The music industry continues to face challenges in championing women, as year after year, the statistics reveal a stark reality of a male-dominated field—ranging from producers behind the hits to executives in leadership positions.
However, there is a silver lining in the live music scene of Los Angeles. The city is a pivotal stop for nearly every concert tour and is home to some of the most renowned venues worldwide, including historic sites like the Rose Bowl and the Coliseum, famous arenas such as the Kia Forum and Crypto.com Arena, and modern venues like SoFi Stadium and the Intuit Dome.
These venues are managed by eight remarkable women who collectively oversee nearly every major concert in LA on any given night. In anticipation of Pollstar’s Women of Live Event event kicking off Pollstar Live on Monday evening, these LA bookers shared their insights about the evolving landscape of the concert business, booking in a fiercely competitive market, and supporting women in music.
**Hallie Yavitch, SVP of Booking and Marketing for Crypto.com Arena, Peacock Theater, and L.A. LIVE**
*What is the show you’re most proud of booking in your career?*
My first was AC/DC; it was the inaugural show I booked when I began at an arena in Ohio. From the very first note, I knew this was my calling. Another unforgettable moment was booking J Balvin in October 2019. I had no idea about his massive fan base and that he was essentially the “Latin Tom Jones.” The energy was incredible, with fans throwing bras on stage. The combination of an impressive show and such passionate fans created a truly memorable experience!
*How do you see the concert landscape changing in the coming years?*
The beauty of live entertainment is its power to evoke emotions. A concert can energize you or create a sense of belonging. A remarkable performance can bring tears or laughter. I hope this core aspect of live concerts remains unchanged, keeping us connected through music. While musical genres may shift and cycle, the joy of experiencing a live show should always hold its value.
*How has the conversation regarding women in executive roles evolved? Do you perceive a positive shift or a regression? How can women in other sectors of the music industry uplift those in live music?*
When I started, it felt like women were vying for one scarce executive role. Now, there’s a collective effort to uplift each other. I see this across the industry. Even as competitors, there’s excitement in watching colleagues grow and seeing ideas flourish. If we support each other, future discussions about women in executive roles will focus on leadership excellence instead.
**Christy Castillo Butcher and Jen Sandstrom, SVP and VP of Programming and Booking for SoFi Stadium, YouTube Theater, and Hollywood Park**
*How do you think the concert landscape will change in the years ahead?*
**SANDSTROM:** The industry is bound to evolve, as it always has. I foresee technology playing a more prominent role in concert productions, particularly in virtual and augmented realms. We’ll likely see platforms that enhance fan engagement both live and virtually, creating a more personal connection. Concerts may also become more immersive and participatory, featuring diverse, genre-blending formats to draw in wider audiences.
*What’s the biggest challenge you face in booking talent?*
**BUTCHER:** The competitive nature of the Los Angeles market, with numerous venues of varying capacities, makes it crucial to stand out. We need to create the right atmosphere for both artists and fans while understanding the artist’s career stage. Whether booking an intimate 6,000-capacity show at YouTube Theater or a large-scale event at SoFi Stadium, collaborating with the artist’s team is essential.
**SANDSTROM:** Our biggest constraint relates to artist touring cycles, as we must also accommodate SoFi Stadium’s fixed schedule for the Rams and Chargers, along with significant events like the FIFA World Cup 2026, Super Bowl, and the 2028 Olympics. Therefore, meticulous calendar management and close cooperation with our operations team are vital.
*What should the live music sector do to improve representation of women in executive roles?*
**BUTCHER:** While some male allies support women in executive positions, their public advocacy can significantly amplify our efforts. Highlighting women’s accomplishments, as this article illustrates, underscores the importance of diverse voices and perspectives.
**SANDSTROM:** It’s time to spotlight more female talent across all roles. With major tours in 2023 by artists like Taylor Swift, Beyoncé, and Pink dominating the charts, we must ensure this translates to all business segments. It’s time for increased diversity, transparency, and pay equity.
**Teresa Guy, Vice President of Booking and Partnerships, Los Angeles Memorial Coliseum**
*What’s the biggest challenge you face in booking talent?*
LA’s competitive landscape is undeniable. The women featured here exemplify the passion and drive that motivates us all. Few cities can match the volume of large-scale venues, including multiple football stadiums, which presents its own booking challenges. Although we compete for business, there is a strong sense of mutual respect and celebration of each other’s successes. The Coliseum aims high, knowing that the right artist at the right moment will always succeed.
