The 2020 schedule will be released soon. See last year's schedule below as typical of an ALSD International event.


9:00 a.m. 10:00 a.m.


Upon arrival at our host venue, Croke Park Stadium, please enter by the main Hogan Stand entrance on Jones's Road. Attendees should go to the Hogan Suite to check-in and receive their badges.

NB: Badges will need to be worn for the tour of 3Arena.

10:00 a.m.  

Buses Depart for 3Arena

Enjoy a special behind-the-scenes tour of 3Arena's premium facilities, with pastries and coffee/tea kindly provided by Eunice Power Catering.

12:00 p.m.  

Buses Depart for Aviva Stadium

Behind-the-Scenes Tour of Aviva Stadium's Premium/Club Level areas, followed by lunch and a welcome drink, kindly provided and sponsored by Levy Ireland.

Welcome by Martin Murphy, Chief Executive, Aviva Stadium

2:30 p.m.  

Buses Depart for Return to Croke Park Stadium


2:50 p.m.  

Welcome Address

Master of Ceremonies: Nicholas J.S. Brice, Consultant, 360 Degree Vision

3:00 p.m. 3:40 p.m.

Renovate with Success: The ROI of Venue Renovations

Prove the ROI on a renovation. Challenge accepted. In this session, learn how going beyond traditional premium products, designing with future-flexible options in mind, and assessing our clients needs results in an overall ROI for the venue’s investment. Do your homework first, win the match next.

Katie McIntyre (Moderator), Founder & CEO, Sports Venue Business; Executive Director, ALSD International
Ros Robinson, Head of Club Wembley Development, The Football Association
Steve Sayer, Vice President & General Manager, The O2 - London/AEG
Marcel Ridyard, Senior Associate, AFL Architects
Michele Kajiwara, Senior VP, Premium Sales & Service STAPLES Center/AEG
Maheta Molango, CEO, Real Mallorca

3:45 p.m. 4:10 p.m.

State of the Industry

To know the future of the industry is to study its present. Hunden Strategic Partners has presented an annual SOTI at the ALSD US Conference, and will be presenting the European version at this kick-off session, detailing new builds, renovations, refreshes and other projects of varying magnitudes. The objective is to explain where we are and where we are going, while providing an intriguing examination of the US and International venue marketplaces.

Rob Hunden, CEO and President, Hunden Strategic Partners
Introduction by Katie McIntyre, Founder & CEO, Sports Venue Business; Executive Director, ALSD International


Growing the Revenue Stream

To grow revenue is to create new streams. What value-adds are increasing the bottom line while increasing the clients value for the spend? What strategies and tools are helping connect with clients and their needs? Finally, what types of new premium products are most desirable for clients and fruitful for venues?

Bill Dorsey (Moderator), Founder and Chairman, ALSD
Andy Price, Head of Commercial - Arenas, NEC Group
Nick Powell, Senior Partner, SP&P
Caroline McEleney, Managing Director, Caroline McEleney Consulting
Geoff Wilson, Owner, Geoff Wilson Consultancy

A Collaborative Approach to the New Tottenham Hotspur FC Stadium

The new Tottenham Hotspur FC stadium shows the power of working together. Rather than different teams working alone, venues strategists, Forward Associates and architectural and interiors experts F3 took a different approach.

From the very beginning, the two companies worked together to understand how the spaces would work from the fans' perspective. The result was truly groundbreaking.

Roy Westwood, Founder & Managing Director, Forward Associates
Ian Laurence, Associate Director, F3 Architects LLP


Re-Defining Premium Experiences at Wembley Stadium Through Design

Club Wembley has, over the last 3 years, immeasurably changed it’s match day experiences by recreating and re-designing spaces which had not previously been worked on since the opening of the stadium in 2007. As part of an overall repositioning of the Club Wembley brand and proposition a clear strategy was needed to ensure the entertaining spaces used on match days by members were reflective of the offering. KSS have been instrumental in managing the overall design process and ensuring each area reflected the product it hosted. Ros Robinson and Debbie Power will take you on a development journey of Wembley Stadium in their quest to create unique and compelling match day experiences for their members.

Ros Robinson, Head of Club Wembley Development, The Football Association
Debbie Power, Associate Director, KSS


The Customer Experience & The Role of Technology

Is there a more rapidly evolving topic than technology in the sports venue experience? Let’s cut through the clutter and learn what technologies are making the experience more personal, more efficient, and more fun with specific case histories.

