Annual Event 2025

March 23-25, Milwaukee
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Useful Information	Program and Agenda	Keynote Speakers
Members and Associated Members	Partners	Participant List

Useful Information

Hotel	Restaurants
The Pfister Hotel 424 E Wisconsin Avenue Milwaukee, WI 53202 +1 (414) 273 8222 Distance to other Locations Welcome reception: 2-minute elevator ride The Rouge Ballroom, just off the lobby of the hotel Conference venue: 2-minute elevator ride Imperial Ballroom, The Pfister Hotel, Official dinner (Monday): Arena Office Transportation will be provided close	Sunday Evening Welcome Reception The Rouge Ballroom The Pfister Hotel +1 (414) 273 8222 Distance to location: 2-minute elevator ride, just off the lobby of the hotel Speakers' Dinner Restaurant Harbor House 550 N Harbor Dr, Milwaukee +1 (414) 395 4900 Distance to location: 15-minute walk Monday and Tuesday Lunch Catering area, adjacent to the conference venue Imperial Ballroom, The Pfister Hotel Monday Evening Official Dinner Arena Office 10861 S. Howell Ave. Oak Creek, WI 53154 Transportation will be provided close
Conference venue	Accreditation
Imperial Ballroom The Pfister Hotel 7th floor (south) of the Pfister Hotel close	Accreditation Desk Sunday, 18:45-19:15 Welcome desk: 7th floor of the Pfister Hotel Sunday, 19:15-20:30 Welcome Reception: The Rouge Ballroom Monday / Tuesday at the Conference Venue: Imperial Ballroom close
Wi-Fi	Contact Persons
Hotel For the hotel as per instructions (check-in /room) close	Local-organization number Jennie Pinilla +971 56 508 3177 Antoinette Koerts +31 683 591 777 close

Program and Agenda

Sunday

Monday

Tuesday

Sunday, March 23, 2025
Optional, upon registration 15:00-17:00	Guided Tour Meet in the lobby of The Pfister Hotel at 14:45 . Transportation from and to the hotel will be provided. Guided tour Harley-Davidson Museum. The tour takes 2 hours approximately. Visit the world’s only Harley-Davidson Museum to experience the rich history and culture of the iconic brand. Through engaging stories and interactive exhibits, guests can explore the legacy of camaraderie, self-expression, and love for the open road. Home to an unparalleled collection of Harley-Davidson motorcycles and memorabilia, the Harley-Davidson Museum spans two floors of exhibits and sits on a scenic 20-acre park-like campus.

For all participants, 15:00-18:00

Check-in
Arrival and check-in at The Pfister Hotel.
Check-in is possible from 15:00.

For all participants, 18:30

AGES 2.0
Reveal of the new logo at conference room: Hall of Presidents Room

For all participants, 18:45-19:15

Accreditation
Handing over of welcome package at AGES desk

For all participants, 19:00-20:30	Welcome Reception The Rouge Ballroom, The Pfister Hotel Just off the lobby of the hotel (ground floor)
For speakers, 20:00	Dinner for Speakers Restaurant Harbor House

Monday, March 24, 2025
08:00	Breakfast Registration and handing over of welcome package at AGES desk located Imperial West, 7th floor The Pfister Hotel

09:00

Opening Address and Welcoming Words
Jean-Charles Durand, Chairman, AGES

Imperial Ballroom, 7th floor The Pfister Hotel

09:10	AGES 2.0 initiatives
09:45	Keynote NFL Jon Barker, SVP and Global Head of Major Events and International Games

10:30

Morning break
Catering area Imperial West

11:00	Keynote LIV Golf Emily Hamel, SVP Global Event Experiences
11:45	Keynote FIFA Kaj Heyral, Group Leader of Infrastructure Management

12:30

Lunch
Catering area Imperial West

14:00	Presentation AGES 2.0 Platform
14:30	Keynote LA28 Abby von Mater, Senior Director of Venue Development

15:15

Afternoon break
Catering area Imperial West

15:45

Keynote Quint F1
Keith Bruce, President F1 Experiences and President of Quintevents International

