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Matt Schneider
Leave No Trace
Matt works with partners across the country to develop education and messaging that align the interests of local communities, visitors, and the environment. With a PhD in ethics from the University of Georgia and over twenty years of experience in education and the outdoor industry, he takes a collaborative approach to fostering healthy ecosystems and flourishing outdoor economies. When he’s not working, you can find Matt riding his mountain bike near his home in Pisgah Forest, NC
Deborah Heather
Visit Isle of Man | Quality International Assessment Services
Deborah has over 30 years’ experience in hospitality, tourism, and travel. A Cornell University GM Program graduate and former award‑winning hotel Managing Director, Deborah Chairs The Tourism Society and regularly speaks at major industry events. As Owner/Director of Quality International Assessment Services, the parent company of Quality in Tourism, she is a strong advocate for quality, and the opportunity for tourism’s social and economic impact.
She has worked with destinations for more than 15 years, serving on the Visit Isle of Man Board before becoming CEO in 2023. With a focus on purposeful tourism, she sees the Island’s first whole nation UNESCO Biosphere status as a unique platform for supporting other destinations on their journeys
Julia Petersen
The Nature Conservancy
For three years, Julia Petersen has led the Keweenaw Heartlands Project, The Nature Conservancy’s (TNC) 2022 interim acquisition of 32,500 forest acres. In that role, Julia works intensively with local and regional community members and leaders to plan for a future transfer of the Heartlands Forest from TNC into public ownership, governance, and management.
Before joining TNC, Julia directed strategy, programs, and projects across diverse organizations, from the Zoological Society of Milwaukee, to Milwaukee Public Schools and the U.S. Army Alaska. Julia holds bachelor’s degrees in education and psychology from the University of Michigan; a master’s in public administration from the University of Washington; and she is a doctoral candidate in environmental and energy policy at Michigan Technological University. Her research focuses on the demographic, economic, and public policy circumstances impacting today’s rural American communities and their natural resource amenities.
Will Cronin
Michigan State University Extension
A Community Development Educator working with MSU Extension, Will Cronin has extensive experience in asset-based community economic development, placemaking, tourism, planning and zoning, nonprofits, local government, facilitation, community outreach, and organizational development and strategic planning. He has strong skills in technology and remote learning, as well as experience in marketing and branding for community organizations. Will holds a Master of Public Administration from Grand Valley State University and a Bachelor of Arts in Political Science and History from Albion College. He lives in Houghton, Michigan with his family.
Dr. Dan Cole
Michigan State University
Dr. Dan McCole is an Associate Professor in the Department of Community Sustainability at Michigan State University, where he teaches, conducts research, and works closely with communities, agencies, and businesses on issues related to tourism and recreation. His work bridges scholarship and practice, with a focus on strengthening destinations and supporting sustainable economic development.
Dan has served on the board of directors of several Michigan tourism organizations, including nine years as a director at Crystal Mountain Resort & Spa. He currently serves as President of the Tourism Industry Coalition of Michigan (TICOM), representing organizations connected to Michigan’s third-largest industry.
For eight years, Dan conducted the annual tourism forecast for the State of Michigan. He has published more than 100 written works and delivered over 250 talks, keynotes, and presentations across more than 40 Michigan counties, 25 U.S. states, and 10 countries.
Anna Solberg
Travel Marquette
Anna serves as the Outreach & Sustainability Manager at Travel Marquette, where she leads initiatives focused on community engagement, sustainability, and partner collaboration. Her work centers on balancing visitor experiences with resident perspectives to support a thriving and sustainable destination.
Prior to joining Travel Marquette, Anna worked in community engagement and environmental advocacy with organizations including Northern Michigan University’s Sustainability Hub for Innovation and Environment, Conservation Voters of Pennsylvania, and PennFuture. She holds a bachelor’s degree from Northern Michigan University and a master’s degree and Ph.D. in Geography from Kent State University, where her research focused on community and tourist perceptions of environmental change around national parks in East Africa.
Jeremy Johnson
Co-owner, Kona Hills Campground | Outdoor Hospitality Developer
Jeremy co-owns Kona Hills Campground, an 80-acre rustic campground in Marquette, Michigan focused on creating sustainable recreation infrastructure that supports both visitors and local communities. Through Kona Hills, Jeremy is exploring how strategically placed, purpose-built accommodations can meet visitor demand while protecting local housing supply, reducing pressure on existing outdoor recreation infrastructure like trail networks, and supporting rural economic development.
Before entering the outdoor hospitality space, Jeremy spent more than 15 years working in digital marketing, software, and retail. He has led growth strategies for software startups and multi-location retail businesses. Jeremy also brings more than a decade of experience in real estate development and investment, with projects spanning residential, multi-family, commercial and properties. That background ultimately led him to scale up to the campground model, where purpose-built accommodations can better align tourism growth with community sustainability.