SEAT Fall 2011

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SEAT Fall 2011

  1. 1. the san francisco 49ers “wow” with tablet technology page 38 S E AT leading the premium seat industry www.alsd.com fall 2011 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 2012 buyers guide Pages 50–84Be A Part Of The community At #ALSD2012PLUS: Minneapolis VENUE TOURS Unveiled Why fortune 100 CompaniesPage 34 Purchase Premium Seating: An INSIDER’S PERSPECTIVE “the old lady” Brings A New Era To Serie A Page 48 And Lo Stadio Che Cambia Il Calico Page 42 patricK duffy Opens The Doors To A TransformedDo You Have 20 Minutes? ST. PETE TIMES FORUMThen You Can Build A successful sales Page 26Campaign With ALSD Member FLAVIL HAMPSTENPage 12 ny Jets top nfl revisiting wake forest’s the sacramento Kings combine social media ranks deacon tower: a case study resources to deliver roi page 18 page 20 page 46
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  3. 3. Your Away Team Relax responsibly.® Imported by Crown Imports LLC, Chicago, IL 60603
  4. 4. TWO WORDS:SPECIAL. TREATMENT.MOTOROLA HOSPITALITY SOLUTIONSWhether entertaining business clients, closing a major deal or socializing with family or friends, yourcustomers look to make the most out of their entertainment dollar.Service, state-of-the-art amenities, and an overall exceptional experience are a must. Exceed theirexpectations. Equip your staff with mobile voice and data solutions so they can offer the ultimate inentertainment satisfaction. Afterall, everyone loves to be treated like a VIP.For more information, please visit us at:www.motorolasolutions.com/hospitalityMOTOROLA, MOTO, MOTOROLA SOLUTIONS and the Stylized M Logo are trademarks or registered trademarks of Motorola Trademark Holdings, LLC and are used under license.All other trademarks are the property of their respective owners. ©2011 Motorola Solutions, Inc. All rights reserved.
  5. 5. FallS E A T 2011 Published by the Association of Luxury Suite Directors SPECIAL FEATURE:50 BUYERS GUIDE 2012 The 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, Information Technology and Professional Services. RESEARCH BY RYAN MIRABEDINI FEATURES34 BE A PART OF THE COMMUNITY The ALSD is a collection of likeminded professionals. We praise this community in 2012. Join us at the 22nd Annual ALSD Conference and Tradeshow in Minneapolis for a celebration of idea exchange, 34 camaraderie and some of the best venues in the industry.42 A NEW HOME FOR FOOTBALL’S “OLD LADY” By opening the doors to a new stadium, Juventus FC may be opening the doors to a new era for Italy’s Serie A. Learn why Juventus Stadium is lo stadio che cambia il calico – “the stadium that is changing football.” BY IAN NUTTALL46 THE EMERGENCE OF THE SALES MELTING POT How the trend towards combining suite and sponsorship inventory works for the Sacramento Kings… and how it can work for you too. BY AMANDA VERHOFF48 TOP SECRET: AN INSIDER’S PERSPECTIVE OF PREMIUM SEATING USAGE BY FORTUNE 100 COMPANIES Many of the top U.S. companies use premium seating as a business tool, but WHY? Go inside the decision making minds of these top premium seating purchasers to better understand their wants and needs. 38 BY DR. PETER TITLEBAUM, DR. HEATHER LAWRENCE, DR. CHRISTOPHER MOBERG AND MS. CHRISTINA RAMOS SPORTS TECHNOLOGY CORNER38 TABLET TECHNOLOGY: THE NEW WOW FACTOR In recent months, trendy tablet devices have started to improve per- formance and modernize business practices. And not surprisingly, for premium seating sales and service, it all starts in Silicon Valley. BY EMILY MILLER HUDDELL About the Cover: Get your shopping list ready. Tis the season - Buyers Guide Season: your reference tool for purchasing needs throughout the year. 42 Contents continues overleaf #SEATFall2011 | www.alsd.com | S E A T | 5
  6. 6. FallS E A T 2011 ASSociATion oF Luxury SuiTE DirEcTorS Chairman Bill Dorsey Executive Director Amanda VerhoffPublished by the Association of Luxury Suite Directors President Jennifer Ark, Green Bay Packers VP, Business Development Pat McCaffrey Director, Sponsor and Partnership Development Dene Shiels Editor of SEAT and ALSD.com Jared Frank National Sales Manager Scott Hinzman Membership Director Ryan Mirabedini Design Carole Winters Art + Design Director of Finance Dan Lindeman Financial Account Manager Vickie Henke Director of Interactive Media John Tymoski ExECuTIVE CoMMITTEE Chris Bigelow, Bigelow Companies Brian Bucciarelli, Hershey Entertainment & Resorts Greg Hanrahan, united Center Tom Kaucic, Southern Wine & Spirits 28 Pat McCaffrey, ALSD Kim Reckley, Detroit Red Wings & olympia Entertainment DEPARTMENTS BoARD oF DIRECToRS8 NEW ALSD MEMBERS Janie Boles, Auburn university Natalie Burbank, utah Jazz / Salt Lake Bees10 ALSD STAFF EDITORIAL Richard Dobransky, Delaware North Companies Editor’s Note Trent Dutry, uS Airways Center BY JARED FRANK Chris Granger, National Basketball Association MIke Guiffre12 ALSD MEMBER EDITORIAL Adam Kellner, Chicago Bears Build a successful campaign for difficult Gerald Kissel selling situations in 20 minutes Debbie Massa, RoI Consulting 20 Scott O’Connell, Minnesota Twins Baseball Club BY FLAVIL HAMPSTEN Mike Ondrejko, Legends Premium Sales Richard Searls16 ALSD MEMBER Q&A Tom Sheridan, Chicago White Sox Peter Titlebaum, university of Dayton18 INDUSTRY AND ASSOCIATION NEWS ALSD 2012 STEERING CoMMITTEE Why the New York Jets are #1 in social Sue Brown, Levy Restaurants media Richard Dobransky, Delaware North Companies Four years later, Wake Forest University Rachael Johnson, Minnesota Wild proves itself a successful case study Scott O’Connell, Minnesota Twins Baseball Club Thinking inside the box with Catersource Tanesha Wade, university of Minnesota Athletics Published by Venue Pub. Inc. Copyright 2011. (All rights24 ON ALSD.COM reserved). SEAT is a registered trademark of the Association of Luxury Suite Directors. SEAT is published quarterly and is complimentary to all members of the Association of Luxury26 MEMBER HIGHLIGHT Suite Directors. SEAT visits with: Patrick Duffy Senior VP of Corporate Sales & Executive Suites Tampa Bay Lightning BY JARED FRANK Association of Luxury Suite Directors 10017 McKelvey Road, Cincinnati, oH 4523188 COMING ATTRACTIONS 513 674 0555 amanda@alsd.com 22 Please Recycle This Magazine6 | S E A T | www.alsd.com | #SEATFall2011
