MEET A MEMBER
Mark D. Thompson
Vice President of Marketing
Irving, Texas Convention and Visitors Bureau
There is so much talent, passion, experience and enthusiasm amongst the HSMAI membership, and each month we will take you on a journey to discover an individual we admire and one that makes a difference.
An HSMAI member for more than a decade, Mark currently serves on HSMAI’s Americas Board, as advisory board chair for the Hotel Director of Sales and Marketing Special Interest Group, and is a former president of HSMAI’s Dallas/Fort Worth Chapter.
How did you choose hospitality as a career?
Like many people, I “fell” into it a bit by accident and then fell in love with it. As part of a capstone project during my senior year of college, I interned at an economic development/CVB office. I met all sorts of wonderful people, loved the marketing and communications aspect of the business, and found a job in the industry right after college.
What is your background in the industry?
A good deal of my experience is from my time at Southfork Ranch (the filming location for the long-running Dallas television series, and one of the more sizable conference centers/event venues in the region), where I worked for over 10 years. My time at Southfork offered experience in many facets of our industry: event facility (over 80,000 square feet of combined meeting/event space, along with 300 acres of festival grounds), attraction (over 400,000 visitors a year), and hotel (300 rooms), so I’m grateful for what I learned there.
Before I made my “home on the range” at Southfork, I worked with the Office of the Texas Secretary of State and with the Texas State Treasury in Austin, when Ann Richards was at the helm. She was a great inspiration for me early on. She was sharp as a tack and a hard worker, but always took the time to pass along a kind word (and usually a knee-slapping funny one) to people along the way.
I moved into the “CVB world” about three years ago, and have enjoyed it, too. I love that it offers the ability to “paint with bigger brushstrokes” from a marketing perspective, in representing all the components of a destination.
What do you like most about the hospitality profession?
That our “product”– as well as the way we sell and market it – has to constantly evolve and improve while still maintaining those things our current clients appreciate.
What does HSMAI mean to you personally and professionally?
Professionally, it has offered me several things. When I worked at Southfork, it was a great source of business leads and referrals from people who would have otherwise been just competitors. And now that I work for a CVB, it’s a great way to stay connected with our industry partners, as well as to stay attuned to the issues that are of the most importance to them. On the personal front, I’ve been able to meet and interact with leaders I never would have met otherwise.
Where do you see the most opportunity and excitement in our industry?
Right now, I’m intrigued with how social media and social networking are going to change the way we sell and market our product to consumers, from the big brands to individual properties.
What is a challenge facing our profession?
As the avenues for marketing and selling change and grow, we’ll have to adapt swiftly so that we don’t get lost in the clutter. Some of the best advertising and marketing initiatives in history have come from our industry, so I’m confident we can do it…we’ll just need to be mindful of making sure we change with the times.
Why do you feel it is important for other industry professionals to be involved with HSMAI?
HMSAI offers everything professionals need to become and stay strong: ongoing education, new and improved business relationships, resources to increase revenue, and opportunities to grow and “shine.” Without those things, careers stagnate; HSMAI is a great way to make sure that doesn’t happen.
What HSMAI events or programs have you found to be most valuable?
I’m a big fan of the chapters and think they do a wonderful job of actively engaging members, connecting people to one another, and providing value for a wide segment of the membership. I also love how strong the SIGs (Special Interest Groups) have become; it’s great that there’s an avenue for engaging the important niches they represent.
Have you had professional role models and/or mentors?
This will sound like a paid endorsement, but I swear it’s the honest truth. Fran Brasseux, HSMAI’s executive vice president, has been an amazing mentor to me. Not only has she been phenomenal at encouraging me to do more (believe me) and to think of better, more creative ways of doing things…she has also been phenomenal about pointing out successes and achievements along the way. Doing so has helped me improve and grow personally, and has also inspired me to be more like that in my management style.
Of what accomplishments are you most proud?
I’m definitely proud of my master’s degree – but more for the circumstances around it than just the degree itself. I completed it the same year I was serving as HSMAI’s DFW chapter president, as well as working ridiculous hours in a more-than-full-time job. More than just the official education I received, I really learned how to multi-task, to make goals and prioritize projects, and to manage my time. It also helped that I was younger and didn’t need much sleep!
How has being a member of HSMAI contributed to your success?
It has given me a heck of a lot more experience in a wide variety of things that I never would have learned “on the job.” And in doing so, it has allowed me to create important relationships with people who have helped me grow along the way.
If there was anything else you could do professionally, what would it be?
I guess it’s a bit of a cliché, but I’d like to write the great American novel or have an ongoing column. In the fantasy, my writing would be reminiscent of the dry wit of David Sedaris or Augusten Burroughs, but I’d want to keep my hair.
Best motivational, inspirational or business-minded book?
I just re-read The Likeability Factor, and it reminded me why I like Tim Sanders so much. I’m currently reading The Long Tail by Chris Anderson, and am fascinated with what it implies for future business models.
Favorite quote
“It takes a lot of money to look this cheap” by Dolly Parton. I know it has nothing to do with business, but it’s one of the best sentences ever uttered and deserves recognition.
Best travel experience
Without a doubt, the week I spent in a villa in St. John, USVI, Thanksgiving 2005. The beaches are amazing, the restaurants offer the best seafood I’ve ever had, and it’s the one place on the planet where I think I’ve been truly relaxed.
