After more than a decade of guiding the Scotts Valley Chamber of Commerce through some of the most challenging years in local history, Executive Director Danny Reber is stepping into what he calls his “dream job”—leading Valley Churches United (VCU), a beloved local nonprofit that has long held a special place in his heart.
Reber’s connection to Valley Churches goes back more than 20 years.
“Even before I was on the board, I was helping with Rotary fundraisers or community drives,” he recalled. “It’s always been my favorite go-to charity—the best organization if you want to help people right here in your own community.”
Covering Scotts Valley, San Lorenzo Valley and Bonny Doon, VCU is known for its “neighbors helping neighbors” approach, offering food, clothing and essential support to local families in need. What makes it especially meaningful to Reber is the cyclical nature of its service.
“A lot of our donors and volunteers were once recipients,” he said. “It’s that circle of gratitude—people helped by the community who then come back to help others.”
That sense of giving back also defines Reber’s time at the Chamber, where he served for nearly 10 years. Under his leadership, the Chamber grew stronger, even through crises like Covid-19 and the CZU Lightning Complex fires.
“I’ve never had a more challenging job,” he said, “but I’ve also never had a more rewarding one.”
When the pandemic shut down local businesses, Reber helped form the Economic Recovery Task Force, a collaboration between city officials, business owners and Chamber board members. The group worked tirelessly to secure grants, guide businesses through applications, and coordinate safety efforts.
“We held people’s hands through it—made sure they got the help they needed,” he said proudly. The Task Force went on to be recognized as Organization of the Year for its efforts.
Reber’s tenure also saw the revitalization of community favorites like the Art, Wine and Beer Festival, which he helped transform into a thriving, family-friendly event that now generates about 30% of the Chamber’s annual income.
“When I first joined, the event was losing money,” he remembered. “The board actually wanted to cancel it. But we reimagined it—added beer, family activities and more entertainment—and it’s grown every year since.”
Reber admits the transition is bittersweet.
“It’s sadder than I thought it would be,” he said. “I’ve never had a job that was so much a part of who I am. But Valley Churches is where my heart has always been.”
Reber plans to bring fresh energy and a few modern updates to VCU while honoring its strong legacy.
“They’ve done amazing work for decades,” he said. “But I see opportunities to strengthen our social media presence, build our email outreach and expand our volunteer base.”
One of his early ideas is to create a new volunteer recognition program called “Valley’s Angels,” complete with special shirts and pins to celebrate those who go above and beyond in service.
Reber, who has served on the VCU board for nearly nine years, says it’s humbling to follow in the footsteps of leaders like Lynn Robinson, who will retire at the end of October after 10 years as VCU executive director.
“There are big shoes to fill,” he said. “But I’m excited to continue that legacy—and to give my time and heart to something that truly makes a difference.”
As for what’s next, Reber said he’ll likely return to the Chamber, this time as a volunteer.
“I’m kind of flip-flopping roles,” he said with a laugh. “I used to volunteer at Valley Churches and work for the Chamber. Now my job will be Valley Churches, and I’ll volunteer for the Chamber. It feels right.”
Through it all, his family has been his inspiration, especially his two daughters.
“They grew up at the Chamber,” he said fondly. “Stuffing envelopes, volunteering, being part of this community. So they’re thrilled. They know this is exactly where I’m meant to be.”
As he prepares to officially take the helm at Valley Churches United, Reber reflected on his journey with characteristic gratitude.
“It’s been an incredible ride,” he said. “To be able to serve my community—first through the Chamber, now through Valley Churches—I feel very, very lucky.”
