Anna Nash
Senior Vice President,
Market Development | ASM Global 
It’s a busy but exciting time for Anna Nash and her colleagues at ASM Global as the company enters a new era under Legends, which acquired the venue-operating business in a $2.4 billion merger that was first reported by VenuesNow in July of 2023.
The deal shook the live entertainment industry and indicated that the recent boom may not be a trend but a new normal, and ASM Global will be there to deliver the unique experiences that only live can offer.
“Together our companies will elevate the customer experience, deliver unmatched fan and attendee experiences and provide data-driven solutions for our clients that will set the standard for our industry,” said Nash, ASM Global’s senior vice president of market development.
Venues within ASM Global’s portfolio are trying to keep up with the demand of the booming live entertainment industry, which has evolved as businesses transitioned to life with COVID in the past three years. Nash says secondary markets are booking more acts, and booking windows are shorter these days, typically between three to five months, with guests registering for events closer to the event date.
It’s quite the change, but one Nash has adjusted to and is excited about because of the opportunities that arise with so many acts on the road.
“Today, it is all about the customer experience,” she said. “The average age of planners is decreasing, with more millennials entering the field. Recent data has shown that around 25% of meeting planners are now millennials. Use of technology and immersive experiences is on the rise. Attendees are seeking more personalized and engaging experiences, and our venues must adapt to these changes accordingly. At ASM Global, we recognize planners and attendees want more than simply a blank box dropped into a city. Venues need to create meaningful spaces for attendees to network and conduct business.”
While meeting fans’ expectations is important, so is having a building and staff that reflects them and the world we live in today. Nash admits there is still much to be done in diversity, equity and inclusion but that work has already begun at their venues.
“On the DE&I and Accessibility front, we are already implementing numerous initiatives,” Nash said. “Our venues are designed to be accessible for attendees with mobility, hearing, cognitive and visual limitations. We also provide ‘calm rooms’ and resources for neurodivergent individuals, ensuring a more inclusive environment. Furthermore, we actively integrate diverse cultural practices and traditions to foster inclusivity, enhance cultural awareness, and create a respectful atmosphere for both our team members and attendees.” — Oscar Areliz
