Anyone can see that the city of Fayetteville has got a lot going for it. Rather it be the lifetime local who has watched their hometown grow exponentially over the years or the traveling tourist staying in the city as they explore the Ozarks, they can both agree it’s pretty difficult to be bored in the home of the Arkansas Razorbacks. The latest chief executive officer of Experience Fayetteville, the city’s tourism bureau, holds the same belief.
Ryan Hauck, CEO of Experience Fayetteville since July 2025, jumped at the opportunity to call Fayetteville his new home. Hauck previously served as executive director of Cody Yellowstone in Wyoming. Hauck said he initially wasn’t interested in leaving his previous position, but, as he learned about the role, the more excited he grew to take on the challenge.
Hauck said he was intrigued by everything the city had to offer, naming aspects such as its “four seasons” weather, its population size, its foodie culture, its art scene, the Razorback Greenway connectivity and the energy a “thriving SEC university town” cultivates.
“The more I looked into it, I was like, ‘My gosh, this truly might be one of my dream roles,’” Hauck said. “When I finally got through the interview process and I was offered the position, my wife actually said yes before I did, which felt like a great sign.”
Acting as CEO of Experience Fayetteville is a delicate responsibility. The position drives the economic engine behind the city’s touristic happenings. The tourism bureau aids in hosting several beloved local traditions such as Fayetteville Restaurant Week, the Strawberry Festival and Lights of the Ozarks. The organization has also helped usher in new events to the city such as the USA Cycling Cyclocross National Championships. Additionally, Experience Fayetteville and the University of Arkansas partnered to bring international soccer to Arkansas for the first time with the 2026 Club América's Golden Crash.
The position helps ensure that the organization adheres to the Experience Fayetteville Destination Master Plan, a comprehensive vision for the city’s future. The plan was led to creation by Fayetteville Mayor Molly Rawn, who previously held Hauck’s position.
“A lot of what we do at Experience Fayetteville is focused on strategically marketing and selling the destination, driving visitation, supporting local businesses and fueling economic impact through non-resident spending. At the same time, we’re intentional about protecting what makes
Fayetteville special, ensuring that, as we grow, we retain our culture and our identity as a city,” Hauck said.
The concept of tourism is not just a benefit for the city – it’s a necessity. The core of Fayetteville’s success lies within the strong connections locals have to their hometown, but local love can’t support a city as large as Fayetteville on its own. Tourist attractions bring in financial support that drives the city forward.
Hauck said that tourism is the second largest industry in Arkansas and that the state brought in over $10 billion in direct spending through tourism activity in 2025. He also said that Fayetteville tourism activity in 2025 resulted in seven million visitors that produced $800 million in visitor spending and a 4.9% increase in hotel, motel and restaurant collections, which is Experience Fayetteville’s funding source.
Alongside driving the city’s touristic attractions, Experience Fayetteville is responsible for any events that are held at the Fayetteville Town Center, such as nonprofit banquets, corporate events or concerts.
“That’s a huge community asset that we have here. We make sure that we’re able to host all sorts of groups. Not just the Fortune 500-type events, but also making sure we’re partnering with our local nonprofits as well,” Hauck said.
As he nears the end of his first year as Experience Fayetteville’s CEO, Hauck is already thinking far into the future. He recognizes that the region of Northwest Arkansas is constantly receiving nationwide attention as one of the best places to live and as one of the fastest growing areas in the country. He hopes to utilize this momentum to increase the city’s already thriving sports attractions. In tandem with the Razorback sporting events, Experience Fayetteville is working to take advantage of the natural landmarks such as Mt. Kessler and Centennial Park for its biking trails. Additionally, the city’s upcoming aquatic center has potential to bring aquatic sporting teams to Fayetteville.
Hauck also helped secure a five-year partnership between Experience Fayetteville and a local nonprofit, Northwest Arkansas Equality, helping to strengthen and sustain their many community festivals in Fayetteville and the surrounding region.
"This partnership reflects who we are as a community and where we're headed... We're excited to support NWA Equality through a long-term commitment that helps strengthen Fayetteville's identity... while keeping the community at the heart of what we do," Hauck said in a news release.
Additionally, Experience Fayetteville implemented a collection of free industry training programs, including a program that teaches participants how to become professional influencers. Skills classes include food photography, social media management and launching campaigns.
The organization also plans on taking advantage of the city’s trail connectivity and launching a new tradition: "trailgating.” After an afternoon spent downtown, Razorback game attendees will march through the Razorback Greenway into HogTown to prepare for the game.
Check out Experience Fayetteville to view the city’s upcoming events calendar, plan out your next adventure or learn more about Fayetteville's restaurant scene.
…we’re intentional about protecting what makes Fayetteville special, ensuring that, as we grow, we retain our culture and our identity as a city.