Purpose
The purpose of Destination Duluth is to foster a connected, vibrant, and growing community.
Mission
Our mission is to curate and create content that inspires, educates, and connects people to Duluth, showcasing its unique quality of place.
Vision
Our vision is to see people filled with a deep sense of belonging and identity with Duluth.
Values
• Intentional • Positive • Genuine •
We believe that our purposeful action opens doors, a positive attitude invites others to step through, and authentic relationships give them the grounding to repeat this process.
History
The history of Destination Duluth started in 2006 when co-founder Branden Robinson purchased the Destination Duluth.org domain. The non-profit, funded by individuals, sponsoring businesses, and private grants, was officially launched on May 23, 2013, with a Facebook page and then a website several months later.
Destination Duluth uses gorgeous images and stories of people, places, and events celebrating the Northland while generating millions of social media views and interactions.
The engagement rate has been so remarkable that Destination Duluth was ranked third in the nation in social media engagement in the tourism category by Shareablee.com.
These rankings beat out tourism social media giants such as “Discover Los Angeles,” “Choose Chicago,” and “The Official Guide to New York City.”
Shareablee monitors more than 1 million companies and notes that the interactions of Destination Duluth’s 250,000 followers placed it in the Top 10 among Sharablee’s monthly “PowerRankings.”
The Destination Duluth Board
Jerry Thoreson
Managing Director
Jerry grew up in Superior in the Billings Park neighborhood. He graduated from Maranatha Baptist University with a degree in pastoral studies. After college, he served in church ministry as an associate pastor in Martinsville, Indiana, for over 13 years.
Returning to the Twin Ports in 1996, he worked in the advertising department at the Duluth News Tribune until January 2012. He then freelanced as a social media marketer, helping many businesses with their Facebook pages.
In 2013, he was recruited to help launch the Destination Duluth Facebook page and promoted to Managing Director in the fall of 2019.
“It has been a remarkable honor working on Destination Duluth to uplift the city and to educate people about the beauty and quality of life here and why they would want to #befromDuluth
Jerry and his wife Sandi enjoy living in Duluth’s growing Lincoln Park neighborhood. They have four grown children and eight grandchildren.
The couple loves getting out and enjoying what life in Duluth has to offer on both the North and South shores of the Lake. Their favorite spots are the Rose Garden, Brighton Beach, Park Point, Gooseberry Falls, Split Rock Lighthouse, and Bayfield.
Regarding the new board members, Jerry stated, “I am so excited about the fresh leadership and the gifts and talents they bring that will expand our ability to influence positive growth for Duluth and surrounding areas.”
He added, “We deeply appreciate both our photographers and writers for helping us tell the story of Duluth.”
Branden Robinshon
Co-Founder
Branden grew up in Duluth, graduated from Marshall High School, and went away to college at Cornell University in Ithaca, New York, where he received a degree in Hospitality Management. He has been the general manager at Duluth’s South Pier Inn for over fifteen years.
“I was very happy to come back to Duluth. I always saw this one-of-a-kind city's potential—with its four seasons, natural assets, recreation, and the beauty of the Lake, the hill, and the woods. It offers something for everyone.”
He added, “On the cultural side, we also have an amazing arts scene.” He also serves on the Board of Directors of the Duluth Superior Symphony.”
He has also served on many non-profit boards, including Hospitality Minnesota and their Education Foundation, Minnesota Lodging Association. Locally he served on the board of Visit Duluth, Duluth Superior Area Community Foundation, Duluth Superior Hotel Motel Association, and Rotary Club of Duluth, serving as Club President in 2015-2016.
For activities, Robinson enjoys being on the water—sailing, kayaking, and boating, and on land, going hiking and biking. He also loves the variety of restaurants and small businesses the area offers.
“I am excited about the new board members bringing their creative talents to Destination Duluth,” he said. “I see many avenues for growth and new directions with us working together to direct where we can go in the future.”
“It’s important for us to keep our small town feeling while growing and inviting people to come here to live, to be involved, and to make a difference,” he said.
Beau Walsh
Board Member
Beau grew up in Minneapolis and came to Duluth at 17 to go to UMD to study graphic design. During his senior year in college, he heard that most of his friends planned to leave Duluth after graduating. “I remember thinking, ‘Why is nobody staying here?’”
“I saw Duluth as a place I could start working right away and put down roots. I have spoken so highly of it; my parents and my sister also moved here,” Walsh said.
He did his internship at an ad agency and began doing freelance work. Walsh started his own design agency in 2014, eventually opening his current agency, Cultural North, six years ago.
Walsh enjoys spending time with his wife France, and their two-year-old daughter, Vesper. “My favorite place right now is probably 190° Coffee Shop, and my favorite activity is probably sitting at a coffee shop and working on new ideas and side projects.”
He said, “Outdoors, I enjoy going on a walk through the Congdon neighborhood and then hiking by Tischer Creek. I love so much about the city, from its history, buildings, geography, and cultural opportunities. I also love working with people I admire and making an impact.”
“My goals on the Board are to problem solve, find small things we can do to make a great impact, and refine the visions and goals of Destination Duluth,” he added.
David Schauer
Board Member
David is a native of Duluth, a graduate of Central High School and the University of Minnesota Duluth where he earned a Bachelor of Business Administration degree. He lives in Duluth with his wife Laura, twin daughters Gretchen and Teresa and son Gus. After spending 30 years in the marketing and advertising industry, he is now self-employed as a consultant. David and son Gus enjoy the hobby of photography, focusing primarily on transportation subjects including ships and railroads. His volunteer work includes being on the board of directors of the Lake Superior Maritime Museum Association where he serves as president, Lake Superior Railroad Museum in the role of vice president of the North Shore Scenic Railroad and now on the board of Destination Duluth.
David is a Destination Duluth contributing photographer, winning the "2023 f/1.4 Award" for most impressions by a photographer on Destination Duluth. His photos had over 6 million views in 2023.
Melissa Dressely
Board Member
Melissa Dressely is the CEO of Do North Marketing, headquartered in Grand Marais, MN. With over two decades of experience in tourism marketing, particularly along the North Shore, Melissa is recognized as one of the region’s foremost industry leaders. Her deep-rooted expertise spans a career dedicated to promoting tourism and elevating businesses in the area.
Do North Marketing is the driving force behind the North Shore Explorer MN content marketing platform, designed to inform and inspire visitors with the best experiences Duluth and the North Shore have to offer. The platform provides original, engaging content that helps visitors discover must-see destinations, activities, local businesses, and events, fostering a deeper connection to the region.
The North Shore Explorer MN platform includes the widely distributed North Shore Explorer Guide, the official guide to the North Shore Scenic Drive. This 60-page, mile-by-mile guide covers the top attractions from Duluth to the North Shore. With 100,000 copies printed annually, it is Minnesota's most popular visitor guide. The platform also boasts a strong digital presence with NorthShoreExplorerMN on Facebook and Instagram, amassing over 55,000 followers, and a content-rich website, NorthShoreExplorerMN.com.
