2. Work Stoppages. How might they affect the premium seat industry? And
how do folks in our industry adapt to the uncertainties of their upcoming
seasons?
Some teams are scaling back on projects, hiring and other expenses. Some
are moving forward “business as usual.” And other organizations are doing
a little bit of both. Leaders in each of our organizations must realize the
significance of learning through the important sessions as well as the
valuable networking opportunities during the few days we are together
every year at the Association of Luxury Suite Directors Conference and
Tradeshow. Especially in times like these. More than ever before, our
community needs to band together and brainstorm approaches for new
sales, retention and client and fan experience opportunities to keep our
fans engaged during uncertain times. Clients need additional, unique touch
points to stay connected to the team.
Challenges bring new opportunities. So plan to attend this year’s Association
of Luxury Suite Directors Conference and Tradeshow so that we can
ensure the premium seat programming in our buildings remains successful
in times like these.
– Jennifer Ark
Director of Premium Sales and Guest Services, Green Bay Packers
President, Association of Luxury Suite Directors

3. In the Face of a Work Stoppage:
How One Team Retained Nearly All Its Premium Seat Customers
Collective Bargaining: Hope for the Best; Prepare for the Worst
Rich Krezwick, Devils Arena Entertainment
Renewals and Retention
Mike Ondrejko, Madison Square Garden - Michele Kajiwara, AEG/STAPLES Center
Changing the Nature of Hospitality: What to Include in Your Premium Packages
Greg Karl, Epicuran Culinary Group - Rich Searls, New York Red Bulls
Brian Byrnes, Oklahoma City Thunder - Mark Stedman, Utah Jazz
Databases, Dynamic Pricing and Yield Management: Where Are Your Customers Hiding?
Nic Barlage, Cleveland Cavaliers - Sezin Aksoy, Cleveland Cavaliers
Mark DiMaurizio, Comcast-Spectacor - Ron Contorno, Full House Entertainment Database Marketing
The New Face of Club and Premium Seating
Paige Farragut, Texas Rangers - Andy Silverman, Florida Marlins - Chris Faulkner, Denver Broncos
Al Guido, Legends Premium Sales - Evan Karasick, Channel 1 Media Solutions, Inc.
When Suites and Sponsorship Collide: Giving Sponsors and Suite Holders More Value and Visibility
Todd Goldstein, AEG Global Partnerships - Dan Migala, San Diego Padres
Executive Sales Training: Leading in a Time of Rapid Change
Kennen Williams, Noll Media
Executive Sales Training:
What Business Are You In? Six Fundamentals to Solve Premium Seating Sales
Bill Guertin, The 800-Pound Gorilla
Roundtable Forum: Best Practices in Premium Seat Selling
Dr. Peter Titlebaum, Director of Research, ALSD
Associate Professor, University of Dayton Sport Management
Rich Krezwick Greg Karl Rich Searls Brian Byrnes Mark Stedman
Paige Farragut Andy Silverman Chris Faulkner Bill Guertin Kennen Williams

