Larissa McKinlay
Calgary,AB
Summary
A results-driven event planning specialist with a passion for creating impactful experiences. Skilled in leadership, relationship-building, and communication, with a proven ability to tackle new challenges and deliver exceptional outcomes.
Overview
5
5
years of professional experience
Work History
Events and Marketing Specialist
University of Calgary Dinos Athletics
Calgary, Canada
06.2023 - Current
- ONSITE EVENT MANAGEMENT– Oversee and coordinate a wide variety of events including regular season varsity games (across 16 teams), media conferences, award banquets, and game-day operations, ensuring seamless execution and high-quality experiences
- CUSTOMER SERVICE– Provided top-tier customer service to all patrons attending Dinos events, ensuring a positive experience for fans, athletes, and event attendees. Work with visiting teams to secure hotel blocks and transportation
- EVENT STRATEGY & ROI ANALYSIS– Increase attendance by 12% over two years by collaborating with sales and marketing team to develop event strategies aligned with organizational objectives for over 100 events annually while tracking and reporting event ROIs
- CROSS-FUNCTIONAL COLLABORATION – Partner with external organizations, including McMahon Stadium, Calgary Sport and Entertainment, and the University of Calgary Student Union, working closely with C-suite executives, business owners, operations managers, and event coordinators to ensure effective event operations and logistics. Source, select, and communicate with third-party vendors.
- CONTENT STRATEGY & PROMOTION– Lead collaboration with marketing team to develop promotional materials, to optimize customer engagement, drive attendance, and maximize ROIs
- BRAND REPRESENTATION- Directed collaboration with the design team to ensure event displays and marketing materials consistently and effectively represented the University of Calgary Dinos Athletics brand.
- BUDGET MANAGEMENT– Manage, track, and reconcile event budgets, providing forecasting and making necessary adjustments to ensure events stay on budget
- SPONSOR & STAKEHOLDER RELATIONSHIP– Manage sponsor relations, ensuring fulfillment of in-game activations and brand engagement during events
- Leadership – Hire, train, supervise, and motivate 30+ part-time event staff annually.
- POST EVENT ANALYSIS– Create and deliver post-event summaries, identifying success, and areas for improvement, while providing actionable recommendations for future events
Event Operations Coordinator
University of Victoria Vikes Athletics and Recreation
Victoria, Canada
09.2019 - 06.2023
- EVENT OPERATIONS MANAGEMENT- Managed logistics for Vikes events, including varsity games and National Championship tournaments. Worked closely with the Vikes facilities team to coordinate event bookings, setup, and dismantling. Ensured event safety and security by coordinating third-party security companies
- TICKETING SYSTEM EXPERIENCE – Proficient in the AudienceView ticketing system, with hands-on experience in ticket creation, troubleshooting, and generating detailed reports.
- STRATEGIC MARKETING INITIATIVES – Successfully increased event attendance by 20% over three years by developing community engagement strategies, such as family packages, birthday party offerings, and season ticket packages
- CONTRACT FULFILMENT– Worked alongside with the Sales team to ensure the fulfillment of contractual obligations with Vikes sponsors and partners during events and U SPORTS Championships
- VIRTUAL EVENT LEADERSHIP – Led the transition to virtual and hybrid event formats during the COVID-19 pandemic, organizing successful online fundraising events and awards galas to maintain stakeholder engagement
- LEADERSHIP IN MAJOR EVENTS– Played a pivotal role in the planning and execution of six U SPORTS Championships. Managed budgets, chaired planning committee meetings, and liaised with U SPORTS and visiting team coaches to ensure seamless execution of these high-profile events
Education
Bachelor of Arts - Recreation and Health Education
University of Victoria
06.2023
Skills
- Event Strategy & Execution
- Sales & Marketing Collaboration
- Influential Leadership Skills
- Building & Maintain Relationships
- Project Management & Team Coordination
- Content Development & Strategy
Awards/Achievements/Volunteering
- Chair, UVic Vikes Women's Rowing Alumni Chapter, Lead fundraising initiatives, alumni engagement efforts, and event planning to strengthen the alumni community.
- Recipient of the 2018/19 Tony Zazzadda Rowing Award, Honored for excellence in athletics, academics, and leadership.
- Captain, UVic Women's Rowing Team (2018/19), Led the team with dedication, fostering a spirit of teamwork and achievement.
- Gold Medalist, Women's Varsity 8+, Won at the Canadian University Rowing Championships.
- Volunteer, KidsSport Annual Thrifty Foods Kids Run, Contributed time and effort to support this community event.
Timeline
Events and Marketing Specialist
University of Calgary Dinos Athletics
06.2023 - Current
Event Operations Coordinator
University of Victoria Vikes Athletics and Recreation
09.2019 - 06.2023
Bachelor of Arts - Recreation and Health Education
University of Victoria
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