I like to tell people I work in an “invisible industry.”
It immediately invites a sense of intrigue, and easily proves true if I invite them to identify who is a Madison resident and who is a visitor while strolling down State Street. (Hint: you can’t win that game.)
They’re usually impressed to learn impact stats like “visitors spent $1.55 billion” in our city last year. But they really lean in when I share behind-the-scenes stories from our Event Services team. This mighty team puts the fun (and funny) in functional as they teach us that working behind the scenes is rarely routine.
From supporting planners with logistics and hotel blocks to offering local expertise on venues and vendors, our Event Services team brings the magic that makes meetings memorable. These thoughtful touches create experiences that consistently earn five-star reviews from meeting planners and sports organizers who trust our team to help execute smooth, standout events.
Read on for the team's top 10 greatest hits of exceeding planner and attendee wishlists:
1. Wow-worthy welcomes
“Our work begins way before the welcome, by helping attendees visualize themselves in Madison,” says Director of Destination Services Amber Wiza.
Luckily, Madison’s lake-city-lake landscape offers tons of stunning scenery. So Wiza and her team curate image libraries and social media starters as part of planner toolkits to help spark excitement.
“By the time they reach the registration table, they’re familiar. So our staff can do more than handing out maps—we can carry on customized conversations about restaurant recommendations or things to do that are walkable. It really helps take pressure off the planners.”
From time to time, the team creates clever welcome signage, from floor-to-ceiling window signs to mirror clings in guest rooms to hotel lobby tables with welcome signage and snacks. These thoughtful touches set the tone from the moment attendees arrive, making them feel immediately engaged and valued.
2. Lodging logistics made easy
We see ourselves as an extension of our clients’ teams—ready to jump in and handle the details that make a big difference. Whether it’s coordinating hotel blocks or managing logistics, we help planners check off the essentials so they can focus on the big picture.
A great example? For the 2025 USA Volleyball All-Star Championships, our Event Services team coordinated over 650 hotel rooms per night for youth athletes, coaches and families using our internal housing services. It’s just one way we make planning easier for our clients.
3. Greener gatherings
Leaving the planet better than we found it is one of Destination Madison’s main mantras. Wiza and her team have worked with multiple clients to plan sustainable offsets for their Madison meetings, from the simple act of picking up trash post-event to facilitating waterfront cleanup projects at Lake Monona to making connections with charities that support social sustainability, like when the Uniform Law Commission made a donation to YWCA Madison. "We work with each group to incorporate something that is meaningful to them," says Wiza. "In the future, that could be a tree-planting program or voluntourism opportunities."
4. Transit that sets the tone
Rideshare, taxi and shuttle drivers are often the first people visitors meet after landing at the Dane County Regional Airport. With their local insights, recommendations and friendly service, these drivers help shape a memorable first impression of Madison.
In 2025, our Event Services team hosted their inaugural rideshare driver appreciation event with Lyft representatives at the airport. This two-day celebration included sweet treats from Chocolate Shoppe Ice Cream Co., charcuterie cups from Tricky Foods and beverages for drivers. The team also shared information on events like Epic UGM, IRONMAN Wisconsin and World Dairy Expo that bring large volumes of visitors to town so drivers know the best dates and times to turn on the app.
These efforts not only show appreciation for all that these drivers do to keep visitors moving in our capital city, but also expand access to convenient transit during key events.
5. Dine arounds done right
Host: How many in your party this evening?
Us: 142.
Sounds ridiculous, right? But that was the total number of Public Relations Society of America (PRSA) attendees we made reservations for on a single evening dedicated to dine-arounds. It was a big lift with big rewards: what better way to showcase our culinary capital than treating travel writers?
The team identified 17 different restaurants that were walkable or bikeable from where everyone was staying and wrote descriptions to help them choose the top spots that matched their tastes. From global fare to gluten-free and plant-based to swanky steaks, working in a James Beard-recognized city makes planning dine arounds fun and seamless.
6. Madison moments for companion travelers
In 2025, we had the pleasure of supporting the Health Physics Society with their 70th Annual Meeting at Monona Terrace Community and Convention Center. On the first day of the conference, our Event Services team hosted an orientation for companions of attendees who were tagging along and traveling with their partner or friend, but with more free time to explore. We shared insights about Madison, highlighted our Madison Like a Local trail and offered ideas for making the most of their visit.
When planners ask for companion itineraries, our team is always ready with top-notch recommendations.
7. Capital connections
When the mayor makes a match, we’re ready with custom itineraries. Such was the case when Mayor Satya Rhodes-Conway let us know we were about to get a VIP visit from Lily White, VP of External Affairs for the Columbia Chamber of Commerce in Missouri.
“When we welcomed Lily and 80 of her colleagues, conversation came easy, since we’re both capital and campus cities,” recalls Sales Account Manager Samantha Brown. “But our pre-planning meetings really helped us pick places that would help them in their work. We coordinated visits to the Urban League’s Black Business Hub to illustrate how Madison is working toward transforming disparity into prosperity and Breese Stevens Field to showcase how a historic stadium is launching an all-new sports scene."
8. Room drops that make jaws drop
When it comes to swag, gift bags, hotel lobby stops and room drops, our secret to making them memorable? Keeping it local.
“Some of our go-to faves are the flavors from WiscoPop and Fortune Favors,” says Wiza, who is always on the lookout for new items that are locally made to add into the mix. “But the made-in-Madison gift that gets the most comments, posts and pics? Petphoria snack packs. This woman-owned business makes treats and accessories that are sure to make your furry friends forgive you for being away for work.”
9. High note hitters
The Destination Madison team has had its share of adventures in securing last-minute singers. Which isn’t easy when they need to be of Star-Spangled Banner caliber.
“I mean, IRONMAN isn’t the kind of event you can kick off without a proper send-off,” says Executive VP of Sales & Sports Strategy Jamie Patrick. “But we almost did in 2021. After that, we quickly developed a database of talented artists so we’re always at the ready in a patriotic emergency,” he quips.
That list includes local celebrities like UW–Madison Police Chief Kristen Roman, who sang at the USA BMX Badger State Nationals and a saxophonist who played a powerful version to match the vibe at the first CrossFit Games in Madison. When planners need something special—even at the last minute—our team delivers with creativity and care.
10. Endless entertainment
When the meetings are done, we’ve created a way for attendees to find self-guided fun: virtual trails to try some of the best experiences Madison has to offer.
- Madison Like a Local is a digital travel itinerary designed to help business travelers find restaurants, shops and attractions within walking distance of Monona Terrace and downtown hotels.
- Madison's Iconic Eats is a self-guided food tour where you’ll find the most iconic food in the capital city. Inspired by the popular social media series, this free mobile pass is your guide to dozens of local restaurants that bring the Madison food scene to life.
- Wright in Madison is a self-guided journey that takes you through the places where famed architect Frank Lloyd Wright lived, learned and found his inspiration, revealing Madison's crucial influence on his legacy. Fun fact: Wright designed our iconic lakeside convention center!
- Madison by Bike is a partnership with BCycle (our local bike share program) that features four trails to try, each with its own vibe.
- Madison on Tap offers deals and discounts at local breweries, cideries and distilleries.
All of these trails are accessible online and act as adventure passes. Madison's Iconic Eats, Wright in Madison, Madison by Bike and Madison on Tap also offer deals, perks and prizes.
Meet the people who make it all happen.
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