Destination Spotlight, Ryan Ritchie, Discover Lake County

DESTINATION SPOTLIGHT

Ryan Ritchie, Discover Lake County

What circumstances led you to begin working at Discover Lake County?

At the time, I was serving as the Deputy Director of Parks & Recreation in Haines City, Florida, having previously worked in sports tourism business development at Visit Central Florida. I have always been passionate about the tourism industry, and when the opportunity arose to join Discover Lake County, I saw it as the perfect way to return to the field I love.

Beyond that, I am passionate about rebuilding things and saw areas where our team could make an immediate impact by capitalizing on low-hanging fruit. This role aligned with my professional aspirations, offering the chance for career growth and development while also being the best decision for my family.

What was the first thing you did when you learned you got the job?

The first thing I did when I learned I got the job was take a moment to reflect on the opportunity ahead. I was excited to return to the tourism industry and immediately started thinking about how I could make an impact. After sharing the news with my family, I began strategizing on ways to strengthen Discover Lake County, identifying early wins and opportunities where our team could make a difference right away.

In fact, I started calling event organizers that I had established great relationships with in the past and shared the news with them so we could start working on a plan for hosting their events in Lake County. It was time to go to work!

Tell us about the “bread and butter” sports that Lake County caters to? Are these due to specific state-of-the-art facilities?

Lake County, Florida, has built a strong reputation as a premier destination for a variety of sports, with our “bread and butter” being softball, endurance sports, beach volleyball, golf, and fishing. These sports thrive here due to a combination of state-of-the-art facilities, ideal year-round weather, and a supportive local infrastructure.

Our softball presence is bolstered by top-tier venues like the Sleepy Hollow Sports Complex, which attracts high-level tournaments and showcases Lake County as a hub for the sport.

Triathlon flourishes here thanks to Clermont’s designation as the Choice of Champions, offering world-class training grounds, open water swimming, and cycling-friendly terrain that draws elite and amateur athletes alike.

Beach volleyball has also become a major draw, particularly at Hickory Point Recreation Sand Volleyball Complex, a world-renowned facility that attracts professional athletes and hosts high-profile events, making it one of the top sand volleyball destinations in the country.

Fishing is another major component of Lake County’s sports tourism industry, with our lakes serving as the backdrop for prestigious professional bass fishing tournaments, including the Bassmaster Elite Series and Major League Fishing Toyota Series events. These competitions bring top anglers from around the world and highlight Lake County’s reputation as a premier freshwater fishing destination.

Additionally, our championship golf courses, such as those at Mission Resort & Club, make Lake County a prime location for golf events including the NCAA Division II and III Championships.

These facilities, combined with strong partnerships and a commitment to sports tourism, allow us to host major competitions and training camps, further cementing Lake County’s status as a premier sports destination.

How does seasonality affect your annual book of business?

Seasonality plays a significant role in shaping our annual book of business in Lake County, Florida. Thanks to our mild climate, we have the advantage of hosting events year-round, but different sports and tourism segments peak in different seasons.

Winter and early Spring are prime seasons for triathlon and endurance sports as athletes from colder climates come here to train and compete in ideal conditions. This period also attracts professional bass fishing tournaments, taking advantage of our world-class lakes before the summer heat sets in.

Spring and Summer see a surge in softball tournaments, youth sports events, and beach volleyball competitions, particularly at Hickory Point Beach. These months are also strong for family travel and sports camps, as schools are out, and teams look for high-quality training destinations.

Fall is a busy season for golf events and major sports competitions, with cooler temperatures providing the perfect setting for high-profile tournaments. Fishing tournaments ramp up again, bringing in professional anglers for some of the biggest events of the year.

While we maintain a steady flow of sports tourism throughout the year, we strategically plan our events to align with seasonal demand, maximizing hotel occupancy, economic impact, and overall visitor experience in Lake County.

Describe why Discover Lake County events are so meaningful to you.

Discover Lake County events are incredibly meaningful to me because they represent more than just tourism—they showcase the heart of our community, create lasting economic impact, and bring people together through shared experiences. Every event we host highlights what makes Lake County special, from our world-class facilities to our welcoming atmosphere and passionate local support.

I take great pride in seeing athletes, families, and visitors enjoy everything our destination has to offer. Whether it’s a championship softball game, a triathlon along our scenic lakes, or a professional bass fishing tournament, these events drive business to local hotels, restaurants, and shops, strengthening our local economy. Beyond that, they create memories, inspire future athletes, and reinforce Lake County’s reputation as a premier sports and travel destination.

