A.J. Frels is an Illinois native, having grown up on the family farm near the Quad Cities. Immediately before moving to the La Crosse area, A.J. and his wife, Anita, lived in Gardnerville, Nevada, with their two children, Garrett and Kathryn. A 25 + year veteran of the hospitality/tourism industry, A.J. has worked in a variety of positions. Before becoming Executive Director of Explore La Crosse, he served as Executive Director of the Carson Valley Visitors Authority in Gardnerville, Nevada, where he was active in the community, serving on multiple boards and service organizations, including being a Paul Harris Fellow in Rotary International and serving a term as President of his club. Before joining the Carson Valley Visitors Authority, Frels was Executive Director of the Wisconsin Rapids Area Convention and Visitors Bureau, and also opened and oversaw the nation’s 7th largest indoor waterpark resort as General Manager of the Lodge at Cedar Creek in Rothschild, Wisconsin. He spent 12 years at Starved Rock Lodge and Conference Center in Utica, Illinois, holding several positions within the organization, including General Manager / Executive Vice President. While living in Illinois, Frels served 8 years on the Heritage Corridor Convention and Visitors Bureau, including 2 terms as Chairman of the Board. Frels started his hospitality career by working for seven years with the Hyatt Corporation at the organization’s third-largest property located inside the Dallas/Fort Worth International Airport. A.J. is very excited to be back in the beautiful state of Wisconsin and to be a part of the La Crosse County Convention and Visitors Bureau.