As the Kansas City Chiefs prepare to make history by returning to the Super Bowl for a three-peat, Jacquelyn Carroll, director of events at Arrowhead, a division of the Kansas City Chiefs, took the stage to share her experience with attendees at Connect North, held Jan. 27-29 at the Marriott Downtown Kansas City. 

Tasked with transforming a football stadium into a dynamic event venue, Carroll and her team navigate the complexities of hosting more than 300 events each year, leveraging creativity to provide exceptional experiences.  

What kinds of events do Carroll and her team produce? How can Arrowhead Stadium be used for corporate events? Here are five key insights on how the Arrowhead Events team is redefining stadium experiences. 

Crafting Unique Experiences 

Carroll began by emphasizing the creativity involved in hosting diverse events at the stadium: "The beauty about us is the theme can be played into your event at the stadium, which helps just make it more special." The flexibility of using a sports venue allows her team to think outside the box, hosting everything from daily operations to massive holiday celebrations. 

Building a Culture of Collaboration and Detail 

With a team split between sales and service divisions, the focus is on communication and detailed planning. "We really dial into the communication and the finer details and lean on our team where we can," she said. This culture of collaboration ensures seamless execution, even amidst the challenges of operating a bustling stadium. 

Community Engagement and Innovative Events 

Carroll is passionate about community engagement and the potential for creative events. She explained how a successful holiday pop-up bar at the stadium became a hit: "Last year we had this idea, and we ran with it to create a holiday pop-up bar inside the stadium that was open on non-game days." This initiative not only provided a unique experience but also showed how stadium venues can become community hubs. 

Tackling Logistical Challenges 

Hosting events in a non-traditional venue comes with its share of hurdles, from weather to technological limitations. Yet, Carroll’s approach is one of adaptation and ingenuity: “We have a lot of great partners in and around Kansas City. We try to get as creative as possible with a lot of communication." By leveraging local partnerships and embracing adaptability, her team overcomes these challenges to deliver outstanding results. 

The Future of Stadium Events 

Looking forward, Carroll envisions stadiums as pivotal community spaces: "I think in five to 10 years, we're just going to continue to see that grow with the more events that we bring inside the stadium, as well as parking lot events." This future-focused perspective positions stadiums not just as sports venues but as integral parts of the community fabric. 

Main image: GEHA Field at Arrowhead Stadium following the AFC Championship Game against the Buffalo Bills on Sunday, Jan. 26. Photo: Jacob Funk