LONDON CALLING: ALSD to host Europe’s first-ever Premium Seating conference

The Association of Luxury Suite Directors (ALSD) today announced its global expansion with the introduction of the ALSD International Conference & Exhibition, coming to London this October 11-12.


In partnership with the European Arenas Association (EAA), the inaugural international premium seating conference, ALSD International, will examine current trends and insights for generating new revenue via renovations, service expansions, advanced marketing strategies and unique hospitality offerings.


ALSD Chairman and Founder Bill Dorsey, said:

The international premium market continues to transform and evolve. In order to stay on the cutting-edge and drive new revenues from the expanding footprint of premium spaces, it’s time we gathered the brightest minds from teams and venues across Europe to share best practices and explore the creation of exceptional fan experiences.


Early-bird registration is now available online at with the all-access passes including entry to all panel discussions, sessions, networking receptions and exclusive behind-the-scenes venue tours at several of the capital’s top sporting stadiums and arenas.


Conference attendees will also have access to an exhibition hall showcasing innovative products, services and solutions for enhancing premium venues.


Andy Simons, Director, KSS, said:

In Europe, there is a huge opportunity for clubs to leverage significantly higher match-day revenue with a clever stratification of their offers. The real opportunity is to tap into the other 90% of the supporters, the General Admission (GA) market, and re-layer that to offer a Premium GA experience.


Among the industry-leading executives currently scheduled to speak at this year’s international conference are:

  • Bernie Mullen, Chairman & Founder, The Aspire Group, Inc.
  • Michele Kajiwara, SVP, Premium Sales & Service, STAPLES Center/AEG
  • Peter McKenna, Stadium Director, Croke Park
  • Julio Tárrega Díez, Director VCFplay/Head of AudioVisual, Campo de Mestalla/Valencia CF
  • Mark Kelly, Managing Director, Ashton Gate Stadium/Bristol Sport
  • Mike Bohndiek, Managing Director, PTI Consulting (previously West Ham United/London Stadium)
  • George Vaughan, Head of Technology, Ascot (previously Senior Project Manager at Twickenham/The RFU)


Crystal Palace Football Club’s new-look Selhurst Park will feature enhanced Premium Seating offerings. Image, courtesy: CPFC/KSS


Attendees will learn first-hand about the new technologies and innovative solutions recently launched at some of Europe’s most iconic venues, such as:

  • Manchester City’s Etihad Stadium
  • Crystal Palace FC’s Selhurst Park
  • Birmingham’s Genting Arena
  • FC Bayern Munich’s Allianz Arena
  • All England Lawn Tennis Club (AELTC), Wimbledon
  • Liverpool FC’s Anfield Stadium
  • Twickenham Stadium, home to England Rugby/The RFU


Twickenham Stadium – home to England Rugby – is in the midst of a complete transformation. Image, courtesy: KSS


For more information on conference registration, the host hotel and agenda, please visit:


About The ALSD

The Association of Luxury Suite Directors (ALSD) was established in 1990 to provide a single platform for member teams and venues with accurate and timely information from across all layers of the premium seat industry. This network of suite directors and team/facility executives shares information and ideas to provide premium seat patrons with superior service, state-of-the-art amenities and an overall exceptional experience.


For further information, go to:


If you would like to discuss opportunities for exhibiting and sponsorship packages, then contact either Bill Dorsey, Chairman and Founder of the 28-year-old ALSD group, which boasts more than 1,200 team and venue clients via email at:


Alternatively, contact Katie McIntyre, ALSD International’s Executive Director, who can be reached via email at: or on her UK mobile at: +44 (0)797 0712538.


About EAA

European Arenas Association (EAA) is an international association representing 31 indoor arenas from 20 European countries. Its members operate some of the world’s most cutting-edge venues. Formed in the early 1990s, EAA strives to create a common platform for the leading venues in Europe. It is committed to spreading best practice across its member arenas, to providing a forum for the discussion and development of new themes and ideas and to showcase its members’ dedication to providing a safe, high quality and unique entertainment experience for fans.


For further information, go to:


Click on the banner above to reserve your place at the must-attend event for those involved in the Premium Seat business


Main image (top): LONDON, ENGLAND – The newly-envisaged corporate hospitality suites at the All England Lawn Tennis Club (AELTC), Wimbledon. Courtesy: KSS


#SportsVenueBusiness – keeping you in the know!

Share This Article

This website uses cookies and asks your personal data to enhance your browsing experience.