  7. 7. nEw ALSD MEMbErS FALL 2011 Susan Roth Brad Stauffer Gary Tedder President Senior Vice President, operations Senior Vice President, Business Development Trims unlimited, Inc. AGA MARVEL Accredited Members Holding Corporation 4525 Wilshire Blvd, Suite 205 1260 E. Van Deinse Street 2 North Cascade Ave, Suite 1400 Los Angeles, CA 90010 Greenville, MI 48838 Colorado Springs, Co 80903 P: 877-481-8864 P: 616-619-5335 P: 719-265-5821 susan@trimsunlimited.com bstauffer@agamarvel.com gary@accreditedmembers.com David Bloovman Art Bochert Michael Genho Vice President Vice President, Sales & Marketing President Fresh Towel, Inc. AGA MARVEL Pat Boone All-American Meats 3313 W. Stokley Street 1260 E. Van Deinse Street 2 North Cascade Ave, Suite 1400 Philadelphia, PA 19140 Greenville, MI 48838 Colorado Springs, Co 80903 P: 215-226-1199 P: 616-619-5355 mgenho@patboonemeats.com info@freshtowel.com abochert@agamarvel.com Rob Madelmayer Steve Anstine Micha Rains Business Development Manager National Account Manager Regional Sales Manager EGroup Bernhardt Design AGA MARVEL 11790 Sunrise Valley Drive, Suite T-100 14613 Wedd Street 68 Thomas Avenue Reston, VA 20191 overland Park, KS 66221 Mountain House, CA 95391 P: 703-674-5434 P: 828-759-6638 P: 800-223-3900 rmadelmayer@egroup-inc.com steveanstine@bernhardt.com mrains@agamarvel.com Wendy Ewing Jane Cummings Nancy Bryan Role Brand Manager Bernhardt Design Managing Partner Sales oFS Brands 1839 Morgantown Blvd. B-R Carts & Kiosks, Inc. 1204 East 6th Street Lenoir, NC 28645 Blackwood Business Center Huntingburg, IN 47542 P: 828-759-6488 1360 County Road, # 8 wewing@ofsbrands.com janecummings@bernhardt.com Farmington, NY 14425 P: 585-398-2190 Kelly McDyre Amanda Gurney nancyrole@brcarts.com Director of Public Relations and Sports Partnerships Manager of Premium Services Cambria Pittsburgh Penguins Sean Nowaczyk 11000 West 78th St, Suite 220 CoNSoL Energy Center Premium Seating Executive Eden Prairie, MN 55344 1001 Fifth Avenue Michigan International Speedway P: 925-944-1676 Pittsburgh, PA 15219 12626 u.S. Hwy 12 kelly.mcdyre@cambriausa.com P: 415-255-1798 Brooklyn, MI 49230 agurney@pittsburghpenguins.com P: 517-592-1225 Jayne Hancock snowaczyk@mispeedway.com Marketing Executive / CMo Ryan Coyle FanVision Director of Premium Sales Nick Watson 60 Columbus Circle, 19th Floor olympia Entertainment Vice President – Information Technology New York, NY 10023 Detroit Red Wings Milwaukee Brewers P: 212-801-1000 600 Civic Center Drive one Brewers Way jhancock@fanvision.com Detroit, MI 48226 Milwaukee, WI 53214 P: 313-471-3208 P: 414-902-4491 Taylor Walker ryan.coyle@olyent.com nick.watson@brewers.com Executive Services Coordinator Georgia Dome Paul Epstein Katie Stocz Miller one Georgia Dome Drive NW Director, Ticket Sales & Premium Seating Director of Client Services Atlanta, GA 30313 Maloof Sports & Entertainment orlando Magic P: 404-223-8865 Sacramento Kings 400 W. Church St, Suite 250 twalker@gadome.com one Sports Parkway orlando, FL 32801 Sacramento, CA 95834 P: 407-916-2932 Amy Chwick P: 916-928-8171 kmiller@orlandomagic.com Manager, Client Services pepstein@kings.com Florida Marlins Derek Muldowney 2267 Dan Marino Blvd. Kate urekew Executive VP NATC Miami Gardens, FL 33056 Executive Director, Partnerships and Marketing International Speedway Corporation P: 305-626-7322 Circles 1801 W. International Speedway Blvd. achwick@marlins.com 300 A Street Daytona Beach, FL 32114 Boston, MA 02210 P: 386-947-6671 kate.urekew@circles.com dmuldowney@iscmotorsports.com Jamie Walsh Doug Bolas Executive Director Vice President – Design Circles International Speedway Corporation 300 A Street 1801 W. International Speedway Blvd. Boston, MA 02210 Daytona Beach, FL 32114 jamie.walsh@circles.com P: 386-681-6892 dbolas@iscmotorsports.com Duane Gilbert Marketing Manager Jessica Gregory AGA MARVEL Luxury Suite Coordinator 1260 E. Van Deinse Street Carolina Panthers Greenville, MI 48838 800 South Mint Street P: 616-619-5317 Charlotte, NC 28202 dgilbert@agamarvel.com P: 704-358-7472 jessica.gregory@panthers.nfl.com8 | S E A T | www.alsd.com | #SEATFall2011
  8. 8. What’s yourWi-Fi done foryou lately? AT&T Wi-Fi Services provides the KEY to a complete integrated Wi-Fi infrastructure providing smooth, continuous connectivity throughout your stadium to keep your fans connected and offer the ultimate alternative to “Home Theater”. What’s your Wi-Fi doing for you? Let AT&T Wi-Fi Services take care of your technology needs—you focus on your guests. Customized wireless design based Quality of Service (QoS) & on a proven methodology Bandwidth Management • Fully managed service model • Access policy enforcement • Site survey, design, and installation • Network security for POS • Operation and support • WAN/LAN traffic management • Backhaul transport Dedicated client services Application enablement • 24x7 Customer Support Center • Mobile application development • Venue customer support • Co-branded splash pages • Nationwide repair & maintenance • Loyalty program integration Contact 877-397-6931 for more details on how AT&T Wi-Fi Services can help improve the experience at your facility. Visit wi-fi_sales@att.com for more information.©2011 AT&T Intellectual Property. All rights reserved. AT&T, the AT&T logo and all othermarks contained herein are trademarks of AT&T Intellectual Property and/or AT&T affiliatedcompanies. All other marks contained herein are the property of their respective owners.
