Tourism Master Plan
The City of Barrie has approved in principle the City of Barrie’s Tourism Master Plan in December 2020.
Board of Directors
Tourism Barrie is governed by an elected eleven-member Board of Directors, whose primary duty is to steer Tourism Barrie towards a sustainable future by adopting sound, ethical, and legal governance and financial management policies. In addition, providing leadership and direction about the organization's future direction and advancing Tourism Barrie's responsibilities in destination marketing and management to grow the visitor economy.
City of Barrie representative
Councillor Gary Harvey
City of Barrie - Ward 7
Gary Harvey was acclaimed as Ward 7 Councillor in the 2022 Municipal Election. He is currently serving his second term as Ward 7 Councillor. Read Full Bio >
Executive Committee
President - Jonathan Palmer
Marketing Director at Snow Valley Ski Resort
Jonathan brings over sixteen years of skills and experience as the Marketing Director for Snow Valley Ski Resort.
Jonathan brings his years of knowledge and experience in the Hospitality Industry to advise Tourism Barrie in furthering tourism through the use of traditional and social media channels and building Barrie into a travel destination. Read Full Bio >
Vice President - Alan E. Young
President and Co-Founder of Puzzle Partner Ltd.
He is a respected thought-leader, battle-tested consultant, mentor, and sought-after keynote speaker on the topics of business strategy, growth, transformation, and innovation. Alan focuses on increasing business awareness and believes that everything hinges on the power of communication and effective storytelling. Read Full Bio >
2nd Vice President - Cheryl Oram
Director of Sales & Marketing, Allure Hotel & Conference Centre
Cheryl brings over 18 years of experience within the hotel and hospitality industry. Cheryl graduated from the Travel & Tourism program with honours from Seneca College. She received the IHG Impact Award in 2012. Cheryl is committed to her involvement with the tourism industry and her role on the Board of Directors. She has lived in Barrie for the past 15 years and enjoys spending time with her daughter. Read Full Bio >
Treasurer/Secretary - Mary Lewis
General Manager of the Holiday Inn Express & Suites Barrie
Mary was elected to Tourism Barrie's Board of Directors from 2008 to 2013 and again from 2014 to 2017. During that time, she held the position of Treasurer on the Executive Committee. Mary is a graduate of Conestoga College's Business Management Program. She brings over 25 years of knowledge and experience in the Hotel & Hospitality Industry to advise Tourism Barrie in furthering tourism and building Barrie into a travel destination. Read Full Bio >
Past President - Denise Sindle-Tucker
Owner, Olive Oil Co - Barrie, Newmarket and Midland
Denise is a strategic business development professional with over 25 years of experience in media - print, consumer events, sales & marketing and multi-media advertising. In 2015 Denise left the media world to open a boutique shop in Barrie selling premium olive oil, balsamic vinegar and specialty foods. The second Barrie store opened in April 2016, a third location - Newmarket Olive, opened in Newmarket in November 2017 and the fourth in Midland in May 2021. Olive Oil Co was named New Business of the Year 2015, Small Business of the Year 2017, Tourism Barrie Promotion Partner of the Year 2017 and Favourite Specialty Food Store/Gourmet Food Store every year since 2015, citing excellent staff and customer focus, premium products and strong leadership. Read Full Bio >
Director at Large
Todd Jenereaux
Executive Vice President of Burl's Creek Event Grounds, Republic Live and Boots and Hearts Limited Partnership
Todd is a CPA, CA, who has spent much of his career in management, finance and business development. Since 2014, Todd has been Executive Vice President of Burl's Creek Event Grounds, Republic Live and Boots and Hearts Limited Partnership, who collectively have produced diverse events, including Boots and Hearts, Big Sky, WayHome, and Canada Rocks with the Rolling Stones, among others. Todd believes in the power of large-scale events for their economic, cultural and experiential benefits to supplement the continued growth of tourism in Barrie and throughout Simcoe County. Read Full Bio >
Candice Moreau
Manager of Marketing and Visitor Services, Huronia Historical Parks, Ministry of Tourism, Culture and Sport
Candice Moreau is an experienced communication, issues management, marketing and cultural
relations executive with over 13 years of experience working in the tourism industry. Candice has an in-depth knowledge of provincial processes and communication guidelines through her current position with the Ministry of Heritage, Tourism, Sport
and Culture Industries and drives strategies which support and advocate for tourism and heritage in the region. Read Full Bio >
Jim Payetta
The HorsePower Sports & Entertainment Group Inc. OHL Barrie Colts, HP Sports Bar & Grill
Jim Payetta is an entrepreneur and business executive with over thirty-five years of experience in the advertising and marketing industry, media industry, entertainment and sports industries, and the investment industry. Jim attended North Texas State University in Denton, Texas studying music and music composition. Jim has won numerous national and international awards for creative excellence in advertising and is the past President of the Canadian Association of Professional Advertising Agencies. Read Full Bio >
Arkady Spivak
Producer and CEO of Talk Is Free Theatre
Arkady Spivak, Producer and CEO of Talk Is Free Theatre. Arkady Spivak was recently cited as a 2020 Canadian Arts Hero by the Globe and Mail. He founded Talk Is Free Theatre in 2003, which tackles the cross-section of repertoire, in traditional and immersive mediums. Since TIFT's founding, Spivak produced 145 works in Barrie, Canada, and toured nationally and internationally. TIFT won the prestigious Dora Awards for its productions of Sweeney Todd and Assassins. Read Full Bio >
Mike Valin
Retired/Owner Happy Paddling
Mike is the retired owner/operator of Happy Paddling. Mike operated Happy Paddling on Centennial Beach from 2013 until his retirement in the fall of 2022. As
well as his tourism experience, Mike has over 25 years of Facilities Management experience with a Municipal Government. Mike looks forward to assisting Tourism Barrie in their continued efforts to highlight Barrie as a tourism destination.
Read Full Bio >
John Webb
Co-Owner of Creative Café - Barrie's Paint Your Own Pottery & Art Studio
John, his wife, Lynne and four children live and own a business in Barrie and feel that Barrie is truly unique. John is a graduate of Georgian College, and varied work successes, he brings a different view and creative solutions to help Tourism
Barrie continue to do the important work they do. "Barrie is at a special time in its history and growth right now; I could not think of a better place to be, a better place to raise my family." Read Full Bio >
Tourism Strategic Plan
Tourism Barrie’s Three-year Strategic Plan encompasses strategies and recommendations to market and manage the destination and integrate tourism into the community’s social, economic and environmental aspirations.
On behalf of the tourism industry, we would like to thank the Board of Directors for volunteering their time and for their leadership in enhancing the tourism industry in Barrie & Area. Please feel free to reach out to any Board of Directors with your ideas or suggestions on furthering Tourism Barrie and growing the visitor economy.
