Theisen to succeed Hughson as COVA president/CEO

The Central Oregon Visitors Association announced Tuesday that Julia Theisen will take the helm of Central Oregon’s regional destination marketing organization as president and chief executive officer, effective August 6.

Theisen comes to COVA with nearly a decade of destination marketing experience with the Aspen Chamber Resort Association, where she has served as vice president of sales and marketing. In that role, Julia managed group sales, public relations, marketing, brand strategy and partnerships.

Prior to her role in Aspen, Theisen developed experience in non-profit organization management with the American Heart Association and the PGA Tour.

Thiesena is a graduate of Destination Marketing Association International (DMAI) and has received the Certified Destination Management Executive designation. Her experience includes more than 10 years of working internationally, including living in London and Cape Town.

“Following an intensive search that generated an exceptional field of candidates COVA is excited to welcome a leader of Julia’s caliber. Julia’s stellar track record of working collaboratively with community stakeholders on key product development, coupled with her intrinsic knowledge of the marketing of outdoor recreation, golf, skiing and arts and culture will transfer beautifully to highlight Central Oregon as a destination,” said Dana Whitelaw, vice-chair for COVA and chair of the CEO Search Committee.

Alana Hughson, COVA’s chief executive for 25 years, announced in March she would be leaving the organization to launch Intrepid Communications LLC, a marketing and communications consulting company, based in Bend.

“Under Alana’s outstanding leadership COVA has become one of the most respected, accountable and successful RDMO’s in the state,” said Tom O’Shea, chairman of the board. “The Board is grateful that Alana’s contributions will leave a lasting impact and that COVA is well positioned to continue to excel as Central Oregon’s Regional Destination Marketing Association.”

COVA has been at the forefront of Oregon’s tourism industry, having received awards for International Sales & Development (2017); Outstanding Overall Oregon Marketing Program (2016); and, Outstanding Oregon Public Relations Initiative (2015). At the 2018 Governor’s Conference on Tourism, Hughson received The Governor’s Award, the highest honor in statewide tourism leadership.