Meet the Women Booking the Biggest Concerts in Los Angeles

The music trade nonetheless has an extended technique to go in championing ladies as, 12 months after 12 months, the information constantly paints a lower than optimistic image of a enterprise that skews overwhelmingly male, from the producers creating the hits to the executives within the c-suites.

However these searching for a vibrant spot can look to reside music in Los Angeles. The town is a must-stop on nearly each live performance tour and boasts a few of the most iconic venues on the planet: 100-year-old stadiums just like the Rose Bowl and the Coliseum; famed arenas just like the Kia Discussion board and Crypto.com Area; soccer stadiums like Dignity Well being Sports activities Park; and high-tech outposts like SoFi Stadium and the Intuit Dome.

These venues are all booked by eight ladies, who between them are dealing with virtually each main live performance that involves L.A. on any given evening. Forward of Pollstar’s Girls of Reside occasion to kick off Pollstar Reside Monday night, these L.A. bookers spoke with The Hollywood Reporter concerning the ever-changing live performance enterprise, reserving reveals in one of the aggressive markets within the nation and uplifting ladies in music.

Hallie Yavitch, senior vp, reserving and advertising and marketing for Crypto.com Area, Peacock Theater and L.A. Reside  

What’s the present you‘ve booked that you simply’re probably the most pleased with in your profession?

First is AC/DC, it was the primary present I booked after I began reserving an enviornment in Ohio, and from the primary be aware the band performed that evening, I knew this might be my profession. That feeling is one thing I’ll always remember. The one which made me suppose “I belong in L.A.,” I might say J Balvin in October 2019. I didn’t notice who his fan base is and that he was the “Latin Tom Jones.” Girls had been throwing bras on the stage. The present and stage had been so spectacular, however including that aspect of such rabid followers was a real reminiscence maker!”

How do you suppose the live performance panorama will change, if in any respect, within the years forward?

One of the best factor about reside leisure is that it transports you emotionally. A live performance can get you pumped and excited or could make you are feeling like you might be a part of one thing particular. An distinctive efficiency could make you cry or snort. I hope that side of concert events won’t ever change, and that we’ll be linked to others by music. The recognition of genres might change and could be cyclical, however the great thing about seeing a present reside will hopefully keep sacrosanct.

How has the dialog round ladies in govt roles modified, in your opinion? Do you sense a shift ahead or a backslide? How can ladies in different sectors of the music trade assist uplift these within the reside music sector?

Once I first began on this enterprise, it felt as if ladies had been competing with each other for the one elusive girl place in govt roles. Now it appears as if we’re all attempting to carry one another up. I consider that’s the case throughout the trade. I speak with different execs and regardless that we’re opponents, there may be an pleasure in seeing somebody develop or see an thought blossom. If we’re good stewards for different ladies in music, then years from now there won’t be conversations about ladies in exec roles. It is going to simply be about the right way to be the perfect chief and govt within the trade.

Christy Castillo Butcher and Jen Sandstrom, senior vp and vp, programming and reserving for SoFi Stadium, YouTube Theater and Hollywood Park

How do you suppose the live performance panorama will change, if in any respect, within the years forward?

SANDSTROM I believe the trade will evolve because it all the time has. I foresee expertise taking part in a extra vital position in live performance productions, particularly within the digital and augmented house, exploring platforms that enable followers to interact each reside and nearly to create a extra private connection.  Live shows will probably turn out to be extra immersive and participatory, that includes various, genre-blending codecs to draw wider audiences.

What’s the largest problem you face in reserving expertise?

BUTCHER Given how extremely aggressive the Los Angeles market is, with a number of venues at each capability, standing out is crucial. We not solely need to create the suitable environment for the artist and fan but additionally perceive the place the artist is at of their profession. Whether or not it’s taking part in our 6,000 capability YouTube Theater for a extra intimate present or the 70,000 capability SoFi Stadium for perhaps a large-scale tour, working with the artist’s workforce to grasp their wants and needs is important in reserving the suitable venue. 

