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 Our Partners

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

Haleigh Doyle

Director of Media & Marketing

Email: Doyle@ExploreLaCrosse.com
Phone: (608) 782-2211

Iris Dishno

Media & Content Marketing Manager

Email: Dishno@ExploreLaCrosse.com
Phone: (608) 782-2366 Ext: 226

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

Erik Sjolander

Director of Convention Sales

Email: Sjolander@ExploreLaCrosse.com
Phone: (608) 782-2298

Ben Morgan

Director of Group Sales & Sports Services

Email: Morgan@ExploreLaCrosse.com
Phone: (608) 782-2220

Jeremiah Burish

Director of Sports Sales & Events

Email: Burish@ExploreLaCrosse.com
Phone: (608) 782-2250

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:

About Us