Al Hutchinson Selected as New President and CEO of Visit Baltimore

October 10, 2016

After an extensive national search, John Frisch, chairman of the Baltimore Convention and Tourism Board of Directors, unveiled that Al Hutchinson has been chosen as Visit Baltimore’s new president and CEO. Hutchinson will assume his new role Nov. 14.

Hutchinson brings more than 24 years of experience in the hospitality and destination marketing industry to Baltimore, most recently serving as president and CEO of Visit Mobile (Ala.), where he was recognized as the 2016 Alabama Restaurant and Hospitality Alliance’s ‘Tourism Promoter of the Year.’

Under Hutchinson’s leadership, Visit Mobile launched a new brand campaign, ‘Born to Celebrate;’ saw record visitor attendance; a large increase in visitor inquiries; and an increase in the city’s hotel occupancy rate and revenue collection.

As president and CEO of Visit Baltimore, Hutchinson will be responsible for leading the growth of the convention and tourism industry in Baltimore, overseeing the day-to-day management of all sales and marketing programs and serving as the hospitality industry’s liaison to the business, civic and local community, while demonstrating the impact of tourism on the City and State. 

“Visit Baltimore is a strong bureau well positioned for growth and I have great confidence that Al is the right leader to build upon recent successes of the organization,” Frisch said. “From hosting a record 30 citywide conventions in 2015 coupled with multiple years of record visitation numbers, to the creation of a separate Visit Baltimore Education & Training Foundation, he is taking over the helm of a very strong organization.  I know that the organization, and in turn the City, the region and the State, will benefit from his sales and marketing experience and strong reputation as a collaborative, transparent leader and effective communicator.”

Hutchinson takes over from Ron Melton who stepped in to serve as interim president and CEO at Visit Baltimore beginning May 6. Melton returns to his full time role as COO.  “I would like to extend my gratitude to Ron for stepping into the interim role during this search process and thank him for his leadership during this time of transition,” Frisch said.

Prior to joining Visit Mobile, Hutchinson served as the vice president of convention sales and services at the Virginia Beach Convention and Visitors Bureau.

For more than 11 years, he led the convention sales and service team, directed the advertising agency and worked closely with community leaders, industry decision makers, elected officials and tourism partners.

Hutchinson has spent a good portion of his professional career in the hospitality industry also serving in leadership positions with the Greater Pittsburgh Convention and Visitors Bureau, the Charlotte Convention Center, the Park Hotel in Charlotte and the Richmond Metropolitan CVB.

“I look forward to leading Baltimore’s tourism efforts and to working with the Visit Baltimore team, Convention and Tourism Board of Directors, the city’s elected officials and the citizens of Baltimore to lead the City to new heights,” Hutchinson said. “I’m excited by the opportunity to take the helm of such a strong organization.”

“Al is well-respected within the industry,” said Mayor Stephanie Rawlings-Blake. “We are lucky to have him, and I am confident that he will serve as a strong advocate for tourism in Baltimore while also working to build relationships and partnerships within the community. I was impressed by his passion and perspective on how tourism can further advance Baltimore’s economy.”

Hutchinson is a graduate of the University of Alabama and currently serves on the advisory council for the University of South Alabama Business School.

He is a member of the Mobile Rotary and the 100 Plus Men of Greater Mobile, is active with the Religious Conference Management Association Advisory Committee and serves on the board of directors for the Gulf Coast Exploreum and the Destination Marketing Association International (DMAI) Foundation.

He has been an active member of the communities in which he has worked, previously serving on the board of directors for the Virginia Aquarium, and the Urban League of Hampton Roads, and as part of the Industry Partner Alliance program for the American Society of Association Executives (ASAE). Hutchinson is married with two children. 

