Back by popular demand, Customer Service Master Class: It's Hospitality Y'all will bring together frontline hospitality workers from across Dallas on March 8, 2019.

Dallas is full of unique attractions, amazing restaurants and hotels that keep guests comfortable, but the signature hospitality that each visitor receives at these places is what keeps them coming back and sharing their experience with family and friends – that is the "Dallas Difference."

Presented by Southwest Airlines® and VisitDallas, the immersive, one-day experience will allow hospitality professionals – whether you have been in the business for 3 months, 3 years or 30 years – a chance to learn the "Dallas Difference" from the best in the business. Customer Service Master Class: It's Hospitality Y'all is free and requires a short application process.


You can never stop learning new ways to better service your guests. I love being able to hear a wide variety of speakers in the hospitality segment and how they currently do things that are making them successful in that realm!

Andrea Meza, Dallas Marriott Suites, 2018 MasterClass Attendee 



Come join Dallas-area hospitality warriors in a day of learning from notable North Texas companies and leaders. 

8:45 a.m. - Welcome  

9:15 a.m. - Shep Hyken
Amaze Every Customer Every Time

To get and to keep your customers you must deliver an amazing experience. Shep will share some of the 52 "Amazement Tools" featured in the book of the same name. In this session you'll learn best practices, tactics, and strategies to help you deliver the most amazing customer service.

10 a.m. - morning break 

10:15 a.m. - Sonya Lacore

From Hired to Inspired 

Making the distinction between job essence and job function is vital to inspiring employees to do and be their best. Through connection, fostering relationships, and offering genuine hospitality, both the employee and customer experience will greatly improve.

11 a.m. - Liz Bryant of theTEAM  
Which Hospitality Hero Are You?

This session will take attendees through the Hospitality Heroes program to better understand how it can be utilized within an organization. This comprehensive program is developed by theTeam (UK) to give employees insight on how to best deliver hospitality and how the consumer receives hospitality. Working in conjunction with the University of Cambridge, theTeam developed a questionnaire to discover an individual's Hospitality Hero – Go Getter, Team Player, Problem Solver or Protector. Learn how this unique program was developed and put into action for Southwest Airlines from theTeam (UK).

12 p.m. - lunch

1 p.m. - Simon T. Bailey
Be the Spark: Five Platinum Service Principles for Creating Customers for Life

If you're unforgettable, you'll create a customer for life - and in this service-driven economy, where automation and algorithms have replaced personal interaction, every moment is an opportunity to create a memory in the hearts and lives of your clients and team members. Simon will help you break through and transform from good service to Platinum Service, creating brand champions who become customers for life.

1:45 p.m. - afternoon break 

2 p.m. - Panel Discussion 
Building Hope and the Neighborhood: Developing the Next Generation of Hospitality Leaders

A strong hospitality workforce is fundamental to tourism and the Dallas economy. In this session you'll learn how Café Momentum, El Centro College, Makeready and intodbox are working in our backyard to power the industry with young professionals through mentoring, education and opportunity. Panelist include Chad Houser, Café Momentum; Steve DeShazo, El Centro College; Lisa Welch, Makeready and Joyce M. Martinez, intodbox.


3 p.m. - closing thoughts and graduation ceremony 

4 - 5:30 p.m. - celebration 







Simon T. Bailey 

Simon T. Bailey is a breakthrough strategist whose life's purpose is to teach 1 billion+ people how to be fearless and create their future. With more than 30 years' experience in the hospitality industry, including serving as sales director for Disney Institute, Simon knows how to engage and inspire leaders and team members through his keynotes, workshops, books and online courses. He has personally worked with more than 1,700 organizations in 46 countries since launching Simon T. Bailey International more than fifteen years ago. He is the author of ten books including his most recent release, Be the SPARK: Five Platinum Service Principles for Creating Customers for Life.


Liz Bryant

Liz Bryant has specialized in employee engagement for over a decade. Working with large organizations including the Royal Bank of Scotland (RBS), Southwest Airlines, Transport for London, British Gas, Avanade, Macmillan Cancer Support and Volvo Liz has developed strategy and communications for values and vision campaign work, employer brand and benefits transformation. In the last few years, Liz has worked with The University of Cambridge Psychometrics Centre developing psychometric tests which have proven to be excellent engagement tools for RBS and Southwest Airlines.

The Team
An award-winning creative brand & communications agency, we believe great brand design creates change for the better. We are based in Borough Market, London with over 30 years in the business of building brands and creating communications for clients around the world.


