What makes an event special? A thorough and passionate event planner. Meet Laura Beth Young, Vela’s events and logistics manager.
Q: What do you do at Vela?
I help Vela’s clients create memorable experiences and allow them to engage directly with their audiences, be it employees, clients, consumers or the general population. As the manager of events and logistics, I’m able to work on a variety of programs, which keeps things interesting for me.
I love going out into the community on a Tuesday to make people aware of a new low-cost airline, planning a VIP B2B event on a Wednesday, sourcing a speaker for a tradeshow on a Thursday, doing a site-check for a photoshoot on a Friday, and who knows what else in between. Seeing a client’s vision come to life, especially as it translates to improved business relations or consumer awareness? There’s nothing better!
Q: What did you do previously?
I was bitten by the sports and events marketing bug at a young age – high school. I cut my teeth at South Boston Speedway, helping to coordinate NASCAR Weekly Racing Series events. After graduating from The College of William and Mary, I worked as the general manager and promoter of Orange County Speedway before landing at a marketing firm here in Winston-Salem. At that firm, I worked with The Hershey Company, AAA, Mondelez, R.J. Reynolds and many other clients on their experiential programs. My work included concept, negotiation, sponsorship activation, consumer programming, field and experiential marketing, customer relations and more. I also spent time at a different agency in town, handling accounts for Carolina West Wireless and Susan G. Komen Northwest.
I’ve done a lot of incredible events over the years. The NASCAR events for The Hershey Company are some of my favorites. There’s nothing like the sheer excitement of a major product launch at the Daytona 500 with elements of track and driver sponsorship, customer relations, consumer promotional winners, PR and media, consumer and fan experiential activation, and clients seeing their brand brought to life. Don’t get me started talking about my past programs. I may not stop.
Q: What do you want your clients to know about you?
My clients should know that I take each and every event personally. I want each program to be the absolute best and set new benchmarks. I want my clients to be able to enjoy themselves at the event and not be worried about the event details. That’s my job!
Q: Why did you want to work at Vela?
I was lucky enough to have worked with Vela as a consultant before joining the team in my current role. One thing that has always impressed me about Vela, and continues to impress me every morning, is how truly positive, authentic and driven the people in this company are. It’s a positive feeling I got when I walked through the front door the first time. And still have today. It’s just such an amazing place.
Q: What’s your hidden talent/ability/superpower?
Just one? I’d say my favorite superpower is my amazing stores of energy and my ability to replenish myself. Keeps those other superpowers at full strength and provides endless, upbeat energy on those long event weeks! And it lets me stay busy with concerts, travel and sporting events. I like to keep moving.
My hidden talent is pretty cool, too. I can immediately recall the perfect song or lyric for any occasion. Test me. I dare you.