SITE recently announced the approval of a new Pacific Northwest USA Affiliate, expanding opportunities for connection, education, and engagement for incentive travel professionals across the region.
The new affiliate was created through the leadership and collaboration of Paola Leavy, Mark Penaroza, and Jennifer Dolnik, who saw an opportunity to bring together the region’s growing incentive travel and events community under the SITE network.
Building a SITE Community in the Pacific Northwest
The idea for the affiliate began after Mark and Paola met at a networking event in Seattle and realized there was no formal SITE presence serving the Pacific Northwest region.
According to Mark Penaroza, the region’s strong network of hospitality professionals, destinations, hotels, DMCs, and event leaders made it clear there was an opportunity to create a collaborative and relationship-driven community focused on incentive travel excellence.
“The Pacific Northwest has such a unique identity and an incredibly strong network of hospitality, DMC, hotel, destination, and event professionals, yet there wasn’t a formal SITE presence bringing those individuals together,” said Mark.
From the beginning, the goal was to build an affiliate that reflected the entire region and encouraged collaboration across cities, companies, and sectors within the industry.
“The incentive industry is built on relationships, and our goal was to create a platform where professionals across the Pacific Northwest can connect, share ideas, support one another, and continue elevating the region as a destination for incentive travel and experiences,” Mark added.
Full Q&A
What inspired you to begin the process of forming a SITE Affiliate in the Pacific Northwest USA?
Mark Penaroza: Paola and I met at a networking event in Seattle and were surprised that there wasn’t a SITE Global chapter or affiliate in the Pacific Northwest. Given the strength of the incentive travel and events community across our region, we felt like there was a real opportunity to create something meaningful, bringing the community together.
We are both deeply passionate about the incentive industry, building community, and creating opportunities for education, collaboration, and connection among professionals in our market. The Pacific Northwest has such a unique identity and an incredibly strong network of hospitality, DMC, hotel, destination, and event professionals, yet there wasn’t a formal SITE presence bringing those individuals together.
That conversation evolved into a shared vision: creating a collaborative affiliate that not only supports current SITE members but also helps introduce more professionals in our region to the value of incentive travel and the global SITE community. We saw an opportunity to build something inclusive, relationship-driven, and reflective of the culture and spirit of the Pacific Northwest.
Paola Leavy: It started with a feeling that something was missing and a lot of excitement about what could be. The Pacific Northwest is full of incredibly talented, creative, and passionate incentive professionals, but we didn’t have a dedicated space to truly bring that energy together. When I met Mark and we both discussed that we felt the exact same way, we wanted to help build a strong, connected incentive community across the region, one where we could collaborate, share ideas, and celebrate the amazing work happening here. The idea of creating something that reflects the spirit and innovation of the PNW was just too exciting not to pursue!
What was most important to you as you worked to build momentum and bring this affiliate to life?
Mark Penaroza: One of the most important priorities for us was ensuring that this affiliate was built collaboratively and thoughtfully from the very beginning. We wanted to create something that genuinely reflected the broader Pacific Northwest community, rather than feeling centered on any one city, company, or area.
Most importantly, we wanted to create a community that brings people together. The incentive industry is built on relationships, and our goal was to create a platform where professionals across the Pacific Northwest can connect, share ideas, support one another, and continue elevating the region as a destination for incentive travel and experiences.
Paola Leavy: It is all about people and community. I really wanted to make sure this wasn’t just another organization, but a space that feels welcoming, inclusive, and genuinely valuable. A huge focus was also on supporting and uplifting young leaders, the next generation of hospitality professionals. That’s something I’m incredibly passionate about. Creating opportunities for them to learn, grow, and build meaningful connections was a top priority from day one. If we’re building something, it has to last and that starts with investing in the people who will carry it forward.
What interested you in serving on the Pacific Northwest USA Affiliate leadership team?
Jennifer Dolnik: I’ve always been passionate about building meaningful connections within our industry, and the Pacific Northwest is such a dynamic and collaborative region. The opportunity to help shape the PNW SITE Affiliate from the ground up alongside Paola and Mark was incredibly exciting, as it allows me to contribute to a community that supports education, professional growth, and strong partnerships.
