Continuing the Momentum - Kouns Takes the Helm of Ashland Tourism

Continuing the Momentum

Kouns Takes the Helm of Ashland Tourism

Sasha Bush

The Ashland Beacon

The winds of change are blowing through Ashland, and they’re carrying with them a wave of excitement, energy, and undeniable promise. After a rigorous hiring process, the city has officially named its newest Executive Director and it’s a name many locals already know and love. Enter Celesta Kouns, a lifelong Ashland resident with deep roots, big dreams, and a heart set on transforming her hometown into a destination that dazzles. With vision, passion, and a powerful sense of purpose, Kouns is more than just a new hire—she’s a hometown hero ready to take the city she loves to new heights.

Ashland’s tourism world recently experienced a shake-up when longtime Executive Director of Tourism Brandy Clark announced she was stepping down. But the city didn’t rush to fill her shoes. Instead, it embarked on a thoughtful, extensive search for just the right leader—someone with the spirit of the city in their bones. And it turns out; the perfect candidate was right here all along.

“I truly was not looking for a job as I was the Regional Sales Manager for Malibu Jack’s,” Kouns shared. “But I saw this opportunity as a dream opportunity, so I applied. It was a lengthy hiring process, and the board was very careful and slow. I knew I needed to apply. I just felt so led to do it. In my life, I could not dream up a better position for myself. It is a dream come true.”

Indeed, for Kouns, this isn’t just another job—it’s personal. A 35-year resident of Ashland, she graduated from Boyd County High School in 1999 before studying Electronic Media at Ohio University Southern in Ironton. She’s since built a career rich in marketing and leadership, earning Google Marketing Certification and a certification in Sales and Operations Management from West Virginia University. Her background is impressive, but it’s her heart for Ashland that truly sets her apart.

Upon accepting the role, Kouns took to Facebook to share the news in a post that captured the emotion of the moment—and inspired a wave of community excitement.

“With a grateful heart I announce I was chosen to take on the role of Executive Director of Visit Ashland, KY,” she wrote. “This is more than just a job—it's a dream come true. Every chapter of my life, every lesson learned, every connection made, has led me to this moment. And I don’t take that lightly… This isn’t just a new title—it’s a calling. Ashland is the city that raised me, shaped me, and instilled in me a deep love for community, culture, and connection. Now, I have the chance to help build the city that built me.”

Kouns also paid tribute to her predecessor, Brandy Clark, whose leadership she called “humbling and inspiring.”

        One thing is certain: Brandy Clark’s legacy of leadership and growth in Ashland will resonate for years to come. Her vision not only ushered in a new era of development but also instilled a deep sense of pride throughout the community. Today, the citizens of Ashland, Kentucky, have much to be proud of.

As Clark passes the torch to Kouns, the city stands poised to continue the momentum she set in motion. The wave of progress that began under her guidance will carry Ashland forward, stronger and more unified than ever.

“To follow in the footsteps of Brandy Clark, a leader who poured her soul into this city and lit a fire in Ashland’s tourism efforts, is both humbling and inspiring,” Kouns said. “It is the privilege of a lifetime to carry the torch she so fiercely lit.”

But make no mistake—Kouns is not just here to maintain momentum. She’s here to build, create, and ignite a new era of tourism in Ashland.

“The most exciting thing about the position is the ability to create events that become core memories for people,” she explained. “There is so much potential here in Ashland—from what we have to offer to the amazing people and places that surround us daily.”

In the months ahead, Kouns plans to hit the ground running. Her goals are rooted in both community engagement and storytelling. She wants to help Ashland rediscover itself—and showcase its charm to the world.

“For the next few months, I plan on doing my best to pick up where Brandy left off,” Kouns noted. “She has been amazing to me and made sure that I have an understanding of my role. I do have a couple of ideas in mind for events and want to get as much community input and involvement as I can. I will share those with you as they get past the idea stage.”

Kouns is especially passionate about rewriting the local narrative.

“I want to work hard on changing the narrative from ‘we have nothing to do,’” she said. “We are not a boring place and have so much more to offer. I’m hoping to help our people see how amazing we truly are.”

She sees Ashland as a cultural gem with untapped potential, highlighting everything from the city’s food scene and live music to its welcoming atmosphere and community spirit.

“Ashland has so much to offer people—from incredible food, to live music and art,” Kouns emphasized. “We are so much more than meets the eye. Our potential as an area is one that is attractive to businesses, to families raising their kids, and to people just looking for a fun event. I want outsiders to see just how special we truly are—and I want us as people to know how special we truly are.”

As Kouns steps into her new role, one thing is crystal clear: she’s not just bringing experience—she’s bringing heart, hope, and a deep love for the city she calls home. Her vision is bold, her passion is contagious, and her mission is clear: to celebrate Ashland, elevate its voice, and help the world see the magic she’s always known was here.

Here’s to the future. Here’s to honoring the past. And here’s to creating with Ashland—for many years to come.