SEAT Fall 2010

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SEAT Fall 2010

  1. 1. ALSD BUYERS GUIDE 2011: Your Year-Round, One-Stop Shopping Resource PAGE 38 S E AT leading the premium seat industry www.alsd.com Fall 2010 p u b l i s h e d b y t h e a s s o c i at i o n o F l u x u r y s u i t e d i r e c t o r s the 21st annual alsd conference and tradeshow at la liVe sports = entertainment = experience page 24 member highlight: premium seating breaking down the top 10Kerrie bryant, layne Feldman through the eyes premium seat buying and arrowhead’s new body of the college suite director categories page 18 page 28 page 34
  2. 2. The Preferred Stadium Brand of Undercounter RefrigerationIce Machines Wine Cellars Refrigerators Refrigerated Drawers ADA Series Ice Machines Wine Cellars Refrigerators Refrigerated Drawers ADA Series Contact us for details on our stadium programs and these Marvel’s exclusives! • Installation service • Stainless steel or your choice of color • Team logo graphics applied with SonicImageTM technology For more information on Marvel’s top of the line products, visit our website or call 1-800-223-3900 www.marvelrefrigeration.com
  3. 3. Your Away Team Relax responsibly.® Imported by Crown Imports LLC, Chicago, IL 60603
  4. 4. MOTOA4™ Mission Critical Portfolio THE INCIDENT NEEDS YOUR FOCUS. THE TECHNOLOGY SHOULDN’T In an emergency, multi-agency coordination isn’t a luxury — it is a necessity. And Motorola makes this necessity a reality. Our interoperable data and voice solutions empower response teams with real-time information to make better decisions. For example, our evacuee tracking application enables responders to better assist and track individuals throughout the evacuation process. When responders and command staff have the tools to prepare and respond to emergency situations, recovery operations are more effective, helping government and citizens get back to normal quicker. It’s no wonder our interoperable networks have been implemented more often than all other manufacturers combined. It’s just another way Motorola enables you to focus on your mission, not the technology. HELLOMOTO™ Learn more about Motorola solutions for your mission critical communication needs at motorola.com/secondnature MOTOROLA and the Stylized M Logo are registered in the U.S. Patent & Trademark Office. All other product or service names are the property of their respective owners. © Motorola, Inc. 2009. All rights reserved. 66
  5. 5. Elite Risk Insurance Solutions Elite Risk Services, Inc. is pleased to beTHE OFFICIAL INSURANCE PARTNER OF THE ALSDWe recently launched a newly enhanced third party liability insurance policy thatis designed to protect suite owners and managers each and every time you rent a suite to a third party.  Separate your liability and pass the minimal insurance premium on to the renter or tenant. WHAT DOES IT COVER? • Third Party Liability • Property Damage or Bodily Injury (specific to the damages or injuries the client may cause or is held responsible) • Separates the suite manager, the venue and the suite owner from the renter or borrower of the suite • One low premium that can included in the suite rental agreement Visit www.suiteinsurance.com   or call Kevin Kurtz at 800-596-0969 ext. 105   License # 0G40499
  6. 6. How much money did you lose today? The average FanGo order is 110.5 LARGER % than the average traditional order.When fans order concessions and merchandise from their phones, orders are significantly larger and fans order more frequently. 859.608.4521 • info@thefango.com
  7. 7. SEAT Published by the Association of Luxury Suite DirectorsDEPARTMENTS 8 NEW ALSD MEMBERS10 EDITOR’S NOTE Fall 201012 INDUSTRY AND ASSOCIATION NEWS16 ON ALSD.COM18 MEMBER HIGHLIGHT80 COMING ATTRACTIONS 12COVER STORY24 WHY LA FOR THE 2011 ALSD CONFERENCE AND TRADESHOW? What’s going on in Los Angeles, CA showcases the future of sports and entertainment. Don’t build a sports venue. Create an entertainment destination. BY BILL DORSEYFEATURES28 THROUGH THE EYES OF THE COLLEGE SUITE DIRECTOR We assembled a group of college suite directors to find out more about the arcane world of college premium seating. Find out what makes them tick. WITH AMANDA VERHOFF34 TOP 10 BUSINESS CATEGORIES BUYING PREMIUM SEATS REVEALED To follow up the summer issue of SEAT, the answer to the question, “Who buys premium seating?”, is further investigated. 20 Learn the employee size, annual sales revenue and business status of the top ten buying segments. BY RON CONTORNO AND HEATHER LAWRENCE, PH.D36 NBA TEAMS SCORE BIG IN THE SUITE MARKET Despite the HEAT Index in Miami, the stars of the NBA are still spread throughout many markets. Do suite prices correlate? Compare pricing and the variables determining those prices for all 30 NBA teams. BY DR. PETER TITLEBAUM AND DEBBIE TITLEBAUMSPECIAL FEATURE38 ALSD BUYERS GUIDE 2011 The second annual installment of the world’s one and only buyers guide listing for premium seat-specific products and services includes Amenities and Promotional Products, Food and Beverage, Furniture, Fixtures and Equipment, Professional Services and Information Technology. Have your shopping list ready or keep it close by. This is your reference tool for all purchasing needs throughout the year. RESEARCH BY RYAN MIRABEDINI About the Cover: The ALSD takes its show to Southern California in 2011. The 21st Annual 24 Conference and Tradeshow will be hosted by LA LIVE, the capital of the entertainment capital of the world. Photo Courtesy of AEG/L.A. LIVE 2010. www.alsd.com | FALL 2010 | S E A T | 7
  8. 8. NEw ALSd MEMbErS FALL 2010 Andrea Smith 191 Beale Street University of Maryland Manager, PETCO Park Suites Memphis, TN 38103 2718 Comcast Center San Diego Padres P: 910-205-1517 Department of Intercollegiate Athletics PETCO Park hwilliamson@grizzlies.com College Park, MD 20741 100 Park Blvd. P: 301-314-1270 San Diego, CA 92101 Kristin Garner F: 301-314-9318 P: 619-795-5197 Director of Operations / Event & Suite Coordinator jbatt@umd.edu asmith@padres.com OSU Cowboy Dining, LLC 204 B. Athletics Center Joe Dellwo Jarrod Dillon Boone Pickens Stadium Vice President of Corporate Sales Vice President, Ticket Sales & Services Stillwater, OK 74078 Palace Sports and Entertainment San Diego Padres P: 405-744-3581 Detroit Pistons PETCO Park kristingarner@osucowboydining.com 4 Championship Dr. 100 Park Blvd. Auburn Hills, MI 48326 San Diego, CA 92101 Kelly Quackenbush P: 248-377-0164 P: 619-795-5080 President F: 248-377-0496 jdillon@padres.com Magnuson Group jdellwo@palacenet.com 1400 International Parkway Flavil Hampsten Woodbridge, IL 60517 Gavin Hale Vice President of Ticket Sales & Services P: 630-783-8100 Suite Sales Manager Charlotte Bobcats kelly@magnusongroup.com Brooklyn Sports & Entertainment 333 E. Trade St. 620 8th Ave., 38th Floor Charlotte, NC 28202 Sara Daniel The New York Times Building P: 704-688-8852 Director of Business Development Barclays Center fhampsten@bobcats.com Olympia Entertainment – Detroit Red Wings New