Scope: I was responsible for creative development of the overall event series, defining strategy and vision, championing ideas internally, budget tracking and managing a team of five event planners through the final delivery of the series.
Summary: VCU’s Office of Development and Alumni Relations launched Unlocking Potential: VCU’s Campaign for the Future with a series of seven immersive events designed to amplify the university’s ambition, increase feelings of pride and bring its campaign pillars to life.
The rollout began with targeted engagement of key stakeholders. An internal celebration honored the DAR team’s efforts, which was followed by an exclusive breakfast where the university president and campaign volunteer leadership engaged with deans and unit leaders.
The public launch was a first-of-its-kind experience at the VCU Siegel Center, the on-campus basketball arena. Fusing live theater, expert speakers and hands-on activations, the event demonstrated philanthropy's transformative power to over 400 donors, alumni and community members.
Next, the campaign moved directly into the campus and local communities:
On-campus: Experiential events were held at the Monroe Park and Health Sciences campuses for students, faculty and staff.
Citywide: Rather than waiting for alumni and the community to visit campus, VCU partnered with two major Richmond festivals, building a highly visible experiential space for people to engage with the priorities of the campaign.
The strategy was a resounding success. The launch series engaged 7,233 individuals, shattering original engagement goals by more than 20% and establishing a bold new precedent for VCU’s philanthropic event outreach.
Scope: I was responsible for concept development and complete end-to-end delivery of the event.
:30 Event Highlight Reel
Summary: 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 was 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.
All photos by Jud Froelich and Kirk Nawrotzky, VCU Office of Development and Alumni Relations
Scope: I was responsible for concept development and complete end-to-end delivery of the event.
Summary: 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.
All photos by Jud Froelich and Kirk Nawrotzky, VCU Office of Development and Alumni Relations
Scope: I developed the event format and creative concept and managed an event planner through to final production.
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.
All photos by Jud Froelich and Kirk Nawrotzky, VCU Office of Development and Alumni Relations
VCU Alumni Homecoming Tailgate Event
Scope: Responsible for concept development and complete end-to-end execution.
Summary: VCU Alumni sought a creative way to engage alumni in a tailgate-like tradition before the men’s basketball homecoming game.
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
Scope: Responsible for concept development and end-to-end execution.
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.
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
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, volunteer recruitment, front of house operations.
Summary: Hosted in Doha, Qatar, 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.
Photos by: Ravi Cohen, Juliette Sawyer for VCUarts Qatar
Tasmeem International Festival and Conference
Summary: Hosted in Doha, Qatar, 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 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.
Photos by Markus Elbaus, Ravi Cohen, Richard Lombard for VCUarts Qatar.
VCU School of the Arts in Qatar Commencement Ceremony
Scope: As the event planner and executive producer, I lead a 10-person planning committee responsible for the end-to-end execution of the event.
Summary: Hosted in Doha, Qatar, commencement is a unique ceremony that maintains common American academic customs but also incorporates Qatari traditions. The event partnered closely with Qatar Foundation to incorporate Qatari traditions and share spaces, vendors and resources to achieve a cost savings.
Photos by Ravi Cohen, Dream Machine, WMP for VCUarts Qatar
VCU School of the Arts in Qatar Open House & Exhibition
Scope: Complete planning including creative catering development, artwork installation, guest list development and managing engagement with the Qatar Embassy in Washington, DC.
Summary: Hosted in Richmond, Virginia, 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.
Photos by Meghan McSweeney and VCU University Relations for VCUarts Qatar.
Hamad bin Khalifa Symposium on Islamic Art and Culture
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.
Summary: Hosted in Palermo, Italy and Doha, Qatar, 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.
Photos by Raviv Cohen and ServizItalia for VCUarts Qatar.
The Massey Challenge
Scope: I managed a 22-person fundraising committee and was responsible for all aspects of the Massey Challenge. 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.
Summary: The Massey Challenge is the largest and most public event fundraiser for Virginia Commonwealth University 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.
Photos by David Robinson Photography, Fran Householder and the Ackerly Family.
