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The VMA Digital Series is a VMA MEMBERS ONLY event.

The VMA Digital Series covers key topics relevant to our industry and our people.

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2025 Digital Series

05

Dec

10am

AEST

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Episode 8

Inside the Asian Events Market

The next instalment of our Digital Series turns the spotlight on Asia.

Join an international panel of venue leaders as they share insights from their careers spanning Australia and Asia — comparing how events, stadiums, arenas, and convention centres operate across vastly different markets.

Expect discussion around:

  • Cultural and operational contrasts between Australian and Asian venues
  • Event scale and audience behaviour in megacities like Singapore and Hong Kong
  • How fan expectations, food & beverage habits, and merch buying patterns differ across regions
  • The unique safety, security, and crowd-management challenges of large-scale international venues

Guest Speakers

Paul Sergeant OBE

Executive Vice President, Asia & The MENA Region, Legends Global

A 42 year venue management veteran, with in excess of 5,500 major events safely and successfully managed, with the support of many focussed and highly motivated people.

Venues managed include Wembley Stadium, Wembley Arena, Principality Stadium and Parc y Scarlets in the UK, Suncorp Stadium, Marvel Stadium and Qudos Bank Arena in Australia. I am now responsible for managing ASM Global’s management services at Kai Tak Sports Park (Hong Kong), Kuala Lumpur Sports City (Malaysia), Shenzhen World (China), UOB Live and Bangkok Arena (Thailand).

Proudly born in Stoke-on-Trent, England, I am a highly experienced senior executive with a 44 year career in the venue industry.

Beginning at the UK’s largest theme park Alton Towers in 1981, I have been involved in the delivery of approaching 6,000 major events. From Stadium, Arena and Commercial Director at Wembley to CEO of Millennium Stadium, Cardiff, GM of Suncorp Stadium, Brisbane, CEO of professional rugby union team Scarlets, South Wales, GM of Sydney’s Qudos Bank Arena, CEO of Marvel Stadium, and after embarking on a new but unsuccessful venture will my own business I re-joined ASM Global where I am Executive Vice President, Asia & MENA Region.

I now lead our amazing teams in Bahrain, Bangkok, Dubai, Hong Kong, Kuala Lumpur and Riyadh, working with venue owners to bring their arenas, conference and exhibition centers, stadia, theatres etc to life.

Mitch Seeto

Head of Venue & Event Operations at Kallang Alive Sport Management Co. Pte Ltd

With foundations at iconic Australian venues including Stadium Australia (Accor Stadium) and Federation Square, Mitch Seeto has taken his journey international for the past 12 years working at the London 2012 Olympic & Paralympic Games Organising Committee and the Singapore Sports Hub. As a founding member of the ‘Sports Hub’ team, he was involved from the construction phase of the project through to opening and now the almost 10 years of operations across the 10 x world class venues. These include some of Asia’s premier venues including the Singapore Indoor Stadium, OCBC Aquatic Centre, OCBC Arena and the 55k capacity Singapore’s National Stadium.

Uniquely positioned as the gateway between Asia and the West, the fully integrated 35-hectare Singapore Sports Hub was built around the pillars of community, athletes and events and most recently played host to the biggest events in the world ranging from Taylor Swift, Coldplay, Blackpink, Liverpool FC and World Table Tennis.

Thomas Tong

Deputy Chief Executive Officer of Kai Tak Sports Park Limited at Legends Global

Thomas Tong is a veteran in the convention, exhibition and hospitality industries, with over 40 years of solid experience in Hong Kong and the USA. Thomas has been the Deputy Managing Director of HML since January 2017. Thomas joined HML in 2006 as Director of Venue Operations and was promoted to Senior Director of Venue Operations in July 2014.

Thomas’s current responsibilities are equivalent to those of a Chief Operation Officer. He provides executive directions to senior management executives, particularly in areas of operations, facility management, sustainability and food & beverage services and operation, leading the teams to consistently deliver world-class services and facilities to around 1,000 events annually.

Insistence on service excellence is Thomas’s strengths. He constantly makes enhancements to the effectiveness, efficiency and safety in the HKCEC’s venue operations. Thomas has led many successful projects and events of profound importance to the venue and Hong Kong. These include high security events like the 2022 Chief Executive Election in May 2022 and the Celebration Activities of the 25th Anniversary of the HKSAR in June-July 2022, and many other high profile events. Thomas has established close working relationship with the Police, Fire Services, Transport Departments, as well as the respective organisers and their contractors.

Thomas has initiated a systematic approach to prioritise major projects. He spearheaded major upgrades to the HKCEC’s infrastructure and facilities in both Phase I and II. Since 2016, Thomas took up responsibility for facilities management, he has successfully led his team to launch numerous infrastructure and facility enhancement projects, including the extensive roof refurbishment project, the WiFi overhaul, Security System, Building Management System upgrade and most recently $1 billion Five Year Advancement Project.

