Erica Seidman

Regional Sales Manager

For as long as she can remember, Erica Seidman has enjoyed making others happy, which makes hospitality a perfect career choice for her. The California native started on the social side of events directly after graduating from University of California, Santa Barbara, then continued into the hotel world, most recently at the JW Marriott Miami Turnberry. She recalls an especially memorable moment when, after Erica spent hours stringing hundreds of votives from 50’ tall trees, a bride walked into her reception and called it a fairytale. The praise doesn’t get much higher!

Though she was an incredibly successful hotelier, Erica was ready for a change and found what she was looking for with us. “PRA South Florida opened the doors to everything I truly love about hospitality sales: collaboration, creativity, passion, reach, and authenticity all with one goal in mind:  to create cutting edge transformative business experiences for the client,” she says. Erica has all of the best qualities of a sales person. Her approach is in creating a relationship and always looking out for what is best for her clients. She is an analytical brain with a creative side, which allows her to dream big and make it happen.

When she does get time outside of the office, you’ll most likely find Erica with her family and friends, getting in some retail therapy or bending it like Beckham on the soccer field.

Contact: Erica.Seidman@PRA.com

Alizabeth Cohen

Event Producer

Alizabeth is an operational pro, bringing years of experience from the hospitality and events industries. Her ability to connect with clients at a deep level has brought a personal and trusted touch to our South Florida Team. She flawlessly executes large-scale events with ease, no matter what curveballs are thrown her way. She spent years directing and operating large-scale music festivals all over the world before returning to South Florida. Upon her return, she was the number one salesperson for corporate events at a $35 million dollar per year entertainment venue, before becoming the Regional Director of Events for a prominent hospitality chain. Alizabeth earned her Bachelor’s Degree in Hospitality in Baltimore, Maryland before graduating with a Master’s Degree in Global Strategic Marketing and Communications from Florida International University. Contact: Alizabeth.Cohen@PRA.com

Erica Lewis

Regional Sales Manager

Erica joined the PRA family in 2021 with an extensive background in both sales and event operations, most recently in the cruise sector. She is greatly respected for her ability to foster relationships, making it her mission to ensure every client’s program needs and expectations are surpassed. Her knowledge and passion for South Florida, along with her creativity and attention to detail, make her a perfect fit her clients at PRA. Contact: Erica.Lewis@PRA.com  

Tess Ristaino

Senior Experience Designer

With her creative brain and friendly disposition, Tess Ristaino is someone you want on your team! Tess’ background in events and hospitality has given her a great foundation in the business event world, and she credits her success to an outgoing personality and exceptional organizational skills. As an Account Manager, Tess enjoys collaborating with her clients to pull together all of the pieces of their program so the final product meets all of their specific needs. The Florida State University alumna rarely misses a game day, but if it’s off-season, you can most likely find her spending her weekends with her family and friends or out trying a new restaurant for brunch. 

Contact: Tess. Ristaino@PRA.com

Michael Costa

Senior Vice President, Business Operations

Michael brings more than twenty years of experience in executive management to the PRA team. In his role as Senior Vice President, Business Operations, Michael is responsible for developing and implementing business strategies to support company initiatives, while creating synergies and leverage opportunities throughout the PRA system.

Contact: Michael.Costa@PRA.com