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  • 1. THE 2012 ALSD CONFERENCE PROGRAM: Begin Planning Your Experience Now PAGE 38 S E AT LEADING THE PREMIUM SEAT INDUSTRY WWW.ALSD.COM WINTER 2012 P U B L I S H E D B Y T H E A S S O C I AT I O N O F L U X U R Y S U I T E D I R E C T O R S WHICH TRENDS IN THE VENUE MARKETPLACE CAN YOU BELIEVE IN? PAGE 14 F&B Trends: Facility Trend: Technology Trends: An Innovative Recipe The New Marlins Park Is Enhancing Sponsorships and Fan + Other Concessions Highlights Uniquely Miami Experiences with Mobile & IPTV PAGE 26 and PAGE 68 PAGE 32 PAGE 48 and PAGE 56
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  • 3. Your Away Team Relax responsibly.® Imported by Crown Imports LLC, Chicago, IL 60603
  • 4. winterS E A T 2012 Published by the Association of Luxury Suite Directors FEATURES38 ALSD 2012 CONFERENCE SCHEDULE OF EVENTS 2012 has arrived, and with it, the preliminary lineup for the 22nd Annual ALSD Conference and Tradeshow. This year’s show, themed The Community, will bring attendees sessions, roundtables, events, interactivity, participatory learning, and tours and receptions at three of the most top-notch venues in the country. Begin planning your experience in Minneapolis.60 WHY SOCCER? WHY SALES? As part of its mission to grow a soccer nation, Major League Soccer is shaking out of the grassroots its own sales talent at its National Sales Center in Blaine, Minnesota. BY RYAN MIRABEDINI64 PREMIUM SEAT SALES STRATEGIES AND BEST PRACTICES FROM A TEAM PERSPECTIVE 38 Last year, an ALSD survey was completed by 48 teams from MLB, the NBA, the NFL and the NHL to better understand today’s sales best practices. Is your organization following the industry standards? BY DR. PETER TITLEBAUM AND TODD C. KOESTERS, MSA, JD68 CONCESSIONS, CATERING & HOSPITALITY TRENDS New concessions and catering solutions and products support the leading stadium and arena concessionaires, caterers and consultants to increase revenue for teams, clubs and venues. BY STEVE TRAIMAN SPORTS TECHNOLOGY CORNER48 GILLETTE STADIUM’S PUTNAM CLUB INDULGES GUESTS IN HIGH-PERFORMANCE WI-FI At the home of the New England Patriots, a new wireless architecture 56 is enabling the creation and delivery of video content to mobile devices exclusively to members of the Putnam Club.50 IT COLLABORATES WITH THE WORLD The ALSD has officially formed the Venue Technology Group (VTG). This year’s VTG program trains all the areas of the premium and gen- eral facility markets to better understand technology and to collaborate with IT Departments.56 IPTV: THE INTERSECTION OF FAN EXPERIENCE AND SPONSOR EXCLUSIVITY Whether installed in an aging facility or a brand new, state-of-the-art venue, IPTV technology adds value to both corporate partnerships and the fan experience. BY BOB ROBLE 60 About the Cover: The new Marlins Park in Miami showcases many of the trends reported in this issue, including Sales, Technology, F&B, Design, and Customer Service innovations. Contents continues on overleaf #SEATWinter2012 | | S E A T | 5
  • 5. winterS E A T 2012 ASSociATion of Luxury SuiTE DirEcTorS Chairman Bill Dorsey Executive Director Amanda Verhoff President Jennifer Ark, Green Bay PackersPublished by the Association of Luxury Suite Directors VP, Business Development Pat McCaffrey Director, Sponsor and Partnership Development Dene Shiels Editor of SEAT and Jared Frank National Sales Manager Scott Hinzman Membership Director Ryan Mirabedini Design Carole Winters Art + Design Director of Finance Dan Lindeman Financial Account Manager Vickie Henke Director of Interactive Media John Tymoski ExECuTIVE CoMMITTEE Chris Bigelow, Bigelow Companies Brian Bucciarelli, Hershey Entertainment & Resorts Greg Hanrahan, united Center Tom Kaucic, Southern Wine & Spirits Pat McCaffrey, ALSD 32 Kim Reckley, Detroit Red Wings & olympia Entertainment BoARD oF DIRECToRS DEPARTMENTS Janie Boles, Auburn university Natalie Burbank, utah Jazz / Salt Lake Bees8 NEW ALSD MEMBERS Richard Dobransky, Delaware North Companies Trent Dutry, uS Airways Center12 ALSD STAFF EDITORIAL Chris Granger, National Basketball