Board of Directors

Christal is the founder of BOA Media, a media production and advisory company helping accomplished women build visibility and power, and a keynote speaker on reputation in the AI era. Her Reputation Architecture Method™ applies luxury brand strategy to AI-era visibility and is the basis of her executive workshops for organizations. Through her consultancy, she also advises luxury, travel and lifestyle brands on brand and content strategy.

Christal is Board Chair of Visit The County, Prince Edward County's destination marketing and management organization, where she has served since its founding in 2022. She chaired the board's Governance, AI & Risk Committee until 2026, and earlier chaired the Marketing Committee, working alongside the team on the destination's brand and website launch.

An early mover in content and culture, Christal served as EVP & Publisher of Air Canada enRoute at Spafax (a WPP company), where she led multidisciplinary teams through the complete redesign of the enRoute brand, winner of a 2020 Applied Arts Design Award, and the launch of its new digital platform and social channels. Earlier, she launched Mercedes-Benz Magazine Canada, the brand's first editorial content platform worldwide and winner of a 2015 Folio: Ozzie Award for site design.

On the corporate side of hospitality, Christal was part of the Brand Development & Global Lifestyle Partnerships team at Fairmont Raffles Hotels International, where she led global brand relationships and programs including Fairmont Fit, the brand's global wellness pillar with the Adidas Group; a global cocktail program with Diageo and the LVMH Group; and money-can't- buy guest experiences with BMW, TaylorMade Golf, Universal Music Group, Canada Goose and Napa Valley Vintners. At Loews Hotels, she led brand development for the company's first luxury lifestyle boutique hotel brand, Bisha, from brand identity to digital content strategy and guest experience. Her consulting work has since included brand strategy for Omni Hotels & Resorts.

She was selected for the Cannes Creative Academy for Young Marketers at the Cannes Lions International Festival of Creativity, a cohort of the top 30 marketers under 30, and has appeared as a live on-air expert on CTV's The Marilyn Denis Show. She holds an MBA from Smith School of Business at Queen's University, with a specialization in International Luxury Brand Management at ESSEC in Paris, studying under leaders from the LVMH Group.

Want to reach Christal? Send her an email at [email protected]

Micheline Kuepfer is a seasoned marketing and product management professional turned entrepreneur, with over two decades of experience in geodemographics, segmentation strategies, and client engagement. 

As Proprietor & Chief Experience Officer at Broken Stone Winery in Prince Edward County, she leads front-of-house operations, manages the tasting room experience, plans winery events, and oversees LCBO and restaurant sales. 

Prior to this, Micheline held senior leadership roles at Environics Analytics, where she developed innovative tools and training programs for web-based software and guided clients in strategic segmentation and marketing. Her earlier career includes impactful roles at AC Nielsen Canada, Allstate Insurance, and Compusearch Micromarketing, where she specialized in data-driven marketing and client support. Micheline holds a B.A. in Geography from the University of Western Ontario and an Honors Diploma from Laurentian University. Bilingual in French, she is also an active community volunteer and advocate for supporting small business in PEC.

Executive Director, County Arts

Janna has twenty-five years of experience working in nonprofit, government funded arts organizations in both Ontario and Quebec. Past roles include Administrative Manager of Festival Players PEC, and General Manager of Youtheatre in Montreal, where she successfully led projects funded by the Canada Council for the Arts, Canadian Heritage, and Foreign Affairs Canada.

Since becoming County Arts' first Executive Director in 2017, Janna has led the organization through a period of growth and transformation to include multiple staff, community-focused programming, revenue generation for local artists, professionalization grants, successful arts advocacy campaigns, and more. In 2024, she helped to secure a prime Picton Main Street location in the Armoury building to host a variety of activities that spotlight the County’s incredible wealth of talent.

Janna holds a Bachelor of Arts from McGill University, a Certificate in Management from Concordia University, and is a trained bookkeeper.

Over the last 25 years, Carson has taught homeowners how to raise the value of their homes through outdoor renovations while maintaining a focus on environmentally friendly choices. As a tv mainstay as part of the North American Cityline team as a landscape designer and outdoor expert; Carson has also been the host and guest expert on several tv shows that can be seen all around the world. He writes for several publications about outdoor design and appears regularly in a variety of magazines with guest articles and hosts his own radio show right here in Canada. 

Carson is the author of the sold-out book Garden Designs for Outdoor Living and has a new book called Vegetables, Chickens and Bees where he teaches new gardeners how to grow food and become more sustainable in their own outdoor spaces. In 2019, Carson opened his namesake market in Prince Edward County. With a focus on growing food, organic principals, and products that make gardening accessible to everyone, Carson’s Garden + Market has quickly become a destination for discerning gardeners.

His credits include; the host of HGTV’s Green Force and Critical Listing; the Gemini nominated Room to Grow on Global, ION and the Discovery network; Better Homes and Garden’s Home, First Home on the Hallmark Channel in the U.S.; and as the gardening expert on HGTV’s blockbusters; Home to Win Season 1 through 4.  Most recently, Carson has been a judge on HGTV’s Resort Renovation!

Originally from Cancún, she moved to Toronto in her twenties, where she immersed herself in the city’s vibrant hospitality scene. With a passion for food and service, she has spent the past 18 years working in restaurants, building a deep understanding of the industry and a strong connection to the communities she serves.

Since 2017, she has called Prince Edward County home, where she continues to contribute to the local culinary scene. In 2019, she opened La Condesa in Wellington, a Mexican restaurant focused on traditional cuisine and tequila-based cocktails, bringing an authentic taste of her roots to the region. She looks forward to continuing to build a stronger community in Prince Edward County through her work and connections within the industry.

Sam Grosso is an entrepreneur driven by a fierce work ethic and determination to succeed in any business endeavour. He strives to balance his drive to bring happiness, entertainment and service to his community. Recognized for his naturally caring and supportive values, Sam has earned the reputation of going the extra mile for people.

Sam has been a resident of Prince Edward County for 14 years and lives in Ameliasburgh (Ward 4) with his wife, Lia and their four children. The County has always felt like home to the Grosso’s, and after a 25-year career in the hospitality industry, Lia and Sam decided to move here to raise our family. Today, he is the owner of Vintage Car Wine Tours, a seasonal touring business where he connects folks to the County’s local wineries, breweries, and cider houses in his fleet of vintage cars.

Sam serves as Councillor for Ward 4 -Ameliasburgh and is nominated to serve as the Council Representative on the DMMO Board throughout the duration of his term of Council.

Want to reach Sam? Send him an email at [email protected]