Laurie co-founded Ultimate Ventures, a DMC Network company, in 1993 and Ultimate Kits LLC in 2020. A recognized visionary, her commitment to the destination management industry has earned the respect of her peers. She was named “Destination Management Professional of the Year” in 2010 by the Association of Destination Management Executives International (ADMEI).

As an industry expert, Laurie co-wrote the transportation chapter in the second edition of ADMEI’s “Guide to Destination Management” textbook. She has been a speaker for organizations such as ADMEI, Society for Incentive Travel Excellence (SITE) and Meeting Professionals International (MPI). 

She has actively served on the Visit Dallas Board of Directors, sitting on both the executive and marketing committees as well as on the Board of the Dallas Sports Commission. She currently serves as President of the Texas Live Events Coalition and on the Leadership Councils of Visit Dallas and the National Federation of Independent Business for Texas.

Laurie graduated from the University of Texas at Austin with a BA in Plan II and a BBA in engineering management and international business. Laurie was among the charter group of industry professionals to earn her Destination Management Certified Professional (DMCP) designation. She is a Certified Meeting Professional (CMP) and the first Certified Incentive Travel Executive (CITE) in Texas. Laurie received SITE’s first Master Motivator award in May 2010 and was honored by the Site Texas chapter with their Circle of Honor and Lifetime Achievement award.

On the weekend, you can find our fearless leader on a bike ride with her family or enjoying a musical at one of Dallas’s many performance halls. However, her “zen” is sixty feet under as a passionate scuba-diver and divemaster.

• Named Destination Management Professional of the Year by the ADME in 2010

• Received the Society of Incentive Travel Executive's (SITE) Master Motivator Award in 2010

• Successfully guided two DMC tax bills through Texas state legislature in 2009

• Served on ADME Standards Task Force 2008-2010

• ADMC

• Certified WBENC