KATIE FUSSENEGGER,

Vice President, Kentucky Derby Museum & 2022 KTIA Chair

Katie Fussenegger is the Vice President of the Kentucky Derby Museum. She previously served as the President and CEO of ShelbyKY Tourism for over 10 years. She has a bachelor’s degree in Communications from the University of Louisville and received her CTIS certification from Indiana & Purdue University. She has Chaired the Kentucky Tourism Department’s Bourbon, Horses & History Marketing Region, currently serves as the Kentucky Travel Industry Association Executive Board Chair, and served as the Kentucky Association of Convention and Visitors Bureaus (KACVB) President in 2017. Katie recently served as President of Skal International (2021 & 2020), and is graduate of Leadership Kentucky and Leadership Shelby. She has been awarded the Way to Go Woman award for Leadership by Today’s Woman Magazine and has been named one of The Lane Report’s Top Women in Business. While not serving the travel industry of Kentucky, she lives in Shelbyville with her husband Joe, daughter Sophie and son Dominic. 

KTIA: You have been an extremely active KTIA member and now find yourself in the top volunteer leadership position as Chairperson of the Board of Directors. Why have you devoted so much time and effort to KTIA? 

For far too long, legislators, change agents and the general public have undervalued the economic impact of Kentucky's tourism industry on our state and local communities. When tourists bring their money to the state’s attractions, our state and local economies see an immediate impact which generates positive revenue not only for the state, but also for the thousands of small businesses, artisans and vendors whose work is the lifeblood of an $8 billion industry. 

Tourism is a concerted effort of a community through DMOs, hotels, attractions, meetings and conference centers, experiential offerings and shops strategically working together by sharing the culture and experiences of a specific place/destination. Without marketing dollars and the unification of these goals to attract visitors, many residents would not enjoy some of their current benefits due to those infused tourism dollars. 

I believe devoting my time and efforts to KTIA is my way of serving the greater good for my fellow Kentuckians. Encouraging tourism is one of the best ways to help our incredibly unique communities shine.  

KTIA: As the Kentucky travel and tourism industry’s trade association, please describe what you view as KTIA’s leadership roles and responsibilities, both within the industry and externally. 

KTIA is, at its heart, a networking and advocacy association. It offers members education, experiential offerings and connectivity throughout the Commonwealth. KTIA, in tandem with the Kentucky Department of Tourism (KDT) and the Kentucky Association of Convention & Visitors Bureaus (KACVB), make up a conglomerate of industry experts and should be utilized as such when opportunities arise. We are the conduit for the industry’s unified voice in sharing concerns, thoughts and hopes for the travel and tourism industry for our great state through legislative priorities, education and networking.

KTIA: Your previous position as president & CEO of ShelbyKY Tourism and your current position as vice president of the Kentucky Derby Museum has provided you with in-depth experience with a CVB and with an attraction. How will that experience benefit you in your KTIA leadership role? 

I feel I have lived the best of two worlds with my tourism background and current role at Kentucky Derby Museum. I have the in-depth understanding of both small and mid-sized destination marketing organizations thanks to my time working with a smaller staff at the Bureau and now a larger staff at the Museum under its non-profit status. I have experience in a variety of realms, including satisfying governmental standards, policy implementation, various staff and budget ranges, fundraising efforts, sponsorships and overall visitor satisfaction. I try to balance the needs of each facet of an organization when a new opportunity presents itself and I think that will guide my decision-making process while leading KTIA. 

KTIA: Your previous and current positions also involve organizations governed by boards of directors. What have you learned from those experiences about best practices of a board? Of a board chairman? 

I’ve had the distinct privilege in serving several organizations as a board member and/or board chair with both large and small groups of fellow dedicated participants. While serving on various boards, I believe the greatest lesson I have learned is to keep your eyes on the mission of the organization in which you are serving or leading. I will admit that patience is not my strongest suit, but I recognize that each member of an organization is entitled to have their voice heard. I believe non-verbal cues are a great way to read a room and it is always best to ask for clarity when an issue has become murky. Sometimes the greatest ideas come from those who choose to speak the least in a group setting, so I believe follow-up is key to making sure all concerns are addressed. One-on-one meetings, outside of the board room, can be a great way to acknowledge an individual, understand their beliefs and be receptive to their ideas. People need to feel comfortable and confident that you will listen to what they have to say and take action when appropriate. It is important to me, as a leader, to take the time to hear every thought, idea and concern.

