Krista DeHerrera is a seasoned event director and sponsorship professional based in Colorado. She currently serves as the Director of Events and Sponsorships at Beaver Creek Resort Company, where she orchestrates a variety of events that enrich the local community and attract visitors to the area. Krista’s academic background includes a degree in Mass Communication from Fort Lewis College, and she is an alumna of Durango High School.
DeHerrera has spent 28 years in the event industry, creating sustainable community experiences that bring businesses and the public together to enjoy the best of Colorado’s resort regions. As Director of Events for Beaver Creek, she specializes in experiential marketing, crafting memorable events centered around music, mountain recreation, food, family, and fun.
In her role at Beaver Creek Resort Company, Krista has been instrumental in organizing events such as the annual Beaver Creek Oktoberfest, a three-day celebration featuring food, drinks, and live music. Her efforts in event planning and sponsorship have significantly contributed to the cultural vibrancy of the Beaver Creek community.
After a decade in private event planning, Krista found her calling in large-scale community events. Over the past 18 years, she has grown her career as a contract event planner and co-owner of a hydraulic staging rental company, working with county fairs, festivals, sporting events, and more. Her passion for live music has led her to book regional, national, and international talent across all genres. In addition to event production, she is a Responsible Alcohol Service Trainer and an expert in event marketing and branding.
When she’s not working, you can find her skiing with her two boys, playing hockey in the winter, or enjoying softball, roller skating, and hiking with family and friends in the summer.
Closing Message:
“The Colorado mountain music scene is its own ecosystem—if you understand how it works, where the opportunities are, and how to build the right relationships, it can be an incredible place for musicians to grow, get noticed, and thrive.”
Speaking Points for Krista DeHerrera at COMBO’s Monthly Town Hall
1. Understanding the Colorado Mountain Music Scene
What makes the mountain music circuit different from urban venues and festivals.
The seasonality factor—how winter vs. summer affects opportunities for musicians.
Key festivals, resorts, and event series that book live music (Beaver Creek Oktoberfest, GoPro Mountain Games, Vail Snow Days, WinterWonderGrass, Telluride Bluegrass Festival, etc.).
2. How to Get Booked at Mountain Festivals & Resort Events
Who to contact and how to pitch—understanding the decision-makers behind bookings.
What event planners and festival organizers look for in an artist or band.
The importance of a strong EPK (Electronic Press Kit) tailored to festival settings.
How to stand out in a crowded submission process—pro tips from an insider.
3. The Unique Challenges of Mountain Festivals (And How to Overcome Them)
Altitude, weather, and logistics—how these impact performances, equipment, and travel.
Why flexibility is key—dealing with schedule changes, shifting conditions, and unexpected challenges.
Understanding festival vs. resort gigs—differences in pay, exposure, and expectations.
4. Sponsorships & Partnerships: How Musicians Can Benefit
How sponsorship deals work within mountain festivals and resort events.
What brands and resorts look for when sponsoring musicians or partnering on events.
Tips for leveraging sponsorships to get more festival and resort gigs.
5. How to Build a Sustainable Presence in the Mountain Music Scene
The importance of local networking—connecting with venues, promoters, and industry players.
Why residencies and repeat bookings matter for long-term success.
Marketing strategies for musicians—how to make your name known in ski towns and resort areas.
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Jamie Krutz will moderate the meeting, and Todd Caron will organize the Q&A session!
From the internet: A town hall meeting is a public event where an official answers questions from the audience. Town hall meetings can also be used by companies to share information with [employees] (or, in COMBO’s case, members), or for community members to meet with the principals of the group.
Zoom info will be sent the Thursday before the meeting.