When thinking of accountants, many stereotypes arise: spreadsheets, calculators and quiet offices. However, Heidi Skaaland shatters these notions. As the Corporate Controller for Cote Hospitality, which oversees Grand View Lodge,Spa and Golf Resort, Camp Lincoln for Boys and Camp Lake Hubert for Girls, and Tanque Verde Ranch in Tucson, Ariz.,  she exemplifies a vibrant and engaging approach to accounting.

Women's History Month: A Career That Grew Alongside the Company

Heidi’s journey at Cote Hospitality began nearly 28 years ago. She started as a summer intern while finishing her college studies. What began as a short-term opportunity quickly evolved into a full-time role as a staff accountant in 1998. From there, she climbed the ranks through various positions, including senior accountant and accounting manager. Each role enhanced her understanding of the business.

Throughout her tenure, Heidi witnessed the company transform. She saw the Pines Golf Course take shape and the expansion of Glacial Waters Spa, not to mention the all-new North Hotel and NorthPark Recreation Center, each telling a story beyond mere dollars and budgets. Heidi felt privileged to be part of such evolution. Why Heidi kept committed to the company:

• Started as a summer intern.
• Promoted through multiple roles over the years.
• Watched the company grow with each new project.
• Developed a deep understanding of hospitality accounting.
• Part of a unique company culture focused on growth.

Leadership That Lifts Others Up

For Heidi, leadership means helping others grow. One of her proudest moments was mentoring an employee new to hospitality accounting. This employee had strong financial skills but needed guidance in the hospitality sector. Heidi invested time mentoring her, encouraging questions and fostering confidence.

Eventually, this employee moved on to a new opportunity. Rather than view this as a loss, Heidi saw it as a testament to effective mentorship. Watching someone grow is incredibly rewarding, even if their journey leads them away. Heidi learned the following from this experience:

• Mentored an employee into a successful role.
• Created an environment where questions are encouraged.
• Believes in lifting others through leadership.
• Sees mentorship as a powerful tool for growth.
• Values emotional connections in a professional setting.

Breaking Stereotypes in Finance

Heidi proudly represents women in finance leadership. Historically, this space has lacked female voices. Growing up with two older brothers prepared her for challenges. This resilience helped her navigate stereotypes in financial leadership roles. She will pass this resilience along to her daughters, no matter what career path they take.

Her leadership philosophy includes three essential qualities: integrity, attention to detail, and accountability. In accounting, honesty is crucial. The numbers tell a story, but only if observed closely. Leaders must take ownership of successes and mistakes to build trust within their teams. Why Heidi is unique in her field:

• Represents women in a male-dominated field.
• Believes integrity is non-negotiable in accounting.
• Emphasizes attention to detail in financial storytelling.
• Promotes accountability among team members.
• Committed to breaking down stereotypes in finance.

Even after nearly three decades, Heidi finds excitement in her daily work. Each morning, she reviews the previous day’s financial activity. This analysis is more than just numbers; it reflects the entire company’s operations. The numbers tell the story of the business, connecting her to the guest experience.

Nearly ten years ago, Heidi surprised the Cote Hospitality leadership team with a flash mob. Along with nine fellow accountants, including the CFO, she rehearsed a dance routine in secret. Most of the team was nervous, but Heidi's background in dance made her a natural leader. They performed to Michael Jackson's "Black or White" and a humorous song titled "The Debit Credit Theory."

The performance left the room in shock. It was a hit, leading to an encore performance for recording. More importantly, it allowed the team to bond and step outside their comfort zones, creating a closer-knit group.

Heidi’s journey also reflects the power of mentorship. Early in her career, a mentor guided her through challenges and supported her growth. This experience reinforced her belief in the importance of mentorship, shaping careers and fostering leadership.

Numbers, Leadership and a Little Music

Nearly 28 years after starting as an intern, Heidi Skaaland leads with integrity and passion. She represents a rare balance in the finance world: a sharp analytical mind paired with a vibrant creative spirit. One side of her thrives on financial strategy and precision, while the other comes alive through dancing, playing piano and singing. It’s this blend of logic and creativity that makes Heidi not only a strong financial leader, but an unforgettable one.

As we celebrate Women’s History Month, Heidi's story stands as a reminder of the transformative power of women in finance. Her approach inspires others to break stereotypes and embrace leadership opportunities. 

