VisitDallas Hires Jill Larsen as New Chief Financial Officer


DALLAS, July 15, 2019 - VisitDallas is proud to announce the hiring of Jill Larsen as its new Chief Financial Officer. Larsen joins the VisitDallas team with more than 30 years of experience in finance and accounting.

Prior to joining VisitDallas, Larsen had a 15-year career with the Baptist General Convention of Texas (BGCT), and in 2008, she was named Treasurer/Chief Financial Officer. During her tenure there, she oversaw a collection of 250+ endowment accounts of more than $130 million and facilitated the BGCT headquarter relocation efforts.

Before joining the BGCT Executive Board staff, Larsen worked in Oklahoma with Deloitte Consulting Outsourcing in its non-profit practice. Prior, she worked with GuideStone Financial Resources from 1994 to 2000, where in her final position, she led the agency's largest operational department. 

"Jill boasts an extremely impressive resume and a track record of transparency and success," said Sam Coats, VisitDallas Interim President and CEO. "She was our unanimous choice from a large pool of well-qualified applicants for this important position. She will be a great asset to VisitDallas, and I look forward to working with her."

Larsen will be responsible for planning, implementing and managing all financial-related activities for the company, working closely with the Interim President and CEO. She will begin at VisitDallas on Aug. 5, 2019.

"I am incredibly honored to have been selected to join VisitDallas. I have worked in Dallas for the past 15 years, and I have been visiting since I was young," said Larsen. "I believe my background of restoring confidence and improving transparency will be an asset during this time. VisitDallas has done and will continue to do great work to bring visitation and economic impact to the city. I am so excited to be a part of growing and promoting a city that I love."


About VisitDallas

VisitDallas markets Dallas as the ideal visitor and convention destination in Texas. Dallas – The Most Texan City in Texas – celebrates its heritage in hospitality, and it's the one city where Southern meets modern and legacy meets luxury. Dallas is the leading business and financial center in the Southwest offering travelers an unparalleled array of amenities and a central location with two major airports with more domestic nonstop flights than any other U.S. city. As the ninth-largest U.S. city, and part of the fourth-largest metropolitan area in the nation, Dallas is the top visitor destination in Texas. You really can do it all in Dallas. For more information, visit