PROJECTS
HiddenGEM
Festivals & Events
Business Launches,
Placemaking Projects,
Destination Marketing
I’ve planned, produced, and promoted projects and marketing campaigns across arts, culture, festivals, live entertainment, business launches, and community experiences—from concept and execution to growth and expansion.
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Art + Music
Cafe Concerts ft. Raul DiBlasio
El Paso Downtown Street Festival
Cool Canyon Nights concert series
Alfresco! Fridays concert series
Music Under the Stars concert series
Movies in the Canyon
Holiday Movies in the Plaza Theatre
KLAQ Balloon Fest
CODAworx Marfa Tour
Business
State of Downtown and Downtowner Awards
Downtown Corpus Christi Marketing
Downtown Business Association
Working Capitol Launch & Opening
El Paso Business Conference & Expo
City Representative Re-election Campaign
Culinary
40th annual Main Street Fest
New Vintage Wineries & Galleries Trail
Mamacitas Valentine’s Day & NYE Dinners
One Region, One Table
Tequila, Taco, & Cerveza Fest
Mexican Food Cook-off
Taste of El Paso
Sun City On Tap
OktobeerFest
Bacon Fest
Chocolate Affair
Fitness + Fun
Italian Car Fest
Hotel Indigo’s Rooftop Wellness Series: Yoga, Booty Band Camp, Sound Healing
Downtown Corpus Christi Run Club
Sun Bowl Fan Fiesta
Insane Inflatable 5k
Kiss My Grass Volleyball Tournament
Sports & Get Fit Expo
KISS-FM Bridal Expo
KISS-FM 70’s Party
KISS-FM 80’s Party
Back 2 School Expo
Great River Raft Race
Seasonal
Mayor’s Merriest Downtown Decor Contest
The Port’s Illuminated Boat Parade
Holiday Market on Peppermint Lane
El Paso’s Corn Maze
Hotel Indigo’s NYE Party
Holiday Movies in the Plaza Theatre
Holidays On Ice
KLAQ’s Haunted House
KLAQ’s Halloween Parade
First Friday ArtWalk
Monthly downtown cultural event featuring outdoor block parties and downtown businesses, venues, and art galleries hosting live music, local artists and vendors, food, and immersive activations that transformed the district into a vibrant, high-attendance community experience.
Employer
Corpus Christi Downtown Management District
Year
Established in 2010, Expanded in 2022-2024, Continues today
Location
Marina Arts District, Corpus Christi, TX
HiddenGEM Impact
Led the expansion of ArtWalk through months of planning and coordination with the City, local businesses, and event co-producers to create a safe, pedestrian-friendly footprint spanning more than 13 downtown blocks (8 additional from original footprint). I recruited and managed Block Party Curators who produced unique activations within the footprint, secured a year-long sponsorship investment exceeding $100,000 with a beer distributor, and ensured neighboring businesses were engaged and included in the experience, resulting in a more vibrant, collaborative, and sustainable event model.
MusicWalk
A collaborative street festival co-hosted with the Music Advisory Council and Visit Corpus Christi celebrating the city’s official certification as a Texas Music Office “Music Friendly City,” featuring live performances, local talent, and downtown activations that highlighted Corpus Christi’s growing music scene.
Employer
Corpus Christi Downtown Management District
Year
Launched in 2023, Continues today
Location
Marina Arts District, Corpus Christi, TX
HiddenGEM Impact
MusicWalk is a special annual edition of ArtWalk held each September, created in partnership with Visit El Paso and the Music Advisory Council to celebrate El Paso's official designation as a Texas Music Office "Music Friendly City." The partnership aligned perfectly with our plans to expand ArtWalk through additional block parties, outdoor stages, and live music venues, while Visit El Paso's sponsorship investment helped launch new programming that strengthened MusicWalk and fueled the continued growth of ArtWalk year-round.
Corpus Christi Mural Fest
Corpus Christi Mural Festiv is a vibrant celebration of public art featuring mural tours, live artist activations, and newly commissioned large-scale murals that continue to transform the Downtown Marina Arts District into an open-air gallery. Artists from around the world spend 10 days creating their works while experiencing the city through curated tours and community events, culminating in public Q&A sessions and artist meet-and-greets.
