Premium Buyers Group



October 26-27, 2020


You’re invited to join leaders in sports, music & major events for a virtual conference. You will gather to share challenges, best practices and exchange ideas with one another, as well as hear from industry experts and teams. It’s an intimate gathering of corporate buyers, teams and providers who are focused on customer and employee premium entertainment.  Whether you lease or rent suites at a major venue or premier events such as the Kentucky Derby, The Masters, Super Bowl, U.S. Tennis Association and more, this conference is for you. 

Come solve your biggest challenges, exchange ideas, talk about how to navigate this new world with the impact of COVID, learn about new opportunities and meet new friends.

Whether you are new to premium seat ticketing and event management or a seasoned professional, we're all novices to the current events.  Let's connect and work together to bring sports and entertainment back to our customers, employees and families!

As part of the ALSD conference, participate with:

  • Major League Teams and Venues: NFL, MLB, NHL, NBA, MLS
  • Minor League Teams and Venues
  • College and University Venues
  • Racing Venues
  • Performing Arts Venues
  • Their suppliers and vendors

“For those tasked with managing corporate suites and hospitality programs to meet your business objectives, it is a no-brainer to immerse yourself in the PBG conference to connect with a peer group that is sharing best practices, challenges, and new opportunities. There are big budgets at stake and you owe it to yourself and your company to be an expert in the evolution of the premium seating business.”

Founder & CEO, Suitehop

Listen to Suitehop’s Venue Talk to learn more:



  • Corporate buyers of premium seating and experiences in sports, music, and entertainment
  • Brands who have premium seating as part of their sponsorship
  • Teams/Venue Sales, Management and Operations from NFL, MLB, NHL, NBA, and others
  • Ticketing software & operations service providers
  • Experiential agencies & secondary ticket providers
  • Major event providers


  • The ONLY conference of its kind
  • Intimate, interactive gathering, no talking heads here
  • Educational and networking focused with many 1:1 opportunities
  • You drive the content in our Unconference Sessions: small group sessions on topics you choose
  • Actionable take-aways that can make an impact immediately
  • Caliber of Attendees – nowhere else will you find a group of people focused on corporate premium seating

“The Premium Buyers Group was a great opportunity to engage with several of our current clients as well as the opportunity to make personal connections to prospective companies. It was very helpful to gain a better understanding of the challenges, business objectives, processes and best practices from leaders that own hospitality products across the country.”

Executive Director of Business Development & Premium Partnerships, Detroit Lions




All Times Are EDT 


12:30 p.m. 12:45 p.m. Opening Remarks

Facilitator: Michael Myers, Birdie Box

12:45 p.m. 1:15 p.m. Panel: Ask The Teams.

There are soooo many questions these days...and of course, no one has all of the answers, but the teams will do their best to give you the latest, their thoughts and get us excited about finally getting back to playing.

    • Adam Campbell, New York Islanders
    • Rob Zuer,  Inter Miami MLS project
    • Paige Farragut, Senior Vice President, Ticket Sales and Services

1:15 p.m. 2:00 p.m. Panel: What's Next for the Secondary Market

How will the secondary market emerge and evolve post COVID?  What trends will we see?  What new options and opportunities will corporate buyers have now?  What do buyers need to know?

      • Rob Florian, Winspire
      • Eric Taraby, Ticket Evolution
      • Brian Jeffcoat, Suite Experience Group

2:00 p.m. 2:35 p.m. Ticket Management in the world of COVID

How has the current environment changed your perspective on ticket management?  What is your organization doing differently?  What changes are you making moving forward.  Join us as we discuss these and more topics on how best to manage your sponsorship and ticket assets in the new world.

      • Sara Toth, Cendyn
      • Ryan Greene, Cendyn

2:35 p.m. 2:50 p.m. Break


2:50 p.m. 3:30 p.m. Creating New Memorable Experiences in Today's World

In the current fan-less environment, companies are forced to look for new ways to engage their high-value employees, customers, partners and prospects through technology. Time is precious and Zoom fatigue is real! From corporate town halls, to events with special guests, to private auctions, to charitable efforts to any event at all…toldright has created a virtual event platform for companies looking for a premium experience for their most valuable stakeholders. In this session you will not only learn about this opportunity firsthand from a corporate user, but experience it. Moderated by Internet of Things Consortium CEO Greg Kahn, this discussion will take a deep dive into a recent virtual event for the Tiger Woods Foundation and its mission to support students and teachers across the country. Join TGR Live VP Mike Antolini and toldright SVP Content Jason Bernstein as they share some of the best practices from their recent gala event.

    • Greg Kahn, Internet of Things Consortium
    • Mike Antolini, TGR Live
    • Jason Bernstein, toldright

3:30 p.m. 4:15 p.m. The Veterans RoundTable

Bring your topics of interest, tips and challenges for an interactive discussion with a group of veteran ticket management and hospitality professionals.  Facilitated by Morgan Denton, Eventfinders USA

4:15 p.m. 4:30 p.m. Final Thoughts/Closing Remarks


12:00 p.m. 12:25 p.m. Keynote Interview: Every Sports Business is a Tech Business

Meg Whitman, Minority Owner, FC Cincinnati
Interviewed by: Rob Cornilles

12:30 p.m. 12:55 p.m. State of the Industry

Presented by Hunden Strategic Partners

Rob Hunden, President & CEO, Hunden Strategic Partners 

1:00 p.m. 1:50 p.m. The Skinny on Mobile Everything

In this Q&A of premium buyers, sellers, and mobile ticketing authority, learn if there should be exceptions to the new mobile-everything rule. Glean benefits and obstacles of taking the premium and venue experience completely mobile and how to make contactless a benefit for premium seating guests.

