New VC tourism director sees real potential

Susan Sutton's Virginia City experience began when she was a child. Her family would take a day away from their Donner Lake cabin to play tourist on the Comstock.

She's returned from time to time, but as the new director of the Virginia City Convention and Tourism Authority, she's seeing it from a different angle.

She said she's excited about the possibilities.

"The history here is incredible," she said. "In the 1860s, $6 million a year came out of Virginia City, and Mark Twain walked the streets here while writing for the Territorial Enterprise.

"When I read about the Comstock, I realized that throughout history, Virginia City kept re-creating itself," she said. "I think the town is just starting to do that again."

Sutton was all energy as she buzzed around her new office Thursday.

Is she married? No. Age? Not telling.

She did talk about piggy-back marketing, a coordinated effort between towns or counties to market an area together, rather than separately. It's a tried-and-true concept she feels can work here.

"We need to partner with Reno and Carson City," she said. "We have the views and the flavor, and right now, Carson City has the rooms."

A veteran of the marketing business, Sutton was executive director of the Stockton San Joaquin Convention and Visitors Bureau for two years. She was tourism director for El Dorado County for four years.

"I have a real passion for what I do," she said. "And when you find your passion, everything falls into place."

Sutton has distinguished herself in the travel industry with an innovative and practical approach to tourism marketing. She believes defining and creating the tourism experience can translate into dollars.

"People want to get excited," she said. "They're looking for that experience, and I think the experience here is the people and the history."

Years ago, Sutton worked in Germany, and she said Europeans are enthralled with "Bonanza" TV reruns.

The European and Japanese tourist markets are slowly returning after the attacks of Sept. 11, 2001, and she feels signs greeting them in their native tongues wouldn't hurt.

"I want to develop new ideas," she said. "So I'll be throwing a lot of stuff on the wall to see what sticks."

In her spare time, Sutton enjoys snow- and waterskiing, hiking, swimming and biking. She is divorced and has two grown sons, Steven and James Sutton.

Contact Susie Vasquez at svasquez@nevadaappeal.com or 881-1212.