Our Team

Visit Keweenaw's professional staff lead the day-to-day efforts to promote the Keweenaw Peninsula as a destination for tourism and driver of the visitor economy.

Staff

Brad Barnett

Executive Director
bbarnett@visitkeweenaw.com  |  (906) 337-4579 Ext. 5

Core Areas: Visit Keweenaw Marketing Program; Paid-Media Planning; Industry Engagement, Destination Development, Event Sponsorships, Visitor Economics & Data

About Brad
Brad is a native of Central Kentucky and moved with his family to the Keweenaw Peninsula in 2013 to complete a PhD at Michigan Technological University in Environmental and Energy Policy. Prior to working for Visit Keweenaw, he was a regional planner with the Western Upper Peninsula Planning & Development Region (WUPPDR) focusing on renewable energy and recreation planning projects.  

As the Executive Director of Visit Keweenaw, Brad has the privilege of sharing the Keweenaw’s unique attractions and amenities with visitors and members of the media.  He oversees the development and implementation of the organization’s annual marketing program and works with the community’s economic development leaders to enhance the region’s visitor economy.  

Jesse Wiederhold 

Managing Director
jesse@visitkeweenaw.com | (989) 551-3191

Core Areas: Media Outreach, Special Events

About Jesse
Jesse graduated from Northern Michigan University in 2020 with a bachelor's degree in English and a minor in computer science. He joins Visit Keweenaw from a local television station (WLUC TV6) where he spent two years reporting and anchoring stories. Jesse has an extensive background working in local media outlets and has more than six years of storytelling experience in Upper Michigan.

Jesse is connected to Upper Michigan and loves the Keweenaw the most! He frequently hikes spots like Maasto Hiihto and Hungarian Falls, but prefers sitting on a warm, sandy Keweenaw beach in the summer. He listens mostly to Midwest emo bands and pop music artists. Jesse enjoys going out with friends and is a houseplant expert who grows rare and exotic houseplants. Jesse is the media contact for Visit Keweenaw and is always ready to help you find what you're looking for. 

Donna Holmstrom

Office Manager
donna@visitkeweenaw.com    

Core Areas:  Finance; Procurement; Membership; Organizational and Area History

About Donna
Donna is the office manager and has 30+ years of experience promoting the Keweenaw.   She enjoys hiking and sharing her favorite spots and things to do in the area.  When traveling to other areas, she likes to check out their visitor centers. She is a Michigan Tech graduate.  She is blessed to be married to Rick, have 4 children, 10 grandchildren, and 2 great-grandchildren.

Amanda Makela

Content Manager
amanda@visitkeweenaw.com    

Core Areas:  Social Media Management, Content Creation, and Community Outreach

About Amanda
Amanda is a graduate of Michigan Technological University, and a born and raised Michigander. She found a passion for creating community-based stories through filmmaking and social media after moving to the Keweenaw with her husband and daughter in 2018. 

Serving on many volunteer committees, Amanda is passionate about her work with From the Ground Farmers Market Collective, Pasty Fest and Wolf's Head Film. Any time left in the day is dedicated to spending time enjoying the beauty of the Keweenaw (especially Misery Bay!) with her family and basset hounds.

Mary Jennings

Group Sales Manager
mary@visitkeweenaw.com    

Core Areas:  Destination Strategy, Group Sales, Partnerships, Visitor Experience

About Mary

Mary Jennings is a nonprofit executive and organizational strategist with a career built at the intersection of mission-driven leadership, community engagement, and creative enterprise. As Executive Director of the Grand Rapids Ballet, she guided the organization through a period of significant growth and transformation spanning finance, marketing, human resources, sales, and development operations, earning her recognition as a Crain's Grand Rapids 40-Under-40 in 2025 . Prior to that, she served as a senior leader at the Rozsa Center for the Performing Arts at Michigan Technological University and co-founded Fresh Coast Yoga, a community-rooted wellness venture in Michigan's Upper Peninsula.

A graduate of Michigan Tech's MBA program and Point Park University's Conservatory of Performing Arts, Mary brings a rare combination of business acumen, artistic fluency, and human-centered leadership to every organization she serves. Her work spans C-suite strategy, development, communications, and culture-building, grounded in a deep commitment to accessibility, sustainability, and community growth. In her role supporting Group Sales with Visit Keweenaw, she brings that same integrated approach to connecting groups with the people, places, and experiences that make the Keweenaw Peninsula truly distinct. Through Good Moves LLC, she partners with purpose-driven organizations to sharpen their strategy, strengthen their operations, and make the moves that matter.

Andrea T. McMahon

Visitor's Information Specialist

Andrea was born and raised in the U.P. Her mother instilled a strong love for Nature and animals. She also taught her how Kindness grows a community. 

She loves spending time with animals at our Copper Country Humane Society, weaving/beading dreamcatchers, painting, or simply volunteering whenever she can. Andrea also attends local Farmer’s Markets and Craft Fairs in the Keweenaw, regularly in Lake Linden.

Jillian Shilling

Visitor's Information Specialist