York, NY 10018 600 Civic Center Dr. P: 646-616-9512 Rod Emmons Detroit, MI 48226 F: 646-616-9575 Director, Suite Sales P: 313-471-3345 ghale@brooklynse.com Charlotte Bobcats F: 313-396-7990 333 E. Trade St. sara.daniel@olyent.com Brady Zirlin Charlotte, NC 28202 Blue Sky Marketing P: 704-688-8829 Dan Curatolo 633 Skokie Blvd. remmons@bobcats.com Arcadia Chair Company Suite 100LL 5692 Fresca Drive Northbrook, IL 60062 Denise Dewald La Palma, CA 90623 P: 866-562-0777 Catering Manager P: 480-607-6899 bzirlin@buybluesky.com Rojo Hospitality Group F: 480-607-7654 University of Phoenix Stadium dcuratolo@arcadiacontract.com Gina Sneed One Cardinals Dr. Marketing Manager Glendale, AZ 85305 Casey Journigan Southern Aluminum P: 623-433-7633 Arcadia Chair Company 5 HWY 82 West denise.dewald@rojohospitality.com 5692 Fresca Drive PO Box 884 La Palma, CA 90623 Magnolia, AR 71754 Jason Choate caseyj@arcadiacontract.com P: 800-221-0408 Executive Chef F: 870-234-2823 Rojo Hospitality Group Niki Valdes gsneed@southernaluminum.com University of Phoenix Stadium Arcadia Chair Company One Cardinals Dr. 5692 Fresca Drive Joe Parker Glendale, AZ 85305 La Palma, CA 90623 Senior Associate AD, Development & Corporate Relations P: 623-433-7654 nikiv@arcadiacontract.com University of Michigan jason.choate@rojohospitality.com Athletic Department Kim Dalton Development Office Robert Valdez Interior Designer 1000 South State St. Premium Services Manager Dalton Interiors Ann Arbor, MI 48109 Rojo Hospitality Group 7762 E Gray Road, #500 P: 734-647-7842 University of Phoenix Stadium Scottsdale, AZ 85260 joepa@umich.edu One Cardinals Dr. P: 480-948-8383 Glendale, AZ 85305 F: 480-948-4395 Ken Schrang P: 623-433-7630 kim@daltoninteriors.com Director of Business Development robert.valdez@rojohospitality.com Tube Art Group Matt Grantham 1705 4th Ave. South Brea Conaboy Director of Major Gifts Seattle, WA 98134 Suite Manager Oklahoma State University P: 206-223-1122 Pittsburgh Steelers Athletics Center kschrang@tubeart.com 900 Art Rooney Ave. POSSE Office Pittsburgh, PA 15212 Stillwater, OK 74078 Sarah Tompkins P: 412-697-7144 P: 405-744-7301 Corporate Hospitality Manager F: 412-697-7151 F: 405-744-9084 Seattle Seahawks conaboyb@steelers.nfl.com mgrantham@osugiving.com 12 Seahawks Way Renton, WA 98056 Robin Sewell Ashley Davis Williams P: 425-203-8128 Director of Suites & Corporate Hospitality Advertising Director F: 425-203-8129 Churchill Downs, Inc. Davis Furniture Industries, Inc. saraht@seahawks.com 700 Central Ave. 2401 South College Drive Louisville, KY 40208 High Point, NC 27261 Phil Horn P: 502-638-3859 P: 336-889-2009 Vice President, Ticket Sales & Service robin.sewell@kyderby.com F: 336-889-0031 Sacramento Kings awilliams@davisfurniture.com ARCO Arena Hateisha Williamson One Sports Parkway Manager, Premium Services J Batt Sacramento, CA 95834 Memphis Grizzlies Director of Development P: 916-928-6949 FedEx Forum Terrapin Club F: 916-928-07278 | S E A T | FALL 2010 | www.alsd.com
  9. 9. ASSocIATIoN oF Luxury SuITE dIrEcTorSphorn@arcoarena.com Boston College Chairman Bill Dorsey BC Athletic DevelopmentJohn MacIntyre 140 Commonwealth Avenue Executive Director Amanda VerhoffManager, Premium Client Sales and Service Conte Forum 320 President Jennifer Ark, Green Bay PackersCanucks Sports & Entertainment Chestnut Hill, MA 02467 VP, Business Development Pat McCaffrey800 Griffiths Way P: 617-552-0108Vancouver, BC V6B 6G1 bianca.whitworth@bc.edu Director, Sponsor and Partnership Development Dene ShielsCanada Director of Finance Dan LindemanP: 604-899-7496 Russ Simons Financial Account Manager Vickie HenkeF: 604-899-4601 Populousjohn.macintyre@canucks.com 222 2nd Avenue North Director of Information Technology John Tymoski Nashville, TN 37201 Editor of SEAT, Website Director Jared FrankJim Jenkins russ.simons@populous.comDivision Vice President National Sales Manager Scott HinzmanSodexo Education Lynn Bolton Marketing Assistant Ryan Mirabedini11044 Research Blvd, #A105 Premium Services Manager Design Carole Winters Art + DesignAustin, Tx 78759 Kentucky Exposition CenterP: 512-329-0191 Kentucky State Fair Boardjim.jenkins@sodexo.com 937 Phillips Lane ExECUTIVE COMMITTEE Louisville, KY 40209 Chris Bigelow, Bigelow CompaniesMichael Drake P: 502-367-5142 Brian Bucciarelli, Hershey Entertainment & ResortsManager, Premium Seating lbolton@ksfb.ky.gov Greg Hanrahan, United CenterSan Francisco 49ers Tom Kaucic, Southern Wine & Spirits490 Jamestown Ave. Jackie DeRosa Pat McCaffrey, ALSDRoom 398 Premium Club CoordinatorSan Francisco, CA 94124 DNC Boston - TD Garden Kim Reckley, Detroit Red Wings & Olympia EntertainmentP: 415-347-3592 100 Legends Waymike.drake@niners.nfl.net TD Garden BOARD OF DIRECTORS Boston, MA 02114 Pam Benoist, St. Louis RamsJamie Brandt P: 617-624-2010 Janie Boles, Auburn UniversityVice President, Ticketing and Suites jderosa@dncboston.com Natalie Burbank, Utah Jazz / Salt Lake BeesSan Francisco 49ers Richard Dobransky, Delaware North Companies490 Jamestown Ave. Bill Wiswesser Trent Dutry, US Airways CenterRoom 398 Graduate StudentSan Francisco, CA 94124 Columbia University Chris Granger, National Basketball AssociationP: 415-347-3580 256 Howard Ave. Patti Kimbrough, University of Arkansasjamie.brandt@niners.nfl.net Rochelle Park, NJ 07662 Gerald Kissel P: 919-619-4525 Debbie Massa, ROI ConsultingTodd Ballew waw2111@columbia.edu Mike Ondrejko, Madison Square GardenSenior Associate Richard Searls, New York Red BullsHeery International, Inc. Stuart Rogers-Brown Tom Sheridan, Chicago White Sox999 Peachtree Street, NE COO Michael Smith, Philadelphia UnionSuite 300 DauphinAtlanta, GA 30309 PO Box 29458 Peter Titlebaum, University of DaytonP: 404-881-9880 Southlake, Tx 76092 Brian Varnadoe, Houston TexansF: 404-946-2398 P: 972-929-5040 Jon Vingas, Centerplatetballew@heery.com stuart.rogers-brown@dauphin.com Bob White, Calgary FlamesLynn Stearn Lynda Portelli ALSD 2011 STEERING COMMITTEEVice President of Sales & Marketing Marketing Manager Adam Link, Home Depot CenterSunBriteTV, LLC Dauphin Alicia Fox, Home Depot Center5069 Maureen Lane 300 Myrtle AvenueUnit A Boonton, NJ 07005 Bryan Lawrence, Angels BaseballMoorpark, CA 93021 P: 973-263-1100 Chris Cockrell, AEG/STAPLES CenterP: 805-222-2288 lynda.portelli@dauphin.com Michele Kajiwara, AEG/STAPLES CenterF: 805-499-8009lstearn@sunbritetv.com Maureen Christensen SEAT-IT ExECUTIVE COMMITTEE Marketing Coordinator Christine Stoffel, Founder SEAT ConferenceChristie Rossi Dauphin Chris Wood, SEAT Chief Technology Strategist/CoordinatorSunBriteTV, LLC 300 Myrtle Avenue5069 Maureen Lane Boonton, NJ 07005Unit A P: 973-263-1100Moorpark, CA 93021 maureen.christensen@dauphin.com Published by Venue Pub. Inc. Copyright 2010. (All rightscrossi@sunbritetv.com reserved). SEAT is a registered trademark of the Association Gary Chin of Luxury Suite Directors. SEAT is published quarterly and isAnthony Bernardi President complimentary to all members of the Association of LuxurySunBriteTV, LLC Dauphin Suite Directors.5069 Maureen Lane 300 Myrtle AvenueUnit A Boonton, NJ 07005Moorpark, CA 93021 P: 973-263-1100abernardi@sunbritetv.com gary.chin@dauphin.comKathy Holden Alessandro SpassianiSunBriteTV, LLC Installed Seating Product Specialist5069 Maureen Lane DauphinUnit A 324 Carlingview Drive Association of Luxury Suite DirectorsMoorpark, CA 93021 Etobicoke, ON M9W 5GE 10017 McKelvey Road, Cincinnati, OH 45231kholden@sunbritetv.com Canada 513 674 0555 P: 1-888-312-6746 x227 amanda@alsd.comBianca Whitworth sandro@borgo.comAssociate Director, Capital Giving Operations www.alsd.com | FALL 2010 | S E A T | 9
