Providing Services to Meet Goals & Objectives

The Table Rock Lake Chamber of Commerce is uniquely qualified to serve as the Destination Marketing Agency for Stone County, with an established track record of effectively promoting the Table Rock Lake area. For many years, we have served as the county’s recognized Destination Marketing Organization (DMO), meeting and exceeding all Missouri Division of Tourism (MDT) certification requirements. These include having an established funding source, dedicated tourism staff, demonstrated marketing experience, and the publication of both a tourism-exclusive website and printed visitor guide. As the area’s current DMO, we already operate the Visit Table Rock Lake website, which draws nearly one million users annually and generates more than 145,000 direct referrals to local businesses. Our marketing strategies are informed by robust data tools such as Google Analytics and visitor profiles, and we provide transparent reporting through monthly marketing updates to the community. We also maintain a strong owned audience of over 70,000 engaged email subscribers and actively manage branded social media channels to build demand and reach. Our team operates the Table Rock Lake Visitor Center and has the infrastructure in place to immediately support lodging tax efforts. If chosen, we would establish a separate bank account and financial tracking system exclusively for lodging tax funds to ensure full transparency with public dollars. This includes independent budgeting, accounting, and reporting processes that will align with Missouri’s public fund requirements and allow the County Commission and public stakeholders to easily monitor the impact and results of all tourism investments. With deep knowledge of Stone County’s culture, geography, and tourism assets—and a demonstrated ability to collaborate with stakeholders and leverage cooperative partnerships—the Chamber is well-positioned to meet and exceed the goals and expectations outlined in this RFP.

Experience and Qualifications

The Table Rock Lake Chamber of Commerce has spent decades marketing the Table Rock Lake area and serving as the official Destination Marketing Organization (DMO) for Stone County. Our team brings extensive hands-on experience in tourism promotion, and we have consistently delivered strategic, data-driven campaigns that generate measurable results.

As an active partner in the Missouri Division of Tourism's Cooperative Marketing Program, we are skilled in leveraging state grant funds to reach new audiences and generate demand for the region. A key example of our successful initiatives includes the annual Table Rock Lake Vacation Guide, a high-impact publication with over 80,000 copies distributed nationally and by direct request from potential visitors.

Our team is deeply engaged with industry partners, including strong working relationships with Missouri Division of Tourism representatives. These relationships recently led to a familiarization tour on Indian Point, which resulted in MDT sending a creative team—photographers, videographers, and models—to capture new marketing assets. These assets are now featured in Missouri's statewide marketing campaigns and were also shared with local stakeholders for their use.

We are proud of the proven impact our marketing efforts have had. According to the most recent H2R Market Research Media Effectiveness Study:

• Our campaigns generated $59.2 million in incremental revenue to Stone County.
• Our cost per influenced household is just $0.08—among the lowest in the state and far below the industry benchmark of $1.
• We consistently exceed marketing benchmarks, including a Google Video view-through rate of 85.21%, significantly outperforming industry averages.
• Some campaign performance has reached 470% above benchmark goals.

Our commitment to excellence has been recognized at the highest levels, including receiving the Governor’s Award for Tourism Marketing, and an international award for a digital campaign from Hospitality Sales and Marketing Association International (HSMAI).

At the heart of our success is our dedicated team. The Table Rock Lake Chamber staff is composed of local professionals who are passionate about Stone County and understand both the needs of our visitors and the expectations of our residents and stakeholders. We approach all projects with transparency, fiscal responsibility, and a strong emphasis on data-informed decision-making.

Our organizational structure includes a full-time professional team with marketing, financial, and administrative expertise. The staff members who will be assigned to this project bring deep experience in tourism marketing, grant administration, creative development, and stakeholder engagement. Staff biographies and an organizational chart is included with this response for reference.

With a record of measurable results, proven leadership, and deep local knowledge, the Table Rock Lake Chamber of Commerce is fully equipped to serve as the Destination Marketing Agency for Stone County and utilize lodging tax dollars to drive increased visitation to our area.

 

Sheila Thomas, MoCED

President/CEO

For more than a decade, Sheila has served as the driving force behind the success of the Table Rock Lake Chamber of Commerce. Over the past 11 years, she has led the organization with vision, determination, and an unwavering commitment to the communities it serves. When she stepped into her role, the Chamber was facing a period of uncertainty. Today, thanks to her leadership, it stands as a thriving, stable, and forward-looking organization positioned for long-term success in Stone County and the Table Rock Lake region.

Sheila is a Missouri Certified Economic Developer and a proven expert in managing complex operations, including the oversight of multi-million-dollar budgets. She brings both fiscal responsibility and strategic foresight to her work, ensuring the Chamber remains not only sustainable but also impactful in its economic and tourism development efforts.

