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Marketing Memphis as the Home of the Blues and the Birthplace of Rock ‘n’ Roll comes easy to Regena BeardenAs the Chief Marketing Officer at the Memphis Convention & Visitors Bureau, she leverages more than 20 years of experience in branding, online and traditional marketing and PR, including advertising programs in both domestic and international markets for Memphis and Shelby County. 

Regena’s tested and trusted expertise has resulted in numerous campaigns including the “50 Years of Rock ‘n’ Roll” ambassador program which included an ambassador program of Memphis icons including Justin Timberlake, B.B. King, Sam the Sham and Isaac Hayes. This campaign garnered over $30M in PR for Memphis and the surrounding area.

Other achievements include numerous co-op programs developed in Europe and Japan producing over 10 regional partnerships establishing the Memphis and Mississippi Delta region as a premier destination in the Southern USA. Regena’s ability to design strategic long and short term plans was instrumental in boosting tourism revenue 17-20% annually with the introduction of international air service to Europe. In the field of online and social media, her efforts have not only been extremely successful, but have set standards that have become the model used by other destination marketing organizations.

The effect of these efforts have helped Memphis grow as a leisure destination into one of the premier vacation destinations in the South with tourism expenditures exceeding $3B annually accounting for over 50,000 employed. 

Regena serves on the Riverfront Development Board, Metro Memphis Attractions Association, Tennessee Tourism Advisory, US Travel Communications Committee, Brand USA New Advisory Group, University of Memphis Marketing Advisory, Memphis & Shelby County Film and Television Commission and Beale Street Caravan Board.