1. The SoluTionS
JW Marriott at l.A.liVe
los Angeles, California
June 26 – 29, 2011

2. The Preferred Stadium Brand
of Undercounter Refrigeration
ce Machines Wine Cellars Refrigerators Refrigerated Drawers ADA Series
Ice Machines Wine Cellars Refrigerators Refrigerated Drawers ADA Series
Contact us for details on our stadium programs and these Marvel’s exclusives!
• Installation service
• Stainless steel or your choice of color
• Team logo graphics applied with SonicImageTM technology
For more information on Marvel’s top of the line products, visit our website or call 1-800-223-3900 www.marvelrefrigeration.com

3. Your starting
lineup.
Relax responsibly
1
®
2011 ALSD Conference and Tradeshow / www.alsd.com / #ALSD2011

4. THANK YOU TO OUr SpONSOrS
The ALSD would like to thank our 2011 sponsors and partners for their
continued support and contributions to the ALSD Conference and Tradeshow.
AEG
ARAMARK
Boundless Network
Corona
CoverCo
Delaware North Companies
Ernie Els Wines
FanVision
Fine Awards
FLEXcon
Food Network
Full House Entertainment Database Marketing
Gloria Ferrer Caves & Vineyards
GSE
Hershey Entertainment & Resorts
The Home Depot Center
i6
IOMEDIA
Jagermeister
Lefty O’Doul’s
Legends Hospitality Management
Levy Restaurants
Los Angeles Angels of Anaheim
Luxco
Major League Baseball Advanced Media
Melissa’s
Mousetrap Group
National Hockey League
Nokia Theatre
Paramount Ticket
Pat Boone All-American Meats
Populous
Rose Bowl
Southern Wine & Spirits
Spotlight Ticket Management
STAPLES Center
Tailored Label
Team Shop Premiums
2 2011 ALSD Conference and Tradeshow / www.alsd.com / #ALSD2011

5. TWO WORDS:
SPECIAL. TREATMENT.
MOTOROLA HOSPITALITY SOLUTIONS
Whether entertaining business clients, closing a major deal or socializing with family or friends, your
customers look to make the most out of their entertainment dollar.
Service, state-of-the-art amenities, and an overall exceptional experience are a must. Exceed their
expectations. Equip your staff with mobile voice and data solutions so they can offer the ultimate in
entertainment satisfaction. Afterall, everyone loves to be treated like a VIP.
For more information, please visit us at:
www.motorolasolutions.com/hospitality
MOTOROLA, MOTO, MOTOROLA SOLUTIONS and the Stylized M Logo are trademarks or registered trademarks of Motorola Trademark Holdings, LLC and are used under license.
All other trademarks are the property of their respective owners. ©2011 Motorola Solutions, Inc. All rights reserved.

6. ASSOCiATiON Of LUxUrY SUiTe DireCTOrS
21st Annual Conference and Tradeshow
JW Marriott at L.A.LiVe Los Angeles, California June 26 – 29, 2011
2 Sponsors
ASSOCiATiON Of LUxUrY
6 Board of Directors SUiTe DireCTOrS
Chairman Bill Dorsey
10 Visionary Award/Keynote Speakers executive Director Amanda Verhoff
president Jennifer Ark, Green Bay Packers
16 Conference Schedule of events Vp, Business Development Pat McCaffrey
Director, Sponsor and partnership Development Dene Shiels
editor of SeAT, Website Director Jared Frank
18 exhibit Hall Map National Sales Manager Scott Hinzman
Membership Director Ryan Mirabedini
20 exhibitor Descriptions Marketing Assistant Trevor Allison
Design Carole Winters Art + Design
Director of finance Dan Lindeman
38 full program and Session Descriptions financial Account Manager Vickie Henke
Director of interactive Media John Tymoski
64 Session panelists and presenters
exeCUTiVe COMMiTTee
Chris Bigelow, Bigelow Companies
Brian Bucciarelli, Hershey Entertainment & Resorts
Greg Hanrahan, United Center
For news alerts and updates throughout the duration Tom Kaucic, Southern Wine & Spirits
Pat McCaffrey, ALSD
of the ALSD Conference and Tradeshow, download the Kim Reckley, Detroit Red Wings & Olympia Entertainment
free ALSD mobile app at www.alsd.com
BOArD Of DireCTOrS
Janie Boles, Auburn University
Follow the hash tag #ALSD2011 on Twitter Natalie Burbank, Utah Jazz / Salt Lake Bees
Richard Dobransky, Delaware North Companies
Trent Dutry, US Airways Center
Chris Granger, National Basketball Association
Mike Guiffre, Pittsburgh Penguins
Adam Kellner, Chicago Bears
Gerald Kissel
Debbie Massa, ROI Consulting
Mike Ondrejko, Madison Square Garden
Richard Searls, New York Red Bulls
Tom Sheridan, Chicago White Sox
Peter Titlebaum, University of Dayton
ALSD 2011 STeeriNg COMMiTTee
Adam Link, Home Depot Center
Alicia Fox, Home Depot Center
Bryan Lawrence, Angels Baseball
Robert Alvarado, Angels Baseball
Chris Cockrell, AEG/STAPLES Center
Michele Kajiwara, AEG/STAPLES Center
Mark Frey, AEG/STAPLES Center
4 2011 ALSD Conference and Tradeshow / www.alsd.com / #ALSD2011

