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Hugh Morrow, President & CEO of Ruby Falls LLC., has led the transformation of a 92-year-old natural attraction, listed in the National Register for Historic Places, into a more sustainable and environmentally friendly business operation.   Ruby Falls is committed to the reduction of their environmental footprint while providing a renewed experience for their visitors.   All of this has been accomplished by the Ruby Falls team even when challenged with a cave that is thousands of years old and a historic building.


Ruby Falls holds the distinction of being America’s deepest commercial cave and most-visited underground waterfall.   Ruby Falls is the first U.S. attraction to successfully undergo the Green Globe International environmental certification process and was listed  as  one  of  the most “Incredible Cave

Waterfalls on Earth” by World Reviewer. The team at Ruby Falls was awarded the 2012 Travel Attraction of the Year and 2013 Tourism for Tomorrow Awards by Southeastern Tourism Society. Recently, Ruby Falls was recognized by Green Globe as the recipient of the International 2016 Sustainable Leadership Award, by the Chattanooga Chamber of Commerce as Small Business of the Year in 2016, in 2019 as the Governor’s Environmental Stewardship Award recipient and 2019 Environmental Project of the Year by GreenSpaces of Chattanooga. 


Hugh Morrow was hired as president of Ruby Falls LLC., in February of 2007.  Morrow is a member of the National Cave Association and serves on the boards of the Chattanooga Tourism Company, Tennessee Outdoor Advertising Association, Tennessee NFIB Leadership Council (Past Chairman), Synovus Banking Company of Chattanooga, The Southern Highland Attractions (Past Chairman), Hospitality Tennessee (Immediate Past Chairman) and Tennessee NFIB PAC Current Chairman.  Also, recently Morrow has been recognized as the Tennessee Tourism Professional of the year in 2019 and the Environmental Professional of the year in 2018 by GreenSpaces. Prior to joining Ruby Falls LLC, he held various positions in the textile and carpet industry with the most recent position being V.P. of Sales for Tandus Inc.

In his personal time, Hugh enjoys golf, his four grandchildren, and is an avid Dave Matthews fan traveling to multiple concerts each year. He also serves on the Session of Lookout Mountain Presbyterian Church participating in multiple committee assignments and is an active Rotarian with the Chattanooga Downtown Club.


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