ABOUT US
Mission:
At What’s Up The Mountain, our mission is to amplify the voices and stories of mountain communities in Southern California. We are dedicated to educating the public about the historical, cultural, economic, recreational, environmental, and scientific aspects of mountainous landscapes and the ecosystems they support. Through engaging storytelling and media production, we aim to foster connection, awareness, and sustainable practices within these unique environments.
Vision:
We envision a world where mountain communities are recognized and valued for their rich heritage and contributions to our planet's biodiversity. We strive to be a leading digital journalism and media collective that not only showcases the beauty of mountain landscapes but also promotes informed dialogue about sustainable tourism and community empowerment. Our goal is to inspire a deeper appreciation for the mountains and the vital role they play in our lives.
Impact:
What’s Up The Mountain aims to create a significant impact by educating our audience on the complex interrelationships between mountain ecosystems and the communities that inhabit them. We prioritize balanced storytelling that highlights diverse viewpoints, leading to increased awareness and engagement around sustainable tourism. By fostering an informed and connected community, we hope to inspire action that supports the protection of these vital environments and the well-being of those who call them home.
Our Team
Alex Hancook
Co-Founder, Media Director
Alex has been a media director since 2009, owning and operating three video studios in Detroit. With over a decade of experience producing content for higher education institutions, he brings a professional edge to storytelling through media. As a former professional inline skater and an active member of the Crestline Chamber of Commerce, Alex is deeply engaged in the local community. He has created impactful social media content for Lake Arrowhead and Crestline, hosted numerous events, and is passionate about advocating for underfunded groups. Alex combines his love for mountain life with his dedication to uplifting the community through creative and meaningful media initiatives.
Maricela Rosales
Co-Founder, CEO
Maricela has an extensive background in land conservation and was instrumental in the creation of the Chuckwalla National Monument, protecting 750,000 acres of land adjacent to Joshua Tree. She is an experienced grant writer, having successfully secured funding for numerous conservation projects, which has strengthened her connections to funders and grassroots organizations across Southern California. Maricela excels in project management and aligning diverse stakeholders toward shared goals. A former professional rock climber, she is a passionate advocate for the outdoors, plants, and wildlife. Originally from Koreatown, Maricela combines her urban roots with a deep commitment to preserving and celebrating the natural world.
