Member Spotlight: Laura Argenbright, Senior Director of Creative Strategy, GO Laurel Highlands

This week’s Member Spotlight features Laura Argenbright, Senior Director of Creative Strategy at GO Laurel Highlands. Laura shares thoughtful reflections on leadership, creativity, resilience and what continues to inspire her both personally and professionally.

What’s the best book you’ve read recently?
It pains me to say that in recent years, I have consumed more “snackable” content online than actual books – primarily industry articles and tidbits about music and art. When I do read, it’s typically self-development topics or psycho-thrillers – a strange combination, but perhaps there’s some correlation between the two? I recently found “168 Hours: You Have More Time Than You Think,” by Laura Vanderkam to be an insightful and eye-opening read. Currently, I’m reading “Being Smart Is Stupid” by Tricia Brouk.

What do you love most about the industry?
What I love most about tourism is that we promote joy, quality time and leisure while simultaneously building community and driving economic impact. This is serious work. Many partner destinations, nearly 500 across three counties for GO Laurel Highlands, rely on our marketing efforts to sustain their businesses. We often say that we do the heavy lifting for our partners, allowing them to focus on delivering exceptional experiences when visitors arrive.

The icing on the cake? While we take this responsibility seriously, it remains a fun and rewarding profession. I truly value the opportunities this role provides to network, present and learn from organizations such as Destinations International, U.S. Travel, Travel Unity and, of course, Women Leading Travel. No matter where you go, or how senior someone may be, the people who work in tourism are among the most passionate and enthusiastic professionals you will ever meet.

What is something the community may be surprised to learn about you?
Two things. It may not be surprising that I’ve been a certified ski instructor, but the fact that I earned that certification at the young age of 42 makes it a bit more interesting. Skiing has always been a passion, but it wasn’t until my 40s that I became certified to instruct, even doing it full time for one season.

Second, I am a huge fan of live music festivals and would still choose a live show over just about anything else. You will find me dancing and singing from start to finish, even at multi-day festivals. My favorite act to see live is the Dave Matthews Band. I also serve on the board of trustees of the Johnstown Symphony Orchestra. Don’t judge.

What’s the toughest part of being in charge?
Working for a small organization that operates as an in-house agency and regularly exceeds expectations, I sometimes find it challenging to break away from my own projects and deadlines. I need to remind myself to find the time to truly lead others. Being a working director comes with specific challenges and requires intentional effort to mentor, plan and forecast while still managing a hefty workload.

What are your non-negotiables when it comes to work-life balance?
This is a tough one! I have no problem with nontraditional hours or travel; however, I do value my family and personal time when available. I set my “Do Not Disturb” mode from 8 p.m. until 7 a.m. to signal downtime and try to set an example for others by limiting communication outside of office hours. But let’s face it, it’s easier said than done in an always-on culture.

What woman inspires you right now and why?
There are many. However, Anne Ryan, deputy secretary of the Pennsylvania Office of Tourism, stands out to me professionally right now. She came into state tourism as a respected and storied agency marketer and immediately turned norms upside down. She shook things up with fresh ideas and tactics, quickly improving metrics and reaching impressive goals. She took off running with a lean team and never looked back. Her creativity, energy and fearless leadership are qualities I admire and aspire to emulate.

What is one industry trend you’re closely tracking and why?
We are fortunate that Pennsylvania’s Laurel Highlands aligns with many of the latest travel trends. In 2025, I began writing a series of blogs focused on how to best take advantage of trends like hurkle-durkling and solo female travel in the region. The Laurel Highlands thrives on its outdoor offerings and unique lodging options, such as glamping, geodesic domes, treehouses and even a few hobbit houses. At a time when people are flocking from urban environments and seeking solitude and peace, natural surroundings are considered a premium. We are leaning into visitors’ desires for hands-on experiences, hometown charm and outdoor adventures for both leisure travel and remote work.

What is one thing you look for when interviewing a job candidate?
Enthusiasm for their work – unequivocally. Enjoying one’s work, taking pride in your talents and bringing positive energy to the workplace are far more important than specific skills, provided the candidate can perform or learn the necessary tactics of the job.

What’s something that you learned about yourself in the past year?
I knew I was strong and resilient, but those coping skills were put to the test this year when my son was diagnosed with a malignant brain tumor. I learned that the fortitude I have built over the years, along with a strong support system and faith, carried me through the toughest times. Even when faced with the unimaginable and caring for my son’s medical needs, I somehow handled it. I managed to keep all the balls in the air, stay calm and carry out most of my workload. Now I know I can face almost anything. Because that’s what strong women do.

What is the best piece of advice you’ve ever received?
“Take care of the woman in the mirror.” This came from my mom, who learned it from her mom. Great advice.

What values are most important to you as a leader?
To be trusted as a mentor, to be a problem solver, to be a strong supporter and to be kind – but not necessarily nice.

What’s the most important thing people should know about you?
I will always try to add something positive to your day, and most of all, I am fun!

What’s a tip you have for productively leading a hybrid team?
Clear communication is key to leading a productive hybrid team. Frequent in-person meetings where everyone is required to contribute are very helpful, and when meetings are online, participants should have their cameras on.

Where is your favorite place you’ve traveled to?
It was a long time ago, but a ski trip to the Jungfrau region of Switzerland remains my favorite trip and destination. I loved that it was completely different from anything I knew, and every day was a new adventure. We were there in March, when it was spring at the base of the mountain where we stayed, yet with a short train ride, we were skiing in hip-deep powder. It was an exhilarating and awe-inspiring trip from start to finish.

What is the top item on your bucket list?
A trip to Italy with my extended family to discover our roots in Calabria, followed by exploring the rest of the country.

What do you do to recharge?
I am an avid walker. I walk and listen to music – those two activities keep me (relatively) sane and energized.

What is your biggest accomplishment?
It’s not just one thing, but a category of achievements. Throughout my career, I have initiated many programs and events that continue to thrive today, such as the BW Arts Academy at the Bottle Works Arts Center, which has benefited hundreds of children over the past 10 years, and the Holiday Progressive Dinner Tour at Wright at Polymath Park, which has grown from one seating with 27 guests to hosting 600 guests over 19 seatings this year. It is incredibly rewarding to see these programs continue over time.

What advice would you give to the next generation of female leaders?
Show up as your authentic self, discover and hone your unique strengths and skills, know your non-negotiables for how you are treated, and always have fun.

What gets you up in the morning?
The prospect of accomplishing something new, seeing the people I love and making the most of the day.

Connect with Laura on LinkedIn to continue the conversation.