For more than 20 years, Deb Archer has led Destination Madison, but in a letter to DM partners this week, Archer announced she will step down at the end of the year.
“I know this may not seem like an ideal time for me to depart the organization, but honestly, I think it could prove to be an ideal time. As our community and industry strives to recover, there is an amazingly talented group of professionals at Destination Madison and we have a board and industry and community partners that most organizations like ours would covet. Together with an industry that is eager, hungry and creative, with new leadership, I know this destination will emerge as a leader and sought-after place to hold meetings, sports events and spend leisure time.
Archer added: “After two-plus decades in this position, I am hopeful that one of the legacies I leave is a community that understands and values visitors and the visitor economy more than when I began. Visitors are truly the lifeblood of many communities and when visitors begin to return to greater Madison, our region — and the businesses and workers we all rely on for much of our enjoyment and pride will begin to revive and recover.”