Who is Place Generation?

Place Generation is a global team of senior professionals with deep, strategic, expertise, and a regenerative mindset. We have first-hand knowledge of the intricacies of destination management organisations (DMO's), an understanding of the policies of places and experience with communities.

Our unwavering belief is that a strategy should never be just a document; it should be a catalyst for tangible transformation within a place. We go beyond strategy development to actively assist places with implementing their plans. This is just one of the ways that we set ourselves apart from others.

We understand that successful implementation requires effective organisational leadership and can also support destinations with change management. We have a proven track record of leading places through transformative processes, ensuring that strategies can be executed with precision and purpose.

At Place Generation, we are committed to making substantial environmental, human, restorative, organisational and behavioural impacts on the places we work with. Our global perspectives, our vision for transformation and our ability to support change drive us to deliver meaningful, long-lasting and tangible results for our clients.

Meet the team

Frank Cuypers | Place Generator

I live in Antwerp, which holds a special place in my heart. Home is more than its diamonds, rich history, bustling port, diverse population, languages, and flavors. It's the captivating sense of belonging, even for those not born here. Antwerp, like its cathedral towers, is unbalanced, unfinished, yet never dull.

Frank is founder of Place Generation,
strategist, keynote speaker and place thinker.

Elke Dens | Place Generator

Brussels, a city of love and hate, a unique place where I feel both belonging and unfamiliarity amidst diverse languages and cultures. Like nature's overpowering force, Brussels humbles me while embracing my global identity. It's like a young girl awestruck in a princess's grand gallery.

Elke is founder of Place Generation,
keynote speaker, expert in sustainable marketing, and practitioner of regenerative tourism.

Anna Pollock | Place Generator

My home sits on the edge of a medieval village on the English-Welsh borders. It's a place that suits me, embracing edges and providing the space and freedom to be myself. Surrounded by the gentle English countryside and the rhythms of farming life, it's my cozy sanctuary between adventures. This historic area, once frequented by kings and courtiers, reveals a vibrant world of activity and generosity. What was once an empty field now flourishes as an arboretum, showcasing nature's patience and beauty.

Anna is is change-maker, keynote speaker, helping tourism to become a force for regeneration.

John Chigona | Place Generator

My place is Mudi River, running through Blantyre City, is a lifeline for irrigation and livelihoods, making it an essential caretaker. Despite its diverse nature, cyclone Freddy in 2023 altered its course. The once-flowing riverbed is now covered in sand, creating a captivating and dry landscape.

John is a marketing manager and is passionate about community-based projects.

Greta Dallan | Place Generator

My quaint town in northeastern Italy, nestled in Treviso province, boasts diverse landscapes. Majestic Dolomite peaks and lush rolling hills, home to Prosecco vineyards, create a picturesque setting. History comes alive in the antique architecture, where bars and restaurants serve exquisite dishes for me to savor.

Greta is researcher and specialises in destination development

Mikala Folb | Place Generator

I live in Vancouver, Canada, on the traditional territories of xʷməθkʷəy̓əm, Sḵwx̱wú7mesh, and səlilwətaɬ Peoples. Beyond the towering skyscrapers, the city's magic unfolds. Dawn brings otters, seals, and beavers swimming in the inlet. Giant blue herons nest nearby, mountains grace every view, and lush forests thrive in our parks.

Mikala is a strategist, specialized in branding, marketing and inclusivity.

Isabel Duregger | Place Generator

Vienna, my home, is a city others visit for holidays. I have the privilege to stroll through its hidden vineyards, savor the laid-back coffee culture, and appreciate the charm of grumpy waiters. Beyond its historical background, it's the vibrant everyday culture shaped by locals that truly captivates.

Isabel specializes in creative marketing strategy and is passionate about interactive tourism campaigns.

Mary Isgro | Place Generator

I live in Carbondale, a town in the Colorado Rockies, on the Ute people's ancestral land. It's situated at the base of Mount Sopris, formerly known as Wemagooah Kazuhchick, meaning "ancient mountain heart sits there" and is surrounded by two rivers and abundant wildlife.

Mary is a specialist in place development and sustainable tourism although she would like to become one in regenerative tourism in the future.

Steve Hanzic | Place Generator

Australia's Gold Coast is renowned for its theme parks, vibrant nightlife, and crowded beaches. However, my home in the hinterland offers a strikingly different experience. It's enveloped by wildlife sanctuaries, with art galleries and secluded beaches within reach. This stark contrast fuels my passion for understanding the true essence of places—uncovering the disparity between perception and reality, appreciating what is often overlooked or taken for granted. I creatively weave these elements together to represent the entire community and inspire others to embrace its authentic beauty.

Steve is a creative director with a passion for places

Shannon Landreth | Place Generator

After a fast-paced career in Toronto's Marketing & Advertising, I chose to live as an expat for a fresh perspective. Returning to my hometown of Stratford, Canada, I discovered a captivating city where the arts thrive, nature enchants, and community spirit prevails. From the renowned Stratford Festival Theatre to scenic riverbanks and farm-to-table delicacies, Stratford's beauty and Victorian architecture leave a lasting impression. It's a place where creativity and community thrive.

Shannon is an integrated marketing specialist and is passionate about collaborative and transformative growth.