Tell Us About Your Event

Who We Are • Established 1993 • Dallas-Fort Worth

We didn't set out to build the most-awarded DMC in Texas. We set out to build something we were proud of.

Turns out those two things are the same.
1987

Where it started

1993

When UV was founded

30+

Years, same leadership

Read Our Story

01 / Local Roots

OUR STORY

Most companies grow by expanding. We grew by going deeper - deeper roots, deeper knowledge, deeper relationships.

Laurie Sprouse, CITE, CMP, DMCP

Co-Founder & President

Val Lenington, CMP

Co-Founder & Director of Marketing

Laurie and Val are still best friends. Still pushing each other. Still showing up every day for their team and their clients.

In 1987, Laurie Sprouse, CITE, CMP, DMCP and Val Lenington, CMP met as college students aboard Semester at Sea – 101 days traveling the world and taking classes on a converted container ship. That trip changed them both. It shaped how they thought about travel, about people, and about what was possible when you showed up somewhere as a true insider rather than a tourist.

Six years later, after graduating from the University of Texas at Austin and building some experience in their respective fields, they decided to bet on themselves. The original plan was an outbound tour company. What they built instead was Wild West Adventures – an inbound experience company bringing international groups to Dallas-Fort Worth in search of something genuinely, unmistakably Texan.

That company grew into Ultimate Ventures. And for over 30 years, Val and Laurie have led it with the same instinct that started everything: know your destination better than anyone, take care of your clients like they’re the only ones you have, and never stop earning the trust you’ve been given.

02 / The Team

We Know This

Our team doesn't just work in Dallas-Fort Worth. They live and breathe it.

We have 14 full-time office professionals and more than 100+ experienced field staff – people who know DFW not from a training manual, but from decades of working events across every corner of this market. They know the venues, the vendors, the traffic patterns, and the backup plans.

Ultimate Ventures also holds more industry certifications and awards than any other DMC in Texas. Not because we chase credentials, but because we believe the people managing your program should be among the best-trained in the industry.

13

Full-time office professionals

100+

Experienced field staff

#1

most awarded DMC in Texas

30+

Years

Laurie Sprouse, CITE, CMP, DMCP

President

Val Lenington, CMP

Director of Marketing

Marie Huggins

General Manager

Beverly Brin, DMCP

Senior Strategy Advisor

Dylan Loftus, DMCP

Director of Account Management

Cyndie Estes

Senior Program Manager

Debbie Bastian

Senior Operations Strategist

Jenny Smith
Senior Manager, Client Strategy & Programs

Roxanne Johnston

Accounting & Office Manager

Alesis Lewis

Program Manager

Angelica Cervantes

Program Manager

Maddie Mitchell

Program Manager
Katie Riley
Operations Manager

Emily Parkes

Event Coordinator, Sales & Account Management Support

We’re Backed

Locally owned. Globally connected. That combination is hard to find.

NETWORK SIZE

100+ destinations worldwide

Member Since

2002

Ultimate Ventures is a proud member of the DMC Network – the meetings and events industry’s only fully member-owned community of destination management companies, operating across more than 100 destinations worldwide.

What that means for you: the personal commitment of a locally-owned company, backed by the resources and reach of a global organization.

Learn More About the DMC Network

03 / Proof

Proof

WBENC certified. ADMEI accredited. DMCP credentialed. The paperwork matches the performance.

Ultimate Ventures is a certified Women’s Business Enterprise (WBENC), one of the most respected supplier diversity certifications in the country, and is accredited with the Association of Destination Management Executives International (ADMEI). For organizations with supplier diversity goals, partnering with UV is a meaningful way to advance those commitments without sacrificing an ounce of quality or expertise.

See All Our Credentials

01

WBENC Certified

Women’s Business Enterprise National Council

02

ADMEI Accredited ADMC

Association of Destination Management Executives International

03

DMCP Credentialed

Destination Management Certified Professional

04

DMC Network Member

Member-owned global DMC community

04 / Start the Conversation

Now you know us. Let's get to know your event.

Tell us about your program and we’ll put together a proposal that shows you exactly what we can do. No fluff, no pressure – just a clear picture of what your event looks like in our hands.

