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SEAT Winter 2011

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  • 1. the conference program that gets fans off the couch page 34 S E AT leading the premium seat industry www.alsd.com winter 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 @PhoenixSuns Blend Suites And SOCIAL MEDIA #bestnewideainthisissue Page 14 It’s A Marathon, Not A Sprint: The 2011 STATE OF THE INDUSTRY AND ASSOCIATION Page 12 collectiVe bargaining “On The Record” page 28 Sports And Entertainment Gets PERSONALBRIAN BYRNES Shares An Industry Secret Page 64Page 22 The Big Event Grows Bigger Through TECHNOLOGY Page 50 Through The Eyes Of The MLS SUITE DIRECTOR Page 68 penn state athletics nhl scores big flying right steps up in the suite market at the university of dayton page 18 page 58 page 16
  • 2. The Preferred Stadium Brand of Undercounter Refrigerationce Machines Wine Cellars Refrigerators Refrigerated Drawers ADA Series Ice Machines Wine Cellars Refrigerators Refrigerated Drawers ADA Series Contact us for details on our stadium programs and these Marvel’s exclusives! • Installation service • Stainless steel or your choice of color • Team logo graphics applied with SonicImageTM technology For more information on Marvel’s top of the line products, visit our website or call 1-800-223-3900 www.marvelrefrigeration.com
  • 3. Your Away Team Relax responsibly.® Imported by Crown Imports LLC, Chicago, IL 60603
  • 4. MOTOA4™ Mission Critical Portfolio THE INCIDENT NEEDS YOUR FOCUS. THE TECHNOLOGY SHOULDN’T In an emergency, multi-agency coordination isn’t a luxury — it is a necessity. And Motorola makes this necessity a reality. Our interoperable data and voice solutions empower response teams with real-time information to make better decisions. For example, our evacuee tracking application enables responders to better assist and track individuals throughout the evacuation process. When responders and command staff have the tools to prepare and respond to emergency situations, recovery operations are more effective, helping government and citizens get back to normal quicker. It’s no wonder our interoperable networks have been implemented more often than all other manufacturers combined. It’s just another way Motorola enables you to focus on your mission, not the technology. HELLOMOTO™ Learn more about Motorola solutions for your mission critical communication needs at motorola.com/secondnature MOTOROLA and the Stylized M Logo are registered in the U.S. Patent & Trademark Office. All other product or service names are the property of their respective owners. © Motorola, Inc. 2009. All rights reserved. 66
  • 5. Elite Risk Insurance Solutions Elite Risk Services, Inc. is pleased to bethe official insurance partner of the alsdWe recently launched a newly enhanced third party liability insurance policy thatis designed to protect suite owners and managers each and every time you rent a suite to a third party.  Separate your liability and pass the minimal insurance premium on to the renter or tenant. what does it coVer? • Third Party Liability • Property Damage or Bodily Injury (specific to the damages or injuries the client may cause or is held responsible) • Separates the suite manager, the venue and the suite owner from the renter or borrower of the suite • One low premium that can included in the suite rental agreement Visit www.suiteinsurance.com   or call Kevin Kurtz at 800-596-0969 ext. 105   License # 0G40499
  • 6. How much money did you lose today? The average FanGo order is 110.5 LARGER % than the average traditional order.When fans order concessions and merchandise from their phones, orders are significantly larger and fans order more frequently. 859.608.4521 • info@thefango.com
  • 7. SEAT Published by the Association of Luxury Suite DirectorscoVer story Winter 201128 a bulletin on collectiVe bargaining CBA is front of mind, yet unspoken, daily vocabulary for every- one who works in our industry. Since we know you are forbid- den to, SEAT goes “on the record” for you and discusses this most relevant issue. BY BILL DORSEY 34features32 return on inVestment: a matter of perspectiVe, as well as economics Consider this your introduction to ROI…from the sponsor’s point of view. BY BRUCE MCLAUGHLIN34 21st annual alsd conference and tradeshow What’s new at the ALSD Conference and Tradeshow this year? For starters, you have the opportunity to control the content of one of the general sessions. PLUS: Learn the magic bullets to fix a broken industry. 5858 nhl teams score big in the suite marKet The NHL is divided into traditional and non-traditional mar- kets. Is there a difference in suite prices amongst these varying 64 marketplaces? Compare pricing and the variables determining those prices for all 30 NHL teams. Eastern Conference BY DR. PETER TITLEBAUM AND DEBBIE TITLEBAUM Variables Western Conference Di 250 Average 2010 Forbes Team Value 20664 personaliZing sports and entertainment Customizing the fan experience seems to be everywhere. And ($mil) we’re not just talking jerseys and T-shirts. SEAT shares aAverage 2010 Arbitron 4,443,927 sam- 3,191,355 1, pling of the personal touches within the venue marketplace. BY BILL DORSEY AND RYAN MIRABEDINI Population 93 Average Number of Suites 9368 $119,867 through the eyes of the mls suite director Average Low Cost of a Suite $123,226 $ In the second installment of our roundtable series, SEAT as- sembles a collection $290,867 of Major League Soccer suite directors from High Cost of A suite Average $267,838 $ across each conference 1,521 and multiple geographies. Find Average Maximum Suite out more 1,420 about the hip world of North American soccer premium seating. WITH RYAN MIRABEDINI Seating Capacity 18,654 About the Cover: Illustration by Bruce Budd Average Facility Seating Capacity 18,291 8.04% Average Suite Seating % of 7.73% Contents continues overleaf Facility Capacity 21 Full House Average Fortune 1000 19 Please Recycle This Magazine 68 Companies in Market www.alsd.com | WINTER 2011 | S E A T | 7
  • 8. WinterSEAT ASSocIATIoN of LuxuRy 2011 SuITE DIREcToRS Chairman Bill Dorsey Executive Director Amanda VerhoffPublished by the Association of Luxury Suite Directors President Jennifer Ark, Green Bay Packers VP, Business Development Pat McCaffrey Director, Sponsor and Partnership Development Dene Shiels Director of Finance Dan Lindeman Financial Account Manager Vickie Henke Director of Information Technology John Tymoski Editor of SEAT, Website Director Jared Frank National Sales Manager Scott Hinzman Marketing Assistant Ryan Mirabedini Design Carole Winters Art + Design ExECuTIVE CoMMITTEE Chris Bigelow, Bigelow Companies Brian Bucciarelli, Hershey Entertainment & Resorts Greg Hanrahan, united Center Tom Kaucic, Southern Wine & Spirits Pat McCaffrey, ALSD 24 Kim Reckley, Detroit Red Wings & olympia Entertainment BoARD oF DIRECToRSdepartments sports technology corner Janie Boles, Auburn university10 NEW ALSD MEMBERS 50 TECHNOLOGY AND OTHER Natalie Burbank, utah Jazz / Salt Lake Bees Richard Dobransky, Delaware North Companies12 EDITOR’S NOTE IMPACTS ON THE BIGGEST Trent Dutry, uS Airways Center State of the Industry EVENTS IN SPORTS AND Chris Granger, National Basketball Association BY JARED FRANK ENTERTAINMENT Patti Kimbrough, university of Arkansas S.E.A.T. outlines a three-step guide to Gerald Kissel State of the Association Debbie Massa, RoI Consulting BY AMANDA VERHOFF executing and maximizing revenue at sport Mike Ondrejko, Madison Square Garden and entertainment’s big events. Richard Searls, New York Red Bulls14 INDUSTRY AND ASSOCIATION BY CHRISTINE STOFFEL Tom Sheridan, Chicago White Sox NEWS Michael Smith, Philadelphia union Suns find harmony between suites and 52 5TH ANNUAL Peter Titlebaum, university of Dayton social media S.E.A.T. CONFERENCE Brian Varnadoe, Houston Texans University of Dayton Arena Flies Right Your first look at this year’s sessions, Bob White, Calgary Flames Penn State empowers seat holders as part speakers, tours and receptions. ALSD 2011 STEERING CoMMITTEE of STEP Plan SPORTS & eNTeRTAiNMeNT ALLiANCe iN TeCHNOLOGy Adam Link, Home Depot Center S.E.A.T ExECuTIVE CoMMITTEE Alicia Fox, Home Depot Center20 ON ALSD.COM Christine Stoffel, Founder, S.E.A.T. Consortium Bryan Lawrence, Angels Baseball ALSD presents a comprehensive recap of Chris Wood, S.E.A.T. Chief Technology Advisor/Coordinator Chris Cockrell, AEG/STAPLES Center the situation that unfolded recently at the Michele Kajiwara, AEG/STAPLES Center S.E.A.T. 2011 STEERING CoMMITTEE Metrodome. Bob Jordan, New Meadowlands Stadium Co.22 MEMBER HIGHLIGHT Casey Bookout, university of oklahoma SEAT visits with Brian Byrnes, Senior VP Craig Neeb, International Speedway Corporation Chip Foley, Forest City Ratners of Sales and Marketing, Oklahoma City Chris Dill, Portland Trail Blazers Thunder. Dan O’Neil, National Hockey League BY JARED FRANK Dennis Mills, Major Events International Jim Darrow, Ilitch Holdings/Detroit Red Wings Published by Venue Pub. Inc. Copyright 2011. (All rights78 COMING ATTRACTIONS John Avenson, Minnesota Twins reserved). SEAT is a registered trademark of the Association Kevin Naylor, Indiana Pacers of Luxury Suite Directors. SEAT is published quarterly and is Larry Bonfante, united States Tennis Association complimentary to all members of the Association of Luxury Lorraine Spadaro, DNC Boston, Inc/TD Garden Suite Directors. Mike Morris, Major League Baseball Nancy Galietti, National Football League Peter Surhoff, Major League Baseball Paul DelGuidice, National Basketball Association Paul Barber, Vancouver Whitecaps FC Richard Searls, Red Bulls Arena Roger Baugh, London 2012 olympics Sasha Puric, Maple Leaf Sports & Entertainment Association of Luxury Suite Directors Steve Conley, Boston Red Sox 10017 McKelvey Road, Cincinnati, oH 45231 513 674 0555 Shane Harmon, New Zealand 2011 World Cup Rugby amanda@alsd.com Tod Caflisch, New orleans Hornets Wayne Wichlacz, Green Bay Packers8 | S E A T | WINTER 2011 | www.alsd.com
  • 9. NEW ALSD MEMbERS WINTER 2011Darby Cave Charles Bruner John PollardNike Gift Card Account Manager Club Level Sales Manager General Manager, Sports SolutionsNike, Inc. Arsenal Football Club STATS, LLCone Bowerman Drive Highbury House 6032 111th PL NEBeaverton, oR 97005-6453 75 Drayton Park Kirkland, WA 98033P: 503-671-6453 x3 London, England N5 1Bu P: 206-818-9418darby.cave@nike.com P: 020-7704-4552 jp@stats.com cbruner@arsenal.co.ukJason Butikofer Brian KoppDirector, Annual Fund and Premium Seating Sarah olsavsky VP, Strategic Planninguniversity of Minnesota Athletics Director- Event Marketing & Seating, Athletics STATS, LLC275 Bierman Athletic Offices ohio State university 2775 Shermer Road516 15th Ave. SE 1020 Schottenstein Center Northbrook, IL 60062Minneapolis, MN 55455 Columbus, oH 43210 P: 847-728-4336P: 612-624-6902 P: 614-688-5745 bkopp@stats.combutik001@umn.edu olsavsky.5@osu.edu Nicole DeFordLee Zeidman A.J. Bondi Project Leader, Strategic PlanningSenior Vice President/General Manager Director of Client Experience STATS, LLCSTAPLES Center and Nokia Theatre LA LIVE Cleveland Cavaliers 2775 Shermer RoadAEG one Center Court Northbrook, IL 600621111 S. Figueroa Street, Suite 3100 Cleveland, oH 44115 P: 847-728-4338Los Angeles, CA 90015 P: 216-420-2117 ndeford@stats.comlzeidman@staplescenter.com abondi@cavs.com Jeanne MagrathJason McDonough Brian DiTucci Coordinator, Luxury Suite ServicesPremium Seating Sales Executive Director of Ticket Sales Golden State WarriorsGreen Bay Packers oakland Athletics 1011 Broadway1265 Lombardi Ave. 7000 Coliseum Dr. oakland, CA 94607Green Bay, WI 54304 oakland, CA 94621 P: 510-986-2223P: 920-569-7280 P: 510-563-2318 jamagrath@gs-warriors.commcdonoughj@packers.com bditucci@oaklandathletics.com Jim olsonJoe Simler Jessica Fernandez Senior Vice President, Sales & MarketingPremium Seating Sales Executive Premium Services Account Manager utah Jazz / Salt Lake Bees / Miller Motorsports ParkGreen Bay Packers Miami HEAT 2075 Parleys Canyon Blvd.1265 Lombardi Ave. 601 Biscayne Blvd. Salt Lake City, uT 84109Green Bay, WI 54304 Miami, FL 33132 P: 801-463-9520P: 920-569-7279 P: 786-777-4155 jolson@utahjazz.comsimlerj@packers.com jfernandez@heat.com Jeff KleidAndy Liebman Jessica LaBonte PresidentAssistant Professor, Business Administration Premium Services Account Manager Elite Risk InsuranceHoly Family university Miami HEAT 423 31st StreetSchool of Business Administration 601 Biscayne Blvd. Newport Beach, CA 926639801 Frankford Avenue Miami, FL 33132 jekleid@eliterisk.comPhiladelphia, PA 19114-2009 P: 786-777-4157P: 267-341-3405 jlabonte@heat.com Kevin Kurtzaliebman@holyfamily.edu Senior Vice President Ana Aviles Elite Risk InsuranceRyan K. Zapalac, Ph.D Premium Services Account Manager 423 31st StreetAssistant Professor Miami HEAT Newport Beach, CA 92663Sam Houston State university 601 Biscayne Blvd. P: 800-596-0969Department of Health & Kinesiology Miami, FL 33132 kkurtz@eliterisk.comBox 2176 P: 786-777-4177Huntsville, Tx 77341 aaviles@heat.com Dustin AccipiterP: 936-294-4575 Studentrkz001@shsu.edu Jacqueline Collazo California university of Pennsylvania Coordinator, Premium Partnerships 412 Spruce StreetKevin ulbert Miami HEAT Mount Pleasant, PA 15666Vice President of Sales 601 Biscayne Blvd. P: 724-331-2282Great American Products Miami, FL 33132 dsap107@yahoo.com1661 South Seguin Ave. P: 786-777-4228New Braunfels, Tx 78130 jcollazo@heat.com Field HucksP: 830-643-8024 Studentkevin@gap1.com Trisha Burgan Georgetown university Vice President, Client Development 916 3rd Street NEWally Gullick idegy Washington, DC 20002Vice President of Licensed Products 3990 Business Park Drive P: 843-241-4267Great American Products Columbus, oH 43204 fieldhucks@gmail.com1661 South Seguin Ave. P: 614-255-4819New Braunfels, Tx 78130 trisha@idegy.com Mickal TerryP: 830-643-8023 Studentwally@gap1.com Nick Stamm Sam Houston State university Assoc. Director, Marketing & Communications 15821 FM 2354 STATS, LLC Baytown, Tx 77523 2775 Shermer Road P: 832-523-2492 Northbrook, IL 60062 mgt001@shsu.edu P: 847-583-2110 stamm@stats.com10 | S E A T | WINTER 2011 | www.alsd.com
  • 10. Editor’s notE by JAREd FRANkThe State of the IndustryOnwards and UpwardsT he ALSD dubbed 2010 the year of NCAA football games (regular season and bowl “The Transformation.” We were in games), boxing matches et al. the wake of a period in which suites A sample of other non-traditional big events became prisons for some corpora- in unique facilities in 2010 includes:tions, and premium amenities were considered • Illinois vs. Northwestern NCAA Football,contraband. We were beginning to see the played at Wrigley Fieldindustry approaching the intersection of sports • Notre Dame vs. Army NCAA Football;and entertainment as we observed some major Pinstripe Bowl, played at Yankee Stadiumchanges. Specific to premium seating, these • Penn State vs. Indiana NCAA Football,changes included shorter leases, shared leases, played at FedEx Fieldlower occupancy rates, no show issues and a • The NHL Winter Classic, played atwaning fan experience. And well, the environ- Heinz Fieldment is not drastically different one year later. • Dallas Mavericks vs. Phoenix SunsWe are still jousting between old methods and AutoTrader.com Open, played at Indiannew in some circumstances. inventory is found at CONSOL Energy Center Wells Tennis Garden With these things in mind, this year’s theme in Pittsburgh, which opened in August 2010. I expect teams traveling to unique facilities tois “The Solutions.” 2011 will teach us the new When we spoke with Mike Guiffre, Director of continue to become more and more commonsolutions to achieve meaningful progress in our Premium Seating for the Pittsburgh Penguins, as we continue to push for big experiences thataltered environment as well as instill the condi- last summer, he stated, “We have two areas of cannot be found in front of a television or com-tioning needed for new ideas to anchor. If I am loge boxes that we couldn’t build enough of.” puter. Speaking of big experiences…calling a spade a spade, we did not fare as well Another trend of the future is thinking aboutas we would have liked in 2010, but we fared creating greater demand and intimacy in ven- We are working in the paradigm of theonward. And in 2011, we will fare upwards. ues through smaller capacities for the repeated big experience Narrowing down my specific observations event, while including flexibility to expand for How to create a unique and compelling enoughof the industry into something manageable the big event. Speaking of the big event… experience to compete with the living room isfor the readers of SEAT was difficult. I shaved the greatest challenge the sports industry facesmy list by differentiating the deep-rooted ideas We are working in the paradigm of the at present. The industry is starting to look atthat call for endurance contra to the fleeting big event the fan experience from square one by lookingincremental changes that simply satisfy our In broad terms, the amount of revenue that beyond its borders for best practices and freshinstant gratification, microwave mentality and can be generated from a facility coupled with perspectives outside stadiums and arenas. Ourimpatient approach. I ultimately settled on the as little financial risk as possible is still one of industry is finally starting to realize that wefollowing three major points. But I realize the the most important issues for the industry to might not have all the answers. I have heard oflist is more sundry rather than all and sundry. consider. To maximize cost-effectiveness, the noteworthy presentations from everyone from arena business has been competitive for some Frito Lay’s to the seemingly omnipresent DisneyWe are working in the paradigm of mixed time now in trying to book as many events as Institute.inventory possible outside of the anchor NHL or NBA My belief is a disciplined adherence to theThe traditional 16-person suite still has a tenant. Now, MLB and NFL stadiums are join- seemingly insignificant details is what willplace, but as part of a wider variety of product ing the mix. ultimately separate the in-person experienceofferings. We highlight the Oklahoma City With public financing significantly less and drive revenue. If I learned anything fromArena in this issue (page 24), which is a perfect available and in some cases non-existent, the Disney Institute’s presentation at last year’sillustration of the changing forces of real estate. solution to emerge over the last decade and ALSD Conference, it is that taking care of theIts 2010 renovation eliminated 20 suites and proliferate considerably in 2010-2011 is to minutiae of our customers’ experiences is whatrepurposed the space with 48 four- or six-seat build a facility as multi-purposeful as pos- separates the venue from the living room. It isterrace boxes. The building’s new ratio of 36 sible in order to make the venue profitable for the little moments of joy that people remember.traditional suites to 48 terrace boxes is upside private financiers. May all of us have many little moments ofdown compared to other arenas. But I expect The obvious example of this is Cowboys joy in 2011.this to be a trend that grows and favors other Stadium. Cowboys Stadium has attracted asimilar sized markets. mishmash of big events, including this year’s What are your predictions for 2011? Further evidence of the decreasing number Super Bowl, last year’s NBA All-Star Game, Email Jared at jared@alsd.com.of suites and the rise in popularity of mid-level NCAA men’s basketball games, numerous12 | S E A T | WINTER 2011 | www.alsd.com
  • 11. STATE oF ThE ASSocIAToN by AmANdA vERhoFFYou only get out what you put inA runner’s metaphor for how you can help this associationY ou only get out what you put in,” along the way! even if resistance persists. After all, what if just I told myself as I laced up the ol’ The point: Your department has goals. But one of your suggestions lands a million dollar Asics on a recent Saturday morning if you read SEAT Magazine and Between the account or renews a final suite lease? Imagine before heading out for a 20-mile run. SEATs e-newsletter and start discussing new your potential if you embrace the uphill battleIt was the only rational thought that would initiatives with fellow members, your goals that could ultimately make you irreplaceable.squelch the reality of how stupid it really was might change. You may learn about a novelto train for a marathon in the middle of winter. value-add, discover a database management Never underestimate the power ofIt helped shake the thoughts of the donuts tool or meet a member who can introduce trainingand the Today Show anchors I left behind, but new clients. Exercise your resources; they may Training for the daunting 26.2-mile marathon isI needed something more to fill the hours of provide the constructive obstruction you need grueling and time consuming. But once more, yousidewalk solidarity. I had forgotten to charge to improve your objectives and your results. only get out what you put in.my iPod, so the rap music that spawns my The point: Progress is imminent in allinner badass was out and Nora Roberts’ Bridal venues; you must learn why and how to adapt.Quartet audio book would have to wait until Enter the ALSD Conference. The 2011 show innext weekend’s run. LA will outline “The Solutions” to the broken Just as I was considering cursing the husband premium seating model. You will learn aboutfor registering us for this race, the mantra that a soccer franchise that is setting the bar forwas fueling my run hit me again. Only this technology-use in a venue, an NBA team thattime, that same mantra sparked what would is using the airlines’ yield management modelsturn out to inspire my exposition on how you to sell premium seats and a method for leadingcan help this association. “You only get out in a time of rapid change. It’s up to you to seizewhat you put in” epitomizes what an associa- the opportunity for training.tion is all about, and during those three painfulhours, I proved it. Follow along and learn how. Charge your Garmin watch Take side streets and cul-de-sacs Twenty miles is a long way. Did I mention thatEmbrace your cheerleaders Twenty miles is a long way. A really long way. I already? Well it’s worth repeating, because youAs I set out for my run, my neighbor Adel was needed to stay close to home, but also cover the need to remember to recharge your battery so itleaving for church. We waved and went our sepa- required mileage. So I ran every side street and lasts for the long road ahead. It’s the only thing,rate ways. When she returned home after service, cul-de-sac I could. Each one didn’t amount to along with the donuts at the finish line, that willI was starting my second loop by our houses. She much individually, but collectively they really keep you going.looked at me like I was crazy, but cheered me on added up. The point: You need to recharge. You are thenonetheless, and during a Sunday chat asked how The point: Member Questions, Surveys, and provider of hospitality throughout the year. It’sI did. ALSD’s Premium Seat Sourcebook are simple our turn to give back, to allow you to renew The point: When you become a member of yet effective instruments that the ALSD uses and refresh. We’ve got beverages to whet youran association, tell someone. Tell your boss and to track industry activity. Your jobs demand whistle, LA Live to fuel your merrymaking, ayour colleagues; they will hold you accountable. most of your time and energy, but imagine the baseball game for some R&R and four awe-They will ask how the association can improve information we could collect if everyone took some venues to reenergize your year ahead.your venue’s bottom line and why you continue just a few minutes to answer each member Like training for a marathon, being part ofpaying renewals. Consent to have someone in- question, each survey and each year’s Premium an association results in a sense of accomplish-spect what they expect; it will encourage you to Seat Sourcebook questionnaire. It’s those few ment. It can become a passion and a sense ofseek out your membership’s value, learn more minutes of extra effort that could add up to a personal, or in this case, professional growth. Itand report back. truly comprehensive industry assessment in the takes a little extra time and a hell of a lot of ef- end. fort, but that’s the point. To remain status quoMap your run, but know there may be is contradictory to what this industry needs.snow along the way Run the hills Instead it needs collaboration and innovation;There’s a scenic course I love to run in the Running uphill sucks. There’s no way around it. isn’t it time for you to be part of an associationfair-weather months. But because this weekend But in the end, the rewards trump the pain. that can provide that?brought the typical Midwestern winter snow, that The point: You will learn something newroute was too frozen to risk. I had to find a new by participating in ALSD membership. Take Email Amanda at amanda@alsd.com.route and mercifully, it had a water fountain that something to your boss. Demand change www.alsd.com | WINTER 2011 | S E A T | 13
  • 12. INduSTRy ANd ASSocIATIoN NEWS PSU Athletics STEP Up Seating Equity, p. 18 Member Highlight: Brian Byrnes, p. 22Suns find harmony between suites and social mediaSuite and Social Night packages target new, local partnershipsT he Phoenix Suns are leveraging a a social presence,” explains Medsker. “Therefore, dedicated and active fan base, which Suite and Social Night Package we created the Suite and Social Night packages to includes 275,000+ “likes” on Facebook Benefits: target new partners who are local and value social and 50,000+ “followers” on Twitter, to SuiTE NiGhT BENEfiTS: media.”attract new marketing partners and potential suite • 20 tickets Another benefit for prospective businesses isholders through their new Suite and Social Night • Six parking passes the opportunity to partially “outsource” theirpackages. The offerings target small, Phoenix-area • Catering package social media to the Suns. Most of the prospectsbusinesses that might not have the budget to • Suns hats and foam fingers for the Suite and Social Night do not have a fullygo out and purchase a TV, radio or print media • One Steve Nash jersey matured social media department or strategy. Nowadvertising package. “Not every business is a they can leverage the Suns prowess to get in the SoCial MEdia BENEfiTS:national brand with a large advertising budget,” social media game and develop a new element • Two Facebook status updates reaching 275,000+says Mandy Medsker, Digital Sales Executive for to their marketing mix. “The targeted businesses potential new customersthe Suns. “But at $7,000, we’re giving [Suite and • Three Twitter mentions reaching 50,000+ followers like the experience of a suite and may not beSocial Night customers] the option to get in and • An inclusion in the Suns eNewsletter reaching large enough to be able to have someone solelygrab a piece of the pie at an affordable rate.” 55,000+ fans dedicated to social media,” Medsker contends. The Suns are one of the first organizations to “Why not put the two together? No one hadbottle the social media lightning. They actively CoST: $7,000 thought of it that we knew of. So it was worth awork with current partners to connect their shot to try it.”brands with the Suns brand through social media The concept is still in its infancy. As with anyopportunities. Brands already utilizing the social progressive idea, it needs time to grow. “[Thestrength of the Suns include the Arizona Lottery, idea] hasn’t hit its stride yet. It’s definitely in theRight Guard, Southwest Airlines and Discount “We’ve had a lot of people trial stages. But the word is getting out,” saysTire. inquiring about the Trent Dutry, Premium Services Manager for the Working together with Geoff Budoff, Senior Suns. Proof of such traction comes from LittleDirector of the Suite Experience for the Suns, packages and had a lot of Debbie Snacks, who caught wind of the packageMedsker formulated a means for prospective busi- conversations with people and is implementing it during an upcoming tournesses to enjoy the suite experience for one event throughout the United States, which includes ain US Airways Center coupled with the ability we’ve never talked to stop in Phoenix. “Their reaction was very positive,to reach the Suns audience through its social before.” and they’re excited about it.”media channels. “We saw a lot of synergy in the “It’s starting to come around now,” echoestypes of businesses who purchase suites and have Medsker. “People are starting to see some press and are calling and wanting information on how they can be a part of it.” There are concerns. Fans are active with Suns social media to remain updated on news and information about the team and players, not necessarily to receive a promotional offer that may be perceived as spam. To safeguard themselves, the Suns feel they have found the appropriate strategy. “For any business who partners with us from a social media standpoint, we try to find an element to tie them into the team, so it has more of an organic feel to it,” Medsker says. A hypothetical example might be a Highlight Video of the Week brought to you by XYZ Partner. “So [the message] is still about the team, yet it’s tagging that partner in that status update.” Messages are sent from the Suns official Face- book and Twitter accounts by Jeramie McPeek,Extra Credit: Suite and Social Nights come with a food and beverage credit for the new Suns partner in their suite. [continued on page 76]14 | S E A T | WINTER 2011 | www.alsd.com
  • 13. TO K E N S & I C O N S ...recycled nostalgiaTOKENS & ICONS offers inventive gifts crafted from gameused baseballs, stadium seating, arena basketball floor, evencracked game used bats. We work exclusively with real,existing materials that are filled with venue and team history.Audience participation... it all starts with your nostalgic artifact. tokens-icons.com 877-558-7404
