Letter from the Director
Luke Holton, Guide and Captain

Firstly, I would like to take a moment and thank those of you that contribute to our program through in-kind services and donations. Cohesion and industry relations are cornerstones in making Juneau maritime tourism a sustainable practice. Thank you!

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I have served as a Juneau guide for ten-years, with humble beginnings as a kayak guide in Fritz Cove, with Alaska Travel Adventures. Along my career journey I've been honored to work with amazing mentors and professionals at Juneau Tours, Alaska Tales, LLC., Harv & Marv, Gastineau Guiding Company, Jayleen's Alaska, and more. The talented staff that comprise those companies are the driving force behind SEA-Guide Services, and I aim to build reflections of these industry leaders in each SEA-Guide Apprentice. 

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The underlying mission of SEA-Guide Services is to assist business owners in growing their human capital following the COVID-19 cruise restrictions in 2020 and 2021. Following an industry crisis of this magnitude, the relationship between tourism workers and business owners can be very nuanced. But clear expectations can be trained to employees (and business owners can be taught a few new tricks, too)! Just as employees create standards for business owners, every SEA-Guide will be taught how to treat employers professionally and adapt to the company's process. I hope to continuously receive feedback from business owners regarding how we can improve our human capital training.

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In order to meet the unprecedented labor shortage in tourism, training focuses are centered upon three concepts; public interaction, natural and human history, and maritime skills. Atop the training opportunities, SEA-Guide Services will certify and license the new recruits. We do this all free of cost to the employee, but in order to do so we are required to work together, donate our time and services, and build relationships across competitors. It is my honor to serve the others in any capacity, and with this program we can serve all players in tourism to include the employee, employer, regulators, and of course the client. 

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Please consider joining this community effort by contacting SEA-Guides and asking about our programs. As we grow, this nonprofit aims to be the 'one-stop' shop for ocean guides and employment services. I am excited to approach the 2023 Juneau Cruise season with some of the new leaders of Juneau-based tourism! 

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Thank you and "seeya out there!"

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Luke Holton

Director, SEA-Guides