Living into the Legacy: The Carol Norfleet Award

PRA established the Carol Norfleet Award in 2019 to honor the legacy of one of our most influential leaders. A respected industry veteran whose commitment and passion to learning, mentorship, courageous leadership and an unwavering belief in the potential of people, helped shape both PRA and the destination management industry. Each year, the award recognizes a PRA individual who embodies the same qualities Carol championed.

So, when Heather Matusiak learned she had been selected as the 2026 recipient of PRA's Carol Norfleet Award, her first reaction was silence.

"Humbled is probably the word I've used most since receiving it,” she said. "I was humbled to silence." Reflecting on the recognition, she added, "How do you stand in the same sentence as somebody like that?" For those who knew Carol Norfleet, Heather's reaction is easy to understand.

To reflect on the meaning behind the recognition—and the legacy of the woman whose name it bears—we brought together Heather and 2025 recipient Margot Irwin for a conversation about leadership, mentorship, continuous learning and the responsibility of investing in people.

Recognition with Meaning

What does receiving the Carol Norfleet Award mean to you?

Heather: It truly is an extraordinary honor. Receiving this award reinforces something I've always felt in my role at PRA: a responsibility to continue the good work that came before me. My Southern California region has deep roots, and I've always felt a responsibility to carry that legacy forward in a way that's meaningful for the people who have built their careers here.

I don't take that lightly. You honor their commitment; you honor what was built before you. And that's why Carol's legacy resonates so deeply with me. It's about preserving a culture and set of values that make people want to stay, grow, and contribute to something larger than themselves.

Margot: Having known Carol personally, that's what makes this award so special. Carol helped define what leadership looked like in our industry. She believed that our greatest investment wasn't the events we delivered; It was the people around us.

That's really what this award recognizes. Not just professional success, but how you develop others, how you mentor, how you help people grow.

The Heart of Carol’s Leadership

What made Carol such an extraordinary leader?

Margot: Carol had a remarkable ability to see something in people before they saw it in themselves. She invested in people relentlessly. She would notice strengths you didn't know you had or identify opportunities where you could grow.

Whether it was encouraging someone to speak publicly, pursue a certification or take on a leadership role, she had this way of helping people believe they were capable of more. More than anything, she made people feel like they were enough, and that the sky was the limit.

Heather: One thing that wasn't lost on me after receiving the award was how much Carol meant to the people who knew her. I actually called Margot shortly after and asked her to tell me more about Carol because I wanted to better understand who she was and what she meant to people.

I think one of the most powerful things we can do is continue talking about the people we love and admire. The one thing you want more than anything is for people to remember the person you loved because it keeps them present.

Always Be Curious

How do learning and curiosity shape your leadership?

Heather: It would be ridiculous for me to sit in my seat and think I have all the answers. I don't. What excites me most about leadership is learning from the people around me. I'm constantly challenged in a good way by my team, by my colleagues and by perspectives that are different from my own.

The phrase I use all the time is, "Tell me more. Help me understand. Show me another way to approach something. Let's double-click on that idea.” That's how we learn and grow. There is always something to learn, always another perspective worth exploring. The moment we stop being curious is the moment we stop growing.

Margot: That mindset was very Carol. She was endlessly curious and an incredible teacher, but she was also always learning. She never walked into a room believing she knew everything. She consistently sought to bring people together, gain a deeper understanding of varying perspectives, and create an environment where everyone could learn, grow, and improve collectively.

Turning Possibility into Reality

How does that mindset influence the way PRA serves clients?

Margot: Carol was an incredible creative problem solver. People would come to her with the most outlandish requests imaginable because they knew she would find a way.

She always believed there was a solution if you were willing to think creatively, be resourceful, and push beyond conventional thinking.

Heather: That's what great destination management is. We combine creativity with expertise. We know our destinations. We know our partners. We understand what works because we live and breathe these markets every day.

Technology can provide information, but it can't replace relationships, local expertise, and the ability to confidently guide a client toward the best possible experience.

Looking Ahead

What gives you the most hope for the future?

Heather: Partnerships. The pace of business continues to accelerate, and strong partnerships are what allow us to move with confidence. They increase the velocity of everything we do.

Whether it's relationships with suppliers, clients or teammates, those connections create trust, expertise and resiliency. At the end of the day, we're not selling products. We're selling knowledge, experience, and insight.

Margot: For me, it comes back to people. If we're investing in our people, helping them stay engaged, supporting their growth and understanding what they want for their future, then we're building something sustainable. That's what keeps people here. And that's what Carol believed in.

Living Into the Legacy

How do we continue carrying Carol's legacy forward?

Margot: By never stopping our investment in people.

Heather: By helping others grow, staying curious and remembering that our greatest asset has always been our people.

More than a Memory—a Legacy in Motion

Although separated by years, experiences and roles, Heather and Margot's conversation revealed a common thread: leadership isn't measured solely by results, but by the impact we leave on the people around us.

That's the legacy Carol Norfleet built throughout her career. It's why the award bearing her name remains one of PRA’s most meaningful honors. And it's why leaders like Heather and Margot continue to carry that legacy forward through mentorship, curiosity, partnership and an unwavering belief in each other.