Creative Startups Welcomes New Executive Director Dr. Brianna Figueroa
Creative Startups proudly announces a transition in leadership, ushering in a new era for the organization. Co-founder and outgoing Executive Director Dr. Alice Loy is passing the torch to Dr. Brianna Figueroa, a New Mexico-based artist, educator, and entrepreneur with deep expertise in cultural planning, creative economies, and regenerative systems.
Figueroa brings a wealth of experience in creative economy development, most recently leading workforce and economic planning initiatives across the Southwest through her position with CNM Ingenuity. Beyond this practical background in building resilient economies, Figueroa is a creative entrepreneur, having co-founded a confectionery company in Albuquerque. She is a performer as well as an arts scholar, having received her PhD in Performance as Public Practice from the University of Texas at Austin in 2018. Figueroa served as Assistant Professor in the College of Fine Arts at the University of New Mexico. This unique background gives her a strong understanding of the power of creative entrepreneurs as foundational drivers of dynamic economies.
“As an artist, educator, and creative entrepreneur, I’ve always believed in the transformative power of creativity as a force for innovation, equity, and economic vitality,” said Figueroa. “Stepping into this role is both an honor and a continuation of my lifelong commitment to uplifting creative communities, championing underrepresented voices, and building regenerative ecosystems where creative entrepreneurs can truly thrive.”
Figueroa’s appointment comes at a milestone moment: in 2014 Creative Startups launched the world’s first accelerator for creative entrepreneurs. This year the organization is publishing a ten year retrospective report detailing the impact the organization has achieved— including accelerating over 700 creative companies around the world. Loy, who co-founded the organization with Tom Aageson in 2008, says of the achievement, “Tom and I started out determined to bring best in class resources to New Mexico’s creative entrepreneurs— we didn’t dream we would help unleash a global movement.”
Creative Startups has grown into one of the world’s largest creative entrepreneurship ecosystems, with alumni companies located on four continents and including worldwide phenomena like Meow Wolf and Native Realities. The companies have collectively $450 Million in new revenues, and created over 4,000 new jobs. Under Loy’s leadership, the organization has transformed from a startup accelerator into a multifaceted force, designing creative economy strategies, converging and convening creative and technology leaders, and delivering innovative entrepreneurial programs like Capital for Creatives—a new initiative equipping founders with tools to raise values-aligned capital.
“On behalf of the Board of Directors of Creative Startups, I am delighted to welcome Brianna Figueroa as our next Executive Director,” said Candice Owens, Board Chair. “Brianna brings a wealth of experience and a visionary approach that aligns perfectly with the organization's mission and future goals. We are equally honored to continue our journey with Alice Loy, who has built and steered the organization for 18 years. This thoughtful and collaborative leadership evolution reflects the strength of Creative Startups and our commitment to long-term community impact.”
Continuing to support the organization as Strategic Advisor, Loy has also taken a new role as a General Partner with Relevance Ventures, an established venture capital and growth equity firm investing in preventative health solutions. The firm is based in Nashville and has offices in Charlotte, NC, and Denver, CO; Loy will remain in Santa Fe and lead the expansion of the firm’s operations across western states. She will fully transition out of her advisory role with Creative Startups by the end of the year.
“With Brianna taking the reins, the next evolution for Creative Startups is exciting—and will no doubt be equally impactful,” said Loy. “To find a New Mexico leader with her talent, her devotion to the arts and creative community, and a business background too—we are beyond fortunate.”
In addition to entrepreneurship education, Creative Startups has emerged as a national leader in designing regional creative economy strategies for government and nonprofit agencies. The organization has created plans for Cleveland, OH, Denver, CO, and Sacramento, CA. Most recently, the team worked with the newly formed New Mexico Creative Industries Division (CID), led by the New Mexico Economic Development Department, to build a five year strategic plan. The Division received $4 million in state funds during the 2025 legislative session, ensuring the CID plan will be deployed in full.
“Tom and I started out determined to bring best in class resources to New Mexico’s creative entrepreneurs— we didn’t dream we would help unleash a global movement.”
Creative Startups continues to develop and deliver innovative entrepreneurship programs in partnership with economic development organizations. The team currently co-hosts the EveryDay Creative program with the City of Sacramento’s Office of Arts and Culture and Sacramento-based nonprofit, CLTRE. In partnership with the Native American Capital and Investment Alliance (NACIA), Creative Startups is helping build national programs for Native American entrepreneurs; the organizations recently co-hosted the Pathways to Planning Sustainable Futures symposium and collaborated to build a new accelerator, Growth Capital for Native Founders, which currently has 32 entrepreneurs participating from 12 tribal nations. These initiatives underscore the organization's commitment to regenerative economies, where creativity drives not only growth but also cultural and community wellbeing.
As the global creative economy evolves, Creative Startups remains a catalyst—centering creative leaders as architects of resilient, inclusive futures. Under Figueroa’s leadership, the organization is poised to continue its work in cities and communities across the globe, ensuring creatives have the resources, platforms, and networks to shape what’s next.
About Creative Startups
Creative Startups, based in Santa Fe, New Mexico, has a proven track record developing economic strategies and programs leading to measurable economic growth in the creative industries. At the forefront of the creative economy for 15 years, Creative Startups develops strategic plans for regional governments, supplies in-depth economic analyses of assets and market opportunities, supports cultural and Tribal institutions, and develops and delivers innovative programs for creative entrepreneurs and artists. Through their work across New Mexico, the USA, and the world, Creative Startups has developed a comprehensive understanding of the technologies and trends driving the remarkable expansion of creative industries.