Annual Meeting 2024 UProot. UPgrade. UPlift.
Intentional DisrUPtion Intended to Move Sonoma County UPward
Schedule of Events
General Session and Keynote Speaker 1:00 - 2:30 p.m.
Breakout Sessions 2:45 - 3:30 p.m.
Breakout Sessions 3:45 - 4:30 p.m.
Happy Hour Reception 4:30 - 5:30 p.m.
Breakout Session (1) Speakers
Rick Blackburn - Founder, brn solutions, llc.
Rick Blackburn - Founder, brn solutions, llc.Rick Blackburn’s career began at an early age washing dishes in a local, hometown restaurant, and by 15 he was learning to cook in a commercial kitchen. Fast forward 35+ years and shifting from the kitchen to the executive offices, Rick has demonstrated an innate ability to uncover the greatest opportunities within a business to ensure optimization of revenue, profitability, market share, and other desired metrics.
Widely known as an adept sales professional, Rick helps hotels, resorts, and destination marketing organizations (DMOs) determine exactly how and where to stimulate revenue and has gained extensive experience with some of the preeminent organizations in the industry such as Marriott International, Caesars Entertainment, Hilton Hotels & Resorts, The Venetian Resort, and more. An accomplished strategic advisor in the B2B and B2C space who has proven success driving market share in the most competitive environments, Rick thoroughly evaluates everything affecting growth, as well as proper alignment between Revenue Management, Marketing, and Sales in order to further enhance results for the organization.
Rick is based in Las Vegas, NV with his wife, Amber, and hyper-vigilant rescue dog, Zoey.
Matt Britton - CEO, Suzy, Inc.
Matt Britton - CEO, Suzy, Inc.Matt Britton is a world-renowned expert on the impact of tomorrow’s consumer on the leading brands of today. Over the past two decades, he has provided invaluable consultation to more than half of the Fortune 500 on the influence and impact of Millennials and Gen Z. Currently at the helm of Suzy, a pioneering consumer intelligence platform, Matt has facilitated a radical transformation in how brands garner real-time feedback.
Since 2016, under Matt's leadership, Suzy has garnered over $100 million in venture capital from prominent investors such as The Foundry Group, Bertelsmann Digital Media, H.I.G Capital, Tribeca Venture Partners, fashion mogul Kenneth Cole, and NBA superstar Kevin Durant. Global leaders such as Netflix, Coca-Cola, P&G, J&J, Citibank, Verizon, Nintendo, and Nestle count on Suzy to validate critical assumptions, conceive compelling new products, and construct effective marketing strategies.
Before making his mark with Suzy, Matt established MRY, a digital and social media marketing agency, in 2002. With his guidance, the one-person startup transformed into a global powerhouse with over 500 employees in a span of 14 years. MRY, known for its innovative marketing strategies and successful product launches for behemoths like Microsoft, Procter & Gamble, Ford Motors, Visa, and Google, was acquired by Publicis Groupe in 2011.
In addition to his impressive corporate achievements, Matt is also the author of the NY Times best-selling book, YouthNation. This publication serves as the definitive guide for organizations of all sizes looking to understand and leverage the power and influence of an unprecedented demographic, making its debut at #1 on Amazon's business book list.
Danielle Christenson – Performance Marketing Director, Noble Studio
Danielle Christenson – Performance Marketing Director, Noble StudioIf Noble Studios was a university, Danielle Christenson (we call her “Deece”) would be both a student and a professor. She’s held many positions over the years, growing from a performance marketing coordinator to performance marketing director. It’s a hat that fits perfectly considering her extensive background in all things digital marketing, public relations and creative media. She’s eager to continue learning, and to share her knowledge with up-and-coming digital marketers.
Today, Danielle’s responsibilities include supporting the performance marketing team development via better practices, developing cross-channel, data-informed strategies, and growing the Noble B2B vertical. She also collaborates across departments to ensure every client strategy and campaign benefits from our creative digital performance approach. Just a few of the brands she’s worked on include Envestnet | Yodlee, CREDO Mobile, Dr. Weil and Renown.
