Hi, I’m Seth.
I’m the Vice President and Creative Director of the Philadelphia Flower Show, where I lead the strategy, creative vision, and exhibition content for the world’s largest and longest-running horticultural event.
I guide a team of designers, producers, and partners to transform ideas into large-scale experiences—blending design, curation, and storytelling with the operational discipline required to bring them to life.
What I DO
01
Strategy
I align internal and external teams, manage stakeholders, and balance immediate and long-term goals through strategic planning. This involves a mix of dynamic vision, defined objectives, and clear direction. Effective creative strategy is crucial to prevent wasted time and effort.
02
Leadership
I provide leadership for high-stakes projects with complex budgets and diverse stakeholder groups. My role involves fostering clarity, ensuring alignment, and clarifying each project's broader impact. I guide these projects from inception to high-profile completion.
03
Creative Direction
For large-scale and costly projects in the arts and cultural sectors, creative direction is key. It streamlines team efforts, ensuring cohesion and cost-efficiency. My responsibility is to integrate stakeholder and audience needs, delivering creative outcomes that are both thrilling and financially viable.
04
Curation
A compelling event communicates a message and inspires transformation in its participants. At the Flower Show, we showcase elite gardeners, landscape artists, and horticulturists from around the globe. My team and I curate this event to echo PHS's mission and resonate with global developments, creating a powerful experience for attendees.