The Colorado National Monument Association named Ashley Ojala as its new executive director in late August 2025, marking a fresh chapter for the nonprofit that supports one of the state’s iconic natural landmarks. Ojala, who joined the organization in July 2025, brings a wealth of experience in outdoor recreation, tourism, and nonprofit marketing to help boost community involvement and conservation efforts at the monument near Grand Junction.
From River Guide to Leadership Role
Ojala’s journey into this position stems from her deep passion for the outdoors, sparked by early experiences that shaped her career. She worked as a river guide in Browns Canyon National Monument in 2021, an adventure that ignited her desire to connect people with nature and inspire stewardship.
Her background includes roles in tourism and marketing for nonprofits, where she focused on promoting outdoor experiences. This expertise aligns perfectly with the association’s mission to fund educational programs, research, and visitor services. Local leaders praised her energy and vision during the announcement, noting her commitment to fostering partnerships.
Before this role, Ojala contributed to various initiatives that bridged communities with natural spaces. Her move to the Colorado National Monument Association came at a time when the organization sought new leadership to address growing needs amid rising visitor numbers.
Goals for Growth and Conservation
Ojala aims to enhance visitor experiences and strengthen conservation efforts at the monument, which draws over 300,000 visitors annually based on recent National Park Service data. She plans to expand educational programs that teach about the area’s unique geology and wildlife, encouraging more people to protect these resources.
One key focus is building stronger ties with local communities in Grand Junction and Fruita. By collaborating with the National Park Service, she intends to secure funding for interpretive exhibits and scientific studies. This approach comes as national monuments face challenges from climate change and increased tourism pressure.
Ojala also wants to inspire awe in visitors, hoping they leave with a deeper appreciation for the red rock canyons and desert landscapes. Her strategies include marketing campaigns to highlight the monument’s role in Colorado’s outdoor heritage.
- Partner with schools for youth education on conservation.
- Launch community events to celebrate the monument’s history.
- Seek grants for habitat restoration projects.
These initiatives build on the association’s 60-year legacy of supporting the monument.
Transition from Previous Leadership
The change follows the departure of Johanna van Waveren, who served as executive director since 2016 and stepped down in July 2025. Van Waveren played a key role in expanding programs during her tenure, including matching grant campaigns that raised funds for monument needs.
Her exit created an opportunity for fresh ideas, and the board selected Ojala after a search that emphasized passion for the outdoors. Community response has been positive, with supporters noting the smooth handover.
This transition occurs amid broader trends in national park management, where nonprofits like the association fill funding gaps left by federal budgets. In 2024, similar organizations across the U.S. reported increased donations for conservation, a pattern Ojala hopes to continue.
Interim board chair Sue Conry highlighted Ojala’s enthusiasm as a perfect fit for the next phase.
Impact on Local Community and Beyond
Ojala’s leadership could boost tourism in western Colorado, where the monument contributes millions to the local economy each year. Recent studies show outdoor recreation in the state generates over $60 billion annually, with national monuments playing a vital part.
By emphasizing stewardship, she addresses ongoing issues like trail maintenance and wildlife protection. For instance, the monument’s bighorn sheep population benefits from association-funded research.
| Key Aspect | Details |
|---|---|
| Annual Visitors | Over 300,000 |
| Economic Impact | Contributes to $60 billion in Colorado outdoor recreation |
| Association Funding Focus | Education, research, conservation |
| Ojala’s Start Date | July 2025 |
This table outlines core elements of the monument’s significance and Ojala’s role.
Her favorite part of the job so far is the scenic drive to work, showcasing the stunning geology that defines the area. As Colorado grapples with balancing tourism and preservation, Ojala’s vision positions the association as a key player.
Looking Ahead to 2026 and Beyond
With 2026 on the horizon, Ojala plans to roll out new partnerships, including potential collaborations with state wildlife agencies. This builds on recent events like the association’s 2024 annual member meeting, which celebrated its 60th year.
Experts predict increased focus on sustainable tourism, and Ojala’s marketing background will help navigate these trends. Her appointment reflects a growing emphasis on diverse leadership in environmental nonprofits.
Share your thoughts on this leadership change in the comments below, and spread the word by sharing this article with fellow nature enthusiasts.
