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Featured WBE Interview

Rachelle Stone
Advantage Destination & Meeting Services, Inc.



Tell us a little bit about Advantage Destination & Meeting Services, Inc.

Advantage Destination & Meeting Services Inc. is a full-service Destination Management (DMC)/Special Event firm based in North Miami Beach Florida. By definition, a DMC is “a professional services company possessing extensive local knowledge, expertise and resources, specializing in the design and implementation of events, activities, tours, transportation and program logistics.”

We are the in-bound destination experts for meetings in South Florida, in Miami, the Florida Keys and the Palm Beaches. Our services run the gamut from on-site staff support and ground transportation to area tours, guest speakers, off-property special events, Décor enhancements to full-blown theme parties, teambuilding, light to name entertainment and a full-range of meeting services. Over the past seven years Advantage has produced over $20 million in revenue. Advantage is the South Florida member of the Contact DMC group, the oldest consortium of DMC’s in the country.

Additionally, Rachelle Stone holds the honor of being the first Certified DMCP (Destination Management Certified Professional) in the state of Florida, of which there are now approximately 100 certified DMC professionals nationwide. Rachelle maintains solid industry relations as she serves on the Board of Directors for the International organization, ADME (Association of Destination Management Executives), and was the chairperson for the 2005 South Florida Meeting Professionals International Installation of Officers. She further serves locally with South Florida MPI as a member of the Education Committee, responsible for Women’s Initiative programming.

What made you go into this business?

I remember walking in to register for college, and they asked me to pick a major. I had no idea what I wanted to do with my life at that time. I told the Guidance Councilor that I didn’t know, I just knew that I wanted to have fun doing it. She suggested Recreation & Leisure Services, which is how it all began for me.

My goal in life became “find something I love to do and figure out a way to make money doing it”! Having earned an Associates Degree in Recreation and Leisure Services from Greenfield Community College in Greenfield MA I continued my education at the University of Massachusetts where I was selected into the Walt Disney World College Program in Orlando Florida. Having earned my “Mousters Degree” from Disney University, I stayed on in Orlando for a time working for a Recreation Management company providing both corporate teambuilding and children’s programming at several Orlando area hotels. Life changes took me further South to Hollywood Florida where my goal remained the same: continue to have fun at my chosen career. I first started working for a DMC as an Event Coordinator in 1992. 6 years later I was opening my own doors with partners that shared my vision in Destination Management. I still love what I do, every day.

What has been the worst or the biggest obstacle you've faced or had to overcome?

The biggest obstacle even today is to find qualified, dedicated professionals to work internally with us who share our level of commitment to deliver the highest caliber of Destination Management programming. Colleges and universities are just in the past 5 years or so adding Destination Management electives to their curriculums. Our services are so varied, and the learning curve to really groom someone to work in this industry is well over a year! The hours can also be grueling, as our work is seasonal and 18-hour days are not uncommon for our Operations team. This has resulted in slow growth for our company, and saying no to potential new clients, because if we can’t give it 110%, we do not take the work (and I hate saying no!)

What has been your biggest triumph?

Our biggest triumph was being awarded the prestigious Office Depot Success Strategies for Businesswomen conference as their Hospitality Partner. We had never taken on a project of this magnitude and it was an incredible learning experience and huge success for both Advantage and Office Depot.

What is the best advice you've ever received?

The best advice I ever received was from a former employer: “Know where your leads are coming from”. Even today I hear her voice in my head when I’m looking for new business for the company.

Is there anyone who inspired you and why?

Three incredibly talented women have had a profound effect on the direction my life has taken:

• Kate Douglass, one of my college professors at Greenfield Community College both for pointing me in the direction of Recreation and Leisure Services and for mentoring me for the four years it took me to get my two year degree!
• Sharon Fisher, former boss and owner of Play with a Purpose in Orlando Florida. Sharon led by example, and was an endless source of learning for me. She exemplified my goal of finding something she truly loved to do and make it profitable.
• Shirley Crane with Cirque Productions, another former employer who taught me everything I know about sales.


What is the best book you ever read and would recommend?

“Follow your Instinct” by Lillian Monterrey"

What is your favorite quote?

"I've learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel." Maya Angelou

"A person who has never made a mistake has never tried anything new." Albert Einstein

“If YOU knew the answer, what would it be” author unknown but I have this one taped to my computer monitor for when the really tough questions are asked!!

What are your goals now and where do you see yourself going?

While I see myself continuing with Advantage for many years to come, I also am looking towards making an impact on a National level in the DMC industry. Destination Management is still considered very much an infant in the meetings industry yet we have a huge economic impact in the cities that we serve. I’ve been on the Board of Directors for the Association of Destination Management Executives (ADME) for going on 3 years now, and it is my goal to help steer the industry into adulthood, raising the bar of professionalism and recognition as a major contributor of the meetings industry.

Short term, my goal is to continue to surround myself with talented, dedicated professionals that share my love of the DMC industry

Long term, in my next career reincarnation, I’d like to function as a high-end ‘quality shopper’ for the hotel industry.

How has being a member of the WBDC and WBENC helped you?

Receiving our WBENC certification has opened us up to a whole world of possibilities for business connections, learning opportunities and new friendships.
What do you want to be remembered for?

What do you want to be remembered for?

I want to be remembered not just for the impact I make in other people’s lives, but for my attitude while doing so.

How does someone get in contact with you at COMPANY NAME?

Call or email me!
rstone@advantagedms.com
305.651.2367 x 101