An Amarillo native, I was raised with a deep appreciation for hospitality and a passion for showcasing the Texas Panhandle. My career in tourism began as the general manager of a historic hotel in Taos, New Mexico. After returning to Amarillo with my family, I spent more than a decade in the hotel industry before joining the Amarillo Convention and Visitors Council in 2013. In 2015, I was promoted to Director of Tourism and earned my Texas Destination Marketer (TDM) certification in 2018. Later that year, I was appointed Deputy Director of the organization and, in 2019, earned the Certified Tourism Executive (CTE) designation. In October 2020, the Amarillo Convention and Visitors Council transitioned from a long-standing management agreement with the Amarillo Chamber of Commerce to become an independent organization, Visit Amarillo. Helping lead the organization through this pivotal transition, I worked alongside an exceptional team whose accomplishments positioned the bureau for continued growth. In January 2021, I was named Executive Director. Throughout my career, I have been actively involved in both the tourism industry and the Amarillo community through service on numerous boards and committees. I currently serve on the Texas Travel Alliance Board of Directors and its Executive Committee and Education Committee, while continuing to advocate for destination marketing, community partnerships, and the ongoing growth of tourism in Texas and the Texas Panhandle.

Hi, I'm Braley Beck, Director of Finance at Visit Amarillo. I was born and raised in Amarillo, and even though I've lived in a few other places over the years, Amarillo has always been home. I started with Visit Amarillo in 2013 as a part-time Service Counselor at the Visitor Information Center. Over the years, I had the opportunity to grow into my current role, and I love being part of an organization that's passionate about our community. While most of my work happens behind the scenes, I enjoy knowing that what I do helps support the team as we welcome visitors and show off everything Amarillo has to offer. We have a welcoming community, a unique history, incredible attractions, amazing food, and there's something special about seeing people experience our city for the first time. I'm proud to play a small part in that.

Hey y’all! My name is Ashley Roberts, and I'm the new Administrative Assistant here at the Amarillo CVB. I'm originally from Arkansas but most recently made the move to the Panhandle from the Dallas-Fort Worth area. I joined the team in August 2025 and have already fallen in love with the cozy, down-home feel of Amarillo. From vibrant local events to hidden gems around town, there’s so much to see and do here. I’m excited to help share all that Amarillo has to offer and make sure every visitor feels as welcome as I did when I arrived!

Hi, I'm Stephanie, Director of Client Services for Visit Amarillo, and proud "born-again Texan" who's called Amarillo home for over 30 years. After 20 years in the hotel hospitality industry, I found my dream job with Visit Amarillo in April 2013. For the past 13 years, I've been the "boots on the ground" for our clients—helping meeting planners and event organizers bring their vision to life through authentic Texas hospitality, personalized service, and a whole lot of attention to detail. Nothing is more rewarding than welcoming visitors to Amarillo and watching a great event become an unforgettable experience. I'm a Destination Texas – Texas Destination Marketer (TDM), a graduate of the Texas Travel Alliance's Certified Tourism Executive (CTE) program through TTA Travel & Tourism College, and a proud member of ESPA (Event Service Professionals Association) for the past 13 years while serving on ESPA's Annual Conference Committee for the last 12 years, collaborating with hospitality professionals from across North America to elevate the meetings and events industry. What I love most about Amarillo is that our Western heritage isn't something we put on for visitors—it is who we are. Whether you're hiking Palo Duro Canyon at sunrise, riding horseback into a spectacular sunset, exploring our iconic stretch of Historic Route 66, or simply visiting with the friendliest people you'll ever meet, you'll experience the authentic spirit of the Texas Panhandle. I believe every visitor deserves a genuine Texas welcome, every event deserves exceptional service, and every guest should leave already planning their next trip. I can't wait to welcome you to Amarillo... we'll see you in your red boots!

Hello, my name is Amanda Flores. I’m the Administrative Assistant for Visit Amarillo, where I’m powered by coffee, color-coded calendars, and the phrase, "I’ll take care of it." I moved to Amarillo in 2010 when I became a Buff! Since then, I’ve worked at the Amarillo Civic Center, raised three amazing kids, and made it my mission to help everyone discover the best things about Amarillo.

Hello! I'm Amy Tarr, Director of Sales for Visit Amarillo. With more than 30 years of experience in the hospitality industry, I'm passionate about helping groups discover all Amarillo has to offer. For the past five years, I've worked to showcase Amarillo as a top destination for meetings, conventions, sporting events, and group travel while creating exceptional visitor experiences. I have proudly called Amarillo home for the past 10 years and recently earned my Destination Management Specialist (DMS) certification. What I love most about Amarillo are the long summer nights, breathtaking sunsets, and the genuine hospitality that makes our community so special. I look forward to helping make your Amarillo experience a memorable one.

Hi there! My name is Luz Aguilar, and I am the Director of Tourism at Visit Amarillo. I grew up in the Texas Panhandle and have proudly called Amarillo home since 2020. With deep roots in this region, I have a passion for sharing Amarillo and our western hospitality with the world. I love helping visitors discover the hidden gems, unforgettable experiences, and friendly faces that make Amarillo a destination worth exploring. I can't wait to welcome your group and help you experience the Real Texas.

I'm Hope. Marketer, strategist, and professional idea chaser with a passion for putting Amarillo on the map. As the Director of Marketing at Visit Amarillo, I oversee the organization's marketing initiatives, lead long-term strategic planning, and use data-driven insights to shape decisions and measure success. Data has always been my favorite part of marketing. My career in tourism began when I helped create one of the first high school-developed apps published in both the Apple App Store and Google Play, which led to an internship at Visit Amarillo. I've been here ever since. I'm a Texas Destination Marketer (TDM) and Certified Tourism Executive (CTE), and I've been honored with the Texas Association of Convention and Visitor Bureaus Catalyst Award, the WTAMU Department of Communication Hall of Fame Rising Star Award, and the Amarillo Chamber of Commerce Top 20 Under 40. My favorite thing about Amarillo is its people. I truly believe you won't find kinder, more genuine people anywhere. To me, their warmth, generosity, and authentic Western hospitality are the greatest reflection of Amarillo and what makes this place so special.

Howdy, I'm Jackie Phommahaxay Murguia! I was born and raised in Amarillo and while I've had my share of adventures outside city limits, this will always be home. As Marketing Manager for Visit Amarillo, I lead all of our owned media. Think social media, our blog, website, and newsletters to help promote Amarillo as a premier travel destination. That means a lot of hats: content creation, video and photography, photo editing, graphic design, and copywriting, all going into campaigns that show off what makes this city worth visiting. I also collaborate closely with our team on brand awareness initiatives to boost visitor engagement and support tourism and economic growth in Amarillo. Traveling the world is one of my greatest passions, and it's exactly why this role means so much to me. Every new place I visit shapes how I connect with travelers, and I love getting to share the Amarillo I've always known and loved.

I joined Visit Amarillo as the film commissioner in 2022. I also serve as the staff liaison for our Arts Committee and Music Friendly Committee, and as the Festival Director for the Amarillo International Film Festival. In my previous career, I served for over 20 years on Visit Amarillo’s board and committees. My favorite things about Amarillo and the Texas Panhandle are the friendly people, wide-open prairies, beautiful canyons, and magnificent sunrises and sunsets – all of which make this region a perfect place for your next film or video project!