nov. 24 last year at the convention center.
“We wanted to create an opportunity for planners to experience the city’s hospitality for themselves,” says Loy, who works with her team each year to put together Speakers & Sessions for dozens of area planners. Her team also hosted a Sip ’n’ Bloom flowerarranging social event last August. “They were good opportunities to present our convention center in an experiential way,” she says.
Speakers & Sessions features free TED Talk-style activities that offer planners a way to earn continuing education credits for their Meeting Professionals International Certified Meeting Professional credentials. At last year’s event, keynoters discussed fostering a feedback culture and thriving in the age of artificial intelligence, and planners spent the afternoon mixing mocktails with Minneapolis-based Kelber Catering and relaxing with a light-and-sound bath under the convention center domes led by the Dayton at Gaviidae YMCA-Downtown Minneapolis.
“Part of what we’re doing here is showcasing different speakers planners can use for their events,” Loy explains. “We work with a speaker agency that also is a partner of ours to identify speakers on various topics. Meeting planners see a sneak preview of how they present, as well as of their messaging.”
Loy says Meet Minneapolis will offer another social gathering focused on one aspect of planning (topic to be determined) in summer this year, plus the fourth annual Speakers & Sessions event on Nov. 23, the Monday before Thanksgiving.
“We have a professional, well-rounded meeting planner community [in the Twin Cities and outstate], and they really invest in each other,” Loy says. “I think that’s why they enjoy the Speakers & Sessions event so much. We are proud to be able to host such a great group of people.”
minneapolis.org
Christy Loy (left) and Courtney Ries of Meet Minneapolis, and Jeff Johnson of the Minneapolis Convention Center, at the 2025 Speakers & Sessions event; Below: Meeting planners taking in a light-and-sound bath at Speakers & Sessions
MASTER BEING SEEN & HEARD
Natasha Miller, author of “Corporate Event Mastery: Strategies and Solutions to Support Corporate Event Professionals in High-Demand Roles” and CEO of San Francisco-based event-planning company Entire Productions Inc., initially sought to write a book to help her clients navigate systems, processes, and artificial intelligence. While she did include those topics in the book, as she interviewed other planners, she ended up reshaping the focus to something she found a bit more pertinent: making the job easier for overworked planners who love their work. The book is full of ideas to ramp up corporate events, including strategies to increase a client’s return on investment. But Miller also emphasizes the impact of self-confidence and encourages planners to take a seat at the decisionmakers’ table. Interviews with planners are sprinkled throughout the book.
“Corporate planners need to be seen and heard,” Miller says. “When they read this book, they will [likely think], ‘Ah, that’s me in the story.’ Readers also might think, ‘Oh, my gosh. I was wondering how to do this, and I didn’t know how to ask.’”
entireproductions.com
SKYWAYS, SIMPLIFIED
Socialize, Succeed, Float
The Twin Cities harbors multiple cruise operators on the Mississippi River, Lake Minnetonka, and elsewhere. The following are three such companies, all offering scheduled public cruises and custom private charters for corporate and nonprofit planners to book for networking and team building.
Al & Alma’s Supper Club and Charter Cruises operates ships that ply the expansive waters of Lake Minnetonka in the western suburbs. Multiple vessels accommodate up to 149 attendees. When booking, confirm the dock location, as Al & Alma’s uses three ports of call in Excelsior, Mound, and Wayzata. al-almas.com
Padelford Riverboats pushes off from Harriet Island across the Mississippi River from downtown St. Paul. The company has regularly scheduled sightseeing tours, with discounts for groups of 25-plus, and planners also might book a private cruise for up to 500 attendees—with catering and bar service included. riverrides.com
Paradise Charter Cruises & Minneapolis Queen boats for up to 125 passengers depart from the east bank of the Mississippi River in downtown Minneapolis and from the Lake Minnetonka waterfront in Excelsior. Aboard the Minneapolis Queen, the stately upper-deck Admirals Cabin seats up to 32. twincitiescruises.com
» WHILE WORKING IN DOWNTOWN MINNEAPOLIS, Hank Brekke-Pe’er often navigated the city’s skyway system, which he sometimes found confusing due to skyways being closed at times. A software developer by trade, he set out to build an interactive web-based tool to give him detailed skyway information in real time. While he was at it, Brekke-Pe’er incorporated wayfinding (so he could find the nearest Starbucks, for example), and he now has released Skyway.run to the public. The free Minneapolis skyway map draws on open-source mapping data and crowdsourced information about businesses to keep users well-informed on the go. Anyone with an internet connection can access the tool, and smartphone users can add it to their home screen for easy access. skyway.run
Al & Alma’s Supper Club and Charter Cruises on Lake Minnetonka
EXHILARATING TEAM BUILDING
» THE IMMERSIVE and experiential BRKTHROUGH at Rosedale Center in Roseville offers some 40 team-building challenge rooms spread amid 29,000 square feet on two floors. Teams of two to four players work through the challenge rooms with a dedicated event host, and the entire venue accommodates up to 200 people with a full buyout. The challenge rooms are divided into those that emphasize mental, physical, and skillbased abilities, and every team member gets a chance to shine. The rooms include Jungle, where quick thinking and coordination are keys to survival; Prison BRK, in which players need to solve complex puzzles and outsmart the system; and Copy Cat, a room that favors those with good memories and astute attention to detail. BRKTHROUGH also has two private event spaces and curated food and beverage, plus half the rooms are Americans with Disabilities Act compliant.
