Seagrove, NC – Today, the Randolph County Tourism Development Authority Board of Directors appointed Amber Scarlett as Executive Director during their board meeting. Scarlett has assumed the role of interim CEO since March 17, 2020, and guided it through changes and budget cuts related to the pandemic. She has served the TDA since February 2007.  She has fulfilled many roles in her tenure, representing the county at international and regional trade association events in Atlanta, Washington, D.C., and Columbus, Ohio to name a few. She has served as the primary group tour manager for the Seagrove pottery community, conducting sales missions throughout the Northeastern portion of the United States and hosting groups who book tours.

Notable attractions in the area include the North Carolina Zoo and the potters of Seagrove.  More than 100 potters work in Seagrove, known as the Pottery Capital of the USA. NASCAR legend Richard Petty makes his home here, and the Petty Museum and Petty Garage both attract visitors from outside the state. 

In her role as Executive Director, Scarlett will provide guidance of operational efficiencies, ongoing organizational planning, education, and community-based initiatives that position the Authority as the leader in hospitality and tourism-based economic development for Randolph County. 

Her duties will include daily operations of the Heart of North Carolina Visitors Bureau and the I-73/74 Visitor Centers at Seagrove, development of an annual marketing plan, and management of public relations. Scarlett will oversee and coordinate crisis communications, deliver an annual report, and prepare and submit the annual budget. In addition, she’ll develop and maintain relationships with the Authority Board, the Randolph County Board of County Commissioners, city and town councils, and local, regional, state, and national elected officials.

Scarlett eagerly embraces this new role. She says, “I’m looking forward to leading this organization through challenges AND successes. It will take teamwork from our entire staff and all of our tourism partners. If the pandemic has shown us anything, it has shown the resilience and determination of the people and organizations in our industry. The most rewarding part of my career is sharing our unique tourism message in creative ways and encouraging visitors to come to our area. Here, they create their own memorable stories with their families and friends….and that leaves money in the hands of Randolph County citizens and business owners.”

Randolph County Tourism Development Authority Board Chairperson David Caughron said, “Our board is excited for this internal promotion of Amber Scarlett to Executive Director. She brings 13 years of professional tourism experience to this position which will benefit Randolph County. Her leadership will continue to guide our organization through this challenging pandemic as we continue to serve as a specialized economic development engine for tourism throughout Randolph County.”

Currently, Scarlett serves in leadership roles across many supporting organizations in Randolph County including Secretary of the Archdale-Trinity Chamber of Commerce, Secretary of the Randolph Arts Guild Board of Directors, and as a member of Seagrove Area Potters Association Board of Directors. In her previous work for the Randolph County Tourism Development Authority, Scarlett received her Tourism Marketing Professional (TMP) certification from Southeast Tourism Society’s Marketing College in 2010. In 2018, the Archdale-Trinity Chamber of Commerce named her Member of the Year. Most recently, Scarlett managed the 2019 Heart of North Carolina travel guide production; it was named Travel Guide of the Year by LUXELife Magazine.

Scarlett is a graduate of UNC-Wilmington with a B.A. English and Randolph Community College, A.A.S. Photojournalism. Her roots in tourism are strong. Her first job as a teenager was in the gift shop at the North Carolina Zoo. She lives in Randleman, NC with her husband, Mike, and their young son.

About the Randolph County Tourism Development Authority

The Randolph County Tourism Development Authority operates the Heart of North Carolina Visitors Bureau, the official destination marketing organization for Randolph County. Municipalities represented include Archdale, Asheboro, Franklinville, Ramseur, Randleman, Seagrove, Staley, and Trinity. For more information: