It’s springtime — a time for reawakening, daffodils, and IAVM Regional Meetings. The next IAVM regional meeting is quickly approaching for Region 4 in beautiful Spokane, WA, so it’s the perfect time to consider the essential role the regions, especially regional volunteers, play in the success of IAVM and the venue management industry as a whole.
Who volunteers at the regional level? One shining example is the incoming Chair of Region 4, Tammy Sweeney, CVE. Tammy always says “yes, and” — and in this case, she has said yes to bringing her deep industry knowledge and passion for excellence to the IAVM regional experience.
Region 4 includes Washington, Oregon, Idaho, Montana, Alaska, Wyoming, on the American side, and Manitoba, Saskatchewan, Alberta, and British Columbia on the Canadian side. Tammy is based in Saskatoon, Canada, at TCU Place, where she has redefined success — just the latest achievement in a career defined by creativity and positive impact.
In her “real job,” Tammy’s work extends beyond operations to something more powerful: shaping how communities connect, grow, and see themselves. Her career has been marked by moments of transformation. She helped open the Niagara Falls Convention Centre, building the team, culture, and systems from the ground up. In Medicine Hat, Alberta, she stepped into an arena that had struggled through a rocky start and reconnected it to its community — rebuilding trust, diversifying revenue, and bringing in events that many thought were out of reach for a smaller market.
Tammy Sweeney, CVE, CEO, TCU Place
In 2020, Tammy took on the leadership of TCU Place in Saskatoon, Saskatchewan — a 50-year-old convention center and performing arts venue facing declining engagement, a stretched and stressed team, and an indifferent community. What followed wasn’t just a turnaround; it was a redefinition. Under her leadership, TCU Place returned to financial strength while reinvesting in its people, programming, and purpose. The theater tripled its number of events, evolving into the city’s leading presenter and serving audiences from symphony lovers to metal fans. Strategic risk-taking replaced hesitation, supported by disciplined planning and a clear understanding of community need.
It’s easy to believe the job ends at the walls of the building. Tammy’s impact tells a much bigger story, because the most significant impact happened outside the building. Tammy leaned into partnerships — co-producing events like Saskatchewan’s first Electric Vehicle Expo, launching the Western Sponsorship Congress, and helping create Mamawatosketan, an Indigenous employment expo focused on connection, opportunity, and long-term change. She also launched the BOOST program, supporting 22 non-profits annually and redirecting approximately $300,000 back into community causes each year.
Her philosophy is simple: if it’s good for the venue and the city, it’s worth doing — even if it means collaborating with competitors.
With all this success at her venue, what spurred Tammy to volunteer for IAVM regional leadership?
Her mindset clearly extends beyond TCU Place. Tammy serves on local boards, including Discover Saskatoon and the Saskatoon Chamber of Commerce. She contributes nationally by chairing the Convention Centres of Canada. And now, as she steps into her role as Chair for IAVM Region 4, her commitment clearly aligns: if it’s good for the industry, it’s worth doing, because it’s all about collaborating with others.
In Saskatoon, Tammy is literally helping shape the future, through her involvement in the downtown event and entertainment district and participation in global design conversations about next-generation convention centers. In Region 4, her involvement is helping shape the future of our industry from the ground up.
Tammy doesn’t just think about buildings; she thinks about what happens between them. She also considers the networks linking her with colleagues locally, nationally, and internationally. This connectivity drives her to give back to the industry and her community.
In an industry that often measures success in attendance and revenue, Tammy’s contributions are a reminder of something deeper: the true value of venues lies in their ability to create connection, fuel economies, and strengthen the social fabric of our cities. In her leadership role with Region 4, she demonstrates the true value of involvement in IAVM, particularly at the regional level. She is able to create connection, fuel engagement, and strengthen the fabric of our industry.
It’s not too late for you to consider volunteering at the regional level, as the application deadline has been extended through May 8. You can join Tammy in making a difference beyond your venue and your community, expanding your impact and influence at the regional level — where the real IAVM magic happens.