  10. 10. Editor’s notE by JArEd FrANkIn Defense of CannibalizationDid I really just say that out loud?T he great Roman Senator Tacitus once proclaimed, “The desire for safety stands Connect with me on against every great and noble enterprise.” www.linkedin.com/in/ Interesting, but you may be asking your- jaredfrankself, what does this have to do with the premium seat and follow me onindustry? Well, nothing I guess, other than that it has www.twitter.com/everything to do with it. SEAT_Editor While reading the November 15th issue of Fortune, for daily updates.I came across an article, specifically a quote, which I Here is a sampling of my tweets:knew I had to share with my friends in ALSD. Theidea really blew my hair back (at least what is left ofit). Long story short, the article is about the coming 49ers new stadium delayed “until therelaunch of the Verizon iPhone in Q1 of 2011. Now is a new CBA agreement that embraces the realities of NFL economics today.”before I really bury the lead of this note, let me sharethe quote: “One of (Verizon CEO) Ivan (Seidenberg)’s great Food for thought- a luxury is only astrengths is he is not afraid to cannibalize his own luxury until you are accustomed to the the Droid was first released. So why then is Verizon experience. Then it’s a necessity, a newbusiness.” partnering with Apple to bring the iPhone onto its minimum expectation. I had to immediately re-read that sentence. Did I network? And most importantly, why are they risking amiss something the first time? I thought to utter the burden to their most profitable competitive advantage-word “cannibalization” in a positive sense was as for- University of Wyoming holds public the “nation’s most reliable” network?bidden as saying an Unspeakable Word in Ayn Rand’s open house of new Wildcatter Stadium The answer is simple. Verizon has no fear of canni- Club and suites in connection withAnthem. But since I am a loyal Verizon customer, and balizing what works today in favor of investing in what homecoming week.I know their total operating revenue last year was a will work better tomorrow.not-too-shabby $107.8 billion, I knew I must keep What can we, the premium seat industry, take awayreading. Touring Target Field with Scott from this case study? I offer this: do not pigeonhole It is easy to forget that Verizon has not always been O’Connell. He says renewals are at yourself; live in front of your eyes; do not feel cozy 85 percent and deadline was onlya wireless tech company. Its roots trace back to the because of past success- it does not by itself translate 4 days ago.Stone Age, when man first invented the wheel and into future success; and most importantly, have no fearmade calls on landline phones. As an old-line telco, of cannibalization.Verizon, then known as Bell Atlantic, was hugely New family seating section at Charlotte An “if it ain’t broke, don’t fix it” mentality mightsuccessful. So why in the midst of success would the Motor Speedway to debut during Dollar work in the near term, but guarantees failure in the General 300/Bank of America 500.company decide to devour its best service offering in long run if you are unwilling to adapt. Too often wefavor of an unproven commodity- wireless mobile avoid change as if we are expecting to see the portentcommunication? I think it is safe to say if Seidenberg LA Kings create the first sports team- black dog hovering over us when sometimes, oftendid not have his ear to the railroad tracks, we would inspired Pandora music station. times in fact, there is nothing there to stop us but our-never have heard of Verizon. selves. So do not maroon yourself on an island of fear; Fast forward ten years, and we find Verizon the nobility of your enterprise depends on it. American Airlines Center’s Chef Chal-on the cusp of another pivotal point in its history. As always, you can contact me anytime via email, lenge is a great way to include the localVerizon currently carries the Motorola Droid, the community in the premium experience. phone or social networking (See Sidebar). I alsochief competitor to Apple’s iPhone. The Droid is no encourage you to visit the new ALSD.com, which isshoddy piece of equipment. It runs on the Android administered up-to-the-minute with industry news Magic suite holders have choice ofoperating system from Google. You may have heard of and ALSD Conference updates. artwork, finishings and furniture in newthem. And in all actuality, there is negligible differ- Amway Center.ence between the iPhone and the Droid, just as there Mobile: 330.904.0442is negligible difference between Coke and Pepsi or Email: jared@alsd.comMcDonald’s and Burger King. The Droid is a high performance asset. Sales haveincreased for Verizon every year this decade, includ-ing a $10 billion spike from 2008 to 2009, the year10 | S E A T | FALL 2010 | www.alsd.com
  11. 11. RFID IT Asset Tracking Complete Solutions Starting at $3,495Technology assets are the life bloodof today’s business. Maximizingthese critical investments requiresan effective IT Asset Management(ITAM) system. RFID can enable highlyautomated real-time tracking of ITassets, bringing a new level of cost-efficiency to the ITAM process. Theresulting real-time asset visualizationensures the security and timelymaintenance of IT assets — as wellas compliance with governmentregulations. And the ability to eliminatethe need for human resources allowsIT to devote more time to enterpriseinnovations that will help hone acompany’s competitive edge. www.abrfid.com 800-274-0324 2 APPLICATION BRIEF: Reducing the cost and complexity of Information Technology (IT) Asset Management with RFID
