Kentucky Tourism, Arts & Heritage Cabinet Annual Report

KENTUCKY

TOURISM, ARTS & HERITAGE CABINET

2020 ANNUAL REPOR T

Table of Contents 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15

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Mission Statement Welcome Letter from Governor Andy Beshear Welcome Letter from Kentucky Tourism, Arts & Heritage Cabinet Secretary Mike Berry Tourism, Arts & Outdoor Recreation Economic Impact Tourism Covid-19 Response Kentucky Agriculture & Equestrian Stay Close. Go Far. Performing Arts Virtual Tourism Connecting with Kentuckians through Education & Arts Modernization of Kentucky Tourism & Arts Building a Better Kentucky: Covid-19 Recovery Our Commitment to Diversity & Inclusion Vision for a Better Kentucky Leadership Directory

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5 1. Kenlake State Resort Park, Hardin, KY 2. Cumberland Falls State Resort Park, Corbin, KY 3. Kentucky Horse Park, Lexington, KY 4. My Old Kentucky Home State Park, Bardstown, KY 5. Pennyrile Forest State Resort Park, Dawson Springs, KY

Our Mission:

To support the promotion and development of Kentucky tourism, arts and heritage as a mechanism to foster economic growth, education and employment for communities throughout the commonwealth while appealing as a destination to a diverse audience at home, nationally and internationally.

Kentucky Dam Village State Resort Park, Calvert City, KY

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Team Kentucky, Together we have embarked on a chapter in history that will be remembered as one of the most challenging times in our lives.

COVID-19 has spread across the world, changing our everyday lives and, sadly, taking the lives of far too many.

To protect our most vulnerable, Kentucky has taken aggressive, calculated action to slow the spread of the virus. These actions have forced us all to make necessary sacrifices, but Kentuckians have remained committed to defeating the virus and continue to stand united for the betterment of the commonwealth.

The spread of COVID-19 throughout the nation has affected every person, business and industry, and the tourism and arts industry in Kentucky is no exception. While the sacrifices these industries have endured are without measure, I commend the Tourism, Arts and Heritage Cabinet along with our dedicated partners for their resilience, compassion and creativity. Despite the challenges of COVID-19, you have exhibited an undying commitment for connecting Kentuckians with our state’s unique culture, history and undeniable outdoor beauty.

While we recognize that our battle with COVID-19 is not yet over, rest assured there are better days ahead.

With vaccines now being distributed across the commonwealth, the businesses and industries, hardest hit by the virus now have hope for a better tomorrow.

As a critical part of Team Kentucky, I encourage each of you to remain diligent, and trust that we are all truly in this together.

Sincerely,

Andy Beshear 63rd Governor of the Commonwealth of Kentucky

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Dear Legislators, Industry Partners, & Staff: When COVID-19 began to spread throughout the nation, the retail nature of our cabinet required us take action that would not only protect our employees, but the thousands of guests that visit our facilities and attractions each year. The array of services provided by our cabinet created an opportunity for us to provide necessary resources that positioned Kentucky at an advantage for fighting the battle against COVID-19.

COVID-19 has presented challenges to the tourism and arts industry that none of us could have imagined, but we have risen to the challenge altering the way we do business and never losing sight of our passion for Kentucky. Through continued innovation and strategic partnerships, 2020 has showed us that COVID-19 is a challenge that we can not only survive, but also even thrive during these times as a result.

Our 2020 annual report highlights our successes despite the challenges presented by the spread of the virus. Our cabinet agencies as well as our industry partners have truly exemplified resilience and an undeniable commitment for connecting Kentuckians to tourism, arts and history.

As a lifelong Kentucky native, I recognize the tremendous value of what Kentucky has to offer and the endless opportunities our guests can experience once travel can safely resume across the nation. With a vaccine now being distributed, I truly believe that it is our love for the arts, culture and beauty of Kentucky that will foster a rebirth of the industry. There is no doubt in my mind that best is yet to come.

