VIDEO: Turning the Page on Premium Guest Service

In the Association of Luxury Suite Directors’ final “Solutions for a Shutdown” virtual panel, the ALSD teamed up with the Columbus Blue Jackets’ Becky Coffey, Minnesota Vikings’ Candy Fuzesy and Milwaukee Brewers’ Kristin Miller to share examples of service initiatives their organisations are delivering to premium customers while the games are paused.


In the world of premium hospitality, everything is customised for our most valued guests. The touchpoints we have with those guests now while we’re all working from home require a personal touch as well.


Whether it’s the Milwaukee Brewers’ “From the Homefront” series, the Minnesota Vikings’ Norseman Gold events, or the Columbus Blue Jackets’ “Hockey from Home” initiative, teams are finding success remaining connected with clients on a human level in different, but still tasteful ways.


In many cases right now, premium service professionals are actually strengthening relationships with clients who were less apt to share personal details prior to the current pandemic.


In this panel discussion entitled “Turning the Page on Premium Guest Service”, ALSD and the gathered team of industry experts, explore the virtual tailgates and other experiences replacing in-person versions, the intentional communications cutting through the mass of corporate COVID-19 messages, the content being created exclusively for partners, the complimentary gift boxes sent to vulnerable accounts, and the opportunities to lead and serve staff as well.



Solutions for a Shutdown: Turning the Page on Premium Guest Service

Introductions/Housekeeping Notes: 0:15

From the Homefront Series: 8:09

Personal Communications: 11:46

Norseman Gold Virtual Events: 14:18

Simple, Vulnerable Messages: 17:18

Hockey from Home Initiative: 18:52

Virtual Tailgating: 22:26

Complimentary WFH, Wellness Gift Boxes: 25:27

Supporting Corporate Partners: 27:37

Taking a Mental Health Break: 32:30

Move the Needle, Don’t Check a Box: 36:58

Leading and Managing Staff Amidst Social Distancing: 38:51

Fans Asking for Refunds or Credits: 43:11

Door-to-Door Premium Experiences: 44:19

Future Considerations for Premium Service Providers: 45:33

Dogs and TikTok: 52:13


Discussion Moderated by Amanda Verhoff, ALSD President, with panelists: Becky Coffey, VP of Partner Activation and Premium Experience, Columbus Blue Jackets; Candy Fuzesy, Director of Premium Seating Services and Operations, Minnesota Vikings; and Kristin Miller, Director of Suite Services, Milwaukee Brewers.


Watch the ALSD’s entire Solutions for a Shutdown series online at:


For more information, go to:


#ALSD #ALSDVirtualPanel #MLB #NHL #NFL


#arena #Hospitality #PremiumSeats #sportsentertainment #SportsHospitality #SportsBiz #sportsindustry #Stadia


ALSD International – Europe’s leading event for the Premium Seat & Sports Hospitality sector – taking place at Liverpool FC’s Anfield Stadium this October, 12-13, will examine how to increase revenue through new builds, renovations, service expansions and the latest technology, and how to recoup lost revenue post COVID-19.



The next edition of ALSD International – organised and delivered by the Association of Luxury Suite Directors in conjunction with Sports Venue Business – will feature a high-level conference, an exhibition hall showcasing the latest products, services & solutions, behind-the-scenes tours of Anfield Stadium, Everton’s Goodison Park and M&S Bank Arena, and numerous networking events, ensuring optimised opportunities to knowledge-share, network and do business.


#ALSDInternational – Europe’s leading event for the Premium Seat & Sports Hospitality sector


#ALSD – Leading the Premium Seat sector for the last 30 years




#sportsvenuebusiness – The leading platform for sector news, views & developments

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