“BRKTHROUGH is unlike any other entertainment space in the Twin Cities,” says founder Braden Holcomb in a prepared statement. “Minnesotans are known for seeking adventure and embracing community, so I am ready to see them experience this adrenaline-pumping, social atmosphere.” The Roseville property is the third BRKTHROUGH location in the U.S.; Shenandoah, Texas, and Overland Park, Kansas, also have outlets, and two additional U.S. locations are on the horizon. brkthrough.com
Host Capital Events in St. Paul
St. Paul blends above-and-beyond convenience with history and iconic Minnesota activities BY
» MINNESOTA IS both a natural meeting spot and an idyllic host for events, and its capital city embodies it all. “St. Paul is an accessible, easy-to-execute-an-eventin capital city that blends historic charm with modern meetings infrastructure,” says Amanda Friedrich, vice president of sales and service at Visit Saint Paul. “Set along the scenic Mississippi River, the city offers brick-lined streets; classic architecture; and warm Midwestern hospitality that gives events a distinctive, welcoming vibe.”
Attendees can get from MinneapolisSt. Paul International Airport to downtown St. Paul with an easy 25-minute bus ride or a trip on the Metro Transit light-rail (35 minutes, one transfer). Depending on
LIANNA MATT M C LERNON
where they step off transit, meeting-goers might find themselves near the eateries around Rice Park; Grand Casino Arena; Ordway Center for the Performing Arts; or by some of downtown’s best hotel, venue, and restaurant combinations.
One example of an all-in-one property is The Saint Paul Hotel, which includes 15 private event rooms for eight to 500; attendees might enjoy the hotel’s in-house catering or meals at The St. Paul Grill in the hotel, with semiprivate dining available for 16 to 80. InterContinental Saint Paul Riverfront also features in-house catering, as well as the attached Citizen St. Paul restaurant with semiprivate dining for six to 80, and you can pick from
15 gathering spaces across 40,000 square feet. In addition, planners can easily accommodate technology needs via the hotel’s partnership with audiovisual and lighting specialists AVEX Minneapolis.
To help you find the best option for your event, services such as Visit Saint Paul’s complimentary event planning can help every step of the way. “No matter the size of your event, whether it’s 10 hotel rooms or thousands, we provide the same level of attention and service,” Friedrich says. Visit Saint Paul event planners know the city inside and out, but you can’t go wrong among the city’s arts and culture, sports, dining, and— of course—tried and true venues.
St. Paul on the Mississippi River has charm and abundant meeting amenities.
FROM HISTORIC TO MODERN
Minnesota’s capital city is full of timeless event venues. The clock-towered Landmark Center has spaces for 20 to 1,200 in the former federal courthouse and post office of the Upper Midwest. The charming Carondelet Event Center prioritizes a welcoming attitude and affordability, and your attendees will appreciate its beaux arts style, guest rooms, and adjacent forested grounds. And Union Depot’s history might just prompt you to reserve a walking tour of the building in addition to booking one of its seven reservable spots for parties from 20 to 3,000 attendees. To go more modern, A’Bulae features an elevated and chic ballroom for up to 465 people seated, a 4,000-square-foot rooftop deck, and three smaller lounge spaces. At A’Bulae and at each of its sister venues, planners will work with a staffer who will guide them through all the decisions, from
the many lighting and decor options to the menu. A’Bulae’s open space allows you to be versatile with your event flow. Recently, one event began with a 16-person executive lunch, and it flowed into a 45-person happy hour with breakout sessions.
“At A’Bulae, we have curtains we can [use to] close off certain areas of the event, and cocktail tables and round tables really fill the space,” explains Kim Bushard, who serves as general manager of A’Bulae and Le Veneré across the street, its intimate and decadent associated venue recommended for parties between 50 and 200.
Still, planners would be remiss not to look at the Saint Paul RiverCentre: the city’s hallmark convention center nestled along the Mississippi River. Its options include two exhibition halls that, combined, cover 68,000 contiguous square feet directly connected to a fully enclosed loading dock; a 27,000-square-foot grand
ballroom that can be divided into eight sections; and more than a dozen meeting rooms of different sizes.
