Redefining Spokane’s Sports Identity: Inside “The Fifth Season” with Keytra Lewis

How do you turn a traditionally slow tourism season into a powerhouse sports destination moment? Spokane Sports did just that with The Fifth Season — the region’s first branded indoor track and field season. In this episode, we sit down with Keytra Lewis, Associate Vice President at Spokane Sports, whose team’s bold and innovative campaign earned them Sports ETA’s Destination Branding & Marketing Campaign of the Year (population under 500,000). Keytra shares the story behind the campaign, strategies for driving hotel stays and community pride in winter months, and actionable takeaways other destinations can use to inspire their own brand-building efforts.Join us!

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This episode is 10 minutes long.

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This episode was published on October 25, 2025.

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