Asheville, NC

Biltmore, the 8,000-acre estate established by George Vanderbilt in 1895, is anchored by Biltmore House, America’s largest home. Open to the public, Biltmore welcomes over a million visitors a year. The property and its additional businesses – including the Inn on Biltmore Estate, Biltmore Estate Wine Company, and Biltmore For Your Home branded products – are privately held by descendants of the Vanderbilt family and generate over $100 million in annual revenue.

Sims began work for Biltmore in the 1980s as public relations representative through the company’s advertising agency, Price-McNabb. In 1990, she was hired to bring the public relations function in-house at Biltmore and she eventually oversaw in-house advertising and creative, television production, the company’s website, corporate communications, media relations, and branding for all of the company’s businesses, including tourism, wine, hospitality and branded products. She helped coordinate national media coverage for Biltmore with various outlets including Good Morning America, CBS Sunday Morning, The Today Show, The New York Times, Travel + Leisure, Southern Living, and National Public Radio, and  was communications liaison in 1995 when HRH Prince Charles visited Biltmore.

Sims was also lead project manager for a re-branding effort in conjunction with Landor and Associates Cincinnati offices. The project included an in-depth understanding of Biltmore’s brand, its brand equity and potential, a new visual identity system, and a company-wide orientation for internal audiences.