Today we’d like to introduce you to Jennifer Sistrunk.
Hi Jennifer , we’re thrilled to have a chance to learn your story today. So, before we get into specifics, maybe you can briefly walk us through how you got to where you are today?
I got my start in the hospitality industry as a 15-year-old carhop in South Haven, Michigan. From there, I worked just about every job you can imagine—hostess, busser, restaurant manager, vacation home cleaner, property manager. I learned early on that hard work, showing up, and treating people well could open a lot of doors.
At the same time, I was studying graphic design and started picking up freelance projects for local businesses—designing menus, ads, managing websites, and social media. That eventually led to a call from the local convention and visitors bureau asking if I’d take on their annual destination guide. I joined them as their in-house designer and spent three years building the brand from the inside.
When the longtime director announced his retirement, I decided to apply for the position. He believed I was the right person to take the reins, and I’ve been serving as the Executive Director of Visit South Haven and Destination Paw Paw ever since.
I didn’t take a traditional path, but I worked my way up from the ground level—and that perspective still shapes how I lead today. I understand the industry from both sides, and I’m passionate about creating opportunities, building strong teams, and making sure our communities shine.
Would you say it’s been a smooth road, and if not what are some of the biggest challenges you’ve faced along the way?
I don’t think anything in life is truly smooth—and honestly, if getting where you want to be were easy, everyone would do it. The road definitely came with challenges. Working in the restaurant industry was one of the most character-building experiences I’ve ever had. It teaches you resilience, communication, humility, and how to think fast under pressure. I genuinely believe everyone should work in a restaurant at least once—it gives you a deeper understanding of people and how much effort goes into making things run.
One of the biggest transitions for me was going from frontline worker to leader. It’s a shift that takes real work. You don’t just change titles—you have to consciously build bridges between yourself and the people doing the everyday work. That’s why I make it a point to stay connected and engaged with everyone in the industry. It keeps me grounded, keeps me learning, and reminds me every day of the kind of hard work I came from.
As you know, we’re big fans of you and your work. For our readers who might not be as familiar what can you tell them about what you do?
I’m the Executive Director of Visit South Haven and Destination Paw Paw, which are the official destination marketing organizations for South Haven and Van Buren County. Our mission is to position our region as the destination of choice through strategic marketing, destination development, and tourism leadership.
South Haven is a vibrant beach town on Lake Michigan with deep roots in tourism and a long-standing reputation as a beloved summer getaway. Paw Paw, on the other hand, is known for its wine culture and—more recently—its growing music scene, which has added a fresh layer of energy to the community. Each destination has its own character, and I love helping showcase that to the world.
What I’m most proud of is the team we’ve built. Every person on our team comes from hospitality, tourism, or retail—we’ve lived the work from the ground up. That gives us an edge in how we connect with our partners, tell authentic stories, and understand the needs of our industry. We’re not outsiders trying to market a place—we’re part of the fabric of it. And that passion shows up in everything we do.
What are your plans for the future?
Right now, we’re in a really exciting chapter. Our organization just completed a major rebrand, and we’re focused on building a stronger, more connected identity for both South Haven and Paw Paw. We’re also incredibly proud of our destination development efforts. Since I stepped into the Executive Director role in 2021, we’ve invested over $1.7 million into projects that enhance the visitor experience and improve everyday life for residents. That includes things like new parks and trail systems, wayfinding signage, a public kayak launch, outdoor sculptures, electric beach wheelchairs, accessibility grants, and more.
That work inspired us to think even bigger. One of our most exciting upcoming projects is a new mixed-use development in downtown South Haven, which will include a year-round event venue designed to activate our community in every season.
Being a beach town in Michigan comes with seasonal shifts. Summer draws visitors naturally with sun, sand, and lake life—but winter brings a different kind of beauty. Lake Michigan blanketed in snow and ice is absolutely stunning. Still, it means we need to be more intentional in drawing visitors during the colder months.
That’s where the new development comes in. With flexible event space and a focus on year-round engagement, we’ll be able to create meaningful experiences that bring people here no matter the season. I’m excited to keep building momentum around four-season tourism and sharing the full story of this community—not just the beach, but the culture, creativity, and charm that make it special all year long.
Contact Info:
- Website: https://southhaven.org
- Facebook: https://www.facebook.com/southhavenvisitorsbureau
- LinkedIn: https://www.linkedin.com/in/jennifer-sistrunk-61b605225/
