Mission Statement
Be the hub that connects and advances venue industry participants to best serve their community.
The VMA Board
The VMA is governed by a Board of ten Active Members and two Allied Non-Executive Members who are elected by our VMA Members.
Board Directors serve for a three-year term and may nominate for re-election if they wish.
Each year, the VMA Board elects from within its own ranks the statutory positions of VMA Chairman (President); Chairman Finance, Audit & Risk Committee (Treasurer); Chairman Membership Committee (Secretary); Chairman Professional Development Committee (VMS representative); and Chairman Congress Committee.
These statutory positions form the Executive Committee, with all other Directors serving on one or more of those committees as allocated.
Current VMA Board
Phil King AVM - VMA President
Malu Barrios - Member, Congress Comittee
Malu Barrios has spent over 20 years at Director level in the events industry; developing and implementing venue management strategies across a variety of major convention centres and event venues throughout Australia.
She is a seasoned ASM Global executive, having successfully launched three of the global venue management group’s facilities prior to undertaking her current role of Director of Event Services at ICC Sydney.
Malu previously held the position of Events Director of the Brisbane Convention and Exhibition Centre, General Manager of the Darwin Convention Centre, and General Manager of Sydney Exhibition Centre @ Glebe Island, where she ensured the seamless transition of events from the interim facility to ICC Sydney. Malu was also associated with the Royal Agricultural Society of NSW as General Manager of the Sydney Showground where she contributed to great cultural and corporate change within the organisation.
Malu was an instrumental member of the ICC Sydney opening team and has since overseen the delivery thousands of world class events since it’s opening in December 2016.
In her role as Director of Event Service, Malu oversees the teams involved in ICC Sydney’s event planning, event operations, customer service and live events. Her team is often considered to be the engine room of ICC Sydney, working hand in hand with clients to bring their extraordinary event visions to life.
Under her guidance, ICC Sydney’s operations have gone from strength to strength and have been recognised with numerous industry accolades. This includes the Exhibitions and Events Association of Australasia (EEAA) Best Venue Team in 2018 and 2019 and being awarded the Best Event Venue – Capacity over 1500 from the prestigious Meetings and Events Australia (MEA) 2019 National Awards, amongst others.
She has a global reputation for being a first-class leader and is well recognised for her expertise and advocacy of business events and venue management. Malu was recognised as the inaugural Unsung Hero of the event and exhibition industry by the EEAA in 2017 for her significant contribution over many years.
Brett Caldwell AVM - Member, Finance, Audit & Risk Committee
Brett currently serves as the Head of IT Infrastructure at Arts Centre Melbourne.
He is a long-standing VMA Member and has had the unique opportunity to combine his passion for our industry alongside a 20-year career in the technology sector.
With a background in ticketing technology, including roles with Ticketek, Moshtix, and Ticketmaster, Brett has significant experience working with venues and major sports and music events throughout Australia.
In 2017, Brett transitioned to the nonprofit sector, joining Cohealth, a leading community health organisation in Victoria. Heading up the technology department, he oversaw the implementation of corporate and service delivery solutions across multiple facilities in Melbourne’s western suburbs.
Since 2019, Brett has been instrumental in leading IT infrastructure operations at Arts Centre Melbourne, leveraging his corporate IT expertise and event technology background to support the organisation’s mission in a values-driven environment.
Heather Clarke AVM - Chair, Membership & Marketing Committee
Heather is currently the Head of Event Operations & Planning at the Sydney Opera House and has over 30 years’ experience in event management across the arts and culture industries. Her extensive expertise includes experience in operational strategy development and implementation, budgeting and leadership management. She has a wealth of practical technical experience and has successfully managed tours into a wide variety of performing arts centres across a multitude of international venues.
At the Opera House they deliver over 2,000 performances and events annually. Heather is responsible for the stewardship and oversight of all event activity, including the planning and execution of events and the design & implementation of policies, systems & procedures. Heather’s work as an event professional started in Adelaide 30 years ago where she was a stage manager for the Adelaide Festival Centre and State Theatre Company SA and then moved into Production & Event Management.
This has seen her work extensively nationally and internationally with some of the country’s most well–known Choreographers and Directors. Before joining the Opera House,Heather worked on a range of events including APEC 2007, Sydney Olympics Opening & Closing Ceremony and City of Sydney Millennium New Year’s Celebrations. She has worked for many of Australia’s major arts companies including Opera Australia, Sydney Festival, Bell Shakespeare, Ausdance, PerformingLines, Meryl Tankard Australian Dance Theatre and Belvoir.
Anthony Duffy AVM - Chair, Constitutional Review Committee
Anthony Duffy is the owner and Managing Director of VIPeople, having contributed to the venue industry for over 30 years at some of Sydney’s iconic sports and entertainment facilities, prior to commencing VIPeople in 2001. Anthony brings a wealth of experience to the VMA Board; as a Member since the VMA’s inception, having previously served a 10–year term on the VMA Board and through his current role (21–years) as a member of the Venue Management School Committee.
