Employee Spotlight
Q&A with Cheryl Barnet, Sr. Director of Venue Sourcing, Housing & Event Tech
by Julie Keaton, SHW VP of Engagement
At SHW, our people are the heart of what we do, and few embody that better than Cheryl Barnet, Sr. Director of Venue Sourcing, Housing & Event Tech. With nearly 15 years at SHW and more than a decade in the hotel industry before that, Cheryl brings unmatched expertise, a keen eye for detail, and a true passion for hospitality. From negotiating contracts to creating seamless housing and registration experiences, she’s built a career on turning complexity into clarity for clients.
We sat down with Cheryl to learn more about her journey, her favorite aspects of the role, and the inspirations that fuel her inside and outside of work.
Q: What brought you to SHW, and how has your career evolved since you started?
A: After 12 years of working in hotels, I was looking for a new direction with a broader scope while continuing to nurture my love of hospitality. Transitioning from hotels to Venue Sourcing was a natural progression, taking the knowledge I gained from operations and sales and applying it to sourcing, which allowed me to learn about more hotel brands and destinations. Over the years, my position has evolved, initially focusing on sourcing and contracting. Then, drawing on my hotel experience, I started helping clients with Housing – managing room blocks, hotel communications, and concession utilization… again, another natural progression. The most recent addition to my career has been Event Registration & Tech, which ties seamlessly into Housing and works well with my logic-driven brain.
Q: Can you share a bit about your background before joining SHW?
A: I started working in hotels right after high school and continued for 12 years before joining SHW. I worked in both operations and sales which has helped in my position at SHW. I understand and appreciate the hotel side of group events while also advocating for our clients.
Q: What does your current role entail, and what do you enjoy most about it?
A: My current role has three facets that integrate together nicely: Venue Sourcing, Housing and Event Tech. My role overseeing all three of these is ever-changing and varied, which keeps my position fun and challenging.
For Venue Sourcing, I enjoy the challenge of finding the right venue/hotel and learning about new destinations and hotels. The second part that I love is contract reviews and negotiations, and I’ll admit it, I’m a bit of a contract “nerd”. Reviewing a contract and working with the hotel to get the agreement in a good place for a client, where they (or their legal team) provide no/minimal edits feels like a victory.
For Housing, its about creating a smooth and easy experience for everyone: attendees, clients, and hotels. I strive to keep data organized, maintain clear and concise communications with all parties, and deliver accurate post-event reporting, which allows our clients to focus on other key elements of their event.
For Event Tech, I enjoy helping clients define their registration process and enhance the overall experience. Too often, I think registration is treated as an afterthought, but I believe it should come first as it’s the initial touchpoint with attendees and sets the tone for the entire event.
Q: What’s the most exciting project you’ve worked on recently?
A: I’ve been collaborating with a few of our corporate clients on more strategic venue sourcing. This involves evaluating program needs, growth potential, and sourcing well in advance. Planning ahead not only helps secure better availability, pricing, and appropriate space, but it also allows us to take advantage of multi-year concessions and gives attendees the chance to plan ahead—building anticipation and excitement for the event.
Q: What’s your favorite thing about working at SHW?
A: The people. Both my SHW colleagues and the clients and attendees I get to engage with. Before joining SHW, I often changed positions or companies every few years, but now I’m approaching 15 years here and truly enjoy both what I do and who I do it with. Being onsite with our team is especially rewarding. It provides a great opportunity to bond further with colleagues and gives me such pride to see everyone shining in their element and working together.
Q: What’s your favorite Seattle experience?
A: Alki in West Seattle! With its sandy beach and beach volleyball, it feels like you’ve escaped the city entirely. You get incredible views of the Seattle skyline, ferries passing by, and a three-mile path perfect for walking, biking, or skating along the water. Plus, the area is filled with great restaurants. It’s the perfect mix of relaxation and activity.
Q: Any hobbies or interests outside of work that inspire you?
A: I enjoy camping , or should I say glamping, since we have an RV (no more tent camping for me!). It gives me the chance to unplug and recharge. When we’re out, I love sitting by the fire with an adult beverage, going for walks, exploring the area, biking or kayaking, playing games, or working on a puzzle. It’s an opportunity to be present and enjoy nature.
I also love cooking and baking—trying new recipes or creating my own versions of dishes we’ve enjoyed. In fact, I make it a point to try at least one new recipe every week.
Q: What’s your #1 tip for event planners?
A: For Event Tech, always keep the attendee experience top of mind throughout the process—from the event registration form to communications to the onsite experience.
For Venue Sourcing, be detailed and thorough from the very beginning, but also build in flexibility. Timeliness and the quality of proposals can be impacted when venues need repeated updates or changes, so clear, upfront details make the process smoother for everyone.
Cheryl Barnet’s career path reflects the very best of SHW; curiosity, adaptability, and a genuine love of people. Whether she’s sourcing the perfect venue, streamlining housing logistics, or shaping attendee registration experiences, her work ensures events start strong and run smoothly. And beyond her professional expertise, Cheryl’s warmth and dedication to both colleagues and clients make her an invaluable part of our team. We’re proud to celebrate her story and grateful for the impact she continues to make at SHW.
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