BUSINESS PLAN 2025
A message from the PRESIDENT/CEO
Lake Charles and Southwest Louisiana are poised for transformative growth, guided by the innovative and collaborative vision outlined in the
Visit Lake Charles 2025 Business Plan. This roadmap reflects our steadfast commitment to elevating the region, enhancing its appeal to visitors, and driving economic prosperity.
By the end of 2025, developments like Port Wonder –a world-class hub featuring the Children’s Museum and the Louisiana Department of Wildlife and Fisheries Science Center – and the highly anticipated Crying Eagle Brewery Lakefront will enhance the region’s appeal. Strategically located near Lake Charles’ thriving Downtown district, these projects will provide spaces that blend entertainment, education, and cultural enrichment.
Additionally, the Mardi Gras Museum of Imperial Calcasieu will open in the Nellie Lutcher Cultural District, celebrating the festive spirit of Southwest Louisiana and cementing the region’s status as the capital of Mardi Gras royalty in Louisiana. Together, these projects serve as catalysts for tourism growth and community development.
Sports tourism continues to be a key pillar of our strategy, energized by the creation of the Lake Charles Regional Sports Authority in 2024. Looking ahead, we will host prestigious events like the Southland Conference Championship at the Legacy
Center and youth golf tournaments with the AJGA, showcasing our exceptional facilities and positioning Lake Charles as a premier sports destination.
The sales team is also set to make a significant impact, attracting high-profile meetings and conventions such as STS Connections, Louisiana Travel Summit, and the Rural Water Association conference. These events will not only drive visitation but also reinforce the region’s reputation as a hub of innovation and collaboration within the tourism industry.
The 2025 Business Plan aligns seamlessly with our 2024-2026 Strategic Plan, emphasizing diverse tourism development, community partnerships, data-driven decisions, and forward-thinking initiatives. By broadening our reach across sports, leisure, and group business segments, we aim to sustain and grow our Average Daily Rate (ADR) while spotlighting the unique experiences that make Southwest Louisiana unforgettable.
On behalf of Visit Lake Charles and our board of directors, I am proud to present this comprehensive guide to achieving our strategic goals. At the heart of this plan is a commitment to fostering community growth—because when the region thrives, so does tourism. Together, we are shaping a brighter, more unified future for Lake Charles and Southwest Louisiana.
Kyle Edmiston, CDME, CDTP President/CEO
VISION
A world-class destination where all are welcome to experience our authentic culture.
MISSION
To enhance the quality of life in Southwest Louisiana by optimizing visitor-related economic impact.
VALUES
We Believe In:
• Strategic Collaboration: We accomplish more through partnerships.
• Authentic Kindness: We exercise intentional care and compassion for all.
• Impassioned Hospitality: We ensure exceptional experiences through our commitment to service.
REPUTATION
Our community and industry stakeholders know Visit Lake Charles as:
• A transparent, trustworthy, and credible organization.
• Innovative, impactful, and inclusive leaders.
• Strategic and collaborative partners.
POSITION
Visit Lake Charles is the only organization in Southwest Louisiana providing advocacy, promotion, and education for the tourism industry through:
• Cutting-edge marketing and product development that inspires visitation.
• Community leadership and collaboration with elected officials and industry stakeholders.
• Programs, partnerships, and communications that drive destination development and economic impact.
2024-2026 STRATEGIC PLAN Progress
IMPERATIVES OBJECTIVES INITIATIVES
Develop Diversified Tourism Products
• Successful implementation of three of the following four catalytic projects as defined by Just Imagine SWLA (lakefront development, mid-city housing, Bayou Greenbelt, Nellie Lutcher District).
• Increase in minority-owned tourism businesses based on 2023 data.
• Increase average length of stay in Calcasieu Parish.
1. Partner with City of Lake Charles to identify, contract and build an event center hotel.
2. Create and launch a SWLA sports commission.
3. Develop and launch implementation of a transportation strategy i.e., ridesharing taxis, water taxis, casino shuttles, core event shuttle transportation.
4. Complete construction and grand opening of Mardi Gras Museum of Imperial Calcasieu.
5. Partner with Southwest Chamber of Commerce, Black Chamber of Commerce, AAHOA, and Women in Business Network to identify minorityowned partnership opportunities.
