Discover Palm Beach County Chief Marketing Officer

Shirley Talbert Passes Away

THE PALM BEACHES, Fla. (April 7,2014) -Discover Palm Beach County regrets the passing of its longtime Chief Marketing Officer, Shirley Talbert, after a courageous battle with cancer.

Ms.Talbert began at Discover Palm Beach County as a consultant guiding the selection of the company's new web and technology platforms. During her tenure she held the positions of Vice President E-Marketing and Tourism Sales, Senior Vice President Marketing and ultimately,
Chief Marketing Officer.

"Shirley was a highly talented and creative destination marketer. She combined extraordinary organizational skills with the ability to grasp customer trends and the vision to apply marketing efforts effectively. She contributed in a major way to Palm Beach County's tourism success over the past six years, and she will be sorely missed," said Jorge Pesquera, Discover Palm Beach County's President and Chief Executive Officer.

Her numerous contributions to Discover Palm Beach County (DPBC) include transforming the organization's strategy from one with a traditional print focus to the new world of digital marketing where she oversaw the growth of the website and dramatically reorganized its content into marketable categories that exponentially increased customer traffic and engagement.

Additionally, Ms.Talbert played a critical role in the development of Palm Beach County's
tourism identity.  She applied results from our brand assessment study to new campaign headlines, taglines and imagery. Seasonal campaigns such as MyPalmBeachSummer
and Winter in The Palm Beaches developed as a result of her leadership of the Palm Beach County Strategic Marketing Council.  She managed contracts and relationships with key suppliers including public relations, creative, branding and media buying, among others.

During her tenure, Discover won many impressive marketing awards.  Most recently: 

  • In 2013, the Hospitality Sales & Marketing Association International's (HSMAI)
    awarded its coveted Adrian Awards to DPBC with a Silver for its entry "Rock the
    Vote in The Palm Beaches and Boca Raton" and Bronze for its "Insider's and
    Events Guide."
  • In 2013, Corporate & Incentive Travel magazine recognized DPBC as one of only
    20 destination marketing organizations in the United States - and only one of
    three in Florida - to receive the prestigious 2013 Awards of Excellence. 
  • In 2013, DPBC was awarded the coveted Henry Award at the VISIT FLORIDA Flagler Awards
    presentation held during the Annual Florida Governor's Conference on Tourism.  DPBC earned the highest honor in the Special Events category for its Rock the Vote in The Palm Beaches and Boca Raton Live Concert and Screening of the 2012 President Debate.  It also earned a Bronze Award in the Tourism Advocacy category for the Travel Rally Day Campaign.


Ms.Talbert attained the CDME (Certified Destination Marketing Executive) certification - the highest designation awarded by the Destination Marketing Association International (DMAI) - and was regularly a participant on industry councils and committees. She held leadership roles in her adopted hometown of Delray Beach leading efforts to rebrand the Old School Square facility into the Delray Beach Center for the Arts at Old School Square as well as the designation of Artist
Alley and the refurbishment of the street into a viable artist enclave and business district.

ShirleyTalbert joined Discover Palm Beach County after a successful period as Director of Marketing for Historic Hotels of America, a division of the National Trust for Historic Preservation as well as other senior marketing and sales roles with international hotel companies, including the renowned Westin St. Francis San Francisco on Union Square.


About Discover Palm Beach County

Discover Palm Beach County, formerly the Convention and Visitors Bureau, is the official tourism marketing corporation that promotes the collection of 38 cities and towns and 15 tourism districts in Palm Beach County, commonly referred to as, The Palm Beaches, Florida. Tourism is among Palm Beach County's major industries generating an annual economic impact of more than $5 billion in the local economy, producing $30 million dollars in bed-tax revenue, lodging sales of approximately $623 million, and supporting 45,000 jobs. 


Scott Schoenen,
Discover Palm Beach County                                                        Maria Hayworth, Hayworth PR
561.233.3030,                       386.677.7000,