Alix Waldron: Director of New Stadium Development: 

Alix has spent the past eight years at Everton Football Club focusing on the delivery of the new stadium.

A Graduate in Accounting at Durham University and qualified ACA, she originally joined the Club in 2017, following five years in Financial Audit at KPMG.

Alix’s initial role in the stadium team, as Stadium Development and Project Manager, saw her heavily involved in the public consultation, planning, design development and budgeting for the stadium, at Bramley-Moore Dock.

She was appointed Principal Lead in the project in 2022, shortly after construction began on the £800m stadium on Liverpool’s historic waterfront.

As main liaison with the construction partners and contractors, her comprehensive duties have involved choreographing the “ready for operational” plan during the four-year build and ensuring the project was delivered on time and budget.

Alix was duly appointed as Director of New Stadium Development in March 2024 and continues to manage the operations team at the 52,769-capacity stadium.

With a steadfast commitment to innovation in customer experience, my tenure at Riptide Partners has been marked by spearheading venue technology advancements leveraging both customer and employee feedback. We've cultivated a seamless integration between CX and other enterprise systems, enhancing both operational efficiency and customer satisfaction. My role as Vice President is a testament to my capacity for strategic leadership and process improvement, skills honed through rigorous experience and a Six Sigma Black Belt certification.

At Madison Square Garden, collaboration across operations was key as I partnered with various departments to fulfill technology requirements, ensuring our iconic venues remained at the forefront of industry standards. My analytical acumen, honed through years of hands-on experience, has positioned me to effectively lead teams in creating scalable, repeatable processes that drive results and foster an environment of continuous improvement.

Laura Chiplin is Major Stadium Events & EURO 2028 Director at Tottenham Hotspur Football  Club, responsible for setting and delivering the long-term strategy that positions Tottenham  Hotspur Stadium as a high-performing global entertainment venue. 

Laura leads the commercial strategy and delivery of the stadium’s non-football major events  programme, optimising up to 30 large-scale events per year. This programme is central to the  Club’s commercial model, generating material revenues that are reinvested directly into the  First Team and wider football operations. 

Since joining the Club in 2018, Laura has delivered a series of strategic initiatives that have  significantly strengthened the stadium’s global profile and year-round appeal. She coordinated  the successful bid for Tottenham Hotspur Stadium to be selected as a host venue for UEFA  EURO 2028, leading cross-functional teams and stakeholder engagement to secure the  stadium’s inclusion in the tournament. 

Alongside major events, Laura established a portfolio of visitor attractions beyond matchdays,  overseeing the launch of Stadium Tours and The Dare Skywalk, and leading the end-to-end  development of F1 DRIVE – London, the world’s first in-stadium electric karting experience,  created in partnership with Formula 1®. From concept to launch, she led the full lifecycle of the  project, delivering a globally recognised attraction that redefined what a multi-use stadium can  offer. Following its success in London, F1 DRIVE has since expanded internationally with a new  concept in Las Vegas. 

Under Laura’s leadership, Tottenham Hotspur Stadium has become a leading global destination  for elite sport and live music, delivering a commercially significant programme of major events.  This includes headline boxing featuring Anthony Joshua, Tyson Fury, and Chris Eubank Jr., high profile rugby fixtures such as Saracens’ annual showpiece games and European Professional  Club Rugby tournaments, alongside landmark concerts by Lady Gaga, Travis Scott’s record breaking UTOPIA – Circus Maximus Tour (2024), and Beyoncé’s sold-out stadium residencies on  the Renaissance World Tour (2023) and Cowboy Carter Tour (2025). 

With over 12 years’ experience across major events, culture, and visitor attractions, Laura has  held senior roles at leading London institutions including the V&A Museum and the Barbican,  where she led large-scale transformations of the visitor experience across complex, multi-site  operations. 