7. Elite Risk
Insurance Solutions
Elite Risk Services, Inc. is pleased to be
THe OffiCiAL iNSUrANCe pArTNer Of THe ALSD
We recently launched a newly enhanced third party liability insurance policy that
is designed to protect suite owners and managers each and every time you rent
a suite to a third party. Separate your liability and pass the minimal insurance
premium on to the renter or tenant.
WHAT DOeS iT COVer?
• Third Party Liability
• Property Damage or Bodily Injury (specific to the damages or injuries
the client may cause or is held responsible)
• Separates the suite manager, the venue and the suite owner from
the renter or borrower of the suite
• One low premium that can included in the suite rental agreement
Visit www.suiteinsurance.com
or call Kevin Kurtz at 800-596-0969 ext. 105

8. ALSD Board of directors
How well do you know ALSD’s Board of Directors? perhaps you have read their bios in the past. Well, prepare to get to know
the Board a bit more intimately; enjoy their “untraditional” bios and photos and try not to laugh! They’re a sensitive bunch.
EXECUTIVE COMMITTEE TOM KAUCiC
Southern Wine & Spirits
Alter Ego: Johnny Bravo
JeNNifer ArK,
ALSD president
Green Bay Packers
If you were an animal, what would you be and why?
A dog – I love to run, be lazy and I try to focus on more wagging than
nagging!
pAT MCCAffreY
ALSD
What is your favorite ALSD Conference ever attended and why?
There is no way to choose a favorite conference, but one of the most
touching moments happened at the 2007 show in Arizona, when ALSD
staffers and Board Members donated hats to children with cancer who
were losing their hair. LIDS 4 Kids was a great event, and we met kids
that touched our hearts, like the one in the photo.
CHriS BigeLOW
Bigelow Companies
Favorite movie line: delivered by Robert De Niro to Charles Grodin in
Midnight Run
“Yeah? Well I’ve got two words for you—shut the f*** up!”
BriAN BUCCiAreLLi KiM reCKLeY
Detroit Red Wings and Olympia Entertainment
Hershey Entertainment & Resorts
What is your favorite ALSD Conference ever attended and why?
If a movie was cast about you, who would play you
in the film? San Francisco because of all the new lifelong friends I made as my
involvement grew in ALSD. The topics in the seminars were very
Tom Kaucic
valuable that year, and I was more comfortable to share in the groups. I
felt the networks I made and the educational benefits I gained helped
me in my career. Each year before and after that have done all of the
same, but that one seems to stick out in my mind. Plus the city and
greg HANrAHAN venues were beautiful.
United Center
Favorite movie line: delivered BOARD OF DIRECTORS
by the character Long Duck
Dong (the foreign exchange JANie BOLeS
Auburn University Athletic Department
student) after a long night of
refreshments in Sixteen Candles If you were an animal, what would you be
and why?
“No yanky my panky the
Donger need food!” – We all A Giraffe. They require the least amount
feel like that after a night out of sleep of any animal. They only need
with ALSD members! between ten minutes and two hours of
sleep a day. I get frustrated when I can’t do
all that I want to do in a day because we have to take time to SLEEP!
6 2011 ALSD Conference and Tradeshow / www.alsd.com / #ALSD2011

