Renovate with Success: The ROI of Venue Transformations

Recorded at ALSD International 2018 in London, this panel discussion reviews case studies from four of Europe’s top venues that recently remade fan experiences through premium renovations.


Good is no longer good enough to stay competitive in the fast-paced world of premium sports and entertainment. Venues are continually being improved and transformed to capitalise on new revenue potential. Loge boxes, chase lounges, social viewing decks, chic bars, and mini-suites are all on the premium inventory rise. Learn about the quick-fix renovations, unique touch-ups, and technologies that have generated the greatest ROI, and understand how best to stay current with capital improvements and emerging trends.

Speakers: Roy Westwood (Moderator), Founder, Forward Associates
Steve Sayer, Commercial Director, The O2 - AEG Europe
Craig Flindall, Chief Operating Officer, Warwickshire County Cricket Club/Edgbaston Stadium
Mark Kelly, Managing Director, Ashton Gate Stadium/Bristol Sport
Jeroen van Iersel, Marketing Manager, Johan Cruijff ArenA

Watch our recap video and read our full summary of the first-ever ALSD International event.