JOHNS CREEK, Ga. – Johns Creek’s new tourism director is hoping to position the city as a wellness mecca and travel destination in the Southeast.
Johns Creek Convention and Visitors Bureau Executive Director Kristin Edwards says she plans to elevate the city’s regional profile as a premier tourism destination in the region. Edwards, who took the post on Jan. 26, brings more than a decade of experience in event planning, community engagement and destination marketing across the Atlanta region. She is the first full-time employee for the agency, which typically employs part-time workers or contractors. The Convention and Visitors Bureau is a nonprofit serving as the official marketing arm for the city. Its mission is to serve as an economic catalyst by promoting the city as a destination for business and leisure travel.
Prior to her appointment, Edwards worked for the Atlanta Mayor’s Office of Film, Entertainment, and Nightlife, where she managed programs supporting nightlife businesses and collaborated on large-scale events. However, once Edwards started planning for her family with fiancé Henry, she decided to move back outside the perimeter, particularly because of the healthcare available in places like Emory Johns Creek Hospital, where Edwards chose to deliver her son, Atlas.
Edwards says she views Johns Creek as a destination that appeals to travelers seeking physical, cultural and mental wellbeing.
“While someone is in surgery, their loved one can go and take a walk on one of our trails,” she said. “Or while they’re recovering, they can come to some of our parks and hang out. We have tons of golf courses.”
Johns Creek’s multicultural mix and diverse food scene is another draw for visitors. With more than 200 restaurants representing a variety of cuisines, Johns Creek’s multicultural fare has become a tourism asset, and Edwards wants to spotlight it further through social media campaigns.
“We need to have more accurate description of all the restaurants that are out here and what their menus are,” Edwards said. She hopes to work with a content creator to help showcase restaurant specialties and options to host small events at the establishments.
Looking ahead, Edwards is especially focused on leveraging the FIFA World Cup events hosted in Georgia later this year to draw people outside of the city center.
“One thing that people don’t realize is people aren’t coming just for a game and leaving,” she said. “They’re going to be here for weeks at a time, so I would love to promote for them to stay here, get out of the chaos of the city, then go to your game.”
She is also keen to champion the arts. The city boasts free exhibitions and classes, as well as the Johns Creek Symphony Orchestra. However, it lacks a large performing arts venue. A recent referendum failed to fund a performing arts center.
“I would love to create an arts incentive to keep those events here and help drive that economic impact to Johns Creek,” she said.
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