Holly Masek
Executive director
Holly Masek is the executive director of the RDA. In this role, she develops long-term strategy and directs day-to-day operations, including stakeholder and government relations, program development, budget and finance, and board administration, for downtown Rochester’s 44-block special service district.

Holly brings urban planning, real estate, public space consulting, government communications, and hospitality experience to her work at the RDA. Holly has a master’s degree in urban planning from Harvard University’s Graduate School of Design and a bachelor’s degree in human geography from Boston University. She grew up in New Hampshire and has climbed all 48 of that state’s 4,000 foot mountains.
Karli McElroy
Director of operations
Karli McElroy is the director of operations at the RDA. In this role, she is responsible for leading public space improvements, oversight of the Clean and Safe Ambassador Program, facilitation of the Facade Improvement Grant, as well as organizational planning assistance and operations management.

She is currently a graduate student at the University of Southern California's Price School of Public Policy, pursuing an online executive master's degree in Urban Planning. In 2020, she was selected to participate in the International Downtown Association's Emerging Leaders Fellowship. This fellowship consisted of thirty individuals from diverse backgrounds around the world, sharing ways to improve place-based economic development, the live-work-play experience, and public-private partnerships.
Katie Adelman
Director of content & communications
Katie Adelman is the director of content and communications with the RDA. In this role, she is responsible for creating, writing, and editing written communications; growing and maintaining relations with stakeholders and the media; and creating communication strategies for and awareness of the RDA and its programs.

Although a native of Ortonville (west-central Minnesota), Katie spent her childhood traveling to the Rochester area to visit extended family and considers Rochester a second hometown. She received an associate degree in digital art and design from Rochester Community and Technical College and a bachelor’s degree in mass media with an emphasis in public relations from Minnesota State University, Mankato. Katie looks forward to inspiring others to find what makes Rochester home for them and to getting further involved in the Rochester community.
Kanika Couchene
Director of events & strategic partnerships
Kanika is the director of events and strategic partnerships at the RDA. In this role, she is responsible for managing the RDA’s events portfolio, growing, and maintaining strategic partnerships with our community as well as facilitation of the Start-Up Event Grant.

Kanika comes to the RDA with 15 years of event planning and project management experience. Here previous experience includes being a continuing medical education specialist and HR program coordinator at Mayo Clinic. She received her bachelor’s degree in psychology and minor in communication from Ferris State University in Big Rapids, Michigan. Kanika enjoys bringing the community together through events and looks forward to continuing to serve the Rochester community.
Camden “Cam” Hurd
Clean and Safe Ambassador Program operations manager
Cam Hurd is the operations manager for the RDA’s Clean and Safe Ambassador Program. In this role, he is responsible for operation of the clean and safe program, management of ambassadors, special projects, and serving as a resource for businesses and the public. The Clean and Safe Ambassador Program ensures that the daily experience downtown is clean, safe, and welcoming. Ambassadors also help RDA broaden the reach and impact of programs downtown.

Cam has a background in retail management with hands on experience in delivering exceptional customer service. In his free time, he enjoys spending time with his family that includes his four children, his close friends, and being outside as much as possible. Cam is an extremely outgoing and vibrant person, that takes a lot of pride in his ability to connect with anyone he meets.