Connected to the Saint Paul RiverCentre for even more event possibilities is the Roy Wilkins Auditorium, a 5,500seat auditorium with a concealable balcony level, its own exhibition hall that connects to the RiverCentre’s, and four dance studios that can be converted into conventional event spaces or kept as is to facilitate an engaging movement experience for planners and their attendees.
UNIQUELY ST. PAUL
If you’re bringing attendees to St. Paul, consider augmenting your itinerary with group experiences that are unique to the city—or, in the case of the Minnesota Frost of the Professional Women’s Hockey League, unique to the “State of Hockey.” The Frost, who play at Grand Casino
PHOTOS Visit Saint Paul
From left: The Landmark Center offers a historic vibe for attendees; Saint Paul RiverCentre is well suited for large events and trade shows.
Arena, have won two out of two Walter Cup championships, and six Frost players took home U.S. gold at the 2026 Winter Olympics. Even with the championship mindset, the games provide a friendly atmosphere that everyone can enjoy.
“Photos on the ice, Zamboni rides, postgame autographs—those are for everyone,” says Joe Anderson, team director of business operations for the Minnesota Frost. “We want people to know we can take a group offering and tailor it to their personnel and give them [different] opportunities, too.” For example, when the Frost hosted a group of area Girl Scouts, in addition to working with restaurants
to coordinate pregame socializing, they created custom patches for the troop.
If you seek a year-round experience, check out Wabasha Street Caves, Can Can Wonderland, or Como Park Zoo & Conservatory. Wabasha Street Caves, with a buyout capacity of up to 225, has a public swing-dance lesson and big band playing every Thursday, but you also can learn the secrets behind the purportedly gangster-haunted space by booking a cave tour beforehand. Can Can Wonderland, offering buyouts, also allows your attendees to have fun and mingle, but here they can do so in a saturated wonderland with an indoor mini golf course; arcade; stage
entertainment; and cocktails. For a meeting with a hint of the wild, the Como Park Zoo & Conservatory’s Polar Bear Lodge venue offers an intimate setting with views of the “Polar Bear Odyssey” exhibit.
If you want a spot suitable for interactive fun and a reception dinner, head to the Science Museum of Minnesota.
With its towering Tyrannosaurus rex fossil in the entryway and a 60-foot astronaut likeness hanging from the ceiling, the museum often intrigues attendees. Recently, a client booked a full museum rental featuring two large welcome receptions, multiple special menu requests, and an event layout that encouraged attendees to explore the space’s interactive exhibits that are fun for all adult attendees, too.
“We work with this client often, and we love to refresh the experiences for their attendees through our Science Live entertainment shows,” says Tara Uppman, the museum’s director of advancement services. Science Live is the Science Museum of Minnesota’s in-house theater company that combines science demonstrations, theater, and jovial entertainment, with themes such as “How to Train Your Dinosaur,” “Destination Outer Space,” and “Kitchen Chemistry.”
With these experiences and countless more, attendees will experience the unique combination of state-of-the-art facilities, historical beauty, and whimsy that make up the capital of the North Star State.
Clockwise from above: The Science Museum of Minnesota has abundant—and toothy—meeting space; Can Can Wonderland boasts numerous arcade games, including old-school pinball; Group photos can be captured on ice at Grand Casino Arena.
Where Business Meets the Fairway
From Brainerd resorts to Twin Cities courses, golf venues combine facilities, fun, and convenience
» PLANNERS IN MINNESOTA have no shortage of venue options, and many golf resorts and courses check the boxes, have built-in scenery, and provide the chance to tee off. These venues offer space to move, fresh air between sessions, and settings that invite attendees to focus as if they were putting for a birdie. Instead of stepping into another hallway, they might step onto a terrace overlooking a pond or the tree-lined ninth fairway.
That shift in setting can change how meetings unfold. Conversations that begin in presentations often continue outside, away from screens and schedules. At these venues, there is space for both structured sessions and informal chatting— plus, having food, drinks, fun, and lodging in one location cuts down on planning headaches. Across Minnesota, golf venues host leadership forums, corporate retreats, nonprofit events, and more, whether they are destination golf resorts up north or amenity-rich golf venues in the Twin Cities.
Two hours north of Minneapolis-St. Paul in the Brainerd Lakes region, Madden’s on Gull Lake has long positioned itself
BY CLAIRE SHEFCHIK
as a destination for multiday meetings and retreats. Last year, it hosted many events, including the Minnesota Bankers Association’s 2025 Annual Summit and Associations North’s Executive Edge: Premier Leadership Conference 2025. The resort offers 63 holes of golf and more than 48,000 square feet of meeting space where planners can host conferences, meals, and recreational activities without needing to leave the property.
