julie coker san diego tourism authority

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Straight talk with julie coker, president & ceo, san diego tourism.

Ask Julie Coker, president and CEO of the San Diego Tourism Authority , what inspired her to pursue a career in the hospitality and destination marketing industries and she’ll point to a high school waitressing job that taught her the art of taking care of people.

“I’ve always had this A-type personality, so…I was always focused on taking orders correctly, ensuring hot food was served hot and cold food cold, but I also enjoyed helping people make memories whether they came in for a special birthday, graduation, vacation or night away from the kids,” she explains. “I knew the customer service I delivered made a difference in that person’s experience.”

That job inspired Coker to pursue a college degree in hospitality management at Johnson & Wales University, where she graduated magna cum laude. She soon hit the ground running, spending more than two decades rising through the ranks at Hyatt, after which she transitioned into the DMO world, assuming the role of executive vice president of conventions, and then president and CEO of the Philadelphia Convention and Visitors Bureau. Now, as leader of the SDTA, Coker oversees efforts to promote and sell the California coastal city as a top destination for meetings, conventions and tourism. 

TSNN had a chance to spend time with Coker to hear what it’s like to start a new job during a pandemic, how COVID has impacted destination marketing and what she most looks forward to once the world opens up again.

What is the biggest challenge your organization has had to navigate during this difficult time? 

Like everyone in the tourism and hospitality industry, we had to navigate brutal business conditions coupled with ongoing uncertainty. That was made more complicated by the fact that I joined the San Diego Tourism Authority as president and CEO in June 2020 at a time when all team members were working remotely. My initial one-on-one meetings with team members were over Zoom. 

So, while I was thrilled to join the SDTA and sell and promote this amazing city, there was a host of challenges that comes with learning a new job, getting accustomed to a new city during a once-in-a-lifetime pandemic, bonding with team members that are all remote and getting acquainted with members and stakeholders that are experiencing one of the most devastating years in their entire career.   

How has the destination marketing industry been changed during COVID-19 and do you see things going back to “normal” post-pandemic?

Both the message and the scope of our marketing had to pivot to the times we were faced with. Prior to COVID-19, we marketed San Diego across the nation and the globe. We quickly realized we had to shift our focus to our own backyard and a much closer drive market—Southern California and Arizona, primarily.   

In addition, we had to encourage and inspire San Diegans to re-discover their own city and patronize our local restaurants, enjoy an overnight stay at a local hotel and support our attractions. Our marketing message shifted from happiness and smiles to wellbeing and health through our Safe Destination and Safe Traveler pledges. As consumer confidence builds, we will return to a national marketing campaign as well as a full return to our overseas markets when appropriate.   

Do you see virtual events as a permanent fixture in the trade show and events industry or just a stop-gap until live events returns? If the former, how do you believe this will impact event destinations such as San Diego?

Even prior to the pandemic, many meetings and conventions offered some sort of hybrid or virtual component, which can lead to increased reach and engagement. I think that will continue for the foreseeable future. But I firmly believe that we are all Zoomed out and hungering for face-to-face contact. And I expect in-person meetings and conventions to bounce back as vaccinations ramp up and consumer confidence continues to improve.

What have you learned most about yourself during the pandemic? 

You are stronger than you know. I have said that phrase a thousand times to friends and family members going through difficult situations to help inspire or motivate them. But this time I needed to say it to myself, and not only say it but believe it. It also drove home the need to be honest, kind and transparent when times are tough. During difficult times, people are looking for leadership, and I found being honest and up-front with the team in Philadelphia and San Diego helped calm those fears and allowed both teams to focus on what was important, which is taking care of our customers, our stakeholders and our community. 

What kind of self-care has been key for your mental health during this past year?

Keeping in touch with family and friends was so important. I also, like so many people, got a puppy, Piper, and that has kept me busy.

Where is the first place you want to travel when things open and why?

This may sound a little cliché, but this is my first time living and working on the West Coast, so I really want to explore California and take in all the great arts and culture, awesome cuisine and natural beauty. Often we take those things for granted, so I want to really spend time getting to know my new home state. 

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San Diego Tourism Authority hires new CEO from Philadelphia to replace Joe Terzi

New chief executive has led the philadelphia convention and visitors bureau for the last four years.

