Visit Roseville announces the retirement of longtime CEO Julie Wearn, marking the end of an extraordinary 18-year tenure dedicated to enhancing Roseville’s tourism landscape and elevating the region’s role in Minnesota’s tourism industry.
With over 30 years in tourism and hospitality, Wearn's visionary leadership has solidified Roseville's place as a vibrant and essential destination within the state.
Under Wearn’s leadership, Visit Roseville expanded its influence and reach, establishing itself as a critical player in Minnesota’s tourism economy. This October, the Minnesota Association of Convention and Visitors Bureaus (MACVB) presented her with the 2024 Roger Toussaint Award, the organization’s highest honor, recognizing Wearn’s profound impact on the tourism industry. “Julie’s exemplary career and dedication make her a fitting recipient of this esteemed award,” said Deb McMillan, Executive Director of MACVB. “Her efforts have driven growth, innovation, and collaboration throughout Minnesota’s tourism industry.”
Reflecting on her career and recognition, Wearn shared, “Receiving the Roger Toussaint Award from MACVB is a true honor. This award speaks to the collaborative spirit of Minnesota’s tourism community, and I am grateful to have been part of such a dynamic and resilient industry. I will greatly miss working with my talented team—Shannon Thomasser, Liz Nowak, and Melissa Fournier—who have always been open to new ideas for showcasing Roseville.” In addition to the MACVB honor, Wearn was also recognized in 2022 by Explore Minnesota Tourism as Tourism Professional of the Year, further highlighting her dedication to advancing tourism across the state.
As Visit Roseville embarks on this exciting new chapter, the organization proudly announces the promotion of Liz Nowak to CEO, effective January 2025. With over two decades of experience in Minnesota’s tourism and retail sectors, Nowak has a proven track record of driving growth and innovation. Since joining Visit Roseville in 2018 as Director of Marketing and Communications, she has spearheaded initiatives that heightened Roseville’s profile, emphasizing its prime “perfectly positioned” location between Minneapolis and St. Paul.
Nowak is a graduate of the University of Minnesota and began her career with Select Comfort and INNOVA Marketing, later spending 16 years at Rosedale Center with Jones Lang LaSalle. As Senior Marketing Manager, she developed retail strategies and promotions that elevated Rosedale Center’s profile as a premier shopping destination, showcasing her ability to drive growth through community-centered and visitor-focused initiatives.
With her roots in tourism and a forward-looking vision, Nowak aims to build on the momentum established by Wearn. Her plans include fostering stronger partnerships, attracting a broader, diverse audience, and positioning Roseville as a must-visit Twin Cities destination. “I am honored to lead Visit Roseville and build upon the impactful work Julie has accomplished,” said Nowak. “Our goal will be to enhance Roseville’s appeal to all visitors by championing its unique offerings and ensuring a welcoming experience.”
For more information, please contact: Julie Wearn jwearn@visitroseville.com or Liz Nowak enowak@visitroseville.com.
About Visit Roseville
Visit Roseville is the official destination marketing organization for Roseville, Minnesota, located between Minneapolis and St. Paul. Visit Roseville promotes the city as a top destination for leisure, business, and group travel. Learn more at www.visitroseville.com.