Partner and Advocate to Develop Our Community
• Year-over-year growth in Earned Partnership Value (EPV) average score over 2023 baseline.
• Year-over-year growth in aggregate score on stakeholder survey over baseline 2023.
• Increase in resident sentiment over 2024 baseline.
Integrate DataDriven Decision Making
• Year-over-year growth in ADR, at least 0.5% above inflation.
• Year-over-year increase in visitor spend by segment (gaming revenue, economic impact, credit card spend data, seasonality spend).
• Year-over-year growth in organic Visit Lake Charles website traffic by 5%.
1. Create and implement a baseline resident sentiment survey in 2024 and 2026.
2. Enhance partnerships with McNeese and SOWELA, including workforce development, scholarships and internships.
3. Begin conversations and negotiations with Cameron Parish leaders to move tourism promotion under the direction of Visit Lake Charles.
4. Utilize EPV scores for grant application considerations in 2024 and forward.
1. Execute visitor behavior study in 2024 and 2026.
2. Share VLC owned data with partners (as appropriate) and staff to enhance their marketing and product development.
3. Use innovative technologies (i.e., ChatGPT) to enhance marketing and communications.
Our goal is to spark interest and build engagement that inspires people to visit our community. Our marketing plan taps into print, digital, public relations and social media to keep Lake Charles top-of-mind, ensuring our story resonates with audiences across every channel.
MARKETING EDUCATION & TRAVEL
• DI – Annual Convention
• DI – CDME Courses
• DI – Marketing & Communications Summit
• ESTO – US Travel
• IPW – US Travel
• LA Travel Summit
• Louisiana Tourism Leadership Academy
• LTA Annual Meeting/Board Meetings
• LTA Culinary Trails
• LTA Leadership Forum
• PRSA
• SEE Crowdriff Conference
• Simpleview Summit
• STS Board Meeting
• STS Connections
• STS Marketing College
• Trav Media Summit & IMM Marketplace
• Travel South Global Summit
• US Travel – Communications Committee Meeting
• Zarticon
TIMOTHY BUSH, CDME, TMP, CDTP CHIEF MARKETING OFFICER
MARKETING
Goals & Strategies
Increase visitation to the destination by 2% Measurement Tools: Zartico, STR data, and Travel USA Report 2025 (available in 2026).
• Leverage the refreshed Joy campaign across all channels with an always-on marketing approach to boost awareness and conversions.
• Target key markets using Zartico data to align messaging with visitor interests.
• Showcase new destination assets to heighten brand awareness and consideration.
• Invest in targeted drive markets with messaging that emphasizes Lake Charles’ proximity and unique experiences.
• Amplify signature events year-round, especially during need periods, to draw tourists to Lake Charles.
• Engage top-tier media through strategic PR pitching, building relationships to secure prominent stories.
• Execute targeted influencer partnerships alongside paid media campaigns to maximize brand visibility.
• Align marketing campaign timing to optimize for high-visitation windows.
Increase
average
visitor spend
by 2% Measurement Tools: Gaming revenue, economic impact, credit card data, seasonal spending trends.
• Strengthen marketing in high-spending visitor markets to attract premium audiences.
• Boost awareness of Lake Charles’ diverse attractions to increase spending at key points.
• Launch holiday shopping and gift guide campaigns that spotlight local products, driving traffic to retailers.
• Utilize keycard inserts and other touchpoints to highlight destination experiences and encourage hotel guest engagement.
• Create content that encourages visitors to explore more activities around their primary entertainment.
• Publish a quarterly e-newsletter featuring entertainment at Lake Charles Event Center, Golden Nugget, L’Auberge Casino Resort, Horseshoe, and Delta Downs.
• Distribute a quarterly sports-focused e-newsletter targeting sports enthusiasts.
Grow organic traffic to visitlakecharles.org by 5% Measurement
Tools: Google Analytics
• Implement a year-round content plan with monthly roundups, things to do, and event highlights.
• Continuously optimize web pages and monitor top search queries for performance improvements.
• Use dynamic content modules on the website to personalize messaging for sports events and local activities.
• Develop inspiring and engaging content to attract potential visitors.
Increase off-peak visitation
Measurement Tools: STR data, Zartico
• Convert day-trippers into overnight guests, with a focus on midweek and offseason visits, via tailored website content, itineraries, social media, and PR.
• Design campaigns targeting travelers during off-peak periods to increase visitation.