4. Soup to Nuts: Hiring the Next Generation of Executives
Bernie Mullen,The Aspire Group - Kristie Pappal, Philadelphia Eagles - Jennifer Ark, Green Bay Packers
Touch Points: The Calendar
Kim Reckley, Olympia Entertainment/Detroit Red Wings - Lindsay Lohrens, Chicago Bears
Travis Smith, Minnesota Timberwolves - Valerie Toth, United Center
Executive Leadership and Brand Excellence Training: A Playbook for Brand and Service Excellence
Leonardo Inghilleri, West Paces Consulting
Social Media:Your Potential Profits
Nathan C. Kievman, DemingHill, Corporate Social Media Consulting & Marketing
Leverage Your Brand: Auburn University Case Study
Janie Boles, Auburn University Athletics - Dr. Brian Crow, GameDay Consulting
Social Media Do’s and Don’ts: Reach Your Target Audience and Move Them to Action
David Warchawski, Warchawski
The New Face of Club and Premium Seating
Paige Farragut, Texas Rangers - Andy Silverman, Florida Marlins - Chris Faulkner, Denver Broncos
Al Guido, Legends Premium Sales - Evan Karasick, Channel 1 Media Solutions, Inc.
Under the Influence: Training Your Staff to Spot and Handle Clients Before They Are Over-Served
Jill Pepper, TEAM Coalition
Value-Added Programs: The Courageous Innovator
Bill Dorsey, ALSD
When Suites and Sponsorship Collide: Giving Sponsors and Suite Holders More Value and Visibility
Todd Goldstein, AEG Global Partnerships - Dan Migala, San Diego Padres
Kim Reckley Lindsay Lohrens Travis Smith Valerie Toth Leonardo Janie Boles Dr. Brian Crow
Inghilleri
David Paige Farragut Andy Silverman Chris Faulkner Jill Pepper Bill Dorsey
Warchawski

5. Keynote Speakers
Tim Leiweke
President and Chief Executive Officer, AEG
“How To Overcome the Challenges Facing Our Industry Today”
Design Better, Sell Smarter, Market More
Creatively and Work Harder
Robb Heineman
Chief Executive Officer
Sporting Club, parent organization of
Sporting Kansas City
The Experience Matrix
Ray Bednar
Corporate Sponsorship Expert
The Buyer’s Buyer
ALSD Visionary Award
Presented to Tom Wilson
President and Chief Executive Officer,
Olympia Entertainment

6. What F&B Means to Your Bottom Line
Greg Karl, Epicurean Culinary Group - Nick Kavalauskas, Professional Sports Catering
Delaware North Companies
Changing the Nature of Hospitality: What to Include in Your Premium Packages
Greg Karl, Epicuran Culinary Group - Rich Searls, New York Red Bulls
Brian Byrnes, Oklahoma City Thunder - Mark Stedman, Utah Jazz
Under the Influence: Training Your Staff to Spot and Handle Clients Before They Are Over-Served
Jill Pepper, TEAM Coalition
Iron Chef Roundtable: The Best Menu Items of 2011
League Day Presentation
Nona Sivley, Winner of Fox’s Hell’s Kitchen, now Head Chef at LA Market in the JW Marriott
The Future of Building Premium Seating
Darryl Dunn, Rose Bowl - Shervin Mirhashemi, AEG Global Partnerships
Adam Stover, Populous - Jason Gonella, Legends Premium Sales
Experiential Marketing and Creative Reconfiguration
Sasha Williams, Orlando Magic - Mike Holleman, Heery International
Greg Karl Nick Kavalauskas Jill Pepper Rich Searls Brian Byrnes
Mark Stedman Shervin Sasha Williams Mike Holleman
Mirhashemi

7. Venue Tours and Receptions
Nokia Theatre
STAPLES Center
The Home Depot Center Angel Stadium

8. Technology Innovations for Premium Levels
John Avenson, Minnesota Twins - James Darrow, Ilitch Holdings/Detroit Red Wings
Mobile Technologies to Improve Fan Experience and Drive Revenue
Shane Harmon, New Zealand 2011 World Rugby Cup
CRM Case Study Presentations
Mark DiMaurizio, Comcast-Spectacor - Los Angeles Kings - FanOne Marketing
Engage Your Fans Through Social Media, New Media and Social Networking
Sean Callanan, SportsGeek
Leverage Technology to Increase Per-Caps Revenue
TD Garden Case Study:
Digital Signage Phenomenon: The Real Story – Cost, ROI, Marketing and Sponsorship of
Premium Consumers and Corporate Sponsors
Lorraine Spadaro, Delaware North Companies/TD Garden
Portland Trail Blazers Case Study:
Digital Signage Phenomenon: The Real Story – Cost, ROI, Marketing and Sponsorship of
Premium Consumers and Corporate Sponsors
Chris Dill, Portland Trail Blazers
John Avenson Mark DiMaurizio James Darrow Lorraine Spadaro Chris Dill

