Hi, I'm Rachael! I'm passionate about creative problem solving, excellent client service, and strong brand communication. I'm intrigued by travel, just about every music genre, fabulous food, and even better conversation.
I grew up in Upstate New York and later lived in Florida before half-backing up to North Carolina. There I help bring live experiences to the Greater Charlotte area at Cabarrus Arena & Events Center, a multi-purpose events venue. Our facility is a part of ASM Global, the world's leading venue management and services company, connecting people through the power of live experience. Last year Cabarrus Arena & Events Center hosted over 200 events; a record-breaking year. The arena hosts a diverse array of events including music concerts, sporting competitions, expos, trade shows, a county fair, graduations, and social events. I oversee our mid-to-large event booking process along with all of our venue's marketing and sponsorship campaigns. Prior to becoming the arena's Booking & Marketing Manager I was the Event Services Manager for eight months. In that role I would take over as the venue point of contact after the contract process was complete to maintain a flawless event setup and execution for our clients.
Before joining Cabarrus Arena & Events Center, I helped music fans enjoy once in a lifetime concert experiences with Live Nation Entertainment, the world's largest live entertainment company. I oversaw a number of departments and managers to ensure company service standards were met for over sixty major tours produced between two venues. Prior to connecting with the Live Nation team in North Carolina, I was a Guest Experience Manager at The Walt Disney Company, one of the world's leading producers of entertainment. There, I focused on providing our Cast Members (Disney code word for staff) with the support and motivation they need to create magic each day for our guests. Working with large entertainment companies has instilled me with the ability to effectively communicate internally, externally, and publicly. It's helped grow my skills in maintaining and strengthening a brand while providing me with practice in how to solve problems creatively while exhibiting grace under pressure.
Travel is a strong passion of mine and in 2017 my husband and I co-founded an independent travel agency where we plan everything from dream vacations to corporate travel. Our agency is called Journey Genies Travel and I invite you find out more about the travel planning and solutions that we provide!
Now that I'm in North Carolina, I try to take advantage of everything the Queen City has to offer. When I'm not booking our next big show or crafting vacations at the home office you'll likely find me kayaking, outside with my dog, or checking out a local brewery with my husband. I'm an avid musician and specialize primarily in saxophone and vocal performance.
What I've Done
Cabarrus Arena & Events Center - ASM Global
Booking & Marketing Manager (Formerly Event Services Manager)
Promoted from Event Services Manager to Booking & Marketing Manager, I oversee the procurement and booking process for mid-to-large scale events in the Arena, Events Center, Gold Hall Buildings, and on our 10-acre Midway. I serve as the venue point of contact throughout the booking stage of events, drafting and overseeing client contracts. I create and execute paid and creative advertising and marketing campaigns on an event-by-event basis that consist of social, digital, email, public relations, radio, television, print, and street teaming activations. Partnerships are a major asset for the arena and I establish, maintain, and grow our partnerships with local, regional, and national companies to further drive the success of our marketing and sponsorship tactics to increase overall revenue.
Live Nation Entertainment - US Concerts
Employee and Guest Experience Manager, since early 2018
I help plan and implement events at PNC Music Pavilion and Charlotte Metro Credit Union Amphitheatre in Charlotte. I oversee an employee roster of over 600 employees throughout disparate departments to achieve Live Nation's goal of creating once in a lifetime experiences for fans. On event days I oversee the safety and satisfaction of up to 19,500 guests in attendance, as well as staff. On non-event days I develop and implement new training and communications best practices, as well as resolve guest disatisfiers post-event. This year we launched two employee engagement and referral programs that increased our employee retention, event attendance, and employee morale.
Journey Genies Travel LLC
Co-Founder/Co-Owner, Founded 2017
Journey Genies provides travel planning and booking services for vacations and corporate travel. Our goal is to take the worry out of all parts of the travel experience with our knowledge of a number of destination. Specializing in Disney vacations, we've also planned trips to destinations in over 25 countries across the globe.
The Walt Disney Company
Assistant Guest Experience Manager, 2010-2018
I worked in management, operations, training, and class facilitation at one of the world's largest tourism destinations. My teams worked to create amazing and memorable experience for guests from all parts of the globe. I provided staff with the tools and motivation to consistently deliver the high-level of guest service that is expected as part of the Disney brand. My time with The Walt Disney Company taught me the importance of storytelling, communication, empathy, and being a resourceful leader.
Berklee College of Music
Masters of Business Administration, earned 2017
A continuous learner, I attended Berklee College of Music and graduated with my MBA in 2017. Berklee pushed me to expand my business acumen, world view, and creative problem solving ability. This program also challenged my work ethic, as I was earning my MBA while managing a full-time schedule with The Walt Disney Company. Berklee grew my love of learning, gifted me with inspiring peers, and strengthened my tolerance of adversity.
Rochester International Jazz Festival
Stage and Operations Management Intern, 2011
I worked with one of the Rochester International Jazz Festival's many venues in dual roles as stage manager and operations manager. This experience was my first swim in the pool of events management and professionalism. I oversaw venue staff, stagehands, vendors, performing acts, and guest safety. The independence I had in this role did great things for my confidence and leadership ability.
Nazareth College of Rochester
B.S in Music Business, earned 2012
I am thankful for my time at Nazareth College which cultivated my abilities and awareness of the world around me. Naz was where I learned what my passions are, how to start organization (co-founder of the Music Business Club), and how to balance my strengths with those of a team (as part of quartets, business programs, and other collaborative works). I had phenomenal professors across the disciplines who encouraged me to expand intellectually and question the norm.
At Cabarrus Arena & Events Center I helped create and maintain a full branding refresh that spanned the venue and all of its services. I helped manage hundreds of live events, then pivoted to procure and book those events. At Live Nation I supported two outdoor amphitheaters in Charlotte, Charlotte Metro Credit Union Amphitheatre and PNC Music Pavilion. These venues have capacities of 5,000 and 19,500 excited music fans, respectively. The differences between shows means flexibility in my role is very important to ensure many pieces of the operation are running effectively. With so many guests, staff, and weather challenges at each place I've worked, I recognize the importance of safety as a top priority. Also of high importance is ensuring that our staff have the tools and empowerment to deliver excellent concert experiences to our guests. I do this by always working to be observant, delivering clear and consistent training, providing service recognition, and creating opportunities to surprise and delight our guests. See below for a number of ways I've accomplished this at both Cabarrus Arena & Events Center and Charlotte Live Nation US Concert venues.
Have a question or business inquiry? Contact me for more information!