  • 14. INduSTRy ANd ASSocIATIoN NEWSuniversity of dayton arena flies RightALSD member venue to host NCAA First FourT he University of Dayton is a unique and proud institution. Despite being in the shadows of larger Ohio universities such asThe Ohio State University and the University ofCincinnati, UD is top-tier in terms of educa-tion and athletics. In recent years, Dayton Flyerteams to win conference championships includefootball, men’s and women’s soccer and vol-leyball. Further evidence of UD as a top NCAAmid-major athletic department is the University ofDayton Arena, home to Flyer men’s and women’sbasketball as well as a variety of premium seatingassets and an entertaining fan experience. And asESPN’s Mike Tirico has described the communityat large, “Dayton is one of the best college basket-ball towns in the country.” Lead by Senior Associate Athletic Director,Dave Harper, and Premium Seating Manager,Linda Couvion, UD’s premium seating inventorybrings in nearly $1 million in revenue annually tothe athletic department. While this number alone Bird’s Eye View: Premium seating at UD Arena sits right on top of each basket, providing unique vantage points of the court.  is impressive for a school with an enrollment of a little over 7,400, the positive effects of premium Dayton and those individuals can team on specific seat sales are not one dimensional. “[UD Arena] interests,” says Harper.“The food we’re serving provides us with not only a venue to entertain “We’re hosting the First Four [of the NCAA is different than most at corporations and those people in the community tournament], and a lot of the people in our pre- who are looking for a more premium experience, mium seating are members of the local organizing the intercollegiate level, but also a mechanism for us to build relationships committee,” Harper continues. “They’re looking because there’s not a lot of with them,” Harper points out. “This leads to a around and saying, ‘How can this be a great event multi-pronged rapport with these people, not only that positively impacts Dayton in several ways?’ places you go that you’re as a suite holder but also as a donor and someone There are a lot of good discussions, and the uni- eating carved meat and who wants to support the program.” versity seizes opportunities to host these meetings With eight suites, 28 courtside press row seats, with business owners and community leaders.” salads in your seat.” 54 Flyer Front Row seats located directly behind Due to continued high-level customer service press row and 102 loge seats located in the Time and efficient game-day operations, UD has part- Warner Flight Deck, the venue does not want for nered with the NCAA since 2001 by hosting the premium options. While several of these areas are play-in game of the men’s basketball tournament. consistently sold out annually, others are offered This partnership expands in 2011 as the NCAA on a per-event basis or as 3-5 game packages. recently awarded the University of Dayton Arena Controlling inventory of multiple options and with the aforementioned First Four of the 2011 lease terms can be an arduous task but is one that NCAA Men’s Basketball Tournament. Because the Couvion takes on with a smile. “It’s like putting a NCAA increased the tournament field from 65 to puzzle together trying to get everything organized 68 teams, there will now be eight teams visiting for every single game. I literally map out every- Dayton instead of two. UD Arena suite and loge thing we do.” seat holders have first right of refusal for the event. Because recreational and civic options for resi- In conjunction with NCAA stipulations, the dents in southwest Ohio are minimal in the win- arena recently upgraded their corner video boards ter, there is a perfect opportunity for University of to 12 x 22 feet HD screens, costing $1.6 million. Dayton basketball to bond with the community Adjacent to the newly placed video boards is the to identify and achieve mutual goals. “There are aptly named Time Warner Flight Deck. GracedLearn, Lead, Serve: UD Arena premium seating embodies the people that sit in those seats that are philanthropic with the previously referenced 102 loge seats,mission of the entire university, growing from, setting an example with the Dayton community, and it’s important the Time Warner Flight Deck not only providesfor and serving the community of Dayton. to create conversations on how the University of [continued on page 76]16 | S E A T | WINTER 2011 | www.alsd.com
  • 15. INduSTRy ANd ASSocIATIoN NEWSPenn State empowers seat holders as part of STEP PlanIOMEDIA’s Virtual Venue™ assists with seat selection in Beaver StadiumA s part of a two-phase project, dubbed Seat Transfer & Equity Plan (STEP), the Penn State University Athletic Department isreconfiguring the seating sections in 107,282-seatBeaver Stadium, the second largest in the country.Through STEP, Penn State is overhauling itsold method of assigning seats, one in which thelocation of seats had little connection to the seatholder’s donation level within the Nittany LionClub. “The Nittany Lion Club was first set upwhere if you wanted tickets, you just had to paythe minimum donation,” explains Bob White,Director of Suites and Club Seats at Penn State.“And if you happened to be in the system in theearly years with tickets on the 50-yard line, then Virtual Sanity: As part of its STEP plan, PSU Athletics will no longer assign seats. More logically, seat holders will now select seats themselvesthe minimum donation was enough for you to online.keep those seats.” Starting next season, the amount to retain seats majority of people are choosing to stay on board. Penn State Athletics away from a period of assign-is going up. In order for seat holders to stay in “Obviously a perfect 100 is always great, but ing seats to one in which the seat holders them-their current locations, they must now annually anytime you’re in the 90th percentile, it’s a good selves are able to select seats on their own. “Nowdonate the amount correlating to that seating thing,” White concedes. all of a sudden, as a customer, I’m able to selectsection. “It is an equitable thing to do,” White Approximately 30% of the stadium seating seats that I like, and not just sit at home with mycontends. “We are giving people the opportunity will not involve a requisite additional donation. fingers crossed hoping I get a seat assigned I like,”to sit in prime seats that are willing to pay to have These seats are not exempt from contribution, says Myford.them.” but Penn State Athletics is not increasing the IOMEDIA’s Virtual Venue™ has brought other donation on these seats from the current $100 ancillary benefits, including a compare feature, per seat minimum. “Not all seats are impacted,” seasonal and day/night views. Online visitors are“fans can choose their clarifies Greg Myford, Associate Athletic Director able to look at various seating views and compare definition of a ‘best’ game- of Business Relations & Communications at Penn where they currently sit side-by-side with seating State. “Many fans will not be required to make an locations they are considering moving to. Views day experience before they increased donation.” are constructed right down to the location of the have to buy it, ensuring STEP does not involve Beaver Stadium’s suite sun and the shade for all possible dates and times, holders, who are exempt from paying Nittany whether it is a four o’clock game in September they get exactly what they Lion Club dues on top of the cost of their suite or a noon game in November. “It’s those kinds of want.” agreement; however, suite holders do receive Nit- things that we might not think about on the sur- tany Lion Club points and Club status based on face,” Myford suggests. “But when it comes down their agreement. Club seats do require a Nittany to making sure our fans are comfortable in their The first part of STEP, completed last fall, was Lion Club contribution in addition to a Club Seat seats, whether they are sitting in the sun or shadea transfer period. If a seat holder had tickets and License Fee. So STEP only applies to premium can be a big difference. Our fans are reacting verydid not wish to keep them, they had the option to seat customers if they own premium seats as well positively to those kinds of things.”transfer them to another friend or family member, as seats in the general seating bowl, or their pre- The technology platform also provides one ofas long as one of the two accounts paid a transfer mium seats are located on the club level. the most advanced 360° 3D-seating applicationsfee. The temporary period marked the first time To assist with the prodigious task of fans select- available. And because IOMEDIA is partneredPenn State seat holders had the option to give ing from over 100,000 seats, Penn State is turning with Ticketmaster, the application allows for one-up their seats to anyone outside of a spouse or to IOMEDIA. Digital instruments created by stop fan transactions. “Core to the technology isimmediate family member. There is no set time IOMEDIA to assist the athletic department a robust set of features that allows fans to interactto repeat the transfer phase, but “we have left include an interactive intentions survey, Virtual with venues in the most engaging way possible,”ourselves open to that option,” says White. Venue™ technology platform as well as integra- explains Peter Korian, President /Founder of Once the transfer period was over, the current tion with Ticketmaster’s back-end technology to IOMEDIA. “Fans can choose their definition of aequity phase came into play, where there is now a provide detailed views, information and pricing ‘best’ game-day experience before they have to buycorrelation between the location of a seat and the for each seat through a user-friendly interface. it, ensuring they get exactly what they want.”donation required to obtain rights to that seat. The introduction of technology into the cus- Because the incorporation of technology intoThe renewal rate for STEP is over 90%, so the tomer side of the seat selection process is moving [continued on page 76]18 | S E A T | WINTER 2011 | www.alsd.com
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  • 17. INduSTRy ANd ASSocIATIoN NEWSon alSd.CoMoRiGiNal CoNTENTThE METRodoME aNd iTS EffECTSBy Amanda VerhoffALSD presents a comprehensive recap of the situ-ation that unfolded at the Metrodome recently,written with the intention to be distributed tovarious departments within your organization.www.alsd.com/content/metrodome-and-its-effectsuP-To-ThE-MiNuTEiNduSTRY aNd aSSoCiaTioN CoNfERENCE NEWS fRoM faCEBookNEWS www.alsd.com/content/conference http://www.facebook.com/pages/association-www.alsd.com/news of-luxury-Suite-directors/112032714717 2011 alSd CoNfERENCE aNd TRadE-TWo BuNkER CluB louNGES PaRT of ShoW SChEdulE of EvENTS alSd oN loCaTioN: oklahoMa CiTY, okSuPERdoME RENovaTioN www.alsd.com/content/announcing-2011-The $85 million renovation will bring Saints fans alsd-conference-and-tradeshow-la-live-0closer to the action and maintain the Superdomeas a viable host of big events such as the SuperBowl.www.alsd.com/content/two-bunker-club-lounges-part-superdome-renovationSuNS TiP-off SEaSoN TiCkET RENEWalCaMPaiGN WiTh BEvY of iNCENTivESThree renewed STH are guaranteed to win $10Kin return for retaining seats.www.alsd.com/content/suns-tip-season-ticket- Feet on the Floor: Courtside view of Oklahoma City Arena.renewal-campaign-bevy-incentivesuNlv iN TalkS To Build oN-CaMPuS LA LIVE, site of the 21st Annual ALSD Conference and Tradeshow. alSd oN loCaTioN: daYToN, ohSTadiuM aNd ENTERTaiNMENT CoMPlExThe project includes a possible public-private alSd hoST hoTEl iNfoRMaTioNpartnership with Ed Roski and Craig Cavileer. http://www.alsd.com/content/alsd-host-hotel- information-1www.alsd.com/content/unlv-talks-build-cam-pus-stadium-and-entertainment-complexdETailS of SuPER BoWl xlv PlazaPaRTY PaCkaGESPackages offered to Cowboys club seat holders forSBXLV were priced at $200 per ticket. Groundcrew: Ryan, Jared and Amanda in the Time Warner Cablewww.alsd.com/content/details-super-bowl- Flight Deck of UD Arena. xlv-plaza-party-packages20 | S E A T | WINTER 2011 | www.alsd.com
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  • 19. INduSTRy ANd ASSocIATIoN NEWS: ALSd MEMbER HIgHLIgHTA Conversation with Brian Byrnes, Senior Vice President,Sales and Marketing, Oklahoma City ThunderBy Jared Frank, Editor, SEAT MagazineO klahoma City is not Brian Byrnes’ first not only were we Stanley Cup Champions on rodeo. Aided considerably by a wealth the ice, but off the ice we were league leaders in of experience associated with starting attendance and revenue performance. We were aorganizations and arenas from scratch, he is help- model franchise for the NHL in a non-traditionaling to mold the Oklahoma City Thunder into a market. Who knew that 15 years later that wouldmodel NBA franchise in only their third season. pay dividends in Oklahoma City.Speaking with Brian while sitting with my feeton the floor of the Oklahoma City Arena, I am SEAT: Most of us also won’t be lucky enough tohumbled by his modest demeanor as he shares his open up one new facility. Brian, you have openedstory with me and his obvious aptitude for selling up two and really three if you count Oklahomasports and entertainment. City Arena. Tell me about those experiences. A senior level executive before the age of 40, Byrnes: After we opened up the American AirlinesBrian Byrnes is a pro in every sense of the word. Center, I was recruited with some other folks toPay attention to what he has to say. join the NHL franchise in Phoenix. I worked for the Phoenix Coyotes and helped open upSEAT: What hobby do you have that you’re pas- Glendale Arena (now Jobing.com Arena). Dallassionate about? and Phoenix were two terrific experiences on myByrnes: My wife and I have always loved to travel. career path. Then I was recruited to go to SeattleWe have a young son now and another child to work for the NBA franchise. Now things inon the way. So our lifestyle is becoming a little Seattle did not turn out as we initially thoughtsimpler. We’re raising our kids and really enjoying they would. But things happen for a reason. We’rebeing parents. Travel is still something we enjoy. here in Oklahoma City now, much closer to myWe also love to play golf and get outdoors. But family in Fort Worth. So on a personal level, I feelwe’re really focused on raising a family now. incredibly blessed to be in Oklahoma City. And on a professional level, I’m getting to do a lot ofSEAT: Are you brave enough to share your the same things and more that I thought I washandicap? "We were a model franchise going to get to do by making the move to Seattle.Byrnes: [Laughing] I would say it’s gotten con- for the NHL in a non- I’m a part of a brand new franchise, building ansiderably worse over the last couple years. I think identity from scratch, laying what will be themy 12 has become an 18 due to lack of time, but traditional market. Who foundation for a sustainable franchise in the NBAI still love to play. knew that 15 years later for many, many years to come and renovating a building on par with building a new arena. So thisSEAT: Where did you grow up? that would pay dividends is the perfect confluence of career opportunity,Byrnes: I was born on Long Island, New York. quality of life and personal enjoyment. All thingsI moved to Fort Worth, Texas when I was in in Oklahoma City." came together for me in Oklahoma City in a reallyelementary school. So I was essentially raised in positive way.Texas. Junior High, High School, College and thefirst 12 years of my professional career were all in SEAT: Do you have a few words of wisdom or ad-Texas. SEAT: Most of us will never know what it’s like to vice you can offer your peers relating to achieving start a brand from scratch. Can you give us a bit success in this business and in life?SEAT: Where did you go to college? Rumor has of insight into the thrill of that process? Byrnes: I had a boss once that used to remindit, you were a pretty good baseball player in your Byrnes: I was a part of the original Dallas Stars me that “effort is nice, but achievement counts”day? front office staff in 1993. So at a very young and “what you measure, you accomplish.” It’s aByrnes: I played baseball at St. Mary’s University and impressionable time in my career, I learned reminder that it’s a results-oriented business. It’sin San Antonio. I grew up playing baseball and a lot about how a franchise is born. I learned about being accountable; it’s about paying atten-basketball. And I was good enough and fortunate about everything from unpacking the boxes from tion to the details and recognizing that our effortenough to play baseball in college. Ironically, it the relocated Minnesota franchise to going out is directly tied to the growth of the business.was my coach who directed us to have “jobs” in door-to-door and introducing ourselves to theaddition to being student-athletes to instill a sense community. I learned how to build value, createof responsibility, which resulted in an internship engaging relationships, operate and manage awith the San Antonio Spurs that lit my fire for this start-up franchise. That was the foundation that Ibusiness. was born into. We built the Dallas Stars franchise into maybe one of the most iconic NHL fran- chises by the end of the decade. By 1999-2000,22 | S E A T | WINTER 2011 | www.alsd.com
  • 20. MeMbership ALsD MeMbership Dues structure: New MeMbers: Join September 1 – December 31: Membership good until following September 1 Join January 1 – August 31: Membership good until September 1 of following year Renewals are billed out annually on September 1 MeMbership cAtegories preMiuM seAtiNg professioNALs froM teAM, VeNue, or iN-VeNue f&b coMpANy: Ex. Director, Premium Seating, Green Bay Packers“With a new arena just around the corner, attending the • Charter Member: First Member from Team or Venue: $395/yearALSD Conference the past few years became a valuable tool • Affiliate Member(s): Additional Member(s) from Team or Venue:in making decisions regarding the design and operations of $125/yearvarious premium seating areas. Whether we were networking preMiuM seAtiNg professioNAL froM fooD AND beVerAgewith premium professionals, touring a new sports facility, or heADquArters:speaking with one of a variety of vendors, we brought back Ex. Regional Vice President, Sodexo Corporate (does not work in-venue)thoughts and ideas to share with our organization that were • Corporate Member: $300/year per member, for first four membersinvaluable to our decision making process. Just don’t tell my • Corporate Member: $125/year per member, for additional membersboss a lot of the networking took place at the free parties.” over four --Mike Guiffre, Director of Premium Seating, VeNDor/suppLier coMpANy professioNAL: Pittsburgh Penguins Ex. Sales Manager, Boundless Network • Vendor/Supplier Member: $500/year total, for up to four members • Vendor/Supplier Member: $125/year per member, for additional members over four JoiN Now: _____ Team Venue: Charter Member: $395 _____ Team Venue: Affiliate Member: $125/each _____ Corporate Member: $300/each, for members one-four _____ Corporate Member: $125/each, for fifth member and on _____ Vendor/Supplier Member: $500/company, for members one-four _____ Vendor/Supplier Member: $125/each, for fifth member and on PAyMENT: TOTAL: $____________ Person Joining (Repeat form for additional members): Name: __________________________________________________________ Title: ___________________________________________________________for More iNforMAtioN or to subMit Organization: ____________________________________________________ Address: ________________________________________________________forMs coNtAct: City, State, Zip: ___________________________________________________Association of Luxury suite Directors Phone: __________________________ E-mail: _________________________Amanda Verhoff10017 McKelvey Road METhOD OF PAyMENT:Cincinnati, Oh 45231 _____ Check made payable to: ALSD or Association of Luxury Suite DirectorsP: 513-674-0555 x104 _____ AmEx _____ MC _____ Visa _____ DiscoverF: 513-674-0577 Card Number: ____________________________________________________E: Amanda@alsd.com Expiration Date: ________________www.ALSD.com Cardholder Name: ________________________________________________ Cardholder Signature: _____________________________________________23 | S E A T | FALL 2010 | www.alsd.com
  • 21. INduSTRy ANd ASSocIATIoN NEWS: ALSd MEMbER VENuE HIgHLIgHTUnearthing a Secret City and Introducing the Renovated Oklahoma City Arena:OKC- The Intersection of Pride and HumilityWhat do you think of when I say New York? Images that come to mind are things like the Empire State Building,the Statue of Liberty and the Big Apple. How about LA? You might envision the sun, the surf or Hollywood. Now, what do you think of when I say Oklahoma City? Well, whatever you are thinking, I promise you thereis much more than that concealed in this hidden jewel.By Jared Frank with Brian ByrnesT he story of the Oklahoma City Thunder be- paid attention to. “Hip” flew under the radar into OKC. Added over the next decade was a canal and gins with the story of Oklahoma itself. The OKC, and now the city is a vibrant admixture of Triple-A baseball ballpark in the Bricktown En- State of Oklahoma has an “un-settled” his- western heritage and urban culture. tertainment District, renovations to the conven-tory. Its formation and namesake are both derived The impetus for change came in 1991 when a tion center and a new arena among many otherlargely from the influence of Native Americans, bid to build a United Airlines (UA) maintenance improvements. We will get to the arena shortly. Itwho were relocated to the territory’s “Unassigned facility that would have provided 5,000 jobs came ended up being kind of a big deal.Lands” throughout much of the 19th Century. It down to OKC and Indianapolis. Indianapolis won Let’s put this in perspective. Oklahoma iswas not until 1889 during the “The Land Run”, the bid. UA’s reasoning? “We didn’t want our em- as red as a red state gets. All 77 counties bledwhere the city literally was born from the firing of ployees to have to live in Oklahoma City.” Ouch. GOP red in the last Presidential election. Toa cannon, that Oklahoma City was even settled. That’s a splash of ice cold water. What happened pass a multi-billion dollar tax initiative in such aAnd Oklahoma was not even admitted to the to the pride that the city was founded upon? The conservative environment is out of character. SoUnion until 1907, the 46th State to do so. So to Homesteaders were turning over in their graves. clearly, OKC is uniquely forward-thinking whilea degree, OKC was a land of late arrivals. But to a Fortunately, the political authority at the time embracing conservative values.much grander measure, this was the land of fresh seized the moment as one of transformation. Since the passage of MAPS, the city hasbeginnings and big dreams for many Americans, Shortly after the UA episode, Oklahoma Citians continually advanced its investment in itself. Atincluding the Homesteaders, the Boomers and the pooled their money when the city passed the present, Project 180 is redeveloping 180 acres ofSooners, whose birthright remains rich in explora- Metropolitan Area Projects (MAPS), a massive re- downtown OKC. Part of this renovation is thetion and entrepreneurism. definition penny sales tax increase. MAPS rebuilt erection of Devon Tower, the future home of Oklahoma City is still, and always will be, Devon Energy (Fortune #261) and the secondthe American frontier. It continues to celebrate “When you get [to tallest skyscraper currently under constructionits pioneers, conduct business in one of the only in the U.S., trailing only the Freedom Tower inremaining working stockyards and serve Lamb Oklahoma City], you realize New York City. Moreover, MAPS has grown byFries at Cattlemen’s Steakhouse. It is the Horse an additional two iterations. MAPS 3 passed inShow Capital of the World. So the influence of there’s a special story being 2009, continuing the reinvention of the city. “Thethe Old West is permanently ingrained into the told right now.” people of Oklahoma City have decided over andway of life. But something has happened over the over again to do something to make this a placepast 20 years that not many in the country have – Brian Byrnes, Oklahoma City Thunder they really want to be,” says Sue Hollenbeck, As- sistant Director of Sports Business Development at the Oklahoma City Convention and Visitors Bureau. “We sustain our momentum, because we believe in our city.” The fruits of all these efforts were recently realized when Boeing announced it is moving its Long Beach location to Oklahoma City. Maybe they will design jets for United Airlines. That would be “coming full-circle” defined. But there is still a misguided opinion from outsiders who have never been to OKC. There are still perceptions and pre-conceived notions to overcome. “All I ask is for one day,” states Hol- lenbeck. “If you can give me that, I can make you fall in love with Oklahoma City.” THe PerfeCT STOrm COmeS TO OKC Oklahoma City’s NBA team really is the peal of thunder heard after the lightning of the MAPS tax. The success of the Thunder and Oklahoma City Arena can only be fully understood in the context of the larger story. Besides the abovemen-A River Runs Through It: The Riverwind Casino Terrace Lounge bends through Oklahoma City Arena, which has earned the nickname “Loud tioned tacit civic pride, OKC is a sports townCity” because of its passionate fans.24 | S E A T | WINTER 2011 | www.alsd.com
  • 22. Finishing Touches: The new Courtside Club features marble table tops, leather seating, wood floors, contemporary carpeting and lighting, as well as a natural stone accent wall with a fireplace.through and through. It is halfway between Nor- recalls. “[OKC] showed the NBA that this was incredible level of finished detail.man and Stillwater, so Bedlam (the University of something that not only could [OKC] do, but Post-renovation, the arena has a diverse premi-Oklahoma-Oklahoma State University rivalry) is [OKC] could do well.” um menu. The appetite for mid-level inventory inalways on peoples’ minds. USA Softball calls OKC By 2008, the Seattle Sonics relocated to OKC, OKC is evidenced by the fact that 20 traditionalhome and annually hosts the NCAA Women’s and the city had a team of its own. And the rest as suites were removed and repurposed as terraceCollege World Series. OKC is also the Olympic they say is history. boxes (explained below). While it may be counter-Training Site for USA Rowing. “Sports are very intuitive to reduce premium capacity, the Thunderimportant to Oklahoma City,” contends Hollen- OKLAHOmA CITy AreNA believed a more diverse model would better matchbeck. “It’s something that links us together.” When Oklahoma City Arena first opened, it was the market profile and spike demand by offering “It’s astounding to think about all of the great only a shell capable of expanding to accommodate varied premium products. The Thunder now havemomentum in this marketplace relative to sports an NBA or NHL tenant. That was nearly nine 36 traditional suites in the building, each seatingand entertainment facilities,” adds Brian Byrnes, years ago. So to update the venue to meet modern 16-20 people. Suites, ranging $150,000-$300,000Senior Vice President of Sales and Marketing amenity and revenue generating standards once on an annual basis, include every event in thefor the Oklahoma City Thunder. “As an NBA the Thunder rolled into town, a three-phase reno- building and a traditional experience from parkingfranchise, we’re really proud just to be a piece of vation was planned. Phase Two was completed to food and beverage opportunities.that entire puzzle.” prior to the current 2010-2011 NBA season. The On the club level, there are approximately The central anchor that links all OKC sports latest facelift included a huge makeover of the 1,900 seats sold via a multi-year license agreementfans together is the Thunder, who have solidified premium levels. The traditional suite level was with first option for all non-Thunder events. ClubOKC as a Big League City. “There is a unique re- updated; mid-level inventory was added; and a seats come with parking and access to the two ex-lationship between the people of Oklahoma City sparkling new Courtside Club was built with an clusive dining areas on the club level- the Victoryand the Thunder,” Hollenbeck explains. “The way Club and the Sunset Lounge.the Thunder are looked upon by the rest of the In the end zones, the Thunder have built 48nation and internationally is a direct reflection on terrace boxes. These boxes are four- or six-seatthe way those people look at Oklahoma City.” OKC, the Big League City, was born out of “All I ask is for one day. If semi-private settings, ranging from $65,000- $85,000 a year. Each box includes complimen-the tragic consequences of Hurricane Katrina. The you can give me that, I can tary food and beverage in the adjoining Terracedisplaced New Orleans Hornets needed a home, Lounge, parking, in-seat hospitality and privateand it just so happened that OKC had an available make you fall in love with televisions. The area is enclosed as a seating envi-NBA-caliber arena (the aforementioned arena paid Oklahoma City.” ronment, but seat holders sit out into the generalfor by MAPS funding). With the arrival of the seating bowl. “We think it provides the best ofHornets, OKC got the unprecedented opportu- – Sue Hollenbeck, Oklahoma City CVB both worlds- the semi-private exclusivity and yet,nity to show itself to the nation. “Tickets sold in you’re still a part of the live game experience,” saysrecord time; [the Hornets] had many corporate Byrnes.sponsors; and the fans were amazing,” Hollenbeck Oklahoma City Arena has 500 seats in the www.alsd.com | WINTER 2011 | S E A T | 25
