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  • 1. S E AT leading the premium seat industry summer 2012 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 Circuit of The Americas: Legends Brings Its Success Formula to Formula 1 PAGE 78 Member Highlights: Introducing the New ALSD President and BOD PAGE 34 London Olympic Stadium: Designing a Legacy for the 2012 Games and Beyond PAGE 66 THE 2012 ALSD CONFERENCE IN PHOTOS: The Community Takes the Stage Page 46 The Nets Vault into Barclays Center PAGE 56 HELLO BROOKLYN
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  • 5. #SEATSummer2012 | | S E A T | 5 S E A TPublished by the Association of Luxury Suite Directors COVER STORY 56 THE NETS VAULT INTO BROOKLYN After 35 years in New Jersey, the Nets are leaping over the island of Manhattan to a new sports and entertainment home in Brooklyn: the $1 billion Barclays Center, complete with a premium “Vault.” BY JARED FRANK FEATURES 46 ALSD 2012 IN PHOTOS The 22nd Annual ALSD Conference and Tradeshow celebrated our premium seating community. Relive the memories with old friends and new. PHOTOS BY SUITECAPTURES 62 REACHING THE SUMMIT OF PREMIUM SEATING Major League Soccer’s Colorado Rapids, in their home at Dick’s Sporting Goods Park, are climbing the Denver sports and entertainment market mountaintop. BY RYAN MIRABEDINI 66 DESIGNING A LEGACY FOR THE 2012 GAMES Unlike many preceding Olympic facilities, now that the Games are over, London Olympic Stadium, designed by Populous, still has a useful, sustainable future. BY GINA STINGLEY 74 MADE TO MEASURE Two premium seating metrics – Return on Objective and Return on Investment – ensure a good fit for each buyer. But which one is right for you? BY DR. PETER TITLEBAUM AND JACOB ROSEN 78 FORMULA FOR SUCCESS Legends Sales & Marketing and the Circuit of The Americas, the first- ever purpose-built F1 facility in North America, are bringing the most watched sport in the world to Austin, Texas. BY TREVOR ALLISON About the Cover: Professional sports are returning to Brooklyn. Barclays Center, whose main tenant will be the Brooklyn Nets, opens on September 28th. summer 2012 Contents continues on overleaf 46 66 78
  • 6. 6 | S E A T | | #SEATSummer2012 Association of Luxury Suite Directors Chairman Bill Dorsey Executive Director Amanda Verhoff President Scott O’Connell, Minnesota Twins VP, Business Development Pat McCaffrey VP, Sales Scott Hinzman Director, Sponsor and Partnership Development Dene Shiels Editor of SEAT and Jared Frank Design Carole Winters Art + Design Director of Finance Dan Lindeman Financial Account Manager Vickie Henke Director of Interactive Media John Tymoski Executive Committee Jennifer Ark, Green Bay Packers Chris Bigelow, Bigelow Companies Brian Bucciarelli, Hersey Entertainment & Resorts Greg Hanrahan, United Center Tom Kaucic, Kaucic Family Wines Pat McCaffrey, ALSD Board of Directors Janie Boles, Auburn University Natalie Burbank, Utah Jazz/Salt Lake Bees Anne Campbell, Detroit Lions/Ford Field Rebecca Caven, Spurs Sports & Entertainment Richard Dobransky, Vision for Venues Trent Dutry, US Airways Center Lauren Fisher, Atlanta Hawks/Philips Arena Mike Guiffre, American Airlines Center Shannon Hansen, BI-LO Center/Charter Amphitheatre Karyl Henry, Oklahoma State University Michele Kajiwara, STAPLES Center/AEG Adam Kellner, Chicago Bears Gerald Kissel Debbie Massa, ROI Consulting Bryant Pfeiffer, Major League Soccer Brian Sandy, Portland Trail Blazers Blair Schmitz, University of Wisconsin Tom Sheridan, Chicago White Sox Peter Titlebaum, University of Dayton ALSD 2013 STEERING COMMITTEE Bobby Bridges, Orlando Magic Barbara Stevens, Tampa Bay Buccaneers Jamie Spencer, Tampa Bay Lightning Published by Venue Pub. Inc. Copyright 2012. (All rights 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 Luxury Suite Directors. Association of Luxury Suite Directors 10017 McKelvey Road, Cincinnati, OH 45231 513 674 0555 DEPARTMENTS 8 NEW ALSD MEMBERS MEMBERS ON THE MOVE 14 ALSD STAFF EDITORIAL Editor’s Note: An apology for being a fan BY JARED FRANK Exclamation Point Anonymous BY BILL DORSEY 16 ALSD MEMBER EDITORIAL Don’t be afraid to sweat a little... or alot BY MIKE GUIFFRE 22 ALSD MEMBER Q&A 26 INDUSTRY AND ASSOCIATION NEWS Is your premium seating sold out? What’s the big idea? Feature Recipe: Ohio State University chef focuses on changing flavor palates 32 THE ALSD ONLINE 34 ALSD MEMBER HIGHLIGHT SEAT introduces: New ALSD President Scott O’Connell and Nine New Board of Directors Members BY AMANDA VERHOFF 82 SALES TRAINING Whose World Are You Rockin’ BY BILL GUERTIN 86 COMING ATTRACTIONS S E A TPublished by the Association of Luxury Suite Directors summer 2012 34 30 VENUE TECHNOLOGY GROUP 2012 STEERING AND CONFERENCE COMMITTEE Rick Temple, Venue Technology Group Executive Director; RKT Consulting Services, Inc. Matt Lukens, ZiXi Jim Ibister, Minnesota Wild Scott Jablonski, National Hockey League Mark DiMaurizio, Comcast-Spectacor John Tymoski, ALSD Ron Contorno, Full House Entertainment Database Marketing Bobby Whitson, Whitson Sports Jason Koettel, Legends Hospitality Management John Avenson, Minnesota Twins Baseball Club Jason Coleman, Orlando Magic Russell Scibetti, New York Jets Mark Feller, Arizona Cardinals Please RecycleThis Magazine
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  • 8. 8 | S E A T | | #SEATSummer2012 Jenny Jalet Qiava Harper Director of Premium Sales & Service Oakland Raiders 1220 Harbor Bay Parkway Alameda, CA 94502 P: 510-780-3256 Steve Nutt Mobile Ticket App 6795 East Tennessee Ave, Suite 620 Denver, CO 80224 P: 888-206-6374 x7 Becca Rollins Suite Sales Manager Seattle Seahawks 12 Seahawks Way Renton, WA 98056 P: 425-203-8141 Rick Johnson Strategic Accounts Manager 3M Commercial Graphics 51 Neptune Street Mahtomedi, MN 55115 P: 651-592-2727 Mike Laatsch Business Director 3M Commercial Graphics 3M Center Building 220-12E-01 St. Paul, MN 55144 P: 651-737-1948 Greg Moore National Sales Manager 3M Commercial Graphics 3M Center Building 220-12E-01 St. Paul, MN 55144 P: 651-733-7286 Pete Elliott Business Manager 3M Commercial Graphics 3M Center Building 220-12E-01 St. Paul, MN 55144 P: 651-737-4513 Tom Stemple Business Development Manager 3M Commercial Graphics 500 Corporate Cir, Suite O Golden, CO 80401 P: 720-746-1600 Allison Sharfman Premium Services and Suites Manager Circuit of The Americas 301 Congress Ave, Suite 220 Austin, TX 78701 P: 512-536-1454 Reginald Sperling Senior Director, Guest Services Miami Dolphins 347 Don Shula Drive Miami Gardens, FL 33056 P: 305-943-6620 Lori Handras Premium Services Coordinator New York Giants Timex Performance Center 1925 Giants Drive East Rutherford, NJ 07073 P: 516-728-3387 Steve Rex Regional Vice President Front Row Marketing/Comcast Spectacor 20 Lawn Avenue Gorham, ME 04038 P: 207-329-5148 Jim Beaudoin Regional Manager Front Row Marketing Services 94 Free Street Portland, ME 04101 P: 207-828-4665 x314 Chris Niess Regional Manager Front Row Marketing/Comcast Spectactor 1305 15th Street NE, Apt 310 Sauk Rapids, MN 56379 Stacy Bisek Senior Interior Designer Gensler 500 S. Figueroa Street Los Angeles, CA 90071 P: 213-327-3895 Heather Rollefson Director of Communications Series Seating 20900 NE 30th Ave, Suite 901 Miami, FL 33180-2100 P: 305-932-4626 Ryan Rollefson VP, Luxury Seating Series Seating 20900 NE 30th Ave, Suite 901 Miami, FL 33180-2100 Rick Walter Vice President of Sales Diversified Systems 363 Market Street Kenilworth, NJ 07033 P: 908-245-4833 x117 Liam Paul Vice President – Chief IT Solutions Architect Diversified Systems 363 Market Street Kenilworth, NJ 07033 P: 908-245-4833 Melissa Gale Coordinator of Suite Sales St. Louis Blues Hockey Club Scottrade Center 1401 Clark Avenue St. Louis, MO 63103 P: 314-622-5415 Shay Sherfinski Suite Sales Manager Milwaukee Bucks 1001 N. 4th Street Milwaukee, WI 53203 P: 414-227-0842 Evan Furman Vice President – Sales Dudson China 5604 Departure Drive Raleigh, NC 27616 P: 773-592-7819 Mike Galanis Western Region Manager Dudson China 5604 Departure Drive Raleigh, NC 27616 P: 702-467-4994 New ALSd Members summer 2012
  • 10. 10 | S E A T | | #SEATSummer2012 Christie Upton Manager of Retention Tampa Bay Buccaneers One Buccaneer Place Tampa, FL 33607 P: 813-870-2700 Steve Smith Vice President, Ticketing, Consumer Sales & Service Palace Sports and Entertainment Detroit Pistons 4 Championship Drive Auburn Hills, MI 48236 Chuck Steveskey Vice President, New Business Development BIG 14 Fox Lane Lake Grove, NY 11755-2243 P: 770-722-1120 Jared Kozinn Manager, Ticket Sales & Service San Francisco 49ers Candlestick Park 490 Jamestown Ave, Suite 400 San Francisco, CA 94124 P: 415-494-0518 David Gravenkemper Assistant AD – Ticket Sales and Service University of Washington 3910 Montlake Boulevard Seattle, WA 98112 P: 206-543-6205 Bart Rogers Vice President/General Manager U.S. Cellular Coliseum 101 S. Madison Street Bloomington, IL 61701 P: 309-434-2697 Julia Cresci Director of Premium Seating U.S. Cellular Coliseum 101 S. Madison Street Bloomington, IL 61701 P: 309-434-2691 John Butler Owner/President Central Illinois Arena Management BMI Concessions, LLC U.S. Cellular Coliseum 101 S. Madison Street Bloomington, IL 61701 P: 309-434-2661 Molly Brown Student University of Nebraska-Lincoln 3232 R Street Lincoln, NE 68503 P: 402-276-3260 Lizzie Stewart Coordinator of Premium Seating and Events University of South Carolina Athletics 1300 Rosewood Drive Columbia, SC 29208 P: 803-777-9126 Richard George Student Temple University 1313 Church Street Philadelphia, PA 19124 P: 215-767-2364 Brighid O’Brien Executive Assistant Erie County Convention Center Authority 809 French Street Erie, PA 16508 P: 814-480-6035 Jessica Gaffney Director, Customer Service – Suite Partnerships New York Jets AHJTC One Jets Drive Florham Park, NJ 07932 P: 973-549-4728 Lisa Missling eFan by E Group 110 North Fifth St, 6th Floor Minneapolis, MN 55403 P: 612-339-4777 Cheryl Swanson Executive Director Alerus Center 1200 42nd St. South Grand Forks, ND 58201 P: 701-792-1200 Chris Chopey Premium Sales Manager New York Yankees One East 161st Street Bronx, NY 10451 P: 646-977-8081 Ash Anunsen Manager, Suite Sales Maloof Sports & Entertainment One Sports Parkway Sacramento, CA 95834 P: 916-928-6932 Carson Barnes Premium Seating Account Executive Columbus Blue Jackets Nationwide Arena 200 W. Nationwide Blvd, Suite Level Columbus, OH 43215 P: 614-246-4238 Mike Mondello Assistant Director, Ticket Sales Houston Dynamo 1001 Avenida de las Americas, #200 Houston, TX 77010 P: 713-276-7591 Travis Watkins Senior Director, Ticket & Premium Services Houston Dynamo 1001 Avenida de las Americas, #200 Houston, TX 77010 P: 713-276-7536 Gilles Paquin Senior Corporate Account Executive Montreal Impact 4750 Sherbrooke Street East Montreal, QC H1V 3S8 Canada P: 514-328-0644 Roberto Linhares Ticket Sales Representative Montreal Impact 4750 Sherbrooke Street East Montreal, QC H1V 3S8 Canada Atul Khosla Senior Vice President Chicago Fire 7000 S. Harlem Avenue Bridgeview, IL 60455 New ALSd Members summer 2012
  • 11. 12 | S E A T | | #SEATSummer2012 Mike Ernst Vice President of Ticket Sales Chicago Fire 7000 S. Harlem Avenue Bridgeview, IL 60455 Nicolette Trobaugh Manager of Fan Experience Chicago Fire 7000 S. Harlem Avenue Bridgeview, IL 60455 Jeff Jacobsen Vice President, Commercial Operations Colorado Rapids Dick’s Sporting Goods Park 6000 Victory Way Commerce City, CO 80022 Kris Katseanas Vice President of Ticket Sales FC Dallas 9200 World Cup Way, Suite 202 Frisco, TX 75034 P: 469-365-0045 New ALSd Members summer 2012 Chace Saumell Executive Assistant/River Club and Suite Event Manager FC Dallas 9200 World Cup Way, Suite 202 Frisco, TX 75034 P: 469-365-0195 Heather Pease Manager, Season Ticket Sales LA Galaxy 18400 Avalon Blvd, #100 Carson, CA 90746 P: 310-630-2229 Kelly Cheeseman SVP, Ticket Sales and Service LA Galaxy 300 N. Continental Blvd, Suite 500 El Segundo, CA 90245 P: 213-742-7218 Mike Behan Senior Director of Sales New York Red Bulls 600 Cape May Street Harrison, NJ 07029 Kevin Levy Director of Premium Seating Philadelphia Union 2501 Seaport Dr, Suite 500 Chester, PA 19013 Shona Lauritano Executive Services Manager Georgia Dome One Georgia Dome Dr. NW Atlanta, GA 30313 P: 404-223-8868 Shanicka McClendon Executive Services Coordinator Georgia Dome One Georgia Dome Dr. NW Atlanta, GA 30313 P: 404-223-8896 Rebekah Smith Executive Services Coordinator Georgia Dome One Georgia Dome Dr. NW Atlanta, GA 30313 P: 404-223-8400 Shawn Doss Director of Suite Sales & Service Atlanta Hawks & Philips Arena 101 Marietta St, Suite 1900 Atlanta, GA 30303 P: 404-878-3734 Ryan Robbins Director of Premium Sales Cleveland Indians Progressive Field 2401 Ontario Street Cleveland, OH 44115-4003 P: 216-420-4154 Brian Sandy Sr. Director, Premium Sales & Services Portland Trail Blazers One Center Court, Suite 200 Portland, OR 97227 P: 509-797-9656 Rob McCalebb Director of Suite Sales & Service Palace Sports and Entertainment Detroit Pistons 4 Championship Drive Auburn Hills, MI 48326 P: 248-375-4062 Paul Epstein General Manager Legends Sales & Marketing Michele King Director of Premium Seat Sales Live Nation 7060 Hollywood Blvd, 7th Floor Hollywood, CA 90028 P: 310-975-2121 Amanda Gurney Manager, Premium Service New York Yankees One East 161st Street Bronx, NY 10451 P: 917-836-0890 Mike Guiffre Director of Premium Sales and Service American Airlines Center 2500 Victory Avenue Dallas, TX 75219 P: 214-665-4226 ALSD Members on the Move
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  • 13. 14 | S E A T | | #SEATSummer2012 Editor’s note by Jared Frank D uring the summer season, our industry identifies itself a little differently. Corporate America goes on vacation. The circus comes to town to fill empty NBA arenas. In the same vein, my identity nostalgically shifts during the dog days back to one of my youth – a fervent fan in my hometown of Cleveland, Ohio. All sports business professionals are warned when first starting out their careers that being a fan doesn’t get you a job. Yogi Berra couldn’t have said it better. While the advice is no doubt true, being a fan doesn’t prohibit your employability either. And the truth is the vast majority of ALSD members were sports fans first, sports business fans second. Take new ALSD Board of Directors member Lauren Fisher as an example. In this issue’s Member Highlight*, she discusses her childhood love for the Los Angeles Dodgers, the Detroit Ti- gers, and the “Orange Crush”Denver Broncos. Oh Lauren! And to think I endorsed you for the Board. This Denver Broncos revelation changes everything! You’ll understand why in the paragraphs to follow. As much as they do the victories,sports fans, Cleveland sports fans more than most, love to memorialize their heartbreaking stories.These gut-wrenching moments of despair take on lives of their own as the years pass,blurring the divide between tradition and mythology until eventually being inscribed onto a stone tablet forever to be identified as “The ____.” As sure as the lake effect snows in January is Cleve- land’s association with “The Drive”(1987 AFC Championship Game), “The Fumble” (1988 AFC Championship Game),“The Move”(The Browns relocation to Baltimore in 1996),“The Catch” (1954 World Series), “The Shot” (1989 Eastern Conference Playoffs when Michael Jordan became Michael Jordan), and “The Decision” (Lebron James takes his talents to South Beach in 2010). Cleveland is a sports town of the first water. But on the shores of Lake Erie, Clevelanders’ tears fall like rain,and the rains drop like anvils from the sky.As a Northeast Ohio native,I can tell you it rains a lot – meteorologically and athletically. People look at me funny when I tell them I remember “The Drive.”I know I was only four years old,but I’m not lying.I remember vividly that game and Lauren Fisher’s Denver Bron- cos’98-yard, five minutes and two seconds, 4th Quarter possession culminating in a John El- way to Mark Jackson game-tying touchdown with 37 seconds left. How could I forget it? The Broncos ultimately defeated my Browns in overtime, beginning my curse to be bitten by sports heartache. For the sake of my fanaticism, thank god I moved to Dallas three years ago and away from all the Cleveland jinxes and hocus-pocus losing. Last year I could finally say I lived in a professional sports championship city. But while I have adopted the Mavericks and their 2011 Larry O’Brien trophy, they aren’t my hometown team. And like you can’t change your hometown, you can’t extract “the fan” in your blood. Life doesn’t have to be so serious all the time. Remember what Mike Veeck says: “Fun is good.” Sometimes it’s ok to have fun, to be a fan, to care if the team wins, not because it will help sales, but because it makes you feel good. Life is an emotional investment where caring is a good thing. And even though being a fan doesn’t help you sell a suite any better, it doesn’t deter the transaction either. So in these final weeks of summer, move the goal posts back where they belong: on the playing field. *Editor’s Note: To meet all of our new Board of Directors members and new ALSD President, see page 34. What is your first memory of being a sports fan? Email me at An apology for being a fan Connect with me on, follow my new blog:, and follow me on my NEWTWITTER HANDLE: Here is a sampling of my tweets: Fulham FC to expand Craven Cottage to 30,000 seats and create new hospitality space and riverside walk along theThames. Financing approved forTiger Stadium expansion. 65 suites and 3,000 club seats to be added to the home of LSU football. Liverpool FC seeks to expand its corporate hospitality while deciding between building a new stadium or remaining at Anfield. Latest Palace of Auburn Hills renovation will emphasize technology and suite level upgrades – a portion of the suite level to become an“Innovations Lab.” Now in the SEC, Missouri to expand Memorial Stadium. Upgrades include 800-900 premium seats and suites on the stadium’s west side. The Cleveland Browns are partnering with ARAMARK to form the Cleveland Browns Hospitality Group and bring in three of the top chefs in NE Ohio. New Earthquakes stadium with its 12 luxury suites and 576 club seats might not be ready for the 2013 MLS season. Breeders’Cup tickets go on sale to the general public. Most premium seats sold out during pre-sale period. San Jose Sharks are increasing ticket prices and number of distinct ticket price levels at HP Pavilion. The largest increase will be for club seats on the glass.
