In early June, Destination El Paso welcomed Brooke Underwood as its new president and CEO, marking the first woman to lead the organization and the first native El Pasoan to do so in more than 25 years. She brings more than two decades of industry experience to the role, much of which was with Visit El Paso (the destination marketing arm of Destination El Paso). She started with Visit El Paso as director of convention development in 2008 and most recently served as the organization’s executive director.
“Stepping into this role is both exciting and deeply personal for me,” says Underwood in a prepared statement. “Over the last 18 years, I’ve been fortunate to build my career here, work alongside incredible people, and help showcase the amazing qualities of my hometown. I’m honored to lead the organization into its next chapter and continue working with our community partners, stakeholders, and team to promote everything that makes El Paso so special.”
As president and CEO, Underwood now oversees all three of Destination El Paso’s divisions: Visit El Paso, El Paso Live (which manages city-owned entertainment and performing arts venues), and El Paso Water Parks (which oversees the city’s seasonal water parks). Her primary goals are to continue growing El Paso as a leisure and business destination, enhancing quality of life for residents, and building the city’s economic vitality.
Destination El Paso is managed by Legends Global, an international events and entertainment company based in New York City. “Brooke has been instrumental in the evolution and success of Destination El Paso over the years,” says Tom Meehan, regional vice president at Legends Global. “Her deep understanding of the destination, proven leadership, and passion for the community make her uniquely qualified to lead the organization into its next chapter. We are confident she will continue to drive innovation, growth, and exceptional results for El Paso.”
