Walland, TN (January 16, 2018) – Blackberry Farm Proprietor Mary Celeste Beall announced Tuesday that Matt Alexander will assume the role of President of Blackberry Farm. Matt has been a part of the Blackberry Farm team for 19 years, and has been serving as Executive Vice President for the last seven years.
“Matt has a wealth of knowledge from our past that uniquely equips him with a solid perspective as we move forward,” said Mary Celeste. “We will work together, sharing the responsibility for enhancing this brand and family business.”
As President, Matt will continue to oversee the development, organization, execution and evaluation of business strategies for all facets of the company. He is an integral part of leading the team to ensure brand enhancement, program alignment with the family’s vision, and financial management. Matt oversees and analyzes operations and staffing to meet ongoing business demands and guests’ expectations.
“Watching Mary Celeste take on the role of Proprietor over the last two years,” said Sandy Beall, co-founder and Chairman of Blackberry Farm, “and watching Matt continue to grow in the leadership of our team has demonstrated the strength of the Blackberry Farm family and highlighted the prospects for the future that lies ahead.” In August 2017, Blackberry Farm announced a new resort, Blackberry Mountain, set to open in 2019. This is the company’s first hotel expansion in 40 years. In the role of President, Matt will extend his leadership responsibilities to Blackberry Mountain as the property takes shape and offers an adventure and wellness based experience in the Great Smoky Mountains, as well as continued leadership in the company’s emerging businesses in retail, brewery, and design.
“I am honored, humbled, and eager to serve Blackberry and our team in this role,” said Matt. “We have an incredible leadership team focused on the opportunities ahead of us as we continue to enhance the guest experience, develop our brands, and open our new property, Blackberry Mountain. I’m looking forward to an exciting future.”
