Head of Sonoma Visitors Bureau to step down

Wendy Peterson, who served as executive director of the Sonoma Valley Visitors Bureau for 15 years, will step down in July.

“It has been a remarkable experience working with the Sonoma Valley community,” said Peterson. “I am most proud of the bureau’s commitment to customer service excellence, which is at the foundation of our successful partnerships and programs.

With today’s announcement, the SVVB board said it has retained Leap Solutions Group, a Sonoma County based consulting firm, to conduct a nationwide search to identify Peterson’s successor.

“Wendy has brought unparalleled enthusiasm and energy to her role, advocating for members and ensuring visitors experience the best of Sonoma Valley,” said SVVBG Board Member Bill Blum. “We look forward to building upon the successful partnerships and programs that Wendy helped establish during her tenure.  We deeply appreciate all she has done for the Sonoma Valley and wish her the very best.”

Peterson’s decision to retire comes after several years of record visitor numbers and hotel billings. In addition to Olive Season (January, February), Peterson has been instrumental in the creation and development of several Sonoma Valley programs and off-season marketing campaigns such as Girlfriends Getaway Sonoma Valley (March, April) and Holidays in Sonoma (November, December).

Under Peterson’s leadership, the SVVB operates two “meet and greet” visitor centers – on Sonoma’s historic plaza and at Cornerstone Sonoma – receiving 70,000 walk-in visitors per year.  The bureau has 350 members, and is supported by 55 community volunteers in addition to the organization’s 11 staff members.