Beyond the Game: Designing Sports Venues for the Modern Fan (and Non-Fan)

Wednesday, August 13 | 12:30 PM ET

Beyond the Game: Designing Sports Venues for the Modern Fan (and Non-Fan)

What we will discuss:

• How teams, venue operators, architects and designers are creating in-venue experiences for fans and non-fans alike
• What to consider when designing sports venues with experiences away from the field or court
• How teams and venue operators create innovative hospitality experiences to attract and satisfy people who enter the venue with limited interest in the game
• How operators can create flexible environments to adapt to varying levels of fandom within their venue

Who should attend:

• Designers, architects, project managers, contractors and construction companies involved in designing and building sports venues
• Sports venue operators
• Representatives from teams and leagues charged with considering venue design and operation
• Representatives from teams and leagues charged with in-venue revenue generation, from premium seating and hospitality experiences to ticketing
• Anyone interested in learning more about how sports venues are catering to people with limited interest in watching the game itself

Featured Speakers (Additional to be Announced)

John Roberson is the CEO and Chief Cheerleader at Advent, a company that has set the standard for experience design in the world of sports, higher education, and beyond. A dynamic leader with a relentless commitment to innovation, John has guided Advent’s transformation into an industry powerhouse, partnering with top professional teams, college athletic programs, and brands to create immersive spaces that inspire fans, recruits, and stakeholders alike.

From Dayton, Tennessee, John’s first job was packing tomatoes on his uncle’s farm—an early lesson in hard work and teamwork that has shaped his leadership philosophy. He earned a BA in Political Science from Lipscomb University with minors in English and Arts before going on to earn an MBA from Vanderbilt University, specializing in Marketing and Service Quality.

His strategic vision has positioned Advent as a trusted partner for elite sports organizations, including major professional franchises and powerhouse college athletic programs, all seeking to elevate their brand and create unforgettable experiences.

With well over 100 expert-level thought leadership presentations to his name, John is a sought-after voice in the industry, sharing insights on brand storytelling, fan engagement, and the future of experiential design. His passion for people extends beyond clients—he has spent 25 years fostering a culture of excellence at Advent, ensuring that every team member thrives in an environment built for creativity, collaboration, and peak performance.

Michelle Seniuk is in her 14th season with the Toronto Blue Jays and her fifth overseeing the Rogers Centre fan experience including ballpark operations, promotions, fan services, concessions, merchandise and retail, and concerts and stadium events. Leveraging her deep sports and entertainment experience, Michelle was instrumental in contributing to the physical space and fan experience design of the $400 million, privately funded Rogers Centre renovation, which overhauled the 35-year-old multi-purpose stadium to a modern ballpark.

She joined the organization in 2012 as Manager, Promotions & Fan Activations and saw her role expand in 2017 as Senior Manager, Promotions, and again in 2019 as Director, Promotions & Events. She has devoted much of her career to sports and entertainment, working the Bills Toronto Series and spending seven seasons as a CFL cheerleader.

Registration is free. All registrants will receive a recording of the webinar following the event.

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