Announcing the ‘Premiumization of the Live Event Experience’ Summit Lineup

Premium used to refer to where fans sat and what they ate or drank. 

Today, the concept encompasses the entirety of the fan experience and smart rights owners are actively working to make every element along the fan journey feel more exclusive, effortless, and memorable. It has become necessary to do so to effectively capture the fans’ time and attention in a crowded live entertainment landscape, and to keep revenues climbing as media economics evolve.

JohnWallStreet is bringing a collective of senior leaders across the industry together for a half-day of interactive conversation and high-level networking. We’re going to explore how premium strategy is reshaping pricing, packaging, sponsorship, and corporate hospitality, surface real-world learnings from new builds and legacy renovations, and debate what ‘best in class’ means within a sports context moving forward.

If you’re an owner or operator responsible for driving revenue, shaping the fan experience, or making capital decisions around venues, this event at the UFC’s Meta Apex in Las Vegas on Thursday February 26, 2026 is for you.

The loaded program will feature firesides on the following topics:

Driving Premium Satisfaction and ROI in New Projects and Legacy Buildings

Kroenke Sports & Entertainment (KSE) operates premium venues across multiple markets—from a greenfield development in SoFi Stadium and Hollywood Park in Los Angeles to a legacy building in Ball Arena in Denver. KSE President, Team and Media Operations and Los Angeles Rams President, Kevin Demoff will touch on the elements that are truly driving premium satisfaction and ROI, some concepts that scale across markets (and a few that are contextual), and the most common mistakes teams make when modernizing older buildings.

Designing Hospitality and Personalization That Scale

Intuit Dome represents a rethink of what “premium” means in live sports. Los Angeles Clippers Chief Commercial Officer Scott Sonnenberg will unpack how the venue was designed with a focus on hospitality, data-driven personalization, and frictionless commerce, and what enhancements actually pencil versus what’s a long-term brand play.

Data-Driven Premium & Hospitality Strategy

Playfly Aspire President Gil Beverly will discuss how teams across pro and college sports are leveraging data to inform premium design decisions, pricing, and targeted upsell strategies. He’ll also share findings from a recent hospitality-focused proprietary Vision Insights survey that rights owners may be able to apply to drive deeper engagement and unlock new revenue streams.

Using Architecture, Light, and Layout to Power a Premium Experience Worthy of Las Vegas

The A’s new ballpark is reimagining what an enclosed venue can be—blending design, natural light, segmentation, and intimacy into what the team envisions will become the “Living Room of Las Vegas.” Mortenson Sports and Entertainment Group Campus Director Tyler Van Eeckhaut, and Athletics SVP Strategy & Business Development Ross Bowen will join us to discuss the architecture, roof, premium layout, sponsorship, and sales strategy behind a venue built to operate 365 days a year in one of the world’s most demanding markets.

Best-in-Class, Not Just Best in Sports

Populous’ work demonstrates what happens when premium sports hospitality environments are designed to true luxury standards. Senior Principal and Interior Design Director Isabelle Rijnties and Senior Principal and Design Build Director Adam Stover will discuss how these offerings, that elevate fan experiences while driving measurable revenue growths, will shape the future of sports and entertainment.

Many of the industry’s key stakeholders will be in attendance. If you'd like to join them, please express interest here.

As always, all the conversation will be off record so guests can speak candidly. What happens in Vegas, stays in Vegas!

If you would like to partner with us on this unique event, reach out to Jacie Brandes at [email protected].