One of her most notable achievements has been securing increased tourism funding for Stone County through the Missouri Division of Tourism. She continues to play an influential role at the state level as a member of the Division’s Cooperative Marketing Committee. Additionally, she oversees all Missouri Division of Tourism grants administered by the Chamber, ensuring that every dollar is maximized to benefit the region's visibility and growth.

Sheila’s work has received significant recognition across the industry. Under her leadership, the Chamber earned the distinguished Governor’s Award for Tourism Marketing—one of the highest honors in Missouri tourism—as well as numerous accolades from both state and national organizations. Her ability to unite stakeholders, advocate for the region, and deliver measurable results has made her a respected leader in both the local community and throughout the state.

Through her leadership, Sheila has not only stabilized and strengthened the Chamber—she has set a standard for excellence that continues to shape the future of the Table Rock Lake area.

Ladona Weathers

Member Services/Communications Director

With over two decades of marketing experience, Ladona brings a dynamic and strategic approach to her role at the Table Rock Lake Chamber of Commerce. She leads the creative vision for the Visit Table Rock Lake brand, developing compelling content that inspires travel and drives tourism to the region. Ladona expertly manages Missouri Division of Tourism grants, overseeing both the creative execution and budget strategy—including marketing budgets exceeding $1 million—to deliver impactful, data-driven results.

A graduate of the U.S. Chamber of Commerce Foundation’s Institute for Organization Management, Ladona combines deep industry expertise with a passion for innovation. Her commitment to collaboration has positioned her as a key force in elevating the Table Rock Lake area. Whether through strategic partnerships with the Missouri Division of Tourism, engagement with local businesses, or influencer-driven campaigns, she continuously seeks new opportunities to amplify the region’s visibility.

Ladona’s rare blend of creativity, analytics, and forward-thinking leadership makes her an invaluable asset to the organization and the greater tourism community.

Michelle Glenn

Membership Development Director

For more than eight years, Michelle has served as a trusted advisor and relationship-builder at the Table Rock Lake Chamber of Commerce, where she plays a vital role in supporting the success of local businesses. Known for her unwavering commitment, Michelle approaches every business relationship with genuine care and a personalized touch. She doesn’t just provide services—she delivers solutions, helping business owners navigate challenges, seize opportunities, and achieve sustainable growth.

Michelle’s dedication and results-driven approach have made a measurable impact. Over the course of her tenure, she has secured more than $2 million in advertising and promotional sales for Chamber initiatives—an achievement that reflects both her deep understanding of local business needs and the strong trust she has cultivated across the region.

Her outstanding work was nationally recognized this past year when she received the Sales Recognition Award from the American Association of Chamber of Commerce Executives (ACCE), a prestigious honor that celebrates excellence in chamber sales and member engagement.

For Michelle, supporting Stone County businesses is more than a job—it’s a calling. Her passion for helping others thrive continues to shape a stronger, more connected local economy.

Laken Hole

Member Services/Finance Coordinator

Laken brings 10 years of experience in the banking industry to the Table Rock Lake Chamber of Commerce, where she plays a vital role in ensuring the organization’s financial integrity and operational efficiency. Her meticulous attention to detail, strong analytical skills, and commitment to accuracy have made her an indispensable asset to the Chamber’s fiscal management. Laken’s expertise in handling budgets, financial reporting, and internal controls upholds the high standard of accountability and transparency that both the Board of Directors and Chamber members have come to rely on.

Her work serves as the foundation for the Chamber’s reputation for responsible stewardship and helps maintain trust within the business community. In addition to managing the Chamber’s finances, Laken also manages the distribution and mailing of the annual Table Rock Lake Vacation Guide. More than 40,000 guides are placed directly into the hands of potential visitors each year, making her efforts instrumental in driving tourism and supporting local economic growth.

Laken’s combination of financial acumen, operational excellence, and commitment to the Chamber’s mission makes her a key part of the organization’s continued success.

Lynne Harman

Administrative Coordinator

Lynne is often the first point of contact for visitors, and her friendly, welcoming voice is a hallmark of the Table Rock Lake Chamber of Commerce. Whether she’s answering phone calls from prospective travelers or greeting guests at the Chamber’s Welcome Center, Lynne consistently provides outstanding service, helping visitors find the information and resources they need to plan a memorable Table Rock Lake vacation. Her approachable demeanor and genuine care for people help her build instant rapport, leaving a lasting, positive impression that often defines the guest’s first experience with the area.

Beyond her vital role in visitor services, Lynne serves as the Chamber’s event coordinator and provides essential administrative support to the entire Chamber team. She plays a key role in planning and executing events that support both community engagement and business development. Her meticulous attention to detail, strong organizational skills, and ability to juggle multiple responsibilities make her an indispensable asset to the Chamber’s day-to-day operations.

Lynne’s work not only enhances the visitor experience but also supports the Chamber’s mission to serve its members and the broader Table Rock Lake community with excellence and professionalism. Her dedication, positive energy, and commitment to service truly make her one of the Chamber’s greatest strengths.