By Gail Sawyer

ASM Global—the world’s leading producer of entertainment experiences, venue management, and event strategy—has promoted industry veteran Alex Merchán to chief marketing officer overseeing the global portfolio that represents 20,000 events across 350 venues, hosting more than 164 million guests worldwide.

In making the announcement, ASM President and CEO Ron Bension said, “In less than one year with our company, Alex has been responsible for reimagining our marketing support infrastructure while simultaneously dramatically enhancing our network’s external initiatives for our clients and partners.”

In his new role, Merchán, whose most recent ASM Global position was executive vice president of marketing, will spearhead the company’s branding and positioning across key areas including global partnerships, digital and CRM strategy, business development, and advisory and investing efforts across the U.S. and internationally.

“This is the thrill of a lifetime,” Merchán said. “The biggest sandbox in the world and the opportunity to engage with fans across entertainment, sports, and business … that’s what our marketing team gets to work in—with the most prestigious collection of venues on Earth. That means we know the rules of the game better than anyone else, and we play it better than anyone else.”

Since joining ASM Global, Merchán has also overseen all strategic marketing, PR, creative services, and digital efforts across ASM Global’s portfolio’s stadium, arena, convention center, and theatre network worldwide. This has included a focus on such initiatives as prioritizing the customer experience and elevating the guest insights database via innovative partnerships with Qualtrics XM, which Bension said has redefined the guest experience across “all venue types and has provided ASM Global venues the global standard in achieving customer experience success.”

He has also actively been involved with ASM Global’s CSR’s Global Acts commitment to sustainability, community, and DEI efforts.

Prior to his time at ASM Global, Merchán oversaw marketing for Live Nation’s Clubs & Theaters division following a decade-long stint at Hard Rock International establishing the strategic direction for 175 venues in 74 countries representing a billion-dollar business overseeing both sales and marketing in that

Gail Sawyer is group communications manager for ASM Global (Asia Pacific).

By Carmen Brady

Not many people can say they’ve had a hand in the production of 8 Olympic Games, 7 Commonwealth Games, over 50 Tennis Grand Slams and Formula One events across the world, as Craig Lovett has. With a career spanning almost 40 years, it’s safe to say that Craig is one of the most experienced professionals in the area of event management, cleaning, waste management, and sustainable strategies for venues and global events.

It’s perhaps these circumstances that made Craig Lovett a real contender – and ultimate winner – of the Major Events International Lifetime Achievement Award, recognising contributions over a whole career in the industry. The award was presented at the MEI Gala Awards Dinner in Manchester on the 26th October 2022, which Melbourne-based Craig was unfortunately unable to attend. Speaking with Craig about his win, he is humbled, chuffed and possibly a little speechless – one of the few times in his life.

As the founder and Partner / Principal of Incognitus – a boutique Event Management and Consultancy company that operates predominantly in the provision of operational, sustainable and strategic services, Craig’s impressive portfolio of events includes:

• Commonwealth Games Australia
• World Cup Polo, Sydney Polo Club
• Australian Open: Melbourne Park, Melbourne
• Masters & Australian Open Golf
• Australian Formula 1™ Grand Prix: Melbourne
• Stadium Australia: Sydney
• V8 Super cars: Sydney & Gold Coast
• The Victoria Racing Club: Flemington
• The Brisbane Cricket Ground (GABBA)
• Flemington & Moonee Valley Racecourses
• Melbourne Cricket Ground (MCG)
• Western Australia Cricket Association
• Sydney Cricket Ground (SCG)
• Etihad Stadium: Melbourne
• Tough Mudder Australasia
• Ferrari Racing Days: Sydney
• Luxury car brands: Aston Martin, Lamborghini, Masarati, Rolls Royce
• McLaren Automotive
• LS185 London Olympic Stadium
• Tottenham Hotspurs FC
• Arsenal FC
• The Rugby Football Union- Twickenham
• US Tennis Open: New York, USA
• Quiksilver Pro: New York, USA
• Davis Cup & Masters Championships: USA
• NASCAR Events and circuits: USA
• USA Formula 1™ Grand Prix
• Live Nation: USA & UK
• British Formula 1™ Grand Prix
• Wimbledon
• 2020 Dubai World Expo
• Wembley Arena & Wembley Stadium: UK
• The 02 Arena: London, UK
• Arsenal Football Club: London, UK
• French Tennis Open, Roland Garros: Paris, France
• Monza Formula 1™ Grand Prix: Italy

Craig credits his close working relationship with his brother and business partner, Paul Lovett, and his son and rising event expert, Nicholas Lovett, as part of his longstanding success. Craig’s vision to build a business capable of mobilising large numbers of people, large quantities of equipment, and creating solutions to venues and events around the globe is well renowned. His ability to instil a ‘we are part of the show’ mentality, combined with savvy business and relationship skills, has ensured a platform of loyal staff and clientele over the years.

