Shannon Ferguson

Business owner | Rider | Trainer

Greater Lynchburg Area

About

Experienced Manager with a demonstrated history of working in the recreational facilities and services industry. Skilled in communications and outreach, non-profit organizations, event planning, therapeutic recreation, and recreation management. Strong professional working on a Master of Science (M.S.) focused in Recreation Administration from George Mason University.

Experience

  • Sweet Briar College (Sweet Briar, VA)
    • Assistant IHSA Coach
      May 2026 - Present · 3 mos

    • Riding Instructor
      Aug 2025 - Present · 1 yr

  • Head Trainer/Rider at Rock House Farm
    Nov 2024 - Present · 1 yr 9 mos

  • Owner/CEO at Upswing LLC
    Jan 2017 - Present · 9 yrs 7 mos

    • Website design and development • Event planning services and recreation administrative support • Manage vendors and contractors before, during, and after events • Procure suppliers • Manage contractors, interns, and volunteers • Manage hospitality arrangements and guest services (e.g., VIP guest POC, catering, tent orders, etc.) • Target prospective sponsors • Grant research and fundraising • Create and maintain budgets • Customer conflict resolution • Social media marketing, developing marketing materials, and other community outreach • Facility management • Facilitate group and individual recreation therapy sessions • Create detailed and personalized programs for clients

  • Outreach and Communications Specialist at Tetra Tech
    May 2023 - Feb 2026 · 2 yrs 10 mos

    Support contracts for the U.S. Environmental Protection Agency (EPA), including EPA’s Climate Change Division, Office of Grants and Debarment, and Office of Environmental Education.

  • Director Of Business Development at Hidden Creek Farm LLC
    Dec 2021 - Aug 2022 · 9 mos

    • Increased sales more than 300% in less than six months • Schedule and facilitate meetings with current and prospective clients, vendors, and executives • Expanded business clientele through outreach including newsletters, email, in-person visits, web pages, calendar, and social media • Develop project management activities related to customer care to initiate, plan, execute and monitor the performance to deliver high-quality customer engagements • Develop strategies and objectives, processes, schedules and associated contacts to support the business development and facility requirements of the farm. • Collaborate with colleagues to improve business processes, provide recommendations, and research related materials • Liaise with team to help facilitate the delivery of customer engagement projects and assist with meeting logistics oversight during engagement • Design, edit, and update company website, informational brochures, and marketing materials, with WordPress and increased website traffic by more than 50% • Capture meeting minutes and provide executive summaries for CEO and develop action items for team and track the completion of action items • Design and publish quarterly newsletter using Canva graphic design platform • Create, update, and implement internal and external coordination processes • Track engagement metrics for marketing and sales, maintain client lists in the HubSpot CRM, and provide lessons learned • Utilize Canva to design professional and visually pleasing wedding and event packages, welcome packets, facilities, and event-specific graphics/flyers • Provide training to executives and the team on the use of business processes and software • Developed Internship Program, create marketing, and manage the hiring process