Start the Conversation
See Our Work First
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Laurie Sprouse, CITE, CMP, DMCP

President

Laurie co-founded Ultimate Ventures, a DMC Network Company, in 1993. A recognized visionary, her commitment to the destination management industry has earned the respect of her peers. She was named “Destination Management Professional of the Year” in 2010 by the Association of Destination Management Executives International (ADMEI).

As an industry expert, Laurie co-wrote the transportation chapter in the second edition of ADMEI’s “Guide to Destination Management” textbook. She has been a speaker for organizations such as ADMEI, the Society for Incentive Travel Excellence (SITE), and Meeting Professionals International (MPI). She has actively served on the Visit Dallas Board of Directors, sitting on both the executive and marketing committees as well as on the Board of the Dallas Sports Commission. She has also served as President of the Texas Live Events Coalition, and on the Leadership Councils of Visit Dallas and the National Federation of Independent Business for Texas.

On the weekend, you can find our fearless leader on a bike ride or enjoying a movie night with her family. However, her true “zen” is sixty feet under as a passionate scuba diver and divemaster.

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Val Lenington, CMP
Director of Marketing

Val is the co-founder and Director of Marketing at Ultimate Ventures, where she helps shape the company’s marketing strategy, brand presence, and storytelling while also lending her experience and perspective to special projects and company initiatives. With deep roots in the destination management and events industry, Val enjoys finding creative ways to showcase Ultimate Ventures, its people, and the ever-evolving Dallas-Fort Worth destination.

Earlier in her career, Val earned industry recognition for her work in special events, including multiple ILEA Esprit Awards, ADMEI Achievement Awards, Special Events Gala Awards, and Texas Star Awards. Her years of hands-on experience continue to inform her approach to marketing, client relationships, and special projects today.

Val holds a BBA in Marketing from the University of Texas at Austin and spent a transformative junior year traveling with Semester at Sea, where she first met her future business partner, Laurie Sprouse. She was also among the inaugural industry professionals to earn the Destination Management Certified Professional (DMCP) designation and helped lead Ultimate Ventures in becoming an Accredited Destination Management Company (ADMC).

Outside of work, Val enjoys discovering new facets of North Texas with friends as well as spending time with her daughter and her two beloved rescue dogs, Apollo and Artemis.

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Marie Huggins
General Manager

Marie was born and raised in Dallas and is proud to call Texas home. She brings over 25 years of project management, corporate solutions, hospitality services, logistics planning, and leadership to Ultimate Ventures.

In her role as General Manager, Marie oversees daily operations and leads the team with a focus on excellence, collaboration, and client success. Throughout her career, she has excelled in leading teams to achieve operational excellence, consistently prioritizing and exceeding client satisfaction. Marie is passionate about leveraging her local expertise and collaborative spirit to support the Ultimate Ventures team in creating unforgettable experiences for our clientele.

Outside of work, Marie cherishes spending time with her daughter, exploring the vibrant arts scene, and cheering on her Dallas Cowboys.

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Beverly Brin, DMCP
Senior Strategy Advisor

Beverly Brin brings more than two decades of hospitality experience to Ultimate Ventures, with a diverse background in convention management, corporate and non-profit event management, and incentive travel management.

Beverly launched her career in the incentive travel arena, where she operated and managed multiple international and domestic travel programs. She then worked at the national headquarters of the American Heart Association, where she managed meeting projects for the organization’s annual Scientific Sessions conference, which draws 35,000 attendees. Later, as the organization’s director of meetings and exhibits, Beverly oversaw management of more than 400 meetings and conferences annually. Beverly then returned to the field of incentive travel and corporate events as operations director for LINC, a division of Telesis Marketing.

As UV’s Senior Strategy Advisor, Beverly lends her extensive industry knowledge and insight to support the company’s long-term goals and big-picture planning. Her positive attitude, team mentality, and grace under pressure continue to guide and inspire the UV team. Thanks to her leadership both at Ultimate Ventures and throughout the DMC industry, Beverly was named the 2014 DMC Professional of the Year by the Association of Destination Management Executives International (ADMEI). An advocate of continuing education, Beverly was the 2012–2013 Chair of the ADMEI Certification and Accreditation Board. She also served on the 2012 ASAE Dallas Host Committee. In 2007, Beverly was named ADMEI Destination Management Rising Star by her DMC industry peers, and in 2023, she received ADMEI’s Lifetime Achievement Award.

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Dylan Loftus, DMCP
Director of Account Management

Proactive, hard-working, and 110% committed to her clients’ success, that’s Dylan.