  • 23. INduSTRy ANd ASSocIATIoN NEWS: ALSd MEMbER VENuE HIgHLIgHT Gates of Time: The 168 victims of the 1995 terrorist bombing of the Alfred P. Murrah Building are given tribute at the Oklahoma City National Memorial. A reflection pool is flanked by two archways reading 9:01 and 9:03, the minute before and after the explosion. BrIAN ByrNeS ON OKLAHOmA CITy: People are now saying that there is a thoughtful and measured “Before you get here, it’s natural to harbor old stereotypes. On the way to run your business, to run your government, to run your heels of dustbowl prejudices, the oil and gas booms and busts, investments. That’s why you can pass a nearly billion dollar tax the bombing of the federal building in 1995 is iconic to our profile. initiative (MAPS 3) at the height of the recession. This community But when you get here, you realize there’s a special story being believes there are better days ahead. And they believe in how the told right now. We are experiencing a cultural renaissance and the government is going to spend their money, because in previous momentum is palpable. This is one of the few cities that not only generations of MAPS funding, they got a renovated Bricktown that weathered the recent recession, but maybe even thrived in it. If you has now produced a beautiful ballpark and great economic vitality. really peel back the onion on it, 15-20 years ago, the city leader- They’ve renovated all the public schools in Oklahoma City. They’re ship- civic, political and otherwise- really learned lessons from improving the infrastructure of the educational base. Now we’re previous failures- oil and gas investments, lack of diversity in the about to embark on a beautiful grand park, retail and residential economic base, and savings and loans crises. What they learned investment adjacent to the Oklahoma River that will serve as a new from all that was to take a real conservative, measured approach front door to the city, connecting all of our beautiful lakes with run- to anything that we do. Whether it’s political leadership, business ning and bicycling trails and taking care of our senior citizens with leadership or community leadership, what they’ve all tried to instill health and wellness centers. as a basis for working and living in Oklahoma City and Oklahoma at I think what the community is seeing is a real sense of momen- large is a real methodical, confident and process-oriented approach tum. So all that comes back to why would you want to come here? to what you do. Banks didn’t go crazy in the early 2000s. People You don’t know why until you do it and see it for yourself. There’s a weren’t taking significant risks in the housing market or the finan- reason why the universities here are doing so well. There’s a reason cial market. It really challenged folks here at the time, because they why the medical community is exploding the way it is. There’s a realized that maybe they were behind the curve, but when the dust reason why the biotech, aviation, energy and natural gas compa- settled, and all those issues happened in 2008-2009, what I heard nies are doing so well here. And there’s a reason why the NBA is a lot of people in Oklahoma City say is ‘We’re surviving because of doing so well here. There’s a reason why all these things are coming the good decisions we have made to get to this point.’ I think that together at the right time to produce this real sense of civic pride, serves as a terrific metaphor and vision for the next generation of community spirit and economic development.” leadership in Oklahoma City.26 | S E A T | WINTER 2011 | www.alsd.com
  • 24. courtside environment, all sold with hospitalityprogramming, so they come with complimen-tary parking, in-seat wait service and access tothe Courtside Club, where food and beverage isinclusive. Price points range from $1,500 per seatper game to have your foot on the floor to $325beyond the first row. The reaction to the renovated spaces has beenextremely positive. The courtside clientele are es-pecially happy with the quality of hospitality andprofessional networking in a casual environment,which were opportunities that simply did notexist in the market before the NBA arrived. “Thecourtside experience for folks in this marketplaceis second to none,” Byrnes contends. “It has allof the amenities that you could expect and 5-starservice.” On the suite level, there is a sense of earlyrenewal already from suite holders going throughtheir first business cycle with the Thunder. Andright out of the gate, the organization has beenable to sell many of the terrace boxes, an entirelynew product for OKC. “To sell a new product atthe level we’ve been selling at is really humbling,”Byrnes reveals. The Thunder have learned a lot from his-tory and the importance of ROI. From the veryfirst conversations with premium clientele, thefranchise was very aware of how important datarelated to the client’s return on investment wouldbe to drive retention and subsequently builtthose tools into their client relationship program.This preparation is serving the franchise well inadvance of its second generation of selling. “As wego into our first renewal cycle this summer, wehave tremendous data that we were told we wouldneed three years ago,” explains Byrnes. “The bestadvice we had received for building a franchisefrom scratch was that [ROI metrics] would beimportant three or four years down the line.” The Thunder invested heavily in human Beacon of Light: The lights of Bricktown Ballpark, home of the Triple-A Oklahoma City RedHawks, attract water taxi riders on OKC summercapital from the very beginning, hiring 13 people nights.whose full-time job is to have relationships withtheir premium accounts. Most teams in the arena organization as a model case study for making Want to network with Brian?sports business have half that amount. It is hard short-term sacrifices for the greater long-term Here Is His Business Cardto convince any CFO to sign off on paying fixed good and for a sustainable future. The OKC com- Brian Byrnescosts in human capital against revenue that is tied munity, during its rise the past 20 years, has acted Oklahoma City Thunderup for three, five or seven years. But the Thunder more responsibly and has not gotten ahead of Senior VP, Sales and Marketingbelieve that putting a significant number of staff their skis as many others before have. Couple that (O): 405.208.4610in service, hospitality and data collection gives with the fact that the Thunder were not beholden bbyrnes@thunder-nba.comthem a better chance come renewal time. “When to old paradigms or old generations of decisionwe look at the fact that our suite holders are making while starting out, and the comprehensive Two Leadership Squarealready renewing for the next business cycle, we success story begins to emerge. And just because 211 N. Robinson Avenue, Suite 300draw upon the great relationships that we have OKC is still quiet on the national scene, does not Oklahoma City, OK 73102with them in a one-to-one manner,” Byrnes says. mean Oklahoma Citians are wallflowers; it just“It’s reinforcing to us that more [account manage- means they are secure and happy with who they To see more pictures from my visit to Oklahoma City, visitment staff] is better. Our ownership instinctively are. The varied poses of the city’s citizens coalesce www.facebook.com/pages/Association-of-Luxury-Suite-knew the market would respond favorably to into an unvaried end- pride and humility. Kind of Directors/112032714717.genuine and meaningful personal relationships like the Boomers and the Sooners. If you just giveand invested accordingly.” them a chance, your expectations are going to be Any industry and certainly the premium exceeded. #seat industry can look at OKC and the Thunder www.alsd.com | WINTER 2011 | S E A T | 27
  • 25. A Bulletin onColleCtive BArgAiningYou are not allowed to talk about collective bargaining publically. So we will do it for you.Here is the skinny on the upcoming NFL and NBA CBA situations.By Bill Dorsey, Chairman, ALSDShhhhhhhh!!! Be quiet! No one is supposed to talk on the record about the Collective Bargaining Agreements, which expire soon and make their living not playing the game but servicing it, can be put out of business. Thousands of people, who are involved may affect the collective lives of so many people inside the in game-day operations, will have to find another job until sports business. Owners are always under gag orders from the the strike or lockout or labor dispute or work stoppage or league side, and the fines for violating these gag orders are whatever you want to call it is settled. extremely heavy. Just ask a few of the owners who have made None of this is surprising or new. Strikes and/or lockouts in even off-hand comments about the ongoing CBA negotia- the professional sports marketplace have been quite common tions. in the last couple of decades. The 2005-06 lost season in the Needless to say, if an owner has a gag order, then the people NHL is the last and one of the most drastic examples. But the who work for the owners…er…check that…YOU…also have NFL had two strikes in recent memory, in 1982 and 1987. to be quiet. So Shhhhhh!!!! Only the media and the parties And in 1994, both MLB and the NHL had a summer of negotiating for the media can talk about the NFL’s CBA, discontent which spilled over to the fall. Trivia question: Who which expires on March 3 and the NBA’s CBA, which expires won the World Series of 1994? Answer: No one. It was called on June 30. off that year. Nevertheless, it is something that needs to be discussed It is all about money, money, money. In 1994, the amount for our audience, because it can so radically affect your lives. of money in the leagues was considerably less than the Consider the effect the lost season for the NHL had on its money we are talking about today. The business of sports has boomed from 1994 to today. It was the golden era of sportsthe public always claims to never come back to the when nearly every team got a shiny new venue to play in, the internet spawned new businesses and satellite TV and fantasygame, because they are tired of these “Who Wants to sports came to be. Innovation in the sports business has led toBe A Millionaire” battles. But they do. incredible prosperity. Take for example the leader of the professional sports packor they always have. – the NFL. Since 1990, it has grown tenfold in revenue from approximately $1 billion to $10 billion, give or take a few employees. Many in the NHL were laid off because without hundred million dollars. games, there was not any need for service people, ticket or The result? Salaries have become monopoly money. In sponsorship salespeople, and for that matter, there was not MLB, Jayson Werth signed this winter for 7 years and $126 any need for a venue to play in. Here is one “off the record” million with the Washington Nationals. In 2002, the team comment from a well-placed suite director: “Many people in was purchased from the Montreal Expos for $120 million by the NHL left the building never to be heard from again.” the league. Two years later, the league sold it to the Wash- Forget about millionaire players and their owners for a ington, DC ownership group for $450 million. The 2010 minute. The trickle down affect for the little guy if a strike National League MVP, Joey Votto from the Cincinnati Reds, or lockout occurs is enormous. Call it collateral damage. Or recently saw a slight bump in his salary, as it increased from call it tough noogies. When a work stoppage occurs, all that $535,000 per year to 3 years, $38 million. is in motion abruptly stops. Team contracts of all shapes and With such high salaries, can team valuations keep going sizes are declared invalid or are unenforceable. Vendors, who up? Team valuations have been the lifeblood for the owners28 | S E A T | WINTER 2011 | www.alsd.com
  • 26. for the past 20 years. Although, it appears finding buyers may Dumpty, to do it. After the NFL lockout in 1987, the publicbe getting tougher. The NBA, for example, just purchased the booed for a game or two, but ultimately, they came back asNew Orleans Hornets for $300 million. The NHL purchased well. And fans for the NHL actually came back with a ven-the Phoenix Coyotes for $140 million last year. Increasing geance in the big hockey towns following the lockout year inteam valuations are at the heart of the CBA negotiations, 2005-2006. Attendance has been terrific after hockey left thebecause if owners do not believe they will get a return on their building for a year.investment in selling the team, then they will not continue to The owners and the players know this. They may try to ap-pay athletes the money they do. pease the public by saying otherwise, but something tells this writer that the owners have an innate sense of security thatiS there A vAluAtion Ceiling? the games will come back. If not, it is doubtful that lockoutsThat time may be coming. Two major sports – the NFL would happen as often as they do.and the NBA – are threatening once again to kill the golden The funny thing is though, the issue that starts the strike isgoose. And the issue is not just for the NFL and NBA either. the same one that ends it – money (there is that word again).In 2012, it is MLB and the NHL’s turn for its CBAs to come Eventually, one side feels the pain and squeals first. Usually,due. Who will pay the bill then? the players flinch. Not always, but usually. The owners, who While it seems unlikely as of this moment, even the NHL have been around a lot longer than nearly everyone but Brettmay face another lost season in 2012. Think it cannot hap- Favre, have learned to prepare for strikes.pen? Then why did the NHLPA recently hire the heavy-hand-ed, take-no-prisoners player representative Donald Fehr, the eventually, one side feels the pain and squeals first.man who struck fear in MLB owners a few years back. Mostwould agree that does not bode well for labor peace. usually, the players flinch. not always, but usually. For the record, the issues are really always the same between the owners, who have been around a lot longer thanthe players and owners. Each side wants a larger piece of thepie. The issues may be couched in different particulars such nearly everyone but Brett Favre, have learned to pre-as retirement issues, internet rights issues, safety concerns or pare for strikes.long-term contract renegotiations, but in essence, it is alwaysabout the same thing – money. The people who are hired by the owners, e.g., the com- the nFl SituAtionmissioner, the players, their labor representatives, posture, The NFL is a pretty good example. This year, the owners havethreaten, cajole and negotiate their positions to a skeptical underwritten television insurance money in case of a workpublic who just wants to be entertained. Even the public’s stoppage. As it has been reported in various trade publica-position never changes; they always claim to never come back tions, if the NFL locks out its players, then the televisionto the game, because they are tired of these “Who Wants To money keeps flowing for the 2011 season. This is a significantBe A Millionaire” battles. But they do. Or they always have. amount of money as is the $900 million in cash held back by Sometimes the public comes back reluctantly. MLB took the league in the event of a lockout. The collective contractssome time after the 1994 strike, but they came back, even if it with CBS, Fox, ESPN, DirecTV, the NFL Network and NBCtook the steroid era, when records fell quicker than Humpty reportedly total $4.4 billion. Not only that, but the owners www.alsd.com | WINTER 2011 | S E A T | 29
  • 27. are under no contractual guarantee to provide 50% to 60% JuSt the FACtS: nFl of that money (what the players say they get and what the owners say they give) back to the players, which is another Current CBA expirAtion: significant number – about $4 billion. MArCh 3, 2011 There is still risk, however, for the owners. The Wall Street Journal claims if the lockout occurs in March, the owners could lose up to $1 billion from March to August because of refunds for season tickets and lost revenue from pre-season nFl prinCipAlS: Roger Goodell (NFL Commissioner), games. There are reports that sponsorship sales and advertising Robert Kraft (New England Patriots Owner), Jerry Jones sold months before the season begins could be in jeopardy. (Dallas Cowboys Owner), Pat Bowlen (Denver Broncos The NFL has also announced general ticket refunds for games Owner), Jerry Richardson (Carolina Panthers Owner) not played, although this does not affect premium seats and suites. For every home game lost, it is estimated the NFL will plAyer prinCipAlS: DeMaurice Smith (NFLPA Execu- lose approximately $8 million in ticketing revenue. Some, not tive Director), Kevin Mawae (NFLPA Player President) all, of the TV money (excluding DirecTV’s $1 billion) will have to eventually be paid back also. WhAt the oWnerS WAnt: A CBA that acknowledg- All this is offset somewhat by the $300 million the owners es the high-risk investments they have made on new reportedly pocketed in the uncapped season this past year. stadiums and other capital expenditures. The owners Most of this though does not really address the major issue believe that the players currently receive too great a the NFL owners may face by a work stoppage, i.e., the huge share of their adjusted gross revenues. These owners public relations hit that might occur. What owner would stand by the opinion that the players should account welcome a lockout during a recession? It is a bad idea when for their risk and the increased future revenues the CBA millionaires squabble with billionaires. provides. In order to continue paying players similar The players are the millionaires here. And they might be salaries while also receiving increased profit them- playing with a weaker hand in all this. Consider the plight of selves, the owners want to expand the regular season the typical player in the NFL. Careers are short – 3.6 years schedule to 18 games. The owners also want an 18% on average. The good majority of players in the league are "rollback" on salaries. marginal, i.e., they can be fairly easily replaced. They get paid per game, so each week they do not get paid, they come home WhAt the plAyerS WAnt: In response to the to their wives and cannot show them what often amounts to a proposed 18-game season, the players are asking to re- six-figure game paycheck. Will the players’ wives settle this, as duce the preseason to two games. The union has also was rumored during the last strike? counter-offered by asking for 3-4 more roster spots Who knows? Both sides in the NFL dispute have their and fewer offseason workouts (OTAs). The NFLPA wants issues. From this writer’s viewpoint, both are resolvable. There those workouts condensed by about one-third from is simply too much money in the game not to be. The owners the 14 weeks currently allowed. The players are also want 18% player salary concessions, something that NFLPA requesting practice squads be retained, which is prob- labor representative DeMaurice Smith says is way too high. able even if the regular season remains at 16 games. But the owners also want to go to an 18-game schedule. The As of now, there are eight players on those squads. In long season is something the players are fearful of, because it lieu of the owners’ persistence for more share of the increases the potential for injuries and shortened careers. The revenue, the players want the owners to reveal their players call the 18 games a “non-starter.” books and demonstrate a financial need. Some would argue the players are already playing this number of games, if pre-season games are included. And the pASt hiStory oF CBA: In 1987, the NFL was in owners want to cut back on the number of exhibition games. a lockout for the first three games of the season. It seems as if a fairly easy resolution can be accommodated Replacement players were called upon to play these here: Do not cut salaries, but play more games; decrease games. The fundamental disagreement was based offseason OTAs (Organized Team Activity); and increase around the college draft, restraints on free agency player rosters to protect rookies who cannot prove themselves and other practices alleged to be anti-competitive. in a shortened pre-season schedule and who may be needed An intense legal battle led to a labor agreement that because of injuries. From this perspective, it makes a lot of allowed less restrictive free agency in exchange for sal- sense. Let’s see how this plays out. ary caps connected to a formula based on the players share of total league revenues. the nBA SituAtion Things are not nearly so rosy or solvable in the NBA, whose –— Ryan Mirabedini CBA expires on June 30. In the NBA, the owners are claiming they will lose somewhere around $400 million next year. The players dispute this number, but it is fair to say, the owners are not getting a return on investments.30 | S E A T | WINTER 2011 | www.alsd.com
  • 28. Why? Ironically in part, it is because the owners havesigned many players to huge long-term contracts that have JuSt the FACtS: nBAproven unsustainable given the economic climate of the pastfew recessionary years. These long-term contracts include Current CBA expirAtion:a fair number of players who have not played nearly well June 30, 2011enough to justify their deals. Examples: Gilbert Arenas/Washington Wizards (now Orlando Magic), 2008, 6 years for$111 million; Elton Brand/Philadelphia 76ers, 2008, 5 yearsfor $80 million; Ben Wallace/Chicago Bulls (now Detroit nBA prinCipAlS: David Stern (Commissioner),Pistons), 2006, 4 years for $60 million. Adam Silver (Deputy Commissioner) Even players, who have been great, have had to changeteams. Kevin Garnett, while with the Minnesota Timber- plAyer prinCipAlS: Bill Hunter (NBPA Executivewolves, agreed to a 6-year, $126 million contract way back in Director), Derek Fisher (President of NBPA Executive1997.That was a huge figure back then. The cost to build the Committee)Target Center in 1990 was $104 million. Garnett now playsfor the bigger market Boston Celtics. WhAt the oWnerS WAnt: The owners’ preliminary In terms of long-term contracts, can you blame the players proposal allegedly called for a “hard” cap, which formsfor taking the money and running? NBA Commissioner a stationary figure on team salaries that cannot beDavid Stern has called for a reduction of years (from six to surpassed. The league also wants to rescind the per-five years) that long-term contracts can be signed for. He has centage of BRI (basketball related income) the playersthreatened to contract the league, disbanding the not profit- receive to about 41%. While doing so, the leagueable teams and thus, the number of players in the league. This wants to constrict what revenue is measured as partseems unlikely however, because most insiders believe the of BRI. Owners concur that there is a necessity toNBA has more depth of evenly spread out talent than almost increase revenue sharing amongst teams. The leagueever before. Yet the theory behind contraction is simple sup- believes that better revenue sharing will aid teams inply and demand: the greater the supply of good players will creating a more balanced competitive playing fieldeventually result in a reduction of salaries for players, who are and thus, increase profits. Owners also reportedlyno longer in as great of demand as they once were. prefer a scheme that would enable them to efficiently The general consensus is that no one can manage a league release contracts for underachieving players. If thesefor as long and as well as David Stern has managed the NBA. changes were to go into effect, it could mean shorterThis is a league that moves fast and rarely missteps. So, per- contracts and less guaranteed money.haps there can be a resolution to all this. The entire issue can get very complicated. For example, WhAt the plAyerS WAnt: Players want a softerboth the NFL and NBA may try to decertify the unions. cap that would include several exceptions. As ex-There are differences between the two leagues as to how this pected, the Union wants to retain its BRI percentagecan be accomplished; however, basically, decertification of and potentially add revenue sources that are currentlyeither league theoretically prohibits the owners from locking not considered a BRI.out the players. It also allows for the players to sue theirrespective leagues with a potential for treble damage, i.e., one pASt hiStory oF CBA: The most recent NBAmillion in damages equals three million. Decertification can lockout was in the 1998-1999 season. The 1995 CBAhappen in any union. And it has happened before in the NFL permitted the league to terminate the agreement ifand NBA in various years. The owners will contend it is a the players’ earnings exceeded 51.8% of forecastedsham tactic. The courts will decide. revenues. In 1997-98, they were 58%, and the CBA But for now, aside from attempts to sway public opinion, was dismissed. Subsequently, the league attemptedno one is talking, so stay tuned. Keep you ears to the ground to put more severe salary limitations in place. Theand listen to rumors and gossip and inuendo. Shhhhhh! # players fought these efforts to no avail. On July 1, 1998, the league enforced a lockout. A deal was even- tually completed which led to a shortened, 50-gameDo you have questions about how the possible work stoppages will affect season.premium seating?Write to Bill at bill@alsd.com. –— Ryan MirabediniEditor’s Note: The collective bargaining environment is very fluidand changing quickly. At the time of publishing, the informationin this article was as up to date as it could be. However, it is pos-sible things have changed by the time you have read this article.Be mindful of this potential. www.alsd.com | WINTER 2011 | S E A T | 31
  • 29. return on inveStMent:A MATTER OF PERSPECTIvE, AS WELL AS ECONOMICSConsider this your introduction to ROI…from the sponsor’s point of view.By Bruce McLaughlan t he goal of this article is to present an overview, il- a vision of corporate brand benefits (and risks) built around lustrated with some examples, that will help you get association with your brand, and then put their own personal deeper into the heads of your sponsors, especially brand at stake to sell the partnership internally. those within their companies’ marketing depart- From their perspective, there is a whole lot more riding on ments. this than dollars and cents, which is why a personal sponsor- It is important to make a distinction between sales and ship – associating a brand with an individual athlete – is so marketing, because corporations certainly do. risky. The athlete’s brand can turn around overnight; we have I have worked with major sponsors, including Olympic- certainly seen that happen in golf and elsewhere. level players, who had such a gulf between their sales and A factoid jumped out at me from a recent report in Sports marketing departments that highly valuable assets simply Illustrated regarding Lance Armstrong – not the issue of would sit on someone’s desk in marketing, while the sales whether he betrayed the ethics of his sport, but that his spon- department was buying those very same items on the open sor Oakley sent a full-time marketing person on tour to keep market. Fortunately, we were able to build a sensible solution an eye on their investment, while ostensibly supplying him in that case. But it is a good lesson to keep in mind; sales and with the company’s latest products and, as a relatively minor marketing have totally different mindsets. matter, making sure the company’s brand received maximum Today we are going to concentrate on marketing, because visibility. And even that may not have been enough to prevent that’s the tougher one to get your head, and ROI, around. trouble. First, let’s agree on a couple of terms. I am going to use The upside of a personal sponsorship is the ability to avoid “team,” “facility,” “arena” and “property” fairly interchange- clutter. An athlete is a relatively empty billboard compared ably. Some of you in the luxury seat market will fit into one of with the typical stadium, arena or race car. Is the benefit of these categories, some into another. I will refer to the folks on higher visibility worth the risk? For most brands, the answer the other side of the table as “sponsors,” “clients” or “market- is no. ers.” Therein lays the advantage of team or facility sponsorship/ Now, I know that ROI is a simple economic equation: brand association. The clutter rises, but the risk goes down. how much you get back for what you lay out. And I am sure The better the organization, the more stability it offers, and you deal with these numbers every day in your own businesses the higher the marketer’s comfort level. in some form or fashion. Most businesses set firm financial Lesson number one – emphasize the stability and profes- goals for their various divisions, and monitor performance at sionalism of your brand regular intervals, if not in real-time using tools like dash- Next, let’s consider brand association. The theory in this boards. context is that the sponsor only benefits if your brand is per- Sponsorship marketing is a little different, and the reason ceived as having more relative value – the so-called halo effect. is that second word-marketing. Yes, the raw economics are This does not have to mean you offer a higher brand value critically important. But as important or more is the need for with everyone, everywhere, all the time. Very few properties the marketing decision maker to see a “return” that is relevant could deliver that. But each successful property will resonate to his or her goals and objectives, in exchange for the “invest- strongly with one or more key demographics, and the cor- ment” that is being contemplated. porations whose products seek those demographics are those Marketers typically do not think in terms of dollars and who will benefit most from sponsorship. cents. They are more comfortable with goals and objectives. Consider Gatorade’s sponsorship strategy – to connect the And that makes sense, because typically the marketer is not product with the highest-level athletes in the most tangible rewarded or bonused on strict economic terms. The marketing way. That eventually came to be expressed in very simple division is not expected to “turn a profit.” terms. The only signage the company valued was on big The key here is that their success is your success. A happy orange coolers on the sidelines at field level – the kinds of customer presents you with the opportunity to cultivate a coolers that get dumped over the heads of winning coaches. long-term relationship that you can leverage through referrals, So at the critical moment, when emotions are at their peak brand building and other types of symbiotic partnerships. in the ecstasy of victory, the brand and product are associated The marketer’s “investment” may seem clear – you with the winner – to the extent that in a way, like spraying presumably know how much they have paid you for signage, champagne, dumping Gatorade has come to represent win- suites, seats and various rights, up to naming rights for the ning itself. entire facility. But from a marketer’s standpoint, the dollars This is the appeal to the brand’s key demographic – are a small part of the investment. The marketer developed weekend athletes who in some ways value winning even more32 | S E A T | WINTER 2011 | www.alsd.com
