In this episode, we chat with Lisa Bethea, Director of Destination Services for Visit Frisco. From a broadcast news career to a leading role in tourism, Lisa’s journey is a story of resilience and passion. Join us as we explore her unique path and the lessons she's learned.

From Broadcast News to Hospitality

Lisa’s shift from broadcast news to hospitality was unexpected. A chance visit to Embassy Suites led to a front desk job, and her rapid rise through the ranks set the stage for her current role.

Charting a Unique Career Path

Over six years, Lisa embraced diverse roles, from sales to convention services, each time tackling new challenges with enthusiasm. Her proactive approach helped her excel in her career.

Setting Goals and Boundaries

Lisa emphasizes the importance of setting personal goals and boundaries, which allowed her to tailor her role and better serve her clients.

Role Models and Inspirations

Lisa draws inspiration from her parents and Marla Rowe, whom she admires for her industry expertise and dynamism.

Frisco: A City of Diverse Offerings

Lisa highlights Frisco’s vibrant arts and music scene, countering the “Sports City” label and showcasing the city’s diverse experiences.

Learning from the Team

As Director, Lisa values learning from her team, hiring individuals with fresh perspectives and skills, reflecting her commitment to growth.

Teaching the Industry

Lisa advocates for setting healthy boundaries and the importance of saying no to maintain well-being and productivity.

Travel and Achievements

Lisa’s recent trip to Tampa, where she received the Destination Organization Leadership Award, was a career highlight.

The Value of Networking

Lisa stresses the value of networking and the insights gained from industry events like those organized by Destinations International.

Personal Insights

Lisa shares her love for Chick-fil-A, an extensive pen collection, and her ability to balance introversion with extroverted tasks.

Authenticity and Leadership

Authenticity is key to Lisa’s leadership style, shaping her approach and values at Visit Frisco.

Conclusion

Lisa Bethea’s story showcases the impact of adaptability and authenticity in career transitions. Connect with Lisa at lisa@visitfrisco.com.

Thank you, Lisa, for sharing your journey and insights!

Business Class is brought to you by The Learn Tourism - 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.