Dan Cook is Head of Ticketing at the Welsh Rugby Union, with over 18 years’ experience in customer experience, digital innovation, and operational strategy, including six years dedicated to ticketing at Principality Stadium. In this role, he oversees the full ticketing journey from purchase to event day, ensuring a seamless and inclusive experience for fans at one of the world’s most iconic sporting and entertainment venues, which has hosted major events such as Grand Slam Rugby clashes, blockbuster concerts from global superstars like Coldplay, Beyoncé, The Rolling Stones, and most recently the opening nights of the eagerly anticipated Oasis Live 25 world tour.

Under his leadership, the WRU ticketing team has delivered a number of industry-leading initiatives, including the launch of a seamless digital ticketing journey and the creation of an online help centre that now supports 1.5 million visitors annually. Most notably, the introduction of fully bespoke accessible supporter guides setting a new benchmark for inclusivity and was recognised with an ESSMA Stadium Award. He has also presented at the House of Lords on the transformative power of sport and its ability to create opportunities for individuals and communities.

Alongside his work at WRU, Dan is COO of Different Breed, a platform that delivers a suite of fan experience tools designed to provide world-class accessible experiences for everyone. The company helps venues and events make experiences accessible, advance EDI goals, meet accessibility compliance, and reduce support cases substantially through insights, customisation, and inclusive design.

With over 12 years of experience across Premier League football and major live entertainment venues, Stephannie specialises in launching world-class venues, building premium experience functions, and transforming high-value revenue streams at scale.

She is currently Director of Premium at Co-op Live, where she has led premium operations in a complex, high-pressure launch environment. In this role, she oversees a multi-million-pound premium portfolio, including the creation of new revenue streams and ownership of a large premium member base.

During her time at Co-op Live, Stephannie has also consulted on behalf of OVG for the opening of Everton FC’s Hill Dickinson Stadium, supporting premium strategy and venue launch delivery.

Previously, Stephannie spent over nine years at Liverpool FC, where she played a key role in premium hospitality, high-value contract management, and the delivery of elevated matchday and concert experiences.

Her expertise spans premium commercial strategy, waterfall ticketing models, yield optimisation, fan experience and retention, underpinned by robust CRM and sales infrastructure. Stephannie leads high-performing, cross-functional teams across account management, sales, and service delivery, consistently delivering large-scale events while elevating the end-to-end premium guest experience.

Clodagh Fleming is Business Development Manager for Horse Racing Ireland (HRI) Racecourses, with responsibility for Leopardstown, Fairyhouse, Navan and Tipperary racecourses. In her role, she leads the development and growth of both raceday and non-raceday business, driving commercial performance across conferencing, events, hospitality and corporate experiences. 

Clodagh also supports the racecourses with partnership development and race sponsorship for each of the four racecourses individually, working closely with brands and stakeholders to create impactful, long-term collaborations that maximise value and visibility.

Combining strong commercial focus with a deep understanding of the racing industry, she plays a key role in enhancing the customer experience and elevating the profile of HRI Racecourses on the domestic and international stage.

Morag Kent is a highly experienced marketeer with the last decade spent in the sports venue and major event sector. She is the Founder and CEO of Raccoon & Bear, a marketing and branding micro-agency specialising in supporting rights holders and caterers alike in developing and promoting hospitality, from fan food up to high end experiences.

Her most recent experience has been with MATCH Hospitality, where she led the marketing for the Official Hospitality programme at Silverstone. This included four British Grand Prix for Formula 1 and MotoGP as well as Silverstone Festival and BTCC with each event requiring a different set of products for motorsport fans eager to experience racing at a higher level. She was part of a team which developed 8 unique hospitality propositions at different points of the track and contributed hugely to the near quadrupling of revenue and covers for the hospitality operation. 