16:30

Group photo

18:30	Evening program Meet for drinks, followed by the official dinner Arena Office Transportation from and to the hotel will be provided
22:00	Back to the The Pfister Hotel Transportation from and to the hotel will be provided

Tuesday, March 25, 2025
08:00	Breakfast Imperial West
09:00	Opening Address and Welcoming Words Jean-Charles Durand, Chairman, AGES

09:10	Keynote NASCAR and Green Sport Alliance Riley Nelson, Head of Sustainability Roger Mc Clendon, Executive Director
10:00	Keynote MEBQ Queensland Lauren Penny, Chairperson Major Events Business Group Queensland, CEO Innerpulse

10:40

Break
Imperial Ballroom

Please note that check-out is by 11:00

10:40

One to One Meetings
Breakout Rooms (King Row)

11:10

Workshops

AGES 2025 Projects - Imperial Ballroom
Engaging with the new Generations - Breakout Rooms (King Row)

12:20	Speed Presentations Pre-selected member companies Imperial Ballroom
12:50	Closing Words

-- The following is for members only --

13:00

Lunch
Imperial West

14:00

General Assembly Meeting
Imperial Ballroom

15:00

Official closing of Annual Event 2025

16:00

Debrief Session
Host, Board Member

About the Speakers

Jon Barker	Keith Bruce	Emily Hamel
Kaj Heyral	Abby Van Mater
Riley Nelson	Lauren Penny

Jon Barker
SVP and Global Head of Major Events and International Games, NFL

Jon Barker joined the NFL in 2017 to lead the overall production of the League’s major events, including the Super Bowl, NFL Draft, and various other league events. In addition to these responsibilities, he also oversees the production, delivery and global expansion of the League’s International Games. Under his leadership, the NFL has expanded international game production to include Germany, Brazil, Spain, Ireland and Australia in addition to the games played in the UK and Mexico.

A longtime events and entertainment professional, Mr. Barker previously held key roles with the United States Golf Association, where he led the production of the U.S. Open Championship. He also has experience in mass participation events, as well as film and television production.

Originally form Woodbridge, England, Mr. Barker emigrated to the United States and earned his Bachelor of Arts degree from Penn State University. He currently resides in New York City with his wife and two children.

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Keith Bruce
President F1 Experiences and President of Quintevents International

Keith Bruce serves as President of Quint International, an industry-leading sports and event hospitality / ticketing / experiential company. Bruce oversees the portfolio of international sports properties that Quint represents across the globe, including Formula 1, MotoGP, The ATP Tour and The Australian Open. Bruce opened the international division for Quint in 2018, and now oversees offices in London, Bristol, Monaco, Dubai and Doha. Quint is 100% owned by Liberty Media Corporation as of January, 2024.

Bruce also serves as President of F1 Experiences, a business venture formed between Quint and Formula One Management in 2017. F1 Experiences is the official hospitality, experience and travel enterprise that brings clients and fans closer to Formula 1 than ever before, providing unrivaled access and live event experiences at all F1 races around the world.

Prior to his current role, Bruce held the position of CEO & President of the Super Bowl 50 Host Committee in San Francisco (2013-2016). Bruce also served as President of SportsMark Management Group, a California-based global sports event hospitality services firm from 2005-2013. A veteran of the sports business industry, Bruce has nearly 30 years of global sports marketing and event management experience working with major sports properties and international brands.

Bruce and his family work, live and play in London, England.

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Emily Hamel
SVP Global Event Experiences, LIV Golf

Keynote

Emily Hamel is the Senior Vice President of Global Event Experiences at LIV Golf. With extensive experience in event planning and management, Emily has been a driving force behind the successful execution of numerous high-profile events. She joined LIV Golf in January 2022, bringing with her a wealth of knowledge from her previous roles with the New York Yankees, where she served as Vice President of Events and Brand Experiences. Emily's expertise spans various aspects of event management, including marketing, communications, digital and social media, and commercial revenues. Her strategic vision and innovative approach have been instrumental in creating immersive and engaging experiences for fans, players, and partners.

