Funded by the City of San Francisco's Grants for the Arts/Hotel Tax Fund, the Senior Director, Arts & Culture Strategy develops the tactics and plans to promote the cultural assets of San Francisco including museums, performing arts, festivals and diverse neighborhoods and cultures to visitors, convention attendees and visiting friends and family. The role serves as the primary liaison between the tourism industry, city officials and the city's cultural leadership community. Efforts range from arts advocacy to development of events, itineraries, maps, packages to creating of time-sensitive campaigns.

Represented state tourism agency’s largest region. Contract included meeting with all assessed businesses, ensuring they were represented on VisitCalifornia.com accurately, assisting with increasing their visibility online and advising on familiarization trips, conferences, sales and marketing missions.

Created position responsible the branding of Pasadena as a cultural destination for travelers. Managed budget of nearly $100,000, leveraging additional funds from co-op partnerships to promote leisure campaigns. Developed creative for all online, print, advertising, official visitor guide, maps, brochures and created and managed facebook account used extensively for national campaigns including Tournament of Roses win-a-trips. Conceived and implemented artpass, a one ticket access to multiple destinations. Conceived and executed first-time promotional campaigns to increase visitation to Pasadena including; artpass Pasadena, Visit Pasadena Sweepstakes, Watch. Play. Stay. Getaway! with UCLA home games and others.

Newly created position based on work as consultant in prior year. Created multi-year strategy branding the Music Center as a cultural destination for visitors and managed annual budget of approximately $250,000. Developed marketing strategy, online promotion, social media content, campus-wide signage program (still in use today) integral part of web redesign team and art directed extensive photo shoot repositioning image of the Center. Conceived, secured sponsorship support and implemented successful events promoting the public spaces of Walt Disney Concert Hall (WDCH) bringing in a younger and more diverse audience.

Created tour of Walt Disney Concert Hall (WDCH), developed marketing plan promoting opening of WDCH, assisted with PR to open as new, fourth venue of Music Center. Created group sales department training staff of 12 guides and 20+ volunteers. Produced 46-minute audio tour of WDCH featuring Pritzker prize-winning architect Frank Gehry, Diane Disney Miller and others with narration by Tony and Emmy-winning actor, John Lithgow. Tour reviews from travel guide books and journalists were extremely positive. Tour continues to be very popular among locals and visitors today.

Created programs to attract out-of-town visitors generating $10,000,000 – $12,000,000 annually. Enhanced visitor program driving visitors into stores resulting in a 50% redemption rate of hotel bounce back card. Oversaw special projects including TV and filming; managed talent relations working with Emeril Lagasse, Annie Leibowitz, Julia Child, Duchess of York Sarah Ferguson, Elizabeth Hurley and others. Managed elements of large events including International Film Festival, Lifetime Achievement Award dinners, Marshall Field’s Jingle Elf Holiday Parade, dedication of Water Tower Park, Fash Bash and others. NOTE: Marshall Field's was sold and the locations I was associated with are currently operating as Macy's.

The State Street gourmet food and wine department was the largest department of its kind in the nation with a highly regarded product inventory and veteran staff. Over half of the annual business occurred between Thanksgiving and New Years Day. Managed, scheduled and reviewed a 20-person staff, expanding to 40 during the holiday season. Increased gourmet gift basket business by 44% and mature wine business by 4%. Managed personal appearances with celebrity chefs. Developed New Hire Buddy System for over 1,500 employees of the State Street store resulting in decreased training hours and higher guest service scores.

Assisted clients with home design. Projects ranged from custom drapery and wall covering to entire room and home remodels. Built loyal client base which led to second home projects as well as significant referral business to new clients.