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  Jarrett Bachman, Ph.D., MEd., MNR, B.S.
   Founding Partner, Director of Research



Jarrett is currently the Director of Research for Looking Glass and an Assistant Professor in Hospitality Management in the College of Business at California State University in Monterey Bay (CSUMB). He received his Ph.D. in Travel & Tourism from Clemson University, and his Master in Sport Management, Master of Natural Resource Recreation & Tourism, and Bachelor of Science degrees from the University of Georgia.

Jarrett’s previous research ranges from studying volunteers at the Bonnaroo Music & Arts Festival and Austin City Limits Music Festival to assessing coastal tourism opportunities on the South Carolina coast for the South Carolina Sea Grant Consortium and examining geographical and management implications of scheduling for the PGA Tour. Other previous research includes projects examining satisfaction and economic impact for the Spartanburg (SC) County Parks Department, examining demand for value-added products and services associated with for-hire boat trips, and various projects for the National Oceanic and Atmospheric Administration (NOAA).

Most recently, his work on festivals has been published in the Journal of Convention & Event Tourism and Event Management: An International Journal. Jarrett’s recent speaking engagements included talks at the 2013 Southeast Tourism Society / SETTRA Spring Symposium in Atlanta, GA, the 2014 North Carolina Association of Festivals & Events Conference in Charlotte, NC, the 2014 Southeast Recreation Research Conference in Asheville, NC, the 2014 Great Western TTRA Conference in Denver, CO, and the 2014 Florida Festivals & Events Association Conference in Orlando, FL.

Jarrett’s duties include the oversight of all phases of the research process. His expertise ensures that research methodologies are sound, thus providing reliable data and analysis for clients. Jarrett’s primary area of focus is on survey design, data analysis, and client report preparation.

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Collin O’Berry, BLA, LEED AP
   Founding Partner, Director of Operations



Collin received his Bachelor of Landscape Architecture Degree from the University of Georgia. Prior to co-founding Looking Glass, he worked as a Project Manager in both land development and real estate capacities. Collin is a registered LEED AP, holding specialty in Green Building Design and Construction (BD+C); he is also a North Carolina licensed Real Estate Broker.  Collin strives to craft long-term, prosperous business relationships using his ability to fully understand and execute projects specific to client needs, while his project management experience allows him to lead data collection teams during productions.

Collin recently concluded efforts with the Asheville Design Center and the Graham County Economic Action Team to design solutions to bolster economic growth through tourism in Graham County, NC, one of the poorest, yet most naturally-rich counties in the state.  He was also involved in a multi-disciplinary effort, spearheaded by the National Parks Conservation Association, that will help provide long-term solutions for regional transportation issues that currently impact the Blue Ridge Parkway – the most visited unit of America’s National Park System. Collin was a recent graduate of the Leadership Asheville program.

Collin’s duties include the management of research operations, data collection teams, and client relationships.

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Alex McCracken, B.S. Geography
   Director of  Spatial Data



Alex received his Bachelor of Science degree in Geography along with a certification in Geographic Information Sciences from the University of Georgia. Prior to joining Looking Glass, Alex created and maintained customized streaming imagery feeds for multiple Fortune 100 companies. Included in this was integration with Bing and Google Maps platforms. Furthering his career, Alex specialized in business development, market analysis, and software solution offerings across numerous industries. As an excellent communicator that is also fluent in Spanish, Alex is quite effective in diverse data collection on-site at festival and event productions.

Alex currently specializes in the analysis and visualization of complex data for clients of all size. His mapping talents allow him to create meaningful visualizations of spatial data to include in client reports, helping to provide additional insight into a wide range of economic, qualitative, and demographic data characteristics. With his diverse background in technology, mapping & GIS, and business development, his efforts help to maximize the value and innovation of the research studies performed by the Looking Glass team.

Alex’s duties include the collection, analysis, mapping, and visualization of complex data for clients of all size.