Temecula Valley Wine Country Exec Named 'Most Inspiring Of 2024'

TEMECULA, CA — A national online publication that caters to the wine industry has named a Temecula Valley woman as one of "One of Wine’s Most Inspiring People of 2024."

Krista Chaich, executive director of the nonprofit Temecula Valley Winegrowers Association, was selected from more than 100 nominations submitted to the Wine Industry Advisor, it was announced Monday. The accolade is given to 10 wine industry professionals each year "who showcase leadership, innovation, determination, and inspiration," according to the WIA.

Since joining TVWA in 2011 and assuming the executive director role in 2018, Chaich continues to put Temecula Valley Wine Country on the map. Under her leadership, in 2021 the TVWA received county approval on its proposal to create the Temecula Valley Wine and Agricultural Heritage District. The assessment district is designed to provide specific benefits to payors by funding marketing, brand awareness and events programs.

The approach has been used in other destination areas throughout the country.

The Temecula Valley Wine and Agricultural Heritage District covers the area just east of the city of Temecula, stretching north to Lake Skinner and south toward Vail Lake, with the very northeast corner of the district stopping at Benton Road, near the Sycamore Hills community.

When it was approved on March 2, 2021, about 50 vintners were within the district. Under the plan, each pays 1 percent in annual gross sales receipts to generate revenue for promotional campaigns designed to ramp up Temecula Valley tourism.

Since its implementation, TVWA’s annual budget has more than tripled, paving the way for new ways to promote Temecula Valley Wine Country as a top destination, according to TVWA officials.

Livermore Valley in northern California successfully passed a similar plan later in 2021, and other regions, including Santa Barbara and Amador, are looking to do the same, according to local officials. Related article: Livermore Valley Wine Region Spotlighted In UC Davis Study

"[Chaich's] efforts have not only spurred economic growth but also solidified Temecula Valley's stature as a premier wine destination," according to TVWA officials.

“Working together with our incredible wine country community to pass the heritage district is what I’m most proud of in all of my years in Temecula Valley,” Chaich said. “This has catapulted us into the big leagues when it comes to wine destination marketing and education programs. As a result, we have witnessed a positive change in perception of our dynamic wine region among trade, and increased consumer tourism spending in Temecula Valley. Now, other wine regions can see it working here and realize it’s a sustainable business model in the long term.”

Phil Baily of Baily Winery and TVWA board president said Chaich has "a remarkable ability to build consensus" among the association's membership base and is "deeply respected by peers in the industry."

He continued, "These qualities, in no small way, have helped Temecula Valley emerge as a powerful example of what can happen when a wine community comes together to achieve something groundbreaking."