Thomas has also introduced a number of new initiatives since taking up responsibilities for F&B operations. He is also leading the team to identify areas for improvements in particular on catering logistics applicable to large or high-profile F&B events.

Since 2022, Thomas has taken up responsibilities for Sustainability of HML, he drove sustainability efforts by championing the UFI Net Zero Carbon Event Pledge focusing in carbon reduction in the industry, leading all the teams to continuously renew ISO 20121 Event Sustainability Management Certification (ESMS) since HML was the first organisation in Hong Kong to receive the ISO 20121 ESMS certificate in November 2015.

Past Events

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2025 Digital Series

The venue industry is at a pivotal moment. How are leading venues around the world adapting to shifting audience expectations, new technologies, and evolving operational demands?

In this exclusive webinar, Momentus Technologies unveils findings from The Future of Venues: Reshaping Event Experiences—a landmark research report developed in partnership with Julius Solaris and Boldpush. Drawing on insights from venue and event leaders in 50+ countries, representing venues that host over 1.4 million events annually, we’ll explore how forward-thinking venues are leveraging technology, data, and innovative strategies to deliver exceptional guest experiences and optimize operations.

Join Chief Innovation Officer Steve Mackenzie, CVE, to:

  • Gain a global perspective on emerging trends and technology adoption
  • Discover key success factors for building future-ready venues
  • Learn actionable strategies to enhance guest experiences and operational efficiency
  • Walk away with practical steps to implement transformative technologies effectively

Whether you manage a stadium, conference center, performing arts venue, or any event space, this session will give you the insights and tools to stay ahead in an increasingly competitive landscape.

Steve Mackenzie, CVE

Chief Innovation Officer, Momentus Technologies​

Unlocking New Commercial Potential Through Unified Production Technology

Ross Video hosts Lumen8 Media, manager of in-venue commercial rights and game day production across Australia. This webinar will discuss how Lumen8 Media has worked with Ross to invest in live production infrastructure for their venues to expand commercial potential and engage fans in new ways. We’ll look at the latest technology trends and explore the benefits that unified venue technology can offer venues and operators.

Jake Tolsher​

Senior BDM, Sports & Live Events - APAC at Ross Video Australia Pty Ltd

Cameron Wedemeyer

Production & Experience Director of Lumen8​

Venue development is evolving at pace—driven by shifting audience expectations, technological innovation, and changing models of public and private investment. Join us for a dynamic one-hour webinar, facilitated by Tom Sloane (MI Global Partners), and hear directly from leaders behind some of Australasia’s most high-profile venue developments.

From the reimagining of Penrith Stadium to the revitalisation of QPAC, from the creation of the Lake Macquarie Outdoor Amphitheatre to the operations of Christchurch Stadium, this session brings together a diverse panel of experts actively shaping the future of live venues.

Tom Sloane

Managing Director of MI Global Partners

Tom Sloane is an Owner, Managing Director and Principal at MI Global Partners, highly experienced in strategic advisory and the delivery of complex infrastructure, strategy and event projects in sport, tourism, arts & culture.

Tom has an impressive record of delivery for clients across major programs and projects and has advised Governments, Cultural Institutions, Sports Organisations and Tourism Authorities. He has led strategic and operational planning and delivery of Olympic Games, Rugby World Cups and other major international events and has led multidisciplinary teams in master planning, design, feasibility, business cases and the procurement of sport, arts, cultural and tourism infrastructure.

He has been a Project Director developing the strategy for the renewal of the Sydney Opera House in addition to being the Development Director for the $309m redevelopment of Penrith Stadium and $820m refurbishment of Stadium Australia. He has led a national Sport Venue Master Plan for Qatar along with providing advice to the Sydney Cricket & Sports Ground Trust for their master plan and grandstand redevelopment projects.

Ewen Craig

Head of Winarch Live at Winarch Live Pty Ltd

Ewen has 30 plus years’ experience with every major concert promoter in Australia including Live Nation, TEG and AEG. His background in finance combined with operational experience brings untold expertise to every project.

He has worked on major tours including Pink, Bruno Mars, Taylor Swift, Fleetwood Mac, Paul McCartney, Rolling Stones, Michael Jackson U2 and many more. Festivals have included the V-festival and Download.

Prior to concerts, Ewen worked with the Coca-Cola Company, and Disney on event activations.

Jim Cunningham

Facilities Operations Manager at Queensland Performing Arts Centre

Jim Cunningham is a dedicated senior manager in the venue management industry, boasting over 15 years of exceptional experience. Jim has developed an impressive portfolio that encompasses the management of stadia, facilities, and major events. His expertise spans multiple domains, including project and capital works management, portfolio management, relationship and contract management, and ticketing. Through his extensive career, Jim has honed his skills in ICT, data analysis, marketing, commercial operations, and customer service, among other crucial areas.

