News Summary
John Ricks has resigned as Nebraska’s Tourism Director, leaving Heather Hogue to take over. His tenure included a controversial marketing slogan and significant growth in tourism revenue, but faced criticism from state leaders. As Nebraska looks for a new director, the future of its tourism industry remains a focal point.
John Ricks Steps Down as Nebraska Tourism Director Amid Controversial Campaign
The Nebraska tourism scene is buzzing with news of the recent resignation of John Ricks, who had been steering the ship of state tourism since 2016. The State Tourism Commission officially accepted his resignation just a day ago, on Thursday, and it has left many scratching their heads and wondering what’s next for Nebraska’s promotional push.
Ricks was being compensated with an annual salary of $133,838 and, following his resignation, hasn’t made himself available for a comment yet. In the interim, Heather Hogue, once Ricks’ right-hand woman as the Deputy Director, has stepped up to take the reins as the new executive director of the Nebraska Tourism Commission. It looks like she has quite the job ahead of her!
The Controversial Marketing Campaign
If you’ve been following along, you might recall Ricks’ bold marketing slogan, “Nebraska. Honestly, it’s not for everyone.” This tagline has drawn a mix of reactions—some found humor and honesty in it, while others were less enthusiastic. Whether you loved or loathed it, there’s no denying that this campaign managed to grab some attention.
During Ricks’ tenure, the Nebraska Travel Association reported a whopping 26.4% growth rate in state lodging taxes from 2019 to 2022. That’s a significant leap compared to the national average of just 2.5%. Kerri Rempp, the association’s president, sang Ricks’ praises, crediting him for putting the “Cornhusker State” on the tourism map. Before Ricks arrived, Nebraska was often viewed as the “least likely” state for tourists to set foot in.
Building Nebraska’s Tourism Profile
One of the most unique aspects of Ricks’ marketing strategy was highlighting quirky, offbeat adventures across Nebraska—from floating in a horse tank to hop-scotching across the fascinating formations in Toadstool Park. These intriguing adventures certainly captured the imagination and played a role in giving the state a makeover.
Interestingly, this campaign didn’t just fade into obscurity; it received national recognition. In 2022, Nebraska’s campaign won an award for the best integrated marketing and messaging, which is no small feat! Ricks’ efforts helped improve Nebraska’s tourism profile, boosting its ranking from last place to an impressive 45th among states. That kind of improvement is something to celebrate!
Mixed Reactions from State Leaders
Despite the successes, some state officials were not fans of Ricks’ tagline. Both Gov. Jim Pillen and former Director of the Nebraska Department of Economic Development Tony Goins were critical. Goins, for example, felt that the tagline undermined Nebraska’s brand slogan, “The Good Life is Calling.” Following a turbulent review, the legislature decided to bid farewell to the tagline by 2024 and introduced a bill aimed at better coordinating marketing efforts between “Visit Nebraska” and state economic development offices.
The Nebraska Travel Association, keen on maintaining momentum, has urged the State Tourism Commission to swiftly find a suitable replacement for Ricks. With a budget nearing $10.1 million set for 2025, funded by lodging taxes collected from hotel and motel stays, the pressure is definitely on!
The Bigger Picture
It’s essential to remember that Nebraska’s tourism industry does more than just promote visiting the state. It generates a whopping $4.5 billion annually and supports over 41,000 jobs statewide. The future of Nebraska’s tourism is crucial not just for those who enjoy its natural beauty, but for its economy as a whole.
As we wave goodbye to John Ricks, we’re left not only contemplating the progress made during his leadership but also the path forward. The new chapter for the Nebraska Tourism Commission is about to unfold, and we can’t wait to see what heights it will reach next!
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HERE Resources
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Additional Resources
- Nebraska Examiner
- Wikipedia: Nebraska
- Travel Binger
- Google Search: Nebraska Tourism
- World Atlas
- Google Scholar: Nebraska Tourism marketing
- Midwest Living
- Encyclopedia Britannica: Nebraska
Author: STAFF HERE NOVI WRITER
The NOVI STAFF WRITER represents the experienced team at HERENovi.com, your go-to source for actionable local news and information in Novi, Oakland County, and beyond. Specializing in "news you can use," we cover essential topics like product reviews for personal and business needs, local business directories, politics, real estate trends, neighborhood insights, and state news affecting the area—with deep expertise drawn from years of dedicated reporting and strong community input, including local press releases and business updates. We deliver top reporting on high-value events such as Motor City Comic Con, Michigan State Fair, and Novi Home and Garden Show. Our coverage extends to key organizations like the Novi Chamber of Commerce and Novi Community Foundation, plus leading businesses in automotive, technology, and manufacturing that power the local economy such as Gentherm, Stoneridge, and Daifuku North America. As part of the broader HERE network, including HEREDetroitMI.com, HEREGrandRapids.com, HERENorthville.com, and HEREPlymouth.com, we provide comprehensive, credible insights into Michigan's dynamic landscape.
