06 AFTER SHOW Culture Over Profit, Always with Julie Mullins

You can’t buy authenticity and Julie Mullins is here to prove it. In this After Show, Megan Martin and Julie dive into the sharp contrast between high-volume, group-heavy destinations like Chicago and small, leisure-first towns like Whitefish, Montana.

They unpack how to preserve identity while growing events, why destination meetings need to stay human-centered, and how leaders can mentally navigate the sales rollercoaster through economic uncertainty. This one’s for the marketers, sellers, and planners who know it takes a village—and vision.

What You’ll Learn in This After Show:

• How to apply boutique-level personalization in large-scale destinations
• Why preserving community identity should come before outside investment
• The difference in selling leisure vs. group and what they can learn from each other
• How to stay grounded and focused during economic turbulence
• The power of listening, trusting your team, and playing the long game in sales

About the Guest:

Julie Mullins is the Executive Director of Explore Whitefish and owner of Zeal Destination Consulting. She’s spent decades balancing politics, purpose, and profit across global hotel brands, tier-one cities, and now, one of the West’s most treasured small towns.

Want more raw, real talk like this? 

Join the Squared Squad at www.eventaboutitpodcast.com for exclusive content and candid conversations that go beyond the mic.

Connect with Julie HERE⁠

Connect with Megan HERE