A New Twist for 2026!
VRLTA Fall Membership Meeting Tentative AgendaÂ
9:30 AM - VRLTA Executive Committee Meeting*
10:30 AM - Fall Meeting Registration & Vendor Showcase Open
11:30 AM - 1:00 PM - Plated Lunch & Keynote Programming
1:00 - 2:00 PM - Coffee Break, Networking & Vendor Showcase
2:00 - 3:30 PM - VRLTA Component Meetings
- Hotel & Lodging Component
- Restaurant Component
- Travel & Attraction Component
3:30 - 4:15 PM - VRLTA Board of Directors Meeting
*Executive Committee Members Only
Share Your 2026 Success Stories:
Our members have been busy making an impact across Virginia’s hospitality and tourism industry — and we want to celebrate those successes! As we prepare for VRLTA’s 2026 Fall Membership Meeting, we’re asking members to share the accomplishments, milestones, and success stories that have made this year special. Whether it’s an exciting award, a new opening or expansion, a major anniversary, an employee achievement, a successful new initiative, community impact, or another moment worth celebrating, we want to hear from you.
Share your story with VRLTA and be recognized as part of this year’s Fall Membership Meeting!
RESOURCE FAIR PARTICIPANTS:
2026 Luncheon Keynote Presentations
State of the Industry: Insights, Advocacy, and What It Means for The Industry
Presented by Lauren Pravlik - Senior Vice President of Member Engagement, AHLA
Get a pulse on the current state of the hospitality industry and what lies ahead. This session will cover macro trends affecting performance, policy and advocacy priorities shaping the business environment, and key insights to help the hospitality industry stay ahead.
About The Speaker:Â
Lauren Pravlik is the Senior Vice President of Member Engagement – leading the American Hotel & Lodging Association’s (AHLA) overseeing the membership team, portfolio of hotel membership for the association, and the strategic positioning and resource development of twenty industry committees (operational focus areas to risk and development). Lauren works closely with leaders in these verticals (technology, sustainability, risk management, development) to identify industry-wide opportunities for support and broader engagement. Prior to her current role Lauren was a member of the Partnerships & Business Development at AHLA managing relationships with key industry partners, as well as meetings and events at AHLA. Lauren is an alumnus of Virginia Tech (Go Hokies!) earning Bachelor’s degrees in both Accounting & Information Systems and Hospitality & Tourism.
Understanding Tomorrow's Customer: Trends Shaping Restaurant Operations and Policy
Presented by Bianca Weiss - State Affairs Manager - East, National Restaurant Association
Restaurant operators are adapting to a rapidly evolving marketplace shaped by changing customer expectations, new technologies, and shifting public policy priorities. Customers are increasingly prioritizing convenience, value, personalization, and wellness—whether through digital ordering, off-premise dining, loyalty programs, or demand for ingredient transparency. This session will explore how changing consumer behaviors are influencing restaurant operations and examine key state and federal policy issues, including labor regulations, menu labeling requirements, technology and data privacy, delivery marketplace regulations, taxes and fees, and nutrition-related mandates. Attendees will gain insight into how emerging policy trends and customer expectations are shaping growth, innovation, and the restaurant experience in the years ahead.
About The Speaker:Â
Bianca Weiss is a state government affairs professional with extensive experience in legislative advocacy, grassroots engagement, and policy strategy. She currently serves as State Affairs Manager for the East Region at the National Restaurant Association, where she leads multistate advocacy efforts and works closely with state restaurant associations and industry stakeholders to advance key policy priorities impacting restaurants. Prior to this role, Bianca was State Government Relations Director at the National Association of Insurance and Financial Advisors (NAIFA), where she managed advocacy across all 50 states, led bill tracking and policy analysis, coordinated efforts with state chapters and coalition partners, and represented the organization at industry events. Earlier in her career, Bianca began her work in government affairs with the Texas Legislature and The Dow Chemical Company.
Virginia's Tourism Opportunity
Presented by Caitlin Johnson, Director of Operations and Industry Initiatives, Virginia Tourism Corporation
Explore the opportunity ahead for Virginia tourism and why a coordinated statewide strategy matters. This session will examine the vision behind VTC’s Statewide Strategic Tourism Plan 2026–2029, the priorities shaping Virginia’s approach, and how a shared strategy can help strengthen the Commonwealth’s tourism industry and position it for continued growth.
About The Speaker:Â
Caitlin Castainca Johnson serves as the Director of Operations and Industry Initiatives for the Partnership Marketing division of Virginia Tourism Corporation. She has overseen many tourism industry partner focused projects for VTC including DRIVE Tourism, Orthophonic Joy: The 1927 Bristol Sessions Revisited, and Crush Friday. Most recently she worked on updating the Statewide Strategic Tourism Plan and launched the DRIVE Tourism+ workshop grant program. Mrs. Johnson was raised in East Tennessee where she earned a M.S. degree from the University of Tennessee in Communications and Advertising. She resides in Richmond with her husband, son, daughter and their corgi.
2026 Component Speakers
Hotel & Lodging Component
Catherine Bolling
Catherine & Co Events
Partnering for Success: Building Stronger Relationships Between Venues & Event Professionals
Successful events rely on strong partnerships between venues, hotels, and event professionals. This session will explore how hospitality teams can better collaborate with planners through clear communication, transparent processes, relationship-building, and operational flexibility. Attendees will gain practical insights into what planners look for when selecting venues, common challenges that arise during event execution, and how thoughtful service and communication can turn one-time business into long-term partnerships.
Restaurant Component
Beth Harbinson
Sobar
Why Smart Bars and Restaurants Are Rethinking Alcohol-Free Offerings
Non-alcoholic beverages are no longer niche — they're a growing market valued at $1.46 trillion. Younger generations are drinking less, and guests abstain for many reasons: recovery, pregnancy, medication, or wellness. Venues that ignore this trend risk lost revenue and relevance. Thoughtfully crafted zero-proof options boost profit margins, increase check sizes, and improve guest satisfaction. Clear labeling and staff training also reduce liability.
Attendees will learn how to profitably expand alcohol-free menus, train staff for inclusive service, reduce legal liability, and attract a broader, loyal customer base.
Travel & Attractions Component
Caitlin Johnson
Virginia Tourism Corporation
Turning Tourism Strategy into Opportunity
Virginia’s tourism industry is moving forward with a shared vision for growth. This session will explore the statewide and regional priorities outlined in VTC’s Statewide Strategic Tourism Plan 2026–2029, along with key efforts underway to turn that strategy into action. Attendees will gain insight into how these priorities are being implemented across the Commonwealth, where opportunities for collaboration exist, and how hospitality and tourism businesses can engage with (and benefit from) Virginia’s strategic direction.
Ian Axford
CostGuards
Understanding the Payments Industry
This session aims to shed light on the complexities of the credit card processing industry, offering practical tips on how to reduce fees and identifying which pricing structures to avoid.
Bianca Weiss
National Restaurant Association
The GLP-1 Effect: What's on the Menu for Restaurants
As America's appetite changes, so does the restaurant landscape. Explore how GLP-1 medications are reshaping dining habits, menu choices, and customer spending. Attendees walk away with practical insights on how operators can adapt, innovate, and capitalize on emerging opportunities, and staying ahead of these trends.
Dan Roberts
Virginia Tourism Corporation
Checking in on 2026 Performance
Statewide performance has exceeded expectations so far through 2026. This session opens with a quick read of the recently released 2025 visitor spending data and what to look for in it, then gets under the hood on the forces powering 2026 and what they mean for 2027.
