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<\/p>\nEL PASO, Texas (KFOX14\/CBS4) \u2014 As El Paso celebrates 915 Day, there is no shortage of reasons for locals to take pride in the Sun City. From its food and culture to its people and unique borderland identity, El Paso continues to attract visitors from across the country and beyond.<\/p>\n
Brooke Underwood, President and CEO of Destination El Paso, says her organization’s goal goes beyond simply bringing tourists to the city.<\/p>\n
\u201cI like to think that we are the steward of these beautiful assets and in charge of something so important to our community,\u201d Underwood said.<\/p>\n
Underwood says Destination El Paso works to bring visitors into the city to stay in hotels, eat at local restaurants, shop and attend conventions and events.<\/p>\n
But she says the ultimate goal is to create a lasting connection to El Paso.<\/p>\n
We want something a little deeper. We want them to fall in love with this community.\u201d Underwood said. \u201cIt’s a wonderful place to visit, maybe relocate, but it’s authentic, and I don’t think that you can manufacture authenticity and this is what this city delivers.<\/p>\n
Plaza theater downtown El Paso on July 28, 2022 (KFOX14\/CBS4)<\/p>\n
Destination El Paso oversees several areas of tourism, including leisure travel, conventions, sports tourism and local facilities and events.<\/p>\n
\u201cVisit El Paso brings in the visitors, leisure tourism, convention activity. We do the sports tourism. And so again, that’s a good positive impact for the community.\u201d Underwood said.<\/p>\n
Underwood also highlighted El Paso Live and El Paso Water Parks as other parts of Destination El Paso’s work.<\/p>\n
For Underwood, the job is also personal. She was born and raised in El Paso, grew up on the city’s east side, attended Hanks High School and later went to UTEP.<\/p>\n
She is the first El Paso native to hold the President and CEO position at Destination El Paso in roughly 25 years.<\/p>\n
\u201cI do feel that you really have to love the product that you sell,\u201d Underwood said. \u201cI just think I have a competitive advantage that no one’s going to fight harder or champion the city more than one of our own.\u201d<\/p>\n
Underwood says she wants visitors to understand what makes El Paso unique \u2014 including its food, culture and hospitality.<\/p>\n
\u201cHelp people understand what El Paso is, its authentic nature, its food, its friendly culture, all of those things that really are woven into the fabric of El Paso,\u201d Underwood said.<\/p>\n
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El Paso skyline (credit: KFOX14\/CBS4)<\/p>\n
Underwood says successful tourism isn’t just about what happens inside convention centers, hotels, or other major facilities. She says the entire community plays a role in the visitor experience.<\/p>\n
\u201cIt starts at our airport. It happens with our Uber drivers. The front desk staff at these employees that host us in a restaurant.\u201d Underwood said. \u201cAll the El Pasoans understand what that takes, and that’s what makes us truly authentic and gives us that hospitable nature.\u201d<\/p>\n
Looking ahead, Underwood says Destination El Paso is exploring opportunities for growth, including the city’s convention facilities and other major venues.<\/p>\n
She says that could include future growth involving the Abraham Chavez Theatre and the El Paso Convention Center.<\/p>\n
\u201cThere’s some growth that we need to do on that side of the street and so looking forward to doing that,” Underwood said.<\/p>\n
But Underwood says growth doesn’t mean El Paso needs to change its identity to compete with larger tourism destinations.<\/p>\n
\u201cWe don’t want to try to be our big sister, San Antonio or another destination. We are who we are and that’s where we need to be.\u201d Underwood said.<\/p>\n
As El Paso celebrates another 915 Day, Underwood says the city’s identity is one of its greatest tourism assets \u2014 and she believes there is plenty of room for that story to grow.<\/p>\n
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