Jenna McCarty
Certified General Appraiser | Founder & Principal, Terra Firma Appraisal and Consulting, LLC
Jenna McCarty works in a space most people don’t think about until they need it—and when they do, the stakes are often significant. As a Certified General Appraiser and the founder of Terra Firma Appraisal and Consulting, she specializes in agricultural land, water rights, and complex property valuations across Colorado and Wyoming, including projects related to infrastructure and public works. It’s work that requires both technical expertise and a clear understanding of how land functions in real life, not just on paper.
Her days rarely follow a single pattern. Some begin behind a desk, analyzing land use patterns and market data. Others take her into the field, walking properties, meeting with landowners, and gaining a firsthand understanding of the land she’s evaluating. Many of these assignments are tied to infrastructure projects—transmission lines, utilities, and public works—where understanding both the land and the project’s real-world impact is critical. That balance between analysis and on-the-ground insight defines her approach—one that is both precise and practical.
Much of the work Jenna takes on involves more than numbers. Agricultural properties often carry generational history, personal investment, and long-term impact for the families who own them. Whether navigating a partial acquisition, infrastructure project, or land transition, her role is to bring clarity to situations where financial decisions are deeply tied to identity and legacy. “These assignments often carry emotional and generational significance,” she explains, “and my role is to bring clarity and balance to those situations.”
Greeley was a natural fit for that kind of work. Drawn to its agricultural roots and its balance of growth and tradition, Jenna found a community where land continues to hold meaning beyond its value as an asset. Through consistency, reliability, and a commitment to doing the work well, she has built a reputation rooted in trust—something that carries weight in an industry where credibility is everything.
That foundation became even more meaningful when she made the decision to launch her own firm. Building Terra Firma Appraisal and Consulting from the ground up marked a shift from simply doing the work to taking full ownership of it. Every project now reflects her name and her standards, requiring both confidence and discipline.
Today, her work often sits at the intersection of growth and preservation. As development continues across Northern Colorado and into Wyoming, more projects are touching agricultural land and rural communities. Jenna plays a critical role in helping ensure those transitions are handled thoughtfully. “My work often sits in the middle,” she says, “helping ensure landowners are thoughtfully represented while also supporting responsible progress.” In many cases, that means working alongside infrastructure expansion—where land, engineering, and long-term regional needs all intersect.
Outside of work, her life reflects a similar balance. Time with her son, a love for the outdoors, and travel all provide perspective. As her firm continues to grow, she remains focused on building strong relationships and taking on work that requires both precision and trust.
For those navigating complex land decisions, her work offers something essential: clarity in moments where it matters most.
HER GREELEY
Coffee Spot: Coco’s Cafe
Special Occasion Dinner: Pellegrini Cucina Italiana
Recharge Spot: Hola Wellness
Local Shop: Jael Joyeux Permanent Jewelry
Favorite Tradition: The Greeley Stampede
Lidia Varela
Event Coordinator, High Country Beverage & Crown Distributors | Founder, Draft Pony & LIFT Foundation
Connection has always been at the center of Lidia Varela’s work. Across her role with High Country Beverage and Crown Distributors, as well as the ventures she has built on her own, she focuses on bringing people together in ways that create lasting impact throughout Greeley and the surrounding region.
Her day-to-day work spans community engagement, sponsorships, and event coordination across Colorado and Kansas. From supporting nonprofit fundraisers to building partnerships with national and local organizations, her role is rooted in relationships—creating opportunities for collaboration and helping ideas come to life in meaningful ways.
That approach is shaped by her deep ties to Northern Colorado. Born in Greeley and raised along the Front Range, Lidia has remained closely connected to the community that helped shape her. Her continued involvement, including her work supporting and advocating within her communities, reflects both pride in where she comes from and a commitment to contributing to its future.
Over time, that commitment has expanded beyond her professional role. Draft Pony, a mobile draft beverage service, was created to bring people together in a different way—through shared experiences at events, celebrations, and gatherings. It reflects her understanding that some of the most meaningful moments happen when people have the space to connect.
She has also founded the LIFT Foundation, a nonprofit focused on supporting underserved children through education, mentorship, and community resources. The mission is centered on helping young people build confidence, stay engaged in school, and create opportunities that support their long-term success.
