One Vision, Twice the Impact

Hear why now is the perfect time to unite 360 Destination Group and CSI DMC. Our leaders reflect on the recent Cohera merger.

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By: Hope Valentine, President; Tom Hubler, Head of Industry Relations; Shelly Archer, President; Trevor Hanks, CEO

The birth of Cohera isn’t just a merger — it’s a movement. We’re the change makers ushering in a new age of meetings, events, and hospitality. One where moments matter, where thinking differently is a necessity, and the future isn’t just brighter, it’s bolder, braver, and more beautiful. We’re leading with heart and moving to the pulse of an industry on the cusp of transformation. 360 Destination Group and CSI DMC joining forces was just the first step on the path forward. Here, our strategic leadership visionaries reflect on the journey so far and what’s on the horizon.

Why This Moment?

It takes vision to recognize when the stars have aligned. It takes courage to become a catalyst for change. From planners to hoteliers, today’s hospitality climate demands consistency, expanded services, transparency, and broad geographic reach. Cohera delivers on all four in a whole new way. We recognized that the next leap required reimagining what’s possible. This isn’t about growth for growth’s sake. It’s about impact with intention.

"The timing felt right because both companies had reached a point where our visions were converging. The merger wasn't only a business move; it was a values move."
– Trevor Hanks, CEO

About Trevor

Trevor has been in the DMC industry since age 10—literally. Born into the business as the son of the founders of an award-winning DMC, he grew up packing coolers, delivering props, and shadowing trip directors before most kids his age had figured out algebra. After a few years running programs on the road, he came back in 1996 to lead TMM (The Meeting Manager), guiding its expansion and eventual merger into 360 Destination Group. Today, as CEO of Cohera, he brings that same mix of hustle, vision, and humor to every project. Off the clock? You’ll find him surfing, coaching his five daughters in the art of adventure, or debating the correct way to make an old-fashioned.

The Messy Middle (And Why It Mattered)

We’ll be honest: Cultural integration is HARD. Two companies don’t just merge; they have to learn to speak the same language, celebrate wins the same way, and solve problems together. That friction? It’s where the real work happens.

“Merging two companies is not for the faint of heart! These moments of change weren't always easy, but they've been essential to building a stronger, unified future."
– Shelly Archer, President

About Shelly

Shelly makes Magellan look like a homebody. An Orange County native, she launched her hospitality career aboard a five-star cruise line, circling the globe multiple times and stepping onto nearly every continent by the age of 30. That wanderlust turned into more than 30 years in the service-oriented travel industry, with stints in incentive planning, event management, and destination management before she found her home leading one of the top DMCs in Southern California. At Cohera, she brings both her global perspective and her local expertise, making sure every event delivers a sense of discovery—without anyone needing a passport.

Before the brand launch at IMEX America 2025, the marketing team alone clocked over 12,000 minutes of rebrand meeting minutes (we did the math, that’s 26 full working days spent in scheduled meetings alone) aligning every message, visual, and rollout detail. And that doesn’t even include the countless integration meetings happening company-wide.

But everyone was a part of this evolution. Whenever cultural differences arose, our team embraced them without missing a step. Cohesive collaboration, mutual respect, and genuine listening led to breakthroughs every day. Alignment isn’t top-down; mandates from leadership do not inspire it, it’s forged through trust. Bonding through the pressure—that’s culture-building in action.

Our Shared Alchemy

The magic of Cohera isn’t the result of adding one company to another. It’s in the multiplication of our possibilities.

Rare Corporate Chemistry: We’re scaling with soul, increasing reach with intimacy, marrying data with empathy, and structure with creativity. These combinations are unexpected, but they are the elements needed to build something more brilliant and human-centric.

Exponentially Exceptional Talent: We’ve multiplied the caliber of our people by bringing them together. Our collective capability has created tangible momentum.

“Seeing everyone come together with the same attention to detail, creativity, and operational excellence is thrilling! Every time I meet somebody new, I am so impressed and excited to work with them and watch them grow."
– Hope Valentine, President

About Hope

Hope has been in destination management since before “experiential” was a buzzword. A University of Central Florida alum, she kicked off her career in 1997 and has spent more than two decades shaping events that Fortune 500 execs still talk about. Known for her mix of sharp strategy and unshakable calm, she guided her teams through expansions, pivots, and even a global pandemic—coming out stronger every time. Today, as President, she’s still the one championing big ideas, collaborative leadership, and client partnerships that feel less like business and more like teamwork.

Rethinking The Client Experience: Deeper insights lead to faster execution and more meaningful relationships. We don’t just notice our client’s needs, we anticipate them. Our integrated approach to serving you is centered around resilience and ensuring that we have your back, no matter what.

Empowered by Partnership: We may be reinventing what it means to be a DMC, but our unwavering commitment to our partners remains unchanged. The incentive and third-party planning communities will continue to be essential to our success. The best experiences are born from collaboration. As brands seek more meaning and measurable impact from their events, the role of every partner in the value chain becomes even more strategic, dynamic, and critical.

A Culture of Curiosity

Our new mindset is sharper, more detail-oriented, more relationship-driven, and more inspired by change. Innovation doesn’t happen in silos. It happens when people feel safe to dream big. And that safety is built when everyone genuinely respects each other’s way of working. Our team is asking questions and challenging assumptions without ego. Curiosity, along with a listening and learning mindset, has become part of our DNA.

Raising the Curtain on Cohera

We all know the feeling right before the big show begins. The hush of anticipation as the lights go down and the spotlight is about to bring our hard work to light for the first time. Each of our leaders experienced the brand launch differently, but there was one common thread: excitement.

“The feeling is like when you found a shiny new penny when you were a child. It’s a ‘wow, I’ve found it’ moment. This company will set a new industry standard and share that same sense of wonder with the world.”
– Tom Hubler, Head of Industry Relations

About Tom

Tom knows the hospitality world from every angle—hotels, sales, operations, and now, the big stage of industry relations. A proud Purdue grad, he cut his teeth at Stouer Hotels before a long run with Four Seasons, where he managed sales across two continents and built relationships that still open doors today. In 2012, he pivoted to the DMC side, stepping in to help steer large-scale operations, sales, and stakeholder strategy. These days, his role is all about strengthening vendor partnerships, deepening ties with associations, and making sure Cohera is the DMC the industry can’t stop talking about.

“During our rebrand discussions, a client asked for verification of the merger and how I was feeling about the future. The words I shared were authentically raw, hopeful, deeply personal, and profoundly proud. They responded by saying, ‘This is an industry disrupter, not just what you are building, but why.’"
– Trevor Hanks, CEO

“The launch of our brand at IMEX was a true turning point. Seeing our teams unite alongside industry partners and clients was the perfect moment to unveil the Cohera brand. It marked not just a milestone, but a celebration of what we’ve built together.”
– Shelly Archer, President

“It has been so amazing to work alongside Shelly, another strong, smart, and respected female industry leader. It’s also amazing that we’ve assembled a robust, women-led team. I can’t wait to see how they take our company to new heights.”
– Hope Valentine, President

This is just the first page of a new chapter. We invite you to connect with us and experience what comes next. We can’t wait to rewrite the rules of events and tell your brand story together!