Previously, as Head of Marketing for Sodexo Sports and Leisure (now Sodexo Live!), Morag had a broad remit leading B2B marketing for the brand with regards to business development and content strategy. She also worked on the marketing strategy and promotions for The Open, RHS Chelsea Flower Show, Henley Royal Regatta and Royal Ascot. Her final project at Sodexo involved a complete overhaul of their stadia fan food offering, from menu development and pricing through to branding of the kiosks and digital signage. This was rolled out at Hampden Park, Everton FC, Swansea City FC, Brighton & Hove Albion, Blackburn Rovers and the ACC Liverpool.

Since 2026 Marc is the Director of Premium at Everton Football Club, where he is responsible for the strategic leadership, commercial performance, and overall delivery of the Club’s premium and events proposition. In this role, Marc oversees the development and execution of premium experiences across matchdays and non-matchday events, ensuring Everton delivers market-leading hospitality that strengthens supporter relationships, drives revenue growth, and reflects the Club’s long-term ambitions.

Prior to this, Marc was the Strategic Sales Manager at the Welsh Rugby Union, having joined the business in 2017. Marc led the sales & strategy for the joint venture that was Principality Stadium Experience. PSE has an exceptional track record in delivering world-class events and boasts unrivalled knowledge of the hospitality and public retail market within the UK. The team has successfully managed the logistics and catering for all events at the stadium since its opening in 1999, including the UEFA Champions League Final 2017, Rugby World Cup fixtures, Six Nations tournaments, WWE events, World Championship Boxing, and major concerts — including a record-breaking four consecutive sold-out nights of Ed Sheeran.

Before joining PSE, Marc spent just under six years at Manchester United, where he worked in a Business Development role, gaining extensive experience in commercial strategy, stakeholder management, and delivering premium experiences within a global sporting organisation.

Gareth Lloyd is the Business Development Director at Olympia Events, the team responsible for managing the historic event venues at Olympia, alongside the new International Convention Centre and The Addison premium lounge. 

He joined the business in February 2025 and leads the venue’s commercial growth strategy, with a focus on driving new revenue through event diversification as Olympia undergoes its £1.3bn transformation into a world-class events and entertainment destination.

Gareth brings over 26 years of experience across sport, events and live entertainment. His expertise spans venue-wide sponsorship, media and digital sales, business development and long-term commercial strategy.

Prior to Olympia, Gareth was UK Sponsorship Sales Director at ASM Global’s European division, where he secured major commercial partnerships, including long-term collaborations and venue naming rights across a national portfolio.

He also served as Head of Partnerships for the Birmingham 2022 Commonwealth Games, delivering a successful partnership programme, and previously held the role of Head of Commercial Media at NEC Group, overseeing partnership strategy and delivery across its venues.

At Olympia, Gareth is focused on attracting a broader mix of large-scale consumer events alongside its established portfolio of leading exhibitions. Working as part of a strengthened senior leadership team, he is helping position Olympia as a year-round destination for culture, entertainment and innovation in central London.

Gareth is a strong advocate for:

Commercial Growth & Event Diversification: Expanding venue revenue through a broader mix of consumer events, exhibitions and live entertainment.

Strategic Partnerships & Sponsorship: Unlocking long-term value through naming rights, brand partnerships and integrated commercial models.

Destination-Led Experience Design: Creating compelling, multi-layered visitor experiences that extend beyond the core event.

Venue Transformation & Positioning: Supporting the evolution of Olympia into a global, year-round destination for culture, business and entertainment.

Steve McArdle is Director of Stadia and Venues at Global Payments, Inc., responsible for driving innovation and providing technical solutions to stadia, venues and hospitality sectors.

With over 25 + years’ experience in managing successful sales & marketing teams, Siân is currently the Sales & Marketing Manager for the Utilita Arena Cardiff, part of Live Nation. The role includes developing a core corporate business for events and premium hospitality sales, plus creating and delivering successful marketing strategies. 

Siân is a member of the Access All Areas 100, plus sits on the Board of Advisors for NOWIE – The Network of Women in Events and has recently co-launched the Hospitality & Events Network Wales – a growing group for event professionals within Wales.

