What does it take to lead a destination through reinvention, inspire teams to do their best work, and still be genuinely excited about what’s next? According to Brad Dean, President and CEO of Explore St. Louis, it starts with hiring for values—and leading with humility.
In a recent episode of Business Class, I had the pleasure of speaking with Brad about his career journey, his leadership philosophy, and how St. Louis is emerging as a dynamic, layered destination that defies old stereotypes. Our conversation covered everything from AI in tourism to what hockey fans and art museums have in common (hint: only in St. Louis).
Brad’s path to the tourism industry wasn’t a straight line; it began in corporate finance, took a sharp turn through manufacturing, and eventually landed him in hospitality thanks to the influence of a great mentor. That relationship didn’t just introduce him to the industry—it instilled in him the belief that great leadership is rooted in service, not ego.
“I look for people who are hungry, happy, and humble,” Brad said. “If they’ve got those qualities, we can teach them the rest.”
One of the most profound parts of our conversation was Brad’s reflection on leadership evolution. Early in his career, he believed that being a change agent meant charging forward with bold ideas. Now, he understands that lasting change only happens when it comes through people, not at them.
He also shared how shifting his focus from what he can control to what he can influence transformed his approach. It’s a Covey-inspired mindset that any leader can learn from.
Brad is also rethinking how we tell the story of St. Louis. Beyond the iconic Arch, Budweiser, and Cardinals baseball, there’s a city full of cultural intersections: world-class art, ethnic neighborhoods, a woman-owned Major League Soccer franchise, and yes—even die-hard UFL football fans.
“St. Louis is an urban explorer’s dream,” Brad told me. “We’re not erasing our history—we’re honoring it, learning from it, and building something that feels both authentic and inclusive.”
We wrapped our conversation by discussing the role of technology in tourism’s future, specifically, the exciting and slightly intimidating opportunities artificial intelligence presents. Brad’s curiosity is clear. He sees AI not just as a tool to automate the predictable but as a gateway to personalized storytelling, smarter segmentation, and new ways of empowering creativity.
👉 Click here to listen to the full episode of Business Class featuring Brad Dean, where we talk tourism, transformation, and the human side of leadership.
This episode is a must-listen for anyone leading teams, managing destinations, or simply passionate about where our industry is headed. Brad Dean reminds us that the best leaders aren’t those with all the answers—they’re the ones who listen, lift others up, and stay open to learning at every stage of the journey.