VIRGINIA BEACH, Va. (WVEC) -- Virginia Beach tourism director Jim Ricketts has died after a brief illness, according to The Virginian Pilot. He was 75.
Ricketts, who had been with the city for 42 years, announced last September that he would retire April 1.
Mayor Will Sessoms called Ricketts a true community icon who made huge contributions to Virginia Beach.
"For more than 40 years, Jim Ricketts was our leader when it came to tourism. He championed the right projects. He advocated for the right focus on our destination marketing efforts. And he defined the right level of quality we needed to bring to the beach to grow into a year-round resort. Jim’s passing leaves a hole in the fabric of this community," Mayor Sessoms wrote in a statement.
He credited Ricketts for getting the city the Convention Center and the American Music Festival.
"Because of Jim, we have a resort that attracts millions of visitors and is a point of pride for us all," Sessoms wrote. "He leaves a legacy that will benefit us all for years to come."
There were sad hearts at the Virginia Beach Convention and Visitors Bureau Thursday upon hearing the news of Ricketts' death.
Tiffany Russell, director of public relations, said Ricketts was very humble and strong, and lead the Virginia Beach office with confidence.
"Jim's father was an Admiral in the US Navy and many times we said Jim runs the Convention and Visitors Bureau like an admiral," Russell said.
Ricketts had to evolve from the small seaside town he promoted in 1973 to the major resort destination that today attracts 12 million visitors.
Deputy City Manager Douglas Smith said, "I'm not the smartest guy in the world, and even though I was Jim Ricketts' supervisor, I still knew when to pay attention to what he had to say."
A service honoring Ricketts will be held Saturday, March 26 at 1 p.m. at the Virginia Beach Convention Center.