This April, 17 students participated in the University of Iowa Event Management Certificate’s spring field trip to  Los Angeles, California,  for an unforgettable, hands-on experience highlighted by an exclusive behind‑the‑scenes access at the Coachella Valley Music and Arts Festival with AEG International. At Coachella, students explored large‑scale operations, logistics, and sustainability initiatives behind one of the world’s most iconic events. 

Senior Norah Dunn described the trip as “one of the most valuable experiences” she had as a UI student in a post-trip LinkedIn post. 

“As a senior, this felt like one of the most meaningful ways to wrap up my time in this program, which has been a highlight of my experience at the University of Iowa,” Dunn wrote.  “The Event Management Certificate truly stands out for their commitment to hands-on, experiential learning and emphasizing the importance of industry connections. This trip brought together so much of what I’ve been learning and made me even more confident that this is the kind of work I want to pursue in my future career.”  

Students also toured major venues including SoFi Stadium, The Music Center, The GRAMMY Museum, The Getty Center, and The Ritz‑Carlton. Each stop offered a unique perspective on event production, guest experience, and brand storytelling. 

Students also had conversations with professionals at Sequoia Productions and UI alumni Isaiah and Jessica Scales, who emphasized the importance of communication, adaptability, and relationship‑building. 

Amanda Ritchey, a junior pursuing the Event Management Certificate said, “These real‑world insights encouraged students to think beyond technical execution and focus on the people‑first mindset that defines successful events.”