The Chattanooga Area Chamber of Commerce has propelled Greater Chattanooga forward through its Leadership Chattanooga program for nearly forty years. Each year, a small selection of leaders is hand-picked for this prestigious course, and our managing partner, Cory Brooks, CMP, is among the distinguished participants for the class of 2024. We couldn’t be prouder! So, we thought this was a perfect time to interview our favorite gal about her story. Join us as we hear what Cory says about leadership, her history, planning events in Chattanooga, and her love for Niedlov’s bakery.
How long have you been in the industry?
Cory says: I don’t want to date myself, but at the same time, I’m pretty proud of my experience! I’ve been in the hospitality industry for just shy of three decades. I got my start in the mid-90s and haven’t looked back since.
How did you get started?
Cory says: I started creating events while doing sales and marketing for corporate companies in Las Vegas. As anyone in that field will tell you, planning events eventually becomes part of their job description.
After a few years, I realized I had a knack for planning, so I decided to move fully into the hospitality world as a supplier. It was the heyday of corporate events in one of the most-visited destinations in the world for corporate travel. Millions of visitors poured into the city, and we were creating experiences for guests regularly. My experience brought me to destination management companies, and I was hooked.
It was full circle for me to open our destination management company, Connect Event Group. Working with my team and applying my years in the industry to help my clients achieve their goals is one of my favorite things.
What Does Connect Event Group Specialize In?
Cory says: Connect Event Group specializes in multiple services. We are a full-service Destination Management Company, which means we can help you with corporate event planning in Chattanooga. We are also specialists in Incentive Trips and Meeting Planning, which means we facilitate events in other cities.
How Did Your Past Prepare You for Your Future?
Cory says: When I was starting out, like so many others in sales and marketing, I was planning events in addition to my other duties. That first-hand knowledge allows me to support my clients because I understand what they are juggling. Events can be overwhelming, especially if you don’t do them daily. And because I was once also a supplier, it sharpened my operational know-how. It helps me craft operationally-sound client experiences while building great relationships with my suppliers. And, of course, becoming a Certified Meeting Professional reinforced the foundation of my skills.
Why Was it Important to You to Become a Certified Meeting Professional (CMP)?
Cory says: Becoming a Certified Meeting Professional (CMP) was incredibly important to me. It is a commitment to excellence and the high-water mark of being a professional meeting planner. When someone has their CMP, it truly is a badge of honor. It means you are dealing with someone who knows what they are doing. I have been a proud CMP since 2017!
And I’m lucky enough to be able to pass on that knowledge. I have been a visiting professional expert for hospitality and tourism management courses. Those classes count as educational credits for those going for their CMP. I love that I am able to give back as a teacher.
What Have Been Your Favorite Meeting Planning Moments?
Cory says: Meeting planning is very near to my heart because it requires a detailed level of operational ability. Navigating your client through a destination event takes a skill set only some planners have.
I especially love helping my clients plan their incentive trips. They are so important when it comes to team recognition and celebration. I love helping create memorable adventures in places companies may not even consider.
One of my favorite incentive trips I helped plan was to Arizona. When looking for an exciting, warm-weather destination, my clients pondered the usual suspects, which were wildly expensive. I pitched the concept of Sedona, which wasn’t remotely on their radar.
We built a program that was entirely on budget yet wildly out of the box. We brought in stargazers, took them on hikes to vortexes, and sent them on an evening train ride into the moonlit desert. We crafted bespoke events where they connected and engaged in a way that wouldn’t have been possible if they had chosen a more populated destination. It went down as one of their most successful incentive trips in history.
I also love creating moments that integrate local artists. We once planned a meeting for a client in Nashville. Our client wanted to create an experience celebrating the company brand through their fantastic team. We bought out the Ford Theater in the Country Music Hall of Fame and brought in an award-winning songwriter for an exclusive songwriting experience. They led the group through creating a company anthem. The final product was magical and memorable, which still gives me goosebumps whenever I think about it.
What Have Been Some of Your Favorite Clients?
Cory says: I’ve been so lucky to work with wonderful clients who have trusted me with their programs.
