Downtown Cheyenne is staffed by professionals devoted to advocating for the
downtown district and the city of Cheyenne. As visionary stewards, we provide
enthusiastic leadership for the improvement of Downtown Cheyenne.


Executive Director

Amber Ash is the Executive Director of the Downtown Development Authority.  Born in Chugwater, Wyoming, Amber has been a Cheyenne resident since 2003. Amber graduated from the University of Wyoming where she received a Bachelor’s Degree in Political Science and a Master’s Degree in Public Administration.

From 2013 to 2020, Amber served as a Laramie County Commissioner.  As a Commissioner, Amber represented the County before the Industrial Siting Council (ISC), securing $5.9 million dollars in funding for emergency services and communications.  In addition, Amber represented the County in air service negotiations; represented the WCCA on the Enhanced 911 bill; and represented the County on the Optional 1% Sales Tax Ballot Proposition Committee.

Amber also coordinated the Cheyenne Marathon in its inaugural year.  She built the event from the ground up; designing the course, getting it USATF sanctioned and certified, contracting for services, obtaining 41 sponsors, setting and managing the budget, coordinating approximately 200 volunteers, marketing it nationwide, and coordinating with emergency services.  This event raised $27,000 for charity and generated over $100,000 in economic impact.

Prior to serving as a Commissioner, Amber completed a four-year term as City Councilor for Ward I in Cheyenne. Amber is also a former program manager for the 21st Century Community Learning Centers (21 CCLC) Program .  She served on the Wyoming Afterschool Alliance Board and the Wyoming Children’s Trust Fund Board.



Haylee Chenchar is the Director of Marketing and Events for the Downtown Development Authority.  She has been a “Cheyenne-ian” for the past 4 years and has loved every second of it.  Haylee obtained her Bachelor’s Degree in Business Administration with an emphasis in marketing and entrepreneurial studies from the University of Wyoming.

As the Director of Marketing and Events, Haylee promotes the businesses in the Downtown District, highlighting the hidden gemstones that the public may not know about.  She also creates and executes new and different events to draw people downtown.  Haylee’s favorite part of her job is fostering relationships with all of the downtown merchants, as each one of them is truly amazing and has a fantastic story to tell.

Prior to the DDA, Haylee was the Marketing Director at the Cheyenne Animal Shelter.  She also worked in the Executive Division of the Wyoming Secretary of State and was a fitness instructor for Fitness307.  In her free time now, Haylee is also a beertender for Downtown Cheyenne’s newest brewery, Black Tooth Brewing Company.  She loves chatting with the community about how to revitalize downtown and looks forward to the continued development of Downtown Cheyenne.


Data Collection and Office Administration

Holly Scheer lives in Cheyenne, Wyoming with her husband and four children. She graduated from Western Governor’s University with a BS in Human Resources Management.

Prior to joining the Downtown Development Authority, Holly worked in social media management, nonprofit organization, and journalism. Holly is the Director of Swaddling Clothes of Cheyenne, WY, a local NGO that provides diapers, food, and clothing to area families in need.


Downtown Cheyenne is governed by a Board of Directors
appointed by the Mayor and ratified by City Council.



APPOINTMENT: 7/1/19 – 6/30/23

Bruce Heimbuck is currently the President of the DDA Board of Directors. Previously, he was a school administrator in Wyoming for 26 years with 33 years in education. He spent over 9 years in community development in Guernsey, WY before relocating to Cheyenne. He has served as a Wyoming Main Street program manager and currently serves on the Wyoming state Main Street Advisory Board. He also serves on the Rocky Mountain Lions Eye Bank Board.



APPOINTMENT: 7/01/17-6/30/21

Astrid is currently the Vice President of the DDA Board of Directors. Astrid began a successful career in mission driven real estate development with a focus toward rehabbing historic buildings and transforming them into housing that is attainable to the existing workforce within the community. With the purchase of the Plains Hotel, Astrid finally achieved a lifelong goal to bring her passion for fine art, food, music and her affinity for historic structures all under one roof. By revitalizing the Plains Hotel, restoring the original history of the structure and bringing back art and live music to the Plains Restaurant and the Wigwam Bar, Astrid has put the Plains back on the map and strives every day to share the Plains experience with as many people as she can.



APPOINTMENT: 7/1/17–6/30/21

Jonathan is currently Secretary of the DDA Board of Directors. Jonathan is a downtown property owner who sums up his feelings this way, “When I first moved to downtown Cheyenne in 2009, I saw, and continue to see, the tremendous potential of Cheyenne to grow into a year-round destination for visitors and an exciting focal point for its residents. Through my tenure on the DDA, I hope to facilitate efforts to attract diverse businesses, improve infrastructure and create a safe and stimulating environment for all.”



APPOINTMENT: 7/1/17-6/30/21

Steve Borin is a downtown developer and business man. He was a “pioneering” developer for with his Executive Lofts project located at the corner of 17th Street & Central Avenue; highly successful and sought-after loft housing in the historic Montgomery Ward building. Steve continues to support downtown redevelopment efforts, along with other development projects. He is currently the Treasurer of the DDA Board of Directors.


APPOINTMENT: 7/1/19 – 6/30/23

Breck is the newest member of the DDA Board of Directors and owner of Red Bison Home, a great addition to downtown’s lifestyle/home goods business cluster. Breck says, “My interest is to contribute my retail and wholesale experience into the further improvement of downtown Cheyenne. I want to volunteer my time, thoughts & ideas to help historic downtown thrive.”


APPOINTMENT: 7/1/19 – 6/30/23

Craig brings many years of banking experience to the DDA Board. He is currently the President/CEO of Cheyenne State Bank and said about being appointed to the DDA Board, “I am interested in utilizing my 40 years’ experience in financial services in helping downtown. I want to be directly involved with the challenges that downtown faces in all areas of development, specifically the retention and expansion of businesses.”



Jeff is the City of Cheyenne’s Council Representative to the DDA Board. As a Ward I Councilman, Jeff’s district includes downtown Cheyenne where is actively engaged in helping downtown move forward. An involved volunteer, you can see Jeff at almost any event where volunteers are needed. He sets a great example of making a positive difference through action.