Welcome to

Prince Edward County

LSTA of PEC is a Non-Profit, Advocating for the County’s Short-Term Rental Operators

Our Mission

To bring experience and knowledge to benefit the community serving as a window into PEC for thousands of tourists annually.

To be a strong voice for sustainable and thoughtful tourism by allowing local businesses, residents, and the community to flourish.

We will advocate for fair and equitable terms on local businesses in collaboration with County officials. 

We will use our collective voices to benefit all stakeholders and ensure community concerns are heard.

We aim to have a collective seat at the table when municipal policies are being considered, created, and revised.

Our Impact

  • In response to the Sept. 2020 moratorium on STA licences, we mobilized to take action.  We gathered information for deputation, met with the Mayor and spoke out at council meetings. 

  • Delivered deputation at council to ensure MAT would remain at 4%

  • Campaigned to stop kids being treated as adults in the guest counts of STAs 

  • Lobbied to place more STA friendly members on council 

  • Acted as liaisons between our group and AirBnB representatives

Suzy Lamont Photography

Image Provided by Suzy Lamont Photography

Our Board

Davelle Morrison

President & Chair

Matt Pennock

Director

Mike Amos

Director

Sheryl Herle

Director

Shawn Ferron

Director

  • President & Chair

    Watching her mother use equity to buy bigger and better houses has inspired her pursuits to become a successful real estate investor. 

    Davelle Morrison has a Bachelor of Commerce degree from McGill University in Management Policy & Finance.

    More about Davelle;

    • She's the co-owner of the Mary Street Guesthouse with six guest suites and a four-plex in Picton for long term rentals as well as several others.

    • A top agent with Bosley Real Estate Ltd., Brokerage.

    • She's on the Board of Directors for the charity, Beautiful World Canada.

    • Has featured in Canadian Real Estate Wealth magazine.

    • Co-authored the best-selling book, Success Today, with Best-Selling author and speaker, Brian Tracy.

    • Is regularly interviewed on BNN Bloomberg, CTV News & The Globe and Mail.

    • Has appeared on Holmes And Holmes on the DIY Network (USA) and HGTV (Canada).

  • Director

    Matt is a full time resident of Prince Edward County and has been for the last 25 plus years.

    He spent his teen years in his family home in Wellington, and now resides with his wife Nicole in the Consecon area.

    More about Matt;

    • He was a territory manager for Labatt Breweries and for the last 10 years.

    • Successfully runs his own construction company which focuses on work in Prince Edward County.

    • The Owner and operator of the Kellar House by the Dunes with Nicole.

    • He has a stepson that attends CML Snider Public School in Wellington and a toddler with Nicole that keeps everyone on their toes.

  • Director

    Mike is a full-time resident of the County. He and his wife Denise own and operate 10 rental units in the Picton area, with 6 being offered to short term guests.

    Mike has a passion for giving back the community as a board member (U of T College of Electors, Regent Theatre etc.) and as an advisor to growing technology companies (MaRs Discovery District, Venture Lab and Launch Lab).

    More about Mike;

    • Mike was the Founder and CEO of a venture-backed, global, category-leading software company that was sold in 2013 to a US competitor.

    • Mike has also held numerous senior management level positions in Fortune 500 companies (Dun & Bradstreet, PepsiCo, Loblaw Companies and Brookfield Properties). 

    • He and Denise have three children and a cat named Stevie that thinks she is a dog. 

  • Director

    Sheryl was Toronto-based for decades and worked remotely for many years prior to the pandemic but made the move to PEC on a full time basis in 2021.

    Guiding groups to form an aligned vision, common principles, sound policies and practical processes has always been at the core of Sheryl's work.

    More about Sheryl

    • She spent over 25 yrs working in corporate learning, HR and IT, with a specialization in HR technology.

    • Sheryl brings a broad business perspective, having worked within many industries across Canada and the USA.

    • She continues to work part-time as a digital nomad from wherever she can find sunshine, Wifi and good coffee.

  • Director

    After a successful 22-year career in the pharmaceutical industry, managing multimillion-dollar brands across Canada, Shawn pivoted toward real estate.

    This led him to invest in "Places in PEC Inc.," a company that manages a diverse portfolio of properties in PEC, including over 60+ licensed short-term accommodations and long-term rental properties.

    More about Shawn;

    • Acquired his first real estate investment 20 years ago.

    • Ventured into student rental properties at Durham College/UOIT, which marked his introduction to licensed rental properties.

    • Recognizing the potential for increased revenue in the vacation rental market, he focused on short-term accommodations.

As representatives for Licensed Short-Term Accommodators, we will use our collective voices to ensure that all stakeholders in the County - council, local residents & other tourism related businesses – benefit and community concerns are heard.

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