staff & Consultants

​Having served three years on the STC Board of Directors, including terms as Treasurer and Vice Chair, Sheena was appointed as CEO of Sport Tourism Canada in March 2023. She is dedicated to supporting STC’s membership rebuild their post-pandemic capacity to attract and host sport tourism events, as well as restore Canada’s profile as one of the world’s premier sport hosting nations.

Prior to joining STC, Sheena served as CEO of St. John’s Sports & Entertainment Ltd. (SJSEL) for 8 years, where she oversaw the management and operation of the two largest event venues in the province of Newfoundland and Labrador. During her tenure with SJSEL, St. John’s was successful in attracting several major events including the FIBA Basketball World Cup 2019 Americas Qualifiers, 2018 World Traditional Karate-Do Championships, 2017 Tim Hortons Brier, 2014 AHL All-Star Classic, 2010 JUNOS, and 2010 4 Nations Cup, all of which drove significant visitation and economic impact to the city. In May 2019, Sheena was honoured to be nominated as one of VenuesNow Women of Influence. She holds a Bachelor of Commerce from Memorial University of Newfoundland, as well as an MSc International Marketing from the University of Strathclyde in Glasgow, Scotland. As a strong believer in civic leadership, Sheena has served on several community and professional boards, and dedicates countless hours to numerous volunteer pursuits.

Derek soutient depuis longtemps TSC avec des services de recherche au Canada et à l'étranger. Basé à Vancouver, Derek réalise des évaluations de l'IE à l'aide des trois outils de TSC et fournit également des services de recherche complémentaires à nos clients, notamment pour mesurer les impacts sociaux et le parrainage.

Kim brings a unique combination of business development, administration and project management, along with 15 years’ experience in tourism marketing, brand creation and communication design. She is also digitally savvy and seeks out innovative solutions while embracing evolving technologies to streamline operations. Kim brings passion, energy and organization to STC and is looking forward to enhancing the overall value and experience that an STC membership offers.

A respected sports executive, with an extensive background in Canadian and international sport, Rick Traer served Sport Tourism Canada as CEO from its inception until the spring of 2021. As CEO Emeritus, he will continue to represent Sport Tourism Canada internationally. Rick currently serves as a member of the Board of Directors of the International Association of Event Hosts (IAEH) and will continue to lead Team Canada delegations to promote Canada as a preferred host for international sport events.