LEEANN FROESE | PORTFOLIO.YVR Business & Entrepreneurs Magazine | Volume 2 | Issue 5 | 2024

LEEANN FROESE: TOWN HALL BRANDS

Town Hall Brands is a boutique public relations and marketing agency led by Leeann Froese and Andrew von Rosen. They are supported by a skilled, dedicated, and hardworking team of designers and marketers who share a passion for bringing ideas to life and inspiring audiences.

The company name, Town Hall Brands, draws inspiration from the concept of a "town hall" - a place where individuals gather to exchange and share valuable ideas and information, often preceding important undertakings. This collaborative, around-the-table approach forms the foundation of their operations and philosophy.

The team is known for delivering projects that inspire and celebrate the good life. Recognized and respected within the industry, the team possesses strong relationships and a unique skill set that enables them to create compelling brands and promote clients effectively.

In 2022, Town Hall Brands was certified for exceptional workplace culture by The Canadian Workplace Culture Index, a leading measure of workplace excellence in Canada. This achievement underscores the company's commitment to fostering a positive and collaborative environment for both clients and team members.

As media specialists, the team has cultivated exceptional relationships with journalists, bloggers, and influencers. They excel at securing media coverage, placing clients on television and radio, and leveraging digital channels to amplify their clients' stories. From managing social media and website content to overseeing paid media campaigns, Town Hall Brands ensures that every message resonates with the target audience.

MEET LEEANN

With over two decades of experience, Leeann Froese has built a career in marketing and public relations, working with companies and individuals globally. She has been honoured as one of "10 Women in PR That Lead, Inspire and Build Successful Brands" by Women in Public Relations NA and as one of "Five Women Leaders Helping Wineries to Be Successful" by Wine Industry Advisor.

Widely regarded as an influential voice in the wine and lifestyle industries, in 2015, she became Canada's inaugural ambassador for #winelover.

Her social media expertise earned her a spot among the "Top 40 People Globally to Follow on Social Media in the Wine World" in 2017 and 2018, as recognized by Social Vignerons.

Beyond her professional pursuits, Leeann is deeply committed to giving back. She volunteers as a member of the BC Chapter of Les Dames d'Escoffier, a prestigious society of professional women dedicated to supporting careers in wine, food, and hospitality.

Known as a connector and trusted resource, Leeann is often sought as a consultant, speaker, and panelist.

Her insights and expertise have made her a go-to authority in BC's wine industry, where she is celebrated for her collaborative spirit and dedication to elevating the community.

IN HER WORDS

"From a young age, I was self-employed, though I did not fully realize it at the time. At ten years old, I began charging my neighbours to babysit their children.

"From there, I found various ways to earn pocket money, taking on roles as a fruit picker, dishwasher, and garden weeder. These early experiences instilled in me a strong work ethic that would shape my future.

"I worked hospitality and retail jobs in my teens and while in school, and when I graduated from college, I landed my first 'real' job.

"Within two years, I transitioned from living lean to earning enough to purchase my first brand-new car. My husband and I bought a Volkswagen Jetta. It was basic - no power windows or air conditioning - but it was ours, hard-earned and new.

"In 2013, we started Town Hall Brands, but the seeds of my career journey were planted much earlier. At 24, I returned to school to study marketing. While completing my studies, I freelanced, writing press releases for an agency and creating reports for a real estate company."

"As part of my education, I completed a co-op placement with the BC Wine Institute (now Wine Growers BC).

Upon graduation, I was hired as a contractor to work with Christine Coletta, the executive director at the time. I started as her junior and balanced full-time work with evening and weekend classes to earn a diploma in media relations and public relations. I also took courses in event management and graphic design.

"As my education aligned more closely with my work, Christine entrusted me with greater responsibilities. When she left the BC Wine Institute, she invited me to join her at Coletta Consultants, where we handled marketing, public relations, and events for wineries and wine regions.

"My boyfriend, Andrew - now my husband - joined us as a graphic designer. Together, we began building something special.

"We had a remarkable run in public relations. I managed campaigns for Sumac Ridge Estate Winery, which was later acquired by Vincor Canada. From there, I took on public relations for the Vincor Canada Estate brands, including Jackson-Triggs and Inniskillin. I was proud to launch brands such as See Ya Later Ranch, Nk'Mip Cellars, and Osoyoos Larose, putting them on the map.

