This June, we headed to Denver for ALSD 2026, the premium sports and entertainment industry’s flagship conference. But we skipped the usual grab-your-lanyard-and-stroll-in routine. We showed up in hard hats and produced the whole thing.
And once the environment was built, two of our studio leaders took the stage for industry panels, and two of our projects landed on the PX Awards finalist list.
Producing ALSD meant creating the space where the industry gathered. Designing a premium experience for a room full of premium-experience pros is a high bar, but we answered the call, then brought a few points of view to the programming.
Caroline Lee of our Public School studio joined the panel “Brands as Co-Creators of the Fan Experience,” where she made the case that the best brand partnerships are not overly controlled. They are co-created. When brands have a real seat at the table, the impact shows up across social, digital, and in-venue moments.
Gordon Machielsen, head of our assembly studio, took the stage for “Pop-Up Premium” to talk about why premium does not have to be permanent. His panel explored how mobile and temporary structures can turn overlooked spaces into flexible, design-forward environments that support sponsorship, technology, and real revenue.
After our time on stage, ALSD named its PX Awards finalists, and we made the list twice.
Our assembly team was named a finalist in New Premium Concept for the Lone Cypress Club at the AT&T Pebble Beach Pro-Am, a temporary hospitality venue engineered to extend over a cliffside for the Monterey Peninsula Foundation.
On the Czarnowski side, we were named a finalist in Immersive Venue Experience for the Lexus Ambiance Beach Club, a social beach club by day and, by night, a four-course dinner hosted by chef Kwame Onwuachi inside a glowing Lexus cube.
ALSD was a packed visit, but also a perfect distillation of what we do: industry-best production, strategic leadership, and, of course, a little bit of trophy collecting.
Want to produce a top-tier event or see your company’s name on the PX Awards list next year? Reach out. Our team is ready when you are.