Steve DeShazo

Steve DeShazo started working in restaurants in 1983 at the age of 15. He has loved the restaurant industry ever since. He served in the US Navy for five years as a cook onboard the USS Guadalcanal (LPH-7). In December 2013 Steve earned a Master of Arts in Teaching from Louisiana College in Pineville, LA. In September 2014 Steve made the move to El Centro College as Director, Food and Hospitality Institute. He is a Certified Executive Chef through the American Culinary Federation and a certified Foodservice Management Professional through the National Restaurant Association Education Foundation. Steve maintains strong ties to the industry by serving on several different Boards of Directors and is widely regarded as a leading expert in the field of culinary education and administration.


Chad Houser 

Always one to add a little levity to the conversation, Chad Houser often describes Café Momentum as "taking kids out of jail and teaching them to play with knives and fire." But levity aside, it's this charisma and passion to teach life, social and employment skills to Dallas' most at-risk youth that makes Houser a hit with everyone from philanthropists and dinner-goers to the young people participating in the program. After 17 years as a chef, Chad sold his partnership of Parigi Restaurant to devote his full attention to the role of Executive Director of Café Momentum in 2012.

In the community, Chad has previously served as President of the board of directors for Dallas Farmers Market Friends and is also a member of the El Centro College Food and Hospitality Institute "Hall of Fame." He has been named to the "Top 50 Under 40" by the Social Enterprise Alliance, an "Urban Innovator to Watch" by the New Cities Foundation, as one of "30 Most Interesting People in the Metro Area" by the Dallas Observer, and one of Good Magazine's "Good 100," individuals at the cutting edge of creative impact across the globe.


Derek K. Hubbard  

Derek K. Hubbard's career began when Michael J. Fox, Katie Couric, and Tina Brown told a then 20-something to pursue a career in broadcast and media. Now, Derek is privileged to tell stories for social and digital mediums as a member of Southwest Airlines' External Communications Team. Before Southwest Airlines, Derek worked in London's financial communications sector and also as a television producer in Dallas.

Whether on-camera hosting, interviewing people, or navigating music and entertainment content, he chases stories that transport people to new worlds, while satisfying his hunger to tell unique stories. Derek's work was recognized when PR News named him a 30 and Under Rising PR Star.

Steve Goldberg

As Southwest Airlines' Senior Vice President Operations & Hospitality, Steve Goldberg serves the world's finest Operations Employees that deliver the best Hospitality and Customer Service in the airline industry.

With more than 25 years of experience in the airline industry, Steve joined Southwest in 1996 as a Customer Service Agent in Las Vegas. Since that time, he's had the joy of leading People across Southwest's operation, from Hartford, CT, to Baltimore, MD, to Fort Lauderdale, FL, and now Dallas, TX. Today, Steve oversees the strategic planning and operational execution of Southwest's Ground Operations and Provisioning Departments and champions hospitality efforts for all Southwest Employees. 

Steve earned his bachelor's degree from the University of South Carolina. He and his wife, Gaby have four wonderful sons, Raymond, Jake, Luke and Sam.


Shep Hyken

Shep Hyken is a customer service and experience expert and the Chief Amazement Officer of Shepard Presentations.  He is a New York Times and Wall Street Journal bestselling author and in the speaking profession. 

Shep works with companies and organizations who want to build loyal relationships with their customers and employees. His articles have been read in hundreds of publications, and he is the author of Moments of Magic®, The Loyal Customer, The Cult of the Customer, The Amazement Revolution and Amaze Every Customer Every Time. He is also the creator of The Customer Focus, a customer service training program which helps clients develop a customer service culture and loyalty mindset.


Phillip Jones 

Phillip Jones joined VisitDallas as President and CEO in 2003. Under Jones' direction, the Dallas/Fort Worth area is now the No. 1 visitor destination in the state, and Dallas is a top 10 convention city nationwide. Significant achievements under his leadership include the voter-approved Omni Dallas Hotel connected to the Kay Bailey Hutchison Convention Center Dallas, the creation of the state's first Tourism Public Improvement District, the implementation of the BIG Things Happen Here marketing campaign, and the creation of the Dallas Sports Commission, charged with hosting top amateur and professional sports championships and events.

