Speaker Spotlight: Brooke Adamson

June 21, 2024

by Lindsey Jansen

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Brooke Adamson

Brooke Adamson, VP of Tourism and Destination at JLL, will be presenting “Venue Data Analysis Best Practices: How to Get Started” at VenueConnect24.

Read on for our Q&A with Adamson.

Short Bio:
Based in North Carolina, Brooke Adamson is a Vice President with JLL’s Hotels & Hospitality Group specializing in tourism strategy, destination development, and tourism asset development advisory. Brooke was Director of Business Systems at the Charlotte Regional Visitors Authority for 10 years where she was responsible for strategic planning, KPI management, and business intelligence. She assists clients with strategic planning, tourism readiness and sustainability, convention center asset management, public facility feasibility and overall destination positioning.

Brooke has extensive experience in Destination and Venue Management Organizations managing strategic planning, cultural initiatives, and business systems. She is an expert in data and system analysis, KPI management, and creating and implementing strategic plans. Brooke has also worked closely with industry associations including IAVM serving on the Diversity and Inclusive Leadership Committee Impact Study Working Group, Mentor Committee, and Strategy Committee.

What can VC24 attendees expect to learn at your session?
The session will walk through how to get started along your data and business intelligence journey to fully utilize your data and reports to drive a culture of data driven decision making, explore best practices and common venue analysis examples, and showcase how to tie this work into your long-term strategic plan.

What is the best advice you’ve received?
One valuable lesson I’ve learned is the power of reframing change and new decisions. It’s important to remember that just because you may have new information that could lead to a different decision now, doesn’t mean that your previous choice was wrong or a mistake. At that time, you made the best decision based on the information available to you. As someone with a background in mathematics and business analysis, I can over-analyze everything. However, this advice serves as a reminder of the practicalities of decision-making and the significance of approaching practices and policies with a fresh, data-focused perspective.

What’s the last book you read?
I recently re-read Multipliers by Liz Wiseman. It focuses on how leaders can amplify the smarts and capabilities of the people around them, and I try to re-read it every few years.

Please join us at VC24 for this session!