DENEEN ALLEN

“If you build the right thing, in the right place, they will come…….”

Deneen understands the challenges of rural and remote tourism in Canada. As a hospitality and tourism strategist with over 30 years’ experience and the visionary founder behind Pure North, Deneen excels in making stories of place and culture come alive through innovative product development, intelligent marketing, creative physical space design, functional facilities programming and service and operating systems which connect deeply with guests and hosts.

Deneen’s understanding of the global travel market allows her to fully assess existing and new tourism and hospitality opportunities and to provide approachable, achievable strategies to optimize them. Underperforming assets are turned around and new developments are appropriately positioned in the marketplace for maximum revenue capture and sustainability. Deneen’s systems and implementation result in increased guest satisfaction, happier hosts, higher occupancy and, most importantly, significantly higher profitability.

In addition to leading the vision and growth strategy for Pure North Lodges & Camps, Deneen has frequently been invited to collaborate with developers and tourism partners to lend her significant knowledge and expertise to their projects. Along with several business turnaround projects, Deneen recently founded and led a new brand, Solstice Destinations, to develop the first luxury aurora viewing lodge in the Northwest Territories, providing the concept, brand story, design direction, operations and programming for the 36-room Skywatch Lodge & Spa.