Explore Asheville Names Jay Curwen Director of Sports, Film & Entertainment
Asheville Native and Outdoor Recreation Expert Steps into New Business Development Role at Explore Asheville
ASHEVILLE, N.C. (July 31, 2024) – Explore Asheville and the Buncombe County Tourism Development Authority, the official destination marketing and management organization for Asheville and Buncombe County, announced Jay Curwen as Director of Sports, Film & Entertainment. Curwen, an Asheville native and veteran sales executive, brings extensive experience in outdoor recreation, event management, and film production to the role effective Aug. 12.
"Jay Curwen's blend of local knowledge, industry expertise, and passion for outdoor recreation makes him ideal to lead our sports, film, and entertainment initiatives,” said Vic Isley, president & CEO of Explore Asheville and the Buncombe County Tourism Development Authority. “His regional and national experience combined with his community ties will prove invaluable as we attract new groups and events to help support our local economy and livelihoods."
In this newly created role, the director of sports, film & entertainment will be responsible for providing strategic leadership to attract and retain profitable opportunities in the sports, film, and entertainment industries for Asheville and Buncombe County. Curwen will develop and manage an annual budget for sports, film, and entertainment in concert with Mike Kryzanek, vice president of business development, and collaborate with the marketing and public relations team.
"I'm excited to join the Explore Asheville team. As a multi-generational local, I have seen Asheville grow and develop into a world-class destination,” Curwen said. “I'm excited to work with city and county partners, as well as the local community, to bring even more sports and entertainment businesses to Asheville and Buncombe County."
Curwen recently served as senior director of sales & retail for Nantahala Outdoor Center, one of America's largest outdoor activity providers, for 12 years. During his 30-year career, he drove sales for iconic active brands including Hoka, Patagonia, and The North Face.
Curwen has a professional athletic career that includes running, triathlons, cycling, and mountain biking. He won the Mount Mitchell Challenge/Black Mountain Marathon in 1998 and 1999 and has been directing the race since 2004. He is a National Champion Triathlete and Adventure Racer, a two-time finisher of the Hawaiian Ironman World Championship, and has represented the U.S. in multiple world championships.
In addition to his sports background, he worked on location at Nantahala on the production of Summer Camp starring Diane Keaton and Eugene Levy. His regional film experience dates to Last of the Mohicans and Patch Adams.
Curwen is no stranger to Explore Asheville and the tourism development authority, having served two terms on the Tourism Product Development Committee, advising on investments in sports venues and capital projects across the destination.
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