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For more than 25 years, Maria Grasso has played a key role in establishing Philadelphia as a premier destination for meetings, from the Republican National Convention in 2000 to the NFL Draft in 2017, to landmark events like the FIFA World Cup in 2026.
The Chief Sales Officer for the Philadelphia Convention and Visitors Bureau discusses the pivotal events she has had a hand in that have shaped the city’s reputation, why Philadelphia is a destination for big events, and what lies ahead.
I was bitten by the hospitality bug right out of school, where I started in hotels. Then, I arrived at the Philadelphia Convention and Visitors Bureau in 1999. I started as a National Sales Manager, handling citywide conventions for the West Coast. Several years later, I transitioned into the Senior Vice President of Sales and Services, overseeing the entire convention division. Now, I am the Chief Sales Officer, overseeing all business strategy for the PHLCVB.
My first mega event was just a year after I started when we hosted the Republican National Convention in 2000. It was amazing. We quickly opened 4,500 new hotel rooms to prepare for their arrival, and the city did an amazing job with that event.
Collaborate! Mega events take a tremendous amount of collaboration. For the RNC, we utilized a lot of city services, the Pennsylvania Convention Center, the Wells Fargo Center, 90 hotel partners, and over 55 off-site venues. It was a tremendous display of teamwork.
Philadelphia has experienced some really amazing events during my tenure here. One that was pivotal was the NFL Draft that we hosted in 2017. I think not only did it put us on the national stage for a widely televised event, but I also saw a change in the way Philadelphians looked at our destination and how we host big events. We can do great things, and I think our local community really started to believe it.
We’ve been fortunate to host a number of incredible, once-in-a-lifetime events.
One that resonates with me as truly meaningful was the papal visit in 2015 when I was sitting just a few rows away from the altar where Pope Francis was delivering a mass to hundreds of thousands of people on the Benjamin Franklin Parkway.
Another impactful event is WrestleMania 40, which we hosted this year. The city really came together to not only host a thrilling two-night event at Lincoln Financial Field, but a five-day fan-fest at the Pennsylvania Convention Center, and two other large anchor events at the Wells Fargo Center. All those efforts culminated in the WWE hosting their “most successful event” in its history, which will really set the stage for us to be a landmark destination for events in 2026.
My proudest achievement at the Convention and Visitors Bureau is probably us being selected as a site for the FIFA World Cup. It’s a huge accomplishment for our destination. Destinations are only as good as the partners that they have, and we are so fortunate to have amazing partners in the city of Philadelphia, the Philadelphia Eagles, Greater Philadelphia Hotel Association, and so many others who bring these events to life in this city.
We had just wrapped up a very successful NFL Draft and returned to the office to find the 2026 FIFA World Cup RFP was on our desk. We do what we do best, we got to work. First order of business was to gather our partners, create a local organizing committee, and identify its Chair. We had an unsuccessful bid to host the 2022 FIFA World Cup but something was different this time. I will never forget standing in Love Park along with thousands of local soccer enthusiasts and all of our partners to hear PHILADELPHIA named as a World Cup City. Best day ever!
Philadelphia’s hospitality community, with the nearly 80,000 dedicated members, is one of its most valuable assets. This community plays a crucial role in hosting major events, associations, and corporate clients who choose Philadelphia as their destination. As the largest certified welcoming city in the U.S., Philadelphia offers visitors a genuine sense of belonging and inclusivity upon arrival.
The meetings industry has transformed significantly. In the past, destinations were chosen primarily based on infrastructure, number of hotels in the city, or the size of convention center. Today, customers consider a much wider range of factors, including local and diverse businesses, unique educational or medical assets, intellectual capital, speakers, and other things the city can offer. It’s about the entire destination, not just hotels and convention centers.
I’ve seen so much change in this destination, from an influx of hotel properties to the expansion of the Pennsylvania Convention Center to new venues like the National Constitution Center and the Philadelphia Visitor Center. I think our opportunity in 2026, as we host the 250th anniversary of the United States, is that all eyes of the world will be on us. We’ve got a tremendous opportunity to shine and capture the world’s attention.
The future is bright for Philadelphia in 2027 and beyond. We will welcome back BIO International Convention, International Association of Chiefs of Police, American Institute of Architects, and the Army-Navy game, just to name a few.
Grasso will be discussing the PHLCVB’s role in Philadelphia’s sports economy as part of the Center City Business Association’s People You Should Know event on Tuesday, Oct. 29 at the Bellevue.
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