*What’s the show you’re most proud of booking in your career?*
Experiencing a full-bowl stadium show is exhilarating, but I take special pride in announcing the Fred again.. concert just five days prior, selling it out in an incredibly short time frame. No other artist would attempt such a bold move in a football stadium, but the creativity and artistry brought that night were truly remarkable. Those who attended witnessed something magical.
*What can the live music sector do to improve women’s representation in executive roles?*
Over my nearly two decades in live music, I’ve seen increasing opportunities for women. However, all-female teams or women-led organizations, particularly in the C-suite, remain rare. Supporting one another, advocating for ourselves, and investing in our growth are vital for women’s continued success across industries. Unfortunately, women often have to work harder and receive less than their male counterparts, but as we rise to influence, we must also uplift those who follow. Many of my achievements are thanks to the support of women in the industry, whether colleagues or mentors. This kind of support can be transformative!
**Monique Reaves, CRO at the Rose Bowl**
*What’s the show you’re most proud of booking in your career?*
Every show holds significance for me, but those that stand out are the “firsts.” The Rose Bowl, a 102-year-old venue, offers rare moments. As a proud Latina, I want to highlight two events: the recent Karol G concert, which made history as the first Latin American artist to sell out two consecutive nights at the Rose Bowl and her tour becoming the highest-grossing by a Latina. Upcoming is Carín León en el Parque, marking the first Latin music festival at Brookside at the Rose Bowl.
*What can the live music sector do to improve representation of women in executive roles?*
Continue inviting us to the table. Include us in meetings. Share your expertise and mentor others. Expand educational opportunities like paid internships, college courses, and certifications, while amplifying women’s voices and ideas.
*How has the conversation around women in executive roles changed? Do you sense a shift forward or backward? How can women in other sectors uplift those in live music?*
There’s always a need for increased representation of women in executive roles. I’m fortunate to work with several women in leadership positions, yet there is still an imbalance nationwide. I try to remain positive, focusing on what I can control. I volunteer and connect with women leaders and those aspiring to lead. If they can see me, they can believe in themselves and pursue their goals. I aim to keep pathways open for future women leaders.
**Becky Colwell, General Manager of Kia Forum and VP of Music and Events at Intuit Dome, and Jolene Hertz, VP of Booking at Kia Forum and Intuit Dome**
*What’s the show you’re most proud of booking in your career?*
We are excited about every show, as each one matters to us. It’s a collaborative effort, and we’ve enjoyed hosting multiple nights with artists like Harry Styles, Billie Eilish, and Madonna. Recently, we organized FireAid, where both venues operated simultaneously, featuring some of the best music and raising over $100 million to support our LA and Altadena communities affected by the LA fires. That night was truly special.
*How do you foresee changes in the concert landscape in the years ahead?*
The concert landscape is continuously evolving, with genres that were once marginalized becoming mainstream. It’s thrilling to witness this transformation!
*What can the live music sector do to improve representation of women in executive roles?*
We’ve never had more women in the industry than we do today. The talent pool is stronger than ever, and we’re observing an increase in women holding executive positions across various facets of live entertainment.
*How has the conversation around women in executive roles changed? Do you sense a shift forward or a backslide? How can women in other sectors uplift those in live music?*
Women now hold key positions across departments at both our venues, reflecting a continuous shift forward. More opportunities are available for women in every aspect of the business.
**Kristen Benedict, VP of Event Booking at Dignity Health Sports Park**
*What’s the show you’ve been most proud of booking in your career?*
A standout moment for me was hosting Coldplay one night, followed by an AC Milan vs. Galaxy game the next day, all while managing the ESPN XGames setup around the venue.
*How do you see the concert landscape changing in the years ahead?*
Events are increasingly becoming experiential. In response to fierce competition, promoters are striving to create unique and innovative experiences that distinguish their shows.
*What can the live music sector do to improve representation of women in executive roles?*
Women should continue supporting one another, uplifting and serving as role models for the next generation. While the industry has made progress over the past few decades, there is still much work ahead.
*How has the conversation around women in executive roles changed? Do you sense a shift forward or a backslide? How can women in other sectors uplift those in live music?*
I haven’t seen a regression, but there has been a plateau. Women must continue to push forward by mentoring the next generation of female leaders in the industry.
Stay tuned for more updates from HiCelebNews, and keep following us for the latest developments in the music world!
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