Visit Phoenix is redefining its role in the community. It is positioning itself as a key player in economic development through strategic storytelling and event management. Lorne Edwards, chief sales officer at Visit Phoenix, highlighted the organization's commitment to driving visitation and showcasing Phoenix's unique cultural narrative. Behind the Scenes of the Super Bowl Hosting the Super Bowl required extensive preparation behind the scenes, making it the standout experience for the Visit Phoenix team. Edwards recounted the emotional impact and pride of executing such a prestigious global event, emphasizing the meticulous planning involved. Shifting Planner Conversations to Intellectual Capital The dialogues between Visit Phoenix and event planners have evolved significantly. There is now a greater emphasis on intellectual capital and immersive experiences over mere logistics. Jane Vukovich, director of destination services at Visit Phoenix, agreed that integrating the destination's culture and intellectual strongholds into events has become a priority. Collaboration Is Key Reflecting on the pandemic's impact, Edwards expressed the necessity for enhanced collaboration within the meetings industry, calling for transparent conversations and joint efforts to elevate the industry's profile. The goal is to foster partnerships enabling the city to leverage its intellectual and cultural assets during events fully. Through innovative storytelling, attention to detail in massive undertakings like the Super Bowl, and a shift towards integrating intellectual capital into events, Visit Phoenix sets the bar for destinations eager to make a lasting impact on visitors and residents alike.