Lexington's Tourism Agency Spends Big on Bonuses, Expenses

Does VisitLEX's investment in marketing and hospitality pay off for the city?

Apr. 13, 2026 at 3:35pm

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A bold, geometric illustration depicting the grand scale of Lexington's tourism industry, with sweeping, airbrushed gradients and towering forced perspectives of the city's skyline, conveying the conceptual idea of a tourism organization investing heavily in marketing and hospitality to draw visitors to the city.Lexington's tourism agency invests heavily in marketing and hospitality to attract visitors, but questions remain about the strategy's long-term impact on the city.Lexington Today

VisitLEX, Lexington's tourism organization, is spending over $13 million this year on competitive salaries, sizable bonuses, and various expenses like fine dining and trade shows in an effort to attract more visitors to the city. While the agency is largely funded by a transient room tax on hotel stays rather than taxpayer money, questions remain about whether this spending strategy is effective in boosting Lexington's tourism.

Why it matters

Lexington's tourism industry is a crucial economic driver, but the city's residents ultimately foot the bill for the convention center's debt if visitor numbers decline. VisitLEX's spending on bonuses, entertainment, and marketing aims to keep the city competitive as a travel destination, but there are concerns about transparency and accountability around these expenditures.

The details

VisitLEX, which has a $13.2 million budget for fiscal year 2026, spends heavily on sales and marketing efforts, including attending 30 trade shows outside Lexington in 2025 that generated 68,000 room nights in future business. The agency also hosts regular 'familiarization tours' to woo meeting planners and travel professionals. VisitLEX's credit card statements show significant spending on items like custom trade show displays, local dining, transportation services, and Keeneland-related expenses. The organization offers competitive salaries and bonuses to its staff, with the CEO receiving a $290,000 salary and a $58,000 incentive in 2025.

  • VisitLEX's spending spikes occur around April and October, coinciding with Keeneland's spring and fall meets.
  • In fiscal year 2025, VisitLEX's salaries increased by almost 8% to $2.2 million.

The players

VisitLEX

Lexington's tourism organization, which is largely funded by a transient room tax on hotel stays and is responsible for marketing the city as a travel destination.

Mary Quinn Ramer

The president of VisitLEX, who oversees the agency's spending and marketing efforts.

Marci Krueger-Sidebottom

The vice president of sales and services at VisitLEX, who tracks the organization's lead generation and booking rates.

Tom Harris

The chair of the Lexington Convention and Visitors Bureau Board of Directors, which provides oversight and governance for VisitLEX.

Linda Gorton

The mayor of Lexington, who appoints some members to the VisitLEX board.

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What they’re saying

“Oftentimes, people say, 'Oh, well, Lexington sells itself.' And there couldn't be anything further from the truth, right? No, that's what we do. We're constantly selling the city. We're constantly reminding people to remember us.”

— Mary Quinn Ramer, President, VisitLEX

“We really have to lean in and win on the customer service, on the fact that we are going to make you feel like you're the only group in town. We are going to have this frontline staff that is going to blow you away with their accommodating spirit and can-do sort of attitude.”

— Mary Quinn Ramer, President, VisitLEX

What’s next

VisitLEX is pushing for a new 2% hotel fee that would be used to market Lexington as a destination for conventions, meetings, and other large-group business. The fee would be managed by a new public-private partnership.

The takeaway

VisitLEX's aggressive spending on marketing, hospitality, and employee incentives aims to keep Lexington competitive as a travel destination, but the strategy raises questions about transparency and whether the investment is truly paying off for the city's residents. As Lexington's tourism industry evolves, balancing the needs of visitors and locals will be an ongoing challenge.