Allen Martin & Laura Sullivan: Building Covington's Future with Film, Foot Traffic & Community Pride - Episode 44
Welcome to The Town Square Podcast with your host Trey Bailey (flying solo this time while Gabriel Stovall is out of town). In Episode 44, we head deep into Covington's core for a warm, nostalgic, and information-rich conversation with Allen Martin, Covington's Downtown Coordinator, and Laura Sullivan, the Tourism Coordinator. It’s a true messy middle conversation where generational pride meets future-forward strategy —with a side of film fame, economic growth, and good ol’ Southern storytelling.
A Trip Down Memory Lane — With Guitars and Clock Towers
Before diving into the details of Covington’s downtown development and tourism magic, Trey and Allen take a stroll down memory lane. From their teenage band days to mischievous childhood adventures inside the iconic Covington clock tower, the conversation paints a vivid picture of growing up in a town where everyone knows your name—and your grandma’s flower shop.
For listeners who love the backstory, you’ll enjoy hearing how their personal histories in Covington help shape their public service today. As Allen shares, his grandmother’s flower shop started in a house in the 1950s and eventually became a downtown institution. That kind of legacy sets the stage for Allen’s deep connection to the square and its future.
Laura Sullivan’s Local Roots, Global Reach
Laura Sullivan, equally rooted in the area, shares her connections to long-time Newton County families like the Prossers and Smallwoods. She also brings a fresh, strategic energy to the city’s tourism engine. One highlight? Covington welcomed 774,000 unique visitors in 2024—a mind-blowing number for a city of its size.
Thanks to Placer AI, a location-based data platform, the city knows that 59% of those visitors are not from Newton County. Yet, when it comes to local events, 70% of attendees are from right here at home. That means Covington is striking the perfect balance between preserving local charm and welcoming out-of- town dollars.
$130 Million Reasons to Love Covington
Visitor spending in 2023 alone hit $130 million. A staggering portion of that flowed into the city of Covington. As Laura puts it, "Tourism is not just big business—it’s smart business."
There are three main buckets for hotel/motel tax revenue:
Unrestricted funds into the city’s general fund
Marketing funds for the Covington Downtown Tourism Association (Discover Covington)
Tourism product development (TPD) funds for attractions like Legion Field and other visitor-friendly infrastructure.
Allen Martin: From Fuzz Run Fame to Downtown Champion
Allen spent 27 years with the Covington Police Department, including leadership in SWAT, DEA, dive team, and organizing Georgia’s award-winning Fuzz Run. Today, he brings that logistical and people- focused energy to downtown events.
From farmers markets and Live at Legion concerts to Lighting of the Square and 4th of July celebrations, Allen's fingerprints are on everything festive and community-driven. He credits his success to strong relationships with local businesses and an incredible team.
Vampires, Film Crews, and Sweet Magnolias
Covington is a premier entertainment tourism hotspot, thanks to hits like The Vampire Diaries, Sweet Magnolias, and even upcoming features like The English Teacher. Laura and Allen discuss how film permits, crew spending, and fandom conventions continue to boost the local economy.
In fact, $50,000+ has been collected in film permit fees in just the last year and a half. The impact? Families from as far away as England travel to see Mystic Falls. And yes, sometimes they even open tabs at local spots like Scoops and Bread & Butter.
Discover Covington: The Marketing Machine
Laura also helps lead the Discover Covington marketing brand, the city’s outward-facing tourism effort. With an impressive billboard in South Georgia and a prime spot on the Explore Georgia Travel Guide 2025, Covington is officially a destination city.
On social media? Discover Covington targets out-of-towners while the Historic Downtown Covington Facebook page focuses on local specials, events, and merchant highlights. Both platforms work in tandem to keep Covington top-of-mind.
What’s New and What’s Coming
The city is buzzing with new development: - Fuel Films is bringing a microbrewery and studio space to the Ramsey building - A potential food hall is in the works - The burned buildings on Monticello St may become retail below and condos above - Jennifer Hartman is converting the old Ax Town space into a quick- order sandwich shop
There’s also the launch of a Downtown Master Plan with consulting firm TSW. Citizens are invited to share their input at town halls, the first of which is June 24, 2025. That input will help shape zoning, business growth, and long-term downtown aesthetics.
Downtown Development Authority (DDA): The Unsung Hero
Allen gives big props to the Covington DDA, an independent board working to preserve and invest in the district. Whether through facade grants, beautification projects, or long-term real estate goals, the DDA is helping Covington move from charming to world-class.
James Chapman chairs a passionate group of locals who are getting their hands dirty (sometimes literally) to make Covington even better. Their efforts work hand-in-hand with the city’s new master plan.
Final Thoughts: A Community Worth Investing In
Allen and Laura’s conversation with Trey was a reminder that Covington isn’t just a stop on the way to Disney. It’s a destination. It’s a story. It’s home.
From film fans to local entrepreneurs, there is something magnetic about the square and its people. And as this episode proves, when local government, business owners, and citizens come together in the messy middle, beautiful things happen.
🎙 Episode Sponsor Shoutouts
Bizzy Bee Exterminators
Website: BizzyBeeExterminators.com
Address: 30 Oxford Business Parkway, Oxford, GA 30054
Phone: (770) 787-3718
K&D Shoes
Website: kanddshoes.com
Address: 2240 Dogwood Dr SE, Conyers, GA 30013
Phone: (770) 483-9307
Support these local businesses that support Covington!
📬 Contact Info & Links Mentioned in This Episode
Email Contacts:
- Allen Martin: amartin@cityofcovington.org
- Laura Sullivan: lsullivan@cityofcovington.org
Local Facebook Page: - Covington Georgia Historic Downtown Entertainment District
Tourism & Marketing:
- Discover Covington Website
- Discover Covington on Facebook
- Explore Georgia Travel Guide
- Covington News Article
City Planning & Development:
- City of Covington Website
- Downtown Master Plan
- Covington Downtown Development Authority
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Until next time, let’s keep it between the ditches.
