The venues sector’s leading minds will descend on Seattle Oct. 21-22 for the VenuesNow Conference, where they’ll discuss pressing issues from sustainability to security to the lingering effects of the coronavirus pandemic.

Ahead of the event, VenuesNow connected with several booked panelists for a glimpse into how they see the state of the venues business today — and what topics they’re most excited to tackle at this year’s VenuesNow Conference.

SOFI ARMENAKIAN
Director of Operations and Sustainability
Atlanta Hawks and State Farm Arena

PANEL: “Clean and Green: Keys to Operating a Sustainable Venue”

​​What issues are you most excited to discuss on your panel?
A variety of topics, from the lack of infrastructure throughout the industry to the opportunity we have to really change fan behavior. In the live events industry, as we welcome thousands and thousands of people on a nightly basis, there is a need for alternative snack and meal packaging. All that said, we have a great opportunity to lead in the way to create change through sports.

What new trends are you seeing in your corner of the industry?
It is indeed a trend to be associated with sustainable practices and creating these operations as a common practice. One such example is how we’ve found a way to team up with a local nonprofit, CHaRM (Center for Hard to Recycle Materials), who we work with to help us recycle things like (plastic foam).

How have you navigated the live industry’s comeback?
As an organization, we understand that nothing is more important to the concertgoer and fan than safety and security, but we find it as important to be operationally sound. We have worked with partners such as Emory Healthcare and Sharecare to help us in creating the best procedures for the safety of all attendees. As far as operating in a zero-waste manner, we focus on three key factors — communication, supply chain and infrastructure. These three have been intertwined in our DNA operationally to help us with providing efficiency and overall effectiveness.

What do you think are the most critical challenges facing the venues sector as the live industry returns?
One of the most critical challenges that venues face is the use of single-use items (PPE, zip ties, etc.). For example, more than 15,000 zip ties — equivalent to 600 pounds — were placed on seats to enforce social distancing during COVID-19. During Games 3 and 4 of (the Hawks’) first-round playoffs series, those 600 pounds of zip ties were removed from seats to accommodate full-capacity playoff games. All 600 pounds of zip ties were collected, organized and repurposed for reuse in building operations and maintenance.

In the venues sector, what’s keeping you up at night — besides COVID-19?
We are constantly thinking about all of the ways to help continue to reduce contamination. At the same time, we have to also celebrate that we have moved the needle by influencing positive behavior (in) our fans/guests, and hopefully some of these practices continue with them as they return to their homes and communities.

How can venues continue to improve sustainability? How are you working toward this in your current role?
It starts at the top. We are grateful to have ownership and executives who understand the importance of prioritizing these efforts. We have recently hired a sustainability manager and plan to hire a sustainability tech shortly to help us with allocating resources and providing staff dedicated to these processes. From there, we think this can be done by implementing various zero-waste and energy conservation policies and making it part of the culture for the internal team members as well as the external customers/fans and staff. We have also done various in-game activations, such as “Recycle and Win,” which rewards fans for practicing sustainability during our games. Communication and awareness is a huge part of how we will continue to improve our efforts.

What are you most looking forward to at this year’s conference?
Learning other venues’ best practices, finding ways that we can continue to innovate, and also inspiring those venue executives who haven’t started their zero-waste journey.

What sporting event or concert are you most excited to see now that events with fans in stands have returned?
We have accomplished so much over the past six months that I wanted to take the time to reflect on that. We have plenty of awesome concerts and Hawks games coming up, but setting a new industry standard during our Game 4 of the first-round playoff series is an incredible accomplishment that we can’t overlook.

COREY WILSON
Vice President of Community Engagement, Pacers Sports & Entertainment; Executive Director, Pacers Foundation

PANEL: “Diversity, Equity & Inclusion: The Right Way Forward for the Live Entertainment Venue Industry”

What issues are you most excited to discuss on your panel?
Sharing my experience starting with the organization in April 2020 and navigating COVID and remote work, along with the global conversation around social injustice.

What new trends are you seeing in your corner of the industry?
In the philanthropic world, there was and continues to be focused efforts to think about philanthropy, programming, and activations that are sustained and targeted towards communities with the most need. We have branded our efforts “Intentional Generosity in Intentional Geography.”

