GLEN ELLEN, CA – January 30, 2026 – Sonoma Botanical Garden (SBG) announced a series of strategic leadership appointments and partnerships that underscore the Garden’s transformation into a regional hub for arts, culture, and nature. In just two years since implementing the Museum Model—an approach designed to encourage repeat visitation through special exhibitions and robust public programs—SBG has experienced extraordinary growth. Attendance has doubled, membership has tripled, staff capacity has expanded, and the volunteer corps has grown by 50 percent, marking the most significant period of growth in the Garden’s history.

The non-profit, founded in 1987, recently transitioned from private foundation to public charity status, a milestone that strengthens its fundraising capacity, broadens public access, and reinforces its long-term mission. At the same time, the Garden is advancing a Site Use Permit (SUP) with Sonoma County, a foundational milestone for long-term financial sustainability and expanded educational, cultural, and community offerings. Approval of the SUP will allow the Garden to invest in essential infrastructure improvements that strengthen the visitor experience, accessibility, and safety. These efforts align with the Garden’s work with Canopy Strategic Partners on a multi-year roadmap guiding sustainable growth as SBG approaches its 40th anniversary in 2027.

SBG’s momentum is fueled by deep community engagement. A leading local economic engine, the Garden partners each year with nearly 100 local artists, makers, and vendors and collaborates with dozens of local non-profits and businesses, to present expanded public-facing programs that blend horticulture, art, music, and education. This work has helped position Sonoma Botanical Garden as a welcoming gathering place for the region—one that connects people across cultures, generations, and disciplines.

That impact is gaining national recognition. The Garden was recently featured in a cover story by the American Public Gardens Association, highlighting SBG’s transformation and community centered model surrounding efforts to expand a California native garden. The Garden has also released a new short impact film narrated by former U.S. Poet Laureate and Glen Ellen native Ada Limón that captures its role as a place of belonging, creativity, and connection.

“What we’re building is more than a botanical garden,” said Jeannie Perales, Executive Director of Sonoma Botanical Garden. “It’s a community gathering place where art, nature, and culture come together – where people feel welcome, inspired, and connected to one another. Our recent growth reflects a community that is eager for exactly this kind of experience.”

Senior Leadership Appointments

Sonoma Botanical Garden welcomes André ten Dam as Director of Business Operations and Dina Howard as Associate Director of People Operations, strengthening internal infrastructure at a time of rapid growth. Born and raised in the Netherlands, ten Dam brings a global perspective and deep operational experience to Sonoma. After a career in corporate banking, he emigrated to the United States in 2010 to pursue mission-driven work connecting people with the natural world. He spent thirteen years at Bloedel Reserve on Bainbridge Island, most recently as Director of Operations, where he helped steward one of the Pacific Northwest’s most respected public gardens. Known for translating complex systems into smooth, visitor-centered operations, ten Dam supports accessibility, staff excellence, and positive guest experiences as SBG continues to scale responsibly.

Howard brings complementary expertise in people operations, organizational development, and workplace culture, shaped by a background in both the arts and nonprofit leadership. She holds a BA in English from UCLA and an MBA in nonprofit management, and has worked across organizations focused on theater, fine arts, mediation, literacy, and mentoring. A writer and creator of an award-winning NPR documentary, Howard relocated to Sonoma to work with Transcendence Theatre Company and was drawn to the Garden’s unique blend of art, nature, and community. At SBG, she supports staff growth during a period of rapid expansion – growing from 12 to 17 employees in two years – while helping build systems for long-term sustainability.

Together, these appointments reflect the Garden’s investment in strong internal systems, staff retention, and long-term organizational health.

Board Leadership with National Financial Expertise

SBG also announces the addition of Martin Cassell to its Board of Trustees. Cassell is Chief Financial Officer and Principal of Chandler Asset Management and previously served as CEO for 15 years. A Chartered Financial Analyst (CFA), he brings deep nonprofit governance experience, including nine years as a Trustee and Vice-Chair of the Finance Committee at San Diego Botanic Garden and service on the Investment Committee of the San Diego Foundation. His appointment strengthens SBG’s financial oversight and long-range planning capacity as the organization advances multi-year strategic and capital initiatives.

“What’s happening at Sonoma Botanical Garden is both exciting and intentional,” said Mark Menke, Chairman of the Board of Trustees. “By strengthening our leadership team and planning thoughtfully for the future, we’re ensuring the Garden remains a welcoming, vibrant place where art, nature, and community come together for generations to come.”

Workforce Pipeline Partnership with Santa Rosa Junior College In parallel, SBG has launched a new partnership with Santa Rosa Junior College to support paid horticulture internships, helping cultivate the next generation of skilled garden professionals. The program aligns workforce development with SBG’s conservation and education mission while creating accessible career pathways in the public garden sector.

 

Positioned for Long-Term Community Impact

Together, these leadership investments, governance milestones, strategic partnerships, and national recognition underscore SBG’s continued evolution as a thriving public garden and cultural anchor. With record attendance, growing membership, expanded staffing, robust volunteer engagement, and a clear long-range vision, SBG is well positioned for its next chapter- balancing financial stewardship, operational excellence, and meaningful community connection as it approaches its 40th year.

About Sonoma Botanical Garden
Founded in 1987, Sonoma Botanical Garden (SBG) is a woodland experience where East meets West, celebrating the beauty and importance of Asian and California native plants. Nestled in the Sonoma Valley, the Garden’s 63 acres feature a unique Asian woodland, a California native oak savanna, and a Cabernet vineyard. Its mission is to inspire appreciation and understanding of Asian and California native plants and promote their conservation in natural habitats and gardens. Visit sonomabg.org for details.

General Information
Open 10 a.m. – 5 p.m. daily. Admission: $17 adults; $14 seniors (65+); $8 youth (ages 5–17), teachers, and active military; children 4 and under free. The Garden proudly participates in the Museums for All program, offering $3 admission for qualifying individuals. Groups of eight or more are encouraged to reserve in advance.

Location: 12841 Hwy 12, Glen Ellen, CA
Contact: 707-996-3166 | info@sonomabg.org

Media Contact:
Nina Sazevich Sonoma Botanical Garden PR Consultant
415-752-2483 | pr@sonomabg.org
sonomabg.org