Sarah Smith, the new executive director of the Galesburg Tourism & Visitors Bureau, shared her vision for the organization’s future during an in-studio interview on Galesburg’s Morning News.
Smith, who began her role Monday after leading placemaking and tourism efforts in Clinton, Iowa, emphasized that tourism must start with building local pride.
“My philosophy is really rooted in the concept of being a destination and a hometown,” she said. “I want to make sure our neighbors are proud of where they come from. And when our neighbors support what we’re doing for tourists, the tourists are going to be more likely to come.”
Joined by board vice president Denise Gerstenberger, Smith highlighted several Galesburg assets she sees as key draws:
- The vibrant downtown district and Seminary Street, with businesses she described as “influenced by bigger cities.”
- Amtrak connectivity, a major pull for visitors from Chicago and Des Moines.
- The community’s many festivals running from spring through the end of the year.
- Local favorites like coffee shops (earning Galesburg the title “coffee shop capital of Illinois”), the Railroad Museum, Knox College, and Lake Storey Park.
She plans to amplify existing events with modern digital strategies, including high-quality photography, influencer partnerships, and data to track visitor patterns and target markets effectively.
Gerstenberger explained the board’s decision to hire Smith for her expertise in social media and influencer engagement. “We needed someone to really take us to the next level,” she said, noting the shift from foundational work under the previous director to a focus on digital-first marketing and engaging younger visitors while retaining those with more spendable income.
Smith’s immediate priorities include community immersion through tours, reviewing past performance, and developing seasonal campaigns. She stressed supporting local event organizers rather than creating new ones, aiming for benefits to residents first.
Smith replaces Randy Newcomb, who left the same role in Galesburg to become director of the Frankfort Tourist Commission in Frankfort, Kentucky.
Watch the full interview on YouTube:
