Zara Larsson

Tufts University’s “Spring Fling” is the most anticipated campus event every year. It is hosted the last weekend of the spring semester each year. The concert is a 6k attendee outdoor show on the Academic Quad.

I took Tufts University’s annual Spring Fling concert to the next level. My co-producer and I designed a music festival with an impressive lineup that aligned with our students' wants and needs. We are proud to have brought Zara Larsson and GROUPLOVE to the Tufts Academic Quad!

To create the experience we imagined, we opted for a new approach that involved taking some calculated risks. We made several changes (number of artists, concert run-time, harm-reduction approach, activities beyond the stage) and each paid off immensely. This was most visible in the record-breaking attendance; we welcomed over 6,000 Jumbos to the Academic Quad. We were pleased to receive positive feedback on our efforts to ensure the event felt inclusive to the diverse community on campus.

Roles

• Event Producer

• Talent Acquisition

  • Over a year out from the big event, I began collaboration with a third party production company, Pretty Polly Productions.

  • My ability to spot yet-undiscovered talent that promises mass appeal landed us Zara Larsson as our headliner.

  • We locked in the talent in airtight and within budget. I recognized her appeal well before she booked Lollapalooza, her worldwide tour, and her national TV audience, signing her at a bargain no longer possible.

  • We paired Zara Larsson with long-loved alt rock band, GROUPLOVE. The band’s slap-happy, high-energy, coming-of-age indie rock vibe gave our festival the energy-build we dreamed of from the beginning.

  • We also hired undergraduate student DJs to open the festival. 

• Curator

  • Imagination, mood boards, bubble machines, heaping fruit bowls, charm bracelet stations, never-ending pizza, you name it. Every detail of this event was meticulously intentional, creating the welcoming and fulfilling physical environment for attendees.

• Harm Reduction Partner

  • We collaborated with Tufts police, event security, Tufts and private ambulances, and Tufts Harm Reduction advocates, to deliver a safe, accessible, and epic concert to the Tufts population. rom then on, we met with Tufts police, event security, Tufts and private ambulances, and Tufts Harm Reduction advocates, to deliver a safe, accessible, and epic concert to the Tufts population.

  • We were thrilled to welcome our largest audience to date while recording our lowest ever safety incidents. slap-happy, high-energy, and coming-of-age indie rock vibe that blends youthful optimism with raw emotional contrast

I have a valuable instinct for spotting rising talent.

Space curation is a tool that can be manipulated to scaffold safer event experiences and mass-appeal.

The “smaller“ choices matter. To create our consistent and exciting festival environment, every tablecloth color and fruit bowl placement mattered.

When you get the chance to be Zara’s Lush Life Girl, you take it.