SWITA Launches Member Mentor Collective
FOR IMMEDIATE RELEASE
SWITA Launches Member Mentor Collective, Investing Directly in Southwest Idaho’s Tourism Leaders
BOISE, Idaho (September 9, 2026) – The Southwest Idaho Travel Association (SWITA) has launched its first Member Mentor Collective, a new professional development program for tourism professionals created exclusively for SWITA members. The program is one of the first of its kind in Idaho.
“The strength of Southwest Idaho’s tourism industry depends on the strength of the people leading it,” said Jared Montague, President of the SWITA Board of Directors. “Our Board believes investing directly in our members is one of the most meaningful ways we can strengthen destination organizations, encourage innovation, and create lasting economic impact throughout our region.”
Why It Matters Beyond the Tourism Industry
Tourism is the third largest economic driver in the state, and its health touches far more than hotels and attractions. Every dollar a visitor spends at a local winery or outfitter supports jobs, funds local services, and helps keep small-town main streets alive. A stronger, better-run tourism sector means more of those dollars stay in the region and reach the businesses, restaurants, and events that residents enjoy every day. Building and running a program like this is no small feat, and is one SWITA is proud to have accomplished for its members. By helping its members run smarter, more sustainable operations, SWITA is investing in the everyday vibrancy of the communities it serves, not just the industry’s bottom line.
The program was intentionally designed as a small, application-based experience where members can learn alongside one another, share challenges, and develop practical marketing, leadership, and organizational strategies that strengthen both their individual organizations and the region as a whole.
Real-World Guidance from Local Mentors
A key part of the program’s design is direct input from experienced Southwest Idaho tourism practitioners. Participants of the Mentor Collective will get a firsthand look at how established local leaders have navigated the same growth and marketing challenges, then apply those lessons to their own organizations. Each year, the program’s curriculum is shaped around the businesses that join it, rather than set in advance, so the guidance stays relevant to whoever is in the program.
The First Cohort Is Already at Work
The Charter Members met for their first in-person session in August 2026, working through a business audit of their marketing, operations, and growth challenges alongside each other. Three more sessions and a virtual kickoff round out the pilot year, building toward a graduation at the 2027 SWITA Summit in April.
The Charter Members of the SWITA Member Mentor Collective are:
Blake Browne, Telaya Wine Co.
Ember Hines, Gem County Economic Development Foundation
Christy Acord, Elmore County Rural Development
Mary Alger, Huston Vineyards
Carson Spear, Warhawk Air Museum
The Charter Members span the breadth of Southwest Idaho’s visitor economy, from wineries to economic development organizations to a regional attraction, reflecting how wide-ranging the region’s tourism sector is.
As the first organizations to participate, they are demonstrating a commitment to continuous learning, stronger destination marketing, meaningful collaboration, and the long-term success of tourism throughout Southwest Idaho.
“I applied to the Mentor Collective because of my prior experience with SWITA and the rich content provided to members, especially through the partnership with Reynolds+Myers,” said Mary Alger, Huston Vineyards. “The first session helped me discover large areas of impact I can make in my business, as well as minor tweaks to day-to-day operations. I’m grateful to have this experience.”
“I was so impressed by every interaction I had with Tawsha and Melissa at SWITA that I signed up for the Collective before I’d even left the [SWITA] Summit,” said Carson Spear, Executive Director of the Warhawk Air Museum. “Session 1 already gave me a solid compass check on how I can continue to grow as a leader, which will benefit my team, my volunteers, and our guests. I’m hoping to find more sustainable ways to manage growth, and ultimately help more people discover this hidden gem we have in Southwest Idaho.”
“Tourism is constantly evolving,” said Melissa Cleland, Destination Marketing Consultant for SWITA. “The organizations that continue learning, adapting, and investing in their own growth will be the ones that help shape the future of our region. That’s exactly what this program is designed to support.”
Unlike many tourism initiatives, the SWITA Member Mentor Collective is not funded through the Idaho Tourism Council (ITC) Grant. Instead, the program is funded entirely through SWITA’s general operating fund, representing a direct investment by the SWITA Board of Directors in the long-term success of Southwest Idaho’s tourism industry.
About SWITA
The Southwest Idaho Travel Association is a nonprofit destination marketing organization dedicated to increasing overnight visitation and strengthening the regional economy through marketing, collaboration, and industry leadership, representing the businesses, organizations, and communities whose livelihoods depend on tourism.
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Media Contact
Melissa Cleland
Destination Marketing Consultant, Southwest Idaho Travel Association
info@visitsouthwestidaho.org | 208-921-7029
