MISSION CONTROL PODCCAST: Julie Pingston’s Story of Transforming Lansing Through Tourism

The Mission Control Podcast is a space where nonprofit leaders and executive directors share the ways they are shaping their communities for the better. In a recent episode, host Paul Schmidt sat down with Julie Pingston, President and CEO of **Choose Lansing**, to discuss her career, her deep commitment to the region, and how tourism continues to play a transformative role in mid-Michigan’s growth.

Julie’s journey is filled with serendipity, resilience, and a genuine passion for Lansing. From her early dreams of international diplomacy to leading one of Michigan’s most influential tourism organizations, her story offers insight into what it takes to nurture a community and keep its heartbeat strong.

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From Diplomatic Dreams to Lansing Devotion

Julie Pingston didn’t begin her career with Lansing in mind. A political science and Spanish major, she envisioned working with the U.S. State Department. Her early experiences led her to Washington D.C., where she worked in travel and tourism within the George H. W. Bush administration, promoting the United States as a global travel destination.

After several years in the capital, however, Julie decided to return to Michigan. She reunited with a former boyfriend—now her husband—and faced a turning point: continue in politics and government, or shift toward hospitality and tourism. Choosing the latter, she joined what was then the Greater Lansing Convention and Visitors Bureau. More than three decades later, she remains at the helm, guiding its evolution into the newly rebranded **Choose Lansing**.

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Building a Tourism Powerhouse

When Julie started, the bureau had only nine employees. Today, under her leadership, the organization has grown to 27 staff members and expanded its reach across the Lansing region. She credits Michigan State University, the steady growth of the city, and the “snowball effect” of tourism for fueling this expansion.

More students meant more events, more visitors, and ultimately, more opportunities for the region. Julie found her calling not just in marketing attractions but in becoming a genuine advocate for Lansing and the people who live there.

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What Makes Lansing Special

Asked what draws people to Lansing, Julie’s enthusiasm is immediate. Lansing may not have a single marquee attraction, but it offers an impressive variety:

* **Michigan State University**, with its Big Ten energy, cultural events, and world-class performances.
* **Arts and culture**, from symphonies and galleries to a thriving performing arts scene.
* **Two capitals**—Lansing as both the political heart of Michigan and a hub of student-driven vitality.
* **The river trail system**, connecting neighborhoods and attractions along the waterfront.
* **A mix of everything**: a zoo, science center, history, shopping, and dining.

As Julie puts it, “We may not have the biggest of everything, but we have a lot of all the things.”

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Challenges and Transformation

Julie’s career hasn’t been without challenges. Her first official day as President and CEO was March 11, 2020—just before the COVID-19 pandemic shut down travel and tourism. With hotel stays and event bookings evaporating, she furloughed all but five staff members. Those who remained pivoted quickly, supporting restaurants with curbside pickup lists, coordinating hotel stays for frontline workers, and serving as the voice for Lansing’s hospitality industry during a time of crisis.

It was, as Julie describes, “a whirlwind of five years in one.” But through community kindness, resilience, and her belief that she was “the right person at the right time,” Julie guided Choose Lansing through the pandemic’s darkest days.

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Rebranding as “Choose Lansing”

As the community recovered, Julie saw an opportunity to refresh the organization’s identity. The former **Greater Lansing Convention and Visitors Bureau** was renamed **Choose Lansing**, a clear, vibrant brand that invites people to actively select the region for conventions, events, and travel.

The rebrand debuted on the giant message boards at Spartan Stadium before 72,000 fans, receiving instant positive feedback. For Julie, the new name encapsulates not just tourism, but community pride:

“When we’re out selling nationally, we are all Lansing. We have apple orchards, trails, rivers, a capital, and a Big Ten university. But it’s all Lansing when we’re telling our story.”

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A Personal Side

Outside the office, Julie maintains balance through family and personal interests. Her children live in Chicago and Charlotte, giving her the chance to travel often. She enjoys reading, participating in a golf league, and embracing her love of Disney—finding inspiration in its philosophy and sprinkling a little “pixie dust” into her own leadership approach.

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Looking Ahead

Julie Pingston’s story is more than a professional journey; it is a reflection of how one leader’s dedication can shape an entire community. From revitalizing downtown to championing local businesses through a pandemic, her impact on Lansing is undeniable.

With Choose Lansing, she continues to position the region as a welcoming destination where arts, culture, government, and university life converge. As she reminds listeners, “We want everybody to come here, and we do. That’s really, really key.”

For those planning events, family trips, or simply curious about Michigan’s capital region, Lansing offers something for everyone—and thanks to leaders like Julie Pingston, the welcome mat is always out.

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**Learn more:**

* Website: [lansing.org](https://www.lansing.org)
* Email: [jpingston@lansing.org](mailto:jpingston@lansing.org)
* Mission Control Podcast: Subscribe on YouTube or Apple Podcasts