  • 30. than the pros they so admire. Nevermind that the exact same adds value for the sponsor in terms of brand association.product is on the loser’s sidelines as well. Nobody has a video More tangible is the specific exposure that the sponsor’scamera focused on that lonely cooler. brand receives during televised events. These are eyeballs, A very different strategy was embraced by Coca-Cola not and thus represent value. But how much? Consider what anytoo long ago. Considerably oversimplified, the goal was for individual sponsor values most. Awareness? If you are Ford,the Coca-Cola logo to literally be within sight of every hu- AT&T or Shell Oil, you do not need awareness. For a new orman being on the planet, all of the time. Within arm’s reach rebranded product, simple awareness may be key. If the brandideally. That makes sense when you consider that Coke’s goal association is more important than simple awareness (and itwas to be the soft drink that everyone drank, all the time. The probably is), then the sponsor will want to see that associationtarget demographic was everyone. portrayed as tangibly as possible. Think in terms of the yellow You can imagine the marketing money required to achieve Shell pectin logo on a Formula One car that is running thethat sort of goal. Not only would it be cost-prohibitive today, company’s oil or fuel, or the Gatorade deluged on the win-but sociologic times have changed, and with them apparently ning coach. Know and track your ratings; do whatever youour taste for non-alcoholic carbonated beverages. Still, that can to raise them; and communicate successes in this area tolegacy lingers. Coca-Cola is associated in the consumer mind the sponsors. This includes monitoring SportsCenter, the Top(if not always in actual fact anymore) with pretty much every 10 Plays, etc. for the impact value.major sporting event around the globe. Other media: This used to mean newspapers. Now it The yin to Coke’s yang is Red Bull, which is associated in includes a multitude of social media. The key here is tothe consumer mind with pretty much every minor or niche understand where your sponsors may be getting exposure thatsporting event around the globe. And it works for them. they would value. A local brand is not going to benefit from Sometimes the demographics are geographic. This is awareness 1,000 miles away, no matter how cutting-edge it is.one reason you find corporations buying naming rights to But a local company would love a mounted Sports Illustratedfacilities where they are headquartered. It is important for cover (even if it is really a print from si.com) that shows theirthese companies to have strong local goodwill. You need to brand, which they can then show off to their local customers.understand as much as possible about the demographics that Finally, we have reached the point where numbers comeyou offer, and how they represent value to your sponsors, into play. And they are important, but not the marketer’spresent and future. number one priority. The key here is that the executives whoLesson number two – find your demographic “halo” and hold the marketer’s purse strings are very numbers-oriented.polish it until it gleams The bean counters back at Corporate HQ want numbers. Marketers now must pick and choose. Not only are Give them numbers.budgets tighter, but scrutiny is higher. Beyond the brand Lesson three – quantify your reach in glorious detail, evenconsiderations outlined above, ROI comes down to two key if the sponsor does not ask. They will thank you later.elements on the value side: reach and impact. I promised an overview. We have scratched the surface, in- Reach is a numbers game. The more people, the better. troduced terms and probed the marketing mindset. Yet everyReach is quantity. situation is different. In the future, I will dig deeper into some Impact represents quality – the quality of the exposure. of these key issues, explore the totally different mindset of the So more accurately, we will say the more “qualified” people sales-oriented sponsor and happily field questions about yourthat a brand can reach with a relevant message and in a mean- challenges.ingful way, the better. Meanwhile, keep the lines of communication open. Your Therefore, it is very important to keep on top of these best resources are your sponsors. They understand theirnumbers. Here are some must-haves: brands, the challenges and opportunities of today’s market- Attendance: Both overall and at the level of the suites place. The more you know about their needs, the better youor seats purchased by your sponsor. This is the first tier of can leverage these partnerships.exposure, with consumers who experience the brand associa- Sponsorship exists not because you need it to pay the bills,tion first-hand and thus receive the most impact. The value of but because it works. Help your marketers to tell that storythis type of exposure from a marketing standpoint is tenfold through these components of ROI. #in comparison with any indirect exposure. Incidentally, thisis really the primary benefit of having a winning team in yourhouse. Winning brings people inside the building, where they What are your team’s current sponsorship challenges?can interact with the brand. That is more valuable than the Write to Bruce at bruce.mclaughlan@gmail.com.brand benefit of having a reputation as “winners,” because formost teams, success on the field, court, ice, etc., will ebb and Bruce has worked as a sponsorship analytics consultant for manyflow. Communicate your attendance successes avidly, because global Fortune 100 companies, including three Olympic topyour sponsors value them as much as you do. Look for ways sponsors as well as sponsors in the NFL, MLB, NBA, NCAA,to engage fans with your sponsor brands. Also, keep a close Formula One, MotoGP and soccer in the U.S., Europe andeye on how the sponsor is using their seats and suites, and be Mexico. At the venue level, Bruce has valued everything fromproactive if they are underutilized. stadium naming rights on down, applying tools developed as a Television: The overall exposure for the team and facility Six Sigma black belt. www.alsd.com | WINTER 2011 | S E A T | 33
  • 31. 2011 ALSD Conference and Tradeshow June 26 – June 29, 2011 JW Marriott at LA Live, Los Angeles ThE SoLuTionS So there is no magic bullet to fix the premium seat model? That’s right. There are many magic bullets. Enter the 2011 ALSD Conference and Tradeshow. 2011 ALSD Conference Proposed Program and Schedule of Events *Please note: The program will be continually updated with information on sessions, events, speakers and panelists and is subject to change. Sunday, June 26, 2011 4:00 p.m. – 8:00 p.m. Exhibit Hall Open: 8:00 a.m. – 6:00 p.m. Registration Open Opening Reception with Food, Drinks and Entertainment Details to follow soon 9:00 a.m. – 3:30 p.m. Exhibitor Set Up (subject to change; please check back) Monday, June 27, 2011 7:00 a.m. – 6:00 p.m. Registration Open 2:00 p.m. Board of Directors Meeting 8:00 a.m. – 4:00 p.m. Hosted by: ALSD Chairman and Executive Director League Day: Respective leagues and groups meet for closed-door sessions and presentations National Basketball Association National Hockey League National Football League Major League Baseball Bill Dorsey Amanda Verhoff Food and Beverage 3:00 p.m. Information Technology (see full agenda on page 52) New Attendee Welcome Meeting Minor League: Hockey, Baseball and Concert Venues Hosted by: Jennifer Ark, ALSD President, Direc- College and University tor of Premium Sales and Guest Services, Green Soccer Bay Packers Racing *Minor League, College and University, Soccer and Racing: Watch for combined sessions Jennifer Ark34 | S E A T | WINTER 2011 | www.alsd.com
  • 32. 4:30 p.m. – 7:30 p.m. ALSD General Program Begins Exhibit Hall Open; Cocktails Served7:30 p.m. – 10:30 p.m. 12:00 p.m. – 1:00 p.m. Tour and Reception: Combined Session: Sales and Food and Beverage Nokia Theatre and STAPLES Center Changing the Nature of Hospitality: What to Include in Your Premium PackagesTuesday, June 28, 2011 Session Synopsis: Your customers want more. Food and Beverage may8:00 a.m. – 4:00 p.m. Registration Open be the answer.8:30 a.m. What you will learn in this session: Keynote Address to be announced • What you can and should include in your suite package to at- tract customers • All-inclusive F&B packages9:00 a.m. – 12:00 p.m. • Tiered F&B packages Exhibit Hall Open; Brunch Served • How the caterer can help sell suites and club seats • How F&B prices will change to fit into the suite price10:00 a.m. - 10:55 a.m.Choose from concurrent sessions: Case History: High-Tech Combined Session: Sales and Customer Service Case Study: The Virtual Venue: How to allow your best customers to The New Face of Club Seating select the best seats Session Synopsis: Club Seats account for approximately $6 billion Case Study: High-Tech Ticket Selection: Using cell phone apps to in revenue in U.S. sports venues. How can you best maximize this buying tickets on Facebook inventory? Case Study: Seeing the game from many visual perspectives What you will learn in this session: Case Study: The coming age of Loyalty Cards and online F&B and • Differentiating general bowl seating from more upscale club seats merchandise ordering • Whether to include F&B in a premium club and/or premium Case History: Personalization seating • Should you offer suite night upgrades as an amenity to renewal Case Study: The trend to personalization in the premium marketplace customers Case Study: How to get the best deals on your amenity purchases; the • What are the best incentives art of gifting • Should you consider payment plans11:00 a.m. - 11:55 a.m. Case History: Suite Services Case Study: Ticket management for your customers Case Study: The New Gold Club: How to prospect for customers using database mining techniques Case History: Architectural and Venue Development Case Study: How to re-build your venue space Case Study: Stadium Clubs: What to offer; how many; what to build * Case Study Presentations are sponsored sessions. www.alsd.com | WINTER2011 | S E A T | 35
  • 33. 2011 Conference June 26 – June 29 2011 and Tradeshow Los Angeles Customer Service Session Combined Session: Information Technology, Sales and Leveraging Your Brand: Auburn University and GameDay Marketing Consulting: A Case Study Mobile Technologies to Improve Fan Experience and Drive Session Synopsis: In 2010, Dr. Brian Crow of GameDay Consulting Revenue conducted a series of guest service workshops for several front-line Session Synopsis: A technology-based session detailing what the title staff groups at Auburn University. Hear what training methods you suggests. can take back to your venue. What you will learn in this session: What you will learn in this session: • Various types of mobile technologies and applications to improve Among those trained were game-day employees who work directly the fan experience with Scholarship Donors and Executive Suite Members in the premi- • Types of mobile technologies and applications to drive revenue um seating areas of Jordan-Hare Stadium and the Auburn Arena. The • Venue case studies training program, developed in conjunction with Janie Boles, Tigers Moderator: Shane Harmon, GM of Marketing and Communications, Unlimited Director of Donor Services and Annual Giving, focused New Zealand 2011 World Rugby Cup on several main areas. This presentation will address each of the train- ing components, the trainees’ reactions to the curriculum and how the training guidelines were implemented on game-day. • Motivation: emphasizes the importance of front-line staff in understanding why fans attend, and how they can enhance the experience • Brand: demonstrates how front-line staff can either enhance or degrade the brand through appearance, attitude and customer interaction • Perception: starts with a story about perception, and then a discussion about how each fan comes with different expectations, especially at the premium level • Good to Great: addresses how barriers can get in the way of delivering great customer service, including the misconception that “good” is good enough • Consistency: reminds participants that each patron should be treated with the same amount of respect and courtesy, and that policies are meant to be enforced with consistency • Dealing with diverse populations: an activity based section that encourages participants to think about stereotypes, prejudices and ultimately leads to treating each fan with respect • Dealing with distractions: a fun, interactive activity where partici- pants try to simulate the potential game-day atmosphere while still maintaining focus • Self-evaluation: the wrap-up of training, where we encourage them to identify strengths and weaknesses they have on game-day, in an interactive format Presenter: Dr. Brian Crow, Associate Professor, Slippery Rock Univer- sity; President/CEO, GameDay Consulting Presenter: Janie Boles, Director of Donor Services and Annual Giv- ing, Tiger Unlimited, Auburn University Janie Boles Brian Crow36 | S E A T | WINTER 2011 | www.alsd.com
  • 34. a KOBE BRYANTREWARD YOUR CHAMPIONSWITH A NIKE GIFT CARD• Redeemable In Stores and Online• No Expiration• No Fees• Corporate Discounts Available Orders and Inquiries Call: 877.220.6453 Email: giftcards@nike.com
  • 35. 2011 Conference June 26 – June 29 2011 and Tradeshow Los Angeles ALSD Presents: Training Days option Two: The ALSD has selected dynamic instructors for a series of training Executive Leadership and Brand Excel- presentations. Tuesday afternoon and Wednesday morning bring lence Training, presented by: comprehensive, interactive sessions with take-aways that you can pres- Leonardo G. Inghilleri, Executive Vice ent to your staff and venue leaders. President and Managing Partner, West Paces Consulting 1:15 p.m. – 4:00 p.m. A Playbook for Brand and Service Choose from three concurrent Training Presentations Tuesday after- Excellence Leonardo G. Inghilleri noon: This workshop has been designed to nurture and option one: refine your leadership principles, philosophy and Executive Sales Training, presented by: core values. These tools are essential to create a cultural foundation Kennen Williams, President, Noll Media that translates into exceptionally high levels of guest satisfaction and loyalty. You will have the opportunity to learn proven techniques, Leading in a Time of Rapid Change concepts and best practices that will help you create and maintain a • Why have customers gone from lusting after superior guest experience, as well as augment strong workforce en- our products to avoiding them? gagement, commitment, execution and satisfaction. • What can we do to create value for customers During the three-hour interactive workshop, you will understand Kennen Williams who keep changing the value proposition? how to: • Why can’t our customers make a decision? • Reinforce and elevate brand loyalty and connection • What has happened to the “spark” in our sales organization? • Establish a distinctive culture of service excellence for your venue • What happened to the “good old days”? • Build lifetime customer relationships with transparent brand If you have been asking yourself these questions more frequently: integrity A. You are normal • Go from ordinary to extraordinary guest service and business B. You will want to participate in “Leading in a Time of Rapid results Change” • Use service recovery and guest problem resolution to enhance brand loyalty The “business” of Luxury Suite Sales has changed in a way that man- • Practice the essential elements of leadership in a successful enter- dates new leadership skills. Most leaders today cut their teeth in an prise abundant marketplace and today must lead in a market of scarcity. • Transform the work environment and workforce Fewer resources, more demanding customers, smarter competitors • Sustain high performance through accountability, motivation and and declining demand all create an atmosphere of uncertainty for em- recognition ployees. Employees no longer want to know what to do; today they Team and individual exercises are designed to help you adapt the best want to know WHY! Since there are no simple solutions, we must all practices to the unique characteristics and challenges of your venue work to create “new solutions”. During this highly interactive session, and to create effective roadmaps for successful implementation. participants will learn: • The business growth curve – how challenges shift as the business option Three: matures • The core concepts of change leadership – how to respond when Executive Information Technology Training, presented necessary change makes key people “lost” and less productive by IT Executives • Why superstars of the past may be holding your organization back Information Technology on the Premium Levels today Three separate sessions assert that information technology is a neces- • The transformative individual – the role of the courageous innova- sity on the premium levels. The two entities act as one in the pro- tor when it becomes clear it is time for us to move on motion and functionality of your product. Learn how information • How to identify ineffective leadership or management activities technology affects your premium levels. Choose from one, two or all and replace them with the appropriate ones for this moment in the three. company’s history Participants will leave this session with actionable steps to take imme- (continued on page 40) diately upon returning to their sales and marketing organizations and more confidence in their ability to lead.38 | S E A T | WINTER 2011 | www.alsd.com
  • 36. 2011 Conference June 26 – June 29 2011 and Tradeshow Los Angeles 1:15 p.m. – 2:15 p.m. Wednesday, June 29, 2011 Technology Innovations for Premium Levels Roundtable and brainstorming session on hot trends to leverage tech- ALSD Presents: Training Days (Continued) nology innovations to market your suites to premium customers and The ALSD has selected dynamic instructors for a series of training corporate sponsors. presentations. Tuesday afternoon and Wednesday morning bring comprehensive, interactive sessions with take-aways that you can pres- ent to your staff and venue leaders. 2:20 p.m. – 3:00 p.m. CRM Case Study Presentation Choose to attend one Training Presentation Wednesday morning: Demonstration of how to leverage CRM to increase revenues, sell premium inventory and engage senior management with IT initia- 8:00 a.m. – 10:30 a.m. tives, as well as third party applications integrating ticketing with parking, and other stadium operations to improve efficiencies and fan Executive Sales Training, presented by: experiences. Bill Guertin, CEO, The 800-Pound Guerilla 3:00 p.m. – 4:00 p.m. What Business Are You In? Leverage Technology to Increase Per Caps Revenue The Six Fundamentals to Solving the Premium Discussions around how to leverage technology innovations such as Seating Sales Challenge loyalty cards, F&B mobile ordering, digital signage, venue customer Bill Guertin data integration, text messaging, CRM and more. If no one is buying the way we are selling any longer, then something must change... and Bill Guertin knows what it should be. Come discover 4:30 p.m. Bills six imperatives for the premium seating industry, and how to- Buses Depart for Angels Stadium days selling professionals can face the new reality with confidence, conviction and success. This is a straightforward, no-frills solution to 5:30 p.m. – 7:00 p.m. your sales approach. Do not ask yourself how we got here; learn that Private Reception: Angels Stadium the solution starts with a very different question. CAUTION: If you are in the room, be prepared to roll up your 7:30 p.m. sleeves, dig in and get to work. There will be NO anonymous back- of-the-room loitering, in-and-out "floating" or interruption of the Los Angeles Angels vs. Washington Nationals flow of ideas at this session! Baseball Game Buses depart starting 7:30, ending 10:00 p.m. “Bill visited our staff in July 2010, and in my entire career, Bill’s training received the best feedback from all levels of sales reps, from the most experienced and successful to the brand new. He was engaging, entertaining and practical in his true applications of our business of sports and considerations of the current sales state of our team. I would highly recommend Bill to any sales leader; he will give your staff the real life tools to be successful in the business, while engaging them and keeping them focused during their training.” Kelly Cheeseman Vice President, Ticket Sales and Service Los Angeles Kings40 | S E A T | WINTER 2011 | www.alsd.com
  • 37. > achella modular ADD BLEED ADD BLEED Designed by Christopher Panichella Versatile in every way imaginable, the Achella Modular Collection embodies creative freedom in the realm of seating. Arm and armless lounge seats, tables and benches align together to form configurations of curvilinear descent, classic straight-line arrangements, or a combination of both. Expertly designed for optimum comfort and available with many an option to satisfy functional and aesthetic requirements, Achella captures the moment and ensures an enjoyable experience for any occasion. designing options furnishing answers 800.585.5957 arcadiacontract.com
  • 38. 2011 Conference June 26 – June 29 2011 and Tradeshow Los Angeles Architectural Session Wednesday, June 29, 2011 ALSD General Program Continues The Future of Building Premium Seating 9:00 a.m. – 10:30 a.m. Session Synopsis: LA Live brings together Sports, Entertainment and Experience. AEG is the leader in this movement. Take cues from the Combined Session: Sales and Food and Beverage best. What F&B Means to Your Bottom Line What you will learn in this session: Session Synopsis: Food and Beverage is a major component to your • Why a sports and entertainment complex trumps the option of revenue generation. You need to learn why and how your F&B de- watching the game from the comforts of home partment can become an arm of your sales team. • Rose Bowl case study What you will learn in this session: • How to budget for the right premium model in your venue • Concession rights fees on premium levels • How unique programs like Equity Seat Rights are progressing • Pricing F&B and seats for maximum revenues on both sides • Rebranding your F&B with the rebranding of premium space Combined Session: Information Technology, Sales, Mar- • Selling the Experience: Themed nights vs. Staples that work keting and Customer Service • TEAM Coalition: How alcohol affects your sales • California State Fair Board Case Study Engage Your Fans and Create Revenue Streams through Social Media, “New” Media and Social Networking: Moneti- zation and Increasing Brand Awareness Session Synopsis: A technology-based session about the innovative ways of increasing revenue and brand awareness. What you will learn in this session: • Case studies will demonstrate how social media, “new” media and social networking will: - Engage your fans - Create enthusiasm of your sport/venue - Develop new revenue streams 10:45 a.m. – 11:45 a.m. General Session The Outside Perspective: The Re-creation of the Business Model Session Synopsis: The downturn in the economy demanded a rein- vention of our industry. The premium seating marketplace is different than many other businesses, but that does not mean that those busi- Customer Service Session nesses were not faced with a similar downturn. Touch Points: The Calendar What you will learn in this session: Session Synopsis: Your customer needs to consider you a necessity, • What our industry can learn from other companies and businesses not an option. Stay top of their minds with relevant touch points. faced with a reinvention of or repair to a broken business model What you will learn in this session: • Companies and industries outside of sports that teach us how they • How to best market your suites on your suite specific website, solved the economic issues we all face through physical mailers, on social networking sites and through email messages • When and what the right touch points are • Personalizing the message or gift for your customers • Why service is a sales function that builds brand loyalty • How touch points translate to effective game-day management strategies42 | S E A T | WINTER 2011 | www.alsd.com
  • 39. While your team is winning the game, Agilysys helps you win the crowd. Wants a beer but doesn’t want to miss the action. Use mobile POS to pre-order and bust the queue. Halftime starting in four minutes and stadium network has just crashed. Still serve three times as many customers off-line with easy-to-use POS.Pre-ordered four vegetarian plates for luxury suite.Automatically adjust catering inventory.Agilysys solutions provide you with total control of your retail and food & beverage operations—so you cansimplify management and improve revenue stadium-wide. Provide faster, more accurate service in luxury suitesand club sections with mobile POS devices. Speed up concession lines and increase sales volumes with easy-to-usePOS terminals. Maintain accurate inventory of every concession, bar, restaurant, caterer and fan shop—in real time—during your events. And improve planning with in-depth analytics and superior reporting capabilities. It’s everythingyou need to simplify operations and boost your bottom line—only from Agilysys. Find out what Agilysys can do for you.Call 1-877-374-4783 or email hsgsales@agilysys.com | www.agilysys.com Agilysys solutions include:
  • 40. 2011 Conference June 26 – June 29 2011 and Tradeshow Los Angeles Combined Session: Information Technology, Food and Beverage and Sales Digital Signage Phenomenon: The Real Story Session Synopsis: This technology-based session will expand on digital signage, and what it can mean for your venue’s bottom line. What you will learn in this session: • Digital signage costs and revenues • Specific ROI details from the use of digital signage • Marketing and sponsorship options for premium consumers and corporate sponsors 11:45 a.m. – 12:30 p.m. Break for Lunch 12:30 p.m. – 1:30 p.m. Combined Session: Sales and Customer Service Wednesday, June 29, 2011 ALSD General Program Continues When Suites and Sponsorship Collide: Giving Sponsors and Suite Holders More Value and Visibility 10:45 a.m. – 11:45 a.m. Session Synopsis: The time has arrived where customers need value Sales Session and visibility packaged as one. Databases, Dynamic Pricing and Yield Management: What you will learn in this session: Where are your Customers Hiding? • Premium seating and sponsorship packages can become a single Session Synopsis: Thousands, maybe even millions of people touch offer your brand each year. Those are the best leads, and they are not being • How to determine what packages your venue can put together captured. More synergistic sales funnels are needed from the market- • What the costs really amount to ing and premium departments. • How you can gain customers with this new offer What you will learn in this session: Panelist: Dan Migala, Vice President, Creative Partnerships, San Diego Padres You need to utilize new models of ticket and database management programs and more importantly get the right clients into your pre- mium seats. Learn about: • Yield management and the upsell of current clients: a Case Study • A model of selling excess inventory without cannibalizing your existing customers • The Gold Club: a Case Study • Dynamic Pricing Dan Migala • Ticketing models that work Combined Session: Customer Service and Management Combined Session: Sales and Customer Service Soup to Nuts: Hiring the Next Generation of Executives Experiential Marketing Session Synopsis: Are you trying to set up the World’s Best Premium Session Synopsis: Is your premium space sitting empty? Can you Department? Premium seating departments are always looking to hire utilize that space and create revenue? young people; you need to find the right young guns. What you will learn in this session: What you will learn in this session: • Unique uses for premium space on dark days • A Human Resources’ perspective on securing talent for suite and • Suites that convert into conference rooms premium sales • Pavilions are being utilized in the off-season and used for corporate • Who to hire and what to pay functions • How many to staff in long-term positions, intern roles and game- • Complexes that keep customers coming back day positions • How to utilize the staff you have44 | S E A T | WINTER 2011 | www.alsd.com
  • 41. Who benefits from cu ing-edge display technology in your school?NEC can take your display technology to the head of the class. With high-performance,large-format LCD displays (32" - 82"), you can relay vital messaging to your students and facultyfrom virtually anywhere within your facility. In addition to the exclusive Digital SignageTechnology Suite, which boasts more than 30 advanced features, these displays toutadvantages such as an ultra-thin bezel, a built-in expansion slot for no-hassle PC and mediaplayer integration and HD resolution that turns heads and draws crowds. Inside theclassroom, NEC’s wide selection of mobile and installation projectors continues to promoteinteractivity amongst students and provide instructors with the technology and featuresnecessary to keep all eyes on the screen. Buy & register 5 NEC projectors...get the 6th FREE! Through March 31, 2011, purchase & register any combination of five (5) qualifying projectors from your Star Student reseller and get your 6th one FREE! Products MUST be registered by April 30, 2011 to qualify for a free projector. Register at www.necstarstudent.com.
