About

All Axis Entertainment

The epicenter for booking, developing, and producing events.

Founded by Matt LaRose, All Axis Entertainment was created out of the desire to strategically propel our partners towards exponential growth. Matt LaRose has harnessed over 20 years of industry experience to design an entertainment company that is the epicenter for booking, developing, and producing events. Our objective is to align our interests and integrate seamlessly into the vision and values of our clients.

Sally Lidinsky

Vice President, Operations & Booking

Sally’s passion for operational excellence, process, and problem solving has led her to a successful career in event operations; producing music festivals, MMA fights, B-to-B and B-to-C expos, triathlons, hot air balloon festivals and more. She cut her teeth in the event industry as an intern at the NJ Balloon Festival and hasn’t looked back since.

Most recently, Sally was VP of Event Operations & Ticket Sales for the Professional Fighters League, a start-up MMA league with 10 fight nights each season. At the PFL Sally was responsible for all aspects of the live fight experience; overseeing a team that handled the operations, travel, staffing, and logistics for each event. She worked closely with the TV production, content, and fighter operations teams to ensure a smooth event in the venue and on live TV. Additionally, she led the ticket sales team focused on growing the local audiences, filling the venues, and building the fan experience.

Prior to joining the PFL, Sally was VP of Live Events for Townsquare Media, where she ran the company’s music festivals and expos, including Country Jam, WE Fest, Taste of Country Music Festival, Headwaters Country Jam, Mountain Jam, Arizona Bridal Show, Rockford Town Fair, and others. She created and implemented processes to make the events more operationally and financially efficient. She worked alongside local agencies and emergency services organizations to permit the events and build emergency preparedness plans. Sally oversaw the ticketing team, creating an in-house guest services team focused on the entire customer journey, from initial event discovery all the way through the on-site guest experience and post-event follow up.

Sally brings an expert-level of proficiency in event management and growth, venue selection, emergency preparedness and crisis management, permitting, budgeting, ticketing, guest services and access control (including cashless), staffing, as well as travel and logistics coordination to the All Axis Entertainment team and its clients. Sally is a respected leader in the event industry, serving as a board member of XLIVE.

Karolen LaRose

Vice President, Marketing & Development

Karolen is driven by a passion for business development, entrepreneurship, and innovation. She is inspired by generating creative solutions and crafting unique opportunities with analytical foresight. She specializes in marketing strategies, graphic design and branding, event development, dynamic research, start-up campaigns, and skillful business evolution.

Karolen began her career in sports marketing and event development with the Sacramento River Cats triple A baseball club. She initially worked in marketing, game day events, and promotion and quickly moved into overseeing the expansion of the stadium’s live event division. Karolen became known as a respected event developer, meticulous planner, and resourceful operator with creative promotion and event design ingenuity. She produced new revenue opportunities and expanded business practices through diligent research, marketing, and event creation.

Through prudence she activated a consulting career in marketing and development and went on to help market, promote, and expand an existing seasonal event platform at SilverBend, an entertainment farming enterprise, and helped create a new year round wedding and private event expansion. Karolen then used her experience to contribute to the childhood cancer non profit, Keaton Rafael Memorial, as the Development and Marketing Manager where she executed several fundraising events, expanded and streamlined services and communication, and assisted in creating new marketing, updated website design, and branding campaigns.

In 2010, she then used her experience and expertise to formulate from conception Spot On Yogurt, just prior to the explosion of the self serve yogurt craze. From business plan to execution she created and curated every detail as she capitalized on her intrinsic entrepreneurial spirit. In 2011, Spot On Yogurt won the Idaho Small Business of the Year Award.

At All Axis Entertainment, Karolen is using her wealth of experience and creativity to help develop new business opportunities, innovate and expand projects, and analyze market research and growth potential. She will also execute all internal marketing projects including social media, branding, logo creation, graphic, print and website design.

