By Alexandra Francisco

New England Patriots players are used to hearing noise from the crowds at Gillette Stadium before running out onto the field before home games.

Starting this season, some of those fans will be right in the tunnel with them, wishing them luck from the Bud Light Celebration Beer Hall.

This new addition is just part of the $250 million investment the Kraft family has put into the stadium’s most recent renovation, which also includes a new 22-story lighthouse and state-of-the-art videoboard that will be the largest of its kind in the entire country.

The project features the most transformational improvements made to Gillette Stadium since it opened in 2002, and Kraft Sports + Entertainment executives Jen Ferron and Jim Nolan recently offered media an update and behind-the-scenes look at progress.

“Fan experience is always where we lead from,” said Ferron, chief marketing officer of KSE.

“When we designed the stadium back in 2002, we intentionally wanted to leave space for other amenities to grow with the building. We know that technology has evolved. We know that fans’ expectations have evolved. … We feel incredibly blessed to that we have the space to allow us to pivot and reinvent ourselves. Fans being at the forefront of everything we do, we believe when they come here to Gillette Stadium starting in September and then going forward, that those coming here for a football game or soccer game or a concert, they’ll feel we’ve committed and reinvested in their experience.”

The upgrades will be immediately apparent to visitors, with the Enel Plaza and grand staircase leading into Gillette Stadium having been expanded and reimagined. The lower concourse saw dramatic change as well, with three glass-enclosed concession markets featuring grab-and-go technology and self-pouring beer kiosks. A walk-in Guest Services center, new restrooms, two walk-up bars, and a refurbished merchandise location will also fill out the space, while a more prominent “Row of Honor” will better amplify the active duty military members honored at each event.

“Throughout the planning of this project, we worked hard to positively impact every guest that comes to Gillette Stadium,” said Nolan, chief operating officer of KSE.

“From arrival to departure and through 360-degree access around the building, new food and beverage locations and menu offerings, premium spaces, the curved-radius videoboard, and more, the fan journey has been enhanced. We are eager for guests at Patriots and Revolution games and concerts and special events to experience and enjoy these transformational upgrades as we continue with our next twenty years in the stadium.”

The G-P Atrium, which will bridge the East and West Putnam Clubs and the Dell Technologies Suite levels, adds 50,000 square feet for hospitality and functions year-round. The glass-enclosed space will house three HD media walls and a two-tiered outdoor balcony that sits underneath the most prominent upgrade: the new video board.

Ferron and Nolan shared that the 22,200 square-foot video board will be the largest outdoor stadium video board in the country upon its completion. It spans almost half an acre and is more than five times the size of the board that formerly hung in the north end zone.

The iconic lighthouse is also much taller than its predecessor.

Standing 218 feet tall, it will offer Patriot Place patrons a 360-degree observation deck for uninterrupted views of the Boston and Providence skylines and can be accessed on non-game days.

The Bud Light Celebration Beer Hall, a new premium space at field level, boasts a 2,000-square-foot outdoor patio overlooking the end zone, and with retractable windows giving season ticket members a look into the bowels of Gillette Stadium, fans will have unprecedented access to look in as athletes leave the locker room to take the field.

“What’s unique there is while it has some outdoor patio features, similar to what we have in other spaces in the stadium, this is connected to the service tunnel where both the Patriots and Revolution players leave their locker room prior to the start of the game. So for fans that are inside the Celebration Beer Hall, they’re going to have this one-of-a-kind experience seeing the players as they’re getting hyped up and ready to take the field.”

Ground was broken on the project in January of 2022 after the completion of the NFL season, and crews have worked around the clock to have it ready for the first Patriots home game.

“We are on track and on schedule to be ready to open at the start of the regular season on September 10,” Ferron said.

“We couldn’t be more excited to show off all the work that’s been done and the work that is yet to be finished. It’s been about a year and a half in the making and we’re as close as we can be.”

Alexandra Francisco is a writer with Patriots.com.

From usajaguars.com

South Alabama athletic director Dr. Joel Erdmann announced new leadership and structure for its Facilities and Event Operations staff.