  • 42. 2011 Conference June 26 – June 29 2011 and Tradeshow Los Angeles Wednesday, June 29, 2011 General Session ALSD General Program Continues Collective Bargaining: Hope for the Best; Prepare for the 12:30 p.m. – 1:30 p.m. Worst Combined Session: Customer Service and Session Synopsis: In the next 21 months, all four of the major leagues Food and Beverage will face expiring Collective Bargaining Agreements. Your sport and venue needs to keep abreast of what to do when a lockout or strike is Under the Influence: Training your Staff to Spot and Han- imminent. dle Over-Served Clients What you will learn in this session: Session Synopsis: A fun and interactive session presented by the TEAM Coalition will teach you how to spot clients who have had too • Make sure your lease language is accurate and up-to-date much to drink. • Inform your sponsors of your plans and forecasted reactions • Keep your premium customers in the loop What you will learn in this session: • Do your homework: Investigate the future of your sport’s overall • How, where and when to spot over-served clients popularity and potential lost revenues • Why handling premium clients is different than handling general • Learn from the other leagues admission patrons • Calm and non-offensive methods to handle over-served clients on premium levels Sales Session Round Table Forum: Best Practices in Premium Seat Selling Combined Session: Food and Beverage, Customer Session Synopsis: If you are selling premium seats today, your strate- Service and Sales gies have no doubt changed over the last few years. Your profession needs to learn from the best and share what is working in order to Value-Added Programs: The Courageous Innovator reenergize and maintain the sales velocity of days gone by. Session Synopsis: Your customers want more for the price of admis- What you will learn in this session: sion. Provide them with more out-of-the-box value-adds. • A “no-holds-barred discussion,” detailing the results of a compre- What you will learn in this session: hensive sales survey • “Don’t buy a seat, buy access”: Exclusive events your customers • If you want results, you have to play the game: want to and can be part of • Fill out the survey (coming soon), so we can tabulate the • Luxury products and services you cannot get anywhere else results for the session • Hotel stays and personalized trips • All personal and corporate identifying information will • Loyalty cards be anonymous • Concierge service outside the venue • All findings will be shared as group data • How the strategies for selling suites versus club seats are similar or different 1:45 p.m. – 2:45 p.m. Presenter: Dr. Peter Titlebaum, Director of Research, ALSD; Associ- Combined Session: Sales, Customer Service ate Professor, University of Dayton Sport Management and Architectural Presenter: Dr. Ron Dick, Assistant Professor of Sports Marketing, Duquesne University, formerly of the Philadelphia 76ers Flexibility, Fractionalization and Function of Your Premium Inventory: Success Stories Session Synopsis: The suite model is changing; find out what models work for which venues. What you will learn in this session: • Success stories: Case studies • Traditional suites are becoming loge boxes, club seats, premium clubs and mini and super suites: which is most effective for your Peter Titlebaum venue? • What should you include in each package? Evaluate your venue, your sport, your customers and your market46 | S E A T | WINTER 2011 | www.alsd.com
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  • 44. 2011 Conference June 26 – June 29 2011 and Tradeshow Los Angeles 5:00 p.m. Wednesday, June 29, 2011 Buses depart for Home Depot Center ALSD General Program Continues 1:45 p.m. – 2:45 p.m. 5:30 p.m. - 7:30 p.m. Tour and Closing Party at Home Depot Center Food and Beverage Session: Iron Chef Roundtable: The Best Menu Items of 2010 Session Synopsis: Bring your best ideas to the table… literally. What you will learn in this session: • Come with menus in hand and be ready to share your best concoc- tions to date • From meals and snacks to cocktails to edible gifts, we want to hear it all • Tell us what worked, what did not and why • Be prepared to share prices, recipes, customer reactions and future plans 3:00 p.m. – 4:15 p.m. Join the Discussion: Weigh in on which session you would like to see take place: Leave us a note on Facebook, Twitter or E-mail. Title it: “RE: Closing Session,” and tell us your pick. One winner who submits a response will receive a prize at the conclu- sion of the session. Photo by Juan Ocampo General Session All League Best Practices Session Session Synopsis: All attendees join together for a mega closing ses- sion. Ideas from all leagues, all venues and all departments are shared in this comprehensive idea-sharing session. What you will learn in this session: • Round tables will seat someone from each league/sport • Do your homework at the ALSD Conference • Each table will be asked to present the best idea from the year in review OR General Session Town Hall Meeting Session Synopsis: Similar to the Suite Holder Focus Group. Suite holders from different venues share their wants and needs, likes and dislikes with the crowd. Photo by Mora Photography What you will learn in this session: • What do your premium clients want more of • What strategies work best for getting butts in seats • What complaints do premium clients have • Questions are submitted ahead of time to the moderator48 | S E A T | WINTER 2011 | www.alsd.com
  • 45. the 21st Annual AlSd Conference & tradeshow June 26-June 29, 2011 JW Marriott los Angeles, California RegiStRAtion FoRMRegistration fees include all seminars, course materials,venue tours, and hospitality receptions. pRiCing: no. of AttendeesAttendee Sign-upPlease complete a registration form for each attendee. January 1, 2010 – March 16, 2011Payment information only needed once if paying for all First ALSD Member $750 _____attendees from a team/company. Add’l ALSD Member $700 _____ Non-ALSD Member $850 _____CAnCellAtion March 16, 2011 – AlSd ConferenceThirty (30) or more days before show: 75% refund. Less First ALSD Member $800 _____than thirty (30) days before show: Credit for following Add’l ALSD Member $750 _____year’s show; no monetary refund. Non-ALSD Member  $900 _____ A la Carte eventsOrganization ___________________________________________ Angels Baseball Ticket $35 _____First Name _____________________________________________ AlSd guest/Spouse program: Extra credentials are $200 each and will grant guest(s) access to all tours and receptions. Kids under the age of 14 are Free.Last Name ______________________________________________ Guest/Spouse $200 _____ Angels Baseball Ticket $35 _____Title ___________________________________________________ Guest Name: _________________________________________________________Address ________________________________________________ Total: $_______City____________________________________________________State _____________Zip Code______________________________Phone _________________________________________________ pAYMentCell Phone ______________________________________________ Payment Information:___ Yes, I would like text messages during the ALSD Conference ___ American Express ___ Discover ___ Mastercard ___ Visa *ALSD will have an opt-in Text Program. Texted updates/informa- Card Number: _____________________________________________________ tion sent to your cell phone (Ex. "ALSD buses depart 5:00 p.m for Exp. Date: ____________________________________________ Venue Tour" or "2:30 Sales Session moved to Conference Room Cardholder Name: _____________________________________ #2") Cardholder Signature: __________________________________E-mail __________________________________________ League o College ___ Check made payable to: ALSD or Association of Luxury Suite Directors o NFL o Minor League o NBA o Racing Host Hotel information: Reservations: o NHL o F&B The JW Marriott Web Reservations: https://resweb.passkey.com/Resweb. o MLB o IT Los Angeles at L.A. LIVE do?mode=welcome_ei_new&eventID=2637027 o Soccer o Other: ______ 900 West Olympic Blvd. Phone Reservations: 800-266-9432. Mention: Association Los Angeles, CA 90015 of Luxury Suite Directors for group rateMember: oYes o No www.lalivemarriott.com o I would like to sign up for member ship; send materials Fax, e-mail or Mail form to: Amanda Verhoff ALSD 10017 McKelvey Road, Cincinnati, OH 45231 E: Amanda@alsd.com P: 513-674-0555 x104 F: 513-674-0577
  • 46. SpoRTS TEchNology coRNER by chRISTINE SToffElTechnologyandEntertainmenton the Biggest Events in Sports and Other ImpactsPlanning, delivery and integration of high-tech components leads to maximum revenue generation and fan experienceat iconic major events on the global and regional levels. T he Sports & Entertainment Alliance in Technology maximize media benefits and ensure the entire event runs (S.E.A.T.) continues to dynamically grow each year. As smoothly, an architecture approach is needed. Single e-tickets, the S.E.A.T. Consortium, the technology conference applications on smart devices, LED information flow from within a conference, enters its fifth year, we are moving into effective CRM systems, integrated information to security sys- the international sports and entertainment world. At the 2011 tems to remove false alarms and highly innovative broadcast conference, we will have representation from across the globe, techniques are together a complex array of interdependencies, participating as moderators, panelists and discussion leaders, which require efficient thought to maximize value. truly bringing the business of sports and technology together Finally, it is necessary to discuss security. Unavoidably, high in one place. profile events present media opportunities for some who want Dennis Mills This quarter’s Sports Technology Corner highlights an to disrupt them. These disruptions can occur at all levels of se- Chief Executive , influential worldwide organization in the sports and en- verity. They are not necessarily always terrorism related, albeit Major Events International tertainment industry – Major Events International (MEI), that certainly needs to be accounted for. A holistic approach headquartered in the United Kingdom. I recently spoke with from critical national infrastructure to all venues must be tak- Dennis Mills, the Chief Executive of MEI, around the topic en. The most likely security issues are crowded places, disasters of technology and its implications on planning and deliver- due to weather, accidents from poorly prepared infrastructure, ing iconic major events. The following is a summary of our protesters and criminal activity, including e-fraud. Proactive discussion and the wonderfully articulated thoughts on this safety and security demands a common operational picture, topic by Dennis Mills and the MEI team. and key to this picture is information drawn from a variety 2010 demonstrated the importance of major events on a of systems, which must be designed and tested to ensure an global scale, including the WorldExpo in China, the Com- appropriate balance between security and civil liberties. monwealth Games in India, as well as the two most iconic In summary, major events present unique opportunities for global major events – the Olympic Games and FIFA World those who understand the commercial opportunities in this Cup. On a regional scale, there are many other major events growing market of sports and technology. By engaging early, which carry massive importance, including the Asian Games, taking a system and benefits-driven approach, and accounting claimed by some to be the second largest sporting event in the for security issues, an event achieves a greater probability of world. All these events share common and enduring themes, success. MEI ensures the organizers of major events and their and three are briefly outlined here. procurement staffs understand these common themes and The importance of time when planning these events is are connected with people who can deliver both thought- the number one lesson, because the event launch will always leadership and workable solutions to achieve success and stay adhere to a fixed deadline. “You may be able to move a moun- within budget. tain, but you cannot move a major events deadline,” states Be a part of the international sports community and regis- Mills. “The implications for a global media audience and ter for the S.E.A.T. Consortium to network, learn and share national reputation are simply too big to ignore.” experiences with U.S. and worldwide technology, marketing, It is for this reason that MEI has drawn together a leader- venue operations and sales executives. Learn how to leverage ship team with cross-sector experience as a single point of technology to improve revenues, to market to your corporate contact to deliver best practices. Two key roles for the MEI partners, explore new ways to enhance the fan experience, see team are getting organizational structures in place for bid and case study presentations and more. For more information on host nations and ensuring they get access to suppliers, who the 2011 conference technology tracks, visit www.seatconsor- either are already active in this growing market or need to get tium.com. involved. It is important to remember that the buying clients may never have delivered events on such a scale, so early engagement is likely to reap the best rewards. Would you like more information on the Sports & Entertainment Alliance The second key point is appreciating the vital role of in Technology? technology, which is at the heart of every major event. This is Email Christine at christine. stoffel@seatconsortium.com. not new. And the drive for greater integration is now gaining even greater attention. To provide the best visitor experience,50 | S E A T | WINTER 2011 | www.alsd.com
  • 47. RFID IT Asset Tracking Complete Solutions Starting at $3,495Technology assets are the life bloodof today’s business. Maximizingthese critical investments requiresan effective IT Asset Management(ITAM) system. RFID can enable highlyautomated real-time tracking of ITassets, bringing a new level of cost-efficiency to the ITAM process. Theresulting real-time asset visualizationensures the security and timelymaintenance of IT assets — as wellas compliance with governmentregulations. And the ability to eliminatethe need for human resources allowsIT to devote more time to enterpriseinnovations that will help hone acompany’s competitive edge. www.abrfid.com 800-274-0324 2 APPLICATION BRIEF: Reducing the cost and complexity of Information Technology (IT) Asset Management with RFID
  • 48. Sports & Entertainment Alliance in Technology 2011 conference held in conjunction with the 2011 ALSD Conference and Tradeshow June 26 – June 29, 2011 JW Marriott, Los Angeles Program Agenda 9:15 am – 9:45 am Keynote Speaker *Program is subject to change. 10:00 am – 11:05 am Sunday, June 26, 2011 Technology/Venue Operations 8:00 am – 6:00pm Registration Open Track: The Process and Pitfalls of New Construction and Technology 9:00 am – 3:30 pm Exhibitor Set-up/Orientation Renovations in Stadiums, Arenas and Subject to change; please check back. Entertainment Venues 3:00 pm – 4:00 pm Moderator: Dennis Mills, Chief Executive, Major Technology Vendor Showcase Dennis Mills Events International Moderators: Chris Wood, Chief Engage in a lively discussion with leading indus- Technology Strategist, S.E.A.T., try experts centered on the process and pitfalls and Casey Bookout, Director of new construction and technology renovations. Learn the top five of Athletics IT, University of things you need to know about design, architecture and technology Oklahoma decisions for stadiums, arenas and venues. (Open Session) Technology companies, whom are dedicated to providing in- Chris Wood Casey Bookout novative solutions to your chal- 11:15 am – 12:00 pm lenges, will provide 15-minute Technology/Venue Operations/Broadcast Track: presentations. Convergence of Technology and Broadcast. What does the future hold? 4:00 pm – 8:00 pm Exhibit Hall Open: Opening Reception Moderator: Sasha Puric, Senior Director of IT, Toronto Maple Leaf with Food, Drinks and Entertainment. Sports & Entertainment Ltd. Details to follow soon. Enter the new age of facility control rooms, the convergence of tech- nology and broadcast with in-venue systems. Hear from top execu- Monday, June 27, 2011 tives in the broadcast industry and gain their insights into how the convergence of technology and broadcast is changing the business of 8:00 am – 1:00pm Registration Open broadcast in sports. 8:00 am – 9:00 am Technology Track: Kick-off IT Roundtable 12:00 pm – 12:50 pm Lunch/Sponsor Presentation and Breakfast Buffet 1:15 pm – 2:15 pm Moderators: Chris Dill, VP/CIO, Portland Trail Blazers, and Roger Baugh, 2012 London Technology Vendor Showcase Olympics Moderators: Chris Wood, Chief Technology Strategist, S.E.A.T., and This is a sports and entertainment industry Casey Bookout, Director of Athletics IT, University of Oklahoma peer-to-peer networking session with no vendors Technology companies, whom are dedicated to providing innovative allowed. IT professionals across sports and enter- solutions to your challenges, will provide 15-minute presentations. tainment have the opportunity to discuss a vari- ety of topics and share ideas and strategies with 2:20 pm – 3:20 pm Chris Dill their peers. (Closed Session) Technology/Venue Operations/Broadcast Track: Case Studies on Emerging Technologies in Stadium/Arena 9:00 am – 9:15 am Scoreboards and Video Boards Welcome and Opening How big is too big? Or is there such a thing when it comes to score- Christine Stoffel, S.E.A.T. boards and the fan experience? Discuss the latest technologies inte- Founder/BDE for Insight, grating scoreboards and in-stadium systems, as well as understand the Networking ConnectedSports manufacturers and the innovations that are leading the next genera- & Entertainment, and Chris tion. (Open Session) Wood, Chief Technology Strategist, S.E.A.T. Christine Stoffel Chris Wood52 | S E A T | WINTER 2011 | www.alsd.com
  • 49. S.e.A.T. 2011 conference Agenda Monday, June 27, 2011, continued 1:15 pm – 2:15 pm 3:30 pm – 4:30 pm Technology/Venue operations/Marketing/Sales Track: Technology/Venue Operations/Marketing/Sales Track: Technology Innovation for Premium Levels Intranet Technologies Case Studies: Business Intelligence, Moderators: John Avenson, VP, Minnesota Twins, and James Darrow, Director of IT, Ilitch Holdings/Detroit Red Wings KPI’s and Dashboards This session includes round Presenter: Craig Neeb, CIO, International Speed- table discussions and brain- way Corporation storming sessions around lever- This session will present case studies and discus- aging the hot innovation trends sions around dashboards and reporting from to market your suites to pre- financial systems, ticketing systems and CRM, mium customers and corporate using balanced scorecards to communicate met- sponsors. (Open Session) rics and measurements against corporate strategic initiatives and KPI’s. John Avenson James Darrow Craig Neeb 2:20 pm – 3:00 pm 4:30 pm – 7:30pm Exhibit Hall Open Technology/Marketing/Sales Track: 7:30 pm – 10:30 pm CRM Case Study Presentation STAPLES Center and Nokia Theatre: Presenter: Mark DiMaurizio, VP of Technology Solutions, Comcast-Spectacor Reception and Venue Tours This session will demonstrate how to leverage CRM to increase revenues, sell premium inven- Tuesday, June 28, 2011 tory and engage senior management with IT 8:00 am – 1:00 pm Registration Open initiatives, including third-party applications integrating ticketing with parking and other sta- 8:00 am – 9:00 am Mark DiMaurizio dium operations to improve efficiencies and fan Technology Track: IT Roundtable and Breakfast Buffet experiences. (Open Session) Moderators: Dan O’Neal, Director of IT Project Management, NHL, and Peter Surhoff, VP of IT, 3:00 pm – 4:00 pm Technical Operations and Support, MLB Technology/Venue Operations/Marketing/Sales Track: This is a sports and entertainment industry Leveraging Technology to Increase Per Caps Revenue peer-to-peer networking session with no vendors allowed. IT professionals across sports and enter- This session will discuss how to leverage technology innovations, such tainment have the opportunity to discuss a variety as wireless applications, loyalty cards, F&B mobile ordering, digital of topics and share ideas and strategies with their menu boards, digital signage, venue customer data integration, text Peter Surhoff messaging, CRM and more. (Open Session) peers. (Closed Session) 4:30 pm – 9:00 pm 9:00 am – 9:45 am Buses Depart for Los Angeles Angels Game: Executive Coaching Session for Technology Cocktail Reception, Venue Tour, Networking Professionals and Baseball Game 9:00 am – 12:00 pm 6:30 pm – 7:30 pm Exhibit Hall Open/Brunch Served S.E.A.T. Attendees and Sponsors – Backroom Private Technology Tour 11:30 am – 1:00 pm Technology/Venue operations/Marketing/Sales Track: Mobile Technologies to Improve Fan Experience and Drive Wednesday, June 29, 2011 Revenue 8:00 am – 9:00am Registration Open Moderator: Shane Harmon, GM of Marketing and Communications, New Zealand 2011 World Rugby Cup 8:00 am – 8:45 am Hear case studies and discuss various types of mobile technologies Technology Track: IT Roundtable and Breakfast Buffet and applications to improve the fan experience and drive revenue. Moderators: Steve Conley, IT Director, Boston (Open Session) Red Sox, and James Darrow, Director of IT, Ilitch Holdings/Detroit Red Wings This is a sports and entertainment industry peer-to-peer networking session with no vendors allowed. IT professionals across sports and enter- tainment have the opportunity to discuss a variety of topics and share ideas and strategies with their James Darrow peers. (Closed Session)54 | S E A T | WINTER 2011 | www.alsd.com
  • 50. INSIGHT IS PROUD TO BE THE OFFICIAL IT PARTNERFor the Thrill of ITPremium seat holders demand more. They want to check fantasy scores, access stats in realtime and order concessions at the touch of a button. Provide your guests with all this andmore by teaming up with Insight.Professional teams in every major sports league and leading sports and entertainmentvenues rely on Insight to deliver game-changing technology solutions to meet businessgoals and fans’ expectations. Isn’t it time you made us part of your team?1.800.INSIGHT t I N S I G H T. C O M© 2010 Insight Direct USA, Inc. All rights reserved. Insight is a registered trademark of Insight Direct USA,Inc. All other company and product names are trademarks or service marks of their respective owners.
