THE DALLAS ARBORETUM
DALLAS, TEXAS
Transforming Seasonal Programming into Must-See Cultural Events
OVERVIEW
Directed integrated campaigns that drove record-breaking attendance and secured national coverage in outlets like National Geographic, USA Today, and AFAR. Strategic positioning emphasized both botanical education and experiential family value, transforming seasonal programming into must-see community destinations.
FOCUS
Media & Influencer Relations, Campaign Strategy & Messaging, Workflow Automation & Performance Tracking, Photography & Sponsor Fulfillment
National and local outlets spotlighted the Arboretum’s campaigns, reaching millions and reinforcing its role as a cultural leader in Dallas and beyond.
MEDIA IMPACT
500M+ Impressions | $27M PR Value | 621+ Placements
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Campaign Highlights
I delivered high-impact campaigns that filled the garden with guests and energy. From festivals to member events, each activation strengthened the Arboretum’s role as Dallas’ cultural centerpiece.
DALLAS BLOOMS 2025
Celebrated 500,000 spring bulbs and was recognized by National Geographic and USA Today as one of the best places in the nation to see cherry blossoms.
BLACK HERITAGE CELEBRATION
Drew record attendance through community partnerships that showcased Black culture, cuisine, and creativity.
EXCLUSIVE MEMBER EXPERIENCES
Led messaging and content strategy for exclusive member experiences, strengthening engagement and loyalty.
HISPANIC HEREITAGE CELEBRATION
Brought families and communities together through music, dance, and food, making it one of the Arboretum’s most attended cultural gatherings.
FOOD AND WINE FESTIVAL
Featured 40 chefs and welcomed 230K guests, driving 15% year-over-year growth.
Results
National Media Impact
Secured coverage in National Geographic, USA Today, AFAR, and Texas Highways, generating 451M+ impressions and $27.6M PR value in just seven months.
Marketing Leadership
Developed and executed integrated marketing strategies across seasonal festivals, member events, and daily attendance drivers — strengthening the Arboretum’s visibility and delivering record guest engagement.
Strengthened Community
Activated partnerships with cultural groups and tourism organizations. Delivered toolkits and messaging that empowered sponsors and collaborators to amplify authentic stories and deepen engagement.
Expanded Brand Reach
Produced press releases, media advisories, and curated visuals that fueled consistent TV, print, and digital coverage. Reinforced the Arboretum’s “Garden for All” positioning and broadened appeal beyond traditional garden enthusiasts.