  • Moderator: Amanda Verhoff, President, ALSD
  • Kellen Begnoche, Director of Service and Activation, Kansas City Chiefs
  • Keri Johnson, Director, Premium Service & Operations, Minnesota Wild
  • Deanne Sheeley,  Executive Assistant to CEO, IWCO Direct 
  • Geoff Ulrich, Senior Vice President - Consumer Strategy, Speedway Motorsports
  • Erica Cottey, Senior Marketing Manager, Alsco 
1:50 p.m. 2:00 p.m. Tradeshow & Networking


2:00 p.m. 2:40 p.m. Premium Asset Buying Habits: The State and The Future

Newsflash: clients don’t purchase, utilize, or measure premium assets the same way they used to. In this session, let's learn how buying habits have changed, and how teams and premium asset buyers can work towards a new normal, where exclusive and creative experiences can reach a new level of expectation and return on investment can be recognized.

  • Moderator: Jared Frank, EVP, Publisher, ALSD
  • Morgan Denton, Vice President of Innovation & Growth, EventFindersUSA
  • Anthony Matthies, Director, Partnerships and Suite Sales, Kansas City Chiefs Football Club
  • Candy Fuzesy, Director of Premium Seating Services and Operations, Minnesota Vikings Football 
  • Brian Smith, Division CFO, SVP Finance & Strategy, Hearth & Home Technologies
2:40 p.m. 3:00 p.m. Tradeshow & Networking


3:00 p.m. 3:40 p.m. Collaborating with Clients During the Transition Back

In order to understand how we can successfully bring clients and their guests back to premium seating and events, a collaborative conversation is essential. A panel of teams, events, and premium buyers will address communication and flexibility, as well as uncover what will be the same and what will be different. Let's brainstorm and talk about what will make guests comfortable, what services will help alleviate fan fears, and how the premium experience will look now will be part of this crucial conversation. Maybe we could even make it better than ever. Let's talk! 

  • Moderator: Kristin Miller, Director of Sports & Enterprise Development, BirdieBox 
  • Ben Habern, Assistant Director, Marketing & Strategic Partnerships, College Football Playoff 
  • McKinzie Flynn Smith, Premium Sales Manager, Dickies Arena 
  • Justin Petkus, Vice President, Ticket Sales and Services at Sacramento Kings 
  • Emily Dotson, Suite Administrator, Family Office
  • Doug White, Managing Partner, Churchwell White LLP
3:40 p.m. 4:00 p.m. It's A Wrap: Meet in the Premium Seating Lounge





Curtis Baddeley
Curtis Baddeley
Senior Director Rental Suites
United Center


Meg Whitman
Meg Whitman
Minority Owner
FC Cincinnati


Tonni Shook
Tonni Shook
Associate Director, Global Events


Sara Toth
Sara Toth
Vice President Enterprise Business Solutions
Cendyn Ovations


Morgan Denton
Morgan Denton
Chief Executive Officer
Event Finders


Brian Jeffcoat
Brian Jeffcoat
VP, Client Services
Suite Experience Group


Eric Taraby
Eric Taraby
Vice President, New Business Development
Ticket Evolution


Rob Zuer
Rob Zuer
Vice President, Ticket Sales & Service
Elevate Sports Ventures


Ross Grill
Ross Grill
Vice President, Premium Hospitality Sales & Service
BSE Global


Rob Florian
Rob Florian
National Accounts Manager
Winspire Experiences


Amanda Verhoff
Amanda Verhoff
President, Executive Director


Mike Myers
Mike Myers
Co-owner & CSO


Kellen Begnoche
Kellen Begnoche
Director of Service and Activation
Kansas City Chiefs


Keri Johnson
Keri Johnson
Director of Premium Operations
Xcel Energy Center


Deanne Sheeley
Deanne Sheeley
Executive Assistant to CEO
IWCO Direct


Anthony Matthies
Anthony Matthies
SR. Director of Premium Sales
Kansas City Chiefs


Kristin Miller, Director of Sports + Enterprise Development, BirdieBox
Kristin Miller
Director of Sports & Enterprise Development
Birdie Box


McKinzie Flynn Smith
McKinzie Flynn Smith
Premium Sales Manager, Dickies Arena
Trail Management Corp.


Justin Petkus
Justin Petkus
Vice President, Ticket Sales and Services
Sacramento Kings


Emily Dotson
Emily Dotson
Suite Administrator
Family Office


Doug White
Doug White
Managing Partner
Churchwell White LL


Geoff Ulrich
Geoff Ulrich
Senior Vice President - Consumer Strategy
Speedway Motorsports


Ben Habern
Ben Habern
Assistant Director, Marketing & Strategic Partnerships
College Football Playoff


Adam Campbell
New York Islanders


Paige Farragut
Paige Farragut
Senior Vice President, Ticket Sales and Services
Texas Rangers Baseball Club