STRATEGY + SPARK
At M3, we bring the balance of Strategy + Spark to every experience we create. Strategy means corporate roots, precision, and professional-grade execution. Spark is the creativity, warmth, and human connection that makes each event, meeting, or journey unforgettable. Together, they define who we are: a husband-and-wife team passionate about making the complex feel effortless and the moments truly matter.
Meet The McAteers
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Bethany McAteer
EXPERIENCE CULTIVATOR
Bethany’s career in events began in the early 2000s with trade shows for her family’s motorsports business. From there, she transitioned into the heavy equipment industry, working with John Deere® and Cat® dealers to execute customer-facing programs. She later joined Direct Travel, a global travel management company, where she focused on conferences and incentive travel. In 2023, Bethany launched McAteer Meeting Management (M3) to bring together her expertise in events and travel with a passion for creating effortless experiences.
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Kelly McAteer
EXPERIENCE STRATEGIST
For almost 30 years, Kelly built his career with Carter Machinery, one of the largest Cat® dealers in North America. As Director of Marketing, he led an award-winning team that executed customer events, internal programs, and dozens of trade shows annually. In 2025, Kelly retired from corporate life and joined M3 full time, bringing decades of marketing strategy, branding expertise, and large-scale event experience to help clients turn their vision into reality.
Global Partner Network
At McAteer Meeting Management, our decades of corporate experience have given us more than just expertise — they’ve given us relationships. Both Bethany and Kelly have built deep networks of trusted partners across industries, from AV production and décor to travel and guest services. This network allows us to extend professional-grade capabilities well beyond our core team, ensuring that every detail of your meeting, event, or incentive program is handled with the highest level of quality and care. When you work with M3, you don’t just get our strategy + spark — you gain access to a curated circle of proven professionals who share our commitment to excellence.
Local Roots
McAteer Meeting Management is proud to be firmly rooted in the Roanoke Valley of Virginia. As active members of the Roanoke Regional Chamber and the Roanoke-Blacksburg Technology Council, we’re invested in the growth and success of our community. Bethany’s volunteer leadership with The Community Christmas Store reflects our belief in giving back, while Kelly’s Virginia Tech education and our extended family ties keep us deeply connected to the region we call home. These local roots shape who we are and how we do business — blending global expertise with a genuine commitment to the community around us.
FAQs
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We launched McAteer Meeting Management in May 2022. The COVID-19 pandemic had hit the event and hospitality industry hard, and the destination management company Bethany was working for became understandably cautious about reinvesting in its team. The result was a stressful environment with long hours and limited growth opportunities. Wanting more control over client relationships and inspired by her entrepreneurial spirit, Bethany decided it was time to hang out her own shingle — and M3 was born.
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At McAteer Meeting Management, our passion and expertise are rooted in the corporate and nonprofit world. From board retreats to incentive travel programs, our focus is on creating experiences that move organizations forward and strengthen professional relationships. While we deeply respect the artistry and logistics behind weddings and personal celebrations, they require a different type of planning, vendor network, and round-the-clock coordination. By concentrating solely on meetings, events, and travel, we’re able to deliver the highest level of service, creativity, and strategic value to the clients we’re best equipped to serve.
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Yes! Bethany is a Certified Travel Advisor (CTA), a credential earned through The Travel Institute after completing rigorous training and ongoing education. This certification ensures our clients benefit from professional expertise in planning incentive trips, managing corporate travel logistics, and curating unforgettable journeys.
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Yes. We specialize in incentive travel extensions and custom add-ons, helping attendees adjust hotel stays, plan side trips, and enjoy seamless pre- or post-program travel.
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Absolutely. The reality is, the industry of professions who do plan and execute corporate events is relatively small and you need to remain flexible. We’ve frequently stepped in to manage elements of events like transportation and onsite coordination so the contracted firm could focus on other aspects or gain the capacity to manage multiple programs simultaneously. We do so with the same commitment to excellence as if our name was on the contract.
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While there have been numerous memorable destinations and events over the years, it’s the guests and the people you work with on a program who ultimately make it what it is. That said, Bethany’s trip for a client celebrating a milestone anniversary by chartering two mega-yachts in the Caribbean was pretty fantastic!
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Yes. We are certified by the Virginia Department of Small Business & Supplier Diversity (Certification Number 837288).
Contact Us
Every great partnership starts with a conversation. Whether you’re planning an event, meeting, or travel experience, we’d love to learn more about your goals and explore how M3 can make them effortless. Reach out today—we’re ready when you are.