When Dean accepted the job to lead Explore St. Louis in 2025, he passed on larger markets because he believed the city had momentum. His early focus has been on marketing downtown as a hub for conventions and events, while balancing the promise of a revitalized America’s Center with the vibrancy and potential of nearby blocks. That work will be tested this year when St. Louis hosts the VEX Robotics World Championship, which is expected to draw tens of thousands of visitors.
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2026 QUESTIONNAIRE
PROFESSIONAL ACCOMPLISHMENTS & OPPORTUNITIES
What has been your/your company’s most significant success over the past 12 months? Propelling the St. Louis region to pre-pandemic levels of inbound travel.
What has you most excited about the future of your company or industry? What excites me most about the future of our industry is how St. Louis is stepping into its moment. We’re seeing a region that’s not just welcoming visitors—it’s redefining what it means to be a modern, authentic, and accessible destination. There’s a powerful convergence happening here: incredible cultural attractions and sports, a booming culinary scene, amazing musical talent, renewed downtown energy, and a genuine sense of community that visitors can feel the moment they arrive. From an industry perspective, the travel and meetings sector is entering a new era where people crave meaningful, memorable experiences. St. Louis is perfectly positioned to deliver on that promise—whether through memory-making experiences in Forest Park, iconic events under the Gateway Arch, intimate gatherings in our vibrant neighborhoods, or major conventions that feel as warm and connected as a hometown reunion. We’re seeing more collaboration across our hospitality, entertainment, and civic partners than ever before, and that unity is fueling innovation and growth. And on a personal level? I believe in St. Louis as a place to live as much as I do as a place to visit. Our neighborhoods have character, our green spaces are unmatched, and there’s an authenticity here that can’t be manufactured. I’m excited about the future because I see St. Louis not only attracting more visitors and meetings, but also inspiring people to see this city the way locals do: as a place where history, community, creativity, and opportunity intersect.
If you could change one thing about your industry, what would it be and why? If I could change one thing about our industry, it would be to more fully embrace the transformative power of travel—not just as an economic engine, but as a force for learning, enlightenment and personal connection. Too often, we focus on ‘heads in beds’ when the real impact of travel is in hearts and minds. Travel changes people—it opens minds, shifts perspectives, and creates a sense of belonging that connects cultures and communities. That’s why I’m so passionate about what’s happening in St. Louis. This region has stories that deserve to be heard, neighborhoods that pulse with authenticity, and people who embody resilience and creativity. If we can invite the world here—not just to meet or visit but to connect—we don’t just grow tourism. We change how people see our community. And, just maybe, how they see themselves. In an era of angst and divisiveness, our industry can be the antidote by leading with empathy, curiosity, and shared experiences. I believe St. Louis can play a vital role in that journey.
What’s the toughest business challenge you’ve had to overcome? Changing perceptions—too few people outside of our community know just how special St. Louis truly is. Most know about the Arch and the Cardinals, but this region is brimming with unique experiences that reflect its rich history, vibrant culture, deep musical roots, and natural beauty. From the legacy of Black artists celebrated at The Griot Museum of Black History, to the soulful echoes of blues and jazz at the National Blues Museum, to the serene trails of the Missouri Botanical Garden—there’s a depth here that surprises and delights. Consider the unrivaled allure of Grant’s Farm or Faust Park with its historic roots, butterflies, carousel, and natural beauty. I’m eager to celebrate these under-discovered treasures and inspire travelers to experience countless hidden gems throughout our region.
What’s a risk you took in business that didn’t pan out—but taught you something valuable? We launched an advertising campaign targeting a younger traveler, based on assumptions about their likes, dislikes, ambitions and aspirations. Unfortunately, we hadn’t invested enough in relevant research to lay the proper strategic foundation. While our motives were spot-on and the opportunity was real, our good intentions led us down the wrong path. Lesson learned: Assumptions are not strategy. Leadership lives at the intersection of vision and validation—where instinct meets insight. So at Explore St. Louis, I will always lean upon sound, credible research to guide our strategic marketing investments.
What advice would you give to the next generation of St. Louis entrepreneurs or leaders? Marry your career to purpose and bet big on St. Louis—but build forward with both eyes wide open. This city has world-class assets, a fiercely proud community, rich cultural fabric, and legacy institutions other cities can only envy. Don’t wait for someone else to “fix” or “revitalize” the city. Be the builder. Be the innovator. Be the architect of your future, our future. And do it together!
MENTORS & PEERS
What is a key strength of the St. Louis metro area business environment? The collaborative nature and entrepreneurial spirit within the metro area is remarkable. If St. Louis were a superhero, it’s superpower would be working together for shared success.
What is one thing you would change about the St. Louis metro area business environment? I wish every City resident could enjoy a picnic at one of the County’s incredible parks, and every County resident could enjoy a fun, memorable experience in downtown St. Louis.
Who is the most interesting under-the-radar/emerging business leader in St. Louis? Every St. Louis entrepreneur or artist in their 20’s and 30’s that I’ve met is an emerging industry star. The creator class here is simply superb, and they are building an extraordinary St. Louis for tomorrow.
Who in your company (or industry) deserves more recognition for their impact? Our cleaning and maintenance team impress me daily with their devotion and the TLC given to two aging facilities, The America’s Center and The Dome. And our team of greeters and volunteers who warmly welcome every visitor entering our facilities reminds me of the special nature of St. Louis hospitality.
What’s a local organization, nonprofit, or initiative that more people should know about—and why? The St. Louis Civic Pride Foundation is a passionate network of St. Louisans who are deeply committed to celebrating all that is wonderful about our community. Their optimism and enthusiasm are simply incredible, and make me proud to live here.
BACKGROUND
Where were you born? Hoopeston, Illinois
What educational degrees do you hold, and where were they earned? Bachelors in Accountancy from University of Illinois; Masters in Biblical Studies from Moody Bible Institute
What was your first job, and what did you learn from it? At 9 years old, I plucked rocks out of a cornfield, so the farmer could plow. I learned the importance of hydration and sunscreen.
HOBBIES & INTERESTS
What’s your hobby/passion? I’m an avid reader, but most of my free time lately has been spent learning, exploring and experiencing my new home of St. Louis. I’m honored to represent our community and eager to experience every aspect of St. Louis.
What is one book you think everyone should read (or podcast everyone should listen to) and why? Any book by Mark Twain or John Maxwell is guaranteed to leave you wiser and happier.
What do you do when you’re feeling stuck or uninspired? Thankfully, I draw inspiration from my God-given purpose and the impressive work of those around me, which keeps me moving forward. But when I need a jolt, I connect with a peer, colleague, co-worker, or community partner that is doing great work and remind myself why we do what we do. Their enthusiasm invariably lifts my spirits and ignites my passion.
What would people be surprised to learn about you (fun fact)? I’ve left my mobile phone at The White House—twice.
