In a recent conversation on Business Class podcast, Stephen Ekstrom, CEO of Learn Tourism, spoke with Jeff Knapp, President and CEO of Visit Bend, about his journey to Bend, Oregon, and the lessons he’s learned along the way.

From Kansas to Oregon: A Leap of Faith

Jeff Knapp’s story begins in Kansas, where he grew up with dreams of exploring beyond the plains. In his twenties, he crafted a list of qualities he wanted in a community and traveled extensively before settling in Oregon in the early 2000s. “Watching The Goonies as a child sparked something in me,” Jeff shared. “I saw where they lived and thought, ‘That’s incredible. There’s a place like this?’” That inspiration ultimately led him to Oregon’s wine country and, eventually, Bend.

Lessons from a Hamburger Stand

Knapp’s introduction to hospitality began early, working at his grandfather’s hamburger stand, Mr. Swiss. “It was like the brick-and-mortar version of a food truck,” he recalled. “I learned the importance of relationships through service.” His grandfather’s ability to connect with customers, even in a small operation, left a lasting impression. “No job is too small, and loving what you do makes all the difference,” Knapp emphasized.

A Circuitous Career Path

From hospitality roles in restaurants and hotels to running his own winery, Knapp’s journey has been anything but linear. He gravitated toward the visitor economy, where his skills in hospitality translated into leadership roles. Before joining Visit Bend, Knapp spent nine years leading a Destination Marketing Organization (DMO). He explained, “Bend’s progressive approach to tourism aligned with my goals, and I feel honored to contribute to such a beautiful place.”

The Power of Hospitality

For Knapp, hospitality isn’t just a career; it’s a calling. “I like people,” he said simply. “Hospitality teaches you to listen, to connect meaningfully, and to find ways to serve.” He expressed concerns about society undervaluing service roles. “With AI and automation on the rise, I hope we’ll refocus on the human-to-human trust and connection that can’t be replicated by machines,” he added.

Knapp’s advocacy for hospitality as a career path stems from its transformative potential. “It’s not always easy, but it opens doors to a greater world. Hospitality equips you with skills like multitasking, problem-solving, and building relationships,” he said. These skills, he believes, are invaluable no matter where life takes you.

Misconceptions About Destination Management

Knapp addressed a common misconception about his work: that it’s solely about filling hotels. “Our mission is broader,” he explained. “In Bend, we’re focused on destination stewardship—creating balance, supporting local resources, and fostering a community where people want to live and visit.”

A Vision for Bend’s Future

When asked about his hopes for Bend, Knapp highlighted diversity, accessibility, and cultural expansion. “I want Bend to be an inclusive community where people feel comfortable visiting and living,” he said. He envisions a place where opportunities abound, residents can afford to stay, and future generations continue to build on its legacy.

Advice for Aspiring Hospitality Professionals

Knapp’s advice for newcomers to hospitality is simple: “Find places that align with your interests and learn as much as you can. Show up with a positive attitude and be a lifelong learner.” He encouraged curiosity, saying, “Ask questions, seek mentors, and be open to new experiences.”

A Legacy of Kindness and Service

Reflecting on kindness, Knapp shared his admiration for those who dedicate their time to community service. “I see kindness in people who show up to make a difference,” he said. Whether it’s a volunteer on a city council or a neighbor lending a hand, these acts inspire him to leave Bend better than he found it.

Living the Dream

As the conversation wrapped up, Knapp expressed gratitude for his journey and the opportunities it’s provided. “Living the dream,” he called it with a smile. For those planning a visit to Bend, his advice is straightforward: “Check out VisitBend.com and start exploring. It’s an incredible place to experience.”

Business Class is brought to you by Learn Tourism, the nonprofit academy - harnessing the power of science, business psychology and adult education to advance the tourism industry and build sustainable economies. Learn how to engage your community, win over stakeholders and get more visitors at learntourism.org.