Nicole Kirksey announces plans to retire after eight years as tourism director
Published Wednesday, July 17, 2024 at 10:48 p.m.
Nicole Kirksey has announced her plans to retire after eight years as tourism director.
After eight years as tourism director, Nicole Kirksey announced her plans to retire Aug. 2. In the interview, she talked about her plans for the future and shared what led her to take the job in 2016. “I used to run a museum in Macon. I first worked in journalism and television and then tourism and marketing, so this job was the perfect combination, almost like it was made for me.”
She shared her excitement about taking on the role and listed the places she’ll be showcasing in Sumter County as tourism director. “You know, we have two national parks. You know, there are only two other states in the entire country that have national parks,” she said of her reaction when she was given the opportunity to show off all Sumter County has to offer. “Wow, we have a fully restored historic theater, a destination hotel, a winery and a distillery. I thought, ‘This would be fun.'”
When asked what opportunities the next tourism commissioner will have, Kirksey responded: “Whoever takes this role has a path to success if they choose a certain path. I would highly encourage that person to attend all tourism conferences, get involved as much as they can, and learn how this works.” The tourism commission is supported by hotel taxes. Kirksey noted that much of her work is invisible at the local level. She detailed how advertisements are placed 80 miles or more away to attract hotel guests, which is an important point for the next commissioner to keep in mind. “So that person needs to understand that and not get too hung up on advertising locally.” Kirksey detailed advertising in cities such as not only Atlanta, but Birmingham, Tallahassee, Tampa and Jacksonville.
She explained that geofencing is one method being used to attract tourists in the digital age, allowing electronic advertising to be targeted to individuals in a specific area. Kirksey gave the Atlanta Food and Wine Festival as an example. “The Americas Music Festival is going to be geofenced in that area, so if people go to the festival and see our ads, they’ll show up more often.”
Kirksey spoke about the need for strategic thinking: “I’m targeting the wealthy zip codes, so I have to pick the top five wealthiest zip codes. My goal is to get people to come here and spend money, so that I can save local tax dollars.”
Kirksey spoke about the challenges facing the next tourism director: “First and foremost, you have to be a storyteller. You have to understand writing, speaking, strategic marketing and promotion and be very strategic,” and commented on culture: “If we want to move forward, we have to be more open to all types of visitors. I think that’s always going to be a challenge in smaller communities where things move a little slower and ideas can be a little more conservative.”
Kirksey plans to continue working after she retires from her role as tourism director. “I run a travel agency called Nicole Kirksey Dream Vacations.” She also has plans to relax. “I’m 51 and have worked in marketing and promotions my whole life. I’ve never worked regular hours, I’ve always worked weekends. I’m always in the public eye. I plan to spend more time with my grandchildren.”
