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  • Since late 2009, as principal of Dean Hassall Consulting Pty Ltd, Dean has been delivering implementable managerial and operational solutions to Australian and Asia Pacific senior public and private sector personnel. 

    Clients include venue owners, managers/operators, hirers and service providers, as well as business owners outside of 'venues/facilities' as far afield as dentistry and property development. 

    Dean has provided practical advice based on business management expertise honed within the venues profession, with the aim of helping businesses achieve their commercial objectives. 

    Over the last six years, Dean Hassall Consulting Pty Ltd has accomplished a sizeable volume of work for (and with) an impressive list of high profile clients. (For full details
    of projects see 'clients'.


  • Dean Hassall earned Certified Venue Executive (certification) in 2018. CVE is the elite credential of the International Association of Venue Managers (IAVM) and designates the recipient as an expert in the profession of venue management, in all areas, and dedicated to the advancement of the venue industry as a whole.

(Picture: Dean delivers his acceptance speech for the CVE, during
the 2018 Asia Pacific Venue Industry Congress in Auckland,
New Zealand)





  • In 2014 Dean Hassall travelled to Wheeling, West Virginia, USA to attend the International Association of Venue Managers (IAVM) Venue Management School Graduate Institute.

This training program for venue professionals is considered one of the IAVM's benchmark programs in venue management. The Graduate Institute is advanced education for venue professionals covering management theory, professional ethics, leadership, human resource management, problem solving, and decision making. The goal: to expand an individual’s management techniques, and leadership skills.


Dean was honoured to represent the Venue Management Association (Asia and Pacific) - Venue Management School Committee at the Graduate Institute in 2014.




  • In 2013 Dean Hassall achieved the Accredited Venue Manager (AVM) program through the Venue Management Association (Asia and Pacific) Limited, recognising Dean's
    extensive venue management experience, contribution and qualifications.

This Certificate of Accreditation demonstrates Dean's professional achievement and accomplishment in the management of public venues.



  • Dean is a former Vice Chairman of Brisbane Racing Club (2012 - 2015).

The "BRC" is Queensland’s leading thoroughbred race club. As the operators of major public facilities - Eagle Farm and Doomben Racecourses, two international-class polo fields, and the licensed Gallopers Sports Club, Dean's core skills of facility development and venue management were highly regarded by the Brisbane Racing Club as it progressed a $1.2 billion Master Plan.


(Picture: 2012 AAMI Stradbroke Day, June 9th - as a Brisbane Racing Club Director,
Dean Hassall presents to the winning syndicate, trainer and jockey for Race 6,
Channel 7 Queensland Derby



  • In May 2011 Dean Hassall was announced 2011 VMA Allied Venue Professional of the Year. 

This prestigious award recognises Dean’s commitment to the Australian and Asia Pacific venue industry, and the outstanding extent to which Dean’s work in the venue industry and relationships with specific venues has improved businesses and services.

(Picture: Dean Hassall [left] receives the VMA Allied Venue Professional of the Year award from VMA President, Brian Morris CFE during the 2011 VMA Asia Pacific Congress held in the Hunter Valley, New South Wales.)


  • Delivered a national sporting franchise (North Queensland Fury Football Club - Hyundai A-League) for competition within an eight month lead time, achieving a number of targets relating to community engagement, sponsorship, membership and sales.

  • Oversaw delivery of more than 120 major sporting and concert events at one of the nation's finest high profile venues, Suncorp Stadium, Brisbane, Queensland.

  • Evaluation Committee member, lead negotiations and project team member for the Tennyson Riverside Development project incorporating the $60M State Tennis Centre, Brisbane.

  • Key role as government representative on a steering committee to develop successful bid and model to relocate the Australian Cricket Centre of Excellence to Queensland.

  • Sport and Recreation Queensland (State Government) representative on whole-of-Government working party to analyse major event bids for the State, including World Athletics Championships and Townsville V8 Supercar Festival.

  • Business case analysis and successful proposal for the development of elite recovery and rehabilitation facilities ($10M) for the Queensland Academy of Sport.

  • Review of Sport and Recreation Queensland's Outdoor Recreation Centres and the presentation of a new business strategy, which has implemented major improvements in risk management, asset management, master planning and operational policy.

  • Oversaw the venue management and operational requirements of the 2001 Goodwill Games Brisbane, which was a major ten day event involving 14 sports across 8 venues and an international broadcast.

  • Successful business case and event bid for the first major tennis event in Australia (Davis Cup) to be held outside a major tennis facility:  1999 Davis Cup Semi-Final, ANZ Stadium, Brisbane.


Dean Hassall is arguably one of Australia's most experienced venue and event managers. As Principal Consultant for Dean HassallConsulting Pty Ltd, he provides advisory services in the areas of event and venue management, facility development, sports administration and business analysis.

Dean has previously held a number of senior management positions in the sport, major venue and event industry in Queensland, including:

  • Chief Executive Officer, North Queensland Fury Football Club
  • Assistant General Manager, Suncorp Stadium, AEG Ogden
  • Manager - Business Development, Sport and Recreation Queensland
  • Manager - Venues & Operations, 2001 Goodwill Games Brisbane
  • Venue Manager, ANZ Stadium, (now Queensland Sports & Athletics Centre), Nathan, Brisbane
  • Venue Manager, The Sleeman Sports Complex, Chandler, Brisbane

Numerous Board and Committee representations have been fulfilled by Dean, including acting as the Queensland Government's representative on the Board of the Major Sports Facility Authority (now Stadiums Queensland) and a Board Director of Queensland Athletics Association. 

In 2010, Dean Hassall was elected to the Venue Management Association Council and he continued to serve on this Board until 2017. This peak industry association provides management practitioners of public venues in Australia, New Zealand and the Asia Pacific region with an association dedicated to professional development, education and to the growth and success of the venue management industry.

The VMA Council creates Committees to enable all Directors to play an active role in overseeing and governance of the Association. Dean was a member of the Professional Development Committee. 

Dean is a long-serving member of the VMA's Venue Management School Committee ("retiring" from this position in late 2015).  Dean is a graduate of this school and in 1998 was awarded the Ogden IFC Scholarship.

In May 2011, Dean was announced 2011 VMA Allied Venue Professional of the Year.  This prestigious award recognises Dean’s commitment to the Australian and Asia Pacific venue industry, and the outstanding extent to which Dean’s work in the venue industry and relationships with specific venues has improved businesses and services.

For more than a decade, Dean has been a lecturer at the Venue Management Association's Venue Management School and currently teaches subjects on "Workingwith Boardsand Government" as well as "Project Management and Tendering".  He has also lectured internationally on behalf of the Venue Management School Committeeas guest instructor at the Public Assembly Facility Management School in Oglebay, West Virginia, USA on the subject of crowd management.

Educational qualifications include a Bachelor of Human Movement Studies from the University of Queensland and a Graduate Certificate in Management from Queensland University of Technology.