New department reflects organization’s commitment to stakeholder engagement, collaboration and community-driven growth
ST. LOUIS, MO. – Explore St. Louis today announced the creation of its new Department of Community Engagement, a significant organizational investment designed to strengthen relationships across the region and ensure stakeholder voices play a more central role in shaping the future of the visitor economy.
The new department will be led by Catherine Neville, Executive Vice President of Community Engagement, who previously served as Explore St. Louis’ Vice President of Communications. In her new role, Neville will oversee stakeholder engagement, community relations, communications, events and activation strategies focused on building stronger connections across the region and aligning Explore St. Louis more closely with the needs and aspirations of its stakeholders.
The announcement is part of a broader strategic transformation underway at Explore St. Louis as the organization evolves its approach to destination stewardship, stakeholder engagement and regional collaboration.
“As we look to the future, we recognize that the success of our destination depends on the strength of our relationships,” said Brad Dean, President and CEO of Explore St. Louis. “Creating the Department of Community Engagement reflects our commitment to listening more closely, engaging more intentionally and collaborating more effectively with the people and organizations that help make St. Louis a great place to visit, live, work and invest.”
Dean said Neville’s appointment reflects both the importance of the initiative and her unique background leading communications and engagement efforts throughout her career.
“Catherine has spent her career creating platforms that connect people, ideas and communities,” Dean said. “From publishing and television to public relations and communications, she has consistently demonstrated an ability to build meaningful relationships and bring stakeholders together around a shared vision. She is uniquely qualified to lead this effort and help shape a more connected future for Explore St. Louis and our region.”
Neville brings more than two decades of experience in media, communications, brand strategy and audience engagement. Throughout her career, she has specialized in building platforms that connect organizations, brands and communities through storytelling, strategic communications and meaningful engagement.
“The visitor economy is fundamentally a relationship business,” said Neville. “Whether we’re working with hotels, attractions, restaurants, neighborhood organizations, cultural institutions, elected officials or residents, our success depends on strong connections and mutual trust. This new department reflects our belief that engagement is not simply a function. It is a strategic imperative. Our role is to listen, connect, convene and create opportunities that help our stakeholders and our region succeed.”
A key component of the department’s launch is the addition of Charmian Aaron as Senior Director of Business Development, a newly created role focused on strengthening stakeholder relationships and expanding engagement throughout the visitor economy.
Aaron joins Explore St. Louis from Greater St. Louis, Inc., where she most recently served as Vice President of Engagement, leading stakeholder engagement initiatives and building relationships throughout the region’s business, civic and community sectors. She brings extensive experience in hospitality, business development and community engagement, along with a reputation as a trusted connector and collaborator.
“Charmian is exactly the kind of leader we need as we enter this next chapter,” said Dean. “She understands the power of relationships, she knows this community, and she has built trust across a wide range of organizations and stakeholders. Her experience, energy and credibility will help us strengthen our connection to the people and organizations that are critical to the success of our destination.”
As Senior Director of Business Development, Aaron will work closely with stakeholders across hospitality, attractions, arts and culture, neighborhoods, businesses and community organizations to identify opportunities for collaboration and strengthen engagement throughout the region.
“Charmian has spent her career bringing people together and creating meaningful connections,” said Neville. “She understands both the hospitality industry and the broader St. Louis community, and she has earned tremendous respect throughout the region. Her ability to build relationships and create authentic connections will be invaluable as we continue expanding our engagement efforts.”
The department also includes Kelly Klaus Tevlin, whose role has evolved into Manager of Community Engagement and Fulfillment. A valued member of the Explore St. Louis team, Tevlin will oversee relationship management and fulfillment efforts while helping ensure stakeholders remain connected to the organization’s programs, initiatives and resources.
“Kelly has already played an important role in strengthening relationships with our stakeholders,” Neville said. “This expanded role reflects both her contributions to the organization and our commitment to making stakeholder engagement a core organizational priority.”
Explore St. Louis is currently recruiting for two additional positions within the department: a Manager of Events and Activations and a Manager of Stakeholder Communications. Together, the team will focus on building trusted relationships, convening stakeholders, facilitating meaningful dialogue and ensuring community perspectives help inform organizational strategy.
“The Board fully supports this investment in community engagement because strong destinations are built on strong relationships,” said Steve O’Loughlin, Chair of the Explore St. Louis Board of Directors. “The creation of this department demonstrates Explore St. Louis’ commitment to collaboration, transparency and stakeholder success. By dedicating executive leadership and resources to this effort, the organization is positioning itself to be an even stronger partner for the region.”
The launch of the Department of Community Engagement aligns with several other major initiatives underway across the organization, including a regional brand initiative and the redesign of Explore St. Louis’ digital ecosystem under the leadership of Chief Marketing Officer Julie Gilbert. Together, these efforts represent a significant evolution in how Explore St. Louis serves stakeholders, supports the visitor economy and advances the long-term growth and competitiveness of the St. Louis region.
