CHAMBER STAFF
EXECUTIVE DIRECTOR
Tricia Feliu is a seasoned professional with extensive expertise in outreach, public relations, hospitality, and business development. With a passion for fostering community engagement and economic growth, she has dedicated her career to building meaningful relationships that drive success for businesses and organizations alike.
Originally from Pittsburgh, PA, Tricia later moved to Boca Raton, FL, where she grew up before settling in Seminole County in 1997. Her deep-rooted connection to the region has fueled her commitment to its growth and development.
In 2021, Tricia joined the Sanford Chamber of Commerce as Director of Membership, where she played a pivotal role in expanding the Chamber’s membership base and strengthening community partnerships. Recognized for her leadership and strategic vision, she returned to the organization as Executive Director in January 2023, overseeing all operations of the Chamber.
Through her leadership, Tricia continues to champion local businesses, advocate for economic development, and cultivate an environment where commerce and community thrive together.
ADMINISTRATIVE ASSISTANT
Sara "Sally" Updike is our valued Administrative Assistant. Sally has had an impressive career spanning over 25 years in marketing and management within the newspaper industry, Sally brings a deep understanding of business development and community engagement. She held key positions with The New York Times Southern Division and The Tribune (Orlando Sentinel) until her retirement in 2005.
In addition to her media expertise, Sally has 18 years of Chamber experience, making her an incredible asset to our team. She has served in various leadership roles with the Deland and Greater West Volusia Chamber of Commerce, including Membership and Marketing Director, Special Projects Manager for Business Retention and Economic Development, Operations Manager, and Interim Executive Director. She also contributed her expertise as a consultant to the West Volusia Regional Chamber of Commerce, helping to foster economic growth and business success. She is truly dedicated to advancing business communities throughout the Central Florida region.
We are thrilled to have Sally as part of the Sanford Chamber of Commerce team. Her wealth of knowledge, strategic insight, and commitment to local businesses will support our members and drive our mission forward.