by Mike Sharkey
Staff Writer
For 28 years, John Reyes was either going to college or working on the California coast. In February 2005, he joined Visit Jacksonville — the Jacksonville and the Beaches Convention & Visitors Bureau — as its president and CEO, making a 2,500-mile move in the process.
After leading the organization through a name change and a four-year arrangement with the City to serve as the official tourism driver for Jacksonville, Reyes is heading back to California, this time as president and CEO of Monterey County Convention & Visitors Bureau.
“The opportunity was too good to pass up,” said Reyes, who graduated from college in 1977 and came to Visit Jacksonville from the San Diego Convention & Visitors Bureau. “I got recruited in November after a national search. I was recommended by a number of people in the convention and visitors bureau industry. They started with a large volume of candidates. I made the final four and then I made the final two.”
Mya Carter, senior director of marketing, will serve as interim president and CEO until Reyes’ replacement can be found. That process begins this week when Visit Jacksonville Executive Board Chair Dan King meets via conference call with the rest of the board to begin the national search.
King said Reyes’ resignation caught him off-guard.
“It was very surprising and we will miss John immensely. He has done a tremendous job,” said King, who is general manager of the Hyatt. “He has been the face of hospitality for the whole region. He worked with the hoteliers and introduced us to meeting planners. He also helped secure $875,000 for additional marketing. We have made tremendous progress under John and there’s been a collective effort to help book the Osborn Center for conventions.”
According to a release sent out by Visit Jacksonville, during his tenure Reyes:
• Significantly grew the stature of the organization and the industry within the local community.
• Led the organization’s name change from Jacksonville & Beaches Convention and Visitors Bureau to Visit Jacksonville, clarifying the organization’s mission.
• Developed the recognition of Jacksonville as a medical tourism destination through the “America’s Health Center” initiative.
• Executed key initiatives that boost Jacksonville’s appeal including the formation of the multicultural tourism committee and value season meeting program.
• Generated a record number of more than 200,000 room nights for booked meetings and groups.
• Boosted the destination’s presence through marketing and public relations efforts on national and international levels.
• Opened a new Visit Jacksonville office and ground floor visitors center in the heart of Downtown.
• Won a total of eight prestigious Adrian Awards for marketing programs in the last two years.
Reyes said he received an offer letter from the Monterey CVB about two weeks ago.
“Once I got the offer letter I had to stop and think,” he said. “It’s a bittersweet opportunity. We have a great team here. Monterey County is recognized as a worldwide brand. It’s an opportunity to lead and do what I wanted as a career. It was an opportunity I could not turn down.”
Reyes said he will spend the next 17 days working with Carter and the Visit Jacksonville board.
“My focus will be to ensure there’s a smooth transition,” said Reyes. “I will work with Mya on the day-to-day decisions and help the executive board with any advice on the search and selection of a new president.”
Reyes said typically it takes about 120 days to fill the position of president or CEO of a visitors and convention bureau.
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