On February 19, we celebrate Destination Professionals Day, a day dedicated to the people who help bring visitors, meetings and major events to communities across the country.
Here in Milwaukee, that work is powered by 42 dedicated professionals at Visit Milwaukee. Every day, we work alongside local businesses, pitch conventions and sporting events and share Milwaukee’s story with planners and travelers nationwide. When visitors choose the Good Land, it creates a ripple effect across the city, supporting jobs, filling hotel rooms and bringing new energy to the places locals love.
Our roles look different across sales, marketing, communications, partnerships and administration, but the mission stays the same: putting Milwaukee on the map and giving people a reason to come experience it for themselves.
To celebrate, we asked members of our team a trio of questions about what they do, how they explain Visit Milwaukee and what they love most about their job. Here is what they had to say.
What does a usual day look like for you at Visit Milwaukee?
Peggy Williams-Smith
President & CEO | 6 years at Visit Milwaukee
Start with overnight email triage, calendar management and prioritization of the day's events. Most days include stakeholder and partner meetings, industry calls, speaking roles at meetings and events and networking events.
Fernando De La Sancha
Partnership Development Specialist | Less than a year at Visit Milwaukee
Every day is different. My usual tasks are meeting with prospective businesses off-site to share Visit Milwaukee partnership benefits, reading news stories to find out what new things are opening up in Milwaukee, and maintaining relationships with the current partner base, which includes sharing with them how we can work together better, making business introductions between partners and answering all questions or concerns.
Kathryn Lavey
Creative Director | 10 years at Visit Milwaukee
Honestly, no two days are the same, which is probably why I've stayed in this role for ten years and still find it energizing. From leading a brand redesign to the Milwaukee Flavor cookbook to photo shoots, videos and so much more, I'm always finding new ways to tell Milwaukee's story as authentically as possible.
Claire Hanan
VP of Communications & Advocacy | 8 years at Visit Milwaukee
As vice president of communications and advocacy at Visit Milwaukee, my days are full, fast-paced and rarely predictable.
I help guide the work that shapes how Milwaukee shows up to the world, but none of it happens alone. I am incredibly lucky to work alongside an amazing communications and public affairs team that is thoughtful, creative and deeply committed to this city. They are the ones turning big ideas into compelling stories, fielding media requests, drafting messaging, managing details and keeping everything moving forward.
Together, we pitch national media, support major announcements and prepare partners for high-profile opportunities like Top Chef. We collaborate across departments to ensure our messaging is clear, consistent and true to who Milwaukee is. My role is often to help set direction and remove roadblocks, but the real magic comes from the team’s talent and dedication.
Advocacy is also a core part of what we do. I work closely with industry and civic partners to support policies and funding that strengthen Milwaukee’s visitor economy. From long-term stability for major tourism drivers like the Brewers to sustainable funding that benefits our city, this work requires strong relationships and steady collaboration. It is always a team effort.
I also oversee crisis communications planning, which means making sure we are prepared for challenges before they arise. That preparation is only possible because of a team that thinks strategically and cares deeply about protecting our brand and our community. I am equally proud of the initiatives we champion together, including accessibility efforts like the sunflower program and relief funding that supports our hospitality partners.
On any given day, I may move from drafting talking points to joining a strategy session to answering media calls. But what makes the work meaningful is the people I get to do it with. I truly love my team and the passion they bring to elevating Milwaukee’s story every single day.
At the end of the day, my job is about helping create the conditions for great work to happen and supporting a team that consistently delivers it for our city.
Manuel Rocha
National Account Executive | 2 years at Visit Milwaukee
The sales department for Visit Milwaukee is very busy. If I'm not at a tradeshow or travel industry event speaking with meeting planners directly, I'm working on their "Request for Proposals" from my office. Meeting planners are interested in hosting events in Milwaukee, and my job is to position Milwaukee as the location of choice. I source space at the convention center, gather hotel proposals and highlight Milwaukee's attractions and amenities. I show them around the city and highlight the value our city offers in hopes that we are selected to host their event.
Megan Husband
National Account & Tourism Sales Executive | 18 years at Visit Milwaukee
My dual role covers both leisure group travel and meetings/conventions.
