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, 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!

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.