Updated 2022 Schedule

The 32nd Annual ALSD Conference and Tradeshow will again include the Design & Build Forum and new Technology Division. Three days of education include tours of state-of-the-art sports and entertainment venues, the world's largest premium seating product and service tradeshow, keynote speakers, league meetings for all team and venue types, nearly fifty breakout sessions and roundtables, over 100 speakers, and networking with premium seating professionals in North America and beyond.
 Premium Seating, Partnerships, F&B, Experience, Ticketing
 Venue Design, Facility Operations, F&B, Innovation
 Fan Engagement, Revenue Generation, Technology, Innovation, Mobile and Digital Experience, Business Intelligence
 Premium buyers, events, ticketing, experiences, customer experience
7:00 p.m. Board of Advisors Reception  By invitation.
8:00 a.m.
3:30 p.m.
Exhibitor Set Up
8:00 a.m.
Registration Opens
2:00 p.m.
Maximizing Your ALSD Experience, a Twist on our New Attendee Meeting

A new twist on our new attendee meeting. Join our opening speakers for a networking brush up and introduce yourself to ALSD goers also asking how to maximize their time at ALSD. Get answers to questions like: How can you make your ALSD engagements more productive? How can you network with new and veteran attendees? How can you navigate the tradeshow as an attendee or a vendor partner? New and returning attendees and vendors are welcome to this engaging meeting.

3:00 p.m.
Opening Keynote Interview: Tiki Barber

Tiki Barber is a former NFL Running Back who spent 10 seasons with the New York Giants from 1997-2006. A three-time Pro Bowler, Tiki amassed over 10,000 rushing yards and scored 67 combined touchdowns in his career. Barber is the leading rusher in New York Giants history and is a member of the NYG Ring of Honor.

“The ALSD has a long history of bringing in the right celebrity from the market where we are holding our event,” says Bill Dorsey/Chairman Emerits. “Tiki is perfect. A great player but also someone truly ingrained in the sports business marketplace.”

3:30 p.m.
2022 ALSD Visionary Award: Mark Faber

Each year, ALSD awards only a small handful of recipients - the winners of our Spotlight competition, and one individual who stands out with years of accolades and widespread respect in the sports and entertainment world. This year, after careful consideration, the clear choice for the Bill Dorsey Visionary Award is Mark Faber, who will be honored at the 32nd Annual ALSD Conference & Tradeshow in New York City.

4:00 p.m.
7:00 p.m.
Opening Night in the Tradeshow 

Co-sponsored by:


5:00 p.m.
6:30 p.m.
Bullseye One-to-One Meetings
7:00 p.m.
Depart for Barclays Center
7:30 p.m.
Tour and Reception at Barclays Center

Presenting Sponsors:

7:00 a.m. -
Registration Opens
8:30 a.m. -
10:00 a.m.
Opening Keynote Interview, All-Attendee Breakfast

Sponsored by:

Opening Interview: What Was and What Will Be
Hear from two of the best-known leaders in the sports industry, providing their perspectives on the evolving business of sports. Susan Cohig, EVP, Club Business Affairs for the NHL and Chris Granger, President of OVG360 join us for an interview at ALSD 2022.

9:30 a.m. -
State of the Industry: Bricks, Mortar, and the Metaverse 

In this State of the Industry, Rob Hunden presents the annually anticipated topics such as cities on the verge and projects new and renovated, which will explore financing, complexes, and case histories. But this year, bricks and mortar also converges with the metaverse. Yes, a special feature will define NFTs and what value this holds for our venues, projects, and brands.

10:00 a.m. -
5:00 p.m.
Exhibit Hall Open All Day; Appointments, Bullseye Meetings


10:00 a.m. -
12:30 p.m.
League Meetings, Part I
  • MLB
  • NBA
  • NHL
  • NFL
  • MLS, International Soccer
  • College
  • Arenas and Entertainment Venues
  • Tech Community
10:00 a.m. -
10:15 a.m.
Why The Premium Market Should Care About NFTs

Premium tickets and suites have always delivered memorable experiences to your clients and prospects- events that we hope they link to the one who provided the ticket. As the physical and digital worlds converge, NFTs offer a way to extend that connection and deliver a keepsake more exclusive, immersive, and experiential. NFTs provide a means of 'owning' specific moments in sport and entertainment history while simultaneously creating access to future exclusive engagements. In this session, attendees will learn:

10:15 a.m. -
10:40 a.m.
5 Things You Need to Know to Engage Your Customers and Clients in 2022

The unwelcome disruptions of the pandemic forced us to think out of the box – fast! We quickly birthed new words such as “pivot”, “new normal”, and “unprecedented”, and shortly thereafter gave those monikers a dignified goodbye. So now what?  Well there are 5 foundational elements that will be critical to include in your emerging experiential engagement strategies.