Association Editor’s Note MIke Guiffre BY JARED FRANK Adam Kellner, Chicago Bears State of the Association Gerald Kissel BY AMANDA VERHOFF Debbie Massa, RoI Consulting Trends in the Venue Marketplace from Scott O’Connell, Minnesota Twins Baseball Club 2011: Changes You Can Believe In? Mike Ondrejko, Legends Premium Sales 24 BY BILL DORSEY Richard Searls Tom Sheridan, Chicago White Sox Peter Titlebaum, university of Dayton20 ALSD MEMBER Q&A VEnuE TEcHnoLoGy GrouP ALSD 2012 STEERING CoMMITTEE22 INDUSTRY 2012 STEErinG AnD Sue Brown, Levy Restaurants AND ASSOCIATION NEWS Ticketmaster Facebook feature enhances confErEncE coMMiTTEE Britt Carlson, Minnesota Timberwolves Richard Dobransky, Delaware North Companies fan experience Matt Lukens, FanVision Rachael Johnson, Minnesota Wild ALSD evaluates FanVision in Cleveland’s Jim Ibister, Minnesota Wild Scott O’Connell, Minnesota Twins Baseball Club Dawg Pound Scott Jablonski, National Hockey League Tanesha Wade, university of Minnesota Athletics Mark DiMaurizio, Comcast-Spectacor Feature Recipe: TD Garden chef has John Tymoski, ALSD Published by Venue Pub. Inc. Copyright 2012. (All rights championship taste reserved). SEAT is a registered trademark of the Association Ron Contorno, Full House Entertainment Database of Luxury Suite Directors. SEAT is published quarterly and is Marketing complimentary to all members of the Association of Luxury28 ON ALSD.COM Bobby Whitson, Whitson Sports Suite Directors. Jason Koettel, Legends Hospitality Management30 MEMBER HIGHLIGHT John Avenson, Minnesota Twins Baseball Club SEAT visits with: Jason Coleman, orlando Magic Andrew Silverman Russell Scibetti, New York Jets Senior Vice President of Sales & Service Miami Marlins Association of Luxury Suite Directors BY JARED FRANK 10017 McKelvey Road, Cincinnati, oH 45231 513 674 0555 amanda@alsd.com78 COMING ATTRACTIONS Please Recycle This Magazine6 | S E A T | | #SEATWinter2012
  • 6. nEW ALSD MEMbErS WinTEr 2012Mike Setser Jarrod Dillon Scott McGinnDirector of Corporate Suite Sales Vice President, Ticket Sales & Services Director of SalesSan Antonio Spurs San Diego Padres Madison Square Gardenone AT&T Center 100 Park Road 2 Penn Plaza, 14th FloorSan Antonio, Tx 78219 San Diego, CA 92101 New York, NY 10121P: 210-444-5644 P: 619-795-5080 P: scott.mcginn@thegarden.comDustin Boyer Charlie Hillis Amy HobbsEvent Coordinator – Premium Seating Gift Card Manager Suite Services Manageruniversity of Illinois Nike San Diego Chargers1700 South Fourth Street one Bowerman Drive Po Box 609100Champaign, IL 61820 Beaverton, oR 97005-6453 San Diego, CA 92160P: 217-333-0516 P: 503-671-5819 P: Macko Mitch Kluska Christina LeonardGroup Sales & Premium Services Manager Premium Seating Sales Executive Premium Seating Specialistuniversity of Central Florida Green Bay Packers Columbus Blue JacketsuCF Arena 1265 Lombardi Avenue Nationwide ArenaPo Box 161500 Green Bay, WI 54304 200 W. Nationwide Blvd, Suite Levelorlando, FL 32816 P: 920-569-7253 Columbus, oH 43215P: 407-823-6062 P: Cherylee CruzValerie Mirelman National Accounts Specialist Kimberly HobbsGroup and Suite Service Coordinator Rosseto Director of Corporate Sales & ServicesTampa Bay Rays 3600 West Pratt Avenue Sprint Center AEGone Tropicana Drive Lincolnwood, IL 60712 1407 Grand BoulevardSt. Petersburg, FL 33705 Kansas City, Mo 64106P: 727-825-3345 P: Wayne Boydstun CooChad Collard Fusion Imaging Mark FaschingDirector of Group and Suite Sales 601 Boro Street Suite Sales ManagerTampa Bay Rays Kaysville, uT 84037 Minnesota Wild/MSEone Tropicana Drive 317 Washington StreetSt. Petersburg, FL 33705 St. Paul, MN 55102P: 727-825-3238 Tamala Levin P: Client Service Manager – Premium Club TD GardenBrian Richeson 100 Legends Way Brittany HiltonVice President of Sales & Service Boston, MA 02114 Premier Gameday ExperiencesTampa Bay Rays P: 617-624-1825 Chicago Cubsone Tropicana Drive 1060 W. AddisonSt. Petersburg, FL 33705 Chicago, IL 60613P: 727-825-3193 Marissa Guziec P: Suite Services Coordinator St. Louis RamsJustin Buck 901 N. Broadway Linda DeckardSuite Sales Account Executive St. Louis, Mo 63101 PublisherTampa