Oral History Interview with Kristen Branscum

Partial Transcript: What are your responsibilities as Commissioner?

Segment Synopsis: Branscum states that her job is to "sell" Kentucky. She states that the role of the Department of Tourism is to sell and promote Kentucky through marketing and advertising. The department attempts to change perceptions about Kentucky, and Branscum believes the Department of Tourism is the most public-facing agency in Kentucky state government.

Partial Transcript: What led you to this position in state government?

Segment Synopsis: Branscum's path to her current position was not a direct path. Originally, she wanted to coach basketball and teach high school English. She has master's degrees in both secondary English education and sports administration. Her first job post-graduation was assistant director of marketing for University of Kentucky Athletics. Jim Host asked her to help start the Kentucky Sports Authority. Host asked her to work for the state government, and she started working for the tourism department. She states that she loved the position. She explains that she then felt the need to manage people, and left the Department of Tourism to work at the Department of Agriculture. Branscum worked at the Department of Agriculture for eight years, until she came back to the Department of Tourism in 2016.

Keywords: Kentucky Department of Agriculture; Kentucky Department of Tourism; Kentucky Sports Authority; University of Kentucky

Partial Transcript: How did you learn about the 225 Commission, and how did you take on a leadership position in this initiative?

Segment Synopsis: Branscum states that her role in the 225 Commission happened really quickly, but she was happy that she was involved in the capacity she was. She talks about how the sister agencies of the Department of Tourism all got the opportunity to work together. Branscum states that the unfunded nature of the Commission meant that everyone had to come together to brainstorm how they were going to make this initiative successful. She believes all the agencies involved have essentially the same mission to promote Kentucky, to educate Kentuckians and the world about what Kentucky is. Branscum and the other members and agencies involved with the 225 Commission really saw this event as an opportunity, and Branscum stated that the public bought into and noticed that opportunity and participated.

Partial Transcript: What were some of the specific events and activities from your agency?

Segment Synopsis: Branscum discusses how the department used the 225 Celebration to "sell" Kentucky on an international scale in 2017. The next step was creating the Kentucky 225 website that the Department of Tourism put together. The website was a great place to advertise events/other celebratory items like the 225 bucket list, which was a list that had 225 different things to do in Kentucky spread throughout the 120 counties. The department worked with Garden and Gun Magazine to host a dinner party celebration and Gainesway Farm in Lexington, Kentucky. The food at this event was all Kentucky Proud and was prepared by local chef Ouita Michel. The entertainment was provided by Kentuckians Ben Sollee and the Watson Twins.

Keywords: Ben Sollee; Department of Tourism; Gainesway Farm; Garden and Gun Magazine; Ouita Michel; Watson Twins

Subjects: tourism; travel

Partial Transcript: How was the brand/logo chosen for the 225 Commission?

Segment Synopsis: Branscum discusses how the 225 logo came about through a joint partnership with an employee at the Kentucky Historical Society. The members of the Commission wanted something classic, something that invoked the prestige of Kentucky, something that acknowledged the 225 year history of the state, but that could also pass for casual as well. They incorporated the blue from the state flag, and gold from the goldenrod.

Keywords: Kentucky Historical Society

Partial Transcript: Can you tell me a little bit about how you debuted this concept?

Segment Synopsis: Branscum discusses the kick off celebrations at the Kentucky Historical Society and in the cities Danville, and Lexington, Kentucky. In Danville, 1792 Bourbon provided bourbon for a toast, and in Lexington, the "Thursday Night Live" event provided cupcakes. The Commission could not have one, official event - because there was no money, but Branscum believes that the celebrations turned out better that way because each community took on the concept and made it their own. Branscum also discusses the event where she attempted to get the entire tourism industry on board with the concept. She rolled a colleague to the meeting inside a wooden cake, where he then emerged dressed as Abraham Lincoln and sang "Happy Birthday" to Kentucky. Branscum states that this was an attempt to say, "everyone can get involved, let's make this fun."

Keywords: 1792 Bourbon; Danville (ky.); Kentucky Historical Society; Lexington (ky.)

Partial Transcript: What's next for the Department of Tourism?

Segment Synopsis: Branscum discusses the new initiative for the Department of Tourism, and it is about the culinary experiences that one can find across the state of Kentucky. She states that the department wants to let the public know that Kentucky HAS a food story and IS a culinary destination, it is just a bit unknown. Branscum states that the nine tourism regions of Kentucky have come together to create one dish for each region that is the representative dish for that particular area.

Partial Transcript: What is the legacy of the 225 Commission?

Segment Synopsis: Branscum states that these agencies will continue to work together to be creative, and she believes the Commission prepared the tourism department and allied agencies to think about how to get things done and how to serve the state in whatever capacity they can - together. Branscum discusses how these partnerships have carried over into the culinary-year promotion.

Partial Transcript: What makes Kentucky, Kentucky?

Segment Synopsis: Branscum believes that Kentuckians have Mid-West values and Southern hospitality. She states that Kentuckians are genuine, sincere, resillient, proud in the best way, are hopeful, and they care about their state and the people of the state.

Partial Transcript: What makes Kentucky, Kentucky that we are not so proud of? What are our challenges?

Segment Synopsis: Branscum believes that one of Kentucky's biggest challenges is that Kentuckians sell themselves short, because they do not believe they are good enough due to the poor perceptions that surround the state. Branscum states that through tourism, they can and will change these perceptions.

Partial Transcript: Twenty years from now, what is your vision? What do you want Kentucky to look like?

Segment Synopsis: Branscum believes that things are going to turn around for Kentucky. People are curious about Kentucky and the Kentucky lifestyle and culture.

Partial Transcript: Do you have anything to add about the Commission and its legacy; any final thoughts?

Segment Synopsis: Branscum thinks that the Commission is very proud of their work; they feel as though they made something out of nothing. The members and agencies of the Commission are going to continue to work together, and she believes the legacy of the Commission is going to be all of the great things the Kentucky travel and tourism agencies are going to accomplish in the future. Branscum states that this celebration was a fun and rewarding time for her professionally.