MENTOR BIO

Shelby O’Neal is currently the Marketing Manager at American Airlines Center, the 20,000+ seat arena in
downtown Dallas. Her passion for music combined with her aptitude for marketing and public relations
introduced her to the possibility of a career in the music industry in college. While attending the
University of Kansas Shelby began working for a cluster of radio stations in NE Kansas, as well as an
18,000+ seat amphitheater in the Kansas City area. The experience of these jobs combined with a
degree from the William Allen White School of Journalism at KU lead her to further pursue a career in
the live music industry.
After graduation, Shelby moved to the live music capitol of the world, Austin, TX, in hopes of finding the
ideal post-graduation job in the music industry. The opportunity came in April of 2017 when she started
at the Live Nation Dallas office. Shelby was hired specifically to open and market a brand-new venue in
the Dallas market. After successfully launching and cultivating The Pavilion at Toyota Music Factory,
Shelby set her sights on a new challenge, the arena. In August of 2018, Shelby began at AAC, where she
completely transformed and evolved the artist and guest experience at the arena, handling all of the
coordinator and execution of marketing and PR activations on the day of the event.