  12. 12. InduSTry And ASSocIATIon nEwS Dodgers Use Suites as Amenities, p. 14 Member Highlight: Kerrie Bryant and Layne Feldman, p.18Caterpillar drives suite remodel at Mall of America FieldVikings suite holder brands its suite using SUITE-artTMT he purpose of a business owning premium seats has always revolved at least in part around its need to entertain and marketto prospective clients. Now, some companiesare taking further control over the messaging intheir suites by branding the space. As part of alarger suite remodel that included new carpet-ing, installed seating from Dauphin (see photo),cabinets, etc., Caterpillar also has incorporatedSUITE-artTM from FLEXcon. SUITE-artTM graphics are printed on a durablefilm that bonds to most surfaces found in a suite-flooring, carpeting, walls, windows, counter andtabletops. The graphics are easily applied and re-moved, leaving no adhesive residue. For its suite atMall of America Field, home of the Minnesota Vi-kings, Caterpillar selected wall graphics conveyingits equipment product line for its Paving Divisionon SUITE-artTM cloth fabric. The self-adhesivecloth material was selected from FLEXcon’s bevyof options because of its high-end, portrait-typelook, which produces a strong depth of image. Caterpillar also framed its windows withFLEXcon’s Diamond Deckplate material, a Caterpillar’s Cocoon: Caterpillar has protected its suite investment with durable materials, such as FLEXcon’s SUITE-artTM and Dauphin’sholographic film, consisting of diamond patterns. Eidos installed seating.Caterpillar considered using this material to outfitother surfaces within the suite, but decided sincethey were spending the money on new finishes, even mind on game days having people stop by to extremely impressed,” Santelman says. “I thoughtsuch as granite countertops, they did not want to see the space.” it was a great idea. I’ve been trying to get a couplecover them up right away. Caterpillar plans on keeping the current different clients throughout the past few years graphics through this year; however, it should to adopt the concept.” Once Caterpillar decided be noted graphics can be changed as frequently to pay for a remodel of their suite, there was an“If more brands knew that as necessary. “Caterpillar has thought about opportunity for them to spend the extra money to potentially doing some different things in the brand it. Santelman continues, “I sent them the they could do this, it could suite geared towards who they are entertaining by link to FLEXcon SUITE-artTM, and they really be an easy sell for teams personalizing door graphics or one of the walls with brand information specific to who is com- liked it.” Caterpillar then engaged FLEXcon. “This project was completely driven by Caterpil- to work out a program for ing into the suite to be entertained,” says Mike lar,” says Chevalier. “If more brands knew that Chevalier, New Business Development Manager they could do this, it could be an easy sell for their clients who have an for FLEXcon. teams to work out a program for their clients who interest.” The ALSD has campaigned for suite branding have an interest.” for a few years now. But the industry’s response With the awareness of suite branding increas- has been cautious, mainly because of concerns ing, there is much potential for this concept. over working out the costs, not a lack of interest in And with the flexibility and depth of materials The installation of SUITE-artTM, which oc- the concept. Different scenarios exist for covering available, there is opportunity for teams to bringcurred over the course of just one day this past Au- costs. In some cases, a team pays for the branding their clients a unique idea to help with marketinggust, was completed in plenty of time for the first as a renewal tool. In others, the installation of initiatives and with demonstrating ROI for theirVikings kickoff. Moreover, the final printing and graphics is a line item written into a suite contract. suite ownership.installation costs easily met the budget established For the Vikings, the team simply recognized the –Jared Frankby Caterpillar, who has been very pleased with the potential of the idea and provided exposure of theresults thus far this season. “They’re thrilled. They information to its clients as a suggestion, withoutare like proud new parents,” explains Nicole San- having to pay for it themselves.telman, Suite Sales Manager with the Minnesota Nicole Santelman first heard the idea atVikings. “They love to show it off. And they don’t the 2008 ALSD Conference in Miami. “I was12 | S E A T | FALL 2010 | www.alsd.com
  13. 13. featuring LCD VIDEO Control and SERVICECustom Fabrication, Installation, WALL Entryway Displays Recruiting PathsSmall Scale Center Hung for Concourses Hall of Fame Displays Eye-catching Concourse Displays Stage Backdrop Toll Free: 866-848-6646 www.signco-eds.com
  14. 14. InduSTry And ASSocIATIon nEwSDodgers use suites as an amenity to fill empty inventoryInnovative program leads to upgrading Dugout Club patrons to the suite levelL os Angeles is not short on premium seating, As far as pricing and invoicing, only the so creativity is the name of the game. The Dodgers know of the hard costs and allocation of By the Numbers Dodgers unique asset is their Dugout Club, moneys. Clients receive non-itemized invoices for Dugout CluBan exclusive, climate-controlled club with a Ritz their Dugout Club packages; they simply see “four Preferred Full Season: $100,000Carlton feel and adjoining seating behind home complimentary suites” as part of the offering. On • Four Dugout Club tickets to all regular season andplate. And while the Dugout Club is success- the backend, the Dodgers allocate about 87% of exhibition gamesful and the most readily sold premium ticket at moneys to the club and about 13% to the suites. • Two Luxury Suite Nights – includes tickets, preferredDodgers Stadium, there still remains the issue of And while the prices of the Dugout Club pack- parking passes and food and beverage packageempty suites. Enter the suite as an amenity. ages have increased, Morici maintains that clients (F&B included in multi-year contracts only) Dugout Club seats sell in sets of four with realize that this is a “fundamental growth of the • Complimentary playoff tickets each year of term,three tiers of packaging – VIP Full Season at overall amenity package.” excludes final year of term (multi-year contracts$200,000, Premium Full Season at $126,000 and The suite-as-an-amenity program resulted in only)Preferred Full Season at $100,000. Each package such success that the Dodgers decided to reverse • Invitation for two to Premium Seating Road Tripcomes with all-inclusive F&B, VIP gift packages the offering. Full season suite packages now (one trip per term, multi-year contracts only)and interestingly a suite for two, four or eight include a half season, four-seat Dugout Club plan. • Two Complimentary Preferred Parking Passesgames depending on the package. Because it Inventory was available, so the Dodgers maxi- • Invitations to Premium Seating exclusive events, e.g.directly and tangibly markets suites to corporate mized the club as an amenity for suite holders. So Speaker Series, Batting Practices, etc.and potential suite clients, Antonio Morici, Direc- while a suite costs $300,000 annually at Dodger • Exclusive access to Dugout Club, featuringtor of Premium Sales and Service for the Dodgers Stadium, an $80,000 Dugout Club value is complimentary food and non-alcoholic beverages,says, “The Dugout Club seats are the lead product bundled into the package. full-bar and martini lounge, private restrooms andthat help move suite inventory.” Morici concluded that the flexibility of ameni- restaurant-style seating Since the program started in 2006, it has ties has transformed his negotiation strategy. The • In-seat food and beverage servicebalanced club and