VICKIE FITCHNew CVB director

During her first week as the new executive director of the Bowling Green Area Convention and Visitors Bureau, Vicki Fitch was practically a one-woman office.

Several of the staff were in and out, either on vacation or working outside the office. It gave Fitch the opportunity to quietly unpack and settle into her first executive position.

“Last week was my first official week and just about everybody was out of the office,” she said. “I was able to do a lot of planning and unpacking and organizing. This will be our first week together and we’re anxious to have a staff meeting.”

Fitch, a Nashville native and Western Kentucky University public relations graduate, had her first job in the marketing business in Hendersonville, Tenn., working for legendary country music star Conway Twitty and his Twitty City attraction. She spent about a year and a half there between Twitty City and the Music Village USA project.

She’s been in Bowling Green full time since 1984 and is married to Independence Bank President Bob Fitch. When she originally came to Bowling Green, Fitch worked for auto dealer Gary Force and partner Kenny Wallace. When the two split, Fitch went with Wallace to work at his Ford and BMW dealerships. She remained with Wallace for seven years until an opening at the then Bowling Green Warren County Tourist and Convention Commission became available.

“I really wanted to get back to PR and marketing,” Fitch said. Horace Schrader was the executive director at the time. She interviewed with Schrader and was hired by a committee of board members.

At the time, Fitch said the bureau was focused on Bowling Green being the home of the Corvette. Events like the National Corvette Homecoming, even without the museum, were major tourism draws for the city. Fitch said athletic programs like the Girls Sweet 16 tournament have also been big events for the office.

“Attractions make a bureau successful,” she said. “Bowling Green has great attractions. When I first started, Beech Bend was pretty quiet compared to how they are now. The raceway was operating, but not with the huge events like today. Dallas (Jones) is getting real active.”

Working in tourism, while time consuming, is very rewarding, Fitch said.

“You’re working with people who are happy, they’re on vacation, stopping off for a short time, either a few hours or few days,” Fitch said. “It’s just energizing to work with happy people.”

While many events have made their homes, at least temporarily, in Bowling Green, Fitch said repeat attractions like the NHRA Hotrod Reunion are still the biggest draws.

Fitch and the staff are continually working with organizers on events and can offer all sorts of services like helping set up tours, for either regional or local attractions. They compose itineraries, brochures and maps and information tables. The staff is also in regular communication with city staff.

“We work closely with the city and county, making sure our infrastructures is in place for these events,” she said. “We work closely with the lodging and attractions group and with the Knicely Center, Western Kentucky University and the Sloan Convention Center. We couldn’t do a lot of the athletic competitions without the staff (WKU) has there to pull it off.

“It’s partnerships,” she added. “To be successful in tourism, it’s about building partnerships.”

Fitch said she’s looking forward to some new statewide assistance for the Kentucky tourism industry.

“One thing that is going to help us market more effectively will be the new statewide lodging tax, which started being collected by the revenue cabinet last month,” she said. “That money will be designated for tourism promotion across the state.”

With the new business, Fitch said the bureau could eventually expand its staff and convert its current marketing internship position to a full time position.

Fitch said outgoing executive director Gary West made a lasting impression on the bureau with his policy of reaching out to the local community.

“He had a thorough understanding that as much as we’d like to be out here in our office planning events, that it was important to keep local people involved in what we do,” she said. “That was his strongest point, trying to keep everyone locally informed.”