2023 Women Of Live: Kate Girotti

Regional VP, Marketing| ASM Global

Based in the greater Phoenix area and with a wealth of experience in the venues realm across the country, Kate Girotti has played a major role in Desert Diamond Arena having one of its most profitable years ever, despite parting ways with the NHL Arizona Coyotes, its primary tenant for 20 years.

Girotti, who also serves as assistant general manager at the arena, credits ASM’s “many layers” of organizational strength and resources as primary factors in the success at Phoenix and elsewhere in the region.

“Over the last year, leadership has brought on some incredibly talented people and allowed us to build out our teams to help provide the resources that we need in order to be successful and drive our business forward,” said Girotti, who joined ASM Global five years ago following time with BSE Global, Oracle Arena and Nassau Coliseum.

In August 2022, ASM Global announced a partnership with Desert Diamond Casinos & Entertainment to rename the former Gila River Arena, which opened 19 years ago in the Phoenix-area community of Glendale. The venue went on to its highest-grossing year since opening.

Girotti sees opportunity for continuing momentum in the live music space, especially following the acquisition of talent buyer Madison Entertainment, led by Roger LeBlanc. “I think we will see a tremendous impact,” Girotti said.

Asked about the state of inclusivity in the live industry, Girotti said it’s “a great time to be a woman in this industry.”

“When I started in this business there were really only a handful of women in the venues I was in and only one or two women that I worked with on a regular basis on the promoter/touring side,” she said. “Now, when I look around my home venue, I’m thrilled to see women in a number of key leadership roles such as director of events, director of booking and director of marketing.”

Girotti counts Gabrielle Dow of the Green Bay Packers and Chris Wright of Allegiant Stadium as two mentors “who have always led by example, have always encouraged me to ‘go for it,’ but always keep it real and tell me what I need to hear rather than what I want to hear.”

Girotti’s philosophy is to lead by example, be inclusive and let team members try new things and make mistakes.

“They can’t be afraid, that’s how we learn,” she said.