Our Team
We bring different perspectives to the table, but we’re united by a passion for supporting others and decades of combined experience as leaders and trusted partners.
Chadley Hollas
Chadley is passionate about tourism that supports rural livelihoods and resilient food systems. With 15+ years across hospitality, event management, and destination leadership, he also founded and operated a commercial farmstead dairy and has a personal understanding of the challenges facing agritourism operators. Chadley brings both an operational perspective and a research-driven, strategic approach to building tourism systems.
Chadley is also a co-founder of the Global Agritourism Network and a co-founder and advisor to agritourism start-up, Delve Experiences. He serves on the Board of Directors for Travel Unity and is passionate about making travel welcoming for all. Chadley is also a leader in the tourism and natural resources research community, has an M.S. from Texas A&M University, and is currently a PhD candidate and Presidential Fellow at the University of Georgia.
Founder + Principal
Tara Pereira
Tara helps communities tell the authentic story of a place while supporting the working landscapes and livelihoods behind it. Much of Tara’s recent work has focused on strengthening Vermont’s agritourism and local food economy. As the former Executive Director of a statewide nonprofit, she worked with farms, food businesses, nonprofits, and public-sector partners to advance agritourism efforts and build markets connecting local food with visitors, restaurants, and institutions. This work shaped her collaborative approach and her belief that tourism succeeds when it reflects local realities and community leadership.
Earlier in her career, her work in San Francisco included a James Beard Award-nominated project celebrating the Bay Area’s culinary landscape, sharpening her understanding of how story shapes perception and value. That foundation was deepened through immersive food studies in Sicily focused on local foodways and regional traditions. These experiences inform her work today, including leadership on an international farm and food trail between the U.S. and Canada, and her role as communications lead for the Global Agritourism Network.
Marketing Strategist
Kathryn Ivey
Project ManagerKathryn is passionate about the role food plays in our lives, and the care it takes to bring experiences from the farm to the table. With 10+ years across both hospitality and project management, she brings a steady, detail-oriented approach to our work, grounded in firsthand experience with farms, restaurants, and guest-facing operations.
Kathryn began her career as an event manager at a farm, working directly with farmers and chefs to curate seasonal experiences. She went on to work with a leading winery and vineyard in Texas and later led the opening of a luxury boutique eco-resort in Austin. After realigning her work with her values, she moved to Vermont to apprentice as a goat farmer and cheesemaker, then returned to Texas to launch her own farmstead dairy. Her cheeses were carried by more than 14 retailers across Central Texas. Since closing her farm, Kathryn has served as a project manager supporting small- and mid-sized operators through growth. She now brings that same expertise to Cultivating Tourism and the partners we serve.