Board and Staff

Michelle La Sala is the Race Director of both the Monterey Bay Half Marathon and the Big Sur International Marathon. She began her career in the running industry in 2005 as the Volunteer Coordinator for the Los Angeles Marathon and now celebrates two decades of experience in mass participation events. Over the years, Michelle has played key roles in major marathons across the country, navigating everything from large-scale event logistics to crisis management and communications.

In recognition of her leadership and contributions to the industry, Michelle received the 2024 Women’s Leadership Award from Running USA and was named the 2024 Emerging Industry Leader by the National Center for Spectator Sports Safety and Security.  Michelle is a lifelong runner, having competed at the Division I level in college, has completed 35 marathons and is a world marathon majors six star finisher.

Michelle also serves as President of Blistering Pace Race Management, a company that has partnered with the Big Sur Marathon Foundation since 2016. Under her leadership, a dedicated year-round staff of eight oversees a wide range of responsibilities including registration, marketing and communications, sponsorship, and event operations. Together, the Blistering Pace team brings a wealth of experience to every event they support—delivering unforgettable race-day experiences for all participants.

David Rosenberg is a globally recognized leader in the attractions and hospitality industry, currently guiding SSA’s international growth and strategy efforts across 90+ attractions. He oversees SSA Ventures and leads the organization’s commitment to enhancing guest experiences and advancing conservation initiatives worldwide.

Prior to joining SSA, David served as Vice President of Guest Experience at the Monterey Bay Aquarium, where he was responsible for shaping all facets of the visitor journey. His career began at Walt Disney World in resort and casting operations, followed by executive leadership roles with Hyatt Hotels Corporation before he joined the Aquarium’s senior team in 2007.

David is a past Chairman of the Global Board of Directors for the International Association of Amusement Parks and Attractions (IAAPA), where he was honored with the Outstanding Service Award for his contributions to the global attractions industry. He has also served as Chair of the Aquarium Affairs Committee for the Association of Zoos and Aquariums and as an accreditation inspector. A frequent keynote speaker and mentor, David collaborates with students and academic leaders at the University of Arizona and California State University Monterey Bay, where he chairs the Hospitality Academic Advisory Committee.

David is honored to serve on the Governance Board of the Big Sur Marathon Foundation, where his passion for world-class guest experiences and community connection aligns perfectly with the Foundation’s mission.

Hugo Ferlito has been a dedicated member of the Big Sur Marathon Foundation Governance Board for decades and is the longest-serving member of the board. A retired dentist and lifelong athlete, he was also one of the “Grizzled Vets”– a select group of runners who have completed every Big Sur International Marathon since its inception in 1985 – for 33 years.

Hugo’s passion for running began after graduating from dental school in 1970, inspired by Frank Shorter’s 1972 Olympic gold medal victory. Since then, he has completed over 100 marathons, including the Boston Marathon, and has taken on even greater challenges, competing in three Ironman triathlons. He remains committed to an active lifestyle, balancing daily running, swimming, and strength training to maintain his fitness.

When he’s not training or racing, Hugo and his wife, Karen, enjoy traveling the world for races, with past destinations including Barcelona and Havana. He believes in staying active at any age and encourages others to “get to the starting line of whatever you are trying to do.”

Hugo lives in Carmel, CA, and continues to be an integral part of the Big Sur Marathon Foundation, bringing his experience and enthusiasm to the organization year after year.

John Hiestand is a seasoned finance executive with extensive experience leading high-growth organizations across the fintech, insurance, and capital markets sectors. His career spans strategic roles in accounting, operations, governance, and financial planning, including work with both public and private companies preparing for IPOs and navigating complex regulatory landscapes. A CPA and CFA, John is known for his collaborative leadership style, sharp analytical mind, and steady ethical compass.

Since joining the Governance Board of the Big Sur Marathon Foundation in 2025, John has brought his financial expertise and commitment to organizational integrity to support the Foundation’s long-term sustainability and growth. A firm believer in the power of sport to unite and inspire, he’s proud to contribute to an organization that celebrates community, endurance, and the beauty of the California coast.