  9. 9. Editor’s notE by JArED FrAnk What we can learn from the life of Steve Jobs O n October 5th, Steve Jobs passed Connect with me on away. And whether you’re an www.linkedin.com/in/jaredfrank “Apple Snob” or not, you should appreciate his life for how greatly it and follow me on has empowered your life. www.twitter.com/SEAT_Editor Steve Jobs believed in revolutionary change. for daily updates. Through his entrepreneurship, innovative flair and Here is a sampling of my tweets: sheer guts, he sold technology beyond just an ac- celerator of business and into a consumer product. After first MLS season, the Portland Timbers are ex- First with the personal computer then later with panding Jeld-Wen Field capacity to 20,323. The club the iPhone and iPad, affordability and, most is also adding 2,000 season tickets for total of 14,500. importantly, accessibility for the average American was attained. Phoenix Coyotes offer allergy-friendly suite rentals. Affordability – that’s easy to understand. For The suite is cleaned prior to each use, free of peanuts all that it does, the iPhone is pretty damn cheap. and features the “Allergy Friendly Menu.” And I have friends who own a MacBook, iPad and tionary changes. I don’t know why. Because they’re iPhone. That’s a bit unnecessary in my opinion, harder. They’re much more stressful emotionally. but the point is, they are average Americans who And you usually go through a period where every- Dodgers cut all season ticket prices for 2012, includ- ing as low as $5 in the Top Deck. New STH perks earn an average wage and own these items without body tells you that you’ve completely failed.” include playing catch on the field and complimentary carrying a balance on their American Express Steve Jobs believed in revolutionary change. Stadium Club membership. cards. And his message inspired action. Actions are But what do I mean by accessibility? Acces- happening every day across our industry, and sibility to what? Without question, Steve Jobs has some of them are presented in this issue of SEAT, Washington State seeking approval for $80M renova- tion. Upgrades would include a larger press box with empowered anyone with courage with an oppor- including: As explained by Flavil Hampsten in his premium seating. tunity to further his or her commercial pursuits. Member Editorial, the Charlotte Bobcats are con- But his true lasting legacy lies in his empower- tinuing to be aggressive with retaining clients and ment to access ideas. Ideas, not money, make the securing new business despite the NBA lockout Xirrus has outfitted Gillette Stadium with a wireless world go round. and other difficult selling situations (page 12). The network to serve its premium seating areas. Putnam Club members are now able to access exclusive video Yes, Steve Jobs believed in revolutionary San Francisco 49ers are using iPads to transform content on smart phones. change. their sales practices – from presentations to A quick disclaimer – I eat with my iPhone; I transactions (page 38). The new Juventus Stadium sleep with it; and if it were physiologically pos- in Turin, Italy is ushering in a completely new era STAPLES Center transforms fan experience with new sible, I’d breathe with it. I talk, text, tweet and for the country’s top sport and top league (page high definition digital video solutions. Verizon and Cisco solutions keep fans connected and customize play Angry Birds with my breakfast, lunch, dinner 42). In Sacramento, the Kings are delivering ROI each event. and all times in between. And I cycle through my and ROO by combining suites with sponsorships iPod as I fall asleep each night. So, clearly, I am a and their organic needs analysis approach (page Steve Jobs homer. 46). And let’s not forget about all the vendors NY Mets cutting season ticket prices up to 39%. In- But back to the idea of ideas. I keep an idea – who are supplying new products and services to dividual games will be dynamically priced. Dynamic pricing to be managed by Qcue. one of Steve Jobs’ ideas – on my desktop. I would the marketplace. Our annual buyers guide listings like to share it with you now. Please know that begin on page 50. this isn’t intended to be like a birthday card – There was only one Steve Jobs. But all of us can Chelsea FC owner Roman Abramovich attempts to something that’s meaningful for the ten seconds use these examples and many others out there to buy back Stamford Bridge from Chelsea Pitch Owners you read it, and then ends up forgotten in the enact, if not revolutionary, then certainly positive (CPO) in order to have rights to build a new venue. trash can next to your empty milk cartons and change. Decide on the idea of who you are – per- junk mail. I read this thought periodically, say sonally and professionally – and go be that idea. Ontario Hockey League’s Kitchener Rangers to add once a month. I try to live it daily. I hope you will seats to the Aud. 1,000 seats to be added for an too. The next Steve Jobs certainly will. How is your organization bringing about positive change? estimated $9.6M. “I have a great respect for incremental improve- Email me at jared@alsd.com. ment, and I’ve done that sort of thing in my life, Also connect with me on social media (See Sidebar). but I’ve always been attracted to the more revolu-10 | S E A T | www.alsd.com | #SEATFall2011
  10. 10. Never Lose Your Cool on Game Day.Our undercounter refrigerators will have you ready for game day.With a digitally controlled convection cooling system, your drinksand snacks will chill quickly and stay cool all through the game.With the capacity to store over seven cases of cans, you won’trun dry if you go into overtime. Four full depth removable shelvesinsure that you can fit whatever you need to make the most of theday. U-Line. Ready for game day since 1962.U-Line Refrigeration is keeping it cool in stadiums across the nation: Lincoln Financial Field Frank Erwin Center Citizens Bank Park Coors Field TD Banknorth Garden Invesco Field at Mile High Gillette Stadium Pepsi Center Verizon Wireless Arena Dick’s Sporting Goods Park Dunkin’ Donuts Center Morrison Stadium Agganis Arena Camelback Ranch Ralph Wilson Stadium Angel Stadium of Anaheim Nationals Park United Center Honda Center Lambeau Field The Palace of Auburn Hills Bradley Center Comerica Park U.S. Cellular Field Progressive Field Soldier Field Paul Brown Stadium Xcel Energy Center Ohio Stadium Conseco Fieldhouse Nationwide Arena Rangers Ballpark in Arlington PNC Park New Orleans Arena Great American Ball Park Cleveland Browns Stadium Canal Park All Pro Freight Stadium Please come by and visit us USTA Billie Jean King National Quicken Loans Arena Tennis Center 5/3 Bank Ballpark at the ALSD Conference and Minute Maid Park Miller Park Tradeshow June 26-29 Louisiana Superdome Scott Trade Center in Booth # 600 THE BUILT-IN UNDERCOUNTER MARKET LEADER SINCE 1962. • Digital controlled convection cooling system rapidly cools food and drink • Refrigeration capacity of 5.3 cubic feet • Storage for more than 7-1/2 cases of 12 oz beverages • LowE coated, argon gas filled thermopane glass door • 4 full depth removable, chrome plated heavy duty wire shelves • Commercial stainless steel handle • ADA24R and ADA24RGL come with a locking door ® • ADA24RGL is ENERGY STAR and CEE Tier 1 rated • ADA24R solid door model is available in black or stainless steel and ® is ENERGY STAR and CEE Tier 3 rated • Suitable for commercial use by Underwriters Laboratory (UL) • 32" H x 24" W x 23-1/2" D Model ADA24RGL To learn more, please visit u-line.com
