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LINCOLN — After a national search that drew nearly 50 applicants, the Nebraska Tourism Commission chose an executive director who had worked for the agency for a decade.
Jenn Gjerde was promoted following a unanimous 9-0 vote at a Feb. 12 commission meeting. Her appointment is effective immediately, according to a statement.
Also known as Visit Nebraska, the commission, whose members are appointed by the governor, is funded by lodging taxes paid on motel and hotel bills.
Gjerde joined the tourism commission in 2015 as a public information officer and helped expand the group’s marketing reach. She supported growth of the Nebraska Passport program and most recently directed the launch of the state’s new tourism brand, “Nebraska. All Heart.” The campaign is rolling out across broadcast, digital, social and advertising this year.
Prior to the commission, Gjerde was a television news reporter in Lincoln and North Platte. She said her statewide storytelling background shaped her approach to tourism marketing. She’ll lead an agency of 10 staff and two interns.
“I began my career in Nebraska newsrooms, and even my very first job at Runza taught me what it means to represent something local with pride,” Gjerde said in a statement. “My focus is making sure we tell Nebraska’s story in a way that connects with people and inspires them to visit.”
Commission Chair David Fudge called Gjerde “a Nebraskan first and foremost.”
“We are excited to work with her to move the agency and the tourism industry forward.”
Former state tourism director John Ricks resigned last September. He was paid $133,838, and had had deployed the edgy and controversial marketing pitch, “Nebraska. Honestly it’s not for everyone.”
Some state leaders, including Gov. Jim Pillen and then Nebraska Department of Economic Development Director Tony Goins, criticized the message. State legislators passed a bill seeking to better coordinate marketing pitches between the independent commission and the DED.
Gjerde’s appointment comes as state leaders have discussed a possible merger between the Tourism Commission and the Economic Development Department.
The subject came up during a Jan. 20 confirmation hearing for DED director Maureen Larsen, who was asked about the state’s lagging tourism revenues. She said that while national tourism levels had grown modestly over the last year, Nebraska remained relatively flat.
Larsen argued that consolidation would provide tourism initiatives a larger budget.
State Sen. Mike Jacobson of North Platte has introduced an interim study to examine the potential impacts of merging the agencies.
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