St. Johns County Enhances Community, Cultural, and Destination Development Initiatives
The county will strengthen tourism, neighborhood development, and community identity.
St. Johns County is reinforcing its commitment to preserving local culture, supporting vibrant community life, and advancing responsible tourism by strategically aligning key service areas. Under the leadership of Director Tera Meeks, the County’s community, cultural, and destination development programming will thrive through a more integrated structure designed to deliver greater impact, accountability, and transparency.
“These efforts reflect our continued dedication to strengthening tourism, enhancing neighborhood development, and preserving the rich history and identity of our community,” said Joy Andrews, St. Johns County Administrator. “We are grateful for the leadership of Director Tera Meeks and the expertise of her team in delivering programs that reflect the values and aspirations of our residents.”
The County also proudly highlights the collaborative leadership of Dena Masters, who will continue to serve as the Tourist Development Council (TDC) Administrator. Dena brings a wealth of experience, strategic insight, and a commitment to excellence in guiding key tourism and cultural development programs in alignment with the TDC.
“Dena Masters exemplifies public service at its best,” said Andrews. “Her ability to blend thoughtful planning with day-to-day operational excellence – while capitalizing on the expertise of the Tourism Development Council – has positioned St. Johns County as a leader in tourism and cultural preservation. Her leadership is instrumental to the County’s continued success in this space.”
Working in close collaboration with Director Meeks, Masters leads several initiatives:
- Tourist Development Tax Administration – Oversight of contracts supporting major tourism initiatives, including partnerships with the Visitors & Convention Bureau, Cultural Council of Greater St. Augustine, and the St. Johns County Chamber of Commerce.
- Grants Program Management – Administration of the County’s Arts, Culture & Heritage and Sports Tourism Grants, ensuring transparent, equitable, and impactful resource distribution.
- Advisory Board Coordination – Strategic and logistical support for the Tourist Development Council and other advisory panels that ensure community participation and fiscal responsibility.
- Visitor Services Oversight – Operational and contractual leadership for the Beach Pier Visitor Information Center, offering engaging and accessible experiences for residents and visitors alike.
In addition to her core responsibilities, Masters actively advances special initiatives that reflect the County’s inclusive and forward-thinking approach, such as the City of St. Augustine’s Nights of Lights modified dates and the St. Johns County Chamber of Commerce’s initiative to achieve Certified Autism Destination status for St. Johns County.
“Dena’s professionalism, integrity, and deep knowledge of the tourism landscape are vital assets to St. Johns County,” added Andrews. “We are fortunate to have her leading programs that strengthen community connection, celebrate culture, and support sustainable economic growth.”
To learn more about the Tourism and Cultural Development Division, visit www.sjcfl.us or contact the County Administrator’s Office.
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