LOS CABOS, MEXICO, November 9, 2026. Terramar DMC, a premier destination and event management company serving the United States, Mexico, and Central America, today announced a significant evolution in its organizational structure and strategic direction. With a newly aligned executive leadership team and an independent business model following its departure from the DMC Network, Terramar is laying the groundwork for its next phase of growth, including the anticipated introduction of new destinations and strategic partnerships.
Together, these developments mark a defining moment in Terramar's more than 30-year history, positioning the company to pursue new opportunities, strengthen client partnerships, and expand its presence in destinations where exceptional local expertise and personalized service are increasingly valued.
At the center of this next chapter is a commitment to the people, relationships, and experiences that have defined Terramar for decades, paired with a clear vision for helping shape the future of destination management.
A New Chapter in Executive Leadership
From left: Sunny Irvine, President and Owner; Matt Cuevas, Chief Executive Officer; Lisa DeLeon, Chief Commercial Officer; Kate Patay, Chief Experience Officer.
As part of the company's organizational evolution, Sunny Irvine transitions into the role of President and Owner, providing continued leadership and oversight at the ownership level while empowering a dedicated executive team to guide Terramar DMC's strategic direction, business performance, and future growth.
Matt Cuevas has been appointed Chief Executive Officer, assuming responsibility for Terramar DMC's overall strategic direction, financial stewardship, operational performance, and long-term growth. Drawing on his extensive operational expertise and deep understanding of the business, Cuevas will lead the company's strategic priorities, organizational alignment, and continued investment in the people, partnerships, and capabilities that position Terramar for lasting success.
Lisa DeLeon assumes the role of Chief Commercial Officer, leading the integration of commercial strategy, sales, business development, and operational execution across Terramar's destinations. With a focus on revenue growth, market expansion, strategic partnerships, and performance, DeLeon will play a pivotal role in translating business opportunities into scalable, profitable growth while ensuring commercial objectives and operational capabilities remain closely aligned.
Kate Patay has been named Chief Experience Officer (CXO), a newly established executive position that expands her existing leadership across brand strategy, industry engagement, communications, organizational culture, and the overall Terramar experience. Bringing an internationally recognized perspective and a proven ability to connect people, brands, and business opportunities, Patay will help shape Terramar's strategic direction, strengthen its industry presence, and create meaningful connections that drive growth and lasting value. Her expanded role reinforces the company's commitment to making exceptional experiences a defining competitive advantage at every touchpoint.
Together, the executive leadership team brings complementary expertise across enterprise strategy, commercial growth, operational excellence, and brand experience. United by a shared vision, they will strengthen collaboration across Terramar's destinations, empower local teams, elevate client and partner relationships, and pursue opportunities for sustainable, strategic growth.
"This is an exciting and intentional evolution for Terramar. We've spent more than three decades building a company grounded in extraordinary people, trusted relationships, and a genuine commitment to our clients. As our industry continues to evolve, so must the way we position ourselves for the future. I have tremendous confidence in Matt, Lisa, and Kate to lead Terramar DMC into its next chapter while preserving the values and service philosophy that have always set us apart."
Sunny Irvine, President and Owner
"The future of destination management isn't defined solely by where we operate, but by how we differentiate ourselves in every market we serve. Experience is a powerful business strategy. When we align our brand, our people, and our partnerships around a shared vision, we create greater value for our clients and meaningful opportunities for growth. Terramar has an extraordinary foundation, and our focus now is on building upon that strength with intention, innovation, and a clear sense of who we are."
Kate Patay, Chief Experience Officer
Strategic Independence: Forging Our Own Path
With a clear vision for the future of destination management, Terramar DMC is taking a proactive approach to shaping what comes next for the industry. Building on more than three decades of expertise, trusted relationships, and operational excellence, the company has made the strategic decision to move forward independently from the DMC Network, creating greater freedom to innovate, forge new partnerships, and pursue opportunities that reflect its long-term vision. Rather than simply responding to an evolving marketplace, Terramar is positioning itself to help define the next standard in destination management.
"The destination management industry is evolving, and we see an opportunity not just to embrace that evolution, but to help lead it. We have an incredible foundation in our people, our destinations, and the relationships we've built over the years. Our decision to operate independently is about building on those strengths and having the freedom to challenge traditional models, create meaningful partnerships, and raise the bar for what clients should expect from a destination management partner. We're not waiting to see what the future looks like. We're helping shape it."
