Longmont, Colorado – Visit Longmont, the organization tasked with developing and promoting tourism for the community of Longmont Colorado, is pleased to welcome Sarah Leonard as its new Executive Director beginning March 1. Leonard has most recently served as the President & CEO at the Alaska Travel Industry Association and brings more than 20 years of experience to Visit Longmont. 

“The Board of Visit Longmont is thrilled to welcome Sarah to our community” said Kimberlee McKee, Board Chair. “She brings the knowledge and experience needed to lead the community into the future of tourism.” 

While at Alaska Travel Industry Association, Leonard was recognized by the Alaska Journal of Commerce for achievement in business leadership award.  She was also responsible for securing a $10.5 million Economic Development Administration (EDA) grant for statewide tourism marketing. 

Visit Longmont began the search for a new Executive Director after a period of stabilization from impacts of COVID-19. 

“The Visit Longmont Board used the time without a director to work with the Colorado Tourism Office on its Reimagine Destination Program, engaging the community in a visioning and action planning process designed to advance tourism,” said McKee. 

“Sarah is the perfect person to take that information and mold it into an effective and impactful tourism program that increases the quality of life for the entire community.” 

Leonard received a Master’s of Science degree in recreation management and tourism from Arizona State University and a Bachelor of Art’s degree from the University of Wisconsin-Madison in Journalism with a special emphasis in public relations. Nationally, Leonard is an active board director serving a term for the US Travel Association. Her board service in Alaska includes participation as an advisory member of the National Parks Conservation Association and a past member of the Arctic Council Host Committee. She is interested in growing sustainable and regenerative tourism and enjoys travel, hiking, gardening and antiquing in her spare time. 

Leonard will be leading the execution of strategic goals, including business development, community relations, finance and operations, and the Visitors Center for the organization. She will develop and oversee marketing and promotional strategies and promote and recruit meetings, tournaments and other group travel.  

About Visit Longmont 

The mission of Visit Longmont is to manage, market, develop and enhance the image, and the historical, cultural, business, meeting and recreational assets; to draw regional, national and international tourism to Longmont and surrounding areas. Visit Longmont is managed by a Board of Directors which includes residents, nonprofit organizations, and appointees by the Longmont City Council, the Longmont Downtown Development Authority, small business owners, lodging partners, appointees by the Longmont Area Chamber of Commerce, a member of City Council and a representative from the City Manager’s Office.