Published on February 1st, 2012 | by Juice Magazine
2011 YP of the Year: Winner Tiffany Tauscheck
Tiffany Tauscheck’s job is to market Des Moines — to spotlight the city as a tourist destination and bring in revenue. It’s her job to make sure — through websites, information packets and other marketing tools — that visitors know where to eat, stay and shop while they’re here.
But those who work with the 32-year-old vice president of marketing for the Greater Des Moines Convention and Visitors Bureau describe her more as a “welcome wagon” for Des Moines than a marketing VP. She doesn’t just mention we have a state-of-the-art sculpture park, she’ll take you there. She doesn’t just tell newcomers that Graziano sausage is some of the best they’ll ever have, she’ll bring it to them. She knows Des Moines is a great place to live and work, and she spends her time making sure the rest of the world knows it too.
The woman who works mostly behind the scenes for Des Moines was front and center at a Jan. 23 reception at Jasper Winery in which she was announced as the 2011 Juice Young Professional of the Year. The annual award recognizes central Iowans younger than 35 whose social, charitable, civic or cultural efforts improved the quality of life in central Iowa. About 100 guests attended, including young professional, business and community leaders.
“I am so lucky to have a job that I love and a supportive husband who works hard so I can chase my dreams,” Tauscheck said after being announced as the recipient of the honor. “Many people contributed to this. I really do believe that as a community, we are stronger and better together.
“I really owe huge thanks to my husband, family, colleagues, teammates, friends and mentors. They continue to push me to pay my civic rent.”
Tauscheck credits her accomplishments and milestones to her team at the CVB, and while they certainly play a major role in her success, Tauscheck has paved her own path. She doesn’t advocate for Des Moines solely because of her job title. She is an advocate because she’s passionate about the city. (Did we mention she’s the youngest VP at the CVB — promoted at age 29?)
“She’s a go-getter. She’s smart, and has great knowledge of the media,” said Greg Edwards, president and CEO of the CVB. “Some people will look at this nomination and say ‘that’s just part of her job.’ But she goes above and beyond what she’s asked and what she needs to do. You can see the blood, sweat and tears in all that she’s done in the past 10 years, and that makes her most deserving.”
Tauscheck is an Iowa native, a Drake grad who worked in media for several years, as a TV reporter for KDSM-Fox 17 and as the Des Moines Radio Group’s marketing manager. She sees the city as a place for positive growth, successful tourism and the perfect place to raise a family. She works everyday to promote that, so future generations can live and enjoy an even better Des Moines.
“We want to show that Des Moines is a cosmopolitan community. We want people to know how fabulous our restaurants are, how great our arts scene is, how much there is to do here. I think as a community, we’ve done a good job in proving that,” she said.
Her most recent challenge was handling the media for the Iowa caucuses. She interacted with about 1,500 media members from around the world, answering hundreds of emails and phone calls daily, organizing their stays and making them feel welcome. The convention bureau estimates the media spent $17 million during the period leading up to the Republican caucuses in late 2011.
During her five years at the CVB, Tauscheck and the department she oversees achieved a record 275 percent increase in marketing revenues — the highest ever seen during the CVB’s 104 years. She created a CVB Street Team to give college interns the opportunity to learn more about guerrilla marketing, led the charge for a mobile website with GPS capabilities, and secured nearly $600,000 in-kind advertising time showcasing Des Moines in the 2010-2011 fiscal year.
“My job is rewarding because I’m able to see the impact of our work,” Tauscheck said. “It’s tangibly gratifying. Throughout the caucus, we heard so much positive feedback from the media, and that makes those long hours and days all worth it.”
In addition to her work at the CVB, Tauscheck also gives her time to many local organizations, as well as serving on several boards such as the Drake National Alumni Board of Directors, the Greater Des Moines Leadership Institute Board of Governors, the Destination Marketing Association International Advisory Committee and the Des Moines Social Club Board of Directors, to name a few. Her balance between a busy career, attention to her family, including one-year-old son, Ty, and involvement in extra activities proves if you feel something is important enough, there is time to do it.
“Someone once said to me, ‘You pick: What is important to you?’ My job is very rewarding. I’ve cut down on very little, even with a one-year-old son,” she said. “I have a very supportive husband who sees how happy my job makes me. It’s always been about giving back for me. Ty has given me further purpose. I want him to grow up and experience everything we’ve created together.”
Diana Deibler, a mentor to Tauscheck and the owner of Deibler and Company, said Tauscheck is “mature enough to have a broader view of her impact.”
“She has the insight and perspective to see how her work now will affect future generations – she isn’t doing this for herself,” she said.
Much of Tauscheck’s success can be credited to her preparation, Deibler said.
“Luck favors the prepared man,” she said. “She and other successful people are committed to higher education, and committed to whatever it takes to lift them to being recognized. Then, they cross paths with someone who goes, ‘Wow.’ She has done everything right, and when the opportunity arose to manage the national media, she was prepared.
“She’s put years into being the best she could have been, and this award will only do more for her. She’ll carry this recognition as a vote of confidence and a catalyst to do more.”
About the Juice YP of the Year award
In November, we asked Juice readers to nominate their friends, coworkers, employees, bosses, spouses and themselves for our third annual Juice Young Professional of the Yearaward. The award honors central Iowans under the age of 35 who have made an impact in their communities through social, volunteer, charitable, cultural and other efforts.
An independent panel of judges from the community reviewed every nomination, then chose our five finalists, and a winner. At a reception Jan. 23 at Jasper Winery in front of about 100 young professionals and community leaders, we honored the 2011 Juice YP of the Year, Tiffany Tauscheck, the vice president of marketing for the Greater Des Moines Convention and Visitors Bureau, and four finalists: Tony Dickinson, Emily Hamilton, Susan Hatten and Jeremy Weiss. Tauscheck joins Andrew Allen (2009) and Chris Diebel (2010) as winners of this honor.
Bankers Trust, the presenting sponsor of the YP of the Year award, and Des Moines Register Media will each contribute $1,000 to a nonprofit of Tauscheck’s choice.
Coming soon: Future of Des Moines series
What will Des Moines look like in five years? 10 years? 20 years? And what role can, and will, young professionals play in shaping that vision as the next generation of central Iowa leaders?
Over the next few months, Juice magazine will try to answer those questions in our “Future of Des Moines” series. We’ll share updates on projects and talk about ideas that could inspire the direction the city takes over the next few years, and decades. Everything from development to culture to transportation to local businesses.
Tiffany Tauscheck, 32
What she does: Vice president of marketing, Greater Des Moines Convention and Visitors Bureau
On Des Moines, the beautiful: “We want to show that Des Moines is a cosmopolitan community. We want people to know how fabulous our restaurants are, how great our arts scene is, how much there is to do here. I think as a community, we’ve done a good job in proving that.”
On failure: “Don’t be afraid of failure. Through failure you will likely find a breakthrough, and those are the exciting times.”