For leisure groups/tour operators, I get to share all the extraordinary attractions and events and hotels and restaurants we have in our region and help create itineraries for motorcoach groups and international visitors wanting to explore. When the client visits, I take them around the city so they can experience the destination firsthand, and in turn, go back and help sell the destination.
For meetings and conventions, I work closely with hotels and the convention center to make the meeting planner's event come to life. I help with dates and availability, space layout and put citywide bids together to present to the client. When they do a site visit, I get to show them the city and how we can make their event a reality in the space we have and hope they, too, fall in love with Milwaukee and choose to host their event here.
Both sides of the industry allow me to travel throughout the US and Canada to attend tradeshows and be able to meet with the clients face to face. When I am not traveling, I am sorting through new business and putting together bid packages to present our destination to the client.
Jessica Jacobs
National Account Executive | 1 year at Visit Milwaukee
No two days are ever exactly the same in my role at Visit Milwaukee, which is one of the things I love most about it. A typical day often includes putting together proposals to help bring meetings and conventions to Milwaukee, working closely with our partners and showcasing everything our city has to offer.
I also spend a lot of time building relationships with clients. Whether that’s entertaining them in the city, attending networking events, or giving site tours of local hotels and the Baird Center. Those face-to-face moments are such an important part of showing planners what makes Milwaukee a standout destination.
Some days I’m out in the community connecting with partners, and other days I’m traveling around the country sharing Milwaukee’s story and encouraging organizations to choose our city for their next event. Every day is a mix of collaboration, creativity, and promoting Milwaukee on a national stage.
Julia Meehan
Communications Manager | Less than a year at Visit Milwaukee
A typical day at Visit Milwaukee starts with scouting and vetting influencers and journalists to host in the city. From there, I’m building custom itineraries that balance Milwaukee classics with the newest, buzziest restaurants, events and experiences.
In between emails and planning, I’m creating content for our social platforms to spotlight openings, big moments and everything coming up around town. Every day is different, but it’s all about making sure Milwaukee shows up in the best possible light.
Bryan Kubel
Senior Partnership Manager | 5 years at Visit Milwaukee
Every day is different, which makes this role super exciting. I have the opportunity to connect with current and prospective businesses and organizations that want to benefit from tourism in the Greater Milwaukee region. Connections may occur through in-person meetings, virtual meetings, phone calls, at networking events and more.
Katie Lawrence
Account Executive | 4 years at Visit Milwaukee
Each day can be different. It can range from responding to clients via email and phone calls, participating in internal meetings, creating and hosting site visits, touring new partner venues, attending conferences, or representing Visit Milwaukee at different tradeshows.
Chad Chappell
National Account Executive | 4 years at Visit Milwaukee
Most days, start the day with a list of to-dos for that day. Those involve reaching out to new clients (Association Conventions in my market that fit the profile of business we are looking to put in the Baird Center), following up on existing leads and answering other client questions. Reaching out to hotel partners and Baird Center partners for pricing, dates and any other issues of the day.
The day usually involves calendar coordination and planning for future travel around the country, along with in-market events in the DC area. It would also be typical for me to attend industry events in the DC area on any given day.
Alex Zimdars
Performance Marketing Manager | 6 years at Visit Milwaukee
- Data visualization and storytelling for everything from internal needs to stakeholder reporting
- Working with external vendors and our internal teams to place marketing campaigns for our leisure audience
- Overseeing the marketing channels for the Milwaukee Theater District
- Making sure our collateral pieces make it into the hands of visitors and locals so they can discover all the best of our city and region
- Snacks...all the snacks
Kendahl Skomski
Event Experience Coordinator | 2 years at Visit Milwaukee
Every day looks a little different for me, as my role involves a significant amount of administrative work along with weekly and monthly recurring responsibilities. I typically begin my day by reviewing both my primary inbox and the housing email account. From there, I respond to housing guests, ensure all reservations are confirmed and accurate, and coordinate with hotel partners to make sure guests traveling to Milwaukee for events have their confirmation numbers and a seamless check-in experience.
