Consuelo Alba | WFF Executive Director & Co-Founder

Consuelo is a visionary arts leader harnessing the transformative power of film and culture to ignite social change in Santa Cruz County and beyond. Under her leadership, the Watsonville Film Festival (WFF) has grown from a grassroots collective into a nationally recognized cultural force offering year-round programming, supporting local filmmakers and redefining what a film festival can be: an inclusive, community-centered space for dialogue, joy and inspiration.

Consuelo was born and raised in Mexico City. Her early career as a journalist laid the foundation for her lifelong commitment to amplifying underrepresented voices.

As a documentary filmmaker, Consuelo explores cultural identity, healing and justice. Her award-winning short documentary El Andalón / The Healer screened at more than 30 international festivals, won seven awards, and was broadcast on Mexican public television. She is co-director of a new film, The Long Labor.

Marisa Marquez | Admin and Operations 

Marisa was born and raised in Watsonville. She has an Arts and Cultural Management degree and loves to use her skills and passion for the arts to make a lasting impact in her community. Marisa also works with Arte del Corazón and is a grant equity ambassador for the Arts Council Santa Cruz County. In her own words: "Working towards a more equitable arts sector that is accessible for people who have been historically marginalized is the heart of my pursuits.” 

Edwardo Rojas | Live Event Production Coordinator

Edwardo is owner of XXIII HRS music promotion company, DJ, former co-owner of Watsonville Music, founding member & bassist of the Watsonville-based band Pop Bottle Bombers. As a local promotor, Edwardo has presented dozens of live acts & DJ’s in Watsonville, including Celso Piña, Sonora Dinamita, Adán Jodorowsky, La Plebe, Gabriela Penka, Buyepongo, Qiuén Save and many more.

John Speyer | Watsonville Film Festival Co-Founder

John has been involved in WFF production & progrmming since year one. He is a former bilingual high school history teacher and small­-business owner. John is also an award-winning documentary film producer at Veremos Productions, a film production company based in Watsonville, which focused on sharing the stories of the Latinx community.

BOARD OF DIRECTORS

Dr. Rebecca Hernandez | Board President

Rebecca is Mescalero/Warm Springs Apache and Mexican American. She earned a PhD in American Studies, specializing in American Indian history and art in the United States. For seven years, Rebecca served as Director of the American Indian Resource Center at UC Santa Cruz. Under her leadership, the center thrived and together with the student interns, hosted over 100 events that centered American Indian voices. 

Rebecca is now the Community Archivist at the UC Santa Cruz University Library, where her role involves assisting with the preservation and documentation of the history and cultural heritage of Santa Cruz County. Through partnerships with community members, these materials can (if desired) be made accessible to the public, helping to educate and inspire future generations about the rich history and traditions of Santa Cruz County.

Ron Sandidge | Board Member

A longitme educator and committed community volunteer, Ron is currently a Vice Principal in the Pájaro Valley Unified School District. He served in the Peace Corps in Venezuela and began teaching in PVUSD schools in 1979. He is past-president of the Rotary Club of Freedom, Coordinator for the Watsonville Ivy League Project, and board member of MAIA Foundation (Migration and Adaptation In the Americas) in the Pájaro Valley. Ron also runs Snazzy Productions music promotion with his brother John.

Brenda Avila-Hanna | Board Member - Secretary

Mexican, award-winning filmmaker and educator. Her films mostly focus on transnational stories, spaces and identities. Brenda's work also involves initiatives that promote sustainability and support for diverse filmmakers and audiences. Her work has been showcased at HotDocs, Lakino Berlin, Frameline, HBO and Fusion Network among others. She is also in the Steering Committee of the film distribution cooperative New Day Films as the team lead for Equity & Representation. Brenda is on the inaugural cohort of DOC NYC’s “Documentary Industry New Leaders”, and a current Rockwood/Just Films Fellow.

Paula Smith-Arrigoni | Board Member - Treasurer

Paula Smith Arrigoni is the Executive Director of BAVC Media. Her background blends community development, nonprofit management and independent storytelling – from her urban planning education at UCLA, to the CDFI Fund at the US Treasury, Nonprofit Finance Fund, Youth Speaks, an independent film fund, BAVC Media, and several volunteer roles with film and media organizations and collectives, including The Roxie Theater, Watsonville Film Festival, BAMMS, and the Ninth Street Independent Film Center.