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  • 15. 16 | S E A T | | #SEATSummer2012 ALSD Member Editorial by Mike Guiffre Don’t be afraid to sweat a little…or a lot T he title of this editorial is an idiom of sorts to me and has nothing to do with hard work as some of you may be thinking. It is an inside joke to some as well, and it is a phrase that has come to mean something completely different to me than it probably does to you: Don’t be afraid to make a big change, take a chance or a leap, and see how a place far away from your comfort zone can offer a rewarding and career-growing experience. You see, I was born and bred in the North- east. I spent 13 years working for a profession- al team I grew up with, held dear to my heart for so long, and one I watched and cheered for through the great, the good, and the bad. It was a dream come true and something very difficult to give up and move on from. Emo- tional attachments in sports are real, even for us worker bees. But as they say, all good things must come to an end. After last summer, I made a career change that involved leaving my childhood dream job. I attended to some other goals and projects while networking and searching for a new, exciting path, offering different challeng- es and career growth opportunities. Through- out my journey, there was a lot of second guessing, a lot of disappointment, and a lot of fear that the opportunity would never present itself. But around every corner is another, and I am very fortunate to now serve as the Direc- tor of Premium Sales and Service at American Airlines Center in Dallas. What I have come to realize is all of us in the business of professional sports are the lucky ones (maybe Brad Pitt and Angelina Jo- lie are really the lucky ones, but we are a close second). Our jobs are interesting. While our friends make cold calls all day to sell some boring product, our potential customers actu- ally take our calls. We help companies bring clients to an exciting and fun atmosphere. We host events fathers and mothers bring wide- eyed children to. We even occasionally get the chance to be a part of something great, even historic. It is a very rewarding experience and is enjoyable on more days than it is not. Our careers also translate to many different, but related, businesses, situations, teams, cities, states, and even countries. Not every career can claim that. In fact, most would claim the exact opposite. For those with some experience in the in- dustry and looking to move on, getting in- terviews and finding potential opportunities is the easy part. We have a fraternity of sorts – a solid networking core in addition to dedi- cated job search sites that can be very helpful. It wasn’t just my extreme good looks or charm that got me in front of potential new bosses easily. It was being a veteran of this specific industry. It was having met these individuals once, twice, or ten times before. It was the ex- changing of ideas, thoughts, and emails with industry peers that we have all done 100 times each season. It was all of us, no matter our position or title, already knowing each other’s names.That is the good. Of course with the good comes the bad which leads to the negative side of our in- dustry: the need for change, usually extreme, to move up. For a long time, I was unique. I stayed with the same team for 13 years. That length of tenure doesn’t happen often.I guess I was lucky twice in that I was in this career field to begin with and succeeded with growth in one organization.Most won’t have that oppor- tunity presented to them. It’s just a numbers game really, and it took 13 years, but I eventu- ally had to take a different step. To get that perfect opportunity, eventually, everyone will need to move on. When I accepted the opportunity to move to Dallas, my decision was based on all the different job aspects waiting for me. The de- partment is the same, but the responsibilities have shifted. I am now working on some re- ally progressive and cool stuff, exploring ev- ery technology and modern marketing tool available in the industry.The work load is new and exciting and contrasts quite a bit from my previous experience. I am adding an entirely different dimension of skills to my repertoire. While discussing the possible job specif- ics with my potential superiors, I leaned on a certain SEAT Magazine editor who resides in Dallas for some advice on the city and area. It was obvious early on that while the job seemed like a good fit for my present and future, my thick Northeastern blood is going to be my biggest issue while transitioning. Going from short summers and cold winters to the ex- treme summer heat of Dallas had the potential for me to be a sweaty, embarrassing mess at all work and social functions. But I quickly realized the heat only lasts a few months, and during the rest of the year, the weather is great. And even when it’s hot, COMING UP NEXT: AN OLD ENGLISH MAJOR OK’S EXCLAMATION POINTS! OMG!!!! LOL!!!!!!!!!!!! “Don’t be afraid to make a big change, take a chance or a leap, and see how a place far away from your comfort zone can offer a rewarding and career-growing experience.“ [continued on page 84]
  • 16. tweetLetthem Enhance the fan experience in your stadium with Wi-Fi. AT&T Wi-Fi Services are the key to a complete and integrated wireless infrastructure, providing smooth, continuous connectivity. Enhance the stadium experience with Wi-Fi and keep every fan connected! Contact (877) 397-6931 or email asmuch asthey cheer Web-based Application Enablement Team news, photos, stats and social networking Live In-Venue Functionality Instant replay, interactive games and location-based services Mobile Concessions & POS Wireless purchases of food, beverages and merchandise © 2012 AT&T Intellectual Property. All rights reserved. AT&T and the AT&T logo are trademarks of AT&T Intellectual Property.
  • 17. 18 | S E A T | | #SEATSummer2012 editorial by bill dorsey Exclamation Point Anonymous! I have a friend who has a problem. This friend shall remain nameless, but let’s call her…say…Jan Smith: 828 1st Brooklyn Street, Brooklyn, NY; Phone: 347-674-0555; SSN: 302-50-3333; Twitter Handle: @JSmith123. Turn-ons: waterfalls, rainbows, and puppies; Turn-offs: mean girls, hair plugs, and thermal nuclear war. Who said this is the end of privacy? Jan’s problem is she is addicted to exclama- tion points!!!! As a result, I am hoping she seeks help. There are 14-step programs for those who overuse exclamation points. (Yes, the program has two more steps than AA because exclama- tion point abuse is a harder problem to solve). But to begin,Jan first must realize the problem and hit rock bottom!!!! I don’t know if Jan is ready for that crucial first step. You see, Jan is much like so many suite di- rectors out there: She is in the concierge busi- ness. She is in the business of pleasing people. She is a partnership marketing director for a major concierge program which shall remain nameless, but let’s call it…er…wait, we did that already. Anyway, this nameless company is big, big, big, and they have around 700,000 people answering the phones every day (curi- ously enough, 700,000 is the same population as Exaggerate, an East African country just issued its charter by the IOC). The world’s largest concierge company operates 24 hours a day (but for some reason is only open three days a week) and accommodates customers for events, dining, hotels, air fares, dog walk- ing…in this business, you need to do what is asked of you. As Bob Dylan once sang: “You’re gonna have to seeeerrrrvvvve somebody!” Jan has no chance. She is the head of the people pleasers. People on the phone cannot see Jan smile, so she resorts to using excla- mation points. Lots and lots of exclamation points. The people on the other end of the email or phone call need to know she is nice; she is going to seeeerrrrvvve you. Some of this use can be understood in a sense. An exclamation point in this social me- Now in the old days, it used to be the use of exclamation points was disdained by good writers. I am here to tell you though the world has changed. Exclamation points are taking over the language. dia/Facebook/Twitter/email kind of world is the metaphorical equivalent of a smile. It is showing someone who receives your email you are happy to interact with them. Suite directors around the globe will under- stand. When I receive an email with an excla- mation point, I know the person is not com- plaining, not whining, but is happy to interact with me. Nothing makes me feel better than seeing an email with a smiley face at the end. It’s to tell people you are kidding, or you are happy, or they shouldn’t take something per- sonally,or you are here to assist them.But suite directors are overusing exclamation points. They are abusers. Jan may have too much of a good thing. You would think one exclamation point after a thought would be enough, but Jan cannot stop once she starts. She often uses two, three, four, and sometimes more exclamation points, smi- ley faces, question marks, and other random punctuation at the end of a thought. Here is a recent email to me: “I am back! Have you recovered from non- stop conf madness!?! I think it was great btw! Look forward to chatting as I love your ideas!!!” Note the progression: ! followed by a classic sandwich exclamation point, !?!, then back to just a single ! to tone it down, and finally end- ing with a bang, not a whimper: !!!. All in four sentences. Yes, Jan has a problem. Like so many suite directors and people involved in the concierge business, she is too nice. Rudeness is the un- pardonable sin. Men can lie, cheat, steal, be slovenly belchers and farters, and generally, well…be men, and she will forgive all that. But be rude? Nah baby nah. Bad manners are unpardonable. Jan needs exclamation points to declare her allegiance to the flag of friendli- ness. Now in the old days, it used to be the use of exclamation points was disdained by good writers.The idea was good writers used strong, precise words to convey meaning.They did not need exclamation points. Exclamation points
  • 19. 20 | S E A T | | #SEATSummer2012 yourself.(Sing this as Ricky Nelson would sing it, and it will put a smiley face on your face). “So I am here at Exclamation Point Anony- mous. I’m always here to help, but there are limits.There is only so much one human being can do for another.” Or maybe not. Maybe too many exclama- tion points are okay after all – a little happi- ness is created with a tiny piece of punctuation. Maybe the world does not need an Exclama- tion Point Anonymous. Maybe the world needs people who need people. I hear they are the luckiest people in the world. (If you can sing like Barbra Streisand, you can try out for Glee!). So what is the real unpardonable sin in the people business? Not being nice.Exclamation- point your brains out!!!! Because like it or not, you have a job to make the fans happy.I’m now a fan of exclamation points. Who cares about the needs and wants of English majors and purists who caretake the English language? We’ve gone the way of the Dodo bird.We flew the coop back when Jimmy Buffet was living in Margaritaville. We’re the ones who are ex- tinct. We didn’t adapt, and world made us go away or won’t listen to us. You are the ones, you exclamation point users, who are relevant. And there is nothing wrong with that. LOL!!! How are you communicating happiness to your fans? Write to Bill at, and connect with him on LinkedIn at were like laugh tracks on bad sitcoms. What? You have to tell people that something is fun- ny and to laugh? I am here to tell you though the world has changed with social media,and good writing is something of a lost art.Exclamation points are taking over the language. Everyone together, give me a great big OMG!!! So,we are sending Jan to a 14-step program. She has to admit she has a problem. Then she has to send messages sans exclamation points, apologize to any past and present English ma- jor she has ever known (including this one), and promise she will only use exclamation points when necessary. There are some other rules. She will have to say out loud the following: “Hi, my name is Jan Smith, and I have not used an exclamation point in (number of days here). (Wait for applause). My problem start- ed when I was young, and my mom and dad taught me to be polite and have good manners. This need to please people and smile led me to a place in my life where I could not let peo- ple down. It all started innocently enough. I brought in an apple for the teacher.She smiled at me, and I was rewarded with her smile and wanted more smiles from my teacher. So I started to add smiley faces at the end of my sentences, maybe one exclamation point now and then. But gradually, I became addicted. First one, then two, and now I use multiple exclamation points to show people how much I agree with them. I hit rock bottom when one day I told a client I would walk his dog, buy groceries for him, send his dry cleaning out, fix him a martini, bring home the bacon, fry it up in a pan, and never, never, never let him forget he’s the man!!!!! Because I’m Jan Smith. And Jan makes people happy!!!! Jan wants to seeeerrrrvvvve someone. (Sing this like Bob Dylan, and you will enjoy the joke more). “Well, you can imagine how exhausting all this smiling and helping can be. One day, I went to a Garden Party and found out if you can’t please everyone, you have got to please editorial by bill dorsey Maybe too many exclamation points are okay after all – a little happiness is created with a tiny piece of punctuation. Maybe the world does not need an Exclamation Point Anonymous. COMING UP NEXT: ALSD MEMBER Q&A
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  • 21. 22 | S E A T | | #SEATSummer2012 ALSD Member Q&A Question Topic: ALCOHOL POLICIES IN SUITES Q:How do you control underage drinking in the suites? Do you offer liquor for sale in the suites? A:We have it written into our suite license agree- ments that the suite owner is responsible for monitoring drinking in the suites. Our suite attendants do keep a very close eye on it and can ask for identification if they feel someone is underage. We recently had an issue with a new suite owner and ended up taking all of the alcohol out of their suite for the rest of the event.We do serve liquor in our suites, but it is bottle service only. A:Each of our private suites has a designated suite attendant who acts as a “butler” in the suite, preparing the carved and flambéed food items as well as pouring drinks and clearing plates. Since they are almost always present in the suite, they are able to control drinking by minors. All of our staff must have ProServe training and a certificate. There is a fully stocked bar in every suite, and the clients pay after the event for all that is consumed. We do not do any cash/credit transactions in the suite. Soft beverages and bottled water are included in their suite rental fee. A:We do offer liquor for sale via preorder in our suites.The suite captain assigned to the suite is responsible for making sure all patrons that are drinking are of age. If he/she suspects some- one is not of age, an ID should be requested. A:Every jurisdiction is different, and in some states, such as North Carolina, there has to be a licensed bartender to pour all drinks in the suite, so each suite is charged for a server. In most states, however, having the suite owner agree in their suite lease that they are respon- sible for all legal issues of their guests, includ- ing prohibiting all minors for procession or consumption of alcohol, is the first step. Then the follow up is the suite attendant (who may serve three to five suites) and food- service manager must still monitor the suites, and if they see a potential situation, card the minor and remove the alcohol. It is no differ- ent than a hosted bar at a private catered event. The caterer still has to monitor pouring and distribution of alcohol and stop any infrac- tions, even though it is a private affair. Question Topic: IN-SEAT SERVICE Q:For a venue looking to offer in-seat service: • What method of ordering do you use – smartphone app or manual ordering? • What is the delivery method? Are items delivered to the seat or do customers go to a designated pick-up point? • Do you charge a surcharge for the privi- lege? • Is there an issue with delivery of items be- cause of the number of seats per row? A:• At our arena, we offer in-seat service for our courtside guests only.And currently,we provide manual ordering only.The menu is left in the cup holder at the seat. Use of a mobile app is the goal eventually. • Servers both take orders and deliver food/ beverage to the seats. No fan pick up. • Tickets are premium-priced, but no dis- crete charges for the service. • Passing along a row can be an issue at times, but not a big one. Most fans get it. A:• At our arena, we do offer in-seat service on our club level. We use Quest point- of-sale handheld devices for order taking. The server will swipe the guest’s credit card or accept cash up-front along with enter- ing the guest name, section, row, and seat number. • The order is automatically sent to a kitchen for prep and is delivered directly to the in- dividual by an in-seat runner. • An 18% arena service charge is added to the guest check for this service. We only offer in-seat service for all hockey events and ACC conference basketball games, no concerts or family events. • We have more than 12 seats across for most of our club seating. The guests have no problem passing food and beverages down to the customer. If the puck is in play, the server or runner will kneel in the aisle not to block the guests’ views. A:• Right now, we are using manual ordering with an in-seat server. We are about to soft launch a smartphone app but are con- cerned about the usage rate, so we are not yet willing to make it the only option. • We do delivery right now. • In some areas, it is all-inclusive. In the ar- eas it is not, we add a small amount to the cost of the item: about 10% instead of a flat service charge. • No issue with passing along rows. A:• We used a manual order-taking system and wait staff dedicated to a specific seat- ing section. • All orders were delivered by NPO runners, not the wait staff. The percentage of orders we received for beverages was much higher than food orders which slowed down bev- erage service. Often times the food would come out prior to the beverages, and guests did not understand why all items did not come out at the same time. • There was a slight upcharge (25¢) for food and beverage items over general concession for the convenience of in-seat. • Yes, there was an issue of passing down rows. Many of our seating rows are 26 seats long. Guests in the middle of the row are difficult to access for order placement. Those on the ends are passing money and food often!