Prior to joining Noble, Danielle created social media strategies, managed website development and SEO projects, and worked on select SEM campaigns with another local agency. Her previous experience also includes time with Miller Heiman, a global sales training company, and Las Vegas Events, which produces large-scale happenings that draw both national and international crowds to the City of Lights.
Danny Cox – Director of Sales and Marketing, Noble Studio
Danny Cox – Director of Sales and Marketing, Noble StudioWith more than 15 years in marketing and business development, Danny has spurred innovation and success in his roles. He honed his skills in Chicago at top global agencies like Weber Shandwick and Razorfish, where he was an early evangelist for social media’s importance to brands. He also started a paid social initiative and managed content for Delta Air Lines and Samsung Mobile USA.
Danny’s talent for developing new business and perfecting pitches has significantly impacted his projects, showcasing his ability to not only populate but also present compelling pitch decks for industry giants like Samsung, Google, Delta, Kellogg’s, Smuckers, State Farm and more.
For nine years, Danny Cox helmed his own marketing agency, Centered MKTG, mastering the art of client engagement, innovative strategy development and full-service execution across the digital spectrum. This entrepreneurial chapter underscored his capability to navigate the complexities of the marketing landscape, as well as foster growth and success for a diverse portfolio of clients ranging from VC-backed startups to family-owned sustainable deli-meat producers.
Danny started his career path at Ohio University’s E.W. Scripps School of Journalism. There, he developed key research, validation and storytelling skills essential to his professional approach.
Jessica Weaver - Vice President, Fahlgren Mortine
Jessica Weaver - Vice President, Fahlgren MortineJessica Weaver is Vice President at Fahlgren Mortine, where she leads the strategic development and implementation of integrated campaigns within the agency's consumer practice and tourism portfolio. Her work has earned national recognition from HSMAI, the U.S. Travel Association, and the PRovoke Media SABRE Awards.
Jessica has supported a range of leading global consumer brands and top tourism destinations, including Sonoma County Tourism. Her expertise also extends to boutique hotels, chefs, restaurants, festivals, and more.
Birgitt Vaughan - Director of Public Relations, SCT
Birgitt Vaughan - Director of Public Relations, SCTBirgitt "Biggi" Vaughan serves as the Director of Public Relations at Sonoma County Tourism, where she leads the organization’s communications and PR strategies. With over 20 years of experience in the tourism industry, Birgitt is renowned for building strong media relationships, launching impactful initiatives, managing events and tradeshows, and boosting brand visibility. She has successfully positioned Sonoma County as a premier food and wine destination in a top sustainable wine region, while shifting the focus to promote the area as a leading destination for well-being and responsible travel. Originally from Germany, Birgitt brings an optimistic approach to her work, always seeing the glass as half full—preferably with Sonoma County’s world-class wine.
Chris Vomvolakis - Senior Manager, Consumer Public Relations, SCT
Chris Vomvolakis - Senior Manager, Consumer Public Relations, SCTChris Vomvolakis is a dynamic leader and creative strategist with a proven track record of crafting public relations and communications solutions. Known for his ability to foster collaboration across teams, he is celebrated for his enthusiasm, diligence, humor, and hands-on approach. With over 20 years of experience in marketing, communications, and media relations, Chris has driven impactful campaigns for renowned brands, including the acclaimed Shadowbrook Restaurant in Capitola, Florida Culinary Institute in West Palm Beach, Benziger Family Winery in Glen Ellen, and Visit Santa Rosa in Sonoma County. A graduate of Cabrillo College’s hospitality management program, Chris excels at developing thoughtful, multidisciplinary PR strategies that deliver results.
