Julie Coker, 55, is the president and CEO of the San Diego Tourism Authority. She's also an active industry volunteer, serving on the boards of the U.S. Travel Association, MPI, Visit California, the San Diego Regional Chamber of Commerce, and the San Diego Economic Development Corporation, plus is a member of the San Diego chapter of The Links, Incorporated.
How I got here:
My best friends and high school boyfriend went off to college, and I needed to occupy my time during my senior year, so I got a job waitressing. I loved helping people make memories for their birthdays, wedding anniversaries, baby showers—you name it. That experience led me to choose a hospitality and tourism major at Johnson & Wales University.
I joined Hyatt Hotels and Resorts in 1989 and spent 21 fantastic years with the company in different capacities and in various cities. I landed back “home” in Philadelphia in 2007 with Hyatt, and joined the Philadelphia Convention & Visitors Bureau (PHLCVB) in 2010 and became president and CEO in 2016. I was then fortunate enough to be tapped to lead the San Diego Tourism Authority in June 2020, and here I sit!
Greatest career accomplishment:
There have been two key defining moments in my career. In 2005, after Hurricane Katrina, Hyatt team members donated their own personal funds to help team members in New Orleans, and the Hyatt Corporation matched those funds. In the end, we had $1 million to distribute to our team members who were impacted by the deadly hurricane. I was fortunate to be a part of a small committee that read stories of what our fellow team members had lost during Hurricane Katrina. The stories were heartbreaking, but I know that in some small way those grants gave people hope. It let them know the Hyatt family cared, and I will forever be grateful for that experience.
The second is COVID. I worked in two destinations during the pandemic, with the first three months in Philadelphia and the remainder of the time here in San Diego. They were extremely tough times, and as a leader, I didn’t have all the answers—but I was lucky enough to work with team members who constantly put the destination above self. We put our own fears aside and rolled up our sleeves and worked tirelessly to help our industry recover. In two cities on two different coasts, I was able to witness the strength and humanity of people when it was needed the most.
A specific improvement I’ve made:
Since my arrival in San Diego, we have had the opportunity to rethink our organizational structure and merge our convention center and group meetings sales teams while bringing convention services under the SDTA umbrella to bring greater efficiency and cohesion. While COVID and planned retirements may have been the impetus for these changes, we now see more collaboration and synergies with a unified sales and services strategy.
Also, we know the road to recovery is not the same for all small businesses in San Diego. For that reason, we launched a Tourism Accelerator program that specifically helps businesses owned by people of color, women, veterans, and those who identify as part of the LGTBQ+ community. Our first cohort included 10 locally owned businesses that represent the diversity of our local tourism industry, and we are planning to grow this program in the coming years.
The biggest change I've observed in the industry:
More women leaders! When I started in this industry in 1989, there were very few female general managers. Today, there are women general managers all over the country. In the DMO world, we now have female leaders managing many of our major cities—Orlando, Seattle, Boston, and Chicago, to name a few—and that list continues to grow. While I’m proud of the progress that has been made, we still have plenty more work to do.
What I do outside of work:
I have a two-year-old golden doodle, Piper, who just consumes my world and makes me smile every day. I also love spending time with my family and friends. I’m an avid football lover and have been a Philadelphia Eagles fan since I was a little girl. I still love them to this day.
My No. 1 piece of career advice I'd give my younger self:
Trust your gut. You are more than prepared for any challenge that might lie ahead. You got this, so enjoy the journey!
Connect with Coker on LinkedIn and Twitter.
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