Temecula Winery - Courtesy of Visit Temecula's Instagram

The trade group responsible for promoting tourism throughout the Temecula Valley announced Wednesday that a new chief executive officer is taking the helm.

Scott Wilson will take over as president and CEO of Visit Temecula Valley starting April 4, according to the organization.

Wilson steps into the spot that outgoing CEO Kimberly Adams has held for more than a decade, when VTV was known only by its formal title, Temecula Valley Convention & Visitors Bureau.

Until recently, Wilson served as chairman of the VTV board of directors, to which he was appointed in 2019, and prior to that, he was director of sales for Pechanga Resort & Casino in Temecula.

“Kimberly did such an awesome job in growing this organization from a mere idea into the hospitality industry’s powerhouse partner that it is today,” said Bill Wilson, new chairman of the board and no relation to the incoming CEO.

“We welcome Scott with open arms. We are confident his love of Temecula and his passion for this industry will assist him in continuing Kimberly’s vision of making VTV a valuable partner in steering this beautiful destination and help make Temecula Valley the best place to live, work and play.”

Adams will remain available to work on projects, according to the organization.

The Temecula Valley Wine Country, like other areas of Riverside County, suffered major economic impacts connected to the COVID public health lockdowns, with tourism plummeting and sweeping layoffs in the hospitality industry.

The county Board of Supervisors last week allocated $402,000 to VTV as part of a “tourism recovery campaign,” which will focus on marketing efforts to attract visitors.

The funds were drawn from the $239.9 million that the county has received to date under the federal American Rescue Plan Act of 2021.

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