Bay Rays P: 314-425-0513 Venues Today Magazineone Tropicana Drive Po Box 2540St. Petersburg, FL 33705 Huntington Beach, CA 92647P: 727-825-3361 Marc Sandoval Director of Suites & Hospitality Kansas City Chiefs Greg SweenyLeigh Castergine Arrowhead Stadium Design DirectorVice President of Ticket Sales and Service one Arrowhead Drive Rossetti ArchitectsNew York Mets Kansas City, Mo 64129 Two Towne Square, Suite 20Citi Field P: 816-920-4815 Southfield, MI 48076New York, NY 11368 P: 248-262-8300P: 718-559-3134 Jackie Norrie Manager of Partnerships Tony Reiner Trade Centre Limited Senior Designer 1800 Argyle Street, Suite 416 Rossetti Architects Halifax, NS B3J 2V9 Two Towne Square, Suite 20 Canada Southfield, MI 48076 P: 902-421-1302 x2246 P: 248-262-8300 treiner@rossetti.com8 | S E A T | | #SEATWinter2012
  • 7. b o n i ta
  • 8. nEW ALSD MEMbErS WinTEr 2012Matt Hathorne Christina Brandt Brian SandySenior Designer President Senior Director, Premium Sales and ServiceRossetti Architects Service Ideas, Inc. Portland Trail BlazersTwo Towne Square, Suite 20 2354 Ventura Drive one North Center Court, Suite 200Southfield, MI 48076 Woodbury, MN 55125 Portland, oR 97227P: 248-262-8300 P: 651-730-8800 P: brian.sandy@trailblazers.comDima Daimi Andy Krawczyk Jared KozinnJunior Designer Regional Sales Manager Manager, Ticket Sales & ServiceRossetti Architects Service Ideas, Inc. San Francisco 49ersTwo Towne Square, Suite 20 2354 Ventura Drive Candlestick ParkSouthfield, MI 48076 Woodbury, MN 55125 490 Jamestown Avenue, Suite 400P: 248-262-8300 P: 651-379-3139 San Francisco, CA P: 415-494-0518 Giacco Joe KrawczykJunior Designer Director – Multi-Channel Sales Rob McCalebbRossetti Architects Service Ideas, Inc. Director of Suite Sales & ServiceTwo Towne Square, Suite 20 2354 Ventura Drive Palace Sports and EntertainmentSouthfield, MI 48076 Woodbury, MN 55125 4 Championship DriveP: 248-262-8300 P: 651-379-3127 Auburn Hills, MI P: 248-375-4062 rmccalebb@palacenet.comSarah Bentley Melinda CoyerRestaurantware Director of Sales and Marketing David Frieberg360 W. Illinois St, #605 CenturyLink Center/SMG Systems AdministratorChicago, IL 60654 2000 CenturyLink Center Drive oakland Athletics Baseball Co.P: 800-851-9273 Bossier City, LA 71112 7000 Coliseum P: 318-752-6730 oakland, CA 94621 P: 510-638-4900Richard Rinella dfrieberg@oaklandathletics.comPresident Jake WoodRestaurantware Marketing Coordinator Arthur Bartell360 W. Illinois St, #605 CenturyLink Center/SMG Group PresidentChicago, IL 60654 2000 CenturyLink Center Drive Proforma Big Dog BrandingP: 800-851-9273 Bossier City, LA 71112 6550A East Bayaud P: 318-752-6731 Denver, Co 80224 P: 303-953-8104Declan Duggan artbart@msn.comCEo/CMo Lorna PiernoEllickson uSA Director, Marketing Programs Louis Pullano9518 Deereco Road xirrus Assistant ProfessorTimonium, MD 21093 2101 Corporate Center Drive Johnson and Wales universityP: 215-219-9203 Thousand oaks, CA 91320 8 Abbott Park P: 805-262-1652 Providence, RI 02903 P: 401-598-1358Josh Goodman lpullano@jwu.eduCEo/Coo Nicola MetiEllickson uSA D. English Tonatiuh Mejia Moysen9518 Deereco Road 2520 St. Joseph Boulevard Managing DirectorTimonium, MD 21093 East Montreal, QC H1Y 2A2 Estadio de Futbol Canada AV. Fundidora #501, Col obrera P: 514-890-1745 CINTERMEx Suite 43Chris Blum Monterrey, Nuevo Leon 64010VP, Business Development – West MExICoEllickson uSA Mario Struffolino P: 144819009518 Deereco Road D. English, MD 21093 2520 St. Joseph East Montreal, QC H1Y 2A2 Bob Beasley Canada Director of SalesLindsay Valenty P: 514-890-1745 Indianapolis Motor SpeedwayMarketing Communications 4790 West 16th StreetService Ideas, Inc. Indianapolis, IN 462222354 Ventura Drive P: 317-492-6550Woodbury, MN 55125 bbeasley@brickyard.comP: 651-379-3123lindsay@serviceideas.com10 | S E A T | | #SEATWinter2012
