Forty Under 40: Krista Cupp

Krista Cupp uses her voice to advance the region in real estate, outdoor initiatives, hospitality and business as communications lead for the Runway Group.

Cupp collaborates with regional powerhouses such as Heartland Forward, the Northwest Arkansas Council and Walton family projects to promote and enhance the area and its culture and support talent recruitment.

She influenced the council’s Life Works Here campaign and leads the communication strategy for the annual Heartland Summit. She helps lead the initiatives OZ Trails NWA, OZ Art NWA, and Fly OZ.

Communication skills developed early for Cupp, a former Missouri FFA champion in public speaking. Both of her parents were politicians. She spent summers campaigning, and at age 7, she became a dancer for the Jim Stafford Show in Branson, which put her in front of the audience before shows to visit with guests.

After graduating from William Jewell College with a bachelor’s degree in political science and government, she worked for the National Rifle Association as an information specialist and later the senior grassroots coordinator. She introduced NRA-endorsed candidates at speeches, debates and university events across the country, and she filmed a recurring legislative update.

“Trial by fire,” she said. “I had to learn every gun law, every political battle, understand the legislative side and the connection between business and politics.”

In 2013, Tyson Foods recruited Cupp to work in corporate identity and executive visibility, writing speeches for executives.

After a second tour in Washington, D.C., in public relations, she received a call from the Runway Group. She took the job in part because she and her husband had started a family, and “this is the best place in the world to raise a family.”