Sarah Lemmers, 35, is the senior convention sales manager at Destination Madison. She’s based in Madison, Wis.
My career journey:
My story is a bit different than most in the industry. I thought hospitality was just working at a front desk of a hotel—wow was I wrong. I had no idea there are so many different sectors of a hospitality career path. Shortly after college, I was managing a gym and met my former boss and mentor, Rebecca Ramsey. She saw something in me, took a chance, and here we are seven years later! I started as an entry-level sales manager and have worked my way up to now managing staff.
What my day-to-day looks like:
I work with associations, association management companies, and third-party companies that are in the Washington, D.C. area. Since I am based in Madison, I spend a lot of time working on and negotiating proposals, reaching out to potential groups, and maintaining relationships with existing clients. When I am not doing all that, I am on the road attending conferences, networking events, and sales trips. I’ve said it time and time again, but I love that no two days are the same.
My leadership style:
I think my strengths as a leader are being empathic, having open communication, and focusing on coaching. I hope to instill leadership, interpersonal communication, and teamwork skills in my team.
What inspires me:
Anytime I see someone overcome adversity or “beat the odds”—professionally or personally—it empowers me to do the same in my life. It is motivating to hear stories—despite how big or little the obstacle is—that an individual can continue to tackle the life they were dealt.
My greatest career accomplishment:
I chartered the HSMAI (Hospitality Sales & Marketing Association International) Wisconsin Chapter. Six years later, it is still going strong.
Some impressive stats I’m responsible for:
I’ve exceeded sales goals year over year. In 2022, I confirmed $5 million in direct spending, which is a 102% increase from when I started.
Lemmers (pictured) said that she's looking forward to getting her CMP (Certified Meeting Professional) certification later this year. "I am always looking to learn new things and grow as a leader," she added.Photo: Courtesy of Sarah Lemmers
When I saw the first conference I booked actualize two years later. It was so neat to see attendees walking around downtown knowing I had some part in why they were here.
A time I averted a complete event disaster:
Our speaker wound up with food poisoning the morning of one of our events, which was starting in two hours. Not knowing revenue management myself—the topic of the session—I ended up making some calls and thankfully found someone who could fill in. The session was well received, but I hope I don’t have to experience that again!
The advice I would give my younger self:
Get yourself out there, find a mentor, and build relationships with your peers and colleagues. Figure out your professional goals and what is needed to achieve them. And lastly, surround yourself with others that inspire and support you.
What’s next for me:
I am always looking to learn new things and grow as a leader. This year I am excited to work toward the CMP (Certified Meeting Professional) certification.
My ideal day OOO:
I’d start the morning off with a great workout and taking my pup, Siena, on a long hike. After that, I would spend my time boating and grilling with friends.
BizBash's 2023 40 Under 40 list is sponsored by VDA, a Massachusetts-based experiential marketing and event design agency that specializes in custom live, hybrid, and virtual experiences designed to drive business growth through client collaboration and creative thinking.
