Europe’s first Premium Seat event gets set to touch down in London

Europe’s first premium seat show, ALSD International, is getting set to touch down in London this October, just a matter of hours before the first NFL game kicks off at the New Spurs Stadium.


As the Premium Seat sector continues to grow and evolve across Europe, with customers constantly looking for an ever higher level of quality offerings and experiences, and shifting demands from the increasing millennials market, the ALSD International conference and exhibition will bring together industry professionals to not only hear success stories but also to discuss the challenges in an open forum.


Networking, knowledge-sharing and doing business in an unrivalled manner will also be the name of the game at this event, with the high-level, two-day conference and exhibition all being held under one roof on October 11 and 12 at the luxurious Amba Marble Arch Hotel in Central London.


The ALSD (Association of Luxury Suite Directors) – which has been running Premium Seat shows in the United States for the last 28 years and welcomed some 1,400 attendees to the 2018 ALSD Conference & Trade Show – will be working in association with the EAA (European Arenas Association) to deliver ALSD International, alongside event partners including AVIXA, Elevate Sports Ventures and Levy Restaurants UK.


Above & top: One Twenty is a bespoke club within Club Wembley at Wembley National Stadium, which has been designed by KSS to deliver a new benchmark in football hospitality. Image, courtesy: KSS


Charlene Nyanteki, a VIP Sports & Entertainment Specialist, commented:

Europe was in serious need of an event focused solely on the Premium Seat sector, so I’m very much looking forward to being a part of this.


Charlene, like many of her counterparts from clubs and venues across Europe and wider afield, was an attendee at the 2018 ALSD Conference & Trade Show. She will also be one of the leading industry experts to deliver a panel session during ALSD International entitled “Creating a Winning Service Culture”.


Panel sessions, workshops & a stellar speaker lineup 

ALSD International will examine the specifics of premium seating and how to increase revenue with new builds, renovations, service expansions and new F&B offerings, delving into the latest trends, developments and revenue-generating opportunities, through a series of in-depth, interactive panel sessions and workshops.


The stellar speaker lineup includes:


In addition to top ranking industry experts such as:

  • Al Guido, President, San Francisco 49ers & CEO, Elevate Sports Ventures
  • Charlene Nyanteki, General ManagerClub Wembley/The FA
  • Mark Kelly, Managing Director, Ashton Gate Stadium/Bristol Sport
  • Peter McKenna, Stadium Director, Croke Park Stadium
  • George Vaughan, Head of Technology, Ascot Racecourse
  • Natasha Thiebaut, Director, Hospitality & Customer Experience, BLUEROCK Sports & Entertainment
  • Michele Kajwara, Senior VP, Premium Sales & Service, STAPLES Centre/AEG
  • Roy Westwood, Founder & Strategic, Creative & Innovations Director, Forward Associates
  • Tom McCann, Head of Premium Sales, Service & Operations, Arsenal FC
  • Rich Krezwick, SVP, AEG Europe
  • Don Lockerbie, Managing Director, Sports & Events Group, The Parker Group
  • Bernard Mullin, PhD, Founder & Chairman, The Aspire Group
  • Roy Yaoz, CCO, Triple Jump Technologies
  • Kate Urekew, Founder, Revel Experience


Make sure to check out the full speaker list and latest conference programme online or by viewing the PDF below. Alternatively, simply request a copy to be emailed to you by contacting:


ALSD Int. Program 2018_July_Europe-2


Sales Boot Camp

Attendees will also be able to avail of a specially tailored Sales Boot Camp, through which industry executives can hone their skills by hearing the success stories of those at the very top of their game.


Industry leaders to showcase their wares

In addition to the comprehensive conference programme, attendees will be given the opportunity to check out the latest innovations, products and solutions in the exhibition hall, featuring the likes of 3D Digital, AVIXA, Camatic Seating, Cedar Packaging, Fund Raiser Sports, IHS, IronHide Seating Solutions, Smart Buffet Ware, The Product People and Verteda.


The 2018 ALSD International event will include a special, behind-the-scenes tour of The O2 – London, including The American Express Invites Lounge – designed by Platform Group – which is all about making guests feel like the stars they have come to see. Image, credit: Blake Ezra and Jim Stephenson


Venue Tours & Early Birds

Two very special evening networking receptions will round off each day, featuring behind-the-scenes tours of the capital’s leading sports venues, including The O2 – London, allowing attendees to optimise their networking opportunities in a relaxed atmosphere.


Up until the end of July, attendees can avail of the special Early Bird rate of £599, with their Registration Fee including a gift bag, entry to two networking receptions and two venue tours (including transport), unrestricted access to all conference and workshop sessions, as well as full access to the exhibition hall, in addition to breakfast and lunch at the event hotel on both days.


NB: Clubs/teams and venues sending more than one delegate can avail of specially discounted rates, with special delegation rates also available for groups of 5 or more.


Bill Dorsey, Chairman, Association of Luxury Suite Directors (ALSD), said:

Nearly everything that is truly innovative in a modern day stadium/sports venue begins at the premium seat level. The use of at screens started here. Premium seats are a consumer test market for high-end customers.


Join us at ALSD International for a conference about extending the fan experience and offering more opportunities, both inside and outside the venue walls.


Sports Venue Business (SVB) is proud to be an Official Media Partner for this, Europe’s first Premium Seat event, with SVB CEO, Katie McIntyre, Executive Director for ALSD International.




#SportsVenueBusiness – keeping you in the know!

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