“Madden’s offers groups a setting that blends productive sessions with natural opportunities for connection,” says Casey King, digital marketing manager at Madden’s on Gull Lake. She adds, “At Madden’s, meetings and golf are not treated as separate experiences—our conference-services team and golf professionals work together, seamlessly integrating both to create a cohesive and well-executed retreat.”
Carla Bush, director of education and communications for the Minnesota Bankers Association, says Madden’s has become a consistent choice for the group’s annual summit. “We encourage our bankers to bring their families, and, as such, need a location
Skye Room at Rush Creek Golf Club in Maple Grove
that not only provides enough meeting space and sleeping rooms, but also entertainment options for families,” Bush says. She notes that attendees never have to leave the property for the duration of the event. “We use virtually every space, from The Classic at Madden’s golf course and the outdoor pavilion to the Town Hall Conference Center meeting rooms; one year we even hosted our own ‘Banker Olympics’ on the lawn,” she says. “We host our annual summit at Madden’s nearly every year, and whenever we ask our bankers if they would like a new location, they reply with, ‘Why go anywhere else? We love Madden’s!’”
For planners looking for full-service conference infrastructure at another resort that has it all, consider nearby Cragun’s Resort, also on Gull Lake in Brainerd. It features 109,000 square feet of meeting and exhibit space across 28 rooms, with capacity for conferences of up to 1,100 attendees and banquet-style events for 800. The resort’s Tamarack Event Centre hosts large presentations and trade shows, while smaller meeting rooms and ballrooms overlook the lake or golf course.
Closer to the Twin Cities, Rush Creek Golf Club in Maple Grove is about 20 minutes from Minneapolis. Last year, it hosted the Northwestern Health Sciences University/Minnesota Chiropractic Association Golf Tournament and the Association for Computer Operations Management Greater Minnesota’s tournament, as well as the Just for Kids Foundation’s charity tournament and the I-94 West Chamber of Commerce’s Annual Celebration.
“Rush Creek Golf Club has three banquet rooms,” says Jenny Stendahl, Rush Creek’s golf operations manager. “Our MacMillan Ballroom seats up to 300 attendees and also can be divided in half to accommodate smaller groups or to create breakout space. The Skye Conference Room seats 100, and the Stirling Conference Room seats 70 and can be divided into three smaller rooms.”
Rush Creek also is upgrading its meeting space this year, including a redesign of the ballroom, set to reopen this spring.
“New carpet, wallpaper, light fixtures, and window treatments will bring an updated feeling of elegance,” says Stendahl.
Bunker Hills Golf Club in Coon Rapids also offers conference facilities, including the Bunker Hills Event Center, within easy reach of the Twin Cities. The event center includes flexible rooms, banquet spaces, and built-in audiovisual equipment, along with catering and meeting packages designed for half- or full-day events. Its Grand Ballroom accommodates up to 384 attendees and features expansive windows overlooking the golf course.
With up-to-date meetings amenities, bucolic landscapes, and built-in recreation, Minnesota golf resorts and courses serve as consummate meeting and event hosts.
PHOTOS (FROM ABOVE) Madden’s on Gull Lake, Minnesota Bankers Association
On the links at Madden’s on Gull Lake in Brainerd; Below: Team challenge during the 2025 Minnesota Bankers Association annual summit at Madden’s
MOUNTAIN RETREAT
J ust 75 Miles from Denver, Colorado
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Large Group Catering
We ofer unlimited dining and beverage options and specialize in American classics from scratch like breakfast, burgers, pizza and broasted chicken. Menus are designed to feed the masses, whether dining on or of premise.
The Nicollet Diner and Roxy's Cabaret are home to two spaces for private events and meetings. Roxy's Cabaret features a presenting stage with HD LED backdrop, state of the art light and sound, and accommodates up to 110 people with table seating or up to 180 with audience seating. On the Rox is a craft cocktail lounge accommodating 150 indoors and another 200 between all outdoor patios. Ask us about a special drag show or curated entertainment! Minneapolis Events Downtown minneapolisevents.org/private-event-space (612) 568-5282
BIG IDEAS don’t have to come with big sticker shock. Duluth, Minnesota, is a destination that understands today’s reality: Budgets matter and so does flexibility. Value isn’t just a “nice-to-have”—it’s the whole point. Lucky for you, Duluth offers big experiences that make financial sense. Because a memorable meeting doesn’t come from spending more—it comes from choosing smarter.
Duluth delivers high-impact meetings without the hidden surprises. From venue pricing to services and amenities, Duluth offers planners flexibility baked right in. Plus, venues adapt to your vision, and spaces are elevated without being overproduced. Details like locally roasted coffee, scenic breakout views, and walkable locations elevate every experience without inflating the bottom line.
