Spotlight Series: Inspiring Journeys of Women Entrepreneurs – Part 1

As Women’s History Month begins, I’m thrilled to introduce the first of a three-part blog and social media series featuring three outstanding women business owners, each with a distinct story of how and why they chose entrepreneurship.

Entrepreneurship is no easy path and often, especially for women, starting a business begins out of the realization that one has outgrown what may have fueled them previously. They have blossomed so much in one environment that the environment can no longer sustain the burst of growth.

Perhaps you’re an entrepreneur feeling a little less motivated, or you’re a full-time professional having doubts as to if you’re fulfilling your purpose, or you’re a leader seeking a new vison – sit down, grab a glass of your favorite and embrace the confidence, courage, and contagious real-life words of wisdom of some pretty stellar ladies.

Let’s begin…

Meet Elizabeth Caragay Watts-Russell, CEO of SiteSelectionStrategist LLC, a hotel site selection firm which she founded in 2020 during COVID. Elizabeth is a trailblazer in her own right in the meeting and conventions industry supporting organizations into finding the best hotel location for their events.

Michelle: Thanks so much for sharing your entrepreneurial story with us. Tell us briefly about your business.

Elizabeth: SiteSelectionStrategist LLC is an independent, third-party hotel site selection and contract negotiation firm for Meeting Incentive Convention Exhibitions (MICE) programs across the U.S., Canada, Mexico, and the Caribbean. I secure the optimal combination of pricing, concessions, and risk protection.

Michelle: What was it that urged you to start Site Selection Strategist?

Elizabeth: Having worked in hotels for many years, and later with a large site selection firm, I realized I was drawn to a more focused niche — one where site selection could be more intimate, strategic, and personally stewarded. I wanted clients to have direct access to the person negotiating on their behalf, not a layered structure. That realization led me to build SiteSelectionStrategist LLC.

I founded SiteSelectionStrategist LLC to streamline the site selection process while securing optimal value and structuring contracts that truly protect my clients.

Additionally, with a foundation in advertising and public relations, I am deeply invested in the branding component of my business and in thoughtfully crafting my firm’s voice.

Michelle: What makes you different or sets you apart from any other third-party meeting planning agencies/firms?

Elizabeth: My core expertise is site selection, contract negotiation, and end-to-end advocacy - securing the right hotel location for the event. I do not actually do any of the meeting planning.

My boutique operation allows me to provide my clients with top-shelf expertise, intimate strategic oversight, and disciplined execution that isn’t lost across teams or in hierarchy. 

Michelle: Is there one thing you wish other entrepreneurs or business owners had shared with you prior to starting your business?

Elizabeth: Entrepreneurship is both daunting and exhilarating.

Having formed my company during COVID, I had the time and focus to prepare exhaustively. I have always trusted my instincts. I may sound immodest in saying this, but for years I may have been intuitively and singularly preparing myself for entrepreneurship — through years of experience on both the hotel and buyer sides and bolstered by a paralegal background. By the time I launched, it felt almost immediately natural.

Over the years, at every opportunity, I have eagerly sought continued education to stay informed on market conditions, hotel and destination developments, and evolving contract trends.

Michelle: What words of wisdom do you have for other entrepreneurs, self-employed, or freelancers?

Elizabeth: Do not be frightened by the unknown. Face it head-on. Challenge it.

Educate yourself relentlessly. Understand the steps required, even if the path shifts along the way. Sometimes direction is deliberate; other times it evolves organically. In my case, I saw an opportunity during COVID and trusted instincts honed by years in the industry.

I understand that stepping away from an organization or team can be unsettling. But growth often requires leaving what is familiar.

Be bold — but let that boldness be supported by experience, preparation, and constant learning. Study strong models in the industry. Read. Listen. Observe. Be present.

Michelle: Can you share the mindset of who your ideal client is?

Elizabeth: As the strategist and expert in my field, I recognize that it is my responsibility to educate my clients. However, my ideal client is collaborative and open to that education.

They understand that supply and demand drive pricing, that premier destinations command appropriate rates, and that meaningful concessions align with meaningful volume.

When that fundamental mutual understanding exists, I can advocate strongly and negotiate credibly on their behalf.

Michelle: Who or what has been inspiring you lately?

Elizabeth: Inspiration for me begins at home. I find joy in the clients who trust me, advocate for me, and confidently refer others. When your work quietly snowballs through reputation rather than promotion, it affirms that you are building something enduring.

Beyond that, I am continually inspired by industry thought leaders and true masters of contracting — those who think critically, negotiate intelligently, and elevate the standards of our profession. I seek them out, study their work, and remain a student of the craft.

Michelle: Thank you, Elizabeth for illuminating your BOLD journey to entrepreneurship.  You can learn more and connect with Elizabeth through her online channels here:

SiteSelectionStrategist LLC Website: www.siteselectionstrategist.com LinkedIn: www.linkedin.com/company/siteselectionstrategist-llc

www.linkedin.com/in/elizabethcaragaywattsrussell

Facebook: www.facebook.com/elizabeth.wattsrussell

Instagram: www.Instagram.com/Hotel_pro_ 

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