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Introduction

• Hometown: San Clemente, California
• Favorite Food: Asian Anything!
• Favorite Movie: It's a Wonderful Life
• Favorite Hobby: Hanging out with friends and family
• Childhood Dream: First to be a baker, then to produce and create a Super Bowl halftime show
• Motto/Phrase: "Go all in, be you, leave a mark!"

Meet Jen

Jen Sandstrom is the Vice President of Event Booking and Programming for the Rams and Hollywood Park. Her work is all about bringing unforgettable events to life. From concerts to community gatherings, Jen makes sure every detail is in place. She focuses on building strong, authentic relationships and bringing energy, creativity, and transparency to everything she does.

Path After High School

After high school, Jen went to California State University, Fullerton, where she double majored in Communications and Speech. During her senior year, she landed an internship with the Los Angeles Kings, helping run intermission promotions and events. That internship gave her a first look at how live events really work behind the scenes.

Her first full-time job was with the Kings' merchandise team, which helped her get her foot in the door and taught her to see every opportunity as a chance to grow. That experience connected her with people across departments, showed her how the business side worked, and ultimately led to her first event booking role at STAPLES Center, which set her on a path to her current position.

Looking back, Jen says college was where she began making real choices about her future. It gave her space to explore, learn, and discover her individuality while also building confidence to carve her own path.

STEAM in Action

Jen uses STEAM in her work every day:

• Science: Planning for how sound travels in a stadium and finding ways to reduce waste and save energy.
• Technology: Running ticketing platforms, apps, and data tools that shape the fan experience.
• Engineering: Designing seating layouts, stages, lighting, and rigging with safety and precision.
• Arts: From performers to stage design, the arts infuse every event with creativity and emotion.
• Math: Budgets, ticket pricing, attendance forecasts, and even stage acoustics all depend on math.

Day in the Life of Jen's Job

Jen describes her work as fast-paced and always changing. No two days look the same. She might spend the morning balancing contracts and calendars, the afternoon negotiating with a client, and the evening reviewing stage designs. She says booking is the engine that gets everything else moving.

Career Curveball

The job Jen got with the Kings wasn't what she pictured herself doing. But instead of seeing it as a detour, she treated it as a chance to learn. That role helped her build relationships across departments, understand the business from the ground up, and opened the door to her first event booking job.

The Best Part of Jen's Job

For Jen, the best part is the people. Every conversation, whether with colleagues, partners, or clients, makes her work meaningful. She says relationships are what bring the entire business to life!

Jen's Advice for Students

Be curious, reliable, and willing to step outside your comfort zone. Say yes to opportunities, pay attention to the details, and stay true to yourself.