Who We Are



Founder & CEO

Deneen Allen

Deneen is the lead content writer, conductor and coach at Firecircle. Her industry knowledge in tourism and hospitality design, product development, operations, marketing and finance is scary deep and her passion for the tourism and hospitality industry in Canada is the kindling for our team’s collective fire around the Circle. And she loves to mix it up to get the inspirational sparks flying.

Deneen understands the challenges of rural and remote tourism development in Canada – her tourism consulting company, Pure North Canada, has been igniting hundreds of projects across our beautiful country for many years: lodges, camps, glamping, parks, hotels, food concepts, Indigenous cultural spaces and places – you name it. She knows the opportunities we have in Canada, and she believes YOU can raise the bar to provide new tourism and hospitality experiences in these magical rural landscapes and legendary wilderness.

Entrepreneur, coach and mentor, Deneen has founded and operated a number of businesses over the years, including a successful design & construction firm in Vancouver, a popular corporate retreat and event space and two gourmet food shops in Ontario before founding Pure North and Firecircle. She holds at BA in Economics from University of Western Ontario, accreditations in Hotel Marketing, Hotel Design and Hotel Financial Management from Cornell University’s School of Hotel Administration and is an alumni of the 2010 Social Venture Institute. When she’s not working on all things Firecircle, Deneen is somewhere outdoors – usually on a picnic.

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