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Visit Milwaukee
Peggy Williams-Smith is a Milwaukee native and veteran of the hospitality industry who joined VISIT Milwaukee as the company’s first female president and CEO in 2019. Under her direction, the company launched an exciting new brand for the first time in over 20 years. Her team puts together dynamic marketing campaigns to increase economic impact to the community and elevate the city’s reputation. Peggy’s focus on strategic partnerships has deepened the company’s local connections while developing a team that is more responsive than ever to changes in the travel and hospitality industries.
Before her work at VISIT Milwaukee, she honed her love for hospitality at Marcus Hotels & Resorts for over 22 years. Peggy is a proud mentor of other women in business and uses her free time to support numerous charitable causes through board service. She has been honored as a Milwaukee Business Journal Women of Influence (2017), Tempo Mentor Award Winner (2021), Milwaukee Business Journal Executive of the Year (2022) and as a Professional Dimensions Imprint Award Winner (2025).
She lives in Milwaukee with her husband and two dogs, Tito and King.
Date
Attention is today’s most valuable currency—and forward-thinking destinations and event planners are learning how to invest it wisely. Explore how you can harness the power of digital creators to boost awareness, drive attendance and deliver measurable economic impact.
Drawing on over a decade of partnership with Milwaukee—a destination that’s embraced creator-driven storytelling—and the global reach of influencers like Nick, Ant and Alysse, Jeff shares practical strategies and future-focused insights. Leave with a playbook for integrating creators into your event strategy—and a fresh vision for how this collaboration could reshape destination marketing in the years ahead.
Learning outcomes:
Effectively select and work with influencers to boost event attendance and destination appeal
Apply proven strategies for measuring influencer campaign success and ROI
Gain practical insights and actionable tools for successful influencer partnerships
This session is approved for the following certifications.
* ICCA Skills Domain CICS/CICE: Module 3: Destination Promotion, 0.75 credits
* CMP/CEU Approved: Domain G: Stakeholder Management, 0.75 credits
* CSEP Approved