3rd Annual Spirit of Hospitality Summit, Unites “Experience Engineers” Across Diverse Fields

WEST LAFAYETTE, Ind. – The White Lodging-J.W. Marriott, Jr. School of Hospitality and Tourism Management (HTM) at Purdue University welcomed 727 attendees to its 3rd Spirit of Hospitality Summit on October 24 and 25. This annual event celebrates the school’s unique approach to bridging education and industry engagement, emphasizing the role of “Experience Engineers” across fields ranging from hospitality to financial counseling, retail management, and sales.

Held over two days, the summit provided students, alumni, faculty, and industry professionals the opportunity to connect, collaborate, and gain insights into the dynamic field of experience design. With four majors represented, the summit explored a wide range of expertise areas, linked by a shared commitment to shaping exceptional, personalized consumer experiences in various settings.

Keynote Speakers Offer Insight on Experience Design and Resilience

The summit’s keynote speakers—Kenda Resler Friend, President and Founder of KRF Public Relations; Jeff Long, Chief Commercial Enablement Officer at Molson Coors Beverage Company; and Hoyt Jones, President of Jersey Mike’s Subs—delivered compelling presentations that resonated with all attendees.

Kenda Resler Friend’s interactive keynote, Engineering Experiences Through Stories, emphasized the timeless power of storytelling in fostering connection and memorable experiences. “Storytelling has helped people connect since the beginning of time, as stories draw us in and help us relate to each other,” she shared. Her session empowered participants to enhance their storytelling skills, gain insights into effective story techniques, and put those skills to immediate use.

Jeff Long’s presentation, The Future Impact of Technology and AI on Sales and Marketing in CPG Companies, provided a forward-looking view of technological advancements reshaping the consumer-packaged goods industry. He explored trends, tools, and strategies that are revolutionizing customer engagement, product promotion, and data-driven decision-making, emphasizing that adapting to technology is crucial for future growth in sales and marketing.

Hoyt Jones captivated attendees with his presentation, A Journey Well Traveled, where he shared the story of building Jersey Mike’s Subs into a leading franchise. Highlighting life lessons and the power of lasting relationships, Jones’s talk emphasized the importance of relationship-building and business development strategies in franchise success, illustrating that personal connections remain at the heart of growth and resilience in any industry.

Panel on Automation and Human Touch Draws Cross-Discipline Interest

The summit concluded with an impactful panel discussion, The Role of Human Touch, Intuition, and Personalized Experiences in a World of Increasing Automation, moderated by Ceridwyn King, Department Head of HTM. Panelists included Jeff Long, Natalie Lyon (Interactive Technology Manager at The Children’s Museum of Indianapolis), Lynn Rodibaugh (Planning, Allocation, & Shared Services Recruiter at URBN and Purdue HTM alum), and Jessica Bokhart (Managing Partner at Market Street Wealth Management Advisors, LLC, and Purdue HTM alum).

The panel focused on the irreplaceable value of human intuition and personalized experiences in an era of growing automation. Panelists discussed the risks of relying too heavily on automated systems, particularly in understanding emerging trends and effectively engaging with users. Each shared insights from their fields—from wealth management to retail and interactive technology—demonstrating how empathy, intuition, and personalized service remain essential for meaningful user interactions and client satisfaction. The session underscored the “Experience Engineer” approach to blending human-centered insight with technology, resonating with attendees across all HTM disciplines.

Experiential Learning Through Workshops and Presentations

Participants attended 37 professional presentations and nine hands-on workshops, covering topics from sustainable retail practices to financial planning and advanced sales techniques. Industry experts led these sessions, offering real-world learning experiences. Attendees had opportunities to build practical skills in their respective fields, from event management to client relationship strategies.

A Celebration of Professional Growth and Community

Beyond presentations and panels, the Spirit of Hospitality Summit emphasized networking and mentorship. Students had direct access to alumni and industry veterans, receiving guidance and fostering relationships that would support their careers. Alumni, in turn, connected with the next generation of Purdue HTM graduates, contributing to a legacy of shared learning and professional growth.

Dr. King spoke about the significance of the summit: “The Spirit of Hospitality Summit embodies the best of Purdue HTM—our commitment to transforming the fields of hospitality, sales, retail, and financial services through the lens of experience engineering. This event showcases how each of our programs is uniquely equipped to shape forward-thinking leaders who are prepared to innovate and adapt in dynamic industries.”

Abby Lillpop, co-chair of the event, reflected on the summit’s collaborative impact. “Bringing together students, alumni, and industry professionals under one roof creates an environment where ideas flow, mentorship happens, and connections are built. It’s truly inspiring to see how much our community values this event and the unique opportunities it provides,” Lillpop said.

This year’s comprehensive programming highlighted Purdue HTM’s commitment to excellence in experience engineering. As the summit continues to evolve, it remains a signature event for Purdue’s White Lodging-J.W. Marriott, Jr. School of Hospitality and Tourism Management, affirming its dedication to preparing future leaders across diverse industries focused on the power of exceptional experiences.