After addressing immediate housing needs, I review and prioritize tasks based on deadlines. On a weekly basis, my responsibilities include sending room block pickup reports to hotel partners for large events, creating and ordering signage for upcoming groups, and distributing event alerts to keep Milwaukee informed on which groups are in our city. I also order giveaway items to ensure the VM staff is equipped with thoughtful client gifts, coordinate the EE team meeting, update weekly insights reports, and complete and distribute surveys, along with other assigned administrative tasks. Additionally, I send RFPs to local businesses to help connect visiting guests with relevant services.
Der Vang
Human Resources Employee Engagement Manager | 5 years at Visit Milwaukee
A typical day for me at Visit Milwaukee is centered around supporting our people. I might be recruiting, onboarding new hires, answering employee questions, or partnering with leaders on team needs. My role helps make sure our staff feels supported and equipped to do their best work promoting Milwaukee.
Steven Forbes
Executive Assistant | 1 year at Visit Milwaukee
Everything Peggy: making sure she has everything she needs, when she needs it, and trying to anticipate her needs.
Taylor Trost
Visitor Experience Coordinator | 1 year at Visit Milwaukee
I usually begin my day with restocking collateral around the city, highlighting our various partners and the official visitors guide. I'll check in with our volunteers who are usually out and about, supporting our clients and our community, anything from welcoming cruises and visitors at the airport to tabling at local events. Then, I'll do some coordinating (it's in the job title), emailing partners, volunteers, etc. and finish with a couple of meetings. Every day is a bit different!
Connie Kopecky
National Account Executive | 9 years at Visit Milwaukee
Reading and responding to RFPs, creating relationships on the client and supplier side of the business. Sending out leads to hotels, working with clients and local venues to determine space needs and budgets, meetings, meetings, meetings
Peyton Boelk
Marketing Specialist | 1 year at Visit Milwaukee
A usual day consists of mapping out logistics and plans for future tradeshows, events and initiatives that support our sales team. My role sits at the intersection of experiential, sports and digital marketing, so I am constantly thinking about how those worlds connect. I look for creative ideas that elevate our presence, whether that is building a more engaging booth experience, developing email campaigns that resonate with planners or creating visuals that bring Milwaukee’s story to life.
From email marketing and graphic design to on-site activation concepts, I help make sure Milwaukee shows up strong both digitally and on the tradeshow floor. It is about blending strategy and experience so every touchpoint feels intentional, memorable and aligned with our brand.
Tony Snell Rodriguez
Director of Community Engagement and Inclusion | 9 years at Visit Milwaukee
A “normal” day? I toggle between community convener, hype man for Milwaukee, professional email responder and occasional crisis whisperer.
Somewhere between coffee #2 and a ribbon cutting, I’m making sure our city shines, and everyone feels like they belong in it.
Shannon Richmond
Senior Events Experience Manager | 3 years at Visit Milwaukee
Every day looks a little different. Some days are more office-focused, I’ll spend time at my computer wrapping up meetings and conventions I serviced the previous week and communicating with clients about their upcoming events.
Other days, I’m rarely at my desk for more than an hour. I’m checking in on clients at the Baird Center, meeting with partners or dropping off materials at hotels throughout the city, collaborating on ways they can engage with our incoming groups and Visit Milwaukee events, or giving clients tours of the city ahead of their meetings or conventions.
What is a Destination Marketing Organization? Explain it like I am five.
Peggy Williams-Smith
President & CEO | 6 years at Visit Milwaukee
We invite friends over, tell them why our house is awesome, help them figure out where to sleep, eat and play and finally make sure that everyone has such a good time that they want to come back and tell their friends to come over too. In all seriousness, we market our destination to attract visitors and events. In doing this, we generate tax revenue, support the hospitality ecosystem, which in turn strengthens the local economy and creates community pride.
Fernando De La Sancha
Partnership Development Specialist | Less than a year at Visit Milwaukee
A Destination Marketing Organization is a company that highlights the beauty of a specific city and shows it off to the rest of the world. Visit Milwaukee works on promoting Milwaukee to outsiders as a place that people should travel to. In the Milwaukee community, we bring together the people who shape Milwaukee, from the food and beverage scene all the way to festival organizers and hotel managers and everything in between. We all work together and unite through Visit Milwaukee as we all continue to promote Milwaukee as the #1 travel destination.
