Sarah Smith, the new executive director of the Galesburg Tourism & Visitors Bureau, joins Galesburg's Morning News with WGIL's Jay Redfern and Tyler Gumm, along with board vice president Denise Gerstenberger to discuss her plans for the organization's next chapter. Starting in January 2026 after leading placemaking and tourism efforts in Clinton, Iowa, Smith brings a fresh perspective focused on modern digital strategies and community storytelling.
Her core philosophy centers on the idea that tourism must first strengthen local pride—"being a destination and a hometown." Smith emphasizes that residents who love where they live become the best ambassadors for attracting visitors. She highlights Galesburg's strengths, including the vibrant downtown and Seminary Street, Amtrak connectivity, festivals, coffee shops, and other attractions, and plans to amplify existing events with data-driven tools to track visitor patterns and target markets effectively.
Denise Gerstenberger explains the board's decision to hire Smith for her expertise in social media, influencer engagement, and moving beyond traditional advertising to take tourism to the "next level." The interview covers Smith's immediate focus on community immersion, reviewing past performance, and developing seasonal campaigns to benefit residents and drive economic impact.