Destination Marketing Expert Twiggs Dyer Serving as Hospitality Executive in Residence

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Allyson Twiggs Dyer

FAYETTEVILLE, Ark. - Allyson Twiggs Dyer, an expert in the hospitality, tourism and marketing industry of Northwest Arkansas, is serving the human nutrition and hospitality innovation program in the University of Arkansas' Dale Bumpers College of Agricultural, Food and Life Sciences as an executive in residence this fall.

Twiggs Dyer has supervised the Fayetteville Convention and Visitors Bureau, the Rogers Convention and Visitors Bureau, and is now running her own marketing company, the Twiggs Group.

"I can't think of anyone who has more expertise in destination marketing than Allyson Twiggs Dyer," said Kelly Way, associate professor and assistant director of human nutrition and hospitality innovation. "To have her as an executive in residence for the hospitality program is a huge feather in our cap. This destination marketing class allows our students to create marketing plans and understand the importance of 'heads in beds' for the city of Fayetteville or any other city, state region or country where their careers take them."

Twiggs Dyer has been involved with the program in the Bumpers College's School of Human Environmental Sciences for more than 10 years. She and Way are co-teaching the "Destination Marketing and Operation" class, and Twiggs Dyer will be offering her expertise outside the classroom as well. 

"'Heads in Beds' drives revenue into our city," said Way. "A person staying in a hotel will also spend money at restaurants, possibly shop some and visit a convenience store for gas, snacks and other items. This brings in additional revenue in the form of tax dollars as well. The importance of bringing events to a destination and securing that additional revenue is vital to the livelihood of that destination, and our students will learn from a true professional."

Twiggs Dyer earned a bachelor's degree in journalism from the U of A in 1995. After working as an executive recruiter, she was hired by the City of Fayetteville to create the Fayetteville Convention and Visitors Bureau, where she started the Clinton House Museum and re-branded the city to "Experience Fayetteville." She also earned her Certified Destination Management Executive certification, and in 2010 moved to the Rogers Convention and Visitors Bureau, where she led re-branding efforts and renamed the convention and visitors bureau Visit Rogers. In 2014, she opened The Twiggs Group, specializing in social media marketing for small companies.

"I am so honored to be an executive in residence at my alma mater, teaching students about tourism and marketing," said Twiggs Dyer. "It's an exciting time in the destination marketing industry with new technology and the ever competitive race to be the best city and country to visit. I look forward to discussing these exciting times with the students in our class."

"Allyson also brings a wealth of knowledge in the area of marketing via social media," said Way. "This aspect of marketing can mean life-or-death to a company. In today's business world, if a company does not have the fundamentals of social media marketing embedded into its marketing plan, it will flounder in its industry and eventually perish."   

Twiggs Dyer joins event planner Amy Bates, president of Bates Events, as executives in residence in the human nutrition and hospitality innovation program this fall.

About the Dale Bumpers College of Agricultural, Food and Life Sciences: Bumpers College provides life-changing opportunities to position and prepare graduates who will be leaders in the businesses associated with foods, family, the environment, agriculture, sustainability and human quality of life; and who will be first-choice candidates of employers looking for leaders, innovators, policy makers and entrepreneurs. The college is named for Dale Bumpers, former Arkansas governor and longtime U.S. senator who made the state prominent in national and international agriculture.

About the University of Arkansas: The University of Arkansas provides an internationally competitive education for undergraduate and graduate students in more than 200 academic programs. The university contributes new knowledge, economic development, basic and applied research, and creative activity while also providing service to academic and professional disciplines. The Carnegie Foundation classifies the University of Arkansas among only 2 percent of universities in America that have the highest level of research activity. U.S. News & World Report ranks the University of Arkansas among its top American public research universities. Founded in 1871, the University of Arkansas comprises 10 colleges and schools and maintains a low student-to-faculty ratio that promotes personal attention and close mentoring.