Meet Our Team
I’m proud to introduce you to our deeply experienced team of hospitality, adventure travel, ecotourism and design professionals offering turnkey, sustainable tourism development, management, operations, training and mentoring services to the Canadian rural, Aboriginal and wilderness tourism and hospitality industry.
We offer expertise in all areas of wilderness ecotourism and lodge development, including market research and feasibility, product development and design, ecotourism training and community capacity-building, marketing, sales, distribution, environmental design and construction, logistics, hospitality operations and financial management. Learn more about our team members here.
Pure North is committed to excellence. I invite you to collaborate with us on our vision to curate a collection of vibrant, upscale wilderness lodges and ecotourism experiences in culturally-rich and spectacularly beautiful locations across Canada. This is Pure North.
Deneen Allen, President
Our Pure North Team of Associates and Affiliates Includes:
Deneen Allen, President
Hank Stackhouse, VP of Development
Mark Campbell, Associate Consultant
Mike Robbins, Associate Consultant
Manuelle Prunier, Associate Consultant
Jonathan Hack, Associate Consultant
Cliff Lind, Affiliate, DHM Design
Brian Johnson, Affiliate, Weatherhaven
William A. Rogoza, Associate, Pure North
Jeff Barrett, Associate, Pure North
Pure North Canada Inc.
Deneen Allen is a hospitality and tourism strategist with over 25 years experience in Canada. Deneen knows how to make stories of place and culture come alive through innovative product development, intelligent marketing, exquisite physical space design, functional facilities programming and service and operating systems which connect deeply with guests and hosts.
Following a successful early career with her own design and construction firm building for the retail, event and hospitality industries, Deneen completed professional studies at Cornell University’s School of Hotel Administration and opened the highly regarded and influential Inn at Creemore Hills, Fieldview Farm and Creemore Picnic food & catering shops in Ontario, Canada. Deneen’s many years of hands-on ownership and operation of accommodation, event venues, exhibition spaces and food & beverage businesses make her approach both imaginative and practical.
One of Deneen's biggest strengths is her understanding of brand storytelling in hospitality – that it must drive every part of the business. Her exceptional sense of what creates defining moments and extraordinary experiences guarantees financial and competitive sustainability for her projects.
Deneen’s deep experience allows for thorough assessment of tourism opportunities and highly approachable and achievable strategies for new enterprises as well as for existing, underperforming hospitality businesses. Deneen’s systems and implementation result in increased guest satisfaction, happier hosts, higher occupancy and, most importantly, significantly higher profitability.
As a recognized leader in the Canadian lodging industry, Deneen lends her expertise to product development, food & beverage projects, accommodation design for inns, lodges, luxury camping and RV parks and resort facilities, as well as guest experience programming, human resource capacity building and financial management.
Deneen understands the challenges of rural and remote tourism in Canada. As the visionary and president behind Pure North, Deneen is committed to our mission of creating unforgettable journeys into Canada’s nature and the first branded collection of extraordinary hospitality operators in Canada’s legendary wilderness.
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Hank Stackhouse is an accomplished industry veteran with more than 30 years of experience in the Canadian Hospitality Industry. As the recently retired President and Chief Executive Officer of Delta Hotels and Resorts, Canada’s leading hotel management company, Hank lead a team of over 8,000 colleagues and oversaw a portfolio of 46 hotels and resorts with more than 13,000 guest rooms across Canada.
Hank is an active member in industry affairs and currently serves as the Chair of the Hotel Association of Canada. He has also served as past Chair of both Tourism Whistler and Tourism Nova Scotia’s Air Accord Committee. He has also served as a member of the Canadian Tourism Commission's European Committee. His many years of hands-on experience and his dedication to the industry make him ideally suited to join the Pure North team.
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Mark M. Campbell
Principal, Cascadia Marketing
“Your marketing and your Brand Story now matters more than ever. Trust, transparency, authenticity, sustainability and social purpose have become the yardstick by which today’s brands will be increasingly judged.”
Mark Campbell specializes in marketing, branding and storytelling and helps companies to discover their unique brand story and then crafts marketing and communications solutions to both meaningfully differentiate them and create enduring emotional bonds with their customers.
Mark has over 25 years of marketing, communications and general management experience. His background includes consumer packaged goods, specialty retail, travel and hospitality and most recently, his own marketing and branding consultancy, Cascadia Marketing (formerly Solaia Consulting).
Prior to founding his own business in 2009, Mark held senior management and CEO positions with Mountain Travel Sobek, Virtuoso, TCS Private Jet Expeditions, and Kimpton Hotels & Restaurants.
The core of Cascadia Marketing’s work is to help companies improve their marketing planning and communications, branding, operations and staffing. Cascadia’s primary industry focus is operators in upscale adventure travel, specialty travel and boutique hospitality sector. Recent clients include Wildland Adventures, Habitat for Humanity, Hemingways Expeditions, Discover France Adventures and the Adventure Travel Trade Association. Mark is also an associate consultant with Travel Marketing Worldwide, a team of senior consultants providing proprietary travel industry representation services.
