Sam Cudd

Event Manager, Spark Arena
Bachelor of Arts in Event Management and Marketing

Sam Cudd has loved events as long as she can remember, a passion that eventually led her to AUT’s Bachelor of Arts in Event Management and a career she truly loves.

“From the moment I was old enough to attend concerts and festivals, I was fascinated by the experiences these events created and the lasting memories they gave people. I became increasingly curious about what happens behind the scenes and how large-scale events are planned and delivered. This interest led me to pursue a degree in event management. I chose to study at AUT because it was one of the few universities offering a specialised event management degree. AUT's strong reputation for practical, hands-on learning also appealed to me, as it provided opportunities to gain real-world experience and develop industry-relevant skills alongside academic study.”

The mix of theory and practical learning was a highlight of her studies, and she still has many fond memories of her time at AUT.

“A highlight of my time at AUT was completing the workplace experience in my degree. I secured an internship with the Rhythm and Vines team, which had always been a dream opportunity for me. I was immersed in the fast-paced events industry, which enabled me to gain valuable hands-on experience and apply what I had learnt in the classroom to real-world event delivery. It was incredibly rewarding to be involved behind the scenes of a major event and helped confirm that I had chosen the right career path. My degree also provided opportunities to connect with industry professionals, learn from guest speakers and gain insight into different areas of the events sector. These experiences helped me develop practical skills that can’t be learned in a classroom, gave me confidence in my abilities, expanded my professional network and helped me transition from being a student into a career in the events industry.

“One of my proudest achievements at AUT was reaching the finals of a marketing competition as part of a group project. Our team developed an innovative solution to address the large amount of plastic poncho waste generated at events. We researched the environmental impact of single-use ponchos and proposed a more sustainable alternative that could be implemented by event organisers. Making it to the finals was a rewarding experience, as it allowed us to present our ideas to industry professionals and showcase the skills we had developed throughout our studies. The project strengthened my teamwork, problem-solving and presentation skills, while also demonstrating how the events industry can adopt more sustainable practices.”

Bringing events to life at Spark Arena
After graduating from AUT in 2022, Sam now loves her role as an event manager at Spark Arena.

“Working at Spark Arena combines two things I love: music and events. As someone who grew up attending concerts and festivals, it's a surreal feeling to now be part of the team that helps create those experiences for others. I enjoy seeing all the planning and hard work come together on event day and knowing that I'm helping create memories that people will remember for years to come.”

She says her studies prepared her well for the career she has today.

“One thing AUT prepared me for that I didn't fully anticipate was the importance of building professional relationships and networking within the events industry. Through group projects, industry guest speakers and my workplace experience, I learned how valuable industry connections can be in creating career opportunities. AUT also prepared me for the fast-paced and often unpredictable nature of the events industry. Working on practical projects and completing my internship taught me how to adapt, solve problems under pressure and work effectively as part of a team. Looking back, these real-world skills have been just as important as the technical knowledge I gained during my degree and have helped me transition confidently into my role at Spark Arena.”

Advice for other students
Sam’s advice for other students is simple: take every opportunity that comes your way.

“Get involved in the industry as early as possible. The practical experiences, internships and industry connections you make during your degree can be just as valuable as what you learn in the classroom. Don't be afraid to put yourself out there, ask questions and build relationships with lecturers and industry professionals.”

She also has some great guidance related to a career in event management.

“Don't wait until you graduate to start building your career. Say yes to opportunities, put yourself out there and gain real-world experience whenever you can. The connections you make and the reputation you build can be just as important as your qualifications. Be passionate, reliable and open to learning, because the events industry offers incredible opportunities for those who are willing to get involved and work hard.”