Robert Fitzpatrick, CEO, The Odyssey Trust, The SSE Arena Belfast
Keith English, Managing Director, Ticketmaster Ireland
John Langford, President, European Arenas Association
Harry Samuel, Chief Commercial & Operations Officer, LiveStyled
Neil Russell, Head of Sales & Business Development, Manchester City FC

Giving Up Cash with Anderlecht: Sponsored by PlayPass

A debut successful cashless 2018/19 season sees Royal Sporting Club Anderlecht as digital table toppers when it comes to interacting with customers and commercial partners. This panel offers a fascinating insight into the journey to create the smart stadium of the future, with first hand insights. We’ll hear how investing in an integrated digital platform at the core of the club’s connectivity has already paid dividends from Gert Boutsen, CFO and Bert Van der Auwera, ‘general councel’ for ICT & Data, who have overseen Anderlecht’s digital evolution, and will give the inside story on taking the stadium cashless. Joshua Daniels will explain the expertise and tech supplied by PlayPass, the NFC and data specialists working behind the scenes. He will go beyond what has been completed and expand on future possibilities for sports stadia.

Moderator: Graham Brown, Managing Director, Plaster Creative Communications
Joshua Daniels, Business Development, UK & Ireland, PlayPass
Gert Boutsen, Head of Finance & Administration, RSC Anderlecht
Bert Van der Auwera, General Councel for ICT & Data, RSC Anderlecht



6:30 p.m. 8:30 p.m.

Grand Opening Networking and Exhibition Hall Reception

Enjoy some world-class Irish hospitality, while networking and doing business in the Exhibition Hall, and get ready to enjoy the infamous Irish "craic", with some very special entertainment in the form of Irish dance troupe, studio2stage Dance Company, who will be performing both traditional and contemporary Irish dancing. Reception food kindly sponsored by Aramark.



8:00 a.m. 9:00 a.m.

Networking Breakfast in the Exhibition Hall & Tour of Croke Park Stadium

Enjoy a Networking Breakfast in the Exhibition Hall and take a behind-the-scenes tour of our host venue, the iconic Croke Park Stadium, from 8.15-8.45am.

9:00 a.m. 9:25 a.m.

Premium Seating & Hospitality: Where We’re at and Where We’re Headed

It’s one thing to create, design and build a great hospitality experience…but another to lead a venue team to want to deliver and continuously improve those experiences over time.

High staff turnover, absenteeism, and disengagement can often undermine fan experience and reduce spend.

Nicholas will take us through the key trends and leadership practices driving the hospitality performance at Brighton & Hove Albion’s American Express Community Stadium and London’s new Tottenham Hotspur Stadium – experiences that are winning a raft of industry awards and top of the league customer experience performance.

Nicholas’ keynotes and masterclasses also draw from his 30 year career with TMI with clients such as Sun International’s Lost City and Atlantis, British Airways, The Dorchester, and venue chain Scottish and Newcastle, as featured in his co-authored book ‘Brand Alchemy’ (with Susanna Mitterer; 2007, Blackhall Publishing).

Nicholas’ latest book ‘Driving Business with Soul’ will be out in 2020.


Nicholas J.S. Brice, Consultant, 360 Degree Vision

9:25 a.m. 9:55 a.m.

Keynote Interview - Adapting US-Inspired Business Practices & Fan Engagement Strategies to European Cultural, Historic & Economic Realities

Luxury is not about price; it's about service. Marshall Glickman, who has decades of experience from both the US and Europe, shares his thoughts on how premium seating needs are addressed for customers who demand more expect more.

An interview with Marshall Glickman, CEO, G2 Strategic


Setting Up Your Premium Marketplace

From loge boxes to social decks to mini suites, there is no shortage of premium product in the venue marketplace today. What is the right premium product mix and hospitality potential for your venue and market and how can you assure you invest assess and invest properly?

Brian Mahony, Head of Commercial & Marketing, Connacht Rugby
Marie Smyth, Suite and Hospitality Manager, Croke Park Stadium
Matt Botten, Senior Director, Premium Seating, The O2/AEG
Chris Bigelow, President, The Bigelow Companies, Inc.

The High-Tech and High-Touch Venue

How are we leveraging technology to deliver an enhanced premium and hospitality offerings? Can you assure that high-touch human element is also delivered in your high-tech venue? Learn the answers to these questions and more.

Michele Kajiwara (Moderator), Senior Vice President, Premium Sales & Service, STAPLES Center/AEG
Mike Bohndiek, Founder & Managing Director, PTI Consultancy
Francisco Casado, Co-Founder & Head of International Business Development, 3D Digital Venue
Jake Griesenauer, Senior Product Manager, Ungerboeck

10:45 a.m. 11:15 a.m.

Networking Coffee Break

Networking Coffee Break in the Exhibition Hall.


Creating a Menu that Separates the Premium Customer from General Admission

What are the hot trends in the venue marketplace? More importantly, what are the trends from the restaurant, retail, and leisure marketplace that your venue has to keep pace with to keep fans filling your venue? Finally, how are you differentiating the offerings on the premium levels from those on the GA levels, to ensure an uber experience is had by all?