Being part of Discover Lake County allows me to help build and grow these opportunities, ensuring our community continues to thrive while providing world-class experiences for those who visit.

Ryan, you are known in the industry as someone who succeeds at utilizing your facility assets across many sports to bring events to the Lake County, FL area. The commitment you make to your clients is second to none. In what ways has your passion led to increasing the overall book of business within the Discover Lake County sports tourism effort?

My passion for sports tourism has played a significant role in expanding the overall book of business within Discover Lake County’s sports tourism efforts. From the beginning, I have been committed to identifying opportunities where our team can create immediate impact, leveraging our top-tier facilities and ideal location to attract new events while strengthening our existing partnerships.

One of the biggest lessons I learned early in my career at Visit Central Florida—particularly from Mark Jackson, the Director of Visit Central Florida—was the philosophy of “prosperity through partnerships.” Mark instilled in all of us the importance of building and nurturing strong relationships, and that mindset has always been my driving force when working with event organizers.

This industry thrives on trust, collaboration, and longterm relationships, and I’ve made it a priority to develop genuine connections with our partners.

By understanding the needs of event organizers and working closely with them, we’ve been able to attract larger, higher-profile competitions, secure long-term agreements, and position Lake County as a go-to destination for sports tourism. Whether it’s softball, triathlon, beach volleyball, golf, or professional fishing tournaments, our approach has been centered on ensuring every event is successful—not just for the organizers but for the local businesses and community as well.

At the end of the day, it’s about creating a win-win scenario where event organizers see the value in bringing their events to Lake County, while we continue to drive economic impact and elevate our status as a premier sports destination. That commitment to relationships and partnerships has been, and always will be, the foundation of our success.

As both the Executive Director for the Destination Marketing Organization and the sports tourism lead, how do you juggle the workload for these events combined with the intense travel demands on your position?

Balancing the responsibilities of both Executive Director for Discover Lake County and sports tourism lead requires a combination of strategic planning, strong delegation, and a deep commitment to the industry. Managing large-scale events while handling the travel demands of the position is challenging, but I’ve learned to navigate it by focusing on prioritization, teamwork, and efficiency.

One key factor is building a strong team. I trust my staff to handle critical aspects of operations, and I empower them to make decisions that keep things moving, even when I’m on the road. Clear communication and preparation allow us to stay ahead, ensuring that every event and initiative receives the attention it deserves.

Additionally, strategic scheduling plays a big role. The sports tourism industry is highly relationship-driven, and many of my travels revolve around maintaining and strengthening partnerships that benefit Lake County. Whether it’s meeting with event organizers, attending industry conferences, or working directly with governing bodies, every trip has a purpose— bringing more business back to our community.

Lastly, my passion for this work keeps me going. I thrive in fast-paced environments, and while the workload is demanding, seeing the direct impact of our efforts—whether it’s a sold-out tournament, a successful new event, or increased visitor spending in Lake County—makes it all worthwhile. Juggling both roles is about staying focused on the bigger picture: growing our destination, supporting our partners, and ensuring that Lake County remains a premier hub for sports and tourism.

What was the most significant moment you experienced thus far as the Discover Lake County tourism chief?

One of the most significant moments I’ve experienced as the tourism chief for Discover Lake County was navigating a major transition in my first six months on the job. We were in the middle of a complete rebrand, shifting from Visit Lake to Discover Lake County, while also overhauling our destination marketing website. This process was a crucial turning point, as we worked to redefine our identity, enhance our digital presence, and create a brand that truly reflects the energy and opportunity in Lake County.

Equally memorable was our partnership with Star Athletics, the professional track and field team that had athletes compete in the 2024 Summer Olympics in Paris. Seeing our brand featured on the international stage as these remarkable athletes won gold, silver, and bronze medals was a true milestone. It was an honor to be a part of their journey, and the recognition we received on such a global platform highlighted the strength of Lake County’s growing sports tourism scene. This partnership not only elevated our brand but also reinforced the idea that Lake County is a place where athletes thrive.

While these milestones are significant, it’s the smaller, everyday moments—like event organizers returning because of our hospitality or local businesses thriving thanks to tourism—that remind me why I’m so passionate about my work and the role we play in Lake County’s success.

In what way, or ways, are you a different person today because of your experience working at Discover Lake County for the past 3 years?

