Staff
Junction Sheep Range - Riske Creek, BC | Grant HarderThe staff of the CCCTA is a small team of individuals that all work together to achieve their tourism goals. Your CCCTA team adds value to the tourism sector by supporting local businesses, leading responsible growth & capacity improvement initiatives, stewarding our tourism assets responsibly, and advocating on the sector’s behalf to the government.
Team Bio’s
Amy Thacker
CEO
As the leader of the Cariboo Chilcotin Coast, Amy is driven by her passion for rural tourism, agriculture and economic development. She’s had an outsized impact in her role championing award-winning programs such as the Gold Rush Trail, Great Bear Rainforest and Cariboo Reputation Recovery collaboratives. She’s a recognized leader in the provincial tourism efforts, serving on committees as diverse as the provincial Tourism Emergency Management Committee, the BC Regional Tourism Secretariat, Destination BC’s Tourism Marketing Committee and the Minister’s Tourism Recovery Task Force.
Being raised on the land and connected to the land is part of her family culture – and those connections to the outdoors, along with her need to be self-sufficient, make her who she is – and fill her up. Born in Kamloops, and at times calling Cache Creek, Horsefly, Windermere, Summerland, Prince George, Savona, and the Yukon home, Amy never planned on making tourism a career. Before tourism, she worked in agriculture and retail – including stints as a buyer for Lammle’s Western Wear, as a teller and investment advisor for BMO, and with an accountant providing bookkeeping and audit services.
She didn’t plan to work in tourism but got her start when she was convinced by Cache Creek councillor and long-time journalist Ida Makaro to work at Gold Country Communities Society, where her leadership into an award-winning GeoTourism project – the first in B.C.
- You should know:
- Amy has experience raising and showing dogs, sheep, cattle, horses and hogs.
- Favourite thing to do in the Cariboo Chilcotin Coast:
- Almost anything outdoors – camping, hiking, riding, fishing, hunting
- Dream Destination:
- Australia, New Zealand and Spain are on the bucket list
- Heroes:
- Her grandmother, who witnessed incredible world changes and guided the family with class and compassion, and her children who are navigating the increasing volatility, uncertainty, complexity, and ambiguity in the world.
Alexandra Shuba
Director of Regenerative Tourism
After attending college and working as an electrician in Alberta’s energy sector, Alexandra was drawn to the Cariboo Chilcotin Coast’s invaluable culture and environment. Her passion for challenge and drive to serve attracted her to the tourism industry. Specifically, starting with a career as an Accommodations General Manager.
With experience driving economic performance growth, service excellence and social well-being, her efficiency-focused approach balances sustainability success.
For Alexandra, the Cariboo Chilcotin Coast remains a wild environment, and as CCCT’s Director of Regenerative Tourism, she’s part of the team working to protect the land without limits.
- You should know:
- While living in Golden, BC, she devoted time to youth sports by holding annual basketball camps and coaching Highschool girls’ basketball.
- Favourite thing to do in the Cariboo Chilcotin Coast:
- Fishing, waterskiing, and gardening. It’s all part of the slow paced, family and friend-oriented lifestyle.
- Dream Destination:
- Luskentyre Scotland, Donegal Ireland, Oslo Norway
- Heroes:
- If fictional characters are allowed, it’s Severus Snape from Harry Potter. In real life, its US Supreme Court Justice Ruth Bader Ginsburg.
Jenny Bakken
Marketing Manager
Jenny is the 4th generation of a homestead that dates back to 1888 in Columbia Valley (South of Chilliwack, BC on the 49th parallel). There she was raised on a hobby farm and learned the value of family and heritage and cultivated a responsible and solid work ethic in caring for her grandparents, the farm animals and particularly her horses. The summers were filled with running around a rustic family camping facility with horseshoe pits, hop scotch blocks and swings from tree branches that was enjoyed by many.
With her grounded roots and connection with horses, she also has a passion for creativity. After achieving her Marketing & Sales Certificate and Fashion Diploma, she was able to explore her own fashion business, but a tragic fire changed her career goals and lead her towards the Restaurant and Wine Industry that lasted a memorable 15 years.
For the past 20 years in the vast land and big blue skies of the South Cariboo, she has been living the dream. She took on the labouring task as General Contractor and aspired the build of her log home and barn. Her motto is “whatever you think of most often will come true”.
She is looking forward to applying her 15 years of marketing experience to the CCCTA team. Her desire is to be part of enhancing the attraction to visitors that are local or come from afar, so they can experience the breathtaking region that offers an abundance of incredible outdoor activities and astounding views like no other area, as well as support local economic growth.