  • 51. S.e.A.T. 2011 conference Agenda 9:00 am – 10:30 am 11:50 am – 12:30 pm Technology/Marketing/Sales Track: Technology/Venue Operations Track: Smart Buildings – Case Study Presentations: Engage Your Fans and Create Green, LEED Efficiencies and Automation: Best Practices Revenue Streams through Social Media, New Media and and Case Studies Social Networking Session attendees will learn to design, build and manage high perfor- This session includes discussions and case study presentations on how mance building systems that add value, while controlling costs and to engage your fans, increase brand awareness, monetize social media meeting the needs of the occupants and the environmental require- and create enthusiasm of your sport/venue, while developing new ments. (Open Session) revenue streams through social media, new media and social network- 12:30 pm – 1:15 pm ing. (Open Session) 2011 S.E.A.T. Conference Closing Session – Roundtable 10:45 am – 11:45 am Discussion and Sponsored Lunch Technology/Venue Operations/Marketing/Sales Track: Moderators: Christine Stoffel, S.E.A.T. Founder/BDE for Insight, Digital Signage Phenomenon: The Real Story – Cost, ROI, Networking ConnectedSports & Entertainment, and Tod Caflisch, Marketing and Sponsorship of Premium Consumers and VP of IT, New Orleans Hornets Corporate Sponsors Enjoy an open roundtable discussion on the 2011 conference. Pro- vide feedback to scope next year’s conference program…what worked, Moderator: Lorraine Spadaro, VP of Technology, what did not, suggestions for next year. This session will define the DNC/TD Garden S.E.A.T. Conference Program for 2012. Session attendees will gain a better understanding of leveraging innovative technology solutions in 1:30 pm – 6:00 pm digital signage with considerations on the reality Private Conference Rooms Reserved for League Specific of cost, revenue opportunities, ROI, marketing/ IT Meetings sponsorship of premium consumers and corporate Private conference rooms sponsored by S.E.A.T. and ALSD will be of- Lorraine Spadaro sponsors. (Open Session) fered to all leagues for league-based IT meetings. Rooms are reserved for the NBA, NFL, MLB, NHL and Race Teams for industry meet- ings. ©2010 S5 Enterprises, LLC. Any copying, redistribution or retransmission of any of the contents of this document without the express written consent of S5 Enterprise, LLC. is expressly prohibited. Never let your boards be boring! Enhance your menu boards with dynamic graphics, videos, TV feeds and more to drive sales and entertain your customers. VitalCAST ™ Indoor/Outdoor Digital Signage www.txdigital.com | entertainmentsales@txdigital.com | 800.693.262856 | S E A T | WINTER 2011 | www.alsd.com
  • 52. Never Lose Your Cool on Game Day.Our undercounter refrigerators will have you ready for game day.With a digitally controlled convection cooling system, your drinksand snacks will chill quickly and stay cool all through the game.With the capacity to store over seven cases of cans, you won’trun dry if you go into overtime. Four full depth removable shelvesinsure that you can fit whatever you need to make the most of theday. U-Line. Ready for game day since 1962.U-Line Refrigeration is keeping it cool in stadiums across the nation: Lincoln Financial Field Frank Erwin Center Citizens Bank Park Coors Field TD Banknorth Garden Invesco Field at Mile High Gillette Stadium Pepsi Center Verizon Wireless Arena Dick’s Sporting Goods Park Dunkin’ Donuts Center Morrison Stadium Agganis Arena Camelback Ranch Ralph Wilson Stadium Angel Stadium of Anaheim Nationals Park United Center Honda Center Lambeau Field The Palace of Auburn Hills Bradley Center Comerica Park U.S. Cellular Field Progressive Field Soldier Field Paul Brown Stadium Xcel Energy Center Ohio Stadium Conseco Fieldhouse Nationwide Arena Rangers Ballpark in Arlington PNC Park New Orleans Arena Great American Ball Park Cleveland Browns Stadium Canal Park All Pro Freight Stadium Please come by and visit us USTA Billie Jean King National Quicken Loans Arena Tennis Center 5/3 Bank Ballpark at the ALSD Conference and Minute Maid Park Miller Park Tradeshow June 26-29 Louisiana Superdome Scott Trade Center in Booth # 600 THE BUILT-IN UNDERCOUNTER MARKET LEADER SINCE 1962. • Digital controlled convection cooling system rapidly cools food and drink • Refrigeration capacity of 5.3 cubic feet • Storage for more than 7-1/2 cases of 12 oz beverages • LowE coated, argon gas filled thermopane glass door • 4 full depth removable, chrome plated heavy duty wire shelves • Commercial stainless steel handle • ADA24R and ADA24RGL come with a locking door ® • ADA24RGL is ENERGY STAR and CEE Tier 1 rated • ADA24R solid door model is available in black or stainless steel and ® is ENERGY STAR and CEE Tier 3 rated • Suitable for commercial use by Underwriters Laboratory (UL) • 32" H x 24" W x 23-1/2" D Model ADA24RGL To learn more, please visit u-line.com
  • 53. NHL Teams score Big iN THe suiTe markeT By Peter Titlebaum, Ed.D, University of Dayton and Debbie Titlebaum, MBA Editor’s Note: Suite pricing across a multi-variant landscape While they might find themselves as the best performing is further investigated in this article, the third of a four part team again this season on the ice, they have a ways to go to series. The average low and high cost of a suite for each team is challenge for the Forbes crown of most valuable NHL team. sourced from the ALSD Reference Manual. However, the research Forbes valued the Blackhawks at an impressive $300 million, does not take into account how many suites are priced at each but the top honor went to the Toronto Maple Leafs at $505 price point, slightly misrepresenting accurate averages, but still million. At the bottom of the list was the Phoenix Coyotes providing a credible means of comparison. Addressed third in at $134 million. All sports franchises are not equal, but the this issue is the NHL, following up our NFL and NBA analyses reasons for the imbalance vary considerably. They could range from previous issues of SEAT. Check back in subsequent issues for from the team’s success on the ice to the age of a team’s facility similar analysis for MLB and a summary of the findings across or even the geographic location. all leagues. As reported by industry leaders, the variables taken into T account impact the demand for suites and are likely to change his third installment of our series on how profes- by geographic market. The game plan for this article is to sional sports teams in each of the four major leagues organize data across many variables in tables, allowing trends stack up to each other in the suite market slides over to emerge that shed light on why some teams can charge more to the NHL. Our data provides useful information than others for a seemingly comparable product. that should be considered when pricing a suite; however, it is The following list includes the variables chosen with the important to realize that this is only a gauge, and the research sources in bold type. will not take into account variables that have not been re- ported. For example, the number of suites at each listed price, • Forbes – Team value of the total franchise TaBLe oNe: or if teams are offering all-inclusive food and beverage with • Forbes – Team value ranking among all 30 NHL teams easTerN the purchase of the suite. • Arbitron – Population of metropolitan area coNFereNce The NHL 2010-2011 season is underway, and soon the • Arbitron – Market ranking compared to other metropolitan VariaBLes Chicago Blackhawks will have to defend the Stanley Cup. areas EASTERN CONFERENCE 2010 Forbes 2010 Arbitron Number Low Cost High Cost Maximum Facility Suite Full House Team Value Population of Suites of a of a Suite Seating Capacity Seating % of Marketing: ($mil) Suite Suite Capacity for Facility Number of All Suites Capacity Fortune 1000 CompaniesNew Jersey Devils 218 15,669,500 76 $ 300,000 $ 400,000 1,248 17,625 7.08% 35New York Islanders 151 2,439,800 30 $ 135,000 $ 330,000 322 16,234 1.98% 9New York Rangers 461 15,669,500 89 $ 225,000 $ 400,000 1,780 18,200 9.78% 82Philadelphia Flyers 301 4,357,600 126 $ 91,500 $ 205,000 1,564 19,600 7.98% 28Pittsburgh Penguins 235 1,979,400 52 $ 80,000 $ 250,000 700 17,132 4.09% 16Boston Bruins 302 3,977,400 89 $ 55,000 $ 350,000 1,731 17,500 9.89% 23Buffalo Sabres 169 968,000 80 $ 70,500 $ 122,500 1,440 18,595 7.74% 3Montreal Canadiens 408 ~1,620,699 135 $ 120,000 $ 235,500 1,640 21, 273 7.71% *2Ottawa Senators 196 ~812,129 139 $ 65,000 $ 200,000 2,565 18,500 13.86% 0Toronto Maple Leafs 505 ~2,503,281 154 $ 110,000 $ 500,000 2,404 18,800 12.79% *7Atlanta Thrashers 135 4,413,800 92 $ 160,000 $ 200,000 2,072 18,545 11.17% 27Carolina Hurricanes 162 2,008,600 66 $ 76,000 $ 220,000 986 18,500 5.33% 5Florida Panthers 168 3,580,000 74 $ 110,000 $ 225,000 1,520 19,250 7.90% 13Tampa Bay Lightning 145 2,379,300 82 $ 50,000 $ 250,000 1,476 22,000 6.71% 7Washington Capitals 197 4,279,900 108 $ 150,000 $ 475,000 1,368 20,674 6.62% 27AVERAGE FOR EASTERN CONFERENCE 93 $ 119,867 $ 290,867 1,521 18,654 8.04% 21~ http://www.trueknowledge.com* http://money.cnn.com/magazines/fortune/global500/2010/58 | S E A T | WINTER 2011 | www.alsd.com
  • 54. • Fortune – Listing of the top 1000 companies in the United Global 500, which includes the world’s largest companies. States and listing of Fortune 500 worldwide Tables 1 and 2 show team standings on all criteria; the charts • Full House Entertainment Database Marketing – Break- are broken down by division and conference. down of the number of Fortune 1000 companies by The suites at American Airlines Center, host to the Dallas metropolitan area Stars, make up just over 14% of the 18,500 overall seating • NHL – Conference, Eastern or Western capacity. At the other end of the spectrum is Nassau Veterans • ALSD – Low and high average cost of a suite Memorial Coliseum, home of the New York Islanders. The • ALSD – Maximum suite seating capacity for all suites Coliseum has the lowest percentage at 1.98% of the 16,234 • ALSD – Suite seating percentage of total arena capacity capacity. Presently, the most affordable suite is found at the United Similarities are found among teams when studied across Center, home of the Chicago Blackhawks, who charge these criteria, as well as some large discrepancies. For example, $32,000 for a season. In contrast, the Toronto Maple Leafs, the Chicago Blackhawks have 169 suites, which is the most who play in Air Canada Centre, have a suite offering that in the NHL. By comparison, the New York Islanders have the commands $500,000 annually. These numbers have been fewest with 30 suites. converted to American currency at the time of writing this The market surrounding the Montreal Canadiens includes manuscript to allow for better comparison. Even so, Toronto only two major corporations, as defined by the Fortune offers the highest priced suite in the NHL. Global 500 listings. Given the population, corporate presence It is also interesting to consider that the entire NHL aver- and number of suites available, one might assume the overall ages $121,213 for the lowest and $281,019 for the highest value of the Canadiens to be low, but it puts Montreal fairly cost of a suite. The Eastern Conference casts a tall shadow on TaBLe Two: high on the list with a value of $408 million, outweighing the the Western Conference in all phases of the game using these wesTerN majority of the teams in the league. Please note that Forbes criteria. The average population is 40% greater and average coNFereNce does not compile a Canadian version of the Fortune 1000 team value is 21% larger in the East than the West. There are VariaBLes available in the United States. Instead, we rely on the Fortune 11% more Global Fortune 500 companies, and the average WESTERN CONFERENCE 2010 Forbes 2010 Arbitron Number Low Cost High Cost Maximum Facility Suite Full House Team Value Population of Suites of a of a Suite Seating Capacity Seating % of Marketing: ($mil) Suite Suite Capacity for Facility Number of All Suites Capacity Fortune 1000 CompaniesChicago Blackhawks 300 7,862,200 169 $ 32,000 $ 360,000 2,100 19,717 10.65% 53Columbus Blue Jackets 153 1,459,700 52 $ 160,000 $ 200,000 720 18,144 3.97% 14Detroit Red Wings 315 3,831,100 67 $ 120,000 $ 160,000 1,444 20,066 7.20% 15Nashville Predators 148 1,254,700 72 $ 90,000 $ 165,000 1,168 17,113 6.83% 13St. Louis Blues 165 1,979,400 91 $ 150,000 $ 250,000 1,460 19,150 7.62% 18Calgary Flames 206 ~967,861 78 $ 85,000 $ 295,000 680 19,289 3.53% *1Colorado Avalanche 198 2,336,100 95 $ 115,000 $ 250,000 1,900 18,000 10.56% 11Edmonton Oilers 183 ~730,372 66 $ 109,392 $ 437,568 782 16,839 4.64% 0Minnesota Wild 202 2,712,500 66 $ 97,000 $ 199,000 954 18,064 5.28% 28Vancouver Canucks 262 ~1,849,800 97 $ 105,000 $ 236,000 1,918 18,810 10.20% 0Anaheim Ducks 188 1,849,800 84 $ 150,000 $ 220,000 1,100 17,174 6.41% 11Dallas Stars 227 5,216,100 144 $ 225,000 $ 400,000 2,656 18,500 14.36% 45Los Angeles Kings 215 10,999,100 158 $ 225,000 $ 425,000 2,346 18,000 13.03% 24Phoenix Coyotes 134 3,300,300 88 $ 65,000 $ 170,000 1,182 18,000 6.57% 11San Jose Sharks 194 1,521,300 66 $ 120,000 $ 250,000 892 17,493 5.10% 27AVERAGE FOR WESTERN CONFERENCE 93 $ 123,226 $ 267,838 1,420 18,291 7.73% 19 ~ http://www.trueknowledge.com * http://money.cnn.com/magazines/fortune/global500/2010/60 | S E A T | WINTER 2011 | www.alsd.com
  • 55. high price is 7% higher. The only area where the Western Table 3 displays the commanding lead the Eastern Confer- Conference edges out the East is average low cost of a suite, ence has over the Western Conference in all variables but one. where they command a mere $3,359 advantage. The insights, taken from these tables, show how teams stack How does the East manage to command more value? up against each other in terms of suite pricing in the NHL. A Could it be because the original six teams grew out of the great deal of energy goes into the business side of suites and East, or is it that more northeastern cities tend to see hockey how teams justify setting their suite prices. Many factors con- as a winter sport? Any way it is considered, teams in the East tribute to the final pricing structure that teams employ. Teams are worth on average $44 million more than teams from the do not want to leave potential untapped revenue, but how West. do teams know how they compare unless they consider the In terms of population density, New York was ranked high- variables and how they stack up against others in the league? est by Arbitron in 2010 with 15,669,500 people. The smallest Spring training is coming, and so is the final installment in NHL metropolitan area is Edmonton with 730,372 residents, this series. The authors will next study Major League Baseball which would have earned a ranking of the 67th largest mar- and how the same criteria affect suite pricing in that league. # ketplace if located in the United States. Although the sixth largest metropolitan area in Canada, it is roughly half the size of Green Bay, WI. As a whole, the West plays in a smaller Do you have questions about or insights into this NHL research? marketplace, averaging 3,191,355 people, versus the East, Write to Dr. Titlebaum at peter.titlebaum@notes.udayton.edu. which averages 4,443,927 people in their cumulative regions.TaBLe THree: Eastern Conference Variables Western Conference DifferenceTaLe oFTHe Tape 250 Average 2010 Forbes Team Value 206 44 ($mil) Eastern Conference 4,443,927 Variables Average 2010 Arbitron Western Conference 3,191,355 Difference 1,252,572 250 Average 2010 Forbes Team Value Population 206 44 93 ($mil) of Suites Average Number 93 0 4,443,927 $119,867 Average 2010 Arbitron Average Low Cost of a Suite 3,191,355 $123,226 1,252,572 $3,359 $290,867 Population Average High Cost of a Suite $267,838 $23,029 93 1,521 Average Number of Suites Average Maximum Suite 93 1,420 0 101 $119,867 Average Low Cost of a Suite Seating Capacity $123,226 $3,359 $290,867 18,654 Average Facility Seating suite Average High Cost of A Capacity $267,838 18,291 $23,029 363 1,521 8.04% Average Suite Seating % of Average Maximum Suite 1,420 7.73% 101 .31% Seating Capacity Facility Capacity 18,654 21 Average Facility Seating Capacity Full House Average Fortune 1000 18,291 19 363 2 8.04% Average Suite Seating % of Companies in Market 7.73% .31 Facility Capacity 21 Full House Average Fortune 1000 19 2 Companies in Market62 | S E A T | WINTER 2011 | www.alsd.com
  • 56. – ADVERTORIAL –industry case study: aLsd member successA Three Point Success:FLEXcon and Mitographers Help NCAA Summit League ShineBy Michael Chevalier, New Business DevelopmentManager, FLEXconB randing one of the year’s biggest basketball tournaments is a tall order, and finding the right approach isessential. For the Sioux Falls SportsAuthority and the team at The Mitographers,a local screen/digital-process printingcompany, creating a comprehensiveprogram that would achieve maximumvisibility as well as profitability for the 2010Summit League Basketball Tournamentwas the goal. The question – how to enticelocal businesses to support and help brandthe event? Working with FLEXcon, a globalmanufacturer of self-adhesive films,Mitographers put together a packagethrough the Sioux Falls Sports Authoritythat allowed local business to graphicallyalign themselves with the event, eventhough they were not sponsors. Under theprogram, small businesses who made a$50 donation received a 12 inch by 12 inchwindow decal that announced their statusas an official supporter, and numerousbusinesses took advantage of the oppor-tunity. One local bar, Shenanigan’s, wenta step further and covered their doors, The large format graphic tied in nicely he was pleased with the program’s results.windows and bar top with Summit League with the supporter graphics program and “We used the graphics to get the communitygraphics. The program generated revenue generated even more excitement for the involved, and it worked out well for us…to the Summit League, and also served to event itself. We were very satisfied with the graphics,”promote the event in the community. The Summit League used FLEXcon he said. Tim Phillips noted that the Sioux “We used the graphics materials to brand the arena as well. Falls Sports Authority liked the graphics They used FLEXmark® floor art™ to create revenue program so much that they have to get the community individual logos for each of the teams, a plan to generate more sales next year. involved, and it worked WALLdeco™ to create a large welcome For the complete story on this Three-Point mural, and floor art materials to create a Success, visit: out well for us… large center court graphic. Summit League www.myflexcon.com/summit. We were very satisfied Marketing Director Vanessa Quimpo says Self-adhesive films can transform an with the graphics.” everyone was impressed with the work event. They can be used to brand an event, of Mitographers and FLEXcon. “They not just in the arena, but throughout the At the same time, the city was branding did a great job and the FLEXcon mate- larger community. Contact FLEXcon andthe event on a large scale, using FLEXcon’s rial worked out real well…It looked great learn how you can make the most of theseeTHRU-sign® perforated window film to on TV.” Tom Douple, the Summit League self-adhesive advantage.cover a skywalk over a major metropolitan Commissioner, was very pleased with the For more information, contacthighway, a glass structure that spans across center court graphic and said, “It was a Michael Chevalier, New Businessa four lane road. Says Tim Phillips, Sales smashing success!” Development Manager - Product BrandingManager for The Mitographers, “We said Michael Sullivan, Executive Director Business Team, FLEXcon: (508) 826-7204to the Sports Authority, ‘Let’s wrap that!’” of the Sioux Falls Sports Authority, said or mchevalier@FLEXcon.com.F L e X c o n www.FLEXcon.com
