The new face of Traverse City Tourism is one that will already be familiar to many in the community.

National Cherry Festival Executive Director Trevor Tkach was named the new President and CEO of Traverse City Tourism Friday night. The announcement follows a four-month nationwide search to replace former President/CEO Brad Van Dommelen, who left in March after 10 years to take a director position at the Virginia Beach Convention and Visitors Bureau.

While Traverse City Tourism Board Chair Justin Mortier says the search committee “had some amazing candidates from all across the nation” for one of the region’s most high-profile job openings, the organization ultimately chose “a candidate who’s been excited about Traverse City his whole life.”

“This was a very unique opportunity for us,” says Mortier. “We believe Trevor’s leadership will provide a great deal of synergy between (Traverse City Tourism and the National Cherry Festival).”

Tkach, who’s 39, grew up in the area and attended Traverse City Central High School and Northwestern Michigan College before earning degrees from Eastern Michigan University and the University of Michigan at Flint. He first joined the National Cherry Festival in 2007 as a business development manager, and was later promoted to interim executive director in 2011. He became the permanent executive director in 2012.

Tkach oversaw several years of expansion and growth at the festival, including the return of the U.S. Air Force Thunderbirds in 2015 after a 25-year hiatus and the revival of the popular Heritage Parade at this year’s event.

“I love my job, and I had no intention of leaving the National Cherry Festival,” Tkach tells The Ticker. “But when Brad left, it created this opportunity to promote the region and help drive commerce and tourism in a new way. It seemed like a clear step forward, and also allows me to continue to do good for the festival in that position.”

Tkach will remain on staff with the Cherry Festival for 60 days, leaving to start his new position at Traverse City Tourism in September. “I’ve already communicated this opportunity to my board, and will be working with them to prepare the festival for the transition,” he says. “We’re coming up with a plan right now, but my sense is there will be an executive search (for a new director). I’ve told them I’m willing to help in any shape or form I can.”

NCF and community leaders who worked with Tkach commended his accomplishments while at the festival. “Trevor has been an excellent leader of our organization," says NCF President Jamie Callahan. "(He) has helped lead the festival’s growth nationally, yet fostering its focus locally on the fruit and Michigan agriculture."

Grand Traverse County Administrator and former NCF Executive Director Tom Menzel says he believes Tkach will bring the same strengths he brought to the National Cherry Festival to the region’s tourism bureau.

“I hired Trevor while running the Cherry Festival, and it was clear early on that he was a unique young man with a strong work ethic and creative and innovative ideas,” Menzel says. “I predict he will add immense value to (Traverse City Tourism), just as he has with the Cherry Festival and the community overall.”