Curated by locals who know it best! Dive into the magic of lake life and uncover the soul of our community through real, unfiltered content. Whether you’re dreaming of epic sunsets, outdoor adventures, or the warmth of local vibes, we’ll inspire you to experience Thunder Bay like never before. Let’s live the lake life together!
Lead Marketing Strategist
Madeline Dennhardt is the strategist and marketing lead for Thunder Bay Lifestyle, and a born-and-raised Thunder Bay local who loves showing off everything her city has to offer. With over a decade in marketing and communications, she’s passionate about creative, innovative tactics that make people stop, look, and engage. Madeline has championed local growth through her work with the Thunder Bay CEDC, SHIFT Thunder Bay’s Young Professionals Network, the Thunder Bay Chamber of Commerce, and Sleeping Giant Brewing Company. Now a Chartered Marketer, she brings fresh ideas, energy, and a love for collaboration to every project—always proving that Thunder Bay is a small city with big possibilities.
Jayna Dawd is the brand creative behind Thunder Bay Lifestyle, the city’s leading digital attraction platform, and a proud member of the Thunder Bay CEDC team. Born and raised in Thunder Bay, she pours her love for the city into every piece of content she creates. With a passion for social media and an eye for emerging trends, Jayna is always finding new and creative ways to showcase local stories, places, and people. Her mission is simple: to help others see the beauty in Thunder Bay and inspire a deeper connection to northern living.
Brand Creative
Writer
Bonnie Schiedel is the founder and principal of North Star Writing. She’s lived in Northwestern Ontario for 25 years, and has called Thunder Bay home since 2011. In addition to being a writer, editor and content consultant for dozens of top local and national organizations, websites, companies and magazines, she is also the founder of tbaywithkids.ca. When she’s not at her keyboard she enjoys exploring the beautiful North Shore with her family.
Amanda Bay is a longtime Thunder Bay storyteller with a serious love for her community. A PR professional, writer, on-air personality, and content creator, she’s spent the past two decades celebrating Thunder Bay and helping brands and businesses tell their stories in creative and meaningful ways. She’s the creator of Bay Awesome, a blog known for its annual gift guide, and has a background in journalism. With over 20 years in media, Amanda has become a trusted voice for all things local. She’s also the founder of Bay Media & PR and proud mom to her son, Jack. When she’s not writing or working on projects, you’ll find Amanda at the lake, exploring local trails, or tracking down the best adventures, food and shops in town!
Writer
Thunder Bay Lifestyle merch is more than just gear — it’s a way to share the pride of our city. You’ll spot our team at community events, festivals, and pop-ups, where we love giving away free items to help spread the vibe. From totes and stickers to drink cozies, every piece of merch is a reminder of what makes Thunder Bay special. Keep an eye out for us — and don’t be shy to grab some gear, join the movement, and celebrate everything that makes Thunder Bay a place to thrive!
