Sarah Tober

Executive Director


Executive Director

Sarah Tober has more than 17 years of non-profit and business experience with a strong emphasis on communications. She recently completed her MBA at the University of Texas McCombs School of Business, where she studied executive leadership.

As the executive director of Scenic Texas, Tober, is focused on education, strengthening partnerships and chapters, and advocacy that results in the empowerment of citizens to safeguard scenic qualities of Texas highways, countryside, and communities. In this role, she is building up the board of directors, executing a $500,000 More Scenic Texas campaign, and overseeing the Scenic City Certification Program now on it’s 10th year and featuring 83 Texas communities.

In her previous role as the state communications director for a national small business advocacy group, Tober worked with the Texas Governor’s office and other top state legislative offices to further the small business story and make Texas the number one place for women-owned business. She furthered that mission by putting together a SXSW panel on small business and women entrepreneurs in Texas.

In 2010, her entrepreneur experience heightened with the opening and operating of Sarah’s Texas Pantry, a small sustainable neighborhood grocery store with all Texas-sourced products.

Always community-minded she has served on various boards and commissions from the Friends of Government Canyon Natural Area and Hutto Historic Commission to Keep Hutto Beautiful and the Austin Commission for Women. She has also volunteered for causes that are near and dear to her heart including: Meals on Wheels, Pug Rescue Austin, Habitat for Humanity, and the Texas Conference for Women, and has been a member of the Austin Ballet and Lady Bird Wildflower Center.

In college, Tober had two case studies in public relations crisis published in the annual International Association of Business Disciplines (IABD) Journal. As a freelance communicator, Tober has published articles in Directions magazine about life and travel in the Hill Country and on on where to invest a holiday bonus.

As a fifth generation Texan who grew up on the Guadalupe River, Tober, has a deep appreciation for adventuring outdoors. Whenever she has a free weekend she can be found mountain biking, hiking, skiing, sailing, and/or glamping.

Coming from a long line of farmers, ranchers, and gardeners accounts for her passion in horticulture and led her to become a Texas Master Gardener.

Finishing the Nike Women’s full marathon in San Francisco helped further teach her perseverance that she applies to her career.

She resides in downtown Austin with her husband Bobby; her son, Wyland; her pug, Fiona Apple; and cat, Calisto.