Truckee Downtown Merchants Association Names Nikki Peterson as New Executive Director
FOR IMMEDIATE RELEASE
Truckee Downtown Merchants Association Names Nikki Peterson as New Executive Director
TRUCKEE, Calif.—The Truckee Downtown Merchants Association (TDMA) is proud to announce the appointment of Nikki Peterson as its new Executive Director. An accomplished leader with a deep background in nonprofit management, marketing, and entrepreneurship, Peterson steps into the role to lead the organization in its mission to preserve the unique character of downtown Truckee while fostering a vibrant and sustainable local economy.
Peterson brings over 15 years of experience in event management, strategic marketing, storytelling, and community development. She most recently served as the Director of Marketing and Communications for the Community Foundation of Northern Nevada. Prior to that, she was the Executive Director of the Nevada North Interscholastic Cycling Association, where she grew the youth development nonprofit to serve hundreds of student-athletes across the Eastern Sierra and Northern Nevada.
“We are thrilled to welcome Nikki to the TDMA team,” said Alyssa Farina, President and Treasurer. “Her proven track record of scaling nonprofits, combined with her firsthand experience as a small business owner, makes her uniquely qualified to support our downtown merchants and navigate the evolving needs of our community.”
Peterson’s career is rooted in both civic leadership and entrepreneurship. She was a founding Board member of the Lander Economic Development Association (LEDA) in Wyoming, where she played a pivotal role in creating a vision for regional growth. During this time, she also co-owned and operated two successful coffee shops in Lander and Riverton, Wyoming. Both establishments earned national acclaim, even being recognized in Sunset Magazine as one of the best coffee shops in the country.
“Downtown Truckee is the heart of this region, and I am honored to serve the merchants and residents who make it so special,” said Peterson. “Having been a small business owner myself, I understand the challenges and the incredible rewards of running a storefront. I look forward to leveraging my background in economic development and community building to ensure our downtown remains a thriving, authentic destination for everyone.”
A former professional mountain biker and collegiate athlete at Indiana University and the University of Wyoming, Peterson holds a Bachelor of Science in Human Food and Nutrition and a Master’s degree in Education. Her diverse background—from education to professional sports to high-level nonprofit administration—equips her with a holistic perspective on community health and economic vitality.
About the Truckee Downtown Merchants Association (TDMA):
The Truckee Downtown Merchants Association is a 501(c)6 nonprofit organization dedicated to the economic and cultural vitality of Truckee’s historic downtown. Through advocacy, events, and community partnerships, the TDMA works to support local businesses and preserve the heritage of the downtown district.
Media Contact:
Nikki Peterson
Executive Director
nikki@historictruckee.com
(928)231-9526