UW Medical Foundation Board of Directors: Deborah Archer

Deb Archer, UW Medical Foundation Board MemberDeborah Archer is the President and CEO of Destination Madison, formerly the Greater Madison Convention and Visitors Bureau, and the Madison Area Sports Commission, the official destination management organization for Greater Madison, overseeing a combined staff of more than 35 with an annual budget of $6.7 million.


Archer is a strategic leader who has helped elevate the tourism economy for Greater Madison. During her tenure, the GMCVB was one the first UW DMO's to receive the industry designation of DMAP (Destination Management Accreditation Program), named Wisconsin's Most Helpful CVBs by Wisconsin Meetings and in 2018, the Madison Area Sports Commission was named Sports Commission of the Year by the National Association of Sports Commissions; hosting the US Conference of Mayors, the World Stem Cell Summit, securing the Reebok CrossFit Games for multiple years, designing and hosting the transformative community event, Bucky on Parade and attracting one of the first Ironman North America events in 2002, which continues today and for which Madison consistently is ranked among Ironman participants as the Best Host City Experience. Within the past five years, the GMCVB has received Downtown Madison Incorporated's Community Asset Award for its work in securing the WIAA boys basketball state tournament and creating and executing Bucky on Parade.


Archer held former leadership positions at the Kansas City CVB and the Park City (Utah) CVB/Chamber of Commerce.


Archer is a graduate of Michigan State University's School of Hospitality and Tourism. She served as Chair of Destination International's Foundation Board of Trustees, on the DI Board of Directors and is a core course faculty leader and instructor and on the Board for the industry's professional CDME certification program.


Locally, Archer is actively engaged in leadership conversations on several potential area projects, including the Nolen Waterfront Ad Hoc Task Force, the Alliant Energy Center Master Plan and the Destination District Vision and Strategy. She is a member of the American Family Children's Hospital Advisory Board and is an Honorary Commander on the Badger Air Community Council and engaged in the Together Truax initiative.


Archer has been recognized many times, including Madison Magazine's Best in Business Award, In Business magazine's Women of Industry and 15 Most Influential Business Leaders.


She lives in Cross Plains with her husband, Dean, and has one daughter, Jenna, who resides in Minneapolis.