  11. 11. ALSD MEMbEr EDiToriAL bY FLAViL HAMPSTENBuild a successful campaign for difficultselling situations in 20 minutesD id your team miss the playoffs? Are balance was due when football was guaranteed you in the middle of, or recently go to come back. In essence, they made it easy for through a labor situation? Do you the season ticket holders to say yes, while they happen to work for an owner who waited for a CBA resolution. If those sameis not liked in your city or does not have the teams forced their customers to pay in full, thefinancial backing to build a competitive team? outcome would have been disastrous.Do you feel that charging a premium for your Lastly, leverage your sellable assets. Mosttickets right now isn’t the thing to do? If your teams do a good job with leveraging groups toanswer is “yes” to any of the above questions, you their “A” games. Most teams ask that buyers alsowork in a difficult selling situation. Notice that purchase another game that is less desirable forI said “difficult,” not “impossible.” Working in a group sales. However, a majority of teams do notdifficult selling situation is a cause for you to be leverage their premium areas. Why aren’t we allmore demanding of staff, more creative with of- packaging-in less desirable assets with our morefers and more aggressive in your sales campaigns. popular assets in all areas of our business?If you don’t, your numbers won’t be where they No matter how bad your situation is, thereshould be. The good news is that you can create is something that people will want. Sometimesthis plan quickly to ensure your numbers are it is an “A” game, sometimes it is an arena eventstill tops in the league. Read below for five tips and other times it is an appearance from ato navigate successfully through tough selling former player. In 2008-09 when the Phoenixsituations. Coyotes were taken over by the NHL and then declared bankruptcy, the team took to sellingEffort Always Matters – Yea, I know what Getting face-to-face and their sellable assets by focusing on what wasyou’re thinking, of course it does. But take a seri- guaranteed and attractive – arena shows. Wantous look at your efforts. Are you hosting more having prospects engage to rent a suite to Paul McCartney? The Coyotesevents than ever? Are the same amount of phone with your team during had suites to rent, but you had to be a seasoncalls and appointments being made? Are you ticket holder to gain access. They did this for allthinking outside of the box to ensure your situ- uncertain times is the only of their arena shows that summer. The team soldation is maximized? A lot of teams don’t. They over 100 new fulls and an estimated $400,000 offeel paralyzed because of their situation. Well, certain way to move the other products by using this method. Would thatthe good news is that you’re never paralyzed; just needle. When times are help your bottom line? Package-in your sellablesremember that no plan will work if your effort is to create more value for your lower demandnot 100%. tough, you should host products.Make It Easy for Buyers to Say Yes – Uncer- more events than you ever Have a Plan to Target and Sell Premium – Intainty leads to low confidence amongst buyers. have before. addition to making it easy for prospects toLow buyer confidence leads to low sales figures, buy, you need to have a plan to target and sellunless you do something about it. Status quo premium seats. I’ve found that most teams don’tdoes not work in these situations. So whether have a plan for premium. They have a plan to sellyou work for a team in the middle of a labor payments until hockey was back. They took fulls, partials and individual tickets, but oftensituation, work for a team that has no owner or deposits for 900 season tickets which was more times the premium crew is left to fend for itself.an owner in financial distress (Hello Phoenix than the other teams who simply sat still and A campaign has many moving parts, but theCoyotes and LA Dodgers), or you simply work waited for the situation to get better. The New three areas below will get you on the right path.for a team with a “rebuilding” product, you can Orleans Hornets are actually replicating this If you wanted to, you could complete these threestill put up league-topping numbers if you cre- effort right now and are ranked as one of the steps within a week.ate a low barrier to entry and sell your sellable top-selling teams in new business in the NBA.assets. Low barrier to entry makes it easy for the buyer Demographics – If you don’t know what your During the NHL lockout in 2004 when other to say yes until the times are more certain. premium buyers look like demographically, nowteams laid off employees and cut marketing Another example of this comes from the is a good time to find out. You can get sophisti-budgets, the LA Kings got aggressive with their NFL. During this past summer’s NFL lockout, cated with this by hiring a third-party companyoffers. The Kings took season ticket deposits. many NFL teams made it simple for their or keep it simplistic and send a short emailBuyers could lock into a season location with season ticket holders by only asking for a 10% survey.only a $100 deposit and not make any additional deposit to renew or buy new seats. Then the12 | S E A T | www.alsd.com | #SEATFall2011
  12. 12. LinkedIn is the best business prospecting tool in the social world right now…As I sorted through linking with all of our suite holders, it was surprising to me how many of the DECISION MAKERS from companies have a LinkedIn profile.Rent/Buy Lists – Rent and/or buy lists that you sitting around waiting for your situation to the event. Why should the prospect buy AT thelook like your current premium seat holders. get better? event? Why should the seller care if the prospectThe lists that I buy are always targeted toward Golden State recently held a premium sales actually buys that night or the next? Have strongcompanies and individuals who look like my event that targeted past premium seat holders. buyer and seller incentives to maximize on thecurrent customers. If you’re buying lists blindly, The team invited cancelled accounts over the event.the return will not achieve what you need it to. past three seasons to meet the new ownership group. As a buy-now incentive, they used Jerry Social Media Works. Please Use It – This is aLead Management – Have you separated out West autographed items. The event resulted in bonus point that very few people have figuredyour leads or do you still have your inside sales excess of $200,000 in revenue. out. It is either because they’re not familiar withteam calling the top premium prospects in the The Atlanta Hawks hosted a similar event how to sell on social media, or their employerarea? Now that you know what your customers that generated over $60,000 in one night. Buy- may have a gag order on them. Regardless of thelook like and have more leads to call, make sure now incentives ranged from an away trip with reason, there is one platform that has more sell-you have your best salespeople calling on these the team to lunch with Dominique Wilkins. ing power for salespeople than any other socialleads. The New Orleans Hornets recently com- media platform. That platform is LinkedIn. Once you have those three steps in place, pleted the finale of their 100 events in 100 days. LinkedIn is the best business prospecting tool inyou can either simply assign the leads to your The results? $950,000 of revenue. the social world right now. In our CRM system,premium crew to call, or you can warm up the The Bobcats host one open house per month we have a button built-in that looks for ourleads for them. I elect to warm leads as much as in the off-season and generate over $100,000 on prospects’ LinkedIn profiles. As I sorted throughpossible before assigning. My campaigns gener- average for each. The team has also hosted over linking with all of our suite holders, it wasally look like this: 15 events per month that are sales and retention surprising to me how many of the DECISION driven. There is a reason why the Bobcats are MAKERS from companies have a LinkedInStep 1: Email is sent to lead list still tracking ahead of last season’s record-setting