About Us

Our Mission

The La Crosse County Convention and Visitors Bureau builds awareness of La Crosse County 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 La Crosse County communities.

2018 Board of Directors

President – Pete Boese | Radisson Hotel
Vice President – Laurie Pfaff | Hampton Inn & Suites La Crosse Downtown
Treasure –  Chris Roderique | Piggy’s Restaurant
Secretary – Pamela Maas | Gundersen Health System

Jim Binash | City of Onalaska
Jake Bowe | Culver’s Restaurant
Chase Campbell | AmericInn Hotel & Conference Center Riverfront
Deb Carlson | La Crosse Radio Group
Sean Castady | The Charmant Hotel
Valerie Erickson | Hampton Inn La Crosse / Onalaska
Grant Golson | Weber Center Performing Arts
Michael Hesch | Mayo Clinic Health System
Larry Jensen | Festival Foods
Ryan Johnson | Howie’s / The Old Crow
Dan Kapanke | Town of Campbell
David Marshall | City of La Crosse Council Member
Nancy Proctor | Village of Holmen
Dave Ring | Kwik Trip, Inc.
Pat Stephens | Irishfest
Dan Wick | Onalaska Parks & Recreation
Kelsey Williams | Fayze’s Restaurant and Bakery

Ad Hoc
Robin Moses | Downtown Mainstreet Inc.
Vicki Markussen | La Crosse Chamber of Commerce
Art Fahey | La Crosse Center

Executive Director LCCVB
A.J. Frels

Our Staff

A.J. Frels 
Executive Director
frels@explorelacrosse.com  
608-782-2367

Michelle Hoch
Finance and Administration Manager
hoch@explorelacrosse.com
608-782-2087

Jeremiah Burish
Director of Sports Sales & Events
burish@explorelacrosse.com
608-782-2250

Dana Ecker
Director of Convention Sales
ecker@explorelacrosse.com
608-782-2298

Brent Hanifl
Director of Media & Marketing
hanifl@explorelacrosse.com
608-782-2281

Janet Dahl
Director of Visitor Services 
dahl@explorelacrosse.com

608-782-2327

Ben Morgan
Director of Group Sales & Sports Services
morgan@explorelacrosse.com
608-782-2220

Amy Gabay
Director of Membership and Grants
gabay@explorelacrosse.com
608-782-2286

Megan Kirking
Event and Marketing Assistant
kirking@explorelacrosse.com
608-782-2211