About lovin' lake county

Lovin’ Lake County is the official destination marketing organization (DMO) for Lake County, Minnesota. We welcome all people to enjoy our beautiful natural resources and Lake Superior’s majestic North Shore.

Our Mission

Lovin’ Lake County’s mission is to promote and develop tourism through marketing and events, stimulating Lake County’s economy, enhancing the quality of life for all residents, and protecting the area’s unique attributes for the continual benefit of its citizens.


Janelle Jones

Executive Director & Founder

Janelle brings years of tourism and community experience to Lovin’ Lake County. Janelle oversees the DMO’s operations and staff and runs two information centers. Also, as president of the Lake County Chamber, she recruits and maintains memberships while providing a valuable service to its members. Networking, marketing, social media, fundraising, events coordination, businesses recruitment and retention, trainer, and facilitator are roles that demonstrate Janelle’s passion for her community and growing tourism for Lake County.

Michelle Peterson

Director of Communications & Outreach

Michelle is extremely excited to be working at Lovin’ Lake County. She brings a background in marketing and community engagement to the team. As a UMD graduate with a degree in communications, Michelle is passionate about the people who live and work in Lake County. After living all over the United States, Michelle believes that Lake County is one of the most beautiful places in the country.

In her spare time, you can find Michelle in her car driving her kids to various sporting activities, and in her rarely ever happens spare time, she loves to read, cook and spend time at her cabin with friends and family.

Kathryn “Kat” Holm

Director of Marketing

Kat brings a wealth of marketing experience to Lovin’ Lake County. In her prior role as a marketing strategist and account manager, she worked with numerous Minnesota CVBs assisting in marketing and media planning, social media, branding, and website strategy. She also dabbles in graphic design and video editing.

Kat graduated from UMD in 2004 with a Bachelor’s of Business Administration in Marketing and Communications. She’s previously held roles as a digital project manager, account manager and strategist, and digital media manager.

Kat’s an aspiring home chef and loves to spend time with family and friends. During the winter, she enjoys snowshoeing, ice fishing, and watching the MN Wild. When summer hits you’ll find her spending as much time outdoors at the lake, fishing, grilling, and soaking up the sun.