Earlier this year, Richmond Region Tourism announced Jerrine Lee, STS as Vice President of Sales at Richmond Region Tourism.
The new role combines the Destination Sales and Sports departments under Lee’s leadership. As Vice President of Sales, Lee will oversee all group sales, along with sports development and bookings. She has been with the organization since 2016 and previously served as Vice President of Sports.
“Jerrine leads teams with passion, collaboration and innovation,” said Jack Berry, president and CEO of Richmond Region Tourism. “We’re thrilled she is taking on this expanded and important role. Events bring thousands of visitors to the Richmond Region every year while supporting our economy and quality of life. We look forward to safely welcoming new groups to our community in 2022 and beyond.”
Lee is passionate about amplifying and championing the community and industry’s diversity, and serves on Richmond Region Tourism’s Diversity, Equity and Inclusion Taskforce. The Meeting Moments team caught up with Lee to learn about her vision and goals vision for the new role.
What are you most excited about in your new role as VP of Sales?
Richmond Region Tourism has such a seasoned, passionate, and well-rounded Destinations Sales Team, and I’m most excited to work alongside them in my new role. For the past 3 years I had the pleasure to promote the world-class sporting venues we have in our region, and now I have the opportunity to include our world-class and unique meeting and event venues. From the Greater Richmond Convention Center, which is the largest meeting and expo facility in Virginia, and The Hippodrome Theatre and Manson located in the historic Jackson Ward District to the AA Four-Diamond Virginia Crossings Hotel and Conference Center and Aston Creek Vineyard & Events, the Richmond Region is full of diverse venues. Combine those with some of the best restaurants and attractions, and we are a great fit for any event!
Can you describe your leadership style?
My leadership style is a blend mostly democratic with a dash of coaching. It’s important for me that everyone on my team feels seen, heard, and respected and that we have a collaborative culture. I strive to make it clear that everyone’s input and contributions are important to our overall success. The democratic style promotes trust and team spirit. The coaching style permits me to help empower each team member to tap into their talents and achieve their full potential. For as long as I can remember the democratic leadership style has always been my approach. It wasn’t until I started an adjunct professor role with Virginia Commonwealth University Center for Sport Leadership back in 2016 that I started to lean into and blend coaching into my leadership practice.
Why should meeting and sports planners choose the Richmond Region?
MSN recently named Richmond 50 Cities Worth Exploring in 2022. The author of the article noted “Realistically, 2022 might be the last year Richmond is considered under-the-radar by any reasonable traveler. The arts scene is bubbling, the breweries are taking their place among the nation's elite and it's still the only metropolis in the country with Class III and Class IV rapids within the city limits.”
RVA has been my home for the past 14 years and during this time I’ve witnessed our glow-up! As someone who travels often for both business and pleasure, our airport is one of my favorites because it’s so easy to navigate. For planners that choose the Richmond Region, not only is flying into our international airport simple, but we’re also an easy drive market. Richmond is conveniently located off of interstate 95 and within a day’s drive from more than half of the US population. In addition to the world-class and unique venues we offer, we have stellar restaurants, craft breweries, and attractions that everyone can enjoy. Most importantly when a planner chooses to partner with Richmond Region Tourism, they get a dedicated destination expert that will work hand-in-hand with them to ensure their event is as seamless as it is flawless.
What are your favorite Richmond Region activities?
I enjoy attending Broadway shows at Altria Theater, cheering on the Flying Squirrels at The Diamond, eating and drinking my way through one of our many festivals, or enjoying a late afternoon walk around Brown’s Island to catch the sunset into the James River.