Stay curious: Lessons from a future place leader
Place branding and place marketing is a specialised industry, requiring a specialised skill set. So if you’re starting out in a place-based role, what are the essential skills and traits you need to have under your belt?
We sat down with Julie Madsen, Communications and PR Manager for Visit Ventura and winner of the 2025 CNP Future Leader award, to understand what she’s learned in her first three years in place marketing, the best advice she received, and what she wished she'd known on her first day in role.
Congratulations on winning the City Nation Place Future Leader Award! How does it feel?
I am so unbelievably honoured and humbled to receive this achievement! Never in a million years did I expect this, but I am so grateful to be in this industry and get to work with such incredible people. To be considered by my team and the Board of Directors at Visit Ventura for a nomination is an honour in itself. To be selected as a finalist alongside such great leaders in their own communities and to win… I’m still speechless!
The jury were particularly impressed with how effective you’d been in working with external stakeholders and community partners. Do you have any advice for other future leaders on how to earn trust of these partners in place branding?
My biggest piece of advice would be to stay curious and listen. Ask questions and always be willing to learn. Be genuine and don’t get caught up in the “business” of it all. It can be easy to skip the small talk before and after meetings, but that’s where a lot of the magic and true conversations happen. Letting your stakeholders and partners know that you truly care about them, their story, and even what they did over the weekend is valuable.
Looking back over the past few years, what are the most important lessons you’ve learned from mentors and advisors in place branding and place marketing?
The big thing that comes to mind is probably the most obvious but truly important lesson: do the right thing. Do the right thing for your stakeholders and partners, do the right thing for your team and coworkers, and do the right thing for your community, which is everything to us.
As a future place brand leader, what do you think is the most exciting opportunity facing place brand teams – and what do we need to be cautious about?
The answer to this question is both the exciting opportunity and perhaps the thing we should be careful about: the ever-changing internet. The way social media evolves every single day and provides teams with different ways to interact with our community and audience is extremely exciting and is unlocking a new wave of creativity and innovation we haven’t seen in decades. And yet, the innovation of social media and digital engagement can sometimes push us off the path of authenticity, meaningful community engagement, and true storytelling. You don’t want to be creating videos just for views. Finding a balance between embracing these new technologies, trends, and tools is paramount, and something our team considers every day.
What skills or traits do you think will be essential for a place brand or marketing leaders to be successful in the face of those challenges and opportunities you’ve mentioned?
I’m lucky to be part of a team that is always willing to try new things. Just because it’s been done in a certain way for years, doesn’t mean you have to keep it that way. Having the ability to not only adapt but to be bold and brave to try the thing that no one has stepped up to do is essential. And I think young emerging leaders are leading the charge.
Are there are any exciting new initiatives you’re working on that we should be keeping an eye out for?
Ventura is making an international name for itself as a sports destination and I’m very proud that I was able to help my team and community in doing so. We’re proud that our small beach town community hosted the X Games twice in a row, and we made so many crazy, amazing memories in those two summers. We’re looking ahead and so excited to host Jackalope, an internationally acclaimed action sports event, next year in May. It’ll be the very first time Jackalope has been held on the West Coast, and we can’t wait to welcome athletes and fans to our beach town. But what I’m most excited about is the spirit and energy it’ll bring to Downtown Ventura: Jackalope is completely free to attend, and it’s all about community engagement. So definitely mark your calendars for Jackalope Block Party Ventura coming to Downtown Ventura May 1-3, 2026!
If you could go back to your first day at Visit Ventura to give your younger self advice, what would it be?
When I first started at Visit Ventura, I found that I was often the youngest in the room. That used to intimidate me and made me feel that I couldn’t speak up or contribute. Fast forward three years later…I still am often the youngest in the room, but I’ve learned to embrace it. I’ve learned that it makes me different — in the best way possible. I’m able to see things a little differently, I have fresh ideas and perspectives. I’m owning it and taking every opportunity to learn from people from all walks of life and experience. Somewhere along the way, I realized I’ve gathered some bits and bobs of wisdom and experience myself, and I’m excited to take what I’ve learned and keep going!
