LINCOLN — A legislative proposal to prevent “marketing malpractice” in pitching Nebraska tourism ran into opposition Tuesday from those involved in hosting visitors to the state.
Under a bill introduced by State Sen. Brian Hardin of Gering, the Nebraska Tourism Commission would no longer be an independent agency run by commissioners from across the state, but be folded into an office of the Nebraska Department of Economic Development (DED), a state agency controlled by the governor.
Tourism had been an office of DED until 2012 when then-State Sen. LeRoy Louden, who represented the far northwest corner of Nebraska, won passage of a bill to make tourism an independent agency.
The stated goal then was to improve representation from the entire state in tourism promotion decisions, lessening a perceived bias toward Omaha and Lincoln attractions.
But the independent Nebraska Tourism Commission, and its then-director John Ricks, stirred controversy — as well as nationwide publicity — when it employed an edgy tourism slogan, “Nebraska. Honestly, it’s not for everyone.”
While the marketing campaign won awards and mentions in national media, it was later decried by Gov. Jim Pillen, some state senators and DED leaders as signaling to tourists, as well as potential new residents and employees, that Nebraska wasn’t for them.
In 2023, then-DED Director Tony Goins said the “not for everyone” campaign “made a mockery” of the DED’s pitch line for new residents and businesses: “The Good Life is Calling.”
That year some supported a similar proposal to end the Tourism Commission’s independent status, but the bill ended with a compromise in which the Commission added new members from DED and the Nebraska Chamber of Commerce to better coordinate marketing messages.
Ricks resigned in September, and the “not for everyone” tagline hasn’t been used since 2023. A new tourism slogan, “Nebraska. All Heart,” was recently unveiled by State Tourism Director Jenn Gjerde, who was hired two weeks ago to replace Ricks.
Despite the changes, and what Hardin termed the exit of those who “perpetrated that crime against humanity,” he asked the Legislature’s Banking, Commerce and Insurance Committee to again consider moving tourism promotion back within the Department of Economic Development.
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