Reed Hastings and the PAF leadership team hand-selected me to serve as Executive Producer for the world premiere of the Powder Art Foundation, a permanent outdoor sculpture park evolving across 12,000 mountainous acres at Powder Mountain, Utah. Over three days, I orchestrated an immersive press and VIP experience that brought together the art world's most influential voices to witness the inaugural collection and a landmark institutional partnership with the Dia Art Foundation.

The guest list was a who's who of cultural authority: W Magazine, Vogue, artnet, representatives from LACMA and the Utah Museum of Fine Arts, featured artists and their estates, Dia Foundation curators, Utah Arts Council leaders, PAF board members, and Reed's personal guests. These were people who shape the canon, and they were experiencing it all for the first time.

I flew guests into Salt Lake City and transported them to Powder Mountain, where I coordinated guided on-mountain tours introducing PAF's inaugural installations across the terrain. The program culminated at twilight with the world premiere reveal of Nobuo Sekine's Phase of Nothingness and Nancy Holt's Starfire, followed by an intimate coursed dinner at the Skylodge hosted by Hastings and PAF President Alex Zhang, where the Dia Art Foundation partnership was announced publicly for the first time. On the final day, I moved the group to Salt Lake City for a panel discussion on land art stewardship at the Utah Museum of Fine Arts, closing with pilgrimages to Smithson's Spiral Jetty and Holt's Sun Tunnels, both stewarded by Dia.

The announcement marked the true beginning of PAF as a serious cultural institution. Powder Art Foundation is a non-profit dedicated to celebrating the legacy of land art and supporting the vision of contemporary artists on Powder Mountain, transforming the mountain into a multi-season platform for meaningful outdoor adventures envisioned by path-breaking artists. Their partnership with Dia, which stewards nine permanent sites across the United States and Germany and is committed to advancing, realizing, and preserving the vision of artists, established a new framework for the long-term care of outdoor land art at scale.

W Magazine called it a "delightfully unlikely" proposition, and a compelling answer to what the next generation of art patronage could look like.