Employer
Corpus Christi Downtown Management District
Year
Established in 2022, Expanded in 2023, Continues today
Location
Marina Arts District. Corpus Christi, TX
HiddenGEM Impact
Joined the project midway through planning and helped co-promote the Corpus Christi Mural Festival while enhancing the overall artist and guest experience. Leading the Promotions departments, we created custom mural reveal events featuring the Mayor, developed guided mural tours by foot and bike, and coordinated hospitality experiences for visiting artists. In year two, I helped elevate the festival through enhanced mural tours, nighttime mural lighting installations, expanded artist hospitality programming, and unique local experiences—including a boat tour of Corpus Christi Bay. The festival's recap and artist interview video earned a Gold ADDY Award for Best Video in 2023.
El Paso Downtown Street Fest
A collaborative street festival co-hosted with the Music Advisory Council and Visit Corpus Christi celebrating the city’s official certification as a Texas Music Office “Music Friendly City,” featuring live performances, local talent, and downtown activations that highlighted Corpus Christi’s growing music scene.
Employer & Co-Producers
El Paso Live, Visit El Paso, Townsquare Media (KLAQ, KISS-FM), Rave Marketing & Events
Year
Launched in 1999, HiddenGEM supported the event 2014-2018, Event ended in 2019
Location
Downtown El Paso Streets, Convention Center, Abraham Chavez Theatre, Arts Festival Plaza
HiddenGEM Impact
El Paso StreetFest was a successful large-scale festival when I joined the team, and my role was to activate Arts Festival Plaza with new creative programming. I developed "Art Park," an interactive arts experience featuring live sidewalk canvas competitions, a progressive mural painted by multiple local artists, pop-up artisans and food vendors, an Indie Music Stage with emerging genres and DJs, and a community gathering space that quickly became one of the most popular areas of the festival. Art Park received coverage in the El Paso Times, and one of the featured muralists was showcased on the cover of City Magazine in 2018.
State of Downtown & Downtowner Awards
Annual stakeholder event highlighting the progress, investments, and future vision of Downtown Corpus Christi while celebrating local impact through the People's Choice Downtowners Awards, recognizing outstanding businesses, artists, musicians, and community leaders across eight categories.
Employer
Corpus Christi Downtown Management District
Year
Established in 2022, Expanded in 2023-Present
Location
Rockit’s Whiskey Bar & Saloon, Marina Arts District. Corpus Christi, TX
HiddenGEM Impact
When I joined the Downtown Management District in 2022, State of Downtown was a small presentation hosted at a local bar. With support from the Executive Director, I reimagined the event into a business-formal experience featuring a stakeholder social hour, People's Choice Downtowners Awards hosted by the Mayor and a local media personality, an impact report presentation, and a surprise documentary premiere presented in a movie-style setting. The event concluded with desserts, a live DJ, and interactive experiences, creating a more engaging and memorable celebration of downtown's progress and community impact.
Mamacitas Launch & Events
Mamacita's is a vibrant boutique restaurant known for its elevated dining experience, creative cocktails, and visually stunning atmosphere. The restaurant features signature culinary events throughout the year, including Valentine's Day, New Year's Eve, and other themed seasonal dining experiences that blend food, culture, and hospitality.
Client
Hotel Indigo / Esperanto Development
Year
Launched in 2019, Still Open Today
Location
Hotel Indigo, Downtown El Paso, TX
HiddenGEM Impact
Partnered with the owner and General Manager to support the grand opening and launch of Mamacitas, helping position the boutique restaurant as a local favorite and social media-worthy destination. I led marketing efforts that grew the restaurant's social media audience from approximately 800 to more than 10,000 followers in eight months, booked videographers, photographers, and local influencers to create high-quality promotional content, and developed signature dining experiences, including New Year's Eve and Valentine's Day five-course wine-paired dinners and a Día de los Muertos-themed culinary event.
