Staff

Discover Flagstaff

Trace Ward
Discover Flagstaff Director · (928) 213-2921

tward@flagstaffaz.gov

As the Discover Flagstaff Director, Trace Ward brings nearly 30 years of experience in the hospitality/destination  marketing and management arena. His career includes senior-level sales and marketing positions with iconic brands such as Starwood, Hilton and Marriott. In his previous position he led the team as the Executive Director for Experience Kissimmee, the convention and visitors bureau for Osceola County, FL. Ward enjoys working with industry partners and the community in which he serves to bring about positive results and change. A native of Omaha, NE., Ward received a degree in business management from Bellevue University, as well as, has earned multiple certifications from Starwood, Marriott, Hilton and Destinations International. Additionally, Ward is an adjunct professor at NAU’s College of Business and has earned his Master’s degree in Leadership from this same university.

Carrie Nelson
Administrative Specialist · (928) 213-2919
cnelson@flagstaffaz.gov

Carrie is responsible for coordinating the day-to-day operations of the Discover Flagstaff office and making sure that everything runs smoothly. Prior to joining Discover Flagstaff, she worked in Human Resources for the City of Flagstaff. In her free time, Carrie loves hanging out in downtown Flagstaff, visiting the unique shops and restaurants. During the summer, she loves taking her kids to Movies in the Square in Heritage Square. Please contact Carrie if you need Visitor Guides, Calendars of Events, or other brochures to have on hand at your business. You can also contact her if you’d like to list your business in the Visitor Guide or on the web site, or if you have a listing for the Calendar of Events.

Cherri Lamont
Global Travel Trade Manager · (928) 213-2915
clamont@flagstaffaz.gov

Cherri joined the team in January 2018, and brings years of travel industry experience to Discover Flagstaff. She started her resort career in Orlando, Florida at Vistana Resort, then accepted a promotion as Director of Travel Industry Sales with Marquis Hotels & Resorts in Ft. Myers. However, Arizona came calling, and she moved to the Phoenix/Scottsdale area working in the hotel industry for the next couple of decades, opening The Phoenician in 1988, and directing leisure sales and marketing efforts for the Pointe South Mountain Resort, Royal Palms Resort & Spa, Arizona Biltmore, and then remotely for The Broadmoor in Colorado Springs. After ten years with Marriott International, on-property and in regional sales, Cherri moved to the Tourism Bureau side with Visit Mesa. When not traveling, she spends time in the outdoors with her husband, Jim and two Golden Retrievers, Wrigley and Mickey.

Lori Pappas
Marketing & Media Relations Manager · (928) 213-2916
lpappas@flagstaffaz.gov

With more than 20 years of strategic marketing experience throughout Arizona, Flagstaff resident Lori Pappas is a marketing professional with a track record of achievement in media and branding disciplines, advertising, communications and public relations. She has worked in a wide variety of professional capacities in both private and public sectors, and is a graduate of Northern Arizona University. Lori has managed and executed award-winning strategic programs with companies including Suddenlink, Westcor and Flagstaff Mall, and The Pointe Resorts. Professional, civic and social responsibilities have included multiple terms as a Flagstaff Tourism Commissioner, serving as a Greater Flagstaff Chamber Ambassador, Big Brothers Big Sisters board member and was instrumental in developing the local Teachers Supply Drive.

Jessica Young
Sales & Marketing Manager · (928) 213-2920
Twitter
jyoung@flagstaffaz.gov

Jessica recently joined Discover Flagstaff in July of 2014 and specializes in conference and event sales. She is responsible for promoting Flagstaff as a meetings destination, specifically working with planners that represent associations, corporations and government entities. In addition, she responds to inquiries for social events, sports programs, weddings and reunions. To do this she builds and maintains relationships in the community to provide resources and guidance to planners, attends trade shows, coordinates sales missions and hosts site visits. Jessica is a native of Flagstaff and graduate from Northern Arizona University School of Hotel and Restaurant Management.

