New Personas

Teresa Morales
20, Small Town Girl in the Big City
She moved to San Francisco to take her creative writing classes. She loves storytelling, because it reminds her of her of family camping trips in the foothills near her childhood home, especially the stories her grandfather used to tell. Teresa is looking to reconnect with this feeling of mythology through the eyes of community. The brands that draw her interests are Sundance and Lands End, mostly goods ordered from mail order catalogs.


Rufino Rodriquez
16, Teen in the Urban Comfort Zone
He lives in the Fillmore District of San Francisco with his parents and a younger brother, and lives a largely urban life of mall shopping and skateboarding. His shopping habits reflect this lifestyle, from his Vans sneakers to his Hurley hoodie. His best friend Paul used to go for short hikes in Muir Woods when he was growing up, and has convinced Rufino to leave his urban comforts and join him and his family for a day. Rufino is a little intimidated by anything outside of the city, and needs some reassurance that he isn't going to be in an otherwise unsafe situation.


Diondra Billington
27, Penny Pinching Newlywed
She's a substitute teacher from Pacifica, who with her husband is saving up for the down payment on a new house. They don't spend a lot of money on entertainment options as a result. Lately, they heard about a special day at Muir Woods which sounds relatively inexpensive and romantic in a fun way. Diondra loves to do small, couple-y things with Bill, but she could use a little more information about what to expect for the whole day of events at the Summer Solstice. They love antiques and DIY, so they read Readymade magazine and shop for handmades on Etsy.com.


Sonny Akhtar
34, FiDi Hotshot headed for Burnout
Sonny is a stock trader, who has seen his client's fortunes tumble, is feeling the stress of the everyday. He keeps a pretty busy schedule but needs to find a weekend getaway to get centered. He is really looking for something that takes just a few hours, as he is on-call even on weekends. The Summer Solstice event looks like a great change of pace for him, but he isn't sure how long it will take or what to expect. This need for efficiency and planning is key in his decision-making. Even in buying clothes, he will simply walk into a single department store and buy an entire season's worth all at once, from a single designer.


Dale Tomlinson
45, BoHo Nature Guide
Dale is a dogwalker, rock climbing instructor, and outdoorsman with a very flexible schedule. He goes on nature hikes everywhere, but likes to take newbies to Muir Woods first, since the trails are more established. He is somewhat likely to attend the Summer Solstice event, but wants to make sure there's something at the event he hasn't seen before that makes the day truly special, since he's at the park often enough already. He can usually be found decked out in REI and Patagonia gear.