VNC Panel Preview: Maximizing Venues for Top Non-Music Events

VenuesNow Conference Panel Preview: Holding Space for Non-Music Events That Win Tuesday, Sept. 29 11:00 AM – 12:30 PM | Grand Ballroom A & B at the Sheraton Grand Seattle

What better way to talk about non-music live productions and touring events than Feld Entertainment? The company is known for producing the Ringling Bros. and Barnum & Bailey circus, a touring institution that dates back to 1884 and in many ways developed the concept of the modern touring production — and many concert tours have their fair share of freaks and animals, too.

Another traveling American institution — Major League Baseball – dates back even farther, yet an offshoot of the sport – the Savannah Bananas – has become a bonafide stadium headliner, bringing a unique take on the sport with flamboyant performances, infectious fan participation and unorthodox rules becoming a phenomenon with its own waitlist for tickets.

For this panel discussion, Feld Entertainment VP of international routing and tours Denis Sullivan will share insight into the world of modern family and lifestyle events. Recent blockbusters from the Georgia-born outfit include more than 100,000 tickets sold to college venues including Kyle Field in College Station, Texas, Neyland Stadium in Knoxville, and Memorial Stadium in Lincoln, Nebraska, all happening this spring.

Kosha Irby, COO of All Elite Wrestling, oversees all strategic planning and execution of live events, marketing, finance and more for the wrestling promotion company, which was founded in 2019 by Jacksonville Jaguars owner Shahid Khan. Top draws at AEW include Will Ospreay, Jon Moxley, MJF and Swerve Strickland.

Venues, of course, are always looking to get in on the action of new, innovative and popular attractions — not necessarily of the musical variety, and this discussion will have input from the facility side, including from Paz Aparicio from Movistar Arena in Madrid, Spain, one of the most active venues in the world.

Comedy can blur the lines between traditional music tour and touring production, and continues to show strength with record-breaking shows at football and baseball stadiums by performers including Shane Gillis, Jo Koy, John Mulaney and still others.

On the talent side is Paladin Artists Craig Newman, whose roster includes performing artists like chef Robert Irvine, illusionist Rick Thomas, “Mini Pop Kids” and many others.

VenuesNow Conference takes place Sept. 29-30 at the Sheraton Grand Seattle. Produced by Pollstar and presented by Marsh and Oracle, VNC brings together live entertainment, sports, and venue executives to address the industry’s most critical operational, financial, and strategic dynamics.

VNC 2026 follows the inaugural Secure Venues Summit on Sept. 28 at the Sheraton Grand Seattle, which is being launched by Oak View Group & Prevent Advisors. The event is programmed specifically for safety, risk management, and venue operations leaders, and will feature a Keynote address on the “State of Security in America: Trends, Evolution, and Adversaries in Preparation for the 2028 Olympics in LA” by Voviette D. Morgan (SVP, Safety & Security, LA 2028 Olympic and Paralympic Games)

To register for the VenuesNow Conference 2026 or the Secure Venues Summit, visit venuesnowconference.com and securevenuessummit.com .

_Originally reported by [Pollstar](https://news.pollstar.com/2026/09/18/vnc-panel-preview-holding-space-for-non-music-events-that-win/)._