Together, these efforts reflect a consistent focus: creating spaces where people feel supported, included, and connected. “At the heart of it all, my goal is simple—building relationships and creating opportunities that strengthen the communities we serve,” Lidia says.
Outside of her work, family remains at the heart and foundation of everything. As one of six siblings, she grew up surrounded by a strong sense of togetherness—something she continues to prioritize today with her children and grandson. Time with family and close friends provides balance, grounding her in the relationships that inspire much of what she does.
Her involvement across the community extends through leadership roles with organizations including the American Red Cross, the American Cancer Society, Colorado Youth Outdoors, the Latino Chamber of Commerce, the Women’s Fund of Weld County, and the Women’s Chamber of Commerce, along with ongoing work supporting additional nonprofit efforts.
As she looks ahead, Lidia remains focused on continued growth—both within the organizations she represents and through the work she is building. With strong momentum behind her, her approach remains consistent: strengthening relationships and creating opportunities that bring people together. It’s also something she hopes the next generation carries forward.
“Leadership is the ability to inspire others, create space for their voices, and help them become more than they thought possible. Lead, live, and give back,” she says. “If my journey inspires someone to step into their purpose and use their voice boldly, that’s a legacy I’m proud of.”
HER GREELEY
Coffee Spot: Margie’s Java Joint
Patio Hangout: WeldWerks Brewing Co.
Sweet Treat: Insomnia Cookies
Local Event: Greeley Arts Picnic
Take Visitors: Poudre River Trail & local parks
Krista Plate
Owner, Ark Medical Aesthetics | Family Nurse Practitioner (FNP-C)
Krista Plate, FNP-C, has built her career around helping people feel confident in their own skin. As the owner of Ark Medical Aesthetics, she brings more than two decades of medical experience into a practice that blends clinical expertise with a personalized, thoughtful approach to care.
Her path to Greeley began at the University of Northern Colorado, where she came to study nursing. What started as a place to earn a degree quickly became home. Over time, she built both her career and her family here, creating lasting connections within the community.
Before opening her own practice, Krista spent 20 years in the medical field, developing a strong foundation in patient care. That experience now shapes her approach at Ark Medical Aesthetics, where she focuses on treatments that enhance natural beauty while prioritizing safety and long-term results.
Central to her work is trust. She takes time with each patient, ensuring they feel informed and confident in their decisions. “I want my patients to feel confident and informed in every decision they make,” she says. The goal is not just a result, but a relationship—built through consistency, transparency, and care.
Opening her own practice marked a significant step. It allowed her to create an environment aligned with her values and the experience she wanted patients to have. “I wanted to build something that truly reflected the level of care and connection I believe in,” she shares. Today, much of her growth comes through word of mouth, reflecting the trust she has built within the community.
As a local business owner, Krista sees her work as part of something larger. Supporting other small businesses and contributing to Greeley’s growth remains important, as does creating a welcoming space where people feel comfortable and cared for.
Outside of work, her life centers on her two daughters and a love for the outdoors. Whether horseback riding, hiking, or spending time at her family’s ranch, those experiences continue to shape both her perspective and her approach to life.
Looking ahead, she remains focused on growing her practice while maintaining the same level of care and connection that brought her here.
HER GREELEY
Coffee Spot: Coco’s Cafe
Special Occasion Dinner: Pellegrini Cucina Italiana
Recharge Spot: Hola Wellness
Local Shop: Jael Joyeux Permanent Jewelry
Favorite Tradition: The Greeley Stampede
Melanie Woolman
Chief Executive Officer, United Way of Weld County
In a community built on connection, generosity, and growth, leaders like Melanie Woolman are helping shape what comes next. As CEO of United Way of Weld County, Woolman brings both heart and strategy to her role—proving that impactful leadership isn’t about perfection, but about purpose.
Woolman’s journey to Greeley began with a single year of service through AmeriCorps VISTA. What was meant to be temporary quickly became permanent. “I was hired as a full-time staff member after that year and have been here ever since,” she shares. Since then, she’s built not only a career, but a life—meeting her husband, raising two young children, and becoming deeply rooted in a community she now helps guide.
At just 30 years old, Woolman stepped into the CEO role—an opportunity she describes as both humbling and significant. Her leadership style blends forward-thinking strategy with a deep respect for the people doing the work on the ground. “My best days are when I can connect strategy and real work to people who are generous and want to support it,” she says. That intersection, she believes, is where real change happens.