Breakout Session (2) Speakers
Lena Gerges - Area Contract Manager, HBX Group
Lena Gerges - Area Contract Manager, HBX GroupLena Gerges is the Area Contract Manager for California, Arizona, New Mexico, and Oklahoma, bringing over 27 years of experience in the hospitality industry. She began her career in Cairo, Egypt, working with receptive tour operators in various roles before moving to California in 2012. Lena joined Hotelbeds in 2019, where she has played a pivotal role in building partnerships with both domestic and international clients.
Lena excels at identifying the best travel industry partnerships, believing that travel is ultimately about relationships. She is passionate about exploring the world and learning from the people she encounters. Her ability to manage the diverse priorities of each hotel has helped her discover her true passion—guiding others, both in the workplace and through immersive travel experiences. She has a unique talent for identifying new opportunities in the travel industry and forging strategic alliances.
Fluent in English, Arabic, Spanish, and French, Lena lives in Los Angeles, California, with her husband.
Ketty Celifie - Contract Manager, HBX Group
Ketty Celifie - Contract Manager, HBX GroupKetty Celifie is the Contract Manager for Hotelbeds, overseeing California Wine Country, Palm Springs, and San Diego. With more than 30 years of experience in the hospitality industry, Ketty brings expertise in international travel, product logistics, and domestic travel distribution. She has been with Hotelbeds, a brand of the HBX Group, for 15 years prior to the COVID-19 pandemic and has recently rejoined the company.
Based in the Los Angeles area and working remotely, Ketty is responsible for acquiring new hotel partners, maintaining an existing portfolio, and driving marketing and sales initiatives. Her focus is on building strong relationships with hotel partners to increase sales and production.
Ketty lives by the mottos "Knowledge is power" and "Change is good." She strives to deeply understand her hotel partners' needs, using her wealth of experience and tools to help achieve shared goals. Ketty remains attuned to industry trends, adapting as necessary to deliver optimal results for her partners.
Alayza Cervantes - Community Outreach Manager, Sonoma Land Trust
Alayza Cervantes - Community Outreach Manager, Sonoma Land TrustAlayza Cervantes is a dedicated young professional based in Sonoma County, where she works for a local conservation nonprofit. A lifelong resident of the area, Alayza briefly left to pursue her studies at UC Davis, an experience that broadened her perspective and strengthened her commitment to her community.
Passionate about exploring all that Sonoma County has to offer, Alayza also enjoys traveling to new places and seeking out new experiences.
Mohammed Ibrahim - Sr. Test Engineer, Keysight
Mohammed Ibrahim - Sr. Test Engineer, KeysightMohammed Ibrahim is a Senior Test Engineer at Keysight, where he leverages his expertise in engineering and computer science to drive innovation and ensure product excellence. He holds a master’s degree in engineering and computer science from Sonoma State University and has been a proud resident of Sonoma County since 2016.
An active community member, Mohammed is an alum of Leadership Santa Rosa, Class 39. He has served as 1st Vice President of the Sonoma County Beekeepers Association and Communications Chair for the Santa Rosa Young Professional Advisory Board. His commitment to service is further demonstrated through his volunteer work as an American Red Cross first responder during the 2017 Tubbs Fire and the 2019 Russian River Flood.
Lorez Bailey - Strategic and Public Affairs Professional
Lorez Bailey - Strategic and Public Affairs ProfessionalLorez Bailey is a seasoned media professional and dedicated community advocate, most recently serving as Publisher of the North Bay Business Journal. Known as "The Connector," she excels at building professional networks and fostering collaboration. Lorez was recognized as "Woman of the Year" by U.S. Congressman Mike Thompson for her impactful work with Sonoma County students.
She holds degrees from Sacramento State University and Sonoma State University and has led major workforce development initiatives. Lorez has held leadership roles at Chop's Teen Club and Social Advocates for Youth. An active member of Alpha Kappa Alpha Sorority, Inc., she also serves on several advisory boards within her community.
Mark Millan - Principal, Data Instincts, Inc.