“We are very excited to have Victor Cohen leading our facilities and events efforts,” Erdmann said. “He has a strong history of managing events here and elsewhere. His knowledge of campus and community resources combined with established relationships allows him to hit the ground running as we head into the fall.”

Cohen will lead the department as the Associate Athletics Director for Facilities and Event Operations while maintaining his role as the Arena Manager of the Mitchell Center. He will be the point person for football game day operations and other events held at Hancock Whitney Stadium. Cohen came to South Alabama in 2002 as the manager of the Mitchell Center, Moulton Tower & Alumni Plaza, and USA Faculty Club following an extensive career dating back to 1984.

He began his career in 1984 as the Assistant Director of the Stephen C. O’Connell Center at the University of Florida, before moving to the assistant director role for the Sun Dome at South Florida for two years. He became the Assistant General Manager assigned to Miami Arena for Leisure Management Miami in 1988, before working his way to Assistant Vice President (1990-1992) and Assistant Vice President & General Manager (1992-1995) in the arena. He also served as the Vice President & General Manager assigned to the Pyramid Arena in Memphis (1995-1999) before arriving at South Alabama.

From xcelenergycenter.com

Minnesota Sports & Entertainment (MSE) announced that venue marketing veteran Kelly McGrath has been named General Manager and Executive Director of Xcel Energy Center in Saint Paul, Minn.

The White Bear Lake, Minn., native joined the organization in 2000 as the Director of Sales for the Minnesota Wild. In 2005, McGrath transitioned to the Director of Sales for Xcel Energy Center and in 2008 assumed marketing responsibilities for the venue. Her role expanded in 2022 to Director of Marketing and Communications for all MSE-managed facilities.

An instrumental member of Xcel Energy Center’s leadership team, McGrath has successfully led bids with US Figure Skating, USA Gymnastics, USA Hockey, NCAA, National Collegiate Hockey Conference (NCHC), and Minnesota State High School League (MSHSL) governing bodies, landing events that generated millions of dollars in economic impact for the region. During her tenure, Xcel Energy Center has been recognized by notable publications like Sports Illustrated, SportsBusiness Journal/SportsBusiness Daily, ESPN The Magazine, and Forbes Magazine for best arena, stadium, and fan experience. Xcel Energy Center has been nominated nine times for “Arena of the Year” by leading concert-industry publication Pollstar magazine and is highly regarded as a marquee destination for artists and fans alike, thanks in large part to McGrath’s promotional leadership.

“I am honored to lead Xcel Energy Center beside an already incredible team,” McGrath said. “We put great emphasis on creating memorable experiences for guests and performers alike, as well as providing a lineup of premier entertainment offerings for fans throughout the Midwest. I look forward to continuing to build on that success.”

McGrath’s talents have been recognized by many within the event industry. She has been named a 2023 Venues Today Women of Live Honoree, 2020 Venues Today Women of Influence Honoree, and the 2019 Women in Sports and Events (WISE) Twin Cities Woman of Inspiration.

“Kelly’s outstanding performance and experience in venue operations and live entertainment, along with her deep commitment to our community and organization, make her the perfect choice to lead Xcel Energy Center’s team,” said Senior Vice President of Facility Administration Jim Ibister. “We are well positioned for the future and look forward to a great next chapter.”

McGrath lives in Stillwater, Minn., with her husband Wayne Petersen, who serves as Director of Community Relations and Hockey Partnerships for the Minnesota Wild.

By Stacie Bauer

Momentus Technologies, the global leader in venue and event management technology, is thrilled to introduce two esteemed professionals joining the company’s leadership team. Joel Sackett has been appointed as the Chief Product Officer (CPO) and James Hughes has been appointed as the Chief Technology Officer (CTO). Their extensive expertise and strategic vision will propel Momentus to new heights of innovation and customer success.

