Sarah The

Sarah The
She/Her
Stalls Coordinator – Retail, WOMADelaide

From a young age, I was captivated by what happens behind the curtain—the planning, the energy, and the seamless execution that make festivals feel so magical. I’ve always been fascinated by how events come together, and I’ve found real joy in the small details that help create unforgettable experiences.

After finishing high school, I discovered the Bachelor of Creative Industries (Festivals) at the University of South Australia. The course felt like the perfect fit—it combined creativity and strategy, and opened the door to a world I was excited to be part of. During my studies, I was fortunate to hear from industry leaders and explore a wide variety of festival landscapes.

My first major step into the industry was an internship with OzAsia Festival, where I gained invaluable insight into how festivals can celebrate cultural diversity and bring communities together. This experience inspired me to keep exploring, and I soon interned with the Adelaide Cabaret Festival, volunteered at Tasting Australia, and worked in supporting roles with both OzAsia and Illuminate Adelaide. These opportunities not only expanded my practical skills, but also deepened my understanding of event operations and programming across different types of festivals.

Joining WOMADelaide was my first step into a professional festival role—and a big one. As the Stalls Coordinator – Retail, I quickly discovered the complexity and dynamism of managing stallholders. Every vendor brings a unique perspective, and working closely with them has taught me just how important adaptability, clear communication, and people skills are in this role.

My biggest piece of advice? Say yes—even when it’s outside your comfort zone. The festival world is full of unknowns, and it’s within those moments of uncertainty that the most valuable learning happens. Be open, be curious, and embrace every opportunity to grow.

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This article is part of the Festival & Event Industry Career Profiles series, a collection highlighting the diverse stories of Adelaide’s finest festival professionals. 

Photography by: Jack Fenby