For more than a decade, I have worked to make space for local culture within Central Florida's tourism economy. From establishing cultural tourism partnerships in Winter Park to developing new membership pathways with Visit Orlando and serving on statewide tourism committees, my work has connected independent businesses, cultural institutions, and neighborhoods with the resources and visibility of a major global destination.

The Milk District did not need to be reinvented. Its eclectic businesses, artists, and creative communities had already established a culture of subcultures worth celebrating. As Executive Director, I championed a placekeeping approach to economic development, connecting people, resources, and opportunities to amplify what was already there while giving the community a stronger voice in its future.

Not everyone sees themselves in traditional holiday celebrations. As Executive Director of The Milk District, I transformed a volunteer committee's unconventional idea into Krampusfest, an alternative holiday festival designed around the neighborhood's creative culture and hospitality community. By finding an underserved audience and creating a celebration where they belonged, we attracted thousands of visitors and established a distinctive new tradition.

I led the brand repositioning of Central Florida Community Arts through a documentary video series created with Oxenfree Film & Motion. Across more than 20 shoot days, we moved beyond transactional marketing to tell a bigger story about the people, relationships, and sense of belonging that make an arts organization matter.