Career Confidence Through Higher Education:
Jacob Servais’s Journey from Student to VP in the New North
| Jacob Servais describes his four years at Lakeland University in Plymouth, Wis., as nothing short of transformational. When the La Crosse native first arrived on campus, he considered himself shy. But by the time he graduated with degrees in exercise science and sports management and leadership, he had gained the confidence to speak in front of groups and present with ease.
“I came out of school with so much confidence in myself and my abilities,” said Servais, now the vice president of experiences for Discover Green Bay. |
 Jacob Servais, Vice President of Experiences at Discover Green Bay |
Question: What led you to attend Lakeland?
Servais: I initially planned to play basketball there, but I was also drawn to Lakeland’s programs in sports management and leadership. I knew I wanted a career connected to sports or entertainment. After graduating, I spent four years working with a minor league baseball team in Eau Claire.
Eventually, I had the chance to return to the New North, and I took it. I loved the Green Bay community and knew it would be a great place to raise a family. While working with the Packers, I learned about the tourism industry and met the team at Discover Green Bay. I admired the work they were doing. When this position opened, it felt like the right next step.
College pushed me outside my comfort zone. It taught me how to talk with people, build relationships, and appreciate the experiences that ultimately opened doors throughout my career.
Question: How does your education help you do your job?
Servais: It all comes back to communication. I learned a lot about effective communication in college, and that’s at the heart of my role at Discover Green Bay. I’m constantly connecting with a wide range of people and organizations, and those skills are essential.
College also taught me strong time-management habits—something valuable in any profession.
Question: Why do you think post-secondary education is so important?
Servais: Beyond the technical skills needed to do your job, you gain crucial soft skills—critical thinking, problem solving, and the ability to work with others. Post-secondary education also expands your network.
I’d tell anyone deciding between college and other training paths that higher education gives you the chance to form lifelong connections. Many of my closest friends today are the people I played basketball with, lived with, or interned with. Those experiences stay with you.
Question: What makes the New North attractive to young professionals?
Servais: After four years away, I returned because I saw the professional and personal opportunities the region offers. There are so many strong companies here and a wide range of career paths. Whatever your passion—sports, tourism, business, education, wildlife—you can find a place for it in the New North.
There’s also a rich quality of life. With our young family, we love attending sporting events, festivals, the farmer’s market, concerts, and simply spending time outdoors. The New North really does offer it all, and that’s an underrated strength of this region.
Growing Roots, Finding Wings—and about Lakeland University.