On the Fast-Track: Efficient Procurement and Construction

Though supply chain challenges have impacted how we currently furnish sports venues, procurement and venue design specialists discuss obtaining goods swiftly and affordably as well as efficient processes for renovating and building on a fast-track or during a minimal off-season window. How can we set up our venue projects for success? 

What’s Your Why for Choosing Tech

Understanding your “why” for choosing new technology solutions is critical to a successful implementation roadmap.Whether it’s a partnership, efficiency, cost, or speed, the path will be different for each approach.What’s your “why” and how do you work backwards to achieve the optimal outcome?

Measuring the Speed of Innovation

IT innovation is happening at a record pace.  With today’s complexities, you need deep insights into your systems.  How do you gain visibility over applications, data, and systems to understand the business outcomes of disruptive technologies?

Sustainability: Meeting Today’s and Tomorrow’s Needs

Sustainable venue design is a global initiative. But you might still wonder how it truly impacts your venue and what can be done about it. Let’s dig in.

10:45 a.m. 11:15 a.m. The Premium Seat Market in Europe

The Premium Seating Market in Europe:  What's the market landscape for premium seating in Europe, how do the rental and lease models compare?  What about hospitality?  Tune in for a comparison of how things work to the US?  There may be something to learn.

11:15 a.m. 11:45 a.m. Eliminating the Middle Man:  The Art of Going Direct for Gifting

In almost every aspect of our lives, business has gone direct-to-consumer and sometimes convenience & price don’t mean less service.  What about corporate gifting?  Have you gone direct yet?  Are you leveraging brands to increase your employee/guest connections?  Come find out the tricks and tips of when & why you should consider going direct for your gifting program.

Creating Revenues and Resolving F&B Issues in Stadiums and Arenas

Top topics in venue F&B are on deck for this session. Speakers will address how to create pockets of revenue in unusual venue spaces, creatively accommodate fans, and leverage equipment trends. Specific case histories such as the Big Chicken successes at Climate Pledge Arena and UBS Arena will outline technologies designed for efficiency, how to address labor demands, and the all-important ROI question.

Team Panel

Get the latest from your favorite teams.  Everything from: What’s new?  What experiences should I know about? What’s up with mobile apps? Bring your burning questions.

The True Cost of Tech

What is the cascading effect of implementing new technology? How do you avoid solving one problem and creating another? What are the KPIs that will define the true measure of success of a tech solution?


12:30 p.m. 2:00 p.m. Tradeshow Lunch

Sponsored by Fourty Nine Degrees


1:30 p.m. 2:00 p.m. Buying Suites & Hospitality for Major Events: Formula 1, USTA

Everyone wants the best tickets to major events. How do you get the hottest tickets in town and ensure a great experience? Come learn everything you need to know about the most popular events happening in premium right now: Formula 1 and USTA. 

2:00 p.m. 4:45 p.m. League Meetings, Part II
  • MLB
  • NBA
  • NHL
  • NFL
  • MLS, International Soccer
  • College
  • Arenas and Entertainment Venues
  • Tech Community

Achieving a Clear ROI from Every Event 

Beyond just hosting quality events, businesses expect profitable outcomes for their firm. Any hospitality event that does not advance a premium seat holder’s corporate objective is an opportunity wasted. Since organizations require a ROI from all investments, why shouldn’t they expect measurable results when partnering with teams and venues? In this session, we will deliver best-in-class strategies to leverage your premium seating and event inventory to produce a win – regardless of the home team’s performance.

Maximizing Revenues in Mixed-Use Developments

Venues no longer stand alone but are a hub to successful mixed-use developments. Let’s explore current districts and what makes them successful.

