THE Partners Group
Senior advisory for tourism, hospitality, and entertainment.
For venues, destinations, hospitality groups, and brands — the senior partner you bring in when the decision matters.
Strategy, partnerships, and experiences. Senior advisory for tourism, hospitality and entertainment.
02The industries behind the name
Three letters. One economy.
Treated as three industries. Run by the same people, for the same guests, on the same weekends. A destination fills its hotels when a venue books an event. A venue is judged on its food. A brand buys hospitality to earn an hour it could not get otherwise. We work across all three because our clients already do.
04Where we help
Six ways organizations bring us in.
Each is a distinct piece of work, with its own buyer, its own problem, and its own definition of done.
Strategy & Growth
Where the business goes next, and what it will take to get there, including the destination and market strategy that tourism coalitions run on. Not a document. A decision you can act on.
Read more 02Fractional & Interim Leadership
When the work needs the role held, not just advised. We step in as the executive, fractional or interim, and take on the special projects no one else owns, with a plan to hand it back.
Read more 03RFP & Proposal Support
We help owners prepare for complex RFPs, and we help operators win them. Having sat on both sides, we know where these processes go wrong.
Read more 04Partnerships & Sponsorship
The partnerships and sponsorship revenue depends on, found, structured, priced, and built to last beyond the people who signed them.
Read more 05Guest Experience & Food & Beverage
Guest experience is an operating problem before a design one, and food and beverage is where hospitality economics are won or lost. We work the commercial model and the operation, in that order.
Read more 06Curated Executive Experiences
The relationships that decide large commercial outcomes are rarely built in meetings. We design the settings where they are, and hold them accountable to the business.
Read moreOur belief
Great strategies build organizations. Great partnerships build industries.
THE Partners Group
30yrs
Of operating and leadership experience behind the firm
10
Distinct advisory capabilities
09
Connected industries we serve
We step in when the work needs senior judgment, but not another full-time executive.
Operations, commercial leadership, and management agreements.
Destination organizations, bids, and stakeholder coalitions.
Sponsorship programs, rights, and renewals.
Hotels, resorts, restaurant groups, and venue food and beverage.
Partnership pipelines, RFPs, and the relationships behind them.
05Founder-led
Thirty years is not a credential. It is a shortcut.
Lina Farrell founded THE Partners Group after three decades spent inside this industry rather than advising it from outside: leading commercial teams for professional sports, convention centers, cultural institutions, live entertainment, and destination organizations across Canada and the United States.
That matters for a practical reason. An experienced operator recognizes the problem in the first meeting, because they have already had it. They know which parts of a plan will meet resistance from the operations team, which partnership terms will look different in year two, and which questions in an RFP the market will quietly ignore.
It also means the first call to a decision-maker is usually a warm one. Relationships built across tourism, hospitality, entertainment, sports, and food and beverage are the part of this work that cannot be researched.
Lina Farrell, Founder & Principal
View Lina Farrell's full profileLet's talk
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