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Inside The Meetings Industry With Veteran Journalist Sarah Braley
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Stories change the way we work, but meetings change what we do next. That belief runs through our conversation with Sarah Braley (aka Sally), managing editor at Northstar Meetings Group and a veteran journalist whose passport and notebook have shaped how planners think about destinations, incentives and experience design. We trace Sally's path from early magazine days to becoming a trusted voice at Meetings & Conventions and Incentive, and we explore how the shift from monthly issues to daily digital reporting transformed the job—and the industry.
Sally breaks down why experience design matters more than ever, offering practical ways to build programs that engage attention, respect budgets and deliver outcomes attendees can use. We dive into inclusive F&B strategies, from allergy-aware registration to vegetarian-first menus that improve quality and reduce waste. She also makes a compelling case for rethinking destination strategy: while mega-conventions draw headlines, most gatherings host under 100 people, and smaller cities like Burlington, Toledo and Knoxville can deliver outsized impact with walkability, character, and value. For incentive travel, bucket list markets such as Australia and New Zealand still shine when authenticity and access are thoughtfully planned.
If you work in PR, you’ll get clear guidance on what makes a pitch land: B2B relevance, access to the planner, strong visuals and a crisp angle that helps readers do their jobs better. And for editors and planners alike, Sally’s on-the-ground role at Northstar events offers a rare view into how content, logistics and attendee experience feed each other.
Through downturns and disruption, one truth remains: when the world shifts, people meet to solve problems. Join us to hear what’s new, what works and what’s next for meetings, conventions and incentives—and how to tell better stories about all three. If this conversation helped you think differently about events, subscribe, share with a colleague, and leave a quick review so others can find the show.
You can connect with Sally via email at
Please take a moment to rate, review and subscribe to the Media in Minutes podcast here or anywhere you get your podcasts: https://podcasts.apple.com/us/podcast/media-in-minutes/id1555710662
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By Angela Tuell
5
1818 ratings
Send us a text
Stories change the way we work, but meetings change what we do next. That belief runs through our conversation with Sarah Braley (aka Sally), managing editor at Northstar Meetings Group and a veteran journalist whose passport and notebook have shaped how planners think about destinations, incentives and experience design. We trace Sally's path from early magazine days to becoming a trusted voice at Meetings & Conventions and Incentive, and we explore how the shift from monthly issues to daily digital reporting transformed the job—and the industry.
Sally breaks down why experience design matters more than ever, offering practical ways to build programs that engage attention, respect budgets and deliver outcomes attendees can use. We dive into inclusive F&B strategies, from allergy-aware registration to vegetarian-first menus that improve quality and reduce waste. She also makes a compelling case for rethinking destination strategy: while mega-conventions draw headlines, most gatherings host under 100 people, and smaller cities like Burlington, Toledo and Knoxville can deliver outsized impact with walkability, character, and value. For incentive travel, bucket list markets such as Australia and New Zealand still shine when authenticity and access are thoughtfully planned.
If you work in PR, you’ll get clear guidance on what makes a pitch land: B2B relevance, access to the planner, strong visuals and a crisp angle that helps readers do their jobs better. And for editors and planners alike, Sally’s on-the-ground role at Northstar events offers a rare view into how content, logistics and attendee experience feed each other.
Through downturns and disruption, one truth remains: when the world shifts, people meet to solve problems. Join us to hear what’s new, what works and what’s next for meetings, conventions and incentives—and how to tell better stories about all three. If this conversation helped you think differently about events, subscribe, share with a colleague, and leave a quick review so others can find the show.
You can connect with Sally via email at
Please take a moment to rate, review and subscribe to the Media in Minutes podcast here or anywhere you get your podcasts: https://podcasts.apple.com/us/podcast/media-in-minutes/id1555710662