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 Municipalities
French Island, WI
Holmen, WI
La Crescent, MN
La Crosse, WI
Onalaska, WI
West Salem, WI
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
Content Strategy & Communications Manager
Email: Dishno@ExploreLaCrosse.com
Phone: (608) 782-2366 Ext: 226
Perrin Iacopino
Manager of Membership & Grants
Email: Iacopino@ExploreLaCrosse.com
Phone: (608) 782-2286 Ext: 225
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
Emily Johnson
Manger of Events & Tourism Servicing
Email: Johnson@ExploreLaCrosse.com
Phone: (608) 782-2366 Ext: 232
Julie Werner
Events & Content Marketing Coordinator
Email: Werner@ExploreLaCrosse.com
Phone: (608) 782-2366 Ext: 233
Meet the 2026 Board of Directors
President – Jen Burch | Courtyard La Crosse
Vice President – Pete Boese | JAMP Hotels/Holiday Inn Onalaska
Treasurer – Chris Roderique | Retired from Piggy’s
Secretary – Ryan Johnson | 608 Investment Group
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
Brody Meier | Great River Harley Davidson
Kalynn Krueger | Dymanic Lifecycle Innovations
Nathan Franklin | Emplify Health
Austin Wells | La Crosse Fairgrounds Speedway
Ashley Santolin | Mayo Clinic Health System
Nadia Turner | Best Western La Crescent
David Pierce | La Crosse County Board
Dave Ring | Kwik Trip, Inc.
Stephanie Pope | University of Wisconsin-La Crosse
Tom Smith | City of Onalaska – District 1
Shawnna Bortz | JAMP Corp
Shamawyah Curtis | Hope Restores