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By Eric Renner Brown
Live Nation’s multifaceted international business continues to expand at a rapid clip, and when the concert behemoth created Venue Nation, a venture to oversee its ever-growing portfolio of venues throughout the world, it needed a seasoned executive to steer its U.S. division.
The company found one in Sherri Sosa, who signed on as president of Venue Nation’s U.S. division in April.
Sosa arrived at Venue Nation from one of the world’s hospitality capitals, Las Vegas, where she spent the last 18 years working for Caesars Entertainment Corp. Her tenure at the company included stints as general manager for The Flamingo and LINQ (2015-18), Planet Hollywood (2018-20), and Paris and Bally’s Hotels and Casinos (2020-21).
Her nearly two decades of experience managing prominent facilities in one of America’s premier tourist destinations made her well-suited to guide the many venues owned or operated by Live Nation — more than 100 domestically — as they reopened after the coronavirus-induced industrywide shutdown.
“It is an incredible honor to be leading Venue Nation’s robust portfolio of venues across the U.S. during this pivotal time for the industry,” Sosa said in a statement at the time of her hiring. “Venues are at the heart of the live music experience, and I am excited to help continue to grow the business with the best in class venues management team at Live Nation and to be able to bridge my years of experience in entertainment and hospitality with my passion for live events.”
In her role, Sosa reports to Bob Roux, president of Live Nation Concerts, and oversees the operations, growth, and development of Live Nation’s slate of venues, which include clubs, theaters and amphitheaters from coast to coast. Sosa’s purview also encompasses food and beverage partnerships, VIP and premium experiences, and special event services — and she’ll also surely lead Venue Nation as it continues to navigate complex industry issues like sanitization and sustainability.