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A Dream Career: Promoting a Place You Love - View the video

Deb Archer

Deb Archer
President & CEO
Destination Madison

22 E Mifflin, Suite 200
Madison, WI 53703


Career Clusters / Help Topics:

  • Business Management and Administration
  • Hospitality and Tourism

Deb Archer is a strategic leader who has helped elevate the GMCVB and MASC into recognized models for their work. During her tenure, the GMCVB was one the first UW DMO’s to receive the industry designation of DMAP (Destination Management Accreditation Program), named Wisconsin’s Most Helpful CVBs by Wisconsin Meetings and in 2018, the Madison Area Sports Commission was named The Sports Commission of the Year by the National Association of Sports Commissions. Other highlights of Archer’s tenure include hosting the US Conference of Mayors, the World Stem Cell Summit, securing the Reebok CrossFit Games for multiple years, designing and hosting the transformative community event, Bucky on Parade and attracting one of the first Ironman North America events in 2002, which continues today and for which Madison consistently is ranked among Ironman participants as the Best Host City Experience. Within the past five years, the GMCVB has received Downtown Madison Incorporated’s Community Asset Award for our work in securing WIAA state tournaments and creating and in 2018 for executing Bucky on Parade. Also, in 2018, the GMCVB was award two Trailblazer Awards from the WI Association of CVBs for Bucky on Parade and the launch of the highly popular, Essential Madison Experiences program.

Being able to promote the place you live and love is a privilege. Having had the opportunity to do this in three fantastic domestic places: Park City, Utah, Kansas City and Madison, has literally been a dream. And, managing teams that are smart, passionate and dedicated is also a dream. Every day I get to think about we can create and do to lure people to this great destination. I will share more about the destination management profession, a bit about the hospitality industry and opportunities within it and the path I followed to arrive here. I hope I inspire you to consider the travel and hospitality industry!