Carla Seddon

Carla Seddon

Arena marketing manager next nominee for Top 40

Carla Seddon enjoys the pressure of coming up with creative ways to sell out shows at the SOEC

Penticton Top 40 under 40 is presented by Prospera Credit Union in partnership with the Penticton & Wine Country Chamber of Commerce and JCI Penticton, with support from Canadian Youth Business Foundation BC-Yukon.

Nominations should be sent to with the subject line ‘Top 40 Nomination’.  Please include nominee’s contact info and a brief reason for nomination.


Over the course of an average day, Carla Seddon might speak with hockey players, politicians, promoters, concert-goers, community groups and pretty much everyone you can think of in between.

“I love that not one single day of the week is the same,” said Seddon, who is the senior marketing manager for Global Spectrum at the South Okanagan Events Centre.

Sometimes that can even include receiving a hug from a complete stranger while walking through a grocery store with her SOEC jacket on for bringing their favourite band to town.

Selling millions of dollars worth of tickets every year in this small market keeps her on her feet and it demands a thorough understanding of the capacity of the region. Luckily she has a history here, having grown up in Summerland. It is with that connection to the community she finds one of her most fulfilling parts of the job.

“It is the community aspect of it, things like working with Simple Plan to get the Penticton student choir to sing with them, having local Nikita Afonso open for Paul Brandt or the ability to commission a local artist to create a painting to give to John Mellencamp and giving those people the potential to grow that into something bigger,” said Seddon, who holds a sociology degree and worked in the hospitality industry for many years. “It is also pretty neat to see fans meet the artists who have been touched by their music for so long and the smiles on their faces at the meet and greets.”

Dean Clarke, general manager of the SOEC, said Seddon exemplifies what the Global Spectrum employee is all about. She has regional experience having grown up in the area, has been trained extensively the past five years with the company and she is competitive.

“I think when she wants something to succeed she takes it very personally and is competitive about it. For her to be the director of our marketing, it’s the perfect person. I think we are very fortunate to have her,” said Clarke. “Our environment is a bit of a pressure cooker. She gets inventory and she has to sell it. There is an end date when that concert comes and she has been really successful at her job the past couple of years and it is a big reason why we have been successful in Penticton.”

Clarke said since his time as general manager he has seen strides in Seddon’s leadership and believes one day she could be in charge of an entire facility.

“What I have seen is her confidence and leadership increasing with every successful inventory she sells for us,” said Clarke.

Seddon, who has worked at the SOEC since they opened their doors in 2008, said she is honoured and humbled by being named one of Penticton’s Top 40 under 40 by the Penticton & Wine Country Chamber of Commerce, in partnership with JCI International and sponsored by Prospera Credit Union.

“There are so many incredibly talented and hardworking individuals working here in Penticton and it will be exciting over the next few months to get a closer look at who these people are. We all have a common goal and that’s to see Penticton grow and prosper as a community. It’s great to be a part of this,” she said.

Her work at the SOEC very much keeps the 34-year-old on the go at all times, fitting her personality like a glove.

“What is downtime? That word doesn’t really exist in my vocabulary. Between being a mom to a busy three-year-old and my job at the SOEC Complex there isn’t a lot of time to relax, which is exactly how I like it.”