arrow-down arrow-left arrow-right arrow-up play-button plus tab-indicator dots close menu search facebook google-plus instagram pinterest rss twitter youtube rss-two heart Check FeaturedBadge linkedin minus apps placeholder linkedin

San Diego Meeting Certified Program

One Message, One Voice, One Brand

Especially designed for venue, attraction, restaurant and service sales professionals.


Register Here

You've asked for it, and now we are pleased to offer a special San Diego Meeting Certified Program tailored specifically for sales professionals at San Diego venues, attractions, restaurants and other service providers. Join more than 400 San Diego industry experts and become Meeting Certified.

The program provides you with an actionable plan for selling your venue, attraction, restaurant, services, neighborhood, and the destination to improve your conversion rate.
Reinforce your position as an authority on selling San Diego!

A Graduate's Insight on Meeting Certified


"As someone new to San Diego, I enjoyed connecting with fellow industry colleagues to learn more about their properties and areas of expertise. I also liked the overall concept of using stories and tactics like mind-mapping to better engage the client and understand their specific needs."

"The story selling approach was a great way to address the eventual rut that most sales people will find themselves in. I have already seen a difference in my ability to sell my property with more confidence."



  • May 30, 2019, 1:00-5:00 PM
    Stone Brewing World Bistro & Gardens – Liberty Station
    2816 Historic Decatur Rd, San Diego, CA 92106
  • August 7, 2019, 1:00-5:00 PM
    House of Blues San Diego
    1055 Fifth Ave, San Diego, CA 92101

COST: $99 per person

REGISTER HERE for a session.

PART 1 - Selling San Diego: One Message, One Voice, One Brand

We will prepare the San Diego hospitality community to be wired tight for destination sales and service success. Critical to our mission: sellers who are able to clearly articulate the San Diego brand as it relates to their customer’s program objective.

In recent surveys, planners assert attendee satisfaction as their number one success meeting metric and attendees claim destination appeal as the second most important factor in their decision to attend any meeting. This insight gives great merit to creating a more destination cohesive and branded sales community.

In this session, we will learn how to create one unified voice to sell California’s Beach City, along with preparing to present the distinctive and diverse appeal of our neighborhoods and regions, as we explore:

  • The latest research on the influencers of attendee and planner perceptions
  • How to set the San Diego experience apart from other destinations by expertly branding California’s Beach City appeal and tapping into Smart City resources to increase planner’s preference to choose San Diego for their meetings and events
  • How to develop brand asset presentations steeped in story telling that directly relate to your market, region, and neighborhood

PART 2 - Personalized Site Experiences and Polished Presentations

In order to truly differentiate your destination and your specific offerings, you must understand the objectives of the meeting, demographics of the attendees, and key decision factors, along with the biases of the decision makers. After the business is fully qualified and you have an expert understanding of the meeting and planner, you are in a tremendous position to present your destination and venue in its best light to win the business during a memorable site experience or a refined presentation.

In this session, we will learn to fully qualify the objectives of the event planner and execute tailored site experiences, gaining the confidence of the planner in believing your specific offerings are uniquely suited to best meet not only their requirements, but their unstated desires as well, as we explore:

  • How to expertly qualify any business opportunity
  • How to tailor the site experience to your discovery
  • How to establish an emotional connection to the destination and your property through story selling and polished presentations

PART 3 - Cultivating Creativity and Story Selling in Your Sales Approach

Creativity is a process that can inspire things we do routinely to be fresh and innovative, and education can greatly enhance the ability of a person to look at repetitive processes with a keener eye. While “I’m just not creative” is the refrain of many, it is the reality of few. Creativity can be learned and cultivated. Tapping into your own originality and the uniqueness of the products and services you sell can help you weave emotionally driven and memorable narratives and polished and engaging presentations. 

In this session, we will explore roadblocks that limit and opportunities for increasing our creativity. We will also put the knowledge gained in our first two sessions to work as we collaborate on presentations to showcase our learning. We will discover:

  • Jump starting the creative process
  • How to use story selling to make interactions more personal and memorable

At the end of this day, we will also put the knowledge acquired in all our sessions to work, as we gain practical experience in presenting to showcase our understanding of the concepts we have covered.


Terri is a trainer and hospitality consultant whose passion is to deliver programs that are fresh and specifically tailored to both the topic and the participants. Terri has over 25 years of hospitality industry experience and has worked with Marriott Hotels and Resorts and the San Diego Tourism Authority in both sales and training capacities. Terri also worked with Destinations International (formerly DMAI) for the past eight years as their Director of Training and Communications, interfacing directly with meeting planners on a day to day basis. That experience provides a unique insight to our customer’s expectations and is the basis for the “San Diego Meeting Certified” program.


Recent surveys show that attendee satisfaction is a planners No. 1 success metric.  And, attendees tell us that destination appeal is the second most important factor in their decision to attend. San Diego has lots of appeal and as a destination we need to ensure we communicate that clearly and consistently. This insight gives us the opportunity to create a more destination-cohesive and branded sales community.


At the end of the program:

  1. You will receive recognition from the Payne School of Hospitality at SDSU that you are “San Diego Meeting Certified.” 
  2. You will have an action plan developed from your input and other voices in your neighborhood to effectively market your venue and surrounding area.
  3. Future group advertising will be built around the message that San Diego has come together and is committed to meeting planner success through this community education program. 
  4. A “San Diego Meeting Certified” section will be added to listing all individual sales managers that complete the program.
  5. You will earn the “San Diego Meeting Certified” logo to add to your email and signature block.




Follow Us


English | Change Language

Select your country or region

China FlagChinaGermany FlagGermanyGreat Britain FlagGreat BritainJapan FlagJapanMexico FlagMexicoKorea FlagKoreaSwitzerland FlagSwitzerlandBrazil FlagBrazilFrance FlagFranceAustralia FlagAustraliaCanada FlagCanada USA

Or use Google Translate

Afrikaans Albanian Arabic Belarusian Bulgarian Catalan Croatian Czech Danish Deutsch Español Estonian Filipino Finnish Francais Galician Greek Haitian-Creole Hebrew Hindi Hungarian Icelandic Indonesian Irish Italian Japanese Korean Latvian Lithuanian Macedonian Malay Maltese Nederlands Norwegian Persian Polish Portuguese Romanian Russian Serbian Slovak Slovenian Swahili Swedish Telugu Thai Turkish Ukranian Vietnamese Welsh Yiddish