Dylan began her career as a meeting planner after graduating from Loyola University Chicago. After three years in the Windy City, she made her way back home to Texas and has been an integral part of the Ultimate Ventures team since then. Her depth and breadth of experience have grown exponentially as she has planned and operated hundreds of programs across the Dallas-Fort Worth area, including many award-winning events.

Over the years, Dylan’s clients have had nothing but praise for her work: “Dylan is a rockstar!” “Dylan was wonderful to work with, everything went off without a hitch.” “Dylan made sure that everything ran smoothly and that everyone had a great time.” And perhaps most telling, “Dylan handled everything with ease, and I was able to go home at a reasonable time.”

In her spare time, Dylan enjoys traveling with friends and family, spending quality time with her daughters, spoiling her dogs, and trying new restaurants throughout the Dallas-Fort Worth area.

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Cyndie Estes
Senior Program Manager

Cyndie brings more than 25 years of experience in the event and hospitality industry, with expertise spanning event planning, guest experience, and operations management. Her background includes delivering corporate events, high-profile sporting events, luxury weddings, and large-scale festivals – always with a focus on precision, service, and seamless execution.

Cyndie is a trusted leader who strengthens programs through thoughtful planning, strong vendor relationships, and calm problem-solving under pressure. Her operational experience includes overseeing complex transportation shuttle logistics for up to 8,700 attendees, demonstrating her ability to manage details at scale while keeping the guest experience front and center.

She earned her degree in Communications with a minor in Marketing from the University of Texas at Arlington. Outside the office, she enjoys reading, spending time with her dogs, and traveling.

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Debbie Bastian
Senior Operations Strategist

Debbie Bastian brings over 30 years of hospitality experience (more than 25 of which have been with Ultimate Ventures) and her trademark outgoing personality to the position of Senior Operations Strategist. With a diverse background in destination management, transportation services, and venue operations, Debbie utilizes her experience to deliver exceptional service regardless of the size or scope of the program. She works closely with each client to ensure that their vision and expectations are executed flawlessly.

In her free time, you will find Debbie with the wind in her hair on the back of a motorcycle or relaxing at the lake with her family.

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Jenny Smith
Senior Manager, Client Strategy & Programs

Jenny Smith brings more than 30 years of hospitality, sales and client relationship experience to her role as Senior Manager, Client Strategy & Programs at Ultimate Ventures. Her career includes leadership roles with Marriott, Starwood, Hilton and Kalahari Resorts, as well as extensive experience at two of Dallas’ largest convention hotels, the Sheraton Dallas and Hilton Anatole.

Throughout her career, Jenny has worked with major corporate and association clients on large and complex meetings and events. Her experience spans client strategy, sales, site inspections, hotel operations, and destination partnerships. She is known for building strong relationships, finding creative solutions, and bringing a thoughtful, client-focused approach to every program.

Originally from the Midwest, Jenny’s career took her from Omaha to Dallas, which she now proudly calls home. Outside of work, she enjoys cheering on the Nebraska Cornhuskers and Dallas Cowboys, spending time with her husband, Bryan, and daughters, Madyson and Zoey, and never being too far from a Starbucks iced coffee.

Roxanne Johnston
Accounting & Office Manager

As Accounting and Office Manager for UV, Roxanne brings over 15 years of bookkeeping experience to the Ultimate Ventures team.

Roxanne was born in Los Angeles, CA and moved around throughout her life, also living in Oklahoma, Florida, and Mexico.  After graduating from University of Central Oklahoma with a degree in Business Admin and International Trade, she started her career at Honda Finance as Department Administrator before transitioning to work as photographer.

A couple of years down the line, Roxanne and her family found themselves with a unique opportunity to buy a franchise restaurant. She handled all bookkeeping, payroll, and private dining and special events.  Unfortunately, after 7 years the restaurant had to close its door.

Ultimate Ventures is extremely grateful to have found Roxanne around that time as she has become integral to success in the office. During her free time, Roxanne loves to experiment in the kitchen with new recipes, travel to new destinations, brunch on Sundays, enjoy the beautiful outdoors, and binge-watch TV shows with her daughters.

