To help you get to know who’s who in Illinois tourism, ITN profiles an industry leader each month. This month, we introduce Tammy Barry, vice president of marketing and business development for Starved Rock Lodge and Conference Center.

Tammy Barry began her career in Illinois tourism five years ago as vice president of marketing and business development for Starved Rock Lodge and Conference Center in Utica. When asked about her education, she laughs and says, “If you had asked me in college if I would be doing what I’m doing now, my answer would have been ‘no,’ unless I could be Vicki from ‘The Love Boat.’” Tammy is a graduate of Loras College in Dubuque, Iowa, where she earned a bachelor’s degree in public relations with a minor in journalism.

Giving up her dream of working on “The Love Boat,” Tammy ventured into the Fortune 100 world and joined SBC/Cingular Wireless as a regional director of business sales. After 10 years with SBC, Tammy decided to embark on a career that was, in her words, “much more fun and not so corporate!” Some might say Tammy was destined to work in the tourism industry and at Starved Rock in particular. She’s familiar with large groups as the youngest of 14 children and she has visited many destinations in the United States and surrounding countries. Starved Rock was right up her alley (not to mention in her backyard)! At the same time, Starved Rock owner Terry Cross realized that he needed to take the Northern Illinois landmark to the next level. “The park was the crown jewel of all state parks,” he said. “But we wanted to polish it and make it even better.” Terry needed someone to supervise Starved Rock’s marketing, sales, events and Web sites, as well to ensure higher levels of customer service. Terry interviewed Tammy and she joined the Starved Rock team in 2000.

Managing the lodge is no small task since Starved Rock Lodge is the only hotel located in Illinois’ busiest state park. The lodge features 72 hotel rooms, 22 cabins, an indoor pool, a full-service restaurant and lounge, three gift shops, a state-of the-art visitor center, and spa offerings that include massages, a sauna and a hot tub. In addition, Starved Rock Lodge has six meeting rooms and hosts more than 70 weddings a year in the Great Hall—home to Illinois’ largest stone fireplace—and offers year-round activities that include trolley tours, cooking classes, wine tasting, eagle tours and much more. Starved Rock State Park welcomes close to 2 million visitors annually to enjoy its 15 miles of marked hiking trails, 18 lush canyons and sparkling waterfalls.

Tammy’s hard work has paid off. In 2005, Starved Rock Lodge took home the “Best of Show,” “Best Newsletter,” “Best Promotional Package” and “Best Brochure” awards at the annual Illinois Governor’s Conference on Tourism.

In addition to her responsibilities at the lodge, Tammy serves as chairman of the LaSalle County Tourism Coalition, which she and other community leaders spearhead to drive awareness of tourism and partnership on a countywide basis. The coalition, in conjunction with the Heritage Corridor Convention and Visitor’s Bureau, has successfully developed a countywide Web site, slogan, toll-free number and visitor guide in its first year, and is in the process of developing a complete county marketing plan for 2006. Tammy believes that by working with a group and developing partnerships, even greater things can be accomplished and more people can reap the rewards.

Tammy is also an active member of several associations, including the Illinois Valley Area Chamber of Commerce Board, Rotary International, Team Illinois and the American Bus Association.

Though very passionate about Starved Rock and growing tourism in LaSalle County and Illinois, Tammy has other interests as well. Her hobbies include golf, hiking, cooking, wine tasting, writing poetry and spending time with her husband and family. This time of year finds Tammy cross-country skiing, attending Chicago Bears home games, and tackling the never-ending task of building and decorating a new home only one mile away from Starved Rock.