23 - 25 October, 2019 | Sydney Cricket Ground, Sydney, Australia

Conference Day One: Thursday, 24th October 2019

8:45 am - 9:15 am Conference Registration and Welcome Coffee

9:15 am - 9:20 am Day One Rev Up from IQPC & Conference Chair

9:20 am - 10:00 am Manchester United Stadium: Enhancing Stadium Atmosphere and Fan Engagement

Following recent feedback Manchester United has accommodated a number of fan led ‘atmosphere trials’ which have been extremely successful. This session will explore the process of enhancing fan experience and ensuring the stadium is ready for game day.

  • Engaging and improving fan experience within the stadiums
  • Mapping customer touch points to improve stadium experience
  • Collaborating with stakeholders to ensure match day requirements are met
  • Efficient planning and juggling of non match day initiatives
Jason Judge, Facilities Manager at Manchester United

Jason Judge

Facilities Manager
Manchester United

10:00 am - 10:30 am Enhancing Fan Experience, Increasing revenues and Decreasing Operating Costs at Johan Cruijff ArenA

Amsterdam ArenA, or Johan Cruijff ArenA is more than just a football stadium. It is an incubator, a knowledge centre and a catalyst for innovations that will shape the city of the future. The ArenA has been committed to sustainability and innovation and has won several awards and appreciations over the years. From their solar energy usage to their waste management and to the recent award winning energy storage system, it has given itself a target of 2020 to be the most innovative stadium in the world. This session will explore:

  • Detailed exploration of Europe’s most innovative and sustainable arenas and exploration of the inner mechanics of this exciting arena.
  • Explore the world- renowned innovation centre
  • Understand the development of their award winning energy storage system
Sander van Stiphout, Director International, Program Manager Innovation at Johan Cruijff ArenA

Sander van Stiphout

Director International, Program Manager Innovation
Johan Cruijff ArenA

10:30 am - 11:00 am Smart Stadiums & Arena Congress Speed Networking: Meet The Pros! Break the ice with a player handshake between all attendees to kick-start your business networking.

An effective structured interactive session designed to help expand your network through one-to-one focused conversations. Bring your business cards!


11:30 am - 12:10 pm $972 Million Melbourne Park Redevelopment: Creating an Entertainment Space that will deliver an Unforgettable Fan Experience

The Victorian Government recently announced $271.55 million to complete the third stage of the state-of-the-art Melbourne Park Redevelopment and guarantee that Melbourne retains the Australian Open until at least 2036. The third stage will feature a new multi-purpose 5,000-seat sunken Show Court Arena, a large welcoming Central Terrace providing a new elevated outdoor public arrival and entertainment space and a new function and media centre featuring a 1,000 seat function room, a 200 seat auditorium and broadcast studios to deliver better guest and hirer experiences. This session will explore:

  • Creating easier movement within the precinct with a emphasis on better connections
  • Exploring the improvements which will ensure this facilities is one of the worlds best’
  • How this development will provide a better player and spectator experience
Amy Petropoulos, Senior Project Manager - State Facilities & Major Projects at Sports and Recreation Victoria

Amy Petropoulos

Senior Project Manager - State Facilities & Major Projects
Sports and Recreation Victoria

Luke Mason, Group Manager, State Facilities & Major Projects at Sports & Recreation Victoria

Luke Mason

Group Manager, State Facilities & Major Projects
Sports & Recreation Victoria

12:10 pm - 12:50 pm Marvel Stadium Redevelopment: Developing a future ready stadium

The AFL and Victorian State Government have announced an agreement which includes a redevelopment of Marvel Stadium in Docklands, Melbourne, which is the busiest multipurpose stadium in the world and recent winner of the Global Venue of the Year at the Stadium Business Awards.

This stadium will operate 7 days a week, enhance fan experience and drive growth of the Docklands precinct.

  • Strategies to integrate the stadium within the surrounding precinct through diverse entertainment offerings for pre / post event times and non-event days
  • Developing a collaborative approach to stadium design and governance
  • Strategies to ensure this stadium is future ready
Geoff Miller, Project Director at AFL

Geoff Miller

Project Director

12:50 pm - 1:50 pm NETWORKING LUNCH

1:50 pm - 3:10 pm Venues West: Delivering World Class Sporting Experiences and putting Fans First

With 13 venues and nearly 6 million patrons a year, VenuesWest is Western Australia’s premier provider of entertainment and sports venues. Their venues are designed and managed to ensure the delivery of world class sporting and entertainment experiences. This session will explore the stories behind their three biggest recent Venue Developments. Featuring information about their design, technology and fan first features.

  • The design process and getting it right RAC Arena, HBF Park Upgrade and Optus Stadium
  • Fans first features and the impact on revenue and patronage
  • Creating flexible and multipurpose venues to maximize events and drive customer and fan engagement
David Etherton, CEO at VenuesWest

David Etherton


3:10 pm - 3:50 pm Interactive Panel Discussion: Increasing Collaboration between Stadiums & Clubs to Enhance Fan Experience and Club Culture

In an age of live streamed entertainment, stadiums need to engage with clubs to enhance fan experience and promote a team culture. In this session, panellists will discuss:

  • Strategies to increase collaboration between clubs and stadiums
  • Innovation through fan experience
  • Developing a club partnership approach that focuses on tailored and relevant partnerships

Jeff Reibel, CEO at North Queensland Toyota Cowboys

Jeff Reibel

North Queensland Toyota Cowboys

Dannette Taylor, Operations & Events Manager at Titans

Dannette Taylor

Operations & Events Manager

Samantha Johnson, Head of Game Day & Events at Parramatta Eels

Samantha Johnson

Head of Game Day & Events
Parramatta Eels



Locker Room Sessions are the perfect setting for audiences to come together and discuss their ideas, insights and opinions on specific topics. Each group has a leader who will lead the discussion and mention key points that the audience can engage in, creating a platform for interactive conversations and learnings from like minded individuals, from similar work backgrounds, ultimately leading into a thought provoking discussion

Group One

4:10 pm - 5:10 pm Year round scheduling and managing expectations between tenants to ensure stadium success
Laura Jackson, Manager Stadium Events at Sydney Showground

Laura Jackson

Manager Stadium Events
Sydney Showground

Group Three

4:10 pm - 5:10 pm How to deliver a state wide strategy to support stadiums and increase participation in basketball
Maria Nordstrum, CEO at Basketball NSW

Maria Nordstrum

Basketball NSW

5:10 pm - 5:20 pm Closing Remarks from Conference Chair

5:20 pm - 5:20 pm Networking Drinks