Summary: On Sept. 18, 2025, VCU publicly launched its most ambitious philanthropic campaign, Unlocking Potential, to raise $1.838 billion. The Unlocking Potential campaign is guided by priorities that reflect VCU’s deepest commitments — to students, faculty, patients and community.
A campaign this ambitious required an equally ambitious launch experience. VCU’s Office of Development and Alumni Relations was tasked with producing a bold, immersive and highly memorable launch experience — one that reflects the university’s ambition, amplifies its voice, and powerfully brings its campaign pillars to life. The event experience at the Siegel Center a first-of-its-kind at VCU. The experience featured strategic activations that brought the campaign’s four pillars to life and utilized an engaging blend of formal production and dynamic moments, from on-stage storytelling to immersive zones and unexpected audience interactions. The event was a success bringing together more than 400 donors, alumni, community members and students.
The launch event followed the four-step process and included a period of research, planning, implementation and evaluation.
Scope: I was responsible for concept development and end-to-end delivery of the event.
All photos by Jud Froelich and Kirk Nawrotzky, VCU Office of Development and Alumni Relations
Summary: On April 24, 2024, the Giving Games transformed the Virginia Commonwealth University campus into a vibrant hub of play and purpose. This high-energy, one-day activation brought VCU’s annual giving day brand and the heart of philanthropy to life, inviting students, faculty, and staff to compete for a cause. Whether they were diving into "human hungry hungry hippos" or conquering the mechanical bull, participants weren't just playing—they were making a difference. Thanks to our generous partners, every player was empowered to direct a $5 gift to one of five campus causes close to their hearts. It wasn’t just an event; it was a celebration of what we can achieve when we come together to give back.
Scope: I was responsible for concept development and end-to-end delivery of the event.
All photos by Jud Froelich and Kirk Nawrotzky, VCU Office of Development and Alumni Relations
Summary: Camp Ram Horn served as a high-energy celebration of our President’s Club. We pivoted from the standard cocktail reception to an interactive pop-up summer camp that perfectly mirrored VCU’s new UNcommon brand platform. This wasn't just an event, it was a showcase of VCU’s distinctive identity. By engaging donors in a nostalgic, summer camp environment at Hardywood Park, we created a space where philanthropy felt fun, fresh, and impactful. The event successfully bridged the gap between our donors and the programs they support, proving that at VCU, our impact is as unstoppable as our community.
Scope: I developed the event format, creative concept and program framework.
All photos by Jud Froelich and Kirk Nawrotzky, VCU Office of Development and Alumni Relations
VCU Alumni Homecoming Tailgate Event
Location: VCU Institute of Contemporary Art
Date: November 8, 2019
Summary: VCU Alumni sought a creative way to engage alumni in a tailgate like tradition before the men’s basketball homecoming game.
Scope: I concepted, planned and produced the event. The principle goal of the event was to engage as many alumni as possible, basketball and non-basketball fans alike. To capitalize on the biggest audience possible, I secured a venue that was within walking distance to the game venue and provided a draw for alumni who did not have a great interest in basketball but still wanted to reconnect with classmates.
The VCU Institute of Contemporary Art was the perfect venue. Alumni were able to reconnect, participate in an alumna-curator-led-tour, of the current exhibition, experience the traditional homecoming sounds of the pep band and enjoy food and beverage from alumni businesses.
All photos by Jud Froelich, VCU Office of Development and Alumni Relations
VCU Alumni Stars Recognition Gala
Location: Dewey Gottwald Center at the Science Museum of Virginia Richmond, VA
Date: November 7, 2019
Summary: Since 1989, VCU Alumni Stars has recognized the achievement of the university’s most accomplished alumni in the fields of art, business, education, service and health care.
Scope: I was responsible for the successful project management and timely delivery of all events components. This event had a visual theme of “stars”. The theme was realized through the science museum location, the set design and the alumni-designed award in the shape of star (which is actually a bright, fiery ball). Alumni Stars celebrates the larger VCU Alumni family. The aspect of family was communicated through remarks, family style dinner service, cocktail hour featuring drinks made with spirits from alumni-owned distilleries and a performance band comprised of four alumni.
I also managed the non-live event components of Alumni Stars. This included the nominations and award selection; interviewing of awardees; script development; and copy writing.
All photos by Jud Froelich, VCU Office of Development and Alumni Relations
VCU School of the Arts in Qatar Annual Fashion Show
Location: Salam Studio & Stores, The Gate Mall, Doha, Qatar
Summary: This annual event is the most anticipated fashion event in the country. Attracting more than 1,500 guests over three nights and more than 400 via livestream. The event features celebrity guest and student designers. Guests are treated to gift bags filled with sponsor give-a-ways, special shopping discounts and a reception at a high-end restaurant within The Gate Mall.