SANDSTROM Artist touring cycles current our greatest reserving constraint, as we should additionally accommodate SoFi Stadium’s fastened schedule as the house of the Los Angeles Rams and Chargers, along with vital occasions such because the FIFA World Cup ‘26, Tremendous Bowl and the 2028 Olympics. Consequently, meticulous calendar administration and collaboration with our operations workforce on conversion and turnaround instances are important.

The music trade has proven a necessity to enhance with its illustration of girls in govt roles. What do you suppose the reside music sector particularly ought to do?

BUTCHER Whereas some male allies within the trade strongly help ladies in govt roles, their public advocacy would considerably amplify the impression. Highlighting the collective achievements of girls, as this text does, emphasizes the significance of various voices, with totally different views being represented. 

SANDSTROM I believe it’s time to showcase extra feminine expertise in each position: 2023 was the “Yr of the Feminine” with main excursions corresponding to Taylor Swift, Beyonce, Pink, Twice, and so forth. They dominated the music charts, setting data and breaking trade ceilings. How does this translate to all segments of the enterprise?  It’s time to showcase each stage of feminine expertise with extra variety, transparency and pay equality.

Teresa Man, vp, reserving and partnerships, Los Angeles Memorial Coliseum

What’s the largest problem you face in reserving expertise?

It goes with out saying that L.A. is a aggressive panorama. The ladies featured listed below are a testomony to that zeal and drive that fuels us all. I’d be onerous pressed to search out one other metropolis that has the identical quantity of large-scale venues, together with three soccer stadiums, that isn’t confronted with some aggressive reserving challenges. However whereas all of us compete for a similar enterprise, there’s quite a lot of mutual respect. We have fun one another’s wins. The Coliseum continues to swing for the fences, realizing that the suitable artist on the proper time will all the time land.

What’s the present you’ve booked you’re most pleased with in your profession?

Few issues can examine to the joy of an ideal reside full-bowl stadium present, however I’ll say it’s onerous to high the fervor of saying the Fred once more.. live performance simply 5 days earlier than it performed off and promoting it out in such an unbelievably brief window. No different artist would try one thing so daring in a soccer stadium, however the creativity, confidence and artistry Fred and his workforce introduced that evening was nothing in need of unimaginable. For individuals who had been fortunate sufficient to be there, you already know you witnessed magic.

The music trade has proven a necessity to enhance with its illustration of girls in govt roles. What do you suppose the reside music sector particularly ought to do?

Within the almost 20 years I’ve been within the reside music sector, I’ve seen increasingly alternatives turn out to be out there to ladies.  But it surely’s nonetheless very uncommon to see an all-female workforce, or women-led organizations, particularly with regards to the C-suite. I believe ladies supporting ladies, studying to be your personal advocate and investing in your self are all important to the continued success of girls throughout all industries. The unlucky actuality is most girls should work twice as onerous and obtain much less in return than their male counterparts, however I firmly consider that as ladies rise to positions of affect, we should help these arising behind us. A lot of my success is owed to key ladies within the music trade who’ve opened doorways for me and supported my success — whether or not we had been colleagues or not.  This type of help could be life-altering!

Monique Reaves, chief income officer on the Rose Bowl

What’s the present you’ve booked you’re probably the most pleased with in your profession?

I’m pleased with each present, however the ones that resonate with me probably the most are the “firsts.” The Rose Bowl is a 102-year-old venue, these moments are uncommon. As a proud Latina, I wish to spotlight two occasions: one which’s already occurred, Karol G’s Mañana Sera Bonito Tour, and one which’s upcoming, Carín León en el Parque. Karol G made historical past as the primary Latin American artist to promote out two consecutive nights on the Rose Bowl Stadium, and her Mañana Sera Bonito Tour has turn out to be the highest-grossing tour by a Latina in historical past. Carín León en el Parque would be the first Latin music competition held at Brookside on the Rose Bowl Stadium.

