Mike Kenny, General Manager, ASM Global

Invest: spoke to Mike Kenny, general manager of ASM Global, about how it creates memorable experiences for all who visit the six sports, entertainment, and convention venues it operates within Jacksonville. Kenny detailed the use of technology and innovation to improve operational efficiency and maintain security at the highest level.

What have been ASM Global’s greatest achievements in the last one to two years?

Most recently, we hosted three major sold-out stadium shows at EverBank Stadium within eight days of each other. Even more impressive is that all the events were country music: two Luke Combs shows and a George Strait show. In the middle of these events, we also announced two Premier League soccer teams coming to play in July, making it a busy week. That’s just one building, but we continue to host over 2 million guests a year in all our venues. 

Post-COVID, we had a big rebound in 2021, and people thought the bubble would burst, but we haven’t seen that yet. If this is the new norm, real pride will be felt in the next half-decade. We’ve also got election season coming up, so it’ll get pretty crazy in our venues with campaigns, whether in the convention center or the arena. These events are operationally heavy, allowing us to flex our muscles and gain good practice.

What are some of the other key live events hosted in Jacksonville in the last year, and how do these events align with the company’s long-term goals?

At the baseball grounds, we recently hosted the New York Yankees AAA affiliates and our local team, the Jacksonville Jumbo Shrimp, now a AAA baseball team. We’re making significant improvements to the venue, with over $30 million in upgrades to meet AAA standards. We just built the Jaguars’ practice facility, called the Miller Electric Center. We’re also pursuing a $50 million renovation for the arena and the performing arts center, which has three theaters. It looks promising. The biggest upcoming project is the stadium of the future, a $1.4 billion investment. There’s a lot going on in Jacksonville.

How does ASM Global contribute to the development of the tourism and entertainment industries in Jacksonville?

We’re responsible for bringing events here, booking them, and ensuring the facilities are up to standard. When tourists and fans come from other areas to see events, the level of operational execution becomes paramount. Fans want a clean, safe venue, good customer service, and security with smiles. ASM does a great job making everything work despite the challenges of managing multiple venues with various needs. We’ve been in this position for 30 years and look forward to the next 30. Our role is to bring in events and ensure they’re well-executed, maintaining our venues and making them as customer-friendly as possible.

How does ASM Global differentiate itself from competitors?

Being in an NFL city is a big factor. We’re the only management company that manages more than one NFL stadium, while our largest competitor doesn’t manage any. NFL stadiums, which have high and ever-changing standards, requiring a special group to keep up. We manage six NFL stadiums, including Jacksonville. Our flexibility sets us apart; we handle everything from equestrian centers to museums. We take best practices from extreme markets and ensure even our smaller venues operate as if they were hosting an NFL game day.

What technology is being utilized to enhance security and operations?

That’s evolving. We’re using new metal detection screening technology at the arena and parts of the stadium this year. We’re implementing facial recognition for credential checks in secure areas like field access, back of house, and locker rooms. We’re 100% mobile tickets now. We’ve also advanced in the food and beverage category, using technology to speed up service. Our new approach is grab-and-go, where food is prepared and placed on hot shelves, and you only hit the register for the transaction. This reduces waiting time and enhances customer satisfaction.

How do the different sports, entertainment, and convention venues that ASM Global operates in Jacksonville contribute to building the city’s culture?

Jacksonville is a sports-centered market. Everyone here knows the Jumbo Shrimp, Jacksonville Icemen, Jacksonville Sharks, and Jacksonville Jaguars. We host the annual Florida-Georgia Game and the TaxSlayer Bowl. We’ve hosted two HBCU games with Bethune Cookman as our anchor team. Sports and entertainment significantly impact the city, filling restaurants and hotels during big events. We understand our role and value, especially with tourism dollars being critical for us.

What are the health measures ASM Global implements to keep employees and guests safe?

The pandemic taught us a lot about health safety. We were the first venue to host a live sporting event post-pandemic and the first NFL team to play with fans in the stands. Security now includes health safety, ensuring everything from seats to escalator handrails are clean. We emphasize maintaining a clean venue to give guests peace of mind.

How has the number of guests increased in the last year?

We’ve definitely seen an uptick. 2019 was a massive year for us, and we surpassed that in 2021. In 2022 and 2023, we’re hovering around 2.5 million attendees annually. This year, we’re forecasting 851 events and over 2.6 million attendees.

What have been some key challenges ASM has faced, and how is the company working to overcome them?

Our biggest challenge right now is parking due to ongoing development around the sports complex. It might seem minor, but it’s the first thing fans encounter. We’re navigating ways to accommodate parking needs while developing spaces. It’s a good problem to have, better than having too many parking spaces.

What are some of the sustainability or environmental initiatives ASM has implemented?

We’re conscious about sustainability. We’ve gone to all recyclable or compostable products in our food and beverage operations. We ensure any excess food gets distributed to shelters instead of being wasted. Building automation systems are being implemented to help control utilities efficiently, avoiding the all-or-nothing approach of the past.

What is the outlook for ASM Global in the next 12 months, and what are the top priorities?

Our top priority is to help the city and the Jaguars navigate through a stadium deal to keep the NFL team here for 30 more years and make necessary improvements. We’re also working with the mayor’s office to bring in more athletics events. We’re negotiating with two NCAA teams for their home opener games and ensuring we secure stadium events as the stadium undergoes renovations. Another priority is updating our buildings to meet today’s standards in terms of renovations and capital needs.