Mike Butts, executive director of Visit Charlotte, had a hunch in 2004 that the insurance industry executive he met through a mutual friend would make a great fit for the tourism bureau.

Never mind that Jerry Thornton had zero experience working in the hospitality industry.

"I was so struck with his personality and style, I just thought this guy is either going to be a major win or a big bust," Butts said.

"It was one of the smartest decisions I ever made, and certainly one of the best hires ever."

Thornton, 68, who built hundreds - if not thousands - of contacts throughout the city and beyond to help boost Charlotte's image as a major destination city, died suddenly on Monday at Carolinas Medical Center's main campus. He had gone to the hospital the day before because of dizziness and blurred vision, and had a massive stroke, according to Jeff Thornton, one of his three sons.

Working at Visit Charlotte as manager of partner development was his most enjoyable career move, according to Thornton's family. He genuinely enjoyed meeting and getting to know people, which made remembering names easy.

"He never met a stranger," Jeff Thornton said. "He could talk to anybody and make them feel like they were the most important person in the world."

Jerry Thornton's job was to recruit tourism and hospitality industries to become Visit Charlotte members, Butts said. But Thornton wasn't only about trying to get somebody to join.

"He wanted them to be successful and get everything they could out of their partnership in our organization," Butts said. "He was just very good at helping them ... grow their business. Or introduce people to each other."

Thornton's hiring came at an excellent time, Butts said - right after the Westin Charlotte hotel opened.

"So it was right at the front end of our really starting to take off as a destination," according to Butts.

"He will be sorely missed by all of us. ... I'm going to miss him horribly."

Thornton is survived by his wife of 43 years, Susan; his mother, Faye; three grown children and seven grandchildren. Services are 2 p.m. Friday at Christ Lutheran Church, 4519 Providence Road.