Irina Terrell Tapped as a Meeting Planner to Watch

December 2, 2025 | Awards

Irina Terrell finds purpose and joy in creating memorable experiences at OTO Development’s SpringHill Suites in Panama City Beach, Florida. From corporate functions to social fêtes, this dynamic Sales & Event Manager delivers consistently exceptional results — and for that, she’s earned a spot on the ConventionSouth list of 2025 Meeting Planners to Watch.

Repping a beachfront property with 10,448 square feet of meeting and event space, Irina planned 150 functions in 2025, everything from business meetings, industry conferences, and leadership retreats to poolside dinner parties, family reunions, wedding ceremonies and receptions, and holiday gatherings. While she works with a wide variety of clients, she says there’s one common denominator: everyone loves a beautiful venue with great food and a great view, too.  

ConventionSouth’s Meeting Planners to Watch special section highlights the leaders, innovators, and collaborators who are shaping the meetings and events industry. The 2025 list features 19 outstanding professionals who bring passion, creativity, and dedication to every event they touch.

Read ConventionSouth’s 2025 Meeting Planners to Watch Special Feature

Following is the magazine’s Q&A with Irina Terrell, Sales & Event Manager at SpringHill Suites Panama City Beach:

CONVENTIONSOUTH: What is your role associated with meetings and events?

IRINA: I create memorable beachfront experiences for my clients. I work with a talented team of colleagues to deliver exceptional results that ensure our clients not only want to come back but also recommend our beachfront venue to others.

CS: What skills do you think are essential for planning successful meetings and events?

IRINA: Event planners must be extremely well-organized and detail-oriented. You need to be able to manage both time and money. Effective communication skills are crucial to building mutual understanding and trust.

The most important skill for me is to never lose sight of who I am doing this for: my clients.

CS: What is your philosophy/approach to challenges and unexpected issues?

IRINA: Something unexpected comes up in almost every situation; whatever it is, it can always be handled. My approach is to be open-minded and flexible while keeping the overall goal — the client’s needs and preferences — in front of me.

Then I adapt, smile, and work around the challenge. Taking a short walk helps, too!

CS: How do you keep up with industry trends, changes, and cutting-edge developments?

IRINA: The hospitality landscape is always evolving. I make it a personal goal to attend several industry trade shows a year, often participating as a vendor. I research what other successful event centers are doing and I keep up with trends by attending seminars, trainings, and networking conferences.

I read annual trends reports to understand how I can better focus on my clients, meet their needs, and exceed their expectations. Networking with colleagues via LinkedIn and in person is always a great resource.

OTO Development, which owns and manages SpringHill Suites Panama City Beach Beachfront, provides skills training and networking opportunities as well.

CS: What do you enjoy most about your job?

IRINA: I love meeting new people, locally and from all over the world; it’s a privilege to share our gorgeous destination with them every day. It’s also a pleasure to work with my on-property team, who are all so supportive and encouraging. Their knowledge, motivation, and willingness to challenge me to stay competitive compels me to excel at my job. Laughing, celebrating each others’ milestones, and sharing successes are active “ingredients” of our daily work culture. Knowing that my teammates always have my back is a blessing that I don't take for granted.

CS: How would you describe your biggest professional success?

IRINA: My biggest professional success is discovering joy and purpose in what I do. I always wanted to be an event manager; after working in other industries, I believe I am now exactly where I am supposed to be.

CS: What is the best professional advice you ever received, and what advice would you offer others in the industry?

IRINA: I love the statement that “the only constant in life is change.” The best advice I have received, and that I pass on to others, is to learn to adapt quickly while staying flexible, positive, and open-minded in any and all situations.

CS: What do you hope to achieve or what are you looking forward to as you plan events in 2026?

IRINA: My 2026 goal is to elevate SpringHill Suites Panama City Beach as the go-to waterfront venue for any type of event. I envision a 10% YOY revenue increase. I'm working to strengthen current client relationships so they think of me when they think of Panama City Beach.

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