Premium Buyers Group



October 26-27, 2020


You're invited to join corporate hospitality and marketing leaders who purchase or utilize premium seating and sponsorship in sports, music & major events for a 1.5-day 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.

If you buy premium seating or have seating as a sponsorship benefit 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, uncover new opportunities and meet new friends.

Whether you are new to premium seat ticketing and event management or a seasoned professional, there are topics to help you optimize your experiences, streamline your operations and maximize ROI.

This year we are holding this in conjunction with the Association of Luxury Suite Directors (ALSD) Annual conference – the largest membership organization and conference in premium seating.

  • 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






12:30 p.m. 1:00 p.m. Introduction & Opening Remarks


1:00 p.m. 1:35 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
1:45 p.m. 2:20 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

2:20 p.m. 2:30 p.m. Break


2:30 p.m. 3:10 p.m. Creating New Memorable Experiences in Today's World

In the current fanless 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 first hand from a corporate user, but experience it.

3:10 p.m. 4:30 p.m. Peer Group Session


  • Innovation & Technology Around the Live Event Landscape
  • ROI on Tickets & Hospitality
  • Best Practices in Ticket Management
  • The Veteran's RoundTable
  • A New Generation, New Experiences Required
12:00 p.m. Keynote Speech: Every Sports Business is a Tech Business


Meg Whitman, CEO, Quibi 

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.

1:00 p.m. 1:50 p.m. You Can Buy a Car from Your Smartphone. Why Not a Suite?

As our world goes digital, the suite business has lagged behind other industries in embracing technology to drive sales. You can now purchase almost anything online, including a car. In this session, hear from Michael Grantham, Vice President of Quantitative Marketing at Carvana, one of the fastest growing companies on the NYSE in 2020.  Mr. Grantham will share how Carvana finds customers and establishes trust for such a major purchase as buying a car.

1:50 p.m. 2:00 p.m. Break


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. 

2:40 p.m. 3:00 p.m. Break


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! 

3:45 p.m. 4:30 p.m. Premium Buyers Group Sessions





Meg Whitman
Meg Whitman


Tonni Shook
Tonni Shook
Associate Director, Global Events


Sara Toth
Sara Toth
Vice President Enterprise Business Solutions
Cendyn Ovations


Morgan Denton
Morgan Denton
VP Innovation & Growth
Event Finders USA


Brian Jeffcoat
Brian Jeffcoat
VP, Client Services
Suite Experience Group


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