For Heather Roose, Director of Sales at Wingspread, a “normal” day includes checking patio fire setups, coordinating sculpture tours, and making sure wild lavender makes it into the VIP bouquets.
This isn’t your standard corporate venue, and Heather’s not your standard sales director. Her job lives at the intersection of hospitality, logistics, and vibes.
On a warm July day, she takes us on a behind-the-scenes tour of Wingspread—Frank Lloyd Wright’s architectural gem transformed into a radical retreat space—showing us what it takes to deliver unforgettable group experiences.
Let’s walk a day in her shoes.
Mornings Start with Fire Pits and Floor Plans
Heather’s first stop: the outdoor spaces.
“We have two patios,” she notes. “One’s uncovered, and sometimes we’ll do fires out here if we have two groups.” If you’ve ever tried to coordinate team-building across unpredictable Midwest weather, you know this is gold.
A quick glance at the covered patio confirms her team’s backup plan is in place. “In case of inclement weather, which can happen anywhere, but sometimes here in Wisconsin too,” Wingspread doesn’t miss a beat.
She makes sure both patios are ready to host everything from reflective breakouts to s’mores-fueled networking. It’s not just ambiance—it’s a carefully orchestrated environment for connection.
Snacks, Breakouts, and Prairie-Side Perspectives
Next, Heather breezes through the main conference center. “They’ve just broken for a tour of Wingspread,” she says, scanning the space. “Yeah, there’s snacks set up over here.”
Translation: all systems go.
She heads back to check the breakout rooms: the Prairie Room and two adjoining spaces, including Blue Heron. “Everything’s got beautiful floor-to-ceiling windows,” Heather points out. “So you can look out and see the prairie.”
These aren’t just scenic views—they’re productivity enhancers. Natural light and open spaces encourage clarity, creativity, and a break from the boxed-in energy of typical off-site meetings.
Oh, and did we mention the building once housed NPR’s studio where it all started? That’s right. Legacy lives in the walls here.
Golf Carts, Guesthouses, and Getting the Details Right
From there, Heather makes her way to the guest house.
“You can go straight through the doors or park here—we have four EV chargers,” she notes. Accessibility is more than a line item at Wingspread; it’s integrated into the experience. Need a lift across the property? “We have a couple of golf carts for anyone who needs assistance.”
She passes the front of the house, where tonight’s sound bath engineer is already setting up. It’s another notch in Heather’s daily checklist: ensuring sensory experiences are ready to go without a hitch.
Lavender, Sculptures, and VIP Touches
Near the perennial garden, Heather gestures toward some of the lesser-known, but highly beloved, features of Wingspread. “We have about 12 sculptures all over the property,” she says. “We do a special sculpture tour as one of our team-building activities.”
It’s a classic Wingspread move: swap awkward icebreakers for an art walk that sparks real conversation.
Then there’s the lavender. “We have tons of wild lavender that grows here,” Heather shares. “I like to use it in some of the VIP bouquets. We don’t order from a floral shop; we just pick them from our garden.” That might sound quaint, but in Heather’s world, it’s strategy.
Every sensory detail is a message: you’re in a special place.
Just Another Day at Wingspread (Kind Of)
For Heather Roose, it’s all in a day’s work—checking fire pits, coordinating with sound engineers, and making sure every room, snack table, and flower stem is conference-ready.
But what she’s really doing is something more subtle: shaping experiences that shift mindsets.
At Wingspread, meetings aren’t just scheduled, they’re curated. “We’ve created an environment where people can actually slow down, connect, and think clearly,” Heather’s walk-through makes clear—even if she never says it outright.
Heather’s day at Wingspread is a masterclass in intentional hospitality. And that’s something worth building a retreat around.