• Use Zartico data to identify and engage visitor markets based on activity and spending behaviors.
ADVERTISING Highlights
A digital media buy through Miles Partnership will focus on strengthening our media mix, engaging content and leaning into rich media units to drive impact and performance. Some highlights include premium programmatic DSP through CTV & Cross-Platform Video full episode players, Pre-roll and nonFEP, streaming audio, display and native ads.
The encompassing plan will target behavioral audiences for Casino, Gambling, Nightlife, Day Trips, Outdoor Recreation, Food & Beverage, Nature Trails, and Leisure Travel.
DMAs include:
• Alexandria
• Austin
• Baton Rouge
• Beaumont
• Houston
• Lafayette
• Monroe
• New Orleans
• San Antonio
• Shreveport
• Tyler/Longview (Lufkin Nacogdoches)
The performance of social media channels (Facebook, Instagram, Pinterest, TikTok, YouTube) will be assessed through on-site conversion tracking and attribution, alongside optimization levers that prioritize conversions. The strategy will incorporate the use of organic content to the greatest extent possible.
The 6AM campaign will engage Texans to explore Louisiana’s Playground through highly targeted daily newsletters and social media channels. Featuring lead stories, mini-articles, and text ads, the campaign highlights everything from outdoor activities to spring break events in Lake Charles, delivered in a quick-read format with comprehensive analytics for transparent partnership insights.
A mid-week campaign with Adara will leverage managed media to reach high-value travelers actively searching for mid-week trips, using cross-platform display banners.
Targeting includes in-market visitors and past bookers from Louisiana (outside a 50-mile radius of Lake Charles), Alabama, Mississippi, and Texas, with a focus on experiential travelers and those considering competitor destinations.
In partnership with Atlas Obscura, this campaign will showcase Lake Charles, LA, through curated locations and immersive storytelling crafted to captivate and inspire new and returning visitors. For travelers who think they’ve seen it all in Louisiana, Atlas Obscura will prove otherwise, adding three unique Lake Charles locations to their Atlas of hidden wonders.
Lake Charles will be front and center in a 12-week campaign with Carvertise, America’s largest rideshare advertising company, delivering widespread market reach with targeted precision. From September through November,
our ads will roll through the Houston, TX market, focusing on high-traffic areas our target demographic visits most frequently.
The Gas Station TV campaign will target high-income households in Houston through :15 video ads at hundreds of gas stations, aiming for 2 million impressions to increase visitor spending in Lake Charles in 2025. This approach aligns with the goal of attracting affluent travelers.
The Hopper program leverages media funding to provide exclusive discounts without affecting hotel ADR, delivering guaranteed impressions, clicks, and branded push notifications alongside a dedicated destination microsite, aiming for a 15% booking lift and a 7% market share increase.
The Local Palate, a Southern food magazine, showcases the people, places, and traditions that define the South’s culinary heritage. With print, digital, and targeted newsletters Visit Lake Charles will reach an engaged audience through ads, features, and regional storytelling.
MARKETING VIDEO
SALES
Goals & Strategies
Increase total room nights by 1.5% over 2024 booked business
• Promote the Meeting Incentive Program to a targeted list of clients within key drive markets.
• Leverage events and partnerships in priority markets to expand opportunities (e.g., tabletops, flyers).
• Collaborate with partners on promotions to fill need periods.
• Strengthen engagement with RTOs and OTAs for broader reach.
• Target niche markets with customized itineraries.
Strengthen
sales partnerships with stakeholders
• Launch a comprehensive sales toolkit by end of Q1.
• Deepen relationships with hotel partners through multidepartment discussions during site visits.
• Implement a post-tradeshow extranet report.
• Offer targeted education and training to partners, enhancing the guest/client experience based on segmentation needs.
Increase lead generation by 5% over 2024
• Use data and software tools to identify and pursue opportunities across all market segments.
• Expand networking efforts through membership groups (LSAE, MPI, SGMP, etc.).
• Explore ways to extend the booking window, providing a longer timeframe to review and accept leads.
Achieve a 10% increase in booked and ordered services for groups across all markets
• Drive demand by encouraging longer stays with bus groups, supported by a services incentive.
• Revise and improve the services brochure for enhanced clarity and appeal.
• Work with marketing to craft targeted, creative strategies that showcase and promote available group services to key audiences.
