Decades Inside Hospitality. Now Working on Your Side.

Strategic destination curation • Resort site selection & negotiation • Meeting value strategy — backed by more than 30 years of hotel-side experience.

We Know Both Sides of the Table.

ICONS was built on decades spent inside the hotel and resort industry — in sales, group strategy, meetings and incentive travel, and client partnerships. That experience gives us a perspective that goes far beyond simply finding available hotels. We understand how resorts evaluate group business, what makes an event valuable, where flexibility may exist, and how the full scope of your event can strengthen your negotiating position.

We know how hotels sell. We use that knowledge to help you buy better.

Today, we bring that hotel-side knowledge to the buyer’s side of the table — helping our clients make smarter destination and resort decisions, negotiate with greater strategy, and create events that work for both the business and the people attending.

What We Bring To The Table

Hotel-Side Intelligence

We’ve spent our careers inside hospitality. We understand how hotels evaluate group business, how they look at total event value, and where negotiating leverage is often overlooked.

Destination Intelligence

The destination is part of the strategy. We consider air access, transportation, local culture, activities, weather, trusted partners, and the overall guest experience — then narrow the options to the places that truly fit.

Meeting Value Intelligence

The room block is only part of your buying power. We look at the broader value of your event — including guestrooms, food and beverage, events, A/V, and ancillary spend — to help build a stronger negotiating position.

Strategic. Connected. Curated. Human.

We believe better events start with better decisions — about where to go, who to partner with, what your business is truly worth, and what the experience should return to the people attending.

The People Behind ICONS

Experience You Can Put to Work.

ICONS is led by founding partners Pamela Payne and Juliane Foltz, whose careers span hotel and resort sales, group strategy, meetings and incentive travel, destination expertise, and client partnership. Together, they bring complementary perspectives and one shared approach: understand what the event needs to accomplish, identify the right destination and partners, and advocate for the client’s value at every step.

Pamela Payne

Founding Partner

Pamela brings decades of global hospitality experience and a career rooted in hotel and resort sales, strategy, relationships, and group business. Her experience on the hotel side gives ICONS clients a deeper understanding of what sits behind a proposal — from how a resort views an event opportunity to where stronger positioning, relationships, and negotiation can make a difference. At ICONS, Pam brings that commercial perspective into destination strategy, site selection, and client advocacy, with a relationship-driven approach grounded in finding the right fit.

Juliane Foltz

Founding Partner

Juliane brings more than a decade of experience across hotel strategy, meetings and incentive travel, group marketing, destination development, and event support. At ICONS, she connects strategy with execution — from evaluating destinations and resorts to negotiation, client communication, attendee experience, and the details that ultimately shape how an event comes together. Her perspective is rooted in a simple belief: the best events should make sense strategically, financially, and for the people experiencing them.

How We Work Matters.

Hospitality is still a relationship business. The way we communicate, advocate, collaborate, and follow through matters just as much as the recommendations we make.

Authenticity

Rooted in honesty, guided by integrity, proven in action.

Relationships

Built on decades of connection, powered by a worldwide circle of trust.

Transparency

Open in process, clear in purpose, accountable in action.

Loyalty

Unwavering commitment — to our clients, our partners, and their legacies.

Service First

Care in the details, mastery in execution, and precision in every choice, every experience.

Where Should Your Next Event Take You?

Whether you’re starting with a destination in mind or a completely blank map, we’ll help you determine where your event belongs, which resort is the right fit, and how to put your full buying power to work.

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