Where am I Now?
Victoria Park BIA - Marketing & Communications Manager
I began my communications career in 2022 with the Victoria Park Business Improvement Area in Calgary, a non-profit organization representing more than 380 businesses across one of the city’s most historic downtown districts. The BIA supports local business vitality, neighbourhood enhancement, and cultural growth through advocacy, placemaking, events, and community programming.
As Marketing and Communications Manager, I lead digital strategy, community storytelling, event promotion, and public-facing communications for the district. My role spans social media management, brand development, content strategy, and community engagement, as well as hands-on marketing and public information for seasonal programs and major cultural events such as Night Light. I work collaboratively with local businesses, arts organizations, community partners, and cultural stakeholders to build a stronger, more recognizable neighbourhood identity.
Working within a small non-profit team has given me the opportunity to shape and run a full communications program from concept to execution. This experience has strengthened my strategic planning, event communications, and stakeholder engagement skills, while also allowing me to contribute meaningfully to city-building conversations and cultural placemaking in downtown Calgary.
Night Light 2025
Night Light is Calgary’s signature light and art festival, transforming public spaces with large-scale installations, interactive artworks, and cultural programming across the downtown core. Night Light 2025 attracted more than 65,000 attendees across seven downtown sites and generated significant reach on Instagram, including over 450,000 views and 70,000 accounts reached during festival week. I led event communications, digital storytelling, artist promotion, and community engagement, contributing to major audience growth and expanded venue partnerships. This project showcases large-scale event marketing, placemaking storytelling, and citywide cultural impact.
Collateral Developed
• Full social media campaign
• Artist storytelling, bios, and website copy
• Artist communications and coordination
• Festival brand voice and messaging
• Promotional graphics and ad copy
• Website copy and real-time updates
• Festival email and newsletter series
• On-site signage design, copy, and production
• Artist signage
• Public information and accessibility messaging
• Wayfinding language and navigational copy
• Community partnership promotion
• Festival program content and event descriptions
• Post-event recap and performance reporting
POW! 2025
Parade of Wonders - Calgary Expo
POW! Parade of Wonders is a fan and cosplay parade that brings thousands of participants and spectators through downtown Calgary as part of Calgary Expo’s annual celebration of pop culture. In 2025, the parade activated the Victoria Park district, drawing large crowds along the route and generating strong social engagement across community and fan audiences. I led event communications and digital storytelling for the Victoria Park segment of the parade, supporting neighbourhood visibility, cultural celebration, and positive public participation. This project highlights event promotion, downtown activation, and cultural placemaking within a major city festival environment.
Comprehensive Collateral and Deliverables
• Parade promotional posts
• Event announcement copy
• Instagram Reels and short-form content
• Media messaging and press content
• Parade route information and location copy
• Spectator information and participant guidelines
• Schedule and official program
• Community partner promotion
• Business and hospitality communications
• On-site signage and location descriptions
• Parade-day social coverage and real-time updates
• Post-event engagement content
Night Light 2024
Night Light is Calgary’s signature light and art festival, transforming public spaces with large-scale installations, interactive artworks, and cultural programming across the downtown core. In 2024, the festival welcomed approximately 28,000 attendees and began expanding across multiple downtown spaces, building new audience relationships and strengthening visibility for emerging and local artists. I developed event communications, artist features, and neighbourhood-focused storytelling that helped deepen community participation, introduce new festival partners, and establish Night Light as a recurring cultural event in Calgary’s annual calendar. This project represents strategic audience building, artist-centered storytelling, and increased community engagement during a foundational growth year.
Comprehensive Collateral and Deliverables
• Full social media marketing
• Instagram Reels and video content
• Artist storytelling and photography direction
• Artist communications and coordination
• Festival brand messaging
• Promotional graphics and ad copy
• Website copy and festival updates
• Festival newsletters
• Community business promotion
• Influencer coordination
• Press releases and media content
• On-site signage and artist panels
• Location introductions and program text
• Wayfinding language
• Community and neighbourhood messaging
• Event descriptions and installation storytelling
• Post-event reporting and analytics
Night Light 2023
Night Light is Calgary’s signature light and art festival, transforming public spaces with large-scale installations, interactive artworks, and cultural programming across the downtown core. The inaugural 2023 festival introduced the concept to Calgary for the first time, establishing a new cultural identity for the Victoria Park district and creating early awareness across digital channels. I developed the foundational brand story, festival voice, and public narrative, including naming conventions, key messaging themes, and early communications strategy. This project demonstrates festival start-up development, brand creation, and first-year audience introduction.
Comprehensive Collateral and Deliverables
• Brand narrative and storytelling direction
• Festival voice and messaging guidelines
• Naming conventions and key phrasing
• Social media introduction campaign
• Creation of social media hashtags
• Website copy and launch pages
• Artist and installation descriptions
• Media and press materials
• Visual language and brand tone direction
• Community partner messaging
• Initial influencer outreach
• Early signage and installation text
• Program content and festival overview
• Foundational digital analytics and reporting