Over the past three years at Discover Lake County, I’ve grown both professionally and personally in ways I never could have anticipated. Leading a Destination Marketing Organization (DMO) while spearheading sports tourism efforts has challenged me to think more strategically, adapt to evolving industry trends, and manage multiple high-impact initiatives at once.

One of the biggest ways I’ve changed is my leadership approach. I’ve learned how to balance big-picture vision with the day-to-day operational demands of running a DMO. Whether it was guiding our organization through a major rebrand, overhauling our website, or securing partnerships that put Lake County on the national and international stage, I’ve had to stay focused, adaptable, and proactive in driving success.

I’ve also developed a deeper appreciation for relationships and collaboration. In this industry, success isn’t just about securing events, it’s about building trust, fostering long-term partnerships, and ensuring mutual success. The “prosperity through partnerships” mentality has reinforced just how critical that philosophy is in creating sustainable growth.

Beyond the professional growth, this role has deepened my passion for making an impact—not just on tourism but in the community. Seeing the economic benefits of our efforts, watching young athletes compete at the highest level, and knowing that we’re helping local businesses thrive has made this experience incredibly fulfilling.

I’m a more strategic, relationship-driven, and impact-focused leader because of my time at Discover Lake County, and I’m excited to keep building on that foundation.

What advice would you give to others who find themselves in a situation like yours?

If you find yourself in a situation like mine—balancing leadership in destination marketing and sports tourism—my biggest advice is to embrace adaptability, build strong relationships, and stay passionate about the impact you’re making.

First, be adaptable. This industry is constantly evolving, and no two days are the same. Whether you’re managing a rebrand, launching new initiatives, or juggling multiple events at once, being able to pivot and problem-solve is key to long-term success.

Second, invest in relationships. Tourism and sports are built on partnerships, and the best opportunities come from genuine connections. Event organizers, facility operators, local businesses, and community leaders all play a role in success. The “prosperity through partnerships” mindset I learned early in my career has guided me every step of the way, and I can’t stress enough how important it is to cultivate trust and collaboration.

Finally, stay passionate about the bigger picture. It’s easy to get caught up in the day-to-day challenges but always remind yourself why you’re doing this work. Whether it’s seeing a young athlete compete on a national stage, watching a local business thrive from increased tourism, or bringing a high-profile event to your community, the impact you’re making matters. If you lead with adaptability, relationships, and passion, you’ll find success—not just for your organization, but for the people and places you serve.

What would “today Ryan” share with “first day on the job Ryan?”

If today’s Ryan could sit down with first day-on-the-job Ryan, the message would be simple: stay humble, be patient, and trust the process.

Starting any leadership role comes with excitement, ambition, and a drive to make an immediate impact. And while that passion is important, I’ve learned that lasting success doesn’t happen overnight. There were challenges I didn’t see coming, opportunities that took time to develop, and lessons I had to learn along the way.

I would tell myself to stay humble, to listen more, to lean on my team, and to recognize that growth comes from collaboration. No one has all the answers on day one, and the best leaders surround themselves with people who bring different perspectives and strengths to the table.

I’d remind myself to be patient. The big wins— whether it’s securing major events, building strong partnerships, or seeing the impact of a rebrand—take time. Progress isn’t always immediate, and sometimes the small, consistent efforts make the biggest difference in the long run.

Most importantly, I’d say trust the process. There will be challenges, but every obstacle is an opportunity to learn and improve. The vision I had on day one—to grow Lake County’s tourism industry, create meaningful partnerships, and make a lasting impact—was the right one. And by staying focused on that mission, things would fall into place.

Looking back, I’d reassure myself that every challenge, every lesson, and every milestone along the way has been worth it. And that three years later, I’d be just as passionate—if not more—about the work we’re doing to elevate Discover Lake County.

What goals do you have personally and for Discover Lake County in 2025?

That’s a great question! We are currently in the midst of developing a comprehensive destination strategic plan for Lake County which will provide guidance prioritizing the use of our tourist development tax revenue for capital projects and highlighting our county’s natural beauty, small towns, and events to boost tourism – I anticipate a lot of my time will be involved in the planning and coordinating of those strategic initiatives.

On a personal level, I recognize how fortunate I am to have a family dynamic that fully supports my passion and is always there for me. The demands of this industry can be intense, with frequent travel and long hours, so when I do have free time, I make it a priority to spend it with them. Every single one of us is blessed to have support structures that allow us to do what we do, and for me, that foundation is my family. Their unwavering support fuels my drive, and that’s why family is extremely important to me.