Meet Branden Robinson – The Visionary Behind Destination Duluth

Picture of Andrea Busche

Andrea Busche

As the creator and co-founder of Destination Duluth, Branden Robinson could easily be front and center, soaking up the limelight of the organization’s spectacular success.

However, Robinson, a humble and unassuming leader, prefers to operate mostly behind the scenes. Rather than reveling in his well-deserved accolades, he is quick to generously give credit to others.

With that said, we are thrilled to be able to “give him his flowers” today, and introduce our readers to the visionary behind Destination Duluth. We enjoyed asking him all the questions, including how and why he started the organization.

As a native Duluthian, Robinson’s passion for our area runs deep. “I truly think we are a world-class city,” he said.

“People always fall in love with Duluth when they visit,” he added. “There are so many reasons to want to be here. I want to continue to celebrate what we have, and tell that story to an interested audience.”

Robinson captured this image of a strong aurora in Summer 2024, from the cockpit of Bobcat, his sailboat. Photo by Branden Robinson

Duluthian, Through and Through

Robinson is the only child of the late James Robinson – who was an attorney and trust officer – and Mary Robinson, who owns and manages local rental properties.

Being present to learn the hands-on skills of his mother’s career – which continues to this day – had a large impact Robinson’s own aspirations. “I learned the trade from her,” he noted. “She got me interested in the idea of hospitality as a career.”

Robinson grew up just north of Duluth, where he attended North Shore Elementary, a “traditional country school.” He has always had a variety of interests.

“As a child, I spent a lot of time outside,” he noted. “I explored the woods, and rode my bike. I’m grateful that my childhood was still very analog,” he added with a chuckle.

The family also enjoyed the pastime of sailing, which is how James and Mary met – in the local keel club. Branden still owns the family sailboat, christened “Bobcat,” a C&C 25-footer, which he enjoys during Duluth’s warmer months. “It’s sort of like my summer cabin,” he explained.

While attending high school at Duluth Marshall, Robinson became interested in computer science. He started a tech team program, where he taught middle schoolers about computer hardware. Later, as a senior, he taught a class for senior citizens on how to operate a personal computer

Destination Duluth

The foundation of Destination Duluth was set in 2006, when Robinson purchased the domain name, destinationduluth.org. Later, and together with two partners, Tom Livingston and Chris Swanson, Robinson worked to develop the concept of what Destination Duluth was to become. The official launch of the 501(c)(3) educational non-profit organization happened in May 2013.

He explained how he got the idea for this venture. “Back in high school, a lot of my fellow students had the mentality of, ‘I can’t wait to get out of here,’ meaning Duluth. That always bothered me.

“I recognized the opportunities that existed here – obviously the beauty, the four seasons, the clean air. But Duluth is also a regional city and an economic force.

“We have a strong downtown core, great healthcare and education, and amenities for all age groups. We have a great diversity of industry and a lower crime rate than other places. People in Duluth know their neighbors.

“And our community really celebrates the arts. We have a ballet, symphony, an opera, and many museums. I’ve always believed that if you want to be here, Duluth has an opportunity for you,” he added.

To summarize, Robinson simply saw a niche, and sought to fill it. “We have always had a lot of great tourism, but I wanted to see something that would speak to people; something that would say, ‘I want to be here. I want my life to be here. There wasn’t really a great model anywhere that focused on ‘relocation marketing.’”

So, that’s exactly what he created. And although he is the co-founder and a current Board member, Robinson prefers to share the credit with Livingston, Swanson, his fellow Board members, and of course, DD’s passionate Managing Director, Jerry Thoreson.

“It’s very much a group effort,” Robinson said. “We are a working Board. Jerry and I have frequent conversations, and I try to help him in an advisory role. But he’s the one living and breathing it on a daily basis.”

And, of Thoreson, Robinson added, “Jerry is an exceptionally genuine person. He started his career in the ministry, and now his gospel is Duluth.”

Robinson remains very much hands-on with the organization. He handles grant writing, paperwork and other filings, and updates the bylaws, among other tasks.

Enjoying a late summer afternoon sail, aboard his 25-foot C&C sailboat, Bobcat. Photo by Branden Robinson

Career Aspirations

His mother Mary’s career path was deeply intriguing to him, and his late grandfather, John Hunner, provided plenty of inspiration.

“My mom’s dad was the planning director for the City of Duluth from the 1940s to the 1960s,” Robinson shared. “He was also an architect, and designed a variety of homes that are still here in Duluth.

