If you know of the many new communities in Summerlin, or have attended one of its annual events, it’s probably because of the efforts of Danielle Bisterfeldt, the master-planned community’s marketing director for the past three years.
She works to ensure that the community meets its new-home sales and traffic goals, and works with the corporation’s executive teams and outside consultants. Bisterfeldt managed the development of a mobile-phone app for finding homes and oversaw an update of the summerlin.com website.
Before joining the Summerlin group, the 35-year-old spent a decade working in retail mall management, including stints as marketing manager for the Shoppes at Palazzo and the Grand Canal Shoppes at The Venetian with General Growth Properties, followed by a job as senior associate general manager for Fashion Show mall.
She welcomed the challenge of shifting from large-scale retail management to marketing for a large-scale real estate developer.
“Learning new industries drives me,” she said. “I don’t think there is ever a time when you should stop learning, growing and meeting new people, especially in this city. It’s such a small-big town, as we all joke. The more people you meet and as the network grows, it just encourages you to keep trying new things and new challenges.”
Bisterfeldt’s retail mall management experience helped in the planning of the newly opened Downtown Summerlin complex.
Although the project wasn’t directly tied to her job, her opinion was solicited — even though she doesn’t enjoy shopping.
“I’m one of the, I’m sure, few females who doesn’t love the idea of shopping, but I’m definitely in our shopping centers,” she said. “I love to eat and dine and go out, I just don’t love the activity of shopping.”
After earning a Bachelor of Science degree in political science from the University of California, Los Angeles, Bisterfeldt briefly worked at the California legislature before moving to Las Vegas to work as an executive assistant at Rouse Co. in 2002. Starting at the bottom was not a problem for her, nor did she feel as if expectations were lower because she’s a woman.
“I’m very detail-oriented, so I see a balance in the workplace between men and women has always been a positive in my life,” she said. “I have had very positive experiences my entire career. I think having a female perspective in business has definitely benefited me in many ways.”
Bisterfeldt makes time for many local causes, including the Shannon West Homeless Youth Center, Help of Southern Nevada, Junior League of Las Vegas, Make-A-Wish Foundation. She was chairwoman for the MS Walk and MS Bike for the National Multiple Sclerosis Society for Southern Nevada.
— By Susan Stone