EXECUTIVE DIRECTOR

PETERSBURG AREA REGIONAL TOURISM

Petersburg Area Regional Tourism (PART) Corporation is seeking an experienced professional to serve as Executive Director to lead and direct a regional tourism organization that supports a variety of tourism marketing and related tourism services for the cities of Colonial Heights, Hopewell and Petersburg, and the counties of Dinwiddie and Prince George.

The recruitment profile provides background information on PART, the region that it serves, and its activities. It also outlines the qualifications, experience, and characteristics determined to be necessary and desirable for successful performance as Executive Director.

Qualified candidates are encouraged to submit a cover letter and resume, and professional references, to the Berkley Group via email at doug.walker@bgllc.net. While the position is open until filled, the formal review of applicants will begin December 4, 2026. 

Inquiries relating to the Executive Director position may be directed to:

Doug Walker Executive Manager Berkley Group, LLC

P.O. Box 181

Bridgewater, Virginia 22812 Email: doug.walker@bgllc.net Mobile: (540) 325-0684

OVERVIEW

Founded in 2006, the Petersburg Area Regional Tourism (PART) Corporation was created to promote one of Virginia’s most historic and culturally rich regions. To this end, PART serves as a collaborative, multi-jurisdictional organization focused on marketing, visitor engagement and regional tourism development.

The region served by PART is comprised of the cities of Colonial Heights, Hopewell and Petersburg and the counties of Dinwiddie and Prince George. Together, these communities offer a distinctive combination of history, culture, outdoor recreation, entertainment, authentic local experiences, and convenient access to some of Virginia’s most recognized destinations. The region’s identity is shaped by centuries of American history, including significant African American, Native American, Colonial, and Civil War heritage, as well as its continuing evolution as a premier destination for recreation, sports, entertainment, and hospitality. Visitors can experience nationally significant historic sites, community museums, riverfront activities, motorsports, local dining, fairs and festivals, and other experiences that reflect the region’s diversity and authentic character.

The PART Board is comprised of sixteen (16) members with two members representing each of the five jurisdictions, four

(4) members representing the tourism industry, one (1) member representing Fort Lee (formerly Fort Gregg-Adams), and

the Marketing Committee Chair. Meetings are held quarterly. 

  LOCATION

The PART region occupies a strategic location in Central and Southside Virginia, with excellent access to major transportation corridors. Interstates 95 and 85, U.S. Route 460, and U.S. Route 1 provide convenient connections throughout Virginia and the Mid-Atlantic, making the region highly accessible to both leisure and group travelers.

The region is located near Richmond and within convenient reach of the Historic Triangle of Williamsburg, Jamestown, and Yorktown, allowing visitors to incorporate the Petersburg area into broader Virginia travel itineraries. Richmond International Airport provides commercial air access nearby, while rail and bus transportation further connect the region to destinations throughout the Commonwealth and beyond.

The region can draw visitors from the Richmond metropolitan area, Hampton Roads, Northern Virginia, North Carolina, and other regional areas while also serving as a convenient stopping point and destination for travelers moving along major interstate corridors.

REGIONAL TOURISM MARKET

The PART region offers a diverse tourism base that extends well beyond traditional historic attractions. Outdoor recreation and access to water are increasingly important components of the visitor experience, with existing riverfront opportunities and additional water access under development. Recreation trails, parks, and other outdoor activities provide additional opportunities to attract visitors seeking active and nature-based experiences.

The region also supports a growing sports tourism market, with opportunities associated with youth and collegiate sports, regional tournaments, soccer, motorsports, and multi-jurisdictional events. Virginia Motorsports Park is an established regional attraction, while additional sports facilities and potential tournament venues create opportunities for PART to increase overnight visitation and visitor spending.

Other tourism assets include locally owned restaurants, wedding venues, fairs and festivals, museums, performing arts, retail and hospitality businesses, and authentic community experiences. The continued development of riverfront amenities in Hopewell, tourism and hospitality investment in Colonial Heights, regional recreational opportunities in Prince George and Dinwiddie, and the opening of the Live! Casino Resort in Petersburg creates significant potential for future tourism growth.

One of PART’s greatest opportunities is to connect these individual attractions and experiences into a unified regional

destination. PART can help visitors understand the area as one region with multiple complementary experiences.

HISTORY

History is one of the region’s most important tourism assets. The Petersburg area has played a significant role in the story of Virginia and the nation, with resources representing African American history, Native American history, early American settlement, transportation, military history, and the Civil War.

The region’s Civil War story is anchored by Petersburg National Battlefield, which interprets the lengthy Petersburg Campaign and the events that contributed to the conclusion of the Civil War. Museums, historic sites, neighborhoods, and other cultural resources throughout the region provide opportunities to tell broader stories about the people and events that shaped the area.

Beyond traditional historic tourism, PART has an opportunity to connect these resources into more comprehensive and engaging visitor experiences. By linking historic sites with museums, local businesses, dining, recreation, events, and other attractions, the region can encourage visitors to explore beyond individual destinations and experience the broader story of the Petersburg area.

THE POSITION

The Executive Director serves as the chief administrative officer, primary operations manager, and strategic leader of Petersburg Area Regional Tourism and is responsible for advancing the organization’s mission, strengthening its regional identity, and positioning the PART region as a competitive visitor destination. The Executive Director reports directly to the PART Board of Directors. The Executive Director’s office is located at the Southside Depot in Historic Downtown Petersburg.

The Executive Director will develop and implement tourism strategies, cultivate relationships with public- and private-sector partners, lead marketing and destination-development initiatives, identify new visitor experiences, pursue grant and funding opportunities, and represent the region within Virginia’s tourism and hospitality industry. The Board envisions PART becoming a respected regional convener for the tourism and hospitality industry, strengthening relationships among local governments and private-sector tourism partners while increasing regional visibility, visitation, overnight stays, and economic impact.

