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 · (928) 213-2924
mroederer@flagstaffaz.gov

Meg has more than 20 years of extensive experience in the communications field with a background that includes work as the City of Flagstaff Interim Communications Manager, Discover Flagstaff Public Relations Manager, co-owner/founder of downtown business Arizona Music Pro, as well as the Executive Assistant to the Flagstaff Mayor and Council. Meg graduated in 1992 from of Northern Arizona University with a Bachelor’s degree in Public Relations. She has worked for the City of Flagstaff for more than 16 years and recently completed her role as the City of Flagstaff Interim Communications Manager. Examples of her skills are media and film relations, website management, council relations, constituent services, social media, photography, community outreach, special events, special projects, budgeting and strategic planning. She has established relationships with community partners including Northern Arizona University, Coconino County Community College, Flagstaff Unified School District, and Coconino County. She understands the complexities of communicating compelling messages on a variety of communication platforms. Meg is extremely excited to return to the tourism industry and join the Convention and Visitors Bureau team as the Communications Specialist.

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.

Michael Russell
Creative Services Specialist, Web & Social Media · (928) 213-2918
Facebook
Twitter
mrussell@flagstaffaz.gov

Mike is a Creative Service Specialist for the Marketing and Publications team of Discover Flagstaff where he oversees the content of discoverflagstaff.com, the weekly production of Flagstaff 365 Happenings and is a team contributor to the visual content of Discover Flagstaff’s branding as well as social media. Prior to joining Discover Flagstaff, Michael worked as a graphic designer in publishing, printing and public relations agencies, including owning his own freelance business. A Flagstaff native and NAU graduate, Mike’s appreciation for Flagstaff grows every day as he watched his family grow up in his hometown. Please contact Mike for entries into Flagstaff Happenings, Calendar of Events listings, as well as any web site-related questions.

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.

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.

Joshua Hudlow
Visitor Service Specialist Events Lead · (928) 213-2952
joshua.hudlow@flagstaffaz.gov

Joshua is responsible for coordinating the events that that the Visitor Center hosts and keeping the Visitor Center stocked with travel guides, maps and other visitor information. He provides visitors with information, guidance, or help with anything that pertains to Flagstaff, the greater area of Arizona and beyond. He is a Flagstaff native who returned after working all over the world including Costa Rica, Belize, Chile and The Caribbean. He’s also a very proud owner of very vocal and mischievous dog named Brasco Bones Jr. On the weekends he loves to travel anything from hiking and fishing to music shows and sporting events. Please contact Joshua for information on Flagstaff, to place collateral the Visitor Center to participate in the Visitor Center events.

Macey Wilson
Visitor Services Specialist - retail lead · (928) 213-2952
Elizabeth.Wilson@flagstaffaz.gov

Macey is in charge of the retail side of the Visitor Center – she is responsible for purchasing, stocking, and displaying merchandise in the gift shop.  Born and raised in downtown Flagstaff, she is a third generation Flagstaffian and sixth generation Arizonan.  She received her degrees from Arizona State University in History and German and, after spending the last ten years away (in Seattle, WA and most recently Heidelberg, Germany), she returned to Flagstaff in late 2020, excited to work for the town she loves.  An avid local history buff and outdoor enthusiast, she can be found traveling and hiking as often as possible – that is if she’s not sharing her passion and knowledge of Flagstaff at the Visitor Center.  

Marsha Almaraz- Visitor Services Specialist

Carolyn Pinnick- Visitor Services Assistant

Rachel Bullock- Visitor Services Assistant

Emily Melhorn- 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