I firmly believe that every crisis presents its own set of opportunities. In 2020, our nation was faced with two crises’ –the pandemic and the civil discourse around institutional racism– that altered the status quo for our industry, but these events also present tremendous opportunities to rethink organizational structures, expand recruitment efforts, and create more diverse and inclusive leadership roles.

After working at the LRCVB for almost ten years in various roles, I was selected as the organization’s President & CEO in 2010. I was the first women to hold this role, and by far the youngest person to ever take the reins. I understood expectations were high. There were multiple qualified applicants and plenty of opposition toward my candidacy during the search process. However, I also had a lot of support from key individuals within the organization and community. I know most aspiring women will face similar situations, and to them I say: Know who your supporters are; grow your base of mentors, and don’t be afraid to ask for advise and counsel when needed.

Thankfully, I had a mentor at home. I grew up with a mother that held management positions her entire career. I saw her fight to break barriers and overcome discrimination on multiple occasions, so when I was named CEO, I wanted to downplay the fact that I was a young woman. I was determined to be a great CEO, not just a great female CEO. I didn’t want people focused on my age or my gender. 

From being told that skirts and dresses are the expected attire for women in the workplace over pantsuits, to people constantly asking my age, to being the only women in the room, or being mistaken as the secretary from time-to-time, I faced a unique set of challenges as a woman in leadership. My advice for others is to be confident in your ability and don’t fall into a trap of overreacting to any of these type incidents. There will be more important battles to tackle along the way. Today, it’s easy for me to laugh at these situations, but they’ve also motivated me to help create more opportunities for women and minorities within our industry. 

There has been notable progress toward diversifying gender roles in C-suite and leadership positions across multiple industries, however I still find myself being the only woman at many tables. Too often women are still considered “pioneers” when they’re promoted to leadership positions, and in those roles, they still face a myriad of challenges. When I was going through the selection process for an executive position one of the members of the search committee, knowing I was the only female applicant, pulled me aside to ask if I could help arrange childcare for one of the male applicants that would be traveling from out-of-town with his family. Then, during my interview I was asked about my future family plans. He felt it was important to understand if I, as a single female, had plans to start a family in the next few years because that might affect my work productivity and dedication to the organization. Implicit bias about ‘traditional’ roles for women still exist. Oftentimes I feel women can be judged through a different lens, making us feel we must work harder and take on more tasks than our male counterparts.

Additionally, there is still a tremendous amount of work to be done to diversify the leadership within our industry in terms of race and ethnicity. I have always been an advocate for diversity and inclusion, but when these topics were spotlighted heavily in 2020, I realized that I had a platform and a responsibility to use it. I started with an op-ed piece in our state business journal in which I challenged my colleagues in leadership roles to create actionable steps and implement EDI (equity, diversity & inclusion) initiatives in their own organizations.

As a white leader, sometimes it’s uncomfortable for me to facilitate the challenging discussions around systemic racism and inequality. The fear of saying the wrong thing or mishandling your organization’s response to protests happening in your city and across the country, may cause hesitation. However, not only must we have those conversations, but we must also follow them with action. We cannot expect our black contemporaries to do all the work to create systemic change. By working together toward inclusion and diversity within our workplaces, we will create meaningful social change on a multitude of levels.  

In July of this year, I will be named Destination International’s board chair – only the 6th female to hold this position in the organization’s 107-year history, and diversity initiatives will be a key focus of my tenure. In Little Rock, we’re constantly reminded that the struggle for justice and equality didn’t end when nine students desegrated Little Rock Central High School in 1957. Similarly, the work of making our industry a more diverse and equitable one is never ending. Progress is a journey, not a destination. I believe it’s the job of every trailblazer to make the path forward easier for those who follow in their footsteps.

With that in mind, I was recently asked what advice I would give women and girls who desire leadership opportunities. Here’s my short list.

1. Find something you are truly passionate about. It may take a while to find the right fit but do not get discouraged. There is no longer a “traditional” path to success. And do not be afraid to bet on yourself and create your own path.
    
2. Take initiative on the job. Do not wait to be asked to do something if you see a need.
    
3. Little things in life matter…if you can’t embrace the little things, you will never be able accomplish the big things. Be attentive to the details because the quality of your work will speak volumes about your future potential.
    
4. Do not let others define who you are and do not let others’ opinions drown out your own.
    
5. Surround yourself with friends and colleagues who will challenge you intellectually. We cannot get comfortable and complacent in a world that changes as rapidly as ours or we will be left behind.

About Gretchen

Gretchen began working at the Little Rock Convention and Visitors Bureau (LRCVB) in 2001.  Her career began in the Operations division as an Event Coordinator; she provided leadership within the Little Rock hospitality industry with her work in celebrating the Grand Opening of the William J. Clinton Presidential Center and Park as well as the 50th Anniversary of the Integration of Little Rock Central High School. She later become the Director of Merchandising and Communications and managed the public relations, communications and marketing initiatives. She was named the bureau’s President and CEO in May 2011.

As the official destination marketing organization for the City of Little Rock, the LRCVB also manages public meeting facilities including the Statehouse Convention Center, Robinson Center, Ottenheimer Hall, First Security Amphitheater, and five downtown public parking facilities.   The LRCVB has 117 full-time employees, and another 100 part-time and seasonal staff.  During her tenure, Gretchen managed the $70 million renovation and expansion of Robinson Performance Hall and Conference Center, which closed July 2014 and reopened in November 2016.

Travel and tourism is one of the largest economic industries in the state of Arkansas, and Little Rock serves as the state’s capital and is the largest hub for tourism.

Gretchen serves on the executive committee for Destinations International as the Chair-Elect, is the President of the Heart of Arkansas Regional Tourism Association, past President of the Arkansas Travel Council, past Chair of the Arkansas Association of CVBs, past President of Skål Arkansas, an executive committee member of the Downtown Little Rock Partnership, and serves on the board of directors for the Little Rock Regional Chamber of Commerce.  She is also a member of the US Travel Association, Southeast Tourism Society and Little Rock Rotary – Club 99. 

In 2016, Gretchen was awarded Top of the Rock by the Downtown Little Rock Partnership; an annual award given to an organization, business or individual that has demonstrated extraordinary advancement for downtown Little Rock.  In 2017, she was honored as Smart Meetings Magazine’s Smart Women in the “Doers” category as well as receiving the Arkansas Diamond Award from PRSA – Arkansas Chapter and given the Distinguished Alumna Award by Lyon College. Most recently she was named the Arkansas Tourism Person of the Year at the 2019 Governor’s Conference, and received the 2020 Governor’s Arts Community Development Award.

Gretchen was a scholarship athlete in basketball while earning a Bachelor of Arts degree from Lyon College and later a Masters in Business Administration from the University of Arkansas at Little Rock. She is a Certified Meeting Professional and Certified Destination Management Executive.  She loves sports and volunteers as a basketball coach at Little Rock Christian Academy. She is also a published author, as the co-author of 100 Things to do in Little Rock Before You Die – 2nd Edition.