Holly Masek
Executive Director
Holly Masek is the executive director of the Rochester Downtown Alliance (RDA). Before joining the RDA, Holly served as Director of Public Realm for Ashkenazy Acquisition Corp. (AAC), a real estate investment firm, where she managed community engagement, placemaking, and tourism strategies for AAC’s Iconic Portfolio, with a focus on the Boston market. Prior to joining AAC, Holly was a project analyst for Biederman Redevelopment Ventures, where she advised public, private, and non-profit clients on public space development and revitalization. Holly brings communications, marketing, and hospitality expertise to her planning and community development work. Her previous experience includes managing digital content for the Boston Planning and Development Agency and directing marketing and programs for a Belize-based jungle lodge. 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.
Karli McElroy
Senior Director of Placemaking
Karli McElroy is the Senior Director of Placemaking at the RDA. In this role she is responsible for creation and development of innovative and collaborative placemaking and public space improvement projects within downtown Rochester. She works with partners to help the community envision how we see our Downtown spaces differently. Her most recent projects include, the implementation and management of the RDA's Clean and Safe Ambassador Program, public space improvements to Peace Plaza and Central Park, the Third Street Alley Project, and creation of the COVID-19 Sidewalk Café Expansion Grant Program.

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. 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 in 2010 and a bachelor’s degree in mass media with an emphasis in public relations from Minnesota State University, Mankato in 2014. Katie looks forward to inspiring others to find what makes Rochester home for them and to getting further involved in the Rochester community.
Monika Kopet
Director of Events & Strategic Partnerships
Monika received her bachelor's degree from Metropolitan State University for Communications/Violence Prevention with a minor in Psychology. She has lived in the Twin Cities her whole life and moved to Rochester to be closer to her fiance and his daughter. She has volunteered previously at the Minneapolis VA Hospital escorting veterans to their doctor appointments, etc., and she is also a huge animal lover with two dogs she rescued. She loves giving back to the community in any way possible. She greatly enjoy getting outdoors, hiking and biking and is very excited to call Rochester her new home and explore its parks! She previously served as the publicity director on the Board for the Minnesota Rovers Outdoors Club, encouraging people to get outdoors with silent sports and getting our community more active. She has fallen in love with Rochester and is very excited to bring her experience in events to the table!
Lauren Contreras
Administrative Coordinator
Our administrative coordinator, Lauren, moved to Rochester from Seattle, Washington in 2019. Her favorite thing about downtown Rochester is the variety of awesome restaurants all within walking distance. Prior to joining RDA, Lauren was a program manager for Amazon Prime Video. Coming from the technology industry, she brings a data driven and design-thinking approach to problem solving and process improvement. She is a lover of film and TV, design, podcasts, trivia, and all living things, especially her miniature dachshund, Honey.