When Destination Madison publicly endorsed an ambitious lakefront hotel project a decade ago, the push-back was as unexpected as it was swift. While a scaled back version of the project eventually came to fruition, CEO Deb Archer took steps to ensure that the organization would never be in that position again. In this episode of DMOU, Deb recounts the process and shares how her DMO developed a “Decision Matrix” tool that vets every project or legislative initiative that comes before it. You’ll also learn how a Destination Madison-sponsored public art project impacted the community in multiple ways.