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Kaj Heyral
Executive Director: Infrastructure & Technical Services, FIFA

Kaj Heyral served as the Group Leader of Infrastructure Management at FIFA since he joined in 2017. With a wealth of experience in overseeing large-scale infrastructure projects, Kaj has taken key roles in delivering facilities for prominent sporting events, including the 2018 FIFA World Cup in Russia , 2022 FIFA World Cup in Qatar and the ongoing preparations for the 2026 World Cup. In the role of Executive Director of Infrastructure and Technical Services, his focus these days is the infrastructural readiness of this year´s FIFA Club World Cup and the World Cup in 2026 in Canada, USA and Mexico.

His expertise covers various facets of infrastructure management, from planning and execution to maintenance of stadiums and event-related structures and he is considered as a key figure in the world of sports infrastructure management. Whereas the focus is on event related infrastructure, he is also the co-author of the “FIFA Stadium Guidelines” providing key aspects and recommendations for Legacy stadiums.

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Abby Van Mater
Senior Director of Venue Development, LA28

Abby Van Mater joined LA28 in October of 2023 to lead the Venue Development team within Venue Infrastructure. Abby manages the architecture team for LA28 developing the venue designs and supporting master planning. She moved to LA after 15 years working outside of the US delivering Overlay and operations for major sporting events including three football World Cups, two Commonwealth Games and London 2012.

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Riley Nelson
Head of Sustainability, NASCAR

As NASCAR's Head of Sustainability, Riley Nelson built, directs, and champions the motorsport league’s first comprehensive environmental sustainability strategy, including oversight of 15 racetracks, seven office locations, 1200+ employees, and 20+ events that draw millions of attendees annually.

In 2023, she was a leading voice behind the sport’s first public-facing sustainability goal – net zero operating emissions by 2035 – and the formation of NASCAR IMPACT. Since then, she secured the company’s first NASCAR IMPACT partnership in global electrification leader ABB; launched composting, reuse, and expanded recycling programs across events; removed single-use plastic water bottles from offices (300,000+ bottles avoided annually); and manages the renewable energy strategy for 70+ MW of electricity.

Originally from Boston, Nelson received her MBA in Sustainable Innovation from the University of Vermont and BA in Sport Management from the University of Michigan.

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Lauren Penny
Chairperson Major Events Business Group Queensland, CEO Innerpulse

In 2032, Brisbane, Australia, will welcome the world for the Brisbane 2032 Olympic and Paralympic Games, marking a defining moment for the nation’s event industry. The Major Events Business Group - Queensland (MEBG-Q) serves as the collective voice of Queensland’s event businesses, representing suppliers who play a role in delivering large-scale events across Queensland, Australia and globally. MEBG-Q is committed to ensuring the event services industry is included, heard, aware, and ready to maximise opportunities leading up to and beyond Brisbane 2032.

Chairperson of MEBG-Q, Lauren Penny leads the group of core members presenting key insights, opportunities, and strategic recommendations with Government and industry stakeholders relating to the procurement objectives towards Brisbane 2032. MEBG-Q has established strong relationships with the Queensland Government, the Brisbane 2032 Organising Committee, and key decision-makers, advocating for policies and initiatives that support event service business growth, procurement readiness, and long-term industry innovation and development.

MEBG-Q’s diverse membership reflects the multi-faceted nature of global-scale events like the Olympics, ensuring cross-sector representation. By championing business readiness, tender effectiveness, sustainability, operational efficiency, and post-Games legacy. The group is shaping collaboration, support and growth for event service providers in Queensland and Australia.

Lauren will share insights and opportunities that mutually benefit businesses with an innovative approach to evolve and grow the events service industry.

With over 22 years of experience, Lauren has consulted, advised or operationally worked across some of the world’s largest events. These include the FIFA World Cup Qatar 2022, London 2012 Olympic Games, G20 Leaders’ Summit Brisbane, Commonwealth Games Melbourne 2006, Australian Tennis Grand Slam, more recently, the Australian Superyacht Rendezvous. Additionally, Lauren is a sought-after Events Strategist, advising entrepreneurs and coaches worldwide to monetise and scale their business events with strategic growth initiatives. As Chairperson of MEBG-Q, Lauren is committed alongside the members to provide a voice for event businesses leading up to Brisbane 2032.

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