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Julie Coker, the chief executive of the Philadelphia Convention and Visitors Bureau, has been hired to lead San Diego’s Tourism Authority, replacing longtime CEO Joe Terzi, who announced his planned retirement last year.

Like Terzi, Coker has had a long tenure in the hotel industry, having spent 21 years with Hyatt Hotels, where she held general manager positions for properties in Philadelphia, Chicago and Oakbrook, Illinois, before eventually joining the Philadelphia bureau in 2010. Coker was promoted to the bureau’s chief executive position in 2016.

Coker, who was appointed by the Tourism Authority’s board of directors, is expected to join the San Diego tourism agency in March. While Terzi had originally expected to retire in January, the search for his replacement took a little longer than anticipated. Terzi, who has been CEO since 2009, said the Tourism Authority initially received about 100 applications for the job.

Her new position, says Coker, should be well-suited for her, given her experience with Philadelphia’s convention and tourism industry.

“Having been with the bureau since 2010, we’ve done amazing work, and I’ve have had a great opportunity to experience some large and meaningful events, like the Democratic National Convention and the NFL draft so I’m proud of the body of the work here and with Hyatt Hotels,” Coker said. “So when this opportunity presented itself, I thought my skill set and work experience would be an ideal fit for San Diego.

The San Diego Tourism Authority, which is a nonprofit, declined to divulge how much Coker will be paid in her new role. Such details will be provided at a later date, said spokeswoman Candice Eley. The most recent IRS form documenting the annual pay for Terzi shows annual compensation of more than $578,000, which includes a base salary of $408, 233 for the fiscal year ending June 30, 2018.

Coker is coming to San Diego at what will be a crucial time for the region’s visitor industry. On March 3, voters will be asked to approve an increase in the city’s hotel tax to help finance a long-hoped-for expansion of the bayfront convention center. The tax increase, if approved, would also go toward funding homeless services and road repairs.

In 2011, Philadelphia completed a $787 million expansion of its convention center that enlarged the facility by more than 60 percent, adding three new exhibit halls, the largest convention center ballroom in the Northeast, and additional meeting rooms. If San Diego’s planned expansion were to occur, the center would be comparable in size to Philadelphia’s facility, Terzi said.

The Philadelphia project was financed with an increase in the city’s hotel tax, but unlike in San Diego, the tax hike did not require a vote of the people. The San Diego vote faces a high bar, given that a two-thirds majority approval is required. Coker said she did not want to speculate on what steps she thought the city might take should the measure fail and there was no financing for the project.

“I certainly hope the voters can appreciate why this is such an important reason to vote yes,” she said. “If it does not pass, you work with the leadership team and board to come up with a plan to best suit the needs of San Diego. It would be premature for me to expand on that at this time.”

Terzi said he will continue to work on the campaign to pass the convention center initiative, known as Measure C, as well as help with transitioning to a new center should the measure pass. He also plans to work part-time on initiatives to raise the profile of Balboa Park as a tourist destination.

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Julie Coker

President & CEO, San Diego Tourism Authority

Julie Coker is the president and CEO of the San Diego Tourism Authority (SDTA) where she oversees the organization’s efforts to promote and sell San Diego as a top destination for meetings, conventions, overseas travelers, and leisure visitors. The San Diego Tourism Authority is recognized as one of the best in the business and continues to set the standard for Destination Marketing Organizations. Previously, Coker served as the president & CEO of the Philadelphia Convention and Visitors Bureau (PHLCVB) where she oversaw the 2017 NFL Draft and the 2016 Democratic National Convention, which had a combined economic impact of $325 million for Philadelphia. Prior to that, she was PHLCVB’s Executive Vice President, Convention Division, and managed a staff of 25 sales and services professionals responsible for selling the expanded Pennsylvania Convention Center and hotel packages to customers across the country.

Additionally, Coker is a member of the Philadelphia Chapter of The Links, Incorporated. In both 2012 and 2019, the Philadelphia Business Journal named her among their Women of Distinction honorees. She was the 2017 United Negro College Fund Mayor’s Ball Honoree for Civic Leadership and was named one of the Network Journal’s 25 Most Influential Black Women in Business. She also received the Cradle of Liberty Good Scout Award by the Boy Scouts of America Cradle of Liberty Council and was the recipient of the 2011 John Wanamaker Award (Individual Award) given by the YMCA of Philadelphia and Vicinity.

