Danny Reber, who has served as executive director of the Scotts Valley Chamber of Commerce for more than a decade, will be stepping down from his position this fall to take over as the new executive director for Valley Churches United.
Reber has spent more than 17 years with the Chamber, including seven years on the Board of Directors before becoming executive director. During his tenure, he led a number of major initiatives and helped grow the organization’s impact in the business community and beyond.
Some of Reber’s notable accomplishments include rebranding and transforming the Scotts Valley Art, Wine & Beer Festival into “one of the largest and most successful events” in Santa Cruz County, according to a press release. He also expanded and strengthened the Chamber Ambassador program, which now includes 20 members, and oversaw all of the Chamber’s committees and subcommittees.
During the Covid-19 pandemic, Reber formed the Scotts Valley Economic Recovery Task Force—a collaborative effort between the Chamber, the City and local business leaders. The task force provided support to all Scotts Valley businesses, regardless of Chamber membership, and was responsible for maintaining an “essential business” list, distributing reopening kits and helping businesses access funding opportunities. The task force was named Organization of the Year in 2021.
Beyond his role at the Chamber, Reber has a long history of civic involvement. He is a past president of Scotts Valley Rotary (2002-22) and has served on the boards of Valley Churches United, Leadership Santa Cruz County, the Scotts Valley Historical Society and the Silicon Valley Chamber Coalition. He has also served on the Scotts Valley Water Board since 2012 and is a Freemason with Paideia Lodge No. 852.
According to the press release, Reber has been involved with Valley Churches United for more than 20 years and has served on its Board of Directors since 2017. His community recognition includes a Mayor’s Proclamation in 2020 for his role in providing information and resources during the CZU Fires, Rotary International’s Significant Achievement Award, a Paul Harris Fellow Award, and being named Scotts Valley Man of the Year in 2006.
Reber will assume his new role with Valley Churches United later this year, following the retirement of current Executive Director Lynn Robinson.