Chris Bigelow (Moderator), President, The Bigelow Companies, Inc.
Marie Smyth, Suite and Hospitality Manager, Croke Park Stadium
Roy Westwood, Founder & Managing Director, Forward Associates
Martina Flood, Head of Operations, Compass/Levy Ireland

Tech Session on Innovations in Payment & the Impact on Stadia sponsored by KAPPTURE

In this Technology Session Presented by Addvance IT/KAPPTURE, the panel of experts will discuss the subject of "Innovations in Payment and the Impact on Stadia".

Kappture is a market leading software innovator in cloud hosted EPOS solutions. Established in 2014, Kappture has seen incredible growth and cemented itself as a trusted instrument for driving sales, monitoring revenue, and improving productivity across the stadia sector. Quick to deploy and easy to train in, the solution has become a staple for operators and managers alike in pro-actively and reactively running their F&B and retail operations with ease and full real time visibility.

George Vaughan, Head of Technology, Ascot Racecourse (Moderator)
Richard Li, General Manager of Catering, Aramark at Croke Park Stadium
Neil Haran, IT Director, Addvance IT/KAPPTURE




12:00 p.m. 12:45 p.m.

Top Successes in Sponsorship Activation

Sponsorships should blend into the fabric of a venue or team’s brand, while also profiling the client’s brand in a unique, sometimes exclusive way. Further, the brand experience often has a journey, a path to ROI, an answer to the question “what is worth it?”. Some of the top sponsorship people on the planet address successful brand partnerships and why they worked.

Brian Jokat, Naming Rights Specialist (Moderator)

Sam Piccione III, President, OVG International
Nathan Kosky, Vice President, UK, AEG Global Partnerships
Justin Wood, Sports Practice Director, Dimensional Innovations
Jonas Dijan, Venue Manager, Stade de France
Peter McKenna, Stadium Director, Croke Park/Commercial Director, The GAA


12:45 p.m. 2:00 p.m.

Lunch, Coffee and Desserts in the Exhibition Hall

Enjoy yet more world-class Irish hospitality, with coffee, lunch and desserts all served in the Exhibition Hall, allowing you time to network and do business.

2:00 p.m. 2:40 p.m.

The Future of Premium Seating

Premium seating in 10 years is not going to be what premium seating is now. It will change. More than you know. See our best guess scenarios of the next big things and how to prepare for them as well as how the industry is currently constructing future-flexible buildings to adapt into the future of the premium marketplace.

Katie McIntyre (Moderator), Founder & CEO, Sports Venue Business; Executive Director, ALSD International
Jon Lee, Creative Director & Board Director, 20.20 Limited
Rob Sullivan, Senior Vice President, Premium Hospitality, Sales & Service, Madison Square Garden Company

Shawn Doss, Executive Vice President, Elevate Sports Ventures

2:40 p.m. 3:20 p.m.

The Big Event: How to Truly Maximise Your Value

The sports world has become an "event economy" with a major global event happening nearly every weekend. Each major sport has its championships and playoffs but some of the big events really go beyond sports and entertainment. They go into the realm of bucket list experiences. Things you tell your grandkids. That's why these events have a kind of global draw and interest that is unmatched nearly anywhere else. ALSD brings in some pros who have been there and done that and can explain what a truly big event really is.

Moderator: Peter McKenna, Stadium Director, Croke Park Stadium & Commercial Director, The GAA

Andy Rice, Chief Operating Officer, Major Events International

Martin Murphy, Chief Executive, Aviva Stadium

Tom Roche, Sales & Projects Director, UK & Europe - Sports & Events Group, The Parker Company

3:20 p.m. 4:00 p.m.

Assessing Innovation: What's Right for Your Venue

Premium seating and hospitality is becoming more customisable and far more personalised. Meanwhile, the industry’s focus on ROI and ROO evaluates innovations in venue design, fit-out, technology and F&B offerings, as venues decide what’s right for their market and their clients. Experts from venues themselves and suppliers with the solutions show the potential benefits and enhanced customer experience for your organisation.

The industry expert panel will also look at how our venues and our premium seating options must create a want, not necessarily a need. We are tasked with instilling FOMO (Fear of Missing Out) in our clients, but how can you continue to create those surprise-and-delight moments and keep clients loyal to your brand? Let’s look at the industry’s most exclusive premium experiences that not only got people talking, but better yet, can get them returning to your venue.

Steve Livingstone (Moderator), Steve Livingstone, Managing Director, Livingstone Consulting
Matt Rothman, Director, Business Development, Satisfi Labs
John McMahon, Contracts Director, Portview Fit-Out

Jürgen Dauk, Senior Sales Director Sports & Entertainment EMEA, Oracle Food & Beverage

4:00 p.m. 5:30 p.m.

Closing Networking Reception in the Exhibition Hall

Reception food kindly sponsored by Aramark. Enjoy some food and drinks, while taking this one last chance to view the exhibition stands, network and do business.

5:30 p.m.  

Exhibitor Dismantle and Clean Up


Exhibiting Sponsors

Media Partners