The 2020-2025 Strategic Plan is one way for our Board, Government Officials and community to participate in the development of ShelbyKY. The plan focuses on five main pillars which we have now turned into committees; Marketing, Development, Enhancement, Workforce, and Advocacy.

ShelbyKY Tourism Commission & Visitors Bureau (STC&VB) is a destination marketing and management organization solely focused on the progressive growth of the travel industry in Shelby County, KY. A thriving travel industry improves the local economy for the benefit of all citizens. 


STC&VB will promote and build awareness of Shelby County as a leisure and small group destination with the highest caliber staff in the industry providing leadership and innovation to drive:

-Increased overnight and day-trip visitation       -Increased spending per travel party

-increased engagement in local businesses        -Increased visitor satisfaction


Marketing - Shelby County is a destination with the highest skilled and most dynamic sales and marketing team. ShelbyKY is a small destination in close proximity to much larger destinations.  Marketing ShelbyKY as a destination will have to be very targeted to avoid losing room nights and spending to the neighboring counties. Shelby County does not have the travel experiences, lodging, facilities or budget to compete with Louisville, Frankfort and Lexington.  Therefore, Shelby County must be very strategic to grow as a travel destination.  It can and will be done!

Enhancement - Visitor experience enhancement, expansion – focus on downtown(s) shopping, activities and entertainment, expanded horse experiences for visitors, active lifestyle outdoor experiences, evening entertainment and visitor parking/mobility.

Develop facilities for group business to drive year-round room demand in local lodging.  The meetings and social markets have the best potential for growth. A downtown boutique hotel with in close proximity to event space will be a game changer for the destination and wont compete with the chain affiliated lodging.

Workforce – fostering a highly skilled hospitality workforce to support travel industry businesses is critical.  Support local workforce & employers in the recruitment/training of new hospitality ready workers. Partner with secondary, vocational and higher education institutions to produce a highly skilled workforce.

Advocacy for travel industry issues and partnership with other economic development entities.  Address issues affecting the travel industry.  Maintain an updated crisis communications plan. 



Dori Lewis


Vance Reister


Leon Swarts


Joyce Nethery