Episode 142

Building a Brand That Builds a Community With Christi Ashby

In this episode, we introduce you to Christi Ashby, founder and publisher of Orange Appeal, and her perspective on local media, leadership, and Orlando’s growth. We hear how a childhood love of magazines led to a women-focused publication launched in 2008 as the economy collapsed and how small businesses and nonprofits helped keep the magazine alive.

Christi shares how she earns reader trust, chooses stories that highlight real women, and balances staying in her lane with evolving as the community changes. She and Amy talk about cash flow, patience with big organizations, and why relationships matter more than quick wins. Christi also reveals the story behind Orange Appeal’s new Orlando International Airport store and what it means for local makers.

Listeners learn how long-term thinking, generosity, and consistency can steadily build a brand and strengthen a city.

In this episode, you will hear:

  • Launching and surviving as a media brand during the 2008 financial crisis
  • How trust, consistency, and relationships shape local storytelling and advertising
  • Highlighting women, nonprofits, and small businesses before they are widely recognized
  • Lessons on cash flow, patience with large organizations, and long-term thinking in business
  • Views on leadership, motivation, and building community through everyday kindness

Resources from this Episode

amycalandrino.com

creorlando.com

thecalandrinofoundation.org

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Episode Credits

If you like this podcast and are thinking of creating your own, consider talking to my producer, Emerald City Productions. They helped me grow and produce the podcast you are listening to right now. Find out more at https://emeraldcitypro.com. Let them know we sent you.

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About the Podcast

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Long Position
Commercial Real Estate, Business & Long-Term Thinking

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About your host

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Amy Calandrino

Amy Calandrino, SIOR, CCIM, is a Director at Cushman & Wakefield with deep experience representing small and mid-sized businesses, family enterprises, and private investors throughout Central Florida and beyond. She is known for being a thoughtful listener, a creative problem-solver, and a strategic advisor who helps clients make informed decisions that support both their business goals and long-term wealth creation.

With a career rooted in guiding entrepreneurs and families through pivotal real estate moments, Amy brings clarity, structure, and actionable strategy to every assignment. She has completed hundreds of transactions across office, flex, and retail properties, and clients rely on her strong command of market trends, valuations, and space needs particularly within Winter Park and Greater Orlando. Her experience is backed by the SIOR and CCIM designations, reflecting her commitment to expertise and excellence in the industry.

In addition to her advisory work, Amy is the author of From Perfect to Real: Ditch Perfection, Shift Your Mindset, and Thrive on Your Terms, where she shares her SPORT Success System® for high performance. She is also the host of The Performance Mindset Show, a podcast featuring candid conversations with leaders in business, real estate, and entrepreneurship.

Committed to strengthening her community, Amy co-founded the Calandrino Foundation with her husband, Phil, to equip youth with the skills and mindset needed for entrepreneurship and financial empowerment. She also serves on the Park Avenue District Board in Winter Park.

Amy lives in Central Florida with her family. Outside of work, she enjoys golf, running, and staying active with her two children. Her faith, family, and dedication to helping others grow continue to guide her both personally and professionally.