Mark is a native of San Francisco and has had the good fortune to travel to every continent and over 40 countries. He serves on the advisory board of Suyana Remote Hotels and is a special advisor to the Adventure Travel Trade Association. A resident of Seattle for the past eleven years, Mark loves photography, wine, biking and sharing the great Pacific Northwest with his wife, two boys and their Bernese Mountain Dog. He has a bachelor’s degree from the University of Oregon.
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J. Michael Robbins
Founding Partner with the Tourism Company
Michael Robbins has over 30 years experience as a professional tourism consultant, having worked throughout Canada, as well as in the US, New Zealand/Australia, Southeast Asia, Africa, the Middle East, Eastern Europe and the Caribbean. With an environmental planning educational background, it has been natural for Michael to focus his professional career on planning and developing more sustainable tourism models – tourism that considers the triple bottom line: economic, social and environmental.
Michael is a recognized expert in strategic planning and marketing, feasibility assessments for new tourism ventures, business planning, master planning for tourism resorts and attractions. The early success of the Arviat Community Ecotourism Initiative in Arviat, Nunavut can be attributed to Michael’s commitment to the community, his excellent project management and his deep insight into the cultural nuances of Canada’s Inuit.
Michael is a member of the Board of Directors with the Centre for Responsible Travel (CREST) based in Washington DC and affiliated with Stanford University. Through Tides Canada (www.tidescanada.org) Michael has a donor directed fund (7th Generation Fund) providing assistance to various Aboriginal tourism and environmental conservation initiatives across Canada.
Michael has been an important catalyst in making Pure North a reality. He understands that it is time for a company such as Pure North to lead sustainable tourism development in Canada’s wilderness, protecting and nurturing the land and the cultural heritage of one of the world’s last frontiers.
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Principal, Canadian Far West
After a career in cross-cultural communication and University teaching, Manuelle took an MSc in International Development and spent the following 12 years accumulating experience in various aspects of sustainable tourism development and implementation. Of note are Manuelle’s experiences with Tourism Development Consultancy in National Parks and Protected Areas, Tourism Potential Assessments, Feasibility Studies, Product Development, Marketing, Hotel Contracting, Tour Leading, Guide and Hospitality Training in remote locations and participation in Conservation/Restoration projects.
Manuelle is passionate about improving livelihoods by fostering community participation in tourism: community-based tourism, community-private-public partnerships, facilitating consultation and participation processes, participatory research, small enterprise creation, professional training in remote areas, tourism and sustainability awareness training. She has considerable experience of living with remote communities and involving them in developing tourism products that enhance their natural and cultural heritage. She feels at ease working from grassroots to government level. Both commercially and ethically aware, she has strong skills in gearing tourism towards benefiting the socio-economic, cultural and environmental needs of destination areas while satisfying the high expectations of international tourist markets.
As a Tour Leader for 10 years with an award-winning, up-market British tour operator at the forefront of sustainable tourism, she took groups on luxury walking tours to Southern Europe and Africa and gained in-depth first hand understanding of the expectations of high end travellers seeking genuine discovery of nature and culture.
Manuelle’s insights are invaluable to Pure North’s goal of creating transformative experiences for our clients, partners and guests through appropriate cultural programming.
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Affiliate, DHM Design
DHM Design, Associate Principal, LEED AP
A LEED Accredited Professional and international environmental designer, Cliff’s areas of special interest are the cultural integration, ecological sensitivity, and economic sustainability of his work, seeking to balance the needs of the guests with the environment that they came to enjoy. Pure North encapsulates Cliff’s design philosophy for appropriate architecture and sense of place.
Cliff has worked as a resort planner and designer since 1996. His responsibilities include conceptual design through construction documents, construction administration, planning, graphics, business development and project management. Cliff works with communities and developers to create lasting memories for their visitors.
Of special interest to Cliff are the cultural integration, ecological sensitivity, and economic sustainability of his work. In every project he seeks solutions that maintain or enhance their local communities, and reduces their environmental impact. Cliff seeks to balance the needs of the guests with the environment that they came to enjoy. Travel is also a hobby for Cliff.
Having traveled extensively in 33 countries on six continents, he has witnessed the often devastating impacts of mass tourism; while some of the best examples of ecotourism around the world have inspired his work.
For over 30 years DHM Design has balanced creativity and cost effectiveness to meet project goals and satisfy our clients. The consistent success of our company is the result of the diverse nature of our expertise and project types built on a strong foundation of environmentally and culturally responsible planning and design. Award winning and internationally recognized work with the United States National Park Service demonstrates our ability to balance visitor experience and ecological preservation. Building on this understanding of hospitality in remote environments is our culturally integrated and ecologically sensitive resort planning and design. DHM Design believes the future of tourism around the world lies in a more economically and ecologically sustainable direction.
