April 6, 2026 5:00 a.m.
The Umpqua Valley Winegrowers Association has appointed Tracy Covington as its executive director, succeeding Ali Rodgers, who stepped down as her family relocates from the area.
A UVWA release said 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. Covington has been involved in various industry and civic organizations focused on strategic planning and educational development. She served as a City of Roseville Planning Commissioner for five years.
Covington’s growing interest in wine led to a WSET Level 1 certification and a few special events as a wine educator. Covington plans to continue formal training in the field after stepping away from a full-time career in building design and construction.
Covington’s family has owned a home in the Umpqua Valley for over four years.
Covington said, “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. This 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”. Covington said, “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 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”. Hudson said, “She brings a lot for us to be excited about, and the Umpqua Valley has much to offer in today’s wine market.
For more information about the Umpqua Valley Wine Growers Association, go to: www.umpquavalleywineries.org