March 24, 2026 (Healdsburg, CA) — After 26 incredible years of promoting Northern Sonoma County, Wine Road announces the retirement of its beloved Executive Director, Beth Costa. As Beth steps into a much-deserved retirement, the organization is celebrating her significant contributions and launching the search for a new Executive Director to lead Wine Road into its next chapter.
Beth began her Wine Road journey in 2000 and for many years was the sole person managing events, maps, the website, advertising, membership, until she grew the organization so much that adding staff became a must. In addition to growing the team, Beth’s achievements are many. From raising $420,000 (and counting!) for the local Redwood Empire Food Bank by donating $1 per event ticket, to finding new opportunities for growth, she is affectionately known by her team as the ‘ringleader,’ a nod to the numerous hats she has worn during her Wine Road tenure.
Over the years, Beth evolved Wine Road’s signature printed maps to meet visitors’ changing needs, so successfully that maps remain the organization’s most requested item today. Additionally, she pioneered Wine Road’s expansion into social media and launched its podcast, which is still going strong after 10 years and nearly 250 episodes. Beth was also the driving force behind “Wine Road on the Road,” taking the Sonoma story to wine lovers and press across Seattle, Portland, Phoenix, Cleveland, San Diego, to name just a few. Always listening to event attendees and locals alike, she introduced the designated driver option at events 25 years ago, making safety a part of the experience and even partnering with the highway patrol to hand out thank-you gifts to the DDs behind the wheel.
Through it all, Beth never lost sight of what makes Wine Road shine: connection and collaboration. She kept the phone lines open for members, visitors, and even other associations to call, championed seminars covering everything from wine clubs to AI to social media, and shared best practices with winery organizations near and far, creating a support network that helped everyone weather wildfires, a pandemic, and countless other challenges along the way.
“I couldn’t have dreamed of a better place to spend the last 26 years. Being the Executive Director of Wine Road has been an incredible journey, allowing me to share my love for wine and Sonoma County with so many wonderful visitors and be part of this amazing wine community,” said Beth Costa, outgoing Executive Director of Wine Road. “While I’ll miss our members and all the fantastic people I’ve met along the Wine Road, I am looking forward to spending more time with my family. With four kids and three grandkids spread across three different time zones, none of which are California time, I am finally going to be able to spend more time with them and less time behind my computer.”
Wine Road’s Board of Directors, along with its member wineries and lodgings, are excited for Beth as she begins this new phase of life. The search for a new Executive Director will begin immediately, with a focus on finding a leader who can embrace the casual, inviting spirit of Wine Road while bringing fresh perspective to the role.
“While we will greatly miss Beth’s leadership at Wine Road, we’re thrilled that she’ll have the opportunity to focus on her family. Her retirement marks the end of an incredible era, and as we celebrate Wine Road’s 50th anniversary, it feels like the perfect moment to honor our past while looking to the future,” said Julie Pedroncelli, Board President of Wine Road. “The Board is actively searching for a new Executive Director to lead us into the next 50 years, build on Beth’s legacy, and continue sharing the stories of our member wineries and lodgings with the world.”
Beth’s leadership has built a strong foundation for Wine Road’s future. In the coming weeks, the organization will celebrate her contributions while beginning the transition to new leadership that will continue the work she has built over the past 26 years.
ABOUT WINE ROAD NORTHERN SONOMA COUNTY
The Wine Road is a travel resource for those looking to visit the region, which is famous for its renowned wine producers and cuisine, scenic beauty, and wine country lifestyle. The association hosts three celebrated wine events throughout the year, “Winter WINEland” in January; “Barrel Tasting” in March; and “Wine and Food Affair” in November. Made up of 100+ wineries and 30 lodgings throughout the Alexander, Dry Creek, and Russian River valleys in Sonoma County, something is always going on along the Wine Road. To plan your next trip, please visit: www.wineroad.com. For additional information, or to request a free map, call 800.723.6336 or via e-mail at info@wineroad.com, or visit the Wine Road on Twitter, Facebook, Pinterest and Instagram.