suite revenues for the Dodgers. Dodgers offered amenities like in-seat gift bags, • Two-year term: 5% escalator; three-year term: 0%Where 75% of the corporate dollar formerly came opportunities for kids to run onto the field at & 5% escalatorfrom the Dugout Club packages and 25% from game time, batting practice experiences, batting Premium Full Season: $126,000suites, those figures are now more like 60/40. practice viewings and additional travel trips. But • All above listed Preferred items, plus:Many existing clients bought incremental suites in of all the amenities, the most attractive across the • Two Additional Luxury Suite Nights – four totaladdition to their club packages; others upgraded board is an additional night in a suite; and if an • Two-year term: 5% escalator; three-year term: 0% &entirely to the suite level. “Almost overnight, this empty suite exists, Morici is happy to fill it. 5%; five-year term: 0%, 0%, 3% & 5% escalatorprogram helped us sell 8-10 full season suites,” – Amanda Verhoff VIP Full Season: $200,000acknowledges Morici. • All above listed Preferred items, plus: • Six Additional Luxury Suite Nights – eight total • Two-year term: 5% escalator; three-year term: 0% & 5%; five-year term: 0%, 0%, 3% & 5% escalator DoDger luxury SuIteS 20 Person, Full Season: $300,000 • Twenty tickets to every regular season home and exhibition game • Ten Complimentary Preferred Parking Passes • Ten Complimentary Standing Room Only (SRO) Passes • One Complimentary All-Expenses Paid Road Trip for two annually • Four Complimentary Half Season, Dugout Club Seats • Right to purchase existing suite for every playoff game (multi-year contract option includes playoff tickets every year except final year of term) • Complimentary access to Stadium Club • Two-year term: 5% escalator; three-year term: 3% & 3% escalator For more information on Dodgers suites and their suite-as-an-amenity program, email Antonio Morici at antoniom@ladodgers.com.The purchase of a premium seat brings amenities – gifts, trips and F&B. But what if the suite itself was the amenity?14 | S E A T | FALL 2010 | www.alsd.com
  15. 15. InduSTry And ASSocIATIon nEwSon AlSD.CoMorIgINAl CoNteNtturNkey releASeS ItS ACtIvAtorplAtForM by Jared FrankTurnkey Sports & Entertainment unveils its an-ticipated Activator platform, an online applicationbuilt as a tool to manage marketing partnershipsboth individually and in a group portfolio.www.alsd.com/content/turnkey-releases-its-activator-platformNBA teAMS SCore BIg IN the SuIte MAr-ket by Dr. Peter Titlebaum and Debbie TitlebaumThe second installment in our series on howprofessional sports teams in each of the four majorleagues stack up to each other in the suite market CoNFereNCe NeWS FroM FACeBooktakes its shot at the NBA. An excerpt appears on www.alsd.com/content/conference AlSD oN loCAtIoN: MINNeApolIS, MNpage 36. www.facebook.com/pages/Association-of-www.alsd.com/content/nba-teams-score- 2011 AlSD CoNFereNCe AND trADeShoW luxury-Suite-Directors/112032714717big-suite-market SCheDule oF eveNtS www.alsd.com/content/announcing-2011- alsd-conference-and-tradeshow-la-live-0up-to-the-MINuteINDuStry AND ASSoCIAtIoNNeWSwww.alsd.com/newsthe St. louIS BlueS StArt NeW SeASoNtICket proMotIoN TCF Bank Stadium, home of the University of Minnesota GoldenFans who purchase season tickets for select seats Gophers.pay half of the bill now and the other half whenthe Blues make the 2010-11 playoffs.www.alsd.com/content/st-louis-blues-start- LA LIVE, site of the 21st Annual ALSD Conference and Tradeshow.new-season-ticket-promotion AlSD ANNouNCeS tourS ANDMIAMI DolphINS to DeBut NeW CluB lIv reCeptIoNS For 2011 CoNFereNCeoN SuNDAy NIght www.alsd.com/content/alsd-announces-The nightclub in a football stadium has 15 cabanas tours-and-receptions-2011-conferenceand a dance floor. ALSD Family Portrait: Pictured are Dave Winfield, Bronko Nagurski, Jennifer Ark, Jared Frank and Ryan Mirabedini.www.alsd.com/content/miami-dolphins-debut-new-club-liv-sunday-night16 | S E A T | FALL 2010 | www.alsd.com
  16. 16. InduSTry And ASSocIATIon nEwS: ALSd MEMbEr HIgHLIgHTA Conversation with kerrie Bryant and layne FeldmanSuite Services Coordinators, kansas City ChiefsBy Jared Frank, Editor, SEAT MagazineW hile sitting down recently with Kerrie and Layne for a late afternoon chat, I quickly overcame post-lunch drowsinessand recalled, among other things, two importantaxioms: passion for what you do is never to be un-dervalued, and it takes all types to run a business.These two conversationalists- one a self-professedcity slicker, the other a country girl with a Texas-grown smile- are both steered by passion withpersonalities more than capable of helping meovercome that 2:30 feeling. No 5-Hour Energyshot needed. Only mildly disagreeing for a moment onwhere to get the best burnt ends of a pork brisketin town, these two are tethered by football and thegoal to provide the best game day experience inthe NFL.SEAT: What has been your most eye-opening dis-covery about this industry as a young professional?Bryant: The biggest eye-opening discovery for mehas been the amount of teamwork within the or-ganization and countless hours it takes to preparea team and a stadium for game day. When I watchan NFL game on TV now, I watch it from a newperspective, one bigger than I ever really imaginedit would be.SEAT: What’s the most rewarding part of yourjob?Bryant: For me, when I walk into a suite on gameday, and I see our suite holders and their guestsenjoying themselves, it makes it all worthwhile. Itgives me a reason for everything I do every day. day, that’s the best thing. And if you’re passionate My favorite barbeque place is Oklahoma Joe’s. It about it and you have a goal of getting there and was voted by Anthony Bourdain as one of the 13SEAT: Did you always want to work in sports? working hard, it’ll be an unbelievable experience. places you need to eat at before you die.How did you get to this point in your career? Bryant: My favorite is Jack Stack Barbeque. IFeldman: When I was in high school, I wanted to SEAT: Free time is a rare occurrence in this busi- recommend the pork ribs, the cheesy corn bakeeither work in the music industry or in profession- ness. What do you most look forward to doing and a big glass of sweet tea. I’m a true Southernal football. I’ve been fortunate enough to get to do when the shop’s closed? country girl.both in my life. Part of the reason for that is I’ve Feldman: I go home, put on a pair of sweat pants,forged some excellent relationships through those lie on the couch and listen to some music. I’m a SEAT: I don’t know Kerrie. If Tony Bourdainyears that have led me to this place today. city boy. recommends Oklahoma Joe’s, I might be more aptBryant: I coached college cheerleading before I Bryant: I put on my 5 o’clock camouflage; I go in choosing Layne’s recommendation. Can I slidegot into the league. One day I decided I was ready out in the country, and I’m either hunting, fishing in Bourdain-style with no reservation?to start a new career path and put my degrees or four-wheeling. I am a country girl through and Feldman: You can’t even get in there anymore. It’sto work. I always said growing up, I was going through. ridiculous how long the line is. It is five minutesto work for an NFL team and sure enough, I’m from my house, and the line is 30 minutes longproud to call myself a Kansas City Chief now. SEAT: Alright let’s get to the serious questions… every time I go in there. It’s well worth the wait. what’s the best place in town to get some KansasSEAT: What is the best piece of advice you’ve got- City BBQ? SEAT: Well I bet you didn’t think we’d beten that has helped guide your career decisions? Feldman: Like most things you’ll find in Kansas spending ten minutes discussing barbeque. I feelFeldman: If you can find something that doesn’t City, when it comes to barbeque, everyone has proficient enough in that area now to move on tomake work seem like a four letter word every their favorite. There’s never one unanimous pick. Arrowhead Stadium.18 | S E A T | FALL 2010 | www.alsd.com