In addition, Anthony was previously both the Venue Management School Chair and the Dean of the Leadership Institute, and represents the schools as a member of the VMA’s Professional Development Committee. Anthony’s recognition from within the industry include:
- 1997 graduated Venue Management School 2010 awarded the inaugural “Allied Venue Professional of the Year”
- 2010 represented the VMA as exchange Instructor
- 2013 completed the US Graduate Institute 2013 awarded “Accredited Venue Manager” status by the Venue Management Association
- 2015 one of only four Australians to be awarded the coveted IAVM’s “Chairman’s Citation”, recognising commitment to development of education in the industry, primarily through the establishment of the Australian Leadership Institute
- 2019 inducted as a “Fellow” of the Customer Service Institute of Australia
Helen Fairclough - Member, Finance, Audit & Risk Committee
Helen Fairclough is a highly experienced well-rounded C-Suite Executive and Non-Executive Director/Board Member. She is currently the Chief Operating Officer of Melbourne Convention and Exhibition Centre (MCEC), a role to which she was appointed in June 2021.
She originally returned to her hometown Melbourne, Australia from California, USA to join the award-winning MCEC in 2014 as their Director of People and Culture and then her role broadened to include responsibility for Business Improvement and Innovation. Ultimately culminating in her appointment to a role in the core business as Chief Operating Officer.
Prior to MCEC, Helen was the Manager, Global Human Resources Strategy and Talent Management for Chevron Corporation in San Ramon, California.
She has worked in France, the UK, US, and Australia and has thirty years of multi-national and global business experience, areas of expertise include Executive Leadership, Strategy, Venue Management, Cultural Change, Process Improvement, Innovation, Transformation, Program Delivery and Project Management, People and Culture including Employee Experience and Engagement.
Her experience includes environments in B2B and B2C, ranging from start-up to Fortune 3, in industries as diverse as retail, advertising, government/public sector, hospitality, tourism & events, insurance, law, IT/Technology management consulting, manufacturing and energy.
Helen’s first experience with the venue management industry came when she worked with Crown Melbourne for almost 4 years, as the Human Resource Manager, taking it from a Greenfield site to a fully operational venue.
Helen pursued a Masters of Entrepreneurship and Innovation from Swinburne University of Technology.
In addition to her appointment to the VMA Board, Helen is a Non-Executive Director of the Victorian Chamber of Commerce & Industry, Executive Council Member of the Victorian Chamber of Commerce & Industry, and Board Member of the Australian American Chamber of Commerce (San Francisco, USA).
Her interests include live music, events, traveling and interior design. Helen also pursued a Masters of Entrepreneurship and Innovation from Swinburne University of Technology.
Daryl Kerry - Member, Congress Comittee
Daryl Kerry, the Managing Director of VenuesLive Management Services, brings over 30 years of unparalleled expertise in venue management, events, hospitality, and catering. His illustrious career trajectory underscores his unwavering dedication and commitment to the industry, encompassing more than three decades of active involvement in all aspects of venue management.
Daryl has been instrumental in delivering market-leading turn-key operational solutions for a number of iconic venues, including Optus Stadium, Accor Stadium, CommBank Stadium, and Industree Group Stadium. His extensive experience and strategic vision have positioned these venues at the forefront of the industry.
Daryl’s tenure at Stadium Australia (now Accor Stadium), stretching over two decades, showcases a profound understanding of venue management, operational intricacies and event management. From spearheading the opening of Stadium Australia to orchestrating Olympic planning and operating the venue for the Sydney 2000 Olympics and Paralympics, Daryl’s contributions have been pivotal in shaping the success of this iconic venue. Daryl was also instrumental in transitioning Stadium Australia from private to public ownership which underscores his adeptness in navigating complex governance structures and driving strategic initiatives.
Daryl also played a key role in opening Optus Stadium and establishing a business model that has garnered national and international acclaim. Under his leadership, Optus Stadium has become one of the premier stadiums globally.
Currently, Daryl oversees all operations of VenuesLive and is committed to continuing to deliver unforgettable customer experiences and highly customised solutions for all clients in the venue, events and hospitality and catering industries.
Adam Lister - Member, Professional Development Committee
Stuart Lyon AVM - Chair, Congress Committee
Stuart is Director, Strategy and Partnerships at VenuesWest.
Stuart has been involved in the event and venue management industry for 18 years, working for various venue management organisations in both Perth and Auckland. Stuart has a broad range of experience in venue types from community sporting facilities, major stadium to performing arts and conference centres.
Stuart has either secured or delivered a broad range of event content from FIFA World Cup Qualifiers, stadium concerts, international sporting tests, major music festivals, international conferences to the performing arts theatrical seasons and festivals.
