Danielle Borja is the President/CEO for the Conejo Valley Tourism Improvement District, the Greater Conejo Valley Chamber of Commerce and the Greater Conejo Valley Community Foundation.
She oversees the tourism efforts of Visit Conejo Valley that promotes overnight stays in the cities of Thousand Oaks and Agoura Hills at 16 different lodging properties and leads one of largest Chambers in the state of California with over 900 business members. With a goal of increasing tourism and enhancing visitor experience, Borja offers creative and unique ideas to elevate Conejo Valley’s profile.
What is your typical day, and how do you make it productive?
What I love about my job is that every day brings something new. Relationships are always at the forefront, whether it’s with our hotel or city partners, marketing and public relations agencies, media, showcasing local businesses, or collaborating with the team. We are currently focused on three significant marketing initiatives for Visit Conejo Valley: launching a new website by the end of the year, rolling out a new logo and branding campaign this summer, and onboarding a full-time Director of Business Development & Strategic Partnership.
Collaboration is crucial for success in this role, and I work hard to balance my time in and outside of the office. To optimize productivity, I schedule meetings for the first or latter part of the day, allowing myself consecutive hours to focus on specific in-office tasks.
How do you bring ideas to life?
I start by securing stakeholder buy-in, using data to support my ideas whenever possible. Once people are invested in an idea, they will ensure access to the right resources to bring it to life.
What’s one trend that excites you?
Visitors now have more opportunities to meaningfully engage with local nonprofits during their travels. After the devastating fire in Maui in 2023, friends visiting the island dedicated a day volunteering to support disaster relief efforts. For an upcoming 60th birthday celebration in Nashville, guests from around the U.S. will have multiple volunteer opportunities over the weekend, including at a baby shower for expectant mothers in need and sorting donations at a local food pantry. During my own family’s upcoming trip to Kauai, we’re participating in the Kauai Humane Society’s field trip program for shelter dogs. This gives a shelter dog a much needed respite from the kennel environment and provides essential funding to support the shelter’s ongoing care efforts.
What is one habit that helps you be productive?
I have started consist 5:15am workouts at Orangetheory Fitness that start my day with a focused and productive mindset.
What advice would you give your younger self?
To be more confident and encourage her to speak up, remind her that she is part of these roles and conversations for a reason.
Tell us something you believe almost nobody agrees with you.
Pineapple does belong on pizza.
What is the one thing you repeatedly do and recommend everyone else do?
I consistently challenge myself to step outside my comfort zone, some days more eagerly than others, and to inspire those around me to do the same. I never imagined my career path would include television segments, live radio interviews, moderating panels, and meetings with high-ranking elected officials.
When you feel overwhelmed or unfocused, what do you do?
Take a break for at least five minutes. This time could be used to chat with a coworker, switch tasks to tackle something outside the office, or enjoy a quick coffee break.
What is one strategy that has helped you grow your business or advance in your career?
I’ve been committed to every role I’ve taken on, from my early days as a food server and retail manager to my time as an event producer, building relationships at each organization paved the way for future career opportunities. For instance, a professional contact from my first internship recommended me for a Director of Marketing role and a position at the Chamber of Commerce.
What is one failure in your career, how did you overcome it, and what lessons did you take away from it?
Being part of a company layoff in 2011 felt like a significant personal setback, despite it being unrelated to my job performance. It was a tough moment that really deflated me. Once the initial shock wore off, I chose to use the time to focus on my one-year-old daughter, appreciating the rare opportunity to spend quality time with her before I found my next role. I learned that a gap in your resume isn’t the end of the world, and sometimes things happen for a reason. It gave me the opportunity to experience a new leadership style and organizational culture.
What is one business idea you’re willing to give away to our readers?
While not a new business concept, I’d love to see more experience-based restaurant ideas like Slappy Cakes gain popularity. At Slappy Cakes, guests make their own pancakes at the table using built-in griddles and a variety of batters and toppings. A concept like this would be a unique and exciting addition to the proposed downtown project in Thousand Oaks, especially for families.
What is one piece of software that helps you be productive? How do you use it?
Slack is the standout tool for me. It significantly cuts down on emails and offers an excellent platform for collaborating with internal team members and partner agencies.
What is the best $100 you recently spent?
Customize insoles for my running shoes, bit of a splurge but make a world of difference.
Do you have a favorite book or podcast from which you’ve received much value?
Morning Brew is my go-to daily podcast—blending business news with a much-needed dose of humor to start the day.
What’s a movie or series you recently enjoyed and why?
I loved The Marvelous Mrs. Maisel, a series set in 1950s Manhattan that follows ‘Midge’ Maisel, a pioneering female comic in an era when that was almost unheard of. It’s a witty show with sharp writing and stellar acting.
Key learnings:
- Failures and challenges can provide unexpected room for opportunity.
- Strong relationships are essential for a successful career, and the power of collective impact cannot be underestimated.
- Stepping outside our comfort zone is critical for professional growth.
- It’s okay to prioritize quality over quantity; not every moment of the day can be productive. Allow yourself the grace to step away and regroup when needed.