Technical Advisory Group

The Technical Advisory Group (TAG) acts as the steering committee of the Castro & Upper Market Retail Strategy, and consists of representatives of neighborhood organizations, merchants, developers, and other stakeholders.

Andrea AielloAndrea Aiello, Castro/Upper Market Community Benefit District (CBD)
Andrea is the Executive Director for the CBD, and leads the Castro & Upper Market Retail Strategy. She led the organization as the Executive Director from its infancy to a well respected, high profile organization in the Castro. Andrea’s background is in public health prevention and she approaches her work from the perspective of building healthy communities. Her objective is to find ways to connect economic vitality strategies with building healthy, thriving and engaged communities.

AlanBeach-NelsonAlan Beach-Nelson, Castro/Eureka Valley Neighborhood Association (EVNA)
Alan Beach-Nelson is a senior level non-profit executive and the President of EVNA. He’s been a resident of Castro/Eureka Valley since 1993 and has been holding leadership roles in community organizing since 2007 (Board member, Treasurer, Secretary.) He has also acted as the EVNA Chair of the Planning and Land Use Committee. Alan cares deeply about the neighborhood and has a keen interest in preserving its unique and historical character while also ensuring that it continues to thrive.

Ryan HillRyan Hill, Outfit:
Ryan runs and owns 3 independent men’s clothing, accessories and footwear boutiques in the Castro. He has expertise in both domestic and international sourcing and manufacturing as well as product design, store interior and store fixture design and buildout. He has also been a license California real estate agent for the last 16 years and manages residential investments.

Pamela MendelsohnPamela Mendelsohn, Colliers International
Pamela is a Senior Vice President at Colliers International. Her career in retail development, leasing and marketing spans over thirty years, and includes the merchandising of specialty neighborhood locations, developments in distinctive and urban settings, regional centers, and site selection for “high touch,” game-changing tenants. She has helped revitalize San Francisco neighborhoods, has made major contributions to Union Square, and brings her expertise to re-energizing the Castro & Upper Market retail scene.

Dan SafierDan Safier, Prado Group
Dan is the President and CEO of Prado Group, a San Francisco based residential, retail and mixed-use development and investment company. After extensive community engagement and collaboration, Prado Group completed the award-winning 38 Dolores in 2013, located on Market & Dolores Streets, featuring a flagship Whole Foods Market and 81 high-end residential units, transforming an underutilized site into a vibrant property that inspires people to live, work, shop and relax.

Brian SpiersBrian Spiers, Spiers Development
Brian Spiers is a San Francisco native and small business owner – Lucky 13 on Market St. and Bitter End Bar and Grill on Clement St. He is also a retail property owner and a local developer responsible for successful buildings like Linea in Upper Market, 1600 Market Street and 270 Valencia Street.

Orie ZakladOrie Zaklad, Castro/Eureka Valley Neighborhood Association (EVNA)
Orie is an expert in digital marketing, product marketing, and branding. He has over 10 years of experience in the tech lifesciences industries, and has recently cofounded a nonprofit in the arts market. Orie is also responsible for the marketing efforts of the Castro & Upper Market Retail Strategy including building this site. Orie is also a member of the Board and heads Marketing and Technology at EVNA. More information about Orie can be found at

Dennis Ziebell - lightDennis Ziebell, Castro/Upper Market Community Benefit District (CBD)
Dennis Ziebell has been a resident and business owner in the Castro neighborhood since 1971. He is on the Board of Directors of the Castro/Upper Market Community Benefit District and is bringing his neighborhood knowledge, historical context and retail/hospitality experience to the Technical Advisory Group.

Mark McHaleMark McHale, Castro Merchants (formerly known as MUMC)
Mark McHale has been a resident since 1990 and has a successful real estate practice with Vanguard Properties on Castro Street. He is involved in our community serving on both the Castro Merchants and Eureka Valley boards.

Project Coordinator

Danny YadegarDanny Yadegar
Danny currently works as a project manager at Community Housing Partnership. He has a background in urban design and planning, with degrees in economics and landscape architecture. He is a board member of the Duboce Triangle Neighborhood Association, and has lived in the Triangle since 2008. He is passionate about community development.


Libby SeifelLibby Seifel, Seifel Consulting
Libby is president of Seifel Consulting, a strategic real estate economics and urban planning firm headquartered in San Francisco. Libby has lived and worked in many of the City’s neighborhoods. Her firm served as the economic and market consultant on the Upper Market Community Plan and on many other neighborhood plans. Seifel Consulting has also prepared a broad variety of revitalization strategies for cities throughout California, helping to spur business growth while enhancing neighborhood character.

Michael BerneMichael J. Berne, MJB Consulting
Michael is the President of MJB Consulting (MJB), an award-winning, Berkeley — and New York City — based retail consultancy with a client base stretching across the entire U.S., Canada and the U.K. In the Bay Area, Michael is also currently working in the Downtowns of Berkeley, San Rafael, Vallejo and Santa Clara. A native New Yorker, he currently lives in Berkeley’s Elmwood neighborhood.

Jimmy De Guzman, lower case productions
Jimmy is a Senior Associate at lowercase productions, a branding and information design firm based in San Francisco. Jimmy has over 20 years graphic design, marketing and branding experience with work and projects in the Bay Area, Tokyo and the Middle East. He currently lives about 7 minutes from the Castro.