The Manor - A Taste of Luxury
The Manor at Ten Eleven is a luxury event venue reimagined inside a restored 1920s estate, featuring more than a dozen immersive, themed rooms and distinctive event spaces designed for high-end private events, celebrations, and curated experiences. The property blends historic architecture with intentional design, offering a one-of-a-kind destination.
Client
Owners, Private Investors
Year
Established in 2020, Open 2020-2024
Location
Uptown El Paso, TX
HiddenGEM Impact
Played a key role in the development and launch of The Manor at Ten Eleven into a luxury event venue with custom event spaces. Working with the owners, development team, and Interior Designer, I helped shape the guest experience, venue positioning, and go-to-market strategy, while developing event sales packages, agreements, and launch plans for private events and public programming including weddings, private parties, Mother’s and Father’s Day brunches, Café Concerts featuring Raúl Di Blasio, Wine Lab, and Champagne & Caviar events. My work helped translate the vision into a fully operational, market-ready destination with curated, high-end experiences.
GrapeFest —Texas Wine Experience
One of Texas' longest running and largest wine festivals, featuring the iconic GrapeStomp competition, People's Choice Wine Tasting with more than 100 wines, live entertainment, wine workshops, a carnival, food trucks, and hundreds of vendors taking over the streets and lots of Historic Main Street in Grapevine, Texas.
Employer
Grapevine Convention & Visitors Bureau
Year
Founded in 1986, HGE supported the 38th annual event in 2024, Continues today
Location
Historic Main Street, Grapevine, TX
HiddenGEM Impact
Served as Festival & Event Director for Grapevine, Texas, supporting the events team in delivering two successful multi-day festivals and several unique event concepts. Collaborated with committee chairs and more than 60 long-standing volunteers through monthly planning meetings, helping restructure committee operations with updated documentation, planning tools, and site maps to improve long-term efficiency. Partnered with the website manager to redesign a more user-friendly, visually elevated festival website showcasing events and partners. Additionally, helped reorganize the six-person Festivals & Events team by rewriting detailed job descriptions, defining specialized roles and responsibilities, aligning staff with their strengths, and creating greater accountability, clarity, and ownership across event operations.
Sun City Craft Beer Festival
Sun City Craft Beer Festival is one of El Paso’s largest annual craft beer events, held in the heart of downtown at the Convention Center Plaza and featuring 100+ beers, live music, food vendors, and interactive entertainment. The festival brings together breweries, distributors, and local partners to create a high-energy tasting experience with themed activations, games, and entertainment throughout the venue.
Employer
El Paso Live, Visit El Paso, El Paso Convention Center
Year
Established in 2013, Expanded in 2016, Event concept updated to tiki-theme in 2026
Location
Convention Center Plaza & Convention Center
HiddenGEM Impact
While simultaneously launching the Special Events and Sponsorship Department, I supported the organization and operational streamlining of Sun City Craft Beer Festival to improve overall execution and financial performance. I secured a key media partnership that increased ticket sales by more than 1,000 compared to the prior year, shifting the event from a near-loss into more than $40K in net revenue. I also helped expand the festival into a two-day format and improved the brewer experience to strengthen participation and encourage increased brewery attendance in future years.
El Paso Ice Cream Festival
El Paso Ice Cream Festival is a family-friendly downtown event celebrating local and regional dessert vendors, food trucks, live entertainment, and interactive activities, bringing together the community for a summer-focused festival experience centered around ice cream tastings and creative culinary offerings.
Employer
El Paso Live, Visit El Paso
Year
Established in 2015, Revamped in 2016, Produced through 2020
Location
Cohen Stadium (‘15-’16), Convention Center Plaza (‘17-’19), Virtual 2020
HiddenGEM Impact
Joined following the inaugural El Paso Ice Cream Festival after operational challenges and negative PR led to a need for restructuring. In year one, I supported a PR recovery effort with the marketing team, including a media ice cream social and community outreach campaign, while enhancing the guest experience through new activation zones such as the Cone Zone, Kid Zone, and Sundae Station, and securing featured ice cream vendors from Hawaii, New York, and Austin. I also championed the relocation of the festival to the Downtown Convention Center Plaza to improve capacity, shade, and accessibility. Additionally, I secured the presenting sponsor, contributing more than $9,000 in product that generated tens of thousands in sales. By year two, the event reached breakeven, and by year three it achieved approximately $10K in profit with attendance growing to more than 8,500 guests.
