Board of Directors
Serena Moyle, President
Serena Moyle is the Library Curator at Hearth & Soul in the Market District. Inspired by the Visioning Report commissioned by KCCI, Serena volunteered her time as President of the Market District Association and led the revitalization of the Holiday on Market event. Armed with the knowledge that a united group of merchants can positively impact the expected growth and transformation of the Market District area, Serena joined the volunteer effort to assist to elevate the Market District brand, create merchant databases, coordinate with City and Blueprint Staff and engage community leaders.
As a lawyer by trade, she has volunteered throughout the community in various roles and organizations, notably as a Community Catalyst with KCCI and past Board Member of the Community Foundation. Serena's passions and volunteer efforts focus on community revitalization, Historic Preservation and Catholic schools success.
She and her husband Jon have lived in Tallahassee for over 30 years and 'walk the walk' when it comes to volunteering to improve their adopted hometown. Two of their three children, now young adults, have returned to Tallahassee to live and raise families. Serena firmly believes there is no obstacle that cannot be overcome with a little sweat equity and a lot of ingenuity.
Jay Foster, Vice President
Jay Foster is the owner of Canopy Software in the Market District. He has an entrepreneurial spirit and a deep passion for creating technology-based businesses that empower, heal, help, and connect. Having over 20 years of experience developing and managing technology projects including assisting organizations with their certification programs, Jay is the President of Canopy Software and co-founder and President of Prolydian, LLC.
As a business owner and property owner in the Market District, Jay takes great pride in our community. He is passionate about the district and assisting with its continued growth and development. Jay lives in Tallahassee with his wife Danielle, son Braden, and cat Mr. Mustache.
Melissa Tate, Secretary
Melissa Tate is an active volunteer in the community, and has two children that attend Gilchrist Elementary. She is a Tallahassee native, attended Maclay School and earned her undergraduate degree from the University of Florida. After college she lived in Massachusetts, Rhode Island, Connecticut and Tampa before moving back Tallahassee in 2014, after the birth of her second son. Melissa offers a wide lens of experiences throughout the country (and abroad) to the Market District. She has over 15 years of sales experience for international brands such as Titleist Golf/Acushnet Company and NeWave Group/Cutter & Buck. When Melissa is not volunteering, she enjoys spending time with her husband (Erik) and two children (Will and Luke) by traveling and playing golf.
Abby Vail, Board Member
Abby Vail lives, works, and plays in the the Market District. She is a mother of two children that are proud Gilchrist Grizzlies and is an attorney with over 15 years of government affairs experience. Abby L. Vail is a seasoned advocate providing political, strategic and policy direction to clients before the Legislative and Executive branches of government. Her portfolio is focused on representing clients in all aspects of the financial services industry including insurance, banking, consumer finance, securities, and fintech. Abby most recently served as Chief of Staff of the Florida Office of Financial Regulation where she played a key role in the passage and development of the Financial Technology Regulatory Sandbox and served as the Office’s representative in the American Consumer Financial Innovation Network (ACFIN).
Abby previously served as a Vice President of External Affairs for an international health care company leading government affairs, procurement, business development and political grassroots activities. She also served as Senior Cabinet Aide to Former Chief Financial Officer Jeff Atwater, advising the CFO on oversight of Cabinet agency policies and initiatives. Abby began her career at the Office of Insurance Regulation, leading the agency’s policy agenda during a period of major property & casualty insurance reform following the 2004-2005 hurricane seasons.
Originally from Tampa, Abby graduated with a Bachelors in Communications, Master of Business Administration, and Juris Doctorate from Florida State University. She resides in Tallahassee with her husband, Jason, and two children.
Betsy Couch, Board Member
Betsy Couch, APR, serves as Executive Director for KCCI, the Knight Creative Communities Institute. In addition to her enthusiasm for enhancing quality of life and the arts, she is an avid proponent for improving the lives of children and families. Betsy leads award-winning, citizen-driven, sustainable community enhancement projects. She provides expertise as a facilitator, bringing various viewpoints together to form impactful outcomes that improve economic development, health care, environment, and education initiatives. As a public speaker, she has addressed organizations on topics such as advocacy, placemaking, strategic planning, marketing, coalition building, and professional etiquette. Betsy serves on the boards of directors of numerous organizations, and recognition for her work has brought her honors, including being named the Generation X Community Builder and Leader of the Decade.
