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A love story to place doesn’t always start pretty. For Reba Hylton, it began with a mother who worked fields and fought racism, a softball swing that opened college doors, and a gut feeling that life had to be wilder. Alaska answered. Reba learned to read rivers, run tours, and solve problems the way guides do: watch, decide, commit. From guiding and managing Skagway operations to joining White Pass and rescuing the Bennett–Yukon run, she turned marketing into impact and impact into community value. Later, at Skagway Brewing, she proved how targeted storytelling and the right influencer can transform a small business.

Public service added steel. On the Skagway Assembly during the pandemic and a dangerous rockslide, she chose safety over short-term gain, working dockside to keep visitors and workers out of harm’s way. That clarity of purpose shapes her return to Haines as Tourism Director. We talk candidly about what Haines wants—and doesn’t want. No megaships. A dock that works better for mid-size calls. Smaller, higher-value cruise traffic. Stronger berth reliability so entrepreneurs can invest. More road travelers, more shoulder-season wins, and marketing that respects the realities of ferries and winter travel.

We also go deep on bears, the weir, and the Chilkoot corridor. Reba lays out practical steps: tighter coordination with Fish and Game and State Parks, limiting bus sizes, and exploring a boardwalk to guide visitors safely while protecting habitat. And we unpack Free Ride: why the borough’s investment isn’t just about one weekend’s sales tax, but long-tail exposure that showcases Haines beyond heli-skiing—hiking, carving, rafting, fishing, and the everyday beauty locals cherish.

This is a blueprint for sustainable tourism in a small Alaska town: protect wildlife, welcome the right visitors, and build a year-round economy that keeps restaurants open and families rooted. If you care about community, conservation, and smart growth, you’ll find plenty to argue with—and plenty to steal.

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