Marriott’s newest experiences go beyond the expected
As meeting design continues to evolve, one theme is rising to the surface: experiences that do more than fill an agenda. Across its portfolio, Marriott International is leaning into activations that prioritize participation, personalization and emotional connection, offering planners new ways to engage attendees with purpose.
From California wine country to Tampa’s championship culture to an intimate suite overlooking Central Park, these new offerings from Marriott’s Luxury Group reflect a shift toward experiences that are felt as much as they are remembered.
From Sip to Story: Santa Barbara
At The Ritz-Carlton Bacara, Santa Barbara, the “Winemaker for the Day” experience reframes a familiar activity into something more collaborative.
“This experience goes far beyond a traditional wine tasting,” said Angela Miranda, director of meetings and events. “A traditional wine tasting is passive: you show up, you sip, you leave. Ours goes much deeper. The Winemaker for the Day offering transforms a standard group activity into a purpose-driven experience where attendees become active participants in creating something enduring—an exclusive blend that carries the spirit of Santa Barbara with it and continues to evolve long after the event concludes.”
Rather than a one-and-done F&B activation, the experience invites groups to craft a custom blend (often tied to a half or full barrel), turning the process into a multi-month journey. The result is both tangible and symbolic.
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“In a meetings and events context, this sense of ownership, collaboration and continuity fosters deeper emotional engagement from participants, encourages meaningful interaction and leaves groups with a tangible takeaway that cements both the destination and the purpose of the gathering in their memory,” Miranda said.
The activation also reflects a broader shift in luxury expectations.
“For today’s luxury traveler, the typical amenities are no longer enough. They’re looking for authentic, immersive experiences that feel personal and exclusive, and deeply rooted in a sense of place,” she said. “The Winemaker for the Day experience speaks directly to that shift by combining craftsmanship and customization in a way that is both intimate and elevated.”
For planners, the opportunity goes beyond incentives. The format lends itself naturally to leadership retreats and team building, where decision-making, collaboration and shared vision come into play. With options to incorporate branding—from custom labels to QR codes linking to digital content—the experience can also serve as a storytelling platform that extends well beyond the event itself.
Training Like a Champion: Tampa
At JW Marriott Tampa Water Street, a different kind of immersion takes shape—one rooted in performance, discipline and well-being.
“The experience is designed as a seamless bridge between the discipline of professional athletes and luxury experiences,” said Erica Tortora, director of sales and marketing. “It offers a 360-degree approach to wellness, beginning with Stay Like a Champion tracks (sleep, training and nutrition) on property and culminating in a private, on-ice masterclass with Tampa Bay Lightning alumni.”
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The program draws directly from the philosophy of the Tampa Bay Lightning, giving attendees access to the habits and systems behind elite performance.
“The program reflects Tampa’s identity as a ‘City of Champions.’ Through this partnership, the experience draws from the same performance philosophy used by the Tampa Bay Lightning, giving participants insight into the habits and systems that support elite athletes and leaving them with knowledge they can then implement in their daily lives,” Tortora said.
Unlike traditional wellness sessions, the activation is designed as a fully integrated journey.
“By giving participants ownership over their journey (Sleep Like a Champion, Train Like a Champion or Nourish Like a Champion), the experience supports deeper engagement and more relevant, individualized outcomes,” she said.
Hosting part of the program at Benchmark International Arena adds another layer of immersion.
“[It] allows attendees to step into a professional training environment, where they are guided by individuals who operate at the highest level of the sport,” Tortora said.
The framework aligns easily with broader event themes such as resilience, productivity and peak performance, while on-property offerings like Spa by JW, fitness programming and nutrition-driven menus allow planners to weave the concept throughout an entire agenda.
As Tampa Bay Lightning Head Coach Jon Cooper noted, “To be the peak performer, that has to be your mandate: wellness, nutrition, strength, mental performance. All those things have to go hand in hand. There is a reason the teams in our league come to Tampa and stay at the JW Marriott, where they are treated to all those avenues of wellness.”
An Audience of 30: New York
At The Ritz-Carlton New York, Central Park, the focus shifts from physical performance to emotional proximity.
Designed for groups of 30 or fewer, the property’s private, in-suite Broadway-style performances offer a stark contrast to traditional event entertainment.
“A private in-suite performance creates a fundamentally different kind of impact than traditional event entertainment,” said Megan Ferguson, director of sales and marketing. “The difference is not just scale, it is emotional proximity and personalization.”
In this setting, the dynamic changes entirely.
“In a traditional event, entertainment is observed. The energy is shared, but it is also diluted with performers projecting outward and individual guests remaining anonymous. In contrast, an in-suite performance is felt. The small setting removes the barrier between performer and audience, turning what would be a passive experience into an active, immersive one,” Ferguson said.
The result is an activation that prioritizes depth over scale—making it particularly effective for VIP moments, client engagement or executive-level experiences.
“This kind of offering elevates the brand from hosting events to curating once-in-a-lifetime moments,” she said.
Highly customizable, the experience allows planners to align tone, storytelling and even song selection with an event’s broader message. Whether used as a welcome, closing or surprise element, it is designed to become the moment attendees talk about long after the program ends.
From an ROI perspective, Ferguson emphasized clarity of intent.
“A planner should tie this experience to a clear objective, such as trying to strengthen a client relationship or increase the likelihood of a deal closure. Because the experience is so curated, the expectation is not about scale but about depth,” she said.
And when it comes to choosing between large-scale production and something more intimate, the distinction is clear.
“This decision depends on the planner’s primary objective, as the two are very different. Curtain Call: A Broadway Experience helps to deepen relationships, reward key stakeholders or create something that is truly differentiated. It is about impacting the right people in a lasting way, driving loyalty and resonance. A large-scale production is to unify a large audience and create a high-energy moment, driving visibility and momentum.”
Designing for What Lasts
Across each of these activations, a common thread emerges: experiences that extend beyond the moment. Whether through a bottle of wine that evolves over time, performance habits that carry into daily life or an intimate show that lingers emotionally, the focus is shifting from attendance to impact.
For planners, that opens the door to a new kind of ROI—one rooted not just in what happens on site, but in what stays with attendees long after they leave.