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  • 23. 24 | S E A T | | #SEATSummer2012 Question Topic: DEDICATED SUITE SECURITY Q:• For venues that do not have a level exclu- sively dedicated to suites, how do you han- dle security of the individual suites? • Do you have a system in place to keep non- suite holders out of a suite? • Is it technology- or people-driven? A:At both our stadium and the arena, club seat holders are able to access the level the suites are on. We keep all suites locked to start and then when a guest arrives with a suite ticket, we will unlock that particular suite. This is completely people-driven; we have about four or five ushers with radios that roam the club (hallway outside suites). When someone comes through an entrance with a suite ticket, they are notified on the radio by ushers check- ing tickets to open suite x. The usher closest will wait at the suite to verify the ticket match- es the suite and then let the guest in. From that point forward, the suite is open; however, we believe the people in the suite will be good gatekeepers for the remainder of the event. A:At our football stadium, we have one level of 12 suites that opens directly into one of our club lounges.We used to have issues with peo- ple wandering in to steal beer from the fridge or try to sit in the suite and a few incidents of theft.Then we placed an usher/security person outside each door to monitor that only tick- et holders for that suite were getting in, and we’ve had no problems since then. Prior to the placement of ushers,we did have a suite holder request to have a numbered combination key- pad put on their door, but it was a huge pain because either it wouldn’t work or guests/hosts didn’t know the code, so we had to prop the door open which defeated the purpose. An usher at each door seems to work just fine and adds a nice touch, like their own “bouncer.” They try to assign the same staff person at each door, so they get to know that suite holder and help build that face recognition and relation- ship. A: Our suites share a common space and have had issues with break-ins. We have installed electronic scanners from Boundary Devices. The units run about $2,000 per unit. Question Topic: BRANDED SPIRITS INCENTIVE/PROMOTION Q:We are looking for a new way to expose pre- mium clients to one of our spirits portfolios beyond just a branded bar location in order to expand sales, e.g., branded liquor carts on suite levels, special bottle offers available only in suites, etc. Does anyone have an example(s) of a spirits promotion/incentive that you have success- fully incorporated into premium areas? A:We have a wonderful partnership with Ben Arnold Beverage and have been working with them over the past year. Part of the reason is our VIP Club is sponsored by a local liquor store, and he was looking for more in his sponsorship. We brought in Ben Arnold Bev- erage and have done several product tastings in the club for our clients. We generally also offer specialty drinks with the liquor in it on special in the club that evening. Our clients feel like we’re giving them something fan- tastic for free, but we’re also building a more solid partnership with our sponsorship client as well. Because we don’t have a “suite level” dedicated to those clients, we were think- ing about bringing the tasting to each indi- vidual suite as well. It’s been a great partner- ship for us and hopefully for them as well. A:A recent promotion we did: Join us in the 573 Club prior to Friday’s game for a special tast- ing of Minnesota’s own 2 Gingers Irish whis- key! For expanded and additional answers to all these questions, visit DO YOU HAVE A QUESTION YOU WOULD LIKE TO ASK THE ALSD MEMBERSHIP? Let the ALSD help you reach all your fellow members at one time. We’ll help you find your answers.That’s the true benefit of membership – not ALSD Member Questions, but ALSD Member Answers. Here’s how to submit your questions: • Send your Member Question exactly how you want it posted to members to Amanda Verhoff at OR • Visit us on the web and submit your Mem- ber Question at member-questions. Please note - members must be logged in to to submit questions. • When submitting a question, include all contact information, including your Name, Organization, Title, Address, Phone, and Email Address, so respondents can reach you in the way most appropriate to com- pletely answer the question. • ALSD tracks all responses and archives an- swers on • Member Questions are sent to TEAM AND VENUE MEMBERS ONLY to avoid solicitations. ALSD Member Q&A COMING UP NEXT: SOLD-OUT PREMIUM SEATING? MORE OF THE SAME ISN’T ALWAYS A GOOD THING
  • 24. 104 West 4th St, Suite 301 Royal Oak, MI 48067 1-877-483-7868 Luxury seats. Luxury services. Communication. First in line to success mobile social design
  • 25. 26 | S E A T | | #SEATSummer2012 A few years ago, I conducted a premium seating demand study for a BCS-level college football program*. At the time, their football stadium offered two types of premium seating: suites and club seats lo- cated on a private level. The private suites had been constructed first and quickly sold out. The club seats were added a number of years later.They also sold out quickly,mainly to buy- ers from the suite waiting list. When the athletic department engaged consultants, they were eyeing renovation/ex- pansion of their football stadium to generate increased revenue and enhance their com- petitive position in their conference. With high-dollar suites sold out for 20-plus years running, the first question the athletic de- partment asked was, “How many more suites should we build?” Needless to say, they were shocked when research and analysis suggested they should demolish a number of their exist- ing suites. Identifying Market Fundamentals Research uncovered three key underlying is- sues: 1) Seating capacity of all private suites exceed- ed 20 people 2) Suites were purchased primarily by indi- viduals and families rather than large corpo- rations, owing to the fact the school was not located within a major metropolitan market 3) The athletic department did not control and/or account for the practice of “suite shar- ing” In sum, the stadium was built with a high inventory of suite capacities ideally suited for large corporations. In contrast, these suites were sold to parties lacking the ability to fill the 20-plus person capacity on their own. Suite buyers were turning around and selling the excess capacity to other parties desiring smaller blocks of seats. The main flaw in the athletic department’s way of thinking was defining each suite as a stand-alone product rather than viewing pre- mium seating inventory in terms of each indi- vidual seat. Thanks to this flawed perspective, they failed to recognize that charging $60,000 for a 20-person suite ($3,000 per seat) is actu- ally a loss of revenue relative to a configuration where two 10-person suites could each be sold for $35,000 (or $3,500 per seat). What Is the Goal for Premium Seating? The goal in analyzing demand for premium seating is to maximize revenue generated for each individual seat within your inventory. In- ventory should be designed and sales packages developed so potential buyers can purchase each seat desired at the maximum price they are willing to pay. In the particular stadium from this case study, revenue potential was not Is your premium seating sold out? More of the same isn’t always a good thing Industry and Association News OSU chef focuses on changing flavor palates, p.30 ALSD appoints new President and BOD, p.34 [continued on page 84] Hypothetical Revenue Chart Existing Inventory Inventory Seats per Product Price per Product Total Seats Price per Seat Total Revenue Suites: 50 20 $60,000 1,000 $3,000 $3,000,000 Club Seats: 2,000 1 $1,500 2,000 $1,500 $3,000,000 Total Premium Seating 3,000 $2,000 $6,000,000 Optimal Inventory Inventory Seats per Product Price per Product Total Seats Price per Seat Total Revenue Suites: 30 20 $60,000 600 $3,000 $1,800,000 Mini Suites: 40 8 - 12 $35,000 400 $3,500 $1,400,000 Loge Boxes: 50 4 - 6 $20,000 250 $4,000 $1,000,000 Club Seats: 3,000 1 $1,500 3,000 $1,500 $4,500,000 Total Premium Seating: 4,250 $2,050 $8,700,000 The first question the athletic department asked was,“How many more suites should we build?”Needless to say, they were shocked when research and analysis suggested they should demolish a number of their existing suites.
  • 26. 28 | S E A T | | #SEATSummer2012 M onday at the 2012 ALSD Confer- ence and Tradeshow began with a keynote address from Former CMO of the United States Olympic Com- mittee for the Beijing Olympics, Rick Burton, who challenged the audience to think in terms of being the best in the world. Specifically he asked the room,“Are we really providing luxu- ry services? Or are we providing good enough? Are we challenging the status quo? Or are we accepting it?” The path to answering these questions and identifying the next level of luxury began right after the speech at the ALSD Confer- ence’s All-League Best Practices Session – an ideation and participatory learning environ- ment. Proven solutions and new ideas alike were brainstormed around each roundtable in a posh banquet room in the W Hotel. At the end of the session, each table floated its best new idea to rest of the room. Not surprising, technology was the most provocative talking point. The following is a sampling, in no par- ticular order, of the best ideas shared at each table: • An NFL team installed 9-panel video walls in its stadium to display content controlled completely by the team: league and team stats, game highlights, social media feeds, etc. This technology, which is promoted as a benefit to club members, brings fans into the stadium early and is utilized during non- game events. • Any new technology display area or video screen becomes new sponsorable inventory. • Technology upgrades allow menu boards to change information instantly which is great for venues with more than one tenant/mul- tiple events. • In an NHL arena, the suite owned by HP has a coffee table that also functions as a large tablet device. • Tablets in suites act as controllers, offering suite holders a new platform to order food and beverage, order merchandise, control televisions, link to in-game feeds, view re- plays from exclusive camera angles, or de- liver/view a sales presentation. • Tablets/handhelds are popular on gamedays with seat holders who are in fantasy leagues. • Premium seat ownership should come with access to exclusive content not available any- where else in the venue, not anywhere else outside the venue. • An NFL team with a significant tailgating tradition brings in portable cell phone tow- ers to handle the increased demand in the parking lots. • Smartphones are now an extension of our bodies. Fans have to be able to make calls and push out texts and social media updates which help promote the team and the fan experience. • CRM solutions are used to view customer profiles and purchase histories across three levels: sponsorship, premium sales/season tickets, and suite sales. • CRM software allows many new marketing opportunities, including surveys to ticket holders and integrated email marketing sys- tems. • Multiple social media feeds can be moni- tored on one dashboard. Examples: Tweet- Deck and HootSuite. • An NBA team has a Mobile Service Squad – staff who is hired to roam the arena, moni- tor social media, and solve problems as they arise. The squad is an example of a proactive service approach as opposed to a staff re- maining in stationary locations, waiting for issues to come to them. • A minor league facility uses iPads at the turnstiles to check for duplicate/fraudulent tickets if a ticket is not scanning properly. This solution relieves frustrations of fans who would otherwise have to go back to the box office to solve the issue. • In growing markets or any market where success of others means competition, teams who were once the biggest (and sometimes only) show in town must shift their ap- proach from operational and service-based to a sales-driven culture. • Allow suite holders to provide their own fur- niture. • Large corporations want electronic tickets to eliminate the high costs of shipping physical tickets around the country/world. • Provide plug-ins for iPhones and iPads in suites/premium areas. • Themed and branded suites are being em- braced by suite holders. • Barcodes are being used to gain access to ven- ues, opening suite doors, and providing access to parking. • Ticket management solutions should be provided by teams to clients. • Many stadiums and arenas with a large per- centage of its suites up for renewal closed on almost all of them despite aggressive pric- ing if they offered a large food and beverage credit for those who signed long-term deals (4-6 years). • Hold experience focus groups. Ask custom- ers what they want. • Look to outside industries for best practices – An NFL team hired Facebook to develop an app for them. • All employees should be viewed as service professionals and given service training. – ALSD Staff Report Industry and Association News What’s the big idea? ALSD Conference All-League Best Practices Session reveals the industry’s best new ideas Giving Bright Ideas:The All-League Best Practices Session at the 2012 ALSD Conference was prefaced by a keynote address from Rick Burton who set the tone when he said:“Are we really providing luxury services? Or are we providing good enough?”
  • 27. Whether a special event or a sporting event, we can meet your admission control needs with access,VIP and season passes; media credentials; season ticket books; vendor, employee and official badges, hang tags, photo ID’s and other products to compliment your ticketing needs. Custom-printed to your specifications with full color ink capabilities, features such as foil stamping or security inks are available to enhance the security of your admission products. Easily visible credentials increase security to restricted areas: • Access Passes, Media Credentials • Vendor, Employee, and Officials’Badges • VIP & Season Passes • Photo ID’s and other products to compliment your ticketing and access control needs. National Ticket Co. provides tickets and access control prod- ucts to: National Football League, National Basketball Asso- ciation, National Hockey League, Major League Baseball, PGA, Minor League Sports Teams, College Bowls and many others. Call today for details and a price proposal P.O. Box 547, Shamokin, PA 17872 USA Customer Service: 800-829-0829 or 570-672-2900 Fax: 800-829-0888 or 570-672-2999 Web Site: • E-mail: Season Tickets, Books and NEW Season Wristband Books National Ticket Company’s employees are proud to print the highest quality ticketing products in our Pennsylvania manufacturing facility. Season Tickets, Books and NEW Season Wristband Books
  • 28. 30 | S E A T | | #SEATSummer2012 I n a world where people think of hot dogs, popcorn, and pretzels as the main menu, it is easy to overlook the extensive culi- nary experiences happening in the world of sports and leisure. The Sodexo experience at The Ohio State University is successful be- cause of Chef Ray Macheda and his passion for ensuring every guest has a great food expe- rience during his or her visit. For more than 13 years, Chef Ray has been the culinary leader behind the scenes at one of the largest collegiate sports programs in the country. With a range of events, from light receptions and box lunches to high-end din- ners and wedding receptions, Chef Ray and his team are responsible for providing service for more than 1,000 events a year in addi- tion to event-day service for 84 luxury suites at Ohio Stadium and 52 luxury suites at the Schottenstein Center. Chef Ray is committed to delivering exceptional experiences for fans, guests, and partners by remaining focused on quality and service while constantly innovat- ing and bringing new menu ideas forward year in, year out. Each season, Chef Ray considers current food trends, customer favorites, and fresh ideas to lead the culinary team in creating suite menus. Developing recipes and options to meet the ever-changing needs of his customers is top priority for Macheda. “There is nothing better than having a guest ask us for the recipe for something we prepared,”Macheda says.“It means we exceeded their expectations and cre- ated an experience they want to have again.” It is easy to get caught up in the excitement surrounding a home football game or a big concert at the Schott, but for Macheda, it does not matter if it is a big game or if it is a lunch meeting for five people, his focus remains on getting each moment right for the guests. For the upcoming season, Chef Ray has created new menu items to offer suite and ca- tering guests. With a focus on the changing flavor palates of today’s guests, he has included new variety in the recipes for this year’s menu. “As we continue to see demands for ethnic, vegetarian,and healthy items increase,we con- stantly look at what we are offering to ensure it reflects those flavors,”says Macheda.“While guests still like to indulge in treats when they attend an event, we are also seeing their in- creased desires for balance in what they select for their event.” One of the new additions to this year’s suite menu is Eggplant Parmesan with Red Pepper Tomato Chutney. This small plate is a great option for the suites,offering guests a delicious choice which also happens to be vegetarian.Its preparation, in a bruschetta-style presentation, makes it portable and easy for guests to enjoy. As the fans cheer for the Buckeyes this sea- son, Chef Ray and the Sodexo culinary team will continue creating the game plan for win- ning in the kitchen. – Molly Kurth, Sodexo Sports and Leisure Industry and Association News: feature recipe Ohio State University chef focuses on changing flavor palates Sodexo’s Ray Macheda brings a delicious vegetarian plate that all suite guests will enjoy to this season’s menu Ingredients 1/3 cup tomato-red pepper chutney (2-3) Japanese eggplants, depending on size 1/3 cup grated parmesan cheese 2/3 cup Japanese breadcrumbs (panko) 3 tablespoons chopped fresh Italian parsley 1/2 cup all-purpose flour (2) large shell eggs 1/8 cup diced Fontina cheese Oil for frying Tomato-Red Pepper Chutney Ingredients 1 tablespoon roasted garlic 2 tablespoons granulated sugar 2 and 1/2 teaspoons white balsamic vinegar 1 and 1/4 teaspoons tomato paste 1/3 cup fresh diced plum tomatoes 1/4 cup diced roasted sweet bell pepper 1 and 3/4 tablespoons liquid smoke 2/3 teaspoon fresh chopped basil Method 1. In a dry pan, caramelize the sugar. 2. Deglaze the pan with the vinegar. 3. Let the mixture reduce until all of the sugar granules dissolve. 4. Add the tomato paste and tomatoes. Con- tinue to simmer until the liquid has been absorbed. 5. Stir in the roasted garlic, roasted bell pep- pers, liquid smoke, and basil. Chill. 6. Cut the eggplant on a bias. Lay the pieces flat and season with salt. Set aside at room temperature for 15 minutes. 7. Combine the Parmesan cheese, bread crumbs, and chopped parsley in a large bowl. 8. Place the flour, egg, and bread crumbs in separate bowls. 9. Coat the eggplant slices in the flour and shake off the excess. Dip them in the eggs and then into the bread crumb mixture. 10. Fry the eggplants in hot oil (350 degrees) until brown and crispy. Drain on paper towels. 11. At service, warm the Chutney and fold in the Fontina cheese.Top the eggplant with sauce. Serve immediately. Ray Macheda, Sodexo Chef atThe Ohio State University EGGPLANT PARMESAN WITH SMOKED CHUTNEY
  • 29. Make an with your fans impression Architects of the new Bud Light Top Shelf Lounge at Xcel Energy Center for the Minnesota Wild SPORTS ARCHITECTURE - INTERIORS 816-333-6527
  • 30. 32 | S E A T | | #SEATSummer2012 Connect with the ALSD on LinkedIn: Association of Luxury Suite Directors Group Page: Bill Dorsey: AmandaVerhoff: Scott O’Connell: Pat McCaffrey: Jared Frank: Dene Shiels: Ryan Mirabedini: Follow the ALSD onTwitter: Association of Luxury Suite Directors: Jared Frank: Ryan Mirabedini: Like the ALSD on Facebook: Association of Luxury Suite Directors Group Page: ALSD Social Media the alsd online on Twitter: @THEALSD Follow us and the hash tag #SEATSum- mer2012 to discuss this issue of SEAT and for the latest conference and association news and promotions, such as: What is your stadium’s security protocol for a bomb threat? #sportsbiz #ALSD2012 IN PHOTOS.Thanks for the Memories! http:// #sportsbiz Thanks to all of our #ALSD2012 attendees, exhibitors, sponsors & partners for an outstanding event. We’ll see you all next year in Orlando. Outstanding keynote speech from @WolvesPrez. Great message. Be relevant. Create relevance. #ALSD2012 #ALSD2012Visionary Award was just presented to @RichKrezwick. Another great message – Overdeliver on your fans’anticipation & expectations. Also follow on Twitter: @JChrstophrFrank Jared Frank @RYAN_ALSD Ryan Mirabedini On UP-TO-THE-MINUTE INDUSTRY AND ASSOCIATION NEWS FINANCING APPROVED FOR TIGER STADIUM EXPANSION 65 suites and 3,000 club seats to be added to the home of LSU football. LIVERPOOL FC SEEKS TO EXPAND ITS CORPORATE HOSPITALITY The club hopes to address its hospitality needs while deciding between building a new stadium or remaining at Anfield. PALACE OF AUBURN HILLS RENOVATION WILL EMPHASIZE TECHNOLOGY AND SUITE LEVEL UPGRADES A portion of the 300 Level suites will eventually become an “Innovations Lab.” CONFERENCE NEWS ALSD MEMBER Q&A On Google+: 2012 ALSD CONFERENCE AND TRADESHOW IN PHOTOS
  • 31. 877.423.4868 A PARTNERSHIP WITH SPOTLIGHT: • Sports Tickets Drive Business – the numbers prove it. Give your customers the tools they need to effectively manage their tickets. • Assure Renewal – Sports tickets and suites are a vital corporate spend. Buying tickets provide a positive ROI, and Spotlight continually highlights this fact. • True Partnership – Create a true partnership between venue and customer to assure goals and a long term relationship. Create added-value benefits for your partners. Offer Spotlight to your suite owners and add value to your partnership Speak a common language with your clients through your partnership with Spotlight Ticket Management. Assure your customers achieve their goals with your experiences.
