Courtesy of Julia Boas
Julia Boas
JULIA BOAS, 36 / Events Director, Roanoke Outside Foundation
Under the leadership of Julia Boas over the last five years, the Blue Ridge Marathon (a $5.3 million economic impact to date) has increased 15% each year; GO Outside Festival is now a national event, growing in attendance from 15,000 to 40,000; an idea by local cyclists turned into Go Cross, a two-day professional bicycle race, with attendees from all over the world in attendance; and her events have donated more than $200,000 to dozens of local nonprofits. She has also shaped the community narrative to show we not only recognize the value of the outdoors, but also invest in it. “We’ve been able to change the narrative of what it means to be a ‘Roanoker’ both within our own community and on a national level,” she says. “The outdoors is now one of the #1 things that people associate with the region. … Events like the Blue Ridge Marathon and the Go Outside Festival were created as tools to tell that story.”
- Built the Blue Ridge Marathon into one of the “Ten Best Marathons” (USA Today)
- Active amateur tennis player involved in league play
From the Nomination: “Boas has an amazing ability to do a lot with very little. Each event she manages have small town budgets yet she is able to leverage partnerships to create high caliber events that exceed expectations. She does not take no for an answer. She's an incredibly hard worker, often times remaining in the shadows while others receive credit for her efforts. She's all about making the Roanoke Region a better place. She organizes the mountain of detail, volunteers, athletes, and vendors that make up the Blue Ridge Marathon, Go Fest, and Go Cross cyclocross race. Her attention to the customer experience has built the marathon into one of the ten best marathons (USA Today) and Go Fest into one of the premier outdoor festivals on the East Coast. Go Cross, in only three years, has become a UCI event attracting professional cyclocross racers from around the world. Each event has increased in attendance, athlete registrations, and economic impact every year under her management. The success of the events has helped win numerous awards recognizing the events and the Roanoke region’s outdoor culture from Blue Ridge Outdoors and the readers of the Roanoker. Thanks to her work, the Roanoke region’s image has spread around the world to the athletes, businesses, and spectators who travel here to enjoy our outdoor assets.”
What do you love about Roanoke?
Boas: “I love that it’s a big enough metro that there’s always something fun to do, but small enough that I feel really engrained in the community. I love that it’s surrounded by mountains and natural amenities, but still feels like a city. I love that I can go on a hike in the morning, stand-up paddle board in the afternoon and still be back in time to go out for dinner all in one day. I love how active everyone is here, when I visit friends in other towns you don’t walk out on a Saturday morning and pass literally hundreds of people like I do on the greenway walking, running, biking, paddling, etc. I also love that I can pretty much walk and bike, and how connected the city is by greenway. I am not a Roanoke native, and sometimes I think that’s why I appreciate all it has to offer so much. I’ve been in the region now for about 10 years, and I’ve seen the city evolve so much. I like feeling a part of that positive change, and like the work I do makes a real difference in our community.”
How does your passion impact our community?
Boas: “I feel like the city is at this tipping point where people like me can actually make a difference. I love seeing how the work I do impacts our city and the ripple effect it has to other areas of the community. Everything outdoor-related is constantly evolving and improving and it feels like every week something new pops up – a new river access point, a new trail network, development at existing trail networks, a new campground, a new bike shop or outfitter, a brewery, etc. and that all comes from the culture that I believe Roanoke Outside started.”