Stadium Experience has kicked off 2026 with a dynamic Industry Meeting at Edgbaston Stadium, bringing together more than 70 senior representatives from UK stadium venues for a full day of insight, innovation and collaboration.
The event welcomed professionals working across both matchday and non-matchday events, creating a valuable platform to share best practice, explore emerging trends and connect with trusted experts and suppliers.
The summit opened with breakfast networking and an interactive Human Bingo session hosted by KDM Events, setting an energetic tone for the day ahead.
Delegates then heard from:
- Squareleg Promotions, who shared strategies for driving incremental revenue through special events.
- SmartSpace, who demonstrated AI-driven revenue management solutions through an engaging team challenge.
- Venue Directory, who provided an update on rich meetings and events data based on bookings made by event agencies on its platforms and gave recommendations for to boost their profile and visibility.
- hivr.ai and iVvy, who showcased cutting-edge AI-powered live enquiry handling technology currently being trialled by the events team at Edgbaston Stadium.
The programme also featured an exclusive supplier expo and dedicated networking lunch, giving venues and partners the opportunity to strengthen relationships and explore new collaborations.
As host venue, Edgbaston Stadium offered delegates a first-hand experience of its extensive non-matchday event facilities, including a full Spring lunch experience spotlighting the stadium’s award-winning culinary standards, with a seasonal menu led by Head Chef Scott Marin.
Guests enjoyed a guided tour of the stadium’s 30 unique event spaces, which feature panoramic views over the iconic cricket pitch and can accommodate up to 800 delegates. From intimate meetings and private dining to large-scale exhibitions and conferences, Edgbaston continues to position itself as one of the UK’s most versatile stadium venues.
The event concluded with attendees visiting the live kitchen competition at Xcelerate With Edgbaston, the stadium’s regional community skills and learning centre. Organised and judged by the British Culinary Federation, the competition forms the Chef Team of the Year Award category of The Stadium Events & Hospitality Awards 2026. Sponsored by Chef Works & Bragard, the award saw 12 stadium chef teams competing for the prestigious title. Winners will be revealed at the annual awards evening on 2nd July at Hill Dickinson Stadium, the new home of Everton FC.
Angela Sanders at Edgbaston Stadium, commented: “It was brilliant to bring the industry together in person to talk all things UK stadia sales and share insights and best practice. We loved catching up with colleagues, showcasing the venue, and giving everyone a taste of our award-winning food offering. We hope everyone enjoyed their time with us and left feeling inspired for the year ahead.”
Marek Novacek from SmartSpace, added: “We’re thrilled to present at the Stadium Experience Industry Summit at Edgbaston and connect with leaders responsible for driving meetings and events revenue across the stadia sector. With IDeaS SmartSpace, we’re helping venues rethink non-match day business through a strategic, data driven approach to pricing and space utilization, leveraging KPIs such as revenue per attendee, revenue per square meter, and lead time to unlock greater value from event spaces.”
Jason Gutteridge, Director of Sales and Operations at Venue Directory, said: “We were delighted to be part of the Stadium Experience Industry Meeting, connecting with leading UK stadia partners and demonstrating the value of being listed on Venue Directory, which reaches hundreds of event planners across the UK and beyond. It was a fantastic opportunity to highlight how enhanced visibility on our venue sourcing platform can drive stronger brand exposure and meaningful business growth.”
iVvy showcased cutting-edge AI-powered live enquiry handling technology which has been launched at Edgbaston Stadium. Lauren Hall, CEO of iVvy, said: “This launch represents a major step forward in how venues manage demand. Instant Proposal – powered by hivr.ai – brings AI agents directly into the sales workflow, working alongside venue teams to qualify enquiries and generate proposals in seconds. That speed changes how sales teams operate, helping them focus their time on the opportunities most likely to convert. Edgbaston’s early adoption shows just how powerful this shift can be.”
“A huge thank you to the team at Edgbaston Stadium for hosting our latest Stadium Experience Industry Meeting. It was invaluable to meet up with our colleagues face-to-face to hear the very latest trends, learn about new opportunities available and see just how the latest AI technology can assist our venues in their roles today. It has also been absolutely fantastic to be able to celebrate and support the talented teams competing in our Chef Team Award.”
Debbie Rigney, Director, Stadium Experience
