Destination Strategic Plan
After a decade of growth and prior to a global pandemic, Louisville Tourism embarked on an exciting journey with its stakeholders to develop a complete Destination Strategic Plan (DSP). The mission was to guide future tourism industry growth and development in Louisville as an entire destination.
To facilitate this important work, Louisville Tourism engaged JLL’s Global Tourism and Destinations practice to lead the process.
The plan was also overseen by a local leadership committee and included several opportunities for stakeholder input to inform further and guide the outcomes. The entire process took just over a year, with several pivots due to the pandemic and social issues facing the country. The final product includes additional references to a post-Covid environment and how Diversity and Inclusion efforts can be employed in every priority area.
One of the outcomes of the DSP outlines how previous Destination Marketing Organizations like Louisville Tourism have evolved into true Destination Management Organizations due to the scope of their work and the effects on local economies. It is with great pleasure that Louisville Tourism presents Louisville’s Destination Strategic Plan for 2020 and beyond.
Leadership Committee
Louisville’s Leaders for the Destination Strategic Plan
Part of Louisville’s comprehensive Destination Strategic Planning process includes a Leadership Committee that will be part of the plan’s development. The Leadership Committee is comprised of industry and community executives and leaders that will help support the process by vetting recommendations and participating in the development of the plan. This Committee will meet monthly to review progress, understand direction and provide input to support the ultimate long-term DSP for Louisville.
Leadership Committee members:
| Teddy Abrams Music Director The Louisville Orchestra | Pat Armstrong President & CEO Kentucky Derby Museum | Kim Baker President Kentucky Center for the Performing Arts |
| Cleo Battle CEO Louisville Tourism | Larry Bell General Manager Hyatt Regency Hotel | Christen Boone President & CEO Funds for the Arts |
| Aukram Burton Executive Director Kentucky Center for African American Heritage | Bill Dieruf Jeffersontown Mayor Jeffersontown City Hall | Matt Gibson President & CEO Kentucky Derby Festival |
| Anne Jewel lVP, Executive Director Louisville Slugger Museum & Factory | Adam Johnson Senior Director Kentucky Bourbon Trail Experiences | Ryan Jordan General Manager Churchill Downs |
| Cynthia Knapek President Leadership Louisville Center | Dan Mann Executive Director Louisville Regional Airport Authority | Chester Musselman President & CEO Musselman Hotels |
| Sarah Robbins COO 21c Museum Hotels | Stacy Roof President & CEO Kentucky Restaurant Association | Karl Schmitt President & CEO Louisville Sports Commission |
| Scott Stuckey General Manager The Omni Hotel | Carolyn Tandy Chief Diversity & Inclusion Officer Humana | Mary Ellen Wiederwohl Chief of Public Services Louisville Forward |
