Greenwood Soul Mates – Danielle Morgan

For us, “soul” represents that unique essence each person contributes to their community, weaving a colorful tapestry of stories, talents, cultural experiences, and more. In Greenwood, this tapestry is formed by numerous unique individuals whose captivating stories and deep connections to the region’s food, music and history define our identity as a town and make Greenwood such an extraordinary place to visit. These remarkable individuals are our “Soul Mates.”

Greenwood stands as a testament to the power of resilience, charm and collective pride. When looking through the eyes of Mississippi Tourism Executive Director Danielle Morgan, who formerly served as Executive Director of Greenwood’s Convention and Visitors Bureau, these powers come to life. Danielle’s journey from Yazoo City to Greenwood, and ultimately to a statewide role in Mississippi tourism, offers fascinating insights into what makes Greenwood a special place.

“We live in a small community about 12.5 miles from Greenwood,” she said. “But Greenwood is very much our area. We shop, socialize and go to church in Greenwood, so it’s a big part of our lives.”

After growing up in Yazoo City, Danielle attended Delta State University and lived in various places before returning to the Delta. While living in Jackson, she met her husband, Brent, a lifelong Greenwoodian, and they decided to make Greenwood their home in 2016. Brent’s family business, in the residential construction industry, is deeply tied to the Greenwood area, proved instrumental in their decision.

“I’ve always loved the Delta,” Danielle said, “and I love small-town life. The Greenwood community felt like the perfect place to call home.”

With their home just a short trip from downtown Greenwood, they immersed themselves in the community, and everything Danielle did up to that point guided her passion toward tourism.

Before stepping into her role as Greenwood’s tourism Executive director, she spent a decade in graphic arts and marketing with the Mississippi Farm Bureau Federation on the agricultural side. During this time, she developed a knack for storytelling, marketing and public relations at the Mississippi Farm Bureau Federation. Her transition to tourism was unexpected but turned out to be a natural fit and her life’s work.

“I knew people in Greenwood from my Delta State days, and before we moved, I told a friend, ‘If I could do anything here, I’d love to work in tourism,’” she said. “I felt like it wouldn’t happen because the person was relatively new in the position.”

Two weeks later, the position became available unexpectedly. She applied, got the job and discovered her passion.

As with many other Soul Mates, Danielle agrees Greenwood’s greatest asset is its people.

“The community is tightly knit, with a shared passion for improving their city,” she said. “You don’t find that in every small town. People here genuinely care about investing their time and resources to make Greenwood better.”

As Danielle describes, Greenwood’s charm is undeniable, bolstered by its picturesque setting—a river running through the downtown area—and its commitment to preserving and enhancing the local environment. From the cleanliness of the streets to the pride in its culinary and cultural heritage, Danielle says Greenwood exudes warmth and charm.

She continued to discuss Greenwood’s beauty and expressed joy describing the town as a haven for food lovers, which boasts a rich culinary scene that attracts visitors from far and wide.

“As a foodie, I’ve always been impressed by Greenwood’s dining options,” she says.

“Greenwood’s hospitality shines through in the food and service. People here go above and beyond to make visitors feel welcome.”

One of her most memorable experiences as Greenwood’s tourism Executive Director was working on the Women of the Movement TV series, which filmed scenes in Greenwood. The series, which tells the story of Mamie Till and her son Emmett Till, was deeply tied to Greenwood’s history.

During the height of the COVID-19 pandemic when the show’s production team couldn’t travel, Danielle put in extra work beyond her normal duties because she wanted Greenwood to be a part of the show. She scouted locations and sent hundreds of photos to the production team, advocating for Greenwood as a filming site. Her efforts paid off, and the producers agreed to shoot in Greenwood.

“When I did all of this, the project hadn’t even been greenlighted,” she said. “It was special to see the story come to life in a place where the events happened. The production brought a renewed focus to the town’s historical significance.”

Her passion for tourism extended beyond Greenwood when Danielle transitioned to a statewide role, championing one of Mississippi’s largest revenue streams. She emphasizes the importance of tourism investment, particularly in the wake of the pandemic.

“Tourism is Mississippi’s fourth-largest industry,” she explains. “It’s an incredible driver of economic development, and I wanted to make an even bigger impact. We’ve shown that investing in tourism yields tremendous revenue for the state. It creates quality of life amenities for visitors and residents, which are crucial to the economic development efforts and our ability to attract and retain talent.”

Danielle and other tourism leaders worked tirelessly to secure federal recovery funds through the Mississippi Legislature that are allowing Mississippi to lead in visitor spending during key periods, showcasing the industry’s resilience and potential.

Her love of tourism first began in Greenwood, where she gained a deep appreciation for its role in driving economic development. As she points out, the same experiences that attract visitors—live music, cultural events, culinary delights also enhance the quality of life for residents. In April 2025, people from all across Mississippi will gather in beautiful Greenwood for the Mississippi Tourism Association Spring Summit.

“Greenwood has more to offer than you’d expect from a small town,” she said. “From plays and concerts to cooking schools and boutique shopping, there’s always something happening. These attractions make Greenwood not just a great place to visit, but a desirable place to live and work.”

No story about Danielle’s love for Greenwood would be complete without mentioning Howard Street Howard, the town’s beloved rescue dog. Roaming the streets of downtown Greenwood, Howard captured the hearts of residents for about two months as locals fed and watched him but then later showed concern about his well-being.

“Some friends went and found Howard and we brought him home – for the weekend,” she said. “We figured out he had been living underneath a store. When he was rescued, the Greenwood Commonwealth put out a breaking news story about it and later Howard became the centerpiece of a Main Street marketing campaign called sit, stay, play.”

Today, Howard enjoys a pampered life as part of Danielle’s family. His story embodies the spirit of Greenwood—a community that comes together to celebrate the small joys and care for one another.

Outside of work, she and her husband enjoy traveling, live music, photography and gardening. Their passion for the Delta’s natural beauty is evident in their frequent sunset-chasing adventures. 

“Mississippi, and especially the Delta, provide the best sunsets,” Danielle said. “Living here, you’re constantly reminded of how beautiful this place is.”

When asked to describe Greenwood in one word, she doesn’t hesitate: “Charming.” She said it’s a word that encapsulates the town’s people, history, natural beauty and vibrant culture.

“Greenwood has a way of winning people over,” she says. “Once you visit, you’ll keep coming back.”

When asked about the word “soul,” Danielle said it describes the essence of an individual or a community.

“Soul is what drives you and makes you truly unique,” she said. “But it’s the people who make it extraordinary. They are the ones who embody the heart and soul of Greenwood –and, really, of Mississippi too.”

Looking for exciting things to do around Greenwood? Check out a day in Danielle’s life.

Click here to read more about all our Greenwood Soul Mates!

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