  • 32. 34 | S E A T | | #SEATSummer2012 ALSD Appoints New President and Board of Directors Members A Conversation with Scott O’Connell Director, Suite & Premium Sales & Service, Minnesota Twins Baseball Club New ALSD President S cott brings a maturity and a knowledge of the business of premium seating that is almost unmatched in the indus- try,” says Bill Dorsey, ALSD Chair- man. “There really are only a handful of people in the business with the experience that Scott has.” O’Connell also knows the ALSD very well and has been involved in the association ex- tensively this past year in Minneapolis, where Scott handled the sponsorship for Target Field during the ALSD’s Conference and Trade- show in 2012. “Scott began to understand better what the ALSD does because he has seen things from the inside out during the past year,”says Dors- ey. “This gives him a tremendous advantage in leveraging this knowledge to help grow the ALSD.” “The President’s job is largely what you make of it,”says Dorsey.“We believe Scott will be a very active leader, and we look forward to working with him.” SEAT: If you could eat only one thing at your Target Field, what would it be? Scott: I try not to eat at the ballpark, but every so often I have to enjoy the fabulous Gelato we serve at Target Field. It’s sweet and salty at the same time. SEAT: If you have just been chosen to go on Jeopardy, in what five categories would you “knock it out of the park?” Scott: Music of the 1960-1970’s, Classic Movies, Napa Valley Wines, Baseball History, and the Green Bay Packers. SEAT: Who would play you in a movie? Scott: When I was younger, people used to say I looked like John Belushi. I’m glad they stopped saying it since he hasn’t looked good for quite some time. SEAT: What is the most prized possession in your office? Scott:Before Harmon Killebrew died, he used his friendship with the Packers’ Jerry Kramer to get me a great photo signed by Kramer, Fuzzy Thurston,and Paul Hornung.Because it came from Harmon, it means the world to me. SEAT: Most ALSD Conference attendees got a chance to see Target Field. But is there a hidden gem, say a favorite spot of yours in the park that attendees didn’t get to see? Scott: I don’t think it is a spot so much as how great this place is with 39,000 fans in atten- dance. The building comes alive, and after all those years in the Metrodome, it is a feeling that will never get old. SEAT: How did you get your start in sports? Scott:After high school,I attended broadcast- ing school in the hope of being a baseball play- by-play announcer. After years at small town radio stations, I answered an advertisement to sell season tickets for the Twins who were hosting the 1985 All-Star game. I got my foot in the door,and 28 seasons later,I am still here. I guess you could call it a Cinderella story. SEAT: If you could attend one sporting event anywhere in the world, what event would that be and why? (Sorry, baseball games at Target Field are off limits here). Scott: The seventh and deciding game of the World Series is the pinnacle of all sport- ing events. Even if your team is not in it, the excitement builds with every pitch and every swing of the bat. SEAT: As the new ALSD President, what are your goals for the association? Scott: Simply put: growth. With the ever- changing world of premium seating, we need to provide our members with the information on what works and how they can be more suc- cessful selling high-end products. The world continues to change, and we need to change with it.This past year’s meetings in Minnesota featured a lot of fresh faces.Teams need to give the next wave of sellers the knowledge that ALSD can provide and ensure their success in the various marketplaces. Want to network with Scott? Here’s His Business Card: Scott O’Connell Director, Suite & Premium Seat Sales & Service MinnesotaTwins Baseball Club Target Field OneTwinsWay Minneapolis, MN 55403 (O): 612.659.3588 Industry and Association News: ALSD Member Highlight By Amanda Verhoff, Executive Director, ALSD Admired by his peers and respected as a long-time industry veteran, the best voice in baseball has accepted the appointment of ALSD President. Meet our new head of premium state and the new board of directors members who will help lead the association into the coming years. COMING UP NEXT: A CONVERSATION WITH THE NEW ALSD BOARD OF DIRECTORS MEMBERS
  • 33. • 617-485-5000 Nearly 2,000 years in the making…. ….don’t wait another 2,000 years to ensure a full house. construction on the coliseum began in 72AD and in 2012 Sports cRm was released IF you’Re conceRned aBouT eFFecTIvely: · Managing Inventory: game day suite inventory, bookings and invoicing for suites and other products. · Increasing Sales: developing cross-sell programs or increasing sales by creating up sell programs. · Handling Service Requests: tracking and quickly resolving customer issues. · Scheduling Events: managing renewal and other customer- specific events to create the ultimate customer experience. · Streamlining Internal Operations: coordinating staff and organizing tasks prior to critical events to improve efficiencies. “The Boston Red Sox organization is driven to ensure that every fan has a consistent, high quality experience each time they visit Fenway Park. The improved visibility into the consumer preferences of our fans is helping us achieve that goal.” Ron BumgaRneR SenioR Vice PReSident/ticketing the BoSton Red Sox We have the answers.
  • 34. 36 | S E A T | | #SEATSummer2012 Industry and Association News: New Board of Directors Anne Campbell Manager, Sponsorship & Suite Services, Detroit Lions/Ford Field SEAT: What is your favorite thing to do – sports-related or otherwise – in the Motor City? Anne: Since we have a 6-year-old son, our ac- tivities tend to lean towards family outings like the Detroit Zoo, the Henry Ford Museum, and Greenfield Village – such a unique collec- tion of Americana – and Tigers, Red Wings, and Lions games of course. I also have a soft spot in my heart for Ann Arbor since I went to the University of Michigan. Football Satur- days are the best. Go Blue! SEAT: You have been with the Lions for 13 years. Explain your tenure and how you best provide for your clients, even when the on- field product isn’t always top-of-the-league. Anne: I joined the Lions in 2000 and worked for three seasons in ticket sales before trans- ferring to the suites department, where my always evolving position hadn’t existed. We’ve endured some tough years, namely in 2008 when we went 0-16 and the economy bot- tomed out. Though it is cliché, attentive cus- tomer service has gotten us through the storm. Clients spent money with us when they had Rebecca Caven Service Innovation Director, Spurs Sports & Entertainment SEAT:Tim Duncan or David Robinson? Rebecca: I love them both but for different reasons. David is known appropriately as The Admiral – he is the kind of man you are proud to know and have your children look up to. He is eloquent, genuine, talented, and has lived his life with grace and substance. Tim is keenly intelligent about basketball and about people. His is a brilliant husband, father, and competitor. He is often underap- preciated and seems completely unphased by that fact. He just makes you want to be a bet- ter fan. SEAT: Do locals frequent the River Walk? Rebecca: If by frequent you mean when fam- ily and friends visit, then yes. Like most popu- lar landmarks, you visit less when it’s always available to you. There is a charm to our River Walk that keeps visitors coming back to stroll, shop, and eat. As far as a perfect backdrop for authentic Mexican food and margaritas, it is hard to do better! SEAT: What is the most memorable lesson you have learned working in sports? Rebecca: Every year and season is different than the last. The need to change in order to remain relevant is the only real constant. I love that about this business and go into each season challenged and with a little fear in my Meet the Newest Members of the ALSD Board of Directors no money to spend because our staff treats them like family. Now with things “looking up” on the field, we challenge ourselves to not rest on our laurels, to always strive to take care of our Lions “family.” SEAT: What was your first job? Anne: My first full-time job out of graduate school was with Olympia Entertainment in Detroit in the group ticket sales department. We handled sales for all of the shows at the Fox Theatre and Joe Louis Arena. I’ve lost count of how many times I saw Disney On Ice, Sesame Street Live, and the Radio City Christmas Spectacular. SEAT: What is your favorite city to visit? Anne: My heart will always be with Chicago because I grew up there, but I love San Fran- cisco and San Antonio. My grandmother lived in San Antonio, and the BBQ and Mexican food is like heaven on a plate. SEAT:The Vikings used your stadium for a “home game” when their roof collapsed. Explain how your relationship with the Vikings was strengthened through that situation. Anne: Relocating the Vikings-Giants Mon- day Night Football game to Detroit in January 2011 cemented my belief that ALSD mem- bership has been one of the biggest assets to my career. [ALSD Member] J.P. Paul and I texted and talked in that 24-plus hour period to accommodate his suite holders who appre- ciated our assistance and enjoyed the novel situation. We’ve hosted a Super Bowl, Final Four, and Frozen Four, but pulling off that game was our finest hour. On the fly, we distributed tickets, restocked concessions, and found the right shade of purple paint for the Vikings field lo- gos. I wish J.P. and the Vikings staff the best of luck now as they prepare to move into their new stadium. ALSD is a family; we’ve walked a mile in each other’s moccasins. It’s nice to know you’ve got someone to call on for back- up and new ideas, share a funny story, or relo- cate your football game.
  • 35. 38 | S E A T | | #SEATSummer2012 stomach of the unknown. You can never know it all, because it evolves every day. I think that is the nature of more than just sports right now, and it’s exciting to be a part of. SEAT: What is one thing the association doesn’t know about you? Rebecca: I like writing children’s stories about a dragon named Rascal. He lives up to his name in every one of them. He has a little rebel in him that kind of fills me with pride. I enjoy the inventiveness of creating dragon shenanigans. SEAT: During your tenure with the Spurs, you have opened AT&T Center. What was the best part of opening a new arena in terms of what you could offer clients? Rebecca: The best part was investing time on the front end to find out exactly what they wanted…and then giving it to them. San An- tonio is unique in many ways. Building a facil- ity reflective of our South Texas culture that could meet our fans’ needs drove every step of our research, design, and development process. The result was an arena that feels like a home away from home – perfect for a community known for its feeling that everyone here is family. Lauren Fisher Senior Manager of Suite Service, Atlanta Hawks/Philips Arena SEAT: You have worked in college and professional sports. What is the biggest difference? Industry and Association News: New Board of Directors Lauren: The investment and type of engage- ment are the biggest differences.In profession- al sports, the premium areas typically have a much higher sales price and are primarily used for developing business to justify the spend. In college sports, the premium purchase is usu- ally second to the donation, and subsequently, the entertainment is more social. The win/loss record is important in both,but a losing record in pro sports is likely to lose you a client,where in college athletics, it is not. In fact, a college donor may contribute more to attract a better coach or upgrade facilities. SEAT: Being from Wyoming, a state that has few professional sports opportunities, how did you become interested in sports? Lauren: I participated in as many sports as possible: swimming, track, volleyball, basket- ball, softball, tennis, gymnastics – you name it! Growing up in a small town, you don’t have to compete with an overabundance of phenoms. The downside though is that one tends to be- come a “jack of all trades and master of none.” Also, my dad was a high school football coach, so I developed a love for the game which was amplified when I decided to attend Florida State at the height of the Bobby Bowden era. In my youth,I cheered for the Denver Bron- cos (Orange Crush anyone?), the LA Dodgers (loved me some Fernando Valenzuela),and the Detroit Tigers (anyone remember Mark “The Bird” Fidrych?). Ironically, I did not follow any college athletics, professional basketball, or hockey. As the winner of the “Most School Spirited” senior superlative, all my energy and support was thrown behind my high school team, the Newcastle, WY Dogies (one “G” – it’s a type of cow, look it up)! SEAT: Atlanta is a sports-haven. What event has Atlanta hosted that is your favor- ite – for personal or professional reasons? Lauren: Professionally, the NBA and NHL All-Star games. It was an honor and a privi- lege to host those events at Philips Arena, not to mention an enormous challenge. As a spec- tator, I experienced The Centennial Olympics and the 2012 Masters. I was standing on the 16th green when Adam Scott hit his hole-in- one; sadly, I was facing the 17th tee watching Tiger polish his clubs! My personal high point as a participant was running the Inaugural ING Atlanta Marathon in 2007. It was fun to be able to tour the city in which I live and train. SEAT: After life in the sports industry, what are your aspirations? Lauren: I would love to have enough money put away to buy, restore, and flip houses. My secret yearning is to be a mini version of real estate mogul, Donald Trump, minus the bad hair and bombastic manner. In my off time, I would love to fritter away the hours reading on the beaches of the Dominican Republic. SEAT: What is the best thing served at Philips Arena? Lauren: Bleu Cheese Fries from Buckhead Diner! Shannon Hansen Premium Services & VIP Services Manager, BI-LO Center and Charter Amphitheatre SEAT:Tell us something we don’t know about you. Shannon: I’ve always had a crazy competitive streak. My younger brother and I were really into sports and subconsciously decided that we’d be in a constant state of competition. I also think this is why my husband, who played professional hockey for ten years, and I get along so well. I’m also a little bit of a control freak which is a necessary evil for doing the job we do.
  • 36. 40 | S E A T | | #SEATSummer2012 SEAT: Minor leagues and concert venues are a different animal. What is the best thing about not working in one of the Big Five leagues? Shannon: With my smaller client base, I am able to get to know most of them personally and professionally and can develop specific touch points relevant to their lives. A smaller venue also generally means a smaller com- munity, so I serve on some of the same boards and attend the same community events as my clients. I also love that I am able to utilize our hockey players for suite visits, office visits, and client phone calls. SEAT: Some people don’t know what events are held at BI-LO Center and Charter Am- phitheatre.Tell us how you manage multiple events and teams. Shannon: BI-LO Center’s full-time tenant is the ECHL’s Greenville Road Warriors, in their third year. We build an exciting event schedule around 36 games with events rang- ing from large concerts (we had five sellouts in the first six months of 2012) to the annual Ringling Brothers Circus and high school tournaments. Charter Amphitheatre is our summer home since spring of 2010, where we host big name concerts as well as all day festivals and local events. It’s exciting when clients break out of their comfort zones, and I can talk them into trying new events. SEAT: What’s your favorite song to karaoke to? Shannon: My girlfriends and I were known for our rendition of “Hold On” by Wilson Phillips. Looking back now, I wonder if it was one of those “laughing at you, not with you” moments…hmmmm. SEAT: What is the most embarrassing mo- ment you have had working an event? Shannon: We hosted Bassnectar – an event of this nature we had never done. We let the crowd into the rotunda because it was storm- ing, so I had to do most of my suite checks by walking through the arena bowl and up into the suites. I just finished and was walking up to the main concourse when everyone was al- lowed to go to their seats. For these shows, the only place to be seen is in the very front on the floor, so we had a stampede. All I remember is a weird noise and hundreds of teenagers run- ning at a full sprint towards me. I grabbed a handrail for dear life and was pushed so hard into the wall that it took my breath away and lifted me off the ground! When the stampede ended, I was left with a cell phone, a driver’s license, and one flip flop. I was shaking, teary- eyed, out of breath, and mortified. We get a good laugh over it, but I hope we steer clear of DJ events for a while. SEAT: What are your favorite events you have been part of, personally or profession- ally, at one of the venues where you have worked? Shannon: At the top of this list was the IHL Championship Game between the Port Hu- ron Icehawks and the Fort Wayne Komets in the spring of 2008. It went to a game seven, and after three overtimes, the Komets came away with the Turner Cup. It was an amaz- ing experience for my clients and our fans in general, not to mention for my husband who played for the Komets at the time. Karyl Henry Director of Premium Services, Oklahoma State University SEAT: A little birdy told us you blog about food.Tell me more. Karyl: I’m a creature of habit, eating the same dishes at the same restaurants and cooking similar meals each week. A co-worker did a “30-by-30” on Facebook, eating at 30 new diner-type restaurants by age 30. I don’t have a fun birthday coming up, so I decided to do 100 new restaurants in 18 months – new res- taurants, no fast food, no chains with 10-plus locations.I also make one new recipe per week. Pinterest has become my best friend! Fol- low Karyl’s blog: http://karylskulinarykrusade. SEAT: Why college athletics versus the professional ranks? Karyl: People ask if my next move will be to the pros. My response is “why would I?”There’s no comparison. Professional sports are a busi- ness. College is about alumni, all-day tailgating, and fans that bleed the team colors. I didn’t go to OSU, but I’ve become a part of the family over the past five and a half years, doing more than just gamedays. I travel with football, co- ordinate our Road Rallies at away games, and coordinate fan events at bowl games. SEAT: You are a workout buff. Do you pre- fer running or stadium stairs? Karyl: Depends on the time of year. I’m pretty motivated, but in July and then January/Feb- ruary, my motivation is at an all-time low, so a combination of things works. I do stadium stairs twice a week; it’s an awesome workout. I run/power walk 2-3 times a week, usually do- ing 6-milers around the lake or new routes I find.And I just started Insanity again! I’m very blessed that I also get to use football’s weight room, and usually, I’m the only one in there at 6:00am, so it’s like my own private gym. On the racing front, I did my first 5K last sum- mer, and my first 10K in June. My goal is to do the half marathon at the OKC Memorial next April. SEAT: Backstreet Boys or N’Sync?! Karyl: Wow, that’s a tough one! I’m a fan of Justin Timberlake, so I guess I’ll have to say N’Sync. Industry and Association News: New Board of Directors
  • 37. 42 | S E A T | | #SEATSummer2012 SEAT: What is the best part about your stadium? Karyl: We are so blessed to have Boone Pick- ens, and I’ll put our stadium up against any- one’s in the country. The suite level and the west end zone are the best parts. I haven’t seen a single college suite level that comes close. Our coaches’ offices, locker rooms, and weight room are all in the west end zone, and they are amazing. SEAT:Tell the association something they don’t know about you. Karyl: Never in my wildest dreams did I think I would end up in Oklahoma.I visited in 2001, on what I thought was the hottest week in his- tory and swore I would never live here. We see how that turned out! I chronicled my jour- ney from Maryland to Oklahoma in one of my blog posts: http://karylskulinarykrusade. stillwater.html. I also said I would never buy cowboy boots. Last summer, I gave in on a tax-free weekend no less, but I refuse to buy a cowboy hat! Michele Kajiwara Vice President, Premium Sales, STAPLES Center/AEG Bryant Pfeiffer Vice President, Club Services, Major League Soccer SEAT: Why is MLS the next big thing in sports? Bryant: There has been massive success of our new expansion teams and incredible popular- ity with the social and cultural breakthrough in the Pacific Northwest. Additionally, with the new NBC deal, broadcasters have invested greatly in the sport.There’s a buzz, and it leads to momentum for the league. ESPN came out with a sports poll that said among 12-24 year olds, professional soccer is the second most popular sport, MLS included. That empow- ers us. Parallel to that, international soccer has exploded in our country. More people are con- suming it.People also lose sight that we’re only a 16-year-old league; to already be outpacing the NBA and NHL in per game attendance means that the MLS has arrived. SEAT: What prompted the MLS National Sales Center? Bryant: Literally, the concept was first laid out on a napkin during a senior executive retreat when MLS Commissioner Don Garber chal- lenged us to imagine what MLS 3.0 would look like. With our unique single entity struc- ture,there was an opportunity to accelerate our sales force through a centralized training hub. As the NSC celebrates its second birthday, 79 trainees have completed the program, and it has provided other sales and management training workshops across the league. In May, the National Sales Center was presented the “Ticketing, Marketing, Sponsorship” award at the 2012 TheStadiumBusiness Summit, beat- ing out the likes of Manchester United. SEAT:There must be something in the water; everyone in Minnesota is nice! What gives? Bryant: When you spend as much time as we do huddled together in the tight quarters of our igloos during the winter, you have no choice but to develop strong people skills. SEAT: What is your most fun memory working in the sports industry – for the Timberwolves, the MLS, or otherwise? Bryant: I have always loved the thrill of the chase. I also take pride in turning crazy ideas into ticket sales success, including Table Ten- nis Night, Rock, Paper, Scissors tournaments, a Spike Lee meet-and-greet, and post-game Lucha Libre wrestling matches. I can’t say they were all institutionalized success stories, but they were unforgettable. SEAT: Speaking of soccer, can you play? Or are you more of a basketballer? Bryant: Between the two sports, I play in organized pick-games at least three times a week. Dare I say my style of play (including my aging body) most resembles Steve Nash, NBAer and part owner of MLS’s Vancouver Whitecaps. Industry and Association News: New Board of Directors CAPTION THIS:  Time to have some fun ALSD members! Please send us your most humorous caption for any or all of our new Board of Directors photos. SEAT will select the most creative submission(s) and publish them in our next issue. Be witty. Be clever. Be ridiculous. But beware: you won't be protected by anonymity.Your friends will know it's you spilling the beans or poking fun. Send your captions to  
  • 38. AKE BACK CONTROL T and Are you master of your ticketing domain? Imagine a ticketing company that puts you back inImagine a ticketing company that puts you back in control of your customer convenience fees, brand-equity, and customer data. Imagine a dedicated service team that has your back, all the time, every time, 24 hours a day – 7 days a week. Whether you are the biggest account, or the smallest, New Era Tickets will always make you feel like you are our most important client.feel like you are our most important client. For more information, visit us at, or contact Mike Ruppert at 484-875-7411 or Want to sell more tickets? FanOne can help. We provide over 30 professional sports teams and venues withprofessional sports teams and venues with powerful digital marketing technology to help centralize fan data, send more personalized fan communications, and automate key marketing activities. With easy-to-use technology and FanOne customized services and support, ourFanOne customized services and support, our clients are achieving substantial growth in their sales and in their fan base – selling more tickets to more fans every year. For more information, visit us at, or contact Mike Ruppert at 484-875-7411 or
  • 39. 44 | S E A T | | #SEATSummer2012 Industry and Association News: New Board of Directors Brian Sandy Senior Director, Premium Sales and Service, Portland Trail Blazers SEAT: Rumor has it you love to cook. What’s your best dish? Brian: I do indeed love to cook! My favorite dishes to prepare and eat are middle-eastern: taboulleh,hummus,and an addictive green Ye- menite hot sauce called harif.Who knew there were so many names and spellings for the same dishes? If you asked my co-workers, they would say my best dish is chocolate covered pretzels; I make large batches, and I share! Best so far? White Chocolate/Samoa Girl Scout Cookie. SEAT: You are known for “always” wearing three-piece suits. What gives? Brian: Contrary to popular belief, I don’t al- ways wear a three-piece suit. Nor, as one of my co-worker’s spouses swears, do I sport a three- piecer when I mow the lawn. But I agree with Bernie Mullin – I strive to be the best-dressed person that I will meet each day. I’m asking people to invest in me and my company, and they deserve that level of respect. Not all will agree, and I certainly understand that, but this approach works for me. SEAT: Oregon produces some great wine. What is your preference? Brian:As my palette has “matured,”I find my- self appreciating the bounty that Oregon has to offer. My favorites are all heavily hopped,in- cluding my current selection, Hop Czar.I must admit, I do still enjoy the occasional amber ale which is where the whole microbrew thing COMING UP NEXT: 2012 ALSD CONFERENCE AND TRADESHOW IN PHOTOS started for me. Wait... did you say WINE? Al- though I truly appreciate the industry and our exceptional Pinot Noir’s, I’m a craft beer guy. SEAT: Who do you consider a leader in the industry, and what has he/she taught you? Brian: I’ve been blessed to learn from excep- tional individuals like Tom McDonald, Jon Spoelstra, Marshall Glickman, Jack Cain, and Sarah Mensa to name a few.The first, and per- haps most important, lesson came from Trail Blazers Founder and President Emeritus Har- ry Glickman who taught me the importance of looking someone in the eye and shaking their hand when you have a deal. These types of relationships are what premium is all about. SEAT: Have player-related issues, i.e., player injuries and subsequent time off for your best players, affected your ability to “sell your team?” Brian: In my three tours of duty with the Trail Blazers,I have experienced virtually every pos- sible demand characteristic for premium seat- ing, from a run at the NBA Finals, and fans lined up to purchase club seats, to the chal- lenging times when the franchise struggled with player image. That said, it was certainly a disappointment when, a few days after I ac- cepted my current position in December, two of our top three players were suddenly out of the picture.The good news: major league expe- rience has been sandwiched between stints in the minors, where you can’t sell based on mar- quee players or on win/loss; it is about the fan experience. Paired with a needs-satisfaction selling approach to premium, we have actually done quite well, all things considered. Blair Schmitz Assistant Director – Food & Beverage, University of Wisconsin SEAT: Do Wisconsin-ites all overuse words like “eh” and “don’tchaknow?” Blair: What?! Us Wis-CAN-sin-ites talk nor- mal; it’s everyone else who’s got the accents! SEAT: What is your best sports story – per- sonally or professionally? Blair: It was when I drove for NASCAR at Disney International Speedway. I took first place in the 10:00am group! SEAT: Big 10 Athletics: What makes them so special? Blair: I think it’s the support of our fans and the camaraderie between all the teams. SEAT: What is your dream car, and where would you drive it? Blair: Probably a BMW convertible. And I would love to drive it out in wine country with my wife.Wait...there wouldn’t be enough room for all the wine we would just “have” to buy. SEAT: Dogs or cats? Blair: Neither! Ducks! SEAT: What is something the association would find surprising about you? Blair: I LOVE Walt Disney World and can’t wait until I can take my son there! I am so GOOFY, I plan on doing the full and half marathon there in the future.
