Release Date: Dec 2, 2020

National Landing BID Announces New Hires and Promotions

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NATIONAL LANDING BUSINESS IMPROVEMENT DISTRICT ANNOUNCES NEW HIRES AND PROMOTIONS

Organization Bolsters its Team to Better Support National Landing in its Ongoing Transformation

Arlington, VA – December 2, 2020 –The National Landing Business Improvement District (BID) today announced two new executive appointments and three promotions within the organization.

Appointments include Ashley Forrester as Vice President of Marketing and Communications and Malaika Scriven as Vice President of Planning and Development, who will take on two newly created positions. In addition, the BID’s Robert H. Mandle has assumed the role of Deputy Executive Director, Cassie Bate Hurley has been named Director of Events and Strategic Partnerships and Jasmine Gipson has been appointed Manager of Planning and Economic Development.

“With the expansion of our organization’s boundaries, scaling our team in a thoughtful and strategic way to achieve both our current and future goals has been a main priority,” said Tracy Sayegh Gabriel, President and Executive Director of the National Landing BID. “With that in mind, I am thrilled to welcome Ashley and Malaika to our organization and proud to announce the promotions of Robert, Cassie and Jasmine. All five individuals have demonstrated deep expertise and leadership, and I look forward to their new and ongoing contributions to our organization and the National Landing area.”

Ashley Forrester – Vice President, Marketing and Communications

Ms. Forrester is joining the BID in early December as Vice President of Marketing and Communications. Her responsibilities will include driving increased visibility for the BID, strengthening relationships with stakeholders and area businesses, leading content development and overseeing events and activations.

Ms. Forrester brings over 15 years of experience in public relations and creative marketing to her position. Most recently, she served as the Corporate Director of Communications and Marketing at Events DC, the convention and sports authority for Washington, DC, where she led the integrated communications and marketing strategies for 11 properties, as well as partnerships and strategic initiatives to position the city as a world-class destination and drive economic activity. Earlier in her career, Ms. Forrester held positions at Burson-Marsteller and Ruder Finn, two global public relations agencies. Since 2016, Ashley has served as an adjunct professor teaching media relations at Georgetown University and was recently named to Washington Business Journal’s “40 Under 40” Class of 2020 leaders in the DC region. 

Malaika Scriven – Vice President, Planning and Development

Ms. Scriven will join the National Landing BID in late December as Vice President of Planning and Development. In this role, she will draw on her more than two decades of experience to lead all planning and development initiatives and oversee the BID’s efforts pertaining to the public realm and beautification, transportation and economic development.

Ms. Scriven most recently served as the Chief of Staff at the DC Office of Planning, where she supported the Director and 76 planners in promoting the district’s unique and diverse neighborhoods to ensure long-term, equitable and inclusive growth. She has also served in various senior level positions at the Office of Planning and the Office of the Deputy Mayor of Planning and Economic Development, where she focused on the redevelopment of Walter Reed. Earlier in her career, Ms. Scriven held planning roles at the Maryland-National Capital Park and Planning Commission in Montgomery County, and the Metropolitan Council of Governments.

Robert H. Mandle – Deputy Executive Director

As Deputy Executive Director, Mr. Mandle will oversee the BID’s staff, financials and operations, serving as an advisor to Ms. Gabriel in the development of BID priorities, programming, strategic marketing and policy positions.

Since joining the BID in 2007, Mr. Mandle has been transformative in the organization’s growth and expansion, as well as National Landing’s development into a vibrant and thriving downtown. With a combined expertise in economics and urban planning, his work includes visionary placemaking and transit connectivity planning, most notably as champion of the new CC2DCA Intermodal Connector that will provide convenient pedestrian access from downtown Crystal City to National Airport.

Cassie Bate Hurley – Director, Events and Strategic Partnerships

As Director of Events and Strategic Partnerships, Ms. Hurley will develop, design and implement the BID’s full suite of events and activities programming. She will also spearhead strategic partnerships and sponsorships with stakeholders and external entities that further the BID’s mission.

Ms. Hurley joined the BID in 2018 and was promoted to Senior Events Manager in 2019, successfully executing more than 300 events annually. Prior to her time at the BID, Ms. Hurley worked on the development team at the Newseum and served as the Events and Development Director at the Arlington Chamber of Commerce.

Jasmine Gipson – Manager, Planning and Economic Development

In her new role as Manager of Planning and Economic Development, Ms. Gipson will focus on leading a wide range of projects that drive the BID’s efforts in placemaking, open space activation, public art and economic development.

Ms. Gipson joined the organization in spring 2019 as a Planning and Operations Associate. Prior to the BID, she developed public and private partnerships at KaBOOM!. A graduate of Harvard College, Ms. Gipson was a Mellon Mays Research Fellow and STRIDE Public Service Scholar.

The National Landing BID is evolving to meet the needs of a neighborhood in the midst of growth and reinvention. Formerly the Crystal City BID, the organization expanded its boundaries in September 2019 to include Pentagon City and Potomac Yard – Arlington in an effort to foster a collective vision for the interconnected downtown. In June of this year, following a robust community engagement process, the BID adopted its National Landing name and unveiled new branding and initiatives.

The organization plans to continue to expand its team in 2021 as it strives to achieve its diversity and equity objectives and impart its services to the entire National Landing area.

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About the National Landing Business Improvement District

The National Landing Business Improvement District (BID) is a public-private partnership established to promote and activate the area’s business, retail, restaurant and residential community through placemaking, public art, transportation, economic development, events, marketing and promotion. This dynamic, mixed-use urban center encompasses the vibrant Crystal City, Pentagon City and Potomac Yard-Arlington neighborhoods, and includes more than 26,000 residents, nearly 12 million square feet of office space, approximately 5,900 hotel rooms and over 450 restaurants and shops. Already Virginia’s largest walkable downtown, National Landing is in the midst of an exciting transformation driven by billions of dollars in public and private investment that will deliver new and enhanced housing, offices, parks, transportation and infrastructure in the coming years. The National Landing BID is helping to steer this growth in ways that are sustainable and enhance the area’s diversity and livability. For more information, visit NationalLanding.org and connect on Twitter, Facebook and Instagram.