Cote Hospitlity is proud to provide an environment that nurtures such stories. Celebrate Women’s History Month by honoring stories like Heidi's—where leadership, mentorship and passion come to life.

Discover More at Grand View Lodge

Grand View Lodge Spa and Golf Resort is known for more than just exquisite dining. It offers a range of leisure activities that cater to all ages. Adventure awaits, whether you seek relaxation at the rejuvenating Glacial Waters Spa or wish to challenge yourself on our beautiful golf courses.

Click here for more memory-making experiences.

• Luxurious accommodations with stunning views.
• A vibrant selection of outdoor activities year-round.
• Unique spa treatments designed for relaxation and rejuvenation.
• Family-friendly activities, ensuring fun for all ages.
• Access to picturesque walking trails and scenic lakes.

Women’s History Month Spotlight: Sara Spaeth, Corporate Director of People Services at Cote Hospitality

Leadership takes many shapes. At Cote Hospitality, it is defined by service, integrity and the impact one has on others. Sara Spaeth, the Corporate Director of People Services, embodies these values. Her journey showcases growth, both personally and organizationally.

Leadership as Service

For Sara, leadership is not about authority. It is about responsibility. She believes that true leadership involves a commitment to serve others and build trust. 

“I try to create an environment where people feel safe and empowered to grow,” she shares. Empathy and authenticity are at the core of her leadership style, and she says active listening is often more important than speaking.

In her role, Sara handles benefits, compliance, engagement surveys, training, recruitment and more. She even steps in as Interim People Services Director at Grand View Lodge. This breadth of responsibilities requires agility and discretion. Most importantly, it is about supporting those who serve guests.

“Providing service to our associates as they serve our guests brings me a lot of joy,” she explains. This commitment reflects Sara's belief in leadership as a form of service.

The Power of Consistency

While large gestures can leave a mark, Sara believes meaningful leadership often lies in consistent, everyday actions. Recently, a department presented her with a handwritten note, thanking Sara for her positive attitude and steady presence. This recognition reaffirmed her belief in the power of consistency.

“In People Services, much of the work happens behind the scenes,” she said. The influence one has on others can create a supportive and valued environment. This year’s CMA celebration at Grand View Lodge illustrated this point. Associates nominated peers who created exceptional memories through reliable leadership.

“Small acts truly do make a lasting difference,” she reflects. The applause during the event was for everyday leadership grounded in care, not just grand moments.

According to Sara, these three leadership qualities are the key to success: 

• Empathy: Understanding others is critical for effective leadership. It builds trust and encourages associates to bring their whole selves to work.
• Consistency: Leaders set the tone. When actions align with words, people feel secure and respected.
• Curiosity: Great leaders are always eager to learn. This quality fuels adaptability and purposeful growth.

These attributes are particularly vital across Cote Hospitality’s properties. Each location, including Grand View Lodge, operates with its unique rhythm. Business needs can shift rapidly, demanding real-time decision-making.

“One of the greatest challenges as a leader is balancing business urgency with personal experiences,” Sara explains. Her role involves ensuring the business progresses while caring for the people who make it possible.

Building Together

Sara prioritizes listening and action. Associates feel valued when they see their feedback shaping the culture. This trust encourages them to share ideas and seek new opportunities.

“When associates feel connected and respected, they invest in building together,” she says. Throughout her career, Sara has drawn inspiration from women leaders. They led by example, demonstrated authenticity and reinforced her belief in impactful leadership.

This Women’s History Month, we honor Sara for her steady, empathetic and service-driven leadership at Cote Hospitality. Her commitment helps cultivate environments where associates thrive and guests have exceptional experiences as a result.

Experience Grand View Lodge Spa and Golf Resort

At Grand View Lodge, we celebrate the spirit of leadership and community. Our commitment to exceptional service aligns with the values exemplified by leaders like Sara. Here are some ways you can experience our resort:

• Relax at the rejuvenating Glacial Waters Spa.
• Enjoy distinctive dining venues with diverse culinary options.
• Engage in vibrant leisure activities for all ages.
• Explore the historic charm of our resort dating back to 1916.
• Participate in various seasonal events celebrating community and culture.

As we honor Women’s History Month, we invite you to witness the unique atmosphere at Grand View Lodge. Experience the legacy of high standards and service that continues to inspire. Learn more about our offers here.