9. See what your customers are experiencing first-hand
L.A. LIVE:
The $2.5 billion entertainment
complex, site of the 2011 ALSD
Conference and Tradeshow, with its
20,000 square feet of LED signage,
27 acres, six city blocks, 600 annual
events and 20 million visitors a
year is YOUR future. It is the next
generation of venues for the 21st
Century, where fans are entertained
before, during and after the game.
Because nowadays,
Sports=Entertainment=Experience.

10. JW Marriott at L.A. LIVE
The hotel is part of the experience
Located across the street from STAPLES Center
and Nokia Theatre, the JW Marriott is embedded
into the fabric of L.A. LIVE and is as much a
part of this year’s conference as the sports and
entertainment venues.
The ALSD room block will close soon.
Reserve Your Rooms Today:
Online: www.alsd.com/content/conference
Phone: 1-800-266-9432
*To receive our reduced rate, mention you are a part of the Association of Luxury Suite Directors Group

11. Premium Seating’s Largest Networking Event of the Year
In a year in which the spirit of idea sharing is perhaps more important than
ever, this is your only chance to meet with likeminded people for ideation,
networking and camaraderie.
Who Should Attend:
Major League Teams/Venues: • Facility Developers, Managers and Owners •
NFL, MLB, NHL, NBA, MLS Architects and Venue Consultants •
Minor League Teams/Venues •
Food and Beverage Companies: •
College and University Venues • In-Venue and Corporate
Racing Venues • Information Technology (IT) Professionals •
Performing Arts Venues • Premium Seat and IT Vendors/Suppliers •
THANK YOU TO OUR SPONSORS:
Levy Restaurants • AEG •
Los Angeles Angels of Anaheim • ARAMARK •
MLBAM • Boundless Network •
NHL • Corona •
Nokia Theatre • Delaware North Companies •
Pat Boone All-American Meats • Ernie Els Wines •
Populous • FanVision •
RipBang Studios • Full House Entertainment Database Marketing •
Southern Wine and Spirits • The Home Depot Center •
Spotlight Ticket Management • Hershey Entertainment & Resorts •
STAPLES Center • IOMEDIA •
Legends Hospitality Management •
Organization:_________________________________________________
Name:__________________________ Title:________________________
Address:______________________________________________________
City:____________________________ State:________ Zip:____________
Phone:___________________________ Email:_______________________
PRICING
First ALSD Member $800 ALSD Guest/Spouse Program:
Add’l ALSD Member $750 Guest/Spouse $200
Non-ALSD Member $900 Angels Baseball Ticket $35
Angels Baseball Ticket $35 Guest Name:__________________
Total:________________________
PAYMENT
__AmEx __Discover __Mastercard __Visa
Card Number:________________________________ Ex. Date:__________
__ Check made payable to Association of Luxury Suite Directors
Email, mail or fax registration form Amanda Verhoff
with payment to: ALSD amanda@alsd.com
10017 McKelvey Road P: 513-674-0555 x104
Cincinnati, OH 45231 F: 513-674-0577
To sign-up online or learn more about ALSD, visit: www.ALSD.com

12. Association of Luxury Suite Directors
10017 McKelvey Road
Cincinnati, OH 45231
Tim Leiweke Rich Krezwick Ray Bednar Robb Heineman Tom Wilson Stephen Ross
President and Chief Devils Arena Corporate Sponsor- Chief Executive Officer Olympia Miami Dolphins
Executive Officer, AEG Entertainment ship Expert Sporting Club, parent Entertainment
“How To Overcome the The Buyer’s Buyer organization of Sporting
Challenges Facing Our Kansas City
Industry Today” The Experience Matrix
Design Better, Sell Smarter,
Market More
Creatively and Work Harder