Partnership vs. Tech Roadmap

Partnerships are critical to the success of any organization. When implementing new technology based on a partnership, what is the true operational cost now, and in the future? Is the top line or bottom line a higher priority? Who manages the user journey internally and externally?

Designing for a New Demographic

Undeniably, there is a shift in wealth, impacting who is the premium buyer now and of the future. To adapt, our venues need to offer multiple premium assets with a focus more on assets and flexibly rather than the seats themselves.

Immersive and Experiential F&B

Customers crave a fast, convenient, and frictionless F&B experience. How do you deliver while also providing a “wow” factor in your venue, as well as potential revenue enhancement for the venue?


3:00 p.m. 3:25 p.m. Be Great at Ticket Management

Explore as a group how your peers are navigating ticket management. Do you have a standard process? What challenges do you face? What do you do well? What do you wish you could do better? What KPIs do you watch? Do you have a rewards program?

This session will allow peer sharing on these topics and more so that we can all put the best of the best in practice and Be Great!

3:25 p.m. 3:45 p.m. Long-term Lease or Rental: How to Negotiate the Best Contract

Whether a long term lease or one day event, Confirmed 360 is both a high volume buyer and seller of the most sought after event inventory. So who better to offer insights and tips on how to negotiate a great contract?  Come hear how they approach negotiations and also learn from your peers about their strategies.

3:45 p.m. 4:00 p.m. Trends in Customized Corporate Entertainment

Thuzio was founded to help businesses win more time with their clients. Whether you're bringing your clients to a game, or creating a customized event to elevate your brand, we'll discuss the trends and strategies to making corporate entertainment successful.

Projects That Caught Our Eye - ALSD Spotlight Judges Highlight Industry Impact Projects

In this "Spotlight" session, we keep the design vibe alive. Join us as our 2021 Spotlight judges highlight venue projects that have the “IT" Factor. Judges will describe projects that have caught their eye sharing what existed before, the objectives, solutions, results, and why it is important. Perhaps your interest will be piqued on how to achieve your own venue goals. 

Tech as a Revenue Generator: It’s all Connected

What’s in your tech toolbox? What tools enable higher revenue generation in all areas of your venue? Whether it’s software or hardware, what’s powering your profits?


5:00 p.m. Depart for UBS Arena


6:30 p.m. Tour and Reception at UBS Arena

Presenting Sponsors:

7:00 a.m. Registration Opens
9:00 a.m. 1:30 p.m. Exhibit Hall Open
9:00 a.m. Opening Super Panel: Be the Change: Our Why & How

How can we design and deliver inclusivity? How do we mobilize a sustainability effort? How do we ensure our workplace embraces wellness? How can our premium mix appeal to an evolving demographic? How can we make our venues more than modern-day marvels? Owners, operators, and innovators are leaning in. Join them to be the change we all want to see. 

9:00 a.m. Tuesday Welcome

Master of Ceremonies: Bill Guertin, Chief Learning Officer, ISBI 360

9:50 a.m. Revving Up the F1 Miami Grand Prix Fan Experience

In this interactive conversation, Paul Pettas will speak with ALSD about the success of the inaugural F1 Miami Grand Prix at Hard Rock Stadium this past May. The race transfixed the global sports community, and firmly planted F1’s flag in the North American market. Over 240,000 fans throughout the 3 days graced the sprawling campus, and experienced a distinctly South Florida offering. What went into the curation of the menus, premium hospitality and overall dining lineup?

10:30 a.m. 1:30 p.m. Executive Leadership Workshop: Invitation Only 
Leadership Application Workshop for Highly-Charged Leaders
Cathy Winter, President, Premier Sport Psychology, PLLC, and Leadership Coach will lead a provocative workshop for premium leaders. With the vast amount of information and emotion to manage today, professionals are becoming increasingly overwhelmed with how to be empathetic and flexible yet direct and decisive. This workshop is designed to enhance leadership skills that will bring out the best in you and your team's performance, especially under challenging and high-pressure situations. It will stress key strategies to improve influence and inspiration. Cathy's experience paralleling players and front offices will uncover how similarly high-charged people can pave a path to impactful leadership.

Are You Leaving Buyers on the Table?

Companies are again realizing the powerful impact of live entertaining. What’s more, companies of all sizes are learning to utilize premium assets. Who are our new buyers and where do we find them? Are we set up to accommodate smaller packages, flexible spends, and new buying habits? If not, are you leaving buyers on the table?

