San Luis Obispo County’s Visitors and Conference Bureau has a new executive director.
Stacie Jacob, Paso Robles Wine Country Alliance executive director for the past seven years, will lead the VCB, where she will be a contract employee for the 2011-2012 fiscal year. The one-year contract is renewable and is based upon the scope of work being completed in that time frame.
Jacob recently announced she was leaving the alliance to start Solterra Strategies, a Paso Robles-based lifestyle marketing firm, which focuses on clients in wine, food and tourism.
The VCB, Jacob said, will serve as one of her clients. Her primary goal when she steps into the executive director role Friday will be to implement the bureau’s strategic marketing plan.
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“It’s a unique opportunity to serve in this role, and I’m excited to be able to bring my background in marketing to the tourism industry,” she said. “The board and the marketing committee are working hard to create a strategic marketing plan, and the first step will be looking at available funding and outlining that with the priorities of the marketing plan. That will give us direction in terms of what our next steps will be.”
She’s also anxious to move forward with Savor the Central Coast, a fall food and wine event hosted by the VCB and Sunset magazine.
“I like to roll up my sleeves and get the job done,” Jacob said.
Noreen Martin, VCB chairman, said Jacob was chosen after an extensive search, which netted résumés from applicants as far away as Florida.
Ultimately, Jacob was chosen as the right person for the job, Martin said, because she “understands the organization, is a proven marketer and works well with a Board of Directors structure.”
With a new strategic marketing plan, full funding and a new executive director, the VCB is in a “strong position to lead a countywide tourism campaign,” Martin said.
“The wine community has benefited greatly from Jacob’s leadership during her tenure,” Martin said. “We look forward to her talents benefiting the county’s tourism industry.”