- You should know:
- Roasting a hot dog on a campfire with her dog and good company is better than an expensive bottle of wine. She believes that ‘honesty is the best policy’ and ‘hard work always pays off’.
- Favourite thing to do in the Cariboo Chilcotin Coast:
- After a day’s work, she wants to get outside to the garden, the horses or hit the back country and catch a sunset in any form or anyplace that the seasons have to offer.
- Dream Destination:
- To horseback ride The Rainbow Mountains in the Cariboo-Chilcotin, as well as, one day go to Norway to visit her father’s descent.
- Heroes:
- Jenny’s Dad provided her, his words of wisdom to “move up north and live your dream” and to “use the talents you were gifted with and expand on them”.
Isabelle Call
Content Manager
Isabelle was born and raised in the Cariboo. Spending her formative years on her family’s ranch she was introduced to a way of life that focused on connecting with nature and creating strong community bonds. Following the family tradition she spent most of her life on the rodeo circuit, affording her the opportunity to explore BC and its diverse beauty.
Isabelle holds a Bachelor of Arts in English Literature from the University of British Columbia and has over 5 years in marketing experience. However, her true passion lies in community building. While completing her degree in Vancouver, Isabelle founded the Undressed Society Publishing House, an initiative that has helped share the voices of over 400 authors from marginalized communities around the world. She also formed the Vancouver Women’s Creative Writing Society that continues to meet weekly. As well as the intersectional feminist movie review podcast ‘Feminism, Film, and Fearmongering’ that she is still actively a part of.
It was this passion for community building coupled with her admiration and love for her local region that has brought her to Cariboo Chilcotin Coast Tourism. Here she hopes to help other explorers experience the wonders of the CCC while uplifting the communities that helped raise her.
- You should know:
- She is an award winning author and screen writer, achieving her first publication at just 11 years old.
- Favourite thing to do in the Cariboo Chilcotin Coast:
- Exploring the lakes and mountains with her dog and enjoying the star cluttered sky on clear nights.
- Dream Destination:
- Peru and Iceland
- Heroes:
- Isabelle looks up to her father Earl for his dedication to his community and his work in keeping the sport of rodeo alive in BC.
Marra Stewart
Project Manager
Marra has a background in a variety of fields from administration to farming, and everything in between, including a Bachelors of Science degree in Complementary and Alternative Medicine, through Akamai University in Hilo Hawaii.
She started her varied career with her first job working the pony rides and miniature train at Stanley Park, having grown up in the lower mainland. As a young adult she found herself living in the Alberta interior as an auto-parts technician and a co-owner/ operator of a small cow/calf operation.
Moving back to BC, Marra found a new calling in the world of Energy Healing and has been in private practice for the last 15 years, as a practitioner, teacher and workshop facilitator. She moved to Lillooet in the spring of 2021, being called by the beauty and power of the mountains and has since come full circle back to tourism as a Board of Directors for Lillooet Tourism. With the marriage of Energy Medicine and travel, one of Marra’s main interests is in the Transformational Tourism sector and hopes to encourage the growth of this industry in the CCC region, where the beauty and the magic of this land makes it easy to open your heart.
Marra’s background will allow her to support the Cariboo Chilcotin Coast Tourism in all its initiatives, working towards encouraging responsible tourism and inviting all to come and experience first hand this stunningly beautiful region.
- You should know:
- Marra has a deep love for Mother Earth and all her inhabitants and camping is one of her happy places.
- Favourite thing to do in the Cariboo Chilcotin Coast:
- Explore and be immersed in the amazing wilderness and fabulous history of the region.
- Dream Destination:
- Bhutan, Egypt, India, El Camino De Santiago in Spain, and anywhere the Dolphins and Whales swim.
- Heroes:
- Pioneers such as David Attenborough, Jacques Cousteau, Rudolph Steiner, Carl Jung, Jody Wilson-Raybould, just to name a few.
Almarie Esmeralda
Trade and Media Coordinator
Almarie M. Esmeralda is an enthusiastic marketer, creative strategist, and travel lover who is all about crafting amazing experiences and driving great results! With a knack for destination research, social media management, and entrepreneurship, she has put together personalized travel itineraries across the globe, helped brands shine online, and even run her own cake design business. With certifications in digital marketing and social media strategy in her toolkit, Almarie blends fresh ideas, leadership, and creativity to achieve fantastic outcomes.
