John Pricher is joining Explore Brookhaven as vice president of marketing.
Pricher, who has 25 years of experience in destination marketing, was formerly the executive director of Discover Crystal River from 2017-2023. According to the Citrus County Chronicle, Pricher was terminated from his post in 2023 as director of the Citrus County Visitors and Convention Bureau in Florida for misuse of funds.
Renee Areng, president and CEO of Explore Brookhaven, said she understands the concerns that may arise regarding Pricher’s employment history.
“It’s essential to note that Explore Brookhaven operates under a distinct structure. In this context, we’ve selected John for his marketing prowess, recognizing his ability to enhance our strategies and initiatives,” she said. “Our organization boasts a robust system of checks and balances, ensuring that all marketing plans are meticulously reviewed, approved, and effectively implemented.”
She cited Pricher’s leadership experience, budget management, negotiation skills, and understanding of sustainability as skills that will benefit the tourism and destination marketing company.
“Pricher’s handling of the situation, including facing administrative leave and potential dismissal, demonstrates his ability to manage crises and navigate challenging circumstances,” Areng said. “This skillset could be valuable in addressing unforeseen challenges or crises in a new destination marketing role.”
A native Floridian and a graduate of the University of Florida, Pricher is a former professional baseball player. His post-baseball career began in Gainesville, where he worked at the Alachua County Visitors and Convention Bureau, now known as Visit Gainesville, serving as executive director for two decades.
“We are delighted to have John Pricher on board as part of the Explore Brookhaven team,” said Areng.
Anchored by the tagline “Belong Here,” Pricher’s vision will reinforce Brookhaven’s position as “a destination where everyone can find their place and create lasting memories.”
“I am excited to join the team at Explore Brookhaven,” Pricher said. “I have the utmost respect for Renée and what has been accomplished building the organization. I look forward to helping the team reach even greater heights.”