• Educate partners about available client services for room blocks and explore options to expand offerings through collaboration.
SALES EDUCATION & TRAVEL
• ABA
• BrandUSA Travel Week
• Destination Southeast Conference
• DI – Annual Convention
• DI – CDME Courses
• DI – Sales & Services Summit
• IPW – US Travel
• LA Travel Summit
• Louisiana Municipal Association
• Louisiana Tourism Leadership Academy
• LSAE Annual Conference
• LTA Leadership Forum
• MPI-WEC 2025
• NTA Travel Exchange
• RTO Sales Mission
• Simpleview Summit
• STS Connections
• Travel South Global Summit
• Travel South International Showcase
• Weddings Your Style
While the sales team will continue to drive business bookings with a special focus on recruiting new regional opportunities, our team is also preparing to host several major events set for 2025, showcasing our destination’s capacity to deliver exceptional experiences in Louisiana’s Playground.
TAYLOR STANLEY, TMP, CHIA VICE PRESIDENT OF SALES
SPORTS Goals & Strategies
Create awareness of and elevate the Lake Charles Regional Sports Authority brand
• Activate a rigorous social media calendar highlighting each event that calls SWLA home as well as a facility spotlight each month.
• Creation and maintenance of specific social media pages dedicated to the Lake Charles Regional Sports Authority.
• Seek out public speaking engagements with local civic clubs to discuss our mission and how they can be a part of the events we host.
• Maximize any media appearance opportunities by continuing to push our brand and messaging regarding upcoming events.
• Continue the “Where Champions Are Crowned” monthly blog, highlighting area events and happenings in the sports arena.
Increase hotel room nights booked in the sports market for the year 2025 by 15% over 2024
• Maximize the potential of our events hosted by reaching out to registered participants to drive them to book rooms directly thru our website or thru HBC events for those who are utilizing that platform.
• Provide each client/event with the tools necessary to encourage their participants to stay in Southwest Louisiana, this will include a link to not only the hotels, but also what else SWLA has to offer to potentially increase length of stay.
• Continue to support our clients efforts with the offering of the Sports Warchest Grant which is room night based, simply said, the more rooms they help us book, the more that goes back to them.
In 2025, Southwest Louisiana once again stands at the forefront of sports tourism, thriving with new opportunities that promise to generate additional hotel room nights and significant economic impact. As we embrace this growth, we invite visitors to experience the unique blend of competition and culture that our region has to offer, positioning ourselves as a premier destination for sports enthusiasts and travelers alike.
Creation of an online sports guide for Southwest Louisiana
• Work with all area recreational districts and facilities to capture current specifications and updated images to have the ability to build this tool by the end of Q2.
• Implement an annual calendar with targeted dates to collect updates to said facilities and keep guide current.
• Create the ability to print PDF’s of each page to customize sales packets for specific types of events.
Assure a smooth transition from MeetingMax to HBC Events hotel booking systems for various large scale events
• Continue educating our clients on the benefits of utilizing this platform for their participants to book rooms thru.
• Assist visitors with direction and guidance of booking their rooms thru the platform.
• Stay in constant contact with HBC events and our local hotel partners to ensure a seamless booking process.
SPORTS EDUCATION & TRAVEL
• American Baseball Coaches Association
• Connect Sports
• LA Travel Summit
• LHSAA Annual Convention
• LTA Leadership Forum
• NJCAA Women’s Basketball
• Simpleview Summit
• Sports Travel Leadership Forum
• SportsETA 4S Conference
• SportsETA Chief Executive Summit
• SportsETA Sports Event Symposium & CSEE
• SportsETA Women’s Summit
• Summer Ball Summit
• Superbowl LOT Promotion
• TEAMS Conference & Olympic SportsLink
• US Sports Congress
ERIC ZARTLER CDME, TMP SR. VP OF SPORTS
SPORTS VIDEO
DESTINATION DEVELOPMENT/ COMMUNITY ENGAGEMENT Goals & Strategies
Oversee completion of the new Mardi Gras Museum of Imperial Calcasieu in the Nellie Lutcher Cultural District
• Supervise the museum’s construction in partnership with the Mardi Gras Museum Board, ensuring collaboration on exhibits, programming, and an impactful grand opening.
