Gregory Negas Pierce

Executive Vice President and Chief Administrative Officer/CFO

Gregory Pierce
Gregory Pierce

Gregory Pierce joined Atlanta Convention & Visitors Bureau (ACVB) in 1987 and serves as executive vice president, chief administrative officer and chief financial officer. He is responsible for all administration, financial, accounting, reporting, human resources, membership, visitor services, research and technology functions of ACVB and its related subsidiaries, reporting directly to the CEO and board of directors.

Pierce serves on the boards of all ACVB's subsidiary companies including ACVB Enterprises, Ltd., ATCOMM Publishing and ACVB Foundation, Inc. He is directly involved in setting the strategy for metropolitan Atlanta's hospitality industry, which drives an annual direct economic impact of $15 billion. Pierce's duties also include the oversight of the company's consolidated annual budget of approximately $31 million.

Pierce manages the facilities and leasing negotiations for ACVB and related company space requirements. He is also responsible for the creation and implementation of a structured compensation plan designed to target employees' pay at their level of performance, along with all performance management programs and employee benefit plans.

Pierce is recognized as a leader in the destination marketing industry and is often invited to speak on a variety of topics at industry meetings. These topics include performance management, compensation plan design, web marketing and destination research tactics.

Pierce’s previous employment included Pannell Kerr Forster, a certified public accountant firm, where he worked from 1984 to 1987. He is a native Atlantan and a graduate of Emory University's Goizueta Business School. Pierce is also an alumnus of Leadership Atlanta’s Class of 2001.

Pierce's community involvement focuses primarily in the arts community. He serves on the board of directors of 7 Stages Theatre and CORE Dance, as well as on the advisory board of Dance Augusta. He previously served on the boards of Beacon Dance Company and the dance panel for Georgia Council for the Arts where he traveled the state of Georgia reviewing dance companies applying for state funding. 

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