After 11 remarkable years leading the ATL Airport District Convention and Visitors Bureau (CVB) and nearly 50 years of driving growth and innovation in the hospitality and tourism industries, Cookie Smoak is retiring as president, leaving behind an enduring legacy of excellence. Throughout her tenure as president of the CVB, Cookie shaped the organization’s culture and empowered her team to put the District on the map as one of Georgia’s top destinations for both leisure and business travelers.
As Cookie transitions into retirement, she reflects on her career journey, accomplishments and what lies ahead.
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How did you become president of the ATL Airport District?
It all started with Mercedes Miller, who I first met in 2003 while working at the Atlanta Convention & Visitors Bureau (ACVB) in a contract role dedicated to promoting the airport
hotels. We immediately hit it off and booked a tremendous amount of business together. A few years later, I accepted a position with Visit Orlando but eventually returned to Atlanta and rejoined the ACVB.
Then, one day, Mercedes called to tell me that College Park had started their own CVB and needed a president. She insisted I was the right person for the job, but I wasn’t interested—I loved my role at the ACVB and didn’t feel qualified. Three months later, she called again and said, “Cookie, this job is yours. We haven’t found anyone better suited than you.” After going back and forth, I finally agreed to an interview, where I found myself passionately selling them on my vision for the District. Once I met the board and realized how much I loved promoting the destination, I thought, “Mercedes is right, this is my job,” and the rest is history.
What accomplishments are you most proud of during your time as president?
I’m incredibly proud of how we’ve grown from a start-up, ‘Meet College Park,’ representing just one city, to driving sales and marketing for three unique and thriving communities, College Park, Hapeville and Union City. Another accomplishment that still amazes me is how we went from booking 8,000 room nights in our first year to more than 70,000 in recent years. But beyond the numbers, my greatest professional accomplishment is the culture we’ve built. We have a collaborative, high-performing and successful team grounded in trust and respect for each other. We’ve become a family, consistently supporting one another through whatever life throws our way, and there’s nothing the ATL Airport District team cannot accomplish together.
Describe your dream day spent in the District.
A dream day in the District would likely start with a team meeting to catch up on what everyone is working on. After that, we’d enjoy a team lunch, followed by visits with our hotel partners, welcoming out-of-town groups to the Georgia International Convention Center, or maybe taking a meeting planner out to dinner. I’m a people person through and through, so spending time with a group we booked from another city is always a highlight of my day.
Even though we’re just nine miles from downtown Atlanta, the District feels like a world of its own with historic neighborhoods, charming communities, great shopping and delicious local dining. It’s the perfect blend of convenience and character, making every day in the District a great day.
How have you inspired your team to stand out amongst the competition?
I encourage my team to be themselves. We’re a bit edgy and not confined to the usual way of doing things—we’re always thinking outside the box to stay authentic and unique. We embrace being a little on the fringe, and I believe no idea is a bad idea. So, when someone suggests what might seem like a crazy idea, I say, “Let’s go for it!” For example, one of our trade show booths featured a giant beer can with the slogan ‘Alt-anta,’ emphasizing that we’re not Atlanta but a great alternative. We’ve also handed out custom cocktail kits and were among the first to wear custom tennis shoes and t-shirts at trade shows—something we now see many other CVBs adopting.
Just because we’re a CVB doesn’t mean we have to fit into a mold—we create our own path, and that’s what makes us stand out. We may be small but we’re mighty and proud to be trendsetters.
What’s the best advice you’ve received during your time as president?
A better way of saying “don’t sweat the small stuff” came from Mercedes when she told me, “If it doesn’t affect your paycheck, you don’t need to worry about it.” It’s a simple truth—we all tend to fret over the little things, it’s just human nature. Mercedes’ way of saying it really put things into perspective for me.
Another piece of advice I’ve carried with me is that not everyone is going to like you, and you can’t make everyone happy. You just have to do your best with the people you have.
Will you stay involved with the organization as you step away from your role as president?
Absolutely! This organization is my baby and it’s not something I can easily walk away from. Whether it’s volunteering with the team, lending a hand at Spin the District or simply cheering them on, the District is very near and dear to my heart and I’ll always be around to support however I can.
What are you looking forward to the most in this next season of life?
I’m really looking forward to spending more time on things I love—like knitting, sewing and spending time with my family. I used to make a lot of clothes for myself and my children, but as my career took off, I had less time for it. My husband bought me a new sewing machine a few years ago and I’m excited to finally put it to good use.
I’m not quite ready to hang up the hat completely, so I’m taking on a part-time role with Juice Studios in new business development. I’m very excited about this opportunity because it will keep me connected to the industry but with fewer worries that come with leadership.
I’m also looking forward to traveling but I’m not in a rush. For now, I want to settle into my new role at Juice Studios. Once I find my rhythm, I’ll start planning trips—Scotland and Ireland are at the top of the list. I’m taking my time and enjoying the process as I ease into this fun and refreshing new chapter.
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The ATL Airport District team expresses immense gratitude to Cookie for her years of dedicated service and leadership. Her tenacious spirit and bright personality were instrumental in her successful career and her impact will be felt throughout the District and the Southeastern tourism community for years to come. In a full-circle moment, Mercedes Miller—who once insisted that Cookie was the perfect fit for the job—will take the reins as the new president. As Cookie steps into her well-deserved retirement, Mercedes will continue to build on her legacy and lead the organization to even greater success.
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