Ryan Hauck, 38, took over as CEO of Experience Fayetteville in July, replacing Molly Rawn after Rawn was elected mayor. Hauck spent the past four years as executive director of the Park County Travel Council, which operates as Cody Yellowstone, a tourism bureau in Wyoming.
Hauck, of Gillette, Wyoming, graduated from the University of Wyoming with a bachelor’s degree in marketing.
What drew you to Fayetteville?
It’s a thriving Southeastern Conference city. It’s got great year-round weather and world-class outdoor recreation. There’s also a lot of industry within the immediate area, and Arkansas is a state that values tourism. Plus, there’s amazing wildlife and scenery, and it’s a forward-thinking community, not to mention the welcoming nature of our locals.
How can your experience near Yellowstone National Park inform your work?
My experience near Yellowstone has provided me with valuable insights and experience that easily translate into what I’ll need in Fayetteville. At Yellowstone, I gained a deep appreciation for environmental stewardship, community engagement and sustainable development. All of these are core values that are equally relevant in a place like Fayetteville, which is rich in beauty and cultural identity.
I also developed skills in managing tourism, balancing conservation with public access, and collaborating with local stakeholders including tribal nations, federal and state officials, Smithsonian museums and small-business owners. These experiences taught me how to navigate complex environmental and community issues, which are crucial in Fayetteville as it continues to grow and develop while preserving its natural resources and local character.
What new ideas do you have for Experience Fayetteville?
I’m excited to introduce a Certified Tourism Ambassador (CTA) program for our locals. The CTA program is an industry-recognized certification that drives visitor spending through in-depth knowledge of the tourism “product,” gives destinations a competitive advantage and strategically aligns stakeholders to deliver a positive brand experience.
What is the secret sauce to a good tourism campaign?
- Staying relevant to a clear and defined target audience.
- Keeping it authentic to the destination.
- Leaning in to what makes your destination stand out.
- Telling a clear story without someone having to tell you that story.
- Employing stunning visuals to stand out.
- Leaning in to where your destination wins.
- Being a data-driven marketer instead of “throwing stuff at the wall to see what sticks.”
- Being relevant on all channels to hit all demographics.
- Knowing what your goals are before you begin investing in campaigns.
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