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Director says occupancy is down while new marketing hires and filming aim to boost Sumner County tourism
Summary
Staff reported a 10–12% drop in occupancy and a small ADR decrease; the tourism office has hired a marketing director (Zach), begun a digital video library and filming program, and is promoting a historic-sites trail and events as primary visitor hooks.
The Sumner County Tourism Board heard that hotel occupancy demand is down about 10–12 percent while average daily rate (ADR) has fallen only marginally, and discussed ongoing marketing efforts including a new director of marketing, a digital video program, and promotion of a historic-sites trail and lake recreation as the county's two primary tourism "hooks."
Staff reported that occupancy — the number of rooms filled — is down about 10–12% year over year while ADR has declined by roughly two percentage points; staff cautioned these metrics are only part of the tourism picture because occupancy tax revenue represents about 12% of the overall tourism economy in the county.
The board welcomed Zach (identified in the meeting as director of marketing), who staff said has a strong background in social media content creation and event promotion. Staff described completed filming with Huck Studios at local waterfront sites, kayaking and paddle‑boarding shoots, a 12– to 15‑minute county video planned for the Comer House welcome center, and a growing digital library of photographs and footage cleared for tourism use.
Officials also described the historic sites collaborative: a rebranded trail, a shared calendar, cross‑posting and social‑media training for historic sites, and a "hidden history passport" program. Staff said the county will use the historic trail and the lake as the two main hooks in marketing campaigns and will develop displays at the Comer House and other visitor sites.
Staff outlined event planning underway, including a Temple Theater concert proposal with professional performers and a student choir competition component, bus tours (including a revised Johnny Cash tour featuring Debbie Horton), and discussions about expanding an Irish festival into a larger county event over the next two to three years.
No policy changes were approved at the meeting; staff plans to continue marketing and outreach work and will report results and next steps in future meetings.
