Design Dossier: Tucker Berta

Tucker, director of marketing for W Atlanta-Midtown, is a cheerleader for the city’s culinary and performing and visual arts scene. Her endless efforts include concepting and hosting WonderGlo, producing the first PopUp shops in Midtown and creating Street Food Thursdays. A former director of communications at Serenbe, Tucker seeks to bring media and public attention to Atlanta. Below, she gives us a glimpse inside her world. 


What’s a typical day for you like? Yesterday, I had breakfast at Empire State South with Steve Nygren to discuss all the exciting things that 2013 holds for Serenbe. Then I headed into W Atlanta-Midtown for a day of meetings about upcoming events and partnerships, including an art event with Jennifer Schwartz and sponsorship of the Atlanta Film Festival. Next, I had a phone call with Food Network about their City Eats platform launching in Atlanta. Then a phone call with Charlie Thompson, an old friend of mine from UGA and founder of American Spirit Whiskey, about an upcoming event. I’ve been brainstorming with Charlie and his co-founder, Jim Chasteen, about ASW since they first let me take a sip from an unmarked Mason jarnow they’re “licensed bootleggers” and in all the best restaurants in the city. After that, I met my Atlanta Track Club women’s group for a run. I ended the day with dinner at Miller Union.


Items I won’t leave my home without are… the Cartier Tank watch my partner Nick gave me for my 35th birthday. And my Ray Bansclassic wayfarers for everyday, large “Jackie O’s” if I’m in the sun.


Describe Atlanta in three words: How about three terms? Culinary leader; culturally wealthy; transportation challenged, but hopeful.


Any Atlantans you’re following that you think will be the next big thing? Monica Campana, the founder of Living Walls. And gallery owner Jennifer Schwartz who founded Crusade for Collecting.


Describe your fashion sense of style. If I had a uniform, it would be: AG or Rag & Bone jeans, a Calypso St. Barth cotton top or cashmere sweater, a Theodora & Callum scarf, Stuart Weitzman wedge sandals or J. Crew wedge boots. I also love to find special pieces at Les Nouvelles, an online boutique owned by two extremely fashionable Atlanta girls. Their site is rich with up-and-coming and hard-to-find designers.


What’s something that would surprise people about you? I know all the lyrics to a remarkable number of songspop, rap, rock, Broadway and even some country. My closest friends call me the “Lyrical Rain Main.”
The last vacation I took was… to Cabo for two weeks over Christmas and New Year’s. Nick and I take a winter holiday trip to a Mexican beach every year; it’s a vital part of recharging our batteries to get ready for the new year. We don’t do much beyond soaking up the sun, reading as many books as possible and enjoying cervezas.


My guiltiest pleasure is… The Bachelor. Deliciously deplorable.
What’s your favorite way to entertain? We love to have friends over at our weekend townhome at Lake Oconee. The essentials there during warm months are a cooler of SweetWater, a bottle of ASW and some ginger beer. We’ll pick up some cured meats, cheeses and baguettes from Star Provisions, and have steak or burgers and seasonal veggies on the grill. It’s all typically consumed on a pontoon boat in the middle of the lake.


The most memorable event I’ve ever worked on is… Les Dames d’Escoffier’s “Afternoon in the Country” at Serenbe. It’s a true celebration of everything I lovelocal chefs and local farmers who are passionate about their craft; interesting wine, beer and spirits; a gorgeous setting in the country and a relaxed yet convivial vibe.
What’s your proudest professional moment? Seeing a full-page, glowing story on Serenbe in the Sunday New York Times. (Click here to read)


What advice would you offer someone starting off in public relations? Listen. Ask your clients everything about them, their business and their brand. Truly listen to them as a curious person first, a consultant second. Consider what resonates with you and take note of what you need to know more about. If you allow yourself to fully understand the story, what it authentically is and wants to be, then you’ll be more equipped to identify the things that will attract customers and media attention.{The “10 under 40” Presenting Sponsor for 2013 is AmericasMart}