"HelmsBriscoe can be the Starbucks of the meeting industry," said Roger Helms, president and CEO of HelmsBriscoe, in a speech to the company’s associates in early December. "Our long-term goal is to become a brand name with every person who has responsibility for booking meetings. Every person. I want them calling us," said Helms. "We want HelmsBriscoe to be the greatest company in the world at procuring group rooms, period."