Coker serves on several boards, including the California Travel Association, Visit California, The San Diego Regional Chamber of Commerce, The San Diego Regional Economic Development Corporation and the Downtown San Diego Partnership. She is an Executive Committee Member of the U.S. Travel Association and Destinations International. Coker is a graduate of Johnson & Wales University in Providence, Rhode Island, where she received a Bachelor of Science in hospitality management and graduated magna cum laude.

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SDTA Connect Blog

Keeping you connected to the San Diego Tourism Authority and the hospitality community.

A statement from SDTA President & CEO Julie Coker

June 4, 2020 By Hallie Jacobs 4 Comments

To quote Dr. Martin Luther King, “The ultimate measure of a man is not where he stands in moments of comfort and convenience, but where he stands at times of challenge and controversy.” As I take the helm at the San Diego Tourism Authority (SDTA), our nation stands in a time of challenge and controversy. I was incredibly moved by the San Diego community’s actions over the past week to speak out on systemic injustice and racial discrimination.  To the Black community, including visitors, residents, business owners, elected officials—the SDTA stands with you. The deaths of George Floyd, Breonna Taylor, Ahmaud Arbery and the countless victims of senseless acts of violence demonstrate the impact of continued racial inequality. 

Yet amidst the pain and anguish these tragedies have unleashed, I see hope. We as a nation are beginning to grapple with the origins and ongoing effects of systemic racism. Here and in communities across the U.S., people are engaging in peaceful protests as well as in much-needed reflection and dialogue around how to address racism that for too long has sewn division, inequality and injustice. 

At the SDTA, we are listening with open ears and open hearts, and welcome feedback from both the local community and our visitors on how we can better address and combat racism that for too long has marginalized Black people and people of color. For many, San Diego is seen as a warm, welcoming city, but we know there is more to do. The SDTA vows to engage in conversations and be part of the change necessary to create a country where all people are truly valued and treated equally.

On Thursday, June 11, SDTA will join the US Travel Association for a discussion on race and racism within the travel industry. The SDTA will continue to work so everyone in our community feels heard and represented and all visitors feel safe and welcomed. This will be accomplished by listening and examining our own internal policies and practices at the San Diego Tourism Authority.  Ensuring equity and inclusion must be foundational to the work we do to tell San Diego’s story, now and well into the future. 

This is our commitment to you, because Black Lives Matter.

Julie Coker, President & CEO

Reader Interactions

DeeAnne Snyder says

June 19, 2020 at 2:55 pm

Well stated from the heart of a leader who understands that as the hospitality industry in San Diego, we must see ourselves as “one nation, one people, one cause” Thank you Julie for your inspirational words. By the way, when you have been in San Diego for 15mins…. You are considered a native!

Robert A Rauch says

June 11, 2020 at 9:31 am

Great start, Julie, everyone will be looking to you for leadership on this and all other issues. Your letter resonates well! Bob

Terri Breining says

June 10, 2020 at 1:59 pm

Julie Coker is exactly the right leader, arriving in San Diego at exactly the right time!

Paul Hirschberg says

June 9, 2020 at 2:25 pm

Well stated Julie! Welcome to San Diego!!

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President & CEO of San Diego Tourism Authority

Julie currently is the President & CEO of San Diego Tourism Authority. She officially accepted this role in 2020 after her experience in leading Philadelphia Convention & Visitors Bureau (PHLCVB).

On January 1 2016, Julie Coker Graham became the new president and CEO of the Philadelphia Convention & Visitors Bureau (PHLCVB). She assumed the role following the retirement of former President and CEO Jack Ferguson on December 31.

Julie joined the PHLCVB in 2010 as Senior Vice President of the Convention Division and was promoted to Executive Vice President of the PHLCVB in June 2014 as part of a strategic succession plan. The move allowed her to continue leading the organization's convention sales efforts while expanding her responsibilities to include overseeing all of the PHLCVB's departments and operational duties. A 21-year Hyatt Hotel Corporation veteran, Coker Graham will be the only female African-American president & CEO to lead a major CVB in the top 50 U.S. markets.

