AEG Presents, together with the City of San Francisco and NonPlus Ultra, brought 50 students and young professionals into its College Connection Program during the 2026 Portola Music Festival. The workforce initiative was designed to introduce participants to career opportunities in the live entertainment industry through mentoring, professional development and practical, behind-the-scenes experience.
The one-day program gave participants an inside look at the work involved in producing a major music festival while providing opportunities to interact directly with professionals from different areas of the entertainment business. A guided tour of the festival site, led by Goldenvoice Director of Festival Operations Tim Le, offered participants a closer understanding of the planning, coordination and logistical work required to stage a large-scale event.
Exploring Careers Behind the Music
The program also featured a career panel with representatives from AEG Presents, Goldenvoice and the San Francisco Entertainment Commission. Speakers discussed their professional experiences and provided insight into career possibilities throughout the live entertainment sector.
Participants learned that the industry encompasses far more than performers and artists, with career opportunities spanning event operations, marketing, production, sales, partnerships and community engagement.
Career preparation continued through speed-mentoring sessions involving professionals from merchandise, partner activations, sales, marketing and production. Participants also received individual résumé feedback from AEG Presents' Human Resources team and took part in a networking lunch intended to help them establish connections with industry professionals and fellow participants.
Program Leads to Employment Opportunities
The initiative produced direct employment outcomes. Thirteen participants were hired to work with the Portola Music Festival team in positions covering box office operations, guest services and marketing. Others received access to internships, mentoring and additional professional development opportunities through AEG Presents and its partner organizations.
“Live entertainment offers a wide range of rewarding careers, yet many young people are not aware of the opportunities available to them. Through College Connection, we’re helping bridge that gap by providing students and emerging professionals with direct access to industry leaders, practical experience and pathways to employment,” said Twana Simmons, DEI Business Partner at AEG Presents.
“We’re proud to partner with the City of San Francisco and community stakeholders to help develop the next generation of talent and create greater access to careers in our industry,” Simmons added.
Building the Future Entertainment Workforce
The College Connection Program forms part of AEG Presents’ broader workforce-development efforts. By combining industry access, hands-on learning, mentoring and employment opportunities, the program is intended to lower some of the barriers faced by people seeking to enter the live entertainment business.
The initiative also brings together private-sector companies, public agencies and community partners around workforce development. By exposing emerging professionals to the many roles involved in producing live events, AEG Presents aims to help develop a broader pipeline of talent for the industry's future.
Programs such as College Connection give students and early-career professionals an opportunity to gain practical knowledge, develop professional relationships and better understand the range of careers available behind the scenes of live entertainment.