  • 40. 46 | S E A T | | #SEATSummer2012 F resh off visiting the urban centers of the world of New York and Los Angeles the previous two years, Minneapolis took to the sports hospitality main stage in 2012, hosting 860 professionals of the pre- mium seating community at the 22nd Annual ALSD Confer- ence and Tradeshow. “The Midwest was a part of the country we needed to go to as we continued to circulate the show and showcase the best venues in the country,” says Bill Dorsey, Chairman of the ALSD. “The venues in the Twin Cities are all outstanding.” Xcel Energy Center, TCF Bank Stadium, and Target Field each hosted a tour and reception, bringing all attend- ees together with lavish food and beverage spreads from Levy Restaurants, ARAMARK, and Delaware North Companies respectively. The theme of this year’s ALSD Conference and Tradeshow was “The Community” which was most evident during these evening networking events – a toast to all the powerful friendships forged over the past 22 years and the new relationships to be built in the years to come. The event included a keynote speaker roster of indus- try stalwarts. Donning the microphone this year was Chris Wright, President of the Minnesota Timberwolves, Rick Burton, Former CMO of the U.S. Olympic Committee for the Beijing Olympics, and Jack Morris, 1991 World Series MVP for the Minnesota Twins. Additionally, Rich Krezwick, President of Devils Arena Entertainment, received the pres- tigious ALSD Visionary Award – the only award given out by the ALSD. The educational programming also included variations on the community theme. Breakout sessions integrated many roundtable discussions and participatory learning opportuni- ties rich in interactive dialogue. Meanwhile, the tradeshow floor was abuzz with attendees huddled around vendors ex- hibiting product demonstrations and the latest and greatest innovations in the venue marketplace. Whatever the back- drop, the closeness of the hospitality hamlet of the sports and entertainment industry was felt. We look forward to seeing all our attendees again next year in Orlando for our 23rd Annual Conference and Trade- show, June 30 – July 3, 2013. Visit, follow @TheALSD on Twitter, like our Facebook page, and join our LinkedIn group in the coming months as details are an- nounced. For additional images from the 2012 ALSD Conference and Tradeshow, view Ryan Mirabedini’s 2012 ALSD Con- ference Photo Album on Google+. Photos courtesy of SuiteCaptures The Community: Be Part of It!
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  • 49. Registration fees include all seminars, course materials, venue tours, and hospitality receptions. Attendee Sign-up Please complete a registration form for each attendee. Payment information only needed once if paying for all attendees from a team/company. Cancellation Thirty (30) or more days before show: 75% refund. Less than thirty (30) days before show: Credit for following year’s show; no monetary refund. Organization ___________________________________________ Name _________________________________________________ Title ___________________________________________________ Address ________________________________________________ City____________________________________________________ State _____________Zip Code______________________________ E-mail _________________________________________________ Phone _________________________________________________ Cell Phone ______________________________________________ ___ Yes, I would like text messages during the ALSD Conference *ALSD will have an opt-in Text Program. Texted updates/information sent to your cell phone (Ex. "ALSD buses depart 5:00 p.m for Venue Tour" or "2:30 Sales Session moved to Conference Room #2") Member: __Yes __ No __ I would like to sign up for membership; please send materials ___ Check here if this will be your FIRST ALSD Conference. For Members Only Early Bird: $650.00 Offer valid through October 31, 2012. *Note: No special extensions will be granted. The 23rd Annual ALSD Conference & Tradeshow Sunday, June 30 – Wednesday, July 3, 2013 Hilton Orlando Orlando • Tampa Registration Form Please check one: __ NFL __ NBA __ NHL __ MLB __ MLS __ College __ Minor League __ Racing __ F&B __ IT __ International __ Other: _____________ PAYMENT Attendees: _______ x$650 per attendee Group Discount: Sign up 3 Attendees at Regular Price, Get the 4th for ½ Price and the 5th for FREE Total: $_______ Payment Information: ___ American Express ___ Discover ___ Mastercard ___ Visa Card Number: _____________________________________________________ Exp. Date: ____________________________________________ Cardholder Name: _____________________________________ Cardholder Signature: __________________________________ ___ Check made payable to: ALSD or Association of Luxury Suite Directors ALSD Guest/Family Plan: If you bring a guest(s), that person(s) will need ALSD credentials. Extra credentials are $200 each and will grant guest(s) access to all tours and receptions. Kids under the age of 14 are Free. Guest Name: _________________________________________________________ If you are paying separately for guest(s), please complete the payment information below: ___ American Express ___ Discover ___ Mastercard ___ Visa Card Number: _____________________________________________________ Exp. Date: _____________________________________________ Cardholder Name: ______________________________________ Cardholder Signature: ___________________________________ ___ Check made payable to: ALSD or Association of Luxury Suite Directors Host Hotel Information: Hilton Orlando 6001 Destination Parkway Orlando, FL 32819 Fax, E-mail or Mail form to: Amanda Verhoff ALSD 10017 McKelvey Road, Cincinnati, OH 45231 E: P: 513-674-0555 x104 F: 513-674-0577 Reservations: Website: Phone: 888-488-3509 Rate: $165/night FOR MEMBERS ONLY $650.00 Early Bird Offer good between: August 22 – October 31, 2012.
  • 50. 56 | S E A T | | #SEATSummer2012 After 35 years in New Jersey, the Nets are leaping over the island of Manhattan to a new sports and entertainment home in Brooklyn: the $1 billion Barclays Center, complete with a premium“Vault.” By Jared Frank, Editor, SEAT Magazine F or 55 years, seven of which it took to realize the soon-to-be-opened Barclays Center, Brooklyn has considered itself cursed by Walter O’Malley. It was O’Malley, the owner of the borough’s beloved Dodgers, who left Brooklyn after failing to secure plans for a new stadium and moved the organization to Los Angeles in 1957. But after five and a half decades and an arduous process with numerous false starts, stemming from lawsuits, financing struggles, and design changes, the curse is about to be buried just two short miles away from the old Ebbets Field site, where Barclays Center, the newest state-of-the- art sports and entertainment arena,is set to open September 28th. This new home of the re-branded Brooklyn Nets has endured many challenges, but the most anticipated venue opening this year will be worth the wait. From a premium perspective with suite inventory ranging in size and price, from the ultra-exclusive Vault to the comfortable Loft Suites, VIP hospitality will be available for large corpora- tions as well as smaller companies traditionally priced out of the New York market. Premium Seating Breakdown Luxury seating options at Barclays Center offer numerous sizes, price points, and amenities such as membership into the Barclays Center Business Alliance – a unique platform for business-to-business relations, described in more detail below. There are 100 suites broken up into different categories themed around the neighborhoods of Brooklyn: the sold- out, 16-seat Brownstone Suites, the 10-seat Loft Suites which are touted as a first of their kind in the New York market, and the Studio Suites. In addition to this luxury inventory is the most elite area: The Vault. For more details on the suites and premium seating at Barclays Center, see the sidebar on page 58. Opening Brooklyn’s Vault Hip-hop mogul and minority owner of the Nets, Jay-Z, has his fingerprints all over the new arena. The most exclu- sive premium area of Barclays Center is the Jay-Z-inspired Vault which includes 11 bunker-style suites underneath the arena’s seating bowl on the Event Level.The Vault incorpo- rates a common bar and lounge area with appetizer stations, while each individual Vault has its own private sliding door entry, lounge seating, flat screen televisions, and contempo- rary furniture. Vault Suites, which are priced at $550,000 a year, in- clude eight tickets in the first ten rows to all Barclays Cen- ter Events. Other benefits include access to the exclusive Armand de Brignac Champagne Bar, high-end culinary packages created exclusively for The Vault guests, personal- ized concierge service,VIP parking, and membership to the highest tier of Barclays Center Business Alliance. 40/40 Club & Restaurant by American Express Jay-Z is also expanding his 40/40 Club beyond its Man- hattan and Atlantic City locations. The 40/40 Club & Restaurant by American Express at Barclays Center is a 9,000-square-foot, 350-seat sports bar and restaurant lo- cated on the Barclays Suite Level. Careful to ensure consistent appearances and textures with the New York City location across the East River, design materials and concepts mirror the flagship venue in Manhattan, including a custom illuminated amber resin bar top. In Barclays Center, the 40/40 Club & Restaurant by American Express will feature 36 televisions, including eight 80’’ televisions on the outside of the bar soffit, and will also offer great views of the basketball court.The 40/40 Club & Restaurant by American Express isn’t limited to premium customers, but All Access season ticket holders have first access to reservations. The Nets Vault into Brooklyn Quick Hits Some premium inventory at Barclays Center is designed to be targeted to small and midsized companies traditionally priced out of the NewYork market. The 11 Jay-Z-inspiredVault Suites located on the Event Level under the arena’s seating bowl are priced at $550,000 a year. The Barclays Center Business Alliance provides B2B platforms for suite holders and season ticket holders to meet and discuss business opportunities. Located above one of New York’s largest transportation hubs, Barclays Center is accessible by 11 subway lines, 11 bus lines, and the Long Island Railroad. Renderings courtesy of SHoP Architects
  • 51. #SEATSummer2012 | | S E A T | 57 Calvin Klein Courtside Club The Barclays Center Calvin Klein Courtside Club is located on the Event Level directly outside the Nets locker room, so patrons can view the home team up close and personal as they enter onto and exit off the court. The club is exclusive to Hollywood seats,Sideline seats A-E,and End Zone rows AA-E.Along with the close interaction with the team,add- ing to the luxury experience are wall-mounted flat-screen televisions and a stylish dining experience. Honda Club The Honda Club is available only to ticket holders in Sec- tions 15-17, where the private area is located. The lounge grants access to the Honda Club bar and light snacks. North/South Clubs The North and South Clubs, located on opposite ends of Barclays Center, are the most expansive in the arena. North and South Club seat holders can enjoy a unique menu of food and beverage offerings served at bars and action sta- tions. Loge Box Seats Four- and six-seat loge boxes, presented by Willis, are also available at Barclays Center in a Lower Level, open-air seat- ing location. Loge box seats are available for all Nets games, but due to the set-up of certain shows, won’t be available for all events; however, for such events, loge box seat holders will have first access to purchase tickets and be reseated elsewhere in the arena. Loge box seats also offer other benefits and amenities, including flat-screen televisions, executive chairs, and table tops in each box, access to the VIP entrance, complimen- tary buffet dinner and all-inclusive food and non-alcoholic beverages in the 40/40 Club & Restaurant by American Express, and playoff priority. Four-seat boxes are priced as Brooklyn Accents: Premium areas in Barclays Center will feel distinctly "Brooklyn," including in the 40/40 Club & Restaurant by American Express pictured here. Brooklyn Bridge: Barclays Center will bring together premium seating customers from across the tri-state area, including the five NYC boroughs and Long Island. Hello Brooklyn: Fred Mangione explains the importance of Brooklyn to the Nets and Barclays Center:“The biggest thing for us, first and foremost, is we have to own Brooklyn…For us to succeed, it’s Brooklyn first.”
  • 52. 58 | S E A T | | #SEATSummer2012 low as $29,040, and six-seat boxes as high as $54,120, mak- ing this premium hospitality option affordable for small to midsized businesses. Nets All Access Pass Altogether in Barclays Center, there are 4,400 premium All Access seats: floor and club seats. A key benefit of this investment is price certainty as every All Access seat has a 3-year fixed price guarantee. All Access tickets come loaded with an all-inclusive food package, with a Barclays Cen- ter Business Alliance Membership, and with first right of refusal for seats to any event in the arena before the gen- eral public. “Providing that access has enabled everyone to become very engaged in the building from the forefront,” states Fred Mangione, Executive Vice President and Chief Marketing Officer for Barclays Center and the Brooklyn Nets. Barclays Center Business Alliance The Barclays Center Business Alliance brings together the arena’s top customers at networking events for Brooklyn Nets sponsors, suite holders, and season ticket holders. Bar- clays Center is looking to bring this core group together monthly and will assist in matching people up based on their wants and needs. This unique association provides suite holders and ticket holders the chance to meet one another to learn about each other’s business and discover if there are opportunities to do business with each other. “The stage for sports has become about B2B platforms,” Mangione observes. “In today’s economy, ROI is the first question being asked by top executives. If people can broker some business and make some money with each other along the way, it adds to the experience and the value of getting on board with us.” The Magic of Disney Barclays Center is joining forces with Disney Institute to redefine the sports and entertainment guest experience in the tri-state area – an environment renowned for its un- forgiving fan bases. The partnership will provide fans with unmatched “Street-to-Seat” customer service to ensure a world-class guest experience regardless of the results on the court or stage. “We can control a lot of things, but we can’t control if the ball goes in the hoop, and we can’t control if the performer hits every note,but what we can try to control is the experience,” says Mangione. The customized program that Disney Institute has devel- oped for Barclays Center is its most extensive to date for Barclays Center at a Glance: Ceremonial Groundbreaking: March 11, 2010 Scheduled Completion: September 28, 2012 Estimated Cost: $1 Billion Suites: 100 Total; 68 Loft Suites; 15 Brownstone Suites; 11 Vault Suites; 6 Studio Suites All Access Seats: 4,400 (Floor and Club Seats) Party Suites: 4 Loge Boxes: 40 Clubs and Restaurants: 6 Basketball Capacity: 18,200 Hockey Capacity: 14,500 Concert Capacity: 19,000 Building Size: 675,000 square-feet LEED Certification: Silver Architect: Ellerbe Becket (now AECOM) and SHoP Architects General Contractor: Hunt Construction Group Majority Owner: Forest City Enterprises Minority Owner: ONEXIM Sports & Entertainment Operator: Brooklyn Arena, LLC In the Right Direction: Barclays Center provides many premium options from the ultra-exclusive and intimate to the more open and social, such as the North and South Clubs shown here.