Rob has 25 years of experience in sports and events, having worked extensively with rights holders, brands, host venues, governing bodies and agencies. He has a track record of implementing transformational change, developing successful marketing and commercial strategies and strategic alliances and has delivered projects in 25 countries.

Prior to joining P&J Live as MD, Rob was Commercial Director for Aberdeen FC and previously worked in senior roles in motorsport with the Superbike World Championship, Suzuki’s MotoGP team, and Powerboat P1.

He has written six books, recently returned from a trip to Everest Base Camp and enjoys trying to keep to a single figure handicap on the golf course.

Denise has over 14 years of experience in the hospitality and stadium design and fit-

out industry, where she has built a strong reputation for her expertise in sales,

marketing, and trend analysis. At Dawnvale, she plays a crucial role in driving business

growth by overseeing sales and marketing strategies, while also closely monitoring

industry trends to ensure the company remains at the forefront of innovation for both

existing and new clients.

Before joining Dawnvale, Denise was the Head of the Hotel Division at her previous

company, where she successfully led the development and implementation of cutting-

edge technologies aimed at enhancing the guest experience. She was responsible not

only for improving the technology available to staying customers but also for optimising

front-of-house operations to boost efficiency and service quality. Denise’s extensive

background and strategic approach have made her an invaluable asset in delivering

exceptional solutions that meet the evolving needs of the hospitality sector.

With 25+ years experience in the business of sport, McIntyre first cut her teeth in the industry by running PanStadia magazine, where she was Publishing Editor, before spending 3 years as Publication Director on PanStadia & Arena Management magazine, which included working on the Stadia & Arena Asia Pacific event.

McIntyre launched Sports Venue Business (SVB) in September 2016, which quickly became the leading platform for the sector, delivering insightful interviews, in-depth feature articles and case studies, as well as video interviews, with more than 33,000+ industry professionals across the network.

Between 2018 and 2023, McIntyre and the Sports Venue Business team organised and delivered the ALSD International event on behalf of the ALSD, which grew from 120 attendees in the first year, to an astounding 450+ C-Suite executives by 2023.

For 2024, McIntyre and Sports Venue Business have launched SVB LIVE, featuring a series of global networking events and webinars, all culminating in the annual SVB LIVE Conference and Exhibition, with content driven by an Expert Council featuring industry experts from across the globe.

McIntyre boasts almost 30,000 connections in her LinkedIn account.

For over a decade, Adam has been with Forum by Nowy Styl, driving business development across multiple markets – starting in Poland, then expanding to the UK and Western Europe, followed by the Middle East and North Africa. Today, most of his focus is on the GCC region, where Forum, together with its partner Coastal Holding, is strongly present in the sports venue and public space sector.

Adam is responsible for developing relationships with the A&D (Architecture & Design) community and for building partnerships with global leaders in the venue business, promoting innovative solutions and implementing new technologies into seating and furniture projects. In the UK market, he is recognised for his unconventional presentations, sense of humour, and a touch of Eastern European sensitivity that make his appearances truly distinctive.

Currently, Adam is working on the development of a new Premium Seating line dedicated specifically to the Saudi market, where advanced technologies will find direct application. This initiative, created in cooperation with several renowned partners, represents a truly international project in both scope and ambition.

Paul Michael is Managing Director at Coventry Building Society Arena and is responsible for the strategic, operational and commercial direction of the multi-purpose venue.

He has more than 20 years’ experience in the leisure and hospitality sector and became Managing Director of the Arena in 2023 – since his appointment the venue has attracted a record 1.2 million visitors per annum under Paul’s leadership.

Paul is an advocate for hospitality and leisure in Coventry as chair of Destination Coventry’s board, supporting the development of tourism strategies in the region, and nationally he supports the events industry as a member of the Association of Event Venues (AEV) board.  He is also a Coventry & Warwickshire Place Board Member, supporting collaboration across the region.

