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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.

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