From the NBA and Cirque to Iconic Venues: Fandom from Every Angle

How can physical spaces enhance rather than simply contain fan experiences? Kristina Heney, EVP of Marketing at Oak View Group, takes us on a fascinating journey through the evolution of fan-venue relationships, drawing from her remarkable career spanning the NBA, Madison Square Garden, Cirque du Soleil, and now the leader in global venue development.

Heney reveals how next-level fan experiences begin with understanding audience demographics – recognizing that teens camping overnight for their favorite artist have fundamentally different needs than families at afternoon shows or seniors enjoying classic rock concerts. She challenges the industry to raise its baseline expectations, arguing that seamless parking, appropriate food options, and friction-free entry/exit shouldn’t be considered “premium” but standard.

The conversation explores how successful venues must reflect and integrate with their local communities through hiring, programming, and architectural decisions. Heney shares surprising insights about fans’ willingness to engage more deeply with venues that offer compelling experiences beyond the main event – from member-only speakeasies to post-event celebrations. She advocates for creating “premium for all” experiences rather than just focusing on VIP options.

For marketers and venue operators, Heney offers this profound advice: focus on observing fans throughout their entire venue journey, not just during the show itself. By watching audience behaviors from parking to bathroom lines to concessions, venues gain invaluable insights that drive loyalty and repeat business. Listen now to transform how you think about creating meaningful connections between fans, venues, and the live experiences they share.

Recorded Tuesday, September 23rd, 2025
Hosts: Damian Bazadona, CEO & Founder, Situation & Maureen Andersen, President & CEO, INTIX
Guest: Kristina Heney, EVP Marketing, Oak View Group
Producer: Peter Yagecic, Innovation Advisor, Situation