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2021 Show Ambassadors

Heather Rouffe

Managing Partner, Atlas Event Rental

Armed with event experience in the non-profit sector and the ability to think creatively on her feet, Heather Rouffe joined family-owned Atlas Event Rental in 2004, a full-service event rental company serving the Southern Florida market for more than 30 years. Atlas has locations in Miami, Palm Beach, and Martin County, FL, and has the honor of being listed as a top 30 Rental Company by Special Events Magazine. As Director of Sales and Partner, Heather has served as an integral member of the award-winning team and enjoys bringing clients into Atlas’ showrooms for design sessions where she is an expert at drawing out their vision and style.

Outside of the showrooms, Heather is an up-and-coming educator, providing insight on the latest design, color, and rental trends. Heather has enjoyed recent features and speaking opportunities on behalf of Atlas including outlets such as Brides, BizBash, Inside Weddings, Catersource, Allseated, Style Me Pretty and InStyle, among others.

When she’s not making couples’ dreams come true, she spends as much time as possible with her children Ella and Harrison, and tries to squeeze in time for the gym, yoga, a massage or one of her favorite pastimes – shopping!

Bill Hansen

Founder & CEO, Bill Hansen Luxury Catering and Event Production

A leading catering, wedding, and event expert and Founder and CEO of one of South Florida’s top catering firms, I provide entertaining solutions for my clients that delight their guests with passion, quality, teamwork, and innovation. The secret to my 40+ year longevity in the catering and events industry--pleasing high-level clients including FedEx, HBO and UBS--lies in hard work, unbridled passion, and never cutting corners in the food or the staff it takes to make things party-perfect.

Since founding Bill Hansen Luxury Catering and Event Production (then Bills’ Catering with my best friend, Bill Hendrich) in 1980, I have written two books, conducted over 20 catering boot camps across the country, have spoken at scores of national industry meetings, and served as an expert witness in at least ten legal cases in the hospitality realm. I have also taught Catering Management at Florida International University since 1990 and have consulted for caterers all over the country.

My determination in running a profitable catering firm delivering the best service through good and bad times, and dedication to educating several generations of the catering and events industry, have created lasting impact. I lead like a thermostat, setting the temperature and making well-engineered adjustments when it gets out of range. That is to say, I give people the tools they need to let their best talents shine.

I believe in my people, who passionately serve and create with only one purpose in mind--exceeding expectations.

I am proud to have mentored thousands of caterers world-wide and to have authored a textbook on catering management used in many colleges and universities. If you’re like me, there’s never enough time to read everything that we want to read. Not only do I keep up on the latest trade publications (and the latest issue of “Golf World,” if I’m being honest), I’m an avid self-improvement junkie and I challenge myself every day.