HSMAI University, a joint effort of the Hospitality Sales & Marketing Association International (HSMAI) and HSA International, to deliver a wide range of…
HSMAI University, a joint effort of the Hospitality Sales & Marketing Association International (HSMAI) and HSA International, to deliver a wide range of learning experiences through public venue, private label and online formats, announces two top appointments with Barb Taylor Carpender, CMM, taking on the Managing Director role of HSMAI University, and Lori Farnell accepting the position of lead HSA Trainer for the program’s New Sales Essential sessions.
With an impressive career in sales and marketing within the hospitality industry that spans two decades, Barb Taylor
Carpender, CMM, has assumed strategic responsibility at HSMAI U as Managing Director. In that capacity, she will oversee the program’s various day-to-day activities including curriculum design, public workshop management, private label development, expansion of online learning offerings, and the establishment of the University’s Speaker Resource Center.
At the corporate level with Hilton, Doubletree, Sheraton and Holiday Inn, Carpender served as regional director of sales and marketing, advancing to national director of training and development, responsible for all levels of sales and marketing training for over 60 hotels system-wide. Throughout her career, Carpender has designed, implemented and delivered an array of training programs.
“What makes Barb so unique and valuable is that her past involvement with a variety of hotel types and brands has created a knowledge and reference base that sets her apart from typical training professionals,” states Dr. Mike Hampton,
president & CEO of HSA International. “Her insight and enthusiasm contribute to the delivery of workshop sessions that are both educational and entertaining. These, combined with her high-level administrative skills, make Barb the perfect individual to head up this project.”
Maintaining an on-going involvement in the industry, Carpender remains active in professional associations and organizations.
She has served on the International Board of Directors for Meeting Professionals International (MPI) and in 1995 was appointed by Colorado’s Governor to serve as one of the sixteen Colorado delegates to the White House Conference on Travel and Tourism.
Formerly vice president of Red Lion Inns, Lori Farnell joins HSMAI University as the principal HSA Trainer for the New Sales Essential sessions. Beginning in 1995, Farnell held the post of vice president of sales for the West Coast Hospitality hotel division and saw the company grow from a privately-held organization to a publicly-traded company, which expanded its business operations to providing management and franchising services to other hotel ownership partners.
“Lori brings to HSA International and HSMAI University over 25 years of demonstrating a ‘hands-on’ approach to the sales efforts she’s extended with her clients. Throughout her impressive tenure in business development, Lori has shown a commitment to training each sales team member to achieve personal success in their profession so they may contribute to the successful financial performance of the hotel operation in which they work,” states Hampton.
“Her in-depth knowledge of direct sales, including prospecting, negotiating, closing, customer relations and revenue management, with all market segments, has been the key to her stellar career.”
“Our educational partnership with HSA International under the banner of HSMAI University provides a new channel for delivering quality training programs from experienced, proven hospitality sales professionals, and the outcome will unquestionably benefit the industry. We are very proud of the results,” states Fran Brasseux, Executive Vice President, HSMAI.
HSMAI University, a program of HSMAI’s Americas region, is the most comprehensive and ambitious initiative in the realm of education for sales and marketers of hospitality and travel to date, entailing a wide-ranging schedule of course offerings and learning experiences in public venue, private label and online formats.
Included among the HSMAI University events planned for 2004 are one- and two-day seminars and workshops available for open enrollment, with topics including The New Sales Essentials and How to Create Catering & Event Sales.
Public venue seminars and workshops are scheduled in locations throughout North and South America, as well as in the Asia/Pacific region. A series of 75-minute “LIVE” net conferences will take place each month beginning in July. These online sessions will feature industry experts discussing a wide range of key issues and timely topics within the realm of sales and marketing.
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