Tourism Foundation

Mission
To improve the self-image of the Memphis region, to elevate diversity into a competitive advantage in marketing Memphis and Shelby County and to address the workforce needs of the tourism industry.

Goals
The Memphis Tourism Education Foundation was created by the Memphis Convention and Visitors Bureau. It seeks to contribute to a positive self-image by emphasizing ethnic and racial diversity and by focusing on modern assets as much as historic ones; it seeks to lead workforce development for the hospitality industry, and to seek to contribute to the intellectual capital brought to discussions about civic issues.

Framework
The Memphis Tourism Education Foundation was created to advance the economic impact of Memphis' $2.4 billion tourism industry. Improving Memphis' self-image and training its workers are top priorities. The MCVB is the umbrella organization charged with marketing Memphis and Shelby County to an international market.

While the CVB's mission focuses largely on external image, the foundation is undertaking programs designed to attack the negative self-image held in many sections of Memphis and Shelby County. It is clear from various focus groups and surveys that there is a lack of understanding of the accomplishments that have been achieved in recent years and a lack of unity that prevents the community from reaching its potential.

The foundation has set a priority for creating positive internal image that is based on the new realities of the community - the strength that comes from a diversity that is much broader than the traditional racial definitions, that comes from the enriching cultural festivals and events that celebrate various ethnic cultures, and that comes from appealing to the to the young professionals of the creative economy.

The Memphis Talent Magnet report concluded that if the community is to succeed in the knowledge-based economy, it must be a magnet for young, mobile, professional workers. Pervasive negative perceptions and the lack of comity that frequently surface in Memphis are more than local anomalies. They are in fact obstacles to our success in being portrayed in a way that attracts and retains these workers.

Components
Multi-cultural Programs and Outreach -- Development of new marketing strategies and tools to improve internal self-image which includes:

• MyMemphis.tv - Films and a web site tell our city's story in a lively and unique way. It reflects the current dynamic scene in Memphis and the ethical and cultural diversity of our people.
• Memphis: It's More Than You Think! - Companion piece to the MyMemphis.tv perspective of Memphis.

Workforce Development - Certification program for employees of tourism and travel-related fields, improving the pride of workers, increasing cross-cultural understanding and sensitivity, and offering life skills for low-income workers.

Research and Development - Research on "best practices" and successful models from other cities, symposia about cutting edge issues, and innovative uses of media to establish Memphis as an intellectually vibrant city.

Governance
The Memphis Tourism Education Foundation is governed by its own board of directors, and its first chair is Jerry Klein, former chairman of the Memphis Convention and Visitors Bureau and long-time Memphian.

Memphis Tourism Education Foundation Board Members / Memphis Convention
and Visitors Bureau

• Johnny Ballinger
• Dewayne Beidler
• Michael Ching, Opera Memphis
• Shirley Davis Conner, Elvis Presley Enterprises, Inc.
• Les Edwards, Court Avenue Consulting
• Diane Hampton, Memphis in May
• Suzy Hung Thomason, Thomason, Hendrix, Harvey, Johnson, & Mitchell
• Jerry Klein, Kossman-Klein & Company
• Nashid Madyum, Discoveries of Gibson
• Craig Marshall, Hampton Inn & Suites
• Bob O'Halloran, Kemmons Wilson School, University of Memphis
• Petra Rees, Impact Coaching
• Brandon Tidwell, The Leadership Academy
• Dr. Jose A. Velazquez, Latino Memphis
• Leticia Boyd, D-Bo's Buffalo Wings N Things
• Reggie Williams, Memphis Redbirds
• Pat Mitchell Worley, Greater Memphis Arts Council

CVB Staff

• Kevin Kane, President / CEO
• John Denman, Administrative Coordinator
• Bonnie Dickson, Staff Assistant
• Calvin Taylor, V.P. Government Relations
• Mary Schmitz, V.P. Business Development