Visit Keweenaw promotes Makela
Content creator, business owner
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CALUMET -- Visit Keweenaw is announced the promotion of Amanda Makela from content manager to marketing director. According to a press release, Makela, who joined Visit Keweenaw as a full-time employee in April 2024, has been a core creative partner of the organization since 2019 through her business, 2nd Sandbar, LLC, producing dynamic social media video content for the region.
In the release, Jesse Wiederhold, Visit Keweenaw managing director, said “during her tenure as Content Manager, Amanda drove key digital initiatives, including website content development on VisitKeweenaw.com and managing Visit Keweenaw’s robust social media presence.” He said Makela successfully launched the organization's Digital Passport program curating customized, unique visitor experiences across the Keweenaw and leads the The Crossing Place, the popular mini-documentary series celebrating the unique people, places and experiences of the Keweenaw. Additionally, Makela has been a leading contributor to Visit Keweenaw's involvement in major community events and local cultural traditions, including Pasty Fest and Juhannus.
Alongside her husband Daena, co-owner of 2nd Sandbar Productions and Wolf's Head Film, Makela has consistently championed the local creative economy, co-founding community-favorite experiences like the annual Wolf's Head Film Festival and the inaugural Michigan Air Guitar Exhibition (MAGE) this past June.
In her elevated role as Marketing Director, Makela will lead Visit Keweenaw's overarching digital content strategy across web and social media, support local business members through marketing education and programming, and take on an expanded role in destination branding initiatives.
"Amanda has been an indispensable part of our team and a driving force in how we share the Keweenaw's story with the world," said Brad Barnett, Executive Director of Visit Keweenaw. "Her deep roots in our community, creative vision, and proven track record with digital strategies make her the perfect fit to lead our marketing efforts. We are thrilled to see her step into this new role and continue elevating our region’s brand."
“Being born and raised in Michigan, one of my proudest personal achievements is being able to raise my child here, in a place I love and am genuinely proud to call home,” Makela said.
“My work with Visit Keweenaw has given me the opportunity to tell the stories of this place while uplifting the people, businesses, creatives, and communities that make it what it is. To me, tourism is about more than encouraging people to visit; it's about helping create a place that people are proud to live in, too. Stepping into the Marketing Director role feels like a meaningful marriage of all these things -- using storytelling to invite people into the Keweenaw while supporting the community, its future, and a responsible approach to how we grow.”
For more information about Visit Keweenaw and upcoming tourism initiatives, please visit www.visitkeweenaw.com.