An avid triathlete, Jones has completed Ironman competitions in France, Arizona, California, Florida, Germany, Idaho, Texas, Utah, Canada and Australia and recently completed the Ironman World Championship in Hawaii. In addition, he qualified for Team USA in long-course competition at the world triathlon championship in 2007.

Carol Wise

Carol Wise reports to the President/Executive Director and brings more than three decades of knowledge to DART from transit agencies in New Jersey, Ohio, Pennsylvania and Washington, DC. She has experience in managing, bus operations, vehicle maintenance, revenue equipment systems, engineering, strategic planning, policy and budget analysis. In her role at DART, Wise leads Operations, Bus, Light Rail, Maintenance, Materials Management, Mobility Management and Transit Police. 


Tracy Goyne

Tracy Goyne is the Manager of Leadership Development and Inclusion with The Michaels Companies.  A graduate from the University of North Carolina at Chapel Hill, her 27 year career (give or take some time she stepped away to be a FT mom) has taken her through various industries including shipping, communications, non-profit and retail.  Regardless of industry, her roles have always involved people development.  Tracy has a passion for working with people to help them learn, grow and become successful at whatever goals they are striving to achieve.  With two grown sons, she and her husband of 32 years are enjoying their empty nest season of life.  She is an active volunteer at her church, is a member of SHRM, serves as an Ambassador for the Network of Executive Women, and sits on the Board of Directors for the Texas Diversity Council.


Sonya Lacore  

Sonya Lacore has proudly served Southwest Airlines for 18 years, and began her career as a Flight Attendant.  She has held various Leadership roles along the way, and currently serves as the Vice President for Inflight Operations.  Sonya is passionate about helping others find what inspires them, and believes that finding that inspiration is what drives Employee success.  As a native of Louisiana, Sonya is no stranger to Hospitality, and her passion for outstanding Customer Service drives her to make personal connections with Employees.   Sonya and her husband, Michael, have two adult sons, Bobby and Brad.

Amy Page 

Amy Page is the Director of Shared Services with The Michaels Companies, Inc. She started her career with Michaels 18 years ago, working part time in a store. During her tenure, Amy has moved up through the company serving in numerous roles including Training Specialist, Manager of Customer Care & Communications, and District Manager. In every role, Customer Service has been her passion. Working with her current team of 81 "GEMS" (Great Experience Makers), Amy continues to see how Customer Service plays a foundational role not only in her own success, but in the success of the Michaels organization.

Lisa Welch

Lisa Welch has over 25 years experience in the hospitality industry and her passion includes: People Development, Inspiring a Positive and Transparent Culture, Building Dynamic Teams and Sourcing Great Talent.  She is currently leading the recruiting and leadership development initiatives for Makeready, based in Dallas, Texas.  Makeready is a privately owned hotel, restaurant and retail company specializing in concept, design and operations which provides community focused entrepreneurial experience for our guests -both internal and external. The majority of her experience has been in working for major hotel brands such as Hyatt Hotels, Starwood Hotels, Omni Hotels as well as independent luxury boutique properties like Hotel ZaZa and The Joule. Lisa has a B.S. Degree in Hotel Restaurant Management from the University of Houston, Conrad N. Hilton College of Hotel Restaurant Management.


Joyce M. Martinez  

Joyce M. Martinez is a passionate researcher, educator, and trainer with more than 20 years of experience in the hospitality industry. She is the owner of intodbox, a consulting firm in the DFW metroplex focused on research, sales/business development, and seminars/trainings for the hospitality industry. She also offers bilingual business services and programs for the Spanish-speaking workforce. During her professional career, she has worked with diverse teams at hotels, DMOs, and convention centers in the areas of market research, customer service standards, sales development, team leadership, and multi-cultural markets. She has been associate faculty at several universities in Washington DC, Miami, Puerto Rico, and currently at Collin College's Hospitality Management Program in the Frisco area. She has extensive experience in the destination marketing area having achieved several executive positions for the Puerto Rico Convention Bureau in their offices in Washington D.C., Miami, San Juan, and Dallas. Joyce holds a master's degree in International Business and Commerce from George Mason University, Washington D.C. Metroplex, and a bachelor's degree in International Affairs with a minor in Anthropology, also from George Mason University.







It was an incredible experience! The class was just what I needed to get out of the rut I was in and get excited again about creating moments that matter. I've never attended anything like it and I've been sharing it with my team every day. Thank you for putting in the long hours to create such a memorable class, I can't wait for 2019!
Karolina Empey, Topgolf, 2018 MasterClass Attendee