“This was an important time in Duluth’s history, and my grandfather was focused on how to retain each neighborhood’s identity,” he added. “That was part of the legacy he left for the city.”

When considering his own future, Robinson said, “I knew I wanted to pursue business, and ultimately be in Duluth. So, hospitality became a very viable option.”

Robinson attended Cornell University’s School of Hotel Administration in Ithaca, New York, where he earned a Bachelor of Science degree in hospitality management.

Career

Immediately after returning to Duluth post-graduation (in 2006), Robinson was hired as the General Manager for South Pier Inn, owned by the Sola family. The Solas were long-time family friends of the Robinsons, and Branden had worked part-time at the Inn every summer during college.

He got his start working the front desk and handling housekeeping duties. So, he truly started at the bottom and worked his way up.

He explained some of his duties as the current GM. “What makes it so interesting and fulfilling is that every day is different. I handle payroll, marketing, HR, technology, and scheduling, but I’ll also help out with night audit, housekeeping, and maintenance when needed.”

Robinson enjoys working with the Solas, whom he describes as “involved, accessible, and very visible.” And, in case you haven’t been on-site, South Pier Inn is located just a whisker’s width away from the Aerial Lift Bridge, Lake Superior, and all that incredible shipping activity.

About that amazing view, Robinson said, “It never gets old.”

The views of our beautiful waterways never get old. Seen here exploring the many islands and waterways of Voyageurs National Park in Summer 2024. Photo by Branden Robinson

Extracurriculars

In addition to his full-time job at South Pier Inn and work with DD, Robinson is current Board President for the Duluth Superior Symphony Orchestra (DSSO), current VP of the Duluth Parking Commission, and a past Board member for the Duluth Superior Area Community Foundation.

He also supports Hospitality Minnesota, by serving on its Board – and as Board Chair for the Educational Foundation. He is a past Board member of Visit Duluth, and past President of the Rotary Club of Duluth.

Robinson was recognized with a Duluth News Tribune “20 under 40” award in 2011. And, under his leadership, South Pier Inn was named 2013 “Hotel of the Year” by the Minnesota Lodging Association. The Inn has also been recognized numerous times by Trip Advisor, as “#1 hotel in Duluth,” and as a top hotel in the state.

Shown here enjoying upstate New York – specifically, a section of the Finger Lakes Trail; an eastern component of the North Country National Scenic Trail. Photo by Branden Robinson

Personal

Robinson lives in Duluth’s Lester Park neighborhood with a trio of rescue cats. He shares his passion for feline rescue with his mother, Mary. “Both my mom and I – when we find cats out in the world, we take them in,” he said.

In his spare time, Robinson enjoys taking his sailboat, Bobcat, out on Lake Superior. He also loves road trips (Nashville is a favorite), and country music.

He appreciates so much about Duluth, particularly how it is centered around the water. “Having Lake Superior at our doorstep is the most important thing in our community. The St. Louis River Estuary is also really important. I love hiking on the Superior Hiking Trail, I love the four seasons, and I love how Duluth is a safe place to live, climatologically. We get blizzards on occasion, but we don’t have tornadoes or hurricanes,” he noted.

“We are so blessed with the natural world we have here, and that the natural world and the human world can work together,” he added.

In his spare time, Branden Robinson enjoys exploring the outdoors. He is seen here on an adventurous road trip around Montana, which includes hiking, kayaking, and biking. Photo by Branden Robinson.

Looking Ahead

As DD celebrates 12 years as an official non-profit, Robinson has much to be proud of. But, true to his generous nature, he is quick to share its successes with others.

“I love the content Destination Duluth provides, and I am still learning so much about our community through the content,” he said. “I’m so grateful to our artistic community – including our amazing photographers – and how willing they are to share their work. The generous spirit of our photographers is so appreciated.”

“The future of Destination Duluth is, we are now getting to ‘Version 2.0,’” Robinson added. “We are rolling out a new website, new tools, and rebranding.

“I really feel like we are at a pivotal time for the future of our community, with Madden Media coming on board with the city,” he added. “We will continue building strong relationships, have a common identity, and a unified voice in how Duluth is seen in the global eye.

“Doing what I do in hospitality, I really think we are the front door – or the welcome mat – of the community. And the work we do with Destination Duluth is very synergistic with hospitality.”

Get the latest stories in your inbox

Brought to you by