CVB Board of Directors Names Phil Werz New President and CEO
Thirty-Year Industry Veteran With Deep Experience in Tourism and Golf to Start on Sept. 4
The Convention and Visitors Bureau (CVB) of Pinehurst, Southern Pines, Aberdeen has named Phil Werz as its new President and Chief Executive Officer. Werz will begin his new role on September 4th. Beverly Stewart, Vice President of Sales, has been serving in an interim role with the CVB and will support the incoming President and CEO during the transition phase.
Werz will arrive to the destination after serving as the director of membership and advertising at The Golf Club of Georgia, one of the elite private clubs in the Atlanta area. He also served in a similar capacity at The Manor Golf and Country Club in Milton, Ga. The CVB made their decision after a search nationally and internationally.
“After an extensive search, the CVB Board is very pleased to welcome Phil to the destination as the next executive director of Moore County’s tourism development authority. We are looking forward to him taking it to the next level,” according to Board Chair, Bonnie McPeake.
“I could not be more excited to be chosen to lead and represent such an iconic and globally recognized brand and destination,” said Werz. “This premier destination is growing and while golf will always be king here, there is so much more going on in the area for leisure and business visitors to enjoy. We want to tell the story of the entire destination as it has so much to offer everyone who visits. I cannot wait to get started and become a part of this amazing community.”
Werz’s 30-year career spans multiple disciplines including upscale resort marketing and public relations, advertising agencies and broadcast television. Of note, he served as the director of marketing and communications at The Ritz-Carlton of Naples (Florida), at that time one of only 27 five-star, five-diamond properties in the United States. He also served in similar capacities with Sandestin Resort and Spa in Destin, Fla., Lansdowne Resort in suburban Washington, DC, and The Grove Park Inn Resort and Spa in Asheville.
During his broadcast career, he earned 13 Associated Press awards, two regional Emmys and the prestigious Edward R. Murrow Award for Excellence in Broadcast Journalism. While not a certified PGA professional, Phil attended PGA school in Florida and subsequently was a golf instructor at The Cindy Reid Golf Academy in Shenzhen, China. As an agency public relations representative, Werz managed 13 golf clients, including five Top 100 courses in the U.S. and played a significant role in the success of one of the largest annual golf charity events in the country – the Hootie & The Blowfish “Monday After The Masters” in Myrtle Beach, SC.
Werz is an avid, single digit handicap golfer and has played in state amateur tournaments during his career in Virginia and South Carolina.
In his role as President and CEO, Werz will lead staff responsible for travel and tourism marketing, group sales, promotion, brand relevance, product development and visitor services. He will also execute the marketing plan and devise strategies to enhance Moore County’s tourism brand value and product for all visitors and future generations while positively impacting the local economy.
In 2017, Moore County ranked as the eleventh largest tourism economy in North Carolina, generating $484 million annually in visitor spending, which supports the second largest employment sector in the county.
The Convention & Visitors Bureau is the economic development agency responsible for travel and tourism promotion, product development, and visitor services for Moore County, NC. The CVB devises strategies to enhance the County’s tourism brand value and product to accommodate the next generation of visitors, thereby stimulating the local economy and enhancing the quality of life for residents and visitors alike.