The Global Gathering for Premium Experience Decision-Makers & Innovators Returns to Manchester

The 7th Annual Premium Experience Global Conference,
powered by ALSD in partnership with SEICon, will take place at Emirates Old Trafford in Manchester, 16-18 March 2026.

This flagship international event unites senior executives from the world’s leading sports and entertainment venues, clubs, and brands for three immersive days of innovation, insights, networking, and behind-the-scenes tours of Manchester’s most iconic destinations.

TEAM/VENUE PASSES
VENDOR/SUPPLIER PASSES

The conference will kick off on Monday 16 March with our Icebreaker Reception, sponsored by LumiCup, from 17:30 – 19:00 at The Members Lounge and Longroom at Emirates Old Trafford. This relaxed networking event brings together delegates, speakers, and industry leaders for the first opportunity to connect, catch up with familiar faces, and meet new contacts from around the world.  Following the reception is an opportunity to explore Manchester with colleagues in the evening before the official sessions begin on Tuesday 17 March. Legends Global will also be hosting a private, by invitation event — ‘Legends House at Soho House’ — beginning at 19:30 on Monday evening.

Review the schedule* below to plan your time in Manchester and make the most of every session and connection.

* programme subject to change

NOTE FOR THOSE TRAVELING FROM OUTSIDE THE U.K. » As of April 2nd, 2025, travelers need a UK ETA Visa to enter the country. The ETA is valid for two years and allows multiple entries. Make sure to apply in advance to ensure smooth, hassle-free travel to the conference. 

  • 17 March 2026


  • 18 March 2026


  • Exhibits Open
    Where
    Emirates Old Trafford

  • ALSD & SEICon proudly welcome delegates, partners, and exhibitors to Manchester, one of the world’s great sporting cities and a global hub for live experience, innovative premium hospitality, and continued venue investment.

  • ALSD bestows its prestigious Global Legend Award to Marie Lindqvist, Senior Vice President of North Europe for Legends Global. Lindqvist has shaped and elevated the premium experience landscape across sports, live entertainment, and venue operations worldwide. A respected leader in venue operations and guest experience, Lindqvist currently oversees operational excellence across a broad Legends Global portfolio of sports and entertainment venues. With three decades of leadership experience spanning tourism, hospitality, sports, and live entertainment, Lindqvist has also held senior roles at organizations for Stockholm Live, AEG, VisitDenmark, and TUI, playing a central role in the development and transformation of some of Europe’s most dynamic venues. Beyond her operational impact, Marie is celebrated for fostering inclusive leadership and collaboration across the international venue community, serving as a mentor and advocate in live entertainment and venue management.

  • This show-and-tell session explores how premium spaces and partnerships are evolving into fully integrated, immersive brand platforms. Learn how leading venues and clients turn big ideas into bold activations—driven by creativity, collaboration, and results—that redefine what “premium” really means today.

  • While premium trends are increasingly global, success thrives when cultural fit aligns with sales strategy. This conversation looks at how Legends applies global insight across NFL and European football projects while respecting market-specific expectations, informed by teams who work inside venues, not outside of them.

  • Designing AI-assisted premium interactions and experiences can be complex; principally, it can’t feel like AI. Rather automation should be used to anticipate needs, personalize communication without overstepping, and reduce friction through smart defaults and context-aware support. Moreover, automation should inherently take a back seat when complex preferences, high-stakes changes, and sensitive issues require human engagement. This session will illustrate -- and take audience questions about -- how a blend of modern intelligent automation and intentional human touchpoints creates an ultimate premium experience.

  • Sports tourism is a $700 billion global industry, and has exploded over the past 10 years as fans clamor - and may be willing to pay handsomely - for events they normally only see on TV. Teams and venues must make targeting this rapidly growing, bucket-list-seeking demographic a priority, lest they forfeit significant revenue opportunities. This session will explore how to build premium benefits packages and outbound sales campaigns to address this demand.

  • It’s an exciting time in premium seating, with inventory creativity at an all-time max. New products meeting the needs of clients who desire fewer seats here, more exclusivity there. What strategies are at play for creating and pricing these new flexible products and how can we attract a larger universe of buyers by rolling them out in our venues?

  • Industry feedback expert, Riptide Partners, leads an intimate discussion on the evolving guest experience. Drawing on the latest data shaping how teams understand and enhance premium operations, this session pinpoints the specific experience elements that drive satisfaction, loyalty, and spend. Attendees will gain practical insight into how refining premium spaces can unlock new revenue and sustainable growth.

