TRUly forever Royal cropped.jpg
TRUly forever Royal cropped.jpg




Tina and her staff are simply sensational. Whether it be stateside to Napa, Yosemite, Sedona or to Islands like Aruba, Maui or Cayman or countries like Switzerland, Spain, Costa Rica and beyond we have been there and with great accommodations and well thought out travel amenities all by the TRU Incentives staff. Thank you Tina, Jody and all of your staff. Thinking of a vacation or booking a large incentive trip … you need not look any further!
— Dale, Company President

Tina R Ulm, President & Owner

Since 1978, Tina has been working in the hospitality industry, but after 20 years of working for a large travel agency, she knew she had something more to offer. Spreading her wings and stepping out on faith, Tina opened TRU Incentives, Inc. in 1998. Her professionalism, attention to detail and integrity has secured excellent relationships within the Travel Industry worldwide and the customers she serves.  TRU clients, some of which have been with her for over 24 years, will tell you that Tina plays an active and integral role in every program, from destination selection and budgeting to airline ticketing and party planning. TRUly the best part of her job is when the groups gather together and favorite memories are shared about past trips and destinations.

Tina-ism: Life is not measured by the number of breaths we take, but by the moments that take our breath away. - Maya Angelou
Destination Memoirs: Magnificent sunsets, Caribbean blue waters and Beautiful flowers

Denny Jones,  Vice President of Sales & New Business Development

Denny began working with TRU Incentives after a successful 33 year career with Hallmark Cards. He brings a diverse business background that enables him to focus on all aspects of the business and priorities where needed. During his tenure with Hallmark he was recognized for performance excellence, participating in six incentive travel award programs and was responsible for working with destination hotels/conference centers and planning the operational and logistical requirements for numerous national, district and management meetings. Denny enjoys meeting new people and developing relationships and partnerships that ensure the best customer experience.       

Denny-ism: Anything worth doing is worth doing right the first time
Destination Memoirs: Happy smiling faces, Stress free experience, Excitement of what's to come, Had a wonderful trip


Tracy Eaton

Tracy comes to TRU full-time after two years of working as a member of the travel staff on-location. Before coming to TRU, Tracy was Bernstein-Rein Advertising’s Corporate Concierge, where she honed her hospitality and management skills in a corporate setting. Her experience, combined with her easy charm and sunny smile, making her a perfect fit for her role at TRU Incentives. A right hand to Tina, Tracy helps run the day to day operations, while also implementing and maintaining our Social Media presence. On-site, Tracy will be an energetic member of the team, facilitating the programs from the first hand-shake to the last hug good-bye.
Tracy-ism: “If you need to change your attitude; change your hair!”
Destination memoirs: Meeting new people, warm breezes and breath-taking views


Sarah studied Interpersonal Communication in school and has a passion for working with others. She has worked in many areas of the service industry from being a nanny and a waitress to working as a sales associate and wedding coordinator. Sarah grew up working with people around the world through attending mission trips with her church and family. From these travels, Sarah learned how to work with people from all different backgrounds and learned how to think on her feet. These trips also developed a love for traveling and has lead Sarah to join the TRU Incentives, Inc. team. As a Senior Program Manager, Sarah handles daily functions for large groups and loves to see all of the hard work come to fruition on-site. Working with the customers and ensuring that everything goes to plan is her favorite part of the job.

Sarah-ism: “Travel makes one modest. You see what a tiny place you occupy in the world.”
Destination Memoirs: Nothing beats the welcoming smiles of the locals, the exciting excursions and the wildlife unique to each destination

Jody Jones, Program & Event Coordinator

Jody joined TRU Incentives 15 years ago and ever since has played an integral role with every client and program that TRU has operated. In the office and on-site, her primary role is to ensure customer satisfaction from start to finish. Jody’s ability to see a potential problem and address it before it actually becomes an issue, makes her a TRUly invaluable asset to all who work with her. The key to her success is her attention to even the smallest of details in what could be a very complex program. From pre-planning organization to running the day-to-day specifics while on location, Jody makes sure everything TRU touches is flawless.

When you TRUly love what you do it shows. For Jody, her love of traveling and seeing familiar faces year after year make working a pleasure. That’s why she is committed to making sure everyone on every trip has the best experience possible. It’s what she loves and she wants to make sure everyone loves it too!

Jody-ism: "What happens in Vegas, stays in Vegas"