It’s a lavish affair attracting members of the Qatar Royal Family, ambassadors and regional celebrities. The event raised funds for student service-learning trips to Indonesia.
Scope: Event direction to include: ticket sales, stage design, vendor selection and management, guest relations, protocol, sponsorship solicitation and activation, ticket marketing, PR, social media, live-streaming, risk management, permitting and volunteer recruitment. I worked with our design studio to develop invitations, programs and branding elements.
Photos by: Ravi Cohen, Juliette Sawyer for VCUarts Qatar
Tasmeem International Festival and Conference
Location: VCUQatar, Mathaf Arab Museum of Modern Art, Hamad bin Khalifa University Student Center in Doha, Qatar
Summary: Tasmeem Doha is a biennial international festival and conference focusing on unique and contemporary themes in art and design. The conference brings speakers, artists, performers, students and academics from around the world to VCUarts Qatar for a fun-filled week.
Scope: I managed logistics, vendors, registration, hotels and volunteer recruitment. I managed guest relations and protocol for VIPs including Rem Koolhaus, Casey Neistat, Her Excellency Sheikha Al Mayassa and Valentino. I helped faculty and students bring their set designs and branding ideas to life in our event venues. I managed pre-event and post-event social media. I also developed and executed creative catering concepts and secured in-kind sponsorships.
Photos by Markus Elbaus, Ravi Cohen, Richard Lombard for VCUarts Qatar.
VCU School of the Arts in Qatar Commencement Ceremony
Location: Hamad Bin Khalifa University Student Center at Qatar Foundation, Doha, Qatar
Summary: Commencement is a unique ceremony that maintains common American academic customs but also incorporates Qatari traditions.
Scope: As the event planner and executive producer, I lead a 10-person planning committee responsible for delivering the event. I developed the set design and managed vendors to build stages and backdrops, install lighting and sound, and provide catering, parking and security services. I also wrote the event script, managed rehearsals and the run of show. I worked with our design studio to develop invitations, programs and branding elements. I directed protocol and VIP engagement for guests including: Her Excellency Sheikha Al Mayassa, US Ambassador to Qatar Dana Shell-Smith and high-ranking government officials.
I worked closely with Qatar Foundation to incorporate Qatari traditions and share spaces, vendors and resources to achieve a cost savings of $38,000.
I collaborated with our design team and alumni to create a one-of-a-kind stole for graduates to wear. The stole featured a traditional Arabic pattern in VCU colors, and was so well received that it is now presented by the Dean to graduates each year.
Photos by Ravi Cohen, Dream Machine, WMP for VCUarts Qatar
VCU School of the Arts in Qatar Open House & Exhibition
Event Type: Exhibition
Location: Richmond, Virginia
Summary: This annual event provides an opportunity for representatives of the Qatar campus to connect face-to-face with the VCU president, deans, administration, faculty, staff and students. At only one hour in length, this event packs a punch. It features an exhibition of student work, speeches, a fashion show and creative Qatari-inspired food.
Scope: Complete planning including creative catering development, artwork installation, guest list development and managing executive engagement with the VCU president’s office and Qatar Embassy in Washington, DC.
Photos by Meghan McSweeney and VCU University Relations for VCUarts Qatar.
Hamad bin Khalifa Symposium on Islamic Art and Culture
Event Type: Academic Conference
Location: Palermo, Italy & Doha, Qatar
Summary: The symposium is a biennial international 3-day conference featuring original presentations by leading art historians, curators, conservators and writers covering various topics in the field of Islamic Art. The location of the symposium changes biennially.
Scope: I managed Qatar logistics, vendors, catering, hotels and volunteer recruitment. I traveled to Palermo to perform site visits and select local Italian event planner from competitive bid process.
Photos by Raviv Cohen and ServizItalia for VCUarts Qatar.
The Massey Challenge
Event Type: Fundraising
Summary: The Massey Challenge is the largest and most public event fundraiser for Virginia Commonwealth University’s Massey Cancer Center, raising in excess of $400,000 per year with more than 1,500 participants. The event is a fundraising partner of the Monument Avenue 10k. The fundraising is accomplished through peer-to-peer, sponsorships and events leading up to race day in March.
Scope: I managed a 22-person fundraising committee and was responsible for all aspects of the event. I managed online fundraising, cause marketing, event marketing, communications and public relations. I also recruited grateful patients, families and friends to tell their fundraising stories through earned and paid media placements. I negotiated sponsorship and partnership agreements and actively engaged community groups to participate in the challenge.
Photos by David Robinson Photography, Fran Householder and the Ackerly Family.
