Meet the West Center team
“Working with my colleagues at West Center and especially with our clients is immensely satisfying. It feels really good to know that we are all helping our small business community be the best it can be.”
West Center Team
People who care can bring about great change. It starts small, with a conversation or two, but soon flourishes into discovery and then achievement. As a team, we support our clients from wherever they start. We build economic prosperity one small business at a time.
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Mary Anne Petrillo
CEO of West Business Development Center
Mary Anne Petrillo
Mary Anne Petrillo is West Center’s third Executive Director in its 30-year history. She was hired in 2017 to build the organization’s capacity and deliver new programs. Over the course of the past four years, Ms. Petrillo has expanded training, added a team of specialized business advisors, and developed unique programs that include disaster preparation, business accelerator training, and Centro Latino West, a targeted Spanish language resource program. Under her leadership, the West Center team has not only grown but has expanded its vision to encompass leadership in the county’s economic development planning and execution.
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Paloma Patterson
Deputy Director
Paloma Patterson
Paloma Patterson joined West Center as Business Development Manager in January 2021 and in 2023 became the Deputy Director of the organization. . Her role in the organization is to oversee West’s day-to-day operations and strategic planning. She will be part of the executive team to develop and implement initiatives that drive growth, improve organizational efficiency, and impact the economy. A native of Mendocino County, Paloma has a Master’s of Art degree in Leadership Studies with an emphasis in Nonprofit Leadership and Management from the University of San Diego, and a Certificate in Fundraising Management from The Fundraising School, a program of The Center for Philanthropy at Indiana University.
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Christine Rodrigues
Women’s Business Center Director
Christine Rodrigues
Christine Rodrigues brings more than twenty years of experience in nonprofit management, strategic planning, and program development to her role of WBC Director. Christine provided consulting, facilitation and planning services to nonprofits throughout Northern California as the CEO of R&P Associates, and is excited to support a thriving, sustainable rural economy in Northern California by helping women entrepreneurs who face unique obstacles in the business world. Christine holds an MBA from the Anderson School of Business at UCLA and a BA in Communications from Penn State University. She currently serves on the Board of Directors of the Ukiah Natural Foods Co-Op and on the steering committee for Leadership Mendocino.
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Julia Siderakis
SBDC Director
Julia Siderakis
Julia Siderakis has been in the culinary industry for 39 years and a restaurateur for almost 30 of those years. She has taught at the local community college, is a business advisor for West Business Development Center, sits on community and business boards, and a is business collaborator and expansion specialist in Mendocino County. Julia enjoys working with West Center clients and guides them through the different facets of their business aspirations and the processes that make them become a reality, flourish, or venture further into their chosen industry. The culinary world has limitless possibilities and Julia enjoys traveling and exploring the many aspects and paths to help clients reach their goals.
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Aspen Logan
Sr Program Manager for Economic Programs and Marketing Operations
Aspen Logan
With nearly a decade of experience running a small business in Mendocino County and extensive project management roles with large corporations, Aspen brings a wealth of expertise to her role as Sr. Program Manager. Having served on nonprofit boards and volunteered extensively throughout the County, she is committed to using her knowledge to advance innovative solutions and drive meaningful change in the local community.
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Mike Sholin
Client Services Manager
Mike Sholin
As a former owner of Mendocino Mustard®, Mike has first-hand knowledge of the challenges faced by small business owners, especially when operating within rural, remote counties. Bringing years of for-profit experience within sales, management, and small business ownership, Mike hopes to make an impact within our community by helping others succeed. He previously served as an Independent Business Advisor for the West Company, the predecessor of the West Business Development Center. Mike earned a BA in History, from the University of California, Berkeley and an MBA from St. Mary’s College of California, School of Economics and Business Administration.
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Elisa Campbell
Training Coordinator
Elisa Campbell
Elisa has been on the Mendocino Coast since 2019, playing an important role in Event Coordination and Human Resources Management, mostly in hospitality and education. She brings with her a strong dedication to seeing individuals reach their greatest potential and, in turn, creating lasting impact for their communities. Elisa holds a BA from UC Santa Barbara in Latin American & Iberian Studies and Spanish and is currently working towards earning a Certificate from UC Berkeley in Human Resource Management.
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Valentina Reyes-Petersen
Centro Latino West Program Manager
Valentina Reyes-Petersen
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Sasha Acevedo
Customer Care Specialist
Sasha Acevedo
Originally from New York City, Sasha has been living and loving California for over a decade now. She attended Mendocino College and graduated with two associate degrees in business accounting and business management. Her background will only enhance the understanding she brings to her role at West Center as the Customer Care Specialist. She loves to head to the Saturday’s farmers market in Ukiah and Sunday farmers market in Redwood Valley and enjoys hiking trails all over Northern California, from Humboldt County to Mendocino County.
Advisors
West Center’s advisors come from a wide array of career paths. They use their specialized knowledge to help our small business community grow and thrive.
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Paula McDonell
Marketing & Market Research
Paula McDonell
Originally from Australia, Paula has worked and lived in six countries over her 35+ years’ career in Market and Social Research, Marketing and academia. In addition to her professional knowledge and skills, her global experiences have broadened her understanding of both business and consumer behaviors and she brings these insights to her strategic work with clients.
Paula has a MPH and a M. Bus. (Marketing) and is a co-author of several journal articles. She is a graduate of the Leadership Mendocino program and is a Board member of the Redwood Coast Seniors’ Center, Fort Bragg.
