• Larry Alexander: A Guiding Force

    POSTED November 16, 2020

If you'd have told a young Larry Alexander, president and CEO of the Detroit Metro Convention & Visitors Bureau (DMCVB), that he’d spend his career making memories, he wouldn’t have believed you. 

Alexander was a pre-med student at University of Houston when he learned his mother was seriously ill. “It became obvious. I couldn’t wait 13 years to launch a career and help my family. I knew I needed a switch. I just didn’t know what to do,” says Alexander. He met with the university’s dean of counseling, who spent a year testing Alexander to help him determine a new career fit.

“He gave me every conceivable test there was. When we finally got to hospitality, I never looked back,” he says. “He said, ‘30 years from now you want to look back and say you enjoyed it.’ And I can honestly say, after nearly 50 years in the industry, I have.”

Since then, he’s worked tirelessly to turn out impressive results. He became Westin Hotels & Resorts’ first African American general manager by the age of 29, and in his 22 years with the DMCVB, he’s helped guide the region through some of its toughest times to build buzz, raise the city’s profile and advocate for the industry. From the establishment of the Detroit Sports Commision and the landing of international events like Super Bowl XL and the NCAA Men’s Final Four, to the stewardship and development of the TCF Center (which saw increased revenue over 500 percent under his leadership) and key bids won for major events and conventions, Alexander has aimed high and delivered through the years.

With the production of award-winning events and the successful push of DMCVB’s “Detroit, America’s Great Comeback City” revitalization-themed campaign (which earned worldwide recognition and helped boost regional tourism) Alexander hasn’t shied away from a creative challenge either. “There’s nothing mundane about this job. It’s that creative side that gives us the opportunity to do something people haven’t seen before,” says Alexander. “Our product has always been our people, and the creativity they bring to the table is what makes the memories people remember for the rest of their lives. It’s not always easy, but that’s where the magic happens. That’s what this work is all about.”

No matter the task at hand, Alexander has approached his work knowing what matters most. “I know this industry is a 24/7 job, but in a fast-paced world where we’re communicating more by fingers and thumbs than face-to-face, we’ve got to remember it’s about the people we’re trying to connect and the people who helped get us there,” he says. “I’ve been fortunate to work with some incredibly talented people and I’m grateful to every one of them for being a part of that work.”

As Alexander prepares for retirement, he most looks forward to a bit of travel and some uninterrupted time with his family. “It’s all been a truly rewarding, enjoyable journey. I can honestly say that. And I’m looking forward to this next adventure as much as the last."

Unprecedented times call for strategic measures. With so many planners wondering how best to plan for the event-specific challenges posed by COVID- 19, industry leaders and top associations have stepped up to offer a road map with trainings on everything from cleaning protocols to new contract clauses.


When attending a conference became synonymous with staying at home, companies had to determine a new way to leave an impression on attendees. As the choice of venue, decor, and many other physical elements of in-person events were no longer contenders, co-owners Susan Turnock and Heather Arak-Kanofsky of Gifts for the Good Life knew that they could supply the part that still makes an impact.


When it comes to planning events, planners must be choosy when determining the venue. Setting priorities like location, size, and technological capabilities sets them up for a successful event, but often forces them to weed out dozens of venues due to their limitations. Although sometimes, a venue comes along that provides the perfect location, high-speed technology, and much more without having to compromise.