  • As premium hospitality evolves, leaders face a defining challenge: how to modernize high-end experiences without diluting the timeless service standards that built their reputations. This panel convenes visionaries who are successfully blending old-world elegance and intuitive, relationship-driven service with next-generation technology and automation. From preserving distinctive brand signatures and individualized guest touchpoints to leveraging innovation in ways that enhance—not replace—the human element, the conversation will explore how to sustain a true “wow” factor in an increasingly digitized world. Join us to discover how to future-proof premium hospitality while safeguarding the craftsmanship, personalization, and emotional resonance that define world-class service.

  • Premium is no longer a place. It’s a living, layered experience. Today’s most successful venues and developments are moving beyond static service models and into experience-led ecosystems — where every touchpoint is intentional, every sense is engaged, and every visit can unfold differently. This session explores how modern hospitality is being reimagined through design, usage, and brand integration to create environments that feel dynamic, inclusive, and deeply personal.

  • Exhibits Open
    Where
    Emirates Old Trafford

  • Premium spaces don’t become revenue drivers by accident — they are engineered that way from conception. This panel brings together an architect, a venue executive, and the expert that sits between the two. From design to product mix, flexibility, and evolving buyer expectations, we’ll examine how aligning the business plan with the design phase maximizes revenue opportunities. In a modern facility landscape, design isn’t just aesthetic. It’s economical.

  • Like its symbolic bee, Manchester has worked and collaborated tirelessly for progress. A major measurement of the progress has been engaging and benefiting local businesses and communities on matchday. Moreover, harnessing digital trends to increase fandom and building out best-in-class sports and entertainment venues has allowed this hive to thrive. What can you learn from them? Our closing discussion will help us find out.

  • As venues evolve into smart, connected ecosystems, they are becoming more than places to watch a game. Modern venues function as content platforms, generating immersive experiences, data-driven storytelling, and new forms of fan engagement. This panel explores how infrastructure, technology, and media strategy are converging to transform live sports into year-round content ecosystems.

  • Global sport and entertainment have evolved beyond competition into powerful platforms for cultural exchange, innovation, and economic collaboration. In this interactive session, explore how guest experience design, public-private partnerships, and sports diplomacy reshape the global sports ecosystem. Leaders will discuss with the audience how collaboration across sectors can drive innovation, unlock new ventures, and elevate fan and guest experiences worldwide.


Host Hotel

Hilton Garden Inn

Manchester Emirates Old Trafford

Talbot Road

Manchester, M16 0PX

United Kingdom

RESERVE ROOM

The ALSD room allocation, price, and free breakfast are no longer valid after 7pm Eastern Time on 31 January.

Limited Partnership Positions Available

A limited number of partnership positions are also available for organisations wishing to engage more deeply with our audience of premium decision-makers and innovators.  An overview of opportunities is linked below for your consideration.

PARTNERSHIP OVERVIEW

PAST DELEGATES & PARTNERS Legends Global • Levy • AEG • OVG • Sodexo Live! • Aramark Sports & Entertainment • AXS • Forward Associates • Delaware North • Boldyn Networks • Amazon • The O2 (London) • CO-OP Live (Manchester) • AO Arena (Manchester) • Crypto Arena (Los Angeles) • Roig Arena (Valencia) • T-Mobile Arena (Las Vegas) • Uber Arena (Berlin) • Barclays Arena (Hamburg) • Etihad Arena (Abu Dhabi) • LA Galaxy • T-Mobile Center (Kansas City) • Arena Riga (Latvia) • KFC Yum Center (Louisville) • Arsenal FC • AS Roma • Ascot Racecourse • Chelsea FC • Inter Miami FC • COMO 1907 • Wembley Experiences (formerly Club Wembley) • Everton FC • Everton Stadium • Fulham FC • Leicester City FC • Live Nation • Liverpool FC • Manchester City FC • Manchester United FC • Brighton and Hove Albion • Newcastle United FC • Scottish Rugby Hospitality • Scottish Event Campus / OVO Hydro (Glasgow) • Tottenham Hotspur FC • Saracens • Portview • 3D Digital • 442 Design • 20.20 Ltd. • Populous • Cedar Packaging • Channel 1 Media • Demand Sports • Elavon • European Arena Association • Ferco Seating • Freeman Event Partners PAY • Global Payments • JBM Travel & Entertainment • KAPPTURE • KSS Design • Prolific One • Restaurant Design Assoc (RDA) • Ridge & Partners • Architen Landrell • Soundpays • Ticketmaster UK • Triple Jump Tech • We Are Planet • SeatGeek 

The world’s largest network of premium experience decision-makers in sports and entertainment, powered by ALSD. 

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