This August marks three years since Regina Pruitt joined Cote Hospitality as Chief Financial Officer, and she is amazed how quickly time has passed. In this period, she has influenced not only the financial strategy but also the leadership culture of Cote Hospitality. In a recent conversation, Regina shared her insights on leadership, the evolution of her perspective, and the importance of integrity, empathy and decisiveness in today's business landscape.

Defining Leadership: Clarity in Uncertainty

When asked what leadership means to her, Regina responded without hesitation. “For me, it’s the ability to create clarity in times of uncertainty.” She believes that leaders can unite people around a shared goal while operating with compassion and integrity. Regina's responsibilities extend beyond delivering strong financial performance for key stakeholders. She is equally committed to the employees.

“I’m driven to perform to the metrics and the numbers, but at the same time, we have to do the right thing for our people,” she emphasized. This balancing act demonstrates that focusing on both performance and people can lead to effective outcomes. For Regina, this perspective is foundational.

Responsible Business: People and Profit Aren’t Opposites

Regina holds a strong belief that performance and people-first thinking are not mutually exclusive. Her master’s thesis focused on responsible business, highlighting that supporting employees ultimately benefits shareholders. “Doing right by employees can do right by the shareholders,” she noted.

Her practical examples include:

• Offering the Daily Pay program
• Ensuring competitive salaries
• Adding meaningful benefits like PTO and holidays
• Reducing costly turnover
• Creating a culture of engagement

Regina insists that financial leadership should not solely focus on cutting costs. Instead, it should prioritize building a sustainable business that values its workforce.

A Leadership Philosophy Shaped by Experience: Women's History Month Leadership Lessons

Regina’s leadership style developed over time. Growing up amid financial hardship shaped her early views. “Earlier in my career, I was quite harsh,” she admitted. “If I had to endure that struggle, others could too.” However, as she advanced to director-level roles, her perspective evolved. She realized that collective success benefits everyone.

This journey shifted her leadership from performance-driven to purpose-driven, helping her see the bigger picture. Regina leads with authenticity and approachability, fostering an environment where questions are welcomed. She values the moments when team members feel comfortable asking questions, as she sees it as a confidence builder.

Regina's authenticity has created a culture of psychological safety, enhancing team engagement and collaboration.

When discussing the top three attributes of successful leadership, Regina highlighted:

1. Integrity: “If you’re not doing what you say you’re going to do, no one will follow you.” In finance, integrity is mandatory.
2. Empathy: “If we’re not relating to people, it’s not going to work.” Empathy fosters trust and strengthens teams.
3. Decisiveness: Regina described this as a vital skill. “Often, you don’t have all the data, but you must make decisions quickly.”

While collaboration is essential, leadership requires the ability to move forward decisively.

No Surprises: Real-Time Feedback

Transparency is a key value for Regina, especially regarding performance evaluations. “Nothing should be a surprise on a review. You should always know where you stand.” When issues arise, she tackles them head-on, asking, “How did we miss this? What went wrong?” Often, team members already possess insights into solutions. Listening is crucial to effective leadership.

At the end of projects, Regina prefers to conduct immediate reflections, or post-mortems. “Doing a post-mortem right away sets you up for better things in the future,” she stated.

As a woman in leadership, Regina acknowledges unique challenges, particularly around decisiveness. “We walk a delicate line. If you’re too direct, you can be perceived as harsh. If you’re too easygoing, it doesn’t convey strength.” Despite this, she maintains a focus on balancing strength with authenticity.

Her authenticity extends beyond the workplace. Regina humorously shares her passion for home renovation, particularly her vision for a wood-paneled basement. Her team has embraced this aspect of her personality, sending her listings for taxidermy items to complete her vision.

In discussing role models, Regina mentioned two women who inspire her:

• Sara Blakely, founder of Spanx, for her entrepreneurial spirit and bold leadership.
• Tori Dunlap, founder of Her First $100K, for her innovative workplace practices and financial advocacy.

Regina finds inspiration in their efforts to create positive change in the workplace. Regina’s leadership philosophy embodies balance. She emphasizes:

• Numbers and people
• Compassion and accountability
• Authenticity and decisiveness
• Performance and purpose

Her journey over the past three years at Cote Hospitality illustrates that effective financial leadership and people leadership are complementary. They can co-exist and thrive together, creating a rich and fulfilling work environment.

