the AFL Store Group

Amber Lea brings extensive experience across the hospitality, retail and fitness industries. As the venue event & operations manager at The AFL Store Group, she specializes in delivering seamless event experiences, operational excellence and customer engagement. With a strong background in event and account management, she is known for her attention to detail and hands-on leadership.

A Practical Approach to Creating on-Brand Experiences

The experiences that have most shaped my approach to event and venue management are those that challenged me the most. Practical, hands-on learning, especially when things go wrong, has been invaluable. While formal training provides a foundation, true competence comes from doing the work: troubleshooting under pressure, communicating clearly with staff and stakeholders and maintaining oversight of all operational elements. Strong problem-solving, composure and broad operational knowledge are the hallmarks of effective venue leadership.

In recent years, I have transitioned into large-scale sporting and music events, which bring distinct operational and commercial challenges. These events require balancing the differing measures of success held by promoters, sponsors and patrons.

My priorities are to create memorable, on-brand experiences while ensuring events remain financially viable, managing tight labour and production margins without compromising quality or safety.

The Right People and Planning for Successful Venue Leadership

The event management industry in 2026 is shaped by economic pressures and rapid technological change, and patrons now curate their social calendars with greater selectivity. Venues must deliver authentic, consistent experiences that reflect their brand story, rather than generic, repeatable programming. This shift rewards operators who invest in distinct concepts, transparent values and flawless execution.

“Exceptional guest experiences are often defined not by the absence of problems, but by how swiftly and professionally issues are resolved.”

Successful delivery rests on two fundamentals—placing the right people in the right roles, and meticulous organisation. Invest in training, empower teams with autonomy and clear responsibilities, and ensure everyone understands customer service expectations. No plan is immune to disruption. The goal is to anticipate risks, prioritise effectively and let a competent team manage the details so that leadership can focus on the big picture.

Exceptional guest experiences are often defined not by the absence of problems, but by how swiftly and professionally issues are resolved.

Building a Fulfilling Career in Event and Venue Management

For those pursuing a career in event and venue management, remember to learn broadly, cultivate relationships and be willing to get hands-on.

Reliability and a reputation for competence travel fast in this industry. The best managers understand every role in their operation, prioritise staff and supplier engagement, and place safety and wellbeing at the centre of decision-making.” These are the foundations for long-term success.