profile. If you’re unfamiliar with LinkedIn or a) If email is opened, the lead is assigned im- year. Events are a big part of that reason. have been underutilizing its power, review the mediately to the sales rep to call If you look deeper into the events, you’ll five steps below and follow them. You can thank b) If email is unopened, proceed to Step 2 notice three things that make them successful: me after your sales numbers and closing ratioStep 2: Direct mail list is sorted 1) Make the event attractive. Give the increase. a) To manage expenses, look at numerous prospect a reason to show up. The Washington 1) Create and COMPLETE your profile – demographic fields before deciding who to Capitals have used meet-and-greets with players You research prospects; have you ever stopped to target with a direct mail piece along with free hot dogs and sodas for all who think that your prospects are researching you as b) Assign leads, who have not opened the attend the team’s open house. The New Jersey well? They do, and you need to have a web pres- email but have received the direct mail piece, Nets have toured around Jersey Turnpike diners ence that states who you are, what you’ve done, to sales reps for calls with numerous executives and players. Think and what you’re currently doing.Step 3: Assign remainder of leads for calls outside the box and give the prospect a reason to 2) Join a group to find prospects – Do you attend, and listen to why they should invest in know how long it would take to make 7,000Warming up the leads by using this process has your organization. calls? I’m involved with several groups in theincreased our closing ratio from 0.5% to 3.5% 2) Target qualified lists for invites with Charlotte area. Each group has over 7,000and has generated a return of 6-to-1 for our both direct marketing and phone calls. As I members to whom I can communicate with.direct mail campaigns. It’s a step that I consider have already stated, I purchase lists consisting I can do this with one click of my mouse byessential when designing a campaign. of prospects that look like my current premium posting an interesting tidbit. Stay relevant and customers, but I also set my sales force up on interesting.Host More Events – The next parts of the an aggressive call campaign designed to get the 3) Find your prospects and connect withcampaign are sales events. Event-based selling prospects to our event. The Houston Rockets them – You have a lead list, and I bet you have ais still an anomaly to a lot of teams. Those teams have hosted successful events targeting specific ton of leads where you’ve left 600 voicemails forwill say that events don’t work in their market, industries that typically have a high propensity the decision maker. You need a new way to getor that they don’t have a budget to host them to purchase (e.g. Banking, Oil Executives, etc.) his/her attention, and this is it. Here is the trick:which seems like an excuse. Getting face-to-face with the same tactic. Closing your eyes and don’t send the note that LinkedIn provides you.and having prospects engage with your team sending invites to lists that may not be qualified You must customize the note and hope that theduring uncertain times is the only certain way has the potential to decrease the results of your prospect accepts.to move the needle. When times are tough, you event. Do your homework, invite qualified buy- 4) Once that prospect has accepted yourshould host more events than you ever have ers to maximize events, and hit them with an invitation to connect, now communicate withbefore. Some teams are executing this approach invite and an aggressive outbound call campaign. him/her – Without spamming them, you nowwell right now. Are you emulating them, or are 3) Have both buyer and seller incentives for [continued on page 86] #SEATFall2011 | www.alsd.com | S E A T | 13
  13. 13. 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
  14. 14. While your team is winning the game, Agilysys helps you win the crowd. Wants a beer but doesn’t want to miss the action. Use mobile POS to pre-order and bust the queue. Halftime starting in four minutes and stadium network has just crashed. Still serve three times as many customers off-line with easy-to-use POS.Pre-ordered four vegetarian plates for luxury suite.Automatically adjust catering inventory.Agilysys solutions provide you with total control of your retail and food & beverage operations—so you cansimplify management and improve revenue stadium-wide. Provide faster, more accurate service in luxury suitesand club sections with mobile POS devices. Speed up concession lines and increase sales volumes with easy-to-usePOS terminals. Maintain accurate inventory of every concession, bar, restaurant, caterer and fan shop—in real time—during your events. And improve planning with in-depth analytics and superior reporting capabilities. It’s everythingyou need to simplify operations and boost your bottom line—only from Agilysys. Find out what Agilysys can do for you.Call 1-877-374-4783 or email hsgsales@agilysys.com | www.agilysys.com Agilysys solutions include:
  15. 15. ALSD MEMbEr Q&AQuestion Topic:PRICE REDuCTION, VALuE and rentals. To sweeten the deal on the food and beverage side, we have created an inclusive food and beverage package with our all-inclusive A: Yes, I have been using my iPad for suite appoint-ADDS, STRATEGIES fOR suites. We have also developed a point system ments. I upload suite pictures on my iPhoto. ISELLING for administering the food and beverage pack- have found that it has helped when describingQ: age. Amenities that we have created/added the suites, sightlines and other VIP areas. It is not as good as getting the prospect down to theRegarding how you have changed/altered your include: stadium in person but definitely adds value andsuite sales strategies: • Inclusive food and beverage package the “cool” factor to any presentation. • Has anyone lowered their annual suite • Fully-renovated suites license pricing? If so, explain price points. • Has anyone added F&B credits to sweeten deals? If so, how much? • Concierge service • One-way valet service - Suite owners park in a private lot; at- A: Regarding the use of iPad, XOOM or other • What amenities have you created/added for tendant parks the car and delivers keys tablet products, we are not currently using any your suite owners? back to the suite tablet products for our suite sales presentations. • What outside-the-box sales strategies - Service can include window wash- Currently, our corporate sales team (sponsor- have you come up with, and how have you ing during events as well as periodic car ships) is working to utilize an iPad for sales executed them? detailing presentations, but they have only put together a • New jersey with micro-chip infused technol- first presentation, and in doing so, they have runA:We have not lowered prices yet with our leased ogy - Personalized jerseys for all-inclusive suites into a few technology issues. So I am interested to hear the feedback and any successes or issues that other teams have experienced.suites (the first of the 5-year agreements are - Jerseys include a chip in the sleevecoming up after 2012, and we have recom-mended doing so). We did however do thiswith our premium seats (e.g. Presidents Club which gives 25% off concession stands and 35% off merchandise • New suite owner lounge A: We use a tablet to present virtually everythingand Diamond Club), so we have essentially set - Created space for networking on a content related: historical timelines, old/newprecedent. Regarding food and beverage, we nightly basis exclusive to suite owners stadium comparisons, parking maps/informa-have always included food and non-alcoholic - Nightly chalk talk where former play- tion, stadium/concourse/club space renderings,beverages in our Presidents Club. In 2011, we ers/coaches mingle with