Why Wingspread’s Back-to-Back Win Isn’t Just About a Trophy—It’s a Masterclass in Purposeful Hospitality
When a hotel wins Hotel of the Year, it usually means fancy stats, glowing reviews, and maybe a snazzy lobby refresh. But at Wingspread Retreat & Executive Conference Center, nestled in Racine, Wisconsin, winning that title twice in a row means something deeper.
For General Manager Eric Bates and his team, this award doesn’t just recognize excellence—it validates a mission.
“This recognition underscores our commitment to hospitality with purpose,” Bates says. “It reaffirms our core mission to create intentional, meaningful spaces where leaders connect, collaborate, and grow.”
So what’s behind this repeat win? And more importantly, what can other hospitality brands learn from Wingspread’s approach?
Let’s break it down.
When ‘Executive Retreat’ Becomes Just Another Checkbox
Corporate retreats used to carry weight. They offered space to think big, reset, and reconnect. But too often, they’ve become glorified off-sites with mediocre food and “trust falls.”
Wingspread saw the writing on the conference room wall: high-level leaders were looking for something more than just whiteboards and water pitchers.
“Guests come here for something different,” Bates explains, “and we made sure award-winning meant more authentic, not more generic.”
Forget Flash. Hospitality Needs Heart
Bigger budgets and slicker branding don’t guarantee transformation. That’s where many venues miss the mark. What they offer in polish, they lack in purpose.
Wingspread flipped that formula on its head by focusing on what actually shapes a guest’s experience: culture, clarity, and care.
“Each team member, from housekeeping to culinary, understands how their role contributes to the guest journey,” Bates says.
There’s no “just” in anyone’s job title here. Every role is mission-critical, and every team member is looped into the why behind the what.
A Blueprint That Actually Builds Something
So what happens when you align people, process, and place? You get a retreat center that doesn’t just host events—it fuels breakthroughs.
The People Model That Works
Wingspread’s staff isn’t just trained; they’re empowered. From recruitment to daily operations, the team is chosen and cultivated around shared values.
“We plan to create leadership pathways for our staff using this award as a launchpad for professional growth,” says Bates.
Streamlined, Not Sterile
Operations are designed to be efficient, but not in a corporate, cold way. Check-in flows smoother. Dining is curated with the wellbeing of our guests in mind. And none of it disrupts the serenity Wingspread is known for.
“Everything was reimagined through the lens of guest wellbeing and the retreat experience,” Bates shares.
A Place That Honors Its Past and Purpose
With its Frank Lloyd Wright design and natural setting, Wingspread had every excuse to lean into its nearly 65 years of meeting nostalgia. But instead of turning the retreat into a museum, the team elevates its character and avoids commercial creep.
“We protected the character of the space… and elevated natural beauty, architectural integrity, and personalized touches, ” Bates says.
What Comes After Winning? Raising the Bar
This isn’t a “we did it!” moment—it’s a “now what?” moment. And Wingspread is answering that question with clear-eyed ambition.
Local Voices, Local Flavor
Plans are in motion to fold more Racine-based artisans, food producers, and storytellers into the guest experience.
Mindfulness Over Metrics
Expect more programming that taps into nature, wellness, and leadership development, not just breakout sessions and coffee refills.
Internal Growth With External Impact
The team that earned the award is now being equipped to grow from it, with professional development and leadership opportunities baked into the next chapter.
“This recognition is not a finish line,” Bates says. “It’s a building block.”
Why This Win Matters (And Why It Shouldn’t Be Rare)
Wingspread didn’t win because it shouted the loudest. It won because it listened the hardest. To guests. To its team. To its mission.
In a space where experiences often get diluted into buzzwords, Wingspread is showing what happens when a retreat becomes a place of real retreat—a space for clarity, connection, and collaboration.
“Above all,” Bates adds, “we’ll stay grounded in what brought us here. Hospitality that feels human, spaces that spark clarity, and a mission that reaches far beyond the walls of our retreat.”
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