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Alesis Lewis
Program Manager

A Dallas native, Alesis loves sharing everything that makes North Texas such a dynamic destination. Having grown up in the Dallas–Fort Worth area and graduated from the University of North Texas (UNT), she knows the region’s neighborhoods, venues, and local flavor inside and out. While at UNT, Alesis discovered her passion for creating memorable experiences and changed her major from Interior Design to Event Design and Experience Management, with a minor in Nonprofit Leadership. During her senior year, she led the university’s first semi-annual capstone silent auction, creating a lasting legacy for future students and confirming that bringing people together through exceptional events was exactly where she belonged.

Since joining Ultimate Ventures, Alesis has grown into the role of Program Manager, partnering with corporate clients to plan and execute meetings, events, and incentive programs throughout North Texas. She coordinates every aspect of program logistics – from transportation and event production to off-site activities and guest experiences – while ensuring every detail is thoughtfully managed. Clients appreciate her creativity, responsiveness, and positive attitude, as well as her ability to solve challenges with professionalism and grace. Her collaborative approach and commitment to exceptional service have made her a trusted partner for clients and teammates alike.

Outside of work, Alesis enjoys trying new recipes, making music, playing recreational sports, and relaxing with a good book or video game.

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Angelica Cervantes
Program Manager

Growing up in her family’s catering business, Angelica discovered early on that hospitality is all about making people feel welcome. From helping behind the scenes to seeing the joy that thoughtfully planned events bring to guests, she developed a genuine passion for service that continues to shape her approach today.

Since joining Ultimate Ventures, Angelica has grown into the role of Program Manager, working alongside clients and partners to coordinate meetings, conferences, and special events throughout North Texas. Known for her positive attitude, strong organizational skills, and willingness to jump in wherever needed, Angelica enjoys building relationships with clients and helping every program run smoothly from planning through on-site execution.

Outside of work, Angelica enjoys spending time with family, exploring local hiking trails, and getting creative with arts and crafts.

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Maddie Mitchell
Program Coordinator

Maddie was born and raised in Dallas, a city that shaped her curiosity and appreciation for thoughtfully designed experiences. From an early age, she gravitated toward event planning, drawn to the energy of bringing people together and creating moments that feel intentional, engaging, and memorable.

She attended the University of Oklahoma, where she earned a double major in Marketing and Sports Business. During her time at OU, Maddie further refined her passion for event planning, developing a strong foundation in creativity, organization, and strategic thinking.

As a Program Manager at Ultimate Ventures, Maddie brings enthusiasm, attention to detail, and a collaborative mindset to every project she supports.

Outside of work, Maddie enjoys staying active and exploring new destinations. Her favorite pastimes include skiing, Pilates, traveling, and cheering on OU football – proudly supporting the Sooners whenever she can.

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Katie Riley
Operations Manager

Katie brings a passion for organization, problem-solving, and creating seamless event experiences to the Ultimate Ventures team. With a background in live event production and operations, she has spent her career coordinating complex programs, managing logistics, and ensuring every detail comes together behind the scenes. From supporting conferences with thousands of attendees to overseeing multiple event spaces simultaneously, Katie thrives in fast-paced environments where adaptability, communication, and attention to detail make all the difference.

Known for her calm demeanor and solutions-oriented approach, Katie enjoys building efficient processes, anticipating client needs, and helping teams navigate even the most complex event challenges with confidence. Her experience collaborating with stakeholders, vendors, technical teams, and volunteers allows her to keep projects moving smoothly while creating exceptional experiences for clients and attendees alike.

Outside of work, Katie enjoys traveling, hiking, making music, caring for her growing collection of plants, and spending time with her dog, Gus.

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Emily Parkes
Event Coordinator, Sales & Account Management Support

Emily brings a thoughtful, detail-driven approach to event coordination and program support, shaped by her background in brand activations, operations, and analytics. Originally from Arizona and now based in Dallas-Fort Worth area, she enjoys working in a dynamic market while curating client experiences.

She earned her bachelor’s degree from Arizona State University and a Master of Science in Business Analytics from Texas Christian University. Through professional experience in sports and team-based environments, Emily developed a strong passion for supporting people and creating positive experiences. In her role at Ultimate Ventures, she supports the Sales and Account Management teams by coordinating vendor communications, tracking details across active proposals and programs, and anticipating needs in fast-paced environments.

Outside of work, Emily enjoys traveling, spending time outdoors, staying active through horseback riding and off-roading, and capturing moments through photography.