Explore St. Louis has announced Brian Atchison as chief sales officer and Jill Metherd as sales manager—events. The appointments of two accomplished hospitality professionals to the leadership team come on the heels of a significant increase in tourism and hotel performance.
As chief sales officer, Atchison will lead Explore St. Louis’ group sales strategy and execution for the America’s Center Convention Complex and hotel-based in-house business, including meetings, conventions, sports and other major events. Reporting to the chief commercial officer, he will oversee a team responsible for producing more than 620,000 group room nights in FY25, building on last year’s performance of 560,000.
Atchison, who grew up in Mt. Vernon, Illinois, and enjoyed frequent outings to St. Louis, brings more than 20 years of senior leadership experience in destination marketing and hospitality sales, including his most recent position as the vice president of business development and convention sales for New Orleans’ destination marketing organization, New Orleans & Company. He brings a proven track record of strategic vision, stakeholder engagement and measurable results. “I’m excited to return to the Midwest and build a life in a place that has always felt like home,” said Atchison. “St. Louis offers visitors a unique sense of authenticity, a city with deep roots, real character and lasting appeal.”
Metherd is a veteran of some of St. Louis’ largest entertainment and event venues, including Ballpark Village and Armory STL, bringing expertise in event sales, operations and strategic planning. Her focus will be working within a rolling 12-month window to secure local and regional events at the America’s Center Convention Complex.
“These two outstanding leaders join Explore St. Louis at an extraordinary moment for our region,” said Explore’s Chief Commercial Officer Ed Skapinok. “Brian’s ability to align strategy with execution and Jill’s exceptional track record in event sales will be instrumental in building on the remarkable momentum we’re seeing.”
That momentum was reflected in recently released tourism performance data. St. Louis ranked first among the top 25 U.S. markets in growth for hotel occupancy and revenue per available room (RevPAR) in May, June and July this year.
High-profile summer events, including Kendrick Lamar and SZA’s national tour, the 2025 UFL Championship Game, Meeting Professionals International’s World Education Congress and the Seventh Day Adventists General Conference Session, helped fuel the surge.
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