Richard Ross Past Presidents’ Award

For Outstanding Service to the Incentive Travel Industry

The Richard Ross Past Presidents’ Award

The Richard Ross Past Presidents’ Award was created in memory of SITE Past President and longtime member Richard Ross, who died in the September 11th terrorist attacks in New York City. It recognizes an individual or organization that has furthered the vision, ideals and ethics of SITE.

Embodying the ideals and impact of this award’s namesake, candidates will have demonstrated integrity, honesty and faith in others, with notable contributions and long-term service to the incentive travel and motivational events industry.

2024 Recipient of the Richard Ross Past Presidents’ Award: Denise Dornfeld

The Richard Ross Past Presidents’ Award recognizes outstanding service to the incentive travel industry. It was created in memory of SITE Past President and longtime member Richard Ross, who died in the 9/11 terrorist attacks.

A pioneering force in the business events sector, this honor recognizes Denise’s decades-long career in the industry, including the leading role she played in transforming PRA Business Events into a global brand with millions in sales and the industry’s first franchise model.

Her service as a former SITE Foundation president resulted in groundbreaking industry research that has strengthened the case for incentive travel as a business driver, alongside other meaningful contributions she’s made to ADMEI, MPI, and the Girl Scouts Urban Campout.

Denise has also served as a mentor to thousands. Her dedication inspires loyalty in others, and she stands out for the vision and empathy — perfectly encapsulated in her remarks to others during SITE Global Conference 2025 that “Legacy is built by those who came before us, and is now carried forward by all of us.”