About Visit Lake Norman

Visit Lake Norman Overview:

Lake Norman Convention and Visitors Bureau (dba Visit Lake Norman) is a 501(c)(6) not-for-profit authority that was incorporated with the NC General Statute S.L. 2001-402; House Bill 715 (September 6, 2001); and funding codified with the NC General Statute S.L. 2011-160; House Bill 508 (June 14, 2011) with its mission of promoting travel and tourism for the benefit of economic growth and development.


Lake Norman Convention and Visitors Bureau was incorporated on July 18, 2000 and served as a function of the Lake Norman Chamber of Commerce. On September 6, 2002, Visit Lake Norman (VLN) became an independent 501(c)(6) not-for-profit organization.

Organization Vision:

VLN is the destination marketing leader of the Lake Norman region, representing all communities through the promotion and development of our resources for the maximum economic benefit of our towns, businesses, and residents.

Mission Statement:

Visit Lake Norman is a non-profit organization dedicated to greatly impacting our local and regional economies through tourism. We are committed to generating economic benefits for our towns of Cornelius, Davidson, and Huntersville by bringing national and regional events to the area and by marketing our destination to the broadest base of potential visitors possible.

Informal Mission Statement:

Visit Lake Norman recruits regional events and promotes destination experiences within Cornelius, Davidson & Huntersville to generate visitor spending.

Organizational Structure:

The 18-Member Board of Directors provides leadership and guidance to Executive Director, Sally Ashworth. The Board of Directors is comprised of business community leaders from the towns of Cornelius, Davidson, and Huntersville, including hotel representatives, restaurant/attractions representatives, and appointed elected officials.


5 Full-time Employees  |  20 Ambassadors/Volunteers  |  Spring, Summer & Fall Interns

Meet the Team:

Sally Ashworth, Executive Director (ashworth@lakenorman.org)
Travis Dancy, Director of Sales (tdancy@lakenorman.org)
Cyndi Bartley, Director of Operations & Marketing (bartley@lakenorman.org)
Jennie Leng, Graphic Designer (jleng@lakenorman.org
Nate McPherson, Sports and Marketing Coordinator (nmcpherson@lakenorman.org)

Staff Christmas Photo 2023

Providing Leadership Across the State and In Our Towns:

Destination Marketing Association of North Carolina, Past President (Sally Ashworth)

North Carolina Sports Association, Past Chair (Travis Dancy)

North Carolina Travel Industry Association Treasurer (Sally Ashworth)

North Carolina Travel & Tourism Coalition Board (Sally Ashworth)

Hopewell High School Academy of Hospitality & Tourism, Past Advisory Board Co-Chair (Sally Ashworth)

Rotary Club of North Mecklenburg (Sally Ashworth)

Town of Cornelius Park & Rec Advisory Board Commissioner (Travis Dancy)

Huntersville Park & Recreation Tournaments Sub-Committee (Travis Dancy)

Lake Norman Chamber of Commerce Board of Directors (Ex-Officio) (Sally Ashworth)

Lake Norman Regional Economic Development Commission Board of Directors (Ex-Officio) (Sally Ashworth)