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Improved security and partnered with the 4-star hotels that flanked either side of the property to help drive higher caliber tourist traffic into the center. Which ultimately started to attract better/credit tenants: Starbucks, Cold Stone Creamery, Paragon Theaters, Jonny Rockets. 

Positioned the center as “local friendly” specifically through event planning and marketing. Supervised production of over 50 special events ranging from wine tastings to battle of the bands – worked with tenants, outside event sponsors (Miller-Coors) and internal/external teams on all aspects of planning the events: contracting, advertising, talent selection, budgets, collateral, design (look-and-feel), and media.

Produced the Summer Concert Series at the iconic Daytona Beach Band Shell. Handled band selection, fireworks, and permitting, food and beverage vendors, sponsorships (Budweiser), negotiated and managed contracts with subcontractors and vendors. 

Boo Bash.jpg
Mai Tai Rumble.jpg
Pirate Invasion.jpg
BBQ and Buffet.jpg
Fiesta De Mayo.jpg
Winter Wonderland.jpg
Concert Series.jpg
Bandshell Concert.jpg


  • Through strategic marketing, tenant sales increased over 20% and leased vacant spaces up to 95% occupancy.

  • Produced Summer Concert & Firework series at the Daytona Band Shell to bring 60% additional foot traffic to Ocean Walk Shoppes.

  • Secured $75k in government redevelopment dollars to help fund special events that repositioned the center as an area of pride.

  • Negotiated 45,000 SF lease with Paragon Theaters to redevelop the aging asset’s 10 screen theater.

  • Completed “Leadership Daytona” class through the Chamber of Commerce.

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