Kathryn Lavey
Creative Director | 10 years at Visit Milwaukee
A Destination Marketing Organization is essentially Milwaukee's dedicated cheerleading squad. Our sole focus is promoting the city as a place worth visiting, for weekend getaways, conventions, sporting events and everything in between. We tell Milwaukee's story across every platform and work to make sure this city isn't just on people's radar, it's at the top of their list. And when visitors come, they spend money at local hotels, restaurants and attractions, creating real economic impact for the people who live and work here.
Claire Hanan
VP of Communications & Advocacy | 8 years at Visit Milwaukee
Visit Milwaukee is the team that tells the world why Milwaukee is worth visiting and makes sure those visits help our local businesses, workers and neighborhoods thrive.
Manuel Rocha
National Account Executive | 2 years at Visit Milwaukee
We're an organization that promotes the city of Milwaukee to people who might want to visit. Then, when people visit, they spend their money here, and that helps everyone.
Megan Husband
National Account & Tourism Sales Executive | 18 years at Visit Milwaukee
DMOs are the experts in a city/region/country. We market and sell the region as a great place to visit and do business. When people visit our city, they spend money on airfare, attractions, hotels, transportation and dining, etc. and that in turn helps boost the economy by putting money into the city and putting people to work.
Jessica Jacobs
National Account Executive | 1 year at Visit Milwaukee
A Destination Marketing Organization is the friend who sends out the invitations, tells everyone why the party is going to be amazing and makes sure there’s enough snacks, space and fun for all the guests.
Julia Meehan
Communications Manager | Less than a year at Visit Milwaukee
DMOs promote the city to visitors, meeting planners and event organizers to drive travel and overnight stays. That increased visitation directly supports hotels, restaurants, venues and local businesses across the city. It fuels job creation, generates tax revenue and contributes to overall economic growth. DMOs help position Milwaukee as a place people want to visit, invest in and even call home.
Bryan Kubel
Senior Partnership Manager | 5 years at Visit Milwaukee
Visit Milwaukee helps bring money into our city that otherwise would have to be spent by local citizens, who, in turn, would not be able to get that five-year-old a toy or a sweet treat.
Katie Lawrence
Account Executive | 4 years at Visit Milwaukee
In my view, DMOs are organizations that serve both outward-facing and inward-facing roles.
Outward-facing: Authentically promote the destination and provide trusted, local expertise to visitors, meeting planners and others who may be unfamiliar with the area.
Inward-facing: Support economic development by driving visitor spending, helping create and sustain local jobs, championing and amplifying local businesses and serving as a credible source of information for both the community and visitors.
Chad Chappell
National Account Executive | 4 years at Visit Milwaukee
It is an organization that works promote Milwaukee as a destination for visitors to make the community better and more vibrant for everyone.
Alex Zimdars
Performance Marketing Manager | 6 years at Visit Milwaukee
DMOs are the ONLY marketing arm for a city, dedicated to telling its story and the story of its residents, businesses and attractions to drive economic impact and visitation year-round. Professional destination cheerleaders!
Kendahl Skomski
Event Experience Coordinator | 2 years at Visit Milwaukee
A DMO is selling a place to visit. Our job at VM is to show off our city and give people a reason to come visit! When people visit, the city makes money, which helps MKE improve and grow. A DMO also helps bring attention to what makes our city great, the people and the places. We show off small businesses and restaurants, which help our community members thrive!
Der Vang
Human Resources Employee Engagement Manager | 4 years at Visit Milwaukee
A Destination Marketing Organization promotes a city to attract visitors and events. In Milwaukee, Visit Milwaukee helps drive tourism, support local businesses and create jobs.
If Milwaukee were a birthday party, the DMO is the person sending invitations, decorating and telling everyone, “Come! This party is awesome!”
Steven Forbes
Executive Assistant | 1 year at Visit Milwaukee
A DMO is an organization that gets other organizations to come to the city for events and large meetings. It helps to bring money to the city.
Taylor Trost
Visitor Experience Coordinator | 1 year at Visit Milwaukee
We are in charge of representing Milwaukee and all the special features happening in the city, with the goal of sharing the features with local and regional visitors, "marketing" that destination. ;)
Connie Kopecky
National Account Executive | 9 years at Visit Milwaukee
Inviting visitors into Milwaukee to experience all of the wonderful things we have to offer keeps our restaurants, attractions and population working and growing. The money they spend while in the community creates a direct and indirect economic impact on the city and county. We promote the entire destination, not just one entity.