Planning is easier with Visit Duluth’s expanded, full-service destination sales team. From request for proposal to
closing reception, you will get personalized guidance and responsive communication delivered by people who talk “Duluthy” because they live it every day. These experts are standing by to help you navigate venues, lodging, logistics, and all those finishing touches that turn a solid meeting or event into a standout gathering.
Moreover, you can breathe a little easier. Duluth offers no attrition, giving you the flexibility to adjust as your meeting takes shape. If you have attendance fluctuation or an evolving agenda, you won’t be penalized for adapting. That means less financial risk and more confidence when making decisions. It’s a small line item with a big impact, and one more reason Duluth is refreshingly planner friendly.
When you’re meeting in Duluth, Lake Superior isn’t just nearby—it’s part of the meeting experience. It frames keynotes and elevates networking. It quietly reminds attendees that they’re in a special place, no matter where they look.
From its waterfront convention space at the Duluth Entertainment Convention Center (affectionately referred to as “The DECC”) to walkable hotels and venues with panoramic Lake Superior views, Duluth does what no budget line item can—it creates a sense of place that is impossible to replicate anywhere else in the state.
When the meetings wrap, Duluth comes alive. Walkable dining; waterfront views; and craft breweries, distilleries, and live music add to its flavor—no complicated transportation or extra planning gymnastics required. Your attendees can move seamlessly from sessions to celebrations without ever leaving the heart of the city.
And you? As the planner, you get the credit for choosing a destination that makes everything so effortless. Let’s start talking Duluthy at visitduluth.com/meetings.
PHOTOS Visit Duluth
SO MANY REASONS TO MAKE YOUR MEETING MORE DULUTHY.
Find out if you qualify for a special one-time grant to earn up to $6 per night, per room for shoulder season and weekday events. Because when the timing’s right, the incentives are too. Let’s plan your meeting.
REIMAGINING MEETINGS MEETINGS
Visionary planners shake things up by championing bold ideas and finding inspiration everywhere they go
BY JULIE KENDRICK
Setup for a conference planned by Gretchen Culver of Minneapolis’ Rocket Science Events, held at Chateau St. Jean Winery in Sonoma, California
Whenever a trail needs to be blazed, you can trust Minnesotans to get the job done. That’s true in a number of sectors, but it’s especially true for the meetings and events industry, an area where the North Star State shines. Minnesota planners have been bringing creative ideas, top-notch technology, and fresh takes to the table for decades now. And the future is looking bright, as many of the state’s meetings and events leaders amp up their efforts to change the dynamics of designing and building innovative gatherings.
Meetings certainly are not like they used to be, says Debbie Friedman-Hueller, manager of meeting and event operations at Land O’Lakes Inc., an agricultural cooperative based in Arden Hills. “I’m excited by the shift toward experiences that connect strategy, emotion, and impact,” she says. “Meetings are no longer just about logistics or information delivery—they’re becoming immersive, purpose-driven moments that shape culture, inspire behavior, and drive business outcomes.” Adjusting your mindset is key, she adds: “If you approach planning as purposeful design rather than just execution, you will find opportunities to innovate even within traditional expectations.”
With all these shifts happening in the meetings and events space, how do innovative event planners keep their visions fresh? “Minneapolis is a very creative city, so there’s an abundance of inspiration everywhere you go,” says Michaella Holden, chief experience officer at Lucent Blue Events + Design, an event and experiential design firm in Minneapolis. Holden suggests planners shift perspectives when it comes to changing the status quo. She says, “Don’t be afraid to shake things up, because people like to be surprised at events, and it helps keep them engaged.” She’s a firm believer in the role experimentation brings to innovation. She adds, “Sometimes when you experiment, things might not always work out perfectly, but if you take risks and try things, you can see what works and iterate on that the next time.”
You can find fresh ideas all around you, if you just take the time to look for them, says Gretchen Culver, experience creator and owner at Minneapolis’ Rocket Science Events, which provides
full-service planning, design, and production for corporate and social events. She says, “I get inspiration from fashion, interior design, architecture, and travel, and all those influences can be seen in my planning work.”
Friedman-Hueller also casts a wide net when it comes to inspiration. She says, “I actually try not to look to the meetings industry first, because if we only study each other, we risk creating variations of the same thing. I draw a lot from retail, hospitality, and entertainment, which are [home to] experts at shaping emotion, building anticipation, and designing memorable moments.”
Another secret to keeping things fresh is to avoid doing the same thing twice. “One of the ways I believe we’re truly shaking things up here at Land O’Lakes is by refusing to let our events become rinse-and-repeat programs,” says Friedman-Hueller. “We intentionally re-create our events time and time again. Instead of relying on a past template, we start fresh by asking ourselves, ‘What does this audience need now? What will genuinely move the needle?’ That mindset keeps us innovative and prevents complacency.”
