Hart County Tourist Commission
What is your organization and where are you located? The Hart County Tourist Commission is the DMO for our rural Kentucky county that has a population of about 18,000. We are located in south central Kentucky’s cave land area that is mid-way between Louisville and Nashville, within 400 miles of 2/3 of the US population. Interstate 65, one of the country’s major north-south corridors, bisects our county.
What is your organization's biggest asset/tourist attraction/event?
We have Kentucky Down Under (an Australian animal park), three show caves (Hidden River Cave, Kentucky Caverns and Cub Run Cave), a national cave museum (American Cave Museum), a world-class professional theatre (Kentucky Repertory Theatre), one of the world’s most biologically diverse rivers (Green River), a canoe livery that takes tours past five of the state’s largest natural springs and into Mammoth Cave National Park (Big Buffalo Crossing Canoe & Kayak), and historic small towns with a National Register District, a notable Civil War History and a historical museum.
What is Hart County’s biggest challenge in attracting tourists?
Our budget is extremely limited. Our revenue comes from a 3% lodging tax on 250 rooms.
Your organization recently won a plethora of awards. Tell us how it came about.
We were recently honored with seven Kentucky Tourism Council Traverse Awards for Marketing Excellence. Even though we cannot afford an ad agency, we have been working to take make smart choices to create quality marketing products. Our annual report and e-newsletter won first place; our You Tube videos and promotional video won second place; and our Web site won honorable mention. We also received awards for two co-op projects: Cave Area Student Tours guide won first place and the Cave Area Ambassador Program won honorable mention.
What are some of the perceptions of Hart County, Kentucky?
Many of the visitors have no perception of our county at all. They do not see county lines and know very little about the state, either. They love our beautiful countryside and are definitely impressed with the new rest area facilities, but many are simply passing through and are reluctant to venture off the interstate. We have the unique opportunity to be the friendly face of our county and our state to these visitors. When they view our video on the large-screen TV (strategically located near the women’s restroom), they want to know more, and we’re there to share information about our county, our advertisers, the I-65 corridor and the state. Some of them instantly change their plans to include a side trip, and many say they will make a return trip.
What tourism trends do you see in the area?
We’re seeing more home schoolers and more grandparents traveling with their grandchildren. While traditionally our visitors were traveling from the north, new markets are opening up from the south and west. People are looking for hands-on activities and authentic experiences.
Is the state experiencing an economic downturn, tourism-wise? If so, how are you reacting to it?
Our cave region is the state’s family vacation area. In 2007, we had the largest increase in economic impact (8.7%) in the state. While official numbers are not in for 2008, we believe that the numbers are down for most people. In fact, our numbers in this area were closely related to gas prices. When they soared to $4 a gallon, we suffered. As the prices went down, the numbers improved. Two of our largest attractions are non-profits, and they are experiencing a triple threat: lower visitation numbers, less government funding available and less support available from foundations, corporations and private donors. Unfortunately, when the numbers go down, so do our available marketing dollars. But my commission understands the value of marketing during hard times. This year we are focusing on our rest area information centers, hospitality training, and implementing a technology-based marketing plan that will include expanding our web presence by Internet marketing, mobile marketing, social media, online ticket slaes, podcasting, etc.
How do you measure success?
Awards are great! That means others in our profession think we’re doing something right. But the bottom line is “heads in beds” and ticket sales. What we do should directly and positively impact our tourism-related businesses and indirectly impact the entire economy of our county, area and state. Tourism is our county’s third largest industry. Tourism dollars support 600 jobs in this county.
You are a student of STS Marketing College. What did you gain from it?
Just a few months after I began this job in 2007, I was honored with the Kentucky Association of Convention and Visitors Bureau’s first Tom Heleringer scholarship to fund my first year, and I received an STS scholarship for my second year. I have a varied background but have taken only one college course. STS Marketing College filled the gap. It has equipped me with the professional information, contacts and confidence I need to develop a successful program.
What would people be surprised to learn about you?
I’m a former city council member and mayor, newspaper editor, Main Street Manager, and customer service representative. I finished my undergraduate and graduate degrees at night while my two daughters were also in college.
You can reach Sandy at sandrathomasonwilson@hotmail.com.
(270) 218-0386
http://www.kygetaway.com