By Brittney Sherman — News, Press Release, tourism
The Morgan Hill Tourism Business Improvement District (TBID), operating as Visit Morgan Hill, announced the appointment of Sarah Lira as its new Executive Director. Lira will lead the tourism marketing organization into a new era of growth and innovation, building on the momentum of the City’s recent tourism success and vibrant economic development.
Lira previously served as the Director of Marketing & Business Development with Simon Property Group, where she spearheaded integrated marketing strategies, annual planning, digital campaigns, strategic partnerships, and large-scale experiential events for premier shopping destinations, including Stanford Shopping Center and Gilroy Premium Outlets. Her deep roots in the region also include previous tenure as Assistant Marketing Manager and later as a Board Member on Visit Gilroy. Lira succeeds former Executive Director Krista Rupp, who successfully managed Visit Morgan Hill for the last six years.