Impact NextGen: Brooke Hershey

It’s Memorial Day Weekend in Louisville, Kentucky. Brooke Hershey, account executive and founding member of the NextGen Team at concert production powerhouse Production Resource Group, or PRG, is serving as the company’s account executive for Jack Harlow’s Gazebo Festival all on her own, as PRG provided lighting, audio and video production for the main stage.

“Festivals have always held a special place in my heart, ever since I fell in love with the production world while working on-site at Coachella on my first gig with PRG,” Hershey says.

“This experience was a full-circle moment for me, blending my passion for festivals with the skills and expertise I’ve developed over the years.”

Hershey got her start at PRG as a marketing consultant eight years ago, working her way through the company to that aforementioned production coordinator gig for Coachella’s main stage.

“I’ve been fortunate to have a lot of mentors along the way. There are too many to name but a few senior sales executives at PRG took me under their wings, bringing me to their shows and teaching me the ins and outs of production,” she says. “Working in a male-dominated industry, I’ve been especially grateful for the support and camaraderie of my female colleagues and friends, who’ve been instrumental in my growth,” Hershey adds.

“From all my mentors, I’ve gained invaluable insights into the flow and execution of live events. However, the most significant lessons they’ve imparted are the importance of honesty in all interactions and the power of maintaining a solution-focused mindset in the face of challenges.”

Hershey sees her generation’s pushback against “the traditional 9-to-5 job schedule” as a feature, not a bug, particularly in the live space.

“We have a strong work ethic that keeps us constantly engaged, whether we’re on our phones, hands-on at an event, or thinking creatively outside of the office. We’re driven by flexibility, passion and a deep connection to the technology we use. While we greatly value work-life balance, we often blur the lines when we’re passionate about our work. For us, it’s about finding fulfillment and happiness in what we do, which naturally fuels our commitment and motivation,” she says.

Hershey’s found that; she says she’ll always be working in live.

“There are so many opportunities in this crazy industry,” she says. “I love it and know I will always be a part of it.”