Conferences & Learning
InnSight 2025 Conference & Trade Show
Presented Jointly by the Midwest Association of Independent Inns
& the Michigan Bed & Breakfast Association
Exhibitors – Information and separate registration can be found HERE.
October 26th, 2025 – October 28th, 2025
(Sunday, Monday & Tuesday)
Haworth Hotel
225 College Avenue
Holland, MI 49423
Haworth Hotel Website
Innkeepers, save the date for education, networking & best practices as we continue to expand our conference.
In collaboration with our Midwest friends in Michigan, we are thrilled to announce a new joint conference, InnSight 2025, designed to bring together more innkeepers and vendors than ever before.
This stunning venue offers fresh, versatile spaces, on-site catering, beautifully designed rooms, and exceptional service—the perfect backdrop for learning, networking, and growing together.
The conference will have a variety of topics pertinent to innkeeping today. Together with our industry experts, vendor partners, and other innkeepers, we will explore the issues, challenges, and opportunities to enhance the guest experience, grow our business, and be the best innkeeper we can as we balance it all!
Conference Pricing:
First Attendee – $299
Each Additional Attendee – $249
*Conference price includes events, food & beverage, and all breaks
Conference Schedule Highlights & Outline To-Date*
Sunday, October 26th
Afternoon – InnSight 2025 Social & Vendor Mart
Monday, October 27th
TBD – Registration Opens
TBD – Vendor Mart
TBD – Speakers, Roundtables, Education
TBD – Aspiring Innkeeper Seminar
TBD – Dinner Event
Tuesday, October 28th – No Vendor Mart
TBD – Speakers, Roundtables, Education
TBD – Goodbyes
*Conference Schedule is Subject to Change
Flights
- Grand Rapids, MI – Located 35 miles away from Holland, MI – Gerald R Ford International Airport
Payment Options
Payment for attending the conference is accepted via PayPal/Credit Card with completed registration. You do not need a PayPal account to pay by credit card (via PayPal).
Overnight Accommodations
We are pleased to have chosen Haworth Hotel! Onsite amenities include on-site coffee shop, on-site memorabilia shop, ergonomic and spacious workspaces, fitness center, free wi-fi, and many activities in the local area to enjoy!
Special Conference Room Rates at Haworth Hotel
$151.00/night – plus 11% tax
Room Block Closes on September 26th, 2025
You Must Book In the Room Block Before This Date To Get The Group Rate!
Reservation Block Opening Soon!
*All attendees are responsible for their own overnight accommodations. Rooms are expected to fill, so book early! Should rooms fill, you can book overnight accommodations at Tulyp, Tapestry Collection or the Courtyard Holland Downtown, which are both 2-3 blocks from Haworth Hotel.
Midwest Association of Independent Inns Conference Cancellation Policy
Should a conflict arise, you may cancel your registration with full refund up to 7 business days prior to the conference or October 16th, 2025. After that date, refunds are not possible. You must put your cancellation in writing to the MWInns offices directly at info@mwinns.com.
Check back often as our page is continuously updated!
A Look Back To 2024's MWInns Conference & Trade Show
Conference Pricing:
Regular Pricing
First Attendee – $299
Each Additional Attendee – $249
*Conference price includes appetizer reception, lunch, and all breaks
**Optional Evening Event – Wednesday, December 4th – “Taste of Iowa”**
Per Person – $60
Complimentary Transportation To/From the Bien VenU Event Center to our Downtown Events:
– The Black Hawk Boutique Hotel – Tour this local, historic, and second longest operating hotel in the United States
after learning about its history and story from our speaker!
– “Taste of Iowa” Dinner at Urban Pie – Urban Pie offers a relaxed setting where laughter flows as freely as the conversation. Come as you are, and leave with a satisfied heart, a full stomach, and a smile.
