Building Better Meetings Through Connection

A Q&A with Lynsey Norton of Visit Tacoma-Pierce County

Bringing people together is at the heart of the meetings industry. And perhaps few understand that better than Lynsey Norton, Director of Convention Sales & Regional Services at Visit Tacoma-Pierce County. From economic impact to attendee experience, Norton shares how Tacoma is evolving as a meetings destination and what planners should be asking for right now.

How did you get your start in the meetings industry?

I’ve always been someone who loves bringing people together. I started in hotel sales and convention services, where I realized the meetings industry let me do that on a larger scale. Beyond connection, I saw the real economic impact meetings bring to communities—that’s what led me into destination marketing.

What excites me today is Tacoma’s growth. With the addition of a full-service Marriott connected to the Greater Tacoma Convention Center, we’re able to attract larger, more impactful events.

How do you position Tacoma’s mix of urban and outdoor experiences for planners?

We start by understanding the audience. Every group is different, and Tacoma gives us flexibility. Attendees can walk to award-winning museums, restaurants and nightlife right from the convention center.

For something more immersive, we point to places like Point Defiance Park—a 760-acre park with trails, waterfront access and even opportunities for wildlife sightings. That balance helps us tailor experiences that feel intentional, not one-size-fits-all.

How is Visit Tacoma-Pierce County helping planners create seamless events?

We act as a central connector. Because our team supports both destination sales and the convention center, we streamline communication across hotels, venues and local partners.

We also help planners maximize budgets—whether that’s identifying off-peak opportunities, tapping into sponsorships or aligning with existing events in Tacoma to add value without added cost.

What’s something planners should be asking more often?

Ask what your DMO can really do. Many planners don’t realize how extensive—and free—these services are.

We support everything from site selection to attendee-facing resources like maps, promotional materials and on-site expertise. The more we understand your goals, the more tailored—and impactful—your event becomes.

What advice would you give planners navigating today’s evolving events landscape?

Choose partners who listen and think creatively. The best collaborations come from asking deeper questions, like how to enhance networking or elevate the attendee experience.

Staying relevant comes down to adaptability and keeping the attendee at the center of every decision.

What’s next for Tacoma’s meetings and conventions strategy?

We’ve launched a new sponsorship program for first-time bookings, designed to immediately add value. Funds are available as soon as agreements are signed, giving planners flexibility to invest where it matters most.

It’s especially exciting because it supports organizations growing into larger event formats and allows us to be part of that evolution.