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What Do I Do?

I lead the creative vision, strategy, and execution for the Philadelphia Flower Show, overseeing a year-round team of 12 that expands to 25+ during show season, alongside 3,000 volunteers, fabricators, contractors, and partners. My role spans narrative development, large-scale design, and experiential strategy—balancing creative impact with business outcomes and audience growth. Each year, I direct the show’s signature elements, from the 100x100 Entrance Garden to multi-layered brand activations, while orchestrating hundreds of moving parts under tight timelines. This work combines high-stakes creative leadership with operational precision on one of the world’s largest horticultural stages.

9 pillars of my role:
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  1. Theme & Narrative Development

  2. Experiential Masterplanning & Audience Journey

  3. Creative Direction & Visual Systems

  4. Strategic Partnerships & Brand Integration

  5. Business & Value Creation

  6. Stakeholder & Team Leadership

  7. Programming & Content Curation

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1. Theme & Narrative Development

My team crafts annual themes that spark excitement, sell tickets, and resonate across audiences and platforms. I guide this process through concept workshops, storytelling, and multi-year planning cycles that attract stronger partners and give the show its creative edge. Alongside the narrative, we design add-on experiences like the Butterfly Experience, Kids Cocoon, and vendor showcases—each built to enhance the guest journey and drive revenue. The 100x100 Entrance Garden, which I lead from concept to fabrication, serves as a yearly centerpiece blending design, crowd flow, and high-profile event needs.

2. Experiential Masterplanning & Audience Journey

We approach the show floor as an immersive environment, mapping flow, emotional peaks, and signature moments that create a seamless guest journey. I’ve built systems to track guest feedback, streamline planning, and design assets that save the team time and money year after year.

3. Creative Direction & Visual Systems

From the annual campaign poster to on-site design, I lead the creative language that defines the show’s look and feel. I collaborate with marketing, external creative teams, or handle the process in-house—directing shoots, styling, and material sourcing to ensure every visual tells the same story.

4. Strategic Partnerships & Brand Integration

We create brand activations that feel natural within the show’s horticultural narrative. I’ve worked with partners like Comcast, QVC, RHS, Longwood Gardens, FIFA, and international tourism boards, developing experiences that align their goals with ours while enhancing the guest experience.

5. Business & Value Creation

Creative work only matters if it moves the business forward. I work with cross-functional leaders to connect our design vision with revenue growth, audience expansion, and brand equity. I also direct marketplace strategy, from merchandise collections to vendor curation, driving over $1 million annually.

6. Stakeholder & Team Leadership

I lead a year-round creative team of 12 that scales up with dozens of dotted-line contributors, contractors, and specialists during the show. I work closely with our board and multiple committees to keep priorities aligned and ensure the creative vision stays clear from concept through execution.

7. Programming & Content Curation

Great gardens are only part of the experience—content is what brings them to life. I scout and collaborate with designers, horticulturalists, and cultural figures worldwide, curating programming like the Know to Grow series and Potting Parties with Tu Bloom, the florist for the Grammy's..

8. Team Scale & Volunteer Leadership

The Flower Show depends on an enormous ecosystem—over 3,000 volunteers plus dozens of fabricators, artists, and contractors. I work across these groups to keep everyone connected to the larger vision while ensuring they have the structure and support needed to succeed.

9. Complex Execution & Operational Scale

Pulling off the Flower Show means orchestrating an intense, fast build and teardown, often in less than a week. I partner with our operations team, union trades, Aramark, and plant-forcing specialists to deliver a winter show where every plant is blooming on cue and every detail runs on schedule.

The Value I Bring

  • Creative Clarity: I turn complex, messy ideas into clear, actionable creative direction that teams can execute at scale.

  • Idea-to-Execution Leadership: I bridge strategy, design, and operations—ensuring great ideas don’t stall but move forward with precision.

  • High-Impact Experiences: I create cultural and brand moments that resonate with large audiences while delivering measurable results.

  • Cross-Team Alignment: I translate between creative, business, and operational priorities, keeping teams focused and momentum strong.

  • Partnership Builder: I craft collaborations with global designers, brands, and cultural institutions to elevate both content and reach.

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