Our Team

Meet Adena Miller


The backstory

The art of storytelling is what makes Adena tick. As a young child, her parents’ art gallery often set the scene for her creative writing, and she later went on to develop her craft as a college newspaper reporter. Weber Shandwick Chicago allowed her to hone public relations skills across several national food and beverage accounts and she has the windy city to thank for being transformed into a self-proclaimed foodie. A grant recipient to pursue a travel, food and wine writing seminar in Saint-Émilion, France ignited her passion for wine and travel.

Professional path

From touting the health benefits of milk as a spokesperson for the national got milk? mustache campaign to PEDIGREE ® event planning with the Guinness World Records’ smallest and largest dogs, Adena brings creativity, attention to detail and organization to her clients. She got her feet wet in the advertising industry at Roberts Communications and as a freelancer, conducted media relations programs for fine art and jewelry clients, as well as local health and wellness businesses. An appetite for food writing led Adena to develop a monthly food crawl feature for the Democrat & Chronicle and she is a contributing writer for Rochester Magazine. She brings more than 15 years of public relations expertise to Break the Ice, where she develops media, blog, newsletter and social content and executes event planning.

Inside the office she loves:

Learning the behind-the-scenes details of the travel and tourism industry – Oh The Places You’ll Go! The open office, collaboration with team members and their shared appreciation for the wine industry.

Outside the office she loves:

Art. Theater. Inspirational books. Exploring the nearby Finger Lakes. Being a member of Women for WineSense. Discovering new restaurants and frequenting favorites.

Adena Miller

"Attention to detail is part of thinking a step ahead and being thorough. It's all about making things easy for our clients."

Posts from Adena

How to Market Experiential Travel

How to Market Experiential Travel

By Adena Miller | February 23, 2022

… small town and experiential travel is what’s big. With the growing concerns and reports on overtourism, travel writers are responding by helping their readers navigate this overwhelming issue by focusing a lens on second and third tier cities.

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What Makes Today's Tour Guides Successful

What Makes Today’s Tour Guides Successful?

By Adena Miller | November 10, 2021

In today’s travel industry, tour guides are more important than ever. Guides who drive business have the responsibility to enhance…

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How to Maximize Virtual Event Impact

How to Maximize Virtual Event Impact

By Adena Miller | May 12, 2021

We worked with our client to reinvent their virtual conference for the second year to ensure it offered the best value and opportunities. Here are four tips on maximizing your next virtual event.

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Diversity, Equity and Inclusion: 4 Tourism Resources

By Adena Miller | October 21, 2020

“Life is change. Growth is optional. Choose wisely.” – Karen Kaiser Clark Given all the racial injustice happening across the…

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Food Service Trends: Reopening Farmers Markets and Restaurants

Food Service Trends: Reopening Farmers Markets and Restaurants

By Adena Miller | August 12, 2020

Coming together over food, whether shopping or dining, looks vastly different for farmers’ markets and restaurants that have either opened…

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Trending in Food Tourism in white text with pink lines behind it set against a dinner table.

Trending in Food Tourism

By Adena Miller | October 21, 2019

With the rise of experiential travel, it’s no surprise that this focus has spilled over into food tourism. According to…

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