Kristi Olsen-Hayes is a York County native whose passion for her hometown has informed her career in the region’s economic development and tourism industry. We recently asked her to share with us a bit about her background, her emphasis on strategic collaboration, and balancing Yorktown’s historic charm with economic development. And, of course, she shares with us her dream dinner guests.
CoVaBIZ: You have worked on behalf of York County’s economic and tourism development for over 21 years. Tell us about your background and what inspired you to pursue a career in economic development, particularly in such a historic city?
Olsen-Hayes: Tourism and my passion for my hometown is where it all began for me. In 2002, York County hired me as its first Tourism Coordinator. My first assignment was the three-day grand opening of Riverwalk Landing, which laid the groundwork for developing community events, attracting tall ships, and increasing overall visitation to our area. Building on the idea of strategic collaboration is very exciting to me, and when York County’s offices of Economic Development and Tourism Development merged in late 2021 to become a department, I knew it had great potential to codify the existing synergies and provide organizational continuity, a consolidated resource base, and opportunities for new ways of doing business in the future.
Tourism is a key revenue driver for the County and our local businesses. While my role may have expanded, my mission remains the same: to create a vibrant community that offers a great destination and business opportunities.
Are there any mentors or role models who have influenced your approach to leadership?
I grew up in a small waterfront community in York County called Dandy, raised by three role models: my mother, grandmother, and great-grandmother. I’m so thankful to have been raised by three strong, loving and independent women, who always took care of business.
As for my mentor, I would say J. Mark Carter. From my first days on the job and the opening of Riverwalk Landing, which he had a very big part in, to his role as Deputy County Administrator to his post-retirement appointment to the EDA, he has an unwavering commitment to York County. His encouragement and support is always present and that has meant the world to me.
What strategies are you deploying to attract new businesses and support the growth of existing ones, and how do you balance the need for innovation and modernization with the preservation of Yorktown’s historic charm and character?
What draws families and businesses to York County? The educated workforce, schools, low taxes and quality of life. We have legacy grant programs and resources that we communicate through monthly email newsletters, personal visits, County publications, and our participation in local Chambers and networking events. The EDA is very engaged in creating opportunities to bring new businesses and supporting the growth of existing ones.
Balancing the need for innovation and modernization with preservation is a delicate balance. I think a good example is the expansion of the Yorktown Pub. The restaurant is an important piece of the charm and nostalgia, but it also needs to thrive economically. They have an ambitious renovation in the works—one that not only preserves the best of what it is, but also makes way for what the patrons of today are looking for in their dining choices. I think the balance is achieved when there is a commitment to implementing best practices for planning, citizen engagement, and business partnerships.
The now-cancelled initiative to have Princess Cruise Lines ships dock in Yorktown this year faced a fair amount of criticism and opposition. What lessons have you and your team learned from this experience that you can apply to future economic development initiatives in the historic city?
Hindsight is always 20/20, but for me, the biggest takeaway is just a reinforcement of what I already believe: any “new” idea should include citizen engagement early and often. We relied on Princess to communicate with residents in the area and that just didn’t happen within the timeline we recommended.
But no matter how much we convey, there will always be somebody that will think we are hiding something and try to find fault. But it’s important here to note that cruise ships are still a part of the Yorktown tourism ecosystem—American Cruise Lines and visiting tall ships have been terrific partners for more than 21 years and bring revenue and great exposure to the businesses and attractions at the waterfront and in the region.
Despite managing dissent from some residents, our team approached the situation with agility and resilience. We diligently worked to showcase the positive benefits these cruise ships could bring to our area. Even though Princess Cruise Lines withdrew from the pilot program, this experience demonstrated our team’s ability to handle adversity with grace and determination.
What opportunities do you see for collaboration with neighboring cities or regions to enhance economic and development outcomes?
What’s good for the Peninsula and the region is good for York County. We have been taking that approach for a while now with initiatives like the Eastern Regional Industrial Facility Authority (ERIFA) and our active participation in the Hampton Roads Alliance. We continue to collaborate with our local Chambers, Visit Williamsburg and many other regional organizations. To commemorate the approaching 250th Anniversary of the United States, York County is partnering with many historical organizations to feature events celebrating milestones in our nation’s fight for independence. This year’s event calendar features the 200th Anniversary of Lafayette’s Grand Tour of 1824, a specially-themed Yorktown Victory Market, and a weekend of celebrations to commemorate the 250th Anniversary of the Yorktown Tea Party.
Please share an example of a challenge you faced along your professional journey and what you learned from that experience.
There are myriad challenges in the tourism industry, but in my career, the largest challenge I’ve faced was the pandemic. COVID hit the hospitality and tourism industry hard. Even during a historic pandemic, I couldn’t have been more proud of the work our team did to continue programs and offer services for our residents, visitors, and businesses. We pivoted our calendar of events towards successful events like “drive-thru” Yorktown Market Days, virtual concerts, concerts with socially distant “dance circles,” and provided on-site activities that accommodated CDC guidelines. I have learned that I work with the most talented, dedicated, and capable staff that love this County and share my passion in the great work we get to do.
What is the most unusual or unexpected item on your home or office desk, and is there a story behind it?
I love pictures and mementos and I have a lot of them to remind me of the things I love most: family, the beach, and my love of travel. But probably my most cherished is a picture of a heron that my grandmother painted; it’s hanging in my office and goes perfectly with my nautical beach vibe.
If your organization had a theme song, what would it be, and how does it capture its essence?
The first song that comes to mind is “We Are Family.” Everyone on the team is family. We cover for each other when we’re sick; assist when we need help with a project; and teach and support one another. Every member of the team has their own strengths and weaknesses and that’s what makes our team so invaluable.
If you could invite any three people, living or dead, to a dinner party with you, your family and your team, who would you choose and why?
Jimmy Buffett – I’ve been a Parrothead for as long as I can remember, enjoyed dozens of concerts, but never got to meet him. He was a master marketer who was on a permanent vacation and sold escapism like no one else. Fins up!
My late cousin, Tracey – We were born four weeks apart and raised more like sisters than cousins. We traveled and vacationed together throughout our childhood and early adulthood and backpacked through Europe after we graduated from college. We lost Tracey in her early 20s, which left a huge hole in my heart. She taught me to live life to the fullest, to know my worth and to always show kindness, grace and love.
My late grandmother, Cora – I will forever cherish my childhood memories growing up with Granny. How appropriate that her name means “honest, virtuous, or good.” To me, her name means “love.” The lessons she taught me have shaped who I am today.
What is your favorite digital or analog productivity tool?
My Outlook calendar—it keeps my days and meetings organized and I’d be lost without it. The second would be my Apple Watch. Any new job comes with some added stress. I use my watch to monitor my heart rate, steps, and rest. That is as digital as I get! I’m still a huge fan of a handwritten “to-do” list.