– Holiday Hoopla – Located in the park next to Urban Pie – Holiday Hoopla is the Cedar Falls Downtown District’s annual, month-long celebration. The month of December offers activities, shopping, holiday contests, and a dazzling light display!
You Don’t Want To Miss This Fun Evening Out!
Conference Schedule Highlights & Outline To-Date*
Use the link below to see our Midwest Association of Independent Inns Conference App, courtesy of conference sponsor Frictionless Guest App. The app comes complete with a current schedule of events, detailed speaker & topic descriptions, and information on some wonderful exploring opportunities in beautiful Cedar Falls, IA.
Or you can click this link to see a fully detailed and printable document of the conference schedule and speaking sessions.
Printable Version of Conference Schedule of Events – Full Details
Monday, December 2nd
9:00 am – 5:00 pm – Aspiring Innkeeper Seminar
Tuesday, December 3rd
11:00 am – 5:00 pm – Registration Opens
1:00 pm – 3:00 pm – Vendor/Innkeeper Roundtables – Sharing Best Practices & Topics of Interest to Innkeepers Today
- “Driving Customer Satisfaction: Best Practices to get the 5 Star Reviews” – Leslie Drake – InnStyle
- “Let’s Talk Mattresses – It is BED & Breakfast!” – Bobby Cleveland – Verlo Mattress
- “Exceeding Your Guests’ Expectations Using Technology to Assist with Guest Communications” – Marty Etzel – ThinkReservations
- “What You Need to Know About Hiring an Interim Innkeeper” – Sue Kalis & Ramona Sonnenberg – Interim Innkeepers Network
- “Importance of Simplifying Daily Activities Through Automation” – Jamey King – eviivo
- “Food/Menu Development/Costing” – Heather Turner – Forfeng Designs
- “Think of Your Website as the Digital Front Door to Your Business!” – Jeff Logan – Logan Marketing
- “The Art of Buying & Selling” – Eben Viens – The B&B Team
- “Innkeepers Pain and Challenges” – Clay Cushing – ResNexus
- “What’s On Your Mind?” – Open Discussion
- And more!
3:00 pm – 5:00 pm – MWInns Annual Meeting (MWInns Members Only)
5:00 pm – 6:30 pm – Vendor Marketplace and Opening Cocktail/Appetizer Reception – Corn Photo Booth – fun, free photos!
6:30 pm – Dinner on Own
Wednesday, December 4th
8:00 am – 8:30 am – Welcome
Speakers
8:30 am – 9:15 am – “Catering to Today’s Travelers, Embracing Your History, Staying True to Your Brand” – Presented by: Mark Kittrell – Owner of Black Hawk Hotel, Cedar Falls IA & Angela Harrington – Owner/CEO of Catalyst Hospitality Management
9:30 am – 10:15 am – “SBA & USDA Federal Small Business Loan Programs for Independent Inns” – Presented by: Bruce Hurta – Outdoor Hospitality Loan Specialist at Business Finance Depot
10:15 am – 10:30 am – Break
10:30 am – 11:15 am – “Why MWInns.com Is Becoming the Go-To Website for Midwest Travelers and What it Means for Members” – Presented by: Jeff Logan – Chief Marketing Officer at Logan Marketing
11:30 am – 12:15 pm – “Innkeepers Asking the Tough Questions and Getting Straight-Forward Answers In Plain English On Topics From Data Security to Credit Card Processing & Beyond” – Presented by: Wynn Salich – Principal at Casablanca Payments, & Innkeeper Panel
12:15 pm – 1:45 pm – Marketplace/Lunch
Speakers
1:45 pm – 2:30 pm – “Steps to Nirvana: Preparing Your Inn for Short or Long Term Sale” – Presented by: Eben Viens – Owner of The B&B Team
2:45 pm – 3:30 pm – “The Guest Journey” – Presented by: Jamey King – Senior Marketing Manager at eviivo
3:30 pm – 4:00 pm – Break
4:00 pm – 4:45 pm – “A Midwest Breakfast To Enhance Your Brand” – Presented by: John Walch & Jim Shopofski-Walch – Owners of Hawk Valley Retreat & Cottages, Galena IL
4:45 pm – 5:00 pm – Closing Day Remarks
5:30 pm – Off-Sight Event (Transportation to/from hotel, Black Hawk Boutique Hotel Tour, “Taste of Iowa” buffet dinner, entertainment)
