Grace Powlas
Director of Marketing, Greenville Arena District / Bon Secours Wellness Arena
Grace Powlas turned concert chaos into a career.
While at the University of South Carolina, Powlas attended a music festival that turned into a disaster. She was stranded on a mountain for three days by a storm with strong tornados.
“I knew without hesitation in that moment that I wanted to learn to prevent experiences like that,” said Powlas, who went on to get a degree in sports and entertainment management. “What could and should organizers have done better to keep us safe? After that, I went to learn from the pros at Bonnaroo for two runs, and then made my way to New York.”
Powlas, who has been in the business for a decade, turned an internship at Madison Square Garden into a job. After stints with Paradigm Talent Agency and CAA, today Powlas is director of marketing for Bon Secours Wellness Arena in Greenville, South Carolina.
Along the way she learned the value and necessity of wearing multiple hats.
“We’re marketers, content creators, strategists, publicists, and more — and I love the challenge of staying relevant and on top of it all,” she said. “As a chronically online millennial, I’m a mix of an FBI Agent and cultural translator. I have the instinct to keep a brand relevant and on-trend while knowing where to draw the line to prevent unhealthy backlash.”
Tapping into the socials’ toolbox has benefits. “If there’s a movement within a fanbase or on socials gaining traction, I’m on it, helping artists and our venue capitalize on what’s next,” she added.
As profits and premium experiences dominate conversations, Powlas is focused on elevating the fan experience by looking at no-cost, added value at the venue including booking local bands before a show or having cooling misters or an ice cream truck on hand for summer events.
“For me, it’s all about treating people with kindness, learning from mistakes and standing up for what’s right,” she said. “Yes, tension comes with the territory, but if someone can’t see that they’re being repeatedly disrespectful, I’m going to address it. If that makes me the villain, I’m OK with it. The goal is to create mindful environments where good people feel respected and valued, whether it’s fans at a show or a member of my team.”
She acquired her fan-first philosophy and work ethic from a long list of industry professionals including “cool Brooklyn dad-agents” to powerhouse female venue executives Beth Paul, Josephine Vaccarello, Lesley DiPietro and Jules Manning.
Her advice for someone coming up: “Embrace the art of failing upwards — this industry can be brutal, don’t take it personally. Setbacks will happen, don’t let them stop you.”
