April 9, 2026 (Roseburg, OR) — The Umpqua Valley Winegrowers Association (UVWA) has appointed Tracy Covington as its executive director, succeeding Ali Rodgers, who stepped down as her family relocates from the area.
Covington has more than 20 years of experience in business management and marketing. Most recently, she was a business development director in California for a global architectural and engineering firm. She has been involved in various industry and civic organizations focused on strategic planning and educational program development, and served as a Planning Commissioner for the City of Roseville for five years.
Her growing interest in wine led to a WSET Level 1 certification and a few special events as a wine educator. Covington said she plans to continue formal training in the field after stepping away from a full-time career in building design and construction.
The Covingtons have owned a home in the Umpqua Valley for over four years.
“We’ve been waiting for the right moment to switch gears and make this move more permanent,” Covington said, “and I’m really excited to support the UVWA during this critical period. The industry as a whole is under a lot of pressure to evolve. The Umpqua Valley AVA is uniquely positioned–it has always been authentic and historically innovative, home to a lot of ‘firsts’. But it’s still largely undiscovered, which makes it so interesting and full of genuine character. This will resonate now more than ever.”
UVWA President Christopher Hudson of Lexème said, “We are absolutely thrilled to have Tracy onboard. There has definitely been a shift in the industry, and this is a great opportunity for us to pivot and lean on Tracy with her background in strategic planning and marketing, and her passion for wine from the customer’s perspective. She brings a lot for us to be excited about, and the Umpqua Valley has much to offer in today’s wine market.”
About Umpqua Valley Winegrowers Association
The Umpqua Valley Winegrowers Association is a 501(c)(5) non-profit member organization that exists to promote the Umpqua Valley’s wineries, vineyards and wines in partnership with its members, community, destination marketing and economic development organizations to increase tourism, wine sales and acclaim as a pioneering and authentic world-class wine experience. For more information, including a map of local wineries, visit umpquavalleywineries.org.