Celebrating Marla Roe: 22 Years of Leading the Frisco Experience

Women's History Month: Honoring a Visionary Who Transformed Tourism in Frisco

As Visit Frisco marks a remarkable milestone, we celebrate Marla Roe’s 22 years of dedicated leadership and passionate service. Over more than two decades, Marla has been the driving force behind Frisco’s rise as a premier destination, championing the city’s vibrant experience and welcoming countless visitors. Her commitment to partnership, collaboration, and integrity has shaped both her team and the community, making Frisco a place where innovation and hospitality thrive.

Get to know a little more about Visit Frisco's Executive Director, her leadership, and her time at Visit Frisco.

What type of leader are you, and what is your vision as you've built a team from zero to twenty? 

I am a leader who believes in partnerships, collaboration, transparency, and integrity. Building strong strategic relationships with many stakeholders and bringing the industry together for the betterment of all is at the heart of what I do daily. I lead by example, always remembering to be humble and kind in the process. In building our team, I wanted to make sure that each staff member felt passionate not only about Frisco, but about our industry as well.

How have you seen opportunities for women in tourism and hospitality change over your time working in the industry?

I have definitely seen the growth of women leadership in some of the largest Destination Marketing Organizations in the United States, where those roles were usually held by men. I still believe there is a lot of room for growth, and it's up to us to cultivate more interest in tourism with the younger generation.

How do you mentor or support other women in the workplace?

My entire career I have had an open-door policy, never turning down time to spend with my colleagues, peers, and staff. Caring about people is so critical in leadership, from their challenges to celebrating their successes, you have to have compassion for those around you. Sometimes that includes tough love and hard conversations but in the end, wanting those around you to succceed is what counts.

Have you ever had to challenge assumptions about what leadership “should” look like?

I think sometimes women are perceived to not be as strong as men, because let's face it, we can show our emotions at times. But to me, if you have passion for your work and those around you, that's a valuable element of a strong leader.

How do you hope your leadership influences the people who work with you?

I hope I inspire them to love this industry, to work hard every day, not just "most" days, and to truly find success. I used to think I was lucky to be in the right place at the right time, but in retrospect, I worked hard to place myself in there in order to be successful.

Positive Leadership

Marla’s journey is a testament to the power of visionary leadership, and the positive impact one person can have on an entire industry. As she continues to inspire her team and nurture the next generation of leaders, Frisco stands as a shining example of what’s possible when compassion, hard work, and a love for community come together. Here’s to Marla Roe, her legacy and dedication will continue to shape Frisco’s future for years to come.