Part of the Monumental Premier program, this strategic partnership with Élan Arc introduces an emotionally intelligent hospitality model, redefining premium experience and engagement in live entertainment
Washington, D.C. (October 28, 2025) – Monumental Sports & Entertainment (MSE) has unveiled its most visionary leap yet in elevating the fan experience at its next generation arena: a multi-year premium transformation strategy designed to reimagine hospitality in live sports and entertainment. The initiative introduces a human-centered, emotionally intelligent, and operationally elegant service model—setting a new benchmark for premium engagement across the industry.
As the first visible expression of this transformation, MSE will debut a new Premium Concierge program at Capital One Arena, featuring a curated team of hospitality professionals trained in five-star service and empowered to deliver seamless, high-touch support. Part of the new Monumental Premier program – a premier benefits package designed to enhance the premium experience both inside and outside Capital One Arena, the concierge program launched last week within the arena’s most exclusive spaces—the United Globe Club & Lounge and the Lexus Vaults— with the concierge team serving as guides, storytellers, and experience architects, embodying the values of the broader strategy.
Key features of the initiative include:
Strategic Philosophy: A premium experience model designed with emotional resonance, operational elegance, and cultural fluency that is built to deliver long-term impact across all premium venues and guest touchpoints.
Premium Concierge as Catalyst: A first-of-its-kind concierge team trained in luxury hospitality and empowered to act with empathy, agility, and brand fluency—serving as storytellers and experience architects.
Built for Now, Designed for What’s Next: While launching in Capital One Arena’s new event level spaces, the program is designed to evolve alongside the arena’s transformation and MSE’s broader service vision, positioning top-level hospitality as a central pillar of the guest experience.
“When people think of high-level hospitality, they think of luxury resorts, five-star restaurants, and world-class service,” said Jim Van Stone, President of Business Operations and Chief Commercial Officer at MSE. “Now, we want our new arena to lead that conversation and to set the bar for what hospitality can look like in the sports and entertainment world. It’s how we show who we are—this concept of creating experiences that feel personal, purposeful, and unmistakably Monumental. This initiative goes beyond aesthetics, it’s about creating hospitality that resonates emotionally, reflects global awareness, and reinforces our commitment to innovation and excellence.”
Starting this month, fans will begin to see concierge team members throughout the premium spaces—easily recognized by their sleek, Lady & Butler-designed uniforms—delivering seamless, personalized service, and creating standout moments that reflect the evolving expectations of today’s most discerning guests.
To operationalize this vision, MSE has appointed Tina Lavelle as Senior Director of Premium Experience and Engagement. Lavelle brings deep expertise for curating exceptional guest experiences, honed through years of leadership in elevated dining and luxury hospitality. During her tenure with the José Andrés Group, she led national training and project management that set new benchmarks for service excellence and brand integrity.
“Operational excellence starts with people,” said Lavelle. “We’re building a culture of precision and care—where every process supports the guest, and every gesture reflects who we are. It’s about embedding service standards and cultural fluency across every team member and touchpoint.”
Jackie Keller, a longtime leader in global hospitality strategy and a key partner within MSE’s Creative Council, is spearheading the premium experience vision across all venues through a strategic partnership with her newly founded Élan Arc Hospitality Group. Most recently, she led the hospitality practice at Wasserman, where she shaped premium environments and high-touch experiences for Fortune 50 and 100 brands, global executives, and cultural tastemakers across platforms like Formula 1, the Olympics, the Masters, and other world-class events.
“This isn’t just about elevating service,” added Keller. “It’s about designing a hospitality culture that listens, connects, and leaves a legacy. When strategy is rooted in empathy, every detail becomes a moment of meaning.”
Today’s announcement comes as phase one of the Capital One Arena transformation nears completion. MSE is taking a 360-degree approach to reimagining the fan experience, with a focus on cutting-edge technology, immersive design, and community impact—creating a high-tech, high-touch venue built to inspire millions of annual visitors for the next 25 years.
For more information on MSE’s concierge services and premium offerings at Capital One Arena, guests are invited to submit their contact information HERE.
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About Monumental Sports & Entertainment
Monumental Sports & Entertainment is one of the nation’s leading integrated sports and entertainment companies and is ranked as one of the most valuable globally. Our people, players, teams, and events bring excitement and joy to millions. We invest and innovate to consistently raise the game so we can deliver extraordinary experiences that will inspire and unite our community, our fans, and our people. To learn more, please visit monumentalsports.com.
About Élan Arc
Élan Arc is a hospitality strategy studio founded by Jackie Keller to elevate services as both an art form and a business growth engine. With deep experience across global sports, entertainment, lifestyle, and cultural platforms, Keller has designed emotionally intelligent, operationally precise guest experiences from Fortune 50 and 100 brands and world-class events. Élan Arc partners with visionary organizations to build service cultures that connect deeply, perform consistently, and evolve meaningfully—shaping the future of hospitality across industries. To learn more, please visit elanarc.com.
