HUNTINGTON BEACH, Calif. (May 30, 2025) — After nearly 35 years in the visitor industry and 12 years at the helm of Visit Huntington Beach (VHB), President & CEO Kelly Miller, CDME, has announced plans to retire effective October 15, 2025. 

“This decision is both exciting and bittersweet,” said Miller. “It has been the honor of a lifetime to lead this incredible organization and to serve a community I deeply love. Together, we’ve faced unprecedented challenges, including the COVID-19 pandemic, and still we celebrated remarkable milestones.”
Under Miller’s visionary leadership, VHB has solidified Huntington Beach’s status as a premier destination for travelers, events, and “beachwide” conventions. Among the notable achievements are three Tourism Business Improvement District (TBID) assessment increases and a historic 10-year funding agreement with the City of Huntington Beach, which included a pioneering collaborative partnership that directed 10% of TBID assessments toward local Tourism Enhancement Programs. 

During Miller’s tenure, the destination worked hand in hand with key hotel partners to post record-breaking performance metrics across key tourism indicators, including:

- A record high of 90.1% occupancy rate in July 2018
- A record high of $402.83 in average daily rate (ADR) in July 2022
- A record high of $349.78 revenue per available room (RevPAR) in July 2023
- Annual group hotel bookings soared to new heights, from approximately 10,000 room nights a year to more than 85,000 yearly 

VHB’s website SurfCityUSA.com and social media engagement also reached all-time highs. Between 2020 and 2023, annual website traffic increased 8% to 2.7 million page views, while engagement on Instagram, Facebook and LinkedIn increased 300%, 1,795% and 527% respectively, further strengthening Huntington Beach’s brand visibility domestically and globally.

"As VHB’s Board Chair for the past eight years, I can confidently say that Kelly’s visionary leadership has left a lasting impact on this organization and on Huntington Beach as a global destination. His ability to balance forward-thinking strategy with a strong focus on results is a rare gift—one that has shaped VHB’s success over the past 12 years,” said Justin Simpson, VHB’s Board Chair and General Manager of Kimpton Shorebreak Huntington Beach Resort. “While we will deeply miss his presence, we fully support Kelly’s decision to retire and are grateful for the legacy he leaves behind. Under his leadership, VHB has not only achieved national recognition, including DMAP accreditation from Destinations International, but has also twice been named one of the best places to work in Orange County. His impact will be felt for years to come."

During the COVID-19 pandemic, Miller guided VHB through uncertainty, leading with clarity and purpose while continuing to advocate for the industry at the state and regional level. His service included chairing CalTravel during the pandemic, chairing the Orange County Visitors Association (OCVA), and serving on multiple Visit California committees.

A long-time supporter of major events and sports tourism, Miller played a vital role in Huntington Beach being considered as a finalist venue for the LA28 Olympic Games. Under his leadership, the destination hosted numerous world-class events, including the annual World Surf League’s US Open of Surfing, five International Surfing Association’s World Championships, the Pacific Airshow and the Surf City Marathon. He is currently the chair of the Orange County Sports Commission and championed the OCVA in its transition to an independent 501(c)(3) organization.

In 2014 and 2015, Miller led VHB in a community-wide collaboration to celebrate 100 years of surfing history at the iconic Huntington Beach Pier—the site where surfing pioneer George Freeth first introduced the sport to the area in 1914. Under Miller’s leadership, the centennial celebration showcased Huntington Beach’s rich surf heritage through a series of high-profile events, including the achievement of two official Guinness World Records®: one for the “Largest surfboard” and another for the “Most people riding a surfboard at once.” Miller was among the 66 surfers to ride the custom-built, 42-foot-long board, a historic feat that helped solidify Huntington Beach’s global identity as Surf City USA®. 

“Having served on the VHB Board throughout Kelly’s entire tenure as President & CEO, I’ve witnessed his unwavering dedication to doing what’s right for our community and the tourism industry. His relentless passion for promoting Surf City USA® and driving results was truly admirable,” said Peter “PT” Townend, VHB Board member, former world champion surfer and Surf City USA® ambassador.

Prior to joining VHB, Miller held destination leadership roles in Juneau, Alaska; Atlanta, Ga.; Asheville, N.C. and Tampa, Fla. — each stop contributing to a legacy of destination brand-building. He also helped form several successful regional tourism partnerships including the Southeast Alaska Tourism Council (SATC), Delta Airlines Gateway Showcase, Rhythms of the South, and Mountain South USA. Kelly was one of the nation’s first DMO leaders to also serve simultaneously as an elected official on a City Council, Asheville, NC. He is proud to give back to the visitor industry by serving on Destinations International’s CDME teaching alumni faculty for many years, helping hundreds of visitor industry professionals obtain their prestigious CDME certification. 
“VHB is in a strong position moving forward, with an exceptional team and a bold vision for the future,” said Miller. “I’m committed to working with the VHB Board of Directors to ensure a seamless transition and continued momentum.”

Visit Huntington Beach will begin the search for new leadership immediately. 

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About Visit Huntington Beach
Visit Huntington Beach is the official destination marketing organization of Huntington Beach, California, also known famously as Surf City USA®. Located along Pacific Coast Highway with convenient access from three airports, Huntington Beach boasts 10 miles of wide-open beaches, endless opportunities for outdoor adventure and a laid-back welcoming community known for its vibrant surfing history and culture, making it the ultimate Southern California destination for travelers from around the world. To learn more about Huntington Beach, visit SurfCityUSA.com.