A few months ago, we published a Tourism Talk blog called "Backgrounder: Dennis Edwards," a resumé of sorts about our president and CEO. We are sharing these because we want you to know about the rich professional backgrounds that CVB leaders bring to the county.

Today, we're providing some background on the CVB's executive vice president, Loren Gold. Loren brings over 20 years of industry experience and expertise to his role at the Bureau.  

How would you describe your personal brand?
I would describe my personal brand as being someone who is a creative and strategic thinker, who loves to collaborate to find solutions... selfless and always willing to lend a hand to get things done... not afraid to take risks and will always find humor in life’s little moments.

How would you describe your style of leadership?
Open, approachable, someone who holds myself just as accountable as those I manage... a good listener, and someone who will always give credit to his team vs. himself.

Would you provide a brief version of your education/professional/work history?

  • Bachelor of arts in organizational communication from Arizona State University
  • Marriott Hotels & Resorts—D. C. Global Sales Office
  • Denver Metro CVB—D. C. Regional Director
  • City Reps, Inc.—Founder of first independent CVB representation company; worked with eight different cities providing regional strategic sales in the D. C. and Chicago regional markets
  • Wyndham Hotels and Resorts—Director of National Sales, D. C. Global Sales Office
  • Greater Raleigh CVB—director of sales, then executive vice president

Among your professional experiences, which has been the most valuable to you in your work with the Bureau?
I believe, with my background in both hotels and with other CVBs, I have been able to realize and keep our team focused on the important balance between our external customer (visitors, meeting and event planners) and our internal customer (hotels, facilities, attractions, restaurants, public stakeholders). Working for a CVB, you are truly in the middle of these two customer groups, and it requires a certain personality to be successful in this industry. 

What was it about the tourism industry sector that attracted you?
My love of travel and the discovery it brings to people each time they step into a new city, new country and encounter local food, culture, attractions and events.

How does tourism fit into the "big picture" of economic development in the county?
We often hear elected officials and business leaders talk about making Raleigh and Wake County a great place to work and live. An average of 42 new people a day move to Wake County, and it all starts with a visit! 

If we make our destination a great place to visit, people will want to live here.
If people want to live here, they then will want to work here.
If people want to work here, businesses need to be here, and if you build a place business has to be, you build a place where people want to visit. 

Three concentric areas (visit, life, work) all within economic development.

.............................................................................................................................................................................................................................................................Destination Management Cycle

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What are you most proud of professionally?
That I have had a part of growing, hiring and developing one of the best CVB staffs in the country! Not only have we found some of the best talent, but also we have an incredibly diverse staff representing many different backgrounds, ethnic groups and orientations. Our team works incredibly hard, goes the extra mile for visitors and partners, while having a lot of fun and producing amazing results year in and year out.

How have you seen the tourism industries change in the last 20 years?
Technology! It has made the world smaller and so many parts of the world accessible to travel. It touches everything we do in the destination marketing industry from advertising, digital and video storytelling, sourcing of sales and event information, measurement and benchmarking of annual visitation, research and advocacy on behalf of our partners.

What do you perceive as Raleigh, N. C.'s three greatest destination strengths?
Our authentic citizens = our independent makers/passionate minds, our ease of travel access and our incredible food scene.

What do you perceive as Raleigh, N. C.'s greatest destination opportunities?
Continuing to improve our hospitality infrastructure (hotels, facilities, attractions), creating the next big visitation demand drivers, continually educating our public stakeholders and citizens of the value of visitation and implementing the 10-year Destination Strategic Plan for Wake County. Four things vs. three!