The position requires an individual who is comfortable working independently while maintaining close relationships with the five member jurisdictions and a diverse network of hotels, restaurants, attractions, cultural organizations, businesses, event organizers, and other tourism partners. Because PART currently does not have dedicated staff, the Executive Director must be equally comfortable developing the organization’s regional strategy and personally carrying out the day-to-day work necessary to move initiatives forward. The organization recently adopted updated bylaws and addressed its budget structure but does not currently have a formal strategic plan. PART also has an established Marketing Committee and directs a significant portion of its available resources toward tourism marketing.

Because this is a new position, this first Executive Director will have a unique opportunity to help redefine PART’s role as a premier destination development and tourism marketing regional partnership organization. Success will require the ability to connect people and resources, build consensus, create a compelling regional identity, and translate ideas into actions that generate measurable tourism growth.

 PRIORITIES OF THE EXECUTIVE DIRECTOR

The PART Board has identified several priorities that the new Executive Director can anticipate addressing during the first several years:

• Develop a clear strategic direction for PART, including creation and implementation of a formal strategic plan that establishes priorities, measurable objectives, and a shared regional vision.
• Create and strengthen a recognizable regional identity and brand that connects five distinct jurisdictions into one compelling visitor destination.
• Conduct a comprehensive inventory and assessment of tourism assets at both the local and regional levels to identify existing strengths, gaps, opportunities, and potential new visitor experiences.
• Reconnect PART with the tourism and hospitality industry, developing strong relationships with hotels, restaurants, attractions, museums, event venues, businesses, and other visitor-serving organizations.
• Position PART as the regional coordinator for tourism and hospitality, bringing together local governments, tourism businesses, attractions, and community partners around shared goals and opportunities.
• Expand visitation and overnight stays, with particular emphasis on increasing “heads in beds,” visitor spending, and the overall economic contribution of tourism to the region.
• Lead, modernize, and strengthen PART’s marketing efforts, utilizing innovative strategies, media engagement, digital tools, partnerships, and storytelling to increase the region’s visibility.
• Increase available resources for tourism marketing, including working with member jurisdictions and partners to strengthen financial support for regional promotion.
• Manage the organization’s budget, financial planning, and reporting.
• Aggressively pursue available grants and outside funding, ensuring the region takes full advantage of state, federal, and other tourism-related funding opportunities.
• Expand sports tourism, including regional tournaments, youth sports, motorsports, and multi-jurisdictional sporting events that generate overnight stays and visitor spending.
• Support development of trails, water access, and outdoor recreation opportunities that expand the region’s tourism product and encourage longer stays.
• Leverage major new tourism and entertainment investments, including the Petersburg casino development and other emerging attractions, to benefit the entire region.
• Educate residents, businesses, and community leaders about the economic value of tourism and  strengthen understanding of tourism’s role in regional economic development.
• Build the organizational capacity of PART over time, including evaluating the need for additional staff and resources as the organization’s responsibilities and impact grow.
• Serve as the primary liaison between the organization and the Board of Directors; support the Board in governance and decision-making processes.
• Prepare and present regular reports to the Board on the organization’s activities, performance, and strategic direction.

KEY ATTRIBUTES, TRAITS & CHARACTERISTICS

The PART Board seeks an Executive Director who demonstrates the following attributes, traits, and characteristics:

• Integrity and credibility earning the confidence of Board members, partners, tourism businesses, and community
• stakeholders.
• Passion for tourism and destination development with enthusiasm for promoting the region and its communities.
• Creative and innovative thinking with the ability to identify new opportunities, experiences, partnerships, and approaches to marketing.
• Ability to serve as an effective public representative and advocate for the region.
• Exceptional interpersonal skills, emotional intelligence, and demonstrated ability to develop and sustain constructive professional relationships.
• Demonstrated financial acumen and experience managing budgets.
• Superior communication skills including comfort working with the media and communicating with varied audiences.
• Sound judgment when working across multiple local governments and stakeholder groups.
• Responsiveness and reliability with a reputation for follow-through and professional service.
• Commitment to regional collaboration while recognizing that PART’s success depends on building a shared destination rather than promoting individual jurisdictions.

QUALIFICATIONS, EDUCATION & EXPERIENCE

The successful candidate should bring a combination of professional experience, industry knowledge, leadership ability,

and demonstrated accomplishments appropriate to leading a regional tourism organization, including the following:

• Bachelor’s degree in tourism, marketing, business administration, or a related field. Masters’ degree preferred.
• Three (3) to five (5) years of relevant professional experience.
• Demonstrated experience in tourism, destination development, hospitality, economic development, destination marketing, or a closely related field.
• Strong knowledge of the tourism and hospitality industry and an understanding of how destination marketing, visitor experience development, partnerships, events, and hospitality businesses contribute to regional economic growth.
• Demonstrated experience developing and executing innovative marketing and promotional strategies that increase destination awareness and visitor engagement.
• Proven ability to develop and sustain partnerships with hotels, restaurants, attractions, businesses, local governments, community organizations, and other tourism stakeholders.
• Experience working across multiple organizations or jurisdictions and the ability to build consensus among stakeholders with differing perspectives and priorities.
• Demonstrated ability to work independently, manage multiple priorities, take initiative, and successfully carry projects from concept through implementation.
• Strong written, verbal, presentation, and media communication skills.
• Experience in identifying, pursuing, administering, or leveraging grants and other external funding opportunities is highly desirable.
• Knowledge of Virginia tourism, economic development, and local government is preferred.
• Familiarity with the Commonwealth’s tourism organizations, programs, partnerships, and funding resources would be beneficial.