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New Executive Director Appointed for Southern Idaho Tourism


TWIN FALLS, Idaho (KLIX) – Tourism in southern Idaho will have new leadership to promote the Magic Valley. The non-profit organization has announced that it has chosen Sarah Rohrbach to take over as executive director when Melissa Barry steps down. Rohrbach started with Southern Idaho Tourism in 2018 working with social media, writing for visistsouthidaho.com and capturing the region’s beauty on camera. “Sarah’s ability to compellingly showcase Southern Idaho will continue to grow the region economically and through recreational development,” said Daniel Olmstead, Chairman of the Board of Southern Idaho Tourism. “We look forward to seeing where his talents and abilities will take the organization and the region.” Rohrbach ran a side business called Earth to Sarah Media that was instrumental in the success of Southern Idaho Tourism, according to outgoing director Barry, “Sarah has a keen eye, an excellent understanding of tourism and recreation, and is a Fantastic choice for Southern Idaho Tourism. There are great things in store for Magic Valley.” Rohrbach is currently in training to take over the position.

Sarah Rohrbach

TWIN FALLS, Idaho (November 1, 2022) – The Southern Idaho Tourism Board of Directors has hired Sarah Rohrbach to succeed Melissa Barry as Executive Director. Rohrbach, a Twin Falls resident, joined the Southern Idaho Tourism team in 2018, leading social media content strategy, writing articles for the website, and photographing southern Idaho’s landmarks and landscapes. Idaho. Southern Idaho Tourism Board Chairman Daniel Olmstead said he is excited about the transition and the future of the organization.

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