  • 53. 801.718.1891 A Division of Fusion Imaging STADIUMS | GRAPHICS | EVENTS | EXHIBITS R E A L S A LT L A K E F I E S TA B O W L S U P E R B O W L X L I V Graphics that Score!
  • 54. 60 | S E A T | | #SEATSummer2012 COMING UP NEXT: REACHING THE SUMMIT OF PREMIUM SEATING MORE NBA NEWS ON ALSD.COM: PALACE OF AUBURN HILLS RENOVATION WILL EMPHASIZE TECHNOLOGY AND SUITE UPGRADES a sports and entertainment venue. The program includes training for top executives and middle managers as well as unique experiential services and best practice training for arena staff. Additionally, Disney Institute is consulting on other creative ideas such as signage, guest flow, and in-game staff outfitting. Volume and Variety By using a “volume and variety” strategy, Barclays Center will host over 200 events annually for the volume and vari- ety of the 2.6 million residents of Brooklyn. Programming will include sports and entertainment events for all pref- erences. “We don’t want to be viewed as just a basketball venue even though the Nets will be the core product,” says Mangione. “We want to make sure the college basketball games, the Barbra Streisand concerts, the Tour of Gymnas- tics Champions, Disney On Ice, and other events are all coming in. They’ll be something for everyone which has always been our goal.” The building,whose naming rights are owned by Barclays for the next 20 years, will host numerous events in its first year, including 44 Nets home games and at least 25 col- lege basketball games, beginning with the Barclays Center Classic with defending national champion Kentucky play- ing Maryland on November 9th.The NHL will also play an exhibition game when the New York Islanders play the New Jersey Devils on October 2nd. On the concert front, a full- slate of shows is lined up, including Justin Bieber, Brooklyn native Barbra Streisand who will play two dates in October, and Jay-Z who will christen the building with an eight-per- formance occupation, beginning September 28th. All eight shows are sold out. Hello Brooklyn The move to Brooklyn brings a complete brand transforma- tion for the Nets from what the organization did in its 35 years in New Jersey. Viewing themselves as an expansion team building from the ground up, the Nets have a new logo, new colors, and a new community to entertain. Every- thing the Nets are doing is with Brooklyn top-of-mind, in- cluding the building design which incorporates an exterior skin consisting of 12,000 weathered steel panels designed to mimic the façades of the surrounding neighborhoods. Waiting for the organization in the borough is a com- pletely new market even though the team is only moving 14 miles east through the Holland Tunnel and over the Brook- lyn Bridge. If it were a city, Brooklyn would be the fourth most populous in the United States which provides the base needed to support a professional sports franchise.“The biggest thing for us, first and foremost, is we have to own Brooklyn,” explains Mangione. “It’s big enough by itself to support us. For us to succeed, it’s Brooklyn first.” From there, the Nets also have an opportunity to draw in support from neighboring locations. Situated at the in- tersection of Atlantic and Flatbush Avenues above one of New York’s largest transportation hubs, Barclays Center is accessible by 11 subway lines, 11 bus lines, and the Long Is- land Railroad.This ease of access should help attract season ticket holders beyond the typical radius, from areas such as all of the five NYC boroughs as well as all of Long Island. A Tree Grows in Brooklyn The $1 billion Barclays Center, co-designed by Ellerbe Beckett (now AECOM) and SHoP Architects, is the cor- nerstone of the Atlantic Yards project – 16 buildings of mixed-use commercial and residential growth being devel- oped by Forest City Ratner Companies on 22 acres adja- cent to Downtown Brooklyn.It has been forecasted that the branches of this new housing and financial tree in Brooklyn will extend to new tax revenues for the state and the city ($5 billion over the next 30 years has been reported), 6,400 new housing units, and the creation of up to 8,000 perma- nent jobs when the entire project is completed, one-fourth of which will be employed at Barclays Center. Professional sports are back in Brooklyn, bringing with it an economic stimulus and a shovel to bury the curse of the Dodgers’ departure from Ebbets Field. Brooklynites again have a team to call their own. And whether they’re a pre- mium customer or a casual guest, a die-hard Nets fan or a frequent concert-goer, Barclays Center offers something for every sports and entertainment fan. # Do you offer B2B platforms like the Barclays Center Business Alliance? Write to Jared at, connect with him on LinkedIn at, and follow him onTwitter at So Easy a Caveman Could Do It: Fans will be met inside the main entrance by the GEICO atrium after arriving at one of the most accessible arenas in the world via 11 subway lines, 11 bus lines, and the LIRR.
  • 55. Meet STADIS©. We’re so confident in our ability to deliver accountable, organizaaon wide ROI, we’ll stake our pay on it. Add unmatched customer intelligence – the fan specific, item level purchase kind – and you’ve got a soluuon you can take to the bank. Email Jim Shrader at, call 1-800-862-0627, or visit to find out how STADIS© can make you more money starrng today, wwe’ll stake our pay on it! Add Value | Idennfy & Engage Fans | Customer Intelligence | Accountable ROI Commiied enough to stake your compensaaon on it? You say you’re commiied to my success.
  • 56. 62 | S E A T | | #SEATSummer2012 D i c k s S p o r t i n g C e n t   L E M O N A D E • K       S      E           L L C C       S     Competing in the crowded sports and entertainment market of Denver, MLS’s Colorado Rapids have many difficulties to overcome to achieve success. But in their home at Dick’s Sporting Goods Park in Commerce City, the Rapids will soon reach the top of the Rocky Mountains. By Ryan Mirabedini, Membership Director, ALSD M ost casual sports fans entering the Rocky Mountain city of Denver probably think of John Elway’s helicopter play in Super Bowl XXXII, Alex English dropping in a silky smooth jumper, Todd Helton batting .300, or Patrick Roy and Joe Sakic hoisting the Stanley Cup. Who could blame the Colorado Rapids for feeling over-looked? Major League Soccer teams are always viewed a bit as renegades, and in the shadows of venues like Sports Authority Field at Mile High and the Pepsi Center, some would say the Rapids are a little fish in a big pond. “Sometimes we feel a bit like the outsiders,” says Kenzie Crow, a key member of the Rapids Premium Sales & Service effort. If the Colorado Rapids have any say in the matter, the prevailing thought process will change in the not so distant future.Gone are the days when Major League Soccer is con- sidered a second-tier league – on the pitch and in the stands. On the premium level, the Rapids are revamping their hos- pitality environment, recently unveiling plans for The Sum- mit Club powered by 2lemetry. The Summit Club Powered By 2lemetry While the landscape is always changing, almost all of the Rapids suite holders at present are families or fans that are supporters of the game and club. Already with 18,000 seats and 20 luxury suites, Dick’s Sporting Goods Park (DSGP) is the perfect size for its market demographics. But with com- petition comes the need to also embrace a culture of im- provement for valued premium seat holders. “In a crowded sports and entertainment market, we are excited to provide a unique experience that will extend the Rapids brand to a year-round audience,”Crow states.“With The Summit Club powered by 2lemetry, we are focused on providing a VIP environment for individuals that encourages fans to build relationships with each other to not only enhance business relationships, but create a sense of Rapids community.” During a recent friendly match against visiting English Premier League club, Swansea City, Crow and Jeff Jacobsen, Vice President of Commercial Operations, hosted current season ticket holders and suite holders at a fully catered and comprehensive premium presentation for the newly an- nounced Summit Club which will repurpose four suites into Reachingthe Summit of Premium Seating Quick Hits On the premium level at DSGP, the Rapids are revamping their hospitality environment, recently unveiling plans forThe Summit Club powered by 2lemetry. To add to the F&B experience each game, the Rapids will bring intoThe Summit Club the top chefs in Denver to do theme nights. For existing season ticket holders, tickets for The Summit Club will be priced at $150 per seat/per match and $2,550 annually. As part of its partnership with the Rapids, 2lemetry will enhance the guest experience inThe Summit Club through technology.
  • 57. Imagine 250 chefs – trained at the highest levels of culinary education, and featured at the biggest sports and entertainment events around the world – ready to serve you. That’s what Delaware North Companies can bring to your next major event, gala or celebration. It’s what we do every day. To learn more, contact Tim Maloney, Director of Business Development, at 716-858-5588. A g l o b A l l e A d e r i n h o s p i t A l i t y A n d f o o d s e r v i c e Our chefs are at the tOp Of their field. anddiamOnd. andrink. andcOurt. andballrOOm...
  • 58. 64 | S E A T | | #SEATSummer2012 a freshly developed club area.The Summit Club powered by 2lemetry will be a valuable upgrade compared to what the Rapids currently have at their disposal for premium hospi- tality members. At present, the only communal club area at DSGP is a second floor room with a few roundtables and chairs. “Did you see the bar?” asks Crow as she points to a long cloth-covered table that functions as a beverage area. “The funny thing is that all of our customers think this version of a club is fantastic. I can’t wait for them to see what is in store for next year.” The Summit Club unveiling event was by invitation only and held in DSGP’s Chairman’s Club sponsored by Porsche. Reserved for VIP’s only, the event had a level of exclusivity that in the past has been used to the host gov- ernors, team presidents, and celebrities. Modeled after a European-style chairman’s box, the fully catered reception was clearly a hit as Jacobson and Crow could be seen talking to customers throughout the night, often discussing seating arrangements and club accessibility. The Summit Club Gameday Experience An average gameday experience for a Summit Club seat holder will be one of fun and relative ease. Upon arriving at DSGP, customers will be able to park in a VIP lot and walk through a private entrance straight to the premium level. Once presented with their VIP credentials and lanyard,sev- eral notable options exist. While some may decide to head straight to their seats and mingle with the other fans, others can take the opportunity to watch warm-ups on the pitch and have an official photo taken. Another of the most distinct advantages of The Summit Club is the all-inclusive food and beverage package which includes beer and wine and unique culinary experiences. “We have the opportunity to address food and beverage on the suite level outside of our contract,” explains Jacobsen. “We will bring in the top 20 chefs in Denver, and they’re going to do theme nights for each game with a presentation at an executive-level standard in a manner that has yet to be seen at Rapids games.”This makes for an exciting atmo- sphere before, during, and after the game. Other amenities are aplenty, including availability of in- door and outdoor seating if the weather isn’t cooperating. Additionally, once the game is over, the Man of the Match ceremony will be shown live in The Summit Club (for those unfamiliar, the Man of the Match is equivalent to the First Star of an NHL game). The Summit Club Pricing With these specific amenities and valuable networking pro- vided in the club, the price range is extremely respectable given the market size and fan base. The pricing the Rapids will offer is based on a purchase of a season ticket which includes 17 matches. For existing season ticket holders, the club will be $150 per seat/per match and $2,550 annually. The cost for new season ticket holders is not much more at $175 per seat/per match and $2,975 annually. With only a 3% annual increase for one-year memberships and no es- calator for a three-year membership, the buy is of obvious value to Rapids fans looking to get more out of the games. The Rapids partnership with 2lemetry is noteworthy as well. 2lemetry, a company founded by one of the Rapids most devoted corporate hospitality season ticket holders, internationally deals with high-level data capture and user- friendly data management. Having worked with companies such as Disney, Harrah’s Casino, Magnavox, and more, they will now be bringing their skills to the Rapids’ Sum- mit Club. As part of this partnership, 2lemetry will enhance the guest experience through technology. Fans in the club will be seeing their favorite players through a different lens that will not only provide better information about the team and their favorite players but also engage customers with greater ease and interaction. “We’re really excited about the potential of what 2lemetry will bring to enhance the guest experience and allow us to get involved with the fans on a whole different level,” says Jacobsen. While the Rapids close in on the end of an exciting cam- paign on and off the field, next year should be even better thanks to the great revealing of The Summit Club.“[ALSD Chairman] Bill Dorsey said something I made sure to write down at the show in Minneapolis,” says Crow. “He said ‘know your market and build to it,’ and that’s exactly what we are doing.” In time, starting next season, the Rapids will have all the viable premium entertainment sources, rivaling others in the Denver market,for any company,family,or fan in the Denver area. # How is your venue striving for the premium mountaintop? Write to Ryan at, or connect with him on LinkedIn at and follow him onTwitter at As described by the Rapids during the presentation: “[The Summit Club] is a new premium seating space that allows individuals to experience Colorado Rapids matches as a trueVIP.This exclusive space is designed for people who desire the opportunity to network and socialize with top- level Colorado soccer fans.” D i c k s S p o r t i n g C e n t e r _ L o u n g es t u d i o L E M O N A D E • K r o e n k e S p o r t s E n t e r p r i s e s , L L C C o n c e p t S t u d y6 . 2 2 . 2 0 1 2 3 I l l u s t r at i o n open exposeD anD painteD ceiling existing cabinets service counter tin lights 42” hightop tables convertible to long table Dining new carpet tile COMING UP NEXT: POPULOUS PASSES THE OLYMPIC STADIUM TORCH TO LONDON FOLLOW @RYAN_ALSD ON TWITTER FOR MORE ON HIS NIGHT AT DSGP: EXCITING PREMIUM PLANS IN PLACE FOR @COLORADO RAPIDS
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  • 60. 66 | S E A T | | #SEATSummer2012 Olympic Stadium, the centerpiece of the London 2012 Games, was designed on an island site. Fans reached the venue by one of five bridges that link the site to the surrounding area. The gold medals have been awarded, and London has now passed the Olympic torch to Sochi, Russia. But unlike many preceding Olympic facilities, now that the Games are over, London Olympic Stadium, designed by Populous, can still serve a useful purpose into the future. By Gina Stingley, Marketing Manager, Populous Designing a Legacy for the 2012 Games L ondon’s bid for the 2012 Games was focused around a message of sustainability; they wanted to leave their city in a better place after the Games than it was before. This sustainable strategy was embedded from day one, as it was the only way to maximize the potential of the Games. This legacy strategy involved two key parts: to create a main stadium that could be used for both the Games and also a useful purpose post-Games, unlike many of its predecessors; and to intertwine historic London landmarks with the Games themselves as the back- drops for various temporary venues. Populous has worked alongside the London Olympic Committee for Organizing Games since 2003 in four key areas: the bid to host the Games (2003 – 2005); the Olympic Park master plan (2005 – 2008); the Olympic Stadium design (2007 – 2010); and the overlay design (2007 – 2012). Supporting the Bid to Host the Games (2003 – 2005) Nine cities set out to become the host city for the 2012 Olympic and Paralympic Games. In London, Populous joined a consortium of designers and other experts alongside the London 2012 Bid Company to meet the challenge of devising a bid that would persuade the International Olym- pic Committee to select it ahead of those other competing cities. The premise of the London bid was to deliver a pro- posal that had vision but was also technically robust. Popu- lous assisted by determining which existing venues could be used, which new venues would need to be designed and built, and also which venues could be supported through temporary facilities.This analysis equated to 35 competition venues and more than 100 non-competition venues. Quick Hits The number of temporary facilities built for the London Games was nearly the equivalent of the temporary facilities used by the three previous Olympic cities combined. London Olympic Stadium uses one-tenth of the steel in the Beijing Olympic Stadium, making it one of the lightest stadia of the modern era. Once the final legacy tenant has been selected, additional premium seating will be incorporated into London Olympic Stadium.
