Straight Talk with Julie Coker, President & CEO, San Diego Tourism

May 18, 2021

Ask Julie Coker, president and CEO of the San Diego Tourism Authority, what inspired her to pursue a career in the hospitality and destination marketing industries and she’ll point to a high school waitressing job that taught her the art of taking care of people.

“I’ve always had this A-type personality, so…I was always focused on taking orders correctly, ensuring hot food was served hot and cold food cold, but I also enjoyed helping people make memories whether they came in for a special birthday, graduation, vacation or night away from the kids,” she explains. “I knew the customer service I delivered made a difference in that person’s experience.”

That job inspired Coker to pursue a college degree in hospitality management at Johnson & Wales University, where she graduated magna cum laude. She soon hit the ground running, spending more than two decades rising through the ranks at Hyatt, after which she transitioned into the DMO world, assuming the role of executive vice president of conventions, and then president and CEO of the Philadelphia Convention and Visitors Bureau. Now, as leader of the SDTA, Coker oversees efforts to promote and sell the California coastal city as a top destination for meetings, conventions and tourism. 

TSNN had a chance to spend time with Coker to hear what it’s like to start a new job during a pandemic, how COVID has impacted destination marketing and what she most looks forward to once the world opens up again.

What is the biggest challenge your organization has had to navigate during this difficult time? 

Like everyone in the tourism and hospitality industry, we had to navigate brutal business conditions coupled with ongoing uncertainty. That was made more complicated by the fact that I joined the San Diego Tourism Authority as president and CEO in June 2020 at a time when all team members were working remotely. My initial one-on-one meetings with team members were over Zoom. 

So, while I was thrilled to join the SDTA and sell and promote this amazing city, there was a host of challenges that comes with learning a new job, getting accustomed to a new city during a once-in-a-lifetime pandemic, bonding with team members that are all remote and getting acquainted with members and stakeholders that are experiencing one of the most devastating years in their entire career.   

How has the destination marketing industry been changed during COVID-19 and do you see things going back to “normal” post-pandemic?

Both the message and the scope of our marketing had to pivot to the times we were faced with. Prior to COVID-19, we marketed San Diego across the nation and the globe. We quickly realized we had to shift our focus to our own backyard and a much closer drive market—Southern California and Arizona, primarily.  

In addition, we had to encourage and inspire San Diegans to re-discover their own city and patronize our local restaurants, enjoy an overnight stay at a local hotel and support our attractions. Our marketing message shifted from happiness and smiles to wellbeing and health through our Safe Destination and Safe Traveler pledges. As consumer confidence builds, we will return to a national marketing campaign as well as a full return to our overseas markets when appropriate.  

Do you see virtual events as a permanent fixture in the trade show and events industry or just a stop-gap until live events returns? If the former, how do you believe this will impact event destinations such as San Diego?

Even prior to the pandemic, many meetings and conventions offered some sort of hybrid or virtual component, which can lead to increased reach and engagement. I think that will continue for the foreseeable future. But I firmly believe that we are all Zoomed out and hungering for face-to-face contact. And I expect in-person meetings and conventions to bounce back as vaccinations ramp up and consumer confidence continues to improve.

What have you learned most about yourself during the pandemic? 

You are stronger than you know. I have said that phrase a thousand times to friends and family members going through difficult situations to help inspire or motivate them. But this time I needed to say it to myself, and not only say it but believe it. It also drove home the need to be honest, kind and transparent when times are tough. During difficult times, people are looking for leadership, and I found being honest and up-front with the team in Philadelphia and San Diego helped calm those fears and allowed both teams to focus on what was important, which is taking care of our customers, our stakeholders and our community. 

What kind of self-care has been key for your mental health during this past year?

Keeping in touch with family and friends was so important. I also, like so many people, got a puppy, Piper, and that has kept me busy.

Where is the first place you want to travel when things open and why?

This may sound a little cliché, but this is my first time living and working on the West Coast, so I really want to explore California and take in all the great arts and culture, awesome cuisine and natural beauty. Often we take those things for granted, so I want to really spend time getting to know my new home state. 

 

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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.