Stay healthy and hopeful!

Sincerely,

Secretary Michael E. Berry Kentucky Tourism, Arts and Heritage Cabinet

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TOURISM, ARTS & OUTDOOR RECREATION ECONOMIC IMPACT

Kentucky Arts Council, 95 non-profit arts organizations received over $1 million dollars in partnership grants to generate more than $84 million in revenue throughout the commonwealth.

Outdoor recreation is a major tourism attraction and economic booster for many communities throughout the commonwealth. Hunting, fishing and other wildlife-related outdoor recreation produces $5.9 billion in total economic impact and supports nearly 70,000 jobs. In 2020, nearly 56,000 acres of public access was made available in Eastern Kentucky. Over one-third (37%) of licensed resident hunters use public lands to hunt in Kentucky.

The estimated economic impact of public hunting lands in Kentucky is $182 per acre per year.

The Kentucky Tourism, Arts and Heritage Cabinet serves as the state’s top tourism agency, and collaborates with local partners to coordinate tourism, arts and heritage efforts through legislation, tourism development, and marketing outreach.

In 2019, visitors to Kentucky spent nearly $8.0 billion, which generated $11.8 billion in total economic impact.

Tourism in Kentucky generated $1.5 billion in tax revenues, with $823 million accruing to state and local governments. In 2020, the cabinet allocated over $1.1 million in matching funds to local tourism partners in 69 counties to assist with marketing and promotional efforts.

In Kentucky, the arts and culture industry also has a significant impact on the economy generating nearly $2.3 billion in total economic activity annually. Through the

Kentucky tourism is an $11.8 billion industry that brings millions of visitors to the commonwealth each year. As one of the state’s largest economic generators, Kentucky tourism serves as a mechanism for driving economic growth in communities within all 120 counties.

TOURISM

$8.0 BILLION VISITORS SPENDING

ARTS & CULTURE

OUTDOOR RECREATION

$2.3 BILLION

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TOTAL ECONOMIC IMPACT

$5.9 BILLION

TOTAL ECONOMIC IMPACT

$11.8 BILLION

TOTAL ECONOMIC IMPACT

$1 MILLION

PARTNERSHIP GRANTS

JOB $1.5 BILLION TAX REVENUE

70,000 JOBS

$84 MILLION+ REVENUE

$182

$823 MILLION

ACCURING TO STATE & LOCAL GOVERNMENT

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PER ACRE PER YEAR ECONOMIC IMPACT OF PUBLIC HUNTING LANDS IN KENTUCKY

Sources: Tourism Economics: Economic Impact of Visitors in Kentucky 2019, All About Fish and Wildlife 2018, Creative Vitality Report

TOURISM COVID-19 RESPONSE

While the cabinet experienced revenue loss from event cancellations, many of our agencies played an active role in the state’s emergency response efforts to combat COVID-19. The success that Kentucky has experienced in slowing the spread of the virus in the commonwealth is the direct result of strategic planning and the collaborative response from state agencies, county governments, business partners and local communities. ⊲ Fish and Wildlife Conservation Officers and Kentucky State Park rangers assisted in the state’s effort to combat the virus. ⊲ Four Kentucky State Parks provided temporary housing for low acuity patients and first responders utilizing over 2,000 room nights as a low acuity shelter. ⊲ The Kentucky Expo Center was converted into a 2,000-bed makeshift field hospital in preparation for a potential COVID-19 surge in hospitalizations. ⊲ The Kentucky Expo Center and the Kentucky Center for African American Heritage provided access to safe in-person early and Election Day voting.

The retail nature of the Tourism, Arts, and Heritage Cabinet required us to take action that would not only protect our employees, but the thousands of guests that visit our facilities and attractions each year. In response to COVID-19, the cabinet: ⊲ Cancelled all events, field trips and group sales; ⊲ Temporarily closed and reopened Kentucky State Parks, lodging and campgrounds; ⊲ Temporarily closed the Kentucky Center for the Performing Arts; and ⊲ Re-opened state tourism venues with enhanced cleaning and social distancing protocols to protect employees and guests.

