Visit Quad Cities Destination Guide Magazine

The 2025 Destination Guide represents a collaborative effort to highlight the unique offerings of the Quad Cities and inspire visitors to explore the region. I served as the editorial manager and in-house project manager for the 2025 edition. Below is an overview of the project’s scope, components, and accomplishments.

Project Scope 

The production of the 2025 Destination Guide was a multifaceted endeavor led by Visit Quad Cities (VQC). Lee Enterprises also played a key role in managing ad sales and overseeing print production, ensuring a high-quality final product. Early in the planning phase, I led discussions between VQC and Lee teams to debrief on past workflows, identify new strategies, and refine production goals. These strategy sessions, beginning in March 2024, covered topics such as ad sales adjustments, printing options, and creative content development. 

Highlights include: 

  • Two unique covers showcasing the Quad Cities through local photography. 

  • Refined ad offerings and pricing structure, opening ad sales in late September. 

  • A focus on marketing the Quad Cities as a regional destination with strong messaging around the "Creative Capital of the Midwest" and the area’s vibrant food and beverage scene.

Content Development 

To create engaging and accurate content, I: 

  • Hosted brainstorming sessions with VQC staff in June 2024 to gather ideas for additions and key themes. 

  • Developed content drafts and outlines for all sections, identifying businesses and attractions to include. 

  • Collaborated with freelance writers and internal staff to produce compelling stories and copy. 

A new element of this year’s guide was the "Quad Citizens to Know" interviews, which brought a human-interest element to the magazine. These stories highlighted the individuals behind the businesses and attractions that make the Quad Cities unique. By showcasing their passion, creativity, and contributions to the community, I aimed to connect readers with the heart and soul of the region, emphasizing the people who drive its vibrancy and charm. 

A priority this year was improving the accuracy of directory listings. By creating a digital version of the directory to work off of, the editing process was streamlined and ensured precise information in the final guide. Directory content was reviewed by assigned staff, while a smaller core team evaluated editorial content for consistency and accuracy. To streamline internal feedback and review, I implemented digital forms managed through our project management system, which tracked proofing and error resolution. 

Photography and Visuals 

High-quality photography was a cornerstone of the 2025 guide. Notable highlights include: 

  • Engaging food and beverage photographer Levi Yocom for a professional photoshoot featuring locally made products, which produced high-quality images used in the dining section and on one of the covers. 

  • Licensing drone photography from NewView Drone Services for the second edition cover. 

  • Collaborating with businesses and attractions for contributed photography, supplemented by access to the Quad-City Times photography library. 

Design and Layout 

The design process underwent a complete overhaul, beginning with mood boards and design treatments created in August 2024. I provided designers with detailed mock-ups of each section to ensure alignment with VQC’s branding. Lee Enterprises’ design team transformed these mock-ups into cohesive layouts that brought VQC’s vision to life. 

Key features: Dynamic layouts for covers, photo-first layouts and user-friendly sections, including maps and events calendars. 

Final Key Outcomes 

  • Efficient Collaboration: Improved processes that include digital directories and organized feedback forms, as well as enhanced collaboration among internal and external stakeholders. 

  • High-Quality Visuals: Professional photography and carefully curated imagery that captures the essence of the Quad Cities. 

  • Refined Content: Stories and directories were crafted to engage visitors and locals alike, showcasing the region as a must-experience destination.