Explore Asheville Names James Curwen Director of Sports, Film and Entertainment

Explore Asheville and the Buncombe County Tourism Development Authority have announced Jay Curwen as director of sports, film and entertainment effective August 12.

Curwen, an Asheville native and sales executive, has experience in outdoor recreation, event management and film production.

“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 and chief executive officer 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, Curwen 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, including developing and managing an annual budget.

“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 most recently served as senior director of sales and retail for Nantahala Outdoor Center for 12 years. During his 30-year career, he drove sales for brands including Hoka, Patagonia and The North Face.

Curwen’s professional athletic career includes winning the Mount Mitchell Challenge/Black Mountain Marathon in 1998 and 1999, as well as being a two-time finisher of the Hawaiian Ironman World Championship.