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Leadership
Serbiene Aaldering—Operations Manager
Serbiene began her career in developing and executing transportation and staffing systems for large events, as well as various areas of operations, for sports hospitality programs and large scale global events.
Serbiene has been engaged with the Brooks family for over 20 years in designing, planning and operating the Al Brooks Rose Bowl and Rose Parade programs. The Rose Parade is one of her passions, and she takes great pride in delivering a quality event each year.
Her deep knowledge and experience is quite diverse and includes planning and delivering global events for The Coca-Cola Company in numerous Summer and Winter Olympic Games, FIFA World Cup soccer, UEFA Euro Cup, Final Four Basketball Championships, SuperBowl and other strategic global events. She has executed hospitality programs at the Masters in Augusta for several U.S. and international companies.
When not engaged with a domestic or international event, Serbiene can be found mostly in Africa. She has led safaris for corporations and private groups and has explored many countries in Africa by driving thousands of miles across the continent while in pursuit of her passion for wildlife and conservation.
Jay Brooks—President
Jay Brooks has been President of Al Brooks Rose Bowl Tours since 1975. A Los Angeles native, he attended the University of Southern California majoring in economics. Early employers include Universal Studios, and he was a team member for the opening of several live theatres in Los Angeles, including the Universal Amphitheatre, the Westwood Playhouse, and The Roxy Theatre. He is a founding member of L.E.A.R.N, an education program, and DARE, a drug abuse resistance organization and is a Board member and advisor for several charitable organizations in Los Angeles.
Al Brooks Tours operates various tour programs for several Fortune 500 companies and large tour companies for their events worldwide
Married with four children and three dogs, he resides in West Los Angeles.
Jeff Brooks—Business Operations
Jeff is entering his 47th year at Al Brooks, Inc., starting as the weekend messenger in 1972. Shortly thereafter, he took on the responsibilities of most office flow operations. He oversaw the task of transitioning the office accounting from paper to a Burroughs B80 computer system. In the late 1980s, that transition continued to fully include all office operations. In the 1990s he was responsible for integrating the internet into the now solid system.
Jeff is married to Helen, who was a client of Al Brooks, Inc. since 1973. They have been together for over 41 years and have four daughters. His third daughter was active at Al Brooks, Inc. marking the 4th generation of this 99-year-old family business.
When not at the office updating computer systems, he can be found at home with his family and three rescue dogs, jake, Autzen, and Auggie. If not there, check with the Burbank Sharks adult ice hockey league where he plays with team members less than half his age.