  17. 17. Who benefits from cu ing-edge display technology in your school?NEC can take your display technology to the head of the class. With high-performance,large-format LCD displays (32" - 82"), you can relay vital messaging to your students and facultyfrom virtually anywhere within your facility. In addition to the exclusive Digital SignageTechnology Suite, which boasts more than 30 advanced features, these displays toutadvantages such as an ultra-thin bezel, a built-in expansion slot for no-hassle PC and mediaplayer integration and HD resolution that turns heads and draws crowds. Inside theclassroom, NEC’s wide selection of mobile and installation projectors continues to promoteinteractivity amongst students and provide instructors with the technology and featuresnecessary to keep all eyes on the screen. Win a $25,000 NEC display technology makeover! Is the display technology in your school not making the grade? Through February 28, 2011, you can submit your technology-deficient classroom videos to NEC to see if you will win a makeover in NEC display products. To be eligible, you must first register for Star Student at www.necstarstudent.com. You can also earn cash back and more! Questions? Contact: Juan Chavez Brian Godish National Account Manager Inside Sales Representative 858.831.9327, jchavez@necdisplay.com 630.467.4389, bgodish@necdisplay.com
  18. 18. InduSTry And ASSocIATIon nEwS: ALSd MEMbEr VEnuE HIgHLIgHTIntroducing the New Arrowhead Stadium:New Body, Same SoulFrom their new suite offerings, enclosed club level, Hall of Honor, and operational and staffing efficiencies,the Kansas City Chiefs are making good on their pursuit to provide the best game day experiencein the National Football League.By Jared Frank with Kerrie Bryant andLayne FeldmanT he Arrowhead Stadium project was no garden-variety renovation. In fact, it was so involved that the organization refers to it asa new stadium. Aside from the seating bowl goinguntouched, which left the venue’s reputation forgreat sight lines unblemished, there was not muchelse that was not contacted by the project’s $375million worth of concrete and plywood over thepast two years. The Chiefs’ aim was not to justimprove around the margins, but make signifi-cant upgrades to all levels, from the highest-endofferings to club seat spaces to new amenities forall fans. “Our slogan this year across the board is‘New Body, Same Soul’,” explains Kerrie Bryant,Suite Services Coordinator for the Kansas CityChiefs. “We wanted to keep the same history thatKansas City is so proud of. But we incorporatedso many new areas and so many new amenities. Itreally is a new stadium.” One new area is the Hall of Honor, pre-sented by Time Warner Cable, a living, breathingmuseum within the concourse on the Field Level’ssouth side, which includes interactive exhibitsand artifacts from the Chiefs’ treasured past. It isa tribute to the team’s history as one of the pillarorganizations of the old AFL, and now the NFL,as well as the Hunt family’s devout commitmentto the league it helped jumpstart.“We want to be able to provide the best game day experience in the NFl. that’s our ultimate goal and that’s what we’re striving for.” Another of the most obvious new features is anenclosed club level, which has been absent fromthe stadium since it was built in 1972. Due to (Top) New Homefield Advantage: Arrowhead Stadium has earned a reputationunfamiliarity and economics, club seat sales have as one of the loudest homefield advantages in the NFL, helping the team to an incredible 37-13 home regular season record in the month of December.proven to be the most difficult area for the Chiefs.“It’s been a challenge to sell those seats on a 3-year (Bottom) Club IV: One of the new club spaces honors the 1969-70 squad, who beator a 5-year commitment, especially in these tough the Minnesota Vikings 23-7 in Super Bowl IV.economic times,” states fellow Chiefs Suite Ser-vices Coordinator Layne Feldman. “But movingforward, we expect that area will be completely20 | S E A T | FALL 2010 | www.alsd.com
  19. 19. sold out, and people will be wishing they would’ve gotten in when they could have.” Obviously, recovery won’t happen overnight, but signs of the corporate market coming back in Kansas City are emerging. Of 15 new suites this year in their highest-level areas (the Signature Suites and Broadcast Suites), the Chiefs have sold 14, a number the organization is very happy with. The more promising fact is that this inventory is only available on a 7-year basis, the longest commitment term the Chiefs offer. Furthermore, annual prices for these top-tier spaces, which vary from 12 to 32 to 40 seats, range from $120,000 to $350,000. With its remaining premium options, the New Arrowhead exhibits much flexibility, not catering to just one group of fans, but to every fan on every level. The premium renovations are so spectacular that the Hunt family has made arrangements to enjoy them anytime. The family or friends of the(Top) During their inaugural season in Kansas City, the Chiefs charged $7 for box family can actually live at the stadium if they soseats and $6 for reserved seats at Municipal Stadium. Today, some premium seating choose. The upgraded, two-story Founders Suiteoptions are priced as high as $350,000. provides accommodations for overnight stays(Bottom) Hail to the Suites: Chiefs Nation has bought in quickly to the new when desired by the Hunt family or their guests.Signature Suites, the highest-level inventory available at the New Arrowhead The bottom floor features stadium seating, lounge-Stadium. type seating and dining. The second story is where the living quarters are if the family chooses to stay. As Bryant observes, “The Founders Suite is beauti- ful, a great place to watch the game. It truly is a stunning place.” In addition to new premium and club levels, the New Arrowhead offers upgrades on every www.alsd.com | FALL 2010 | S E A T | 21