Thursday, December 5th
9:00 am – 9:15 am – Welcome Back
Speakers
9:15 am – 10:00 am – “Developing Your 2024 Marketing Plan” – Presented by: Marty Etzel – Senior Sales Account Executive at ThinkReservations
10:15 am – 11:00 am – “Spoil Your Guests with a Spa Like Bath” – Presented by: James Kuester – Owner of Küster Design
11:15 am – 12:00 pm – “AI-Driven Marketing for Modern Innkeepers” – Presented by: Jordan McNamara – Marketing & Communications Manager at the University of Northern Iowa – Wilson College of Business, and a Panel of Innkeepers Successfully Using AI
Refreshment Break at Vendor Marketplace
12:00 pm – 1:00 pm – Vendor Drawings/Door Prizes/Goodbyes
*Conference Schedule is Subject to Change
Flights
- Cedar Rapids, IA – Located 1 hour away from the hotel and event center – Eastern Iowa Airport
- Waterloo, IA* – This is a small regional airport with limited flights to/from Chicago. See their website or call for information. – Located 6 minutes away from the hotel and event center – Waterloo Regional Airport
- Des Moines, IA – Located 2 hours away from the hotel and event center – Des Moines International Airport
Payment Options
Payment for attending the conference is accepted via PayPal/Credit Card with completed registration. You do not need a PayPal account to pay by credit card (via PayPal).
Overnight Accommodations
We are pleased to have chosen Holiday Inn & Suites Bien VenU Event Center! Onsite amenities include on-site restaurants, sports bar, an indoor pool, free wi-fi, and many activities in the local area to enjoy!
Special Conference Room Rates at Holiday Inn & Suites
$129.00/night – breakfast included; tax & gratuity not included
Room choices include: One King Bed Premium or Two Queen Beds Standard
Please use the booking link below to book your stay* at Holiday Inn & Suites:
Book Your Stay at Holiday Inn & Suites*
*You must start the booking process and input your reservation dates in order for the group rates to appear. Group rates should automatically apply through this link and show “Group Rate” under “Rate Preference” after you input your reservations dates. If it does not, you can input the group code “INN” under Group Rate to pull up the correct prices.
Room Block Closes on November 11th, 2024
You Must Book In the MWInns Room Block Before This Date To Get The Group Rate!
Make your reservation today!
*All attendees are responsible for their own overnight accommodations. If you need a handicap accessible room, please make the reservation online and then call the hotel at (319) 260-2600 and dial “0” to reach the front desk to ask to be moved to a more accommodating room.
Midwest Association of Independent Inns Conference Cancellation Policy
Should a conflict arise, you may cancel your registration with full refund up to 7 business days prior to the conference or November 22nd, 2024. After that date, refunds are not possible. You must put your cancellation in writing to the MWInns offices directly at info@mwinns.com.
Check back often as our page is continuously updated!
Midwest Association of Independent Inns Conference Sponsors & Exhibitors
This event is sponsored in part by:
Cedar Falls Tourism
6510 Hudson Road
Cedar Falls, IA 50613
319-268-4266
visit@cedarfallstourism.org
https://www.cedarfallstourism.org/
Gold Sponsors
eviivo
Jamey King – Senior Marketing Manager, USA
823 Congress Avenue, Suite 1405
Austin, Texas 78745
United Kingdom
317-629-6160
Jamey.King@eviivo.com
www.eviivo.com
eviivo Suite is an award-winning, cloud-based booking and property management platform, built to help property managers, hoteliers and hosts go further, faster and simplify without compromise. Transforming collaboration, it provides an easy way to manage bookings, guests, property owners, and online travel agencies.