How have you navigated the live industry’s comeback?
We were lucky in that we were starting a three-summer, $360 million renovation (of Gainbridge Fieldhouse) in 2020, so we were able to take advantage of having a couple of extra months for construction before the NBA season tipped off — and it also gave some additional time for our COVID protocols (to be developed) and to see best practices before we had fans in the building. According to Pollstar, we were the No. 2 arena in the world for attendance (from Nov. 19, 2020, to Aug. 18, 2021), so I think we navigated it pretty well and as safely as possible.

What do you think are the most critical challenges facing the venues sector as the live industry returns?
The national labor shortage and how to attract and retain workers to put on events is something that we expect will be a challenge for several months to come.

In the venues sector, what’s keeping you up at night — besides COVID-19?
The concern that fans aren’t quite ready to come back to indoor events in full crowds yet and how quickly they will want to do that with a pretty full upcoming event calendar.

How can venues continue to improve sustainability? How are you working toward this in your current role?
In the immediate (term), we have made a significant push to reduce waste going into Indiana landfills as a result of the Fieldhouse of the Future renovations. We developed a partnership with a local nonprofit to divert almost 4,000 of the old arena seats, hard-to-recycle materials that will turn into 33,000 pounds of repurposed plastic and 42,000 pounds of steel. Overall, a full 80% of waste materials from the $360 million project — almost 3,000 tons — is being diverted from our landfills and repurposed in different ways.

What are you most looking forward to at this year’s conference?
Meeting friends and colleagues in person!

What sporting event or concert are you most excited to see now that events with fans in stands have returned?
I am looking forward to seeing the Pacers play in our newly renovated building filled to capacity with screaming fans.

ALEX RODRIGO
Senior Vice President and General Manager, Golden 1 Center

PANEL: “Clean and Green: Keys to Operating a Sustainable Venue”

What issues are you most excited to discuss on your panel?
We are celebrating Golden 1 Center’s five-year anniversary this year and reflecting on our mission and commitment to innovation and sustainability. The arena runs the most innovative food program in sports, sourcing 90% of food within 150 miles of the arena, has implemented a Solar Days initiative to reduce power usage on “dark days,” and the Second That program aimed at eliminating food waste by donating unused/unprepared food to families in need. In addition, the arena is 100% powered by solar, 85% from solar farm and 15% from array on the roof. Additionally, we recently opened a Tesla Supercharger Station that utilizes solar energy produced at the arena.

What new trends are you seeing in your corner of the industry?
As an industry, we are all using technology to be better stewards of our resources and create efficiencies including lighting controls, air systems, especially in terms of the increased usage of HVAC needed during the pandemic. 

How have you navigated the live industry’s comeback?
We have been working with our local sources to remain true to our local food and sustainability charter and have introduced new protocols in cleaning and disinfecting.

What do you think are the most critical challenges facing the venues sector as the live industry returns?
The most critical challenge is staying the course and holding true to your values during a time when venues have lost money and the cheapest options are not always the most sustainable and clean. This comes into play when looking at introducing new cleaning and disinfecting chemicals and products.

In the venues sector, what’s keeping you up at night — besides COVID-19?
Our organization has an entrepreneurial spirit and I am most excited about the emergence of new technologies and opportunities to integrate. Many initiatives and programs take time, you have to start thinking of them in advance to implement, but we value being on the forefront and helping our industry. 

How can venues continue to improve sustainability? How are you working toward this in your current role?
Being open to sharing not only successes but challenges to learn from best practices.

What are you most looking forward to at this year’s conference?
I am looking forward to seeing everyone again after being removed from one another. It will be great to reconnect and learn from each other. 

What sporting event or concert are you most excited to see now that events with fans in stands have returned?
Kings basketball and the dynamic connection between our loyal fan base, our team and our arena. The Kings home opener is Oct. 22, and while team members got to experience the last season, we appreciate more than ever the power of having fans in the building.

