Executive Director Jo-Anne Oucharek of the Cochrane Tourism Association is stepping down after a six-and-a-half year run, and the organization has announced the appointment of Callandra Caufield to take her place.
Caufield will step into the role on April 1, 2024. With 25 years of experience in the tourism industry, she brings a wealth of knowledge and expertise to the position. Caufield's has experience as an entrepreneur, event producer, tourism academic, and has been an award-winning tourism operator.
Oucharek spearheaded the creation of an award-winning destination brand and initiated a successful tourism mentorship program, now in its fourth year, which has supported 35 local small businesses, event organizers, and not-for-profit groups.
She said she was having mixed feelings about stepping down.
“Although I’m excited to be stepping down, I also will miss all the day-to-day, the relationships, the projects that haven’t been finished yet – I will miss being a part of that, for sure,” she said.
When she took on the role six years ago there was no tourism strategic plan. A new plan is in the works and will be announced soon.
One of her goals was to have Albertans recognize Cochrane as a tourist destination, and she feels she has accomplished that.
In particular over the past year, she worked hard on having the town become a part of the newly designated Tourism Development Zone, which encompasses Cochrane, Sundre and Bighorn.
“I’m very proud of that,” she said. “And that’s part of the reason I’m stepping away – it’s time for somebody else to take it to that next level.”
Funding for tourism initiatives in the region could be measured in the hundreds of millions of dollars, if all the stakeholders are pulling on the rope together, Oucharek said.
“Everybody needs to be aligned on what tourism is,” she said. “Including the community, and the community comes first. That’s always been my message.”
She said the thing she’s going to miss the most is people.
“The tour operators, the retailers, restaurant owners, the day-to-day connections . . . watching people succeed.” she said. “And helping people through the tourism mentorship program.”
A world-class wildlife photographer, Oucharek is looking forward to having a bit more time to pursue her passion. Photography will always be a part of her life, but he hasn’t decided what else will fill the extra time she will now have in her calendar.
Oucharek said her replacement, Caulfield, brings a wealth of experience to the role, and has already worked with Cochrane Tourism; so is familiar with the landscape.
“I’m so glad to be leaving the organization in such great hands,” Oucharek said.
In their release announcing the change, Cochrane Tourism said:
“Oucharek's vision, strategic initiatives, and tireless dedication have positioned Cochrane among Travel Alberta's emerging destinations as part of its recent efforts to diversify tourism across the province. With Cochrane on the map as a distinct destination, the community can anticipate increased tourism dollars, job opportunities, and support for local businesses.”
“The Cochrane Tourism Association expresses its deepest gratitude to Jo-Anne Oucharek for her unwavering dedication and outstanding contributions to the growth of tourism in Cochrane. The organization looks forward to the exciting future with Callandra Caufield at the helm.”
Caufield is ready to take on the challenge of advancing the association's community-focused mission.
“Jo-Anne's work has been exceptional, and I am fortunate to step into this role with that foundation in place,” Caulfied stated. “Cochrane is my home, and I am excited to leverage tourism to make Cochrane an even better place to live, work, play and visit.”
The Cochrane Tourism Association (CTA) is the Destination Management Organization (DMO) for Cochrane, Alberta, and surrounding areas. In partnership with the town of Cochrane, and with support from Travel Alberta, CTA is the lead organization that implements a community focused tourism strategy. At arm’s length from the municipality, CTA operates through a partnership program focused on managing tourism and promoting the places, services, experiences, and attractions in and around Cochrane and along the Cowboy Trail.