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Director of Sierra Planning & Management
Jonathan Hack is a management consultant with a broad base of Canadian and international experience in tourism, development planning and implementation of public and private sector investment projects.
His tourism expertise includes a number of projects in Canada’s National and Provincial Parks aimed at promoting investment opportunities and local economic development, ranging from built accommodations to strategies for broader sustainable tourism investment. Outside of the parks system, Jon has developed tourism as well as large-scale recreation investment in urban centres across the Country. Jon is a board member of the Association of Ontario Land Economists and overseas a wide range of real estate asset assessment, and project feasibility work for the public, private and institutional sectors. His work is nationwide, and internationally includes work in the US, Europe and the Middle East.
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Weatherhaven, Managing Partner
Brian was born and raised in Vancouver. He attended UBC in engineering and started his work career in commercial fishing, owning and operating vessels on the wild West Coast of BC. Eventually, he returned to terra firma, starting a construction company which specialized in high end architecturally designed homes, often constructed in remote areas.
Concurrent with the construction business, Brian became a founding Partner in Weatherhaven. Weatherhaven has become a major supplier of shelter systems for government, military and medical projects all over the world. Weatherhaven shelters are designed for remote and challenging sites and has partnered with Pure North to design a beautiful and durable prototype for remote wilderness lodging to rival the very best in prefabricated sustainable structures around the world.
Pilot, fisherman, hiker and world-traveller, Brian brings an experienced understanding of wilderness exploration to Pure North.
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William A. Rogoza
Associate, Pure North
Bill's experience in tourism traverses a broad spectrum of product development, sales, marketing, distribution and travel trade relations. With over 19 years' specialization in northern Aboriginal tourism, Bill has a deep understanding of the cultural sensitivity which is required to encourage communities to participate in the tourism economy and create sustainable Aboriginal business initiatives.
Bill's sales, marketing and management skills were developed during his 13 years with Firestone Canada Ltd and a further 3 years with Henderson & Associates Marketing and Advertising. Since entering the world of tourism, Bill has worked with the Inuit in the Northwest Territories (Nunavut) and the Ojibwe and Cree in Northern Ontario, most recently as a subcontracted member of the Arviat Community Ecotourism Initiative in Arviat, Nunavut, where he is mentoring the travel trade marketing for the project at shows such as Rendezvous Canada.
Of special note is Bill's 16 years of experience as the General Manager of the Northern Ontario Native Tourism Association (NONTA), which has given him valuable insight into the need to balance the goals of government funding agencies and the goals of the communities. Bill knows the challenges faced by First Nations in the development of Aboriginal tourism products and services and is committed to growing more success stories, particularly in ecotourism, for indigenous initiatives across Canada.
Over the years, Bill has worked at a strategic level and initiated new developments that include some of the following highlights:
- Developed a Tourism Destination Marketing Organization
- One of six in Canada to develop Native Canadian tourism products to be marketed in Europe and the USA
- Tourism Business Development/Marketing Specialist for Canada's Arctic
- Provided consultation and expertise in the development of the first cruise ship to Hudson Bay with the Smithsonian Institute and Stanford University travel study groups
- Business Development Specialist for Federal Government
- Introduced community based tourism to underdeveloped regions in Northern Ontario
- Coordinated the Northern Ontario Native Tourism Development Strategy
- Worked with public and private sector partners to develop a strategic tourism plan for remote and northern areas.
He has accumulated a wealth of knowledge in the tourism marketplace working with tour operators in Germany, France, Switzerland, Belgium, England, and Japan. Bill holds a BA (psychology and business) from Wilfred Laurier University.
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Associate, Pure North
Jeff Barrett specializes in planning, designing and implementing concepts for sustainable land use and development.
He has a keen understanding of land and land use planning as well as its integration with the built environment. His combination of a designers eye with a business mind and the technical knowledge of construction and development allows for a great deal of versatility and vision in development projects.
He has a background in tourism operations and management in a variety of capacities, from canoe guiding in Ontario and Mountain guiding in B.C. to running logistics and operations for ship based tourism initiatives in both poles. Having a solid understanding of the requirements of operations has been an invaluable asset in tourism planning and development.
Jeff has a Masters of Rural Planning and Development from the University of Guelph and is a candidate for a Masters of Landscape Architecture also from the University of Guelph (he is currently writing his thesis on the viability of 'Net Zero Energy Communities (NZEC)' at high latitudes).
In 2010 he was involved in the creation and implementation of a community ecotourism program in the Inuit Community of Arviat, Nunavut, as part of the ACE Initiative. In 2007 he worked with the Kitasoo Xai/Xai's people in the successful development of another ecotourism initiative for a lodge and wildlife viewing operation in the Great Bear Rain Forest, B.C.
In 2005 he founded an experiential education and travel company for youth called Routes Adventure Inc.
He is currently living in Whitehorse, Yukon developing sustainable, 'Super Green' communities with Evergreen Homes and Construction.
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