From Tier-One Titans to Mountain Town Magic: Julie Mullins on the Future of Tourism, Sales, and Small-Town Strategy
In this episode of Event About It, Megan Martin sits down with hospitality powerhouse Julie Mullins, former VP of Sales at Choose Chicago and current Executive Director of Explore Whitefish. From managing billion-dollar tourism engines in urban centers to building community-first travel experiences in small mountain towns, Julie reflects on 35 years of high-stakes sales, hospitality leadership, and redefining success in different environments.
They explore the cultural chess match of selling a union-heavy city like Chicago, the realities of managing tourism in small towns like Whitefish, and why authenticity should always trump revenue. They also unpack how to sustain team morale during industry downturns—and share a few laugh-out-loud moments (including a naked guest on a hotel fam trip!).
💡 Themes & Takeaways
1. Tourism Needs Management, Not Just Marketing
In a town of under 10,000 people, Julie is now tasked with managing an influx of 30,000+ seasonal visitors. It’s not just about attracting people—it’s about balancing infrastructure, community identity, and economic needs year-round.
🔑 Takeaway:
Small towns need big strategies. Tourism planning should protect local culture while boosting local economies.
2. From Convention Powerhouse to Boutique Experience Builder
In Chicago, Julie led a team generating billions in impact annually. In Whitefish, she’s building from the ground up. The key difference? Personalization. While big cities often rely on volume and scalability, boutique destinations win with intimacy, authenticity, and curated experiences.
🔑 Takeaway:
The future of events is local, human, and hyper-relevant. Even major destinations can learn from small-market intentionality.
3. Economic Impact Is Misunderstood—and Underleveraged
Julie expresses frustration with how economic impact reports are produced, siloed, or misunderstood. For small destinations, being able to clearly show what meetings, events, and tourism dollars generate is essential for gaining community and legislative support.
🔑 Takeaway:
Transparent, accessible economic reporting is a must—especially for smaller DMOs battling local skepticism.
4. Selling Is a Long Game—Not a Transaction
Julie’s sales philosophy? “There’s no such thing as a one-time deal.” Whether in hotels or destinations, long-term relationships, credibility, and understanding client goals always win over quick transactions.
🔑 Takeaway:
Sales pros should prioritize solutioning over selling. Your brand is only as good as your last partnership.
5. Weathering the Economic Storms
Having survived 9/11, the 2008 recession, and the pandemic, Julie speaks candidly about leading sales teams through uncertainty. Her strategy? Stay grounded in purpose, manage expectations with empathy, and always coach forward.
🔑 Takeaway:
When uncertainty hits, keep your team focused on the “why.” A strong mission creates stronger results.
6. Whitefish’s Secret? Culture Over Chains
Unlike tourist towns overtaken by corporate retail, Whitefish has zoning rules that protect local ownership. Julie believes this gives the town lasting charm and helps preserve its unique identity.
🔑 Takeaway:
Communities grow stronger when they prioritize authenticity, not just economic growth. Protect what makes your destination yours.
7. Experiences Over Everything—Even in Sales
Julie encourages planners and marketers to stop thinking of events as “campaigns” and start seeing them as memories. The brands that win are the ones that create moments people talk about years later.
🔑 Takeaway:
Whether it’s a FAM trip or a destination wedding, memorable experiences turn into lasting ROI.
8. Flash Mobs, Tourism Tinder & Branded Candles
In a game of “Tourism Tinder,” Julie swiped right on augmented reality murals, flash mobs, and drone light shows—and hard left on branded city-scented candles and wellness rebrands. The lesson? Gimmicks only work when they enhance the story of a place.
🔑 Takeaway:
Marketing trends are fun—but only when they align with your destination’s identity.
🧭 Final Thought
From skyscraper boardrooms to small-town main streets, Julie Mullins has seen it all. Her advice to marketers, planners, and tourism professionals? Stay human, stay humble, and build relationships that last. Events and travel may evolve—but authenticity, intention, and purpose never go out of style.
🎧 Listen to the full episode at EventAboutItPodcast.com
🌲 Explore Julie’s work at Explore Whitefish