Working with associations has been some of my most rewarding work. Quite often, associations work with very tight budgets. I pride myself on being able to show them new ways to approach their event planning, involving things that bring value to their attendees and their bottom line. I help them reimagine their experience, making it more relevant, successful, and profitable. It’s thrilling to introduce new ideas and trends that will change the course of their events for years to come. I can clearly see the results through their increased attendance and profits.
What Are Your Favorite Things About Chattanooga?
Cory says: I absolutely love Chattanooga! There are hundreds of reasons why I love this city!
First, coming from Las Vegas, a town where they implode anything with a few years on it, I love how Chattanooga embraces its history. They believe in preserving their city, even as they grow and expand.
But I also love what’s new here. New restaurants and attractions are regularly opening, so it’s easy for even long-time locals to keep discovering new things.
There is always something to do here. Museums, breweries, and live music venues are scattered across the city. Every weekend something exciting is happening. And because the city is so walkable, it’s easy to strap on your shoes and start strolling. Not to mention, there is more outdoor fun than you can imagine. Chattanooga is a haven for outdoor enthusiasts, from the river to the mountains to the trails.
Why do you love planning events in Chattanooga?
Cory says: I love the attention my groups receive here. They are celebrated and well taken care of when they come to Chattanooga. They receive extraordinary attention in our city. In addition, pricing in Chattanooga is exceptionally reasonable, which means their budget stretches even further. And because there are diverse experience options here, groups end up with an enjoyable schedule of events.
What Have Been Your Favorite Events in Chattanooga?
Cory says: I’ve done some incredible events in my favorite city. I recently organized an epic decade party involving a full buyout of a local hotel. We took over every square inch of the property, including the beautiful courtyard, which we turned into an event space. We brought in tents to create even more party atmospheres. And we themed out the entire experience with entertainment, costuming, and décor. It was amazing to see the guests celebrating in a fully immersive environment.
One of my other favorite feel-good events involved a recent teambuilding experience with the Chattanooga Food Bank. My client wanted to give back to the community, so we designed an interactive program where their team dove into bag stuffing. Over a breakout in their program, their company sorted non-perishable items into food bags for the food bank. It was a celebratory event, with a DJ and interactive games. When all was said and done, we donated more than six pallets of food. The smiles and hugs shared at the end of that event will go down in the record books.
In addition to Leadership Chattanooga, what other organizations do you belong to?
Cory says: I love volunteering for the industry! It is one of my favorite parts of my job! I enjoy participating in incredible organizations and associations that help move the industry or world forward. I am a proud member of:
Member of Meeting Professionals International (MPI) – Tennessee Chapter
Association of Destination Management Executives International (ADMEI)
MPI’s Small Business Owners Council Member
MPI’s Anti-Human-Trafficking Committee
Member of Chattanooga Tourism
Member of Chattanooga Area Chamber of Commerce
Member of Tennessee of Society of Association Executives (TNSAE)
Member of Global Business Travel Association (GBTA) – Tennessee Chapter
Member of Society for Incentive Travel Excellence (SITE) Southeast USA
Rotary Club of Chattanooga
American Cancer Society Leadership Council
What Do You Like to Do in Your Free Time?
Cory says: As you can imagine, my free time is precious. I usually spend it with my best friend and husband, Bruce. We’ve been together since 2009 and have seven children in our blended family. We’re also the proud grandparents of seven beautiful grandchildren and enjoy spending as much time with them as possible.
We love to travel, as well as exploring the outdoors. We have a lake house in East Tennessee. So, you may find us on the lake on lazy weekends, unwinding, hiking, and boating. It’s heaven to sit on the deck in the sunshine, a cup of coffee and book in hand.
A typical weekend in town involves an early morning trip to Niedlov’s for my bakery runs. I am obsessed with their bakery goods! I’ll stock up on bread, English muffins, and a few of their famous cruffins! On date nights, Bruce and I will sip craft cocktails at Company speakeasy before strolling down to Blue Orleans or Alleia for dinner. We live downtown, so excitement is right outside our front door.
No matter what I’m doing with my time, I spend it with my favorite people in my favorite places, doing my favorite things.
Any final thoughts?
Cory says: I am grateful for my journey to this point and thankful for the opportunity to keep giving back to an industry and city I love. Keep following us to see what Connect Event Group and Leadership Chattanooga will do next!
