Tourism, the arts and Kentucky heritage are the focus of our cabinet. Tourism development includes new attractions, new accommodations, expansion of existing tourism venues, convention/conference marketing, and sports venues. We encourage and provide support in market development for our artists, historic downtown redevelopment, equine headquarter expansion, expanding recreation opportunities, attracting international trade shows or sporting events, and expanding museums and special exhibits. All these activities contribute to Kentucky’s economic success.
Tourism is a ten billion dollar a year industry in Kentucky and has earned recognition at the cabinet level. The arts are an essential part of quality life in the Commonwealth and a major component in everything we do including educating our children. Heritage preserves our traditions and tells our life stories. It includes the history, heritage and humanities groups that this cabinet represents. Kentucky places a high value on tourism, arts and heritage.
We are in a position to continue our economic growth. We created and passed the One Percent Transient Room Tax. This gives the tourism industry the advertising and promotion money it needs to compete with other states. It also has a built in growth mechanism. More advertising leads to more hotel revenue, more hotel revenue leads to more advertising money.
To insure this new money is spent wisely, the Kentucky Department of Travel now uses nationally recognized research companies to quantify our results. The Travel Industry of America Association measures economic impact, Smith Travel Research is used to measure hotel occupancy and revenue, and D.K. Shiflett and Associates measures customer demographics and attitudes. Data is broken down by tourism region and in some cases county by county. Local attractions and regions of the state can now target their advertising and promotions instead of using a shotgun approach.
Research shows that we have the most widely known state brand – Kentucky Unbridled Spirit - in this part of the country. Nearly 90% of all Kentuckians surveyed can match Unbridled Spirit with KY. 45% of non-residents tested can as well. Research also shows that more people have a better impression of Kentucky than they used to – and I think that is directly related to the brand. More people think better of the state and more people are visiting than ever before.
The Cabinet includes the following agencies: Kentucky Department of Travel, Kentucky Department of Parks, Kentucky Department of Fish and Wildlife Resources, Kentucky Historical Society, Kentucky Humanities Council, Kentucky State Fair Board, Kentucky Sports Authority, Kentucky Heritage Council, Kentucky Center for the Performing Arts, Frankfort Convention Complex, Governor’s School for the Arts, Kentucky Artisans Center in Berea, Kentucky Arts Council, Kentucky Horse Park and the Office of Creative Services.