Differentiating Premium: Levels of Luxury

Luxury is about choice. From the buying process to the in-venue experience, our clients want options. They also want exclusivity and a level of hospitality distinguishable from that of non-premium guests. Is this level of luxury attainable in our venues?

MILKSHAKE: 3 Critical Ingredients (and 11 Leadership Tips) to Revolutionize Your Premium Service Culture

The disillusioned have left our workforce in record numbers and as a result, delivering the Premium Experience has never been more daunting. SHAKE IT UP and create an inspired working environment that maximizes the contributions of each team member. Richard Andersen of VSG Advantage Training will share philosophies and valuable actions to not only find people but keep them excited about delivering positive premium service. 

The Results Are In: How Does Technology Impact Customer Experience?

In a collaboration with Info-Tech Research Group, ALSD is pleased to present the results of our research on the impacts of technology on customer satisfaction in sports and entertainment venues. Innovation and new products are driving improved customer experience and the impact of these investments on client satisfaction, revenue, and profit, is mounting. Gain insight into decision-making and forecasting trends across the hospitality industry and the true measure of innovative success.

A Digital-First Mindset

Your buyers want what they want when they want it and how they want it. And they don’t want to look too hard for it. Let’s discuss digital marketing, online suite sales and resale, the “un-lease” model, influencers, and new buyer habits.

Technology is Transforming Venues: Planning to Support Guest Experience 2.0

Technology is changing the way venues operate. Looking forward, technology will reduce labor costs, improve the flow of guests through your venue, and enable new revenue opportunities. In order to realize these benefits, venues will be forced to interconnect disparate systems and improve venue connectivity. Converged networks, virtualization, and the Cloud will make this possible. Listen in while the team that built SoFi Stadium and Allegiant Stadium share their technology journey.

The Hospitality Mentality

In our industry, we get so caught up in the day-to-day minutiae that we easily forget that our guests are visiting out of a want, not a need, and the alternative options that they have were limitless. When we recognize this, we unlock the most powerful mindset that differentiates us from other comparable experiences. And that differentiator is The Hospitality Mentality. Attendees will walk away inspired to enhance their guest experience through hospitality, knowing that this is an element of the business that can never plateau.  


12:00 p.m. 1:30 p.m. Tradeshow Lunch


Digitizing Premium Sales

Learn how FEVO offers your fans a seamless, mobile-first experience for your suite and premium products. Bring your luxury products online for the best fan experience in every seat.

Hearing the Buzz about Online Suite Sales and Ready to Explore Further?

It’s the year 2022, but many teams are still managing suite inventory in excel spreadsheets, taking credit cards over the phone, and showing static lead forms on their website.  Hear from teams who are achieving strong revenue growth and delivering a delightful suite buying experience through software that seamlessly facilitates online and offline transactions.

Learn How the Charros Baseball Team Increased F&B Revenue by 130% per Guest by Fully Digitizing Operations Without Relying on an Internet Connection

Taking cash away from vendors' hands is no easy task, it entails implementing a solution that never fails. Learn how the Charros Baseball Team successfully implemented a solution for all guests to enjoy a fast purchase experience that is credit card and cash friendly and where money is fully controlled. Charros not only won the cup but also pocketed a season F&B revenue increase of 93%.

Premium Value Add: One of a Kind, One-on-One

Premium clients know what they want, but what if you could offer them something they have never experienced before? That’s where SuperQuickQuestion comes in -- giving your VIP’s access to your team in a way no one else has ever done before.

The Stadium of the Future and the Evolving Customer Experience: Insights from Amazon

Increasingly, stadium guests are looking for an easy, frictionless retail experience that gets them back to the action quickly. How can technology deliver, while also driving business
efficiencies for stadium operators and food service partners?

USL's Winning Play with Wireless Broadband and Analytics  

CommScope and Connectivity Wireless, in partnership with the United Soccer League (USL), have teamed to deliver cost effective, highly robust, wireless broadband solutions to optimize the “in venue” fan experience.   By leveraging purpose-built wireless networks and Connectivity Wireless’ venue analytics platform, USL franchises can deliver high speed connectivity to their fans and gain valuable insights into venue and guest activity.

