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Leading Events, Sports & Live Entertainment Execs Launch Rebuild20 to Support COVID-19 Reopenings

The COVID-19 pandemic has forced nearly every business on the planet to reevaluate their strategy and pivot toward long-term health and safety initiatives.

The COVID-19 pandemic has forced nearly every business on the planet to reevaluate their strategy and pivot toward long-term health and safety initiatives. The impact of the fast-spreading novel coronavirus has been particularly difficult for people-centric industries like sports, events and live entertainment, but today four leading executives are coming together to launch reBUILD20 and lead post-pandemic planning and recovery.

reBUILD20 is veteran event producer Marianne Herman, former AEG Sports vp Sheri Morales, former v.p of partnership activation for the AEG-owned Amgen Tour of California Kelly Staley and L.A. Live and AEG senior director of communications Cassie Zebisch. All four women serve as co-founders and principals of reBUILD20, which will be based in Los Angeles.


Using the most current CDC and local government recommendations, reBUILD20 plans to create customized solutions for reopening and operating with an emphasis on sports, live entertainment, concerts, arenas, theaters, entertainment venues, restaurants, conferences, trade shows, houses of worship, events, retail and fitness centers. Specializations include identifying potential areas of risk, creating ways for companies to capitalize on their business infrastructure and modifying approach and usage strategies as COVID-19 cases continue to surge.

“This customized analysis will allow for businesses to focus on their goals, ensuring their tenets continue to remain paramount in the planning process while developing creative pathways to provide for the health and safety of employees and consumers,” a press release announcing reBUILD20’s launch explains. “In the new normal of COVID-19, this evaluation is essential, as it allows our team to focus on the development of a turnkey operational plan for business’ modifications while reBUILD20’s clients can remain focused on core business programs.”


Hermans adds, “Once we saw there was such a gap between how businesses operated before the pandemic and today, we realized that there was a need to find a way for companies to revitalize their business in this new normal and that was how reBUILD20 was created.”

Many companies “don’t have operational experts on their staff that deal with basic tentpoles of event functions,” Hermain explains, “so we are offering a service to allow these businesses to utilize our decades of experience executing large scale events and customizing it to their specific business needs.”

Herman has produced hundreds of special events for a number of high-profile clients and led the launch of the AEG Events division. Prior to AEG, Herman worked for the entertainment division of the Disney Company with Mighty Ducks of Anaheim and the Anaheim Angels, including the grand opening of the refurbished Edison Field. Morales oversaw game day operations for the XFL’s Los Angeles Wildcats and previously served on the management team for Amgen Tour of California, and has worked on world class events including the GRAMMY Awards, Lakers games, concerts and numerous special events.


Staley was responsible for managing sponsorship activation for Amgen Tour of California partners, including promotions, grassroots events, broadcasts, signage and hospitality. She previously led initiatives for the Los Angeles Kings and events at Dignity Health Sports Park (formally Home Depot Center). Zebisch has worked on countless iconic events during her 12 years at AEG, including two NBA Championship Parades, two NHL Stanley Cup Championship Finals and parades, NBA All-Star Games, All-Star Chefs Classic and many other large-scale special events. Prior to joining AEG, Zebisch worked with the Los Angeles Angels in the stadium operations and event department and earned a B.A. from San Diego State University where she served as the team captain for the water polo team.

reBUILD20 will provide resources to focus their client’s goals of creating a safe environment for their employees and guests by providing business strategy insight, functionality platforms, customized solutions, operational infrastructure and sustainability resources. To learn more about reBUILD20, visit