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
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. 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.
Kanika Couchene
Director of events & strategic partnerships
Kanika comes to the RDA from a manufacturing company where she served as the global executive assistance and event planner. Her previous experience includes being a continuing medical education event specialist and HR program coordinator at Mayo Clinic, and program director at The Mentor Network - REM River Bluffs Region. She received a bachelor’s degree in psychology and minor in communication from Ferris State University in Big Rapids, Michigan.