Liz Roca

Welcome to Miami, by way of Seattle! For this episode, which we recorded in-person while at EVMC in Seattle, we talk with Liz Roca, Director of Tour Marketing at United Talent Agency (UTA). She tells us what it means to work for an agency, and how that role varies and compliments venue and promoter marketing. Liz, who previously has worked on the promoter and venue sides, goes through tips and discusses challenges having worked on all sides of the live event industry. We talk about the rapid growth of Latin music and how tours for Bad Bunny and Karol G, two artists UTA represents, have expanded to stadiums dates, and how the connections fans have with the artists and their work ethic has lead to their continued success at that level. Liz talks about the start of her career, doing advertising for the Miami Herald, and how she transitioned into marketing at the newly opened American Airlines Arena (now Kaseya Center), where she worked for close to 20 years. Hear about her decision to leave and explore the promoter side, challenges during the pandemic, and ultimately her currently role with United Talent Agency. Liz, who is known by her friends as someone who lives life to its fullest, talks about the importance of prioritizing experiences, family, and friends, and not taking anything for granted. Enjoy this informative, fun episode all about the many sides of live events and why it’s important to live with intent.Liz Roca: Instagram | LinkedIn<br />United Talent Agency: Facebook | Twitter | Instagram