KTIA: What opportunities do you see for KTIA to enhance the value members receive from the association? 

KTIA is an organization of industry experts and members should feel empowered to take advantage of the ability to network with a variety of individuals who are leaders in their respective fields. Connecting with other members can lead to relationships that go beyond KTIA and make major impacts to Kentucky’s tourism industry. One of the best benefits of KTIA membership is the education participants receive, which allows them to be better advocates for the travel and tourism industry. 

KTIA members are given the guidance and tools necessary to form valuable relationships with their legislators. While a legislator has the important duty to represent their respective community, it is the job of tourism industry leaders to educate legislators on the value of tourism as an engine for economic growth. Having direct contact with legislators can help KTIA members make positive changes on the state and local level. 

KTIA: 2022 is already shaping up to be another challenging year with COVID and with parts of the state dealing with the devastation of tornadoes. In the midst of crises, what can the association do to support the industry? 

I think I can speak for many when we say our thoughts and prayers have been with our fellow Kentuckians in western and southern Kentucky after the devastating tornadoes this past month. One of the most reoccurring themes I have observed from a plethora of national media interviews during this time was how kind Kentuckians were to one another. I believe the same can be said for Kentuckians in the tourism industry. I cannot begin to list the many ways in which industry professionals helped their fellow Kentuckian through these challenging times. We are an industry full of those with a desire to see the Commonwealth shine. And I firmly believe by helping each other, it will (shine) once again. 

I believe we are all looking for positive connections to fill the void that separation during COVID has caused. Attending the Kentucky Travel Industry Association Annual Conference (KTIAC) in Louisville this past year felt like a happy family reunion! As an industry built on connectivity, networking and sales, we are all hungry for the opportunity to connect. KTIA can provide that collaboration through events, education, introductions and a willingness to work together. 

KTIA: As a leader of an association that serves an industry that is actually made up of multiple industries, what are your thoughts about how KTIA can serve the different interests of such a diverse membership while also fostering industry collaboration and unity? 

We must recognize that we will never be all things to all people, but the mere fact that we can educate each other on our respective issues and provide assistance about what is needed is where KTIA will succeed. For example, if an attraction knows that the hotel next door is looking for a way to extend a visitor’s stay, doesn’t it benefit the attraction to offer up a potential bundle to said hotel? If a restaurant across the street has more business than it can handle, doesn’t it benefit the shop on that street to stay open late on those busier days to take advantage of the number of individuals coming through the restaurant’s door? And lastly, doesn’t it help to know of new offerings and community events so that it can be promoted in hopes of extending the visitor’s time in an area? 

The diverse needs of the tourism industry form an interconnected web of opportunities where KTIA has the ability to help strengthen that web through collaboration. 

KTIA: In addition to continually addressing the sector diversity of the industry, KTIA has also been addressing racial and LGTBQ diversity within the association. What are your views about the importance of this type of diversity, how would you assess progress made thus far, and what next steps do you envision? 

I believe the makeup of KTIA should reflect the incredibly diverse world in which we live. It is vital to our organization’s success that we embrace different voices and values from our community so that the decisions we make as a group represent the unique viewpoints, not just of our members, but of those we serve across our region. 

While some progress has been made to diversify KTIA, I believe increasing diversity, equity and inclusion is not just a box we check one time. Recognizing that more needs to be done on an ongoing basis is the first step towards making KTIA a more equitable organization. Auditing our current makeup and increasing educational opportunities among KTIA members will hopefully lead to changes I believe are critical to our success. 

KTIA: What challenges and opportunities do you see facing the Kentucky travel and tourism industry over the next few years and where does KTIA fit into addressing the challenges and maximizing the opportunities?

I see KTIA leading the charge to address a variety of challenges to Kentucky’s tourism industry. First and foremost, we need to remain competitive in the travel market. We are in constant competition with neighboring states and regions for the tourism dollar. Our state tourism office needs funding to make sure we are marketing Kentucky as a top tourist destination. 