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KENTUCKY AGRICULTURE & EQUESTRIAN Agriculture is one of the state’s leading and most vital industries, contributing about $45.6 billion to Kentucky’s economy each year. While 2020 delivered its share of challenges to the tourism industry, Kentucky continued to highlight the state’s agricultural roots and equine heritage despite the spread of the virus throughout the commonwealth.

Kentucky implemented a variety of health and safety guidelines that allowed us to safely execute a modified participant only Kentucky State Fair, the North American International Livestock Exposition and a number of competitive horse shows.

The Kentucky Horse Park set the horse industry standard by collaborating with the United States Equestrian Federation to develop health and safety guidelines for horse shows. The Kentucky Horse Park hosted its first competitive horse show event without spectators in June.

Prior to Kentucky’s first COVID-19 case, the Kentucky Expo Center hosted the 55th National Farm Machinery Show netting approximately $10 million.

George Hammond/Phelps Media Group

NATIONAL FARM MACHINERY SHOW

860 AGRICULTURAL BOOTHS KENTUCKY STATE FAIR

642 LIVESTOCK COMPETITORS WORLD CHAMPIONSHIP HORSE SHOW

1,442 EQUINE ENTRIES KENTUCKY HORSE PARK

23 EQUINE COMPETITIONS NORTH AMERICAN INTERNATIONAL LIVESTOCK EXPOSITION

16,500+ LIVESTOCK

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Sources: https://agritech.ky.gov/Why-Kentucky/Pages/default.aspx

Stay Close. Go Far. There’s a whole world waiting. Right here at home.

#TravelKY

KentuckyTourism.com

STAY CLOSE. GO FAR. In response to COVID-19, Kentucky launched Stay Close. Go Far. encouraging Kentuckians and our guests to safely experience in-state travel while supporting local business and the state’s economic recovery.

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PERFORMING ARTS Throughout the nation, the performing arts industry continues to be devastated by the spread of COVID-19.

The absence of a vaccine made it nearly impossible for the arts industry to hold performances due to its nature and the inability to social distance on performance stages. While COVID-19 has kept the stages dark, the arts and artisans refused to be defeated and remain dedicated to bringing the arts virtually for all Kentuckians to enjoy. As vaccines are now being distributed nationwide, brighter days are ahead for the performing arts industry - the show must go on.

Kentucky Performing Arts launched a virtual concert series, #KPA at Home. ⊲ 74 performances ⊲ 98 Kentucky artists ⊲ Over $11,000 wages earned ⊲ $155,000 donor support

Kentucky Performing Arts also launched “Connecting For A Cause” to allow Kentuckians to experience live performances centered around art and social justice.

The series includes “Remembering Ruth Bader Ginsburg”, “KMAC Couture on the Big Screen”, and “John Lewis: Good Trouble.” The center received $148,500 in donor support.

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VIRTUAL TOURISM

In response to the spread of COVID-19, cabinet agencies launched virtual experiences to allow Kentuckians and our guests to connect with tourism, arts and heritage. ⊲ Kentucky Historical Society Derby Celebration ⊲ 4th of July Thunder Over Louisville Encore featuring Gov. Beshear ⊲ Kentucky Horse Park Tours ⊲ Kentucky Griot Virtual Series

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CONNECTING WITH KENTUCKIANS THROUGH EDUCATION & ARTS The spread of COVID-19 throughout the commonwealth created opportunities for our agencies to reach Kentuckians and their children through virtual education. Many cabinet agencies transitioned long-standing

in-person programs and services to a virtual format that Kentucky teachers and parents could use as students participated in non- traditional instruction (NTI).

