The PEAK Performance Series is an online learning platform for ALSD members. The goal of these sessions is to support, develop and refine strategies for a holistic approach to sales and service for professionals charged with the premium venue experience.


PEAK Performance Series

Director of Premium Sales
Rose Bowl Stadium

Director of Premium Sales & Service
Cincinnati Reds

Associate Athletics Director for Development, Operations
University of Illinois Athletics

Partner Activation and Premium Service
Columbus Blue Jackets

Vice President, Guest and Culinary Experience
Pacers Sports & Entertainment

Vice President, Ticket Sales and Service
Columbus Crew

Event and Travel Manager
Munck Wilson Mandala

Chief Learning Officer
ISBI 360


Senior Director, Membership Services
San Diego Padres

Senior Director, Premium & Sales
313 Presents

VP, Guest Experiences
AMB Sports and Entertainment

The Frisco Gift Basket Company

Chief Executive Officer

Senior Manager of Premium Service and Hospitality
Milwaukee Bucks

Sr. Director of Digital Media
AEG Global Partnerships


Founding Partner | CEO

Vice President of Consulting
The DiJulius Group

The Self-Employed Business Institute

Vice President, Operations Strategy and Hospitality
UBS Arena, New York Islanders

Vice President of Cane's Love, Events, and Travel
Raising Cane

Director of Food & Beverage
Chicago White Sox

Premier Sport Psychology

Author, Keynote Speaker, Corporate Trainer
President, Culturetopia

PEAK - Schedule

Retention in Premium & Partnership Sales

Schedule of Events (Subject to Change)


1:30 - 2:00 p.m.
From the Buyer’s POV
To understand what current buyers want, ask. This panel of premium, partnership, and experience purchasers will answer candid questions about what they compare venue experiences to, what they really want, and what they can really do without.
Moderator: Morgan Katz, Chief Executive Officer, Ticketnology

  • Claire Groves, Event and Travel Manager, Munck Wilson Mandala
  • Amanda Tyler, Vice President of Cane's Love, Events, and Travel, Raising Cane's

2:00 - 2:30 p.m.
Synergies of Premium and Partnerships
The sale of premium seating and partnerships is more integrated now than ever. Panelists will explain how their departments operate and why, and also which other departments are critical in providing the most valuable assets and experiences.
Moderator: ALSD

  • Matt Lawler, Sr. Director of Digital Media, Global Partnerships, AEG
  • Becky Coffey, Vice President Partner Activation/ Premium Experience, Columbus Blue Jackets

2:40 - 2:55 p.m.
Sell to the Rich
In this talk, a former portrait photographer for affluent families teaches us what buyers want, the lingo they use, and the cues we should pick up on, whether they are corporate decision makers or affluent individuals—an increasingly important prospect to understand.
Speaker: Jeffrey Shaw, Speaker- Luxury Goods and Services, Jeffrey Shaw LLC

3:00 - 3:20 p.m.
The Next Gen: Adapting Our Sales Leadership
This fast-paced talk will help you harness your own unique sales style and lead others to find theirs. Through her experience advising professional sports and corporate teams, Cathy will reveal how motivating your next gen of sellers and buyers can pave a path to increased engagement and retention.
Speaker: Cathy Winter, President | Executive Leadership Consultant, Premier Sport Psychology

3:30 - 3:50 p.m.
Understanding AI: 15 Tools in 15 Minutes
Newsflash: We didn’t even write this description. AI did. What’s with this mind-blowing technology and how can we use it to our advantage? We’ve invited a real human to give us 15 tools in 15 minutes to grow your business and career.
Speaker: Bill Guertin, Chief Learning Officer, ISBI 360

3:50 - 4:30 p.m.
AI's Impact on Sales Today
AI is one of the new power tools in sports sales. Do you understand how it can help your team and your bottom line? Your peers uncover how this new tech is taking our sales into a new era. For real.
Moderator: Ryan Miller, Founding Partner | CEO,

  • Adam Green, Vice President, Ticket Sales and Service, Columbus Crew
  • Aaron Arak, Director of Premium Sales, Rose Bowl Stadium

Retention in Premium & Hospitality Service

Schedule of Events


  • Amanda Verhoff, President, ALSD
  • Bobbi Busboom, Vice President, ALSD Board of Advisors | Associate AD for Development, Operations, University of Illinois

1:30 - 2:00 p.m.
Key Driver: How Southwest Airlines Achieved Top Service Spot
As a senior leader at the renowned Southwest Airlines, Jason Young was a key driver in not only helping the airline achieve No. 1 in customer service and employee satisfaction, he also was a key driver in creating and developing the company’s innovative training program. We sit down with the current President of Culturetopia to uncover the value of a Culture of Care.
Speaker: Jason Young, President, Culturetopia and former Senior Leader, Southwest Airlines
Q&A by: Melanie Jones, President, The Frisco Gift Basket Company

2:00 - 2:30 p.m.
What’s in an Experience?
Did you know the fan, guest, and customer experience has over 100 touch points? It’s true. This session will address the collective experience and break down the critical elements that must be considered in order to strive for, and deliver, excellence for every fan, guest, customer and event - no exceptions!
An Interview With: Harry Hynekamp, Vice President, Guest Experiences, AMB Sports + Entertainment

2:40 - 2:55 p.m.
Client and Employee Retention: A Conversation
Two attraction industry veterans who have also interviewed hundreds of service personnel from many industries will discuss not only client retention but employee retention too.

3:00 - 3:30 p.m.
Retention’s Rise in Relationship Marketing  
Finally, those in service and hospitality are recognized as salespeople! Great service is the glue that seals client retention. And retention equals revenue - the lion’s share of it. What are your peers doing to not only surprise and delight but retain and renew? Some of these top 10 ideas may surprise and delight even you.
Moderator: ALSD

  • Tom LaCombe, Senior Manager of Premium Service and Hospitality, Milwaukee Bucks Inc.
  • Ashley Hoffman, Senior Director, Membership Services, San Diego Padres
  • Nicole Houin, Senior Director, Premium Sales & Service, 313 Presents

3:30 - 3:50 p.m.
Journey Mapping the Internal Handoff
Poor communication and internal handoffs, specifically from sales to service, can ruin the morale of a team and severely tarnish your clients' experience. Learn how to identify the gaps that exist, and create standards that ensure success.
Speaker: Dave Murray, Vice President of Consulting, The DiJulius Group

3:50 - 4:30 p.m.
Enriching All Elements of the Experience
The key to a consistent experience is constant collaboration. This session will take us through case histories of venues who put the relationship between venue, team, and F&B at the top of alignment list and how they make it work.
Moderator: ALSD

  • Ross Virando, Director of Food & Beverage, Chicago White Sox
  • Caroline Shipps, Vice President, Operations Strategy and Hospitality, UBS Arena, New York Islanders
  • Erin Dlouhy, Vice President, Guest and Culinary Experience, Pacers Sports & Entertainment