Sherry Weaver
Group Sales Specialist
Park City,Utah
Summary
Strategic hospitality sales leader with over 15 years of experience driving group, leisure, social, and corporate business across luxury hotel environments. Proven success as Director of Sales, Marketing, and Events—leading revenue growth initiatives, mentoring high-performing teams, and cultivating lasting client relationships. Recognized for aligning sales strategy with brand values and delivering elevated guest experiences through cross-functional collaboration.
Overview
41
41
years of professional experience
Work History
Director Sales, Marketing, and Events
HYATT CENTRIC PARK CITY
Park City, Utah
03.2023 - 09.2025
- Lead a dynamic event planning team responsible for executing corporate, group, and social events across multiple venues and formats
- Collaborate closely with Food & Beverage, Operations, and Reservations departments to deliver seamless, high-impact guest experiences
- Partner with the Director of Revenue to align group sales strategies with ADR targets and occupancy goals, optimizing yield and profitability
- Facilitate weekly planning sessions focused on event execution, strategic alignment, review of tentative business with group sales to drive conversion, and Daily Business Review (DBR), ensuring cross-departmental coordination and operational readiness
- Develop and refine SOPs and communication workflows to ensure efficient coordination and flawless execution across sales, marketing, and event operations
- Manage event budgets and resource allocation in partnership with F&B and Operations, consistently delivering events on time and within budget
- Mentor and coach group sales leaders and event staff to strengthen cross-functional collaboration, elevate performance, and drive team development
- Drive group sales initiatives through targeted marketing campaigns, strategic partnerships, and customized proposals for corporate and leisure segments
- Promote owner engagement and satisfaction by communicating program benefits and encouraging participation in Rental Management Associations
- Design and execute marketing strategies that support group bookings and owner services, leveraging digital platforms, print collateral, and community outreach
- Organize owner-facing communications and social events to foster brand loyalty and strengthen relationships with residential stakeholders
- Report monthly financial performance to the General Manager and Director of Finance, providing insights and variance analysis across group sales, events, and owner services
- Set and manage the annual departmental budget, aligning financial goals with strategic priorities and operational needs
- Prepare monthly forecasts to guide resource planning, revenue projections, and performance tracking across all business units
ADOS, Group Sales, and Leisure Sales Manager
PARK CITY MOUNTAIN RESORT/VAIL RESORTS
Park City, Utah
12.2009 - 03.2023
- Lead a team of Sales Managers who solicit, respond to and negotiate with corporate accounts requiring large and complex group accommodations with or without meeting space and/or on-site (hotel) catering
- As Leisure Sales Manager, worked with domestic wholesale market and travel agencies
- Wedding business as a Sales Manager and during my tenure as an ADOS, I approved wedding agreements for Park City and Keystone Resorts
- Lead interactions between Vail Resort departments to ensure seamless customer meeting implementation; specifically with the Customer Service Team, Hospitality and Mountain Banquet Team, Group Room Coordinators, and Mountain Operations
- Created and maintained a pipeline of talent within the Vail Resorts Enterprise group sales team
- Engaged in significant interactions dealing with customers relative to sales and operational questions, concerns and issues
- Negotiated contracts with customers and commission agreements with third party agencies
- Initiated the preparation of proposals and/or contracts which include group rates for lodging, meeting space and/or banquet dates, space and rate availability
- Undertaken outside sales activities to discuss business opportunities and entertain customers in local and assigned markets (entire U.S. as Leisure Sales Manager)
- Directed site visits for respective accounts and participate in tradeshows, industry and customer events. Directed site visits for wholesale and travel agency customers as Leisure Sales Manager
- Attended weekly and often lead sales department meeting, bi-monthly revenue meetings (for Keystone and Park City Resorts), and other scheduled meetings to support business operations. During these meetings we strategize on increasing room nights, revenue and overall lines of business goals
- Conducted site inspections with potential customers, touring guest rooms, meeting space and banquet space, as well as other hotel and resort facilities
- Accounted for activity daily (sales calls, prospecting, contract recording, etc.) in Delphi
- Provided expense budget to Director of Sales as well as budgeted room and line of business revenue using Tableau
Account Mgmt., Presentation Specialist, Instructor
TRAVELPORT GDS (FORMERLY WORLDSPAN)
