The Monterey County Vintners & Growers Association announced that it is restructuring to bring greater value to its members and align fiduciary responsibilities.
The organization said a first step in the process involves realigning staff responsibilities and that Rhonda Motil’s tenure as executive director ended January 3. Motil was with MCVGA for 11 years and leaves in good standing.
Marketing expert, Stacie Jacob, owner of Solterra Strategies, has been named interim executive director. She will focus on developing and maintaining established marketing programs. Jacob will be the point person for trade and media as the organization searches for a new executive director. Jacob has worked with member-based organizations for more than 13 years and has experience leading members through the reorganization process.
The decision to restructure was a response to a tightening budget. Additionally, grant funding that helped the organization during the last couple of years is no longer available.
“We’re excited to work through this transition and are viewing this as an opportunity to position ourselves,” MCVGA president Paul Johnson said. “We have a solid plan to guide us through this transition.”
The organization plans to restructure while working toward key goals, from engaging member participation to building market share in local restaurants to building partnerships with sister wine associations: Monterey County has recently seen an emergence of new wine tasting rooms with its Carmel by the Sea wineries, Carmel Valley wineries, along with the new River Road Wine Trail, and they have formed associations to support new markets. Monterey also has an existing brand that is not solely tied to the wine industry and MCVGA. “We want to work more closely with local hospitality associations, so we have a unified brand Monterey,” Johnson told winebusiness.com.