Peyton Boelk
Marketing Specialist | 1 year at Visit Milwaukee
We help people learn why Milwaukee is a great place to have big meetings, sports tournaments and vacations. When those people decide to come here, they stay in our hotels, eat at our restaurants, visit attractions and shop at local stores.
So our job is kind of like being Milwaukee’s biggest cheerleader and party planner. We invite people over, help them plan their visit and make sure they have a great time. When they do, the whole community benefits because local businesses make money, jobs are supported and our city continues to grow and shine.
Tony Snell Rodriguez
Director of Community Engagement and Inclusion | 9 years at Visit Milwaukee
We help bring guests to the party. And we make sure the whole neighborhood benefits.
Shannon Richmond
Senior Events Experience Manager | 3 years at Visit Milwaukee
As a destination marketing organization, we promote the city as a place people want to visit, meet and host events. At Visit Milwaukee, our job is to showcase the city in the best possible light for visitors, meeting planners and even locals by highlighting our businesses, venues, events and new developments.
We do this through marketing and storytelling (e.g., emails, blogs, social media, advertising, media coverage) and by building relationships within the travel and meetings industry. We travel to trade shows, connect with planners and promote our hotels, the Baird Center, and local partners to bring meetings, conventions, and events to Milwaukee.
At the end of the day, it’s all about driving visitors to the city and creating economic impact. When we bring people here, it supports our hotels, restaurants, attractions and small businesses, and helps our whole community thrive.
What do you love about your job?
Peggy Williams-Smith
President & CEO | 6 years at Visit Milwaukee
I genuinely love connecting people, bringing partners together, watching collaboration happen, mentoring our team and celebrating successes that make Milwaukee great. I love that our work supports small businesses, creates jobs and opens doors for diverse entrepreneurs. Most of all, I love creating an environment where people succeed.
Fernando De La Sancha
Partnership Development Specialist | Less than a year at Visit Milwaukee
I love that every day is different and I get to unite the businesses that are shaping the future of Milwaukee through a Visit Milwaukee partnership. I love this city, and I get to be a part of a team moving Milwaukee forward.
Kathryn Lavey
Creative Director | 10 years at Visit Milwaukee
I love that I get to tell Milwaukee's story and that it's a story worth telling.
I've lived and breathed this city for years now, and what never gets old is discovering something new about it. A chef doing something completely unexpected. A neighborhood that's reinventing itself. A festival that captures everything that makes this community tick. Milwaukee is genuinely surprising, and getting to share that with the world feels meaningful.
Claire Hanan
VP of Communications & Advocacy | 8 years at Visit Milwaukee
I love my job because it connects me to this city in a way few roles can. I get to meet new people every day, from small business owners to national media to community leaders, all of whom care deeply about Milwaukee. I see firsthand how tourism supports local restaurants, hotels, venues and the people who power them. And I get to work on complex, sometimes challenging issues that push me to keep learning. Every conversation, every project and every partnership teaches me something new about Milwaukee and the community we serve.
Manuel Rocha
National Account Executive | 2 years at Visit Milwaukee
As a National Account Executive for Visit Milwaukee, I can measure the impact I'm making in dollars. The sales I close have millions of dollars in economic impact for the region. That helps businesses to stay open and for people to have jobs. Plus, visitors make great memories in the city where I work and live. That's huge for me.
Megan Husband
National Account & Tourism Sales Executive | 18 years at Visit Milwaukee
I work with the most incredible market segments. In the faith and hobby markets, they are not just clients; they are friends and family.
As someone who loves to take in new information, my role is ever-changing, and I am constantly learning new things from each group I work with. Never stop learning!
Jessica Jacobs
National Account Executive | 1 year at Visit Milwaukee
I love that my job gives me the opportunity to travel and represent Milwaukee on a national stage. Getting to go around the country and share why our city is such a special place is something I never take for granted.
I also love meeting new people and building relationships. This role is all about connection - whether it’s with clients, partners or colleagues - and those relationships are what truly make the work meaningful.
