Frankfort, Ky.  (February 14, 2005)  On February 9, 2004 Randy Fiveash joined the Commerce Cabinet as Commissioner of Tourism.  Commissioner Fiveash has been very proactive in his role during this past year.  To assist with Governor Fletcher's directive based on hope and opportunity for all Kentuckians through economic development, he organized a listening tour around the state. From April 5 until the end of May of 2004, he visited each of the nine matching funds regions. The regions were formed to encourage a cooperative targeted marketing approach to maximize each region’s attractiveness as a travel destination, as well as maximize limited advertising budgets.

The listening tour gave community members and leaders with a vested interest in the tourism industry an opportunity to share ideas, express concerns or needs of their cities and counties.  He wanted to be able to go back to Frankfort, review all the information and develop a true strategic marketing plan for the agency with specific goals and means in which to reach them. 

Beginning February 21 through March 24, 2005, Commissioner Fiveash will conduct his second listening tour.  This time he will focus on revisiting the topics addressed in the first tour and update the industry on strides the department has made since then in order to increase economic development and create jobs for the Commonwealth.  He will also be discussing Kentucky’s new brand, “Unbridled Spirit,” its usage and the importance of its role in the tourism industry.  Other initiatives will include, a new research directive, which will introduce templates to assist individual counties in tracking visitors and economic impact to their region. Those who attend are encouraged to participate in discussion with Commissioner Fiveash, asking questions or voicing concerns.

“Kentucky’s new brand has already had a positive impact on our industry and the entire Commonwealth.  It has been a tremendous success.  The tourism industry is already beginning to incorporate “Unbridled Spirit” in creative and unique ways everywhere and it’s essential that our industry continue to do this whenever possible. I’m looking forward to this second tour.  It is a perfect opportunity for those who still have questions about the brand,” said Fiveash.     

Media will have an opportunity to meet with the Commissioner before each regional meeting.  For more information on the 2005 Listening Tour, contact Rhonda Nix, at (502) 564-4930 x115 or Rhonda.Nix@ky.gov.

For more information on tourism in Kentucky, to get a copy of the 2005 Great Getaway Guide or learn more about Kentucky’s Calendar of Events, contact the Department of Tourism Travel Consultants at 800-225-8747 or visit our website at www.kentuckyunbridledspirit.com.  

#

The Kentucky Department of Tourism, an agency of the Kentucky Commerce Cabinet, exists to promote The Commonwealth as a travel destination, to generate revenue and create jobs for Kentucky's economy.