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Hornby named new Baraboo Chamber director
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Hornby named new Baraboo Chamber director


A familiar face will lead the Baraboo Area Chamber of Commerce, as the business group named Darren Hornby its new executive director Friday.

Formerly of Cell Plus, Hornby has served local nonprofits including the chamber, the Boys & Girls Club and the Kiwanis Club. He will succeed Bobbie Coons Boettcher, who led the organization for three years before joining Circus World Foundation as its director of development. Hornby takes the reins April 22.

“The hiring committee took the charge of finding the chamber’s next executive director very seriously,” board president Nicole Marklein Bacher said. “We understood the critical role our director will play in leading our members, business community and tourism economy to thrive and stand out across the state.”

Hornby is a community relations professional with a 13-year history in the Baraboo area. He holds a business management degree with an emphasis on hospitality and tourism from the University of Wisconsin-Stout. At Cell Plus, he helped handle marketing, business management and community relations. Away from the office, he served the chamber as an ambassador and board member.

“I am very excited to work with the village of West Baraboo, city of Baraboo and our other partners to bring additional tourism to the Baraboo area, which ultimately benefits all segments of our business community,” Hornby said. “Bobbie Boettcher left the chamber in a great place and I’m committed to keeping that momentum going.”

Hornby said his philosophy is that a community will flourish through the cooperative efforts of many. “It is an honor to take over as executive director and continue moving the Baraboo area forward,” he said.

In a message to members issued Friday, Bacher said the chamber received applications from a number of worthy candidates. Its choice was critical, as the chamber is spearheading the rollout of the community’s Discover Real Baraboo marketing campaign.

She said Hornby’s track record of unwavering commitment to the organization, as well as his background in tourism and his vision, made him the ideal candidate.

“We could not be more pleased to welcome Darren aboard,” Bacher said.

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