To amplify the campaign’s reach, Visit Lake Charles partnered with more than 40 local businesses to display posters, coasters, and coffee sleeves, while business owners shared messages on social media about tourism’s importance. VLC also teamed up with Lake Charles Regional Airport, the City of Lake Charles, and the Calcasieu Parish Police Jury's Parks Department to broaden visibility.
Additionally, the campaign was tailored with dual messaging, reminding locals of tourism’s positive impact while letting hotel guests, our visitors, know, “We See You.” Through signage and in-room materials, the campaign offers a warm welcome and appreciation to visitors who help shape the heartbeat of our community.
Then, when content creators Josh and Jase made an unplanned stop in Lake Charles during National Travel and Tourism Week, their visit naturally reflected the spirit of the VLC campaign: “Always Here.” Without a scheduled tour or partnership, their real-time storytelling captured the essence of being a visitor in Southwest Louisiana.
Senior Director of Social Media/Communications, Kathryn Shea Duncan, quickly engaged by sharing tips, amplifying their posts, and leaning into the moment. The result: thousands of engagements, expanded reach, earned media coverage, and global visibility. Their spontaneous visit became a storytelling opportunity that highlighted the power of real-time destination marketing.
Honoring Our People: 2025 ROSE & Legacy Awards
While the “Always Here” campaign focused on visitors’ impact, the ROSE Awards (Recognition of Service Excellence) and Legacy Awards recognized the people who make those visits unforgettable. On May 1, Visit Lake Charles hosted its fourth annual ROSE Awards ceremony at L’Auberge Casino Resort, celebrating frontline hospitality workers and community leaders whose service sets the standard for excellence.
Eight ROSE Award recipients were honored for their outstanding performance across key areas of hospitality, including culinary, transportation, guest services, and hotel operations. Nominated by peers and selected by a panel of judges, these professionals represent the best of what Southwest Louisiana has to offer.
The 2025 ROSE Award recipients include:
- Outstanding Banquet/Catering Professional: Ryan Fogleman, Owner of Cajun Café Catering
- Outstanding Bartender: Melody Richard, Bartender at Que Pasa Taqueria
- Outstanding Culinary Professional/Chef: Colt Mire, Chef and General Manager at Tia Juanita’s Fish Camp
- Outstanding Culinary Service Professional: Demi Fontana, Assistant General Manager at Fat Pat’s Bar and Grill Lake Charles
- Outstanding Front Desk/Guest Service Professional: Deanna Young, Lead Night Audit at Holiday Inn Express & Suites Sulphur - Lake Charles
- Outstanding Hotel Sales Professional: Karen Kober, Hotel Sales Manager at L’Auberge Casino Resort Lake Charles
- Outstanding Housekeeping Professional: Christina Collier, Housekeeping Manager at Hampton Inn by Hilton Sulphur
- Outstanding Transportation Professional: James Hollier, Skycap at Lake Charles Regional Airport
In addition, Legacy Awards were presented to individuals and organizations making long-term contributions to the tourism industry, from arts and culture advocates to public servants, entrepreneurs, and sports partners. These honorees exemplify leadership, innovation, and commitment to enhancing the visitor experience in Southwest Louisiana.
The 2025 Legacy Award recipients include:
- Hospitality Arts & Tourism Award: Calcasieu Theatrical Arts
- Public Service Award: John Ieyoub, Former District D Lake Charles City Councilman
- Tourism Lifetime Service Award: Stella Miller, Founding Executive Director of the Black Heritage Gallery
- Lasting Impression Award: Rebekah Hoffpauir, Head Chef/Owner of The Bekery
- Sports Partner of the Year Award: Aaron Castete, Director of Operations for the Lake Charles Gumbeaux Gators
- Tourism Champion: Larry Howard, LHSAA Marsh Madness Basketball
- Shelley Johnson Tourism Leadership Award: Sam Wilkinson, President and CEO of First Federal Bank of Louisiana
- Chair’s Cup Award: Bryan Beam, Former Calcasieu Parish Administrator
The “Always Here” campaign and the ROSE Awards highlight both sides of tourism: the visitors who fuel our economy and the hospitality professionals who make them feel at home.
Visit Lake Charles On The Geaux
Tourism Day at the Louisiana State Capitol
On May 15, Visit Lake Charles joined tourism leaders from across the state at the Louisiana State Capitol for Tourism Day, hosted by the Louisiana Travel Association. Chief Operating Officer Shanna Landry represented the destination, sharing the positive impact that visitors have on Southwest Louisiana and advocating for continued investment in the tourism industry. The day provided an opportunity to connect with legislators, highlight recent successes, and reinforce how Southwest Louisiana contributes to the statewide tourism economy through cultural events, sports, hospitality, and year-round travel experiences.
Louisiana Travel Association’s Leadership Forum
Visit Lake Charles leadership attended the two-day Louisiana Travel Association’s Leadership Forum in New Orleans, an educational event designed for senior-level professionals across the state’s tourism industry. The forum provided an opportunity to engage with fellow executives, share insights, and explore strategies for advancing Louisiana’s travel economy. Shanna Landry, Heather Savoie, Eric Zartler, Taylor Beard Stanley, and Timothy Bush represented Visit Lake Charles. The forum emphasized collaborative leadership and continued innovation to move the industry forward.
Inbound Insider Steps to Success™ program
Visit Lake Charles participated in the first-ever full-day delivery of Steps 1–3 of the Inbound Insider Steps to Success™ program, a strategic training designed to strengthen international travel trade engagement. VLC’s Director of Global Sales Kaitlyn Gallegos, and Director of Association Sales Emily Treme, joined state and industry partners, including local hotel representatives Midge Singleton-Powers and Alicia Boutte, for the session hosted by the Louisiana Office of Tourism in partnership with the International Inbound Travel Association and Alon Tourism Solutions. The program equips tourism professionals with tools and insights to expand global reach and generate measurable results for destinations. Visit Lake Charles will apply this training to enhance international tourism efforts in Southwest Louisiana.
Around the Destination
Visit Lake Charles Welcomes New Board Members
Visit Lake Charles has appointed five new members to its board of directors: Derrick Morris, Jana Crain, Janie Frugé, John Hamati, and Kala Kuhlthau. These individuals represent a broad range of industries, including media, arts and culture, healthcare, hospitality, and finance, bringing valuable perspective and experience to the organization’s leadership.
Visit Lake Charles is governed by an 11-member board, chaired in 2025 by Nathaniel Allured, with Hiren Zaveri as vice chair and Richert Self as secretary/treasurer. Check out the full press release here to learn more about each new board member.
Visit Lake Charles Recognizes Local Partners During National Travel and Tourism Week
During National Travel and Tourism Week, the Visit Lake Charles team took time to thank media partners who help share Southwest Louisiana's story. Senior Director of Social Media and Communications Kathryn Shea Duncan and Director of Communications Candy Rodriguez visited local media outlets to personally thank them for their continued support in promoting the region’s vibrant culture, events, and visitor experiences. Each stop included a sweet treat as a small token of gratitude for their role in amplifying the Southwest Louisiana story across platforms.