Delivering Exceptional Fan Experiences While Optimizing Expenditures

Lumen Smart Solutions has been optimizing venue customers IT environments through consolidation, virtualization and modernization with leading technology over the last 12 years. This session highlights how we have solved issues for our customers bringing real world expertise and experience to bear to address Business and IT challenges. Learn how Lumen has established best practices in aligning expenses and providing cost offsets with Smart Venue Solutions.

How Real Time Feedback can Improve Your Bottom Line

Dropthought is a real time fan experience management platform for sporting teams built by industry experts. Learn how our FanXP solution can help with your marketing, operations, and sponsorship strategies by improving your Fan Experience. With Dropthought gather real time actionable feedback from your fans across different touch points throughout their journey. Dive deeper and understand metrics that matter to help you drive fan loyalty scores, detailed and personalized fan experiences, increase ticket sales, and ultimately increase revenue for your team.

Optimizing Wireless Connectivity For Fans at United Center

In today’s digital world, venues must plan beyond programming and consider the overall fan experience—and providing robust wireless is a key component to doing this. Hear from United Center on how strategic partnerships, such as those with American Tower and CommScope, simplified their Distributed Antenna System (DAS) and Wi-Fi deployment and alleviated additional administrative burden, while delivering an optimized network ready to meet the demands of today and the next-generation innovations of tomorrow.

Surface Smart: Elevating Your Guest Experience

A case study detailing how the San Diego Padres breathed new life into existing premium seating and suite spaces utilizing Cambria quartz surfaces. Additionally, learn how Cambria’s relationship with the Rockies helped create a one-of-a-kind experience at McGregor Square, a Coors Field adjacent, mixed-use entertainment development. Also featuring testimonials from the Rockies and Padres organizations.

The Omnichannel Approach to Increased Engagement with Clients

Recently the Timbers partnered with EngageRM to leverage their dynamic, data-driven platform to optimize day-to-day operations and enhance cutting-edge opportunities to interact and engage with a famously passionate fan base. Join Nick Zanotto and VP of IT Robert Rice discuss how EngageRM is supporting the Timbers across a range of areas, including premium sales and ticketing, partnerships sales and management, event management and customer services management.

The Season Ticket Is Not Dead - Just Reimagined

We’ve all been hearing for years that “the season ticket is dead”... but is it? We believe time hasn’t changed the demand for the ticketing products that are most core to our businesses - season tickets, premium, group sales - but it has changed consumer expectations on how they shop, buy, and interact with those tickets. Together we’ll walk through how technology has transformed ticketing, and why riding this wave of transformation is pivotal to capturing the entertainment budget of the next generation.

A Rich Experience: Upleveling F&B

An enhanced F&B experience is essential in our venues. But what does that mean today? It’s certainly more than what meets the plate. We are talking immersive experiences and innovation, as well as new concepts that rival the luxury our clients are used to outside our venues. Let’s runneth our cups over in this session.

Created from Need: Built with Speed

Shortly before the doors of UBS Arena opened, an elevated F&B lightbulb went on. In efficient fashion, a local eatery found an ancillary home inside the arena and now offers the food and finishings clientele expects from the brand. Hear more about The Harrison case history and how it came to fruition.

Digital Disruption: Teams and Venues Embrace the Metaverse

It pays to pay attention. Hear how blockchain technology will change the customer experience at games, fan interaction with teams and even funding for facilities. Our panel will explore the booming NFT sports market, crypto adoption, cashless venues, and more.

Premium and Partnerships: Fish in the Same Pond 

The ability of a sales organization and salesperson to leverage the assets of the sports brand is critical. Gaining clarity of the prospects, needs, and wants is always the toughest job. Many times, prospects should be presented with a premium option and partnership option to best customize a sports team's assets allowing for the best engagement. This breakout session will allow the salesperson better ways to persuade, influence and engage these prospects with a more holistic solution.

Shifts in Purchasing Patterns: Imperative Agility and Automation

Unprecedented shifts are happening in consumer buying behaviors. Gone are the days of premium access available only for elite audiences. Today’s savvy consumer expects on-demand curation of luxury experiences, in order to earn their loyalty. This session will look at the opportunity for teams to harness the power of automation and agility to stay ahead of this emerging consumer demand. 