guests suite and seat views, pricing information includ-added draft beer and house wine. We also went • Private suite owner entrance and elevators ing financing breakdowns, inventory maps, etc.away from “loaded value” in our Diamond Club • [Team] Vision messaging The tablet presentations have been very welland made it all-inclusive, which now includes - Suite owners can have access to compli- received especially here in Silicon Valley. It’s afood and beverage, including draft beer and mentary messages to be displayed on the wow factor every time. The tablet is versatile andhouse wine. We have recommended a bundled jumbotron, such as anniversary, special allows you to bring our Preview Center to lifefood and beverage package or yearly credit for guest welcome, etc. for out-of-office meetings. It also allows you toall suite holders when/if the client renews or • Merchandise ordering and delivery to suite update stadium information/numbers/inventoryextends (in the case of 7- and 10-year deals). • Guaranteed game-day giveaways any time, resulting in less clutter and collateral.As far as amenities, we offer wine and cheese The downside is that tablets can’t project ontastings, autograph signings, meet-and-greets, a big screen (say in a conference room whenprivate areas in the park during public events Question Topic: presenting to multiple people), however they do(e.g. Picnic in the Park), autographed and per- make a projector for the iPad, which we are insonalized bats from the General Manager and TAbLETS fOR SuITE the process of getting.the Pearl Program. In terms of outside-the-box PRESENTATIONSstrategies, we are working on price reduction,food and beverage credits, elimination of escala- Q: A:tors, etc. These are not totally out-of-the-box Are teams using tablets, like the iPad, XOOM I wanted to try and use an iPad for presenta-but core to renewing clients and extending their or similar device, for suite presentations? tions and use it on event days, but I am havingcontracts. We are looking at a suite share or If yes: issues getting our IT department to okay the usesuite licensing program like Mandalay Sports • What content is presented on the tablet of one as there are apparent concerns with thehas developed with their minor league baseball (multimedia, suite images, etc.)? security on the device regarding our network.properties/venues. • What has been the success of using the device versus the traditional presentation COMING uP:A: method? YOuR QuESTION IS • What are the pros? ANSWERED: MOREWe have not decreased, but rather increased our • What are the cons? ON THE EMERGENCEaverage ticket price on average 20% by resetting Of TAbLETS, PAGE 38the bar in regards to all-inclusive suites, shares16 | S E A T | www.alsd.com | #SEATFall2011
  16. 16. always the best seat...Find the perfect seat for every venue at Dauphin! Advanced in form and technology, we provideinnovative furnishing solutions to meet a variety of changing needs. Offer everyone superiorcomfort while catering to different styles and price points through our product offerings suitablefor multiple settings. innovative furnishings for dynamic spaces 800.631.1186 • www.dauphin.com
  17. 17. iNDuSTrY AND ASSociATioN NEwS Revisit Deacon Tower at BB&T Field, p.20 Member Highlight: Patrick Duffy, p.26Why the New York Jets are #1 in social mediaAccording to Neilson, the Jets are tops in the NFL with an 11.9% share of all NFL-related social media activityo n October 9th, the New York Jets lost a hotly contested matchup with their long- time rivals, the New England Patriots. For a team like the Jets, this season won’tbe considered a success unless Mark Sanchezsays he’s going to Disney World, and Rex Ryanis lost in a sea of celebratory confetti. So howexactly does the organization keep fans on boardand believing when the team goes through earlyseason frustrations like the loss to the Patriots?One major way is through an accolade-gar-nering social media campaign that is second tonone in professional sports. The aforementioned loss to the Patriots be-came final at roughly 7:15pm EST. Within thenext 18 hours, the Jets official Twitter account(@nyjets) had already “tweeted” an impressive26 times. These 140-character quick-hits werecomprised of coach and player quotes, upcomingevents and, most importantly, direct fan interac- Connect with the Jets: From the team website, fans can access all team and player social media assets that when combined rank the Jets #1 in the NFL in terms of social media activity.tion. These responses to fans weren’t promotedwith a clever campaign or requested by Jetsofficials. They were straightforward responses to the age of 18 whether they would rather have an Motopics” which – at the time this article is be-Jets fans that took their thoughts on the team to autograph or a retweet from their favorite player, ing written – is seen immediately when going toTwitter for whomever cared to read them. This and you may be surprised by the answer. the page (www.facebook.com/Jets). The contestmuch is not uncommon with any professional A professional sports team is a brand, and encourages fans to take a picture of themselvesteam. The difference? The Jets actually responded as is the case with any other, a certain degree and friends watching the game, upload the(nine times to be exact). of loyalty must be ascertained. The days of kids photo and complete a form (which acts as a lead Here’s an example of how it worked: sending their favorite player a self-addressed generator for the Jets), and one entry is voted envelope with a trading card to be autographed to win two tickets to a Jets home game courtesy Jets fan have long since passed. What better way to cre- of Motorola. These types of integrations into @DieselHouse7: @nyjets the jets can be 13-3 ate brand loyalty with young fans than interact Jets social media show not only how to activate if they wanted to... I just don’t know if they with them on avenues that they are more prone fan interaction but also take advantage of clear want it enough yet. to using. avenues to develop leads and create new ways to As the old saying goes, “Numbers never lie.” make team sponsors happy. Jets in response With that considered, the Jets can hold their As the economy fluctuates on a daily basis, @nyjets: @DieselHouse7 We are completely heads high with their continued growth on buyers are more cautious than ever, and the days focused on winning games. We’re working social mediums. As of the beginning of October, when an average home game meant a guaran- hard to turn things around next Monday. the Jets had 1,046,127 likes on Facebook and teed capacity crowd with every suite filled have 218,768 followers on Twitter. By the end of the long since passed. Now, more than ever, teamsInteractions like this one are a testament to month, those numbers were up to 1,061,663 must focus on creating their brand via grassrootsthe activation of the Jets account, but that’s not and 226,767 respectively. The aggregate of these movements. For the Jets, this means being thewhere the involvement of the team ends on this numbers (1,288,430 Facebook + Twitter direct top team in the NFL at running a successfulsocial medium. By following a simple link to a impressions) coupled with the fact that these social media campaign.branch of the team’s website, a fan can follow accounts are updated daily and interact directly – Ryan Mirabedinia collection of players, coaches and front office with fans demonstrate the true value of Jetsmembers that are on Twitter. All of this can be social media.done with one click of the button. In addition to the abovementioned interac- For more information on New York Jets Social Media, visit: An obvious question stemming from all these tions on Twitter, the Jets Facebook page is also prod.www.jets.clubs.nfl.com/fanzone/connect-with-the-jets.accentuated efforts is why? A cynical observer concise, informative and quite entertaining. htmlmight claim that fans don’t care if their team Along with posting updates about the teamresponds, they just want winners. While that through its fan page, the Jets also incorporatemay have been true in years past, times are inevi- several sponsored contests and interactive op-tably changing. Ask the majority of kids under portunities. A perfect example is the “Motorola18 | S E A T | www.alsd.com | #SEATFall2011
