Vision Statement

"STAR employees delivering flawless service to customers seeking meeting, convention and leisure experiences."

We intend to leverage our headstart in a profitable market niche into an insurmountable dominant industry position.

Gaylord Entertainment's goal is to be the "gold standard" in the meetings and conventions market. We are building a nationwide portfolio of resorts designed to attract a steady stream of repeat business from organizations that rotate their bookings among our various locations each convention year. As part of this goal, we are creating an industry-leading sales organization focused on building long-term relationships with meeting planners, particularly those involved in booking larger conventions and meetings. This business will be augmented by a profitable secondary focus on the leisure and smaller meetings markets. Our greatest differentiating points in building the Gaylord Hotels brand will be the functionality and quality of our properties, the exceptional customer service we offer, and the added value of our entertainment options. We also intend to raise Gaylord's visibility by leveraging the brand name recognition of our entertainment holdings, such as the Grand Ole Opry. This will be accomplished by expanding the services, products and special programs offered in association with them.

We intend to build an insurmountable market lead in our industry, based on our ability to deliver an unsurpassed lodging and entertainment experience. This experience will be created by successfully integrating our proprietary properties, attractions, services and entertainment offerings.