An introduction to the industry professionals serving on ConventionSouth’s new editorial advisory board
The entire team at ConventionSouth is delighted to welcome the new members of our editorial advisory board (EAB). These industry professionals represent a broad range of experience and expertise across the events, tourism, and hospitality industries. You might know them already or recognize the organizations/venues they represent as respected leaders in event planning, convention and visitors bureaus, hotels, convention centers and meeting venues, and food and beverage. We are honored to have them serve on our EAB, providing valuable insight on industry topics, trends, technology, and best practices. We appreciate their commitment to the industry, our magazine, and our readers. Please join us in welcoming our new EAB members!
Joe Bocherer – Chief Commercial Officer
Georgia World Congress Center Authority (GWCCA)
Joe Bocherer has more than two decades of experience in hospitality, tourism, and destination marketing. He brings a strategic vision and deep industry insight to his role at GWCCA, where he leads sales, marketing, business development, and revenue strategy efforts. Bocherer oversees GWCCA’s commercial operations, ensuring alignment with long-term growth objectives and customer engagement initiatives across GWCCA’s campus. His expertise spans convention sales, brand development, and stakeholder partnerships, making him a key driver in positioning Atlanta as a premier destination for major events and conventions.
“My passion for innovation and collaboration makes me a natural fit for ConventionSouth’s EAB,” Bocherer says. “I am excited to contribute my knowledge to the board, helping shape editorial content that informs, inspires, and elevates the Southern meetings and events industry. I value the opportunity to support industry excellence and future-forward thinking.”
Brian Ferrell – CMP, DMCP, Founder & CEO
factor 110
As the founder of factor 110, along with Destination Oklahoma, 110 events, and Blue Circle Productions, Brian Ferrell leads strategy, operations, and creative direction across multiple brands, delivering high-impact events and destination experiences. With certifications including CMP, DMCP, and SEPC, Ferrell’s expertise spans experiential design, sustainable event strategy, and corporate social responsibility. He supports industry advocacy, leadership development, and strategic partnerships as a board member and a mentor to emerging professionals.
“Joining ConventionSouth’s EAB excites me because it’s a platform to share insights, champion innovation, and help shape the future of meetings in the South,” Ferrell says. “I look forward to contributing real-world perspectives from launching the first DMC in Oklahoma, growing business in a non-traditional market, and fostering talent through mentorship. By sharing best practices, creative strategies, and lessons in resilience, I hope to inspire others and elevate conversations within our dynamic industry.”
Kevin Hellmich – Director of Sales
Grand Hotel Golf Resort & Spa, Autograph Collection
Kevin Hellmich has more than 30 years of experience in the hospitality sector, including roles at Marriott-branded hotels in Houston, New Orleans, San Antonio, Chicago, and Denver. He joined Grand Hotel in 2002, where he currently works with different departments and revenue channels throughout the hotel to grow revenue strategically, with a strong emphasis on group and catering sales, event management, revenue management, marketing, and associate and guest satisfaction.
“It is an honor to be associated with an industry leader such as ConventionSouth,” Hellmich says. “I hope to share the knowledge I have learned over the years from working in different areas of the country and different types of hotels.”
Cordelia Morrell – Director of Sales
Dollywood Parks and Resorts
Cordelia Morrell has more than 20 years of hospitality and tourism experience, including serving as an area director of sales for multiple hotel properties in Orlando, Fla. She joined Dollywood in 2014 to lead the group sales division and now oversees all aspects of group sales strategy for the parks and resorts, including revenue management, business development, third-party partnerships, and promotional sales efforts.
Morrell specializes in identifying and maximizing group revenue opportunities, building strong industry partnerships, and developing targeted marketing strategies. She leads a team focused on securing group business across Dollywood Parks and Resorts, managing pricing strategy and revenue forecasting, and collaborating closely with marketing and communication teams to drive awareness and attendance.
“I’m excited to share real-world strategies for driving group revenue and elevating guest experiences,” Morrell says. “This is a great opportunity to connect with industry leaders, exchange ideas, and stay ahead of what’s next in meetings and group business.”
Miguel Neira – Executive Chef
Sheraton Dallas Hotel
With more than 16 years of experience in the hospitality industry, executive chef Miguel Neira is renowned for curating personalized, memorable dining experiences, blending creativity with precision in every dish. He brings visionary leadership and a deep culinary passion to his role at Sheraton Dallas Hotel, the largest hotel in Texas. Neira oversees all aspects of the hotel’s diverse F&B operations, including four distinctive dining outlets and banquet facilities, while delivering exceptional guest experiences at every touchpoint. He also spearheads the development of innovative, seasonal menus using fresh, locally sourced ingredients.
A passionate advocate for culinary education and mentorship, Neira is honored to join ConventionSouth’s EAB. “I look forward to sharing my knowledge, inspiring future culinary leaders, and offering a global perspective shaped by a lifetime of international travel and cultural exploration,” he says.
Melissa Riley – Senior Vice President of Sales
Destination DC
Melissa Riley leads Destination DC’s team of more than 30 professionals dedicated to positioning Washington, D.C., as a premier destination
for meetings and conventions. The organization’s mission is to showcase the city’s dynamic offerings, foster valuable connections, and ensure
that every event hosted in D.C. contributes to the local economy and community.
With 27 years of experience in the meetings and conventions industry, Riley brings expertise in intellectual capital, sales strategies, customer service, legacy-building, sustainability initiatives, and overall DMO industry intelligence. She is passionate about leveraging these strengths to create impactful experiences for event organizers and attendees. Riley joined Destination DC in 2003 as a national sales manager.
“I believe in investing in our industry and giving back to the community that has shaped my career,” Riley says. “Serving on ConventionSouth’s EAB provides an opportunity to foster meaningful conversations, drive innovation, and contribute to thought leadership through industry publications. At a time when our field faces both challenges and exciting opportunities, sharing knowledge and ideas is more valuable than ever.”
Isiah White Jr. – Director of Security, Parking & Transportation
Orange County Convention Center
Isiah White Jr. has more than 28 years of experience in law enforcement, including 11 years at the rank of captain. His career in law enforcement includes a long and distinguished service at Orlando Police Dept., with a history of promotions and increasing responsibility in crisis negotiations and emergency response and preparedness. White’s vast expertise is in providing security in a hospitality environment and managing a large, diverse staff of security professionals, as well as overseeing departmental budgets.
White joined the OCCC in 2020 as the security manager, and then became the security, parking, and transportation director in 2022. In this role, White oversees all facets of security, parking, and transportation operations, ensuring the more than 400 employees and 1.5 million annual visitors coming to the OCCC are safe and the campus remains secure during their time at OCCC, “The Center of Hospitality.”
“I’m honored to join ConventionSouth’s EAB and excited for the opportunity to contribute to conversations that help shape the future of the meetings and hospitality industry,” White says. “I look forward to sharing strategic innovations that enhance safety, emergency preparedness, and optimal operations for large-scale venues. My goal is to provide a security leader’s perspective that helps fellow industry professionals feel more confident navigating today’s challenges.”
