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
Boar's Head Resort
200 Ednam Dr, Charlottesville, VA 22903
VRLTA has secured a group rate at the Boar's Head Resort for our Fall Meeting. If you'd like to take advantage of this offer - you can find the reservation link in your registration confirmation email!
The last day to book at the discounted rate is Friday, September 18th!
2026 Luncheon Keynotes
Adrienne Weil
Senior Vice President, Membership and Marketing - AHLA
Adrienne leads three teams (Membership, HTNG and Business Intelligence, and Marketing) focused on driving hotelier membership recruitment and retention, revenue growth and strategic marketing. This builds upon her prior role as Vice President of Strategic Partnerships and Business Development, in which she grew Allied membership, sponsorship and scaled the Premier Partner program. This role is an integral senior level leadership position that oversees and manages how AHLA captures and optimizes data, builds membership value and communicates it to prospective and current members. Adrienne joined AHLA from the Partnership for a Healthier America, where she served as Vice President, Partnerships, and managed a team to prospect and service 200+ partners across a variety of sectors. Prior to PHA, Adrienne spent several years at the National Restaurant Association where she led the marketing strategy for their member advancement products.
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
Led by Virginia Travel Association President Megan Hazzard (Henrico County Sports & Entertainment Authority)