  18. 18. CUSTOMIZE YOUR OWN WITH A NIKE GIFT CARDRedeemable In Stores and Online ORDERS AND INQUIRIES No Expiration Call: 877.220.6453 No Fees Email: giftcards@nike.com Corporate Discounts Available
  19. 19. iNDuSTrY AND ASSociATioN NEwSfour years later, Wake forest university proves itself a successful case studyFor many colleges thinking about facility renovations, revisiting Deacon Tower at BB&T Field is a good place to startN early ten years ago, Wake Forest Univer- sity realized a need to renovate BB&T Field. It was then that planning for a multi-phase renovation began, includingPhase Four: Deacon Tower. The venue market-place can sometimes get hung up on the “latestand greatest.” And while learning new trendsis vitally important, reexamining past projectsto learn sustainable trends is just as important.Deacon Tower was completed four years ago andremains sold out because of strategic decisionsmade early on as well as continuous responses to Recipe for Success: Barry Faircloth explains the ongoing process of keeping BB&T Field current: “There’s no secret sauce; you just have toclients’ needs. For those schools in the midst of address the customers’ needs. It’s a pretty simple formula.”planning their own venue upgrades, consider thesuccess story at Wake Forest. As Barry Faircloth, so we went from 12 to 24,” Faircloth explains. for venues looking to upgrade. The tower is alsoAssociate Athletic Director – External Opera- “We had 60 days to sell the inventory. We were used for over 300 non-game day events a year.tions at Wake Forest details, “It’s a never-ending significantly oversold, so we doubled the amount Weddings and fundraising events alike giveprocess of paying attention to the customers’ of club tables and increased the number of club potential patrons an opportunity to experienceneeds and maximizing what the venue needs to seats.” the state-of-the-art tower.generate revenue.” SOMETHING fOR EVERYONE SWEETEST SuITEVISIT OTHER VENuES Of the clients who purchased inventory in The Moricle Society Suite was created sevenFaircloth explains that visiting other venues Deacon Tower, 30% were season ticket holders years ago for donors at the highest level – thewas the best thing Wake’s staff did in planning who bought into the tower only when there was equivalent of a full athletic scholarship. Benefitsfor the new tower. The reason wasn’t solely to a “premium-enough” product available. Offerings were added to attract donors willing to give forsee what was done right, but also to learn from included something for every taste and budget, at least three years. Presently, Moricle Societyothers’ mistakes. Simple things surfaced as such as Balcony Suites, the highest-priced prod- membership is $60,000 a year and donor ben-tremendously important, including the need for uct (aside from the Moricle Society Suite – see efits include four tickets in the Moricle Societyopen-feel, high ceilings and premium finishes, below), which offered balconies and outstand- Suite, coach talks, inclusive catering, visits fromeven if they initially cost more. Weather was also ing views. Club Level and Upper Level Suites NFL players/alums, invitations to travel on teamimportant when deciding on outside club seats offered a traditional feel with sliding glass doors/ charters to away games and special arrangementswith access to a climate-controlled lounge with windows and outdoor/indoor seating. For those for basketball games. The Athletic Director fre-a view of the field. who didn’t want/need a suite, Club Tables were quents this space, helping to foster relationships. a fan favorite. The society was in place before the tower in aEMbRACE THE AbILITY TO ADJuST What’s more, Wake Forest focused on areas different end zone facility. But it was not untilBy utilizing ample time to plan the tower’s specs, not just for clients. On the technology front, the the tower suite was constructed that it thrived asthe school gauged the appetite of prospective venue is one of the most wired in the country. the highest-end space available.premium clients and changed plans according Top-notch camera angles and lighting maketo demand. “Club tables were extremely popular, the venue one desired by media and a model SPONSOR LIbERALLY, ESCALATE APPROPRIATELY Deacon Tower Pricing: Sponsorships were also opportunities to finance Type of Seating Minimum Membership Level Donation License Usage Fee Total the project. Faircloth explains, “We named the Balcony Suite* Deacon Club (any level) $47,085 $5,500 $52,585 club level, the field, main entrance and balconies; Club Level Suite* Deacon Club (any level) $35,660 $4,000 $39,660 we added value to sponsorships.” Much of the Upper Level Suite* Deacon Club (any level) $29,960 $3,500 $33,460 sponsorship and premium marketing efforts Premium Club Table* Black & Gold Society $7,730 $900 $8,630 focused on one-on-one meetings, complimented Club Seat Scholarship Club $1,100 $150 $1,250 *If a client is interested in sharing a suite or premium club table, he/she may do so with up to three other by virtual fly-throughs, a scaled model and individuals for a suite and one other individual for a premium club table. exceptional collateral materials. -Club Table: Indoor or Outdoor Wake Forest was, and remains, fortunate -Not included: Moricle Society Suite Pricing to have an abundant waiting list, so although -80% of the donation is tax deductible, while the license fee is not tax deductible escalation clauses were added for Deacon Tower Deacon Tower Terms: contracts, occupancy did not suffer. Moreover, 3-year 4% per year escalation of the total the donors were “prioritized” according to giving 5-year 2% per year escalation of the total level, so Wake was able to painlessly reach the 7-year 0% per year escalation of the total commitment level to move ahead with renova- 10-year 10% discount available for one-time payment in full tions and drive overall donations. [continued on page 86]20 | S E A T | www.alsd.com | #SEATFall2011
  20. 20. iNDuSTrY AND ASSociATioN NEwSThinking Inside the boxLunches that are sustainable – and surprisingly elegantu pscaling a box lunch may seem like a crazy idea – and one that’s not likely to sell. But Broich Catering & Locations in Germany has created one that is beauti-ful, sustainable and offered at a reasonable pricepoint. “The idea was to create a product that enablesus to serve a large number of guests, without los-ing sight of the sustainable aspect,” says GeorgBroich. The lunch is presented in Mason jars packedinto paperboard boxes that have been speciallymade for Broich. “The jars and boxes are idealfor the presentation of fresh food,” Broich says.