The Humboldt Lodging Alliance (HLA) has named Meredith Matthews as its new Executive Director, ushering in a new chapter of tourism in Humboldt County. With extensive experience in community engagement, economic development and regional tourism, Matthews brings a dynamic vision and proven leadership to HLA’s mission of promoting Humboldt County as a premier travel destination.
“I’m honored to step into the role of Executive Director for the Humboldt Lodging Alliance,” said Matthews. “This region has so much to offer—from redwoods to coastline to authentic community experiences—and I look forward to working with partners across the county to promote sustainable tourism, support local businesses, and bring more overnight visitors to Humboldt. It’s a privilege to help share the magic of this place with the world.”
Matthews most recently served as Executive Director of the Arcata Chamber of Commerce and is a current member of the Arcata City Council where she has been widely recognized for her collaborative leadership approach and passion for community-driven economic growth. Her experience includes major public events, cross-sector partnerships, digital marketing and grassroots engagement strategies resulting in expanded visibility for Humboldt County.
“Meredith brings fresh perspective paired with a true understanding of what makes Humboldt unique,” said Chris Ambrosini, Chair of the Humboldt Lodging Alliance. “Her background in community leadership and destination marketing makes her the ideal leader to help us elevate our region’s tourism strategy, strengthen partnerships, and ensure our lodging industry thrives year-round.”
With Matthews’ appointment, HLA aims to strengthen its support and leadership of countywide tourism marketing, shoulder-season event funding, and large-scale tourism projects that elevate the Humboldt County brand and drive year-round visitation—benefiting not only area lodging establishments but also local restaurants, shops, arts and cultural venues, and other small businesses across the region.
HLA is the official owners’ association for the Humboldt County lodging industry, serving eight jurisdictions across the region: Eureka, Arcata, Ferndale, Fortuna, Rio Dell, and the unincorporated areas of County North, County South, and County East. Its core responsibilities include strategic marketing, destination events, and capital projects designed to drive visitor interest and overnight stays, such as the Redwood Sky Walk at Sequoia Park Zoo.
Founded by local lodging property owners in 2012 and recently renewed for a 10-year term through 2027, HLA is one of California’s first Tourism Business Improvement Districts (TBID) and is funded through a self-imposed 2% assessment designed to eliminate any tax burden for city or county governments.
For more information about the Humboldt Lodging Alliance, visit humboldtlodgingalliance.org or VisitHumboldt.com.
This article appears in My Humboldt Life September 2025.