My WAA Experience: Sandy Garcia

Sandy Garcia is Director of Booking at Pentacle, New York.

Sandy Garcia — Director of Booking, Pentacle; image credit: Pentacle

Sandy, how long have you been attending WAA?

My first WAA was Vancouver, in 2015 while I was with Rena Shagan Associates. I met some really great people that I am still in touch with from that year, and I’ve attended every year since — virtually, last year.

Why do you attend WAA?

I attend because it’s an amazing opportunity to meet with peers and colleagues – agents, artists, managers, presenters – I’ve made some incredible relationships through WAA. Plus, it’s a great way to kick off the booking season. Particularly for me, as an agent working in dance, I find it’s a conference where the attendees are very relevant to the work that I represent, so for that reason it’s been one of the most beneficial conferences that I have attended.  

What are you looking forward to about this year in Calgary?

Oh my gosh, finally being able to see people — in person! As much as we see each other in our Zoom boxes, it’s just not the same. There is a different way of communicating when using technology — it’s all very much about what you’re projecting out. So, the fact that we’re actually going to meet and dialogue and exchange together, to be able to have those one-on-one conversations – I'm really looking forward to that. And there’s been so much change over the past two years, so I’m also looking forward to getting caught up on what has happened with the organizations and individuals that I have relationships with.

Can you describe your typical day at WAA?

It starts with a breakfast meeting and continues with back-to-back meetings from start to finish. That's the hope, and that's really what it is about for me — face-time with peers is the priority, it’s about meeting up with folx – that’s what we are there to do. Ideally, I’ll catch a showcase with a colleague at the end of the day. There are definitely panels each year that I make an effort to be able to attend – ones that jump out as being important learning and discussion opportunities. I think the topics that WAA chooses to talk about are really vital to our community. They don’t just focus on the transactional piece, but more on us as a field and individuals and what our responsibilities are in this work.

Do you come into the conference with a specific goal?

That’s a good question because it makes me have to ask if whatever my goals may have been two years ago, are they going to be the same coming in now or are they going to be different? I don’t know — and if I am holding onto those same goals from before the pandemic, will I be disappointed? I think my intention coming into this conference is really about being able to reconnect with people — and sure, the goal is to have conversations with presenting organizations and to be able to share the work that artists have been working on the last two years, and trying to get engagements for the next season — but I think that after everything that’s happened in the last two years, it’s about going in with an open mind. There have been some really wonderful things that have come out of the past couple of years, and of course, some not so wonderful – so this will be a great opportunity to talk about it.

What do you think makes the WAA conference unique?

It’s just a very welcoming conference. Everyone at WAA is so open. From Tim, to the committee members, and the staff: I have always felt there has been a direct invitation to participate. It’s not about just pitching up your booth and selling work – it’s about developing connections. I remember first meeting Phil Esparza, who has been such a longtime fixture at WAA. He was a mentor and someone who guided me through the whole WAA experience. There’s a warmth about WAA - that’s what I feel from the folx there – that sense of community.

Did Phil become a mentor to you through the New Colleague Program, or more informally?

I ran into Phil and we just started chatting, and he invited me to attend a Conexiones meeting. I didn’t take part in the New Colleague mentoring program, but I did do the Dine Arounds, because I was encouraged to do so when I was starting out as a way of meeting people. This will be my eighth WAA, and I still really love doing them. Not only do you get to eat really good food, but the people I have met through them have been wonderful. It’s less about, “do this Dine Around and meet all these presenters,” and more about being able to meet different people doing this work in different genres and capacities. I think it’s really important to make space to for that exchange — and not just looking at it as an opportunity for your next sale.

Any tips for newcomers?

Definitely sign up for one of the Dine Arounds! I’d say WAA is a very friendly, welcoming space so take advantage of that, and be open to meeting different people. I feel like WAA is centered around community,so approach your conversations focused on that, rather than on thinking, “I need sell my work” or “I need to book my season.” — use the time to focus on getting to know your presenter, manager and artist peers and how they operate within the performing arts community. Those connections might not culminate in an immediate engagement, but may grow into a relationship that in the long-term is much more beneficial. Really take the time to get to know the people attending.

Anything else to share?

Just a great appreciation for all the work that WAA does.

Thank you, Sandy!

Stay tuned for future editions of My WAA Experience.