Things are looking up for Bree Nidds. She’s moving north, from Virginia’s Blue Ridge to Pennsylvania’s Lehigh Valley, to take on the biggest role of her career.

Nidds is Discover Lehigh Valley’s new vice president of sales, following former boss Alex Michaels, who became the CVB’s president and CEO last fall. Michaels hired Nidds as director of sports development at Visit Virginia’s Blue Ridge, where she helped launch VBR Sports. Previously, Nidds was sales manager at Wilmington and Beaches in North Carolina.

“Bree’s enthusiasm and knowledge of convention sales and sports marketing will be an invaluable asset to our region,” says Michaels, who grew up and met his wife in Lehigh Valley. “Bree will serve as a leader and mentor to our talented sales team while marketing Lehigh Valley as a top meetings and events destination.”

Michaels also announced that Alicia Quinn has been named the CVB’s vice president of marketing and strategic alliances. Nidds, who walked onto the sailing team at the University at Hawaii at Manoa, is pursuing a Master of Parks, Recreation, Tourism and Sports Management from North Carolina State University. Beyond event management, Nidds has developed a strong social media presence to help her job.

She is often posting on LinkedIn and Instagram, demonstrating experiences she is enjoying in the destination she lives. “I think you really have to be excited to live in the destination to promote it properly,” she told Connect Sports previously. “You have to be willing to explore all the different things you are going to be selling. I like to show people what I like to do and what I’m genuinely excited and passionate about in the area. Even if they are not going on and visibly liking something, you are still leaving that impression.”