9. 7 2011 ALSD Conference and Tradeshow / www.alsd.com / #ALSD2011

10. ALSD Board of directors
DeBBie MASSA
NATALie BUrBANK ROI Consulting
Utah Jazz, Salt Lake Bees
Favorite movie line: delivered by Dorothy in The
What is your favorite ALSD Conference ever attended Wizard of Oz
and why?
“Toto, I’ve a feeling we’re not in Kansas anymore.”
Definitely New York! I love that city and all that
it offers. I loved seeing the new Yankee Stadium
and having the opportunity to walk on the New
Meadowlands football field.
MiKe ONDreJKO
riCHArD DOBrANSKY Madison Square Garden
Delaware North Companies
Favorite movie line: delivered by Chuck
What cocktail best represents you and why? Noland (Tom Hanks) in Castaway
Vodka on the rocks with a splash of seltzer and a “And I know what I have to do now. I’ve
lemon twist. Clean, crisp and potent! got to keep breathing. Because tomorrow,
the sun will rise. Who knows what the tide
could bring?”
riCHArD SeArLS
New York Red Bulls
TreNT DUTrY What is the wildest thing you have ever done?
US Airways Center
Not sure if this is the wildest, but it’s the
If you were an animal, what would you be and why?
cleanest (ha!). On a trip to California, my wife
Cheetah, very fast! and I decided it would be a great idea to jump
out of an airplane. We did no research on the
company; we just “showed up” to see if they
would take us up. We were the only people
there, and the guy that I did the tandem jump
with looked like Grizzly Adams and drank
MiKe gUiffre like a fish the entire time – if that fish liked to swim in rum! They also
Pittsburgh Penguins had a high-tech way of testing the winds to see if they were too strong
What cocktail best represents you and why? to jump – they opened the back door of the hangar. If the door closed,
it was too windy. No joke – they opened the door three times, and all
Jack and Coke. It seems harmless at first
three times the door slammed shut...but we still jumped! The jump went
and is fun…but sneaks up on you and then
off without a hitch, and now we have a great story to tell!
boom, you start telling inappropriate jokes
at bad times.
TOM SHeriDAN
Chicago White Sox
ADAM KeLLNer Favorite movie line: delivered by John Candy
Chicago Bears ordering Illinois State Troopers beverages in
Blues Brothers
If you could have an endless supply of
food, what would it be? “Orange whip, orange whip, orange whip…
three orange whips.”
Reese’s Peanut Butter Cups
peTer TiTLeBAUM
gerALD KiSSeL University of Dayton
If a movie was cast about you, who would play you in the film?
If you were an animal, what would you be and why?
If he were living, John Wayne would have fought to play my part in the
movies. A Penguin. They are always dressed up!
8 2011 ALSD Conference and Tradeshow / www.alsd.com / #ALSD2011

11. TO K E N S & I C O N S
...recycled nostalgia
Tokens & Icons offers inventive gifts crafted from game
used baseballs, stadium seating, arena basketball floor, even
cracked game used bats. We work exclusively with real,
existing materials that are filled with venue and team history.
Audience participation... it all starts with your nostalgic artifact.
tokens-icons.com 877-558-7404