Experience Luxury at Grand View Lodge Spa and Golf Resort

If you seek an extraordinary escape, Grand View Lodge Spa and Golf Resort invites you to experience its timeless elegance and luxurious offerings. Nestled in a historic setting, this resort combines superior service with a vibrant array of activities. Whether you’re looking to unwind at the Glacial Waters Spa or indulge in distinctive dining venues, the Lodge promises an enriching experience for all ages.

Adventure awaits with outdoor activities, from scenic golf courses to exhilarating water sports. Rejuvenate your spirit in a tranquil environment that honors its rich heritage while providing modern amenities. The Lodge is perfect for couples, families, and friends alike, ensuring a memorable getaway.

This women’s history month, let us celebrate leaders like Regina Pruitt, who embody integrity and empathy in their roles. Embrace the opportunity to create your own legacy at Grand View Lodge Spa and Golf Resort. Book your stay today and experience the balance of luxury and adventure that awaits you.

On February 5, approximately 100–125 senior HR and business leaders gathered at Walt Disney Concert Hall for Peer 150's Annual Leadership Award Program.  This was a full day of conversation around culture, leadership, and the accelerating impact of artificial intelligence on the employee experience. 

The setting was iconic—but the dialogue was anything but theoretical. It was candid, grounded, and immediately applicable. Especially for organizations like Cote Hospitality, where culture is not a tagline or an internal campaign, but a true strategic differentiator.

Culture as Infrastructure (Not Decoration)

The opening panel reframed culture in a way that resonated deeply with me: culture is infrastructure. It is not ornamental. It is not optional. And it is certainly not something you dust off once a year.

One statistic landed hard:
Only 23% of employees believe their leaders truly “walk the walk.”

That gap—between intention and behavior—is where culture erodes.

One quote captured it perfectly:

“Culture is not what we say—it’s what we tolerate.”

That statement mirrors what we live every day at Cote. Values only matter when they are tested—when they cost something, slow something down, or force an uncomfortable decision. As one panelist put it, “Every change decision is a culture decision.” There is no such thing as a neutral leadership choice.

Kindness came up repeatedly as a strategic value. And I agree—kindness matters. But kindness without accountability is hollow. Leaders set the tone through behavior, consistency, and follow-through. Even the most basic question—“How are you?”—only matters if you stay long enough to hear the answer.

These conversations rang true because they mirror what we strive to do across our properties. Whether you’re walking the grounds at Tanque Verde Ranch, Grand View Lodge, or spending time at our summer camps—Camp Lincoln & Camp Lake Hubert—genuine hospitality requires genuine care. For guests. For campers. And for the employees who bring the experience to life.

Leadership Resilience: Leading Change, Not Managing It

A fireside conversation on leadership resilience reinforced a critical distinction: the future belongs to leaders who lead change, not manage it.

A few ideas stood out:

Fireside-style conversations with the CEO—open to all associates—build trust and transparency, even when held virtually.

Mentorship is not optional; it is essential to building the next generation of leaders.

Leaders must continually return to values as an anchor, especially during disruption.

As I listened, I felt a sense of reassurance thinking about our GUIDE Mentorship Program, now entering its second session. GUIDE was designed for exactly this purpose—to develop leaders who are grounded, capable, and values-driven, while ensuring our people remain employable, adaptable, and growing, regardless of role or tenure.

Artificial Intelligence: Strategy Before Tools

The AI discussions were refreshingly practical—not futuristic, not hype-driven.

One message was consistent and clear:
Strategy must precede AI adoption. Always.

Rather than asking, “What AI tool should we use?” leaders were encouraged to ask a far better question:

“What are the 5–10 manual things you do today that AI could meaningfully support?”

At organizations like REI, IT and People Services partner closely on AI, reinforcing that this is not a technology-only conversation. One comment stopped the room:

“The new ‘labor’ is anything typed manually—and much of it will disappear.”

For hospitality organizations, this presents both opportunity and responsibility. AI can and should drive efficiency—but never at the expense of the human connection that defines our industry.

Diversity, Purpose, and the Discipline of Asking “Why”

A midday discussion challenged leaders to dig deeper—not just into what they’re doing, but why.