Whether she’s designing fun campaigns, planning exciting cultural adventures, or bringing her ideas to life, Almarie loves inspiring connections and going above and beyond. Her passion for creativity and storytelling allows her to mix strategic thinking with a personal touch, consistently delivering delightful results. Whether she’s creating engaging digital campaigns, crafting memorable travel experiences, or diving into her hobbies like baking, photography, and event styling, Almarie’s mission is to inspire, connect with others, and excel in everything she does!
- You should know:
- Almarie specializes in designing extraordinary cakes for every occasion. Imagine celebrating with a stunning Gucci bag cake—her creations are not just desserts, they’re unforgettable experiences!
- Favourite thing to do in the Cariboo Chilcotin Coast:
- There’s nothing quite like a 6 AM run in the Cariboo Chilcotin Coast! She loves taking in all the beautiful scenery and feeling the refreshing breeze—it’s the perfect way to start the day!
- Dream Destination:
- She has a big dream of traveling to some amazing places like, St. Lucia, Japan, and Edinburgh!
- Heroes:
- Her parents and daughter are her biggest heroes! She learns so much from them every day in the most wonderful ways.
Patti Gerhardi
Destination and Experience Manager
Patti brings over 25 years of experience working in rural British Columbia and Alberta, supporting local organizations with community and corporate affairs, project management, event production, grant writing, and other business support services.
In her role as a multi-national corporate affairs representative, Patti helped bring much-needed dollars into small communities and open doors so these communities could grow. Her 20-plus years as a small business owner means she can relate to the challenges and opportunities tourism operators face.
In her personal life, Patti is a big supporter of sporting organizations that allow kids to work hard to achieve goals and experiences and become a part of a community. In contrast to the terrible and easy bad paths people can take, she says sports like rodeo and hockey allow kids to see better and healthy choices and understand there are welcoming choices.
- You should know:
- One of her favourite tourism jobs has been sharing the attributes of the Cariboo Chilcotin Coast to the visitors at the 10 day Quartzsite RV Show in Arizona.
- Favourite thing to do in the Cariboo Chilcotin Coast:
- Travelling the region to meet visitors and stakeholders.
- Dream Destination:
- A sunny, warm horse event related community with friends and family.
- Heroes:
- Without a word of a lie, Amy Thacker. I truly admire her amazing capacity as a good, good person. She is smart, has an amazing memory, and the biggest heart of any person I know.
Judith Call
Destination and Experience Manager & Accessibility Manager
Judith Call comes to the CCCT with years of experience in indigenous health and senior administration with First Nations – not to mention careers in music performance and music therapy. Her broad and eclectic skills in the organization include working with people, relationship and team building from a strength-based perspective, creative thinking, and grant writing.
The move to tourism is built on her interest in different places as well as the beauty of our province, country, and world. It’s also about the unique individuals you meet travelling and exploring how everything comes together when you connect people with beauty and incredible experiences.
She’s driven by her love of getting outside and being active, eating healthy, and staying aware and open to all cultures. For her, the best part about working in tourism is meeting new people, learning what inspires them, and then helping to find ways to share what they have to offer with potential visitors.
- You should know:
- She’s made her way west in life – born in Newfoundland, grew up in lake country north of Toronto, and calling B.C. home since 1995.
- Favourite thing to do in the Cariboo Chilcotin Coast:
- Road trips, hiking, exploring back roads, and photography.
- Dream Destination:
- Spain or Greece – for the ocean and Mediterranean food, or a road trip across Canada.
- Heroes:
- Her grandmother (Oma) – the strongest and kindest woman in her life – who was a pioneer and trailblazer through her life and the glue of Judith’s family.
Maryclaire Snowball
Destination and Experience Manager
After taking some time to study and expand her creative practice within the Fine Arts, Maryclaire was drawn to the diverse study of tourism. She later completed her diploma in Tourism Management at Thompson Rivers University in Kamloops, BC. Maryclaire brings forward a genuine excitement for the industry combining both a strong foundation in creative thinking and practical tourism skills. She is dedicated to showcasing the unique attractions and experiences our region has to offer, believing that there’s a little something for everyone here.
Outside of work, Maryclaire balances her professional enthusiasm with seasonal interests. During the summer, she can be found working on her families farm. While the winter months are dedicated to snowmobiling, as she is an active volunteer for the local snowmobile club. Her blend of local knowledge and lifelong ties to the region allows Maryclaire the opportunity to provide authentic recommendations to help enhance visitor’s experience.
- You should know:
- Maryclaire continues to develop her green thumb, as she spends most of her free time to the art gardening.
