For Immediate Release
Contact: Sara O’Neil or Veronica Ferguson
Marketing and Public Relations
[email protected]
[email protected]
Caledonia, Wisconsin (March 11, 2025) – Global event agency Meetings & Incentives Worldwide (M&IW) was awarded the 2025 SITE Crystal Award for Most Creative Solution Deployed to Overcome Adversity. This is M&IW’s second consecutive nomination and first win.
“We are beyond thrilled to receive such a prestigious honor,” said Tracy Norum, CMP, CITP, CIS, Sr. Director of Incentives & Engagement, M&IW. “The SITE Crystal Award is not just a trophy; it’s a symbol of our collective effort and the incredible journey we’ve been on together. I am incredibly proud and grateful to be part of such an amazing organization.”
Awarded at the 2025 SITE Global Conference in Tulum, Mexico, the recognition from the Society for Incentive Travel Excellence (SITE) is the highest honor in the incentive travel industry.
“It is thrilling to celebrate these incredible achievements through the Crystal Awards,” said Annette Gregg, CEO, SITE. “The Crystals celebrate and uplift top incentive leaders, and it’s an honor to annually recognize the hard work, innovation, and creativity powering these programs and shaping transformative incentive travel experiences.”
Excellence in Incentive Travel: About M&IW’s SITE Crystal Award
M&IW’s SITE Crystal Award for Most Creative Solution Deployed to Overcome Adversity was awarded for execution of their client US Foods’ “Reach for the Beach” program. Located in San Jose del Cabo, Mexico, the program was divided into two waves of approximately 600 attendees per wave. The day before Wave 1 began, Hurricane Norma changed paths and unexpectedly made landfall in Los Cabos.
M&IW’s team already had an emergency plan in place; they quickly evacuated along with the customer and early arrival attendees. They then pivoted to rebooking the program to a later date so Wave 1 participants still received the full experience and felt recognized and rewarded for their achievements.
“Communication was key in ensuring these qualifiers knew they were being taken care of and would still receive the program they were promised,” added Kim O’Connell, Sr. Customer Success Lead, M&IW.
Although Wave 1 was originally scheduled for the low season, M&IW successfully rebooked to new dates in the high season without any rate increases or modifications to contract terms.
“It was a constant balancing act of maintaining the budget and the program’s integrity versus following through with what was promised to attendees that qualified in Wave 1,” said Elaina Novak, Sr. Event Experience Manager, M&IW.
“We’re grateful to our strategic partners, Hyatt Ziva Los Cabos and Amstar DMC Los Cabos, for making this rebook possible,” added Tracy. “Their support and commitment to excellence were instrumental to our success.”
Because the hurricane moved on so quickly and there was no damage to the hotel, Wave 2 of the incentive program moved forward as planned. The M&IW team quickly shifted out of crisis mode and flew back to Los Cabos only 72 hours after Hurricane Norma made landfall, ready to warmly welcome the Wave 2 participants and ensure their experience was not compromised in any way.
Ultimately, Reach for the Beach was a success for both waves of attendees. Some of the standout elements of the incentive travel program include:
- A memorable arrival experience featuring local entertainment and an onsite gifting experience.
- Unique excursions customized exclusively for the program.
- A feel-good philanthropic activity involving the donation of school supplies to local students.
- A farewell dinner celebration on the beach featuring a Mexican gift market.
- A one-of-a-kind fireworks display during the farewell dinner.
Most Creative Solution Deployed to Overcome Adversity is one of eight Crystal Award categories. The full list of 2025 award recipients is available here.
About Meetings & Incentives Worldwide (M&IW)
M&IW is a women-owned event agency specializing in planning meetings, conferences, and incentives of all scales worldwide. We have 350+ employees and operate events in over 90 countries.
We provide customizable event solutions ranging from end-to-end to a la carte, with a focus on integrating neuroscience and sustainability principles in events. We also develop strategies across events to provide visibility, efficiency, and savings.
M&IW is a third generation, privately held, certified Women’s Business Enterprise (WBE) in business for more than 55 years. We serve industries such as life sciences, technology, financial services, manufacturing, insurance, and more.
To learn more, visit www.meetings-incentives.com.