Culver offers a real-world example that has probably happened to many. She says, “If a client comes to me with something they saw at one of my events and says, ‘We want to do this,’ I will uncover what they were drawn to, then come up with ideas that get at what they want but also fit specifically into their event.”
MIXING IT UP
From the initial announcement to the last attendee-satisfaction survey, meetings designed by Minnesota’s trailblazers reimagine things in ways big and small, and the planners behind those events have punch lists of elements they never want to see again. For example, Mariah McKechnie, CEO and creative director of Northland Special Events, a Duluth-based planning company, says she’s always looking for ways to “skip the boring buffets, speakers who drag on too long, bland tables, and rooms that aren’t temperature-controlled.”
Hana April Chughtai, self-described “wicked visionary” at Hana April Inc., an Eden Prairiebased global luxury creative agency for events,
“If you approach planning as purposeful design rather than just execution, you will find opportunities to innovate even within traditional expectations.”
–DEBBIE FRIEDMAN-HUELLER Manager of Meeting and Event Operations, Land O’Lakes Inc.
“I get inspiration from fashion, interior design, architecture, and travel, and all those influences can be seen in my planning work.”
–GRETCHEN CULVER Experience Creator and Owner, Rocket Science Events
activations, design, custom gifting, and promotional products, agrees with McKechnie. She says, “One of the first places to start is to eliminate the predictability of the ballroom. We have got to get beyond those windowless, fluorescent spaces and embrace nature, natural light, and cozy environments.” She sees a need for immersive “story worlds” and builds that are unique ecosystems that feel like complete experiences. “Attendees need to inhabit and live inside the spaces, not just walk through them,” she says. She also calls out forgettable signage, saying, “We need to think beyond the foam core and [go for] something that resonates, like a memorable moment or catchy display.”
Chughtai suggests it’s a good idea to take a harder look at content and speakers. She’s especially done with polite panel discussions, replete with predetermined questions and low-friction interactions. “Let’s move toward bold ideas, conflicting opinions, and audience interactions,” she suggests. In that same vein, she says it’s time for keynotes to move from so-so to spellbinding. “They need to feel like a cultural moment, not just a time slot on the calendar.”
Chughtai suggests that hosting fewer, smaller events might be more effective than the alternative. To highlight the difference, she juxtaposes a standard networking event with an annual gathering that’s an intimate, two-hour dinner with just 20 people in attendance. “You would leave that second evening having made real connections and creating long-standing depth [in your relationships with colleagues],” she explains. “Moments like that make you feel part of something larger than your job title.”
WHAT’S WORKING NOW
While shaking things up requires big thinking at times, it’s important to remember that simplicity is often the key to success. “Don’t complicate the innovation,” McKechnie says. “Let it be simple and impactful. Keep what’s working and tweak it, especially for recurring events.”
Kalsey Beach, president of Do Good Events, an event-coordinating and -staffing company based in St. Louis Park, also is a proponent of less being more. “Look for small things that surprise and delight instead of doing a complete overhaul right away,” she suggests. “It can be as simple as adjusting start times or moving seating from rounds to community tables.
Attendees sense that everything seems fresher.” If budget is a concern, Beach suggests choosing small splurges that stand out. “It might be a welcome photo, a video, or the graphic design, but you can choose one thing that will move the needle without blowing your budget,” she says. Beyond formats and schedules, there’s a whole new world of activations you can try at your next meeting, Chughtai says. “One big hit has been live-engraving stations [where attendees] personalize luggage tags, charm bracelets, water bottles, and padfolios,” she explains. “We have also done customization bars for shoes, socks, perfume, and hats.” Attendees love to explore the unknown, Chughtai notes.
Another way to embrace the changing times is to uphold and demonstrate the values of your organization and your client. “We’re focused on making events as sustainable as possible
Clockwise from above left: Hamming it up at Machine Shop in Minneapolis prior to an awards gala planned by Rocket Science Events; Tablescape and topiary at a Rocket Science Events gathering at the Florence Griswold Museum in Lyme, Connecticut; Rock ’n’ roll-themed corporate event by Northland Special Events at NOLO’s Kitchen & Bar in Minneapolis; Horse place cards for a Rocket Science Events gathering at Machine Shop; Land O’Lakes incentive event at the Hyatt Ziva Los Cabos in Cabo San Lucas, Mexico; Custom-designed Lite Brite from Eden Prairie-based Event Lab at a nonprofit gala planned by Do Good Events
without compromising on luxury or quality,”
Holden says. “We use reusable, recyclable, and sustainably made materials whenever possible, ask our venues to compost food waste or donate untouched leftovers, and contract with vendors that employ eco-friendly practices. We know we are a tiny company in a massive industry, but we hope to be doing our part to help move the needle in terms of how much waste the meetings and events industry produces.”
MEETINGS SHAPE CULTURE
Looking to the future, these experts are optimistic. When asked what the years ahead look like, Chughtai says, “The sky is the absolute limit.”