  20. 20. InduSTry And ASSocIATIon nEwS: ALSd MEMbEr VEnuE HIgHLIgHT cierge desks are located at every stadium gate to assist premium seat holders with any concerns, questions or comments. “We want to be able to provide the best game day experience in the NFL. That’s our ultimate goal, and that’s what we’re striving for,” continues Bryant. “Extra staff and targeted training was the best way for us to get there.” “As mentioned, everyone’s goal in this organi- zation is the same- to provide the best game day experience in the NFL, and one that other teams model themselves after,” Feldman echoes. “We want to have the perfect amount of staff, if not an extra person or two, just to be able to make every person feel like they are having the best game day experience that they can possibly have.”Foolish Club: The new club space is named for the original eight level, including increased ADA seating, upgraded Last year was a test run for the Chiefs suiteAFL owners, who were considered foolish for competing against video and sound systems and a first-of-its-kind services staff. Eyewitness testimony put in perspec-the NFL. Youth Wellness Education Center – The Chiefs tive how busy the staff was on game day. So the Sports Lab. The Chiefs Sports Lab is free of charge organization acknowledged just how many more to ticket holders on game day and has proven a people really were needed to facilitate everything popular destination for fans. that is happening this year, knowing how many The New Arrowhead has certainly made life new areas and new things were going to be within easier, but with change brings unanticipated the stadium. challenges. Last year when suite holders and club With a New Arrowhead Stadium comes a premium Seating By the Numbers seat patrons walked through the Club Level, it new fan experience expectation. With some of the was largely under construction, and visualizing most beautiful and interactive new premium and 7,715 Club Seats on the Club Level what they would be investing in was difficult. “It’s non-premium spaces now online and a dedica- 2,490 Club Seats in Club 50 on the Field Level been so great to see our patrons react to the New tion to fan service, those expectations are on their (six sections on the 50-yard line on both sides Arrowhead,” says Bryant. “It really is an entirely way to being exceeded. Careful evaluation of of the stadium) new experience, and we’re working hard to make touch points and an operating and staffing plan to 97 Seats in the Penthouse Suite sure they see and enjoy all of the amenities, from handle all those points of contact have the Chiefs (sold fractionally on a seat-by-seat basis) the Hall of Honor to the club areas and Chiefs building momentum with each passing Sunday Sports Lab.” this season. So far avoiding any flies in the oint- 72 Red and Gold Club Level Suites One of the biggest challenges the Chiefs have ment, Arrowhead Stadium’s proud soul is growing (Gold Suites have a bathroom inside the suite; is planning the most logistically efficient plan into its new body. # Red Suites do not) of action in preparation for game day as well as 22 open-air Field Level Boxes on game day. The organization clearly does not 16 fully enclosed Field Level Sideline Suites exercise the least-common-denominator approach Want to network with Kerrie and Layne? when implementing its policies. Their goal is Here Are Their Business Cards 8 Broadcast Suites to be the best in all areas of service. “With the Kerrie Bryant 7 Signature Suites new stadium, we definitely had to make some Suite Services Coordinator changes and reorganize a bit to better service all (O): 816-920-4894 our clients,” explains Bryant. “We extended our kbryant@chiefs.nfl.com suite services department as well as increased our customer relations department to help reach our Layne Feldman entire fan base, improving the experience for every Suite Services Coordinator ticket holder.” (O): 816-920-4839 On game day specifically, staff has also been lfeldman@chiefs.nfl.com increased and been made more accessible. TheSeND your NoMINAtIoNS For the phone numbers of service personnel are in every Kansas City ChiefsMeMBer hIghlIght reCogNItIoN suite, so that staff can respond to questions or One Arrowhead DriveIN Future ISSueS oF SeAt to concerns quickly. A guest service attendant is Kansas City, MO 64129jAreD@AlSD.CoM located at the top of every section, and con-22 | S E A T | FALL 2010 | www.alsd.com
  21. 21. MeMbership ALsD MeMbership Dues structure: New MeMbers: Join September 1 – December 31: Membership good until following September 1 Join January 1 – August 31: Membership good until September 1 of following year Renewals are billed out annually on September 1 MeMbership cAtegories preMiuM seAtiNg professioNALs froM teAM, VeNue, or iN-VeNue f&b coMpANy: Ex. Director, Premium Seating, Green Bay Packers“With a new arena just around the corner, attending the • Charter Member: First Member from Team or Venue: $395/yearALSD Conference the past few years became a valuable tool • Affiliate Member(s): Additional Member(s) from Team or Venue:in making decisions regarding the design and operations of $125/yearvarious premium seating areas. Whether we were networking preMiuM seAtiNg professioNAL froM fooD AND beVerAgewith premium professionals, touring a new sports facility, or heADquArters:speaking with one of a variety of vendors, we brought back Ex. Regional Vice President, Sodexo Corporate (does not work in-venue)thoughts and ideas to share with our organization that were • Corporate Member: $300/year per member, for first four membersinvaluable to our decision making process. Just don’t tell my • Corporate Member: $125/year per member, for additional membersboss a lot of the networking took place at the free parties.” over four --Mike Guiffre, Director of Premium Seating, VeNDor/suppLier coMpANy professioNAL: Pittsburgh Penguins Ex. Sales Manager, Boundless Network • Vendor/Supplier Member: $500/year total, for up to four members • Vendor/Supplier Member: $125/year per member, for additional members over four JoiN Now: _____ Team Venue: Charter Member: $395 _____ Team Venue: Affiliate Member: $125/each _____ Corporate Member: $300/each, for members one-four _____ Corporate Member: $125/each, for fifth member and on _____ Vendor/Supplier Member: $500/company, for members one-four _____ Vendor/Supplier Member: $125/each, for fifth member and on PAyMENT: TOTAL: $____________ Person Joining (Repeat form for additional members): Name: __________________________________________________________ Title: ___________________________________________________________for More iNforMAtioN or to subMit Organization: ____________________________________________________ Address: ________________________________________________________forMs coNtAct: City, State, Zip: ___________________________________________________Association of Luxury suite Directors Phone: __________________________ E-mail: _________________________Amanda Verhoff10017 McKelvey Road METhOD OF PAyMENT:Cincinnati, Oh 45231 _____ Check made payable to: ALSD or Association of Luxury Suite DirectorsP: 513-674-0555 x104 _____ AmEx _____ MC _____ Visa _____ DiscoverF: 513-674-0577 Card Number: ____________________________________________________E: Amanda@alsd.com Expiration Date: ________________www.ALSD.com Cardholder Name: ________________________________________________ Cardholder Signature: _____________________________________________23 | S E A T | FALL 2010 | www.alsd.com