In his current role as Facilities Operations Manager at the Queensland Performing Arts Centre (QPAC), Jim oversees the operations and logistics that keep this esteemed venue running smoothly. His deep knowledge of fan development, customer service, and back-of-house operations contributes substantially to the successful execution of events and hence the overall patron experience. His hands-on approach to managing cross-functional departments ensures that all aspects of venue operation are harmoniously aligned, enabling QPAC to maintain its reputation as a leading venue for arts and entertainment in Australia.

Caroline Harvie-Teare

Chief Executive Officer of Venues Otautahi

Caroline is the Chief Executive of Venues Ōtautahi. Venues Ōtautahi is the largest venue, event, and culinary services management company in New Zealand delivering over 500 events and welcoming around 1 million guests across 6 venues each year. Venues Ōtautahi own the Christchurch Town Hall and Wolfbrook Arena, and manage Apollo Projects Stadium, Hagley International Cricket Oval, the Airforce Museum of NZ and One Zealand Stadium, Christchurch’s new roofed 40,000 stadium due to open in early 2026. Caroline joined Venues Ōtautahi as Chief Executive in May 2020.

One of the most common challenges for leaders—at all levels—is dealing with difficult people or underperformance. Many avoid these conversations altogether, which leads to frustration, resentment, and a breakdown in team culture.

In this practical and engaging session, Jonno White shares his proven Step Up or Step Out framework for navigating difficult conversations with clarity and confidence. Based on his bestselling book, this session equips leaders with tools to manage underperformance constructively—without unnecessary conflict or drama.

Key Takeaways:

  • How to set clear expectations that prevent conflict
  • The four traps that lead to leadership disaster
  • A simple three-step framework for difficult conversations
  • How to reduce stress and boost confidence as a leader
  • Creating a culture of accountability and trust


Whether you lead a team of two or a department of 200, this session will help you tackle one of leadership’s hardest challenges—and do it well.

Jonno White

Co-Founder of Clarity Group Global

Jonno is the Co-Founder of Clarity Group Global, a consultancy focused on helping leaders and their teams get healthier and clearer than ever before about their purpose, identity, and strategies to achieve their vision.

He specialises in facilitating leadership team offsites and coaches CEOs and leaders. Having guided numerous leadership team offsites in locations around the world, Jonno is highly skilled at creating a safe and productive environment where teams can explore their strengths, challenges, and aspirations.

Jonno is the author of ‘Step Up or Step Out’ read by over 10,000 leaders globally, providing practical guidance on managing difficult employees with grace and dignity. His Leadership Conversations Podcast has a global reach, with listeners in 150+ countries.

In this upcoming presentation, “The Science of Crowds: Creating Safe and Enjoyable Experiences,” Tony will delve into the essentials of crowd planning. He will share valuable insights into the tools and approaches used by Crowd Safety specialists, highlighting how he collaborates with different organisations to support the successful delivery of events. Tony’s presentation will offer practical tips and strategies for ensuring the safety and satisfaction of attendees, making it a must-attend for venue managers and event professionals.

Join Tony as he takes you on a journey through the fascinating world of crowd management, where safety and enjoyment go hand in hand. Discover the art and science behind creating safe and enjoyable experiences and learn how effective crowd management can elevate the success of any event.

Tony Nichol

Senior Planner at Arup Australia Services Pty Ltd

Tony Nichol is a Crowd Safety specialist with a passion for supporting venues, promoters, and authorities in creating vibrant, safe, and enjoyable events. With a wealth of experience in strategic transport planning and detailed crowd management, Tony has become a trusted specialist in the field. His work involves collaborating with architects, event planners, venue managers, security teams, and promoters to craft seamless crowd and emergency management plans that cater to various event types and settings. Tony’s expertise spans a wide range of events, from theatres to sports stadia, ensuring that attendees can immerse themselves in the excitement while staying safe.

In celebration of International Women’s Day, join us for an insightful webinar featuring influential women leaders from the sports and venue industry.

Facilitated by Helen Fairclough, VMA Board Director, this session will include Kathryn McCann, Former Club Executive Director and now General Manager of Marketing, Public Affairs, and Social Impact at Tasmania FC, and Bec Roe, Event Oversight Director at World Rugby.

The discussion will focus on the barriers women face when pursuing leadership roles, and how they’ve successfully navigated these challenges. We’ll explore the distinct leadership styles women bring to the table and how these approaches positively impact teams, organisations, and industries. This session aims to inspire and empower women in leadership, offering valuable insights into the ongoing journey towards equality and inclusion.

