About Me

Welcome to the website of Kerry Toorcana. Here you can learn a little bit
about me, my work, interests, and goals.

Hello, I’m Kerry Toorcana

Thanks for visiting my personal website. I’ve spent more than twenty years in the event industry with a focus on marketing, audience growth, and partner relations. I hold a B.Sc. in Business Management with a minor in Marketing.

I started this site to share what I know and what I’m currently learning. It is a central place to catalogue my projects, notes, and resources. Here you will find case studies, campaign highlights, photography and design work, along with practical takeaways you can apply to your own projects. My blog collects ideas, tools, and lessons from the field.

My marketing knowledge uses a balance of strategy and craft. I enjoy defining the audience, shaping the message, choosing the right channels, and measuring what matters so ideas turn into real outcomes. To achieve this I strive to create understandable systems, build clear communication, harness innovative tools, and conduct thorough research that can better inform my decisions.

If you are an organization or individual looking for deeper specifics, you can visit the Projects and Experience pages which offer a closer look at my skills and history. Also, you can visit my Blog to read or research topics with regards to event marketing, recollections, and deeper insights about my ongoing contributions. If something here sparks a question or an idea, feel free to reach out through my Contact page. I would love to hear from you.

Biography

From late nights spent handing out flyers to strangers to coordinating large-scale events, my career in event marketing has followed an unconventional but rewarding path. It’s a journey that encompasses grassroots promotion, concert productions, and most recently, the hospitality industry.

Originally from Trinidad and Tobago, I began organizing events while still in high school. Shortly after graduation, I formed Crossfade Productions, an independent dance music events company. During those early years, I promoted events through whatever channels I could find. These were outlets where I could reach my target market without spending much, if anything at all.

Budget limitations pushed me to nurture my creative side in order to connect with an audience since traditional advertising was financially out of reach. Some of the most common tools used by “underground” promoters like myself included online message boards, BBS systems, flyers, stealth wheatpasting, college radio, and a promotional network of alternative record stores and retailers.

As social media emerged, my early experience with digital tools became a key strength that helped elevate my rise within the event industry. That foundational work led to a pivotal internship with Pace Concerts, which soon transitioned into a full-time position as a marketing coordinator within the clubs and theaters department. Pace Concerts, which operated under the Clear Channel Entertainment brand at the time, would eventually become the worldwide conglomerate known as Live Nation Entertainment.

Kerry Toorcana with Crossfade Productions

While at Live Nation, I created a series of regional and city-specific social media marketing profiles to serve as conduits for event announcements, contests, and content. Social media was beginning to be recognized as more than a passing fad, and because I was already operating within that space, I was promoted to the newly created position of New Media Coordinator. My responsibilities included digital and email marketing using proprietary systems. However, when digital marketing functions became centralized, I moved over to work at the newly opened House of Blues Houston. There, I created new revenue opportunities by collaborating with third-party promoters and developing event concepts to activate underutilized venue spaces.

Although I thoroughly enjoyed my time at House of Blues, I longed for more responsibility and a return to working on larger-scale events. At NightCulture, I was able to combine my concert experience with my background in dance music to help build a brand that operated across Texas and Oklahoma.

As a marketing and operations manager, I helped create brand ambassador networks, front of house operations, settlement processes, and managed event staff. My marketing expertise required developing a turnkey playbook for clubs, touring events, and festivals such as Something Wicked and Life in Color.

After leaving NightCulture, I returned to university to complete a personal goal where I earned a degree in Business Management.

Shortly after graduating, I joined Moody Gardens, a nonprofit resort with a strong focus on education and conservation. The experience I gained there spanned working with an aquarium and indoor rainforest, four-star hotel, spa, golf course, convention center, waterpark, conservation programs, and various seasonal attractions. My marketing focus shifted from music toward promoting family travel and ecotourism, where I balanced commercial goals with a larger mission rooted in environmental stewardship.

Today, I use a mix of creativity, data, and storytelling that forms the body of my marketing strategies. Through this website and digital portfolio, I am documenting my work, curating insights, and exploring how marketing continues to evolve across industries. Whether it’s analyzing digital tools, building immersive brand experiences, or mentoring future marketers through content and community, I consider my journey an ongoing process of learning and adaptation. From underground rave culture to the boardrooms of destination venues, my path reflects a career shaped by reinvention, strategic insight, and a commitment to marketing that is rooted in authenticity and purpose.