Although originally hailing from Tennessee, Justin Muse’s heart belongs to downtown Loveland.
Justin, who’s nicknamed “Tennessee” (a nod to his Southern roots), has served as the Downtown Ambassador for the Loveland Downtown District since 2024, when the program officially launched. As the ambassador, Tennessee is a crucial part of overseeing daily operations, including maintaining the downtown area’s welcoming, clean environment.
Tennessee improves the downtown district by cleaning sidewalks, reporting maintenance issues, power washing, and removing graffiti and weeds, among other responsibilities. But his job isn’t simply to enhance the conditions and appearance of downtown Loveland.
“A lot of what I do is about connecting with people,” Tennessee shares. “Being a friendly, steady presence is a big goal of mine. Some days are about cleanup and maintenance; other days are about helping someone through a tough moment or just making sure they know they’re seen.”
As Sean Hawkins, executive director of Loveland Downtown District, puts it, Tennessee’s contributions “go far beyond a checklist of responsibilities.“
“He is out in the district every single day, taking ownership of how downtown looks, feels, and functions,” Sean says. “Tennessee has brought consistency, pride, and care to our public spaces. Downtown is noticeably cleaner, more welcoming, and better cared for because of his work.”
The role of Downtown Ambassador found Tennessee before he found the job, he jokes. Several people sent the job posting to him once it was posted, and the gig felt like it was created for Tennessee and his skillset.
Prior to becoming Downtown Ambassador, Tennessee held a few different jobs at various businesses on 4th Street, including bartending at Burk’s Tavern and getting to know the locals.
However, when the Downtown Ambassador position became available, it seemed like a natural fit for Tennessee. Working outside and more regular hours as a family man and father of two young children appealed to Tennessee. And Tennessee saw the chance to take care of downtown Loveland full-time as a special opportunity.
“This work gives me purpose,” Tennessee says. “If I can help downtown look better, feel safer, and be more welcoming — especially for folks who don’t always feel welcomed elsewhere — then I’m doing something right.”
“I do this because I love people, and I love this town,” Tennessee adds. “I may be a Southern boy from Tennessee, but Loveland has become home, and downtown feels like Loveland’s front door. I believe we should be looking out for one another, and doing what you can to make someone’s day a little better.”
Described as an ambassador who cares deeply about the people who live, work, and visit downtown Loveland, Tennessee handles challenges with a positive attitude and brings heart to the role, Sean notes.
“Tennessee genuinely cares about downtown Loveland,” Sean says. “He takes pride in downtown and treats it like it’s his own neighborhood. His work often happens behind the scenes, but the impact is something everyone feels—cleaner streets, quicker responses, and a more welcoming atmosphere…. That kind of dedication embodies exactly what ‘local love’ is all about.”