Viola Ncube. Source: LinkedIn
Following $55,000 loss, year-long investigation; worked remotely
By Pleasant Hill Police Department
After a year-long criminal investigation, felony charges have been filed against a former employee for the Pleasant Hill Tourism Improvement District, known as Visit Pleasant Hill, in connection with an embezzlement and bribery scheme.
In July 2025, the City of Pleasant Hill received a report from a contracted company regarding possible fraud involving former Tourism Improvement District Vice President of Sales and Marketing Sibongile Viola Ncube. The Pleasant Hill Police Department subsequently began an investigation.
The Pleasant Hill Police Department determined that Ncube overcharged invoices and bills paid by the Tourism Improvement District (PHTID) and received unauthorized monetary kickbacks. The fraudulent activity occurred between September 2022 and July 2025 and resulted in an estimated loss of approximately $55,000.
The Pleasant Hill Police Department requested assistance from the Contra Costa County District Attorney’s Office, including a forensic review of bank statements and related financial records. Following its review, on July 24, the Contra Costa County District Attorney’s Office filed two felony charges against Ncube, 641.3(a) PC – Commercial Bribery and 508 PC – Grand Theft Embezzlement.
Ncube is scheduled to be arraigned in court later this month.
The PHTID was formed by the City Council in January 2017. According to the Visit Pleasant Hill 2024-25 Annual Report the District assesses all lodging businesses available for public occupancy located within the boundaries of the City of Pleasant Hill. According to the organization’s LinkedIn profile, it is the “Destination marketing organization advancing Pleasant Hill’s visitor economy,” which, according to their Facebook page, “provides official visitor information and promotes local businesses, experiences, and events in Pleasant Hill, CA.”
According to her LinkedIn profile, Ncube worked in the position with Visit Pleasant Hill remotely from May 2023 to August 2025, after starting as Director of Sales & Marketing from April 2020 to April 2023. She has since worked remotely on a contract as Director – AI, Sales & Marketing for Aspire Hospitality from Aug. to Oct. 2025 and now works as Director of Sales & Marketing Omni Hotels & Resorts, full-time since Oct. 2025.
She earned a MBA in Hotel, Restaurant & Tourism Management from Oxford Brookes University in 2003 and an Associate’s degree in Hospitality, Restaurant & Tourism Management from City St George’s, University of London in 2000. Ncube also earned a credential in Advanced AI in Marketing from the Digital Marketing Institute in 2025 and a Diversity Equity and Inclusion Certified Professional from Destinations International Issued in 2022.
Her Facebook page shows Ncube’s last post was in June 2025. It also shows she lives in Los Angeles, is the Founder and CEO of My Black Beauty Box and The Black Book Consultant, still works for Visit Pleasant Hill, and references the Bible verse Isaiah 55:5.
According to an undated report by Black Meetings & Tourism, “Viola has held VP and Director roles specializing in the luxury hotel brands, holding key positions such as Regional Sales Manager with Accor Hotels (3200 hotels), then moving to Director of Sales with the prestigious hotel group Red Carnations (16 global hotels) before joining US based L.E. Hotels (400+hotels) as Director of Business Development – EMEA. Viola then joined the luxury Pineapple Hotels firm as Director of Corporate Sales before being head-hunted in 2011 to set-up Global Hospitality Services for a private investor, a hotel sales & marketing representation company, where she held the position of Vice President.
“Viola Ncube founded The Black Book Consultant in 2017, a boutique full-service management, sales & marketing consulting agency specializing in a curated selection of luxury hotels and DMO’s worldwide. The Black Book Consultant has since acquired several contracts within its first few years of operation, including managing the $300 million dollar opening of Svart.no and Melody Maker Cancun. Viola is currently contracted as VP of Sales & Marketing with Stay Pleasant Hill, the tourism district for the city of Pleasant Hill, CA.
“In 2012, Viola founded iROCK! UK, a social enterprise, an empowerment program, mentoring women into employment & business enterprise.”
The Pleasant Hill Police Department extends its appreciation to the Contra Costa County District Attorney’s Office for its thorough forensic review and assistance throughout the investigation.
Allen D. Payton contributed to this report.