Ciaran O’Morain, is co-founder and CEO of Qualflow Systems, the leading provider of high-speed beer dispense solutions, automated beer-line cleaning equipment and line clean monitoring apps to brand managers, brewers, stadium operators and the hospitality industry.

Jon Lee is the Executive Creative Director and a co-owner at 20.20 Ltd, responsible for setting the vision and direction of the company's creative offerings. He is a powerful advocate of our collaborative and strategic approach.

As well as overseeing the creative direction of the business, Jon is instrumental in the success of their projects, from leading the transformation of Arsenal’s Emirates Stadium for over 15 years, he has led the branding and “Arsenalisation” of the entire stadium, including creating the masterplan and design for each of the world leading hospitality experiences at the club.

His expertise in developing successful fan engagement and brand experiences has given Jon the opportunity to lead amazing projects on both sides of the Atlantic. From Manchester City FC, Liverpool FC, Wembley Stadium to West Ham United’s new home at the London Stadium. He has been responsible for changing Ascot Racecourse’s approach to hospitality with the On5 restaurant; and subsequently redefining the brand experience across all the hospitality areas at Churchill Downs Racetrack in Kentucky.

Jon has been working closely with Maple Leaf Sports & Entertainment in Toronto on the rebranding and experience definition of the Scotiabank Arena.

His influence is also helping redefine the retail and leisure industry, from the reimagining of Odeon’s flagship cinema at Leicester Square London; defining a new retail platform for mobile operator Three; to redefining the world of affordable fitness with the rebranded experience of UK market leaders PureGym.

jon.lee@20.20.co.uk

Whilst still quite fresh in the industry, Bethany Parr has been working on these types of conferences since 2018, when she was still a student at UCFB. She thoroughly enjoys seeing how the industry is growing and evolving.

Bethany's professional sports business journey began at Wembley Stadium, within the Capital Projects team, where she worked on various projects to improve the look and feel, customer journey, and health and safety within England's National Stadium. This role allowed her to work with many of the companies taking part in the SVB LIVE event. She is now back at Wembley, working as FA Events Coordinator for The Football Association (The FA).

Bethany spent 12 months working at Formula E, where she was an Event Project Manager, working on race weekends at circuits around the world, and seeing how events work in different markets.

Tom trained in Architecture before joining Skanska UK Construction as a Designer and Project/Planning Manager. Tom subsequently spent 12 years in major sports event delivery across operations, event and venue planning, contract management and operations, working on three Rugby World Cups (2003, 2007 and 2015), two Olympic and Paralympic Games (2012 and 2015), two ICC Cricket World Cups/T20 tournaments (2007 and 2010) and the 2008 Rugby League World Cup.

In 2018, Tom joined The Parker Company and has expanded the firm’s services to the EMEA market from our UK offices. He leads on client engagement and project delivery, most notably as Project Director on Everton’s new stadium, QPR new training ground and Fulham new stand and hotel.

Recognised as one of the industry’s most forward-thinking designers, Dan Meis is a senior vice president and global sports design lead for AECOM’s sports + venues practice.

Known for his bold and innovative approach, Dan has delivered some of the world’s most iconic sports venues, including the first fully transformable arena in Japan, groundbreaking NFL and NBA venues, and the newest stadium in the English Premier League.

Dan's design for Paul Brown Stadium was the first NFL facility to win the prestigious AIA Honor Award, while his work on the Crypto.com Arena (formerly Staples Center) helped cement its status as one of the top revenue-generating arenas in North America.

His commitment to creating “experiential” architecture has seen his projects redefine fan engagement and live entertainment experiences, with buildings across more than 20 countries that draw millions of visitors annually.

Featured in Time magazine as one of the “100 Innovators in the World of Sports,” Dan has twice earned the Business Week/Architectural Record Award for his designs’ impact on clients’ businesses. He has been named to Sports Business Journal’s “40 Under 40” list twice, recognising his influence on the sports industry, and was elevated to the American Institute of Architects College of Fellows in 2006.

