By Jennifer Donatelli
Long Islanders know they’re lucky to live in one of the most beautiful places in New York state and across the globe. Whether you’re a lifelong resident or a new or recurring visitor, there’s always something to discover on Long Island.
Kristen Reynolds, CEO and president of Discover Long Island, is at the helm of this nonprofit organization that markets the region as a world-class tourist destination.
Reynolds has been named a TBR News Media Person of the Year for her transformative leadership, exceptional community involvement and unwavering commitment to advancing tourism and economic development on Long Island.
Reynolds and her team at Discover Long Island work to promote a positive perception of Long Island across the globe, which draws lucrative visitors, stirs business attraction — and drives economic development throughout the region — all for the purpose of improving the quality of life for Long Island residents.
Her appointment as CEO in 2018 marked the beginning of a new era for Discover Long Island, the region’s premier destination marketing organization. Under her stewardship, the organization has seen unprecedented growth in tourism, regional partnerships and community engagements, elevating Long Island’s profile as a world-class destination, attracting 41.8 million visitors each year and significantly boosting the local economy by generating over $5.8 billion in revenue for the Island in 2021.
Gloria Rocchio, president of the Ward Melville Heritage Organization, witnessed this firsthand, having been on the board that hired Reynolds. Describing her as “a creative person who thinks out of the box,” Rocchio says Reynolds is a visionary who inspires and empowers those around her and says hiring her was “the best decision we ever made.”
Under Reynolds’ helm, the nonprofit has undergone a complete overhaul and refocused its internal strategy, including rebranding and social media. “When I first got here,” Reynolds explains, “we had one Facebook page and no social media.” She continues, “We focused on communications, content creation and rebranding.” Currently, the organization employs 25 full-time employees, including an entire in-house social media and video production team that maintains and grows the company’s 11 social media accounts, You Tube channels, a weekly podcast called Long Island Tea and most recently an AI chatbot on their website named LILI. Reynolds describes her team as “eating, sleeping and breathing our brand,” and they wouldn’t have it any other way.
“Kristen has completely transformed the way Long Island is perceived, both in the U.S. and internationally,” says Rocchio. “Her ability to connect with people, build partnerships and elevate Long Island’s offerings has been nothing short of remarkable.”
Originally from Midland, Texas, Reynolds graduated from Arizona State University with a degree in public relations and began her career as a coordinator for the Arizona Tourism Bureau. She spent six years there, eventually becoming the youngest tourism director in the state of Arizona.
Claiming she’s “always up for a challenge,” Reynolds has rebranded and marketed countless organizations, resorts and tourism bureaus, including turning the Sheridan Wild Horse Pass Resort and Spa in Chandler, Arizona, into the only five-star, five-diamond resort on Native American land in the entire state.
As a single mom of two young girls at the time, Reynolds admits it was a tough decision to uproot them and move across the country to “the middle of nowhere” as her friends say, but she did it and has never looked back. “I love Long Island, the beaches, the close proximity to New York City and the four seasons,” she says with a smile.
Championing a blend of marketing innovation, strategic partnerships and sustainable tourism development to ensure Long Island remains a top-tier destination, Discover Long Island has expanded its reach with digital marketing campaigns that spotlight the Island’s diverse attractions — from its world-renowned wineries and beaches to its rich cultural heritage and vibrant culinary scene.
Beyond her professional accomplishments, Reynolds is a staunch advocate for Long Island’s community. She believes that true progress can only be achieved when communities work together, and her tenure has been defined by a focus on collaboration.
Dede Gotthelf, experienced this firsthand. Owner of the Southampton Inn, Gotthelf said the need to attract visitors in the fall and winter months has always been a must for the local business communities “With Kristen’s innovative marketing ideas, she has transformed the East End into a year-long destination vacation spot.”
In addition to her work with the community, Reynolds works closely with local governments, civic organizations and nonprofit groups to ensure that Long Island’s tourism growth is sustainable and beneficial to all. Her efforts have fostered a spirit of inclusivity, ensuring that Long Island’s future remains bright for everyone, from residents to tourists.
Crediting much of her success to a philosophy rooted in empathy, transparency and empowerment, Reynolds believes in leading by example, working closely with her team to ensure that everyone’s voice is heard and that all ideas are considered. This approach has earned her the respect and admiration of her colleagues and fellow Long Islanders.
Reynolds says she is fortunate to have the support and hard work of her driven team who understand the mission and purpose of Discover Long Island. “They’re passionate about what they do. We make it look fun and glamorous, but the expectations are high and I run a tight ship.”
Sharon Wyman, chief operating officer at Discover Long Island, and a native of Bay Shore, has been with the company for 23 years and has seen firsthand the changes that Reynolds has made. “Before she came there, we needed a major overhaul and to rebuild relationships within the Long Island community,” Wyman credits Reynolds with the success of Discover Long Island and says, “She is always the first to know what we need and makes things happen.”
Wyman says Reynolds takes the team under her wing and is a great mentor to the staff.
“Her best quality as a leader,” explains Wyman, “is that she is an innovator who likes to take risks, and bring new ideas to life.” Reynolds’ co-workers describe her as a “fun, humble and warm hearted” leader who is a great mentor and is not afraid to take risks.
Ed Carr, director of sales and advocacy and stewardship for Discover Long Island, has worked with Reynolds for three years and describes his boss as being “exceedingly competent and an iconoclast.” He explained that her legislative knowledge, marketing and tourism experience and the fact that she’s not from Long Island, allows her to be able to bring an outside perspective on what needs to be done.
Carr says, “Kristen is very cutting edge. She’s always looking to do something that hasn’t been done. She has a desire to try new things. As a result, we are trendsetters in the tourism industry.” Carr explains that it is refreshing to have someone who understands the big picture of politics, cause and effect, and who is always looking for new ways to fund or streamline the processes.
“I’m proud of what we’ve accomplished, and I’m excited for what’s next as we continue to shape the future of this amazing destination,” Reynolds says with a smile.
As Discover Long Island continues to innovate and shape the future of tourism on the Island, Reynolds remains focused on ensuring that the region’s growth benefits everyone. Her leadership style, her unwavering commitment to the community and her vision for the future have solidified her place as a true leader, not just in tourism, but in Long Island’s overall development.