We congratulate Craig on his MEI Lifetime Achievement Award and look forward to seeing what’s in store for his next chapter.

Carmen Brady is Executive Assistant at Incognitus in Melbourne, Australia.

By Andra Bennett, APR

Rescued from the ravages of time, the 208-foot-tall Pioneer Tower overlooking the Will Rogers Memorial Center once again glows with the radiant glory she displayed when completed as part of Fort Worth’s elaborate 1936 Frontier Centennial celebrating Texas’ 100th anniversary.

The Tower went dark in the late 1970s as structural damage mounted. Her signature lights were turned off. Shattered glass-block columns were shuttered for decades with metal panels.

More than 40 years later, Pioneer Tower is gleaming again and even more stunning after completion of an

extensive $4.7 million City of Fort Worth refurbishment project in 2019 – an achievement that recently earned Historic Fort Worth’s 2022 Preservation Project Award.

“Pioneer Tower is an irreplaceable, historic treasure,” said Mike Crum, director of the City of Fort Worth Public Events Department. “It’s an iconic landmark recognizable by generations of Fort Worthians and millions of visitors. The tower has been an inspiration in many ways, including the design of Dickies Arena. We applaud the vision and initiatives that have saved Pioneer Tower and we will continue to invest $52.8 million in planned capital improvements across the Will Rogers Memorial Center campus in the next few years.”

“Thanks to leadership from the City of Fort Worth that began with a successful National Register of Historic Places nomination in 2016, Pioneer Tower is once again restored and shining brightly,” said Jerre Tracy, Executive Director of Historic Fort Worth, Inc. (HFW). “As the beacon for the Will Rogers complex, Pioneer Tower is a symbol of civic pride, and this project has rekindled that pride for current and future generations.”

Designed during the Great Depression by Fort Worth architects Wyatt C. Hedrick and Herman Koeppe, Pioneer Tower was art-deco sleek, chic, and dazzling at night on all sides with bright columns of light shining through glass-block glazing and huge “lanterns” atop each corner. She became the developing Cultural District’s beacon, but natural forces began to pull her apart.

John Roberts, AIA, past chairman of HFW, nominated Pioneer Tower for the award. Listed on the National Register of Historic Places, Roberts said the tower was damaged from shear movement and deflection, causing the structure to twist. There were no annual inspections back then as the City of Fort Worth will conduct from now on.

“The main challenge,” he wrote for the HFW award presentation, “was to stabilize the tower inside using a fiberglass reinforcement system at the walls where shear forces were highest by repairing and replacing several turnbuckles.”

Restoration project architects were Fort Worth-based firm Elements of Architecture. General contractor Muckleroy & Falls of Fort Worth carried out the renovations.

The team corrected a wide range of infrastructure issues, sandblasted the exterior brick and limestone and restored the clear glass-block columns that extend from the 13th to the 27th floors on all four sides of the tower. The columns required more than 6,210 pieces of 6x6x4 Argus glass blocks that were custom manufactured in New Zealand to match the original glass blocks.

While great care was taken to assure architectural integrity and accuracy, one new 21st-century internal feature tapped Pioneer Tower’s potential as a showstopper: a programmable LED lighting system that produces colorful light shows to mark holidays and special events.

Andra Bennett, APR is Marketing Communications | Public Events Department for the City of Fort Worth.

From Okstate.com

Upgrades to the fan experience are coming to Oklahoma State’s Boone Pickens Stadium.

With the conclusion of the 2022 home football season, Oklahoma State Athletics is beginning a multi-year, $55 million upgrade to the seating bowl of the stadium. Each stage of the process will take place during the winter, spring, and summer months and not interfere with OSU’s home schedules. The first year of the process will focus on the north side of the Boone Pickens Stadium.

OSU has engaged Kansas City-based Populous, a nationally recognized leader in stadium and event architecture, and Tulsa’s FLINTCO on the project.

“We already have one of the best stadiums in college football with a great home-field advantage,” said OSU athletic director Chad Weiberg. “The renovation will continue to modernize Boone Pickens Stadium and to maximize the fan experience and meet their evolving expectations.”

