Kalahari Fortifies Sales Leadership for East Coast MICE Market Push

WISCONSIN DELLS, WI – January 29, 2026 – Kalahari Resorts & Conventions is making a significant strategic move to dominate the national group sales market, announcing key promotions and a new hire to its leadership team. The personnel changes are directly tied to the company's accelerated growth plans, most notably the highly anticipated 2026 opening of its fifth resort in Spotsylvania, Virginia, which is poised to disrupt the competitive East Coast meetings and conventions landscape.

In a clear signal of its ambitions, the company has promoted Lilly Mitchell to National Sales Director, appointed industry veteran Jeannie Green as Director of Sales for Virginia, and brought on Ximena Vera as a data-focused Special Projects Manager. These appointments are designed to build a robust sales infrastructure capable of leveraging the company's unique 'all-under-one-roof' model as it expands its national footprint.

A Strategic Play in a Crowded Market

Kalahari's entry into the greater Washington D.C. region with its Spotsylvania resort represents a calculated challenge to an established and lucrative MICE (Meetings, Incentives, Conferences, and Exhibitions) market. The area is a hub for national associations and corporate events, currently served by major venues like the Walter E. Washington Convention Center and a host of luxury hotel brands with extensive meeting facilities, including Marriott, Hilton, and Hyatt.

However, Kalahari is not planning to compete on convention space alone. The Spotsylvania property is engineered to be a destination in itself, a key differentiator in a market where event planners are increasingly seeking unique, experience-driven venues. The resort will feature a 150,000-square-foot convention center with flexible indoor and outdoor spaces, including two ballrooms and an event barn. This will be integrated with 907 guest rooms and an unparalleled collection of amenities.

Attendees will have access to a 175,000-square-foot indoor waterpark, a 90,000-square-foot Tom Foolerys Adventure Park, a dozen dining outlets, and extensive retail options. This model aims to transform a standard business conference from an obligation into an immersive experience, or even a family getaway, a value proposition few competitors in the region can match. The resort's strategic location on I-95 between Washington D.C. and Richmond further enhances its appeal, offering accessibility to a massive population and business base.

The Leadership Powering the Expansion

The success of this ambitious expansion hinges on the strength of its sales leadership. The recent appointments reflect a strategic investment in talent designed to articulate Kalahari's unique value proposition to a national audience.

Lilly Mitchell's promotion to National Sales Director places her at the forefront of this effort. She will spearhead strategic growth in the D.C. region, with a continued focus on filling the pipeline for the Spotsylvania resort, while also strengthening relationships with key national association partners.

Bringing in Jeannie Green as Director of Sales for Virginia is a particularly telling move. Green's extensive background includes leadership roles at JW Marriott Las Vegas and The Kessler Collection, a brand known for its emphasis on creating unique, curated guest experiences. Her expertise in the luxury and corporate markets will be invaluable in positioning the Virginia resort to high-value clients. Her past experience managing sales for boutique luxury properties suggests she is adept at selling not just space, but a distinct atmosphere and service culture.

Supporting the entire national sales organization is Ximena Vera, joining as Special Projects Manager. Based in the company's Wisconsin Dells headquarters, Vera’s role underscores a commitment to data-driven strategy. Her expertise in performance insights and data analysis is expected to drive efficiency, enhance collaboration between sales teams across all properties, and enable the organization to react more swiftly to market dynamics.

“These leadership updates reflect the strength of our team and our continued commitment to investing in the people, systems, and strategy needed to support our growing group business,” said Gino Marasco, Vice President of Sales for Kalahari Resorts & Conventions. “As we continue expanding our national sales presence, we’re excited to celebrate Lilly’s promotion, welcome Jeannie to Virginia, and bring Ximena’s expertise into a role that will help our teams work smarter and move faster.”

Redefining the Modern Convention

Kalahari's strategy aligns perfectly with several powerful trends reshaping the global MICE industry. Today's event planners and attendees are looking for more than just a ballroom and breakout rooms. The market is shifting towards integrated, memorable experiences that foster connection and engagement. With a projected global market value expected to surpass $2 trillion by 2033, the competition for this business is intense.

Kalahari’s model directly addresses the growing demand for 'bleisure' travel, where business trips are extended for leisure purposes. By providing world-class entertainment and relaxation under the same roof as state-of-the-art convention facilities, the company makes it easy for attendees to bring their families and for organizations to offer more compelling incentives. This integrated approach is a powerful tool for the newly strengthened sales team to wield as they court event planners looking to boost attendance and satisfaction.

Furthermore, the industry is seeing a rapid adoption of technology and a demand for sustainable practices. Kalahari has historically invested in the infrastructure to support complex events, and its new leadership, particularly with Vera's data-centric role, signals a continued focus on using technology to optimize the sales process and the event experience itself.

A Proven Model for Growth

This aggressive push is not a new direction for Kalahari but an evolution of a long-standing and successful strategy. The company has a proven track record of leveraging its MICE business as a core pillar of its growth. For years, the group segment has comprised nearly half of its total business.

In Wisconsin Dells, a major convention center expansion to 212,000 square feet enabled the property to attract and grow major events like “THAT Conference,” a tech gathering whose attendance swelled by nearly 500 percent after moving to the resort. The success of that event, which leverages both the convention space and the family-friendly amenities, serves as a powerful case study for the model's potential.

Years ago, the company partnered with revenue management specialists to automate and optimize its group sales forecasting, an early indicator of its commitment to sophisticated management of this crucial revenue stream. The current investment in sales talent is the next logical step in this journey, ensuring that human expertise and strategic relationship-building keep pace with the company's physical expansion. As Kalahari prepares to open its doors in Virginia, it does so not just with a new building, but with a fortified, expert team ready to sell a new vision for what a convention can be.