CEO/EXECUTIVE VICE PRESIDENT - Visit Santa Cruz County Santa Cruz, CA - YOUR PARTNER IN GROWTH | Position Overview www.searchwideglobal.com 2021 ...
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Visit Santa Cruz County
CEO/EXECUTIVE VICE PRESIDENT
Santa Cruz, CA
YOUR PARTNER IN GROWTH | Position Overview
www.searchwideglobal.com © 2021 SearchWide Global
ABOUT SANTA CRUZ COUNTY
Surf ’s up! Santa Cruz, California, the birthplace of mainland surfing welcomes
visitors to the quintessential beach town. From old growth coastal redwood
forests to a legendary 100-year-old seaside amusement park overlooking the
sparkling blue Monterey Bay, Santa Cruz County offers the classic California
beach vacation. Santa Cruz is approximately 70 miles south of San Francisco and
349 miles north of Los Angeles. The sun shines 300 days a year with summer
temperatures in the mid 70’s and winter temperatures in the mid-50’s.
Aptos - The town of Aptos is in an unincorporated area of Santa Cruz County that includes
Rio Del Mar, Seacliff, and Seascape areas. It is the home of historic Aptos Village, and the
gateway to the Forest of Nisene Marks State Park.
Capitola and Soquel - Capitola is the Pacific coast’s oldest seaside resort town. Radia�ng
the charisma of a vintage beach community, galleries and bou�ques decorate the quaint
streets of Capitola Village.
Davenport - Davenport’s coastline is carpeted with strawberry and ar�choke fields and
includes sweeping vistas of the Pacific Ocean.
Pleasure Point - The small surf community of Pleasure Point is nestled between Moran
Lagoon and 41st Avenue, adjacent to the Monterey Bay.
San Lorenzo Valley - The San Lorenzo River begins in the Santa Cruz Mountains, winding
its way through Ben Lomond, Boulder Creek, Brookdale and Felton before spilling into
the Monterey Bay.
Santa Cruz - Santa Cruz is the quintessen�al California beach town, awakening nostalgic
memories of summers past and inspiring a new genera�on.
Scots Valley - Scots Valley, located amidst the area’s drama�c redwood forests in the
western region of the Santa Cruz Mountains, is a small suburban community with a proud
link to the past.
Watsonville / Pajaro Valley - Strawberry fields and apple orchards provide a gorgeous
backdrop. The Pajaro Valley includes the communi�es of Corralitos, Freedom, La Selva
Beach, Pajaro, Pajaro Dunes, and Watsonville.
MEETINGS
Visit Santa Cruz County helps make mee�ng planning easy! Imagine Santa Cruz
retreats in the majes�c redwoods or a Santa Cruz conference overlooking sunny
beaches. Programs may be complemented with a variety of Santa Cruz team
building op�ons. Explore the Mee�ng Planner FAQs for more info about
mee�ng planning in Santa Cruz County.
Click here to find conference venues and services.
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THINGS TO DO IN SANTA CRUZ COUNTY
In Santa Cruz County, the fun only begins at the beach. With over 14 state parks, wineries, museums, farmer’s markets,
and outdoor ac�vi�es like hiking, stand up paddle boarding, surfing, canopy tours and mountain biking, there is plenty to
choose from. Visit the Santa Cruz Beach Boardwalk, Roaring Camp Railroads, the Santa Cruz Wharf, UCSC, and lots more!
• Arts & Culture - Music, art, and performances combined with rich cultural history and beau�ful natural
surroundings are all ingredients – when combined – give Santa Cruz County its crea�ve flair.
• Attractions - Visit the iconic Santa Cruz Beach Boardwalk. From- rides and games to unbeatable ocean views, the
Boardwalk offers things-to-do year-round. Roaring Camp Railroads offers visitors a look into the past. See the
county’s ancient redwood trees from a 19th century steam locomotive!
• Beaches - Santa Cruz County offers 29 miles of scenic coastline and beaches, ideal for swimming, camping or
soaking up the sun. From the craggy cliffs of Davenport, to the sandstone arch at Natural Bridges State Beach and
the wide expanse of Sunset State Beach, Santa Cruz County offers plenty of op�ons to catch some surf and sun.
• Family Fun - From museums that welcome hands-on learning to interac�ve public art, ar�san ice cream, and kid-
friendly eateries, both parents and litle ones can count on quality �me together in beau�ful se�ngs.
• Heritage Tourism - The legacy of this rich mul�cultural history is evident in the places, ar�facts, and ancestry which
represent the stories and people of Santa Cruz County’s past.
• Outdoor Ac�vi�es - Get outside and enjoy pris�ne coastal redwood forests, 29 miles of beaches, and endless
opportuni�es to explore Santa Cruz County’s great outdoors. Try �de pooling, hiking, surfing, mountain biking,
sailing, kayaking, and more.
• Parks - Santa Cruz County is home to majes�c redwood forests like the Twisted Forest at Nisene Marks State Park
in Aptos, a cement ship, an albino redwood tree, sand dunes, and other natural wonders are in abundance.
• Shopping – Browse locally-made keepsakes in Downtown Santa Cruz, Capitola Village, on the Santa Cruz Wharf.
Specialty retail shops, nature stores, tas�ng rooms, and gi� shops around town are unique places to shop.
