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Just one week ago, Lisa Messina hung up her hat at Caesars Entertainment, where she served as the senior vice president of sales for nearly five years, and began her role as the first-ever chief sales officer at the Las Vegas Convention and Visitors Authority (LVCVA).
As a 12-year resident of the Entertainment Capital of the World, Messina is uniquely positioned to join the C-suite of the LVCVA, which represents a sheerly massive amount of tourist attractions, event venues, and square footage of meeting space. Take the 4.6 million-square-foot Las Vegas Convention Center (LVCC), for example, or Las Vegas’ 14 million square feet of meeting and exhibit space (not to mention the approximately 150,000 hotel rooms in the area).
Messina said Las Vegas’ large canvas “supports the most diverse and creative visions for meetings and events,” adding that there’s “more choices for unique experiences in the city than anywhere else in the country.” No wonder Las Vegas’ “hotels and spaces house the largest conventions in the world.”
To put it simply, being the chief sales officer for the LVCVA is no easy feat. Messina sat down with BizBash to discuss how she landed the gig—from her beginnings at Cornell University and beyond—and share her plans in the role, plus what she's learned throughout her career, how she finds work-life balance, and more.
Messina said Las Vegas’ large canvas “supports the most diverse and creative visions for meetings and events,” adding that there’s “more choices for unique experiences in the city than anywhere else in the country.” (Pictured: the LVCC's West Hall entrance)Photo: Courtesy of LVCVA
Let’s go all the way back. How did you get your start in the meetings and events/hospitality industry?
My uncle sparked my interest in the industry. He was a graduate of Cornell University’s Hotel Administration program and had a successful restaurant business in Breckenridge, Colo. I had the good fortune to be introduced to the business through him, and that drove my desire to learn more.
I began to take on jobs and started accumulating experience in restaurants and hotels. I eventually attended and graduated from Cornell’s Hotel Administration program just like him. And my career took off from there.
I have [now] been in the meetings industry for over 25 years.
What has been your proudest career accomplishment thus far?
I am most proud when I see colleagues I have led or coached reach their next level of potential—get promoted, earn a big sale, etc. I was raised by two school administrators and from watching and learning from them, the greatest value I can provide is to help others learn and succeed. That is when I feel most impactful.
What about the greatest challenge?
People are focused on what is best for them. Period. No matter what you do to lead or manage effectively, there will be individuals who don’t support you. You have to be able to recognize when you need to lean in and learn more to ensure you have diverse perspectives, but you have to be even stronger to ignore them if they are not acting in your or your business’ best interest.
What did you learn from your time working for Caesars that you plan on implementing as you move forward with the LVCVA?
Take time to build relationships with your customers and colleagues to understand what success looks like from their perspective. Include their needs in your sales strategy, and that will create an environment where everyone feels heard and is contributing. That is the recipe for diverse thoughts and ideas that will lead to the best outcomes for all.
I loved my time and team with Caesars. I’m so proud of what we accomplished during my tenure, which coincidentally was the most difficult period in our world’s history, and yet we posted many wins and record highs for the company. The position of chief sales officer is new for Las Vegas, and it excited me tremendously to represent this fabulous destination and all that is going on here right now and in the near future.
[Now at LVCVA,] I am spending my time talking with our customers, salespeople, management team, and Las Vegas stakeholders to listen to what we have done well in the past and what we can do better. My goal will be to set or validate the strategy that will support what everyone is ultimately trying to achieve, and then deploy the action plan to get it done.
The LVCVA represents a massive amount of tourist attractions, event venues, and square footage of meeting space. Take the 4.6-million-square-foot Las Vegas Convention Center (LVCC), for example (pictured).Photo: Courtesy of LVCVA
Can you tell us more about your role with Meeting Professionals International (MPI)?
I have been a member of MPI since 1998, serving as a member of the Global Board of Trustees for its foundation, and then I became a member of the International Board of Directors for MPI. It has been challenging to fully commit at an impactful level in the last few years, but I’m committed to spending more time driving awareness and fundraising for the foundation, as well as making MPI the association of choice for our industry.
I was recognized at MPI’s WEC in San Francisco during the 50th Anniversary celebration as one of the 50 Most Influential people in our industry. I was honored to be recognized.
How have you managed to find such success in the industry? Can you share any tips for event profs—the recent college grad and the veteran alike—on building a Rolodex, staying relevant, and finding a mentor?
[To the aspiring event prof just finishing college,] reach out! We are a community that, by nature, is hospitable and wants to be of service. Drop a note or email to someone holding a job or working for a company that you are interested in. Find out from them directly what their world is like. That initial discovery will help you find your home, and all of us welcome an opportunity to help you with that.
For those already there, reach out and help others learn so they too can get to a place of enjoyment and recognition in their jobs. Be creative, have fun, and don’t let anyone underestimate your value.
[Overall,] the best way to build your network is to attend industry events, then follow up with those new contacts and forge relationships. Stay connected. Get engaged in your local chapters in addition to the larger annual events for your organization of choice.
In addition to reading and being active in industry associations, I am constantly talking to customers, stakeholders, and colleagues. I may not be an early adopter on everything, but I try to get a pulse on what people are talking about including emerging trends or ideas. Ultimately, I have to remain focused on the job at hand and determine what is needed to achieve my goals.
What advice would you give your younger self?
Take more career risks. I love what I do, but at the time, when I was coming out of college the workforce was about loyalty and longevity. “Bouncing around” was frowned upon, but there’s tremendous upside in having an opportunity to see different jobs, company cultures, and destinations that not only adds to your expertise in leading, but ensures you are personally fulfilled.
What trends do you predict will come to the forefront in 2023?
Technology will continue to evolve our business in meaningful ways, to support in-person meetings and events.
What do you like to do in your free time that helps you maintain a positive work-life balance?
I love spending time with my husband and two dogs camping, hiking, traveling, and reading. I love a crazy big family dinner too, when we are all able to be in the same place at the same time.
This interview has been edited and condensed.
