Fast 15: José Romero

At Experience Fayetteville, José Romero plays a vital role in driving significant economic impact and positioning Fayetteville as a premier sports destination in the region and nation.

Romero directly contributed to securing and supporting high-impact events, including the Marshall Islands Soccer Federation Outrigger Cup, the NWA Natural Championships, USA Cycling Cyclocross National Championships, 5V5 Soccer Tournament, and the Mount Sequoyah Youth Triathlon. But his career highlight was working on the first international-level Club America Golden Clash soccer match between two Mexican teams at Razorback Stadium.

“I grew up watching them as a kid,” he said. “So it was a full circle moment to go from watching and being a fan, to working with them and understanding what it takes to host an event of that size and prestige here in Fayetteville.”

Romero’s first job in 2020 was at Fayetteville’s Hilton Garden Inn as a guest services associate. He then worked at Holiday Inn Express Suites as director of sales and marketing. In 2023 he joined Experience Fayetteville as part-time sales coordinator, and in less than three years became sports sales manager.

“José’s work consistently translates into tangible results, increased visitor spending, strengthened tourism, infrastructure, expanded event portfolio diversity and long-term economic benefits for the community,” said Dell Hall, tourism sales manager. “José’s leadership reflects more than event recruitment. It reflects community investment. It elevates Fayetteville’s national profile while fostering collaboration across sectors. He’s not only bringing events to Fayetteville, he’s strengthening the ecosystem that sustains them.”

Romero’s goal is for the city to live up to its tagline: “All are welcome here in Fayetteville,” he said. “That’s a very important part of my job.”

A first-generation Mexican-American, Romero puts “a bit of pressure on myself to make sure that I’m a good representative. Growing up there weren’t a lot of people in certain rooms that looked like me. So I think it’s important for me to inspire those coming up behind me to let them know — if you work hard, if you want to make a difference — you can.”

Romero serves on the board of Cities of the SEC, a destination marketing organization of the 16 SEC towns, and supports the Children’s Safety Center. His free time is spent working at Amigos Cocina in Springdale, the restaurant he co-owns with his family.