Stewardship of the Yucaipa Valley Wine Ecosystem
The Wine Industry Coalition of Yucaipa Valley is guided by a board and leadership team drawn from within the local wine and agricultural community. Leadership reflects a range of experience across vineyards, wineries, hospitality, and supporting services, ensuring the coalition remains grounded in the realities of the region it represents.
WICYV’s leadership is focused on stewardship rather than promotion—providing direction, oversight, and continuity in support of a collaborative, region-wide approach to the Yucaipa Valley wine ecosystem.
Our Role as a Board
The Board of Directors is responsible for setting the strategic direction of the coalition, maintaining alignment with its mission, and ensuring that WICYV operates transparently and in the collective interest of the region. The board supports collaboration across the wine ecosystem while respecting the independence and diversity of its members.
Key responsibilities include:
Guiding long-term priorities for the coalition
Supporting collaboration and information sharing across the region
Ensuring responsible governance and organizational integrity
Representing the shared interests of the Yucaipa Valley wine ecosystem
Leadership Philosophy
WICYV’s leadership approach is rooted in coordination, trust, and practical engagement. Rather than acting as a regulatory or marketing body, the coalition serves as a convening platform—bringing together voices that shape the region and creating space for shared problem-solving and alignment.
Leadership emphasizes:
Regional perspective over individual interests
Collaboration over competition
Long-term resilience over short-term outcomes
Board of Directors
Cesar Roldan
President
Cesar P. Roldan is a man of faith, family, and fruitfulness. As a husband, father, and passionate entrepreneur, he’s committed to helping others cultivate legacy through the power of real estate, agriculture, and Kingdom-minded business.
Cesar holds a degree in Business and Entrepreneurship and brings a hands-on, strategic approach to everything he builds. As the founder of Vines of the Valley and owner of Pendleton Vineyards, he has led the charge in developing Yucaipa Valley into a flourishing wine region—installing over 80% of the vineyards in the area and guiding landowners from vineyard vision to fruitful harvest.
In addition to vineyard consulting, Cesar is an active real estate agent, helping clients unlock the full potential of their land while advancing the local wine industry.
Outside of work, Cesar loves God, the great outdoors, camping, and making memories with his family. He’s known for his heart, his hustle, and his desire to see Yucaipa Valley become a true destination for boutique winemaking, stewardship, and community.
Donna Snodgrass
Vice President
Donna is a founding force behind the Yucaipa Valley Wine Country initiative and a passionate advocate for sustainable viticulture, ethical governance, and community driven development. As Vice President of the Wine Industry Coalition of Yucaipa Valley—and formerly of the Yucaipa Valley Wine Alliance—she has served as a legislative advocate and liaison to the Yucaipa City Council, leading the successful effort to designate 1,093 acres of undeveloped land for a visionary blend of family living and boutique wineries. Her work helped secure the preservation of 500 acres for agricultural conservation, ensuring that the valley’s heritage remains at the heart of its growth.
Donna brings a unique blend of civic insight and hands-on experience to the coalition. She closely monitors housing legislation and its impact on local development, championing policies that balance progress with preservation. In 2020, she and her husband Ray planted 628 zinfandel vines on their property, and their vineyard has since produced over four tons of premium fruit across three harvests—each purchased by HerrmannYork.wine, a testament to the quality and promise of Yucaipa Valley terroir.
With deep roots in the region and a commitment to collaborative leadership, Donna continues to shape the future of Yucaipa Valley’s wine identity—one vine, one ordinance, and one partnership at a time.
Ray Snodgrass
Treasurer
Ray moved to Yucaipa in 1985, where he served the community as Fire Chief. Following the city’s incorporation, he became Yucaipa’s first Fire Chief under cityhood, a role he held until May 2001. Ray went on to complete a distinguished 37-year career with CAL FIRE, retiring in 2004 after serving in his final role as Chief Deputy Director, one of the department’s highest leadership positions.
After retirement, Ray and his wife Donna chose to remain in Yucaipa, continuing their long-standing connection to the community. In 2021, they planted 628 wine grape vines, beginning their transition into viticulture and hands-on land stewardship. They harvested their first crop in 2023, followed by successful harvests in 2024 and 2025 as the vineyard continued to mature and express the site’s potential. Throughout this process, Ray and Donna have taken a thoughtful, quality-focused approach, learning each season and refining their practices.
All three harvests have been utilized by Herrmann York Winery, producing a distinctive and highly unique Zinfandel that reflects the character of the region and the evolving identity of the vineyard.
