About Us

Get to Know the La Crosse Region

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