12. ALSD KeYNote sPeaKers
All-League Lunch and Award Show
Monday, June 27th at 12:00 pm
Tom Wilson ray Bednar
President and Chief Executive Officer Corporate Sponsorship Expert
Olympia Entertainment
Keynote Address:
recipient of
ALSD Visionary Award “The Buyer’s Buyer”
President and CEO of Olympia Entertainment, Tom Wilson, will Do you want to know not only who buys your product but why
receive the inaugural ALSD Visionary Award at the 2011 ALSD they buy? Then you should not miss the first-ever ALSD League
Conference. The award will be given annually to visionary leaders in Day Lunch Keynoter, Ray Bednar, who is considered by many to
the premium seat market. be one of the world’s true experts in evaluating sponsorships. As
“Without Tom and his vision, I sometimes wonder how many Senior Vice President and Global Sponsorships Executive at Bank of
of us in this business would have a job,” says Bill Dorsey, Chairman America (BOA), Bednar specialized in understanding exactly what
of the ALSD. “Yes, there were luxury suites before Tom Wilson, but corporations received in return from their sponsorship investments.
Tom was the one who transformed the marketplace from almost a Bednar created a methodology outlined in his book,
curiosity with VIP boxes for the rich and famous to a real business.” Sponsorship’s Holy Grail, which allows corporations, i.e. the buyers, to
Wilson had an illustrious 32-year career with the Detroit evaluate sponsorship in light of their specific business goals.
Pistons, including the last 22 years as President and CEO of Palace Bednar’s experience is impeccable. At BOA, he managed
Sports & Entertainment, Inc. (PS&E). Wilson oversaw the Detroit sponsorships with MLB, NASCAR, NFL, the U.S. Olympic Team, the
Pistons and the organization’s three venues: The Palace, DTE Energy Chicago Marathon and others. Before he began his job at BOA,
Music Theatre and Meadow Brook Music Festival. Bednar was CEO for PRISM North and South America, a global
In 2010, Wilson became President and CEO of Olympia agency focused on sponsorship and event strategy and activation.
Entertainment. Olympia Entertainment is the owner and operator During his time at PRISM, Bednar developed comprehensive
of Detroit’s Fox Theatre, the intimate City Theatre at Hockeytown marketing strategies for clients such as DuPont, Xerox, HSBC and
Cafe, and also books and operates Joe Louis Arena, Cobo Arena and Samsung to name a few. Prior to his involvement in PRISM, Bednar
books Comerica Park. The company also handles business operations served as General Manager and President with General Electric,
for the Detroit Red Wings, an Original Six member of the National where he gained extensive experience in the marketing application
Hockey League, and collaborates with the Detroit Tigers and other of Six Sigma.
Ilitch companies.
10 2011 ALSD Conference and Tradeshow / www.alsd.com / #ALSD2011

14. ALSD KeYNote sPeaKer
Tim Leiweke serves as President and CEO of AEG, a collection of
companies owned or operated by the organization considered to be
one of the world’s leading presenters of sports and entertainment
programming.
Now in his 15th year with AEG and recently selected by the
L.A. Times as one of the 100 most influential people in southern
California and by the Sports Business Journal as Sports Executive of
the Year, Leiweke has acquired or merged more than 50 divisions
and companies whose alliances create a global live entertainment
organization capable of developing, producing, promoting,
marketing and managing sports and entertainment programming in
both facilities owned and operated by AEG as well as other venues.
AEG includes divisions such as AEG Live, devoted to all aspects of
creating, producing and promoting live entertainment, and AEG
Facilities, developers and operators of more than 100 of the world’s
preeminent venues.
As President of STAPLES Center, Leiweke was responsible for
the overall development of the downtown showplace for major
events and performances. Built under his direction in a record
18 months, STAPLES Center is home to four professional sports
franchises, the Los Angeles Lakers, Los Angeles Kings, Los Angeles
Clippers and Los Angeles Sparks, and the most prestigious concerts
and shows. Leiweke played a major role in bringing several events
to Los Angeles and STAPLES Center such as the 2000 Democratic
National Convention, the 2002 NHL All-Star Game, the 2004 and
2011 NBA All-Star Games, the 2009 ISU World Figure Skating
Championships, eleven of the last twelve Annual Grammy Awards
shows and recurring events such as the Pac 10 Men’s Basketball
Tim Leiweke Championships and the X Games.
Leiweke also guided the creation of The Home Depot Center,
President and Chief Executive Officer built on the campus of California State University, Dominguez Hills in
Carson, CA. The $150 million development is the largest-ever private
AEG investment in amateur athletics. The 85-acre development features
a 13,000-seat stadium for tennis, boxing, concerts and other events,
a 27,000-seat stadium for soccer and outdoor concerts, a facility for
track & field and a 2,450-seat indoor Velodrome for track cycling.
Monday, June 27th at 4:00 pm Leiweke now turns his attention to overseeing the overall
management of L.A. LIVE, the AEG-developed four million square
foot/$2.5 billion downtown Los Angeles sports and entertainment
district adjacent to STAPLES Center and the Los Angeles Convention
Keynote Address: Center, featuring Club Nokia, Nokia Theatre L.A. LIVE, The Ritz
Carlton and JW Marriott hotels, Regal Cinemas, nineteen world-
“How to Overcome the class restaurants, clubs and lounges, “broadcast” facilities for ESPN
along with entertainment, residential, restaurant and office space.
Challenges facing Our industry The nation’s most active “live content and event district,” L.A. LIVE
showcases more events, award shows, sporting competitions and
Today: Design Better, Sell concerts than any other destination in the world.
Smarter, Market More Creatively
and Work Harder”
12 2011 ALSD Conference and Tradeshow / www.alsd.com / #ALSD2011