About Us
Cygnet Strategies was founded in 2010 to help small communities make the most of what they have and make better choices about what comes next.
Over the years, we’ve worked across tourism, downtowns, events, visitor experiences, and community development. That work has reinforced something we see again and again: small towns are rarely short on ideas. The harder part is deciding which ideas deserve limited money, staff capacity, and attention and what those ideas can realistically accomplish.
Today, Cygnet Strategies helps small-town leaders take a clear-eyed look at proposed projects, existing efforts, and visitor experiences before committing significant resources. We ask the questions that are easy to skip when enthusiasm builds: What is this supposed to change? What are we assuming? What needs to be in place for it to work? And is this really the right move now?
We also help communities strengthen the tourism and event experiences they already have, making it easier for visitors to discover more, spend more time in town, support local businesses, and come back for more.
Small towns have always been at the heart of our work. Founder Vicky Soderberg grew up in small towns, built Cygnet Strategies in one, and has spent more than two decades working with communities where budgets, staff capacity, partnerships, and political patience are very real constraints.
That perspective matters. Small communities do not need big-city answers scaled down to fit. They need practical thinking grounded in how small towns actually work.
Our goal is simple: help leaders get clear about what deserves attention, what can realistically deliver the outcome they expect, and what makes sense to do next.
Our Team
Vicky Soderberg
Founder/CEO
Vicky helps small-town leaders figure out what is really worth doing next. Whether they are considering a promising project, wrestling with a stalled effort, or trying to improve a tourism or event experience, she brings more than 30 years of practical experience and a willingness to ask the questions everyone else may be skipping. Vicky helps communities test assumptions, clarify what they expect to change, and focus limited resources where they matter most so leaders can move forward with a recommendation they understand, can explain, and are ready to stand behind.
Betsy McCarthy
Chief Operational Officer
Need a research project finished yesterday or another person on an assessment team? Betsy will make it happen! She’s our go-to person for managing projects and is always there to pave the way. Her passion for small businesses (she’s previously owned 3) and an innate ability to make friends no matter where she goes, make her indispensable. With four daughters, three dogs, and a garden that isn’t going to weed itself, Betsy still holds down the fort for Cygnet Strategies and even manages to make sure our flights are taking us where we’re supposed to be going (which isn’t as easy as you might think).
Dr. Meredith Whitten
Urban/Rural Green Spaces
A doctorate in Regional & Urban Planning from the London School of Economics and Political Science is impressive and could make Meredith seem a bit stuffy. No way! She finds quirky and creative ways to incorporate nature into downtowns, shopping areas, neighborhoods, and roadways. Her experience in London shows that with vision and persistence even the most urban, paved over places can be softened and made healthier.
Ken Soderberg
Interpretation/Volunteers/Parks
Four decades of public parks experience has taught Ken two things: (1) public service is critical to the well-being of communities; and (2) don’t lose your sense of humor or you will NOT survive! His pragmatism and creativity has been key to juggling grants, budgets, diverse partnerships, and key decision makers—from Tribal elders and legislators to school children and environmental groups.
Layla Riggs
Project/Marketing Intern
After seven years on visitor experience assessment teams, Layla now serves as our project intern. She is our Gen Z visitor experience pro and provides invaluable help with research, conference prep, and keeping us on task. Layla is currently a student at the University of Montana studying public history and anthropology, and plans a career in the museum/tourism/ interpretation world. When she isn’t working, studying, or coaching high school speech and debate, she can be found traveling around the US, hanging out with her four sisters and little brother, or exploring downtown coffee shops and boutiques with her friends.
Eric Pieper
Graphic Designer
With his passion for progressive thinking and healthy disrespect for the rules, Eric thrives on embracing the big idea and seeing its execution through—down to the final pixel. In addition to design solutions for fashion, culinary, social justice, development, and advertising clients, Eric teamed to spearhead local professional development events for design professionals.
Levi
Morale Officer
No Montana business is complete without a resident canine. Levi is a Catahoula Leopard Dog and, while he loves hiking and running through streams, he can also be found sprawled out in the most inconvenient places around the office.
(Fun fact: the breed is the state dog of Louisiana).
Our Values
Listen First
No preconceived ideas or cookie-cutter approaches. We listen first, ask lots of questions, and work with the client to achieve an outcome that meets their definition of success.
Be the Solution, Don't Add to the Problem
A solution that creates more problems or simply hides the problem isn’t really a solution in our world.
Got Your Back
Our job is to help in the ways determined by the client; it’s about what they need and can realistically implement and we will support them on every step of their journey.
Be the Sunshine
We are the voice of optimism and positivity.
Give Back in Ways that Make a Difference
Personally and professionally we donate our time and resources to make a difference for others.