In recent years, a growing industry trend has centered on the move toward non-traditional venues and unique properties that do not fit the mold of the “normal” meeting facility. Christina Willett, senior sales and marketing manager for Orchid Resorts & Escapes, is based in Chicago and has the privilege of directing groups toward some of the most unusual properties out there—and ensuring they receive a singular experience, down to every last detail.

Orchid properties that cater to meeting and event groups include Topnotch Resort and Spa in Stowe, VT; Winvian in Litchfield Hills, CT; Sivory Punta Cana in the Dominican Republic; and Dunton Hot Springs in Dolores, CO, among others. Here, PlannerWire speaks with Willett about what it is that makes Orchid properties so special.

Q: Who are you, and what do you do?
A: I do the sales and marketing for Orchid Resorts & Escapes. Orchid has been around for about three years. We're a sales, marketing and partnership agency representing boutique properties that are outside of the box. We're a small company; we're very boutique ourselves. Originally, I came on board when it was in the planning stages. I helped create the branding and helped write copy for the website on a consultancy basis. It kind of parlayed into a full-time position from there.

Across the board, [the properties] are four- and five-star. They're refreshing—they’re not your typical place. I throw the word whimsical around a lot because they're pretty fun and unique properties. They each fit the unique locations they're in. You couldn't take any one of them and lift it up and put it anywhere else because it just wouldn't work. They fit indigenously to each area that they're located in. Our collection is growing; right now, we have properties in the U.S., the Bahamas, and the Caribbean. We’re looking to expand further internationally, going forward. I'm really happy to see us still growing in this economy!

Q: How did you get involved in this line of work?
A: My background is in fashion, and I was in the Junior League of Chicago with the founder of Orchid, but we didn't actually know each other. I was volunteering at a place called the Women's Treatment Center, a rehabilitation home for drug abusers and felons who are moms—they move there, and they get the help they need to get themselves turned around. Stacy [Dreyfus], the founder of Orchid, was speaking there one night on how to “dress for success” for the women.

I was really impressed by her—she spoke very eloquently, and I thought her job and her experience in the travel industry was fascinating. So I asked for her contact info to thank her for speaking to the women, and we just started emailing back and forth and hit it off… and I guess the rest is history!

Q: What can you tell me about the capabilities Orchid Resorts & Escapes properties offer for groups?
A: We cater to smaller groups. We're a really unique destination for any kind of executive retreats, and we’re great for incentive groups. We’ve recently taken on some properties that are larger and can do conferences for up to about 200 people. The thing that's so great is you're not in the Hyatt by the airport that could be located anywhere on the planet. When [attendees] visit our properties, they're going to feel like it's a special experience. Some of the boardrooms at my properties are the most stunning boardrooms I've ever seen… they're just exceptionally unique. The staff excels at catering to these groups as well. Everything from their breakout meetings to their cocktail mixers is going to be done with the finest attention to detail.

Q: What are some of the most unique aspects of Orchid properties?
A: Each property is unique from the next. None of them compete with each other, and they're very different. Winvian is a great property. It's set on 113 acres, and it's these individually designed cottages—18 total. We hired 15 architects and designers to create them. In the planning stages, they would bring in ideas [like] a cottage modeled after a crashed UFO or a circus cottage or a helicopter cottage… really out-of-the-box, whacky ideas. There's nothing like it. It makes a fun social aspect for any kind of events there because everybody is always dying to see everybody else's cottage.

The helicopter cottage is really cool. It's set up like a helicopter hangar, so you walk in, and the helicopter is inside it. You don't sleep in the helicopter; you just hang out in it. It has your bar, it has your couches and your LCD TV, it has the cockpit and old flight logs, and you can just play around in there. A lot of the CEOs love that helicopter cottage! We also have a two-story tree house on property that’s really cool. You're up 35 feet in the air, it's two stories, it has heated floors, jacuzzis, steam showers… The property is basically an adult playground.

Another [unique] property is Dunton Hot Springs. It has 12 19th-century, restored cabins that range from one to five bedrooms, and they are out of this world. They're very rustic on the outside, then you open up the doors, and the interiors are just stunning. It's five-star accommodations, but you don't really get that until you open the doors. For your planners, we have a dance hall, perfect for any kind of event or breakout. We have a screening room that has all the big projection capabilities. There's a library and a boxing gym and a yoga studio, there are stables and nine miles of private fly fishing, all the hiking, hot springs, we have a saloon… it really has such unique features. For the whole property, a buyout is 42 people, so it's a good size for an intimate getaway.

Q: With today's economy and other industry challenges in mind, why are your properties a good value for groups?
A: The properties themselves aren't the big names. The banks aren't booking at the Ritz because it's known as a high-end property. [With Orchid properties], essentially, your planners can get away with not having to scrimp on luxury and fine dining and accommodations. They're kind of under the radar at my properties because they don't necessarily have the tagline resort, and they're not as known—they’re not going to raise eyebrows.

I love to work with the planners myself, and we're doing tons of great added values and discounts across the board. By booking through me, I always throw in 10 percent off here, massages for everyone here, horseback riding… whatever. I love to do those extra little added touches and elements that make a special getaway, whether it's for two travelers or a big group.

Q: What are some of the current trends you're seeing in relation to meeting and event groups?
A: The late bookings, with independent travelers as well as with groups. Decisions are being made so much later, which is really interesting for me, from both the sales and the marketing aspects. I don't want to drop rates six months out if I have availability because [rooms] could get filled up a week out. It's a really interesting trend. While we are filling up, it's not until the last minute, whereas, before, we'd be forecasting filled rooms a month, two months, three months in advance. It's very different.

Q: What is the biggest benefit of working with Orchid Resorts & Escapes?
A: We really excel in attention to detail. Anything that's unique about your clients, we love to accommodate. You can tell us your CEO absolutely doesn't like truffled eggs for breakfast. He likes to eat fruit loops; we'll get fruit loops. If we know that his wife loves lavender, we'll put a sprig on her pillow. All the little touches that really stand out and make a property memorable and make an experience memorable… we love to accommodate those requests.

Q: What do you love most about your job?
A: I feel so fortunate that I get to work with properties that excite me. Again, they're those unique properties… I love how creative they are, and I love how high-end they are. They're all privately owned, and I adore working directly with the owners and the owners' families. You get good results that way because you don't have to go through a million middlemen—you’re dealing directly with the key people. I'm really lucky to work with such a unique collection of properties and such a great group of owners.

Contact Christina Willett at christina@orchidworldwide.com or, for more information about Orchid Resorts & Escapes properties, visit www.orchidworldwide.com.

Serenity J. Knutson is the Editor in Chief of PlannerWire.com, the News, Information and Community website for meeting and event planners. Contact her at Serenity@PlannerWire.com.

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