About Us

As small business owners, we bring a wealth of experience and knowledge for the benefit of the community and each other.

Board of Directors

Meet the Board of Directors of the Licensed Short-Term Accommodators of Prince Edward County:

Davelle Morrison, President & Chair

Davelle Morrison has a Bachelor of Commerce degree from McGill University in Management Policy & Finance. Watching her mother use equity to buy bigger and better houses has inspired her pursuits to become a successful real estate investor. Davelle Morrison co-owns a number of properties including the Mary Street Guesthouse with six guest suites and a four-plex in Picton for long term rentals. She’s a top agent with Bosley Real Estate Ltd., Brokerage and sits on the Board of Directors for the charity, Beautiful World Canada. Davelle has been featured in Canadian Real Estate Wealth magazine and has co-authored the best-selling book titled, Success Today with Best-Selling author and speaker, Brian Tracy. Ms. Morrison is regularly interviewed on BNN Bloomberg, CTV News Channel & The Globe and Mail and has appeared on Holmes And Holmes on the DIY Network in the US and HGTV in Canada.

Matt Pennock, 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. He has an extensive background in the service industry as a former territory manager for Labatt Breweries and for the last 10 years has successfully run his own construction company which focuses on work in Prince Edward County. He & Nicole own and operate the Kellar House by the Dunes, and have happily welcomed guests there for the last two years. Matt has been a long time proponent of all that Prince Edward County has to offer to those who want to visit, and the creation of the Kellar House was a natural extension of that. Matt has a stepson that attends CML Snider Public School in Wellington. He and Nicole also have a toddler that keeps everyone on their toes.

Mike Amos, 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. Prior to retiring in the County, 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). 

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

Sheryl Herle, Director

Sheryl has spent over 25 yrs working in corporate learning, HR and IT, with a specialization in HR technology. Guiding groups to form an aligned vision, common principles, sound policies and practical processes has always been at the core of Sheryl's work. Sheryl brings a broad business perspective, having worked within many industries across Canada and the USA.

Sheryl was Toronto-based for decades and worked remotely for many years prior to the pandemic. She made the move to PEC on a full time basis in 2021 and continues to work part-time as a digital nomad from wherever she can find sunshine, Wifi and good coffee.

Shawn Ferron, Director

Shawn’s journey in real estate and property investment began two decades ago when he acquired his first real estate investment. Shortly thereafter, he ventured into student rental properties at Durham College/UOIT, which marked his introduction to licensed rental properties.

Shawn continued to expand his real estate portfolio by acquiring additional properties in Prince Edward County.  Recognizing the potential for increased revenue in the vacation rental market, he focused on short-term accommodations.

Despite a successful 22-year career in the pharmaceutical industry, managing multimillion-dollar brands across Canada, he decided to pivot toward real estate. This significant career shift has led him to invest in "Places in PEC Inc.," a well-established full-service booking, tourism, and property management company. The company specializes in managing a diverse portfolio of properties in PEC, including over 60+ licensed short-term accommodations and long-term rental properties.

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.

Have questions about running an STA in PEC? We're here for you.