VP/senior director of marketing, the Messina Group/AEG Live
Marketing For Messina
Kate McMahon, VP/senior director of marketing for the Messina Group/AEG Live, started 2012 with a bang: working on 10 sold-out George Strait dates promoted by TMG founder Louis Messina. The tour, also featuring Martina McBride, grossed $9.6 million and drew more than 141,000 fans, according to Billboard Boxscore.
| My Mentor: "Hands down, [TMG founder/principal] Louis Messina. I started working for him in 1996 and I have never stopped learning from him. Whenever I think I've got this down he'll say something and I'll go, 'Damn it. He's so smart'."
McMahon's next project for TMG was one of the biggest tours of the year, and the biggest of her career to date: The Brothers of the Sun tour, featuring Kenny Chesney and Tim McGraw, played 23 National Football League and Major League Baseball stadiums. The show at MetLife Stadium in East Rutherford, N.J., is now billed as the largest ticketed country event in New York/New Jersey history, with 56,285 tickets sold. Overall, the tour grossed more than $96.5 million and was attended by more than 1.1 million fans. "It was just 23 shows," McMahon says with a laugh. "That's crazy. And we only did 10 George shows, so that's 33 total. That's the fewest I've done in my career. I'm like, 'Wow. Very efficient, Kate,'" she quips. The BOTS tour featured a number of promotional and sponsored elements managed by McMahon, including partnerships with American Express, Corona Light, Costa Sunglasses and GAC.