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Visit the Santa Ynez Valley Announces Promotional Restructure: Shelby Sim to lead VisitSYV as President and CEO

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(SANTA YNEZ VALLEY, Calif.) — Visit the Santa Ynez Valley (VisitSYV) is pleased to announce the promotion of Shelby Sim to President and CEO of the organization. Linda Johansen, Board Chairman, states, “I am in complete awe of the accomplishments of our organization. Shelby Sim, with his expertise, leadership and charisma has positioned VisitSYV as a leading tourism organization not only in the county, but throughout the country.”

VisitSYV is the official Destination Marketing Organization for the Santa Ynez Valley, formed in 2010 to promote tourism in the communities of Solvang, Buellton, Santa Ynez, Ballard, Los Olivos, and Los Alamos. Sim came on board as Executive Director in 2014. Sim said, “It is my honor and privilege to lead the charge in promoting the paradise we know as the Santa Ynez Valley. The support, cooperation, and participation we receive from our board, hoteliers, tourism partners, and community is humbling.”

Under Sim’s leadership, VisitSYV has strengthened its relationships and cooperation with communities across the county and state, hosted regular press, media and influencers from around the world, and implemented a free, valley-wide customer-focused workshop series.

In 2017 alone, the Santa Ynez Valley shined as a premiere destination via VisitSYV’s participation in the New York City Wine & Food Festival, Sundance NextFest, the Santa Barbara International Film Festival, and through an increase in film and television production in the Valley. The New Year brings with it the organization’s next major marketing campaign targeting both fly and drive markets to visit the Santa Ynez Valley, focusing on increased occupancy midweek and during shoulder seasons. The organization’s current goal is to continue building awareness and positive perception of the region among highly qualified potential visitors. Why does this visitation matter? According to Visit California’s latest Impact Report, in 2016, Santa Barbara County’s travel-related spending totaled $2.1 billion, resulted in $183.7M county tax revenue, and brought 20,000 jobs to the region.

About Visit the Santa Ynez Valley:

Visit the Santa Ynez Valley (VisitSYV) promotes the Santa Ynez Valley region as a diverse destination for all people to experience, which creates prosperous and sustainable outcomes and overnight stays for businesses in Buellton, Ballard, Los Alamos, Los Olivos, Santa Ynez, and Solvang.  The Board of Directors is comprised of Chairman Linda Johansen, Vice Chairman Barry Prescott, Treasurer Bryan Maroun, Secretary Sherrie FitzGerald, Karla Azahar, Andrew Economon, Budi Kazali, Luca Crestanelli, and Felipe Murcia. Staff is comprised of President & CEO Shelby Sim, VP of Marketing Danielle Laudon Ruse, and Member Services Marisa Yott.

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