Tammy Sweeney

Tammy Sweeney is not just a CEO—she is a cultural architect, a visionary leader, and a passionate advocate for the power of human connection through live experiences. As the CEO of TCU Place, Saskatoon’s premier arts and convention center, Tammy has become one of the most influential figures in Canada’s live events and venue management industry. Her leadership has been defined by courageous transformation, deep community commitment, and a relentless pursuit to ensure that every event hosted under her stewardship serves as a platform for connection, creativity, and collective growth. Through a blend of strategic foresight and personal warmth, Tammy is reshaping what it means to lead a civic institution in the modern age.

From COO to CEO: A Transformational Journey
Tammy Sweeney’s ascent to the top position at TCU Place began in July 2020, when she was appointed as Chief Operating Officer. Only a few months into the role, in the heart of the global pandemic, she was thrust into the epicenter of one of the hardest-hit industries—live events and large public gatherings. Amidst unprecedented disruption, she demonstrated a steady hand, leading with calm precision and human-first values. In February 2021, she was appointed CEO—a move that signaled confidence in her ability to not only stabilize the organization but also to reimagine its role in the post-pandemic world. Tammy took the helm with a bold, clear-eyed vision: to restore TCU Place to its rightful status as Saskatoon’s cultural heartbeat and to expand its impact on civic life, regional economy, and social cohesion.

Reinventing Through Crisis: Pandemic-Era Innovation
The COVID-19 pandemic could have been an era of retreat for TCU Place, but under Tammy’s leadership, it became a catalyst for reinvention. She launched adaptive measures such as socially distanced concerts, virtual events, and livestream performances that kept community engagement alive despite health restrictions. Understanding the psychological and cultural value of live connection, Tammy emphasized the importance of maintaining public access to art, performance, and conversation, even in limited formats. She also secured GBAC STAR accreditation for the facility, ensuring the highest bio-risk sanitation standards—a move that restored public confidence in the venue's safety. These decisive actions not only safeguarded the future of TCU Place but also positioned it as a national leader in safe and responsible venue management.

Building a People-Centered Leadership Culture
At the core of Tammy’s approach is a profound belief in the power of people. She has crafted a workplace culture at TCU Place that is defined by empathy, flexibility, and empowerment. From adopting flexible work schedules to implementing cross-training and role adaptability, she has championed practices that support the personal and professional growth of her team. Her leadership style is rooted in trust and mutual respect, resulting in remarkable outcomes: over 80% employee retention and more than 90% team satisfaction, even during one of the most turbulent periods in live event history. Tammy’s ability to nurture a culture of inclusion and encouragement has become one of her most powerful tools for organizational transformation.

Amplifying Community Voice: Tomorrow’s Voices Choir
Tammy Sweeney’s commitment to community impact is perhaps best embodied in her creation of Tomorrow’s Voices, Saskatoon’s first barrier-free, no-audition children’s choir. Launched in April 2021, this groundbreaking initiative reflects her dedication to making arts participation inclusive and accessible to all, regardless of background or ability. More than a performance group, Tomorrow’s Voices is a social innovation project that empowers youth, fosters belonging, and introduces young people to the joy of collective expression. Through this initiative, Tammy is actively shaping the cultural landscape of Saskatoon and ensuring that the next generation experiences the transformative magic of live performance.

Certified Venue Executive: A Rare Achievement
Tammy’s expertise and professional stature were nationally recognized in 2024 when she received the Certified Venue Executive (CVE) designation from the International Association of Venue Managers (IAVM)—one of only sixteen professionals in Canada to achieve this honor. The CVE is a prestigious and rigorous credential awarded to leaders who demonstrate outstanding leadership, operational excellence, and a commitment to advancing the venue management profession. Tammy’s CVE designation validates not only her leadership within TCU Place but her growing voice on the national and international stage of venue operations.

Strategic Stewardship and Fiscal Responsibility
Leadership is not just about vision—it is also about discipline. Under Tammy’s guidance, TCU Place has navigated significant financial challenges with remarkable clarity and foresight. In 2022, the venue reported an operational deficit of CAD 888,000, a figure that was not an accident but a calculated, deliberate choice in order to retain talent, invest in infrastructure, and maintain public service during uncertain times. Tammy chose to draw from healthy reserves rather than resort to layoffs, betting on long-term continuity over short-term gains. That bet paid off. By 2023, TCU Place was not only back to pre-pandemic activity levels but well on its way to growth, hosting a record number of conferences, concerts, and public events.

Driving the Entertainment District Vision
Perhaps Tammy Sweeney’s most ambitious undertaking as CEO is her stewardship of the proposed Downtown Entertainment District—an urban revitalization initiative that includes the redevelopment of TCU Place, a new arena, enhanced public spaces, and integrated transit infrastructure. She has been instrumental in advancing this once-in-a-generation vision, securing civic and provincial partnerships, and advocating for an inclusive, economically vibrant downtown core. The project is expected to redefine Saskatoon’s position on the national stage and create ripple effects for business, tourism, and public life. Tammy’s role in this endeavor is not only strategic but also deeply personal—she sees the district as a living testament to the city’s resilience and creativity.

National Influence: Chair of Convention Centres of Canada
In 2025, Tammy was named Chair of the Convention Centres of Canada, a national consortium of venues dedicated to excellence in event experience and economic development. Her appointment to this role is a testament to her growing influence in shaping Canada’s future of meetings and events. As Chair, she is spearheading national advocacy efforts, driving standardization of best practices, and fostering collaboration across provinces. Tammy’s influence now extends beyond Saskatoon—she is shaping the policies and practices that define the entire Canadian convention landscape.

Personal Passion, Public Purpose
Tammy Sweeney brings authenticity and passion to every role she assumes—whether she’s leading a board meeting, speaking on a national stage, or walking her dog through downtown Saskatoon. She is an active member of the local arts community, performing with the Fireside Singers and attending local festivals and events. Her visibility is not for show—it reflects her belief that leadership is an everyday act, visible in both large decisions and small, human gestures. She begins each morning with a quiet walk across the stage of the Sid Buckwold Theatre, reflecting on the voices and performances that have echoed there before—and on the new stories she is helping bring to life.

Looking Ahead: Vision for 2025 and Beyond
As she looks to the future, Tammy’s strategic focus remains on amplifying community engagement, expanding venue accessibility, and securing funding for the Entertainment District. She is also spearheading digital transformation efforts at TCU Place, integrating smart technologies for ticketing, crowd flow, and event analytics. Tammy is passionate about aligning the venue’s future with the evolving expectations of a new generation of attendees—one that values sustainability, inclusivity, and innovation. Whether through hybrid events, educational programs, or new public-private partnerships, she is ensuring that TCU Place remains as dynamic as the city it serves.

A Legacy of Impact
Tammy Sweeney’s story is not just about overseeing a venue—it’s about nurturing a movement. Her tenure at TCU Place is marked by more than numbers or milestones; it is defined by moments of reconnection, inspiration, and transformation. She has turned adversity into innovation, led with courage and compassion, and built a team that reflects the best of what Saskatoon can be. In the world of arts, events, and public leadership, Tammy stands as a reminder that when we bring people together with purpose and vision, we do more than host events—we change lives.