  • 61. 68 | S E A T | | #SEATSummer2012 The Olympic Park Master Plan (2005 – 2008) The same consortium of designers appointed for the bid was appointed to undertake the daunting task of developing the Olympic Park master plan in great detail.The Olympic Park was designed simultaneously in Games and legacy modes to ensure both a brilliant experience during the Games as well as after the event concluded. In 2013, the new Royal Park will be reopened to the public as a permanent legacy of London hosting the 2012 Olympic and Paralympic Games. The Games will be a catalyst for urban regeneration in East London, fast-tracking 30 years of planned work into just a decade and creating a vibrant, thriving place to live, work, and play. The Olympic Stadium Design (2007 – 2010) Populous was appointed architect of the main stadium (home to athletics and opening/closing ceremonies) in 2007. Precedent for a monumental building such as this one dictated something iconic; the London twist on this standard was to create both iconic and lasting. Populous de- signed the stadium in a way that it could transform from an 80,000-seat venue for the Games into a 25,000-seat venue post-Games. “Our design premise of ‘embracing the tem- porary’really caused us to pause for a moment and set aside what we knew about traditional architecture; we had to re- think how a stadium is used and built,” says Rod Sheard, Populous Senior Principal. “The intent from the beginning was to design a stadium that was more flexible than large, and more clever than bold.” The Overlay Design (2007 – 2012) Overlay planning involves designing the temporary infra- structure required for a one-time event, and Populous im- parted its three-decade wisdom to plan the 2012 Games. This opportunity allowed the firm the freedom to showcase London by using iconic landmarks as backdrops for sport- ing events; it also prevented the phenomenon of previous Games’ white elephant facilities because fewer new perma- nent buildings were required. The number of temporary fa- cilities built for the London Games was nearly the equiva- lent of the temporary facilities used by the three previous Olympic cities combined. London 2012 took a new approach to venue design – one that ensured a truly memorable experience for participants, spectators, and viewers everywhere. Staging events on some of the city’s best-known sites created a stunning backdrop for the Games, showcasing London at its best and adding another layer of excitement to each moment of the com- petition. It took a new way of thinking about temporary architecture to facilitate the creation of these venues, with the design of each space being afforded the same attention that would be applied to permanent civic equivalents. The Most Sustainable Olympic Stadium Ever Built The Populous team’s aim was to design the most sustain- able Olympic Stadium to date and reduce the amount of steel and concrete needed, making it one of the lightest sta- dia of the modern era. The London Olympic Stadium uses one-tenth of the steel in the Beijing Olympic Stadium.The embodied energy was also reduced through this process by minimizing physical weight, reduction of fabrication time, and details that allowed for rapid erection and later disman- tling.Food and beverage amenity pods,scattered outside the stadium, allowed for the design of a stadium with a smaller footprint, and thus reduced costs.These pods can be reused and relocated elsewhere throughout the UK and the world. No Stadium Is an Island The London Olympic Stadium is sited on a diamond- shaped island between two existing waterways located within the southern section of the new Olympic Park. The seating bowl is compact, bringing all 80,000 spectators far closer to the event than previous Games venues. The de- sign made full use of the site’s island situation, providing a complete circuit of spectator podium concourse around the The Olympic Stadium’s lower tier sits within a bowl in the ground to minimize use of construction materials, just one aspect of the building’s many sustainable features. MORE INTERNATIONAL NEWS ON ALSD.COM: LIVERPOOL FC SEEKS TO EXPAND ITS CORPORATE HOSPITALITY
  • 62. Put More Butts in your seats Premium Seating Leads • Group Sales Leads Season Ticket Sales Leads • Business Email Campaigns Current Fan Profile Reports ALSD Research Partner Since 2007 Full House Direct Phone: 866-280-0637 Email: Full-Service Direct Mail Campaigns • Creative Design & Relevant Messaging • Variable Printing: Personalized Post Cards and Invitations • Targeted Sales Leads • Postal Delivery • Project Management Special Event Invitations • Single-Game Suite Rental • Adult Birthdays Company Anniversaries • Win-Back Former Customers • Season Tickets Kids Birthday Post Cards • New Movers • Partial Plans • Group Sales Single-Game Buyer Upsells • Special Offers Full House Entertainment Database Marketing Phone: 866-280-0637 Email:
  • 63. 70 | S E A T | | #SEATSummer2012 stadium connected by bridges to the main park.This podium concourse promotes the carnival nature of the event with a perimeter array of spectator facilities, particularly retail and food service, distributed along the natural boundary of the water’s edge. During the three hours of an athletics event, spectators are free to move from their seat out onto the po- dium to visit these colorful clusters of concession pods and view across the waterways to activities in the adjacent park and venues. Temporary-Focused Premium Seating Premium seating was at a premium for a stadium with a tem- porary focus. On the basis of designing a stadium that had plans to reduce in size from 80,000 seats to 25,000 seats, an entire level of suites or club seating wasn’t a high priority for the Olympic and Paralympic Games – an event lasting just four weeks. The only area of premium seating is located in the west stand,which includes a VIP lounge and an Olympic family lounge linked to a 500-seat restaurant space on Level 1 as required by the International Olympic Committee. Additionally, a zone of corporate seating is located on Level 2 of the stadium which links to a roof terrace on top of the restaurant. All other seats are serviced by modular con- cessions which are located around the outside of the stadium and around the stadium island site. Once the final legacy tenant has been selected, additional corporate facilities will be incorporated into the stadium to meet the tenant’s needs. The Bicycle-Wheel Roof In order to ensure that extreme wind conditions did not ad- versely affect the athletes,computation fluid dynamic (CFD) modeling was undertaken at an early design stage on a num- ber of roof coverage options to establish the optimum wind performance level in the main stadium. Then physical wind tunnel testing was conducted on the final solution for verifi- cation. The results suggested that the wind speeds at the re- cording points would be below the threshold for the majority of the days of athletic competition, judging by previous years’ weather reports. The amount of roof cover was therefore es- tablished which resulted in approximately two-thirds of the spectators’ seats being located under cover. To support this amount of roof, a number of design solu- tions were investigated, including conventional cantilevered solutions. Typically, cantilevered solutions are economically efficient up to a tipping point whereupon the amount of steel necessary becomes disproportionate. The amount of roof cover and the elliptical shape of the seating bowl allowed the design team to consider employing a “bicycle-wheel” type roof which can be extremely efficient,both economically and in terms of the amount of materials employed. LONDON 2012 GAMES: POPULOUS VENUES The Main Stadium: Ceremonies and Track and Field This axo diagram of the main stadium shows the“kit of parts”or the structural layers of the stadium. Post Games, it can now be reconfigured from an 80,000- seat stadium to 25,000 seats by removing the stadium’s upper bowl – some- thing that has never before been done with an Olympic venue. Greenwich Park: Equestrian and Modern Pentathlon The London 2012 equestrian and modern pentathlon events were held at Greenwich Park, London’s oldest Royal Park dating back to 1433 and home to the Prime Meridian Line. The temporary arena was constructed in front of the Queen’s House and features a purpose-made platform made from plywood, aluminum, and steel held over the ground by more than 2,000 pillars. It will be dismantled now post-Games. “[London Olympic Stadium] is a stadium for the ages and one that can live its legacy in a useful and respectful way.” – – Rod Sheard, Populous
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  • 65. 72 | S E A T | | #SEATSummer2012 COMING UP NEXT: ROI OR ROO? WHICH METRIC IS RIGHT FOR YOU? The design developed with a truss around the perimeter of the stadium which is pulled into compression by a ring of cables at the inner edge of the roof and radial cables which run between the compression truss and the inner ring, all of which are in tension. The overall “wheel” of the roof is therefore in equilibrium and simply needs to be supported from below and any rotation resisted which is why the col- umns that support the compression truss are angled both in section and elevation. This design creates a self-stable structure, independent of the seating bowl to keep the dynamic forces of the two systems separate.The roof covering is a series of pre-shaped PVC-coated polyester fabric panels, approximately 1mm thick, which are clipped to the cables and tensioned into their final three-dimensional form. High-Definition Television Demands The demands of televising the athletics resulted in very high light levels on the field of play in order to allow the cover- age to include slow-motion high-definition TV. In order to prevent glare for the spectators and competitors and lens flare for the TV camera, the angle the light falls on the field of play needed to be carefully controlled. Due to the compact design of the stadium and the amount of roof cover, the sports lights needed to be located above the inner edge of the roof. There were 14 lighting paddles (or rigs) placed on top of the tension ring to posi- tion the lights in the correct location. Their form reflected the other triangular geometries of the stadium design. The efficiency of the design allowed the embodied energy within the structure and fabric of the roof to be kept to an abso- lute minimum and was therefore one of the most significant environmentally sustainable aspects of the stadium’s design. More than 40 million people around the globe watched the 2012 Games Opening Ceremony. Another estimated 500,000 people saw the stadium in person over the course of the Games’two weeks.“It was always our intent to create a smarter stadium for the 2012 Games,” says Sheard. “It is a stadium for the ages and one that can live its legacy in a useful and respectful way.” # How is your venue creating a lasting legacy? Write to Gina at LONDON 2012 GAMES: POPULOUS VENUES Horse Guard’s Parade: Beach Volleyball Horse Guard’s Parade has been in use since the 17th century; it is the site of the annual Trooping of the Colour ceremonies to commemorate the Queen’s birth- day. It will serve as the temporary home for the 2012 Games beach volleyball venue, including the main court and six practice courts. The 15,000-seat beach volleyball arena is completely temporary and will now be dismantled post- Games so that Horse Guard’s Parade can return to its original state. 5,000 tons of sand are being brought in from a quarry in Surrey to create London’s“beach.” Lord’s Cricket Ground: Archery Cricket has been played here since 1814; it is widely referred to as the home of cricket and is home to the world’s oldest sporting museum. Temporary seating structures were installed around the archery competition, where archers will shoot in front of the 19th Century Pavilion. All photos courtesy of Populous
  • 66. 74 | S E A T | | #SEATSummer2012 Not all luxury suite holders share the same measurements. To ensure a good fit for each buyer, two competing approaches are used to track premium seating investments: Return on Objective and Return on Investment. But which one is right for you? Authors and Researchers: Dr. Peter Titlebaum, Associate Professor, University of Dayton Jacob Rosen, University of Dayton T he competition between Return on Objective (ROO) and Return on Investment (ROI) has become more important than ever with the rise of premium seating inventories for professional sports teams. This article looks at the best approaches for tracking these measurements, defines who should be doing so, and shares other variables to be taken into consideration to get the full picture of success. ROO is a “pre-event”approach to setting goals,where or- ganizations set initial objectives for the purchase. Instead of focusing solely on quantitative analysis, this approach deals with pinpointing eventual targets to be achieved by the end of the agreement.There should be a joint effort of the brand and seller to determine objectives before the agreement and then compare financial and non-financial results.The ROO method is less fiscally focused than its relative, ROI, and is considered beneficial because goals have been agreed upon prior to implementation. The more traditional quantitative approach is ROI,where usually it is the seller’s responsibility to measure numbers after the event had ended. In this approach, a dollar value is related back to the investment cost, providing an analysis more focused on the bottom line. The suite owner should take responsibility for maximizing ROI; otherwise, the purchase could have been an irresponsible one not fiscally benefitting the company. Clearly, this approach differs from ROO. Most of us expect a manual when we purchase a product of substantial value.This is not typically the case with luxury suites. There is a prevailing feeling in the suite industry if you can afford a suite, you already know why and how best to leverage the purchase.There are some obvious shortcom- ings in this logic. Currently, seat inventory is not fully uti- lized. In fact, according to Tony Knopp, CEO of Spotlight Ticket Management, 40% of luxury suite tickets are never utilized, so this valuable asset is languishing, locked away in file cabinets, desk drawers, and who knows where else. Indeed, the fact is tickets are not being used effectively if they are used at all. It is clear without maximizing potential rewards from ownership, full return on the investment can- not be achieved. Better information regarding inventory management can be used to empower suite holders to bring key clients. It can also be used by sales staff to ensure top salespeople get access to the best games first or only top clients get first chance at the top inventory. While a suite is not always part of sponsorship, it can be helpful if a purchase is considered from a sponsor perspective. Regardless, the purpose of the suite purchase should be determined, the responsibility for selecting the evaluation approach assigned, and the person accountable identified before the deal is secured. These decisions will be in place throughout the contract; therefore, so should the measure- ment approach for either ROI or ROO. But how should buyers and sellers approach this important decision? Several research projects involving sport team’s luxury suite direc- tors were completed to best answer this question. Upon completion, it is clear more time must be spent on the topic in order to better understand the reasons behind each ap- proach. Inherently, suite owners carry the greatest responsibility for developing the needed success metrics as well as gather- ing and measuring data. Research suggests several tools are available for managing ticket inventory. Some luxury suite purchasers rely solely on Microsoft Excel spreadsheets to monitor, track, record, document their utilization of tickets, and determine their ROO and ROI (to the best of their abilities).The next method cited includes the use of an inde- pendent third-party researcher to provide metrics for ticket management.These unbiased companies also provide assis- Madeto Measure Quick Hits ROO sets financial and non- financial goals, while ROI is a more quantitative approach, providing analysis more focused on the bottom line. Premium tickets are not being used effectively. According to Tony Knopp of SpotlightTMS, 40% of luxury suite tickets are never utilized at all. Teams and suite owners both contribute to ticket management data throughout lease periods, but results are more objective if an independent researcher is used. Determining whether to employ ROI or ROO depends on why a suite was purchased.Teams and brands should also adapt new technologies to evaluate both returns.
  • 67. 76 | S E A T | | #SEATSummer2012 tance in tracking ticketing and take responsibility for con- trolling the process; however, teams and facilities are also able to contribute to the data throughout the process. The data and results will be viewed as more objective and neutral if an independent researcher is used. It is common practice at year-end meetings and in re- ports to highlight past programs and sponsorships. Even so, it is necessary to follow up throughout the year for the suite owner to ensure both firms are recognizing the re- turns they expected throughout the length of the contract which means the team and the facility should be involved whenever the client needs support in gathering and mea- suring data. If both the team and the client participate in establishing initial objectives, it makes sense for both to be involved in providing information throughout. When the property is providing data, it might be considered skewed in favor of the team because of the perceived self-interests for a beneficial measuring system. Any data from one side must be merged with information from the suite owner or the independent researcher to tell a more accurate story. A comprehensive report should fully disclose both sides in or- der to fairly evaluate ROI or ROO. Industry experts have struggled to make ROI an entirely quantitative approach. Therefore, when it comes to suites, ROO more often will be placed into a final report, because ROI is difficult to measure. An approach to help solve this debate would be for firms to actually consider luxury suites as a type of inventory and then follow established best prac- tices from the business world for inventory management. From there, firms should adapt to available new technolo- gies to more accurately evaluate both returns. The final determination whether to employ ROI or ROO ultimately depends on why the purchase was made in the first place.The purchaser must have an idea why a suite was bought and how the value of that purchase is going to be measured and by whom.It may not be realistic to determine an accurate ROI after purchasing a suite because the pur- chase is just one of the many activities the brand is doing to support its marketing efforts. In reality, this investment is just one data point in the process.Thus,ROO tells a broader story about whether or not the purchase has the desired ef- fect in promoting the business. Firms on both sides should be looking toward ROO and more management-based ap- proaches to realizing success. # Are you a team, venue, or company interested in participating in future research in the areas of premium product ownership, sales, and marketing? Write to Dr. PeterTitlebaum at COMING UP NEXT: F1 RETURNS TO NORTH AMERICA MORE RESEARCH ON ALSD.COM: WWW.ALSD.COM/ RESEARCH Reasons to Invest in Premium Seating: Drive Business Growth and Add New Business Provide Hospitality to Current Clients to Retain Established Relationships Establish Relationships with Teams and Properties Access Premium Space for Business Entertainment Establish Other Business-To-Business Connections Compete with Similar Businesses Already Investing in Premium Seating Allow a Client to Utilize Premium Tickets for Their Own Business Growth Foster Loyalty and Broaden Relationships with Face-To-Face Interaction Heighten the Perception of the Business For Clients Activate Sport Sponsorship and Brand Exposure Provide Customers Access to Better Seats than They Could Get on Their Own Strengthen Brand Awareness within the Community Use for Personal Reasons or as a Tax Write-Off Recognize Employees
  • 68. 78 | S E A T | | #SEATSummer2012 Formula for Success W hether it’s selling out 100,000-plus-seat football stadiums or minor league ballparks, Legends Premium Sales & Marketing has witnessed a tremendous amount of success in selling premium ticket inventory since its inception in October 2008.This year, they’re looking to make a name for themselves in a brand new arena: motorsports. Legends Sales & Marketing and the Circuit of The Americas have agreed to a two-year deal to sell premium seats and personal seats licenses for a brand new Formula 1 racetrack constructed in Austin, Texas. The $350 million project will be the first-ever purpose-built Formula 1 facil- ity in North America. The facility’s first event will be the 2012 Formula 1 United States Grand Prix,set for the week- end of November 16-18. Texas-Style Racing As the most watched sport in the world,it was only a matter of time until Formula 1 made the move back to the United States. Also considering the proven success of other motor- sports in this country, the only questions revolved around finding a city with the proper infrastructure and fan base to support the endeavor. According to Todd Fleming, Legends Vice President of Sales, Austin provides the perfect destination for Formula 1 in the U.S. “Austin provides an ideal location for Formula 1 for many reasons,” Fleming says. “It already has proven success with major athletics, and it also provides a unique location, being located between both U.S. coasts as well as being a central location between Mexico and Canada. We really feel that the Circuit of The Americas and Legends have a great op- portunity to grow the sport in this part of the world.” Austin also provided many topological advantages for Tilke Engineers and Architects,the track designers.Featur- ing 20 dynamic turns, one of the most anticipated features of the Circuit of The Americas track will be its dramatic 133-foot change in elevation.These intervals create impres- sive sightlines for the facility’s premium seating options. Premium Seating Options The main grandstand, which will have 26 rows and seat ap- proximately 9,000 fans, will feature a view of the start and finish lines as well as the pit area. It will feature such ame- nities as stadium seats, in-seat food and beverage service, priority on-site parking, and a direct view of three big video boards. There will also be a series of temporary suites set up at two spots that are anticipated to provide the most dramatic views of the race. These suites, which will seat 40 to 100 people, will be similar to those recently implemented by the PGA Tour. Premium seating will only be available through the pur- chase of a personal seat license which ensure seats for all racing events to take place at Circuit of The Americas for the next 15 years and will also guarantee priority in pur- chasing tickets for all other entertainment events at the Legends Sales & Marketing and the Circuit of The Americas are bringing the most watched sport in the world to Austin, Texas with the first-ever purpose-built F1 facility in North America. By Trevor Allison, Sales Representative, Spurs Sports & Entertainment Quick Hits Its central location between U.S. coasts and between Mexico and Canada and its topological advantages make Austin an ideal location for F1 racing in North America. Twenty-nine 24- and 30-seat permanent suites, ranging in price from $100,000 to $200,000, sold out in less than three days after going on sale. Track officials expect more than one-third of the 120,000 race-day attendees to be from countries outside the United States. Other components of the racetrack facility include a conference center, banquet hall, and expansive 5,000-seat amphitheater for live outdoor music events.
  • 69. E Group, 110 North Fifth Street, Sixth Floor, Minneapolis, MN 55403 YOUCAN’T BUYLOYALTY* *BUT WE CAN HELP YOU EARN IT Improve retention, accelerate cash flow and gain incremental growth with a loyalty platform to engage fans—that’s something you just can’t buy. E Group is working with the Nashville Predators, the Minnesota Wild and the Cleveland Indians to help them reach their business goals and build long-term fan relationships. Let us help your fans get in the game. We’ll show you how to motivate fan behavior and quickly deliver an ROI—one that your finance people will trust. To find out more, contact Lars at or call 612-339-4777. Real time integration with ticketing systems and POS data Connect with split-ticket partners Reward fans with prizes and experiential activities Recognize fans with tiers of achievement Target messages and offers to specific fan segments, including suite holders Full auction and mobile capabilities Improve ROI by streamlining asset management
  • 70. 80 | S E A T | | #SEATSummer2012 track and amphitheater. It is expected that personal seat licenses will range in price from $1,000 to $5,000. Along with the grandstand and chalet options for premi- um seating, there will also be 29 permanent suites, ranging in price from $100,000 to $200,000 annually for 24- and 30-seat units. This inventory has proven to be a very popu- lar commodity, having sold out in less than three days after going on sale. A Legendary Sales Effort Fleming and his Sales Manager, Nick Gebru, who moved over to the Circuit of The Americas from the Dallas Cow- boys, were faced with a major challenge of operating in a short window. In just 11 months, they will have completed the project business plan, hired and trained a sales team, de- veloped sales strategies and pricing, launched the sales cam- paign, and expertly executed the plan. “At Legends, we feel like we can bring value to any partnership we have world- wide,” says Fleming when asked about the considerations that went into taking on the large project.“The fact that we could be a part of a project that was located in our backyard (Dallas/Austin) and would give us a chance to showcase our unique sales techniques to the world by way of Formula 1 is something that we all became very passionate about.” With the United States Grand Prix only a few months away, the plan has proven to be very successful to date. Leg- ends’ Circuit of The Americas sales staff, composed of 24 representatives, has been able to make a big splash in the Austin,and greater Texas,market.A portion of their success can be attributed to reps being able to use the same digital sales collateral stored on iPads and proprietary customer re- lationship management system in place for the New San Francisco 49ers Stadium project and the Rose Bowl Sta- dium renovation – both Legends clients. The iPad presentation is a unique way to bring the track to life through videos of the races that will take place at the Circuit of The Americas. The iPad technology provides a cutting-edge way to present information on the design and technology behind the track layout, including images of sightlines from each seating option in the venue. In ad- dition, the iPads are able to present the customer with in- formation that the drivers will be dealing with during each turn on the track, such as speed, acceleration, and elevation changes. With cars expected speeds to be higher than 200 miles per hour, fans are able to rely on the iPads to simulate the split-second decisions drivers face around every turn. The program also introduces the prices and products that Legends offers for the consumer, making the process easier for the prospective buyer and keeping them activated in the purchasing process as well.“This [program] is a tremendous way of using technology to make the buying process simpler for the customer,” says Fleming. International Appeal An additional unique aspect of this project for Legends is the international component. The sport attracts thousands of spectators from overseas, and track officials expect more than one-third of the 120,000 race-day attendees to be from countries outside the U.S.“Sales have been incredibly strong for our product worldwide,” Fleming notes. “To date, we have sold seating inventory in 81 countries as well as in ev- ery state in the U.S.” Additionally, the Circuit has booked two other major racing attractions outside of Formula 1. The track will also be showcasing the Australian V8 supercars as well as Amer- ican Lemans events within the next year. While racing has been the main attraction for Circuit of The Americas so far, it is far from the only attraction that has fans in Central Texas excited. Along with the racetrack, the facility will also include a variety of permanent struc- tures designed for business, education, and entertainment. Other support buildings will include a medical facility, a conference center, a banquet hall, and an expansive 5,000- seat amphitheater for live outdoor music events. Future proposed amenities include a driving/riding experience, a motorsports driving club, kart track, grand plaza event center and tower, and a trackside recreational vehicle park. While the Circuit of The Americas project has seemingly had to move at 200 miles per hour in the course of the last month, don’t expect the Formula 1 United States Grand Prix to be the finish line for Legends’ emergence into the world of motorsports. # Which aspect of the Circuit ofThe Americas are you most excited about? Write toTrevor at . FOLLOW @JCHRSTOPHRFRANK ON TWITTER FOR MORE RACING NEWS: CHURCHILL DOWNS MANSION IS A NOTCH ABOVE MILLIONAIRE’S ROW COMING UP NEXT: SALES TRAINING WITH THE 800-POUND GORILLA Left: Premium seating views include the start/finish line and pit row. Right: Construction crews are working full throttle to have the track ready for the USGP November 16-18.
