SHANNON KEENER, 28 / Marketing Manager, Visit Virginia’s Blue Ridge
Shannon Keener plays an integral part in helping promote Roanoke and Visit Virginia’s Blue Ridge (the official destination marketing organization for the region) as a must-visit. From campaigns and materials to online marketing and events, Keener helps establish a consistent brand, voice and tone for the region as an attractive destination. She was instrumental in creating the Virginia’s Blue Ridge Cheers Trail initiative, a campaign designed to highlight local craft breweries, wineries and craft spirits producers, and helped VBR establish some of the most popular social media channels in the region. Her work has contributed to record website traffic over the past year, as well as eight years of record growth for tourism-related spending in the area. Keener simply wants to visually showcase the region in a cool way. “I’d like to think I make a positive impact on our community by visually showcasing the region in a cool way … whether it’s taking photos at local restaurants or creating videos highlighting the stunning outdoor scene,” she says. “Then [people will] turn around and share it, so others can see how awesome this place is!”
- Obtained MBA through Radford University
From the Nomination: “From helping manage an online calendar of events that has served as one of the primary digital resources in helping people learn about things to do in the area, to developing artwork and logos that promoted Virginia’s Blue Ridge as America’s East Coast Mountain Biking Capital and an International Mountain Bicycling Association Silver-Level Ride Center, Keener has worked tirelessly in helping tell the story of our region and what makes it an amazing place to live and visit. The growth of tourism in the Roanoke Valley over the past decade has been the result of the hard work of countless people who want others to learn about what makes this a special place to call home, as well as visit for a vacation. And with the hard work of individuals like Keener, the future for the region looks very bright. Keener’s most impressive professional achievement is how many of her responsibilities and daily tasks are attributed to self-taught skills. Keener also stands out with her initiative and willingness to go above and beyond. Her ability to think outside the box, come up with creative ideas, and tell a story in unique ways are all very valuable tools, particularly in her line of work. And it’s all done from a place of trying to support the efforts of others – without bringing in her own agenda or ego.”
What do you love about Roanoke?
Keener: “I love that I get the best of both city and wilderness. I can spend the day kayaking down the river with my dog and easily make dinner reservations at a top-notch restaurant the same day. Also, there are no sharks or alligators.”