As their companies evolve, many planners bake joy into everything they do. “It’s really important to me that we’re bringing through what is most important to the clients we are
working with, and that the process is fun,” Holden says. “We work hard, but we don’t take ourselves too seriously.”
Opportunities to look ahead are good times to dream big, and Friedman-Hueller has a big wish to share. She says, “I hope that, soon, the meetings industry evolves beyond being seen as a logistics function or a ‘have-to-do’ line item on a budget. Someday, I want events to be fully recognized as a critical part of a brand’s business ecosystem that’s not separate from strategy but embedded within it. Meetings should drive business outcomes, shape culture, strengthen employee morale, and reinforce brand identity in meaningful ways.”
“We have got to get beyond those windowless, fluorescent spaces and embrace nature, natural light, and cozy environments.”
–HANA APRIL CHUGHTAI Wicked Visionary, Hana April Inc.
Woodbury Event Venue: A Game Changer
» IN NOVEMBER, THE EASTERN TWIN CITIES suburb of Woodbury reopened the indoor Woodbury Central Park after a $43 million renovation. The reimagined building gives the city its first dedicated event venues, with multiple rooms available and a capacity of 300 attendees, including an indoor amphitheater seating 175 and several smaller flexible spaces. Woodbury is 10 miles east of downtown St. Paul and 17 miles from Minneapolis-St. Paul International Airport, via interstates 94 and 494.
Reed Smidt, recreation operations manager for Woodbury Parks & Recreation, says, “We also have a beautiful indoor garden space. It allows people, especially in the wintertime, to experience nature and plants inside when it is cold outside.” Smidt also notes technology was upgraded throughout the building.
“The nice thing about Central Park is it is geared toward a variety of event types,” says Eric Satre, destination marketing manager for Destination: Woodbury. “[The park can host] corporate events, trainings, weddings, family celebrations—all sorts of events. It is a short distance to hotels, restaurants, group activities like Topgolf Minneapolis-Woodbury, and other attractions.”
Satre adds that Central Park offers free parking, an easy-to-get-to location, flexibility, and an attractive event-pricing structure. Multiple area restaurants will supply food and beverage at the venue after they obtain catering licenses from Washington County. Destination: Woodbury and Woodbury Parks & Recreation jointly operate a welcome desk in the building. “It is a great partnership,” Satre notes. “The partnership with the city and Woodbury Parks & Recreation really sets up Central Park for success [going forward].” destinationwoodbury.com | woodburymn.gov
FIRST U.S. LAUNCHPAD GOLF DEBUTS
» THE TECH-DRIVEN LaunchPad Golf The Meadows next to Prior Lake’s Mystic Lake Casino Hotel—owned by the Shakopee Mdewakanton Sioux Community—opened last fall. This is the first LaunchPad Golf outlet in the U.S.; the company is based in Calgary, Alberta. The 25,000-square-foot golf entertainment center features 40 heated golf suites, a 243-yard driving range, two bars, a restaurant, and over 50 TVs. Open year-round, LaunchPad Golf presents a memorable team-building activity that showcases high-tech ball tracking, virtual courses, and social competitions facilitated through suite-versus-suite technology. launchpadgolf.com
Bloomington Is Built for Meetings That Want Value!
MEETINGS ARE DESIGNED to bring people together, but meetings in Bloomington make it seamless for everyone involved. Here, meeting and event planners don’t have to choose between productivity and engaging attendee experiences. With event venues, hotels, dining, and entertainment all within reach, Bloomington meetings stay easy, fun, and worth the investment.
EASY PLANNING. STRONG VALUE.
For Minnesota planners, Bloomington delivers something every event needs: real value. The city features a wide range of hotels with flexible meeting spaces and exceptional entertainment.
Because so much is concentrated in one area, transportation costs stay manageable and time stays on your side. Attendees can flow freely between hotels, venues, and attractions without complicated logistics, opening up even more room in the budget for the high-impact experiences attendees will really remember.
With light-rail access to downtown Minneapolis and Saint Paul, Bloomington makes it easy for planners to incorporate professional sports, theater, or other off-site events, so attendees can get a change of scenery and fresh energy without adding to your costs.
THE UNDER-ONE-ROOF EXPERIENCE
At Bloomington’s Mall of America®, meetings happen just steps away from great restaurants and fun attractions. Plus, two
premier hotels—the Radisson Blu Mall of America and JW Marriott Minneapolis Mall of America—connect directly to the mall, so attendees don’t have to set foot outside, much less arrange a shuttle or get a ride. You can host a session in a state-of-the-art ballroom and then free attendees to go out for dinners, team outings, or networking events all within the same complex. Mall of America makes for an efficient agenda that keeps energy high and provides attendees with extra downtime.