And of course, there are the restaurants. “Researching” Milwaukee’s incredible food scene with clients is a tough job, but someone has to do it! From hidden gems to nationally recognized spots, getting to showcase our culinary scene is one of the best perks.
Julia Meehan
Communications Manager | Less than a year at Visit Milwaukee
What I love most about my job is that no two days are ever the same. One day I’m building itineraries and hosting media, the next I’m creating content or supporting a major event. It keeps the work exciting and constantly evolving.
I also get to collaborate with incredibly creative, passionate people who all share the same mission: doing what’s best for Milwaukee. Being part of a team that truly cares about the city makes the work feel purposeful.
Above all, it’s the impact. Seeing how our efforts support local businesses, bring visitors to the city and contribute to the community’s momentum makes it meaningful. It’s rewarding to know the work helps move Milwaukee forward.
Bryan Kubel
Senior Partnership Manager | 5 years at Visit Milwaukee
I get paid to love on and promote the best city in the world, so my work truly doesn't feel like work.
Katie Lawrence
Account Executive | 4 years at Visit Milwaukee
I love that I have the opportunity to show people why I love where I live and watch them fall in love with it too. Introducing them to fried cheese curds for the first time never gets old!
Chad Chappell
National Account Executive | 4 years at Visit Milwaukee
Talking with people (clients) who have never experienced our destination. I get such joy in it because they are always, without exception, surprised and delighted with some aspect of our great city. It's fun telling a story every day about something you are passionate about.
Alex Zimdars
Performance Marketing Manager | 6 years at Visit Milwaukee
I love that we are literally in the business of "selling" memories. We inspire, promote and cheerlead every single day, and it turns into tangible visitation. Whether it's someone's first vacation, their bachelorette party, a conference or a day trip to take a Troll selfie, Visit Milwaukee gets to tell the stories that make our city shine and leave each visitor wishing they had a bit more time to explore.
Kendahl Skomski
Event Experience Coordinator | 2 years at Visit Milwaukee
What I love about my job is that we get to show off Milwaukee! I personally love working with small businesses and making connections throughout the city. I feel connected to Milwaukee and inspired by the people who live here!
Der Vang
Human Resources Employee Engagement Manager | 4 years at Visit Milwaukee
Absolutely, I love my job. I love the team members I work with every day.
Steven Forbes
Executive Assistant | 1 year at Visit Milwaukee
The people! For me, there aren't a lot of days that are the same thing, over and over. The variety of work and the people I get to work with make the job outstanding.
Taylor Trost
Visitor Experience Coordinator | Less than a year at Visit Milwaukee
Generally, I love working and interacting with people! It's so fun to be out in our community, promoting Milwaukee and all the cool things we get to be a part of.
Connie Kopecky
National Account Executive | 9 years at Visit Milwaukee
The people I work with and get to meet along the way. No day is the same.
Peyton Boelk
Marketing Specialist | 1 year at Visit Milwaukee
What I love most about my job is the mix of creativity, connection and real impact on our community. One day, I could be working with the inventor of the Lambeau Leap and the next, I am standing on a tradeshow floor talking with a planner from California who lights up when they tell me they are a huge Milwaukee Bucks fan, and we relive the magic of the 2021 Finals together. Moments like that are powerful because they go beyond marketing and turn into shared experiences and genuine relationships.
I love knowing that the work we do helps create those connections while also driving real impact for our community. Every idea, activation and campaign plays a role in bringing people to Milwaukee, supporting local businesses and showcasing the pride, energy and heart that make our city special.
Tony Snell Rodriguez
Director of Community Engagement and Inclusion | 9 years at Visit Milwaukee
I love that no two days are the same. It’s equal parts connector, storyteller, cheerleader and community advocate. And making sure the spotlight includes everyone.
Shannon Richmond
Senior Events Experience Manager | 3 years at Visit Milwaukee
Every day is different, and I love bringing business to our local community.
Our passion is what powers our work.
When our team builds relationships, secures new events and tells Milwaukee’s story, it leads to measurable results for the city. Meetings fill hotel rooms. Visitors support restaurants and attractions. National exposure strengthens Milwaukee’s reputation as a place to gather and do business.
That impact is real, and it is something we are proud to be part of.
On Destination Professionals Day, we recognize the people behind it and the role they play in shaping Milwaukee’s continued growth.
