Premium Buyers Group

You’re invited to join leaders in sports, music & major events for an exciting 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
  • 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.”






Master of Ceremonies: Bill Guertin, Chief Learning Officer, ISBI 360


8:30 a.m. 10:00 a.m. Opening Keynote Interview, All-Attendee Breakfast

Sponsored by:

Opening Interview: What Was and What Will Be
Hear from two of the best-known leaders in the sports industry, providing their perspectives on the evolving business of sports. Susan Cohig, EVP, Club Business Affairs for the NHL and Chris Granger, President of OVG360 join us for an interview at ALSD 2022.

9:30 a.m. State of the Industry: Bricks, Mortar, and the Metaverse 

In this State of the Industry, Rob Hunden presents the annually anticipated topics such as cities on the verge and projects new and renovated, which will explore financing, complexes, and case histories. But this year, bricks and mortar also converges with the metaverse. Yes, a special feature will define NFTs and what value this holds for our venues, projects, and brands.

10:00 a.m. 5:00 p.m. Exhibit Hall Open All Day; Appointments, Bullseye Meetings


10:00 a.m. 10:15 a.m. Why The Premium Market Should Care About NFTs

Premium tickets and suites have always delivered memorable experiences to your clients and prospects- events that we hope they link to the one who provided the ticket. As the physical and digital worlds converge, NFTs offer a way to extend that connection and deliver a keepsake more exclusive, immersive, and experiential. NFTs provide a means of 'owning' specific moments in sport and entertainment history while simultaneously creating access to future exclusive engagements. In this session, attendees will learn:

10:15 a.m. 10:40 a.m. 5 Things You Need to Know to Engage Your Customers and Clients in 2022

The unwelcome disruptions of the pandemic forced us to think out of the box – fast! We quickly birthed new words such as “pivot”, “new normal”, and “unprecedented”, and shortly thereafter gave those monikers a dignified goodbye. So now what?  Well there are 5 foundational elements that will be critical to include in your emerging experiential engagement strategies.

10:45 a.m. 11:15 a.m. The Premium Seat Market in Europe

The Premium Seating Market in Europe:  What's the market landscape for premium seating in Europe, how do the rental and lease models compare?  What about hospitality?  Tune in for a comparison of how things work to the US?  There may be something to learn.

11:15 a.m. 11:45 a.m. Eliminating the Middle Man:  The Art of Going Direct for Gifting

In almost every aspect of our lives, business has gone direct-to-consumer and sometimes convenience & price don’t mean less service.  What about corporate gifting?  Have you gone direct yet?  Are you leveraging brands to increase your employee/guest connections?  Come find out the tricks and tips of when & why you should consider going direct for your gifting program.

  • Chad Sims, VP, Business Development, Licensing, Alma Mater
11:45 a.m. 12:30 p.m. Team Panel

Get the latest from your favorite teams.  Everything from: What’s new?  What experiences should I know about? What’s up with mobile apps? Bring your burning questions.

  • Manny Jacobo, Vice President, Premium Business, Arena
  • Curtis Baddeley, Senior Director of Rental Suites, United Center
  • Brian Norman, Senior Vice President, Ticketing & Premium Hospitality, New Jersey Devils & Prudential Center
  • Lindsay Campbell, Senior Director, Luxury Suites & Premium Membership, San Francisco Giants
12:30 p.m. 2:00 p.m. Tradeshow Lunch

Sponsored by Fourty Nine Degrees


1:30 p.m. 2:00 p.m. Buying Suites & Hospitality for Major Events: Formula 1, USTA

Everyone wants the best tickets to major events. How do you get the hottest tickets in town and ensure a great experience? Come learn everything you need to know about the most popular events happening in premium right now: Formula 1 and USTA. 

  • Nick Bisho, Senior Vice President, Global Sales, F1 Experiences
2:00 p.m. 2:45 p.m. Achieving a Clear ROI from Every Event 

Beyond just hosting quality events, businesses expect profitable outcomes for their firm. Any hospitality event that does not advance a premium seat holder’s corporate objective is an opportunity wasted. Since organizations require a ROI from all investments, why shouldn’t they expect measurable results when partnering with teams and venues? In this session, we will deliver best-in-class strategies to leverage your premium seating and event inventory to produce a win – regardless of the home team’s performance.

3:00 p.m. 3:25 p.m. Be Great at Ticket Management

Explore as a group how your peers are navigating ticket management. Do you have a standard process? What challenges do you face? What do you do well? What do you wish you could do better? What KPIs do you watch? Do you have a rewards program?

This session will allow peer sharing on these topics and more so that we can all put the best of the best in practice and Be Great!

  • Dominic Laico, CTO, TicketOS (Panel Leader)
  • Ari Strulson, CEO TicketOS
  • Elisa Dove, Bank of America
  • Bryan Hudson, Bank of America
3:25 p.m. 3:45 p.m. Long-term Lease or Rental: How to Negotiate the Best Contract

Whether a long term lease or one day event, Confirmed 360 is both a high volume buyer and seller of the most sought after event inventory. So who better to offer insights and tips on how to negotiate a great contract?  Come hear how they approach negotiations and also learn from your peers about their strategies.

3:45 p.m. 4:00 p.m. Trends in Customized Corporate Entertainment

Thuzio was founded to help businesses win more time with their clients. Whether you're bringing your clients to a game, or creating a customized event to elevate your brand, we'll discuss the trends and strategies to making corporate entertainment successful.

  • Dave Levin, Thuzio
4:00 p.m. 4:45 p.m. Projects That Caught Our Eye - ALSD Spotlight Judges Highlight Industry Impact Projects

In this "Spotlight" session, we keep the design vibe alive. Join us as our 2021 Spotlight judges highlight venue projects that have the “IT" Factor. Judges will describe projects that have caught their eye sharing what existed before, the objectives, solutions, results, and why it is important. Perhaps your interest will be piqued on how to achieve your own venue goals. 

  • Russ Simons, Chief Listening Officer, Managing Partner, Venue Solutions Group
  • Jim Renne, National Director - Sports+Entertainment, JLL 
  • Rob Hunden, Owner, Hunden Strategic Partners
5:00 p.m. Depart for UBS Arena


6:30 p.m. Tour and Reception at UBS Arena

Presenting Sponsors:

Senior Director Rental Suites
United Center

Senior Vice President, Global Sales
F1 Experiences

Senior Director, Premium Seating
The O2

Senior Director, Luxury Suites & Premium Membership
San Francisco Giants

Executive Vice President, Club Business Affairs
National Hockey League

Founding Partner & CEO
Game Face, Inc.

The Strategic Sports Group (SSG)


Chief Learning Officer
ISBI 360

Hunden Strategic Partners

Vice President, Premium Business Arena


Head of Business Development

CEO and Founder
Sports Venue Business

Senior Vice President, Ticketing & Premium Hospitality
New Jersey Devils & Prudential Center

National Director, Sports & Entertainment, Senior Vice President
JLL Project and Development Services

Chief Listening Officer, Managing Partner
Venue Solutions Group

VP, Business Development, Licensing
Alma Mater

Head of Sales


Founder and CEO
Revel Experiences