Sara Beth Urban

Sara Beth is the CEO & President of HospitalityTN, the trade association representing the interests of Tennessee’s lodging, dining, and tourism establishments. She has ten years of experience in tourism marketing and management in Tennessee. She began her career at Historic Rock Castle, a nonprofit house museum in Hendersonville where she served as the Executive Director. From there, she took a position with the Tennessee Department of Tourist Development to serve as the Middle Tennessee Division Manager. In this role, she assisted the forty counties in her division with the marketing and development of their tourism assets.
Prior to her role with HospitalityTN, she was the Executive Director of the Tennessee Distillers Guild working with distilleries statewide to manage and grow the industry as well as to promote the Tennessee Whiskey Trail. Sara Beth is a Nashville native and proud graduate of Middle Tennessee State University, from which she earned her master’s degree in public history and where she has been an adjunct professor in the Tourism & Hospitality Management program. She lives in Nashville with her husband, J.P., a senior deputy attorney general for the state, and their two sons: James & Dominick.