Insights From The Industry’s Leading Conversations
At LS Events, we know that delivering world-class live experiences means never standing still. The events industry is constantly evolving, shaped by new technologies, audience expectations, and the growing demand for accessibility, inclusion, and sustainability.
Over recent months, LS Events team members have led and participated in conversations at a series of specialist conferences and forums, from leadership summits to accessibility workshops. All with one goal in mind: to share the very best thinking with our industry peers and enjoy the exchange of new insights to further inform the events we deliver. Here are a few of our standout moments.
Taking Engagement to the Next Level - AAA Leaders Summit
The AAA Leaders Summit explored what it means to engage with audiences in an era of data rich, digital and physical experiences, with Ai at the heart of the conversation. LS Events VP of Strategy and Engagement Grace Noest joined an invited group of industry leaders to explore some of the event industry’s most dynamic topics with Projects Director Laura Armstrong speaking on the ‘New Routes to Revenue’ panel.
“It was an immensely thought-provoking day, bringing together some of the brightest minds in the industry to share ideas and showcase a vision for the future of events, a future where digital and physical worlds blend while at the heart of any live experience the two must be symbiotic, both telling the same story.”
A key theme of the day ‘Taking Engagement to Another Level’ was beautifully articulated by Lefteris from Visual Architects with his concept of capturing an experience and how, as leaders, we might shift our focus from analysing heads to counting hearts.
Grace believes that one of the most important conversations we can be having with our teams today centres on evolving GenZ audience expectations of live events. “Gen Z is reshaping the live event experience and this was one of my favourite discussions of the day, facilitated by a bona fide Gen-zeder from AAA. Audiences are no longer passive participants; in some cases, they’re shaping the creative environment themselves. With AI-powered interactive overlays and emerging technologies, organisers now have the opportunity to harness these innovations, empowering audiences to take the reins and craft their own uniquely personalised live moments.”
During the Routes to Revenue panel, Laura explored the power of value-led partnerships, sharing insights from this summer’s standout collaborations that are increasingly blurring the lines between brand activations and show content. From the “money-can’t-buy” moment at BST Hyde Park, where Olivia Rodrigo water bottles became instant collectibles, to the clever seeding of headliners through the Afters activation at All Points East, the message was clear: in today’s live event landscape, subtlety is the new currency of influence and the key to authentic, revenue-driving collaboration.
Fan-Centric Experiences – PMY Fan Experience Panel
At the PMY Fan Experience Panel, LS Events Co-CEO Steve Reynolds and our VP of Operations Jen-e Jones were key speakers on a panel that explored the delivery of events at scale. LS Events' role in the delivery of the UEFA Champions Festival 2024 and Operation London Bridge, provided the foundation for insight due to their extraordinary complexity and significance for the UK’s capital city.
Jen-e spoke about the delivery of London Operation LONDON Bridge in 2022 and the challenges of delivering such a high profile event of national significance at no notice. Key insight came from how technology was critical in supporting the safe efficient delivery of that event paired with the technological restrictions that were a factor due to the 'no notice' aspect of the event. Collaborating with PMY to find technology solutions that sat locally at the key locations across the event footprint and how that helped LS Events to coordinate pan-london operations whilst providing oversight and reassurance to all London partners and stakeholders during the delivery.
“Technology continues to evolve at a rapid pace and there are new solutions available to us now that were not an option in 2022,” reflects Jen-e. “At LS Events we are always looking for ways for that technology to improve the customer experience, the operations of our event site so that every customer touch point is efficient and allows them to maximise their enjoyment so they can focus on the important business of experience, whether that’s dancing and singing along to their favourite artists, participating in or spectating live sports.”
Empowerment & Representation – Women in Sport Conference
Attending the Women in Sport Conference 2025 offered a powerful glimpse into the exciting, evolving future of the industry, particularly the compelling momentum towards hybrid entertainment models at sporting events.
“It was fantastic to hear across multiple sessions how governing bodies and event organisers are actively moving beyond the core competition to create more holistic, fan-centric experiences,” says Steve Reynolds, LS Events Co-CEO. “This strategic shift is driven by a clear desire to improve customer experience, increase the fan base, and build a community of loyal and inclusive supporters. The goal is to transform a single-day game or race into a vibrant, multi-layered social occasion. A destination where human connection and lasting memories are just as important as the scoreboard.
So how do we go about weaving together music, food, arts, and interactive entertainment to enable sporting events to broaden their appeal, attract new demographics, and foster an environment where everyone feels included, thereby ensuring the continued, explosive growth of women's sport?
LS Events understands the art of building a temporary city of celebration and knowhow to seamlessly blend diverse entertainment elements into a cohesive, energetic whole. By leveraging this festival know-how and translating the 'vibe' and experiential quality of a music festival into a sporting context, LS Events has helped some of the UK’s most significant sporting events truly elevate their offering including the UEFA Champions League Final 2024, the return of the Great British Sail Grand Prix to UK shores in 2025 and our ongoing collaboration with Formula E in London and across the globe. Delivering the heightened sense of collective joy and human connection that audiences now crave. This crossover expertise is the key to unlocking the next level of fan engagement and commercial success for the sporting world.
Safety & Security – G4S Seminar
Safety sits at the heart of every LS Events project, underpinning our commitment to delivering exceptional, trusted experiences for audiences and partners alike. The recent G4S Seminar saw LS Events Projects Director Laura Armstrong and Senior Projects Manager Ed Butler participate in a series of expert-led masterclasses exploring the central theme of creating safer environments. Sessions covered a diverse range of topics, from emerging threat trends and the use of technology in safety management, to addressing violence and aggression through personal protection strategies and the evolving implications of Martyn’s Law.
“It was incredibly compelling to learn more about the implementation of Martyn’s Law and deepen our understanding of venue roles and responsibilities,” said Laura. “The canine deployment unit demonstration was particularly inspiring, especially given our own successful integration of this initiative at BST Hyde Park and All Points East.”
Safety Through Awareness – The Pink Bows Foundation
The LS Events team represented by VP of Operations Jen-e Jones, Projects Director Laura Armstrong and Senior Projects Manager Ed Butler, were privileged to be part of the first cohort to undertake training with The Pink Bows Foundation, whose mission is to identify and mitigate foreseeable hazards while fostering a culture of care and awareness across every type of live event.
Central to their work is the Showstop® Procedure course, designed to keep fans, artists and staff safe before a crisis ever happens. Launched in honour of Madison Dubiski, who tragically lost her life at 23 in the Astroworld crowd crush, The Pink Bows Showstop® Procedure is a first of its kind crowd safety training and certification, the first-ever standardised safety protocol designed specifically for event professionals, public safety personnel, and venue teams.
This training empowers everyone involved in live delivery to respond confidently and effectively in critical situations, ensuring audience safety remains at the forefront. By collaborating with global safety organisations, venue management, event organizers, and insurers, The Pink Bows Foundation is driving a step change in how our industry approaches safety, helping reduce serious incidents and embed wellbeing as a shared responsibility.