The Badass Human Race
An extreme, 3-mile urban obstacle course featuring 15 custom-built challenges made from repurposed shipping containers and industrial materials. It kicks off with a high-energy runner rally start line and pushes participants through a gritty downtown course designed for all levels. The experience finishes with a giant cold plunge and flows into the Badass Day Party—featuring local food trucks, vendors, fitness brands, a Badass Bar, merch, and live fitness challenges.
Client
Owner, Badass Human LLC
Year
Launched in 2025, Improved and expanded in 2026, Continues today
Location
Downtown El Paso Texas, San Jacinto Plaza and downtown streets
HiddenGEM Impact
In year 1, I supported the Badass Human Race through key partnerships and co-promoter coordination, vendor booking, and event consulting. In year 2, I was brought on in a larger capacity to lead and strengthen all community partnerships and support overall event organization. I spearheaded sponsorship development, volunteer group coordination, vendor booking and management, and key partnerships including the bar manager and merchandise partner, while also contributing to marketing strategy, content support, and overall planning and execution.
Illuminated Boat Parade & H-E-B Tree Lighting
The Port of Corpus Christi's Illuminated Boat Parade and the H-E-B Tree Lighting became signature holiday traditions that transformed Downtown Corpus Christi into a festive seasonal destination. The boat parade featured dozens of illuminated vessels competing across multiple award categories while lighting up Corpus Christi Bay. At Water's Edge Park, the lighting of a 60-foot H-E-B Christmas tree grew into a large-scale community celebration with thousands of attendees, holiday vendors, live entertainment, and photos with Santa. The Christmas tree remained on display throughout the season, driving visitation and creating a vibrant holiday atmosphere in the Marina Arts District.
Employer
Corpus Christi Downtown Management District
Year
Established in 2015, Revamped in 2022, Continues today
Location
Downtown Corpus Christi, TX, Marina Arts District, Water’s Edge Park & Port of CC
HiddenGEM Impact
Reimagined two standalone holiday events into one signature waterfront celebration, combining the H-E-B Tree Lighting and Port of Corpus Christi's Illuminated Boat Parade into a single, high-impact experience that attracted more than 7,500 attendees. Expanded the tree lighting with dozens of holiday vendors, a DJ stage and dance party, dog-friendly activations, and a mini train connecting guests between Water's Edge Park and the boat parade. Elevated the parade experience by introducing a U.S. Coast Guard-assisted Santa arrival, featuring Santa arriving by helicopter, transferring to a boat, and officially kicking off the holiday festivities.
El Paso WinterFest
El Paso WinterFest is a 2-month long holiday festival that transforms Downtown El Paso into a vibrant winter destination. The celebration features an outdoor ice-skating rink, holiday markets, live entertainment, interactive attractions, festive light displays, seasonal food and beverages, and family-friendly activities, attracting hundreds of thousands of residents and visitors to Downtown El Paso during the holiday season.
Employer & Partners
El Paso Live, Visit El Paso, City of El Paso
Year
Launched in 2016, Merged with City in 2018, Continues today
Location
Downtown El Paso Texas, San Jacinto Plaza, Convention Center Plaza, Arts Festival Plaza, and City venues throughout El Paso
HiddenGEM Impact
Led the launch of El Paso WinterFest from concept to execution, negotiating the partnership agreement for the outdoor ice skating rink, securing $99,000 in inaugural sponsorships, booking vendors and entertainment, and overseeing key event logistics. Increased sponsorship support to $155,000 and $176,000 in subsequent years while championing the festival's expansion into a city-wide celebration in 2018 through collaboration with City leadership and department directors. Today, WinterFest is nationally recognized as the #1 Christmas Market by Newsweek and the #2 Holiday Market in the Nation by USA Today, solidifying its reputation as one of the country's premier holiday festivals.
Events & Projects
