Jacqueline Harp is set to become the CEO of Smokies Life in early September/Smokies Life

Laurel Rematore, who has led Smokies Life for more than eight years, is retiring and being succeeded at the organization that works to support Great Smoky Mountains National Park by Jacqueline Harp, who has a long relationship with the outdoor industry.

Harp was selected and approved by the board of directors following a nationwide search and will begin as CEO on September 11. Rematore fostered an environment for Smokies Life's retail, wholesale, membership and publishing programs to flourish, enriching the visitor experience for millions.

Harp joins Smokies Life after nearly 18 years with REI Co-op in various roles, most recently as its regional director for the Southeastern United States, supporting retail locations in East Tennessee, Georgia, North Carolina and South Carolina. She brings to her new role extensive experience in the outdoor industry, proven strategic leadership skills, a strong operational management background, and deep commitment to partnership development and community engagement.

“Smokies Life is a dynamic membership and partnership organization, well-positioned for fulfilling our supportive role of Great Smoky Mountains National Park into the future,” said Geoffrey Cantrell, Smokies Life board chair. “I’m confident in our new CEO, as well as in her vision and determination for our mission. We welcome Jacki and believe our work with and contributions to the country’s most popular national park will only grow stronger in coming years.”

A nature and outdoor enthusiast who has completed the Southern Appalachian Naturalist Certificate Program at Great Smoky Mountains Institute at Tremont, Harp is a lifelong advocate for Great Smoky Mountains National Park. She also serves on the board of Nashville-based TennGreen Land Conservancy and is board chair of Chattanooga-based Lookout Mountain Conservancy.

“My enthusiasm to lead this organization is rooted in my passion for the Smokies and the outdoors, but it is also rooted in appreciation for the strong partnerships among all of the cooperating agencies and nonprofits that steward the park and the enduring support of Smokies Life members,” she said.

During her tenure at REI, Harp was engaged in almost every facet of the organization, from customer experience to employee care, leadership development to regional strategy — and to serving as co-chair of the company’s BIPOC Inclusion Network, which creates community platforms, events, mentorship and professional development for BIPOC employees. Prior to joining REI, Harp served as the marketing director of Harris YMCA in Charlotte. She holds a bachelor’s degree in history from Queens University of Charlotte, where she served as assistant director of student affairs.

“I am thrilled to join Smokies Life at such a transformative time for this special organization,” Harp said. “Great Smoky Mountains National Park has been an important backdrop for my life, shaping my memories in the outdoors and my passion for conservation and nature connection. It is an honor to have an opportunity to contribute to the legacy of Smokies Life and the perpetual preservation of the park, and I look forward to continuing the organization’s strong, existing partnerships to deepen our members’ and all visitors’ connections to the Smokies.”

Rematore will be recognized with the Excellence in Cooperating Association Partnership Award at the National Park Service’s Excellence in Service Awards to be held August 21 in Washington, D.C.  She has served the cooperating association community across two decades in numerous leadership roles. Following a corporate career in the aerospace industry, she followed her passion for public lands, transitioning to a position with the Yosemite Association as membership and development director (2001–2008). She then became the executive director of the Mesa Verde Museum Association (2008–2015) before taking the helm of Smokies Life in 2016.

Laurel Rematore and Cassius Cash, Great Smoky Mountains National Park superintendent, at the ribbon cutting for Smokies Life’s new Great Smokies Welcome Center in Townsend, TN/Smokies Life

During her eight-year tenure, Rematore has guided Smokies Life through both historic challenges and a number of notable achievements: providing financial and in-kind support of basic park visitor services during government shutdowns and the COVID-19 pandemic; creating an employee–retiree relief fund in the aftermath of the 2016 Gatlinburg-area fires; supporting Superintendent Cassius Cash’s 2021 Smokies Hikes for Healing initiative; forming a diverse, compensated publications advisory committee; supporting the 2023 launch of the Park It Forward parking tag program; rebranding the organization and its membership program in 2024; and increasing the organization’s annual financial support of Great Smoky Mountains National Park to $1.75 million in 2024, bringing the total amount contributed to the park since the organization’s founding from $35 million in 2015 (prior to her tenure) to more than $50 million by 2023.

“Laurel has championed an inclusive team culture, encouraged open communication, valued diverse perspectives and fostered strong, collaborative relationships between all the park’s partners,” said former Smokies Life board chair Mitch Crisp. “Under her direction, the Smokies Life retail, wholesale, membership, and publishing programs have flourished, enriching the visitor experience for millions.”