CONNECTING WITH KENTUCKIANS SALATO EDUCATION CENTER CONSERVATION EDUCATION

VIRTUAL KENTUCKY BOOK FESTIVAL

1.2 MILLION+ VIEWS

60+

AUTHORS

VIRTUAL KENTUCKY WRITERS DAY GOVERNOR'S SCHOOL FOR THE ARTS

8,300+ REACHED

250

KENTUCKY STATE PARKS RECREATION STATION

STUDENTS CONNECTED

350,000+ VIEWS

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MODERNIZATION OF KENTUCKY TOURISM & ARTS

Whitley County Welcome Center

As we focus our efforts on building a better Kentucky, modernization of state government is a one of our top priorities. Modernization of the state’s tourism industry is a long-term investment that will ultimately increase travel spending throughout the commonwealth.

Kentucky State Parks continue efforts to improve internet connectivity with “Restoring the Finest” funding allocated by the Kentucky General Assembly. In 2020, Natural Bridge State Resort Park and Carter Caves completed much needed upgrades to improve the overall guest experience.

Kentucky Venues completed a nearly $5 million renovation of Gate One, the Kentucky Expo Center’s busiest entry gate and front porch. As part of an effort to improve public access to the facility, the renovation expanded gate entry from eight to ten lanes.

Through a collaborative effort, construction was completed on new welcome centers in Whitley and Simpson Counties. Both centers will serve as gateways to popular tourism attractions and help generate travel revenue for local communities.

Despite the decrease in leisure and convention travel throughout the nation, our cabinet remains committed to continuing our efforts to ensure Kentucky is prepared for travel and tourism to safely resume in the commonwealth. Our cabinet will continue to encourage tourism development in rural and urban communities to foster economic growth and tourism recovery following the COVID-19 pandemic.

Simpson County Welcome Center

Gate One, Kentucky Expo Center

Carter Caves State Resort Park, Olive Hill, KY

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KENTUCKY STATE PARKS & KENTUCKY HORSE PARK 2 WEEKS OF REOPENING

BUILDING A BETTER KENTUCKY: COVID-19 RECOVERY Federal funding has been instrumental in helping Kentucky businesses navigate the financial challenges relating to the spread of COVID-19. Kentucky has distributed nearly $1 million in CARES Act funding through the Kentucky Arts Council and Kentucky Humanities to help stabilize partner organizations and protect employees from long-term unemployment.

7,500

CAMPING RESERVATIONS

$600,000 REVENUE

⊲ 85 cultural organizations in 41 counties

KENTUCKY STATE PARKS

43%

ROOM OCCUPANCY JUNE-SEPT 2020

53%

ROOM OCCUPANCY JUNE-SEPT 2019

KENTUCKY STATE PARKS GOLF

22%+

⊲ 80 non-profit organizations in 31 counties

Following the nation’s shut down to slow the spread of the virus, Kentucky took a calculated approach to reopening the state’s economy. Kentucky’s diverse outdoor landscape positioned us well for economic recovery as many travelers transitioned to road trips and in-state travel opportunities.

In response to the impact of COVID-19 on small business, the cabinet in partnership with the Kentucky Heritage Council promoted Kentucky Main Streets encouraging Kentuckians to shop local and support small business. Kentucky Main Street features 29 participating communities that consist of small businesses, restaurants, art spaces and retail unique to the commonwealth.

INCREASE JUNE-SEPT 2020

HUNTING/FISHING LICENSE SOLD

922,678 856,843 LICENSE SOLD 2020

LICENSE SOLD 2019

Bardstown, KY Main Street

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OUR COMMITMENT TO DIVERSITY AND INCLUSION

Diversity and inclusion in the workplace is also a priority for our cabinet as we continue to examine our operations to ensure our workforce reflects the diversity of the commonwealth. In 2020, the Department of Fish and Wildlife recruited 12 new conservation officers.

The graduating class represents the most diverse recruiting class ever featuring three women and one African-American.

