Jessica Layne Hurov

WORK HISTORY

EDUCATION

ABOUT JESSICA LAYNE HUROV

I serve as the Director of Tourism and Economic Development for Alachua County and lead the Alachua County Visitors and Convention Bureau, Visit Gainesville, Alachua County, where I am responsible for advancing initiatives that grow the local economy through strategic tourism development and destination marketing.In this role, I oversee three core divisions: Tourism, Economic Development and Food Systems, and Sports and Event Tourism, including management and strategic utilization of the Alachua County Sports and Events Center. Working in alignment with the Alachua County Board of County Commissioners, I lead efforts to drive sustainable economic impact by increasing visitation, expanding overnight stays, enhancing visitor spending, and supporting local business growth, workforce development, and quality-of-place for residents. My work focuses on developing and executing integrated marketing strategies, fostering public-private partnerships, strengthening the local food economy, supporting sports tourism and meetings growth, and positioning Alachua County as a competitive destination for leisure travel, group business, and signature events.With more than 30 years of experience in strategic marketing, communications, and destination development, I bring a data-driven approach to growing market share and maximizing return on investment for initiatives that fuel long-term community vitality. Prior to my current role, I served as Managing Director of the Hippodrome Theatre, where I led organizational strategy, marketing, communications, and development efforts to strengthen cultural engagement and economic impact through the arts.In 2014, I was honored with the Gainesville-Alachua County Cultural Affairs Board Individual Arts Award from the City of Gainesville.I hold dual degrees from Boston University, am a certified Professional in Destination Management (PDM) through Destinations International, and am a Certified Public Manager (CPM).