Meg Roederer
Communications Specialist & Flagstaff Film Commissioner · (928) 213-2924
mroederer@flagstaffaz.gov

Meg joined the Discover Flagstaff team with more than 20 years of extensive experience in the communications field. Meg graduated from Northern Arizona University with a B.S. in Public Relations and is also co-owner/founder of Flagstaff downtown business Arizona Music Pro. Meg has served the City of Flagstaff in several capacities such as the Interim Communications Manager, CVB Public Relations Manager as well as Executive Assistant to the Flagstaff Mayor and Council. Meg is a dedicated professional who shines in the media and film relations arena. She communicates effectively with community stakeholders, develops itineraries and hosts press trips, responds to media requests, pitches stories, drafts articles, attends media missions/marketplaces, approves film permits, and provides website updates. Meg's favorite Flagstaff activities include skiing, hiking, and music festivals.    

Sabrina Beard
Marketing Specialist · (928) 606-6348
sabrina.beard@flagstaffaz.gov

Sabrina is hard-working and dedicated, the newest addition to the small but mighty Discover Flagstaff team. Prior to joining, she worked for other small companies while pursuing her B.A. in Strategic Communication at Northern Arizona University. Sabrina is driven to succeed at every turn and always willing to put in extra time and effort to ensure her strategies go the extra mile. She is genuinely interested in the work she does, keeping her attitude positive and open to learn more, constantly working to better her own skills and always bringing new ideas and enthusiasm to the table. Sabrina strives to make others feel heard and at ease, making a great resource to her team and partners, is savvy, inquisitive, and always keeps working and smiling even when obstacles land in her path. When Sabrina is not working you can find her in the great outdoors or downtown with friends. 

Ralph Schmid
Creative Services Manager · 928-213-2925
rschmid@flagstaffaz.gov

Ralph coordinates Discover Flagstaff creative services production schedules and develops marketing and promotional collateral. Ralph was previously the Art Director for the Arizona Daily Sun, Flagstaff Live and Northern Arizona's Mountain Living Magazine and received his BFA from the Laguna College of Art and Design. Born and raised in Switzerland, Ralph has lived in the United States for 24 years with the last 17 years in Flagstaff.

Jennifer Schaber
Creative Services Specialist, Advertising Creative & Print · (928) 213-2917
jschaber@flagstaffaz.gov

A Creative Services Specialist with Discover Flagstaff since 2006, Jennifer produces advertising creative, publications such as the Flagstaff Visitor Guide, branding and interpretive displays. A graduate of Northern Arizona University, her career includes roles as art director and senior designer at advertising agencies in Phoenix and Boulder, Colorado designing for iconic brands in the restaurant, resort and hotel industry, professional sports, and attractions such as the Denver Zoo. She later returned to Flagstaff as art director and book designer at Northland Publishing. Jennifer strives to inspire responsible tourism through thoughtful design that fosters awareness, appreciation and positive interaction. She is a board member of The Arboretum at Flagstaff, a volunteer with the Woods Watch Program, and lives the Flag-centric outdoor lifestyle of hiking, kayaking and backyard chickens.

Candace Schipper
Creative Services Specialist · (928) 213-2913
cschipper@flagstaffaz.gov

Candace is a Creative Services Specialist for Discover Flagstaff and the City of Flagstaff where she produces advertising campaigns, print collateral, branding, displays, signage, and digital creative. Candace received her BFA in Visual Communication from Northern Arizona University and has worked as a freelance graphic designer as well as an in-house artist for local marketing and advertising firms. She and her husband enjoy camping, motorcycling, and exploring Arizona’s hidden wonders.

Izabel Madaleno
Creative Services Specialist – Social Media  · (928) 863-4527
izabel.madaleno@flagstaffaz.gov

Izabel is the newest addition to the Creative Services team at Discover Flagstaff. She manages the social media accounts connected to Discover Flagstaff, such as the Discover Flagstaff pages, as well as Flagstaff Local, Flagstaff 365 and the Milligan House pages. Izabel also assists with other types of collateral as it comes. She is a Northern Arizona University alumna, with a BFA in Visual Communication with an emphasis in Motion Design. Izabel loves to play videogames and illustrate in her free time, and camp, hike, and swim at awesome local spots when the weather is nice! 