Moments in Nature Videos: Glenwood Preserve-Scots Valley, Henry Cowell Redwoods State Park, Wilder Ranch State
Historic Park and Natural Bridges State Beach.
ABOUT VISIT SANTA CRUZ COUNTY
Visit Santa Cruz County is a private, non-profit corpora�on, serving as the
official visitor marke�ng en�ty for Santa Cruz County. Visit Santa Cruz County
works to enhance tourism, the visitor experience, and the area economy by
posi�oning and promo�ng Santa Cruz County as a year-around visitor,
conference and film des�na�on.
Click here for more informa�on.
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POSITION SUMMARY
The CEO/Executive Vice President is responsible for leading and directing the administrative, operating, sales, marketing,
and communications functions of Visit Santa Cruz County. With guidance from the Board of Directors, the CEO has full
executive authority to conduct the business operations in line with its organizational mission to generate overnight
visitation for the benefit of the lodging industry (TMD Members) and related benefits to the local economy and hospitality
business sectors.
ESSENTIAL FUNCTIONS AND RESPONSIBILITIES
ADMINISTRATION
• Effective management of daily operations of the organization including implementation and administration of the
policies and programs established and/or approved by the Board of Directors.
• Experience in supervision of staff with proven ability to recruit, develop, motivate, and empower staff to
accomplish annual goals and objectives – current staff level is 7 FT and 3 PT employees, including the
CEO/Executive Vice President.
• Responsible for hiring, termination, and supervision of all employees.
• Oversees salary and wage administration, annual goal setting and staff performance evaluations.
• Develops and maintains effective organizational strategies to ensure all tourism activities are implemented within
established guidelines, policies, laws, and ethical practices.
• Provides an environment which supports staff education and training, designed to maintain productivity,
professional growth, and positive employee morale.
FINANCIAL MANAGEMENT
• Prepares and manages the organization's annual budget for review and approval by Board of Directors. VSCC’s
budget for fiscal year 2021/2022 is $2.69 million, funded primarily from marketing assessments, as well as a small
portion from cooperative marketing/advertising opportunities.
• Oversees and ensures completion of monthly financial reporting with accountant and bookkeeper.
• Coordinates with Board Treasurer to ensure presentation and transparency of financial reports to the Board of
Directors.
• Interacts with the organization's CPA and auditor to ensure compliance with all regulations.
• Oversees all contracts which involve financial obligations on behalf of the organization, ensuring all commitments
are within the annually approved budget.
COMMUNITY LEADERSHIP
• Establishes and maintains ongoing communications and strong relationships with government officials, Board of
Directors, marketing district partners, community partners, local, state, and national peer industry groups.
• Represents the tourism office on industry and community boards and, as appropriate, at local, state, and national
meetings.
STRATEGIC PLANNING/ MARKETING AND MEDIA
• Provides innovative, imaginative approaches to achieve the organization’s annual goals and objectives.
• Oversees creation of marketing plan and communications strategies.
• Serves as the organization's primary spokesperson
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EDUCATION/EXPERIENCE/SKILLS
• Bachelor's or Masters' Degree in Business, Tourism, or related field preferred.
• Seasoned professional familiar with marketing, business theories, practices, and procedures.
• 5-10 years of managerial experience.
• Excellent verbal, written, and presentation skills.
• Experience with budget development and implementation, including forecasting and tracking of ROI.
• Strong interpersonal skills with demonstrated experience to provide motivational leadership.
• Experience in supervision with proven ability to recruit and develop, motivate, and inspire staff to accomplish
goals and objectives.
• Vision for long-range planning while managing day to day operations.
• Knowledge of marketing, business theories, practices, and procedures.
• Experience interacting in political environment.
• Experience and general knowledge base related to DMO needs related to information technology to effectively
carry out organizational duties and goals.
• Results-oriented leader who understands the importance of building consensus and creating "win -win" scenarios
for the organization and within the community.
• Politically astute and able to work with disparate individuals and groups from government, business, and
community leaders at-large
TOP PRIORITIES
1. Build rela�onships with key stakeholders including elected officials, hotel and hospitality partners, business
owners and residents.
2. Immerse self in the des�na�on and become an expert on Santa Cruz County.
3. Evaluate the exis�ng organiza�on including, but not limited to the strategic plan, sales and marke�ng plan, staff,
organiza�onal structure, budget, mission and job descrip�ons.
4. Evaluate current ini�a�ves and programs aimed at building awareness and visibility to Santa Cruz County for their
level of success, specifically for increased visita�on during off-peak seasons.
5. Ensure that Diversity, Equity, and Inclusion is woven into the fabric of the organiza�on and strategic plan.
If interested in learning more about this great opportunity, please send your resume to the SearchWide Global
Executive listed below.
Nicole Newman, Vice President | SearchWide Global
www.searchwideglobal.com | info@searchwideglobal.com
480-264-7675 (direct) | 951-640-3745 (mobile)
About SearchWide Global
SearchWide Global is a full-service executive search firm primarily for companies in the travel, tourism and convention,
and hotel and lodging industries. We specialize in C-Level, Director and Management level executive searches for
companies ranging in size from Fortune 500 corporations to mid-sized public and private companies.
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