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Discover Puerto Rico retains firm for golf audit

Discover Puerto Rico retains firm for golf audit

Dan Shepherd Public Relations today announced that Discover Puerto Rico – a new Destination Marketing Organization (DMO) managing marketing efforts for the island’s tourism industry – retained the company to perform a strategic audit of the travel destination’s golf product.

The DMO is led by Brad Dean, formerly CEO of Myrtle Beach Area Chamber of Commerce. Through his leadership, Dean is credited for transforming that area from a languid, regional destination to worldwide recognition.

“Our mission is to create a global brand for Puerto Rico and revitalize tourism to newly prosperous levels,”” said Dean. “Travel and tourism can drive economic growth and change lives when done well. It takes in-depth information to make astute strategic decisions, and we’re counting on Dan Shepherd Public Relations to provide that to the DMO pertaining to golf.”

An unincorporated U.S. territory, Puerto Rico’s history, tropical climate, natural scenery, traditional cuisine, tax incentives, and conviviality of island natives make it a coveted destination for travelers from around the world. It particularly appeals to Americans who can take direct flights from many cities without needing a passport to visit.

“Brad Dean and Discover Puerto Rico’s Chief Marketing Officer Leah Chandler are widely regarded as tourism industry innovators,” said Dan Shepherd, a golf and travel destination specialist since 1998. “They’re inspired, creative and decisive, and they require accurate details when making crucial decisions. We look forward to presenting them with the crucial information needed to successfully determine the island’s golf tourism strategy.”

The Puerto Rico DMO is the new non-profit organization holding the responsibility for off-island promotion of leisure travel, meetings, conventions and events through an integrated strategy designed for efficiency and high-impact. Through synergistic efforts and an aligned vision for the destination, it intends to accelerate the visitor economy as a key driver to the island’s economic growth. The new organization incorporates global best practices, institutional independence and continuity of management, consultation with key industry stakeholders, transparency and accountability, highest ethical values and a bias toward action and agility. For more information, visit

DSPR caters to golf, travel and tourism businesses, including resorts, destinations, and attractions of all types. Other specialties include Native American owned golf, spa, and casino resorts, and non-profit organizations ( Dan has successfully led strategic MARCOM programs for the Kauai Visitors Bureau, Visit Mississippi, Branson CVB, and Canadian Rockies Golf cooperative with Travel Alberta, to name a few. DSPR is rooted in brand strategy and storytelling, and it’s built on transparency, integrity and best practices.

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