  • 57. PersonAlizing sPortsAnd entertAinmentFrom apparel to tickets to premium gifts to corporate branding, fans are being givenmore control over their experience. Is there any reason to doubt that there is an emerging marketfor personalization in the venue marketplace?By Bill Dorsey, Chairman, ALSD andRyan Mirabedini, Membership Director, ALSD A s with many things that happen on the venue Super Bowl and Final Four, where the high price of tickets side of the sports business, the first area that new more than offset the high cost of ticket printing. ideas are “tested” in is the premium seat market. But according to John Watlington, at Paramount Ticket, Premium seat customers are exposed to the new the digital age has driven down the cost substantially. Para- gadgets, the new services, the new products first. mount Ticket can print personalized tickets for suite, club and Flat screen TVs, when they were really unique (read that premium seat clients at no additional print costs, often for less expensive), had one of their first major product introductions than what has been traditionally spent on tickets for premium in suites. They were something special, and those in the suites seating, while still maintaining expected quality standards. realized it. The product manufacturers with high prices for Branded Tickets© is a full-color personalization service that those initial early introductions ($10K was not unusual for seamlessly integrates with a club or venue’s basic ticket design the biggest and best back in the day) provided this service to and allows clients, like IBM for example, to “brand” their the most exclusive, well-heeled fans. It was almost a loss leader own tickets by adding full-color logos, images or messages. in some ways, a form of advertising for something to come. The rub? Acceptance in the venue marketplace takes time. Today’s world continues the trend with a new generation of Teams tend to look for the cheapest ticket outlet and do not products. One of the current progressions involves person- even realize that this can be done affordably. If truth be told, alization. The NFL, for example, is running a series of com- some teams simply do not want to take the time to examine mercials promoting the ability to customize your own jersey and explore new options. They like what they have, so why and apparel on NFLSHOP.com. As depicted in one popular change? And if the customer is never exposed to the product, commercial, a fan of Drew Brees becomes Summer Brees. why do so now? What happens if the price of the product Reportedly, Nike is also getting into this business with a goes up, and the team can no longer afford the option any- coming line. more? Are tickets even an amenity, or are they a commodity? But while sporting apparel is a logical place to begin a As of today, many believe they are a commodity. But in the personalization trend, there are many others who are taking age of personalization, that may well soon change. advantage of the new age of digitized printing. Paramount Indeed, there are many options for custom branding that Caterpillar paid for its customized suite branding at Mall of America Ticket, for example, is introducing a new product line of cus- are emerging. Ruhlin Promotional Products customizes Cutco Field after the Vikings simply tom branded tickets. Souvenir tickets, until recently, played knives that are given away to suite holders as gifts. According presented them with the concept. well in the concert market and for special events, such as the to John Ruhlin, the knives are not sold at merchandize stands due to logo restrictions, but teams are allowed to give them as gifts. Cutco is a premium brand, and customers recognize this. So the gift is not viewed insignificantly or as a giveaway but something of true, lasting value. The trend to personalization can also extend to corporate branding. FLEXcon has been reaching teams for branded suites for about three or four years now. Finally, due to their persistence in the marketplace, branded suites seem to be catching on (see photo of Caterpillar suite at Mall of America Field). One issue for FLEXcon clearly has been reaching the com- pany who receives the benefit. Teams are sometimes reluctant to pick up the cost unless there is an incentive such as a renewal program coming up. Since teams do not readily share their database lists, it is not always easy to go to the customer direct. The other issue is some teams are reluctant to have their walls adorned with anything other than their standard64 | S E A T | WINTER 2011 | www.alsd.com
  • 58. INTERACTION & EXPERIENCE DESIGN BRANDED ENVIRONMENTSSIGNAGE & WAYFINDING DESIGN SPECIALTY FABRICATIONENGINEERING INSTALLATION 3421 MERRIAM LANE OVERLAND PARK, KS 66203 DESIGN: DIMENSIONAL INNOVATIONS, POPULOUS P: 913.384.3488 F: 913.384.1074 HYVEE SPONSORSHIP WWW.DIMIN.COM A R R O W H E A D S TA D I U M
  • 59. SEC ROW SEAT SEC ROW SEAT SEC ROW SEAT SEC ROW SEAT SEC ROW SEAT 121 F 2 121 F 2 121 F 2 121 F 2 121 F 2 121 GAME 5 GAME 4 GAME 3 GAME 2 GAME 1 GAME TIME SUBJECT TO CHANGE GAME TIME SUBJECT TO CHANGE GAME TIME SUBJECT TO CHANGE GAME TIME SUBJECT TO CHANGE GAME TIME SUBJECT TO CHANGE PRICE INCLUDES $2.00 SURCHARGE AND PRICE INCLUDES $2.00 SURCHARGE AND PRICE INCLUDES $2.00 SURCHARGE AND PRICE INCLUDES $2.00 SURCHARGE AND PRICE INCLUDES $2.00 SURCHARGE AND 10% ADMISSION TAX ON BALANCE. 10% ADMISSION TAX ON BALANCE. 10% ADMISSION TAX ON BALANCE. 10% ADMISSION TAX ON BALANCE. 10% ADMISSION TAX ON BALANCE. The evolution of digitized printing technology allows premium clients to feature brand messaging on their tickets given to guests at little Book-1128 to no additional cost compared to traditional printing. BIND TM TM Saturday, Nov. 6, 2010 Saturday, Oct. 30, 2010 Friday, Oct. 29, 2010 Saturday, Oct. 16, 2010 Friday, Oct. 15, 2010 7:15 PM 7:15 PM 7:30 PM 7:15 PM 7:30 PMBelow: Is the World’s Finest Culinary product a keepsake or a kitchenknife? In the age of personalization, SEC ROW SEAT SEC ROW SEAT SEC ROW SEAT SEC ROW SEAT SEC ROW SEATthe decision is up to each individual 121 F 2 121 F 2 121 F 2 121 F 2 121 F 2 recipient. AABAEBEAAEBFBEAFABEFAAEBFAAFAABEEA AAEABEBFEBAAEABFAFFAAAEFAABABEEBEA AAABAEFBEFAAEEABBBEEBABEEABBEFAAEA do, thus AAEABEBAFFAAFAEBAABEAFEFABABBAEEEA difficult for them to break already making it more AAABAEFEBBEAEBAFAEBFAABAEBEABEBEEA 484798655618 843580333202 726537686165 ties during the next 846658423973 cycle. Whether the client is a renewal 728689564849 Fortune 500 company or a local doctor, they are purchasing a suite, at least in part, because the team represents the city and community at large. Case in point is the fact that fans commonly refer to their local team as “we” or “us”, because they have become so ingrained in the happenings of the most communal events of that given city. Fans are already paying extra for customized team jerseys, and as the market for this type of involvement grows, the creative flexibility for suite holder applications is an empty canvas. # design fare. Some of this is clearly changing though, in part, again because of the age of personalization. To reach any of the mentioned parties, please see below: As is the case with any customer satisfaction effort by an FLEXcon organization, the return on investment is the number one Mike Chevalier measurement of exactly how effective an initiative is. In the mchevalier@flexcon.com case of personalization, how exactly can this be measured? One FLEXcon Industrial Park In the most obvious manner, is the customer, in this case the Spencer, MA 01562-2642 suite holder, happy? Sure, winning is the main component 402-991-0011 to a pleased client, but if every team went to the playoffs, it certainly would not be much of a sport. Paramount Ticket The Los Angeles Kings have recently implemented person- John Watlington john@ptx.cc alization in a brand new manner by incorporating Pandora 3543 Richards Run into a local marketing push. In teaming with Pandora, which Powhatan, VA 23139 is a customizable online radio source, the Kings have allowed 804-598-9107 their fans to listen to the same music as their favorite players. By having star players like Ryan Smyth, Jarret Stoll, Rob The Ruhlin Group Scuderi, Jack Johnson, Brad Richardson, Peter Harrold, Davis John Ruhlin Drewiske, Kevin Westgarth and Jonathan Bernier pick their john@ruhlingroup.com favorite songs, Pandora then created a mixtape of all these 2654 Sutherland Circle songs and made them accessible to any Kings fan. North Canton, OH 44720 The main goal of personalizing products for suite holders 330-495-9664 is to make them feel even more a part of the team than they66 | S E A T | WINTER 2011 | www.alsd.com
  • 60. Branded Tickets Connect. It’s Time. TM INAUGURAL SEASON AT THE NEW CHENEY STADIUM Void 0001 tacomarainiers.com Triple-A Affiliate Justin SMOAK 0001 2010 Pacific Coast League CHAMPIONS TACOMA RAINIE SACRAMENTO RS vs. SECTION 0001 ROW RIVER CATS SEAT TACOMA RAINIE VO I FRIDAY D SACRAMENTO RS vs. SECTION APRIL 15, 2011 RIVER CATS ROW SEA VO I 7:05 PM D Dustin SATURDAY ACKLEY DUGOUT APRIL 16, 2011 CLUB 7:05 PM DUGOUT TACOMA vs. CLUB SACRAMENTO EBJAIMEIIKAEEICEJBBDEGIAH SECTION ROW SEAT TACOMA vs. SACRAMENTO VO EBJAIMEIIKAEEICEJBBDEGIAH I D Void SECTION 2011 SEASON TICKETS ROW 9953565121 APRIL 15, 2011 VO SEAT 7:05 PM I D L U X U R Y S U I T E 9953565121 APRIL 16, 2011 ACCT# 1234567 7:05 PM ACCT# 1234567 le rp Tab en Co #8 Gre le rp Tab Justin en Co SMOAK #8 Gre 2010 Pacific Coast League CHAMPIONS 0001 le rp Tab TACOMA RAINIE en Co SACRAMENTO RS vs. SECTION #8 Gre ROW RIVER CATS SEAT TACOMA RAINIE VO I FRIDAY D SACRAMENTO RS vs. Justin SECTION APRIL 15, 2011 SMOAK RIVER CATS ROW SEAT TACOM VO I A RAINIE 2010 Pacific Coast RS vs. 7:05 PM D SACRAMENTO League SATURDAY DUGOUT APRIL 16, 2011 RIVER CHAMPIONS CA CLUB 7:05 PM SUNDAY DUGOUT APR TACOMA vs. CLUB SACRAMENTO DUGO EBJAIMEIIKAEEICEJBBDEGIAH SECTION ROW SEAT TACOMA vs. SACRAMENTO VO EBJAIMEIIKAEEICEJBBDEGIAH I D SECTION ROW 9953565121 APRIL 15, 2011 VO SEAT EBJAIMEIIKAEEICEJBBDEGIAH 7:05 PM I D 9953565121 APRIL 16, 2011 ACCT# 1234567 7:05 PM ACCT# 1234567 9953565121 TACOMA RAINIE SACRAMENTO RS vs. SECTION ROW RIVER CATS SEAT TACOMA RAINIE VO I FRIDAY D SACRAMENTO RS vs. APRIL 15, 2011 RIVER CATS 7:05 PM SATURDAY DUGOUT APRIL 16, CLUB DUGOUT TACOMA vs. SACRAMENTO EBJAIMEIIKAEEICEJBBDEGIAH SECTION ROW SEAT VO EBJAIMEIIKAEEICEJBBDEGIAH I D SE 9953565121 APRIL 15, 2011 ble Corp Ta 7:05 PM 9953565121 en ACCT# 1234567 #8 Gre SEC ROW SEAT SEC ROW SEAT SEC ROW SEAT SEC ROW SEAT SEC ROW SEAT 121 F 2 121 F 2 121 F 2 121 F 2 121 F 2 121 GAME 5 GAME 4 GAME 3 GAME 2 GAME 1 SEC ROW INCLUDES $2.00 SURCHARGE AND PRICE INCLUDES $2.00 SURCHARGE AND PRICE INCLUDES $2.00 SURCHARGE AND PRICE INCLUDES $2.00 SURCHARGE AND PRICE INCLUDES $2.00 SURCHARGE AND ROW SEAT SEC ROW TIME SUBJECT TO CHANGE SEAT SEC ROW TIME SUBJECT TO CHANGE SEAT SEC SEC ROW SEAT SEC ROW SEAT GAME TIME SUBJECT TO CHANGE GAME TIME SUBJECT TO CHANGE GAME TIME SUBJECT TO CHANGE GAME GAME SEC ROW SEAT SEC ROW SEAT SEC ROW SEAT SEC ROW SEAT PRICE SEAT 101 G 10 101 G 10 101 G 10 101 G 10 101 G 10% ADMISSION TAX ON BALANCE. 10 101 10% ADMISSION TAX ON BALANCE. 113 10% ADMISSION TAX ON BALANCE. F 1 113 10% ADMISSION TAX ON BALANCE. F 1 113 10% ADMISSION TAX ON BALANCE. F 1 113 F 1 113 F 1 SEC 113 ROW SEAT SEC ROW SEAT SEC ROW SEAT SEC ROW SEAT SEC ROW SEAT GAME 5 GAME 4 SEC 3 GAME ROW SEAT SEC ROW SEAT GAME 2 SEC ROW SEAT GAME 1 SEC ROW SEAT SEC ROW SEAT GAME 5 GAME 4 SEC 3ROW SEAT GAME SEC 2ROW SEAT GAME SEC 1ROW 111 GAME SEAT G SEC 11 ROW 111 SEAT G SEC 11 ROW 111 SEAT G 11 111 G 11 111 G 11 111 122 GAME TIME SUBJECT TOD 122 9 GAME TIME SUBJECT TOD 122 9 GAME TIME SUBJECT TOD 9 122 D 9 122 D 9 PRICE122 SUBJECT TO CHANGEAND PRICE INCLUDESSUBJECT TO CHANGEAND PRICE INCLUDESSUBJECT TO CHANGEAND 2 GAME TIME111 SURCHARGE AND 2 GAME TIME111 SURCHARGE AND 2 GAME111 GAME TIME GAME TIME GAME TIME SUBJECT TO CHANGE SUBJECT TO CHANGE GAME TIME SUBJECT TO CHANGE PRICE INCLUDES $2.00 SURCHARGE AND GAME TIME SUBJECT TO CHANGE PRICE INCLUDES $2.00 SURCHARGE AND CHANGE CHANGE CHANGE PRICE INCLUDES $2.00 SURCHARGE AND PRICE INCLUDES $2.00 SURCHARGE AND PRICE INCLUDES $2.00 SURCHARGE AND INCLUDES $2.00 SURCHARGE $2.00 SURCHARGE 111 SURCHARGE $2.00 K PRICE INCLUDES $2.00 K PRICE INCLUDES $2.00 K 5 K 2 GAME111 4 K 2 GAME111 3 GAME 2 GAME 1 10% ADMISSION TAX ON BALANCE. 10% ADMISSION TAX ON BALANCE. GAME 5 10% ADMISSION TAX ON BALANCE. GAME 4 10% ADMISSION TAX ON BALANCE. GAME 3 10% ADMISSION TAX ON BALANCE. GAME 2 GAME 1 10% ADMISSION TAX ON BALANCE. 10% ADMISSION TAX ON BALANCE. 10% ADMISSION TAX ON BALANCE. GAME 5 10% ADMISSION TAX ON BALANCE. GAME 4 10% ADMISSION TAX ON BALANCE. GAME TIME SUBJECT TO CHANGE GAME 3 INCLUDES $2.00 SURCHARGE AND 2 INCLUDES $2.00 SURCHARGE AND PRICE INCLUDESSUBJECT TO CHANGEAND GAME PRICE GAME 1 SECTIME ROW SEAT GAME TIME SUBJECT TO CHANGE GAME GAME TIME SUBJECT TO CHANGE GAME TIME SUBJECT TO CHANGE GAME TIME SUBJECT TO CHANGE GAME TIME SUBJECT TO CHANGE GAME TIME SUBJECT TO CHANGE GAME TIME SUBJECT TO CHANGE GAME TIME SUBJECT TO CHANGE PRICE $2.00 SURCHARGE SEC ROW SEAT PRICE INCLUDES $2.00 SURCHARGE AND SEC ROW SEAT PRICE INCLUDES $2.00 SURCHARGE AND SEC ROW SEAT SEC ROW SEAT GAME TIME SUBJECT TO CHANGE GAME TIME SUBJECT TO CHANGE GAME TIME SUBJECT TO10% ADMISSION TAX ON BALANCE. CHANGE GAME TIME SUBJECT TO10% ADMISSION TAX ON BALANCE. CHANGE GAME TIME SUBJECT TO10% ADMISSION TAX ON BALANCE. CHANGE 10% ADMISSION TAX ON BALANCE. 10% ADMISSION TAX ON BALANCE. 122 PRICE INCLUDES $2.00 SURCHARGE AND PRICE INCLUDES $2.00 SURCHARGE AND PRICE INCLUDES $2.00 SURCHARGE AND PRICE INCLUDES $2.00 SURCHARGE AND PRICE INCLUDES $2.00 SURCHARGE AND E 10 122 E 10 122 E 10 122 E 10 122 E 10 122 PRICE INCLUDES $2.00 SURCHARGE AND PRICE INCLUDES $2.00 SURCHARGE AND PRICE INCLUDES $2.00 SURCHARGE AND PRICE INCLUDES $2.00 SURCHARGE AND PRICE INCLUDES $2.00 SURCHARGE AND 10% ADMISSION TAX ON BALANCE. 10% ADMISSION TAX ON BALANCE. 10% ADMISSION TAX ON BALANCE. 10% ADMISSION TAX ON BALANCE. 10% ADMISSION TAX ON BALANCE. 10% ADMISSION TAX ON BALANCE. 10% ADMISSION TAX ON BALANCE. 10% ADMISSION TAX ON BALANCE. 10% ADMISSION TAX ON BALANCE. 10% ADMISSION TAX ON BALANCE. GAME 5 GAME 4 GAME 3 GAME 2 GAME 1 Book-1128 GAME TIME SUBJECT TO CHANGE GAME TIME SUBJECT TO CHANGE GAME TIME SUBJECT TO CHANGE GAME TIME SUBJECT TO CHANGE GAME TIME SUBJECT TO CHANGE PRICE INCLUDES $2.00 SURCHARGE AND PRICE INCLUDES $2.00 SURCHARGE AND PRICE INCLUDES $2.00 SURCHARGE AND PRICE INCLUDES $2.00 SURCHARGE AND PRICE INCLUDES $2.00 SURCHARGE AND BIND TM TM 10% ADMISSION TAX ON BALANCE. 10% ADMISSION TAX ON BALANCE. 10% ADMISSION TAX ON BALANCE. 10% ADMISSION TAX ON BALANCE. 10% ADMISSION TAX ON BALANCE. Saturday, Nov. 6, 2010 Saturday, Oct. 30, 2010 Friday, Oct. 29, 2010 Saturday, Oct. 16, 2010 Friday, Oct. 15, 2010 Book-1093Book-1026 7:15 PM 7:15 PM 7:30 PM 7:15 PM 7:30 PM Book-1077 BIND Book-1149 BIND Book-1088 TM TM Saturday, Nov. 6, 2010 Saturday, Oct. 30, 2010 Friday, Oct. 29, 2010 Saturday, Oct. 16, 2010 Friday, Oct. 15, 2010 TM TM Saturday, Nov. 6, 2010 Saturday, Oct. 30, 2010 Friday, Oct. 29, 2010 Saturday, Oct. 16, 2010 Friday, Oct. 15, 2010 BIND 7:15 PM 7:15 PM 7:30 PM 7:15 PM 7:30 PM 7:15 PM 7:15 PM 7:30 PM 7:15 PM 7:30 PM TM TM BIND Saturday, Nov. 6, 2010 Saturday, Oct. 30, 2010 Friday, Oct. 29, 2010 Saturday, Oct. 16, 2010 Friday, Oct. 15, 2010 BIND TM TM Book-1158 Saturday, Nov. 6, 2010 Saturday, Oct. 30, 2010 Friday, Oct. 29, 2010 Saturday, Oct. 16, 2010 Friday, Oct. 15, 2010 Saturday, Oct. 16, 2010 7:15 PM 7:15 PM Friday, Oct. 15, 2010 7:30 PM 7:15 PM 7:30 PM TM TM Saturday, Nov. 6, 2010 Saturday, Oct. 30, 2010 Friday, Oct. 29, 2010 7:15 PM 7:15 PM 7:30 PM 7:15 PM 7:30 PM 7:15 PM 7:15 PM 7:30 PM 7:15 PM 7:30 PM BIND TM TM SEC ROW SEAT SEC ROW SEAT SEC ROW SEAT SEC ROW SEAT SEC ROW SEAT Saturday, Nov. 6, 2010 Saturday, Oct. 30, 2010 Friday, Oct. 29, 2010 Saturday, Oct. 16, 2010 Friday, Oct. 15, 2010 7:15 PM 7:15 PM 7:30 PM 7:15 PM 7:30 PM 121 F 2 121 F 2 121 F 2 121 F 2 121 F 2 SEC ROW SEAT SEC ROW SEAT SEC ROW SEAT SEC ROW SEAT SEC ROW AABAEBEAAEBFBEAFABEFAAEBFAAFAABEEA SEAT AAEABEBFEBAAEABFAFFAAAEFAABABEEBEA AAABAEFBEFAAEEABBBEEBABEEABBEFAAEA SEC ROW SEAT AAEABEBAFFAAFAEBAABEAFEFABABBAEEEA SEC ROW SEAT AAABAEFEBBEAEBAFAEBFAABAEBEABEBEEA SEC ROW SEAT SEC ROW SEAT SEC ROW SEAT 101 G 10 101 G 10 101 G 10 101 G 10 101 G 10484798655618 843580333202 726537686165 113 F 1 846658423973 113 F 1 728689564849 113 F 1 113 F 1 113 F 1 SEC ROW SEAT SEC ROW SEAT SEC ROW SEAT SEC ROW SEAT SEC ROW SEAT SEC ROW SEAT SEC ROW SEAT SEC ROW SEAT SEC ROW SEAT SEC ROW SEAT SEC ROW SEAT SEC ROW SEAT SEC ROW 111 SEAT G SEC 11 ROW 111 SEAT G SEC 11 ROW 111 SEAT G 11 111 G 11 111 G 11 AAAAFFAEBBAEEFABAAFAFAAFBEAABEBEEA AAAAFFAEFABABAFEAFBAEAABAEFFFAAAEA 122 D AABAEBEFAAEBFAEBABEEABEBBAEFEABAEA 9 122 D AAEFBAAAAAFFAAAFFBEBEAEABFAAFAAFEA 9 122 D AAAAFFAABEBEABAFEFAABEFAEBAEABBEEA 9 122 D 9 122 D 9 AABAEBEEEABBBAEAFAFEBAEABBEFAAAFEA AAEABEBAEBAFEBAFAFAAEBBAEAFBFEAAEA AABAEBEAABFEABBEEBAEBEBEAAFAFBEAEA 111 K 2 AAAEFBAABAEFEEBBAAAAFFAAFAFEFBAAEA 111 K 2 AAAEBAFEAAFBEABBEEBABEBFAAEAAFEBEA 111 K 2 111 K 2 111 K 2 001639999649 003905837233 488158611638 367777958022 004979185810 483741691011 842489814163 487076482196 607230774436 248710192304 AAAEFBAAAFBEABEFAEBBAEAABFEEBAAFEA AAEABEBAEBAFBEAFAEBABEABBEEEABEBEA AAABAEFABBEEBBEEAAAFEBAEBAFFBAEAEA SEC ROW SEAT AAAEFBAABAEFAFAAFFEABAFAAFAAEEBBEA SEC ROW SEAT AAEBAAFEABEBEBEBAABEBEEABAFABAFEEA SEC ROW SEAT SEC ROW SEAT SEC ROW SEAT AAAEBAFAEBAFABEFAFBAEABAFEABEABEEA AAABAEFEAEBBBAFAEFAFAAFABAEAAFEBEA AAEABEBAFAEBBEAAFBAEFAEBAAFEFABAEA AAAEFBAFABEAAAEBFBAAFEEBAFAAEEBBEA AAAEBAFEAEBBEBAEBEBFAAAFABEBEBEAEA AAAAFFABAEFAEEBABABBEEEFABAEFBAAEA AAAEBAFEFBAAFAABEABBEEEBABEAAFEBEA AAAEFBAAEAFBEBEBAFAAEBAEABFBEAEBEA 604009167012AAAAFFAFBAEAABEAFBEBEAEEBBABEBEAEA 842498197684AAEFBAAAABFEBEAFAAEEBBEABEBEBABEEA 727603042483 10 122 E 122 607222388867 10E 122 128459491479 10 E 122 E 10 122 E 10 242409830528 725745551504 849221081239 608547788967 245782562995 000834763936 243618761904 609759812791 008342953095 367098678419 AAEBAAFABEAFBEAFAAFABEAEFABBAEBEEA AAABAEFFEBAABEAFAFBAAEAAFAFEBBAEEA AAEFBAAAEFBAEEABBEBABEEBEBAAEABFEA AAAAFFAFAEABAAFEBBEBEAAAFEBEFABAEA AABAEBEEABEBBAEBEBEABEEAABFABAFEEA 124298296448 723598134416 366037195927 005104950439 488448281779 Branded TicketsTM is a full color personalization service that seamlessly integrates with your basic ticket design to allow Suite, Club and Premium Seat clients to “Brand” their tickets by adding logos, images or messages. High Impact, Premium Quality, Astonishingly Affordable John Watlington john@ptx.cc 804.598.9107 www.ptx.cc 30 Mill Street Wheatland, Pa. 16161 Toll Free: 800.941.1070 Fax: 724.346.1073
  • 61. through the eyeSof the MlS SuIte DIrectorWe assembled a group of MLS suite directors from each conference and from acrossmultiple geographies for a roundtable discussion to gain further insight into lifein Major League Soccer. Find out the highs and lows (mostly highs) of life on the pitch. W hen the United States hosted the World Cup mistakes and learn from them and try new things. It’s been in 1994, part of the agreement with FIFA in fantastic. order to be awarded the tournament was to create a soccer league for the game to grow Murray: It’s fantastic. I really enjoy working in this league, domestically. At the time Major League Soccer was formed, because it’s a league that’s still new and still growing. I had an only the biggest of optimists could have foreseen the growth opportunity to work in the NFL before this, and one of the of the league to where it is now. But with new, soccer-specific things that attracted me to MLS was that they were open to venues being built each year and a growing fan base to sup- new ideas. My club is one of the newer clubs, but in the grand port these investments, MLS believes it has arrived. Join scheme of things, the league is only 16 years old, and all the four MLS staffers in this roundtable discussion led by ALSD teams are growing together, building new stadiums, expand- Membership Director, Ryan Mirabedini, to find out exactly ing their staffs and taking a look at different ideas. Most teams why the league’s time has come. are open to new ideas, because they don’t have uniformly established practices that every team has to follow. Meet the Panel: Fox: Working in Major League Soccer can be very challenging due to the fact that we compete with so many other major Rich Searls league sports and entertainment venues in the L.A. market. Director of Sales and Fan Services Soccer is still continuing to grow in popularity in the United New York Red Bulls/Red Bull Arena States. With that being said, it’s very exciting to see the sport and fan base grow year-to-year. Kai Murray Shafer: It is exciting to be part of a league that constantly Premium Services Manager has to prove itself to the other big leagues that our league is Real Salt Lake here to stay, and that soccer in America can be as big as it is in Europe. The TV ratings from this past World Cup prove Alicia Fox that. We have owners and franchises within our league that Manager of Premium Seating Service are investing big dollars for new stadiums to showcase the Home Depot Center game and are committed to growing the game. I believe that every employee within Major League Soccer, whether it is at Nick Shafer the league level or team level, has the deep underlying goal of Vice President of Stadium Operations growing the game within America. FC Dallas/Pizza Hut Park alSD: In your mind, what will it take for MlS to make alSD: If you could explain to people what it’s like work- people think of the big 5 instead of big 4? ing in Major league Soccer, what would you tell them? Searls: We get that question almost every day. We know that Searls: For me, it’s a dream come true. I started working here soccer is the #1 sport in the world and that there are more back in 2003 for, at the time, the MetroStars and wanted to people that watch it and play it than all of the big 4 com- help the league get going and grow. At that point, [the league] bined. For us, it’s trying to fight through the hard headedness had come off a couple of contractions, so it was kind of up of the media because of our market. We have to make them and down, but I knew I wanted to be a part of it. Now with realize that it’s not just a niche sport. We’re getting there. the new stadium we opened in March and before that in 2006 We’ve raised our season ticket numbers by 50%, and we’ve with Red Bull buying the team, we have the ability to make raised our attendance numbers by 50%, so it’s coming.68 | S E A T | WINTER 2011 | www.alsd.com
  • 62. What’s yourWi-Fi done foryou lately? AT&T Wi-Fi Services provides the KEY to a complete integrated Wi-Fi infrastructure providing smooth, continuous connectivity throughout your stadium to keep your fans connected and offer the ultimate alternative to “Home Theater”. Wi-Fi connectivity is a critical necessity for all stadiums today. Designing, implementing and managing a vital network can be costly, labor-intensive and time consuming. AT&T Wi-Fi Services is your technology partner providing extensive Wi-Fi connectivity expertise and removing the burden from you! AT&T Wi-Fi Services designs, delivers and manages the proven AT&T Wi-Fi Area Network— a highly efficient Wi-Fi network for the 21st century that stadiums need to ensure optimal connectivity and fans experience. What’s your Wi-Fi doing for you? Contact Chris Smith at 214-712-7640 for more details on how AT&T Wi-Fi can help improve the experience at your facility. Visit www.att.com/retailwi-fi for more information.©2011 AT&T Intellectual Property. All rights reserved. AT&T, the AT&T logo and all othermarks contained herein are trademarks of AT&T Intellectual Property and/or AT&T affiliatedcompanies. All other marks contained herein are the property of their respective owners.
