Today’s meetings and events are no longer just about gathering people in a room. Planners are looking for ways to create experiences that feel purposeful, memorable and connected to the destination. One of the most meaningful ways to do that is by incorporating local businesses and their offerings into team building and group programming.
Bringing the Destination Into the Experience
When groups partner with local vendors, they give attendees access to products and experiences that feel authentic to the place they are visiting. It transforms an event from something that could happen anywhere into something that feels unique to the destination. At the same time, it keeps dollars in the local community and supports the small businesses and entrepreneurs who make a city what it is, giving it distinct character.
In Seattle, that spirit runs deep. Pike Place Market has long been an iconic landmark and an integral part of the city’s history as a place where small businesses and local purveyors can thrive. Supporting local is part of Seattle’s DNA, and at Hyatt Regency Lake Washington, we love helping groups bring that same energy into their events.
Whether through locally sourced gifts, hands-on workshops, regional food and beverage experiences or destination-inspired activities, small businesses provide attendees with a more personal connection to the culture of the area.
Building Stronger Connections
Team building also plays an important role in helping attendees connect with each other. During meetings and conferences, people often interact within the boundaries of their roles, departments or agendas. A strong team-building activity gives them the chance to see one another differently, build stronger relationships and create shared memories that last beyond the event itself. When that activity also connects to the destination, the experience becomes even more meaningful.
The most successful team building experiences are inclusive. Not every attendee wants the same type of activity, and not every activity works for every skill set, personality or comfort zone. Offering a range of options allows guests to choose experiences that feel right for them, whether that is something active, creative, relaxing or culinary based. When attendees feel comfortable and included, they are more likely to engage fully, build genuine connections and ultimately have a more enjoyable time.
Learning Through Experience
At Hyatt Regency Lake Washington, one of our own most memorable team building experiences was an on-site event for the sales, events, revenue and marketing teams called “Aloha Friday.” We spent the day enjoying some of the unique experiences our hotel offers, including floating pickleball, kayaking and stand-up paddleboarding. What made it special was that it gave our team the chance to bond in a fun, relaxed setting while experiencing the property from a guest’s perspective.
There was friendly competition, time spent outdoors and a chance to enjoy the Seattle summer from the lake. The feedback was incredibly positive. Our team appreciated the opportunity to step away from the day-to-day core responsibilities and experience firsthand what makes these offerings so memorable for guests. It also helped us speak more authentically with meeting planners about how these types of activities can bring energy, connection and a sense of place to their own events, having been able to participate in them ourselves.
The Rise of Hands-On Team Building
We are also seeing growing interest in hands-on, creative experiences such as candle making, pottery, art classes and other activities where attendees can make something on their own. In fact, at our hotel, we are offering everything from floral artistry classes with a local floral design studio, and hands-on art classes from a popular Seattle artist, among others.
These experiences are becoming increasingly popular as they offer a break from traditional meeting formats and spending hours tethered to screens. They allow guests to slow down, flex their creativity and connect with one another in a more relaxed way. They also give attendees something tangible to take home with them to remember their experience.
For meeting planners, the opportunity is clear. Team building should do more than fill time on an agenda. It should help attendees connect with each other, engage with the destination and feel like they are part of something memorable. By partnering with local businesses and offering thoughtful, inclusive experiences, groups can create events that leave a lasting impression while making a positive impact on the community.
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Tayna Zasada is the director of sales, marketing and events at Hyatt Regency Lake Washington at Seattle’s Southport, where she leads strategic initiatives to position the hotel as a premier waterfront destination for meetings, events and leisure travel. She brings more than a decade of hospitality experience, including leadership roles across Hyatt properties in Dallas, Minneapolis and Seattle.
Most recently, Zasada served as director of sales at Grand Hyatt Seattle, where she led the team through a record-breaking production year. Originally from Milwaukee, she earned a Bachelor of Arts in Public Relations and Advertising from the University of Wisconsin-Milwaukee. She has also served as Co-Chair of Women of Hyatt in both the Greater Seattle Area and Dallas, supporting education, networking, wellbeing and volunteer initiatives.
