Denise Miller

Executive Vice President

Denise serves as the project lead for most of SMARInsights' tourism projects. By combining her marketing and research expertise, she brings valuable insight to developing new consumer programs and refining the marketing and implementation of existing programs. She works with state and local organizations that promote economic development in the areas of target marketing, advertising effectiveness, and economic impact. She is a frequent speaker at tourism industry conferences, including the Travel & Tourism Research Association (TTRA), International Association of Convention & Visitors Bureaus, and State tourism conferences including: Arizona, Indiana, Massachusetts, Wisconsin, and South Carolina.

Denise has a solid track record of experience and accomplishment in tourism marketing and research since 1988. She was the director of two convention and visitors’ bureaus in Indiana, serving for three years as the State Travel Director. She joined David Seiferth at SMARI in 1991.

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Research experience

  • Designed and conducted numerous studies among leisure travelers, meeting planners and group tour operators, including perception studies, destination selection, satisfaction and advertising. Clients included CVBs in St. Louis and Branson, MO; Monterey County, CA; Los Angeles; and Phoenix.
  • Designed and implemented Advertising Effectiveness and ROI research for numerous clients, including California, Florida, Utah, Wyoming, Texas, Colorado and Missouri.
  • Conducted hundreds of group discussions for tourism clients relating to positioning, advertising, decision-processes and others. Has conducted groups both in-person and online.

Other professional activities



B.A. University of Notre Dame

Favorite travel experience

“My favorite vacation was a trip to a small town, Bretome, in southeastern France.  The town was charming, and every day we’d take off to explore the countryside.  We kept getting lost, and often didn’t make it to our original destination – but it didn’t matter because everywhere along the way we found unexpected gems.  It seemed like every town had a winery, or a chateau or a castle to see.  And even though most of the people spoke very little English and we had very little French, everyone was welcoming and friendly.”