How Fort Worth’s CEO Built Trust, Culture & a $2.4B Comeback

What if the real power in leadership isn’t in knowing everything, but in building trust so strong that others rise around you?

That’s exactly how Bob Jameson, President and CEO of Visit Fort Worth, helped lead one of Texas’ most iconic cities through disruption, recovery, and a $2.4B tourism comeback.

In this episode of Inner Work, host MaryAnn Means-Dufrene dives deep into Bob’s leadership journey; from running luxury hotels to becoming the steady hand behind Fort Worth’s growth. They explore what it means to lead with presence, empower teams, and stay calm when everything is uncertain.

The Disruption: When Calm Becomes a Superpower

Bob’s leadership story isn’t flashy, but it’s powerful. After decades in hospitality, including 28 years at the Worthington Hotel, he stepped into a very different world: public-facing leadership as CEO of Visit Fort Worth.

And then the pandemic hit.

“People were looking to me… and the future couldn’t have been more uncertain.”

With a team looking for answers and a city in flux, Bob chose calm, clarity, and conviction. He didn’t rush into reaction. He built stability, reminding everyone that disruption is temporary, but trust is lasting.

The Inner Work:  Strengths Over Struggle

At the heart of Bob’s leadership is a deep belief that people do their best work when they’re known for who they are, not just what they do.

“Everyone wants to be known, without judgment. That’s where trust begins.”

He doesn’t micromanage. Instead, he surrounds himself with great people, makes space for their strengths, and intentionally lets go of needing to be the expert in every room. His role? To remove roadblocks, set vision, and foster alignment.

This strengths-based mindset isn’t just good leadership, it’s smart strategy. It creates teams that are resilient, collaborative, and primed for growth.

The Rebuild: A Culture That Performs Quietly

While Bob’s demeanor is quiet, his impact is anything but. Under his leadership, Fort Worth has welcomed over 9.4 million visitors in a single year, generated $2.4 billion in economic impact, and supported over 28,000 jobs in hospitality and tourism. 

And he’s done it by investing in people, internally and externally. He helped reshape how Fort Worth tells its story through the Stockyards, the Fort Worth Herd, the music and film commissions, and beyond.

He sees moments others might miss. When TCU football made a surprise run to the national championship, Bob seized the opportunity to promote the city alongside the team, linking university pride to regional identity.

This isn’t reactive leadership, it’s vision-driven, people-first strategy.

What I Know Now: The Leadership That Lasts

Bob’s leadership has evolved, but his core values remain grounded. Here’s what still guides him today:

• A Book That Shaped Him: “The 21 Irrefutable Laws of Leadership” by John Maxwell
• A Non-Negotiable Value: Credibility. “It’s all I have to offer, and it has to be earned.”
• A Leadership Habit: No office. Bob works in the open floor plan with his team to stay accessible, human, and connected.
  
  

🎧 Listen to the full episode now!