Executive Director, North Little Rock Visitors Bureau
What do you do?
I am the Executive Director of the North Little Rock Visitors Bureau in Arkansas. I am presently working on a Master of Arts in Tourism Planning through California University in Pennsylvania.
Tell Us Your Career Path
It began at the Arkansas Department of Parks & Tourism at age 19 as a secretary. I worked my way up through different divisions learning as much as I could about the industry. I left the Department to be the Assistant Director at the North Little Rock Visitors Bureau and after five years went back to the Department as the Group Travel Consultant. After having my second baby and deciding I didn't want to travel a lot, I moved over to the Arkansas Hospitality Association as Director of Operations. After seven years, I had the opportunity to move back to the North Little Rock Visitors Bureau.
What is the biggest mistake you see organizations committing in working with CVBs/DMOs; what can they do to correct it?
Each stakeholder in a city has a different idea about the responsibilities and duties of CVBs/DMOs. Many assume the DMO has the responsibility to totally fund their special event, special project and sports tournament. We try very hard to work within the community to provide expertise and advice in those areas as well as working to stretch the dollars for us and the organization. We feel that the stronger the community is with events, projects, tournaments, etc. then the more beneficial it is for all citizens and visitors.
What is the most challenging aspect of your work?
Not having enough funds to accomplish everything we would like to do.
What is your take on the state of tourism in North Little Rock? Arkansas?
I think Arkansas has been very fortunate to not experience the level of downturn that many other states are experiencing. We are getting strong visitation from surrounding states probably because of the ease in driving here and the value visitors get for their money. North Little Rock has seen a slight downturn in lodging, but the restaurants are generally doing better than last year. Sports are a strong niche in our city, and that didn't slow down this year.
What one trend do you see emerging in tourism?
I see a lot of organizations and CVBs starting to work together and seeing them all trying to think "outside of the box." The partnerships are providing a great foundation and making the tourism industry stronger.
How do you measure success?
I measure the Visitors Bureau success from the number of visitors to our city and the economic impact of those visitors.
You’ve had some more than challenging times recently. How and what have you done to cope?
From when I was first diagnosed with cancer, my friends and family were amazingly supportive. The prayers, kind words, sweet cards and much more uplifted me to such a level that I never felt depressed or scared. I tried to keep to my schedule as much as possible - going to work, working on my master’s degree, taking care of my family, etc. I made so many new friends from fellow chemo patients and the nurses. It has turned out to be a very positive experience — I have never felt so loved as I have over the last seven months.
What would people be surprised to learn about you?
That I am extremely shy -- I have to work very hard to be extroverted!
You are stranded on a deserted island. What three CDs do you wish you had?
Anything by Bon Jovi, U2 or Dan Fogelberg.
You may reach Karen Trevino at KTrevino@northlittlerock.org.
For more information: northlittlerock.org.