Patrick Ortiz

Director, Business Development

Patrick’s first passion was to be a sports commentator and producer and in 1991 he produced and hosted a one- hour special previewing the mega heavyweight world championship fight between George Foreman and Evander Holyfield which was syndicated throughout the world. Shortly thereafter, he met Shane Mosley, who was a 4 time national amateur champion and immediately seized the moment and signed the future Hall of Fame boxer to an exclusive promotional agreement. This launched Patrick and his new company Ringside Ticket Inc. into the world of boxing and promotions. As the Chief Executive Officer of Ringside Ticket Inc, Patrick has organized, staged, and promoted live boxing events with networks like NBC, CBS SN, HBO, and Showtime. Patrick has arranged for athletes like Sugar Ray Leonard, Oscar De Le Hoya, Evander Holyfield, George Foreman, Tito Ortiz, Chuck Liddell, NBA legend Bill Walton, and many others to appear at numerous shows. Further, Patrick has led Ringside Ticket Inc. to create a strong niche in working with Native American Tribal Casinos and governments. He has worked with over 30 tribal casinos in staging live boxing and mixed martial arts events and concerts and has provided consultation in the development and operations in creating Native American athletic commissions. Patrick has a wealth of experience and knowledge with Tribal governments and casino relationships on several levels from vendor licensing, government law, elections, and entertainment buying. Additionally, Patrick has organized cultural and entertainment events with wineries

Patrick excels at high level negotiating, securing live televised fight events for venue clients, operating and managing world class boxing and mixed martial arts events, developing and maintaining long term relationships with casino and venue clients, consulting and developing Native American athletic commissions, concert talent buying, consulting in advertising and promotions, executive producer services in television, and video production and “On Air” talent and hosting services.

Patrick’s diverse skill set empowers him to lead in offering client’s world Class boxing and Mixed Martial arts events, talent buying services, event management, tribal government consulting services, and advertising and promotional consultation.

Matt LaRose

Owner, All Axis Entertainment

Matt’s career began as a student worker at Arizona State University while on the grounds crew. He was captivated by the experience surrounding live events and took great pride in his part of the preparation. As his career grew into stadium operations he specialized in the details, streamlining budgets, reducing operating expenses, and moving projects quickly and diligently towards completion. LaRose then naturally integrated into the development of live events and began creatively producing new revenue streams.

Recently, as Senior Vice President of Live Events at TownSquare Media, Matt operated and grew several major multi-day music festivals including Country Jam, WeFest, Headwaters Country Jam and from its inception Taste of Country Music Festival. He has also managed many single day concerts, expositions, races, wine and beer series, MMA fights, and other innovative events. LaRose leads as a diligent task manager, savvy negotiator, and effective event producer. He carries a wealth of professional expertise driven by critical action, essential results, business growth, and future-minded innovation while maintaining excellent crisis and risk management oversight.

With over 20 years of seasoned experience, he specializes in talent booking, touring, operations, logistics, food and beverage, guest services, VIP experiences, marketing, sponsorships and tickets sales. He continues to find ways to increase event revenue, book and negotiate millions of dollars in talent per year, and assist in the acquisitions of music and non-music properties. He is a respected event operator with extensive experience in the production of high level, large scale events. Matt is also a well-connected talent buyer and maintains strong manager and agent relationships within the industry. Additionally, he is highly experienced in the development of sports, festival, and event sites and versed in new stadium construction and property development.

Matt has honed his expertise in live events and accumulated the unique skill set that crosses over in both the sports and entertainment industries. It is his goal to integrate all aspects of live entertainment, deliver a premier experience for the guests, assemble front and back of house operations that works seamlessly all while increasing revenue and reducing operating budgets.

Strategic partnerships

All Axis Entertainment is your one stop source for talent buying and valuable live event expertise. Our team has an expansive resume managing and developing multi-million dollar sports & entertainment properties, festivals, operations, booking, and touring.

ALL /ôl/

Used to emphasize the greatest possible amount of quality
The whole of one’s energy or interest
Completely

AX-IS /ˈaksəs/ noun: axis;

A main line of motion, development
An alignment between groups for promoting their purposes
A line on which something rotates, or a straight line around which things are evenly arranged.