About Us

Get to Know the La Crosse Region

Welcome to the La Crosse County Convention and Visitors Bureau!

Our Mission

The La Crosse County Convention and Visitors Bureau builds awareness of the Upper Mississippi Valley region as a global tourism destination. Increasing revenue and stimulating economic development, enhancing visitor spending and overnight stays, will be realized by promoting leisure travel, conventions, sports, and events while highlighting our region’s natural beauty and showcasing the talents of our residents for all communities.

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

Deb Carlson

Director of Membership & Grants

Email: Carlson@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 Ext: 224

Meet the 2024 Board of Directors

President – Dave Ring | Kwik Trip, Inc.
Vice President – Jen Burch | Courtyard La Crosse
Treasurer – Chris Roderique | Piggy’s
Secretary – Pete Boese | The Radisson Hotel


Dan Wick | Onalaska Parks & Rec. Department
Barb Janssen | City of La Crosse
Patrick Barlow | Village of Holmen
Val Erickson | Hampton Inn
Dan Stevens | 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, County Inn, EconoLodge
Brody Meier | Great River Harley Davidson
Kaylnn Krueger | The Charmant Hotel
Nathan Franklin | Gundersen Health System
Pat Stephens | Irishfest / Rotary Lights
Ryan Johnson | The Crow / Howie’s / Big Al’s
Vicki Markussen | Engage Greater La Crosse
Jonathan Andersen | Best Western La Crescent
Austin Wells | La Crosse Fairgrounds Speedway
Ashley Santolin | Mayo Clinic Health System
Leonarda Silva | La Crosse County