Yolanda Sulser

Growing up amid the eco-tourism and hospitality industries, my interest in creating authentic experiences has shaped my entire career.

I pursued a Bachelor of Public Relations (sub-major in Psychology) at the University of South Australia, with electives aligned to tourism and events. Committed to blending theoretical knowledge with practical experience, I balanced studies with part-time work, volunteer opportunities, and an internship at Rip Curl’s Torquay head office. My part-time hospitality job honed my customer service, teamwork, and communication skills, and reinforced my understanding of the pivotal role of hospitality in major events.

My career journey spans agencies, an overseas sabbatical, and a consistent return to entertainment venues perceived as destinations in their own right. From independent cinemas to arts centres and iconic stadiums, these experience generators share a mission to entertain, educate, innovate, and connect with a community.

As the Head of Brand and Communications at Adelaide Oval, which is far more than a stadium, my portfolios encompass marketing, communications, creative, CX, social responsibility, and strategic brand oversight across the organisation to align with our vision: to be Australia’s most iconic provider of world-class, unmissable experiences for all.

Beyond professional achievements, I find fulfilment in mentoring team members and fostering a positive culture. Witnessing employees thrive under mentorship remains a gratifying aspect of my role.

To aspiring professionals, I recommend trying a variety of roles and avoiding immediate specialisation. In the dynamic realm of festivals and events, finding the right position and culture ensures alignment with your values. The ultimate goal is a job driven by passion that makes work feel like a rewarding pursuit.

Pronouns: She/Her

Content supplied by: Yolanda Sulser

Edited for clarity by: Dahlia Opala

Photography by: Sebastian Rosa

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