FLAGSTAFF VISITOR CENTER

Jessica Lawrence
Visitor Center Manager · (928) 213-2955
jlawrence@flagstaffaz.gov

Jessica directs the day-to-day operations of the Flagstaff Visitor Center, ensuring that it is a comprehensive and information-rich resource for visitors to Flagstaff. Jessica has been a part of the Visitor Center team in various roles since 2009. Born and raised in Flagstaff, Jessica received her B.S. from Northern Arizona University and even after growing up in the area she loves to discover new places to explore. She enjoys taking her son camping, hiking and rafting in the beautiful areas in and around Flagstaff.  When not in the office you can find her exploring Northern Arizona or downtown enjoying one of the many local restaurants or breweries. Please contact the Jessica if you have questions about operations or have information that you would like to disseminate to tourists.

Lisa Talayumptewa
Visitor Services Specialist Retail lead
Lisa.Talayumptewa@flagstaffaz.gov

Lisa is Hopi from the Village of Bacavi on the Hopi reservation. She has three kids and six grandkids who she loves teaching about their culture and heritage which she feels is important to both them and the tribe’s future. Her family is involved in village functions as well as ceremony participation. She enjoys the outdoors, gardening, walking, running, fishing and just the fresh air. She also enjoys sewing beading and helping her family and friends when needed. She volunteers her time working with Hopi Youth in Flagstaff and with the food bank and at local events.  Please contact Lisa for information on Flagstaff or Northern Arizona, and for any gift shop related inquires.

Mariah Castillo
Visitor Services Specialist Events Lead · (928) 213-2951
mariah.castillo@flagstaffaz.gov

Mariah is responsible for coordinating Visitor Center events, operating approval of events on the Flagstaff 365 events page, and maintaining appropriate levels of brochures and guides for the Visitor Center. She can provide visitors with information pertaining to Flagstaff, surrounding areas, and local events. She is a recent first-generation graduate of Northern Arizona University with a B.S. in Interior Design and an Event Management Certificate from the School of Hotel and Restaurant Management. Prior to perusing a higher education, she worked as a florist specializing in weddings and events which she continued before joining team Flagstaff. In her free time, she enjoys cooking, volunteering, exploring, and expressing her creativity through various types of design practices. Please contact Mariah to participate in Visitor Center events, for assistance with creating events on Flagstaff 365, for information on Flagstaff, or to place collateral in the Visitor Center.

Sherry Mason
Visitor Services Specialist-Administration Lead · (928) 213-2951
sherry.mason@flagstaffaz.gov

Sherry provides various information to all visitors coming to Flagstaff and surrounding areas in Northern Arizona. She is also responsible to the administrative duties at the Visitor Center.  She helps direct visitors to events, activities, and sights in Northern Arizona. Sherry was born in Louisville, KY but grew up in Phoenix, AZ. She moved to Flagstaff in 2019 and absolutely loves this city. She has 3 children with her oldest graduating from NAU. When not working, she enjoys hiking and taking in nature activities. Please contact Sherry with any questions about visiting Flagstaff and/or planning your vacation to Northern AZ.

Janice Martin- Visitor Services Assistant
Ellen Rosher- Visitor Services Assistant
Jeanne Sunda- Visitor Services Assistant
Linda Theriault- Visitor Services Assistant

FLAGSTAFF VISITOR CENTER

One E. Route 66 • Flagstaff, AZ 86001
(928) 213-2951 • (800) 379-0065
www.flagstaffarizona.org/plan-your-trip/visitor-center/
VisitorCenter@flagstaffaz.gov

Discover Flagstaff ADMINISTRATIVE OFFICES

Mailing: 211 W. Aspen Ave. • Flagstaff, AZ 86001
Physical: 323 W. Aspen Ave. • Flagstaff, AZ 86001
(928) 213-2910 • (800) 217-2367
CVB@flagstaffaz.gov