J.R. Shaw, Executive Director of Destination Rogers, was recently featured in a compelling interview as part of Medium's series “How To Create a Travel Experience That Keeps People Coming Back for More.”

With more than three decades in the hospitality industry and a decade leading tourism efforts in Northwest Arkansas, J.R. shares valuable insights into what makes a destination unforgettable. From leaning into authenticity to building scalable, emotional experiences, he emphasizes the power of local storytelling and strong community relationships.