Having held both senior level operational and commercial roles during his career, Stuart’s brings a unique insight into the value chain for venue management organisations securing and delivering events.
Stuart has a strong background in venue and event operations with a key interest in patron safety, risk management and emergency response.
Steve Mackenzie CVE - Member, Membership & Marketing Committee
Steve has four decades of experience within the Hospitality and Events industry, 3 decades focused on the technology side of the business.
Steve is currently Chief Innovation Officer at Momentus Technologies, the world’s leading venue and event management provider. He has also held leadership roles in event tech companies such as EventBooking, Oracle (formerly Micros-Fidelio), and Stova (formerly Aventri).
In 2023, Steve was awarded the Allied Professional of the Year Award at the Venue Management Association Asia Pacific (VMA) conference in Australia, and that same year was also recognized by Eventex as one of the Top 50 Most Influential People in Event Technology.
In 2022, Steve was awarded the Outstanding Contribution Award at the Event Tech Live Awards, and inducted to their Hall of Fame. He was also given the IAVM Chair’s Citation that year for his contribution to the Association.
He is a Certified Venue Executive, achieving this accreditation through the International Association of Venue Managers (IAVM) in 2022. Steve is the first member who has never actually worked in a venue to achieve this accreditation in the 30+ years it has been available.
Steve is very involved in giving back to the industry and is currently an Instructor at both the IAVM and VMA annual venue management schools they conduct; a lecturer at the Association for Global Convention Centers (AIPC) Academy; and a lecturer at the Convention Centres of Canada (CCoC) Academy. He is also a current Board member for the VMA and a member of multiple committees with IAVM.
Steve was accredited as an Adjunct Professor with Florida International University in 2022 and delivered a full 15-week curriculum on Event Technology Management. He also sits on the Customer Experience Advisory Board for Lindenwood University.
Over the past 20+ years, Steve has spoken in over 25 countries on topics related to the industry, with a focus on technology.
Paul Sergeant OBE - Member, Membership & Marketing Committee
To date Paul has enjoyed a 43 year career in the venue industry. Beginning at the UK’s largest theme park Alton Towers in 1981, Paul has been involved in the delivery of over 5,500 major events that have included concerts, sports events, conventions, exhibitions and festivals.
From Stadium and Commercial Director at Wembley Stadium & Arena, where he spent fourteen years, Paul became the CEO of Principality Stadium, Cardiff in 2003. In 2007, Paul joined AEG Ogden as the GM of Suncorp Stadium, Brisbane and moved on to become CEO of professional rugby union team Scarlets in Llanelli, South Wales. In 2010 Paul re-joined AEG Ogden as GM of Sydney’s Qudos Bank Arena, before becoming CEO at Marvel Stadium, Melbourne. After three and a half successful years at Etihad he embarked on a new journey when founding Paul Sergeant Events (PSE). In March of 2019 Paul re-joined the AEG Ogden family, now ASM Global, where he is currently Executive Vice President, Asia & MENA.
Paul is a Director of the Asia Pacific Venue Management Association, former Congress Committee Chairman, and an instructor at the APAC Venue Management School. Paul was awarded an OBE by Her Majesty, Queen Elizabeth II for Services to Business in 2006 and is mentor to several young and aspiring venue professionals seeking to develop their career in the venue management industry.
Meg Walker - Chair, Professional Development Committee
Meg was the General Manager – Rod Laver Arena (RLA) for Melbourne & Olympic Parks Trust (M&OPT) until February 2022 demonstrating end to end responsibility for the business and operational performance of the Arena. In addition to building strong relationships with key stakeholders, Meg’s main responsibilities included strategic negotiation, successful execution and financial management focusing on commercial outcomes, customer satisfaction & safety, planning and delivery of successful entertainment and sporting events and leading & coaching the RLA team.
Prior to that, Meg was the General Manager – Touring, responsible for booking, managing and contracting, events at RLA, AAMI Park, John Cain Arena and Margaret Court Arena, and overseeing all non-operational aspects of the hirings. She has had contractual involvement in international events such as the The Australian Open, FINA World Cup (Swimming), the 2006 Commonwealth Games and the start-up of Melbourne Victory at Olympic Park.
Meg is a current Board Member of the Venue Management Association (VMA) and sits on the VMA’s Professional Development Committee. In addition, Meg is a past member and Chair of the VMA’s Venue Management School (VMS) Committee, which she served on for 7 years. She has instructed at VMS since 2007 in Booking & Scheduling, Customer Service, Retailing & Merchandise and Negotiation. Meg also instructed on Negotiation at the VMS Leadership Institute for 5 years. She is very passionate about the development of the future leaders of the venue management industry.
Meg was a graduate of the VMS in 2004 and in 2011 completed the Graduate Institute program at the Venue Management School in Oglebay in Pittsburgh, USA. In June 2016, she was the guest international lecturer in Oglebay, instructing on Booking and Scheduling.