Both visitors and longtime residents would agree that Williamson County has a lot to offer. However, not everyone knows about the latest store opening, or which restaurants to recommend if asked about a specific type of food or atmosphere. That’s where Visit Franklin can help.
Visit Franklin is the official destination marketing organization focused on attracting visitors to Williamson County. In fact, the Visit Franklin office located off of Main Street in downtown Franklin, focuses on Arrington, Brentwood. Fairview, Leiper’s Fork, Nolensville, Spring Hill and Thompson’s Station, in addition to the city of Franklin. Not to be confused with the Chamber of Commerce for Williamson Country, which provides information about doing business in the county, Visit Franklin works with visitor facing businesses and assists tourists and residents with information about local events and offerings.
“Back in 2017, we noticed employees working in the field of hospitality and hotels did not necessarily live in the area,” says Heather Doleshel, Senior Manager of Stakeholder Engagement, Visit Franklin. The Ambassador Program was born with the goal of educating the hospitality community to actively share what to do and see in the area and help keep tourist money in the local economy. Visit Franklin staff recognized it was important for hospitality and hotel employees in particular, to experience local attractions and restaurants themselves so they could talk about it based on firsthand experience.
“Hotel occupancy taxes go back into the community," explains Doleshel. “It is in our interest for all merchants, hospitality businesses in the area, and residents to know where to get the best steak or recommend a coffee house or a battlefield to visit.” The program also helps attendees feel more invested in the community.
The ambassador program initially only offered 25 ambassador certifications a month. Today, due to the generosity of sponsors such as Vanderbilt Health OnCall, they can offer up to 60 certifications per month free of charge. It is also now open to the public on a first-come, first-served basis. The Ambassador Program, which runs from April to October, has certified 1,300 ambassadors to date. “An ambassador certification means you understand and can assist tourists,” says Doleshel, who is excited about the growth of and interest in the program. “Every month the classes fill up.”
The first part of the program is in a classroom setting whereby participants learn marketing data and how tourism impacts the area. One key data point, for instance, is that Williamson County saw $1.195 billion in direct spending from visitors in 2022 according to data collected by Tourism Economics and the Tennessee Department of Tourism Development. The data presented is not just information that is interesting but it also helps businesses understand how best to market their product and/or business. The group then takes the Franklin Hop Trolley to explore the surrounding area and see the attractions firsthand. “Learning is key to sharing,” says Doleshel.
The tour is designed to give the program attendees an overview of local businesses. Participants who complete the program in its entirety, not only receive an Ambassador pin and discounts to designated locations, a mixer, called “Connect” is also held once a month for the ambassadors to maintain their connections. Ambassadors meet business owners and network with one another. They in turn, go out and become credible sources of valuable information and help promote all that Williamson County has to offer.
Each city in Williamson County has its own unique offerings so there are plenty of new things to learn. “I have heard from people who have lived here all their lives, ‘Oh I didn’t know that was there,’” says Doleshel. Not only can anyone be an ambassador, it is fun, it is a learning experience and it gives back to the community. It’s a win/win situation for all. VisitFranklin.com/ambassador
2024 Program Dates
- April 9th
- May 14th
- June 11th
- July 9th
- August 13th
- September 10th
- October 8th