Ray and Donna are excited to be involved with the wine industry and are proud to support the continued development of a quality wine community within the Yucaipa Valley American Viticultural Area, contributing to its growth through local production, collaboration, and long-term commitment to the valley.
Anita Matlock
Secretary
Anita Matlock is the winemaking partner and co-owner of Wildwood Oak Winery, Yucaipa’s second-oldest winery. She and her husband, Tony, transformed their passion for wine into a professional encore career, officially becoming licensed and bonded in 2016. Together, they built a respected winery known for quality, craftsmanship, and a warm, community-centered approach.
Deeply committed to education and knowledge-sharing, Anita has taught numerous workshops on a variety of wine-related topics, including winemaking, wine-tasting appreciation, and food-and-wine pairing. She earned the Wine & Spirit Education Trust (WSET) Level 3 Award in Wines with distinction, reflecting her dedication to continual learning and excellence in the field.
Anita is also a Master Gardener through the University of California Cooperative Extension (UCCE), enabling her to provide research-based guidance on grape growing and home viticulture—expertise that has strengthened both her own winery and the broader local wine community.
She currently serves as Secretary of the Wine Industry Coalition of Yucaipa Valley (WICYC), where she is committed to helping provide resources, support, and advocacy for the developing wine industry within the Yucaipa Valley AVA and surrounding areas. Anita’s passion for education, community, and sustainable growth continues to shape the region’s expanding wine landscape.
Tony Matlock
Member at Large
Tony Matlock is the former owner and winemaker of Wildwood Oak Winery, a venture he built alongside his wife, Anita, after the couple transformed their passion for amateur winemaking into a successful commercial operation. Together, they crafted a portfolio of award-winning wines and established Wildwood Oak Winery as a respected name in the region until their retirement.
Before entering the wine industry, Tony built a career in engineering, developing expertise in process control—a skill set that proved invaluable in the precision and consistency required for professional winemaking. His technical background, combined with a deep appreciation for the art of the craft, allowed him to bridge science and creativity in every bottle produced.
As a long-time resident of the Yucaipa area, Tony is committed to using his knowledge and experience to support the region’s growth as a premier wine-growing and winemaking destination. His ongoing passion lies in helping cultivate a thriving local wine community grounded in quality, innovation, and regional pride.
Tim Rankin
Member at Large
Tim Rankin has lived in Yucaipa for over 16 years. Married with two now adult children, Tim and his family have enjoyed raising their family within the Yucaipa community and building deep ties to the region they call home.
Seven years ago, as pressure mounted to expand housing development within the city, Tim saw an opportunity to explore alternative and more sustainable uses of the land. That curiosity led him toward agriculture and viticulture. Five years ago, he planted 250 Barbera vines and became the owner and operator of Rankin Ridge Vineyard, beginning his journey as a small business owner and first-generation farmer.
As a hands-on learner new to farming, Tim quickly recognized the value of learning from others—drawing knowledge from local growers, community members, and industry experts alike. His passion is to bring Yucaipa Valley growers together, foster collaboration, and help build a vibrant local wine industry—supporting one another along the way and having fun doing it.
Landon Myers
Member at Large
Landon Myers serves as Senior Vice President of Operations for Wildlife Vineyards, where he has direct oversight of all vineyard operations from seed selection through harvest. He is responsible for planning, development, and execution across the full vineyard lifecycle, ensuring operational efficiency, sustainability, and long-term productivity.
Landon brings deep hands-on experience in designing and implementing innovative vineyard infrastructure, with a proven ability to scale operations. His work has supported the successful establishment of both micro-vineyards and large-scale vineyard installations across California, balancing site-specific conditions with best practices in modern viticulture.
In addition to his role at Wildlife Vineyards, Landon has worked closely with Vines of the Valley, a full-service vineyard installation and management company, gaining broad exposure to vineyard development, maintenance, and operational optimization across diverse growing environments.
He holds a Bachelor of Science in Agriculture and is currently pursuing a Master’s degree at Cal Poly Pomona, further strengthening his technical foundation and commitment to advancing vineyard operations through science-driven practices.
Commitment to Transparency and Collaboration
WICYV is committed to open communication and responsible governance. Leadership decisions are guided by the coalition’s mission and informed by the perspectives of its members and partners across the region. The board serves as a steward of the coalition’s purpose, ensuring that WICYV remains focused on strengthening the Yucaipa Valley wine ecosystem as a whole.
Call to Action
Interested in learning more about how WICYV is structured or how leadership supports the region?