He said: "There's a unique and valuable level of support, pride and expectation from our supporters and partners in the Scarlets region. I'm looking forward to hearing peoples' views as well as bringing in some new initiatives that I hope will benefit this great rugby region and excellent new stadium.
This is a superb facility but it has to earn its keep. We will look to expand its profile and standing as a venue for a range of events sports and non-sports alike - there is huge scope and potential here and we will start the process of building an events platform for Parc y Scarlets in the coming months.
"There is equally a wealth of experience, knowledge, expertise and understanding of what it means to be Scarlet which has now come together as a senior management team. With people like Gareth Jenkins, Nigel Davies, Rupert Moon and Jon Daniels leading their areas of expertise, we have a very strong senior management team.
"My job will be to pull all of that together, to help bring out the best in the teams and staff here and to ensure we keep our supporters - 'our customers' - happy and closely connected with us. People will come to know that I like to be accessible, open and frank and I intend to get out and about as much as possible.
"On a personal note, I am delighted to be back in Wales. This country is like a second home to me and my family and so it was an easy decision to come back. I have great memories from my time here and we are looking forward to settling into life in Wales and once again enjoying a life within Welsh rugby."
Mr Sergeant was Chief Executive of Cardiff's Millennium Stadium for three and a half years until 2006. He then became Stadia Director of the Asia Pacific region for AEG Ogden, one of the world's largest international venue management organisations based in Brisbane. This role included being general manager of Australia's world-class Suncorp Stadium which is host to the Queensland Reds union team, the Broncos RL team and Brisbane Roar FC.
His links with rugby and experience in stadium management and operations stretch back more than 27 years. This includes the delivery of more than 3,000 major events. At the Millennium Stadium, Paul was widely recognised as playing a major role in changing the face of the WRU and bringing the organisation and its world-class stadium into a record profit era. During his time in Cardiff he was recognised with an OBE for services to business.
In February 2007 Paul became general manager of the Suncorp Stadium. Nicknamed The Cauldron, the 52,500 seat arena is recognised as Australia's finest rectangular stadium and Queensland's premier sports and outdoor concert venue.
Mr Sergeant added that he was looking forward to the fresh challenge and returning to Wales with his family but joked he would miss the lifestyle and weather in Queensland.
He said: "Living in a new country has been a wonderful experience and I have enjoyed my time in Queensland - my family are looking forward to moving back particularly my seven-year-old son Bo who still wears his Wales pyjamas and slippers with great pride!"
Scarlets chairman Huw Evans said: "We are delighted to have appointed Paul as our new chief executive. He has a proven track record in leading rugby stadium operations around the world and I have no doubt his experience, energy and great commercial acumen will have a very positive impact on the running of our region.
"His unrivalled understanding of stadium management will ensure that the burgeoning reputation of Parc y Scarlets will continue to evolve and create new revenue streams for us. We built the finest rugby stadium in Europe, now we have one of the world's best rugby stadium specialists to lead us forward and run it."
Glan Wise, Funding Director of the Scarlets, said: "We're excited by Paul's appointment; his arrival means that we can continue going forward and that we can do so with great purpose. We've been down a rocky road recently but can now be enthusiastic and positive once more about the future. Paul will bring expertise and stability; this, alongside the development of Nigel Davies's exciting squad, means that we can look forward to next season and beyond with great anticipation."
Paul Sergeant replaces Scarlets chief executive Stuart Gallacher who retired at the end of the season after 13 years at the helm of the region.
Mr Sergeant joins his former WRU and Millennium Stadium colleague Rupert Moon, who has recently been appointed as Commercial Director of the Scarlets. Rupert has begun work on a refreshed commercial and community programme to ensure the region is fully engaged with its supporters, rugby community and works closely with an extensive base of new and existing sponsors and partners.
Paul Sergeant (48) started his new job on Monday 17th August 2009, after two and a half years in Australia. He is intending to live in Carmarthenshire with his wife and two children, Coco aged 9 months and Bo aged seven.
Paul Sergeant: Biography
An integral part of the UK's first National Garden Festival in the mid-1980s, Mr Sergeant then moved on to Wembley where he was quickly promoted to commercial director of the stadium and arena complex. He created one of the most dynamic and successful commercial management teams anywhere in the world and went on to become stadium director.
His reign saw the stadium enjoy the most prolific period in its history. The business became so well recognised around the world that Wembley formed a venue consultancy business to cope with the interest and Paul became involved in projects in Europe, Asia, Australia and North America.
In 1996 he was voted as Ambassador for London. In 1998 he was voted International Venue Manager of the Year and Wembley was voted International Venue of the Year.
On leaving Wembley in 2000, he acted as a freelance consultant in projects in Australia, Germany and South Korea, before joining the Noble Organisation, a privately owned leisure operator in the United Kingdom.
He began work as general manager of the Welsh Rugby Union's 74,500 seater Millennium Stadium in May 2003, later being promoted to chief executive.
During his time there, the stadium hosted high-profile events such as FA Cup Finals, Wales rugby union and soccer internationals, a Heineken Cup final, Rugby League Challenge Cup finals, the British Speedway Grand Prix, 2005's Tsunami Relief Cardiff concert and rock shows by the likes of Madonna, Oasis, Take That, The Eagles and The Rolling Stones.
Mr Sergeant stepped down from his WRU position in December 2006 in order to pursue opportunities in the Southern Hemisphere.
In February 2007 he became general manager of Brisbane's Suncorp Stadium. Nicknamed The Cauldron, it is marketed as Queensland's premier sports and outdoor concert venue. It provides the city and south-east Queensland with a world-class 52,500-plus seat state-of-the art stadium. He was subsequently promoted to Stadia Director of the Asia Pacific region for AEG Ogden one of the largest venue management businesses in the world whilst retaining his responsibility for Suncorp.
The Suncorp stadium was recently named in the top three stadiums in the world by NZ Rugby World magazine - coming second on the list behind winners the Millennium Stadium which Paul has also run.
The Suncorp's international sport successes in rugby union, rugby league and soccer include the Rugby League Cup Final and Australia v New Zealand in the Bledisloe Cup. It has staged concerts by global stars such as Robbie Williams and The Police.
Parc y Scarlets opened in November 2008 when it replaced the 129-year-old Stradey Park as home to the Scarlets and Welsh Premiership club Llanelli RFC. Built in partnership with Carmarthenshire County Council, it features state-of-the-art match day, training and hospitality facilities and is recognised as one of the finest rugby stadia in Europe. It has already hosted Heineken Cup games, a visit by world-famous invitation team the Barbarians, a Wales U20 rugby international, a Wales soccer international and the 2009 Welsh FA Cup final.
