About Sienna M. Newton
The drill sergeant with a big heart.
Even at high-school parties, Sienna was the one who noticed the person standing alone and said, “Hey — are you new?” She still does it, at festivals with tens of thousands of people.
Twenty-seven years in the U.S. Air Force and Air National Guard — from jet-engine technician to Senior Master Sergeant — taught her to improvise, manage time under pressure, use the resources in front of her and decide fast. Friends call her a chaos coordinator. Comfortable in chaos is closer to the truth.
For more than 13 years she has worked operations for the New Orleans Jazz & Heritage Festival. She ran Bayou Country Superfest with a skeleton crew while Jazz Fest ran two festivals at once, checked backstage credentials at Essence Fest, and worked with a New Orleans celebrity event-design firm whose founders nicknamed her their drill sergeant — because she just gets it done.
Her real gift is people. She remembers who's who — and when a client says, “I wish so-and-so were here,” she says, “Wait a minute. They are.” Those introductions have turned into partnerships, friendships and businesses that are still growing.
Career highlights
Built for the day something goes sideways.
⚜ 27 years, U.S. Air Force & Air National Guard
Senior Master Sergeant (E-8). Today a Senior Enlisted Leader advising commanders on readiness, standards and people.
⚜ Jet engines to production control
Started as an aerospace propulsion technician on Pratt & Whitney engines, then ran aircraft production scheduling for a fighter wing.
⚜ First Sergeant, deployed
Kandahar Airfield, Afghanistan (2019): cared for Airmen from 19 units, coordinated emergencies with the Red Cross and NATO partners, and organized morale events.
⚜ National trainer & event producer
For the National Guard Bureau she planned and ran courses, workshops, sensing sessions and conferences for units across all 50 states and four territories.
⚜ Law-enforcement analysis
Senior criminal analyst with the U.S. Marshals Service in New Orleans — link, trend and organizational analysis for federal and local investigators.
⚜ Inflight safety
Airline flight attendant: FAA-certified, with recurrent First Aid, CPR, AED, HAZMAT and Crew Resource Management training.
⚜ Coach & facilitator
Certified leadership coach (Center for Creative Leadership), emotional-intelligence and Four Lenses facilitator, Air National Guard instructor.
Military service and imagery are shown as personal history and do not imply endorsement by the U.S. Air Force, the Air National Guard or the Department of Defense.
The name
Rivets bind things together and make them strong. Sienna's grandmother was a real Rosie the Riveter, building aircraft in Oklahoma — a reminder of the strong, capable women who came before. And “riveting” means spectacular: the event people are still talking about next year.
Core value
Accountability
If we miss something, we say so and fix it. Owning it is how trust is built.
Core value
Loyalty
Thirty years of relationships that still pick up the phone — because we show up for people.
Core value
Family
Family-oriented in how we work and who we work for. Every guest should feel like they belong.
Where we draw the line
We're guided by Christian values and we work with people from every walk of life. What we won't do:
- ⚜ Fake or misleading fundraisers — if the cause isn't real, we're not in.
- ⚜ Events built to deceive, mislead or take advantage of people.
- ⚜ Hateful or degrading events of any kind.
- ⚜ Anything illegal. Full stop.
Bigger or small — let’s go
Tell us what you’re dreaming up.
Share the event, the date and the purpose behind it. Sienna’s team will reach out to talk through your vision.