  22. 22. Why LA?The 2011 ALSD Conference and Tradeshow at LA Live showcases a newfan experience – one compelling enough to compete with the living room.DBy Bill Dorsey, Chairman, ALSD o you want to know the dirty little secret that leagues and sports executives talk about behind closed doors? They are afraid that the media that propels their television revenue is getting too good. Tis the age ofDirecTV. Comfortably ensconced on your Barcalounger in thecomfort of your own home, you can watch not one, but 32 gamessimultaneously with slow motion instant replays from every angleon an HD 3D-TV complete with expert commentators, a bath-room down the hall and your bookie on speed dial. No parking.No hassles. No need to get out of your pajamas. No $50 six pack.Homer Simpson is happy this way, why can’t you be? It is a valid concern. So in an effort to keep the fans coming, onestrategy is to build something that you can’t get anywhere else- nota sports arena, but an Entertainment Megaplex complete with doz-ens of entertainment options that you cannot get at the Simpsonhousehold. The ALSD has been showing off the state-of-the-art fora generation now. Newest, bestest, is what fuels the association andits loyalty. Enter LA Live, site of the 2011 ALSD 21st Conference for this21st Century. What Times Square is to New York, it is hoped thatLA Live and its 20,000 square feet of LED signage, 27-acres, sixcity blocks, 600 annual events and 20 million visitors a year will beto Los Angeles and its AEG visionaries. LA Live is not only LA’s future. It is YOUR future. It is the nextgeneration of venues that is going to be demanded by a clamoringpublic, who want their cell phones to someday soon cook themspaghetti and meatballs and give them a foot massage. To remainviable in the world of sports today, sports must equate to morethan wins and losses. It is about creating an experience. Peopleneed to be entertained before, during and after the game. Beforethey dig deeply into their recession-strapped wallets, fans havebecome conditioned to expect the experience. Is the sport enough?Maybe for purists. But for Homer Simpson, sports = entertainment= experience. Next year, in celebration of the first anniversary of the NextGeneration of the ALSD and of Sports Venues, the ALSD goesHollywood. See the pictures here, and we hope you know why.24 | S E A T | FALL 2010 | www.alsd.com
  23. 23. The entertainment capital of the world now has a capital of its own.25 | S E A T | FALL 2010 | www.alsd.com www.alsd.com | FALL 2010 | S E A T | 25
  24. 24. 2011 ALSD Conference and Tradeshow LA LIVE Sunday, June 26 – Wednesday, June 29, 2011 Brief Schedule of Events to be updated continually SunDAy, June 26, 2011 WeDneSDAy, June 29, 2011 3:30 p.m. 9:00 a.m. – 12:00 p.m. Kick-off Event Sessions or Bootcamps 4:00 p.m. – 7:00 p.m. 1:00 p.m. – 4:00 p.m. Exhibit Hall Open, Cocktail Hour Sessions 7:00 p.m. 6:00 p.m. – 9:00 p.m. Pub Crawl at LA Live Tour: Home Depot Center Tour (subject to change) MonDAy, June 27, 2011 8:00 a.m. – 4:00 p.m. League Day 4:30 p.m. – 7:30 p.m. Exhibit Hall Open, Cocktail Hour 7:30 p.m. – 10:30 p.m. Tour and Reception: STAPLES Center and Nokia Theatre TueSDAy, June 28, 2011 8:00 a.m. Keynote Event 9:00 a.m. – 12:00 p.m. Exhibit Hall Open, Brunch 12:30 p.m. – 4:00 p.m. Sessions 5:30 p.m. Photos Courtesy of AEG/L.A. LIVE 2010 Tour, Reception and Baseball Game: Angel Stadium, Los Angeles Angels of Anaheim26 | S E A T | FALL 2010 | www.alsd.com
  25. 25. the 21st Annual AlSd Conference & tradeshow June 26-June 29, 2011 JW Marriott los Angeles, California RegiStRAtion FoRMRegistration fees include all seminars, course materials,venue tours, and hospitality receptions. pRiCing: november 1, 2010 – december 31, 2010 no. of AttendeesAttendee Sign-up First ALSD Member $700 _____ Please complete a registration form for each attendee. Add’l ALSD Member $650 _____Payment information only needed once if paying for all Non-ALSD Member $800 _____attendees from a team/company. January 1, 2010 – March 16, 2011 First ALSD Member $750 _____CAnCellAtion Add’l ALSD Member $700 _____Thirty (30) or more days before show: 75% refund. Less Non-ALSD Member $850 _____than thirty (30) days before show: Credit for following March 16, 2011 – AlSd Conferenceyear’s show; no monetary refund. First ALSD Member $800 _____ Add’l ALSD Member $750 _____Organization ___________________________________________ Non-ALSD Member  $900 _____ A la Carte eventsFirst Name _____________________________________________ Angels Baseball Ticket $35 _____Last Name ______________________________________________ AlSd guest/Spouse program: Extra credentials are $200 each and will grant guest(s) access to all tours and receptions. Kids under the age of 14 are Free.Title ___________________________________________________ Guest/Spouse $200 _____ Angels Baseball Ticket $35 _____Address ________________________________________________ Guest Name: _________________________________________________________City____________________________________________________ Total: $_______State _____________Zip Code______________________________Phone _________________________________________________ pAYMentCell Phone ______________________________________________ Payment Information:___ Yes, I would like text messages during the ALSD Conference ___ American Express ___ Discover ___ Mastercard ___ Visa *ALSD will have an opt-in Text Program. Texted updates/informa- Card Number: _____________________________________________________ tion sent to your cell phone (Ex. "ALSD buses depart 5:00 p.m for Exp. Date: ____________________________________________ Venue Tour" or "2:30 Sales Session moved to Conference Room Cardholder Name: _____________________________________ #2") Cardholder Signature: __________________________________E-mail __________________________________________ League o College ___ Check made payable to: ALSD or Association of Luxury Suite Directors o NFL o Minor League o NBA o Racing Host Hotel information: Reservations: o NHL o F&B The JW Marriott Web Reservations: https://resweb.passkey.com/Resweb. o MLB o IT Los Angeles at L.A. LIVE do?mode=welcome_ei_new&eventID=2637027 o Soccer o Other: ______ 900 West Olympic Blvd. Phone Reservations: 800-266-9432. Mention: Association Los Angeles, CA 90015 of Luxury Suite Directors for group rateMember: oYes o No www.lalivemarriott.com o I would like to sign up for member ship; send materials Fax, e-mail or Mail form to: Amanda Verhoff ALSD 10017 McKelvey Road, Cincinnati, OH 45231 E: Amanda@alsd.com P: 513-674-0555 x104 F: 513-674-0577

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