Update: New Coastal MS director looks for a ‘great adventure’ promoting tourism on Gulf Coast

The search for a new executive director of Coastal Mississippi is over with the appointment of Judy Young to promote the three Coast counties as a tourist destination.

Her appointment was announced Thursday morning, about three months after former director Milton Segarra resigned after clashing with the Coastal Mississippi board and the Harrison County supervisors.

She will start Feb. 1 and Young said in a phone interview that she and her husband, Les Young, already have a list of things they want to do and see and places to visit as they discover South Mississippi.

“We’re looking forward to a great adventure,” she said.

She was raised New Braunfels, in the Texas Hill Country between Austin and San Antonio. She worked in tourism promotion and development for the Texas Chamber of Commerce and most recently as vice president of the convention and visitors bureau in the town founded by German settlers in 1845. Her husband’s family has lived in the Tupelo area of Mississippi for generations, she said.

Their daughter is in graduate school in Texas and when she visits the Coast they will be looking for volleyball games, Young said. Her husband is looking forward to seeing college baseball games that are played at MGM Park in Biloxi.

“We’re big sports people,” she said.

Her Instagram page shows a picture of Young meeting country music star Garth Brooks.

“It’s always fun to be in a dynamic place,” she said.

A traveler and a promoter

“I’ve always been a big traveler, even as a young kid,” Young said.

She sees many similarities between New Braunfels and South Mississippi.

Water is an important draw to both areas. Both have a children’s museum, a craft beer scene and downtowns to celebrate and promote.

What is different is she now will work to draw visitors to three counties and 12 cities instead of one, and work in partnership with the operators of the 12 Coast casinos.

“It will be amazing to learn about all the different areas,” she said.

Young said she is a hands-on promoter and feels it makes a difference to visit and get to know all the areas she will promote.

“All the difference,” she said.

Eye on business of tourism

Young said she’s also impressed with the engagement she sees between residents, stakeholders and the community of South Mississippi, which she said creates motivation, energy and excitement.

One of the things the board of directors of Coastal Mississippi was looking for in a new executive director is convention experience. Young said she has that “from the ground up,” as part of a 12-year campaign to greatly expand convention business in that area of Texas.

She’s also has experience dealing with the interruptions and continued challenges during COVID-19, Young said.

She has 20 years of experience in tourism development, marketing and administration and will be responsible for the growth of leisure, convention, sports and business segments of Coastal Mississippi.

“I am very excited for the opportunity to work with the Coastal Mississippi Board of Commissioners and lead the incredibly talented team in promoting The Secret Coast, which is an extraordinary destination that has so much to offer,” she said.

“I look forward to building on the momentum that Coastal Mississippi has seen thus far,” she said, “by growing and developing the region as a competitive, must-visit destination for leisure and meetings and conventions that continues to prove its leadership in the tourism industry.”

Brooke Shoultz, president of the Coastal Mississippi board, said this is a “pivotal time for the tourism industry,” and Young’s experience will be invaluable to the continued growth and prosperity of South Mississippi.