James A. Gaston

Tourism pioneer, outdoorsman dies

Gaston, 73, called marketer of Ozarks

James A. Gaston is shown in this undated photo.
James A. Gaston is shown in this undated photo.

A man described as the godfather of Arkansas tourism died Monday.

James A. Gaston was 73. He operated Gaston's White River Resort in Lakeview for 53 years and is credited with the idea of marketing Arkansas as a tourism destination.

"Jim understood tourism as an industry before the state of Arkansas did," said Mike Mills, founder and president of Buffalo Outdoor Center at Ponca. "Gaston's resort became an iconic resort in the state with Jim at the helm."

Mills is chairman of the Arkansas Parks, Recreation and Travel Commission.

Gaston was appointed to the commission by then-Gov. Dale Bumpers in 1973 and served as chairman of the commission from 1975-76. Gaston received a lifetime appointment to the commission in 1997 and remained an emeritus member of the commission until his death.

"He's been my mentor for years," Mills said. "He was king of the Ozarks. ... A brilliant thinker, ahead of his time."

Arkansas' current governor said Gaston left a legacy on the Natural State.

​"A great Arkansas character who enjoyed life and devoted himself to our great state, Jim Gaston was one of the pioneers of the tourism industry in Arkansas," Gov. Asa Hutchinson said Monday. "His name became synonymous with fishing and the White River. While he will be missed by many Arkansans, he has left behind a lasting legacy.​"

Former President Bill Clinton once called Jim Gaston "the Marlboro man," a reference to cigarette advertisements featuring a rugged cowboy.

"Jim Gaston was a good friend to me and to everyone who shared his love of fishing the White River, and the beauty of life in the Ozark Mountains," Clinton said Monday. "Arkansas tourism never had a better advocate and he will be missed by all of us who knew him and spent time with him in the natural surroundings he loved so much."

Gaston's White River Resort was founded by Al Gaston, Jim's father, in 1958, when he purchased 20 acres of White River frontage with six cottages and six boats, according to its website, gastons.com.

Jim Gaston was born in Herrin, Ill., on Dec. 18, 1941, and he had always wanted to be a businessman.

In kindergarten, he collected pop and milk bottles to earn money. In high school in El Dorado, Kan., during the 1950s, he produced a weekend car show -- complete with sponsors -- that made him $800. He also worked as a caddy and at the local Sears store, where he swept floors, washed windows and sold appliances on commission on Thursday nights.

After Jim Gaston dropped out of a Kansas junior college at age 20, his father sent him to Arkansas to run the fishing camp.

"My grandfather took control of it and turned it into what it is now," said Clint Gaston, Jim's grandson.

The Baxter County resort now covers more than 400 acres with two miles of river frontage, a lodge, 79 cottages and a 3,200-foot-long landing strip.

"Anything outdoors related to the state of Arkansas, parks and tourism, wildlife -- that was his big passion, trying to preserve things," Clint Gaston said.

Clint Gaston said he was getting more phone calls than he could field Monday morning, so he left a message to his grandfather on the resort's Facebook page for everyone to read: "You may be gone, but you will never be forgotten! You have taught me more than you will ever know, and I wouldn't be the man I am today without you. You have touched so many lives, and you will be missed by every single one of them. Thank you for all that you have done! You are the godfather of Arkansas and a true legend!"

Shelby Woods, chairman emeritus of Cranford Johnson Robinson Woods (CJRW), the Little Rock-based advertising and public relations agency, echoed those words.

"Our firm years ago specialized in the travel and tourism industry," Woods said. "Jim was a pioneer. Many people have called him the godfather of Arkansas tourism. He was forward thinking. He was innovative. He always found a way to stay ahead of the competition. He was always thinking about the state of Arkansas first."

Jim Gaston also taught himself stunt flying, wildlife photography, spelunking, Civil War history, computers and restoring old steam engines.

Clint Gaston said his grandfather walked away from three plane crashes.

"Jim lived life to the fullest," Mills said.

Jim Gaston was named Arkansas Tourism Person of the Year in 1985, and Arkansas Business named him the Arkansas Business Executive of the Year in 2010. In 2011, he was inducted into the Trout Nature Center Hall of Fame at Arkansas State University-Mountain Home.

He had been president of the Arkansas Tourism Development Foundation since its founding in 1970. He was a co-founder of the Arkansas Travel Association and served as its first president in 1982.

The Bull Shoals-White River State Park Visitor Center has a visitor and education center named in honor of Jim Gaston in 2006.

Jim Gaston and his wife, Jill, have been donors to ASU-Mountain Home. A lobby and lecture series there also bear the Gaston name.

Metro on 07/14/2015

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