In the vibrant landscape of venue management, professionals across the board face a myriad of challenges and opportunities. No matter the type of venue you work in—whether it’s a large-scale facility, a local council-run space, a community center, or a smaller independent venue—the pursuit of excellence in service and management is a shared journey.
Today, we turn our attention to Simon Ball, Venues Manager – Major Sport Facilities Sport & Community Venues Branch, Sunshine Coast Council, who brings over 25 years of diverse experience in the industry. Simon’s journey offers valuable insights into how the Venue Management Association’s (VMA) educational programs can empower venue professionals, no matter their background, to elevate their operations and enhance community engagement.
VMA: Can you introduce yourself and tell us a little about the role you have at the Sunshine Coast Council?
Simon: I have been in the industry for over 25 years now with experience working in Local Governments across New Zealand and Australia, including 20 years in the venue and events industry. Starting out in Aquatic Programs coordination, I have been fortunate to have a career that has included senior management roles in aquatic facilities, indoor sports centres, multi-purpose community sport precincts and live music venues. Currently, I am Venues Manager of Sunshine Coast Councils’ three major sport facilities; Kawana Sports Precinct (including Sunshine Coast Stadium & Lake Kawana), Caloundra Indoor Stadium (4 indoor courts and 8 outdoor courts) and Maroochydore Multi Sports Complex (4 AFL fields, 20 hard courts, 3 football fields with LED lightings) collectively amassing over 200 hectares of sport and recreation land. I’m passionate about community venues and providing high quality services to our user groups and visitors, including driving visitation to the Sunshine Coast region through mass participation in sport tournaments, events, and live entertainment. Currently I am heavily involved with the planning and delivery of Brisbane 2032 Olympic and Paralympic Games infrastructure proposed to be delivered at the Kawana Sport Precinct, including indoor and outdoor stadium deliverables, preparing for our time to shine and leave our region an amazing legacy.
VMA: How has your participation in the VMA’s educational programs (Venue Management School, Leadership Institute, or AVM accreditation) contributed to your professional development?
Simon: I graduated from the Venue Management School in 2013, and the VMA Leadership Institute in 2017 and was awarded my AVM in 2023. My education journey started with a push from industry leader, Dean Hassall back in 2011 to attend the school. I really wish it was earlier. The networks and relationships I forged back then are still as useful today as in the first years of this learning journey. I am still in contact with many of the students from a range of industry and venues and everyone has always been willing to share information or help solve an issue, no matter what venue they came from.
VMA have a real common purpose approach to learning, matched with the ability to learn from experienced venue leaders. The knowledge and experience that the instructors shared in class, at lunch or socially, was extremely valuable and something I will always be grateful for. The scenarios, workbooks and examples used in the classes and group discussions are still used in the general day management of my venues and there is always someone to reach out to and learn from. I continually call colleagues met through VMA to discuss responses to scenarios, review notes or share a lived experience; the learning has never stopped! An industry icon coined the phrase and used it many times; “every day is a school day” and this advice has always rung true. Participation in VMS gives me a new lease of life each time I attend, and this is largely due to the positive and welcoming environment created by the VMS instructors and students.
VMA: Can you provide specific examples of how the skills and knowledge gained from these programs have been applied in your work at a council venue?
Simon: The ability to understand the diverse applications of contract negotiations has been such a critical learning and knowledge piece for me and my team; when to hold strong with an offer, when to walk away from a deal, understanding the value proposition and what it means to the community. Councils are often played off, however we are governed differently to some of the bigger venues with less flexible options for negotiations so our negotiations can be complex and timely that often may not suit some hirers, so these skills have been excellent to set our venues up for some excellent outcomes over the years. Understanding the complete customer experience from expectations and what can we do to provide a better experience in venues has helped us retain events and return customers to our venues. Stepping into the patron’s shoes from time to time has been a real useful learning that we now ask our team to do either at our events or attending other events to utilise these experiences to improve our offering and increase our understanding and knowledge as to what the customer needs. One of the biggest takeaways I have had since attending VMS is the ability to build strong and capable teams and empower staff to make decisions and encourage and support them to create amazing experiences.
VMA: As a speaker at the recent VMA Congress, how valuable do you find the inclusion of council-related topics in our program?
Simon: This was an exciting opportunity and one that I think was missing from the program. I’m very grateful that Councils have now been included and I really hope to see these sessions expanded in the future. Councils work in a different governance scheme under Local Government Acts or similar protocols of governance (varies state by state) and at times, this presents many challenges and often longer processes to navigate including decision making processes, briefings, delegations, and the way venues are managed. Funding models such as community access versus commercial hirers also heavily influence fees and charges that can be applied. The ability to gather as a group of industry professionals at the Congress was extremely valuable and since the inclusion, there have been many Local and State Government connections made and I would hope to think we have assisted each other with working through our challenges and providing advice where possible. This Congress is a great network opportunity to link in with other Local Government representatives and gain further insight as to decision making in the best interests of the communities we serve.
VMA: Why do you think it is important for other council venues to join the VMA and engage with our educational programs?
Simon: Providing staff with the skills, experience and learnings made available through the education offerings and the wide networks that the VMA / VMS offers is crucial to making the best decisions for our communities. The experience and opportunity to discuss venue management aspects, undertake further knowledge and due diligence from those in the industry and ask questions or pose challenges relating to particular topics is invaluable. The people involved are always happy to help with the offer of a solution or provision of contacts to assist. There is so much industry experience on hand to listen to and learn from such experienced venue operators. It is well worth the Membership.
VMA: What advice would you give to council venue managers considering participation in the VMA programs?
Simon: Don’t hold back. You will regret it! Start the journey now and get connected with the sharpest minds in the industry. I have not met anyone that is not prepared to provide advice, solutions or just talk through scenarios of what could happen, what outcomes can be achieved or how to solve any challenges being faced. The VMA programs provide so many opportunities to learn, network and grow confidence in all aspects of venue management.
Simon’s experiences underscore that effective venue management thrives on collaboration, continuous learning, and sharing best practices. For anyone working in smaller venues, joining the VMA presents an incredible opportunity to tap into a wealth of knowledge and a supportive network of like-minded professionals. Through the VMA’s educational programs, venue managers gain access to invaluable insights, mentorship, and the chance to connect with peers who understand the unique challenges faced in the industry.
Why not take the leap?
Embrace the opportunity to learn from industry leaders, share your experiences, and confront the challenges of managing your venue with newfound confidence. Simon’s story exemplifies the impact of collaboration and shared knowledge—join the VMA today and gain a supportive community to assist on your own journey of professional growth and delivering excellence!
Click here to join now, or to get in touch with our Membership Manager Amanda Jamieson, who will be more than happy to discuss whether VMA Membership is right for you and your venue.