Promoting Kentucky as an inclusive travel experience that welcomes visitors of diverse backgrounds and interests is a top priority for our cabinet. Throughout 2020, our cabinet focused on highlighting the commonwealth’s unique diversity and culture through the tourism, arts and history. Diversity and inclusion in the workplace is also a priority for our cabinet as we continue to examine our operations to ensure our workforce reflects the diversity of the commonwealth. ⊲ The Kentucky Arts Council and Kentucky Heritage Council launched a traveling exhibit titled Native Reflections: Visual Art by American Indians of Kentucky, featuring artwork by Kentuckians who identify as Native Americans. ⊲ 2020 marked the 100th anniversary of the passage of the United States’ 19th Amendment. Kentucky celebrated the year of the woman with the exhibit titled “Women of Influence” at the Kentucky Artisan Center. ⊲ The Muhammad Ali Center in Louisville and the SEEK Museum in Russellville joined the U.S. Civil Rights Trail making Kentucky home to five sites on the historic trail. ⊲ The Center for African American Heritage and the Kentucky Historical Society developed a series of visitor experiences titled “Unfiltered Truth: Discovering Bourbon City’s Rich African-American Heritage.” ⊲ The Register of the Kentucky Historical Society released its first LGBTQ article in 2020.

Photo: Louisville Tourism

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VISION FOR A BETTER KENTUCKY

⊲ Continue to foster and promote the unique and creative brand of Kentucky arts by supporting artists, artisans and performance venues as representatives of a dynamic and diverse culture. ⊲ Protect and conserve Kentucky’s natural resources and to be responsible stewards of the “Nation’s Finest” state park system while promoting these opportunities to tourists, sportsmen and sportswomen. ⊲ Respect the rich history and heritage of Kentucky by honoring the journey of our past, celebrating the culture of our present and preparing for our potential future growth.

Cabinet Priorities:

⊲ Collaborate with tourism stakeholders at the international, national, state and local level to promote Kentucky as a premier tourist destination. ⊲ Promote Kentucky as an inclusive travel experience that welcomes visitors of diverse backgrounds and interests. ⊲ Encourage tourism development in rural and urban communities to foster economic growth and tourism recovery during and following the COVID-19 pandemic.

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As Kentucky works to rebuild its economy, tourism stabilization and development will be critical components of the state’s recovery. The diversity of Kentucky historical, artistic and natural resources, paired with our location relative to the nation’s population, positions us well for resurgent growth of the industry and the communities who rely heavily on the tourism economy.

In this era of the ‘safecation,’ our abundance of natural beauty and outdoor opportunities will make Kentucky a popular destination."

- Kentucky Tourism, Arts & Heritage Cabinet Secretary,

Mike Berry

Cumberland Falls State Resort Park, Corbin, KY

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LEADERSHIP DIRECTORY

Secretary, Mike Berry

Chief of Staff, Yvonne Board

Executive Director, Human Resources, Cannon Armstrong

General Counsel, Sarah Grider Cronan

Executive Director, Public Affairs, Danielle Jones

Legislative Liaison, BR Masters

Executive Director, Finance, Christopher Reece

Department of Parks Commissioner, Russ Meyer

Department of Fish & Wildlife Resources Deputy Commissioner, Brian Clark

Department of Tourism Commissioner, Mike Mangeot

Governor’s School for the Arts Director, Nick Covault

Kentucky Arts Council Executive Director, Christopher Cathers

Kentucky Center for African American Heritage Executive Director, Aukram Burton

Kentucky Center for the Arts President, Kim Baker

Kentucky Artisan Center Executive Director, Todd Finley

Kentucky Heritage Council Executive Director, Craig A. Potts

Kentucky Historical Society Executive Director, Scott Alvey

Kentucky Horse Park Deputy Executive Director, Jonathan Lang

Kentucky Humanities Council Executive Director, Bill Goodman

Kentucky Venues President & CEO, David Beck

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KENTUCKY TOURISM, ARTS & HERITAGE CABINET 500 Mero Street, 5th Floor Frankfort, Kentucky 40601 (502) 564-4270 tah.ky.gov