I would have to say the growth of our bureau over these past years from a small organization to the second-largest bureau in the state. The depth and reach of our marketing programs globally and the financial stability and tenure of our employees have contributed to our success as a destination marketing organization.

Describe a strategy that shifted your company culture.
Many years ago, we shifted our focus externally to our customers and increasingly listened to their needs, which has resulted in greater success for our destination partners. Internally, we have fostered a team approach to our goals, inclusive of all departments and people. We promote solid core values, commitment to our community and a caring attitude towards our employees.

Describe a game-changing idea that you have implemented.
Twenty-four years ago, we started the Diamond Service Awards to recognize excellent service personnel in 15 categories. We wanted to excite our hospitality employees about promoting our destination and providing excellent customer service. The event is popular in our industry, and it’s built a positive attitude within our hotels and attractions.

What traits define a great leader?
I believe a great leader has the ability to inspire others with innovation and creativity while instilling honesty, integrity and accountability. I also believe it is important to be compassionate to each employee and have a long-term commitment to success.

What would you like your legacy to be?
Simply that I made a difference in growing our hospitality business in Bloomington and that I was a good leader within the travel industry as a whole. I want to leave our organization with a strong foundation built with dedication, passion and great people who will continue to do great things for Bloomington.

BIO
Bonnie Carlson is at the forefront of the hospitality industry, crafting policies and initiatives promoting the industry at every level.