Jonny Westom of Sonoma Valley Visitors Bureau wins Forty Under 40 award

Responsibilities with your company: As the executive director of the Sonoma Valley Visitors Bureau, it is my responsibility to be the voice of the tourism and hospitality industry in Sonoma Valley and to guide efforts to achieve this goal.

In doing so, our organization generates and distributes official communications and brand messaging, oversees destination websites, visitor services, and comprehensive marketing campaigns aimed at increasing awareness of Sonoma Valley as a leisure and small meetings destination. Additional responsibilities include, board and community relations, oversite of 13 staff members, HR, PR, and tourism development. “

In 25 words or less, how do you exemplify the spirit of being a top Forty Under 40 professional?

“I exemplify the spirit of being a top Forty under 40 professional by dedicating my career and passion to operating a non- organization, with the mission to positively impact the economic vitality of our destination.”

Years with company: 1.6

Length of time in current position: 1.6 years

Number of employees who report to you: 6

Greatest professional accomplishment: My greatest professional accomplishment was completing an official rebranding and destination strategy for Sonoma Valley within 12 months of being hired.

In doing so, we completely redesigned a very comprehensive website, created a consumer brand message, and designed a new logo for the organization (and consumer brand.)

In most cases, this type of accomplishment takes years, however, with determination and strong support, this project was completed it in just less than one year. As a result we have seen strong consumer interest in our destination through analytics, and the details of the effort attracted Visit California, the tourism marketing organization for the State of California and Destination Marketing Association International, the national trade organization for tourism.

Greatest professional challenge: Greatest professional challenge is working in a new area, as I am from Southern California. While most destinations have the similar challenges, each city is unique in its own regard.

Best advice received: Listen. Regardless of what you know, or what you think you know, you must listen with your eyes and your ears. Listening will provide you with the best path to make the good decisions.

Single most important event in your professional life in the last 12 months: Launching a new destination brand that encompasses the tourism industry in Sonoma Valley. Our organization has over 350 dues paying members, so it was very important to receive the input and buy-in from our membership, visitors, and officials.

What steps is your company taking to sustain your organization and morale in the current economy?

Affordable housing and talent acquisition are challenges in our community. Our organization is working with community leaders and other organizations to find a balance in tourism and help protect the quality of life in Sonoma Valley. In doing so, having an open discussion to identify potential solutions to these challenges is critical to the long-term of Sonoma Valley.

Next professional goal: Continue to enhance my knowledge and leadership as a Destination Marketing and Management professional. In doing so, I aim to build strong teams and bring out the best in people, while building brands that are equitable and desired.

Education: Master's degree in business administration, global marketing: University of Redlands; bachelor of arts, business administration: Point Loma Nazarene University, San Diego

Hometown: Palm Springs

Mentor/admired businessperson: Duane Knapp, founder and president, BrandStrategy, Inc.; Joe D'Alessandro, president and CEO of the San Francisco Convention & Visitors Bureau

Typical day at the office: Juggling multiple projects, forecasts, while being extremely detailed.

Best place to work outside of your office: In the Sonoma Plaza, under the sun

Hobbies: Boating (lake, river, ocean), traveling, concerts and sporting events

What you wanted to be when you grew up: After attending my uncle's law school graduation when I was 7 years old, I wanted to be a lawyer.

No. 1 thing you want to accomplish by the time you turn 40: Travel to 10 new countries

First job: I was an entrepreneur from the start. I lived on a golf course and used to collect stray balls from the lakes and trees and sell them to passing by golfers for $.25.

Once that caught on I then started selling soda in cans from my parent's house. A few years later I traded picking up range balls for free golf. However, my first paying job was a lifeguard at a local water park in Palm Springs.

Favorite book: “The Worldly Philosophers: The lives, times, and ideas of the great economic thinkers” by Robert L. Heilbroner

Favorite movie: "Top Gun"

Favorite after-work drink: Craft Beer, preferably a Kolsch or Pilsner

Last vacation: Honeymoon in Costa Rica. I want to go back!

What does your mom or dad brag most about you?: My determination and ability to connect with people.