Enhance and promote visitor amenities along the Creole Nature Trail All-American Road
• Partner with Cameron Parish Beachfront Development District #1 and the Cameron Parish Police Jury to execute the FHWA/NSB public restrooms grant at Holly Beach.
• Monitor progress on improved access to Sabine Pass Lighthouse as a tourist attraction.
• Work with the Southwest Louisiana National Wildlife Refuge Complex to promote their latest program offerings.
Continue to collaborate with the Just Imagine SWLA Nellie Lutcher District and Strong Downtowns committees to shepherd these initiatives forward
• Provide oversight and guidance for the Sulphur Downtown Cultural District and the Sulphur Downtown Business Association.
• Participate in planning for the Lake Charles and Sulphur Walkability Project, scheduled for Spring 2025.
VISITOR EXPERIENCE
Goals & Strategies
Strengthen Partner Relations and Service Quality
• Work closely with the Sales Team on hotel visits to build stronger relationships and enhance service.
• Gather partner feedback during visits to identify areas needing improvement.
• Apply feedback insights to improve tourist information services and processes.
Improve Visitor Information Accessibility
• Compile a weekly list of key events to inform visitors of current attractions.
• Create a handout featuring upcoming events to encourage repeat visits.
• Collaborate with bilingual staff to translate materials into French and Spanish.
Engage with Visitors on TripAdvisor and Google
• Monitor Google and TripAdvisor daily to maintain high visitor center ratings.
• Respond promptly and engagingly to visitor inquiries to ensure a positive experience.
VISITOR EXPERIENCE & OPERATIONS EDUCATION
& TRAVEL
• AAHOA Convention & Trade Show
• DI Annual Convention
• DI Board Meeting/CEO Summit
• DI Global Leaders Forum
• DI Operations Summit
• Destination Capitol Hill
• ESTO – US Travel
• IPW – US Travel
• LA Travel Summit
• Lt. Gov. Legislative Function
• LTA Annual Meeting/Board Meetings
• LTA Leadership Forum
• US Travel – Future of Mobility
• US Travel – Board Meetings
• Washington Mardi Gras
VLC Team
VISIT LAKE CHARLES Board of Directors
MIKE BUCKLEY, Chair
Southwest Louisiana Lodging Association
NATHANIEL ALLURED, Vice Chair
Southwest Louisiana Festivals
HIREN ZAVERI, Secretary/Treasurer Southwest Louisiana Lodging Association
EVELYN WHITE
West Calcasieu Community Center Authority
NICOLE MONCRIEF City of Lake Charles
ERIC AVERY
Southwest Louisiana Restaurant Association
RICHERT SELF Calcasieu Parish Police Jury
JAY KUMAR City of Sulphur
VISIT LAKE CHARLES Staff
KYLE EDMISTON, CDME, CDTP President/CEO
OPERATIONS
SHANNA LANDRY, CDME Chief Operating Officer
ANNE TABER KLENKE, CDME Vice President of Destination Development/Community Engagement
MELISSA TRAHAN Director of Visitor Experiences
KRISTEN SHIVER Visitor Experience Manager
SHARON ELLENDER Adventure Guide
BRANDI SMITH
Adventure Guide
CHALMA PITTMAN
Adventure Guide
SPORTS
ERIC ZARTLER, CDME, TMP Sr. Vice President of Sports
SAM MOORE Director of Sports Relations
AUBREY CALDWELL
Sports Event Coordinator
FINANCE
HEATHER SAVOIE, CDME Sr. Vice President of Finance
CINDY JOHNSON Director of Accounting
SALES
TAYLOR BEARD
STANLEY, TMP, CHIA Vice President of Sales
KAITLYN GALLEGOS, MBA, TMP Director of Global Sales
EMILY TREME Director of Association Sales
MADISON YATES, MBA Destination Services Specialist
KALA KUHLTHAU West Calcasieu Association of Commerce
JANIE FRUGE Chamber Southwest
MARKETING
TIMOTHY BUSH, CDME, TMP, CDTP Chief Marketing Officer
COLTEN MILLER, MBA, TMP Sr. Director of Brand Marketing
KATHRYN SHEA
DUNCAN, MBA Sr. Director of Social Media/ Communications
BRADY RENARD Director of Content/Video Marketing
CANDY RODRIGUEZ Director of Communications
MATT YOUNG Director of Public Relations
TONI CHAPMAN Digital Content Manager