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Baqi Kopelman
Marketing & Advertising
Baqi Kopelman
Baqi Kopelman began his career in Hollywood as a Director of Photography for commercials and films. He went on to become a Creative Director and Producer, before turning his attention to helping brands and businesses market their services and products. He has worked with thousands of clients, from major brands to small businesses and individuals, creating content, marketing and communication strategies to boost their businesses and raise capital.
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Lisa McCormack
Human Resources
Lisa McCormack
Lisa McCormack has over 30 years as an HR practitioner and leader. She works with small businesses to make HR “manageable” by providing practical solutions to everyday and complex people challenges. Lisa’s strength lies in forging strong relationships with clients. Working for highly successful organizations such as Intel Corporation and numerous venture-backed start-ups has resulted in a pragmatic approach to problem solving and conflict resolution, which produces practical solutions and effective results. Prior to co-founding Affogato HR Consulting, LLC, Lisa spent fourteen years at the Melita Group, where she built and led the HR Consulting practice. Lisa has a Bachelor’s degree in Industrial and Organizational Psychology from San Jose State University and is certified as a Senior Professional in Human Resources (SPHR).
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Anni Minuzzo
Specialty Foods
Anni Minuzzo
As a dedicated food industry specialist, Anni has worked with multiple Northern CaliforniaSBDCs since 2005 during which time she has assisted hundreds of food and beverage entrepreneurs, taught insightful workshops, and created dozens of success stories.
After spending two years in Italy studying cultural cuisine, Anni worked with Williams-Sonoma to launch Il Fornaio, designed commercial kitchens, managed catered events, and was on the launch team of a unique food emporium in San Francisco before starting her own wholesale baking company which grew to an international business. During this time she developed a broad network of professional associations and a wide lens on the pulse of the industry’s constantly evolving trends.
Anni is devoted to assisting SBDC clients with the fundamentals of getting started in thespecialty food business, helping them expand, and fulfilling their business dreams.
Board
Our Board serves to guide the organization as it moves through growth and change. Each Board member brings their perspective and life experiences to their role.
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Michelle Hutchins
Board Chair
Michelle Hutchins
Michelle Hutchins is the former Superintendent of Schools for the Mendocino County Office of Education. She was elected in 2018 after spending 24 years in education. Her experience includes having been an art and technology teacher, the director of adult and alternative programs, a university instructor, a principal, and a superintendent in two rural school districts.
In her role as County Superintendent of Schools, Michelle brings her experience to bear as she oversees the regulatory administration and educational support services for all school districts in Mendocino County. She embraces and embodies the Mendocino County Office of Education’s motto, “Success for All Students.”
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Dr. Timothy Karas
Chair-Elect
Dr. Timothy Karas
Dr. Karas has spent the last two decades working in the California Community College system. Prior to serving as the President at the College of Alameda, he held the position of Vice-President of Instruction. Previous positions held include Dean of Liberal Studies and Language Arts at Mission College and tenured faculty member at College of San Mateo. Since 2020, he has been the Superintendent/President for the Mendocino-Lake Community College District.
Dr. Karas has served on several community boards, committees, and commissions, including Rotary, the City of San Jose Library Commission, Bond and Parcel Tax Citizen Oversight Committees, and the Santa Clara County Sister County Commission. Dr. Karas co-authored a chapter in the book Campus Partnership in Small Academic Libraries: Challenges and Rewards.
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Todd Andrus
Treasurer
Todd Andrus
As branch manager at the Ukiah branch of Redwood Credit Union, Todd’s responsibilities include overseeing member service, staff management, and daily branch operations, as well as local community and business development efforts.
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Gerry Gonzalez
Secretary
Gerry Gonzalez
Gerry currently serves on the Willits City Council and was the former Chief of Police for the City of Willits for 13 years retiring in December of 2016. Prior to his retirement he served as a Police Officer, Police Sergeant, and Police Captain before becoming the Chief of Police. In total, Gerry served the Willits community for 30-plus years as a law enforcement Officer.
In addition to the City Council, Gerry currently serves on the Governing Board of Adventist Health Howards Hospital in Willits, is a Board member of the Willits Kid’s Club, and is a member of the Willits Rotary Club. He has been a past board member of the Willits Unified School Board and the Little Lake Fire Board. Gerry holds a Bachelors of Arts in Business Management and Criminal Justice Management from Sonoma State University. He currently resides in Willits with his wife Barbarie who teaches Kindergarten at Brookside Elementary in Willits. Gerry and his wife have two adult children.
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Paul Garza
Retired Consultant
Paul Garza
Paul retired to Mendocino County in 2013 after a career of 40 years in economic and community development. His broad-based experience included substantial work in small business development, an essential element of West Center’s core mission. He has worked for government agencies, community colleges, non-profits, corporations and his own consulting firm. His professional career included work in El Salvador, Mexico, Oman, and Saudi Arabia.
His previous non-profit experience includes board leadership for Centro Latino Literacy, United Way’s Somos Familia, Neighborhood Housing Services of Orange County, California Community Colleges Contract Education Committee, and has been a member of Orange County Hispanic Chamber of Commerce, Healthy Smiles, TELACU Community Capital, CSU Fullerton School of Education Advancement Board, Santa Ana Empowerment Zone and Orange County Innovation.
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David B. Thurber
Vice President, Branch Manager, Tri Counties Bank
David B. Thurber
David has more than 20 years working in the financial services industry ranging from mortgage lending to financial advising and retirement planning to retail banking and management. He obtained a Bachelor of Arts (B.A.) focused in History from Pennsylvania State University-Erie Campus.
Financials
As an authorized nonprofit 501(c)(3) organization, West Center makes financial reporting available to the public. All of our financial and reporting documents are available by following the link below or by calling our office at 707-964-7571.
