In this Q&A, SIPP Board Director Sonterra Ross, Vice President of Operations at Beacon Community Services, shares what keeps her inspired in Greater Victoria. With over 15 years of experience in operations, Ross is deeply committed and motivated by helping people and empowering communities.
Ross emphasizes how the region’s economy is interconnected and organizations like SIPP play a critical role in bringing diverse voices together to drive collaborative and resilient economic development.
Q1. What first brought you to Greater Victoria — and what keeps you here?
I was drawn to Greater Victoria for its natural beauty and vibrant community. What keeps me here is the deep sense of purpose I feel contributing to a region that values innovation, inclusion and sustainability.
Q2. Describe your perfect day living in Greater Victoria.
A walk along Esquimalt Lagoon at sunrise, meaningful work with passionate colleagues and ending the day with local food and conversation at a community event.
Q3. How long have you been involved in South Island Prosperity Partnership?
Over 5 years.
Our economy is regional and interconnected. Success in one sector or municipality strengthens the whole South Island.
SIPP Board Director Sonterra Ross
Q4. What motivated/inspired you to join the SIPP board?
I wanted to help shape a resilient and inclusive economy for our region. SIPP’s collaborative approach to economic development aligns with my values and leadership experience.
Q5. When you think about the future of Greater Victoria, what excites you most?
The potential to lead Canada in sustainable innovation and inclusive growth — especially through partnerships that elevate Indigenous, youth and newcomer voices.
Q6. What do you wish more people understood about Greater Victoria’s economy?
Our economy is regional and interconnected. Success in one sector or municipality strengthens the whole South Island.
Q7. Why is it important for organizations like South Island Prosperity Partnership (SIPP) to exist?
SIPP brings together diverse voices to drive smart, inclusive growth. It’s a catalyst for collaboration that no single organization could achieve alone.
Q8. What’s one local business or community initiative you think deserves more spotlight?
The work of Indigenous-led enterprises and social purpose organizations — they’re building economic pathways that reflect our region’s values and future.
Q9. What book, podcast, or idea has influenced your thinking on leadership or community building?
“Dare to Lead” by Brené Brown — it’s a powerful reminder that vulnerability and courage are essential in building trust and driving meaningful change.
