In this episode of The Association Insights Podcast, host Meghan Henning takes listeners to the Blue Ridge Mountains for a powerful conversation with Ed Silver, Vice President of Business Development at Explore Asheville. With more than 25 years in travel and hospitality—from Flight Centre and American Express Travel to GBTA and Lodging.com—Ed brings a unique blend of tech, business development, and destination strategy to his role.
From supporting Asheville’s recovery after Hurricane Helene to rethinking how DMOs show up as true partners for associations, Ed shares how Explore Asheville is aligning events, community needs, and long-term impact.
🎧 Whether you’re scouting future host cities or rethinking how you choose destinations altogether, this episode offers a behind-the-scenes look at how to move from “room blocks and contracts” to mission-aligned, high-impact meetings.
Key Highlights:
From Shareholder Value to Community Value: Ed shares why he shifted from global travel tech roles to destination leadership in Asheville—and how he’s now channeling his private-sector experience into building economic opportunity and resilience for his local community.
DMOs as Strategic Partners, Not Just Vendors: Explore Asheville doesn’t start with a list of hotels—it starts with your goals. Ed breaks down how his team co-designs the attendee experience, matches association missions to Asheville’s creative energy, and helps shape events from concept through execution.
Beyond Room Nights: Measuring Real Economic Impact: Visitor spending in Asheville reaches nearly $3 billion annually, and Explore Asheville looks well beyond heads-in-beds. Ed explains how his team models direct spend and broader economic impact, times meetings for “shoulder seasons,” and helps planners understand how their events support local restaurants, small businesses, and year-round jobs.
Sustainability, Inclusivity, and Balance as Core Pillars: Sustainability isn’t a side project—it’s one of Explore Asheville’s strategic imperatives. Ed shares how they:
Invest in projects that serve both residents and visitors (like restored sports complexes)
Encourage safe, responsible travel
Promote local suppliers, creatives, and small businesses
Welcome values-aligned associations looking for destinations that reflect their commitments
Data + Storytelling: The Next Chapter for Destination Marketing: Drawing on his technology background, Ed talks about how Explore Asheville is leaning into data, personalization, and marketing automation to deepen relationships with planners—while keeping the human, relationship-driven side of the meetings business front and center.
Why You Should Call the DMO First, Not Last: Ed’s biggest advice for association professionals: involve the DMO early. From incentive funding and venue matchmaking to bringing local leaders into your program and designing community engagement, DMOs can dramatically multiply the impact of your event—if they’re at the table from day one.
🎧 Tune in for a candid, future-focused conversation on what it really means to choose a destination partner in 2026 and beyond—and how places like Asheville are redefining what meetings can do for both attendees and communities.
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Coming Soon: We’re continuing to sit down with association executives, destination leaders, and industry innovators to explore what’s working, what’s changing, and how to build events and strategies that truly move your mission forward. Stay tuned!