A recommended read, Profitable Diversity, underscored a key point: diversity efforts succeed when they are intentional, strategic, and grounded in outcomes. Understanding why different groups engage, behave, or connect differently leads to smarter recruiting, better retention, and stronger risk management.

This is not about checking boxes. It’s about making informed, thoughtful decisions that align with both values and business realities.

AI and the Employee Experience: High-Tech, Human-Centered

A later session focused specifically on AI’s impact on the employee experience, and the tone was refreshingly human:

High-tech must be paired with high-touch

Personalization matters—blanket solutions erode trust

AI should break down silos, not reinforce them

Leaders must acknowledge that replacing human connection with technology is emotionally difficult for many people

The challenge—and the opportunity—is ensuring that AI supports connection, rather than replaces it.

From Ideation to Execution: Where Leadership Is Proven

The final panel addressed execution—where many good ideas fail.

Great leaders, it was said:

1. Are excellent at their core job
2. Build strong relationships
3. Understand the business deeply
4. Remain intellectually curious
5. Get out of their own way

Imposter syndrome came up repeatedly. One reminder stuck with me:

“You are the only one obsessed with you.”

Leadership is not a popularity contest. It requires clarity, courage, and decisiveness. One practical takeaway was especially sharp:

Use your calendar as a weapon.
Time allocation reveals true priorities.

Leaders were also encouraged to draw from a full toolkit of influence—expertise, information, reciprocity, trust, and meaningful rewards—always grounded in respect and authenticity.

A Human Ending to a Human Day

The day concluded with awards recognizing innovative leadership, resilience, operational excellence, and community involvement—followed by dinner and candid conversation.

One thoughtful comment lingered with me: a leader noted that mandating emergency contacts universally can be insensitive, as not everyone has immediate family or traditional support structures. A small detail—but a powerful reminder that inclusion lives in nuance, not policy language alone.

Final Reflection

February 5 reinforced something we already know—but must recommit to daily:

Culture is built (or eroded) every day

Leadership is demonstrated through behavior

Technology must serve people—not replace them

At Cote Hospitality, our responsibility is clear: to continue creating environments where people feel safe, valued, challenged, and supported—while developing leaders who can carry that culture forward, thoughtfully and intentionally.

Women's History Month Spotlight: Moe Beyer, Corporate Director of Communications at Cote Hospitality

For Moe Beyer, leadership isn’t about titles or hierarchy—it’s about authenticity and emotional intelligence. As Corporate Director of Communications at Cote Hospitality, her focus is storytelling, strategy and building relationships. She leads communications across the properties, from influencer marketing, partnerships, content generation to earned media. Her goal is clear: bring each property's story to life in a way that resonates with guests. 

Leading with Awareness Plays Key Role in Emotional Intelligence

Moe believes effective leaders are self-aware. They listen, observe and understand those around them. And leading with authenticity and emotional intelligence is crucial. Knowledge is vital, but understanding people is essential. This approach shapes her daily interactions. She remains approachable, open and curious. Whether working with team members or agency partners, Moe creates a space where people feel comfortable sharing ideas. Her philosophy is straightforward: no one should work in isolation.

Building a Culture of Connection and Curiosity

Throughout her career, Moe has encouraged her teams to use their voice. She emphasizes the importance of asking questions and being open. This mindset drives personal and professional growth. As a lover of pop culture and industry trends, you can find her reading each morning. She seeks insights that can inform strategy or spark creativity. Sharing these insights across the organization keeps everyone connected to the world around them. Her 30-plus career started at Aveda Corporation and then Rollerblade,which she believes was a gift. Working for two Minnesota-based brands that became internationally recognized household brands. She worked with amazing leaders and watched closely how they led cultures and managed employees. She learned how to work with news media by living months at a time in Manhattan, sharing with health, beauty, fitness and business editors about the science of aromatherapy. When Rollerblade was purchased, a handful of employees were asked to move to the East Coast to manage Rollerblade, Prince Tennis and Nordica Ski brands. These two companies would forever change her career experience as she travelled internationally, meeting amazing leaders and learning more about how businesses are managed.

