Welcome to the La Crosse County Convention and Visitors Bureau!
Our Mission
Explore La Crosse strives to create a thriving and inclusive community, where tourism enriches lives and uplifts all who visit or call this region home.
Our Vision
A destination that inspires exploration and elevates celebrations.
Our Values
Collaboration: We thrive through teamwork and communication.
Integrity: We build trust through transparency and accountability.
Innovation: We drive progress through curiosity and creativity.
Excellence: We achieve success through passion and dedication.
Stewardship: We evaluate and impact our region with responsible advocacy.
Meet the Explore La Crosse Staff
A.J. Frels
Executive Director
Email: Frels@ExploreLaCrosse.com
Phone: (608) 782-2367
Michelle Hoch
Director of Finance & Human Resources
Email: Hoch@ExploreLaCrosse.com
Phone: (608) 782-2087
Jeremiah Burish
Director of Sports Sales & Events
Email: Burish@ExploreLaCrosse.com
Phone: (608) 782-2250
Ben Morgan
Director of Group Sales & Sports Services
Email: Morgan@ExploreLaCrosse.com
Phone: (608) 782-2220
Haleigh Doyle
Director of Media & Marketing
Email: Doyle@ExploreLaCrosse.com
Phone: (608) 782-2211
Kaytlin Nething
Manager of Membership & Grants
Email: Nething@ExploreLaCrosse.com
Phone: (608) 782-2286
Carey Hegge
Director of Tourism Services& Events
Email: Hegge@ExploreLaCrosse.com
Phone: (608) 782-2366 Ext: 228
Iris Dishno
Media & Content Marketing Manager
Email: Dishno@ExploreLaCrosse.com
Phone: (608) 782-2366 Ext: 226
Erik Sjolander
Director of Convention Sales
Email: Sjolander@ExploreLaCrosse.com
Phone: (608) 782-2298
Dayle Muller
Manager of Events & Tourism
Email: Muller@ExploreLaCrosse.com
Phone: (608) 782-2366 Ext: 232
Upcoming Events
The La Crosse Region is host to festivals and events year-round. Swing through for memorable entertainment from music and arts to competitions, fairs and everything in between.
More Things To Do
Explore the La Crosse Region by hiking Grandad Bluff, cruising the Mississippi River, touring local craft breweries, and enjoying vibrant downtown shops and eateries.
Meet the 2025 Board of Directors
President – Jen Burch | Courtyard La Crosse
Vice President – Pete Boese | Radisson Hotel
Treasurer – Chris Roderique | Piggy’s
Secretary – Ryan Johnson | The Crow/Howies
Board:
Dan Wick | Onalaska Parks & Rec. Department
Barb Janssen | City of La Crosse
Patrick Barlow | Village of Holmen
Kapena Faitau | City of Onalaska
Dan Kapanke | Town of Campbell
Cherryl Jostad | City of La Crescent
A.J. Frels | Executive Director | Explore La Crosse
Jay Patel | Quality Inn, Country Inn, EconoLodge
Brody Meier | Great River Harley Davidson
Kalynn Krueger | The Charmant Hotel
Nathan Franklin | Gundersen Health System
Pat Stephens | Irishfest / Rotary Lights
Vicki Markussen | Engage Greater La Crosse
Austin Wells | La Crosse Fairgrounds Speedway
Ashley Santolin | Mayo Clinic Health System
Nadita Turner | Best Western La Crescent
David Pierce | La Crosse County Board
Billy Bergeron | Castle La Crosse
Dave Ring | Kwik Trip
Dan Stevens | City of Onalaska
Stephanie Pope | University of Wisconsin-La Crosse