a Tour
a Tour

May 31, 2024

Celebrating Sydney DeLaCruz: A Woman to Watch

We are thrilled to share that Shop SLC Member Sydney DeLaCruz, the talented Talent Buyer for Live Nation Utah, has been recognized as one of Utah Business’s 30 Women to Watch. Sydney’s inclusion in the Emerging Leaders category highlights her exceptional contributions to the music and entertainment industry and her significant impact on the Salt Lake City community. Read on to learn more as told to Utah Business editor, Mekenna Malan here:

The 30 Women to Watch awards shine a spotlight on extraordinary women who are carving out legacies in our state. Utah Business is honored to recognize this year’s cohort for their efforts to start, manage, grow, or otherwise further the work of their companies, making Utah’s future brighter one day at a time. This year, for the first time, the award has expanded to recognize 10 emerging leaders who show promise in their respective industries. We extend our heartfelt congratulations to all the honorees, especially Sydney DeLaCruz!

Sydney’s journey in the music industry began with a marketing internship with a local promoter. As her career progressed, she wore multiple hats, handling everything from ticketing to artist hospitality, local bookings, and accounting. Her dedication and versatility caught the attention of Live Nation, leading to her recruitment in 2019. By 2021, she had been promoted from assistant talent buyer to talent buyer. By 2023, Sydney achieved a significant milestone as the sole talent buyer in Salt Lake City, marking her as the first female to hold a senior position at Live Nation SLC.

Sydney’s mission extends beyond just booking gigs. She is deeply committed to fostering diversity and community engagement within the music and entertainment sphere. By creating safe, inclusive spaces for concertgoers and highlighting marginalized groups across the industry, she is paving the way for a more equitable future.

When asked about her proudest accomplishment, Sydney cites the Mind The Gap music festival. Alongside Festival Director Samantha Smith, Sydney has poured her heart and soul into creating an event that hosts some of the best fans in the country and outstanding developing artists. The festival is not just about music; it is about learning from the community and continuing conversations that increase awareness and gain perspective on societal gaps.

Sydney’s role models include Rikki Aston from Live Nation Denver, Alex Maxwell and Kelly Kapp with Live Nation Touring, and Corrie Martin of Wasserman Music. These trailblazing women excel in their roles and are dedicated to uplifting their fellow women in the industry. Their unwavering commitment to excellence and humility inspires Sydney to strive for the very best in all her endeavors.

Sydney’s recognition as one of Utah Business’s Women to Watch is well-deserved, and we look forward to seeing her continue to make waves in the music industry and our community.

Congratulations, Sydney!

Photographer: Beka Price Photography

Ready to join our growing community? Book a tour and trial now.