Georgianna Hatch, Board Member
Georgianna Hatch is the owner of Georgianna Hatch Studios in the Market District. She is a proud Tallahassee native and has always had a deep appreciation for The Market District, making it a dream come true to establish her studio here.
After earning a business degree from University of Colorado, Georgianna returned to Tallahassee, where she worked in the legal field, including at the prestigious Holland & Knight law firm, but her passion for photography never faded. In 2013, she made the decision to pursue her creative calling and launched her own photography business.
As a Certified Professional Photographer through PPA, Georgianna is dedicated to capturing moments with professionalism and artistry. She is also an active member of the Tallahassee Chamber of Commerce and a local BNI chapter, where she enjoys supporting fellow business owners and contributing to the city's growth.
Beyond her work behind the camera, Georgianna is committed to giving back. She collaborates with local high schools, providing professional photography to support their programs and events. Additionally, she partners with local animal organizations, hosting adoption events at her studio and using her skills to help animals find loving homes.
With a deep-rooted love for The Market District, Georgianna remains dedicated to supporting its local businesses and ensuring it continues to thrive as Tallahassee’s premier retail and service destination.
Hope White, Board Member
Hope White is an entrepreneur and proud co-owner of Jeri's in the Market District alongside her husband, Linden. With more than 20 years of experience in the service industry, she previously served as a corporate district manager in Atlanta before uncovering her true passion for food and hospitality. What initially started as a temporary position at Jeri's during the COVID pandemic blossomed into a profound appreciation for culinary artistry and creating outstanding dining experiences. She continues to elevate the business alongside Jeri.
Outside of her professional life, Hope is a dedicated wife and mother of four, balancing life from her eldest in college to her youngest in pre-K. She finds joy outdoors, with her ideal day spent at the beach, enjoying the sun and the soothing sounds of the waves.
Kira May, Board Member
Kira May is the owner of Mode and Mercantile, a boutique in the Market District where she has curated a unique selection of fashion and lifestyle products.
Originally from Tallahassee, Kira pursued her passion for retail by attending the Art Institute of Atlanta for retail management. After gaining valuable experience, she felt drawn back to Tallahassee, where she worked in retail for eight years. Utilizing her creative skills and artistic talents, she worked as a freelance artist for three years before taking the leap to start her own business.
In 2022, Kira combined her passions for retail and art and launched Mode & Mercantile online from a spare bedroom in her home. Tallahassee fell in love and quickly embraced Kira’s unique style and offerings, leading her business to expand beyond the confines of the bedroom. In 2023, Kira opened her doors in the Market District. She loves the joy new outfits bring people and has enjoyed how many people she has met and the friendships that have formed through the boutique.
When Kira is not at Mode & Mercantile, she enjoys spending time with her husband, traveling, cheering on the Noles, going to Market, and brunch and bubbles.
Sam Varn, Board Member
Sam Varn was the founding owner of Awards4U, starting his business in 1987 when he, his wife, and two sons moved to Tallahassee. During his ownership, Awards4U was recognized numerous times over the years for community involvement. After 37 years of dedicated service, Sam retired, handing down the Awards4U legacy to his son.
In addition, Sam has been a property owner in the Market District since 2008. He played a key role on the original Market District Association Board from 2010 to 2011 and has remained actively involved since its inception. He believes that the Market District is the most exciting and vibrant shopping destination in our area.
Stephanie Borras, Board Member
Stephanie Borras is co-owner of Soleil 7 Salon and Spa in the Market District, along side her husband. Together, they have seven children, inspiring the name of the salon.
In 2008, Stephanie relocated to Tallahassee from Wauchula in central Florida. She quickly fell in love and Tallahassee has since become her forever home.
Passionate about the beauty industry and everything it encompasses, she is grateful every day that the Market District community supports her dreams and is nurturing of small businesses in the area.