Jonesborough Awarded Multiple Honors at the 28th Annual Pinnacle Awards
The Town of Jonesborough was honored among the tourism industry’s top performers by the Northeast Tennessee Tourism Association on Wednesday, May 28, during the sold-out 28th Annual Pinnacle Awards.
The Northeast Tennessee Tourism Association received over 100 nominations in categories for marketing, advertising, events, virtual events, attractions, individual achievement, and supporting business awards. Ranked by a panel of judges within the tourism industry across the United States, 41 Pinnacle Awards were given to the top nominee in each category.
The Jonesborough Tourism Department received multiple accolades. The Department was awarded Best Brochure or Guide for the Jonesborough Visitors Guide and the Partnership Award for its collaboration with local highland cow farms, Rocky Creek Highlands and Happy Hens and Highlands, during the St. Paddy’s Festival. The McKinney Center earned Best Marketing Campaign for its rebranding of the StoryTown Radio Show. The Jackson Theatre received two honors: Best Short Video and the Roll With It Award for its Storytelling Benefit Concert, presented in partnership with the International Storytelling Center.
In addition to organizational achievements, two members of the Jonesborough staff received individual honors at this year’s Pinnacle Awards.
Paul Harris, Event Coordinator and Visitor Center Host, was named Frontline Employee of the Year. This award is presented to a frontline customer service employee who consistently goes above and beyond in their role. Nominated by the Jonesborough Tourism Department, Harris was recognized for his vital contributions to large-scale festivals, his popular portrayal of the Grinch each Christmas, and his role as an official Town Tour Guide with the History and Heritage Associations. His nomination stated:
“It takes someone extraordinary and knowledgeable to share all Jonesborough has to offer with the hundreds of thousands of visitors we see each year. Paul Harris does just that and much more. No matter the situation, Paul brings a much-needed upbeat energy. He is the epitome of an ideal team member. As you can see, he is more than just an employee; he is part of what makes Jonesborough so special.”
Isabel Hawley-Lopez, Marketing Manager, received the Rising Star Award, which honors a professional with fewer than two years of experience in the industry who has already made a significant impact in their field. Nominated by the Jonesborough Tourism Department, Hawley-Lopez was recognized for transforming the town’s social media presence into a powerful tool for tourism promotion. Her nomination read:
“Isabel has elevated the town’s social media into a strong tourism engine, inspiring visitors to plan trips. Her content showcases Jonesborough’s festivals, charm, and community in ways that are authentic and irresistible. Visitors now routinely say they ‘saw it on social’ before making the trip. Whether she’s highlighting a new business, capturing moments at events, or launching a new campaign, her content directly translates into increased foot traffic, tourism spending, and extended stays.”