The music trade has proven a necessity to enhance with its illustration of girls in govt roles. What do you suppose the reside music sector particularly ought to do?

Preserve inviting us to the desk. Carry us into the conferences. Share your data of greatest practices and take the time to mentor somebody. Construct on conferences and academic content material. Create extra paid internship alternatives, provide faculty programs, certifications and proceed to amplify ladies’s voices and concepts.

How has the dialog round ladies in govt roles modified, in your opinion? Do you sense a shift ahead or a backslide? How can ladies in different sectors of the music trade assist uplift these within the reside music sector?

There’s all the time a necessity for extra illustration of girls in govt roles. I’m lucky that my group has a number of ladies in govt positions, however after I look throughout the nation, I nonetheless see an absence of steadiness. I strive to not deal with the negatives, as that may turn out to be overwhelming and distracting for me personally. I can solely management what’s inside my attain. I volunteer the place I can, and I join with different ladies leaders, in addition to these aspiring to turn out to be one. If they’ll see me, they’ll consider in themselves and pursue no matter they’re aiming for. I keep centered on the trail forward, working to maintain doorways open for the following girl chief to step ahead.

Becky Colwell, common supervisor of Kia Discussion board and vp, music and occasions at Intuit Dome and Jolene Hertz vp, reserving at Kia Discussion board and Intuit Dome

What’s the present you’ve booked you’re most pleased with in your profession?

We’re enthusiastic about each present we guide; all of them equally matter to us.  It’s a collaborative effort and we’ve had enjoyable internet hosting a number of nights of Harry Types, Billie Eilish, Maná, Madonna, the Eagles and Bruce Springsteen, to call just a few. We hosted FireAid not too long ago the place each venues had been working concurrently, that includes a few of the world’s greatest music and had been in a position to elevate greater than $100 million to help our L.A. and Altadena communities impacted by the L.A. fires. That evening was really particular.

How do you suppose the live performance panorama will change, if in any respect, within the years forward?  

The live performance panorama continues to evolve and genres that had been as soon as marginalized turn out to be extra mainstream. It’s thrilling to see it!

The music trade has proven a necessity to enhance with its illustration of girls in govt roles. What do you suppose the reside music sector particularly ought to do?  

We’ve by no means labored with extra ladies than we do at the moment. The expertise within the trade is stronger than ever, and we’re noticing increasingly that girls are holding govt positions in venues, and in every single place within the reside leisure house.

How has the dialog round ladies in govt roles modified, in your opinion? Do you sense a shift ahead or a backslide? How can ladies in different sectors of the music trade assist uplift these within the reside music sector? 

Girls maintain key positions in virtually each division at each of our venues, so we really feel there’s a steady shift ahead. There are extra alternatives for girls now in all aspects of the enterprise.

Kristen Benedict, vp, occasion reserving at Dignity Well being Sports activities Park

What’s the present you’ve booked you’ve been most pleased with in your profession?

One thing I look again on that basically showcased our capabilities was once we hosted Coldplay on a Friday evening, then hosted AC Milan vs Galaxy the next day, all whereas ESPN XGames loaded in round the remainder of the property. 

How do you suppose the live performance panorama will change, if in any respect, within the years forward?

Occasions have gotten increasingly experiential. As a response to the extreme competitors, promoters are all attempting to create one thing new and totally different to set their present aside.

The music trade has proven a necessity to enhance with its illustration of girls in govt roles. What do you suppose the reside music sector particularly ought to do?

Girls ought to proceed to help ladies and rally round one another to uplift and be position fashions for the following technology. The trade has come alongside means prior to now few a long time, however there’s nonetheless loads of work to be achieved.

How has the dialog round ladies in govt roles modified, in your opinion? Do you sense a shift ahead or a backslide? How can ladies in different sectors of the music trade assist uplift these within the reside music sector?

I haven’t seen a backslide, however I’ve positively seen a plateau. Girls must proceed progress ahead by mentoring the following technology of feminine leaders within the trade.