In her opening keynote at The Arenas Operators and Developers World Summit on 10 February, she’ll reveal how fan-centric experiences, digital transformation, and strategic partnerships are shaping the future of arena operations, and why venues that prioritise memorable moments will win in an increasingly competitive landscape.

Your keynote will explore the NEC’s arena strategy and vision. What are the key pillars of that strategy, and how do they position the group for the future of live entertainment?

“At the heart of our arena strategy is to ensure we deliver live entertainment that people remember long after the final moments. That strategy is built on three core pillars. First, fan-centric experiences. Everything starts with the audience. We’ve invested in technology, design and premium environments to create seamless, memorable journeys. From the moment someone buys a ticket, through arrival, hospitality and the live moment itself, right through to post-event engagement. Premium and hospitality play a growing role here, because fans increasingly want choice and experiences that feel personal and special.

“Second, digital transformation. We’re embedding frictionless payments and smarter data systems across our venues. This isn’t just about efficiency, it’s about personalising the experience and freeing up our teams to focus on great service rather than process.

“And third, commercial growth and partnerships. To remain world-class, our arenas need to be commercially resilient. We’re developing new revenue streams through strategic partnerships and premium products that work for fans, promoters and brands alike. As the NEC celebrates its 50th anniversary, this feels like a natural next chapter. Evolving from a place people visit to a destination where unforgettable experiences happen.”

Fan expectations have evolved rapidly in recent years. What are the most significant shifts in audience behaviour, and how are arenas adapting?

“Audiences today are more informed, more selective and more experience-led than ever before. One of the biggest shifts we’re seeing is a clear demand for personalisation, whether that’s curated hospitality, premium upgrades or bespoke add-ons that elevate a night out.

“Alongside that, digital integration has moved from being a ‘nice to have’ to an absolute. Mobile tickets, tap-and-go payments and frictionless entry are now expected. We’re also seeing a growing appetite for premium experiences. Fans are willing to invest more when the experience genuinely feels different. Whether that’s better views, better food, or simply a calmer, more comfortable way to enjoy live entertainment.”

How has your diverse experience shaped your approach to leadership and long-term venue development at the NEC?

“Working across UK venues and on global events has taught me that while no two markets are the same, the fundamentals of great venues are remarkably consistent. Firstly, adaptability is essential. Cultural context, audience behaviour and operational realities differ hugely, and successful venues are the ones that listen first and respond intelligently.

“Secondly, collaboration. Large-scale events only work when teams, partners and stakeholders are aligned. And finally, a strong commercial mindset. Sustainable venues balance operational excellence with a clear focus on long-term value creation. It’s not just about delivering great events today, but about future-proofing assets for the next decade and beyond. At the NEC, that translates into a leadership approach that encourages innovation, empowers teams and keeps one eye firmly on what the future of live experience needs to look like.”

What innovations are you most excited about that could transform how arenas operate in the next decade?

“There’s a real opportunity over the next decade to fundamentally rethink how arenas operate in ways that benefit both fans and the bottom line. Mobile entry and tap and go payments are already transforming arrival and concourse experiences, cutting queues and reducing friction. We’re also seeing rapid progress with our new Evolv arches, which allow us to enhance safety while significantly improving flow and comfort for guests.

“Beyond technology, some of the most impactful changes come from process improvement. Smarter scheduling, faster event turnarounds, and more efficient staffing and maintenance models. And importantly, enhanced guest services. Better wayfinding, improved concessions and more intuitive hospitality all contribute to smoother operations and happier audiences. Taken together, these innovations lower costs, reduce environmental impact and allow teams to focus on what really matters: delivering exceptional live experiences.”

What do you see as the biggest challenges and opportunities in staying ahead of the curve?

“The challenges are very real. Rising operational costs and intense global competition for major tours mean venues must work harder than ever to stand out. But with those challenges come significant opportunities. Data-driven insight allows us to better understand audiences, optimise scheduling and tailor experiences in ways that simply weren’t possible before.

“And strategic partnerships with promoters, brands and communities enable us to create experiences that go beyond a single event night. Staying ahead means being agile, investing wisely in technology and infrastructure, and never losing sight of the fan experience.”

How do you balance maintaining each arena’s unique identity while pursuing a cohesive strategy across the NEC Group?

“Each of our arenas has its own heritage, audience profile and personality, and that’s something we actively protect. We maintain distinct branding, programming and community connections at venue level, while sharing best practice, insight and resources across the NEC. Behind the scenes, a cohesive strategy around fan experience, digital systems and commercial growth ensures consistency where it matters. The result is individual character within a strong collective framework. Different venues, but a shared commitment to excellence, innovation and the NEC's role as the nation's experience capital.”

What do you hope delegates take away from your opening keynote?

“I hope delegates leave with a sense of confidence and optimism about the future of our sector. Confidence that arenas can thrive by embracing innovation, partnerships and a genuinely fan-first mindset. Inspiration to think differently about premium, digital and operational agility. And reassurance that, even in an increasingly competitive global market, venues that put experience at the centre of everything they do will continue to succeed. Ultimately, live entertainment is about creating moments that matter, and that's a responsibility and an opportunity we all share.”

The Arenas Operators and Developers World Summit will be hosted at the NEC in Birmingham, UK, from 10-11 February 2026. Book your delegate pass today by clicking here.