Matt Cuevas, Chief Executive Officer
This forward-looking strategy reflects Terramar's commitment to leading with intention, investing in its people and capabilities, and creating new opportunities for growth and collaboration while continuing to deliver the exceptional service that has defined the company for more than 30 years.
Expanding Our Horizons: What's Next for Terramar
Terramar's newly aligned leadership structure and independent growth strategy are creating opportunities to explore new markets and expand the company's destination portfolio.
With a focus on destinations that complement its existing presence and reflect the evolving interests of meeting and incentive clients, Terramar is pursuing opportunities that combine exceptional local expertise, authentic experiences, and the personalized service that has defined the company for more than three decades.
"Our clients are continually looking for destinations that offer something meaningful, memorable, and distinctive. We're taking a thoughtful approach to our next phase of growth, identifying opportunities where we can build strong local partnerships and bring the Terramar experience to new markets. We look forward to sharing more about what's ahead."
Lisa DeLeon, Chief Commercial Officer
Additional destination announcements are anticipated in early 2027, marking the next milestones in Terramar's independent growth strategy.
Foundations for Growth: Experience as a Strategic Priority
As Terramar prepares to expand its footprint and advance its independent business model, the company is placing renewed emphasis on the experience it delivers, not only to clients and program attendees, but also to the employees, partners, and communities that contribute to its success.
The appointment of Kate Patay as Chief Experience Officer reflects this commitment, positioning brand experience, engagement, and strategic communications as interconnected priorities within the company's executive leadership.
A recognized industry leader, speaker, and advocate for the meetings and events profession, Patay brings extensive experience in destination marketing, brand positioning, relationship development, and the creation of meaningful experiences that connect people and places. Her role will help ensure that as Terramar grows, its brand promise, organizational culture, and commitment to exceptional service remain aligned across every destination.
"Experience is not simply what we deliver at an event. It's how we engage our teams, build relationships, represent our destinations, and make people feel throughout every interaction. I've always believed that when we take exceptional care of our people, they are empowered to take exceptional care of our clients. And for me, that belief is deeply personal. During one of the most challenging chapters of my life, Terramar demonstrated that its commitment to people extends far beyond words. I've experienced that care firsthand, and it's why I believe so strongly in the culture we're building upon. I have the privilege of telling Terramar's story because I've lived its values, and I'm honored to help shape what comes next."
Kate Patay, Chief Experience Officer
This expanded focus on experience will complement Terramar's commercial and operational strategies, reinforcing the company's commitment to delivering exceptional programs while cultivating the relationships and culture that make those programs possible.
Built on Legacy. Positioned for What's Next.
For more than 30 years, Terramar DMC has built its reputation on local expertise, long-standing industry relationships, creative solutions, and an unwavering commitment to client service. From corporate meetings and incentive programs to large-scale events, transportation, team-building, and immersive destination experiences, the company's success has been shaped by the knowledge, dedication, and passion of its destination teams.
Terramar programs in Panama, Lake Tahoe, Northern California and Southern California.
That foundation remains unchanged. What is evolving is the framework supporting the company's future.
With a dedicated executive leadership team, greater strategic independence, and an expanding destination portfolio, Terramar is positioning itself to anticipate new opportunities, shape industry expectations, and expand its reach while preserving the personalized approach that has defined its success. The company's next destination announcement will mark an important milestone in its independent growth strategy, with additional opportunities on the horizon.
Terramar's next chapter is not about changing who the company is. It's about building on everything that has made it successful and creating new opportunities for its people, partners, and clients.
About Terramar DMC
Terramar DMC is a premier destination and event management company creating exceptional experiences across the United States, Mexico, Central America, and beyond. With more than three decades of destination expertise, established local relationships, and a commitment to personalized service, Terramar combines the strength of its regional teams with a unified vision to deliver innovative, authentic, and flawlessly executed programs for incentive, corporate, and association clients.
At the heart of Terramar is its people. Experienced destination experts, creative thinkers, and event professionals bring deep local knowledge, genuine care, and a collaborative spirit to every experience.
From transportation, tours, and team-building to event design, production, CSR initiatives, and sustainability programs, Terramar delivers comprehensive destination management solutions with precision, creativity, and heart. Terramar DMC operates independently alongside its sister companies, which provide complementary services encompassing transportation, FIT travel, tours, and activities.
Media Contact:
Kate Patay, Chief Experience Officer, Terramar DMC
Kate@TerramarDMC.com