  • 63. “I believe that every employee within Major league Soccer, whether it is at the league level or the team level, has a deep underlying goal of growing the game within america.” – Nick Shafer Murray: We’re certainly moving in the right direction. As part year we are adding a new area, “Premium Midfield”, which is of the process, you have to get your own buildings, and now another 550 seats with a little extra padding and close to the more than half the teams are the primary tenants. We play team benches. Our 3rd club, Bulls Corner, which last year was during the summer against the baseball season for the most opened to all of our season ticket holders, didn’t really get the part, a little bit of basketball on both ends and a little bit of flow that we had hoped, so we took about 550 seats and tied football in the fall, but we want to be the summer thing to access to that club, which is totally a la carte. do. What we’re doing as a league isn’t something that is going to flip that switch overnight. We wouldn’t have gotten David Murray: We have four different categories starting with 32 Beckham or Thierry Henry ten years ago. But if our league is total suites. Of those, 23 are on the concourse level with nine compared to where the NFL was in 1950 or where the NBA more private suites on the fourth floor. We have about 1,000 was pre-merger, we’re in a much better condition than those club seats. We have the Hunters and Lions Club, which is an leagues were. The last element is we need a little bit of luck. ultra-VIP club that consists of 96 seats. We also have a new It might be a great MLS Cup Final. It might be that the U.S. area we started last year called our Ledge Dining Area, which wins a World Cup and half the players are playing in our is an area that’s all-inclusive F&B. These private boxes, located league. Who knows what it’s going to be, but it will happen on our stadium club patio, are built for six and have higher- sometime in the next 10-15 years. end dining options. Not only are these great seats for soccer but also some of the best seats for concerts. Fox: The development of youth programs and leagues in the U.S. will help the sport and league grow, along with the con- Fox: We have 1,536 club seats located at midfield, 41 suites tinuous addition of big name international players to MLS located on the main and upper concourses on the west side squads, which helps with general public interest. of the stadium and six event suites (game-day rentals) on the south end of the stadium behind the goal. We also have Shafer: In my mind, it’ll happen once the league overall is terrace cabanas available as game-day rentals, which each hold selling out its stadiums regularly and people locally see that a four people and overlook the field from the west terrace. As game-night experience at any MLS venue rivals that of any of for premium areas, we have our Concourse Club bar/lounge the other big 4. on the main concourse and our American Express Stadium Club bar/restaurant located on the upper concourse. All clients receive preferred parking adjacent to the stadium, and alSD: What is the suite/premium area layout of your we have a great VIP entrance, which allows people to enter venue? the stadium near the suites and club seat sections. Searls: The building itself has 25,000 seats and of that, Shafer: We have 18 indoor suites, eight outdoor suites, 16 we’ve carved out about 550 club seats. These seat holders club loge leather recliners that are all-inclusive, eight field have access to one of our three clubs. Those are all-inclusive tables and three sections of club seats, one of which has food food, and they have access to a premium cash bar. The VIP and beverage included. entrance to the building is a separate entrance that has a glass wall where you can see the player’s tunnel and the pitch. Our skyboxes have a separate club that is two stories. There are 30 alSD: What is your favorite premium area of your skyboxes- 20 on our fourth level and ten on our fifth level. stadium? They have inside and outside seating, and the neat thing is they’re all-inclusive. The price of the box includes food and Searls: It’s an interesting dynamic. The skybox is where the alcohol, VIP parking and valet parking. When you as the people who want to be seen are, but I really like the club seat owner purchase this skybox, you know whether you’re com- lounge, because my seats are in the bowl. Our building is ing or you’re sending guests, you never have to worry about designed so that every seat is covered, so I’m in the elements, pre-ordering a meal or paying out of pocket if they run out but I’m protected. I have the ability to go in and out, grab my of beer. The neat thing we saw this last year, which we had food, bring my beers back or hang out by the TVs. The food hoped would happen, is that every door stayed open. People is phenomenal, and the service is outstanding. In the club seat were mingling and meeting, which created a fun atmosphere. lounge, I still get the access to the VIP entrance, so I’m kind It wasn’t taking away from the atmosphere of the building of getting the best of both worlds. though, because people were out watching the game. This70 | S E A T | WINTER 2011 | www.alsd.com
  • 64. always the best seat...Find the perfect seat for every venue at Dauphin! Advanced in form and technology, we provideinnovative furnishing solutions to meet a variety of changing needs. Offer everyone superiorcomfort while catering to different styles and price points through our product offerings suitablefor multiple settings. innovative furnishings for dynamic spaces 800.631.1186 • www.dauphin.com
  • 65. “the american express Stadium club is exciting for clients as many players frequent the club after the game to sign autographs and take photos with fans.” – Alicia FoxPhoto by Mora Photography Murray: I would spend most of my time in the Ledge Dining Shafer: Suite holders get their suite for every event we host Area. It’s an area that is perfect on a nice summer evening, here at Pizza Hut Park, including all concerts. They can also and you have space where you can reach out and feel like use their suites for meetings. you’re part of the stadium. The way that the Ledge Dining Area is situated, you have people out in the crowd that you can reach out and touch, or you can high five the people in alSD: can you talk a bit about f&B? all-inclusive, game- the suite next to you, not to mention your food and drink is by-game, etc. included in the cost; you have a private attendant that will take care of you throughout the evening; and you have access Searls: We have a model similar to our sister club, and our to the restrooms and the bars. fans love it. In the skybox, they love the fact that they don’t have to worry about sending clients to a match and forget- Fox: The American Express Stadium Club is a great full-ser- ting to order food. It’s very hands-off, and we have our own vice bar/restaurant for our premium guests and is open pre-, premium services staff that is catering to their needs. The fact during and post-game, which is exciting for clients as many that they can come to a match and know that everything is players frequent the club after the game to sign autographs covered, they love it. For us, our price point is much lower and take photos with fans. than say a MSG (Madison Square Garden). We’re not asking for a million dollars of your money and then asking you to Shafer: My favorite is the club loge leather recliners that in- pay for all your food and alcohol. At Red Bull Arena for less clude a food and beverage credit. And if you’re a season ticket than 10% of that, you can have an experience for 20 matches. holder, you get tickets to every event here at the stadium. And for other acts that come through, you have the option to buy into. This way they can measure their budgets on returns. They know the fixed costs and can evaluate if they’ve alSD: What kind of suite holder incentives do you held three meetings there, how much business was brought provide? back. We had a guy leave us a note to say that business was up 106%, and he attributed some of that to being able to host Searls: We’ve done some tastings, some autograph signings meetings at Red Bull Arena. and an author that did a book signing. We’re planning a new event, where suite holders can come in and taste some of the Murray: The suites do not have any food included. They are new menu items for the year. Because a couple of our players not required to order food, but most of the tenants do order own skyboxes, we make sure that if someone wants to meet a little something. Our food and drinks are through Levy them, we steer the player that way. We’re doing a concert in Restaurants, so they have the option of ordering beforehand, June, so we’re looking to create some kind of access to the act. or they can order last minute if need be. A lot of people in the Anything that we can do for them, we’ll try. corporate boxes will always have food, but others who are just soccer fans might just want to watch the game. Murray: The Hunter and Lions Club is going to give you the most added value. One thing we do is take them on an Fox: At the current time, we do not have an all-inclusive food exclusive away game trip each year that is all expenses paid. and beverage option for our clients; however, we do have Last season we went to New York. We flew them in the Friday several premium areas where clients can exclusively purchase before a Saturday game and had them stay in the team hotel. food or beverage, including in our American Express Stadium We had a Hunter and Lions dinner, our owner spoke and the Club restaurant, where we provide a Chef ’s Table for guests players and clients dined together at the hotel. We transported plus a full bar; our Concourse Club bar/lounge, where we them to the game the next day, and they had club seats at that provide full bar service; and in-seat service for club seat hold- game with a food and drink package that was all-you-can-eat ers to purchase food and beverage from a customized menu through the 75th minute. from their seats. Fox: We offer four preferred parking passes, one of those Shafer: We do have some areas that include food and bever- being a valet pass, VIP will call and entrance access, access to age, and we use cards for those areas. Suite holders can pre- our Concourse Club bar/lounge, American Express Stadium order catering. Club access, full catering service, the option to purchase tick- ets to other AEG venues, VIP access and functions.72 | S E A T | WINTER 2011 | www.alsd.com
  • 66. DISNEY INSTITUTE COLOR LOGO WE TAUGHT THE Logomar Arizona Cardinals A NEW WAY TO THINK Logomar about business. Logotype Vertical Logo AWhen the Arizona Cardinals wanted a fresh perspective customer service to leadership excellence, our customiz-on their fan experience, they turned to the instructors at able programs have re-inspired thousands of organizations,Disney Institute; and they’ve been scoring touchdowns with including over half of the Fortune 100. Now it’s your turn.their fans ever since. Disney Institute is a unique professional Give us a few days and we’ll have you seeing solutions wheredevelopment program, built on the real life practices of the you only saw problems and discovering opportunities whereWalt Disney Company. A global leader in everything from you thought none existed. Are you ready to D’Think? Vertical Logo BYour place or ours, individuals or entire organizations, one day or two weeks, anything is possible. Visit DisneyInstitute.com/dthink or call 407.566.2620. D’THINK YOUR WAY TO SUCCESS Horizontal Logo
  • 67. “We had a guy leave us a note to say that business was up 106%, and he attributed some of that to being able to host meetings at red Bull arena.” – Rich Searls alSD: have you taken any practices from european a bad seat in the house due to the layout. The fans feel that franchises? the stadium was built for “their” team. Searls: This building has a very European flavor to it. We’re Shafer: Pizza Hut Park is not really a soccer-specific facility. right in Harrison itself, which you can’t turn one way in with- We have a built-in stage and regularly host major concerts like out seeing someone who’s from Portugal, Brazil or Ireland. Jimmy Buffett, and we host around 20 high school football We’ve made a conscience effort to have a lot of that culture games, which are big in the state of Texas. We also just fin- inside the arena. From food to even the music that we play, ished hosting the NCAA FCS Division 1 National Champi- the atmosphere is there. We have also included RFID card onship Football Game, which we are guaranteed to host for technology for our season ticket holders very much like they the next two years. All of the ancillary events are important to do in England. We have a Red Bull team in Salzburg and a our facility financially. We also have an additional 17 soccer team in Germany as well as academies in Ghana and Brazil, so fields on-site as well. we’re always sharing ideas to see what’s working and see if we can intertwine the two. alSD: If you could pick one player worldwide to come Murray: There is some ideology and theory in the look of the play for your team, regardless of money, who would it building. The look and the feel of it are very European. The be? seats, for example, are from an Austrian company. As far as the day-to-day ops, I always say we’re taking ideas from the Searls: I would probably have to say Leo Messi. It’s funny, best clubs in the world no matter the sport. We’re trying to because everyone here likes Cristiano Ronaldo due to the model our business off of anywhere with the best experience demographics of the area surrounding our venue, but if we for our fans. could have Messi, it would be amazing. Fox: We are currently trying to build a soccer “club” for our Murray: That’s a tough question. I would say for me on a clients, something that they belong to and become a loyal personal level, I’d love to see our coach Jason Kreis suit up one part of, as opposed to just purchasing seats or a suite at the more time. He can still play, and I’d love to see him out there. stadium. The purpose of the club is to engage the clients/fans He is 35 years old and frequently practices with the team and and build a family or community-feel at the stadium by creat- can absolutely still play. I’d love to see him play with the team ing added benefits and access not available to general fans. he coaches, just like baseball in the 1920s. Fox: We have a lot of exciting talent that play for both our alSD: What is the most important reason to have a home teams, the L.A. Galaxy and Chivas USA, but it would soccer-specific facility? be great to see someone like Ronaldinho come to L.A. Searls: It’s important from an authenticity standpoint, be- Shafer: Well being in Dallas Cowboy country and constantly cause soccer fans are more passionate about their teams than fighting for coverage, it might be good if we can get Emmitt any other sport. I’m a Redskins fan, and I love my Redskins, Smith to come out for the team. We have a great youth devel- but I’m not going to one of their games and standing and opment program here that is developing homegrown players. singing for two hours or walking to the stadium from two We have five signed to our pro team now, and being in Texas, miles away. It’s important that when people come to our there is something special about coming out on a Saturday building, they say they remember matches similar to their night cheering for your hometown guys. Not to mention the childhood. From a very grassroots level, it starts with kids current number of players from the state of Texas already on growing up and bringing their kids. It grows and grows. It the team, including our Captain Daniel Hernandez. # took seven years to get the stadium built, and it was well worth the wait. Interested in learning more about MLS premium seating? Write to Ryan at ryan@alsd.com, connect with him on LinkedIn at Fox: I think the biggest reason is to create a venue that is www.linkedin.com/in/ryanmirabedini or follow him on Twitter at size-specific to our sport. The larger stadiums built for football www.twitter.com/Ryan_ALSD. hold 75,000+ people, and it’s not realistic to sell those out for MLS matches. Our facility is more intimate, and there is not74 | S E A T | WINTER 2011 | www.alsd.com
  • 68. INduSTRy ANd ASSocIATIoN NEWS, coNTINuEdSuns Suite and Social University of Dayton Penn State/IOMEDIA[continued from page 14] [continued from page 16] [continued from page 18]Vice President of Digital for the Suns. The spon- great sightlines of the court but is also backed the process is unfamiliar to its end users, it issored tweets or status updates can be sent at any up by a fully stocked cash bar that ticket holders paramount that ease of process be built into thetime, and not just on the partner’s suite night. The can access before, during and after the game. The platform to maintain Penn State’s positive imageonly rule for the Suns seems to be moderation. open space makes for a fantastic atmosphere as amongst its donors. “When our customers are“We work with the sponsor and their messag- fans in this section receive premium service while online, and something isn’t going the way theying. We try to be sensitive regarding the number still feeling as though they are a part of the crowd. want it to go, or they don’t understand something,of messages that we include,” Medsker explains. Add in an all-inclusive food and beverage plan, ac- they’re thinking about that experience in terms of“There isn’t an exact science to the balance. But companied by in-seat service, and it is easy to see Penn State Athletics, not in terms of IOMEDIA,”ideally we try to stick to one marketing message why this area has become a fan favorite. Myford asserts. IOMEDIA is protecting Pennper day.” The premium catering service used by UD State from any of these issues, while working There is not a significant difference between is contracted out to Benson’s Catering, a local transparently with Penn State customers.the Suns social media demographics and their TV Cincinnati company noted for creating unique The staffs of IOMEDIA partners go through anor radio audiences. But with the latter, advertis- experiences. As Harper notes, “The food we’re in-depth training session to familiarize themselvesers can only connect with their intended reach serving is different than most at the intercollegiate with all the available features and functions induring those times surrounding a game (pregame, level, because there’s not a lot of places you go that order to be best prepared when their seat reloca-in-game and postgame); whereas, visitors to Suns. you’re eating carved meat and salads in your seat. tion platform begins. IOMEDIA end users alsocom and the team’s Facebook and Twitter channels It’s a higher level.” receive education, which includes a full voice-over,may be reached day, night, gameday, non-game- Naturally, the presence of great tasting food is a step-by-step instructional video and a printableday, literally 24/7, anywhere in the world. plus for premium clients, but it is the all-inclusive user handbook. “On the fan side, IOMEDIA The bottom line for the Suns is the Suite nature of the food and beverage packages that is approaches client education as an important partand Social Night packages are opening doors. creating a real sense of demand. A hot topic in of the process and provides the necessary tools forPer-event suites are occupied. New sponsors the industry at present, UD has used this leasing the best possible user-experience,” says Liz King,are signed. Companies that had not previously model for several years because of the hands-off Marketing Director at IOMEDIA.thought about aligning themselves with the Suns approach it enables the suite and loge adminis- Penn State Athletics does not disclose details ofare realizing how innovative the organization is trators to have. “[Suite administrators] love it,” its financial agreements, but according tofrom a social media standpoint in order to reach explains Couvion. “They like that it’s all-inclusive, IOMEDIA, costs to build a Virtual Venue™ rangeimportant demographics. “We’ve had a lot of because at the end of the day, there’s only going to from $50,000 to $175,000 depending on thepeople inquiring about the packages and had a lot be one additional cost, and that’s their bar bill.” venue. Construction takes 8-12 weeks onceof conversations with people we’ve never talked to Demand for the product is high in the Dayton IOMEDIA receives all necessary venue and busi-before,” says Medsker. “So we’ve been successful market. But in the instance that a suite or loge ness information.with this, because we’re starting new relationships seats open up for a stretch of games, UD does a Penn State Athletics’ approach to STEP and itsthat will lead to new business.” clever job of creating an awareness of availability. online seat selection process is forward-thinking. With the help of student interns, the athletic Penn State Athletics continues to be a self-sus-For more information on the Suns Suite and Social Night pack- department has successfully implemented social taining program, not relying on any state-relatedages, contact: media outlets like Facebook and Twitter to ef- dollars or financial help from central administra- Geoff Budoff, Senior Director, Suite Experience, fectively advertise open inventory. tion. But with the escalating costs of expenses gbudoff@suns.com When using social media as a marketing outlet, such as team travel, insurance and scholarships Mandy Medsker, Digital Sales Executive, it is just as important to have an audience to among many others, it is becoming increasingly mmedsker@suns.com broadcast to as it is to get the word out. “[Social challenging to maintain self-sufficiency. “STEP media] really allows us to create advertising you is being done for the vibrancy and the health of Trent Dutry, Suite Services Manager, tdutry@phxses.com can’t pay for, and that’s word of mouth,” says the program for the future and to ensure we’re Harper. “We’ve seen our UD men’s basketball doing what we can do to be equitable to our fans,” Jeramie McPeek, Vice President, Digital, Facebook page grow from 3,000 to 5,000 to now says White. “This is a very proactive approach to jmcpeek@suns.com 11,000 fans.” taking care of things before financial instability As the college basketball season continues on, would get to be an issue.”For more information on Phoenix Suns Social Media, visit: so too does the customer happiness of the Univer- www.nba.com/suns sity of Dayton’s premium seat customers. Thanks For additional information on the STEP plan and IOMEDIA www.facebook.com/phoenixsuns to all-inclusive F&B lease deals, a communal Virtual Venue™, visit: www.twitter.com/phoenixsuns game-day atmosphere and a team that embodies www.gopsusports.com/sports/c-lionclub/step.html. the spirit of the university, demand will certainly – Jared Frank remain high for years to come. – J.F. – Ryan Mirabedini76 | S E A T | WINTER 2011 | www.alsd.com
  • 69. Omnivex software is usedat the Vancouver ConventionCentre to manage over 170 screens. Omnivex software is used by Sor Arena in Norway to manage a network of over 130 displays. Omnivex digital signage software is used in stadiums around the world for: • Scoreboards • Luxury suites • Menuboards • Video walls • Retail signage • Wayfinding • Live game streaming • Sponsor advertising • And more… Schedule Deploy Preview Design To learn how Omnivex can help you achieve your goals, visit our website or contact us today! www.omnivex.com | info@omnivex.com © 2011 Omnivex Corporation. All rights reserved. Omnivex is registered trademarks of Omnivex Corporation.
  • 70. comINg ATTRAcTIoNS ALsD socIAL MeDIA Connect with the ALSD on LinkedIn: Association of Luxury Suite Directors Group Page: www.linkedin.com/groups?about=&gid=918457 Bill Dorsey: P www.linkedin.com/pub/bill-dorsey/5/332/201The Future Has Arrived: unxsutawney Phil awoke to his shadow this year.Discover the cutting-edge I guess that means we have to endure six more Amanda Verhoff:features of the new KC Soccer www.linkedin.com/in/amandakuntzverhoff weeks of winter. But instead of accepting cabinStadium in the spring issue ofSEAT. fever, escape the winter despair by activating your ALSD membership. Make it a point to join the discus- Jennifer Ark: sion and meet your industry peers. Before you know it, www.linkedin.com/pub/jennifer-ark/6/44b/1b5 the April showers will be bringing May flowers. As the days get longer, the ALSD Conference and Pat McCaffrey: Tradeshow gets closer and SEAT works smarter to www.linkedin.com/pub/pat-mccaffrey/9/27b/54b deliver the information you need to plan ahead. Enjoy a sneak peak at the projects we are working on for future Jared Frank: issues. www.linkedin.com/in/jaredfrank In future Issues of seAt: Dene Shiels: www.linkedin.com/pub/dene-shiels/10/b97/b8 • The Conference Program Issue: Plan Your Trip to LA Live Ryan Mirabedini: • The Solutions Come Alive at Sporting KC www.linkedin.com/in/ryanmirabedini • F&B Gets Communal • The Final Installment of Our Suite Pricing Series: MLB Steps into the Batter’s Box PLus: Follow the ALSD on Twitter: Undercover Editor The Editor of SEAT goes to work for a team and Jared Frank: travels to the depths of one of the most successful www.twitter.com/SEAT_Editor venues in North America to investigate how the industry really works and get a first-hand account Ryan Mirabedini: of what it is like for all of you out there who work www.twitter.com/Ryan_ALSD those long, sometimes thankless, hours in stadiums and arenas across the globe. Become an Association of Luxury Suite Directors fan on Facebook: Association of Luxury Suite Directors Group Page: www.facebook.com/pages/Association-of-Luxury-Suite-Direc- tors/11203271471778 | S E A T | WINTER 2011 | www.alsd.com
  • 71. Broadcast | Audio Visual | Security | Voice/Data 800-403-4832 www.parsonscorp.com
  • 72. Stand out from the crowd We’re ALSD certi ed, come nd out why. Perlick is the rst and only to earn this prestigous certi cation, and we’re excited to show you what makes us better than the rest. Don’t take our word for it, call or email us today to take one of our high-perfomance units for a test drive. See how Perlick can add a touch of luxury to your suites today. Perlick’s 24” Signature Series Refrigerators boast Industry Exclusive full-extension pulloutadjustable shelves, and are rated for both food and beverage storage. testdrive@perlick.com www.Perlick.com 800.558.5592

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