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Inspiring Conversations with Cindy Williams of Desert Peach Management

Today we’d like to introduce you to Cindy Williams.

Hi Cindy, thanks for joining us today. We’d love for you to start by introducing yourself.
My story began when I made the decision to leave my corporate Marketing career of 20 years at Barnes and Noble Bookstore. I had reached the peak of my career, and was going through a big case of burnout – I knew something needed to change. The plan was a year in the making – how would I pay my bills? What would I do? I laid out a careful plan and a strict budget and knew I would just know when the day came that I would give my notice.

After my plans were carefully laid out, I woke up one morning and knew that was “the day”. I felt ready. I gave my notice and walked away after decades of a very rewarding and lucrative career. Once I left, I spoke to several friends in the rural farming community where I live about allowing me to purchase harvested produce and honey from them to sell at the local farmer’s market.

This would allow them to stay on their tractor during the busiest harvest times of the year while getting their products out into the community, and it would allow me to pay my bills. At the farmer’s market, neighboring sellers always pass the time getting to know each other – “what did you do before this?” It turned out that the seller next door was a City Administrator and was in need of an event organizer for a huge event coming up.

I sent in my proposal not knowing what to expect but I was approved by the Board for the position and have done extremely well with it. It turns out that that event has opened many doors for me professionally, to organize several other local markets and events, including the St Philip’s Plaza Market, the one where I met Shane, the amazing jewelry maker who was kind enough to send in my name for this interview.

We all face challenges, but looking back would you describe it as a relatively smooth road?
For the most part, it has been fairly smooth for me. I am very well experienced from the business aspect and have strong instincts that I trust, so I have learned that if I follow my intuition it serves as a sort of internal navigation system.

Not everyone I work with agrees with my decisions 100% of the time but my litmus test for any big decision or big move has always been first and foremost if it is “good for the event” and if it will move all of our businesses forward collectively.

The second philosophy that I live by is when making any decision if it doesn’t light me up and it’s not a “hell yes” then it’s the same as a “hell no”. These lighthouses have kept me on my path, so for that reason, my road has been mostly smooth, thankfully.

Great, so let’s talk business. Can you tell our readers more about what you do and what you think sets you apart from others?
Desert Peach Management is a large-scale event and market organization and management company based in Tucson. We create events and markets from concept to finished product for those who want to generate extra business for their shopping center or plaza or host a special event like a festival or street fair.

What sets my business apart from the competition is my absolute LOVE for what I do, my business savvy, years of Marketing experience, and the relationships and connections I have in the community that will help make any event successful. I cheer as much for the success of those I work with as I do my own, and I’m completely in it for our collective growth.

My biggest business strength is my complete dedication to supporting small local businesses – from the artists, creators, makers, food producers, and businesses that I work with to the plazas, tourist entities, and venues that host us, for me, it’s all about keeping it local to support our own community’s aspirations of becoming better and stronger.

If anyone reading is interested in hosting a large-scale event for their venue, shopping center or shopping plaza, or something on a smaller scale as well, I invite them to please contact me at I’m open to all ideas and can make events of any size, happen.

We all have a different way of looking at and defining success. How do you define success?
I define success as the way a person feels when they put their head on their pillow each night.

The question “Did you do everything you could?” “Did you do your best?” and “Did you treat people with kindness?” will define who a person is as an entrepreneur and as a human being. I feel that if the answers to these questions are YES day after day, then the income will take care of itself and there will always be “enough”.

For me, the definition of success is the degree of alignment I’m in, with my moral compass and integrity.

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