Venue specialists Forward Associates open US Regional office

Leading venue specialists Forward Associates has opened a US head office in Chicago. In addition to its work with The O2 and Tottenham Hotspur FC, the 20-strong London business is active across Europe, Scandinavia and South America. 


While already operating in the States, Forward Associates has long held ambitions to establish themselves firmly in the US market and a permanent head office is the first step towards fulfilling that aim.


Roy Westwood, the founder of Forward Associates, commented:

Working on major projects such as the new Tottenham Hotspur stadium is really only possible if you are active on the ground day in, day out. This has hamstrung our ability to take on the largest US projects so a permanent base in America will help us establish our presence in this important market.


To facilitate this ambition, Forward Associates has partnered with experience designer experts New State.


New State is the brainchild of Brian Graziano (pictured above), a design veteran based in Chicago, and uses human-centred design methods to bring competitive differentiation for clients. 


Brian explained:

Over the years, most organizations and their leaders have come to realize the power of design and how it can work on multiple levels to bring competitive differentiation. Successful experiences are grounded in a deep understanding of end-users. Insight can be uncovered from data, surveys, but especially from observing first-hand what real users actually do. My process can reveal the surprising opportunities and human-centered nuances that are the difference between a good experience and a great one.


This approach to guest-first experiences is at the heart of New State’s approach and chimes perfectly with the mantra of Forward Associates, making the union more than just a marriage of convenience. 


Roy said:

Both companies share a way of doing things. We have a commitment to delivering remarkable experiences where the guest comes first. I first met Brian when I worked at Levy Restaurants UK as the director of innovation and venue strategy, Brian was my direct counterpart at Levy in the US.


Since this time, both men have harboured ambitions to work together and expand their collective capabilities and operations.


The partnership enables New State to extend its US network and work on larger scale projects, while for Forward Associates, it means the business can become more active in the US, as Roy explained:

Working together is a natural evolution for both companies.


The spirit of collaboration was a critical facet for Brian too, as he highlighted:

We prefer co-creation. It helps us and ultimately our clients to stay agile and attuned to the emerging needs of the end users.


It is a sentiment echoed by Roy:

Both New State and Forward Associates work in the same way. Not just a shared philosophy but how we work practically on the ground too. Major venue projects involve many stakeholders and by working together, we can add maximum value to our clients’ projects.


About Forward Associates

Forward Associates create guest-centric destinations. Destinations that consider every facet of the opportunity, uniting brand, experience, food and drink and interior into one coherent proposition. Their work has touched Tottenham Hotspur’s new stadium, The Wimbledon Championships and The O2.


About New State

The power of design is the secret to New State’s success. Formed in 2019, their approach is informed by years of collaboration with leading brands. They create human-centred design strategies to inspire new products, services and experiences, specialising in contextual research and strategy for designers and innovators. Their project experience spans across financial services, healthcare, consumer goods, workplace, hospitality and technology.


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The next edition of ALSD International – Europe’s leading event for the Premium Seat & Hospitality sector – is being hosted at Liverpool Football Club’s Anfield Stadium October 12 & 13, and 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 2020 edition of ALSD International – organised by the Association of Luxury Suite Directors and Sports Venue Business – will feature a high-level conference, an exhibition hall showcasing the latest products, services & solutions, tours of Anfield, 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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