Welcome to the REG Associate Spotlight, where we take you behind the scenes with team members who help shape the heart of REG every day. In this ongoing series, “A Day in the Life, with an REG Associate,” we sit down with associates across departments to explore what their roles really look like—from the first email of the day to the final wrap-up. It’s a chance to get to know the people behind the titles, understand the impact of their work, and inspire others to grow into these roles in the future.
Name: Brooke Atkins
Title: Event Manager
REG Department: Buffalo Waterfront
Years With the Company: 9 Years
Favorite Travel Destination: St. Petersburgh, FL.
In 2017, Brooke Atkins joined REG’s Buffalo Waterfront team straight out of college after earning a degree in Public Relations & Communications with a minor in Sports Administrations and Athletic Coaching. What began as an intentional quest for experience, turned into an opportunity for advancement and a full-time role as Event Manager in 2020.
“I always wanted to get into the events world,” recalled Brooke. “So, I applied for a hands-on part-time job at Canalside in hopes of gaining experience and getting to witness all the work that goes into planning and executing all types of events.”
Brooke began as a part-time operations associate. In the summer, her role entailed setup and breakdown of events and programming. When it turned cold, Brooke worked in various capacities at the Ice at Canalside, from cashier to skate rentals, and even a curling instructor.
Today, as Event Manager, Brooke plans internal events to execute at REG’s various properties in Buffalo, including Canalside, Outer Harbor and The Powerhouse. She prepares public programming for families and visitors to enjoy and works closely with clients to help plan and execute corporate, community and non-profit events including festivals, walks or more.
“Every day looks different at Buffalo Waterfront,” said Brooke when we asked about a typical day at work. “I may be in the office working on an upcoming event, planning a future program or collaborating with one of the many organizations we support in executing their event. Or I could be at one of our properties, running an event, helping to set up for an event or even working a concert. In the winter, you’ll find me at the ice rink. Every day is truly unique!”
Over the past few years, the Buffalo Waterfront team has worked diligently to grow their internal programming, and Brooke cited two signature events in 2025 as memorable professional experiences that highlight the team’s progress toward this goal.
“The Children’s Book Festival and Fall Festival are two great examples of our efforts to deliver engaging community programming,” explained Brooke. “Last year’s Fall Festival was our largest to date. There were 2,000 attendees and we sold out of Kids Passes. Our whole team was on site, along with other REG businesses, and we got to see our efforts come to life. All the vendors were happy, and thousands of families enjoyed the festival.”
With more than five years of experience in her role, Brooke is well-positioned to offer advice to others pursuing a career in event planning. She said it’s important to learn every aspect of what it takes to put together an event and how many people are required to make it successful.
“If not for my first role at the Waterfront as a part time operations associate, I would not have the same appreciation and understanding of all the work that goes on behind the scenes,” said Brooke.
And while the job comes with its share of stress, Brooke wants other to know that her job is fun and rewarding.
“I get to contribute to something that creates lifelong memories for people, and our city, all while collaborating with a group of colleagues who work hard together and inspire each other.”
Here’s more from our Q&A session with Brooke:
What’s the most rewarding part of your job?
Brooke: The most rewarding part of my job is watching an event that I helped brainstorm, plan and execute turn into something amazing. When I watch families and individuals show up, have fun and enjoy their time at something I was a part of making come to life, it is a rewarding feeling.
What’s the most challenging aspect of your role, and how do you tackle it?
Brooke: The most challenging aspect of my role is managing the unexpected. No matter how well we plan, something can always go wrong (vendors can cancel, unexpected weather, etc.) but learning to adapt, problem solve and plan for the unexpected has turned the most challenging aspect of my role into the best trait I have learned.
What skills have you developed or strengthened since taking on this role?
Brooke: Communication and developing strong partnerships. This role has taught me how important it is to communicate open and honestly, and doing that leads to developing and strengthening relationships.
What impact do you hope your work has on others?
Brooke: I hope that my work inspires people to keep working towards their goals. I never imagined that my first summer at Canalside would lead me to the position I am in now.
If you could describe your job in three words, what would they be?
Brooke: Rewarding. Creative. Collaborative.
If you could rename your job title to something more fun, what would it be?
Brooke: Celebration Specialist – that just sounds fun!
Assuming you know a bit about REG and the other entities of our collection of businesses (baseball, golf, dining/catering, travel, logistics, etc), if you could work in one other area of Rich Entertainment Group, … OR If you could swap jobs with anyone at REG for a day, what / who would it be and why?
Brooke: I would swap for a position at Palm Beach National. It seems like it would be fun working in a sports event industry, and the weather would not be bad either!
Inspired to Learn More?
Every REG associate has a story worth sharing—and a role worth aspiring to. If this spotlight sparked your interest or helped you see a new path forward, we encourage you to reach out, ask questions, and explore opportunities within REG. Stay tuned for more profiles in the series, and maybe one day, we’ll be spotlighting your day in the life.