Salt Lake City, Utah
04.1994 - 12.2009
- Negotiated contract terms with existing Apollo and Worldspan customers utilizing financial analysis tools
- Provided account manager for large customer base across the United States (Travel Manager Companies/Consolidators generating $11 million ARC and above); coordinate daily operational activities for assigned accounts such as product sales and training
- Worked closely with Senior Leadership including Travelport GDS Director and VP of Sales, Director and VP Finance and President of the Americas
- Prospected and forecast expected sales using Oracle Client Relationship Management software
- Awarded 'F5 Award of Merit' for Woldspan North America Sales September 2007
- Achieved the North American Sales and Support Top Recontract Sales for West Region in 2003 and 2004
- Awarded quarterly Worldspan Star for West Region 3rd quarter 1999 and 3rd quarter 2003
- Consistently met – or exceeded – expectations in annual Performance Review
- Served a 2-year term as Education Chair for Utah Business Travel Association (UBTA) 2003 – 2004
- Conducted product presentations and trade shows for current and prospective Worldspan subscribers
- Provided Onsite Training of the Worldspan reservation system
- Selected for temporary assignment in the United Kingdom July – October 1995
Ski Instructor
PARK CITY SKI AREA (CURRENTLY PARK CITY MOUNTAIN RESORT)
Park City, Utah
12.1990 - 04.1997
- Developed leadership, communication and interpersonal skills through teaching skiing to both children and adults
- Awarded Children’s Ski Instructor of the Year for the 1996/1997 season
Full Service Travel Planner
Various Travel Agencies
Buffalo, NY
04.1984 - 04.1994
- Planned and coordinated comprehensive travel itineraries for leisure and corporate clients, including air, hotel, cruise, rail, and tour arrangements
- Delivered personalized travel solutions tailored to client preferences, budgets, and destination goals
- Provided expert guidance on international travel requirements, insurance options, and visa documentation
- Managed group travel logistics and special requests, ensuring seamless experiences from booking to return
- Maintained high levels of client satisfaction through attentive service, proactive communication, and detailed follow-through
Education
Leadership Utah Class of 2020 -
Salt Lake Chamber
Salt Lake City, UT07.2021
Vail Resorts Camp II Leadership Course Graduate -
07.2017
Leadership Park City -
21st Class of Leadership Park City
Park City, UT10.2015
Genesee Community College - Travel and Tourism
Genesee Community College
Batavia, NY06.1984
Erie Community College - Hotel Restaurant Management
Erie Community College
Buffalo, NY06.1983
Skills
- Budget management
- Sales strategy development
- Event planning
- Contract negotiation
- Marketing campaign execution
- Customer relationship management
- Team leadership
- Market analysis
- Revenue forecasting
- Performance reporting
- Problem solving
- Effective communication
- Stakeholder engagement
- Cross-functional collaboration
- Mentoring and coaching
- Marketing campaign analysis
- Sales reporting
- Social media marketing
- Deal closing
- Revenue growth
- Key account targeting
- Sales funnel management
- Sales coaching
- Sales team motivation
- Sales analytics
- Sales projections
Affiliations
August 2024 – Present
Park City Chamber of Conference
Role: Board of Directors
May 2023 – May 2024
Park City Leadership Alumni
Role: At Large Committee Member
January 2017 – December 2022
Salt Lake Chamber Business Women’s Forum
Role(s): Steering Committee Member, Steering Committee Co-Chair, Steering Committee Chair
Recognition: 2021 Chamber Champion (Salt Lake Chamber)
January 2013 – January 2010
Park City Women’s Business Network
Role(s): President, Director of Meetings
2003 - 2004
Utah Business Travel Association
Role: Education and Membership Chair
Interests And Achievements
- Former Board Member for Summit Ski Team
- Alpine skiing
- Hiking
- Distance running
- Triathlons
- Mountain & road biking
- Swimming
- Travel
- Completed two full marathons, the second where I served as team captain for a local group running associated with Huntsman Cancer Foundation’s Hometown Hero program raising more than $20,000 in 2006 and $16,000 in 2007 for Huntsman Cancer Foundation.
- Vail Resorts EpicPromise program and volunteer with local pet rescue Nuzzles and Co.
Timeline
Director Sales, Marketing, and Events
HYATT CENTRIC PARK CITY
03.2023 - 09.2025
ADOS, Group Sales, and Leisure Sales Manager
PARK CITY MOUNTAIN RESORT/VAIL RESORTS
12.2009 - 03.2023
Account Mgmt., Presentation Specialist, Instructor
TRAVELPORT GDS (FORMERLY WORLDSPAN)
04.1994 - 12.2009
Ski Instructor
PARK CITY SKI AREA (CURRENTLY PARK CITY MOUNTAIN RESORT)
12.1990 - 04.1997
Full Service Travel Planner
Various Travel Agencies
04.1984 - 04.1994
Leadership Utah Class of 2020 -
Salt Lake Chamber
Vail Resorts Camp II Leadership Course Graduate -
Leadership Park City -
21st Class of Leadership Park City
Genesee Community College - Travel and Tourism
Genesee Community College
Erie Community College - Hotel Restaurant Management
Erie Community College