Ashley Reuter is the new tourism and marketing specialist with the Shawano Country Chamber of Commerce.
She replaces Michelle Eron, who left in June after serving in the role for about 4 1/2 years.
“My family is originally from Suring, but we moved to Shawano when I was 5, so I really grew up in the area,” Reuter said.
She graduated from Shawano Community High School in 2018 before attending UW-Stevens Point, where she studied political science, international studies and peace studies. After completing her undergraduate degree, she continued her education in England, earning a master’s degree in international tourism, hospitality and event management from Oxford Brookes.
“While in England, I worked in weddings and conferences before making the move back home and joining the chamber,” Reuter said. “I also met my fiancé, James (Groves), while I was living in England. We moved back to the area a few months ago, and I’ve really enjoyed being able to show him the new and improved version of Shawano and introduce him to all the things that make the area special.”
She said that while her focus in school was on dark tourism, throughout her research, she came to realize how important and impactful tourism can be on the communities and areas surrounding a destination.
“Tourism has the ability to bring people into an area, support local businesses, create economic opportunities and showcase what makes a community unique,” Reuter said. “I’ve also always enjoyed the creative side of marketing. I like finding new ways to tell a story, showcase a destination and get people excited about visiting or experiencing something. This position gives me the opportunity to combine my education in tourism with something I really enjoy doing — creative marketing.”
Because she had been away from the area for several years, she returned home with fresh eyes and was able to really see Shawano County from a different perspective.
Her first major project is creating the official Shawano Country Visitor Guide for 2027.
“In the short term, I want to continue building a strong and consistent marketing presence for Shawano Country and make sure we’re effectively promoting the many experiences available throughout the area,” Reuter said. “I also want to continue building relationships with local businesses and tourism partners so we can work together to promote the area.
“Long term, I’d like to see Shawano Country continue to grow as a destination people recognize and intentionally choose when planning a Wisconsin getaway. I’d also like to continue finding new and creative ways to tell the Shawano Country story.”
She intends to market to the local community as well as to outsiders visiting the area.
“I think both audiences are important, but the messaging is different,” Reuter said. “For visitors from outside the area, the goal is to inspire them to come to Shawano Country, stay a little longer and experience something new. We want people to know that we’re more than just a place to drive through. There are lakes, rivers, trails, events, unique shopping, dining, cultural experiences and plenty of reasons to make Shawano Country the destination.
“At the same time, marketing to our local community is important, because our residents are some of our best ambassadors. When locals are excited about where they live and know what’s happening in their own backyard, they’re more likely to share those experiences with friends and family and encourage others to visit.”
Reuter believes one of the biggest strengths of the Shawano area is that it feels authentic.
“There are so many locally owned businesses, community events, traditions and experiences that give the area its own personality,” she said. “It’s a place where people can enjoy the outdoors, connect with their community and experience things they might not find anywhere else.”
Among Reuter’s favorite local tourism activities are walking along Main Street and visiting the many stores, as well as spending time at Hayman Falls.
“It’s such a beautiful area and a great example of the natural scenery that makes Shawano Country special,” she said. “I really enjoy that there are so many different ways to experience the area, whether you’re exploring downtown, supporting local businesses or simply getting outside and enjoying the scenery.”
Reuter said she is excited about the opportunity to help tell the Shawano Country story.
“There are so many great people, businesses and experiences here, and I think we have a lot to be proud of,” she said. “One of my goals is to help people — both visitors and locals — realize just how much there is to see and do right here.”
kpasson@newmedia-wi.com
Ashley Reuter and her dog, Ruger, enjoy some time outside. Reuter is the new tourism and marketing specialist with the Shawano Country Chamber of Commerce. (Contributed)
When Ashley Reuter was continuing her education at Oxford Brookes in England, she met and became engaged to James Groves. When she returned to the Shawano area, he joined her. (Contributed)
