This story is brought to you by the INTIX Women in Entertainment Technology Program.
Alexandra “Alex” Gonzalez started her journey to a career in ticketing and live events as so many did … in high school. During her senior year, she had an opportunity to work an off-road trophy truck event, dubbed SCORE. She became hooked and knew she wanted to make a career in the event business.
Alex Gonzalez
She says, “I started an internship at Las Vegas Events my freshman year of college at UNLV and continued to work there until I graduated. I went to work at the Las Vegas Motor Speedway after graduation, but soon returned to Las Vegas Events. I started full time as an Operations and Corporate Marketing Associate. Our ticket manager soon retired, and I was introduced to the world of tickets. With some restructuring, I soon became Ticket and Operations Associate, then Ticket and Operations Manager.”
At the beginning of this year, she was elevated to her current position at the event management company, Vice President of Tickets and Operations. In that job, she is responsible for overseeing the administration and operation of ticketing, fulfillment and event operations for all company events. Additionally, it is her responsibility to maintain relationships with the organization’s ticketing vendor and venue partners.
So, what gets her up every morning? What is her favorite part of the job? “As cliché as it may seem, the fans are truly the best part of working in ticketing. The Wrangler National Finals Rodeo® (NFR) is the largest event we produce annually, and it has been sold out for more than 35 years. The love for this event by our fans drives that same passion in myself and the entire department. Being able to change someone’s experience at an event for the better is a highlight for us.”
One of the most exciting spin-off accomplishments she handles is the Golden Circle of Champions, a program to promote awareness for pediatric cancer. It involves Las Vegas Events hosting a group of stricken children and their families each year in Las Vegas during the Wrangler NFR. She says, “The joy in their faces, the ability to help them forget they are not feeling well, even for a couple hours, is by far the most gratifying part of the experience.”
Of course, Gonzalez’s challenges are many. No. 1 on her list of difficulties is fraudulent ticketing. She says, “It is very disheartening when a family walks up to the box office and finally realizes that they paid thousands of dollars for tickets that are fake. As a sold-out event, we continue to improve our methods for authenticating tickets. However, scalpers are getting more sophisticated with their technology as well.”
During her toughest times, Gonzalez finds herself often recalling the advice of past mentors and colleagues. Chief among the wise counsel she has received over the years? “Work, work, work! Whether it is for business or personal, when working on or toward something, put your whole heart into it. Be prepared to get your hands dirty both figuratively and/or physically. And if a project doesn’t go the way you imagined, know that is how you learn.”
And this being our Women in Ticketing series, what advice would Gonzalez give to any young woman reading this who is just starting out in the ticketing and live event business? She was quick to reply: “Find something you are passionate about — whether it be rodeos, concerts or a charity that holds a special meaning for you, a specific venue you love — and get involved! Put yourself out there, and don’t be afraid to get involved in as many different aspects of the job as possible. Mark Twain once said: ‘Find a job you enjoy doing, and you will never have to work a day in your life.’ I truly believe that.”
Looking ahead, Gonzalez says she is very optimistic about where ticketing and live in-person events is headed for Sin City and beyond. “Las Vegas is preparing for an incredible run of events that will bring national and international exposure to the destination,” she says. “This includes the first year of Formula 1 in November, the return of the Wrangler NFR in December, and then hosting the city’s very first Super Bowl in February. That’s in addition to all the other events taking place around town on a daily and weekly basis. It’s exciting to be a part of it!”
Did you know that another exciting event is taking place in Las Vegas early next year? Join us for the INTIX 45th Annual Conference & Exhibition, Jan. 29–Feb. 1, 2024, at Caesars Palace! Register now.
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