Destination Spotlight, Bonny Bernat, Visit Winston Salem

Destination Spotlight, Bonny Bernat, Visit Winston Salem

What circumstances led you to begin working at Visit Winston Salem?

Which time??? :-)

When I first joined the staff at Visit Winston-Salem in 2009, I moved to the Charlotte area in May of 2007 to take a job working in the motorsports industry, a “dream job” for me.

The economy’s turn in 2008 directly impacted the company I was working for, and in the summer of 2009, I found myself unemployed.

Before moving to North Carolina, I worked for the Greater Springfield Convention and Visitors Bureau in Massachusetts. Sports had been one of the markets for which I was responsible.

During my job search, I checked Destination International’s job posting board, and the position in Winston-Salem was open and approaching the close date. I was fortunate to get my application submitted just in time, and as they say, the rest is history!

What was the first thing you did when you learned you got the job?

Of course, given my circumstances, I expressed my gratitude for the opportunity. At the time, Winston-Salem was about an hour from where I lived, so I jumped in to learn everything I could about the destination, particularly the sports assets, since I wasn’t familiar with the city.

Tell us about the “bread and butter” sports Visit Winston Salem caters to. Are these due to specific state-of the-art facilities?

As with most sports tourism destinations, linear field and court sports offer a solid foundation for our community. We have excellent facilities to support those sports, including Truist Sports Park and RISE Indoor Sports.

We also have annual events such as the Winston-Salem Open and Gears and Guitars that bring pro-level athletes into the community, fostering growth and excitement around tennis and cycling, respectively. We’re also fortunate to have the only dedicated indoor track and field venue, JDL Fast Track, in North Carolina. The facility hosts nearly fifty events annually from December to March.

How does seasonality affect your annual book of business?

Given our location in the Southeast, we are a year-round destination for sports. We have such an outstanding balance of indoor and outdoor venues that it evens the demand throughout the year.

The fall/winter is highlighted with indoor track & field, volleyball, wrestling, cross country, ice hockey, martial arts, cheer, and dance events. In contrast, the spring/ summer is highlighted with basketball, tennis, soccer, golf, lacrosse, baseball, running, and cycling events.

Describe why Visit Winston Salem events are so meaningful to you.

The sporting community in Winston-Salem is like no other! We have passionate and dedicated individuals and organizations who invest their time, money, and resources into making Winston-Salem a world-class sporting destination. When I can secure an event for our community, or I’m asked to play a role in the event that’s being hosted, it is so REWARDING to collaborate with our local community to highlight everything that Winston-Salem brings to the table, and it’s a lot!

Bonny, you are known in the industry as someone who is very genuine and naturally gifted at creating and maintaining relationships. In what ways has your past professional and personal experiences led to your success?

I know this saying is probably overused, but truly, if you love what you do, you’ll never work a day in your life. I didn’t learn about the sports tourism industry until I was in my 30s, and I’m sure my path to get there was somewhat different than most, but when I realized I could work in an industry doing something I had immense passion for (sports!), I knew it was where I needed to be.

I quickly learned that in our industry, people do business with people they trust, respect, and like, which is the basis for a successful relationship. These principles are especially important to me, and I take them into each conversation and inter action I have. Authenticity and transparency go a long way!

Recently, you were named to the Sports ETA Board of Directors. What are your biggest goals during your term on the Board?

During my tenure, I want to see the organization’s reputation continue to build as the leader in education and business development within the sports tourism industry. I also believe that education is a priority, as it has been a defining factor that sets Sports ETA apart from other sports tourism entities.

Advocacy is another area that I believe needs to be a priority. Our world is changing; unfortunately, there isn’t a bubble around sports that keeps these changes out. We must stay educated on governmental and societal issues that impact our industry and be prepared and proactive in addressing them. Membership growth and diversification should also be a goal of the organization.

What was the most significant moment you experienced thus far as Visit Winston Salem’s sports tourism lead?

When my peers recognized me as the Sports ETA Woman of the Year in 2021, it was my biggest achievement to this point in my career, and it meant the world to me.

If I’m allowed two, I’d also say that when my position became open again at Visit Winston-Salem in 2023, community members were asking not just me, but my previous director at the Bureau, if I was going to return; it was then that I truly realized that what I did and how I did it, had an impact on the community.

In what way, or ways, are you a different person today because of your experience working at Visit Winston Salem for the past 14 year(s)?

The professional growth that this position has offered me has been life-changing in many ways. I have been supported and encouraged to take on leadership roles within the industry and have had the greatest honor of mentoring many individuals new to sports tourism. My experiences have taught me to be a lifelong learner and to fully appreciate the opportunities that are presented to me.

What advice would you give to others in a situation like yours?

Don’t ever be afraid to ask a question! Our industry is unique because we are always willing to help a colleague.

Another word of advice would be to maintain your relationships and work at them. People move around a lot in our industry, and you never know where someone will land, especially a prospective client.

LEARN! Take all the classes and show up for the sessions; our industry is full of talented and knowledgeable people who are always open to taking away at least one new piece of information.

What would “today Bonny” share with “first day on the job Bonny?”

The road is always going to be winding! You have to learn that the trajectory you’ve set for yourself may not always be correct or realistic, but enjoy the ride… You’ll eventually get to the destination you were meant to.

What goals do you have personally and for Visit Winston Salem heading into 2025?

As for what’s ahead at Visit Winston-Salem, we plan to reintroduce our G.O.A.L.S. (Growing Our Alliances and Leaders in Sports) Gathering events starting this fall/winter. We plan to offer educational programming and the opportunity for our facilities and local event organizers to network. Several great relationships were forged from our previous events, and with the changes in our local landscape, it will be exciting to see what develops from these future offerings. We’re also looking forward to creating a Winston-Salem Esports Alliance, bringing together local organizations, businesses, educational institutions, and gamers to brainstorm how esports can impact our community through economic development, education, entertainment/competition, and sports tourism.

Personally, it’s all about finding that right work life balance – it’s doing the things I love, just more… Photography, reading, traveling, walking, taking better care of myself, time with friends, and, of course, time with Bella!