Johanna Fein will serve as the executive director of The Chamber of Commerce after previously working as marketing and communications director.
Highlands Chamber of Commerce has found its new Executive Director in Johanna Fein, who is ready to step up to her new responsibility and serve the Highlands community. She will assume her new role on July 1.
“I just want the best for this town,” said Fein. “I love this town and I want to keep bringing amazing events for our community to gather around. I want to be able to continue to give out grants to our local nonprofit organizations.”
Before stepping into her new role, Fein served as the marketing and communications director at the Chamber. Her extensive background includes working for the hospitality and tourism industry, spanning over 30 years.
“I’ve worked in hotels. I worked for PR agencies. And when I came on board here about two years ago, Kay kind of identified that I had the background and passion for tourism and hospitality,” she said.
She previously held positions at renowned organizations including Pinehurst Resort, Ventana Inn and Spa, Sea Island Resorts and the San Luis Obispo Visitors and Conference Bureau. She is also a 2025 top graduate of the Certified Destination Management Executive program, the highest individual educational achievement in the tourism industry. She will be recognized at the Destinations International Annual Conference on July 9 in Chicago.
With Fein stepping into her new role, her vision as the new executive director is to continue the Chamber’s support for local businesses and foster relations with elected officials and community partners.
“I like to engage and enhance the team. I’ve got people here that are fresh in their roles. So, helping them learn and grow, I think that’s really important,” she said.
Fein also said she will continue to abide by the philosophy that the Chamber serves both visitors and the community, adding that she intends to continue with programs that benefitstourists and residents alike for a vibrant year-round economy.
“We’re here to welcome everybody and we call this a welcome center, not a visitor center,” she said. “We put on the Christmas parade, the lighting in the park and then our other events. I want to continue those things because they’re for the community as well.”
Fein said the Chamber is aware that programs, such as concerts in the park, benefit both residents and visitors.
Fein expressed additional gratitude toward her predecessor Kay McHan, highlighting her significant contributions to the Chamber and the community as a whole during her years of service to the Chamber. McHan previously led the Chamber through pivotal moments such as COVID-19 while advancing initiatives for the community.
“We have a wonderful board of directors made up of business people in this town that volunteer their time to help lead this organization,” Fein said.
McHan served as the executive director for the Chamber since 2019 before announcing her retirement. Fein added that she plans to continue McHan’s legacy by engaging with the board of directors and local stakeholders to drive forward further initiatives.
Looking ahead, Fein also sees numerous opportunities for the Chamber to support its members, stressing the importance of listening to the needs of businesses and providing the resources needed to facilitate their growth.
Fein said she wants to continue to build on the work of the Chamber board and focus on their vision for building a stronger community.