Being part of the leadership team also gives me the opportunity to help create meaningful connections for members, encourage collaboration, inspire learning, and elevate the impact of incentive travel throughout our region. We’re excited to get things off the ground and welcome anyone from across the Pacific Northwest to join us on this journey.
Sometimes, in an industry as large and far-reaching as ours, it can be difficult to find where you belong. What SITE does so well is open doors, foster genuine connections, and create a true sense of belonging within our industry. I’m excited to help grow our SITE community and support the continued success and growth of members throughout the Pacific Northwest.
What do you hope members in the Pacific Northwest USA region will gain from having a local SITE Affiliate?
Jennifer Dolnik: My hope is that members gain a strong sense of community and access to meaningful, locally relevant education. The PNW Affiliate can create more frequent opportunities for networking, knowledge-sharing, and collaboration that reflect the unique character of the Pacific Northwest. I also hope it serves as a platform for professional development and inspiration, helping members grow their careers while staying connected to Global SITE initiatives.
Most importantly, I hope this Affiliate creates opportunities for SITE members to engage, grow, and become part of a supportive and collaborative community.
While our industry spans the globe, we are all connected by one shared purpose: bringing people together. In the Pacific Northwest, we are truly connected by nature and united by community.
What are you most excited about as the Pacific Northwest USA Affiliate begins its first year?
Mark Penaroza: I’m most excited about the opportunity to bring together such a talented and passionate community of incentive travel and event professionals across the Pacific Northwest. There is tremendous creativity, experience, and hospitality expertise throughout our region, and I think this affiliate creates a meaningful platform for those individuals to connect in new ways.
I’m also excited about the opportunity to build something that reflects the unique character of the Pacific Northwest. Our region offers an incredible mix of destinations, cultures, landscapes, and experiences that are very well suited for incentive travel. I look forward to showcasing those strengths while helping grow awareness of the opportunities within our market.
Beyond events and networking, I’m looking forward to fostering education, mentorship, and industry collaboration. We want this affiliate to be a place where both emerging and established professionals feel welcomed, supported, and inspired to engage with SITE and the broader incentive industry.
Finally, I’m excited to see the relationships and sense of community that will grow from this. The enthusiasm and support we’ve already seen throughout the process have been incredibly encouraging, and I think this is just the beginning of something very special for the Pacific Northwest.
Jennifer Dolnik: I’m incredibly excited about the opportunity to build something new and meaningful alongside this community, creating a vibrant, inclusive network that truly reflects the spirit of the Pacific Northwest. In our first year, we’re eager to bring people together through engaging events, meaningful connections, and opportunities to showcase the exceptional talent and destinations across our region.
There’s an incredible sense of energy and momentum surrounding the Affiliate, and I’m thrilled to help build a strong foundation that will inspire collaboration, growth, and lasting value for our members in the years ahead.
Paola Leavy: I am so excited about what we’re building and the impact it’s going to have! This first year is all about creating a platform where people can connect, learn, and grow together—and have fun while doing it. I’m especially excited to see young leaders step into this community, find their voice, and form the kinds of lifelong relationships that have meant so much to me throughout my journey within the hospitality industry! There’s such a great energy behind this Affiliate and I truly can’t wait to see how it evolves—we’re just getting started!
About SITE Affiliates
SITE Affiliates help members in emerging or growing regions create local opportunities for connection, education, and engagement when there is not yet a formal SITE Chapter in the area.
The new Pacific Northwest USA Affiliate provides members with an opportunity to expand their SITE network, strengthen community ties, and support the continued growth of incentive travel excellence throughout the region.
Members can now select the Pacific Northwest USA Affiliate as their primary or secondary chapter or affiliate choice in mySITE. SITE members can choose to join any chapter or affiliate, regardless of their physical location.
To add or update your chapter or affiliate selection:
- In mySITE, click Membership
- Select Membership Overview
- Click Add or Update Chapters/Communities
- Complete the steps to add your additional chapter or affiliate
If you’re interested in exploring the opportunity to create a SITE Affiliate in your area, please contact SITE Chapter Relations Specialist Dani Kloap.
