UNTAPPED opportunity

By Laura Kostad

An interview with Visit Tri-Cities’ new CEO

Kevin Lewis is the new CEO of Visit Tri-Cities. He was at the peak of his career as director of tourism at the Greater Zion Convention & Tourism Office in St. George, Utah when he started to feel the winds of change beckoning.

“I was in the middle of all this great success, but I still felt like there was something missing—an emptiness or a hollowness, like, why am I not completely thrilled about all of this?” he recalled thinking.

The world is different because of this place and that is a story that we’ll celebrate and learn from.

Kevin was responsible for some key marketing decisions that put St. George and red rock country on the map; the foremost being the hosting of an unprecedented three Ironman World Championships in a row.

“I came to work one morning and there was a LinkedIn message from a recruiter contracted by Visit Tri-Cities to find a new CEO.”

He had just finished listening to Kute Blackson’s The Magic of Surrender and Adam Grant’s Think Again. “The concept of Surrender is to quit trying to force life, and Think Again's is to not get caught up in the same thing, that we have to step back and rethink things.”

Following that wisdom, he decided to throw his hat into the ring.

“I feel like I just have a natural affinity for destination marketing,” he said.

His last week in Utah, he was honored at the ribbon cutting for a new Division 1 stadium at the local university.

“All this stuff came to fruition … and I knew it was time.”

Kevin has always had a sense of when it was time to move on. He’s had a colorful career, starting with a degree in broadcasting that led to a role coordinating cross-country high school band trips, music festivals and college bowl halftime shows.

As family life made him look at settling down, he took a marketing job at a resort near St. George and made use of the videoediting deck at nearby LearnKey. One day, the owner pulled him aside and offered him a position.

Kevin eventually became vice president, but after thirteen years, he said he lost his flavor for it. “A position opened up in tourism that just sounded like it was me.”

Fast forward fifteen years to boots on the ground in Tri-Cities.

“I’ve given myself some time before I make any big adjustments to absorb the destination and learn more about it,” he said.

The place has made an impression on him.

I love the feel of the energy of the people here, it’s very positive.

While flying in for one of his interviews, he struck up a conversation with the woman sitting next to him. They talked the whole flight and, before disembarking, she invited Kevin to dinner with her family at their home.

“It’s a real unique kind of a destination … Everywhere I’ve been, the people have made me feel so welcome here, I just keep experiencing that everywhere I go. I love the feel of the energy of the people … it’s very positive.”

He is fascinated by the gravity of the Manhattan Project’s undertaking and the direct hand its legacy has had in shaping the region, both sustaining industry and jobs long-term while simultaneously stimulating growth.

“What I sense here is there’s something to do with the history that has helped develop this culture and this attitude — you’ve got so much wisdom here, something like twenty of the most influential scientists in the world at PNNL. The world is different because of this place and that is a story that we’ll celebrate and learn from.”

“The intriguing aspect of this position for me is the opportunity to dig into the stories and characters of this place and bring them to light. I have a distinct affinity for some of the more unique experiences only available here. My initial vision is to find ways to highlight the characters, the stories, and the cultural pursuit of discovery in this place. I think people will be attracted to that.”

Though he’s still taking it all in, his mental wheels are already turning.

“The way my brain works, I see blocks of opportunity — kind of a Tetris mind — right now it’s about understanding what the blocks are and then we’ll take those blocks and shape them into something really remarkable. Unfortunately, or fortunately, my mind won’t rest; I’m always trying to shape the right piece into the next place.

“I have a sense that this area has a great foundation and it’s been prepared for the next wave of untapped opportunity here. There’s a good energy for some grand things to happen, some really exciting things. I hope that I play a small part in that; maybe a big part.”

This feature appears in our Community section which is generously sponsored by Bookwalter Winery.