It is said that only your peers truly understand the skill, time and effort it takes to rise to the peak of excellence. The Nebraska Association of Convention and Visitors Bureaus recognized Lisa Burke for just such an accomplishment last week at the annual Nebraska Travel Conference. Burke, the Executive Director of the North Platte/Lincoln County Convention and Visitors Bureau since 2002 received NACVB’s 2012 Crystal Compass award.

 

According to Dana Markel, Director of the Omaha Convention and Visitors Bureau, “Upon arriving at the North Platte CVB, Lisa was compelled to elevate the CVB’s purpose beyond distributing tourism related material – she set out to establish a role in developing North Platte’s destination appeal and introduce more people to its culture and heritage. Lisa’s business plan has always emphasized ‘the experience’ as she has collaborated with local attractions, festivals and events to develop an experience that provides a visitor memory and a strong marketing message.”

 

From the other end of the state, Gering’s CVB Executive Director Karla Neidan-Streeks had this to say, “Not only has Lisa helped develop her community as a tourism destination, she has served as a take action leader on a state level.  The Crystal Compass award recognizes individuals who have given of themselves to lead this association of statewide Convention and Visitor Bureaus which in turn, strengthens our state tourism industry.”

In addition to serving in various leadership capacities with the Nebraska Association of Convention and Visitors Bureaus, Lisa has also been active in the Nebraska Travel Association and the Western Nebraska Tourism Coalition.

 

“Lisa Burke continues to lead her staff to thinking “what’s next”.  Their office excels on building partnerships within the county and state for international positioning.  Burke’s role as the Executive Director of the CVB requires seeing the big picture and working on the details to accomplish sustainability and growth.  It has been a pleasure working beside such leadership,” Clarine Eickhoff, Advisory Board Chair.

 

Beyond developing the North Platte experience – Lisa has developed and lead a marketing strategy that has established new audiences which receive the North Platte message. Her efforts have succeeded in helping to attract visitor spending totaling just over $81 million in 2011, supporting 1,500 jobs in Lincoln County.