Augusta, MAINE – Commissioner Heather Johnson today announced leadership changes at the Department of Economic & Community Development.
Beginning in June, longtime Maine Office of Tourism (MOT) Director Steve Lyons will transition to the role of Director of the Maine Film Office. Lyons, who has served as Acting Director of the Film Office since August, will oversee efforts to better position Maine’s film industry as an economic driver.
Maine Office of Outdoor Recreation Director Carolann Oullette will assume leadership of MOT and its subsidiary offices as Director of Tourism, Outdoor Recreation, and Film. Ouellette, who brings decades of experience in Maine’s tourism industry, previously oversaw the department from 2010 to 2016.
“Maine’s tourism industry is in a position of great strength, as we continue to see longer stays and more spending by visitors to our state,” said Heather Johnson, Commissioner of the Department of Economic and Community Development. “As Steve takes on this exciting new challenge in the Maine Film Office, the time is right to build on our success and continue to improve in support of this important sector of our economy. I am pleased that Carolann can combine her outdoor recreation economy work over the past few years, with her tourism background to keep the momentum going.”
“I am looking forward to contributing in this new way as Director of the Maine Film Office, partnering with the Maine Film Commission and other stakeholders to support and grow the visual media industry,” said Steve Lyons.
“Maine’s tourism economy is driven by our tradition of hospitality from the coast to the mountains and bolstered by our rich outdoor recreation and cultural opportunities,” said Carolann Ouellette. “I am thrilled to provide leadership in coordinating the work under the Office of Tourism, Film Office and Outdoor Recreation, and to build on the important work happening in each of these areas to keep Maine at the front of the pack.”
Lyons first joined the MOT more than two decades ago and has served as Director of Tourism since 2017. Under his leadership, MOT has helped Maine’s rural communities better embrace and manage tourism and supported Maine’s indigenous tribal communities to develop a cultural tourism strategy. Lyons also led Maine’s first-ever Destination Management planning process to ensure the state’s tourism marketing efforts are balanced with stewardship of the state’s natural resources and culture.
Since assuming leadership of the Film Office in an acting capacity, Lyons has worked to reestablish the Maine Film Commission to ensure the Office is working under the guidance and leadership of Maine’s visual media leaders.
"Since he became acting director of the Film Office last year, Steve has re-engaged the Film Commission, led an inclusive stakeholder engagement process, and sought to work collaboratively with folks across the industry," said Molly Conners, Chair of the Maine Film Commission. "I am very pleased to continue working with him to support the growth and development of visual media as part of Maine's economy."
Carolann Ouellette previously served as Director of Tourism from 2010-2016. Under her leadership, Maine benefitted from multiple years of consistent growth in tourism.
In 2018, Ouellette returned to the Department to establish the Office of Outdoor Recreation. Over the last six years, the Office has become an effective convener of the outdoor recreation economy, forging impactful public/private partnerships that make Maine an example for other states to emulate.
Ouellette, who is known nationally as a dedicated and well-respected advocate for the tourism and outdoor industries. She represents Maine at the national level as a member of organizations focused on the outdoor recreation economy, which plays an outsized role in the tourism economy. She has also spent expensive time in the private sector in tourism, hospitality and outdoor recreation as both a business owner and manager.
“Carolann has seamlessly bridged the gap between government agencies and industry stakeholders, driving innovation, and sustainable growth for our state’s outdoor recreation economy,” said Jenny Kordick, Executive Director of Maine Outdoor Brands. “Elevating her to lead this reorganized office underscores the significance of a collaborative approach and heralds a bright future for Maine's tourism and outdoor sectors. We’re thankful for her leadership and look forward to working with her in this new capacity.”
Lyons and Ouellette are expected to assume their new roles on June 1, 2024.
About the Maine Office of Tourism and The Maine Film Office:
The Maine Office of Tourism, an office within the Maine Department of Economic & Community Development, is charged with administering a program to support and expand the tourism industry and promote the state as a tourism destination. The Office develops and executes effective marketing programs for the benefit of the travel and film industries, as well as the economy and the citizens of Maine by attracting visitors to the state and thereby preserving and creating jobs. The Maine Film Office is a division within the Maine Office of Tourism that markets Maine as a filming location and creates and executes a marketing strategy to increase production in Maine; encourage productions to hire crew and source goods and services locally; and identify opportunities to build the film industry and deepen the economic impact in Maine.
About Maine’s Office of Outdoor Recreation:
Maine’s Office of Outdoor Recreation (MOOR) was permanently established in 2019, to leverage Maine’s assets and outdoor recreation heritage to grow the outdoor recreation economy and build Maine’s outdoor recreation brand as part of a coordinated effort with partners from the public and private sectors. Learn more at maine.gov/decd/programs/maine-office-of-outdoor-recreation. Maine is a member of the Confluence of States, a coalition of sixteen states working to strengthen the outdoor recreation economy.
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