The Board of Commissioners for Explore St. Louis has selected Brad Dean, the current president and CEO of Discover Puerto Rico, to lead the organization as its new president and CEO. Dean will assume the role on February 17, 2025.
Under Dean’s leadership, Puerto Rico saw a significant growth in tourism and overall destination recognition. During his time as CEO, Dean led efforts to boost Puerto Rico’s tourism industry following the devastating Hurricane Maria and helped increase the island’s overall economic impact.
Dean brings over two decades of leadership experience in the tourism and destination marketing industries, having also served as the longtime president and CEO of the Myrtle Beach Area CVB In that role, he helped increase visitation, expand tourism infrastructure and establish Myrtle Beach as a top U.S. coastal destination.
[Related: Puerto Rico Is Welcoming Major New Hotels as Meetings Boom]
In his new role with Explore St. Louis, Dean will utilize his expertise in strategic planning, destination branding and stakeholder collaboration to advance Explore St. Louis’s mission to enhance St. Louis as a premier destination for meetings and events. He will also lead the organization’s efforts to leverage America’s Center and The Dome for conventions, concerts and events.
“I am deeply honored to join Explore St. Louis and eager to embark on this next chapter,” said Dean in a press release. “St. Louis is a community defined by its rich history, vibrant culture and remarkable people. I am energized by the momentum building and inspired by limitless opportunities to elevate St. Louis as a premier destination for visitors while strengthening the sense of community that makes this region so special. The future of St. Louis is full of promise, and I am thrilled to be a part of this exciting journey.”
Dean succeeds former Explore St. Louis president Kathleen “Kitty” Ratcliffe, who resigned at the end of August last year nearly 10 months ahead of her contract expiration amid allegations of the mishandling of the $256 million downtown convention center renovation project. Explore St. Louis utilized Searchwide Global, a top executive search firm, to conduct a nationwide search for its new head.
[Related: Explore St. Louis President to Step Down Amid Criticism]
“We are thrilled to welcome Brad to Explore St. Louis,” Steve O’Loughlin, chairman of the commission, said in a press release. “Brad’s impressive track record of success in destination marketing and his deep understanding of the tourism and convention industry make him the ideal leader to take Explore St. Louis to the next level. His experience will be invaluable as we continue to promote our city, attract new visitors, and drive economic growth.”
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