How a Small Team, Big Vision, and Lure Agency’s Strategic Push Turned a Quiet Retreat into a Repeat Guest Magnet
Wingspread isn’t just a meeting venue, it’s a memory-maker, a team-bonding catalyst, and apparently, a place people just can’t quit.
With an 80% repeat group rate, this Wisconsin-based executive retreat has quietly mastered the art of hospitality that keeps guests not only satisfied but genuinely delighted.
We sat down with Heather Roose, Director of Sales at Wingspread Retreat & Executive Conference Center, for the InnSync Show’s first-ever client spotlight hosted by Cory Falter and Susan Tucker from Lure Agency.
What followed was a candid, insightful peek into how a small property with no initial sales team turned into a return-guest magnet, and how marketing, tech, and a heavy dose of heart helped them get there.
Who is Wingspread Retreat & Executive Conference Center?
When Wingspread launched in 2018, they didn’t have a sales team.
Or a marketing team.
Or a database.
Or, frankly, much name recognition.
“It was just a handful of people that started this project from the ground up,” Heather explained. “The biggest challenge was: Who is this? Where is this place? What are they up to?”
It wasn’t an identity crisis; it was an identity creation.
Building a brand for a lesser-known but architecturally stunning venue meant introducing the world to its unique charm, step by strategic step.
And that meant calling in reinforcements.
Crafting Wingspread's Story and Getting It Seen
Enter the Lure Agency, the brains behind the operation that helped Wingspread find its voice and project it into the right spaces.
“You guys are so good at being in touch with the industry, on the pulse,” Heather noted. “Every property has a story. And I think they were looking to you guys to help guide not only where to put that story out, but help with the crafting of it.”
Cue things like the Meet the Team video, a heartfelt, beautifully executed snapshot of the Wingspread culture that Heather calls “the best piece I’ve done professionally in a long time.”
The impact was immediate: “I played it for our staff… and they were all like, ‘Oh my gosh, that was so good, Heather.’ It went a long way internally. And we’ve gotten a ton of views externally.”
Automation, Intelligence, and Actually Useful Emails
While many sales directors get stuck in an endless loop of meetings, admin work, and MOD shifts, Wingspread found a way to keep its outreach humming even when Heather’s time was maxed out.
That secret weapon? A lead scoring portal, smart CRM integrations, and what Susan Tucker calls “touchpoint emails.”
“Lead prospecting can get shelved,” Heather admitted. “With you guys sending out a monthly touchpoints to our contact list … it keeps us top of mind without me really having to do anything.”
But this isn’t your typical inbox spam. With a 48% open rate and a 25% click rate (industry benchmarks are 25% and 5%, respectively), Wingspread’s content is clearly resonating … largely because it’s not always selling. It’s helping.
As Cory put it, “You don’t always have to be selling when you continue to send prospects helpful, insightful, educational content, the sales will follow.”
The Secret Sauce? People, Not Pillows
While Wingspread may boast beautiful design (yes, that Frank Lloyd Wright pedigree), it’s the people who bring guests back again and again.
“We have an 80% repeat group percentage,” Heather shared. “And they always talk about how well taken care of they feel when they leave… There’s this sense of family here.”
That human touch permeates everything, from curated menus based on your team’s dietary needs to thoughtful white-space moments built into meeting agendas.
Even their survey results regularly name-drop individual team members: “Whether it’s the driver, the breakfast server, the CA who helped tweak the presentation … they mention people by name.”
When you’re at Wingspread, you’re not customer #253. You’re a guest. And the team remembers you.
A Bespoke Retreat Experience That Actually Means Something
Too many venues slap “custom” on a standard PDF menu and call it a day. Not here.
“We don’t hand you a menu and say pick chicken or beef,” Heather said. “Everything’s curated. Your experience is curated by us, for you.”
The approach even extends to the land itself. With an on-site garden, locally sourced honey, and menus that change seasonally (yes, even in Wisconsin winters), Wingspread doesn’t just talk sustainability or locality; they live it.
The Johnson Foundation, which owns the property, has been hosting meaningful campus conversations since the 1960s.
Today, that legacy continues, with built-in moments of pause, even in high-stakes board meetings.
“We talk about white space a lot,” Heather explained. “Take 15 minutes. Let people get up, go outside. Breathe. Come back. That’s where the magic happens.”
What Other Properties Can Learn from Wingspread
It’s tempting to think you need a massive marketing budget or a huge team to create an unforgettable guest experience.
Wingspread proves otherwise.
With a tiny but mighty staff, smart automation tools, and a marketing partner who pushes them out of their comfort zone, they’ve built something lasting and magnetic.
“Every hotel has this underworld,” Heather said, referencing the often-invisible support staff. “But that whole world up there wouldn’t exist without the world below.”
Cory nailed it in the closing: “A lot of hotels and resorts are missing out… The team is who delivers the experience at the end of the day.”
Want Repeat Business? Get Real.
If you’re in hospitality and wondering how to get more group business, you might not need flashier amenities or shinier emails.
You might need to get real.
Get human.
And yes, get help telling your story in a way that feels personal, not promotional.
As Heather put it best: “You help us define what our story is… and we tell it better with you.”
Turns out, when you put people first — both your guests and your team — the return rate speaks for itself.
Curious if Lure Agency can help your hotel group sales team? (Psst: We can). Let's connect >> Or learn more when you click below.
Q&A
1. What makes Wingspread different from a typical hotel or conference venue?
Wingspread offers a boutique, curated experience that puts people first. Unlike traditional hotels, Wingspread only hosts one or two meetings at a time, ensuring every guest feels genuinely cared for. From customized menus to nature-infused white space breaks, the experience is intentionally personal — not transactional.
2. How did Lure Agency help Wingspread improve group bookings?
Lure Agency brought strategy, structure, and storytelling to the table. They helped Wingspread define its identity, create compelling content (like the Meet the Team video), implement automated lead scoring tools, and maintain consistent, non-salesy communication through high-performing touchpoint emails.
3. What is lead scoring, and why does it matter for hospitality sales?
Lead scoring helps prioritize which prospects are showing the most intent to book, based on their interactions (like visiting the sales page or downloading materials). For a small sales team like Wingspread’s, it’s a time-saver and revenue booster — allowing them to focus on the warmest, most qualified leads.
4. Why is Wingspread’s repeat group rate so high?
Simply put: the experience is unforgettable. From staff that guests remember by name to custom-curated agendas and locally sourced meals, every detail is designed with care. Guests don’t just host events there — they feel something. And that feeling brings them back.
5. Can smaller properties without big marketing budgets replicate Wingspread’s success?
Absolutely. Wingspread is proof that smart tools, great storytelling, and the right partner can make a major impact — even without a large team or budget. With Lure Agency guiding strategy and automation, Wingspread was able to punch way above its weight.