- Favourite thing to do in the Cariboo Chilcotin Coast:
- One of Maryclaire’s favourite things to do within the region is exploring hidden gems while road tripping.
- Dream Destination:
- Ireland
- Heroes:
- Her family
Jacqueline Harper
Destination and Experience Manager
As the Cariboo Chilcotin Coast (CCC) Tourism Association’s newest member, Jacqueline brings a commitment to sustainable and responsible tourism for this beautiful and diverse region. Although originally from Ontario, Jacqueline comes from a family with a long line of farming, which has instilled values of connecting with nature and taking care of the land.
Jacqueline holds a master’s degree in Geography from the University of Waterloo where she researched the connection between tourism and disaster recovery in Kathmandu, Nepal. She also completed her bachelor’s degree in Environment and Business with a specialization in Tourism from the same institution. Throughout her academic career, Jacqueline has worked for Solimar International, the Center for Responsible Travel, the Destination Stewardship Center, and Norie Media & Communication.
Jacqueline has always been curious about the world and uses travel to learn about global history and various cultures. Having explored over 40 countries on five different continents, she has learned a lot, but also appreciates how incredible Canada is. Jacqueline is excited to be working in the B.C. tourism sector and promote the amazing CCC region to other adventurous and curious travellers.
- You should know:
- She enjoys getting into the outdoors to go hiking or camping, playing sports, playing with animals, and of course, travelling the incredible planet we call home. She’s also probably planning her next trip, and is always looking for travel recommendations.
- Favourite thing to do in the Cariboo Chilcotin Coast:
- Immersing herself in nature discovering waterfalls, eating snacks in beautiful places, and seeing wildlife.
- Dream Destination:
- New Zealand, Patagonia (both the Chile and Argentina), and Tanzania (or anywhere else near the mountains).
- Heroes:
- Jacqueline looks up to four incredible young women as her heroes Leah Thomas, Sophia Kianni, Shina Nova, and Autumn Peltier, who prove that young women can be momentous positive changemakers. Leah Thomas coined the term Intersectional Environmentalism and works in the environmental activism and advocacy space for people of various backgrounds. Sophia Kianni has dedicated her life to addressing climate change on a global scale and making climate knowledge accessible to non-English speaking communities. Both Shina Nova and Autumn Peltier are preserving Indigenous culture and are advocates for environmental justice and Indigenous rights.
Michael McMurray
Accessibility Program Assistant
I bring years of personal experience advocating for accessibility growth: I volunteered for Spinal Cord Research (SCI); I worked with Wheelchair Sports BC as a Spokesperson; and I advocated for active outdoor living to overcome barriers. My professional career brings problem solving skills, a positive attitude, and a desire to promote team collaboration. My home in the Cariboo and my love of the outdoors inspires me to venture out to learn and explore all that this beautiful region has to offer.
- You should know:
- Michael has a deep passion for all animals, especially his four dogs. He also enjoys wood working and is a Motor Sport enthusiast.
- Favourite thing to do in the Cariboo Chilcotin Coast:
- Travel around exploring the rugged back roads, lakes, and historic buildings.
- Dream Destination:
- Return to Motor Sport Racing.
- Heroes:
- The people at the Rick Hansen Found that advocate and take action on human rights and independence.
Paige Call
Destination Development Manager
Paige has an unwavering appreciation for the natural beauty witnessed across the Cariboo Chilcotin Coast. This admiration was instilled in her by growing up on a 4th generation cattle ranch, where the land, the animals, and the solitude bring her peace of mind and heart. That is the beauty of the CCC, and what she hopes every visitor has the opportunity to experience.
After Paige’s completion of the CCCT’s Summer Student Program she transitioned into the Emergency Management Department, and has now settled into the Destination Development Department. This diverse experience within the company gives her a balanced and comprehensive perspective in her role.
Her passion for building resiliency in the region’s tourism sector is influenced by her love of the area and informed by her Bachelor of Arts Degree through the University of British Columbia. Paige’s studies led to a major in Political Science and minor in Sociology, which was sparked through her curiosity of understanding and explaining social action and organization through their unique political, historical, and institutional contexts.
- You should know:
- If she didn’t have stage fright she would pursue stand-up comedy.
- Favourite thing to do in the Cariboo Chilcotin Coast:
- Enjoy summer on the lakes, boating and swimming.
- Dream Destination:
- Albania and Madagascar
- Heroes:
- Paige’s heroes are those who have broken barriers and have a profound dedication to social justice. Some of these people include Angela Davis, Richa Nigar, Naomi Klein, James Baldwin, and Vine Deloria.