April Education Event: Group Business Decoded: How Revenue Managers Think and Why it Matters

Group Business Decoded: How Revenue Managers Think and Why it Matters

Session Description

Behind every group “yes” or “no” is a revenue strategy—and behind every RFP is a planner under pressure to deliver value.  This panel brings hotel revenue managers and meeting planners together to discuss how group business decisions are made – from both perspectives. You’ll gain insight into what revenue managers prioritize, why some business isn’t the right fit or when misalignment happens.  You’ll also hear what planners need in return to build successful, long-term partnerships.

Event Timing

• 11:30am Registration and Networking
• 12:00pm Lunch
• 12:30pm Program Kicks Off
• 1:30pm Adjourn

Pricing:

Meeting Planner (Independent, Corporate, Third Party, Association, Government) – $50

Supplier (Hotel, Facility, AV, Sales of any Kind) – $75

*Pricing will increase by $25 a week prior to the event.

Moderator: 

Sharon Andrade, Founder, HLeadership

Sharon Andrade is a seasoned leader and highly regarded team development facilitator with more than 30 years of experience elevating performance and strengthening teams. She deepened her passion for leadership development during her time with The Effectiveness Institute, partnering with organizations across industries to drive engagement and effectiveness. Sharon is a certified DiSC® facilitator and practitioner of The Five Behaviors of a Cohesive Team®.

Before founding HLeadership, she held senior executive roles including VP of Sales at Staypineapple, SVP of Sales at Red Lion Hotels, Area Director at Hilton Worldwide, and Regional Sales Leader at American Express Corporate Services.

Panelists:

• Michael Rossolo, Market Revenue Management Leader, Marriott Seattle Downtown
• Derek Anderson, Founder & Executive Producer, EVNT Planning & Production | CEO & Founder, e3 Creative Events
• Beau Farris, Director of Sales and Hotel Operations, Tulalip Resort
• Frank Alba, Director of Global Event Venue Sourcing & Contracting Microsoft

Michael Rossolo, Market Revenue Management Leader, Marriott Seattle Downtown

Michael Rossolo is a seasoned hospitality revenue strategist with 25 years of experience leading high‑performing teams across major U.S. markets and premier resort destinations. As the Market Revenue Management Leader for Marriott’s Seattle Downtown Revenue Cluster, he oversees strategy for four hotels and nearly 3,000 rooms, driving market share, pricing optimization, and long‑term commercial performance.

Derek Anderson, Founder & Executive Producer, EVNT Planning & Production | CEO & Founder, e3 Creative Events

Derek Anderson is the CEO and Founder of e3 Creative Events and Founder and Executive Producer of EVNT Planning & Production, where he specializes in event strategy, production, and association growth. With over a decade of experience spanning association management, communications, and event planning, Derek has partnered with organizations across the Pacific Northwest to create meaningful, results-driven experiences. A Washington State University graduate, he has been an active member of the PCMA community since 2014 and is passionate about bridging the gap between event professionals and the business strategies that drive success.

Beau Farris, Interim Director of Sales and Hotel Operations, Tulalip Resort Casino

Beau Farris is the Interim Director of Sales at Tulalip Resort Casino, where he partners closely with revenue management to align group strategy with pricing, pace, and overall profitability. He holds an MBA from the University of Washington and brings a data-driven perspective to group sales, balancing planner relationships with revenue optimization across segments.

Frank Alba, Director of Global Event Venue Sourcing & Contracting Microsoft

Frank Alba is the Director of Global Event Venue Sourcing & Contracting for Microsoft’s Commercial Cloud & AI organization, leading sourcing and contracting operations for all Microsoft flagship events. Prior to Microsoft, Frank led citywide convention sales for Chicago’s convention and visitor’s bureau and held multiple roles in hotel sales and operations. Frank brings a comprehensive understanding of venue strategy, contracting, and large‑scale event execution, with a focus on thoughtful, strategic venue sourcing and industry collaboration.