The first phase of construction will begin with the removal of seating treads and risers from the 200 level seats above the cross aisle and portions of the 300 level. The new seating treads increase leg room by six inches. New lower vomitories will align with the existing upper vomitories and additional aisles will be constructed to reduce the number of seats between aisles. All aisles will have handrails installed.

All of the bench seating will be replaced with the same contoured bench currently in place in the west end zone. In addition, several sections will include replacement of bench seating to add permanent chair-back seats.

Wheelchair and companion seating will be added to the upper cross aisle. Lighting on the plaza (entry) level of the north side will be replaced with new LED lighting.

The first phase of the process is expected to conclude late in the summer of 2023 and the second phase will begin following the final home game of the 2023 football season.

The new phase represents the latest in a multi-year effort to upgrade the fan experience in Boone Pickens Stadium. Other recent improvements include the installation of one of the largest video boards in college football, numerous upgrades to concessions and food options – including alcohol sales in the main bowl, the addition of free water stations, cool zones, and more.

By Ike Richman

The Tahoe Douglas Visitors Authority (TDVA) and Oak View Group (OVG), the global venue development, advisory, and investment company for both the sports and live entertainment industries, announced an exclusive multi-year naming rights agreement with Tahoe Blue Vodka, the world’s only vodka crafted from the pristine Tahoe water. The highly anticipated live entertainment, sports, and conference center on the south shore of Lake Tahoe will be named the Tahoe Blue Center. Located in Stateline, NV, the Tahoe Blue Center is projected to open in July 2023 and host 130 events annually.

In addition to securing naming rights to the center, Tahoe Blue Vodka’s agreement includes prominent exterior and interior signage and a commitment to sustainable efforts inside the Tahoe Blue Center. This is the first naming rights sponsorship for Tahoe Blue Vodka.

“As the naming rights partner for the new Tahoe Blue Center, we are proud to support this spectacular, innovative, and unparalleled venue that reflects our long-standing commitment to invest in the region, celebrate the unique Lake Tahoe lifestyle, and be a driving force as an ecological leader and innovator,” said Matt Levitt, Founder & CEO of Tahoe Blue Vodka.

Tahoe Blue Vodka was founded in 2012 by local entrepreneur Matt Levitt. The award-winning taste combines pristine Tahoe sourced water with a blend of grapes, corn, and sugarcane for a clean, gluten-free, crisp taste and a remarkably smooth finish. Tahoe Blue Vodka has won over 30 prestigious awards at the highest regarded spirits tasting competitions. Through its parent company, Tahoe Spirits, Inc., Tahoe Blue Vodka has donated over $200K of its proceeds to organizations that work to protect Lake Tahoe and its surrounding environment. Tahoe Blue Vodka is available in stores throughout Reno, Tahoe, Northern Nevada, Sacramento, San Francisco and Southern California. For more information about Tahoe Blue Vodka, please visit www.tahoebluevodka.com.

“We are excited to be forming a long-term partnership with Tahoe Blue Vodka,” said Laurie Kemmit, Vice President of OVG Global Partnerships. “The crystal-clear waters of Lake Tahoe inspired Matt Levitt to create Tahoe Blue Vodka, and his brand is committed to the South Tahoe Region. Sustainability is an important initiative to this project, so we are appreciative to find a community partner such as Matt and Tahoe Blue Vodka whose priority is to help preserve the Lake and surrounding area.”

The partnership was developed by OVG Global Partnerships, the sponsorship and naming rights division of Oak View Group that connects world-class brands with world-class live entertainment properties.

“The center is a significant investment in the destination’s sustainable future and year-round economic health and we’re pleased to announce this wonderful representation of local partnership,” said Carol Chaplin, President & CEO, Tahoe Douglas Visitors Authority. “Tahoe Blue Vodka is a company that was born right here in Lake Tahoe and their substantial investment will offer multiple levels of sponsorship.”

Once completed, the arena and conference center will serve as a key anchor to Lake Tahoe’s south shore and help drive visitors during the shoulder seasons while creating jobs for residents.

Located at 75 US Highway 50, Tahoe Blue Center will host dozens of concerts, family shows, conferences, banquets, meetings, community, corporate and private events, and live sporting events. The Tahoe Blue Center will accommodate up to 6,000 guests per event and is expected to see over 200,000 guests come through the doors annually. The Tahoe Blue Center is scheduled to open in July 2023.

Ike Richman is president of Richman Communications for Oak View Group.