Our Staff


Executive Producer • Host • President

Raised and educated on the Central Coast, Valerie has more than 20 years experience in sales, marketing, and public relations gained while working for Charter Media, Lee Central Coast Newspapers and the Pulitzer Newspaper Group among others. Almost five years ago she seized the opportunity to buy Noble Productions, where as President she oversees all aspects of producing, directing, selling and promoting niche TV shows on local cable channels. Valerie produces non-traditional type marketing – typically 30 minute shows that feature one or more businesses or local events. 

The Central Coast is full of small business with big stories to tell. Unfortunately, in a world dominated by big-name brands, it’s hard for the small business owner to get noticed. Noble Productions and Marketing is a small company devoted to bringing big attention to small businesses. 

Valerie Mercado, Owner of Noble Productions and Marketing uses a camera, devoted television channel and marketing savvy to not just promote small businesses but to create stories that help connect customers and brands. With more than 20 years sales and marketing experience, Mercado is helping small and mid-sized businesses finally get the attention they deserve.

“From a business perspective, people think I’m crazy because I seek out small businesses to help, but I seek out those clients because they are the ones that need help,” Mercado said. Coming from a media and corporate background, Mercado said she knew it was hard for these small businesses to compete. Noble Productions and Marketing was built to provide the services to help small businesses. To further enhance marketing efforts Mercado decided to add Central Coast Now, a channel dedicated specifically to showcasing these clients.

For the last five years, Noble Productions and Central Coast Now has highlighted Central Coast communities and businesses with uniquely formatted 30-minute shows that air on Charter channel 10 and Comcast channel 27. Recent successes include shows on local wineries, real estate, museums, RV travel shows, cooking shows and more. “People come up to me on a regular basis and tell me ‘We come to this place because of you, we love what you’re doing,’ so it has been easy to know works for your customers,” she said. Noble Productions Keeps a small staff made up of Mercado and her assistant along with two full-time producers and two editors so they know first-hand what it means to be a small business, and they follow their own advice. Noble Marketing uses its own methods to promote its own services, buying ads and producing shows the same way Noble Marketing does for its clients. 

The company plans to stream its programs online and will soon perform live streaming at events. The company also hopes to expand outside of the Central Coast area as well, Mercado said. “So we have big plans, a big vision but yet we are small,” she said. As Noble Productions and Marketing, and Central Coast Now grows its mission remains the same: To provide excellent programs for viewers and help highlight the quality small businesses and communities in the Central Coast area.


Most central coast natives know me as your favorite watering hole bartender, but I take my profession to a whole other level, sharing my knowledge, insight & fun-loving ways with our viewers. I'm privileged to be a generational libation expert with a passion for food, alcohol, outdoors & excitement. I can't wait for my fellow fun-seekers to follow me as I share shenanigans, visit epic establishments in our own back yard & challenge you to come out and play!

Simon Mercado

Simon has always had a passion for filming video and turned his long time hobby into a career with Noble Productions. Simon's eagerness to out perform his piers and learn everything new in videography keeps him on the cutting edge of creative editing. Simon always enjoys filming with the best cameras! Simon is also heading up the live-streaming services within Noble Productions and is always improving his skills.

David Castenada

David has been working in video and live event production for his entire adult life. David started as an intern at KCOY-TV in Santa Maria in 1982 and became a live broadcast director until 1988 when he relocated to Los Angeles to work as an editor and Post-Production Supervisor at Pacific Ocean Post in Santa Monica, CA. David supervised the editing of hundreds of commercials, music videos, and broadcast programming for various clients, including,The Smithereens, Black Crowes, Paula Abdul, HBO, Showtime, and all of the broadcast networks. 

In 1992, David started working back in live broadcast as a Director and Technical Director for Visualize Productions on shows like "The A-List" and "Comics Only" for Comedy Central, as well as specials for HBO and Showtime for Jackson Browne. Kenny Loggins, Gallagher, and others. David continued to work as a free-lance Director/Technical Director/Cameraman for live corporate shows and sports programming all over the country for Fox Sports, Creative Technology (LA) and PRG (Las Vegas) for clients like Sony, Cisco, Wall St. Journal, ESPN, NASCAR, INdyCar, Hyundai, Chrysler, Mistsubishi, National Association of Women in Construction, Merck, Microsoft, Square Enix, among dozens of others. David also kept his hand in news, producing for Fox News Channel, ESPN News, NBC, and Fox Broadcast. 

In 2005, David moved back to the Central Coast and is now producing video content and live events for Noble Productions in Arroyo Grande. David also has melded his experience in live events with his love of racing as the Event Director at the Santa Maria Raceway.

David continues to travel to Los Angeles, Las Vegas and wherever fate leads him, as a live event producer for various corporate and non-profit entities.


Born and raised in Santa Maria, ca. Roger joined the KTAS family in March of 1997 as a master control operator and worked his way up the ranks into the commercial production department. Shortly afterwards, Rogelio made the switch from behind the camera to on air talent, becoming KTAS weather anchor.

After several years at KTAS he made the switch to English language television becoming a weather anchor at CBS affiliate KCOY where he enjoyed great success on their morning show. He also anchored at fox affiliate KKFX in Santa Maria, ca.

After a few years at KCOY and KKFX Rogelio made the switch back to his Spanish language family and once again became KTAS Telemundo's weather anchor and news director.

He founded west street studios, a full service video and audio production house in 2012.

Although TV has been Roger's profession his true passion lies with music. Roger formed La Faz in 2008.

He is the lead singer and guitarist in a band with 3 others whose genre of music is Latin Rock.

Hernan Andueza: 


Originally from Chile, I moved to California in 1996. I Moved to Paso Robles with my wife and daughter from San Joaquín Valley in 2011 as I fell in love with SLO County immediately after stumbling upon it .

I’ve been Involved in the media industry for several years now mainly with churches.  I joined the Noble team this past year as I have always admired their work.  The professional and friendly environment that Noble Productions provides makes it easy to fit in.

My area of expertise is video editing; nowadays I’m working hard to become great at match moving ,the process of matching CG elements into live-action footage.

I look forward to my future with Noble Productions and expanding my knowledge in the video industry.

We'd Love to Work With You

Our team would love the chance to meet and discuss your production and marketing needs! 

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