AKMAL ALI
Founder and CEO, Aluma

PANEL: “Current Protocols on Safety/Security/Emergency Preparedness and Operations in the Arena Environment”

What issues are you most excited to discuss on your panel?
Speaking to venue operators about how venue security is more about soft skills than hard skills. Although venue security does rely greatly on innovative technology, the root of an effective security program is really more based on the day-to-day policies and procedures you perform, such as documenting agendas of your meetings, writing out action plans for corrective measures identified as a result of a training exercise, etc.

What new trends are you seeing in your corner of the industry?
There are evolving best practices happening every day. Many center around technology, but a lot center around policies and procedures. Some of these evolving best practices include the following:

• Passive detection screening equipment.

• Use of X-rays.

• Documenting daily and monthly security technology maintenance reviews.

• Physically inspecting the exterior of your venue before the event ends and egress occurs.

How have you navigated the live industry’s comeback?
As a security consultant, a majority of navigating the comeback is keeping locked in on virtual videoconferences. We are slowly starting to begin travel again, which is great.

What do you think are the most critical challenges facing the venues sector as the live industry returns?
Don’t neglect security as understandable concerns for health and safety continue to be prevalent. Bad actors are paying attention.

In the venues sector, what’s keeping you up at night — besides COVID-19?
Venue operators unintentionally neglecting security concerns as we understand how to operate in this post-pandemic world.

What are you most looking forward to at this year’s conference?
Seeing friends in the industry and hearing from other industry leaders.

What sporting event or concert are you most excited to see now that events with fans in stands have returned?
Coldplay in Seattle!

JONATHAN SHANK
CEO, Terrapin Station Entertainment

PANEL: “The Future Is Bright for the Live Biz: But Where Are We Right Now?”

What issues are you most excited to discuss on your panel?
How we can work together and help others to get back on their feet building successful shows and experiences.

What new trends are you seeing in your corner of the industry?
Consumers wanting to have even more control of their experience and every detail that surrounds their time at the venue.

How have you navigated the live industry’s comeback?
We tried to help as many venues and facilities as possible by providing meaningful content, and going forward we have more shows and tours than ever before. Kindness, patience, and collaboration have been key to navigating the comeback.   

What do you think are the most critical challenges facing the venues sector as the live industry returns?
Safety, mutual respect among fans, and maintaining fair ticket prices for all audiences.  

In the venues sector, what’s keeping you up at night — besides COVID-19?
The constantly changing regulations and making sure everyone remains safe.  

How can venues continue to improve sustainability? How are you working toward this in your current role?
This is going to be a gradual process. I think as producers and managers we need to continue to provide quality content so venues can rebuild their staff and get back to that robust model we had for the past decade before the pandemic. 

What are you most looking forward to at this year’s conference?
Hopefully some smiling faces under those masks and exploring lots of collaboration. Also looking forward to connecting with executives from various major league sports franchises. We’ve been working with some MLB and NFL teams to help them find more content for their facilities with the goal of expanding that footprint. 

What sporting event or concert are you most excited to see now that events with fans in stands have returned?
The Super Bowl at SoFi Stadium and Phish at Santa Barbara Bowl.

AMANDA MANN
Senior Vice President and General Manager, Rose Quarter Operations, Portland Trail Blazers and Moda Center

PANEL: Clean & Green: Keys to Operating a Sustainable Venue

What issues are you most excited to discuss on your panel?
How to be sustainable in the COVID/post-COVID world. A lot of what allowed us to be sustainable was anti-COVID (i.e., condiment pump stations vs. individually wrapped packages, bringing in outside air, etc.).

What new trends are you seeing in your corner of the industry?
We were seeing self-service kiosks prior to the shutdown which don’t necessarily work for us now. Mobile ordering has taken off, which then clogs the self-order kiosk stands and causes large groups of people to gather. COVID also put technology and touchless features at the forefront.

How have you navigated the live industry’s comeback?
With patience and grace. We are understaffed and expected to do more than we’ve ever done. So I’m being as supportive as I can and understanding.

What do you think are the most critical challenges facing the venues sector as the live industry returns?
Staffing shortages in all areas. We are putting everyone’s safety at risk if security isn’t fully staffed. We won’t meet fans’ expectations if the venue isn’t clean and wait times are long. And we risk not getting shows loaded in on time if conversions isn’t fully staffed.

