Concessions & Premium Services Drive Revenue at VenuesNow Conference

The Concessions/Premium: Driving Revenue Inside the Building panel moderated by Tom O’Donnell, SVP Strategic Engagement and Growth, OVG Hospitality, kick-started the second day of the 2026 VenuesNow Conference in Seattle with a discussion about how venue revenue is shifting from transaction volume toward differentiated guest experiences built around premium service, product, environment, technology and design.

Panelists representing venues, architecture and technology included Spencer Gensy, Group Food and Beverage Director, TVG Hospitality; Chad Gregory, SVP Operational Excellence, Legends Global; James “Jimmy” Meredith, AVP Global Sports and Entertainment Consumer Industries, Oracle; and Adam Stover, Senior Principal, Populous.

“Music has this incredible opportunity to create memories,” said Gensy. “I think we are all a part of that experience and the environment, and kind of the stewards of that environment to create that that experience. So, when I think about a great guest experience, I think about everything around that event or show that makes it great.”

Gensy emphasized clear points of view, operational simplicity, strong execution, and localized hospitality rather than excessive offerings. He also encouraged operators to take 20 minutes during the busiest part of the night to watch their customers.

“Watch a full transaction – somebody’s guest experience from start to finish – during the peak. Because that is what the actual majority of the guests who are coming through the door, that is their experience,” he said. “Sometimes we’re so focused on innovation that we forget some of the basics. And I think there’s a lot of revenue that we’re probably leaving on the table in those moments. Five seconds translated by hundreds of thousands of transactions a night really adds up.”

Gregory framed the value proposition as a three-legged stool: service, product and environment.

“When we look at framing the gamut of venues that we talk about – whether it’s a music venue, a small theater that could be 100 years old or a brand-new facility – as an operator, delivering on the experience can get really challenging.,” said Gregory. “So, we protect the heart of the house, the culinary experience.”

Stover advocated tiered premium experiences for every guest, supported by storytelling, human service and opportunities to move among spaces. The question was how can venues make premium experiences accessible across guest tiers without adding operational complexity?

The panel discussed ways that operators can convert collected data into predictive decisions that can help guide menu mix, staffing, operations and revenue.

Meredith outlined how connected systems across ordering, payments, inventory, kitchen operations, management and staffing with AI has emerged as a factor in decision making, but not the only one.

“Technology is really connecting all those systems,” said Meredith. “It’s allowing the operator to be able to see their entire operation in a single pane view and make real-time decisions that ultimately are going to enhance the guest experience. …Ultimately, technology will enhance the guest experience. It will, but it can’t do it for you. It still takes human interaction.”

With numerous venues under development or renovation, Stover discussed the ongoing need for flexible spaces, sufficient storage, scalable utilities and appropriately numbered and easily accessible kitchens.

“Diversity is key in our premium experience these days,” he said. “Every venue that we’re working with and every operator, we want to look at the lowest level of income, where the entry level is for a premium customer, up to the highest tier of disposable income. Because the goal is creating premium for everybody who walks in the building.”

_Originally reported by [Pollstar](https://news.pollstar.com/2026/09/30/concessions-set-the-bar/)._