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

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:
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
Austin Wells | La Crosse Fairgrounds Speedway
Ashley Santolin | Mayo Clinic Health System
Nadia Turner | Best Western La Crescent
David Pierce | La Crosse County Board
Billy Bergeron | Castle La Crosse
Dave Ring | Kwik Trip
Stephanie Pope | University of Wisconsin-La Crosse
Mike Mielke | City of Onalaska – District 1
Shawnna Bortz | JAMP Corp