Alex Alexandrov, CEO of Momentus, expressed his excitement about the addition of these visionary leaders, stating, “This is a crucial moment for Momentus. Joel’s impressive background and expertise in developing and executing transformational strategies truly set him apart. With his proven ability to deliver outstanding customer and business value, Joel knows how to build high-performing teams that achieve common goals. In addition, we now have James’ extensive software management and product experience. James will be instrumental in building best-in-class SaaS software, exceeding our customers’ expectations on all dimensions of quality, speed, performance, and user experience.”

Sackett brings a wealth of experience to his role as CPO, having previously overseen a diverse portfolio of 10 product lines at Ellucian, a renowned higher education student success and workflow platform. During his tenure, Sackett played a pivotal role in launching the company’s fastest growing SaaS product, driving significant year-over-year growth in revenue, margin, and customer count. His exceptional leadership as the Head of Product and UX for Hobson’s flagship B2B2C K12 product line, Naviance, resulted in consistent double-digit increases in revenue and margin, while adding thousands of new customers and millions of new users. At Momentus, Sackett will assume responsibility for product management, including the optimization of user experience (UX) and defining the product strategy. Collaborating closely with engineering, services, marketing and sales teams, Sackett will ensure that Momentus continues to deliver exceptional value to its customers.

“I am thrilled to join Momentus Technologies and contribute to their mission of empowering organizations,” Sackett said. “I believe in the power of transformative strategies that truly make a difference for customers. By aligning our products with Momentus’ core values and leveraging my experience in building high-performing teams, we will continue to deliver exceptional value and elevate the customer experience.”

Hughes, as the new CTO, brings an impressive track record of managing all aspects of software delivery over the past 20 years. His extensive experience encompasses development, support, product management, integrations, and security operations. Prior to joining Momentus, Hughes served as the CTO of Therapy Brands, where he oversaw every facet of product development and integrations. With a solid background in merger and acquisition activities, Hughes successfully integrated newly acquired offerings with existing products at Therapy Brands. In his new role at Momentus, Hughes will collaborate closely with the product and engineering teams to ensure the consistent delivery of exceptional software solutions that prioritize customer satisfaction and safety.

“I am excited to be part of Momentus Technologies and its commitment to delivering exceptional customer-centric software solutions,” Hughes said. “I am confident that with my extensive software management and product experience, we will consistently deliver software that we can be proud of, exceeding our customers’ expectations on all dimensions of quality, speed, performance, and user experience. I look forward to collaborating with the talented product and engineering teams to drive innovation and ensure Momentus continues to exceed customer expectations.”

Stacie Bauer is Global Events Manager for Momentus Technologies.

By Mary Klida

The swiftly changing world of show management today demands a sharp focus on guest experience and strategy to provide enhanced encounters in every aspect of the event and venue. Detroit’s convention center, Huntington Place, aims to provide show managers the muscle to design and deliver attendee experiences that exceed expectation. Gloria Redmond is the new guest experience senior manager, coming to her position with over 20 years’ experience. Her training and service philosophies provide a concierge, well-rounded experience for employees and guests.

“Gloria is the perfect fit with her warmth and curious nature,” said Karen Totaro, CVE, general manager Huntington Place/ASM Global. “She has already been making positive impacts and we know she will help us raise the bar for the entire industry.”

Redmond comes into heading the new Guest Experience department at Huntington Place as the center recently retrained its leadership team and reformulated their mission and vision:

“Since business is rebounding from COVID we are finding we excel at partnering with our customers and making sure they know we are there for them,” Totaro said. “Gloria is a key part of building that culture of consistently exceeding our customer’s expectations.”

Redmond launched the new Guest Experience department by understanding the Huntington Place customer service philosophy through:

Participating in focus groups, one-on-one meetings, and department meetings to capture thoughts on customer service from the team.

Partnering with departments to experience the specific jobs done within the building.

Reviewing and managing the ASM Global Survey (Insights) program for exhibit organizer and attendee (QR Code) feedback.

Evaluating customer service styles, and how communication with employees and guests is conducted.

Engaging employees in the process with participation in planning, micro learning sessions, and recognition of milestones.

Mary Klida is Senior Marketing & Communications Manager at Huntington Place in Detroit.