BOARD OF DIRECTORS
PRESIDENT, linda rocha
Linda works as a Director, Information Contact of Development at Dance Alive National Ballet. This amazing local source of world-class ballet was founded in 1966 and is an important part of the North Florida arts community.
Linda graduated from Queensborough Community College in 1974, and is a former member of the Coral Springs Academy of Dance and Keller Williams Realty.
VICE PRESIDENT, dean lockley
Dean is currently the Director of Sales for the TownePlace Suites by Marriott here in Gainesville. Florida is the 6th state Dean has lived in, the first East of the Mississippi, arriving in Gainesville in 2021.
Dean is active throughout the community, in support of a number of different causes and organizations. If you see him, feel free to say 'hi', yell at him through a car window, or make him pose for a picture (just make sure to tag the Alachua County Hospitality Council if you post it!).
SECRETARY, devyn emery
Devyn is a Gainesville native with a lifetime passion for hospitality. She began her career in the food and beverage industry at just 15 years old and has since grown into a leadership role as Sales Manager at Hotel ELEO. Devyn recently earned her bachelor’s degree in Hospitality, Tourism, and Event Management from the University of Florida in May 2025. As a board member of the Alachua County Hospitality Council, she is dedicated to enhancing the guest experience and supporting the growth of her hometown.
Treasurer, Natalia Porrata
Natalia Porrata is the Director of Sales at Aloft Gainesville by Marriot and has five years of experience in the hospitality industry, working in roles such as Front Desk Supervisor, Accounting, and Sales. She spends her free time with family and friends, volunteering, reading, and enjoying sports. As the chair of the Community Service Committee, Natalia leads initiatives that make a positive impact locally and globally. She finds passion in serving the community, evident in her participation in mission trips to locations such as Rwanda, Bolivia and Columbia.
business & Lodging liaison, Melissa Mathews
Melissa is the Sales Manager at Aloft Gainesville by Marriott. While new to the hospitality industry, Melissa comes with the over 15 years of combined experience in roperty management, real estate, customer service, marketing, and sales. Her main passion is in creating lasting, meaningful relationships with both her clients and colleagues. Melissa graduated from Santa Fe College with an Associate’s degree in Psychology, which deepened her love for connecting with others. Melissa grew up in Gainesville and enjoys exploring the different trail systems, frequenting the many natural springs, and experiencing the variety of restaurants in town. She loves spending time with family and friends, and making the most of every weekend with her husband and two dogs.
Restaurants & Attractions liaison, ASHLEY BRYANT
A Gainesville native, Ashley is currently the Chief of Staff & Vice President of Marketing at Butler Enterprises. Ashley is a graduate of the University of Florida College of Journalism and Communications. Over the last 20-plus years, Ashley has worked in for-profit and nonprofit organizations in various roles such as marketing, communications, business development, and public relations. Ashley’s experience here in Alachua County, includes creating marketing strategies, building strategic partnerships, orchestrating community collaborations, managing advertising campaigns, driving business development, implementing social media, and overseeing digital marketing.