Turning Stories Into Experiences

Moe’s work shines when it brings people together. Her history of managing sponsorships and partnerships with brands like ESPN X-Games, MN Wild and Disneyland, helped her bring one memorable project to Grand View Lodge, a women-focused getaway in northern Minnesota. Recognizing a moment when many women sought connection while their husbands and/or partners spent time hunting in the woods on the popular deer opener weekend, she and her team created a tailored experience called They Hunt We Gather. Guests arrived as strangers, leaving with meaningful connections. It wasn't merely a campaign; it built a community. This reflects Moe's belief: it's not just about awareness; it's about creating something that resonates with guests.

Inspired by Strong Women—and Strong Lessons

This Women’s History Month, Moe reflects on the diverse women who have shaped her perspective. Some were mentors, others challenging leaders. Each played a role in her growth. She emphasizes the value of lessons learned from challenging experiences. Thought leaders like Brené Brown inspired her as she participated in three certified Brené Brown curriculum workshops focusing on her book themes Gifts of Imperfection, Daring Greatly and Rising Strong. Brown's work on vulnerability and authenticity reinforces Moe’s belief that leadership starts from within. Growth comes from reflection and understanding your reactions.

Leading with Authenticity and Emotional Intelligence Every Day

Moe’s leadership style is rooted in authenticity. She aims not to be the loudest voice but to be present. Listening deeply and offering guidance is her approach. Her impact is felt through consistent, thoughtful connections. In an industry built on experiences, this human-centered approach is invaluable. By fostering openness and curiosity, Moe leads with emotional intelligence. Moe’s work shapes how people see Cote Hospitality’s brands. More importantly, her leadership encourages those around her to grow. By creating a space for openness and curiosity, she allows others to contribute and succeed. This Women’s History Month serves as a reminder of great leadership. It’s not about having all the answers; it’s about allowing staff to get curious and provide a safe space to ask questions.

Embracing the Legacy of Women

This month, as we celebrate the accomplishments of women, we also acknowledge their challenges. Each woman's journey is unique, filled with lessons and opportunities for growth. By embracing these stories, we not only honor their legacy but also inspire future generations to lead with authenticity. Moe Beyer's leadership exemplifies this spirit. She reminds us all to connect, stay curious, and lead with heart.Cote Hospitality: Where Stories Come to Life

Cote Hospitality 

Cote Hospitality owns Grand View Lodge, Spa & Golf Resort, Camp Lincoln for Boys and Camp Lake Hubert for Girls, both located in Nisswa, Minn., and Tanque Verde Ranch, based in Tucson, Ariz. We're dedicated to creating exceptional experiences and memories. Our properties are designed with a focus on authenticity, ensuring each guest feels a genuine connection. We offer:

• Unique accommodations that reflect local culture.
• Curated dining experiences featuring fresh, local ingredients.
• Engaging events that foster community and connection.
• Wellness programs designed for relaxation and rejuvenation.
• Flexible meeting spaces tailored to your needs.

Our commitment to authenticity shapes every aspect of our brand. We invite you to learn more about us here.

Women's History Month Spotlight: Following Kelly Puspoki's Leadership Journey to Cote Hospitality

Great leadership doesn’t start with having all the answers. It starts with asking better questions. That belief has guided Kelly Puspoki throughout her 25+ year career and now shapes her role as Vice President of Marketing at Cote Hospitality. Her focus is driving awareness, demand generation, conversion and brand equity across Cote Hospitality’s premier destinations, including Grand View Lodge, Tanque Verde Ranch, Camp Lincoln for Boys and Camp Lincoln for Girls. With a leadership journey style grounded in empathy, curiosity and excellence, Kelly is equally passionate about building powerful brands and high-performing teams.

Kelly Puspoki at Tanque Verde Ranch

A Career Rooted in Purpose

Kelly’s career began in the fast-paced world of marketing, communications and advertising agencies where she spent decades developing brand strategy, creative and multi-channel campaigns for major consumer brands. At global firms, she led large teams; built strong client partnerships; and created award-winning work—ultimately serving as Vice President of the Consumer Marketing Practice and Senior Vice President of Brand Marketing.

While she and her teams consistently delivered meaningful results, she found herself most energized at the intersection of performance and purpose. That passion came to life through her work leading Allstate’s teen driving safety efforts. She and her team developed multi-audience strategies and campaigns, helping reduce one of the leading causes of teen fatalities by 50 percent over seven years. It was a career-defining experience that blended strategic thinking, creativity and meaningful societal and business results.