Starting Lineup: Female-Specific Facility Design

Kansas City, an architectural mecca is home to the first purpose-built stadium for a National Women's Soccer League team. Unlike any before it, this facility is intentionally built putting the female athletes first, and composed in large part by female designers. Every decision about, aesthetic of, and experience in the stadium as well as in the accompanying practice facility empowers women in sports. Hear the buzz, feel the movement.

Differentiating Yourself as a Premium Leader

Culture, motivation, vision. Leaders do more than operate, they ignite. They find a way to coach each staffer empathetically and provide them specific tools and techniques to succeed. In premium, leading also means teaching finesse and relationship building, along with foundational business acumen. Are you on the path to premium leadership? Want to be?

Don’t Sell a Seat, Sell Access

You don’t sell a seat; you sell access these days. What is your team doing to provide perks, membership club benefits, networking and prospecting events? We must get creative coming out of Covid, with access to exclusive amenities and events, reserved only for our premium and VIP guests.

No Shortcuts: How Great Coaches Design Training to Increase Employee Performance

Did you know disengaged employees cost the U.S. economy over $500 billion per year in lost productivity? The result is missed sales, low customer service scores, high employee churn, and...angry employees. In this session, we will explore best practices of great coaches from global brands on how to design training and development programs that increase employee performance. The future of work is here. There are no shortcuts. This session will cover technology to cut training time by 50%, designing training and development, new science of learning, and skill gaps. 

Not Noise: How Premium Teams Break Through

Now more than ever, premium teams must be inventive and show prospects how they can align under mutual goals, lest their efforts are just noise. In this session, learn the nuances of how premium and partnership teams are being highly strategic in how they approach the engagement of existing clients and new prospects. Explore ideas like ROI gifting, renovation marketing, authentic, personalized experiences, and more. 

Staying Fresh: Incremental Upgrades

The shelf life on venues and their premium and experiential products is incredibly short these days. For venues to stay current, they must consider continual and incremental upgrades. With considerations like inflation, evolving technology, and premium clients' new desires, how do we determine the right upgrades and when, and without breaking the bank? Let’s find out. 

What’s New in Workplace Wellness?

When you work in sports, you sacrifice nights, weekends, holidays, and more. How can we get back what we’re losing? We look at new ideas for workplace wellness. We lean in to flexible schedules and remote work. We explore stronger incentives and benefits. We listen, truly and openly, to what matters to our employees, and study trends return to work stressors, along with strategies to address them and improve resilience. It’s the key to retaining them. 

Empowering Mobile Wireless for a Next G Fan Experience

Learn how to capture the next G experience for fans at your venue – a critical step in smart stadiums of the future. Hear first-hand experience about what it takes to build a world-class mobile experience from Robert Cordova of the Milwaukee Bucks and Skarpi Hedinsson of the LA Rams and SoFi Stadium, home of Super Bowl LVI.

Max Out: The Multiple Uses of a Flexible Venue

Venue utilization is at an all-time high, making it clear that our premium, event, and technologies teams must be in lock step on operations and assets. Moreover, our venues must have built-in flexibility to accommodate a continually and sometimes concurrent event calendar. Let’s explore the venues who are maxing out their venues with precise organization.

New Kids on the Block: Hiring for Hospitality

In the last two years, the word “turnover” was used more off the court than on it. It did allow us to evaluate proper benefits, training, and flexibility. It also opened our eyes to the best new talent from inside and outside of sports and how the right people deliver the best hospitality and design.

Sales and Service Enablement

Let’s talk tools, AI, tech for revenue generation. Sales and service is not just about cold calls and in-person entertaining. In a world with so many options for automation and communication, let’s discuss which ones are working for premium, and which also usher in the coveted opportunity to build long-term relationships.

Taking Shape: The Evolution of Premium & Complex Development

Designers, F&Bers, and teams alike have a seat at this table to discuss the evolution of premium seating products and venue complex design. Buildings of every type are providing a variety of premium products, fitting a variety of clients’ needs. Let’s look at several projects taking the next step into the premium ecosystem. 

What Sellers are Doing to Stand Out

What are sellers doing differently throughout the prospecting and sales cycle to get deals done, especially now when relationship building may be virtual? There are more robust presentation and marketing tools and more opportunities for creative engagement. Let’s uncover them.