Paula has executive-produced several independent films. In addition, she was part of National Art Strategies CEO program, she co-founded the Bay Area Media Maker Summit, and is currently part of WESTAF’s Bay Area coalition.

Daisy Nuñez | Board Member

Daisy Nuñez is first-generation Mexican-American raised by migrant farm-working parents. Propelled by determination and grit, she overcame the challenges of growing up in an economically disadvantaged background and navigated an immigrant background followed by her parents’ encouragement to pursue a college education. After graduating from UC Santa Cruz, she received a Master’s degree in counseling education at San Jose State University. She has worked in education for more than 16 years, and is currently a school counselor at her alma mater - Watsonville High School. 

Daisy also serves as an adjunct counselor at Hartnell College and holds a Certification in Thanatology (Death, Dying and Bereavement) from the Association for Death Education and Counseling. Her family history and experiences working with disadvantaged groups have instilled in her the importance of reducing barriers in education for underrepresented and/or socioeconomically disadvantaged groups.

Giovanni Medina-Vazquez | Board Member

Giovanni Medina-Vazquez is an educator, filmmaker, and youth advocate. He was born and raised in Watsonville, CA to Mexican parents, and studied mathematics and film at San Jose State University.

Giovanni currently works as a program manager at Digital NEST, focusing on video production and design. He leads the programs that help youth gain experience and education in those fields. Engaging with the community and figuring out the best way to get the youth to engage and grow in new skills, especially video production and design, Giovanni’s daily work.

Before the Digital NEST Giovanni worked at another non-profit in Watsonville and with PVUSD, focusing on helping people learn, grow, and explore their passions. He has a deep connection and passion for the Watsonville community and creativity, wanting to see his hometown grow further.

Jose Lopez Cruz | Junior Board Member

WFF Junior Board Member Jose Lopez Cruz. Jose is a senior at Watsonville High School and student in the WHS Video Academy. He’s passionate about film and the art of filmmaking. He wants to pursue a career in cinematography and film production. He’s excited about joining the Watsonville Film Festival Board to increase youth representation and involvement in WFF programs and events.

PROGRAMMING TEAM

Consuelo Alba, Brenda Avila-Hanna, Huve Rivas, Hector Aguila, Gio Medina, John Speyer, Maria Bonner, Eugenia Rentería

ADVISORY BOARD

Jacob Martinez | WFF Co-Founder & Former Board President
Community leader, and co-founder of the Watsonville Film Festival. Jacob is also the founder and Executive Director of the Digital NEST, a 21st Century workforce development center for youth ages 15­-24 located in Watsonville.

Joanne Sanchez | Former WFF Development Coordinator
Joanne was the Watsonville Community reporter at the Santa Cruz Sentinel before moving on to focus her energy in the non-profit sector. She was the Public Relations manager at CASA of Santa Cruz County, Board of the Santa Cruz Museum of Art and History, and is a founding member of the Watsonville Campesino Appreciation Caravan. Joanne was instrumental in the development of the Digital NEST. She has worked and volunteered with WFF from its inception.

Joann Godoy | Former WFF Board Member & WFF Treasurer
A dedicated community volunteer, Joann served as the WFF Treasurer/Bookkeeper for seven years. She served as Fox Theater Project Manager for the WFF in 2016. Joann is a former Board President of Pájaro Valley Loaves & Fishes Kitchen & Pantry. She retired after a 32-year career in Public Health & Community Nutrition program administration and grants management. She lives in Aptos with her husband Marc.

Dr. Pedro Castillo | Former WFF Board Member
Retired university professor specializing in Chicano and Mexican-American history.  Pedro has served the community in multiple capacities for nearly 50 years. He has published several books, including The American Nation and Las Nuevas Fronteras del Siglo XXI/New Frontiers of the 21st Century. He has been a member of the California Council for the Humanities, the California Historical Society, the National Council of the Humanities (appointed by President Bill Clinton), City of Watsonville Parks and Recreation Commission, Board Member of the Public Library, Board Member of Planning Commission of Santa Cruz County and Board Member of Santa Cruz Museum of Art and History.

George Ow Jr.
Born and raised in Santa Cruz, businessman George Ow, Jr. is a lifelong patron of the arts. He was an original supporter of the beloved Pacific Rim Film Festival, and a sponsor of Pajaro Unified School District’s “On The Same Page” youth and family reading program. He has supported WFF since its inception.

Alan Hicks
Alan is a longtime Watsonville community activist, supporter of the arts, and business owner.