ACCESS TO EXPERTISE: AWARD WINNERS PANEL
sponsored by Cast & Crew Sports and Live Entertainment
Panelists:
Renee Alexander, Minnesota State Fair (Fair/Expo of the Year 2024)
Lacey Hayes, Romeo Entertainment Group (Fair/Expo Buyer of the Year 2024)
Corey Humpage, Barclays Center (Arena of the Year 2024)
Bobby Rossi, Ruth Eckerd Hall (Theater of the Year 2024)
Andrew Saunders, Hard Rock Seminole and Seminole Gaming (Casino Buyer of the Year 2024)
Moderated by:
David Kells, Bridgestone Arena (Venue Executive of the Year 2024)
“Winning at IEBA is street cred,” said Renee Alexander (Minnesota State Fair). “Fairs can get a bad rap as a place to play. We treat our 14,000-cap Grandstand as a venue within a venue, so this validates that approach for our whole team—90 full-timers, 100 seasonal, and 3,000 during the fair. Everybody owns a piece of that win.” Alexander added a signature touch: “When artists come offstage, warm buckets of Sweet Martha’s chocolate chip cookies are waiting. We also encourage crews to enjoy the fair—ride passes, food, the works—because the backdrop itself can be part of the experience.”
“At Barclays Center, we celebrate internally—town halls, press, constant shout-outs,” shared Corey Humpage. “To stand out, we obsess over hospitality details: ‘Welcome’ messages on ribbon boards (even in an artist’s native language), elevator and team-store clings for fan photo ops, plus coffee carts and bagel setups for crews. Everyone—from artist to backline—should feel seen the moment they load in.”
“This is a bucket-list moment,” said Lacey Hayes (Romeo Entertainment Group). “I came to IEBA as an assistant years ago. Now I get to stand here because I love music and do the work. I don’t just book a lineup—I cultivate one. Evolve or die. Be willing to make calculated risks and place unconventional pieces where they’ll thrive.”
Whatever it is, the way you tell your story online can make all the difference. “We run three venues in Clearwater—Ruth Eckerd Hall, the historic Capitol Theatre, and our new BayCare Sound boutique amphitheater,” noted Bobby Rossi. “We try to think like promoters with venues. That mindset opens more routing and content. Details matter—for artists and crews. Bus drivers become managers. People remember where they were cared for: lighting dimmers backstage, red-light therapy and massage rooms, slushie machines, standout catering. Every minute counts.”
“At Hard Rock & Seminole Gaming, we push to be a concert or comedy venue first, not ‘a casino show,’” said Andrew Saunders. “Artists should have a great payday and feel comfortable—no pressure for extra meet & greets or situations they don’t want. We lead with empathy. The award only really lands when it’s back home with ushers, security, and stagehands—the people whose work doesn’t get a spotlight.”
Hurdles & How We’re Tackling Them
“Downtown arenas require 24/7 security readiness,” Humpage said. “We sit on a transit hub; our team stays in constant coordination with the precinct a block away.” Rossi added that county-to-county policy differences can upend plans: “We pivoted taping to Clearwater when weapon screening rules differed elsewhere. We’ve piloted Zonar screening tech for years—it’s quick, detects a broad set of threats, and helps us keep lines moving.”
Alexander described the communications side of security: “We increased visible protection after regional violence. A rumor spread online that ‘ICE was at the gates,’ which suppressed Latino attendance—it wasn’t true, but perception matters. Safety measures can create messaging challenges we have to meet head-on.”
Kells framed the moment: “Talk about the hard stuff. Use this conference to problem-solve, not just vent.”
Economics, Touring Shifts & The ‘Post-Post-COVID’ Reality
“Costs are up—production, artists—while some events are pulling back,” Hayes said. “We need more protective deal structures and candid risk-sharing for TikTok-fast risers whose fees outpace data.” Rossi noted a spike in door deals and “cancellations for no reason” compared with pre-2020. His fix: “Think like a patron. On a Wednesday with 500 tickets left, what removes friction? Free, easy parking in the suburbs helps our audience decide to go now.”
Alexander sees value messaging as crucial: “Patrons are choosier. We promote park-and-ride (41% arrive by public transit, often free), tiered pricing, and a diverse lineup so people pick their one perfect night.”
Saunders sees opportunity in the shift: “More artists are choosing hard tickets over some festival plays. If fans are voting with their wallets for arenas and theaters, we aim to be the welcoming option that feels like their crowd.”
Opportunities & What’s Working
“It’s a great time to roll the dice when you believe in an artist,” Hayes said. “I saw a breakout audience with my own eyes and placed him on rodeos before the ‘country’ album dropped. It worked.”
“With BayCare Sound’s nine seating configs, we can grow artists out of clubs in a protected open-air setting,” Rossi shared. “We’re pairing acts in unexpected ways—Charlie Crockett with Leon Bridges—and watching new audiences show up.”
“At Hard Rock, educating the industry changed the booking conversation,” Saunders said. “We hosted Teddy Swims early at a new building—because we’ve shown breaking artists will meet their fans with us, not a stereotype.”
Alexander’s fair proved variety sells: “Our top three this year—Old Dominion, Indigo Girls & Melissa Etheridge, and a Nelly package. Comedy also works: Nate Bargatze sold out our fair, then doubled down at the arena.”
Humpage sees multiples as a growth lever: “Post-COVID we’ve leaned into repeat nights—four Tame Impala shows, two Justice, two Kaytranada, four Charli XCX. It’s helped stabilize the calendar.”
Communication & Collaboration
“Don’t be afraid to pick up the phone,” Rossi said. “Face time still wins. Educate reps new to a territory; maps matter. Suggest cross-agency packages if it’s better for the show—we’re professionals.”
Regional peer rings help, Kells noted: “Statewide and city clusters share routing intel and solve things together.” Rossi agreed: “If you see a gap, propose a run-out—you don’t need 40 dates to make a market moment. Be the catalyst.”
Takeaways
Lead with empathy. Artists and crews remember where they felt respected.
Hospitality is strategy. From coffee carts to lighting dimmers and therapy rooms—details convert routing choices.
Message the value. Transit, parking, tiered pricing, and diverse lineups help choosier fans say yes.
Plan for security & perception. Strong protocols + clear public comms prevent rumor-driven drop-offs.
Evolve your deal thinking. Share risk for fast-rising acts; push back when prices outpace proof.
Use your flexibility. Multiples, mixed-genre packages, and configurable venues create wins.
Call each other. Route creatively, cross agency lines when needed, and keep relationships human.
Moderator David Kells closed: “Work with each other. Be creative. Take risks on new artists. Talk all week, make new connections, and make tomorrow better—for our business, our communities, and the people coming behind us.”