“And both are important for our commitment tosustainability.” The lunch concept is called “the small menuin the box,” Broich says, and usually consistsof three or four courses, including fresh salads,main courses and any kind of dessert, plus bread.Warm main courses will be made on-site ratherthan packed in advance. Broich sells lunches in boxes for about $25each. “For this catering concept, we don’t need abig effort in transport or logistics,” says Broich. Every portion of the meal is served from Mason jars packed into specially made paperboard boxes with bread or a roll. It’s a quick way to serve“And the personal effort, for example for cooks an elegant lunch to large numbers of people.or waiters, is also very low. Compared with ourusual catering concepts, the lower costs enableus to create top quality for smaller budgets. Of RED bEETS TAbbOuLEH Methodcourse, the concept can be expanded in case of Created by Christian Willrich, executive chef Heat up the broth and let the bulgur simmer inbigger budgets.” of Broich Catering & Locations this for 2 minutes. Then move it off the stove and Generally, the boxes and jars are picked up let soak for 25 minutes.by the catering company after the meal is con- 4 servingssumed, although clients can pay to keep them if Wash the vegetables, fruits and herbs. Peel thethey like. For stadium use, retrieval of the lunch Ingredients shallots and cut them small. Halve the celerycontainers would be relatively easy. 1/4 cup vegetable broth stalks lengthways and cut them up into thin Broich says the lunchboxes have been very 150 g (1/3 lb) bulgur slices. Remove the stem from the fennel. Halvesuccessful for large events with a tight timeline 150 g (1/3 lb) celery the apples and core them. Cut the fennel andand not much space for food prep. For several 150 g (1/3 lb) fennel apple into small cubes. Mix shallots, celery, applelarge conferences, the client ordered 1,600 1 apple and fennel pieces together.lunchboxes, and the response from attendees— 250 g (about 1/2 lb) red beetsand the client—was positive. The lunchboxes are 2 shallots Peel and cube the red beets, then season with saltdesigned as an option for conferences, exhibi- salt and pepper to taste and pepper.tions and tradeshows, but Broich also makes 2 bundles of mixed herbsthem available for drop-off in the area near its 2 Tbsp nut oil Shake the herbs dry, cut them fine and mix themcommissary. juice of a lime with the nut oil and lime juice. Fold this into the “The lunchboxes have become a desired cater- vegetable-apple mix, then salt and pepper. Folding tool for our customers,” Broich says. “They the red beets into the mix just before service, soare easy to handle, and for green meetings, they won’t dye the other ingredients too much.especially, they are the ideal presentation tool forfresh food.” – Linda Picone, Editor, Catersource Magazine Catersource magazine is an award-winning B2B resource for foodservice professionals. Turn to Ca- tersource to help you work smarter and be more creative with your foodservice presentations, menus and displays. The Catersource Conference & Tradeshow will be held February 26-29, 2012 at Caesars Palace in Las Vegas, NV and features 100+ educational sessions, contests, events and access to 1,000+ industry vendors, all to inspire you to stay fresh in your catering and event concepts. Find out more at www.catersource.com.22 | S E A T | www.alsd.com | #SEATFall2011
  21. 21. “ If you’ve never been to a Catersource Conference, you simply don’t know “ what you’re missing! Bill Pannhoff, Owner B&B Catering & Events, Spring Lake Park, NC NICA National Ice Carving A S S O C I A T I O N Reg Exciting Education cod ister e a with ls Gain access to 100+ educational sessions and demos to keep your business ahead of the curve and ahead of the SAV and d12 competition. E$ 50! This year’s exciting lineup of speakers includes: Andrew Zimmern Bradley Ogden Mike Mills Meryl Snow incrEdiblE EvEntsideas in Attend one of the many optional events and see new action! Be motivated by a fun atmosphere and sample food and beverage products you can use in your own events: • Welcome Reception • CATIE/Spotlight Awards • Xperience Lunch • Pitmaster BBQ Dinner • Wedding Luncheon • Trends with Tutera • PURE Sensation! • “Out of the Box” Lunch EnErgizing tradEshow The industry’s only catering-specific tradeshow puts thousands of food, equipment, product and service resources right at your fingertips! • Find thousands of ideas, products and services in one place at one time. • Meet with 900+ vendors face-to-face • Test new products and software before you buy • Discover new suppliers for the latest in buffet and tabletop ideas, linens, china, displays.. • And there’s so much more! NICA National Ice Carving A S S O C I A T I O Nlearn more and register at www.catersource.com NICA National Ice Carving A S S O C I A T I O N
  22. 22. oN ALSD.coMALSD on Location: Austin, TXOn the Road with Karyl Henry and the Oklahoma State CowboysE arlier this fall, SEAT Editor Jared Frank followed ALSD member Karyl Henry, Director of Premium Services for POSSE at Oklahoma State University to Austin,Texas for a Big 12 showdown between theOSU Cowboys and the Texas Longhorns. Theobjective was simple: research the away game ex-perience of the OSU faithful. Below are some ofthe highlights from the running diary of Jared’sexperience. To view the diary in its entirety andadditional photos, visit www.alsd.com/content/alsd-location-austin-tx. Let’s pick things up Friday night, the nightbefore game day… Karyl and Pam Stubbs, Director of Chapter Relations, Oklahoma State University Alumni Association (OSUAA) are on-hand to greet OSU donors,8:07PM alumni, player families and fans of all ages.The “official party headquarters” for Cowboyfans starting at 6:00pm Friday is the Blind PigPub. It is a sea of orange. The party, already acouple hours deep, is, by my estimation, a steadytide of 400-500 cowboys and cowgirls.8:10PMNot sure if the OSU “freebies” are the magnetsattracting the cowpoke nation, but anythingbranded with OSU mascot Pistol Pete is sureto go quickly. Included in the swag given awayare the now famous stickers. “This year westarted giving away these little stickers,” Karylexplains as she shows one to me. “You wouldthink we’re giving away pieces of gold. Our fansthink it’s the greatest thing in the world to get It’s Road Rally time – OSU’s “traveling home field advantage.” Enveloping the northwest corner of Darrell K. Royal Memorial Stadium near Gatetheir sticker. They love these things.” Within 30 7, a crowd of 500+ is cheering loudly to welcome the OSU Cowboy football team and coaches.minutes, all 200 stickers are gone. “Give him a sticker,” shouts one of my new of the most anticipated moments of the bowl 6:00PMOSU friends. “He’s gotta have a sticker.” I will game experience. Typically held in the team ho- I avoided the sun and the Pokes avoided thewear my OSU POSSE star proudly the entire tel lobby instead of at the venue, crowds number trap. Final score: OSU 38 UT 26. There wereweekend. It is my orange badge of courage. not in the hundreds but in the thousands, in- lots of points and lots of performances of the cluding at last year’s Alamo Bowl where a posse Waving Song, another OSU tradition, after of over 3,000 fans crammed into the lobby and Cowboy touchdowns.SATuRDAY: GAME DAY… three floors looking down on the lobby to send the Cowboys off to a 36-10 victory over Ari-12:20PM zona. “I walked through the lobby with [Head] Also on ALSD.com:Here we go. Sporting my newly purchased Coach [Mike] Gundy, and you could tell he was • Daily industry and association news updatesvintage T-shirt featuring the scowling Pistol in awe of the crowd,” Karyl remembers. “He • ALSD Conference updatesPete, I’m off to the tailgate. It’s time to turn the stopped numerous times to turn and wave at the • Additional member questions and complete answersheat up. crowd. It was really awesome, and honestly gave The OSU pep band, spirit squad and Pistol me the chills.” Plus: ALSD members can read this issue of SEAT as well asPete mascot are on-hand for every rally as well. archived issues anytime online at www.ALSD.com/SEATAll of these cheer leaders energize fans with 1:30PMchants and fight songs as they wait for the team Meanwhile back at the Blind Pig, a BBQ lunchbuses to arrive. “The Road Rally would not be is being served to another 500 Cowboy fans. Forthe same without them,” states Karyl. those without tickets to the game, the watch The Road Rally has also quickly become one party is the next best place to be.24 | S E A T | www.alsd.com | #SEATFall2011

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