Tom Noonan

What we talked about

Selling Austin without losing what makes it Austin

Tom Noonan describes Visit Austin as the city's sales and marketing firm. In this Making Names conversation with Aidan Evans, its president and CEO explains how that work connects conventions, leisure travel, sports, music and film. The product is not just a hotel room or an event venue. It is a city people want to experience, from its trails and lakes to its restaurants and live music. Noonan sees room for Austin to reach new audiences while protecting the character that made people interested in the first place.

A food scene that gives visitors a reason to explore

Food is one way that identity reaches people beyond Texas. Noonan talks about Austin's range, from established restaurants to ambitious chefs working in food trucks and smaller spaces. He also discusses the effort to bring the Michelin Guide to Texas alongside other destinations and state partners. For him, recognition helps introduce travelers to a dining scene they might otherwise overlook. The appeal is not limited to a formal meal. Visitors can build a trip around different neighborhoods, casual stops and experiences that feel specific to Austin.

Why weekday visitors matter to local businesses

The conversation makes a practical distinction between weekend leisure trips and meetings that bring people into town during the working week. Restaurants, hotels and music venues need customers beyond the busiest festival dates. Noonan explains how convention business can help support that demand and create opportunities for local performers. He also connects the visitor economy to arts and heritage support through hotel taxes. His case for tourism is grounded in those local effects: the businesses that stay active, the people they employ and the experiences residents can enjoy alongside visitors.

Planning for the visitors who have not arrived yet

Destination marketing works on a longer calendar than a single trip. Noonan describes selling future meetings while Austin's convention infrastructure is being redeveloped. Organizers need to understand how the city will serve their attendees, not simply what is available today. He also points to esports as an example of reaching a different audience. A major Counter-Strike competition brought international attention and a reason for fans to spend time in Austin. In his account, sports and entertainment events introduce people who may return later for another kind of visit.

Building careers as well as attracting crowds

Noonan returns to the people behind the visitor experience. He describes the Visit Austin Foundation's work on training, scholarships and pathways into hospitality, including opportunities for culinary students to learn alongside working chefs. The industry needs people who can see a future in it, not just fill an immediate opening. That is also a personal subject for a leader whose own career grew through hospitality and destination marketing. For Noonan, a successful visitor economy should give residents a way to participate in Austin's growth, whether they are serving a meal, booking an event or building a career.