Dan is a Registered Architect in multiple U.S. states, accredited by the Royal Institute of British Architects (RIBA), and holds a Bachelor of Architecture from the University of Illinois.

George R. Vaughan is Technology Director for the YTL Brabazon and Arena project in Bristol, where he leads the development of one of the UK’s newest, most sustainable and technologically advanced smart cities.

Previously, he spearheaded large-scale digital transformation projects at Twickenham Stadium - work that helped secure seven industry awards - and at Ascot Racecourse, where he introduced a pioneering “smart city” approach through multiple groundbreaking initiatives.

Alongside his role at YTL, Vaughan is CEO and Future Vision Strategist of The Digital Line (TDL), a company he co-founded in 2017 to drive innovation across hospitality, healthcare, education, retail and entertainment.

Passionate about equality in tech, he actively supports WIMENA, advocating for women in leadership and serves as an ambassador for Cosmic Girls, a charity inspiring young women to pursue careers in space exploration. He is also a regular contributor to Mondo Stadia magazine and is developing a new societal podcast, launching in 2026.

Fun Fact: Vaughan trekked to Everest Base Camp as part of a 24-person team and played in the highest-ever game of rugby - at over 5,500 metres - raising funds for Show Racism the Red Card and the RFU’s Spire charity.

As Head of Technology, Harry is responsible for driving technological advancements across all Levy partner venues, evaluating and deploying new digital innovations to resolve known challenges and enhance the guest experience.

In 2023, Harry moved across from Levy’s parent company, Compass Group UK & Ireland, to be part of the wider BUILT by Levy team. In charge of the tech division, his team of experts explore a wide range of technologies, including frictionless solutions, automated beer walls, self-order screens, smart vending, robotics, IoT, AI overlays and unified payments to solve real challenges at venues.

Through their efforts, Harry and his team are continually pushing the boundaries of hospitality technology and delivering tangible benefits to guests, operators and clients.

Paul Reeves is the Chief Revenue Officer at Huddersfield Town and has led on the commercial development of the Football Club over the last two seasons as Town grow their off-field operations; to accompany their plight to achieve on field success.

In his current role, he oversees all revenue generating operations and has been central to some of their developments in terms of global partnerships, modernisation of hospitality options, ticketing strategy and retail development.

Having spent the last decade at Sheffield United as Head of Commercial, where he worked within their growth from EFL League One through to the Premier League, Reeves is well placed to talk about the benefits of how sport can work hand in hand with the business community for wider economic impact and benefit.

Introducing Huddersfield Town AFC

Formed in 1908, Huddersfield Town AFC has one of the proudest histories of any club in English football. Recognised as one of the most successful English clubs of all time, we were the first to win the English League title three times in a row in 1924, 1925 and 1926. This is a feat that has only been repeated by four other teams; Arsenal, Manchester United, Liverpool and Manchester City. This season marks the 100-year anniversary of the accolade and is an achievement that we are delighted to be able to share with all who join us on this trade mission to the Middle East.

The Club's current custodian is American businessman Kevin Nagle, hailing from Sacramento, California. Taking operational control of the Club in the summer of 2023, he has shared his aspirations to put the Club back in times of success and build pride for the Town and community as a whole.

In September 2025, Mr Nagle became the first ever Chairman to purchase outright the stadium, now named the Accu Stadium having secured a lucrative 5-year naming rights agreement with global fasteners company Accu Components Ltd. Its infrastructure, accessibility, and fan experience ensure readiness for elite competition, making it a venue capable of delivering a world-class football atmosphere and other sporting events and concerts. Spanning across the 53-acre site, the long-term development promises to be a catalyst for economic, social and cultural revitalisation in Huddersfield, benefitting residents, visitors, businesses and sports fans alike.

For more details visit www.htafc.com