Logan Marketing
Jeff Logan – Chief Marketing Officer
Emily Wachsman – Chief Executive Officer
9509 North Town Drive
Bainbridge Island, WA 98110
360-808-7452
info@loganmarketing.com
www.loganmarketing.com
Logan Marketing has over 30 years of experience designing websites and building a successful online presence for the hospitality industry. We are experts in internet marketing, implementing a broad range of products to help you achieve success.
The B&B Team
Eben Viens – Owner
David Hiler – Partner
P.O. Box 1799
Brattleboro, VT 05302
802-257-2360
eben@bbteam.com
www.bbteam.com
We are The B&B Team®. If you want to purchase a bed and breakfast inn, learn about starting a bed and breakfast, or you are an innkeeper looking to sell your inn or grow your business, we want to talk to you about our inn broker and consulting services. Why call us? We are a diverse group of experienced professionals, who also happen to be friends, with one mission: to help you reach your personal and financial goals in the Innkeeping industry. As licensed real estate brokers and Innkeeping consultants with offices in several states, The B&B Team® helps you achieve the success you deserve nationwide.
MWInns also thanks The B&B Team for co-sponsoring our Aspiring Innkeeper Seminar.
ThinkReservations
Marty Etzel – Senior Sales Account Executive
Kristin Fisher – Account Executive
1700 17th Ave Ste 116
Seattle, WA 98101
877-763-4195
sales@thinkreservations.com
www.thinkreservations.com
Running an independent bed & breakfast, boutique hotel, or property group isn’t easy. We know because we’ve been there. You strive to provide your guests with a great experience. ThinkReservations makes it simple for you and your staff to make that happen. Whether you’re just starting your business or looking to take things to the next level, our all-in-one PMS, booking engine, channel manager, guest communications suite can help your business.
Trusted by thousands of independent hoteliers in the US and Canada, ThinkReservations offers everything your property needs in a single platform. With 24/7 US based support by hospitality industry experts, your business will always be in good hands. If you’re looking for a property management system to streamline your reservations and also help increase your bookings, ThinkReservations is right for you. Take back your time. Increase your revenue. Stand out without burning out.
Silver Sponsors
Business Finance Depot
Bruce Hurta – Outdoor Hospitality Loan Specialist
1412 Castle Ct Unit C
Houston, TX 77006
281-384-2595
bruce@businessfinancedepot.com
https://businessfinancedepot.com/
https://brucehurta.com/
As a veteran small business lender for over 40 years, Bruce Hurta offers the SBA and USDA federal loan programs nationwide for financing unique hospitality businesses such as B&Bs, independent inns, RV parks, campgrounds, marinas, RV/boat storage facilities, and glamping resorts. These loans have lower down payments and longer repayment terms than conventional bank loans. We offer SBA loans from $300,000 to $10 million, and USDA loans from $2 million to $25 million. Loan proceeds may be used for:
- Business acquisition
- Business expansion
- Partner buyout
- Business startup including new construction
- Refinance existing business debt for better repayment terms
At Business Finance Depot, we also offer some conventional and unconventional financing options, in addition to the more popular SBA and USDA loan programs.
Casablanca Payments
Wynn Salisch – Principal
243 W 104th Street #4E
New York, NY 10025
203-253-7259
wynn@casablanca-ventures.com
https://www.mpiprocessing.com/wynn
Casablanca Payments was founded by a 50-year hospitality industry veteran and specializes in providing innkeepers with both savings and highly personal and responsive White Glove Concierge Service tailored specifically to the lodging industry. If your processor is charging too much or relegating your support calls to anonymous call centers, talk to Casablanca Payments and see what a difference caring people with years of actual lodging operations experience, and a processor that won the Better Business Bureau’s Ethics Award, can make.
