My Role and Contributions

Working alongside Aston Villa FC and CAA ICON’s project team, as well as the wider design and delivery partners, I contributed practical insight grounded in operational experience. My input focused on ensuring the venue would function effectively from day one, both for the in house team and for visiting productions.

1. Operational Design Input

Operational design adjustments

• Washroom layout and access: Suggested refinements to improve audience flow and accessibility.
• Back of house room sizes and fit out: Recommended adjustments to better accommodate touring artists and production teams.
• First aid provision: Advised relocating first aid to a more appropriate front of house position.
• Food and beverage delivery platform capability: Requested a design review to confirm safe working load requirements could be met.
• Food and beverage storage: Recommended clear separation between cold storage and general stores to support compliance and efficiency.
• Stage and BOH access: Proposed amendments to ensure the stage access route aligned with the venue’s intended event profile.
• Fire Strategy: Requested changes to allow for show smoke & pyro to be possible.
• OB compound connectivity: Ensured cable routes from the outside broadcast compound into the venue were properly considered.
• Operational equipment: Identified essential equipment requirements to streamline day to day operations and support user experience.

FF&E review

Assessed furniture, fixtures and equipment schedules, suggesting replacements or removal of items where they did not align with the likely event profile.

Seating and access design

• Provided operational input on seating layouts, including accessible provision, from both audience and stewarding perspectives to ensure comfort, compliance and efficiency.
• Refined initial event layout concepts to ensure they were workable in practice and reflected typical promoter requirements, supporting accurate procurement.

Power and technical provision

• Reviewed power locations and distribution, recommending adjustments to meet the varied demands of live events and productions.

Supplier and tender support

• Offered recommendations for supplier selection and tender inclusions to maintain quality and value.
• Managed the tender process for the stage, platforms and barrier systems, including shipping, import, storage and delivery coordination.

Storage optimisation

• Proposed practical solutions to address storage constraints, ensuring safe equipment management while maintaining flexibility for incoming productions.

2. Policy and Documentation

 Advice & Support :

• Attended site and development meetings, raising operational considerations and testing proposals against real world delivery.
• Reviewed and adapted existing club policies to suit the new venue, easing the transition for the incoming team.
• Reviewed the Premise Licence of the stadium to allow for Warehouse needs
• Supported the preparation of technical specification documents for promoters and event organisers, helping to provide clarity ahead of first events.

Outcome and Anticipated Impact

Through this involvement, Aston Villa FC was able to:

• Introduce practical, proportionate adjustments that strengthened both operational resilience and commercial flexibility.
• Align the venue’s physical design more closely with the realities of live event delivery.
• Provide the incoming venue team with a considered operational foundation, enabling a smoother mobilisation period.

This project reflects DSE Events’ ability to integrate into complex, fast moving developments and offer clear, workable advice at key stages.

For similar expertise on your projects, contact me today.

James Allen March 2026

2. Guidance on Key Operational Aspects

• FF&E (Furniture, Fixtures & Equipment) Review:

Evaluated the included FF&E, suggesting replacements or removals of unnecessary items to match the venue’s expected event profile. The final spec ensures a high-quality experience for all users

• Storage Optimisation:

Addressed the challenge of storage by recommending practical solutions for safely storing equipment while accommodating incoming productions.

• Seating Design:

Provided input on seating arrangements from operational and stewarding perspectives, ensuring comfort, efficiency, and workable storage solutions.

• PAVA Zoning:

Recommended zoning for key messaging configurations to maximise flexibility and enhance customer service.

• Wayfinding:

Reviewed effective signage solutions to improve navigation for guests and staff.

• Power Locations and Distribution:

Reviewed power outlets to ensure they meet the diverse needs of events and productions.

• Supplier and Tender Suggestions:

Offered recommendations for suppliers and inclusions in tender documents to ensure quality and value.

• Event Enquiries and Rider Compliance:

Reviewed early event enquiries to ensure the venue could meet technical specs and produce detailed manifests for seamless execution.

3. Policy and Documentation Support

• Attended site and development meetings, raising critical operational questions to ensure nothing was overlooked. When needed, I backed up recommendations with practical reasoning.
• Reviewed group-wide policy documents, tailoring them for the new venue to reduce the workload for the incoming team.
• Assisted in creating technical specification documents to be shared with promoters and event organisers, ensuring clarity and preparedness for incoming events.

Outcome and Anticipated Impact

Through my involvement, ASM Global was able to:

• Implement practical, low-cost adjustments that enhanced the venue’s operational and commercial viability.
• Ensure the venue’s design supports a diverse range of events while maximising efficiency and user satisfaction.
• Deliver a state-of-the-art facility equipped to handle the demands of the modern entertainment industry.
• Work with the incoming team to allow them to hit the ground running with good background knowledge of the venue. 
  

By contributing operational insights and reducing the burden on ASM’s internal resources, I played a key role in shaping Becketwell Live into a venue that will not only meet but exceed expectations for years to come. The collaboration has set the stage for a vibrant addition to Derby’s cultural and economic landscape.