Melissa Dressely knows Minnesota’s North Shore.
Not only has she lived in Grand Marais for 20 years, but she is also the CEO of Do North Marketing, a company she created to help promote and elevate tourism on the North Shore. Destination Duluth is so fortunate to have her—and all the tourism and marketing expertise she brings—serving on its Board of Directors.
Reflecting on her career, Melissa shared, “I’ve always been a marketer at heart. I’m passionate about communication, collaboration, and bringing fresh ideas.
“I feel fortunate to work within our regional tourism community, helping drive economic impact while addressing the unique challenges the industry faces. It’s an honor to contribute to initiatives like Destination Duluth, which aligns perfectly with our goal to connect people to this incredible region.”
Do North Marketing
Do North Marketing is the driving force behind the North Shore Explorer MN content marketing platform, which is designed to inform and inspire visitors with the best experiences Duluth and the North Shore have to offer.
It includes the printed North Shore Explorer Guide, considered the official guide to the North Shore Scenic Drive. This 60-page, mile-by-mile guide covers all the top attractions from Duluth to the North Shore. With 100,000 copies distributed annually, it is Minnesota's most popular visitor guide.
North Shore Explorer MN also has an audience of 55,000+ on social media, as well as a content-driven website at NorthShoreExplorerMN.com. The platform provides original, engaging content to help visitors discover must-see destinations, activities, local businesses, and events, fostering a deeper connection to the region.
She succinctly explained that her goal in creating these resources is to “‘help you explore the best things to see and do in Duluth and the North Shore.”
North Shore/Duluth Collaboration
As Destination Duluth’s newest Board member (she began her role in August 2024), Dressely has terrific insight into how Duluth and the North Shore can collaborate on tourism. “First and foremost, Duluth is the gateway to the North Shore,” she said.
“You almost can’t visit one without the other. So, the opportunity to collaborate is incredible. Both have their assets, and visitors can create a unique northern getaway based around exploring the entire North Shore Scenic Drive - from Duluth to the Canadian Border.
“When I worked at Lutsen Mountains and other local resorts, people often asked questions about visiting Duluth,” she added. “I know the same thing happens in Duluth, too. So, the more we can have these two areas collaborating and promoting each other, the better it is for everyone.”
In her new role as a DD Board member, Dressely hopes to facilitate some of this much-needed cross-promotion, increasing tourism synergy.
Tourism Marketing + Entrepreneurship
Melissa Dressely has undeniably found her entrepreneurial sweet spot. "I always dreamed of owning my own business and doing consulting work," she shared. "I’m really excited about growing this business. The entrepreneurial journey is one of self-discovery - learning about yourself and overcoming perceived limitations. I feel like I’ve only just begun. There are so many more ideas I want to bring to life."
Operating mostly as a one-woman show from her home, Dressely has recently begun collaborating with a few freelancers to handle tasks such as social media management, video production, and blog writing. These partnerships allow her to focus on her passion - helping North Shore businesses thrive.
As the publisher of the North Shore Explorer Guide, Dressely travels regularly along the Shore, meeting with nearly every tourism-related business. This hands-on approach has helped her cultivate a deep understanding of the industry’s successes and unique challenges, especially within a seasonal economy.
"One of my favorite aspects of the business is distributing the North Shore Explorer Guides throughout the year and capturing social media content during my travels," she said. "I get to visit almost every business on the North Shore, build authentic relationships with the owners and staff, and make a real impact."
She added, “I also love taking pictures and videos to tell a story! Even as a child, I took pictures and maintained photo albums. It’s like my passion … my art. This has worked great on social media! As a result, our audience has gotten to know me as their local tour guide.”
Supported by advertisers, the North Shore Explorer Guide and its digital platform are key marketing tools for local businesses. "As a marketer, it’s incredibly rewarding to help businesses craft their messages, reach their target audience, and grow. Watching their success is one of the best parts of what I do,” Dressely noted.
In addition to managing the North Shore Explorer MN platform, Do North Marketing offers a suite of marketing services tailored to small businesses. These include Thought Partnerships for those seeking strategic marketing support, full-service content and social media management, email marketing, and more.
Background
Dressely was born and raised in Ellicott City, Maryland, and became a “Minnesotan at heart” over New Year's of 1999 - her first time in Minnesota and also her first time on a frozen lake. She and her Minnesota-born husband, Gene, moved to Grand Marais in 2004
As a child, Dressely enjoyed a wide variety of hobbies and interests. She was part of a performance jump rope team, The Kangaroo Kids, from 3rd to 10th grade and played the violin from 1st to 12th grade. In high school, she played lacrosse, interned at a local cable station to learn TV production, and had part-time jobs at Wendy’s and her local tennis club.
Education is extremely important to Dressely. “I researched college myself, and at that time, I really liked communications and TV production,” she said. Ultimately, she earned a bachelor’s degree in interpersonal communications from Salisbury University in Maryland.
When the time came, she told her son, Ray, “You are going to college. You are applying for scholarships.” Dressely smiled and said, “Thankfully, he accepted his parents’ guidance and is now in his freshman year of college at St. Thomas. We are so proud and excited for him!”
Professional Rise
During the early years of their relationship, the Dresselys moved where Gene was needed professionally. This included stints in Pennsylvania, upstate New York, and finally, Grand Marais, Minnesota. Throughout all their moves, she held a variety of tourism marketing positions.
Before starting Do North Marketing in 2018, Melissa’s extensive experience in tourism marketing included roles at the Pocono Mountains Vacation Bureau, Lutsen Mountains, Eagle Ridge Resort, Odyssey Resorts, and the Best Western Superior Inn on the North Shore.
She also continues to retain various tourism-related affiliations. She is a member of the North Shore Scenic Drive Council and serves on the Board of the Lutsen Alpine Ski Club.
Personal
The Dressely’s son, Ray, recently graduated from Cook County High School. They also have a dog named Luna.
Over the years, their family has traveled extensively around the Northland to attend youth sports events for alpine skiing, football, and baseball. “People may not realize that when you live in Grand Marais, you must travel multiple hours one-way for youth sports!
“Some of our fondest memories are participating in youth alpine ski racing, both as part of the Minnesota High School League and with the local Northland Junior Race Series (NJRS),” Dressely recalled.
In her free time, Dressely enjoys exploring all the wonderful nooks and crannies the North Shore offers. “I love hiking with the dog. And I enjoy exploring places I’ve never been. One of my favorite activities is paddleboarding and swimming on the inland lakes of the Gunflint Trail.”
Dressely offered up plenty of helpful advice for North Shore explorers. “For first-timers, you absolutely must see Gooseberry Falls, Split Rock Lighthouse, and Shovel Point at Tettegouche State Park,” she said. “I also recommend seeing Cascade River Falls, exploring the town of Grand Marais, and the High Falls at Grand Portage State Park.”
To stay connected, follow NorthShoreExplorerMN on Facebook and Instagram, or visit northshoreexplorermn.com. Connect with Melissa Dressely on LinkedIn.
____________________________________________________________________
Andrea Busche is a Duluth + regional freelance writer and small business owner. She is credited with over 1,000 bylines in local print and digital publications, and has been a frequent contributor to Destination Duluth since 2017.