Local News
La Crosse introduces new tourism director
Frels, a Midwest native,
leaving the lake for some rivers
A.J. Frels is trading in Lake Tahoe for the Mississippi River.
In a month, Frels will become La Crosse’s new tourism director, leading the newly expanded La Crosse County Convention and Visitors Bureau.
He’s a Midwestern native who directed tourism in Wisconsin Rapids, Wis., for several years, but now works in Nevada.
He’s referring to recently retired C-V-B director Dave Clements, and interim director Pat Stephens.
In announcing the hiring of Frels, interim director Pat Stephens said Frels’ experience in working with multiple communities helped him get the La Crosse job.