Staff
The 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.
Frank Creasey Chief Experience and Commercial Officer
Frank Creasey first travelled domestically and internationally at a young age with his family. He caught the travel bug and ended up living near and at a resort which was the start of a diverse career in tourism. What started with front-line jobs led to an education in marketing, business, and tourism management.
His tourism career has taken him to both local and international destinations working for everything from hotels and resorts to tourism organizations like Fort McMurray Tourism and Travel Alberta North to national tourism agencies like Korea Tourism Organization.
In his career Frank has tackled a wide variety of positions and tasks – from marketing, sales, and business development to economic assessment and impact, to building partnerships with a wide variety of other industries as varied as steel, education, ship building, technology, and food and beverage. Through open dialogue, he strives to collaborate with the CCCT team and stakeholders, defining value and what advancement really looks like from a local perspective. Frank looks forward to working alongside our regional partners, governments, and CCCT leadership to apply his 30+ years of tourism industry experience as the team facilitates progressive use of best practices, application of sustainability initiatives, and aligns our visitor experiences to market demand while ensuring to drive revenues and localized economic impacts from the tourism sector.
- You should know:
- He loves to enjoy a variety of different foods in the company of amazing people.
- Favourite thing to do in the Cariboo Chilcotin Coast:
- Travel across the region and see what his colleagues see, and learn from locals what attracted them to where they live and why they stay.
- Dream Destination:
- He absolutely loves mountains and oceans so he’s exactly where he should be.
- Heroes:
- There is not any one person – but a number of people he learns from and brings with him every day.
Rodrigo Landim Director of Marketing
A wealth of professional experience managing marketing and brand strategies for global wine and spirits, fashion brands, companies in the tech and auto industries, and government organizations is the background Rodrigo Landim brings to Cariboo Chilcotin Coast Tourism. His passion is creating brand experiences that involve meaningful connections – which at CCCT is about combining the rich cultural heritage, fantastic people, and mesmerizing nature of the land without limits.
Rodrigo dedicated his whole professional life – after graduating from law school but taking a different career path — to learning what people want and need and how brands can bridge that gap. Bringing this passion to tourism and the CCCT, he’s dedicated to finding the experiences the region offers as a destination and creating strategies and storytelling that will help connect with the visitors looking for that experience.
It’s more than marketing, though. The end goal is to help improve people’s lives and enrich communities through sustainable economic development.
- You should know:
- He says he’s no different from Latino families who spend a good amount of their weekends cooking with their families. And for him the special part is barbecue, Brazilian style.
- Favourite thing to do in the Cariboo Chilcotin Coast:
- Exploring the trails for rivers and waterfalls.
- Dream Destination:
- Amalfi Coast.
- Heroes:
- His parents.
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
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.
Soren Christensen Destination and Experience Manager
Travelling to new locations, trying out unique experiences, and exploring the natural surroundings has always been a part of Soren Christensen’s life.
A graduate of the University of Saskatchewan (in his hometown of Saskatoon) with a BA in Economics, Soren moved to British Columbia and worked as a parks operator for the Regional District of Central Okanagan and as a project manager in the construction/restoration industry before joining CCCT.
Soren’s favourite part of working in the tourism sector is double-barrelled – travelling around the region, finding interesting spots, as well as meeting and helping people in the industry.
- You should know:
- He enjoys celebrating with family and friends by firing up the grill and sharing good eats and good times.
- Favourite thing to do in the Cariboo Chilcotin Coast:
- Mountain Biking.
- Dream Destination:
- Istanbul, Türkiye
- Heroes:
- Arnold Schwarzenegger
Alexandra Shuba Destination Sustainability Manager
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 an untouched environment, and as CCCT’s Destination Sustainability Manager, 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.
Julia Gentsch Office Administrator & Emergency Coordinator
A traveller since childhood, Julia Gentsch has always taken pleasure from experiencing new places and learning about different cultures. As Office Administrator and Emergency Coordinator at CCCT, she’s bringing her 15 years of experience in tourism business – everything from booking tours, working in travel agencies, and working in resorts and guest ranches – to connecting people to the unique experiences of the land without limits.
For her the tourism industry is like a kind of family – you always meet again, grow strong professional and personal relationships, and every once and a while build new friendships, all while working together to reach the same goals. The sector is wonderful for what it does for travellers, letting them collect many unbelievable and indescribable memories to take home.
- You should know:
- Born in Leipzig, Germany, Julia worked in tourism and for a notary for more than a decade before moving to Canada in 2020.
- Favourite thing to do in the Cariboo Chilcotin Coast:
- Horseback riding and enjoying the wilderness
- Dream Destination:
- Making it to the few remaining provinces/territories in Canada she hasn’t visited yet, and Costa Rica and Brazil
- Heroes:
- Stephan, her boyfriend.