Paula Lucero
Event Producer, Director and PM
Miami,FL
Summary
Creative and bilingual Event Producer, Director, and Project Manager with 15+ years of experience delivering large-scale corporate events, cultural productions, and branded activations. Proven expertise in event production, event logistics, and end-to-end event management—from concept development through onsite execution and post-event analysis. Founder of Sudamericana Inc., the largest upscale Latinx, Hispanic, and Global Rhythm event management brand in Los Angeles, generating $1M+ in revenue over 12 years. Skilled in business development, sponsorship acquisition, vendor management, and client relations, with a track record of securing partnerships with global brands such as Spotify, Grey Goose, and Corona. Adept at cross-functional team leadership, budget management, talent coordination, and stakeholder engagement, consistently delivering high-impact experiences for 350–1,000+ attendees.
Overview
13
13
years of professional experience
Work History
Event Producer & Director
Sudamericana Inc.
01.2012 - 01.2025
- Company Overview: Sudamericana Inc. is the largest upscale Latinx, Hispanic, and Global Rhythm event management brand in Los Angeles, generating $1M+ in revenue over 12 years.
- Founded, built, and scaled a cultural events company, driving business development and client growth while positioning the brand as a leader in immersive Latinx nightlife experiences.
- Directed and produced weekly events drawing 350+ attendees and special productions attracting up to 1,000 guests, integrating music, art, and cultural storytelling.
- Developed event concepts from strategy to execution, translating creative ideas into production roadmaps, budgets, and seamless onsite activations.
- Secured and managed partnerships with major brands including Spotify, Parton, Grey Goose, and Corona to deliver high-impact sponsorship activations and branded experiences.
- Drove business development and sales growth, consistently exceeding revenue targets by upselling VIP experiences, sponsorship packages, and premium offerings—achieving $120K+ in annual revenue year-over-year.
- Oversaw full event operations with budgets ranging from $50K–$80K, managing vendor contracts, staffing, talent booking, production logistics, and marketing campaigns.
- Directed and led cross-functional teams of 3–5 staff, freelancers, and vendors, ensuring alignment across planning, production, and onsite execution.
- Negotiated with vendors and stakeholders, ensuring cost-effective solutions while maintaining premium event quality.
- Pitched and closed business opportunities, expanding the brand’s client portfolio and generating new revenue streams through innovative programming and partnerships.
Event Assistant Director
Circa 93
01.2018 - 01.2022
- Company Overview: CIRCA 93 is a Los Angeles–based hospitality event agency that owns and operates upscale venues including The Continental Club, The Association, The Queensberry, and The Room in Santa Monica and Hollywood.
- Assisted in the planning, coordination, and execution of 25–40 monthly corporate, private, and lifestyle events across multiple venues, supporting vendor sourcing, sales outreach, staffing logistics, and onsite production.
- Contributed to revenue growth initiatives, helping drive 15–20% YoY growth pre-pandemic and 15% YoY post-reopening, with event revenue surpassing $1M annually by 2024.
- Collaborated with cross-functional teams to deliver live events for up to 350 guests, ensuring timelines, budgets, and client expectations were consistently met.
- Supported the implementation of new systems and technology integrations that improved operational efficiency, streamlined workflows, and boosted overall profitability.
- Assisted in marketing and communications efforts, coordinating digital campaigns and event promotions to increase attendance, brand awareness, and community engagement.
Education
Professional Certificate - Coursera
Google Project Management
01.2025
Business Administration Studies - undefined
Santa Monica College
01.2012
Skills
- Event Production & Direction
- Corporate Event Management
- Business Development & Client Relations
- Sponsorship Acquisition & Brand Partnerships
- Vendor Sourcing & Contract Negotiation
- Budget Management & Cost Control
- Cross-Functional Team Leadership
- Experiential Marketing & Brand Activations
- Onsite Event Logistics & Operations
- Digital Marketing & Event Promotions
- Project Management
- Revenue Growth & Profitability Strategies
- Guest relations
- Creative direction
- Onsite execution
Languages
Spanish
Native or Bilingual
English
Native or Bilingual
Timeline
Event Assistant Director
Circa 93
01.2018 - 01.2022
Event Producer & Director
Sudamericana Inc.
01.2012 - 01.2025
Business Administration Studies - undefined
Santa Monica College
Professional Certificate - Coursera
Google Project Management
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