News Summary

John Ricks, the Nebraska tourism director, has resigned following mixed reviews of a controversial marketing campaign. Heather Hogue is appointed interim director as the state shifts focus towards tourism growth amidst ongoing debates over marketing strategies.

Nebraska Tourism Director John Ricks Resigns Amid Mixed Reviews of Controversial Marketing Campaign

In a surprising turn of events, John Ricks, the director of Nebraska’s tourism efforts, has officially stepped down. His resignation was accepted by the State Tourism Commission just yesterday, marking a significant change in the direction of the state’s tourism initiatives.

Ricks, who was earning an impressive annual salary of $133,838, did not provide immediate comments following his departure. However, his resignation comes after the rollout of the widely discussed marketing campaign, which has stirred a variety of opinions among both residents and officials alike.

Stepping into New Shoes

Taking the reins from Ricks is Heather Hogue, the Deputy Director, who has been appointed as the interim executive director of the Nebraska Tourism Commission. With Hogue’s experience, the commission hopes to continue the upward trajectory that Nebraska’s tourism has been experiencing over the last few years.

The Campaign That Sparked Controversy

One of Ricks’ most prominent initiatives was the marketing slogan, “Nebraska. Honestly, it’s not for everyone.” This tagline received mixed reviews, sparking debates across the state. On one hand, the campaign was seen as a bold attempt to embrace Nebraska’s unique charm. On the other hand, some state leaders, including Governor Jim Pillen and former Director of the Nebraska Department of Economic Development Tony Goins, found the slogan to be less than flattering. Goins even commented that it seemed to mock the state’s more traditional pitch, “The Good Life is Calling.”

Growth Amid Mixed Reviews

Despite the controversial nature of the campaign, it’s worth noting that Ricks’ strategies did contribute to some impressive statistics. According to the Nebraska Travel Association, there was a staggering 26.4% growth rate in state lodging taxes from 2019 to 2022, significantly outperforming the national average growth of just 2.5%. Kerri Rempp, the association’s president, praised Ricks for playing a pivotal role in putting Nebraska on the tourism map.

Before Ricks arrived in 2016, Nebraska was often viewed as the “least likely” state for tourists to visit. However, his efforts shifted this perception, with the state’s tourism profile climbing from the bottom position to ranking 45th among states. The campaign took a creative approach, highlighting quirky and off-beat adventures like floating in a horse tank and hop-scotching across the unusual rock formations in Toadstool Park.

A Changing Landscape for Nebraska Tourism

Notably, the marketing strategy garnered national attention, culminating in a national award for best integrated marketing and messaging in 2022. Yet, by 2024, amidst the mixed response from leaders, the decision was made to retire the contentious tagline. Following this development, Nebraska’s legislature successfully passed a bill aimed at fostering better cooperation between the independent commission, known as “Visit Nebraska,” and state economic development officials.

As the tourism landscape continues to evolve, the Nebraska Travel Association is urging the State Tourism Commission to act swiftly in selecting a new executive director to ensure a seamless transition in leadership. The agency primarily relies on lodging taxes, with a planned budget of $10.1 million for 2025.

With Nebraska’s tourism sector generating a remarkable $4.5 billion annually and supporting over 41,000 jobs statewide, the stakes are high. The incoming director will undoubtedly have the exciting yet challenging task of building on the momentum created by Ricks while addressing the differing opinions that continue to shape Nebraska’s tourism future.

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HERE Resources

Additional Resources

• Nebraska Examiner
• Wikipedia: Nebraska
• Travel Binger
• Google Search: Nebraska Tourism
• World Atlas
• Google Scholar: Nebraska Tourism marketing
• Midwest Living
• Encyclopedia Britannica: Nebraska

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