The Santa Fe Opera
This collection highlights creative direction and design work across digital and print platforms, developed through my long-standing collaboration with The Santa Fe Opera (SFO). Over the years, I’ve contributed in many roles—including designer, creative lead, marketer, copywriter, and artistic partner—across departments and seasons.
Rooted in SFO’s mission to advance the operatic art form and nurture future artists and audiences, my work helps shape a visual identity that balances tradition with innovation. From the intimacy of a program book to the boldness of outdoor signage, each piece reflects SFO’s unique setting, ambitious repertoire, and dedication to storytelling.
This body of work reflects both a deep appreciation for the performing arts and a flexible, collaborative approach to branding and audience engagement for one of the nation’s leading cultural institutions.
Web Design & Development
Managed the development, design, and launch of the SFO’s website, leading both internal and external web teams and overseeing discovery, RFP creation, CMS users, budget, and estimates. I built the site structure, selected and edited all imagery (including my original photography), wrote web copy, and ensured each page was designed to the utmost standards. Post-launch, I then managed ongoing web updates and content creation.
Creative Direction of
Digital & Print Design
Digital and print advertising campaigns, program books, CD covers, posters, event signage, and more—each project guided from concept to execution, focusing strongly on visual storytelling, brand alignment, and cross-platform consistency, blending creative strategy with compelling design.
Marketing & Events
Managed Adobe Creative Cloud projects, eBlast deployments, advertising, and broadcast coordination, and provided support to the Box Office team. Mentored interns and contributed to special events—including galas, receptions, and donor gatherings—by collaborating closely with Marketing and Development teams. Oversaw event photography logistics and frequently stepped in as photographer to ensure high-quality coverage.
Social Media & Community Management
I moderated social media channels (Facebook, Twitter/X, Instagram, TikTok, YouTube), overseeing day-to-day community engagement, user-generated content initiatives, comment and message screening, and real-time event coverage. My role included developing and implementing platform-specific strategies to foster meaningful interactions, uphold brand voice, and ensure a safe and welcoming digital environment for diverse audiences.
Copywriting & Editing
I served as copywriter and editor for SFO’s Youth Nights program books, adapting language to be more accessible and engaging for younger audiences. Youth Nights are special evenings at the opera dedicated to youth groups and local organizations serving young people. Since 1959, these events have introduced over 100,000 children to the world of opera. In collaboration with the Pueblo Opera Program and other community partners, SFO continues to offer young audiences the chance to experience the magic of high musical drama, elaborate sets, stunning costumes, and powerful storytelling.
Front of House Management
Hired and managed a team of over 100 front-of-house staff for The Santa Fe Opera’s open-air theater, ensuring smooth operations in a unique outdoor setting. Oversaw production and rehearsal time management, radio communications, staff scheduling, payroll processing, and emergency response coordination (CPR/AED/First Aid certified). Served as a key point of contact for VIP patrons, donors, and members of the press, maintaining high standards of hospitality and professionalism.
Let’s Get Social