MORE BEYOND THE MALL
Across the city, planners will find a wide range of full-service hotels, each with its own distinctive meeting spaces, offering flexibility for conferences, events, and executive gatherings alike. On or off the agenda, restaurants and attractions provide even more opportunities for networking and relaxation. Group-friendly restaurants, chef-driven eateries, and locally owned breweries give your attendees a taste of Bloomington flair, and scenic golf courses, intriguing museums, and nearby nature areas like Minnehaha Regional Park offer even more ways for attendees to unwind.
In Bloomington, meeting and event planners will get a gathering that feels even bigger than their budgets. The Bloomington Minnesota Travel & Tourism team will help you streamline every detail to maximize your attendees’ experiences. Start planning your next meeting or event at bloomingtonmn.org/meetings.
PHOTO
Showcasing Minnesota in Duluth
The 2026 Explore Minnesota Tourism Conference unfolded in Duluth from Feb. 11 to 12 at the Duluth Entertainment Convention Center (DECC). The gathering brought together more than 400 tourism professionals (and Minnesota Meetings + Events Editor-in-Chief Todd R. Berger and Associate Publisher Jennifer Max) from across the state for keynotes, sessions, and camaraderie along Duluth Harbor. Explore Minnesota, the state’s tourism promotion office, hosted the conference, which featured presentations by the organization’s Executive Director Lauren Bennett McGinty, Longwoods International President and CEO Amir Eylon discussing the value of being in tune with traveler behavior, and Envisionit founder and CEO Todd Brook diving into how tourism organizations might benefit from artificial intelligence. A highlight of the event, the Explore Minnesota Tourism Awards honored outstanding contributions to the state’s travel and hospitality industry. Visit Duluth and the DECC hosted the event’s welcome reception in the Harborside Ballroom the first night, with light bites and a cash bar.
1. Mike Smíšek and Stephanie Peterson
2. Lauren Dahmes 3. Todd Brook
4. Lauren Bennett McGinty, Amy Stearns, Steve Grove, and Kenzi Klein 5. Joe Henry
6. Chelsea Fey, Kari Brumback, and Shannon Lukes Hauser 7. Lauren Bennett McGinty and Beth Pierce
8. Sebrina Williams
Think you know Rochester? Think again.
Rochester, Minnesota is quietly redefining what a meetings destination can be. It’s compact, connected, and refreshingly easy to navigate. With a vibrant downtown convention district, Minnesota’s largest ballroom, and 2,400 hotel rooms connected by skyway, Rochester delivers big-city capabilities without big-city friction.
A Sense of Identity
Kelly Nygaard of Discover Stillwater cherishes authenticity and loves her communities, and those values shine brightly in her work
BY TODD R. BERGER
Kelly Nygaard, president and CEO of Discover Stillwater, is passionate about telling the stories of the communities she adores—her former home in Faribault and her adopted home in Stillwater. She notes, “I have been fortunate that I love the communities I have represented. I think that resonates in our messaging and our branding because the love is authentic, and Stillwater has many great assets that I can speak about in a genuine way.”
Although Nygaard started out in radio as an on-air professional in Faribault, a job she did for nine years, she says she knew that wasn’t where she wanted to be long-term. While in that role, she says, “I had an opportunity to work part-time, in addition to my full-time [radio] role, with the Faribault Main Street Program, a downtown revitalization nonprofit under the umbrella of the Faribault Area Chamber of Commerce and Tourism. I worked on meetings and events and some economic development, and I became passionate about community.”
The part-time role developed into a full-time job as the chamber’s tourism director overseeing the program and the city’s tourism efforts, so she left radio, remaining in the tourism director role for six years. “I really enjoyed it,” she says. “I learned a ton about marketing and about community, and I played a role in improving a community and telling the story of the town. I fell in love with that work.”
She came to Stillwater to take the top job three years ago, and one of her goals as president and CEO is to market the pretty St. Croix River town as a meetings and events host city. Why Stillwater? “People are looking for something that feels authentic and tangible, and something that has history and character. And they want experiences they can’t have elsewhere,” Nygaard says. “They want a place with a [strong] sense of identity, and Stillwater has that.”
Explore Minnesota honored Discover Stillwater at the 2026 Explore Minnesota Tourism Conference in Duluth this February for its marketing campaign promoting the Stillwater Treats Trail, which transformed nine individual sweets shops in the city into a unified, branded destination.
As Nygaard considers her career trajectory, she says, “I didn’t necessarily seek out working in this industry, but I think it is where I was meant to land. Even when I was working in radio, so much of what we did was telling the story of the community.” And she loves the industry’s overall positivity. “In a world where we are inundated with negative news, tourism is very uplifting work,” she says. “I get to highlight the best [aspects] of my community, and that is joyful for me to be a part of.”
