Bob Schuler, the senior vice president of event sales and operations for International Market Centers (IMC), has begun his two-year tenure as chairman of Peach Bowl, Inc.’s Board of Trustees. Schuler takes the reins from immediate past chair Bob Somers of Delta Air Lines in preparation for the upcoming College Football Playoff Semifinal at the Chick-fil-A Peach Bowl on Dec. 31.

Schuler’s ascension to chairman follows a more than 30-year involvement with the Bowl in a variety of volunteer roles.

His involvement started in 1989 when he worked with the group operating the Peach Bowl parade. Since then, Schuler has served as the vice chair and chair of the Festival Division, which manages the Bowl’s 450 volunteers, and on Peach Bowl, Inc.’s Board of Advisors, Board of Trustees, Team Selection Committee and Executive Committee.

“Bob’s dedication and service to Peach Bowl, Inc. over the last 30 years has been a huge part of our success and helped us earn our reputation as a best-in-class event among all college bowl games,” said Gary Stokan, CEO and president of Peach Bowl, Inc. “His contributions are immeasurable, and we look forward to continued success during his tenure as chairman.”

Schuler’s primary responsibility as chairman will be to oversee Peach Bowl, Inc.’s Board of Trustees, which governs all its events including the Chick-fil-A Peach Bowl, the Chick-fil-A Kickoff Game, the Peach Bowl Challenge charity golf tournament and The Dodd Trophy national coach of the year award.

“This is certainly an exciting time for the Bowl as the college football playoff landscape evolves, and I’m excited to play my part in making sure Peach Bowl, Inc. maintains its leadership position among New Year’s Six bowl games,” Schuler said. “I couldn’t think of a better position to be in to further our brand and build upon Atlanta’s distinction as the Capital of College Football.”

A veteran figure in the hospitality industry, Bob previously worked with Marriott Hotels and Resorts in multiple leadership positions over a 15-year span. At IMC, he has direct oversight over the organization’s events portfolio, including food and beverage services in Atlanta, High Point, and Las Vegas. As senior vice president, Schuler is also responsible for all housing and travel negotiations for IMC, and LightFair. Before his current role, Bob held various executive leadership positions at the Atlanta Convention and Visitors Bureau.

In addition, Bob actively serves on the Boards of the Atlanta Convention and Visitors Bureau; the Southeast Chapter of the International Association of Expositions and Events (IAEE); and Georgia State University School of Hospitality.