Canopy Director Of Catering And Events Earns Distinguished Award From Hilton

Long before Jessica Haldeman was helping create memorable events for guests at the Canopy by Hilton in downtown Sioux Falls, she was walking the Steel District hotel in a hard hat.

“I think I did about 600 hard hat tours with clients before we even opened,” she said.

“Getting to walk them through the space and tell the story behind Canopy and Lloyd’s vision made it a really unique experience. I’ve been part of several restaurant openings before, but seeing a project like this come to life from the hotel side, within such a large-scale development, was something special. It’s not just about opening a hotel, it’s about helping shape a space that the community can connect with and be proud of.”

Today, Haldeman, the Canopy and Lloyd Companies have one more thing to be proud of: She recently was named to a select group of Hilton team members honored for excellence across the global hospitality brand.

A Sioux Falls native, Haldeman started her hospitality career early. At 16, she became a server and later a bartender at multiple nationally franchised restaurants in Sioux Falls, eventually advancing into leadership roles and becoming an area director for a hospitality group.

“Most of my experience has been focused on leadership roles in catering and events, which really gave me a strong foundation in customer service, organization, and handling fast-paced environments,” she said.

“Over time, I developed a real appreciation for creating great experiences for people, which is what’s kept me connected to the industry.”

Two decades later, Haldeman has built a reputation that now includes one of Hilton’s top recognitions.

She joined the Canopy by Hilton team in 2024 before the hotel officially opened — “when it was literally still dirt floors,” she said.

“What really drew me in was the Canopy brand itself — being a lifestyle brand that’s so focused on connecting with the local neighborhood,” she said. “On top of that, the entire Steel District development was something I had been following. The opportunity to be part of it from the ground up was exciting.”

That local connection quickly became one of the defining parts of her role.

“What really stands out to me about Canopy is how intentional everything is — both from an employee and guest perspective,” Haldeman said.

“It doesn’t feel like a one-size-fits-all hotel; it feels personal, and that carries through in how we operate day to day.”

From the guest perspective, she said the Canopy offers something different within Sioux Falls’ growing hospitality scene.

“It’s not just a place to stay — it’s an experience that reflects the neighborhood, from the design to the food and beverage to the overall atmosphere,” she said. “Being part of a brand that prioritizes that local connection really sets it apart and makes it feel more authentic compared to more traditional hotel concepts.”

Hotel general manager Hristiyana Ralinova said Haldeman stood out from the start.

“From day one, she stood out for her high energy, enthusiasm, and an unwavering desire to learn, grow, and contribute in every possible way,” Ralinova said. “Her passion for hospitality was unmistakable, and she quickly became an essential part of our property’s success story.”

As director of catering and events, Haldeman oversees local events ranging from weddings and galas to corporate meetings and conferences.

Her role includes everything from vendor coordination and room setup to menu planning and client communication.

“I’m there to help from start to finish,” she said.

That work recently earned Haldeman the Circle of Excellence Catering Excellence Award, recognizing her as one of only 13 top-performing sales leaders across Hilton’s portfolio.

“This is an incredibly competitive honor among thousands of sales leaders across Hilton, and she is so deserving of this honor,” said Jennifer Seifert-Brenna, vice president of hospitality for Lloyd Companies.

“She consistently creates value for her customers, elevating both her team’s performance and her own,” Seifert-Brenna said. “Jessica approaches her work with purpose, focusing not only on outcomes, but on the discipline and mindset required to sustain excellence and to ensure her customers want to come back.”

The recognition was especially meaningful coming during the Canopy’s opening year.

“Being recognized as one of 13 total people across all of Hilton’s portfolio was incredibly humbling and truly an honor,” Haldeman said. “It reinforced that the effort and passion I put into my work is making an impact.”

She said the award also reflects the broader team behind every successful event.

“I think one thing that’s really worth noting is how much of a team effort everything is,” she said. “From the front desk to housekeeping to the culinary team, everyone plays a role in creating the overall guest experience.”

Ralinova said Haldeman’s local roots and relationships helped build momentum for the property even before opening day.

“A lifelong Sioux Falls resident, Jessica is deeply rooted in the local community and has built an exceptionally strong network,” she said. “These efforts not only generated excitement for the project but also resulted in multiple multi-year event contracts and large wedding bookings long before the hotel was complete.”

In 2025, Haldeman also earned Hilton Sales Excellence recognition each quarter and was honored by SME Women in Business Sioux Falls.

“She executes everything at a high level and is committed to ensuring a customized, elevated, and flawless experience for all her clients,” Seifert-Brenna said.

For Haldeman, the work continues to evolve alongside the Canopy itself.

“We’re always looking for ways to keep things fresh and elevate the catering experience,” she said.

That includes more customized events, interactive food experiences and locally inspired offerings tied to the Canopy brand.

“We think beyond traditional events — offering things like rooftop yoga and other unique experiences,” she said. “It’s not just about business meetings or social gatherings, but really becoming a destination for something outside of the normal.”

The hotel’s connection to Sioux Falls remains central throughout the property, she added.

“We have so many unique meeting spaces that are named after parts of Sioux Falls history, an indoor sculpture from the SculptureWalk, and we serve local coffee while partnering with a variety of local vendors across our food and beverage program,” Haldeman said.

“Whether you’re staying at the hotel or just stopping in to grab a coffee or a glass of wine, there are so many different spaces throughout the property to enjoy. It really creates an environment that feels welcoming, flexible, and connected to the community.”

For someone who spent months giving tours through an unfinished building, seeing the finished product — and now being recognized for helping shape its success — has made the experience especially rewarding.

“Very grateful and proud,” Haldeman said of receiving the award. “More than anything, it felt like a reflection of all the hard work that goes into what we do every day — not just from me, but from the whole team.”