Editor’s note: In this blog series, District Marketing Mojo, Verdin President & CEO Mary Verdin interviews a leader in the world of marketing and communications for special districts and business improvement districts. Check back here regularly for new interviews.
A Journey of Transformational Leadership and Future Vision
In the heart of Northern California lies Butte County, a destination brimming with potential. For Nichole Farley, executive director of Explore Butte County, the journey back to this unique region is a story of transformative leadership and an ambitious vision for the future.
Nichole first discovered Butte County during her time as a student at California State University, Chico, in the Sacramento Valley region of Northern California. Inspired by the university’s motto, “Today Decides Tomorrow,” she cultivated a mindset that would guide her through a career of innovation and impact in the travel and tourism industry. Her connection to Chico’s vibrant atmosphere and the county’s natural beauty planted the seed for what would become her life’s work.
Laying the Foundation for Change
Nichole’s professional journey began at Visit California in 2011 but truly blossomed at Civitas Advisors in 2015, where she worked to secure funding for destination marketing. One of her first major projects was in Butte County, where she partnered with local hoteliers to establish the Butte County Tourism Business Improvement District. This effort laid the foundation for the creation of Explore Butte County, an organization dedicated to promoting the region’s attractions and bolstering its economy.
Fast forward to 2023, when Nichole returned to Butte County to lead Explore Butte County as its executive director. Her return marked a new chapter not only in her career but also in the evolution of the region as a premier destination.
A Bold Shift in Strategy
Under Nichole’s leadership, Explore Butte County transitioned from a reactive approach—focused on responding to crises like natural disasters—to a proactive, strategic model. A significant milestone was the launch of the organization’s first “always-on” digital marketing campaign in 2024. This initiative built year-round awareness of Butte County’s unique attractions and fostered community pride.
In 2025, Nichole spearheaded the organization’s application for Destination International’s Destination Marketing Accreditation Program (DMAP). Per their website, the globally recognized accreditation program “serves as a visible industry distinction that defines quality and performance standards in destination marketing and management. Achieving DMAP accreditation positions a destination organization or CVB as a valued and respected organization in your community and increases your credibility among stakeholders.”
The rigorous process not only elevated Explore Butte County’s standards but also positioned the region as a model for non-profit tourism management.
A Vision for the Future
Nichole’s vision for Butte County extends far beyond traditional tourism. She sees the region as a potential hub for sports tourism, with the Oroville Forebay Aquatic Center at its heart. Her dream includes a world-class rowing course, a sprawling sports complex and a state-of-the-art conference center. Together, these developments would attract athletes, event organizers and visitors, transforming Butte County into a destination for adventure and competition.
“By investing in sports infrastructure, we can create jobs, boost the local economy and highlight the incredible natural and recreational opportunities our region offers,” Nichole explains.
Additionally, Nichole envisions enhancing trailhead amenities to make outdoor exploration more accessible and enjoyable for residents and visitors alike. These improvements reflect her commitment to creating lasting, meaningful change in the community.
Leading with Purpose
Nichole’s leadership philosophy is rooted in collaboration and community connection. Whether through building partnerships with stakeholders or fostering pride among residents, she approaches every challenge with a focus on collective growth. Explore Butte County is not just a promotional entity; it’s a catalyst for economic development and a steward of the region’s identity.
Reflecting on her journey, Nichole expresses gratitude for the opportunity to lead Explore Butte County into a brighter future. “For me, Butte County isn’t just a destination; it’s a community that I’m honored to serve,” she says.
Through her transformational leadership and ambitious vision, Nichole Farley is redefining what it means to be a leader in destination marketing. Her work ensures that Butte County’s story is not only told but celebrated for generations to come.
To learn more about Explore Butte County, visit them online and follow @explorebuttecounty on Instagram and Facebook. Reach out to Nichole Farley on LinkedIn.