Blog > Grad Update: Dale Berg

Grad Update: Dale Berg


We recently caught up with one of our Event & Promotions Management grads from Kelowna, Dale Berg. Dale currently runs his own concert production and promotion company called KeyNote Productions.

KeyNote Productions is Dale’s personal business which exists to plan, promote and produce high quality concerts, tours and live events.

You can check out photos of events Dale has hosted through KeyNote Productions on Facebook. You can also follow Dale on Twitter @KeyNoteInc

We asked Dale a few questions about his career and how he got to where he is today. Here’s what he had to say!

CAT: What was it in the past that led you to pursue your passion in Event & Promotions Management?

I have had the passion to plan, produce and promote live events my entire life. I tried for over a decade to “break in” to the industry but was met with closed doors and obstacles time and time again.  It wasn’t long after I moved to Kelowna that I heard about the Event & Promotions Management program and knew right away that this is what I had spent so many years searching for.

CAT: Describe your current job – what does your average day look like?

I run my own concert production and promotion company called KeyNote Productions. Most of the time, it doesn’t feel like work to me. There is so much excitement and fun involved in each concert or event I produce.  While there is a good amount of desk work to do, there is also a lot of on-location work as well. Each day is fresh and interesting, far from mundane.

CAT: What was the one thing you would take away from your experience at CAT that you use every day?

Many of the practical assignments I worked on throughout the program such as developing a marketing plan or writing a press release are skills I have continued to use on a daily basis within my own company.

CAT: Tell us about your career path and where your education led you from graduation to today:

During the program I formed my own concert production and promotion company called KeyNote Productions by applying all the assignments to create my dream. From logo and website design, to writing my business plan, and incorporating my company, each assignment served two purposes: achieving a grade in my class as well as developing my company outside of class. Two weeks after graduation I was already on the road promoting a six week concert tour and have produced over thirty concerts during my first year out of school.

CAT: What is your ultimate career goal?

My vision is to continue building my company to be a major component of the concert industry in Canada and eventually the world.

CAT: What is the one thing you would tell potential students about your experience at Centre for Arts and Technology?

Be prepared to get your hands dirty!  If you’re like me and want to dive head first into your industry, this is a great place to do exactly that. If you like watching from the sidelines, there is a professional development class that will encourage you to change your attitude and by the end of the program you will be amazed at what you have accomplished!

CAT: What does it take to build a career in your industry?

Passion, knowledge, hands-on experience, networking with people who are already working in event promotion, and a willingness to learn from the industry experts you’ll meet at the Centre.

CAT: What is your advice to potential students that are looking to pursue a career in Event & Promotions Management?

Networking is huge in this industry! The guest speakers and industry experts who came into our class regularly to share first hand examples, stories and opportunities with us are invaluable. So much of the industry has to do with networking, so having the opportunity to talk with these individuals was priceless and a major reason of why I was so successful coming out of school. The connections I made with guest speakers while in school have now turned into business relationships which are helping me develop and grow my business far greater than I would have been able to accomplish on my own.

CAT: Thanks for catching up with us today Dale – keep in touch, and all the best in your future endeavors!

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