Second, we need the workforce to support a thriving tourism industry. This is a multifaceted issue that requires a true vision to address workforce needs such as competitive pay, affordable housing, transportation and soft skills. 

We also need to address our state’s internet infrastructure. The idea that people go on vacation without working during their trip is no longer a possibility for many.  As a state, we must be able to provide the internet infrastructure to allow those visitors the ability to link with their business needs while visiting. 

Lastly, we must continue to push KTIA’s mission to our legislators so the necessary funding is allocated to its intended purposes. 

KTIA: We’ll break out one opportunity in particular for your specific comment. It’s KTIA’s Tourism Recovery & Investment Plan, the proposed $75 million appropriation from Kentucky’s American Rescue Plan Act funds. Many KTIA members have communicated with their legislators about this, but many more need to do so in order for us to get the proposal across the finish line. Think like a coach and give us your best pep talk to motivate members to engage and communicate with their legislators.

It’s no secret that we are fighting for one of our biggest requests yet. Now is the time for KTIA to advocate to every legislator, decision maker, staffer and Kentuckian for the need for investment in tourism. Which other state has as many diverse offerings as Kentucky? Kentucky offers its visitors friendly hosts, beautiful landscapes, horses, bourbon, recreation, arts, miles of shoreline, hunting, fishing, and dining that are second to none. 

Which other state has tourism agencies, infrastructure and marketing leaders working together as closely as ours?  If we do not fight for what we know are our state’s greatest assets to share with the world, then why are we here? 

WE at KTIA are taxed with advocating for this state to be a destination where visitors can spend their hard-earned dollar in our unique communities and NOW is the time to share that message!  

KTIA: Like many professionals in our industry, you have to balance family roles, a demanding professional position and your volunteer roles such as that with KTIA. How do you it and do you have any advice to offer? 

I believe, like any other working parent in a professional career, we all have to know how to prioritize. There are many days where I feel like I fail at it all, but one must have the desire to persevere through the worst of times because they are only temporary. As my family obligations continue to adapt with the addition of multiple sports, school activities and friend visits, the need to have a strong village and clear communication becomes key. Isn’t that what makes us successful in our professional careers as well? Communicating often and openly to those around us helps to make a clear path for success. I would also say that learning the art of “no” can be a saving grace when you’re ready to throw in the towel. It is also good to remember that what we see on social media is merely a highlight reel. We all struggle at times to keep it all together. I’ll leave you with these major themes: Prioritize, Build Your Village, Communicate and Say No!

KTIA: With association leaders and leaders in general, it is sometimes said that the leader’s specific achievements will fade from peoples’ memories, but that the memory that lasts far longer is how the leader made them feel. When your term is over, what will you want members to remember about how you made them feel?

I want each and every one of our members to feel seen and heard. I want them to know that when they share their voice, we are a better organization thanks to their ideas and initiatives. I want them to feel their fire ignited by attending a KTIA event or session. Finally, I want them to feel a renewed sense of passion for the amazing work they do in the travel industry.

KTIA: Are there additional thoughts you would like to share that we haven’t already covered?

I would like to issue the challenge to our members that we can only be as strong as you allow us to be. We request your thoughts, ideas, suggestions and critiques. After all, we are here to serve you — our wonderful members — and we want to continue to evolve for the betterment of each of you!

KTIA: What is your best personal trip and why? 

As an avid traveler, it is pretty difficult to just choose one trip. Knowing that the Journal from historic reference encourages its interviewees to do so, I’ll choose our most recent family vacation to Hilton Head Island, South Carolina this past summer. My husband and I have very busy work lives and volunteer responsibilities while contributing to leadership roles within our respective businesses. This trip was our first time in quite a while to truly unplug from work and be present with our daughter (Sophie, age 9) and son (Dominic, age 7). It was the perfect balance of relaxation and activity. They are at this beautiful age of being able to do a variety of things but also still want to enjoy time with Mom and Dad. As anyone who has visited HHI knows, there are plenty of activities to keep you busy, great places to have authentic seafood, admire the natural beauty and enjoy the relaxation of the beach/pool. Joe and I will cherish those memories and we are already looking forward to the next adventure!