"Julie Coker Graham is a talented, experienced and respected professional, and her hard work and dedication to Philadelphia during her tenure at the PHLCVB has been pivotal to the city's continued recognition as a first-choice destination for all visitors," said PHLCVB Chairman Nick DeBenedictis. "I have great confidence that she is the right leader to build upon the successes of Jack Ferguson and maintain the PHLCVB's reputation as one of the most recognizable destination marketing organizations in the country."

As the primary sales and marketing agency for the expanded Pennsylvania Convention Center, the PHLCVB in 2014 boasted its strongest convention booking year in a decade. Since the signing of the Customer Satisfaction Agreement at the Convention Center in May, definite bookings of citywide conventions for future years are 47 percent higher than over the same period in 2013.

Coker Graham will work to continue this momentum with new and innovative sales and marketing initiatives. The PHLCVB is also the official tourism promotion agency for Philadelphia globally and, under Coker Graham's leadership, will continue efforts to further promote travel to Philadelphia, which moved from the 21st to the 15th in overseas visitation rankings.

"It is a great honor to be assuming the position of PHLCVB President & CEO. On the heels of a visit by Pope Francis in September that drew nearly 1 million national and international visitors, Philadelphia's star continues to rise across the globe. It is an extremely exciting time to be taking the reins," Coker Graham said. "As we look ahead to a year that includes the City of Philadelphia hosting the 2016 Democratic National Convention and tens of thousands of delegates and leaders from around the world, I look forward to sharing Philadelphia's story."

In addition to the DNC, in 2016 Philadelphia will host the American Institute of Architects convention, the African Methodist Episcopal Church Bicentennial, the American Association for Clinical Chemistry meeting, the American Chemical Society meeting and the Copa America soccer tournament, among many other conventions and events in 2016.

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World Design Capital San Diego Tijuana 2024 and City of San Diego Announce Year-Long Program

Programming includes six signature events, a series of inspiring design stories, 300+ community initiatives, a cross-border public art project and more!

On January 31, 2024, World Design Capital San Diego Tijuana 2024 (WDC 2024) and the City of San Diego announced its year of programming for design-related events. The first cross-border designation in World Design Capital history, San Diego is the first U.S. city ever to receive the designation and Tijuana is the second city in Mexico to hold the title.

“We are thrilled to officially announce our year-long program of events and initiatives that have been created and led by community members from the San Diego Tijuana region, and are a reflection of the creative passion that exists here in the community,” said Mai Nguyen, Board Chair of WDC 2024 and Director of UC San Diego Design Lab. “WDC 2024 was made possible due to our passionate cross-border design community. Throughout the year, we will be supporting and presenting design-driven events that align with our mission to transform and elevate our region.”

The  San Diego Tourism Authority  (SDTA) is partnering with World Design Capital San Diego Tijuana 2024 (WDC), to promote the cross-border region as a premier design destination and support a year-long slate of innovative programming.  “The World Design Capital will spotlight our region’s art, architecture and intellect, elevate us as an international design destination, and inspire our community for years to come,” said Julie Coker, president and CEO of the San Diego Tourism Authority. World Design Capital programming will feature a series of public events, conferences, exhibitions, summits and celebrations, bringing together global leaders to exchange ideas and create opportunities to use design to solve some of the region’s most critical issues. 

The calendar of events will include signature events in partnership with the World Design Organization, as well as community events that will help achieve program goals, demonstrate  cross-border collaboration and promote design thinking.

Signature Events

Throughout the year, WDC 2024 will present six signature events in partnership with the World Design Organization® across the San Diego Tijuana region featuring interactive design experiences for all. Signature events include the Community Celebration on February 28 at the Tijuana Cultural Center (CECUT); the World Design Festival powered by Tijuana Design Week happening May 1-5 in Tijuana; the World Design Experience powered by the Design Forward Alliance and San Diego Design Week happening September 18-25 in San Diego; the World Policy Conference powered by the City of San Diego and UC San Diego Design Lab taking place November 12-13 in San Diego; the World Design Network of Cities organized in partnership with the City of San Diego, the City of Tijuana, and the World Design Organization on November 15 in Tijuana; and the WDC 2024 Convocation Ceremony organized in partnership with the World Design Organization on November 16 at The Salk Institute.

