Ms. Farley

Tammy Farley

Co-Founder and President

The Rainmaker Group

Tammy Farley co-founded The Rainmaker Group in 1998 and serves as its president. She spearheads all sales, marketing and customer-related operations for the organization, which is the market leader in profit optimization solutions serving hotel, casino hotel, resort, and multifamily housing operators.

Ms. Farley is someone who always goes the extra mile for a customer or a cause, and in fact once walked 60 miles alongside a client to raise funds for breast cancer awareness. She brings that same drive and energy to Rainmaker, and her expert stewardship, along with that of co-founder Bruce Barfield, has earned their company a spot among the Inc. 5000 fastest growing private companies for five consecutive years.

Ms. Farley prides herself on delivering on Rainmaker’s promises to clients and on creating a great place to work. She brings her passion for community involvement into the workplace, spurring her team on at Habitat for Humanity build events, partnering with Make-a-Wish Georgia to make a four-year-old’s Disney and Legoland wish come true, and inviting a former wish recipient to speak at Rainmaker’s annual kick-off meeting.

A widely acknowledged expert in revenue management technologies in the travel industry, Ms. Farley is a frequent and passionate speaker at industry and academic conferences. She is a highly respected resource for innovative revenue management practices, particularly in the casino, hotel and resort markets. Her expertise in that arena led to her recognition in 2012 as a Great Women of Gaming Proven Leader.

Ms. Farley often takes the wheel of Rainmaker’s Twitter handle to share insights on topics from leadership and strategy to great business ideas. She serves on the board of directors for HSMAI and participates in the Gaming & Leisure CIO Roundtable. She also is vice chair and incoming chair of the Georgia Make-A-Wish Foundation.

Ms. Farley graduated from the University of Michigan with a bachelor’s degree in political science. She lives in Atlanta with her husband and, during college breaks, her daughter Grace. She loves to travel, and when visiting Grace in New York City, the two bond over shopping expeditions that allow Ms. Farley to explore the world of fashion through her daughter’s eyes. A work-out fiend, she particularly enjoys putting pedal to the metal at Flywheel.

Please visit www.letitrain.com for more information.

Ms. Farley can be contacted at 678-578-5700 or tammy.farley@letitrain.com

Coming Up In The September Online Hotel Business Review




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Feature Focus
Hotel Group Meetings: Blue Skies Ahead
After a decade of sacrifice and struggle, it seems that hotels and meeting planners have every reason to be optimistic about the group meeting business going forward. By every industry benchmark and measure, 2017 is shaping up to be a record year, which means more meetings in more locations for more attendees. And though no one in the industry is complaining about this rosy outlook, the strong demand is increasing competition among meeting planners across the board – for the most desirable locations, for the best hotels, for the most creative experiences, for the most talented chefs, and for the best technology available. Because of this robust demand, hotels are in the driver’s seat and they are flexing their collective muscles. Even though over 100,000 new rooms were added last year, hotel rates are expected to rise by a minimum of 4.0%, and they are also charging fees on amenities that were often gratis in the past. In addition, hotels are offering shorter lead times on booking commitments, forcing planners to sign contracts earlier than in past years. Planners are having to work more quickly and to commit farther in advance to secure key properties. Planners are also having to meet increased attendee expectations. They no longer are content with a trade show and a few dinners; they want an experience. Planners need to find ways to create a meaningful experience to ensure that attendees walk away with an impactful memory. This kind of experiential learning can generate a deeper emotional connection, which can ultimately result in increased brand recognition, client retention, and incremental sales. The September Hotel Business Review will examine issues relevant to group business and will report on what some hotels are doing to promote this sector of their operations.