Editor’s note: In this blog series, District Marketing Mojo, Verdin President and CEO Mary Verdin interviews a leader in the world of marketing and communications for special districts and business improvement districts each month. Check back here regularly for new interviews.
From “Why?” to “Why Not?”: The VMC Way
When you think of Mendocino County, you probably picture towering redwoods, dramatic coastlines and charming small towns. But behind the scenes, there’s a small but mighty team working hard to ensure visitors and locals alike continue to fall in love with the region — and keep coming back.
I sat down with the team at Visit Mendocino County (VMC), also known as the Mendocino County Tourism Commission, to learn more about their journey, what drives them and how their “Yes” mindset is creating magic across the county.
A Destination Built on Collaboration
Visit Mendocino County was officially formed in 2009 following the dissolution of the Mendocino County Promotional Alliance. Over the years, the organization has evolved, especially post-pandemic, into a dynamic team of professionals representing four generations: Boomers, Gen X, Millennials and Gen Z.
That mix is more than a fun fact — it’s a strategic advantage.
“We’re able to have really robust conversations about how to reach different audiences because of this demographic span,” said VMC’s Executive Director, Ramon Jimenez. “It increases our knowledge and helps us communicate more effectively, not just with visitors but with our local stakeholders too.”
VMC’s team of eight takes advantage of a hybrid working model, allowing them to have staffers from all corners of this large county reflecting the geographic diversity of the four incorporated cities working remotely while still maintaining an in-office day for collaboration.
Building Bonds in a Time of Crisis
One of VMC’s proudest accomplishments came during a time of unprecedented uncertainty: the COVID-19 pandemic. As the world shut down, the team at VMC doubled down.
It was a time to roll up their sleeves and figure out how to help each other, so they participated in weekly calls with their lodging community. This commitment led to stronger bonds and greater trust across the industry. Once restrictions lifted, VMC launched the wildly successful “Room to Roam” campaign, which helped the lodging sector experience record-breaking years. Now, the organization is building on that momentum with its enchanting tagline, “Magic is Real.”
A Culture of Yes
From brainstorming events with stakeholders to volunteering at local gatherings and building cross-promotional partnerships, VMC’s “yes” mindset is a hallmark of their identity.
This approach has led to unexpected and meaningful collaborations, from neighboring counties to local organizations like MendoParks. These partnerships reflect the region’s commitment to sustainability and local economic growth, positioning VMC as more than a tourism board. They’re a trusted community ally.
Asked what they’d do with $1 million, no strings attached? They’d say “yes” to infrastructure as the priority: public restrooms in Anderson Valley, stronger fiber connectivity, and smooth, pothole-free roads.
And if anything were possible?
Rail travel from the Bay Area to Mendocino County? Now that would be a game-changer. It would enhance access for both locals and visitors while offering a scenic, sustainable way to explore the region. The VMC team is always looking ahead, so don’t be surprised if one day, the sound of a train whistle signals a bold new chapter for Mendocino County.
Awareness Starts at Home
While visitor-facing businesses in the county are familiar with VMC’s work, resident-focused businesses may not be as tuned in. To bridge that gap, the team has been engaging with local organizations, like a recent presentation to the Rotary Club of Fort Bragg. Their goal: build awareness, explain how VMC supports local efforts, and reinforce the symbiotic relationship between tourism and community.
That includes strengthening partnerships with destination-specific organizations like Visit Fort Bragg and supporting them with promotional efforts that benefit the greater good.
A Team Full of Personalities & Passion
If you ask the VMC team what drives them, it’s clear: a love for the place they call home, and a passion for helping others experience the magic too.
Team Picks: How The Insiders Explore Mendocino
County
No one knows how to enjoy Mendocino County quite like the VMC team. From paddle boarding with pups to wine festivals, wildflower walks and off-road adventures, here’s how they soak up the best of the region.
One of my favorite activities in Mendocino County is taking my dog for a walk on the beach. She loves it too! Many of our state parks allow dogs. Additionally, spring in Mendocino County is my favorite season for wandering in the forest and searching for wildflowers. Douglas iris, calypso orchids, star lilies, native gooseberries and delphinium are some of the stars of the show!
—Kathy Janes
Hiking anywhere in the county!
—Ramon Jimenez
One of my favorite things about our county is how pet-friendly it is! One of my favorite things is to head to the coast with my two dogs and stop by The Wharf for a puppy patty, Frankie’s for a scoop of ice cream my dogs can eat, and paddle board at the Big River with them on my paddle board! I also love heading to Lake Mendocino to go paddle boarding with my dogs, as well as walking the dam trail with my dogs and kiddo. I also love going to the Plantshop and sitting in their outdoor area while having a cannabis cocktail and visiting with friends while, of course, taking my dogs.
—Mckenzie McLain
I love to go stand up paddle boarding at Lake Mendocino, Mill Creek Dam or even Big River!
—Lisa Batson
I love attending the many festivals and wine tasting events in Mendocino county from the Sparkling Wine & Oyster Festival in the winter to Pinot Noir events in the spring and of course Winesong in the summer.
—Janis MacDonald
I enjoy the South County Mountain OHV area. It’s a great place to dry camp and drive four-wheel-drive and off-road vehicles. It is located east of Ukiah and offers beautiful views of Ukiah Lake County. You can often see blacktail deer, wild turkeys and other wildlife. There are two staging areas available with gravel access roads suitable for all levels of riding or off road driving. There are 94 miles of designated roads for use along with multiple trails within the area. There is a four-wheel-drive rock recreational area to test your skills.
—Jennifer Seward
I love staycations in the county! We have so many beautiful and eclectic properties, many of which hold winemaker dinners or other events, or have great views or restaurants – it’s splurge-worthy!
—Jamie Peters-Connolly
Learn more at Visitmendocino.com. And you can follow VMC on Facebook, Instagram and LinkedIn to see what’s next!