This year marks the 10th anniversary of IAVM’s 30|UNDER|30 program! For the past decade, we have recognized and empowered the next generation of venue management professionals – rising leaders who are shaping the future of our industry. In the weeks leading up to the 10-year celebration for the program, which will take place at VenueConnect 2025 in New Orleans, LA, July 28-31, we will spotlight past participants in a “Where Are They Now” series.
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Sari Larson’s career in venue management has been a testament to dedication, passion, and an unwavering commitment to the arts. Since joining the Luther Burbank Center for the Arts, she has steadily risen through the ranks, earning a reputation as an innovative leader and advocate for both artists and audiences. Today, as the Associate Director of Programs & Rentals, she oversees a dynamic portfolio of main stage presentations and community rental events, ensuring the Center remains a thriving hub for creativity and cultural engagement.
Since 2020, Sari has played a pivotal role in elevating local talent, fostering a growing roster of over 100 regional artists, and providing them with meaningful performance opportunities. Her vision for artist development also led to the creation of the Luther Locals Live summer music series, a free community event that has now entered its third successful year—bringing music, energy, and connection to audiences in an accessible and celebratory way.
Her impact on the industry has not gone unnoticed. In 2022, Sari was honored with the North Bay Business Journal’s Forty Under 40 Award, recognizing her leadership, innovation, and contributions to the arts community. That same year, she further deepened her commitment to regional growth and leadership development by graduating from Leadership Santa Rosa, an esteemed program designed to cultivate the next generation of change-makers.
Sari’s professional journey has been profoundly shaped by her involvement with IAVM, particularly as a proud alumna of the 30|UNDER|30 program. She credits the experience with expanding her industry perspective, forging invaluable connections, and providing mentorship that has influenced her approach to leadership. The program introduced her to a dynamic network of venue professionals, allowing her to exchange ideas, learn best practices, and grow within the industry in ways she never imagined. The relationships and insights she gained continue to inspire her work, fueling her drive to push the boundaries of what’s possible in venue management.
Beyond her professional accomplishments, Sari is also embracing exciting new milestones in her personal life. She is now married and relishing the joys of parenthood with her one-year-old son, Noah. Balancing a thriving career with family life has given her an even greater appreciation for the importance of creating spaces where people can come together—whether for artistic expression, community celebration, or shared experiences.
As she continues to shape the future of live events and venue management, there is no doubt that Sari’s influence will only continue to grow. With her passion, vision, and dedication to both the industry and her community, she is making an indelible mark—one event, one artist, and one performance at a time.
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