Newberry Tourism Association Hires New Executive Director



The board of directors of the Newberry Area Tourism Association unanimously voted to officially hire Andrew Rasch as the new executive director. This change will take effect on January 2

Rasch comes to the organization with many years of experience in hotel management and tourism marketing. He has served on the Board of Directors of Visit Escanaba since 2015 and has been its vice-chairman since 2019. In addition, he has been working in the hospitality industry in general since 2007. Rasch approached the board of directors with several proposals to improve the effectiveness of organizations. This led to his attending an October meeting which led to his eventual hiring as CEO.

“Although Luce County has one of Michigan’s most recognizable attractions along with Tahquamenon Falls, we have so much more to offer visitors to our area. I intend to develop both the marketing and messaging infrastructure necessary to increase tourism, deliver the best possible experience to our customers, and attract more people and businesses to County Luce.

In addition to hiring, the board of directors unanimously adopted the annual budget, approved the submission of the annual marketing report to the Michigan Economic Development Council, and approved the signing of a contract with Holt-Bosse, a marketing company from St. Joseph, Michigan.



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