World Design Spotlight

WDC 2024 will also be creating digital content capsules to share stories of design that shape the region. Curated by AIGA, the World Design Spotlight will highlight design-driven innovations, designers, design firms, design studios, and projects in the San Diego Tijuana region. Highlights include the Centro Cultural Tijuana (CECUT), Cross-Border Express (CBX), James Hubble / Ilan Lael Foundation, Qualcomm, Taylor Guitars, The Salk Institute, and The Stuart Collection at UCSD.

Temporary Art Installation

WDC 2024 has selected internationally recognized visual artist, Daniel Ruanova from Tijuana and full-service architecture and design agency Heleo, to create a temporary art installation titled "EXCHANGE Pavilion" that will come to life in the Plaza de Panama at Balboa Park and the Palacio Municipal de Tijuana. "EXCHANGE Pavilion" invites us to immerse ourselves in its physical and conceptual presence, contribute to its public memory and coexist with others who arrived along the way. “EXCHANGE Pavilion” will provoke dialogue, creativity, human connection, and the exchange of our collective experiences. A representation of the significance of WDC 2024 to the region, this installation will serve as a bridge, connecting people from various backgrounds, inspiring conversations, and fostering a sense of unity.

Community Initiatives

WDC 2024 will be endorsing 300+ community initiatives consisting of a diverse range of projects, events, exhibitions, activations, and more offering opportunities for active participation and engagement. The Community Programs will advance the mission of WDC 2024 to transform the region through the lens of design, curated and led by community members from San Diego and Tijuana.

“I’ve supported the World Design Capital San Diego Tijuana project from day one because of the economic benefits and cross-border collaboration that it will bring to our region,” said Councilmember Raul Campillo, who strongly advocated for $3 million for World Design Capital (WDC) in the FY2024 City of San Diego budget. “It’s an honor to help reveal more exciting details about the WDC San Diego Tijuana 2024 program, like the Balboa Park Pavilion and more than 300 community programs.”

The Prebys Foundation $1M Pledge

The Prebys Foundation is pledging an additional $1 million in matching funds to the World Design Capital. The Prebys Foundation is committed to fostering unity and growth within the cross-border communities, striving for a future that is inclusive, equitable, and vibrant. This means that for every dollar contributed to the WDC 2024, the Foundation will match it, effectively doubling the impact of each donation. This initiative is pivotal in promoting design excellence and urban policy, drawing investment and creative talent, fostering new partnerships, bolstering knowledge-driven economic growth, and enhancing the global reputation of the region as a premier travel destination. WDC 2024 is a program led and shaped by the community; we encourage everyone to engage with and support this matching challenge.

To learn more about WDC, visit: https://wdc2024.org

About World Design Capital San Diego Tijuana 2024

The World Design Capital® (WDC) is designated every two years by the World Design Organization® (WDO) to recognize a city’s innovative and effective use of design to strengthen economic, social, cultural and environmental development. Through a year-long program of design-related events, WDC provides a platform to showcase best practices in design-led policy and innovation, increase civic engagement, and attract business and tourism. The selection of the San Diego Tijuana joint bid makes it the first cross-border World Design Capital in history. While the designation is for both cities as one connected community, San Diego is the first U.S. city ever to receive the designation. Tijuana is the second city in Mexico to hold the title, following Mexico City in 2018. WDC 2024 will host a series of events, exhibitions and summits including six signature events and supporting over 300 public events and initiatives that address the region’s most pressing challenges through design, and create a unified force for regional transformation. The region’s winning bid reflects the collective efforts of founding partners UC San Diego Design Lab , Design Forward Alliance , Burnham Center for Community Advancement , City of San Diego and City of Tijuana, and numerous community supporters. More information about World Design Capital San Diego Tijuana 2024 is available at wdc2024.org .

About San Diego Tourism Authority

San Diego Tourism Authority is a private, non-profit, mutual benefit corporation composed of approximately 920 member organizations, businesses, local governments, and individuals seeking a better community through the visitor industry. San Diego Tourism Authority members include tourism-related entities in such categories as lodging, dining, arts, attractions, shopping, and transportation, among others, as well as other companies indirectly involved in tourism. Visit sandiego.org to learn more.

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