Tell us your career path.

After graduating from Northwestern University with a Communications degree in Radio, TV, Film production, I moved to Oregon to do a contemporary Christian music radio program aimed at young people.  After several family moves from Chicago to San Diego to Metro New York, working at Merrill Lynch and various local ministries, I moved to Virginia Beach to work for the Christian Broadcasting Network. I was responsible for producing the 700 Club Telethons and development programming and spots throughout the year. I later became responsible for their Major Donor fundraising and Planned Giving departments, which also integrated TV, print, mail and phone campaigns.

I accepted a position as Director of Marketing for the Silver Dollar City theme park in Branson, Missouri in 1993. A few years later, I became Vice President of Marketing for Dollywood, a sister property in Tennessee within the Herschend Family Entertainment Corporation. When Governor-elect Phil Bredesen asked me to interview for the Tourist Development Commissioner’s position on his cabinet in late 2002, I was both surprised and honored.

What trends do you see in the state?
Heritage travelers are expecting sustainable practices that preserve and protect destination authenticity, student sport and competition travel continues to expand and travelers to urban areas are looking for well-defined trails into the adjacent countryside.

What is Tennessee’s biggest challenge in attracting tourists?
The over-all decline in the economy and discretionary spending of consumers.

You are a big proponent of sustainable/green tourism. How do you make it economically feasible for CVB’s/destinations to adopt the message and/or philosophy?
It should be done at the local level. The key to gaining a destination’s buy-in on sustainability is to focus the discussion on quality of life.  It is in the best interest of a local community to preserve and protect its best assets.  You do not want to kill the goose that is laying the golden eggs. Once someone sees sustainability in those terms, the local community will allocate the available resources for sustainability.

What is the most challenging aspect of your work?
Making the case for tourism as the powerful economic driver it is to funding authorities including the Governor’s Office, the Tennessee General Assembly, local communities and even at a national level.

How do you convey the message to your local legislatures that tourism is important?
You have to have documentation of ROI (return on investment) by a reputable third party source and present the information clearly and consistently to all stakeholders.

How do you measure success?
I’m a marketing person – it’s all about the numbers. More visitors, more revenue, more businesses and jobs created. A pretty brochure (TV spot, email, etc.) is just that — unless it’s in the hands of a prospective customer and is successful in making the sale, moving the needle.

Tennessee is the host of STS Spring Meeting March 22-24 – any words for the attendees?
I moved to Nashville in 2003 and still haven’t experienced a tiny fraction of all the entertainment, great music and food that is here. You all are going to have one heck of a time!

What are the three CDs you cannot live without?
I enjoy anything by Rich Mullins and Laura Nyro (my classic favorites) and Phil Wickham’s Cannons.

What would people be surprised to learn about you?
My childhood dream was to be a Rockette (after my dad took my family to Radio City Music Hall in New York when I was 9).  I just didn’t grow tall enough…that’s my story and I’m stickin’ to it!

You may reach Susan Whitaker at Susan.Whitaker@tn.gov

For more information: http://www.tnvacation.com.