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Partner Voices
Less than six months ago, Lisa Messina joined the Las Vegas Convention and Visitors Authority (LVCVA) as the first-ever chief sales officer after leading the sales team at Caesars Entertainment. A 12-year Las Vegas resident, Messina is a graduate of Cornell University’s School of Hotel Administration and serves on MPI International’s board of directors. TSNN had a chance to catch up with this dynamic leader and talk to her about her vision for the new role, current shifts in the trade show industry, creating more diversity and equity within the organization, and advice to future female leaders. Lisa Messina, Chief Sales Officer, LVCVA With Las Vegas becoming The Greatest Arena on EarthTM, what are some of the things you’re most excited about in your role? Our team was at The Big Game’s handoff ceremony earlier this month, and I couldn’t help but think, “We’re going to crush it next year!”  These high-profile events and venues not only drive excitement, but also provide unmatched opportunities for event planners. Allegiant Stadium hosts events from 10 to 65,000 people and offers on-field experiences. Formula 1 Grand Prix will take place in Las Vegas in November, after the year-one F1 race, the four-story paddock building will be available for buyouts and will also offer daily ride-along experiences that will be available for groups. And, of course, the MSG Sphere officially announced that it will open in September, ahead of schedule, with a U2 residency. It’s going to be the most technologically advanced venue as far as lighting, sound, feel, and even scent, and it will be available for buyouts and next-level sponsorships inside and outside. There’s no ceiling to what you can do when you’re doing events in Las Vegas.  Allegiant Stadium As the trade show and convention business returns to the pre-pandemic levels, what shifts are you noticing and how do you think they will impact the industry going forward? Our trade show organizers are very focused on driving customer experience. Most of our organizers are reporting stronger exhibitor numbers and increased numbers of new exhibitors, with trade shows proving to be almost or above 2019 levels. Now our organizers are really doubling down on driving attendance and focusing on the data to provide that individualized, customized experience to help attendees meet their goals and get the best value. Some companies continue to be cautiously optimistic with their organizational spend when it comes to sending attendees, but I think it will continue to improve. As the U.S. Travel Association makes more progress on the U.S. visa situation, we also expect a growing influx of international attendees. What are some innovative ways the LVCVA helps trade show and convention organizers deliver the most value for their events? We focus on customer experience in the same way that trade show organizers are thinking about it. We got rave reviews with the West Hall Expansion of the Las Vegas Convention Center (LVCC), so over the next two years, we will be renovating the North and the Central halls, which will include not just the same look and feel, but also the digital experiences that can be leveraged for branding and sponsorship opportunities.  Vegas Loop, the underground transportation system designed by The Boring Company, is also a way we have enhanced the customer experience. Vegas Loop at the LVCC has transported more than 900,000 convention attendees across the campus since its 2021 launch. Last summer, Resorts World and The Boring Company opened the first resort stop at the Resorts World Las Vegas , with plans to expand throughout the resort corridor, including downtown Las Vegas, Allegiant Stadium and Harry Reid International Airport. The LVCVA also purchased the Las Vegas Monorail in 2020, the 3.9-mile-long elevated transportation system that connects eight resorts directly to the convention center campus. This is the only rail system in the world that integrates fares directly into show badges and registration. For trade show organizers, these transportation options mean saving time, money and effort when it comes to moving groups from the hotels to LVCC and around the city. Also, the more we can focus on building the infrastructure around the convention center, the more it supports the customer experience and ultimately supports our trade show organizers. Scheduled to debut in Q4, Fontainebleau Las Vegas will offer 3,700 hotel rooms and 550,000 square feet of meeting and convention space next to LVCC.  What are some of the plans for advancing DEI (diversity, equity and inclusion) within your organization? We’re currently partnering with instead of working with a leading consulting firm, to lay the foundation and create a solid DEI plan and be the leader when it comes to DEI initiatives. The heart of that journey with the consulting firm is also talking to our customers about their strategic approaches to DEI and driving innovation in this space.  What are your favorite ways to recharge? My husband and I have an RV and we’re outdoorsy people. So, while we have over 150,000 world-class hotel rooms and renowned restaurants right outside our doorstep, one of my favorite things to do is get out to Red Rock Canyon, the Valley of Fire, and Lake Mead. Five of the top national parks are within a three-hour drive from Las Vegas, so there’s a lot you can do. We love balancing the energy of Las Vegas with nature, and we’re noticing that a lot of attendees add activities off the Strip when they come here.  Valley of Fire What advice would you give to women following leadership paths in destination marketing? I think it’s about being laser-focused on what you want to accomplish; building a team around you that lifts you and helps you achieve your goals; and being humble and realizing that you do it as a group. No one gets this done alone. Thankfully, there are a lot of women in leadership in this organization, in our customers’ organizations, and in this city that we can be really proud of. We’re a formidable force that is making things happen.   This interview has been edited and condensed. This article is exclusively sponsored by the Las Vegas Convention & Visitors Authority. For more information, visit HERE.