July 28-30, 2026
The Westin La Paloma Resort & Spa, Tucson, AZ
Tom Medema
Featured Keynote: Tom Medema
Reimagining Retail: Storytelling as a Tool for Stewardship
Lifelong public lands champion, award-winning leader, and former National Park Service Associate Director, Tom Medema brings more than three decades of experience inspiring deeper connections to America's parks. At TerraSync, Tom will deliver a keynote that challenges us to see retail spaces not just as points of sale—but as platforms for storytelling, education, and stewardship.
Drawing on his background in interpretation, education, and public engagement, Tom will share practical strategies for transforming retail into a meaningful part of the visitor journey. Through his powerful message, attendees will explore how interpretive retail can foster connection, enhance mission impact, and reimagine what it means to serve the public through place-based experiences.
Don’t miss this opportunity to learn from one of the most respected voices in conservation and interpretation—live at TerraSync.
From Trail Volunteer to National Park Service Visionary
With over three decades of service to America’s public lands, Tom Medema is a respected conservation leader whose career has spanned some of the most iconic landscapes. His journey began in 1988 as a volunteer at Rocky Mountain National Park. From those early days, Tom’s deep-rooted passion for parks and people set the course for a lifetime of service. Throughout his 35-year career with the National Park Service (NPS), Tom held key leadership positions at Denali, Cuyahoga Valley, Mount Rainier, Fort Vancouver National Historic Site, and Yosemite National Park—where he also became an active member of the local community.
Shaping National Engagement and Equity
As Associate Director for Interpretation, Education, and Volunteers for the NPS, Tom led efforts that reached millions of visitors annually. Under his guidance, the agency advanced programs that connected people of all backgrounds to the stories and significance of public lands. His focus on inclusion, accessibility, and lifelong learning helped redefine the way parks serve communities, both on-site and beyond. Tom oversaw interpretive, educational, and volunteer programs across the NPS, helping to shape the strategy, delivery, and impact of how parks engage the public. His leadership left a lasting imprint on the field of interpretation nationwide.
Inspiring Global Conservation Solutions
After retiring from federal service, Tom launched Medema Advising LLC, continuing his work with mission-driven organizations focused on conservation, interpretation, and visitor experience. His global perspective has led him to contribute to public land efforts in Chile, Argentina, Peru, Nepal, Mongolia, France, Hungary, and Saudi Arabia. Tom is also co-founder of Rally for Rangers, an innovative adventure philanthropy initiative that delivers motorcycles and vital equipment to rangers in remote parks around the world. He co-produced the award-winning documentary A Rally for Rangers, which chronicles this impactful effort to empower front-line conservation workers.
Recognized for Lifelong Impact
Tom’s legacy has been widely recognized. He is a recipient of the Department of the Interior Distinguished Service Award, the agency’s highest honorary recognition. His legacy in education and interpretation has been celebrated through the NPS Sequoia Award, the Edward B. Danson Award from Western National Parks, and the President’s Award from the National Association for Interpretation.
Whether exploring mountain trails on his bike, carving turns on snow-covered slopes, or hitting the road with his family, Tom brings the same curiosity and care to his personal life as he does to his professional work. His ongoing mission is clear: to connect people to the power of public lands and ensure their protection for generations to come.
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