Excellence in Tourism Awards Celebrate Rural Nevada’s Top Tourism Partners at Rural Roundup Conference  

Posted: April 11, 2025

LAUGHLIN, NV – Nevada’s tourism industry came together this week for the 32nd annual Rural Roundup. Held this year at the Aquarius Casino Resort in Laughlin, Rural Roundup serves as the state’s premier conference for rural tourism partners to network and connect over shared goals. During the event, top tourism partners were recognized and honored for their outstanding contributions to the state’s tourism industry. These awards were presented at the Excellence in Tourism Awards dinner on April 10, 2025. 

The Excellence in Tourism Awards recognized seven individuals who have made significant impacts in their communities and the broader tourism industry. The recipients included: 

Cowboy Country 

  • Jan Petersen, long-time volunteer and advocate for Cowboy Country, Jan has dedicated over a decade to promoting the region. Her work includes leading familiarization tours at the California Interpretive Center and spearheading the renovation of the Cowboy Arts and Gear Museum, which highlights the area’s ranching and farming heritage. 

Pony Express Territory (PET) 

  • Dee Helming, former Chairperson of Pony Express Territory, dedicated many years to the region. Before stepping down in 2024, she focused on securing grant funding and successfully leading the completion of a strategic plan to sustain, engage, and promote the territory. Now serving as Lander County Commissioner, Dee remains an active member of Pony Express Territory. 

Reno Tahoe Territory (RTT) 

  • Art Jimenez, Executive Director of Tourism Sales at the Reno-Sparks Convention & Visitors Authority (RSCVA). Art’s dedication to enhancing visitors’ experiences across Reno, Sparks, Carson Valley, Lake Tahoe, Virginia City, and Carson City, paired with his 30+ years of expertise, was instrumental in shaping the region’s strategic plan and strengthening its global appeal. 

Las Vegas Territory (LVT) 

  • B’Anka Neder, Vice Chair of the Las Vegas Territory. B’Anka has played a vital role in guiding the organization, increasing membership, and ensuring members take full advantage of funding opportunities. Her efforts have also helped maintain the territory’s robust digital presence. 

Nevada Silver Trails (NST) 

  • Paula Elefante, Volunteer for Nevada Silver Trails. Paula’s long-standing volunteer work includes focusing on events and fundraising. Her commitment to her community is exemplified by her successful coordination of the 25th Annual Pahrump Social Powwow.  

Nevada’s Indian Territory (NIT) 

  • Tammi Tiger, Director of the Tribal Education Initiative. Tammi has dedicated her career to developing future leaders in Tribal gaming and hospitality through world-class education at the University of Nevada, Las Vegas. 

“I was thrilled to present the Excellence in Tourism awards to our exceptional Nevada tourism partners,” said Rafael Villanueva, CEO of Travel Nevada. “Their unwavering commitment to promoting and elevating rural destinations creates a lasting impact that will benefit generations to come. It’s an honor to recognize each of these partners and their communities as we continue to work together to improve the quality of life for all Nevadans.” 

The final award of the evening, the Larry J. Friedman Industry Partner of the Year, was presented to Marcia Hurd of the Lincoln County Authority of Tourism (LCAT). Over the past decade, Marcia has played a pivotal role in LCAT’s transformation from a tourism support group to a focused destination development organization. Through her dedication to Lincoln County, Marcia has spurred growth and brought new opportunities to Nevada Silver Trails through grants, advocacy, and participation in Travel Nevada’s Destination Development Demonstration (3D) Project. 

In addition to recognizing top tourism professionals, Travel Nevada hosted the second annual Rural Entrepreneurial Tourism Program Pitch Competition, where Caralee Frehner was named the winner for their innovative Pioche Old School House (POSH) and Event Center. This year’s competition aimed to support new or expanding outdoor recreation businesses in rural Nevada. POSH will be the only boutique hotel within proximity to five state parks in the area including Cathedral Gorge, Echo Canyon, and Kershaw Ryan State Park in Nevada.  

Hosted by Travel Nevada, the state agency charged with promoting tourism in the Silver State, Rural Roundup is an annual conference for Nevada’s tourism industry. The event includes speakers, panel discussions, and networking opportunities with a goal of helping Nevada’s rural communities develop and market themselves as destinations, resulting in increased visitation, strengthening Nevada’s position in the tourism market.   

Rural Roundup is set to return in 2026 in Elko. 

EDITORS: for high-resolution images of the award winners, visit here.  

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The Nevada Division of Tourism is a division of the Nevada Department of Tourism and Cultural Affairs. More commonly known as Travel Nevada, the Nevada Division of Tourism is responsible for promoting and marketing Nevada as a travel destination to domestic and international travelers. Operating within a performance-based budget structure, Travel Nevada is funded solely by a percentage of lodging tax paid by overnight guests throughout the state. For more, visit TravelNevada.biz.