How can venues continue to improve sustainability? How are you working toward this in your current role?
There are a lot of options that venues can take advantage of depending on their locale and what stage they are in their sustainability journey. There’s a lot of low-hanging fruit, but you must be intentional. We are facing a challenge right now where our local hauler will no longer compost our cups, food vehicles and utensils, so we are looking at aluminum cups like Denver has done for a while. We are also looking into solar and rainwater cisterns.

What are you most looking forward to at this year’s conference?
Seeing old friends and colleagues not on a Zoom screen.

What sporting event or concert are you most excited to see now that events with fans in stands have returned?
I’m hoping to see Coldplay at Climate Pledge Arena. They are my favorite live band!

PAM MATTHEWS
Executive Director, International Entertainment Buyers Association

PANEL: “The Future Is Bright for the Live Biz: But Where are We Right Now?”

What new trends are you seeing in your corner of the industry?
Refunds. Lots of paid ticket holders no-showing. Lots of backstage COVID safety protocols established by the artist. Staffing shortages. Everyone (industry + fans) seems confused and frustrated, almost angry.

How have you navigated the live industry’s comeback?
We’ve made it through because we were diligent about building reserve funds for the last 5-7 years. Without those financial resources, who knows?

What do you think are the most critical challenges facing the venues sector as the live industry returns?
Loss of institutional knowledge is a big one. We are training SO MANY new people. And burnout. We are all exhausted.

What are you most looking forward to at this year’s conference?
Seeing people in-person. Seeing the new Climate Pledge Arena.

RYAN FRITSCH
Co-Founder, Cloud Paper

PANEL: “The Role Entrepreneurialism Can Play in Driving Outsized Impact in Live Events”

What issues are you most excited to discuss on your panel?
I’m eager to dive into how we can measure and drive environmental impact across the live event industry. I’ve always believed that small changes can add up and result in material positive change. With the millions of guests that make their way to a live event every year in the U.S., we have the unique opportunity to explore new and attainable sustainability initiatives that result in large-scale positive change. For me specifically, I’m excited to discuss how the live events industry can protect hundreds of thousands of trees by switching to tree-free paper products.

What new trends are you seeing in your corner of the industry?
There is definitely a growing appetite for seeking out innovative product solutions that combine a world-class customer experience with elevated sustainability standards. In the paper goods space specifically, this is validated by the growing market for alternative and renewable fibers like bamboo. Historically, sustainability in paper goods meant using recycled fiber which solves for the sustainability side of the coin but is a low-quality product. Bamboo, for example, is a far more sustainable product than traditional paper and produces a high-quality, soft, and durable tissue. Growth in the bamboo paper market is exciting for us. 

How have you navigated the live industry’s comeback?
Recently, we’ve been extremely focused on activating partnerships within the live events and hospitality industry to help owners and operators to push forward with their sustainability commitments. It’s promising to see that given all the considerations of getting the live events industry back to 100%, sustainability is still a top priority for venue operators, and we are excited to be involved in that conversation. 

How can venues continue to improve sustainability? How are you working toward this in your current role?
A major focus of my role is working with corporate partners on tailoring a solution for them to move toward more sustainable paper products. Paper products like towels, bath tissue, and facial tissues are often an overlooked segment in the (environmental, social and governance) conversation but one that has a material environmental impact. A venue the size of Climate Pledge Arena can save thousands of trees and almost 1 million pounds of carbon emissions every year by switching to tree-free paper products like Cloud Paper. Across the entire industry the impact quickly adds up to hundreds of thousands of trees saved, millions of pounds of carbon emissions avoided, and thousands of acres of forestland preserved. We work every day to make switching to tree-free paper simple by delivering sustainable products at price parity with traditional brands. 

What are you most looking forward to at this year’s conference?
Bringing the conversation around sustainability back to the forefront. We all saw a major uptick in single-use products over the last year, and I’m eager to shift our focus back toward driving sustainable and renewable solutions both as consumers and as venue operators. 

What sporting event or concert are you most excited to see now that events with fans in stands have returned?
John Mayer at Climate Pledge Arena!

Editor’s Note: This story has been updated.