Mayor Michelle Wu has named John Borders IV, a Dorchester native who previously worked for the Boston Celtics, as her new director of tourism, sports and entertainment. He started work on Monday.
As the head of the tourism, sports and entertainment office, Fronteres IV is responsible for bringing events, conventions, festivals and gatherings to the city. His office will work with Meet Boston, formerly known as the Greater Boston Convention and Visitors Bureau, and the Greater Boston Chamber of Commerce, both private sector entities.
The office also oversees film and television productions in the city.
Borders IV, who grew up on Blue Hill Avenue and now lives in Roslindale, sees the job as a combination of his areas of expertise, from relationship management and community engagement to sports and entertainment “To be able to change the narrative around Boston and what this city means, I would love to be a part of that,” he told the Reporter.
“For some people, Boston hasn’t always been the most welcoming and I hope that my time in this seat will not only change the narrative but really change the opportunities that we have,” said Borders IV.
Boston receives more than 19 million visitors each year, according to Meet Boston, which recently unveiled a new marketing and advertising campaign targeting not only the city’s five-star hotels and professional sports teams, but also the 23 neighborhoods, with residents speaking 76. languages.
“Boston is a city for everyone, with something special for every resident and visitor to experience in our neighborhoods,” Wu said in a statement. “As Boston continues to grow and welcome people from around the world, we seek to further focus and highlight the vibrancy of our communities. I am grateful to John for his commitment to serving our city and look forward to his leadership in ensuring to make Boston a welcoming and inclusive place for everyone.”
Borders IV previously worked as a principal at consulting firm VTH & Madison, which focused on expanding and growing businesses, including startups and boutique brands, owned by people of color. He also worked for four years as the Senior Director of Community Engagement for the Celtics and as an Account Executive for Everfi, which focused on addressing educational inequality through software.
Borders IV also worked in Governor Deval Patrick’s secretary of education. He graduated from St. Sebastian’s School in Needham and Morehouse College in Atlanta, where he met and befriended Janelle Monae, who is now a singer and movie star. Borders IV remembers that when they first met, he was going from bedroom to bedroom, selling CDs with his guitar case.
Borders IV reports to Segun Idowu, the mayor’s chief of economic opportunity and inclusion. “With a vision to revitalize our communities and turn our neighborhoods into destinations, I know that John, as a son of Boston, will enhance our standing on the local and global stage,” Idowu said.
Borders IV replaces Kate Davis, who was hired in 2020 and left last year as executive director of the Meet Boston Foundation and director of special projects for Meet Boston, according to her LinkedIn profile. Amy Yandle, a City Council veteran, served as interim director between the terms of Davis and Borders IV.
This story was originally published by the Dorchester Reporter.
