Have you ever stopped to think about what it takes to make a live event unforgettable? Behind the fanfare, fireworks, and show stopping performances lies a world of careful and creative strategy. The live entertainment industry is a vast, quick-paced industry that consistently produces our favorite moments like nail-biting sporting events and free spirited concerts. It takes a lot of work and preparation to put on events like this, but the process of seeing all the hard work come to life in front of your eyes is a feeling like no other.
I’ve been completely blessed to have worked in the world of live events for nearly a year now, something I’ve been working at and dreaming of for years. The industry stands out to me because every event is different from the next; I can attest because of the variety of events I’ve planned and executed. The events I’ve had the opportunity of working on include live concerts, D1 college football games, and pop-up activations at local festivals. Each experience will teach you new things that you may have not known before, and that is the beauty of the industry, you’re continuously learning and evolving along with all the events you complete. Reflecting on my past experiences, my absolute favorite and memorable event I’ve worked on is Party in the Park, University of Tampa’s on-campus live concert. From building marketing campaigns beginning to end, to capturing live content of the performers on showday, it truly was an experience like no other and I always think back to that day and how it has shaped my love and knowledge on executing a concert. Additionally, during my internship with USF Athletics, I learned how even the smallest details like a strategically placed piece of signage can amplify a fan’s experience.
Let’s talk key takeaways. From my experience, event marketing is all about building anticipation and crafting a memorable experience for attendees. From the moment fans hear about an event to the last cheer at the end of the night, every detail plays a key part. A few lessons I’ve learned through my various experiences are that storytelling, teamwork, flexibility, and creating FOMO are key drivers into crafting a successful event experience. Every event tells a story. Whether it’s the narrative of a team’s comeback season or the nostalgia of a themed concert, creating a compelling storyline overall connects the audience on an emotional level. This industry never calls for solo acts, so it’s important to foster collaboration between team members and different departments because each person plays an important role in the event. In some cases, events don’t always go as planned as last-minute changes occur and require flexibility, quick thinking and creative problem-solving. Lastly, the biggest part of marketing a live event is making people feel like they must be there. Ways to get fans to experience FOMO for an event is limited-time merch offerings, exclusive offers, and sneak peeks at what is to come.
Overall, there is no other industry I could imagine myself working in. Being behind the scenes of live events has solidified my dream of creating experiences that bring people together. The adrenaline of game day and the thrill of the lights going out at a concert is a feeling I’ll chase in every project that comes my way, and I can’t wait to see what the next chapter has in store for me.