Strategy that makes great places impossible to ignore.

I help hospitality and destination brands figure out what they actually are, then say it clearly enough to matter.

Ben Peters, Principal Antenna Research Strategy for Hospitality & Destination Brands
01 About

I work with brands before they've figured out what to say. Usually early. Usually messy.

The job: find what's actually true about a place, strip out the noise, build a narrative that holds up under pressure. AutoCamp, Sundance, Utah Tourism—different brands, same discipline.

I lead the research, write the strategy, then stay in long enough to watch it either work or break. Most strategists leave before that part.

02 What I Do
Hospitality

You're selling something people think they want but rarely articulate well. Access. Identity. A version of themselves that only exists in certain places. The strategy has to be honest or it dies on contact. Positioning, segmentation, creative frameworks that compete on meaning because you'll never win on media spend.

AutoCamp · Field Station
Destinations

You're asking someone to rearrange their life for a place. That's a harder ask than most tourism operators admit. Rigorous audience work. Sharp positioning. Creative that earns attention instead of renting it.

Sundance Resort
Moab Office of Tourism · Utah Office of Tourism · Travel Portland

Five things. The mix varies.

Positioning + Narrative
What you stand for, who cares, how to say it without sounding like everyone else. The work everything else gets measured against.
Audience Segmentation
Who's actually ready to go. Why now. What moves them from scrolling to booking. Demographics are table stakes; intent is the point.
Visitor Experience Strategy
What happens on the ground versus what you promised in the market. The gap is usually where advocacy goes to die.
Creative Strategy
Briefs that creative teams actually use. Platforms that survive production. Not decks that get archived after the kickoff.
Stakeholder Alignment
Boards, operators, locals. Facilitated sessions that build real agreement—because strategy without buy-in is just expensive decoration.
03 Selected Work
Travelers watching sunset through a Utah sandstone arch.
Utah Office of Tourism
The Mighty 5 worked too well. Parks were overcrowded, the brand was overexposed. Shifted the story from "go to the parks" to "travel through Utah." Redistribution as strategy.
Role: Strategist
Focus: Expand the map, redistribute demand, protect the destination brand
Field Station Stay Out There wall installation with Moab weather display.
Field Station
New lodging brand for people who spend their days outside and don't need a spa. Built from scratch: name, identity, guest experience. Practical. Scalable. Earned.
Role: Strategist
Focus: Scalable brand platform across destinations
Case Study Coming
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Case Study Coming
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04 Selected Clients
AutoCamp/ Sundance Resort/ Moab Office of Tourism/ Field Station/ Utah Office of Tourism/ Travel Portland
05 Contact
Ben Peters

Get in touch.

If you're repositioning, launching, or stuck in stakeholder purgatory, send a note. Include the destination and what's broken.

Message Me Here Connect on LinkedIn

Often working with my talented friends at TOURIST, Camp4 Collective, and West of Death.