Alex Townsend-Mitchell has been with the National Hockey League since 2006, currently serving as Vice President of Club Business & Analytics. In that role, Alex has led the League's increased arena design and guest experience efforts with a major focus on Food & Beverage strategy and operations. He created the League's Food & Beverage reporting and surveying initiatives, which allows NHL Clubs to benchmark themselves against the rest of the league with a variety of data and insights. He orchestrates best practice sharing of Food & Beverage and Guest Experience content on quarterly conference calls and at the NHL Club Business Meetings, while working with the various NHL Club-facing operators to ensure high-quality service and reporting. Recently he increased the League Office’s efforts to generate group pricing for products and services that are needed by each NHL arena. He also contributes to the NHL internal arena design working group that collects design element and operations data.