P eter terHorst honed his extensive sales, marketing and public relations experience in a 20-year career with the motorcycle division of American Honda Motor Co., Inc. From 1997-2002, he led the company’s publicity efforts as Press Manager during the motorcycle division’s resurgence as the leading U.S. motorcycle brand. His achievements include the successful promotion of the company’s worldwide 50th anniversary in 1998; the creation of the industry’s first practical electronic media kits; and leading the industry’s integration of Internet-based media into new product launches and race team promotion.

Mr. terHorst has considerable non-profit experience as well. He was Executive Director of the Pediatric Brain Tumor Foundation, the largest source of non-governmental funding for pediatric brain tumor research in the world. He directed the foundation’s successful fund-raising program, the Ride for Kids, to consecutive record years in 2002 and 2003, oversaw the expansion of the foundation’s media outreach and instigated a national media campaign to broaden public awareness of childhood brain tumors, the country’s deadliest childhood cancer.

Mr. terHorst and his family moved to the beautiful mountain city of Asheville, NC in 2001. Born in Royal Oak, Michigan in 1954, he was raised in Alexandria, VA. He is a graduate of the University of Virginia, where he earned a BA in History in 1978.