Linda Hampton Norris, CEO, Norris Conference Centers – Houston CityCentre
In an interview with Invest:, Linda Hampton Norris, CEO of Norris Training Systems, LLC — who owns Norris Conference Centers, with one of its six facilities located at Houston CityCentre — highlighted the state of the industry and what this means for the local Houston market. “Houston has done a great job transforming itself into a dynamic market. We are such an international destination. Industry projections indicate that our industry will continue to grow,” Hampton Norris said.
What have been the most significant market or operational changes in the past year?
From our hospitality standpoint, our business and booking levels finally started to stabilize in 2024. This is reflected in different areas, such as how far out planners are scheduling activities. Traditionally, it would be a six- to 12-month window for larger meetings or conferences, and this shrunk considerably during COVID because they were so anxious as it related to being able to host the event or not. It is gratifying to see that this timeline has expanded. We are starting to rebuild our business and events going into 2026. Interestingly, businesses would book holiday parties in September, October, and November, but now we are seeing holiday parties booked well in advance of that. It is another positive indicator of where we are currently.
What have been some of the significant changes related to consumer demands?
What became apparent during COVID, specifically, and has never gone away is the demand for a strong internet connection. With many guests or conference attendees working during their stay, they need to be able to access their computers or host a video meeting, for example. This was not as prominent pre-COVID. It is now a consistent demand to have the flexibility to host these different types of formats during conferences and conventions. There is also the responsibility for creativity regarding the client’s experience. Throughout our properties, we have different opportunities at our fingertips to create experiences for our guests. At our conference centers, depending on the location, we have an array of dining options and evening experiences that guests can enjoy. Our clients are also asking us to be more creative, such as in our food service and presentation, to make this more of an experience for them.
Which industries are the most represented in your event bookings?
We are in four different cities (which include two in Houston and one in Katy), and each of those properties has a different client base. We may find that oil and gas are more prominent in the Houston properties, whereas out in Katy, we deal more with social events, such as weddings, class reunions, or baby showers. It trends differently across organizations and properties, but they are a mix. They do have certain events in common, including city and government events taking place, different association events, small trade shows, and corporate training events. What makes Norris Center unique is that a significant majority of our event attendees live locally, which leads to a different mix of guests in each community using our facilities.
What key investments are happening throughout your operations?
For us, it is about continuing to be at the forefront of some key technologies. We host several kinds of events throughout the year, but if you do not have laser projectors, then you are going to be behind the eight ball a little bit. If you do not have extensive internet bandwidth, you may not be able to support your clients and their expectations. As a small business, we can say yes to a lot of things. For example, we have a client who wants to serve a certain kind of rice wine, and certainly, we can source that. It is not something that we normally have on our menu, but we can make sure we get it for the client. What has made us unique is that we are keen on finding ways to say yes to client requests. We are focused on finding a way to work together with the client and ensure the success of their event or events.
What is the state of the hospitality labor market in the region?
During COVID, of all the industries that were challenged, hospitality was hit the hardest. Nobody wanted to work in a restaurant or do room service. It was challenging. But if you create the right environment and find the right people who plug into your core values, you can find great team members, which we were fortunate to do. We have a relatively small core staff, and many of them have been with us for more than a decade. We’ve built on that loyalty and look for individuals who buy into that culture of customer service, respect, and a winning attitude. The key is to find what is important to them and keep them engaged in your organization. It is also critical to facilitate an environment of praise. We share surveys and praise our team members. We want them to be part of a team, not just be an employee. This model has worked for our business.
What are your top goals and priorities for the near future?
We want to make sure that we continue to be a resource. We pride ourselves on our clients coming back. It is about continuing to build on that client base, servicing their needs, and making sure we are listening to what is working for them and what is not. Approximately 70% of our client base is repeat business, so it is key to hold on to this and grow with them as their companies grow and evolve. Houston has done a great job transforming itself into a dynamic market. We are such an international destination. I believe our industry will continue to grow. The hospitality sector will be a vital component of Houston’s growth in both the local economy and as it relates to international travel.
