Our Team
The Tri-Valley team is here to increase region awareness and bring more tourists to a region already beloved by its locals.
Tracy Farhad
President & CEO
Who would have known an ex-performer and interior designer would find her perfect mix of bringing people together in tourism promotion? As a self-proclaimed PR junkie and official Tri-Valley cheerleader, I can’t help but show off my new hometowns for the world to discover. Perhaps that’s because I believe in the power of travel as ambassadors for good, mixed with a love for the arts, heritage buff, foodie (ah the discoveries here!) and outdoor enthusiast. Find me singing “the hills are alive…” up one of the beautiful open spaces with my family or comparing local red and whites (and bubbly too).
Robin Fahr
Vice President of marketing & Communications
Happy Talker. Prefers a phone convo with partners rather than email or better yet, a face-to-face over a glass of Chardonnay. Favorite exercise: Dancing. Top 2 favorite songs: Sunday Morning by Maroon 5 and Time & Tide by Basia. Spare time: Singing in various local choruses and playing league bocce in Danville. Best meal I ever had: Chef Francis Hogan of Sabio in Pleasanton going off menu and pairing it all with Livermore Valley wines. Still not over that.
Todd Dibs, STS
Director of Sports development
Splitting time between coasts throughout my life (20 years in New York and college in Washington DC), I pride myself in having traits of both East and West Coast residents. Of course, I love all sports and bringing an event from incubation to reality has been the most satisfying thing I have done in my professional life. Little known fact about me, I love plays, musicals and museums and often seek them out while on vacation or if I have free time on business travels.
Amber Haley
SENIOR MARKETING & COMMUNICATIONS MANAGER
As a longtime Tri-Valley local, I like to think of myself as an unofficial guide—always eager to share what makes this region so special. I’m passionate about connecting with people through creative storytelling where the right message can spark curiosity and inspire exploration. When I’m not behind the screen capturing content or brainstorming fresh ways to highlight the area, you’ll find me teeing off at Poppy Ridge, enjoying local parks with my husband and two daughters, or savoring sashimi at Akira Sushi.
Justin Bower
Assistant Marketing Manager & Film Liaison
Born and raised in The Tri-Valley and a grad from Amador Valley High. You may catch me on an early morning hike on The Pleasanton Ridge or Sycamore Grove before heading to lunch at Hop Devine and an ice cream at Meadowlark. Once the sun goes down, I may be at an A’s or Sharks game followed by a postgame drink at The Sunshine Saloon.
Susan Bolt
Office Manager
As bubbly as a Wente sparkling wine, I’ve been roaming the Tri-Valley for most of my life. When I’m not obsessing about my pets, I love being in the kitchen cooking for family and friends. My specialty is homemade onion jam. It sounds weird but it goes on just about everything. Yum…..