Positive psychology emphasizes approaching change not from a perspective of difficulty but rather from a position of capitalizing on what we have, harnessing our strengths, and igniting positive experiences. Positive psychology is the science of happiness and well-being. In that it employs strategies linked to happiness and wellbeing that have undergone thorough investigation. The focus of positive psychology is on life’s constructive experiences and influences, such as:

• Positive experiences (like happiness, joy, inspiration, and love).
• Positive emotions and qualities (like gratitude, resilience, and compassion).
• Reputable organizations (applying positive principles within entire organizations and institutions)

Positive psychology as a discipline spends a lot of time considering issues like character traits, optimism, life satisfaction, happiness, wellbeing, gratitude, compassion (including self-compassion), self-esteem and self-confidence, hope, and elevation. Meet Deirdre McCready, Live Nation Entertainment’s Executive Vice President of Sales & Special Events, who blended her passions for influencing positive change with the psychology of human behavior.

Beginning of a Career

Deirdre McCready was born and raised in Southern California by a single mother. She worked her first job in the restaurant business and supported herself while studying at San Diego State University to earn her Bachelor of Arts in Psychology. McCready wanted to someday work in a field that would enable her to make a difference in people’s lives. At a nearby event marketing and production business, she landed her first event organizing position. This role became the foundation of her career.

McCready began the next phase of her career with the Hollywood Reporter as a brand marketing and event producer with the goal of producing extraordinary in-house experiences. She was producing events such as the Key Art Awards at the Kodak Theatre, the Showmanship Awards at ShoWest in Las Vegas, the 75th anniversary of The Hollywood Reporter at the Pacific Design Center, and The Hollywood Reporter’s Annual Next Gen Event showcasing the upcoming young talent in the entertainment industry. Alexander Payne, Charlie Kauffman, and Zach Braff were just a few of the filmmakers with whom she had the pleasure of collaborating and producing Oscar and Emmy Nominee Panel discussions.

After producing several well-received high-profile events, McCready was recruited to her next position at SBE as Vice President of Special Events. She grew the department from its inception to a $50M+ business. Next, McCready joined Live Nation to spearhead the growth of its special events business.

Live Nation Entertainment

Live Nation Entertainment, the top provider of live entertainment worldwide, has the honor of collaborating with artists to realize their vision on stages all over the world. A concert does more than just entertain its audience, whether it lasts for two hours in a crowded club or all weekend long at a festival. It has the power to inspire, uplift, and leave a lifelong memory.

One most likely have attended a Live Nation concert at one of Live Nation’s 150+ venues nationwide. Between 25 to 65,000 people can be accommodated at these distinctive venues, which host renowned brands including House of Blues, The Fillmore, Irving Plaza, Belasco, as well as iconic amphitheaters such as Northwell Health at Jones Beach Theater and Shoreline Amphitheatre at Mountain View.

Defining her Role as EVP

As EVP of Sales and Special Events, McCready is responsible for increasing sales for meetings and private events at more than 150 of Live Nations’ venues which include amphitheaters, clubs, and theaters. Under McCready’s leadership, her team develops richly original entertainment experiences with a nationwide team of event and production specialists. She is also responsible for strategic planning, budget development, branding campaigns, and the evolution of business initiatives and programs. Most importantly, McCready promotes diversity, equity and inclusion for her team by establishing a welcoming environment where everyone feels a sense of belonging and has the space where they can be at their best.

McCready thinks it’s crucial to never stop learning if one wants to develop as a leader. She recommends keeping up with books, podcasts, news, and classes that boost both your IQ and EQ. She shares her favorite book: “Emotional Intelligence 2.0 by Travis Bradberry and Jean Greaves is a thought-provoking, inspiring read!” It imparts crucial knowledge on how to excel in both your career and your life. She said that although this mindful reframe helps us understand how to not let emotions drive our actions, we are wired to sense emotions first and reason second.

Innovative Packages in Place to Stand Apart

The unique venues offered by Live Nation are the ideal places to have corporate events, employee parties, private concerts, fundraisers, receptions, product launches, and so much more. When a customer hosts an event at Live Nation, they are working with the top live event producers in the industry.

The in-house team advises clients on every aspect of the event, including booking the best musical entertainment in the world. McCready and her team develop unique packages that no other venues or brands can provide, whether the customer wants to book a small band or a world-renowned artist. The legendary venues continue to exceed expectations for meetings and private events, offering everything from artist experience packages to immersive culinary experiences with renowned chefs and celebrities like Tim Love, Brooke Williamson, Bryan and Michael Voltaggio, Jon Shook and Vinny Dotolo, and Danny Trejo. Full-service event production, cutting-edge lighting and sound, custom menus, and mixology are all provided by their talented staff. These distinctive venues offer an unmatched setting for meetings and events.

Leads with Empathy

Deirdre McCready is a leader who pushes her team to think creatively and use their knowledge skillfully to go above and beyond to exceed expectations. She guides with empathy, and over the last 20 years has developed a respectful and compassionate leadership style that encourages the best in others. She believes that when people are respected and supported, they naturally reach their full potential. McCready and her team actively collaborate to problem solve and develop innovative ideas for revenue generation.

McCready leads fearlessly and has faith in her team and their goals. Throughout her career, she has touched every facet of hospitality for special events, from sales and marketing to service and logistics. This insight allows her to approach leadership with an understanding of every team member and the utmost respect for the entire team.

McCready ensures, “I tell my team daily that I am just a phone call away for anything they need.”

Draw Up for Uncertainties

McCready has frequently found herself to be “the only” female executive in the room. The majority of CEOs are still men and an area of opportunity continues to be for women to advance and take a seat at the table. “I’ve used my tenacity to find my voice in the room and add my expertise to conversations as a leader,” she states.

McCready adheres to the rule to stay three steps ahead. In real-world settings, anything can happen suddenly and throw your plans entirely off course. The most crucial factor is how you handle these unexpected circumstances. McCready believes that by planning ahead, one can go forward with ease and always be proactive and solution-oriented.

McCready’s goal as an events producer is to provide her customers and their guests with memories they will remember forever. She and her team are constantly looking to network with the industry’s finest talent and offer client’s unique experiences based on the newest trends and technologies.

Charting her Bright Future

McCready will continue to develop extraordinary lifelong experiences at the top live entertainment company. Live Nation will offer more access, imaginative packages, and novel experiences by continually diversifying the team. She will maximize these disruptive experiences that put the client and guests first, whether it is through collaboration with renowned partners or the top artists in the world.

In Support of Leader Development

Deirdre McCready encourages leaders to understand their value. She advises focusing on where you want to be and how to get there. Demonstrate your value through your hard work and creative growth.

If you are a leader, you should always be thinking about the next generation. She proposes locating and establishing growth possibilities for women in the next generation. Whether that is through internships or partnering with organizations such as Diversify The Stage. Encourage growth by making people feel welcome and holding space for them.

Through her leadership and accomplishments, McCready leaves a huge impact on the live events industry and paves the way for future special events professionals.