Frictionless Guest App
Steve Short – Founder
PO Box 307
Highland, MD 20777
888-827-0635
sshort@frictionlessguest.com
https://frictionlessguest.com/
Save time, increase repeat bookings, delight guests! The Frictionless Guest App is a digital concierge helping guests to “live like locals”. Providing guests with “insider” information and recommendations for places to eat, shop, and play and then some is a vital part of curating the Guest Experience ensuring guests have a great visit. Guests feel like VIP’s with access to information not available elsewhere. The ease and convenience of the app creates fantastic memories that equate to return visits!
MWInns also thanks Frictionless Guest App for creating our MWInns Conference App.
Küster Design
James Kuester – Principal
333 N Alabama St Ste 350
Indianapolis, IN 46204
866-904-6631
james@kusterdesign.com
https://kusterdesign.com/
Küster Design provides full service interior and guest experience design services for commercial, healthcare, and residential settings. Whether you’re interested in improving your customer experience at work or reflecting your personality and style at home, Küster Design can help.
Verlo Mattress
Bobby Cleveland – VP of Franchise Development
301 N Broadway Street, Suite 300
Milwaukee, WI 53202
414-585-8916
bcleveland@verlo.com
https://verlo.com/
Commercial Sleep by Verlo Mattress offers a durable line of supportive mattresses that make a smart investment for your inn.
Your guests are here to relax, explore, and make the most of every moment. After a day spent enjoying everything your inn has to offer, nothing compares to a restful night’s sleep to recharge for more adventures. Guests consistently rate sleep as one of the top elements of their stay, and savvy inn operators know the bed is the centerpiece of any room. At Verlo, we’re committed to providing the best night’s sleep – because your guests deserve nothing less.
Let us show you how Verlo’s sleep solutions can keep your guests coming back and transform your mattresses from an expense into a revenue opportunity!
Conference Exhibitors
Forfeng Designs
Heather Turner – Owner
P.O. Box 583
South Sutton, NH 03273
603-526-0721
heather@forfengdesigns.com
https://forfengdesigns.com/
We offer a small selection of services for lodging in need of affordable marketing assistance. 20% Discount off regular rates for MWInns Members.
Email Marketing: Enhance your communication with our email marketing services using platforms like Constant Contact, Robly, or Mailchimp. Whether you prefer weekly or monthly emails, we craft compelling content and source legal images to engage your audience or customize and edit user provided imagery.
Blog Post Content, Publishing, and Optimization: Choose from content creation with links and images, or let us handle the entire process, from writing, tagging and categorizing to publishing and optimizing on platforms like WordPress, Wix, Squarespace, or Weebly.
Social Media Graphics and Templates: Boost your online presence with custom-branded graphics and templates designed for your website and social media posts. Maintain a consistent and professional brand across all platforms.
Social Media Content Sourcing: Let us provide engaging content with our social media content sourcing services. We research and compile high-quality material tailored to your B&B brand, ensuring you always have something valuable to share with your guests and future guests. We can also assist with setup and/or optimization of social media platforms.
We can also assist with logo design, rack card, flyers, brochure and other print and digital needs. Please inquire.
Get Heads In Beds
Randall Bangs – Founder & Managing Partner
521 Grant Street
Wausau, WI 54403
262-639-5500
stay@stewartinn.com
www.GetHeadsInBeds.com
Get Heads in Beds is a BnB marketing consulting firm that drives profitable growth. We work on a pay for performance basis so we only make money when our clients make money. Our focus is on pricing, OTA optimization, business analytics, branding, online marketing and operational excellence. We started out working with BnB’s in Wisconsin but have expanded nationally. We have increased most of our clients revenue in excess of 50% but we have grown several in excess of $400,000 annually.