"During this time, the media landscape was vibrant, with dedicated wine columnists at numerous outlets.

"When Constellation Brands acquired Vincor, my work expanded to include their international brands, managing Canadian campaigns for Ravenswood, Robert Mondavi, and Hardy's, among others.

"Over time, I handled public relations for 13 of their brands at the same time, achieving significant milestones: securing television features, magazine spreads, and prominent placements for my clients. I wrote speeches for CEOs, conducted media training for winemakers, hospitality workers, and chefs, and completed wine studies to earn my WSET Levels 1 and 2.

"In addition to wine, I worked in agriculture, launching the now-multinational Ambrosia apple.

"Despite my busy career, I prioritized family. When my son was born, I took nearly a year of maternity leave before returning to work.

"After almost a decade of collaboration, Christine, Julian Scholefield, and I became partners, forming Coletta & Associates. While continuing with our existing projects, I expressed a desire for new challenges.

"Around this time, Christine planted grapes that would later become Haywire Wines.

"We stayed on with Vincor until the 2010 Olympic Games, where they were the official wine supplier. Being part of the Icewine pop-up in Richmond and participating in Olympic activations was a thrilling way to conclude a decade-long partnership."

"Next, we pivoted to rebranding and creating wineries. We transformed a fledgling winery into Road 13, revamped Hester Creek's packaging, launched Baillie Grohman Winery in Creston, and refreshed Tinhorn Creek's labels. By 2009, Haywire's first vintage was ready, and by 2013, Coletta & Associates closed as Christine and Julian transitioned to run Okanagan Crush Pad Winery. This shift led Andrew and me to consolidate our efforts and launch Town Hall Brands.

"We started in 2013 with a small team - Andrew, myself, and two contractors - working from the basement of our South Vancouver home. As word spread, BC wineries approached us, and we quickly outgrew our home office. In 2015, we moved to a loft-style office in Mount Pleasant, where we have remained ever since.

"At Town Hall Brands, we offer branding, graphic design, social media, public relations, event activations, and more, serving clients in lifestyle sectors such as food, beverage, sports, and tourism.

"Over the years, we have worked with wine regions from around the world, including Spain, Portugal, and Italy. We have launched and branded numerous British Columbia wine projects, as well as initiatives in food and hospitality

"Throughout my journey, I have been fortunate to have incredible mentors, including Christine Coletta, the late Harry McWatters, and his daughter Christa-Lee McWatters. I have also benefited from collaborations with industry colleagues such as Dana Lee Harris, Summer Dhillon, and Shelley M MacArthur. Media professionals like Renee Blackstone, Fred Lee, Sophie Lui, Tim Pawsey, and many others have supported our clients and helped me grow as a publicist.

"As Town Hall Brands celebrated its 11th anniversary in 2024, we reflected on a decade of growth and resilience. The pandemic brought challenges, but it also taught us the value of adaptability. We adopted a hybrid work model and, in 2022, introduced a four-day workweek, which has been embraced by our team.

"Looking back, I see the defining moments that shaped both my personal and professional journey

"For example, launching the Ambrosia apple taught me the power of strategic storytelling, while rebranding wineries underscored the importance of visual identity. Each project added a layer of expertise to my work and reinforced my belief in the power of collaboration.

"Whether launching a new wine label, promoting a packaged food product, or organizing a tourism event, the process of bringing ideas to life continues to inspire me.

"Our team has also been a critical part of our success. Mentorship is a value I hold dear, and I am inspired by the guidance I received from Christine and others.

"Many team members who started with us fresh out of school have gone on to achieve remarkable things. Others have stayed with us for years, becoming integral to our company's growth.

"Today, we have a talented group, including Marina, Sierra, Melody, Rebecca, and Judy, who bring their best to every project.

"Looking ahead, we are excited about new opportunities. While challenges remain, particularly in industries like wine, which face unique pressures, we are diversifying into packaged goods and other verticals. As 2024 comes to a close, we are optimistic about the future.

"Running a business is often described as being like a duck: calm on the surface, paddling furiously beneath.

"This analogy resonates deeply with me. Yet, when colleagues admire what we have built at Town Hall Brands, it reaffirms that we are on the right track. Each challenge and success has brought us to where we are today, and I look forward to what lies ahead."