- Lawrence Peryer
Sally’s passion for operational excellence, process, and problem solving has led her to a successful career in event operations; producing music festivals, MMA fights, B-to-B and B-to-C expos, triathlons, hot air balloon festivals and more. She cut her teeth in the event industry as an intern at the NJ Balloon Festival and hasn’t looked back since.
Most recently, Sally was VP of Event Operations & Ticket Sales for the Professional Fighters League, where she was responsible for all logistics surrounding the live fight experience; overseeing a team that handled the operations, travel, staffing, and logistics for each event. She worked closely with the TV production, content, and fighter operations teams to ensure a smooth event in the venue and on live TV. Additionally, she led the ticket sales team focused on growing the local audiences, filling the venues, and building the fan experience.
Prior to joining the PFL, Sally was VP of Live Events for Townsquare Media, where she ran the company’s music festivals and expos, including Country Jam, WE Fest, Taste of Country Music Festival, Headwaters Country Jam, Mountain Jam, Arizona Bridal Show, Rockford Town Fair, and others. She created and implemented processes to make the events more operationally and financially efficient. She worked alongside local agencies and emergency services organizations to permit the events and build emergency preparedness plans. Sally oversaw the ticketing team, creating an in-house guest services team focused on the entire customer journey, from initial event discovery all the way through the on-site guest experience and post-event follow up.
Sally’s expert-level of proficiency in event management and growth, venue selection, emergency preparedness and crisis management, permitting, budgeting, ticketing, guest services and access control (including cashless), staffing, as well as travel and logistics coordination makes her a respected leader in the event industry.
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