InnStyle
Lorinda Taylor – Marketing Manager
Leslie Drake – Account Manager
2294 North Penn Rd Unit 110
Hatfield, PA 19440
Lorinda – 484-678-1288
lorinda@innstyle.com
Leslie – 302-824-0338
leslie@innstyle.com
https://www.innstyle.com/
InnStyle supplies quality linens, amenities and other lodging accessories at wholesale prices. Our products are made for the hospitality industry and our service reflects the industry we serve.
Interim Innkeepers Network
Sue Kalis – Interim Innkeeper
Ramona Sonnenberg – Interim Innkeeper
4672 Palmer Pointe Rd.
Minnetrista, MN 55331
Sue – 269-720-9448
suellen222@aol.com
Ramona – 507-217-9460
Ramona.sonnenberg@gmail.com
https://interiminnkeepers.net/
We have a group of about 40 members around the country that are ready, willing and able to step in when Inn owners need a break from their business. All members are independent contractors and own their own business. Our goal is to provide a unique service for bed and breakfast owners to find temporary or long-term management relief. Our organization is committed to the Innkeeping profession, and our members offer a wide range of experience and knowledge. Our mission is to offer owners and Innkeepers the opportunity to refresh, renew and rejuvenate themselves.
ResNexus
Rick Pond – Tradeshow and Event Director
Clay Cushing – Senior Account Manager
185 E 200 N
Salem , UT 84653
Rick – 801-921-8081
rpond@resnexus.com
Clay – 801-462-2171
ccushing@resnexus.com
https://www.resnexus.com/
When it comes to award-winning property management software, efficiency counts. That’s why ResNexus is an all-in-one solution, helping thousands of hospitality businesses balance all the plates that come with the job, from online bookings and revenue management to powerful reporting and digital marketing. Plus, ResNexus provides industry-leading customer support that brings all these important tools together with a personalized and caring approach that is dedicated to helping your business grow.
Takeaways Digital Marketing – A property’s website is often the first point of contact with new customers; that’s why ResNexus provides professional website design to leave a lasting first impression.
Property Management Software – ResNexus makes property management easy, from adjusting rates and making reservations to collecting payments and managing retail items.
Travel Protection – One thing that sets ResNexus apart is its built-in Travel Protection service which protects your business from lost revenue from last-minute cancellations due to illness.
Best Online Shopping Experience – Provide the best experience to your guests who book online with a frictionless booking process and sidebar add-ons.
Customer Support – Even first-rate software isn’t worth much without industry-leading support. That’s why ResNexus provides annual account reviews and coaching for subscribed properties, as well as quality phone support.
The Insurance Shop of East Jordan
Nicole Skrocki – Owner
824 Water St
East Jordan, MI 49727
231-350-0416
nikki@theinsuranceshop.net
https://www.theinsuranceshop.net/
Leaders in developing insurance programs for the Bed & Breakfast industry, The Insurance Shop has been helping innkeepers in Michigan and Wisconsin with affordable, comprehensive coverage for decades. We look forward to working with MWInns members to find the policy that is right for your Inn.
TravelSafe Insurance – LodgingSafe
Kimberley Overton – Director of Mid-Western Region
40 Commerce Drive
Wyomissing, PA 19610
463-266-1016
kim@travelsafe.com
https://www.travelsafe.com/
LodgingSafe Travel Protection was created in 2024 and is underwritten by Nationwide Insurance. Non-Age based plans to keep it super simple. Some of the richest Travel Benefits and coverage for lodging customers!
Midwest Association of Independent Inns
Kris Ullmer – Membership Recruitment Specialist
206 Jefferson Street
Waupaca, WI 54981
715-921-2327
krisullmer@gmail.com
www.mwinns.com
Stop by our booth to learn about the Midwest Association of Independent Inns (MWInns), the newest regional association working with all the Midwest States and working to help support its members with a full range of services. This includes powerful Marketing designed to bring more guests to your inn and a proven and positive ROI. See why an investment in MWInns pays dividends in currency, competency, and confidence. Let us help you build your business for the long term.