SSU Wine Business Institute executive director retires after 14 years. Why he’s doing it now

As Ray Johnson prepares to retire from his post as the executive director of Sonoma State University’s Wine Business Institute, he said tenacity served him well in his efforts to turn his vision into reality over the past 14 years.

“You start with a vision and then you turn to your board and ask for their guidance to shape the vision into something that is viable,” Johnson said. “Then you build support through many conversations with many people.

“Along the way, you have to hold everyone together, saying, ‘yes we can,’ during the inevitable bumps along the road, setbacks that make it look like failure is certain,” he added. “You keep driving and eventually you win the game.”

A collaboration between university and industry

Founded in 1996, the Wine Business Institute (WBI) initiated a collaboration between the university and the business community. In 2010, Johnson was hired as director of the institute, after serving as assistant director of the San Francisco Wine Competition for 14 years.

Today, the WBI continues to offer online and in-person degrees and industry certifications focused on the business of wine. One of the most notable is the university’s Executive Wine MBA program, which Johnson helped launch in 2012. At the time, it was the first executive wine business degree of its kind in the United States.

Gary Heck, president and owner of Korbel Champagne Cellars, was the founding chairman of the institute’s board. He recruited other wine industry leaders to join in its mission.

“As Gary explained to me, we had good wine production programs across the state,” said Johnson. “What was missing was a focus on the business of wine, a place to send the next generation, to prepare them to take over the running of our wine companies.”

Developing the next generation of wine leaders

Developing the next generation of leaders is still the guiding principle behind the work at the institute.

“It’s our north star, if you will,” Johnson said.

At the helm of the institute, Johnson was tasked with expanding the awareness of the institute’s research and programs, while enhancing career pathways and connections for SSU students and alumni.

“We were delivering results and I was subsequently promoted to the newly created position of executive director, not long after the groundbreaking for the new Wine Spectator Learning Center in 2016,” Johnson said. (The center became the home of the WBI in the summer of 2018.)

“I think (Ray’s) vision of connecting the university to the community was probably his greatest asset,” said Liz Thach, president of the Wine Market Council and an SSU professor emeritus in wine business and management. “He’s very good at connecting with people and sharing the positive vision about students and education.”

In addition to successfully deepening relationships between the wine industry and SSU, Johnson helped secure more than $10 million “in support for leadership in wine business education and research,” according to a press release from the university.

Inspiring students, future industry leaders

Johnson will be retiring at the end of the academic year and the university is currently vetting candidates to replace him.

Asked why he’s is retiring at this juncture, the 63-year-old executive director responded, “If not now, when?”

But there are, of course, aspects of the job that he will miss, especially spending time with the institute’s board of directors and its alumni.

“The board is a ‘who’s who’ of wine industry leaders representing 25 companies across the wine industry value chain. They have supported me at every step along the way,” Johnson said. “And every conversation with our alumni is an opportunity for me to hear about their success, their career trajectory, and the joy that they experience as they grow in their careers.”

Board chairman Gary Heck credits Johnson for inspiring many students during his tenure and for making SSU and the institute “recognizable worldwide.”

Board president Ron Rubin, vintner of Sebastopol’s River Road Family Vineyards, agreed. What’s key, he added, is that Johnson is helping those currently in the wine business pass the baton to the next generation.

“Ray has been instrumental in developing future wine leaders,” said Rubin.

You can reach wine writer Peg Melnik at 707-521-5310 or peg.melnik@pressdemocrat.com. On X (Twitter) @pegmelnik.