Deana Ivey serves as the Chief Marketing Officer for the Nashville Convention & Visitors Corporation (NCVC) and has been with the organization for more than 16 years. She oversees Marketing, Advertising, Public Relations, Promotions, Research, Special Events, Strategic Partnerships, Creative Services, Digital Marketing, Convention Services, Membership and Visitor Services. Ivey has spent the last 12 years branding Nashville, Tennessee as Music City to the world, and has been an integral part of growing the city’s tourism efforts into a $4.6 billion industry. In 2014 Nashville was named one of the best places to visit by Travel + Leisure, Condé Nast, Fodor’s, & The New York Times.
The Nashville CVC is often cited in the hospitality industry for its creative and progressive thinking. Several unique marketing initiatives have played a key roll in the overall branding efforts of Music City. Seven years ago Ivey helped create “Music City Connection: Heroes Behind the Hits” a songwriter show that airs monthly on SiriusXM Satellite Radio. The national broadcast highlights the professional songwriters that call Nashville home and promotes the diversity of the music produced in Music City.
Two of Nashville’s key events are produced by the CVC under Ivey’s direction – Music City’s July 4th: Let Freedom Sing and New Year’s Eve Bash on Broadway. The July 4th event has received numerous accolades including being named #1 in the country for Independence Day events by aol.com and “Top 5 Most Interesting July 4th Celebration” by USA Today. The Bash on Broadway was named in the top 5 events for New Year’s Eve in the U.S. by The Huffington Post and is featured on CNN’s New Year’s Eve coverage.
Ivey worked diligently on the award-winning documentary “For the Love of Music: The Story of Nashville”, which aired nationally on ABC, CMT and Palladia as well as Australia’s Foxtel Network.
A project that is particularly meaningful to Ivey was co-creating “Music City Keeps on Playin’” – a benefit concert for flood relief following Nashville’s historic flood of 2010. The show aired live on GAC-TV and raised over $2 milllion to help rebuild the City of Nashville. She also led the marketing and messaging efforts to attract visitors to Nashville following the flood. Since that time Nashville has seen record numbers in hotel occupancy and tax collections every year.
Prior to working at the Nashville CVC, Ivey was the Director of the Gatlinburg Chamber of Commerce in Gatlinburg, Tennessee.