St. Louis is proving that America's heartland is ready for a renaissance, blending iconic history with entrepreneurial energy. In this IPW 2025 episode, recorded live on the conference floor in Chicago, Explore St. Louis president and CEO Brad Dean joins Afar editorial director Billie Cohen to discuss how the Gateway City is reimagining itself as a destination for urban exploration while celebrating major milestones like Route 66's centennial and America's 250th anniversary.
Dean, who officially started his role in February 2025, chose St. Louis over offers from New York, Chicago, and San Francisco because of the city's incredible momentum—including major downtown redevelopment, a newly approved entertainment district, and massive investments in the airport and convention center.
The conversation reveals the surprising gap between visitor and local perceptions of St. Louis, with guests consistently ranking the dining, history, art, and culture as extraordinary. Dean also highlights St. Louis's remarkable commitment to accessibility—residents voted to tax themselves so major attractions like the world-class zoo and art and history museums remain free to visitors.
What You'll Learn
Dean describes St. Louis as the "original gathering place" where rivers converged and westward expansion began, now evolving into a playground for urban exploration.
Prior to leading Explore St. Louis, Dean helped transform Myrtle Beach and rebuild Puerto Rico's tourism after Hurricane Maria.
How St. Louis residents voted to tax themselves to make major attractions free, demonstrating the community's commitment to hospitality.
Where visitors can experience authentic St. Louis beyond downtown, including unique neighborhoods with rich history and vibrant culture.
Key Moments
[03:15] Dean reveals that St. Louis was the first place he vacationed as a seven-year-old from rural Illinois, planting the travel seed that shaped his career.
[08:45] Asked about St. Louis pizza, Dean explains how the thin-crust style originated from local farms and today Imo's makes every pizza downtown near the convention center.
[15:30] Dean discusses how the gap between visitor and local perceptions is "as big as I've ever seen," with visitors consistently surprised by the quality of dining and culture.
[22:40] The recently reopened old courthouse showcases consequential American history, including Dred and Harriet Scott cases and Virginia Minor's fight for women's voting rights.
Resources
Read the transcript of this episode.
Learn more about Explore St. Louis.
Find Explore St. Louis on Instagram, Facebook, and YouTube.
Read Afar's St. Louis coverage.
Previous Episode: Elliott Ferguson of Destination DC on separating politics from place.
Up Next: Anne Sayers, Wisconsin's secretary of tourism
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This IPW 2025 special series was recorded live in Chicago. View From Afar is a production of Afar Media and a part of Airwave Media's podcast network (email advertising@airwavemedia.com if you would like to advertise on our podcast). The podcast is produced by Aislyn Greene and Nikki Galteland, with assistance from Michelle Baran and Billie Cohen. Music composition from Epidemic Sound.
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