Under her leadership, United Way has undergone a meaningful evolution. One of her proudest accomplishments was leading the organization through its first formal, community-driven strategic plan. This effort repositioned United Way as more than a service provider—it’s now a convener, bringing together voices, resources, and ideas to tackle Weld County’s most pressing challenges.
This shift reflects Woolman’s broader vision: a community that works collaboratively, avoids duplication of efforts, and uses resources wisely. “We’re helping guide community vision, mobilize funding, and build public will,” she explains. It’s a model that prioritizes connection over competition—and one that’s especially important in a growing region like Greeley.
But beyond strategy and structure, Woolman is deeply passionate about inspiring others—especially the next generation. She’s committed to helping people discover ways to give, whether through time, talent, or resources. And as a young female leader, she’s acutely aware of the example she sets.
“I’ve made my fair share of mistakes,” she admits. “But that doesn’t mean I should give up. In fact, I think the opposite is true.” Her message is powerful: women don’t have to be perfect to lead. Growth, resilience, and self-belief matter far more.
Outside of work, Woolman finds her greatest joy in motherhood. Her two young children are her grounding force and daily inspiration. Even in the chaos of toddler life, she finds moments that refuel her purpose and remind her why this work matters.
For the women of Greeley, Woolman’s story is both relatable and aspirational. She’s proof that leadership doesn’t require having all the answers—it requires showing up, learning along the way, and staying committed to something bigger than yourself.
And it’s a mindset she carries with her daily, inspired by a quote from Colette Werden:
“It’s okay if you fall down and lose your spark. Just make sure that when you get back up, you rise as the whole d*mn fire.”
HER GREELEY
Coffee Spot: Margie’s Java Joint
Weeknight Dinner: Chili Thai Evans
Sweet Treat: Insomnia Cookies
Hidden Gem: LINC Library
Local Event: Greeley Arts Picnic
Rhonda Solis
Aims Community College Board of Trustees Member
Rhonda Solis has spent decades contributing to the Greeley community through leadership, service, and a deep commitment to opportunity. From local school boards to statewide roles and now her position on the Aims Community College Board of Trustees, her work reflects a consistent focus on strengthening the future of the region.
A lifelong Greeley resident, Rhonda attended District 6 schools and graduated from Greeley West High School. She built her career working in small business while raising her family, becoming increasingly involved in the community along the way.
Her leadership includes eight years on the District 6 school board and two years representing Congressional District 8 on the State Board of Education. Today, her work continues through Aims, where she supports initiatives that expand access to education and workforce opportunities.
For Rhonda, education has always been central to her efforts. “Education and the right to vote have been the two great equalizers in this nation,” she says, “and I continue to fight for both.” Her work reflects a long-standing commitment to ensuring access and supporting future generations.
Her connection to Colorado runs deep. Her family’s history in the region dates back to before statehood, and that legacy continues through her own contributions. She was the first Latina to represent Congressional District 8 on the State Board of Education and is among the few Latinas elected to statewide positions in recent decades. At Aims, she and fellow trustee Marcy Mieczkowski made history as the first Latinas elected to the board, which is now the first all-female board in the college’s history.
Throughout her work, Rhonda has remained focused on ensuring that the voices shaping the community reflect its full history and diversity. “It’s important to remember the wealth of this community that has been created by Latinos, immigrants, and refugees,” she says.
Outside of her leadership roles, her life centers on family. She speaks with pride about her children and values the time spent with loved ones. Recently, she also welcomed a rescue dog, Penelope, into her home—an experience that reflects the same patience and care she brings to her work.
Rhonda remains actively involved. Through her role at Aims and continued community engagement, she continues to support initiatives that strengthen education, access, and opportunity across the region.
Her approach to leadership has remained consistent: show up, do the work, and create space for others to succeed.
HER GREELEY
Coffee Alternative: Margie’s Java Joint (hot chocolate + breakfast croissant)
Weeknight Dinner: Alberto’s Express (don’t miss the Spanish rice)
Sweet Treat: Cold Stone (banana ice cream + chocolate chips + yellow cake)
Hidden Gem: Jenny’s Malt Shop
Community Favorite: Hispanic Women of Weld County Breakfast