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Lisa Burke, director of the North Platte/Lincoln County Visitors Bureau, received the Bruce Riley McDaniel Individual Professionalism and Lifetime Achievement Award at the Upper Midwest Convention and Visitors Bureau conference on Monday.

This award is presented each year to a professional in the tourism industry that has gone above and beyond in their work and careers.

Burke took over the Visitors Bureau in 2002 and put the organization on a path that would lead to an increase of both staff and revenue. Burke is also responsible for creating a promotion grant application process that awarded more than $862,000 in Promotion Fund grants.

“So much of what Lisa has led the Visitors Bureau to accomplish is behind the scenes, but no less vital to our community,” said Muriel Clark, assistant director of the North Platte/Lincoln County Visitors Bureau. “It has been a privilege to be a part of her team and work alongside her as she leads Lincoln County into becoming a destination for visitors, as well as a great place to live.”

Burke is no stranger to awards as she has already been presented with the Crystal Compass award for achievement by the Nebraska Association of Convention and Visitors Bureaus in 2012 and was named the 2015 North Platte Woman of Achievement for Government.

In her acceptance remarks, Burke stressed the importance of partnership within the community, from those within and without the industry.

“Partners, and our great staff and leadership from our board, have made it possible for the Visitors Bureau to achieve the accomplishments recognized by this award,” Burke said.

Under Burke’s leadership in marketing best practices, the Visitors Bureau became a Nebraska leader in social media marketing and was one of the first to create a website that went beyond a digital brochure. The Visitors Bureau went on to receive the Best Publication and Best Marketing Campaign awards at the 2014 Nebraska Tourism Conference.

The Professionalism and Lifetime Achievement Award is voted on by peers in the tourism industry from the seven states represented by UMCVB: Illinois, Iowa, Minnesota, Wisconsin, North Dakota, South Dakota and Nebraska.

For more information on the Visitors Bureau, visit its website at or call at 308-523-4729. The Visitors Bureau can also be found on Facebook @VisitNorthPlatte, Twitter @NorthPlatteNEBR and Instagram @visitnorthplatte.