Mark Millan - Principal, Data Instincts, Inc.Mark Millan is the founder and owner of Data Instincts, a consultancy specializing in public outreach for recycled water projects. He has coordinated outreach for numerous recycled water initiatives across the United States and provided advisory services on water reuse internationally.
Mark has authored several papers and contributed to numerous research projects on water-related communications. He co-authored the Water Research Foundation’s Developing Model Communication Plans for Advancing Awareness and Fostering Acceptance of Potable Reuse (WRF 13-02) and was a contributing writer to the World Health Organization’s Guidelines for Potable Reuse, published in 2017.
He currently serves on the Board of Trustees for WateReuse California and actively participates on the Project Advisory Committee for the EPA’s study, Unlocking the Nationwide Potential of Water Reuse. Mark also served on the Windsor Town Council and was Mayor in 2016.
Andrew Ameter - Senior Data Strategist, The Shipyard
Andrew Ameter - Senior Data Strategist, The ShipyardAndrew Ameter is a Senior Data Strategist responsible for planning, setting up, and executing campaign tracking strategies while designing comprehensive data intelligence frameworks. He has worked with clients across tourism, consumer packaged goods, and financial services, building robust tracking architectures and uncovering valuable insights within the data.
As the data lead for multiple campaigns with diverse goals, Andrew's strategies have driven actionable initiatives for both The Shipyard and its clients, helping inform key decisions and optimize performance throughout the marketing funnel.
Beth Shaini - Group Media Director, The Shipyard
Beth Shaini - Group Media Director, The ShipyardBeth Shaini is the Group Media Director at The Shipyard, known for her unique ability to balance both numbers and relationships. This combination makes her highly effective—and relentless—when negotiating the best possible rates with media vendors. After graduating from UCSB, Beth began her career with an internship in advertising, which led to her work at several Sacramento agencies. Over the years, she has worked with a diverse range of local, statewide, and national clients, including Amtrak, Monterey CVB, Papa Murphy’s, Jackson Rancheria, and Save Mart Supermarkets.
Since joining The Shipyard media team in 2016, Beth has expanded her expertise in the travel, hospitality, and entertainment sectors, working with clients such as Stones Gambling Hall/Seven Mile Casino, Visit California, Mammoth Lakes Tourism, Pacific Hospitality Group, Monarch Beach Resort, The Hotel Del Coronado, and Auto Club Speedway.
Beth’s competitive spirit shines not only in media negotiations but also in sports, where she lifts her teammates while outmatching her opponents.
Mark Hillman - Executive Creative Director, The Shipyard
Mark Hillman - Executive Creative Director, The ShipyardMark Hillman is the Executive Creative Director with extensive experience leading both clients and agency teams across a variety of sectors, including consumer, B2B, and high-end brands. His portfolio includes work for Nestlé Toll House, Cat Chow, Tidy Cats, Smucker's, Shaw Floors, NetJets, Homemade Brand Ice Cream, the Cleveland Cavaliers, the Columbus Blue Jackets, National City Bank, and the University of Wisconsin.
Mark is known for his disruptive brand strategies, including DiGiorno’s Twitter takeover during The Sound of Music Live, which was named AdWeek’s Branded Twitter Moment of the Year. His leadership continues to inspire innovative campaigns and impactful creative direction.
Mark Hillman is the Executive Creative Director with extensive experience leading both clients and agency teams across a variety of sectors, including consumer, B2B, and high-end brands. His portfolio includes work for Nestlé Toll House, Cat Chow, Tidy Cats, Smucker's, Shaw Floors, NetJets, Homemade Brand Ice Cream, the Cleveland Cavaliers, the Columbus Blue Jackets, National City Bank, and the University of Wisconsin.
Mark is known for his disruptive brand strategies, including DiGiorno’s Twitter takeover during The Sound of Music Live, which was named AdWeek’s Branded Twitter Moment of the Year. His leadership continues to inspire innovative campaigns and impactful creative direction.
