Sir Will Haggins IV is a seasoned event producer and operations leader with over a decade of experience orchestrating large-scale events, global hospitality programs, and immersive brand activations that captivate audiences and elevate brands. As the Founder and Chief of Events & Talent Strategy at Sir4ourth Enterprises, Sir Will has consistently delivered high-impact experiences for audiences ranging from hundreds to more than half a million attendees, managing event budgets of up to $7 million with a focus on flawless execution, operational precision, and unforgettable guest engagement. His portfolio includes producing sophisticated activations for iconic brands such as Jack Daniel’s, where he crafted immersive experiences that seamlessly blended product storytelling with audience interaction. Sir Will has also played key leadership roles in major sporting events, including Super Bowl, overseeing logistics, talent coordination, media lounges, gifting suites, and VIP hospitality operations for high profile stakeholders. In 2026, Sir Will expands his global event leadership footprint as an Venue Operations Manager for On Location at AT&T Stadium in Dallas, supporting the delivery of the FIFA World Cup 26™. In this role, he helps lead hospitality operations at the host city with the highest number of matches (9) across the tournament’s 16 host venues spanning the United States, Canada, and Mexico, collaborating across logistics, catering, infrastructure, VIP/VVIP, IT, and guest experience teams to meet FIFA’s world-class service standards. Sir Will’s dynamic skill set spans strategic planning, creative direction, venue and logistics management, and cross-functional stakeholder leadership. His ability to translate creative vision into disciplined operational execution has earned industry recognition, including Michigan’s Greenest Outdoor Festival Award, reflecting his commitment to sustainable and impactful event production.

William Haggins IV

Sir Will Haggins IV is a seasoned event producer and operations leader with over a decade of experience orchestrating large-scale events, global hospitality programs, and immersive brand activations that captivate audiences and elevate brands. As the Founder and Chief of Events & Talent Strategy at Sir4ourth Enterprises, Sir Will has consistently delivered high-impact experiences for audiences ranging from hundreds to more than half a million attendees, managing event budgets of up to $7 million with a focus on flawless execution, operational precision, and unforgettable guest engagement. His portfolio includes producing sophisticated activations for iconic brands such as Jack Daniel’s, where he crafted immersive experiences that seamlessly blended product storytelling with audience interaction. Sir Will has also played key leadership roles in major sporting events, including Super Bowl, overseeing logistics, talent coordination, media lounges, gifting suites, and VIP hospitality operations for high profile stakeholders. In 2026, Sir Will expands his global event leadership footprint as an Venue Operations Manager for On Location at AT&T Stadium in Dallas, supporting the delivery of the FIFA World Cup 26™. In this role, he helps lead hospitality operations at the host city with the highest number of matches (9) across the tournament’s 16 host venues spanning the United States, Canada, and Mexico, collaborating across logistics, catering, infrastructure, VIP/VVIP, IT, and guest experience teams to meet FIFA’s world-class service standards. Sir Will’s dynamic skill set spans strategic planning, creative direction, venue and logistics management, and cross-functional stakeholder leadership. His ability to translate creative vision into disciplined operational execution has earned industry recognition, including Michigan’s Greenest Outdoor Festival Award, reflecting his commitment to sustainable and impactful event production.

Available to hire

Sir Will Haggins IV is a seasoned event producer and operations leader with over a decade of experience orchestrating large-scale events, global hospitality programs, and immersive brand activations that captivate audiences and elevate brands. As the
Founder and Chief of Events & Talent Strategy at Sir4ourth Enterprises, Sir Will has consistently delivered high-impact experiences for audiences ranging from hundreds to more than half a million attendees, managing event budgets of up to $7 million with
a focus on flawless execution, operational precision, and unforgettable guest engagement.
His portfolio includes producing sophisticated activations for iconic brands such as Jack Daniel’s, where he crafted immersive experiences that seamlessly blended product storytelling with audience interaction. Sir Will has also played key leadership roles in major sporting events, including Super Bowl, overseeing logistics, talent coordination, media lounges, gifting suites, and VIP hospitality operations for high profile stakeholders.
In 2026, Sir Will expands his global event leadership footprint as an Venue Operations Manager for On Location at AT&T Stadium in Dallas, supporting the delivery of the FIFA World Cup 26™. In this role, he helps lead hospitality operations at the host city with the highest number of matches (9) across the tournament’s 16 host venues spanning the United States, Canada, and Mexico, collaborating across logistics, catering, infrastructure, VIP/VVIP, IT, and guest experience teams to meet FIFA’s world-class service standards.
Sir Will’s dynamic skill set spans strategic planning, creative direction, venue and logistics management, and cross-functional stakeholder leadership. His ability to translate creative vision into disciplined operational execution has earned industry recognition, including Michigan’s Greenest Outdoor Festival Award, reflecting his
commitment to sustainable and impactful event production.

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Work Experience

Venue Ops Manager – FIFA World Cup 26™ at On Location Experiences
May 1, 2012 - Present
Lead the delivery of On Location’s official FIFA World Cup 26™ hospitality program at AT&T Stadium in Dallas. Spearhead cross-functional operations across Logistics, Catering, Infrastructure, VIP/VIP, IT, and Guest Experience to ensure seamless event execution for a multi-match venue. Develop and manage workforce strategy, including interviewing, hiring, and training programs, and own the staff DOT Plan and Production Schedule. Drive operational readiness, conduct venue walkthroughs, set up hospitality spaces, and ensure FIFA service standards across lounges, suites, and premium areas. Manage real-time event operations and serve as escalation point for guest experience, access, and logistics issues, coordinating stakeholder alignment across internal teams, vendors, and stadium partners.
Events & Programs Manager at Deep Ellum Foundation
March 1, 2022 - December 1, 2023
Planned and executed Deep Ellum’s 150th anniversary celebrations, engaging 25,000+ attendees through year-long cultural programming. Directed signature inaugural events, including Juneteenth on Main Block Party and Deep Ellum Music Festival. Expanded community partnerships, increasing district visibility by 35% through strategic cultural programming. Managed logistics, volunteers, and fundraising initiatives generating $500K+ in community value.

Education

Project Management Certification at Cornell University
November 1, 2023 - May 22, 2026
Bachelor of Science, Business Administration, Finance at Wayne State University
January 11, 2030 - May 22, 2026

Qualifications

Project Management Certification
November 1, 2023 - May 22, 2026

Industry Experience

Media & Entertainment, Education, Non-Profit Organization, Professional Services, Travel & Hospitality