You might know that 2026 marks the 40th year that the United States has recognized March as Women’s History Month. But did you know that Women’s History Month has its roots in a local, week-long celebration in Santa Rosa, California, as far back as 1978?
That year, the Sonoma County Commission on the Status of Women planned and executed a Women’s History Week series of festivities to sync up with International Women’s Day celebrated on March 8. The following year, many other communities around the country joined in, hosting their own Women’s History Week celebrations.
Come 1980, several women’s groups and historians sought federal recognition—and President Jimmy Carter issued a Presidential proclamation declaring the second week of March as National Women’s History Week. Ronald Reagan continued that recognition until 1987, when Congress passed a Public Law designating March as Women’s History Month.
In that spirit of initiative and accomplishment, here are the personal and professional stories of three exceptional women who represent California in the meetings and incentives market.
Colleen Pace, Visit Greater Palm Springs
A 28-year hospitality veteran, Pace has spent the past seven years as chief sales and marketing officer for Visit Greater Palm Springs.
“Since I was a teenager, I knew I wanted to be in this business,” she said. “I worked in F&B at hotels, then I went to college for hotel management and was recruited by Hyatt after graduation. I moved from upstate New York to Denver for my first job, then got into Hyatt’s management training program for sales and marketing. I was director of sales at several hotels in Colorado and then Omni recruited me to Palm Springs in 2014. In 2018, I came over to Visit Greater Palm Springs, and I love it.”
Pace’s path to her present situation came with challenges. “When a woman wants to be a strong leader, there’s often a few perceptions she must overcome,” she said. “But I’ve always let my work ethic speak for itself, and I’ve made sure to surround myself with great people and support them in their day-to-day work and their career aspirations.”
Pace especially enjoys helping her female colleagues, as well as the many business-event planners she interacts with, to advance their careers. “Sometimes I am asked, ‘How do I get into a position like yours?’ I tell them to always do a little more than what is expected in your present role,” she said. “Managers will notice that you’re taking initiative and trying to always be better.”
For instance, Pace is a founding member of Visit California’s Professional Meetings and Events Program Task Force, offering insight and strategic support to the direction and success of that statewide program.
Another example from Pace: “With our planner clients, I make a concerted effort to build a rapport early on so that we’ll have open and honest communication all the way through,” she said. “There is always a challenge or obstacle to deal with along the way; mutual trust makes the process smoother and more effective, and I think that good experience is remembered by planners.”
In addition, Pace’s deep understanding of planners’ needs helped Visit Greater Palm Springs create its “Find Your Meetings Oasis” campaign that highlights the destination’s many compelling features for business events. “We created a campaign that speaks to the uniqueness of our area: the great weather, beautiful properties, open spaces and truly local experiences that planners and attendees want during an event. The campaign highlights that Greater Palm Springs is where productivity, inspiration, and well-being coexist perfectly for meetings and incentive programs.”
Arlette Garibay, Greater Ontario California (GOCAL)
After 11 years in restaurant management, Garibay moved into hospitality in 2008, starting at the Ontario Convention Center as an event manager. “The restaurant business is 14 hours a day. Once I had children, I needed a change,” she noted. “A fellow manager from the restaurant field told me about an opportunity at the center. And once I started there, I knew it was the right move.”
Not long after, Garibay was intrigued by an opening for convention sales manager. “I thought, ‘I’ve never done sales before—I’ll give it a shot,’” she recalled. Her bosses believed in her, and it turned out to be the right fit for Garibay.
But when the Covid pandemic hit in spring 2020, it brought massive layoffs across the tourism and hospitality industries. However, Garibay’s experience in event sales, service, and F&B meant that, out of several hundred employees, she was one of just five who kept their full-time position through mid-2021.
When travel and events started coming back around that time, GOCAL’s leaders made Garibay director of sales, while convention-center management firm Legends Global also appointed her regional sales director for Ontario plus several other facilities. Come late 2024, Garibay was elevated to vice president of sales for GOCAL.
So, when does she find time to sleep? “I’ve been blessed with supportive managers over the years who allowed me to juggle work with my family life,” Garibay said. “Also, they took a chance on me back when I did not have sales experience. That inspired me to hire and train a team of strongly motivated people once the pandemic ended, even if they didn’t have much experience. I’ve surrounded myself with go-getters, we’ve developed mutual trust and respect, and we’ve had great results with business events.”
Another element that draws group business to Greater Ontario is the strong coordination across various facilities, led by Garibay. For example, Legends Global manages the 225,000-square-foot Ontario Convention Center, the 11,000-seat Toyota Arena, and the 500-seat Stage Red theater/reception facility. Legends’ newest managed facility is ONT Field, a 6,500-seat ballpark that’s home to the Los Angeles Dodgers’ minor-league team. And come late 2026, Legends’ 190-acre Ontario Sports Empire will open as a multi-use sports complex that will host event receptions in a destination with 320 sunny days a year.
One other feature Garibay is excited about is a new local-transportation option that will benefit business groups. The Greater Ontario Area Transportation (GOAT) system is a free local shuttle program, accessed by a mobile app, that can take attendees to and from the convention center; to hotels, restaurants and shops in both Ontario and Rancho Cucamonga; and to Ontario International Airport.
Michelle Thomas, Area Director of Sales, Luxury Brands, Marriott International
If you stayed at the Embassy Suites Milpitas near San Jose in the late 1990s, it’s possible that a teenager named Michelle Thomas welcomed you at the front desk. Today, Thomas welcomes meeting and incentive planners to the luxury properties she represents—Edition, JW Marriott, Ritz-Carlton, and W Hotels—in Los Angeles and surrounding towns as area director of sales for Marriott International.
“I fell hard for this industry starting in high school,” Thomas said. “I didn't go to college right away. I wanted to work my way through the ranks, so I did a bit of operations, front desk, and event management. Since 2001 I’ve been in sales, and I cherish all the wonderful relationships I’ve made with colleagues and with planners.”
When she became a mother in 2006, Thomas was strongly motivated by other women in hospitality and event planning who were balancing work and family. “I had leaders who were so supportive of me,” she said. “Also, this is an area where I felt a strong partnership with meeting planners because many were like me: trying to balance career and home, whether it was taking care of children or aging parents.”
Through those shared experiences, Thomas finds that “there’s a consistency between women—we’re seeking transparency and trust to create mutually beneficial partnerships. When we work on a meeting, we’re both trying to move each other towards success—it's not simply about, ‘what’s the best I can do for my situation no matter how it affects the other party.’”
As a result, “many of my hotel reps work with planners who have moved to different companies, but because of the great relationships that were established they stay in touch and continue to do business together,” Thomas noted. “The loyalty is strong.”
The appeal of greater Los Angeles for meetings and incentives helps the cause as well. “One thing I love about the L.A. area is there's always something new,” she said. “A new museum, an incredible restaurant, or some other great experience.”
That includes group-friendly experiences at her properties. For instance, at the Ritz-Carlton Marina Del Rey, the Butterfly Beach House program hosts viewing events across the life cycle of countless native butterflies that live between the resort and the ocean. And at the W Hollywood, a March wellness summit focused on women kicked off a series of physical, mental, and spiritual health activations the property will offer throughout 2026.
“Service and personalization are at the core of our luxury portfolio, but what really enhances our brands are the experiences we provide,” Thomas said.
Another big happening in 2026: Thomas—once the teenager who held off going to college—will soon receive her MBA in leading innovative organizations and marketing from Santa Clara University’ s Leavey School of Business.