Later, she made a pivotal shift into the nonprofit sector, serving as Vice President of Marketing and Communications at Greater Twin Cities United Way. There, she led efforts addressing food insecurity, housing instability, economic inequities and fundraising—particularly during crises such as COVID-19, which impacted people experiencing poverty the most. 

“That experience elevated how I lead, as it reinforced that business results and human impact are inextricably linked.”

A Full-Circle Return to Hospitality

Kelly Puspoki, Former Camp Lincoln & Camp Lake Hubert Associate

Kelly’s leadership journey to Cote Hospitality is more than just a career move. It’s a return to her roots. As a college student, she spent summers working at Grand View Lodge as a server, Camp Lincoln for Boys as an office manager and Camp Lake Hubert for Girls as a head counselor and activity director. Camp Lincoln holds particular significance, as it’s where she met her husband Marvin, a former head counselor.

These experiences shaped Kelly's perspective on hospitality, community and connection at a formative age. When the opportunity to lead marketing for Cote Hospitality surfaced decades later, the decision felt natural. “I didn’t just learn these brands, I lived them. And that changes how you grow them.”

Today, her personal connection translates into a leadership advantage that blends the perspectives of guest and associate to shape how each brand shows up in the market.

Kelly and Her Family

Leadership That Drives Business and Belonging

Kelly measures leadership by impact, not by authority. “If you think leadership is about knowing more than everyone else, you’ll limit your team. Strong leadership creates space for others to bring their best thinking every day.” Her leadership philosophy is anchored in three core principles:

Lead with Values
“Values are the foundation for how teams connect and grow. When you understand what matters to someone, you understand how to lead them.”

Practice the Platinum Rule
“Treat people the way they want to be treated. That’s how you unlock performance and build trust.”

Listen to Understand
“Active listening is one of the most powerful tools. It creates clarity, alignment and better outcomes.”

Kelly’s approach goes beyond culture, directly influencing team performance and the business. “Belonging is a performance driver. When people know they matter, they show up ready to win.” By fostering environments where people feel seen, heard and valued, Kelly enables her teams to perform at a higher level.

Building Brand Love as a Growth Strategy

At Cote Hospitality, Kelly’s strategy centers on what she calls “brand love” and “soulful attachment." She and her team focus on creating deep emotional connections with guests that go beyond awareness or preference. “At its core, marketing is human-centered storytelling,” she explains. “We are focused on creating a sense of belonging for our guests and our teams.”

Her team focuses on:

• Expanding brand reach, digital discoverability and demand generation  
• Translating brand purpose into compelling, conversion-driven storytelling 
• Building emotional connections with guests and employees that fuel loyalty and advocacy 

“The same principles that build strong teams—trust, authenticity, shared values and community building —are the ones that build strong brands,” Kelly adds.

Developing Leaders Who Multiply Impact

Kelly believes one of the most meaningful measures of leadership is the success of others. “Sometimes leadership is simple. See potential early and make it known.” Throughout her career, she has mentored individuals who have gone on to become senior leaders at Target Corporation, General Mills, Blue Cross Blue Shield, United Way and more. 

She recalls mentoring an employee who initially doubted her ability to lead a large team. With coaching, support and opportunity, that individual ultimately grew into a leadership role, eventually stepping into the leadership position Kelly once held.

“Leadership is creating opportunities and building confidence so others can reach their potential.”

Navigating the Real Challenges of Leadership

While strategy and vision are important, Kelly believes the true challenge of leadership lies in understanding people. “The hardest part of leadership is adapting your approach to unlock each person’s best performance.” Kelly also emphasizes the importance of vulnerability and resilience. “You don’t build strong teams by pretending to have all the answers. You build them by making it safe for others to contribute,” she says. She also believes balancing transparency with optimism is essential.

Leadership Legacy

Kelly’s journey reinforces a powerful truth: Business results and human impact are deeply connected. Through her work at Cote Hospitality, she is shaping brands, building teams, fostering belonging and developing future leaders.

As the hospitality industry continues to evolve, leaders like Kelly are redefining how leadership, brand strategy and guest experience align to drive growth, loyalty and long-term success. “Great brands don’t win because of strategy alone. They also win because of the committed people who bring their passion to work every day.”

Grover Puspoki