From Sedona to Branson: Heather Herman's dedication to reinvigorating destination tourism

Heather Hermen has been the Chief Marketing and Communications Officer for the Branson/Lakes Area Chamber of Commerce & CVB since September 2024. Before assuming her new position, Hermen served 13 years as the CEO of Front Burner Media, a full-service marketing and public relations agency focused on destination management and marketing.

At the time of Hermen's hiring, Pamela Yancey, president and CEO of the Branson Lakes Area Chamber, said, "One of the reasons we were drawn to Heather is her unique marketing and communications abilities. We need someone to tell Branson's story in a new and exciting way, preserving what we have, but showcasing the unique aspects that may have been overlooked with time. We're excited to welcome Heather to Branson to help us reach new audiences, re-engage our returning visitors, excite our residents, and enlist them to help share why Branson is a one-of-a-kind destination."

The Branson Globe (BG) interviewed Herman (HH) about the job and her first year in the position. The results, in a Q&A format, are below:

BG: What do you consider the highlight of your marketing career before coming to Branson?

HH: In 2023, when the Sedona Chamber of Commerce and Tourism Bureau ended their contract with the city of Sedona, the city of Sedona called me and my agency to come in and create a new destination marketing organization for the city from scratch.

BG: What was your previous position before coming to Branson?

HH: I ran my own full-service marketing agency focused on destination marketing, Front Burner Media.

BG: What is the mission of the Convention and Visitors Bureau?

HH: We provide leadership for continued growth and a viable, sustainable, economic and environmental climate for the Branson Lakes area to enhance the quality of life for members, the community, visitors and the future.

BG: What are your top two priorities as the Chief Marketing Officer of the CVB?

HH: Improving our working relationship with the TCED and the city and expanding our marketing efforts through data-driven decision-making, targeting new and repeat visitors to extend their visits in Branson, and providing the best return on investment.

BG: What are your duties as a Communications Officer?

HH: Promoting the destination to media all across the country and communications within the organization, helping not only the Chamber of Commerce side but also press releases, new announcements and public relations for the destination.

BG: Since assuming your duties, what percentage of time do you devote to CVB business compared to the Branson Branson/Lakes Area Chamber of Commerce and Taney County Partnership?

HH: 90% CVB.

BG: How do you feel about Branson's marketing motto, "Faith, Family Flag, and Fun?

HH: I think it's great. It's refreshing to come to a destination that knows and recognizes what its vision is and sticks with it.

BG: How do you feel about featuring "Ozark Mountain Christmas" in Branson's Christmas marketing?

HH: It's wonderful and up on my board in my office because that's all we will do for this next Christmas season.

BG: How would you describe the relationship between the Chamber CVB and the city of Branson regarding Branson's marketing?

HH: We have a collaborative and transparent relationship with the city. This is a partnership in our efforts to best promote the destination with taxpayer dollars. We listen to their input, feedback and suggestions and take that information to build a plan, strategy and tactics to have the best economic impact on the destination. We also tell them when we've made mistakes and explain how we're learning and improving from them. Much like any relationship, it takes work, and that's what will help define our success and improve our relationship: the work we put into it.

BG: What do you like the most about Branson?

HH: I like everything. I'm coming from Arizona, so I like the change in landscape, beginning with the fact that we have trees around us and water.

BG: Anything else you want included?

HH: I'm excited to be here. We have great things coming to our destination.

BG: What great things?

HH: In 2026, specifically, it's America's 250th birthday, and we have ideas and plans to help reinforce that Branson is the most patriotic community in the country. It's also the culmination of the FIFA World Cup, with an influx of 700,000 visitors to the state of Missouri. This new audience gives us the opportunity to showcase Branson to more people in a more patriotic way.