Jessica Weaver - Vice President, Fahlgren Mortine
Jessica Weaver is Vice President at Fahlgren Mortine, where she leads the strategic development and implementation of integrated campaigns within the agency's consumer practice and tourism portfolio. Her work has earned national recognition from HSMAI, the U.S. Travel Association, and the PRovoke Media SABRE Awards.
Jessica has supported a range of leading global consumer brands and top tourism destinations, including Sonoma County Tourism. Her expertise also extends to boutique hotels, chefs, restaurants, festivals, and more.
Marty McDonald - President, Fahlgren Mortine
Marty McDonald - President, Fahlgren MortineMarty McDonald leads Fahlgren Mortine’s tourism and economic development practice with a career spanning marketing and communications for tourism attractions, development organizations, restaurants, entertainment venues, and more. She is a frequent speaker at industry conferences and has earned numerous national accolades from prestigious organizations such as the U.S. Travel Association, HSMAI, Travel Weekly, Travel + Leisure, and PRWeek. Marty's work consistently wins top honors, reflecting her expertise and innovative approach. She holds a bachelor's degree in Organizational Communications, with minors in Public Relations and Public Speaking, from Capital University.
Patrick Rodgers - Director of Product, Tourism Exchange USA
Patrick Rodgers - Director of Product, Tourism Exchange USAAs Director of Product for Tourism Exchange USA, Patrick Rodgers bridges the gap between technical systems and stakeholder needs to create a transformative platform for communities and businesses. His diverse career includes roles in journalism, destination marketing, strategic consulting, B2B SaaS startups, and even restaurant kitchens. Patrick has developed award-winning programs and websites for major clients like San Francisco Travel, Discover Puerto Rico, and the Hawaii Tourism Authority. A sought-after speaker for over 15 years, he’s also a former instructor at the Southeast Tourism Society’s Marketing College. Patrick resides in New York’s Hudson Valley with his wife and their cat.
Karissa Kruse - President & CEO, Sonoma County Winegrowers (SCW)
Karissa Kruse - President & CEO, Sonoma County Winegrowers (SCW)Karissa Kruse is the visionary President & CEO of Sonoma County Winegrowers (SCW), a leading organization dedicated to promoting Sonoma County as one of the world’s premier grape-growing regions. Under her leadership, Sonoma County has become the most sustainable wine region globally. With a BS in Economics and an MBA in Marketing from the Wharton School at the University of Pennsylvania, Karissa champions initiatives in climate stewardship, agricultural preservation, and social sustainability. Her groundbreaking "Farm of the Future" project positions Sonoma County as a living laboratory for innovation in regenerative farming, partnering with Ford Pro, John Deere, and Agrology, among others.
Karissa’s achievements have been recognized with numerous accolades, including Wine Enthusiast's Green Leader award and Food & Wine Magazine’s Most Innovative Women in Food & Drink. In 2023, she was honored by the North Bay Business Journal with the Women in Wine Impactful Leader Award. Karissa serves on various boards, including Memorial Hospital and the Green Music Center, and was named Woman of the Year by Congressman Mike Thompson in 2020.
Caroline Shaw - Marketing, Communications & Partnerships, GALLO
Caroline Shaw - Marketing, Communications & Partnerships, GALLOCaroline Shaw is a seasoned communications and marketing executive leading Gallo's strategic efforts across corporate communications, community relations, and consumer lifestyle marketing. Known for her innovative approach, she spearheaded Gallo’s landmark partnership with the NFL and launched J Vineyard’s groundbreaking "Shifting the Lens" culinary series. Caroline is also instrumental in elevating new voices in wine, such as Issa Rae’s ViaRae Prosecco, the top Black-founded wine brand in the U.S. She currently serves on the boards of Sonoma County Tourism, the American Red Cross, and Homes for Sonoma, a nonprofit dedicated to building affordable housing for fire survivors. Caroline lives in Sonoma County with her husband, their rescue dog Barlow, and enjoys time with her two grown children.
We thank our sponsors for their support.
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