  • 72. 82 | S E A T | | #SEATSummer2012 I magine putting Elvis, John Coltrane, the Beatles, Jimi Hendrix, Madonna, the Beastie Boys, Ozzy Osbourne, the Black Eyed Peas, and Lady Gaga in the same suite for one night. Not only would you have one very interesting night of conversa- tion, you’d also realize as different as they are (or were), they all have one important charac- teristic in common: they consciously and de- liberately raise(d) the eyebrows of others with their performances. In a sea of sameness in our traditional sales approaches, we are entering a critical time in the evolution of the premium seating sales process. With the research and metrics now available, many of our buyers often know how our products affect their bottom lines bet- ter than we do. Our old, outdated system of “helping”a client find a solution is quickly be- coming a nuisance to them. Our prospects are doing their own internal needs analyses and have reached their own conclusions about us. If we are to attract their attention, hold their interest, and communicate value going for- ward in this new economy, we must rock their world, Lady Gaga-style. Brent Adamson is one of the contributing authors to the excellent book, The Challenger Sale (Portfolio/Penguin, 2011). He and the other authors,part of the Corporate Executive Board group, have had some startling findings in their new research of current B2B buyers and sellers.Among their findings: the highest performing salespeople in today’s economy are challenging their prospects with what they call “disruptive” ideas, making customers aware of needs they never knew they had. For example, Adamson cites Dentsply In- ternational – a provider of dental products and services. Dentsply sells light, cordless dental hygiene equipment hygienists use to clean teeth and provide suction. Rather than sell the traditional benefits of such equipment, Dentsply found research showing hygienists’ absences from work related to carpal tunnel syndrome and similar injuries were costing practices big money, and the lighter equip- ment may reduce wrist stress. When a Request for Proposal (RFP) is is- sued in B2B sales, traditional wisdom is to price out the RFP as written. Problem is, this antiquated system almost always favors cer- tain vendors over others and commoditizes the process. A disruptive presentation may be just the ticket. Case in point: Adamson tells the story of a top seller at a business services company who was giving an RFP presentation to a board- room full of decision-makers. Instead of the usual “here’s-what-you-wanted” approach, he told those in attendance his intention was to pass out the proposal but to use the time he had not to justify his numbers, but to walk them through the three things he and his company believed should have been in the RFP but weren’t and to explain why they should matter to them. The sales rep made it clear to the group they were asking the wrong questions. He knew the only way he could possibly win the deal was not to meet the customer’s needs,but to redefine them. He rocked their world. His persuasiveness got the group to postpone the presentations of every other group presenting that day. The group went back to the draw- ing board, and the top rep eventually won the deal. Adamson and his co-authors call this ap- proach “insight selling” – using startling or revealing information to jar the customer into considering their current position as potentially incorrect, outdated, or in need of reframing. Now let’s turn the focus toward what you sell. What sort of provocative insights could you reference with your prospects regarding your suite inventory? Here are a few of the many examples I’m using in my updated live training programs: INSIGHT EXAMPLE: According to re- cent statistics from Manpower, Inc., it now costs an average of 2½ times a manager’s an- nual salary to replace him or her in today’s marketplace. This insight means a manager who leaves the company at a $50,000 level costs the company $125,000 in related costs and expenses to replace him or her (including advertising for the position, interviewing, re- locating, training,“brain drain”of the previous employee, etc.). HOW TO USE: Suites used for company events, incentives, and client entertaining can improve a manager’s outlook on his or her company’s perks, show the manager the com- pany invests in things interesting him or her, and potentially aid in management level re- tention, saving major turnover expenses. INSIGHT EXAMPLE: It costs from 7 to 13 times more for a company to gain a new customer than it does to retain an existing customer. HOW TO USE: This statistic is not new, The highest performing salespeople in today’s economy are challenging their prospects with what they call “disruptive”ideas, making customers aware of needs they never knew they had. sales training with bill guertin Suite Sales Reps: Whose World Are You Rockin’? [continued on page 84]
  • 73. Deliver real-time messaging to improve efficiency and ensure accuracy. Scale your network as business requirements change. Deliver targeted, intelligent content. Encourage interaction & improve the customer experience. Adapt to accommodate new applications & department needs. © 2012 Omnivex Corporation. All rights reserved. Omnivex is a registered trademark of Omnivex Corporation. One Solution. Many Applications. Learn more at Omnivex software is used by Portland Trail Blazers, Portland, United States
  • 74. 84 | S E A T | | #SEATSummer2012 but it is important when a company is consid- ering the cost of marketing for new customers versus retaining current ones. Luxury seating is a recognized, respected privilege with a high perceived value for those customers who need to be recognized and thanked periodically for their past, current, and future business. With a higher percentage of current customers feeling rewarded and appreciated, customer retention increases, and you can afford to spend less on new customer acquisition. INSIGHT EXAMPLE: Studies have shown the top 10% of a company’s customers are 5 to 6 times more profitable than the bot- tom 90%... and Bain & Company has discov- ered in their research a 5% increase in custom- er loyalty produces a 25% increase in profits. HOW TO USE: Bean counters are not usually big on sporting events as a generator of profits for the company. Stats like these are more likely to capture their attention versus the sizzle of a luxury suite. Just like Hendrix, Coltrane, Madonna, and Ozzy, the superstar suite sales reps of today are rocking their prospects’ worlds with bold new data, reframing the buying criteria, and becoming the voice of new ideas and new an- swers in business. Get together with your sales team and do the research. What provocative insights can you develop and use? What B-I-G idea can you deliver to shake up a prospect’s idea of“status quo”? Write to Bill at Bill Guertin is CEO (Chief Enthusiasm Officer) of Stadium Gorilla – a sales training and con- sulting firm to dozens of teams in the professional sports industry. He is the author of two books, in- cluding The 800-Pound Gorilla of Sales: How to Dominate Your Market, and speaks regularly to corporate and conference audiences on improv- ing sales performance. Learn more at www.Sta- Mike Guiffre [continued from page 16] Sales Training with Bill Guertin [continued from page 82] the office is air-conditioned as is every place I go. And if my biggest worry is a hot walk to work a few months per year,then I am still one of the lucky ones, like you. My best advice in this industry is if you lived on the beach, embrace building a snowman. If you spent your childhood building snowmen, then you can’t be afraid to sweat…metaphori- cally speaking of course. Mike Guiffre is the Director of Premium Sales & Service for American Airlines Center in Dallas, TX. His premium seating career started with the Pittsburgh Penguins where he focused on the sale, service, and marketing of all premium invento- ries, including the relocation and sale of all leased inventory into Consol Energy Center, personally signing over $90 million in contracts. Now in Dallas, his primary focuses have switched to man- aging a sales staff, implementing a new CRM and email marketing system, as well as analytics and marketing initiatives. A lover of social media, you can connect with Mike on LinkedIn or follow him on Twitter: @mjguff. Want to network with Mike? Here’s His Business Card: Mike Guiffre Director of Premium Sales and Service American Airlines Center 2500Victory Avenue Dallas,TX 75219 (O): 214.665.4226 Is Your Premium Seating Sold Out? [continued from page 26] being maximized from three particular types of buyers: 1) Some suite buyers were paying $3,000 per seat to share a suite when they would have been willing to pay significantly more per seat for a smaller, private space of their own 2) Some club seat buyers were paying $1,500 per seat for club seats when they would have been willing to pay significantly more per seat for a private space that could accommodate their entire party 3) Some lower-level season ticket buyers were paying $500 for general admission tickets when they would have been willing to pay sig- nificantly more per seat for the stadium’s sold- out premium seats What Should They Do to Maximize Revenue? The recommendations were three-fold: 1) Re- duce the number of 20-person suites to meet only the demand of companies and families specifically desiring suites with an extra-large capacity 2) Replace the removed suites with smaller suites ranging in capacity from 8 to 12 people and 3) Build more club seating and ad- ditional premium seating areas with loge boxes with seating for 4 to 6 people each. The fol- lowing hypothetical chart shows the potential financial impact of re-configuring premium seating to reflect current market demand. By making the recommended changes, the athletic department could increase the total number of seats in their premium inventory by an estimated 1,250 seats while simultane- ously boosting revenue per seat by nearly $50. Overall, they could generate approximately $2.7 million per year in incremental annual premium seating revenue. Conclusion Properties are often content with what they believe to be acceptable revenues from premi- um seats. Unfortunately, they may be operat- ing under assumptions made when the facility was originally designed that do not match the nature of current market demand. When con- sidering your next move to increase total rev- enue, premium seating configuration is often a great place to look. – Brian Connolly Brian Connolly is the Managing Partner of Victus Advisors ( <http://www.victusadvisors. com> ), an independent consulting firm specializing in market research and financial advisory for sports franchises, athletic departments, and sports & entertainment venues.   Email Brian at or follow him onTwitter @BrianHConnolly. *Editor’s Note: Seating inventories and financial figures have been changed for confidentiality. Editor’s Note: This article also appeared in the May 2012 edition of The Migala Report.
  • 75. Imagine each suite or party area where your customers can interact with a touch screen tablet at each tap to: ❖ Pour their own beer using a 4 tap self-contained refrigerated beer dispense unit ❖ Order food at the beer wall in their suite ❖ Order team & event merchandise – delivered to the suite! ❖ Play music – jukebox options ALL OF THESE CAPABILITIES, ALL IN ONE SYSTEM! Imagine each suite or party area where your customers can interact with a touch screen tablet at each tap to: ❖ Pour their own beer using a 4 tap self-contained refrigerated beer dispense unit ❖ Order food at the beer wall in their suite ❖ Order team & event merchandise – delivered to the suite! ❖ Play music – jukebox options ALL OF THESE CAPABILITIES, ALL IN ONE SYSTEM! Thirsty for more? A truely unique and memorable experience! Ellickson Beverage Systems, The Leader in Self-Serve Mobile Technology. Products Perfect for Sporting Events! Did we tell you it also pours beer?! New mobilebeer wall From the people who brought Draft Tables to the US, we present to you The Mobile Beer Wall From the people who brought Draft Tables to the US, we present to you The Mobile Beer Wall Mobile Draft TableFixed Beer Wall
  • 76. 86 | S E A T | | #SEATSummer2012 coming attractions BUYERS GUIDE 2013 If you would like more information on the Buyers Guide or want to be included in our listing,please contact the ALSD: Scott Hinzman National Sales Manager 513.674.0555 x101 Jared Frank Editor, SEAT Magazine 330.904.0442 PLUS: More stories from EDDIE OSTERLAND, Master Sommelier More member editorials, including from KERRY VICK, Indianapolis Indians More research from OHIO UNIVERSITY More sales training from BILL GUERTIN, Stadium Gorilla S E AT leading the premium seat industry fall 2012 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 buyers guide 20132013
  • 77. PanStadia Publishing Company Limited, Hall Farm House, 9 High Street, Castle Donington, Derby DE74 2PP, UK. T: +44 (0) 1332 814555 F: +44 (0) 1332 853410 E: W: PanStadia is the leading journal for the Sports and Entertainment facility industry worldwide. This 220 page magazine is available both in print and electronic format with live links to our advertisers and contributors emails and websites. magazine offers links to digital editions, plus news & events, online subscriptions to the magazine (print & digital editions) and the monthly eBulletin, as well as a comprehensive Industry Directory and an enhanced Reader Reply service allowing potential clients to contact our advertisers via email at the touch of a button. website ■ Design & Build ■ Catering, Concessions & Hospitality ■ Engineering ■ Event Software ■ Fit-Out ■ Management & Operations ■ Safety & Security ■ Screens, Signage & Banners ■ Seating & Staging ■ Sound & Lighting ■ Sports Flooring ■ Sports Turf & Allied Products ■ Ticketing & Access Control and much, much more. PanStadia magazine covers all aspects of this dynamic sector, from new build and renovation projects, to facility management and operations, with editorial coverage including: web & print design : : PanStadia magazine covers all aspects of this dynamic sector, from new build and renovation projects, to facility panStadiapanStadiaTHE DEFINITIVE JOURNAL FOR THE SPORTS & ENTERTAINMENT FACILITY INDUSTRY WORLDWIDE REGISTER FOR YOUR SPECIAL OFFER TODAY! ALSD members are eligible for a free subscription to our e-News service when they subscribe to PanStadia at the specially discounted rate of US$175. Simply quote 'ALSD12' when you subscribe online at: Above: Cover image from the PANSTADIA 20th Anniversary Part II/ Summer 2012 issue — the Singapore National Stadium at the the Singapore Sports Hub.
  • 78. membership Do You Really Know What You Get? Meet with your league counterparts and industry peers: • ALSD Conference and Tradeshow • Substantial conference discounts Connect with teams in your league and throughout the industry year-round: • ALSD Premium Seat Sourcebook, including member contacts • Member Questions, sent to all members teams and venues • Social Media Find us on Facebook, Twitter, LinkedIn Learn about what other teams in your league and industry wide are doing year-round: • ALSD Premium Seat Sourcebook: information on hundreds of venues • SEAT Magazine • Between the SEATs e-Newsletter • Member Questions • Research Studies and Data Analysis Explore other industry possibilities: • Receive job postings • Send your department posting through ALSD to members with experience in premium Learn what new products and services your venue needs to stay cutting-edge: • ALSD Buyers Guide • Tradeshow • Website S E AT leading the premium seat industry winter 2012 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 technology trends: enhancing sponsorships and fan experiences with mobile & iptV page 48 and page 56 f&b trends: an innovative recipe + other concessions highlights page 26 and page 68 facility trend: the new marlins park is uniquely miami page 32 the 2012 alsd conference program: begin planning your experience now page 38 which trends in the Venue marketplace can you belieVe in? PAGE 14 S E AT leading the premium seat industry spring 2012 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 bbVa compass stadium: a new icon for a club, a city, and a league page 70 sports technology corner: Venue technology group, mobile apps, and crm page 52 renewable resources: how to retain existing clients with stand-alone departments page 62 minnesota timberwolVes premium seating: a portrait of the community page 32 community curriculum: the 2012 alsd conference program has arriVed PAGE 38 plan your trip to minneapolis, home of the #1 stadium experience in north america S E AT leading the premium seat industry 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 the sacramento Kings combine resources to deliver roi page 46 ny Jets top nfl social media ranks page 18 revisiting wake forest’s deacon tower: a case study page 20 the san francisco 49ers“wow”with tablet technology page 38 buyers guide 20122012Pages 50–84 Be A Part OfThe communityAt #ALSD2012 PLUS: MinneapolisVENUETOURS Unveiled Page 34 “the old lady” Brings A New EraTo Serie A And LoStadioCheCambiaIlCalico Page 42 DoYou Have 20 Minutes? ThenYou Can Build A successful sales CampaignWith ALSD Member FLAVIL HAMPSTEN Page 12 Why fortune 100Companies Purchase Premium Seating: An INSIDER’S PERSPECTIVE Page 48 patricK duffy OpensThe DoorsTo ATransformed ST. PETETIMES FORUM Page 26 For more information or to join ALSD, visit, call 513-674-0555 x104, or email Amanda Verhoff at
  • 79. IN DUSTRYRYR ’S BE ST IN DUSTRY’S BE ST W A W A W R R AR AR NT Y W AR R A NT Y 3 YEAR3 YEARFULL 3 YEARS, 6 YEARS ON SEALED SYSTEMFULL 3 YEARS, 6 YEARS ON SEALED SYSTEM Introducing the Industry’s Best Warranty...Again Perlick’s Industry leading warranty just got better. We’re proud to announce that Perlick will now back every residential product with a Full 3-Year Warranty* and 6 Years on the Sealed Refrigeration System. Why? Because we are confident in the quality and craftsmanship of every cabinet that leaves our factory, and we want our customers to feel it too. Our new 3-Year warranty* will take effect on February 1st, 2012 and applies to all new Perlick Residential cabinets (excluding Factory Seconds). Please visit for warranty information. *You must register your product within 90 days of purchase to recieve the Full Three Year Warranty. Without registration, you will receive the standard Full Two Year Warranty with the additional Third through Sixth Year Limited Parts Only Warranty. Commercial • Hospitality • Residential • 800.558.5592 1917 -2012 1917 -2012 Since celebrating years 1917
  • 80. We furnish some of America’s greatest sporting venues. How can we help you? TARGETCOMMERCIALINTERIORS.COM For more information, contact Salt River Fields at Talking StickHazeltine National Golf Club Target FieldTCF Bank Stadium