Laurie Sprouse, CITE, CMP, DMCP, is the co-founder and President of Ultimate Ventures, a DMC Network Company she launched in 1993 with business partner and lifelong friend Val Lenington. Over the past three decades, Laurie has helped grow Ultimate Ventures into one of the most respected destination management companies in Texas, earning numerous industry accolades and awards, including recognition as the “Best Meeting & Event Planning Company” in Texas and one of the top DMC brands in the world.

A recognized visionary and advocate for the destination management profession, Laurie was named ADMEI’s “Destination Management Professional of the Year” in 2010 for her leadership in securing landmark Texas legislation that established the nation’s first legal definition of a Qualified Destination Management Company and protected Texas DMCs from harmful taxation changes. In recognition of her lifelong contributions to the industry, she was inducted into the ADMEI Hall of Fame in 2025 and received the DMC Network’s prestigious Founders Award in 2024.

Laurie is a respected thought leader, educator, and mentor. She co-authored the transportation chapter in ADMEI’s Guide to Destination Management textbook and has spoken for leading industry organizations including ADMEI, SITE, and MPI. She was among the charter group to earn the Destination Management Certified Professional (DMCP) designation, was the first Certified Incentive Travel Executive (CITE) in Texas, and founded the SITE Texas chapter, which has grown into one of the most successful SITE chapters in the world.

Beyond her professional accomplishments, Laurie is known for her servant leadership and commitment to strengthening the meetings and events industry. She founded the Texas Live Events Coalition during the pandemic, serves on the Visit Dallas Leadership Council, and continues to mentor future industry leaders. Her passion, advocacy, and generosity have left a lasting impact on colleagues, clients, and the destination management profession nationwide.