Louisville Embraces a More Equitable Future With New Hospitality Initiatives

September 30, 2020

Louisville Tourism, the marketing agency charged with promoting the Kentucky city as a travel destination, has unveiled hospitality industry initiatives designed to address racial imbalances inside and outside the organization while promoting its reputation as an inclusive and welcoming destination. Launched on Sept. 23, the same day that charges against one police officer involved in the killing of Breonna Taylor were announced, the new initiatives come as Louisville finds itself in the spotlight while the nation reckons with its history of racial disparities.

“As we process the grief and raw emotions our community is experiencing right now, we realize we are treating more than one pandemic, addressing sustained systemic racism as well as fighting a health crisis,” said Karen Williams, president and CEO of Louisville Tourism. “During these difficult and painful times, we all have a responsibility to help our city grow in order to pave the road for a better future.” 

She added that while Louisville Tourism’s primary focal point is economic development, its broader mission is a thriving community where tourism can make a difference to quality of life. 

To help advance racial equality and inclusion, the agency is taking thoughtful and direct action. Efforts include launching a Black Tourism Advisory Council led by Louisville Tourism’s COO Cleo Battle, who is also one of the leaders of an industry-wide effort to address social justice in the tourism industry via ongoing summits within the Destinations International community. 

In order to improve Louisville’s hospitality organizations and overall destination experience for visitors and residents, members of BTAC have been focusing on intentional inclusivity in the hospitality industry via ongoing conversations that have included representatives from all major local hospitality industry sectors. 

“It is important that we create comprehensive experiences that demonstrate that we understand the needs and desires of Black tourists – they must feel safe and welcome in Louisville,” said Donald Lassere, president and CEO of the Muhammad Ali Center and a BTAC member. 

Showcasing the city’s Black heritage and providing increased exposure for Black-owned businesses will become a point of focus for the agency via promotional campaigns and new Black heritage experiences to be launched this fall. 

According to agency officials, Louisville Tourism staff has been working with local attraction partners over the past 18 months to increase interest in Muhammad Ali Tourism and to spotlight African American influence within the Bourbon and horseracing industries. These new more diverse, inclusive and immersive experiences will be designed to benefit all visitors to the destination and will be promoted through collaborative partnerships with the National Civil Rights Trail, Black Bourbon Society, Kentucky Department of Tourism and the African American Travel Conference.

Meanwhile, Louisville Tourism is currently assessing its own organizational culture by conducting a diversity, equity, inclusion (DEI) analysis of its practices around diversity in hiring, employee education, ways to work with a more inclusive variety of vendors and diversity representation in its marketing collateral. 

Additionally, the agency is offering an ongoing DEI training program for local hospitality industry professionals. Created to help ensure that all who interact with the city’s hospitality industry are respected and treated appropriately, the new and ongoing educational opportunities for Louisville Tourism staff and industry partners are being provided by several women and Black-owned businesses. 

In August, more than 450 local hospitality industry members attended a virtual DEI workshop, with the next one scheduled Oct. 1 and more planned for the future.

“Our primary mission remains to grow the economy through tourism and it is our responsibility to our community to do that inclusively,” Williams said. “We will be guided by organizations that have access to the best research, training and resources in DEI.”  

She added, “Travel and tourism have long been a foundation in helping change perceptions to bring people together – something we all need now more than ever.”

 

Don’t miss any event-related news: Sign up for our weekly e-newsletter HERE and engage with us on TwitterFacebookLinkedIn and Instagram!

Add new comment

Partner Voices
Overview: The award-winning Orange County Convention Center (OCCC) goes the extra mile to make every day extraordinary by offering customer service excellence and industry-leading partnerships. From their dedicated in-house Rigging team to their robust Exhibitor Services, The Center of Hospitality brings your imagination to life by helping you host unforgettable meetings and events. With more than 2 million square feet of exhibit space, world-class services and a dream destination, we are committed to making even the most ambitious conventions a reality. In October 2023, the Orange County Board of County Commissioners voted to approve allocating Tourist Development Tax funding for the $560 million Phase 5A completion of the OCCC. The Convention Way Grand Concourse project will include enhancements to the North-South Building, featuring an additional 60,000 square feet of meeting space, an 80,000- square-foot ballroom and new entry to the North-South Building along Convention Way. “We are thrilled to begin work on completing our North-South Building which will allow us to meet the growing needs of our clients,” said OCCC Executive Director Mark Tester. “As an economic driver for the community, this project will provide the Center with connectivity and meeting space to host more events and continue to infuse the local economy with new money and expanding business opportunities.” Amenities: The Center of Hospitality goes above and beyond by offering world-class customer service and industry-leading partnerships. From the largest convention center Wi-Fi network to custom LAN/WAN design, the Center takes pride in enhancing exhibitor and customer experience.  The OCCC is the exclusive provider of electricity (24-hour power at no additional cost), aerial rigging and lighting, water, natural gas and propane, compressed air, and cable TV services. Convenience The Center is at the epicenter of the destination, with an abundance of hotels, restaurants, and attractions within walking distance. Pedestrian bridges connect both buildings to more than 5,200 rooms and is within a 15-minute drive from the Orlando International Airport. The convenience of the location goes hand-in-hand with top notch service to help meet an event’s every need. Gold Key Members The OCCC’s Gold Key Members represent the best of the best when it comes to exceptional service and exclusive benefits for clients, exhibitors and guests. The Center’s Gold Key memberships with Universal Orlando Resort, SeaWorld Orlando and Walt Disney World greatly enhance meeting planner and attendee experiences offering world-renowned venues, immersive experiences and creative resources for their events. OCCC Events: This fiscal year, the OCCC is projected to host 168 events, 1.7 million attendees, and $2.9 billion in economic impact.  The Center’s top five events during their 2022-2023 fiscal year included:  AAU Jr. National Volleyball Championships 2023 200,000 Attendees $257 Million in Economic Impact MEGACON 2023 160,000 Attendees $205 Million in Economic Impact Open Championship Series 2023 69,500 Attendees $89 Million in Economic Impact Sunshine Classic 2023 42,000 Attendees $54 Million in Economic Impact Premiere Orlando 2023 42,000 Attendees $108 Million in Economic Impact