As the sports events and tourism industry continues to evolve at a rapid pace, organizations are being challenged to rethink how events are structured, delivered, and experienced. During this exclusive General Session Lunch, John Norris of the PGA TOUR will provide an inside look at how one of the world’s leading sports organizations is navigating transformation and building a more unified, future-focused events strategy.

Following the consolidation of key event divisions into a centralized PGA TOUR Events structure, Norris will share lessons learned around operational efficiency, stakeholder alignment, fan engagement, and long-term organizational growth. Drawing from more than two decades with the PGA TOUR and leadership experience across hospitality, operations, and business development, he will offer practical insights CEOs and senior executives can apply within their own organizations and events.

This timely conversation will explore what it takes to lead through change, elevate the event experience, and position organizations for sustained success in an increasingly competitive and dynamic landscape.

The session will also feature the unveiling of the 2026 Executive of the Year Award, presented by Team Travel Source, recognizing an industry leader whose vision, impact, and leadership continue to shape the future of sports events and tourism.

Lunch will be provided.

MEET THE SPEAKER
JOHN NORRIS
Executive Vice President
PGA TOUR Events

John has been with the PGA Tour for 20 years. In his current role as Executive Vice President, PGA TOUR Events, John oversees all PGA TOUR events, both Operated and Non-Operated. The PGA TOUR Events team serves as the primary liaison between the TOUR and its interests, and the host organization that operates each tournament as well as leads the Operated event team. These interests include but are not limited to strategic planning, long range financial planning, revenue generation, player and fan experience, charity, legal and finance, and overall operations.

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