Speakers

Rebecca Roe

Rebecca Roe is an experienced Event Manager with a proven track record in the sports industry, specializing in Sponsorship, Event Planning, Corporate Events, and Sports Management. She holds a Bachelor of Commerce in Sales and Marketing from Curtin University of Technology.

With many years of experience across various sporting codes, Rebecca’s passion for Sport Presentation and event delivery drives her work. She is known for her attention to detail, strategic planning, and quick problem-solving, ensuring that no challenge is too great. Her commitment to excellence in event execution and ability to adapt on the fly are key elements of her professional approach.

Kath McCann

Kath McCann has senior Executive experience across the public, private and not-for-profit sectors.  Kath is currently the Executive Director of Tasmania Football Club, working full time to guide the organisation through their Establishment Phase.  Kath continues to hold a range of Board positions, she is currently a non-Executive Director of Tasmanian Development Board and Bank of us and recently retired as Chair of Royal Tasmanian Botanical Gardens.

Kath grew up and was educated in Tasmania, she is a Graduate of University of Tasmania where she completed a double degree with majors in Psychology and Marketing.  Kath is the proud wife of Adam and mum of Oscar and Harriet, she is passionate about building up women and young people to be the best versions of themselves and loves nothing more than being in nature exercising! 

Helen Fairclough

Non-Executive Director of VMA Board of Directors

During the past three decades Helen has built an impressive global career spanning several continents and a variety of roles in both B2B and B2C environments. Helen has assisted businesses from start-ups to Fortune 300 companies in a diverse cross-section of industries including retail, advertising, consulting, venues, hospitality and tourism, insurance, law, manufacturing and energy. Helen’s first experience with the venue management industry came about when working with Crown Melbourne for almost 4 years, as the Human Resource Manager, taking it from a Greenfield site to a fully operational venue.

In 2014, Helen was awarded the Ambassador Bill Lane “Spirit of Australia” award by the Australian American Chamber of Commerce, which was formally presented to her by the Consular General of Australia – San Francisco in 2015. The Spirit of Australia Award is awarded to recognize outstanding achievements in the San Francisco Bay Area. Past recipients have devoted time to the create success for the Australian American Chamber of Commerce and excelled in their own careers and interests.

She has worked in the UK, Europe and the US, returning home to Melbourne in 2014 to join the MCEC team as Director of People and Culture, this role eventually broadened to include responsibility for Business Improvement and Innovation. Following the devastating impact of the 2020 COVID crisis on Victoria’s tourism and events industry, Helen stepped into the role of Director of Business Relaunch for MCEC, designing and implementing new opportunities and revenue streams for the business.

Her success in this role combined with her wealth of experience in innovation, people leadership and at the executive table culminated in her appointment as Chief Operating Officer at MCEC in June 2021.

As a long-time Chamber member, she is a passionate advocate for supporting businesses to continually improve and innovate. Helen pursued a Masters of Entrepreneurship and Innovation from Swinburne University.

When she’s not attending board meetings or driving institutional innovation, you’ll find her in the front row at a gig, attending the F1 or exploring Melbourne’s eclectic culinary culture.

How can you maximise ticket sales in 2025? What are the key marketing trends and tools? How can you avoid common pitfalls? Join us for an in-depth session with Brian Bauer, President of Bauer Entertainment Marketing, as he delves into effective strategies for driving growth in live event marketing.

With nearly 20 years of experience growing event venues and organisations including Adelaide Fringe Festival, Australian Live Music Business Council, Nitro Circus, Bluey’s Big Play, Grand Ole Opry, and Acrisure Arena, Brian will share practical, actionable insights to help boost your sales. Learn from a global industry expert and walk away with fresh, innovative strategies to enhance your ticket sales and grow your bottom line in the ever-evolving event landscape.

Speakers

Brian Bauer

Brian Bauer is a Nashville-based entrepreneur and president of Bauer Entertainment Marketing. Brian leads a team of nearly 50 marketing experts and has helped grow 500+ music, sports, and entertainment properties worldwide. He is a Leadership Music alumnus and has been recognized as a “Most Admired CEO” by the Business Journal and an “Emerging Entrepreneur of the Year” at the NEXT Awards.  Before founding BEM, Brian co-managed Rockhouse Partners, an entertainment marketing firm owned by global ticketing company Etix. As a manager and drummer for professional touring and recording bands, Brian shared the stage with artists including Chris Stapleton, Cage the Elephant, and Dhani Harrison. Brian has been invited to speak at major music and sports conferences around the world, including Billboard’s Live Music Summit & Awards, SXSW, Music Biz, NAMM, Event & Venue Marketing Conference, Sports & Entertainment Analytics Conference, Sports & Entertainment Venues Today, FestForums, and Korea’s StartupCon.

Join us with Ross Video on 23 September.

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