Since taking the helm as marketing director in 2024, Rebecca Sorensen has breathed new life into Edina’s 50th & France district, always keeping community at the heart of everything she does. With a flair for the unexpected, she’s constantly dreaming up out-of-the-box events and activations that keep the neighborhood bustling—think weekly mahjong meetups, art and music programming, family-friendly attractions, and seasonal celebrations, while elevating staples like the Edina Art Fair. By building strong connections between merchants and the city and curating a distinctive mix of shops and experiences, Sorensen has transformed 50th & France into what she calls “a vibrant, people-centered hub.”