2026 Women Of Live: Rachel Powers

Rachel Powers
Messina Touring | Vice President

MOST RECENT CONCERT THAT CHANGED HER LIFE | Backstreet Boys’ “Millennium Tour.” “Seeing them at Sphere was such a full circle moment and made my millennial heart burst.”

Messina Touring officially began on Jan. 31, 2002, by a trio of promoters – Louis Messina, Rome McMahon and Kate Des Enfants McMahon – and has evolved into a juggernaut representing some of the biggest touring artists in the world including Taylor Swift, George Strait, Kenny Chesney and Ed Sheeran, among many others.

With an impressive 25-plus-year run, Rachel Powers, vice president of Messina Touring, is looking fondly at the past year: “In the last 12 months, we have specifically honed in on ways to better serve our artists when it comes to their fan data. Data is king – or queen – and the insights we gather are invaluable. Not only does it dictate decision-making, but it also helps build a stronger relationship between the artist and their fans.”

But Powers says data is ineffective without transparency with the acts.

“Not only do we provide them with their fan data, but we are actively exploring and developing ways in which we can better understand and properly utilize all facets of their data in order to grow their career and strengthen the relationship with the fan. In the last year, our team has made major strides in this area, and I am thrilled at the opportunities on the horizon that will help us continue to super serve our artists.”

Other highlights for Powers include adding 18-year-old Ty Myers to the roster and setting the strategy for his breakout “The Select Tour;” Zac Brown Band who is heading back on the road in July after eight sold-out shows at Sphere Las Vegas; Eric Church’s “Free the Machine Tour;” and Blake Shelton’s “Live in Las Vegas” residency at The Colosseum at Caesars Palace.

“Live music still inspires me every day. There’s nothing like stepping out onto the floor, looking around at thousands of people having the time of their lives, and realizing you had a small part in bringing everyone together,” says Powers, who has worked for Messina Touring for 13 years. “It never gets old.”

Through it all, Powers stays true to her philosophy of leading with kindness. As she says, “It costs nothing, and it changes everything.”