Meet The Team

Shelby Sim (President & CEO of Visit the Santa Ynez Valley) grew up just 30 minutes south of the Santa Ynez Valley on the coast in Goleta, CA. After living in many different states and traveling the world, he returned to the area and discovered the many quality wines being produced here. Shelby has worked in the area for the last 11 years as a wine tour host, while acting as director of business development with the Goleta chamber, and later as a sales manager for Bacara Resort and Spa. He recently moved his family to Buellton and is honored to be executive director of Visit the Santa Ynez Valley, the premier destination marketing organization (DMO) for the region. Shelby can be reached at

Danielle Laudon Ruse is the Vice President of Marketing for Visit the Santa Ynez Valley.  As a long-time resident, Danielle has a vested interest in promoting the Santa Ynez Valley and has enjoyed watching it flourish as a destination.  With 15+ years of experience in the tourism realm, she embraces the goals and vision of VisitSYV and hopes to make your experience with the Santa Ynez Valley a satisfying, lasting memory. Danielle can be reached at