As Secretary of the Arkansas Department of Parks, Heritage & Tourism, Stacy Hurst oversees one of the most outward-facing agencies of state government. She is responsible for the branding of the Natural State, a more than $200 million budget, 52 state parks and thousands of state employees.
She previously served as director of the Department of Arkansas Heritage, with responsibilities ranging from conservation to educational programming to managing the Arkansas Food Hall of Fame.
Hurst has been a city director, businesswoman and philanthropist.
Your public service includes time on the Little Rock Board of Directors and Little Rock Municipal Airport Commission. What drives you to serve?
From an early age, my parents instilled in me the importance of being a part of something bigger and, hopefully, life-changing. That’s why I’ve been so committed to giving back, both in my professional endeavors and as a public servant. I love this state, and I want to share our rich history and culture, and our breathtaking nature with the world. Every day, I’m grateful for the opportunity to help make Arkansas an even better place to live, work, play and visit.
What are some tourist attractions in Arkansas that don’t get enough attention from the public?
Our state has many world-renowned tourist attractions like Crystal Bridges Museum of American Art, Central High School National Historic Site and the Buffalo National River. But we also have several historic and natural treasures that need more attention, including the Jacob Wolf House and the Big Woods.
The Jacob Wolf House on Highway 5 in Baxter County is the oldest public structure in Arkansas. It was built in 1829 as the first permanent courthouse for Izard County in the Arkansas Territory, and it’s a beautiful example of a two-story dogtrot log structure.
The majestic Big Woods in eastern Arkansas is one of the last remnants of the Mississippi River Valley bottomland forest. It’s like the land that time forgot with its abundance of wildlife, migrating waterfowl and immense cypress, sycamore and hickory trees.
What kinds of tourist experiences appeal to millennials, and how is the department marketing to that generation?
Studies show travelers, but particularly millennials, want unique and genuine experiences. They want to be immersed in the culture, be active and blaze new trails. Plus, they want to capture and share these photo-worthy experiences on social media. With our authentic culture, abundant natural resources, Instagram-able sunsets and widely acclaimed food scene, Arkansas is increasingly becoming a bucket list destination.
To stay top of mind, we’re continuing efforts to market to millennials, and all generations, with fresh, engaging and targeted social media campaigns. Videos, photos and even music are all part of our advertising equation.
We often learn most from our mistakes. What was your biggest career mistake and what did you learn from it?
I’ve made many mistakes, and I’ve learned a little something from each one, big and small, but I try not to dwell on them. There’s simply too much to do.
Through the years, I’ve learned that occasionally what I thought was a setback at the time turned into a great opportunity. For example, in 2014 I made the tough decision to leave the Little Rock Board of Directors after 12 years and run for a seat in the Arkansas House of Representatives. While I lost that battle, I was soon given the opportunity to work in Gov. Asa Hutchinson’s administration, and it’s been the most rewarding role of my career.
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