Sports Terre Haute Launched
Walker Set to Lead Effort
September 1, 2026
The Terre Haute Convention and Visitors Bureau has named Kelly Walker senior director of Sports Terre Haute, a newly created seni
or leadership position that will guide the development of a new division and a long-term strategy to strengthen Terre Haute and Vigo County’s position as a competitive sports destination.
Sports Terre Haute is being launched as part of the THCVB’s 2027-2031 Strategic Plan and represents an investment in one of the community’s strongest opportunities for tourism growth. The division will focus on increasing facility capacity, strengthening Terre Haute’s competitiveness for regional, state and national event bids, diversifying the athletics calendar to create more consistent year-round visitation, and better connecting the community’s venues and visitor assets.
Walker will serve as the foundational leader of Sports Terre Haute, establishing the division’s strategy, structure, partnerships and operating framework while leading implementation of the THCVB’s sports tourism priorities.
“Sports tourism makes up 80-85 percent of our visitors and is one of the strongest opportunities we have to grow tourism in Vigo County,” said Karen Dyer, Executive Director of the Terre Haute Convention and Visitors Bureau. “Kelly brings a tremendous combination of marketing expertise, sports knowledge, leadership and relationship-building experience. She understands how to build a brand, develop partnerships and turn strategy into action. That makes her the right person to build Sports Terre Haute and further develop our city and county as a competitive sports destination in Indiana and throughout the Midwest.”
The launch comes as new research underscores the economic opportunity.
An April 2026 market analysis prepared for the THCVB by the Indiana Tourism Association identified Terre Haute as one of Indiana’s larger competitive sports destinations and documented the impact athletic events already have on lodging, dining and the local visitor economy. The analysis found that the LaVern Gibson Championship Cross Country Course generates nearly $10 million in estimated local economic impact from seven major event weekends each year. It also projects the 2026 NCAA Division I Cross Country Championships will generate approximately $2.3 million to $3 million in economic activity in the Terre Haute area.
To advance the new strategy, Walker will oversee event recruitment and bid development, destination marketing, sports facility capacity and readiness, venue operations, sports asset collaboration and strategic partnership development. She will work with venues, collegiate athletics, sports organizations, attractions, outdoor recreation assets and hospitality partners to create a more cohesive sports destination and visitor experience.
“Terre Haute already has an incredible foundation for sports tourism — nationally recognized venues, a championship history, collegiate athletics and a community that knows how to host,” Walker said. “The opportunity now is to be intentional about what comes next. We want to identify where Terre Haute can compete, strengthen the assets we already have, pursue the right opportunities and create an experience that makes athletes, families and event organizers want to come here and come back. Done well, that impact extends beyond the venue to our hotels, restaurants, attractions and businesses throughout Vigo County.”
Walker most recently served as vice president of marketing and PR for RJL Solutions. She previously served as interim president of Union Health Foundation and has built an extensive career in marketing, communications, community engagement and partnership development. She also brings a strong athletics background to the position and currently serves as co-chair of the Championship Host City Experience for the 2026 NCAA Division I Cross Country Championships in Terre Haute.
The nationally recognized LaVern Gibson Championship Cross Country Course provides a model for the opportunity ahead. The venue has helped establish Terre Haute as Cross Country Town USA and demonstrated the value of pairing a premier facility with strong partnerships and a long-term commitment to championship-level competition. Sports Terre Haute will build on that experience while looking across the community’s broader portfolio of facilities and assets for opportunities to increase utilization, strengthen event bids and grow visitor impact.
The new division will complement the broader See You in Terre Haute plan and reflects the THCVB’s continued evolution from primarily marketing the destination to playing a more active role in developing the assets, partnerships and visitor experiences that drive tourism.
About Sports Terre Haute
Sports Terre Haute is the sports tourism division of the Terre Haute Convention and Visitors Bureau. The division leads a coordinated, long-term strategy to grow Terre Haute and Vigo County as a competitive sports destination through event recruitment, championship bids, venue and asset development, destination marketing and community partnerships.
About the Terre Haute Convention and Visitors Bureau
The Terre Haute Convention and Visitors Bureau works to strengthen the visitor economy of Terre Haute and Vigo County by attracting visitors, supporting events and conventions, promoting destination assets and working with community partners to develop experiences that generate visitation and economic impact.