  • 9. Editor’s notE by JarEd FrankDon’t accept decision science at face valueT his first issue of SEAT in 2012 is what we’re calling our Trends Issue. Connect with me on Instead of addressing the State of the Industry within the confines of 700 and follow me onwords, as is normally done with this note this of year, we’re summarizing those notewor- for daily updates.thy changes and new additions worth checkingout in the marketplace throughout most of our Here is a sampling of my tweets:editorial and feature articles. A broad swab of these changes is found inBill’s editorial (Trends in the Venue Market- The San Jose Earthquakes are selling suites for theirplace from 2011: Changes You Can Believe In?) proposed new stadium. The 12 field level suites willstarting on page 14. Branching out from there, be a first in MLS and international football.we have articles on food and beverage trends,facility trends, social media trends, sales trends University of Louisville Athletics grew over 30% inand technology trends. I should point out that the past three years. The increase is largely due towe are not separating the wheat from the chaff luxury suite revenues at the KFC Yum! Center andin each story. Trends are meant to be tested, as Anything that contributes to the deterioration Papa John’s Cardinal Stadium.the quality of all of them is yet to be determined. of imagination should be handled with care.To an extent, we’re throwing them all up on the Understanding that a prospect that scores a fivewall, and we’ll have to wait and see what sticks should be solicited before one that scores a two, Atletico Madrid unveils plans for new 70,000-seatas the year unfolds. Or as Bill likes to say, we in but not understanding the theory of how the stadium to replace Vicente Calderon starting in 2015.the industry need to “kick the tires” before any statistic is derived, or in some cases, why it istrend can be considered a best practice. derived doesn’t cut the mustard. How and why TD Ameritrade Park opens to profitability in its first I’d like to discuss another specific sportsbiz we do what we do is more important than what year. The new home of the College World Seriestrend made popular in 2011 – Moneyball. The we do. produced a $5.6 million net operating profit for theterm, and the practice for that matter, isn’t new. So what’s the lesson here? Don’t use analyt- 2010-2011 fiscal year.Moneyball, the book, was first published in ics? Of course not. But don’t only take analytics2003. But movies starring Brad Pitt have a way at face value. Use automated technology as anof achieving greater mainstream success than accelerator of business, not an igniter of busi- STAPLES Center was the top grossing arena in Northbooks written by Michael Lewis. Now everyone, ness. Decisions should remain a blend of art and America in 2011 and the 7th highest in the world.including my mother, knows what Moneyball is. science and of human judgment and algorithms. In addition to its main tenants, the arena hosted 36 My take on the popularity of Moneyball – the Else our ability to reason and see beyond the concerts with 30 sellouts.practice, not the movie – is decidedly unpopular. superficial is lost.It glamorizes “decision science” – the belief that So be careful. If you have the magic bullet, The Texas Rangers are raising ticket prices for theanalytics alone make the best business decisions. if you have the recipe for the secret sauce, you 2012 season. Club level seats are increasing to $66Empirical gauges are very helpful in a number won’t forever. Old problems will always be for regular games, $74 for premier games.of ways. For example, for any business reliant on replaced by the same problems in new forms.sales for success (which is all of them), analytics And if we get to the point where we only knoware vital for “scoring” leads and determining what button to push and when to push it, but we Cambodia’s first indoor stadium nears completion.those prospects most likely to buy. Any salesper- don’t know why we’re pushing it, when we “kick It includes a mezzanine level with lounge bar whichson will tell you that they can’t survive without the new tires,” we won’t know what we’re even flanks a VIP box.picking from the low hanging fruit first. What testing for.bothers me is the thought that analytics alone USL’s Pittsburgh Riverhounds announce new 3,500-are increasingly responsible for decision-making. seat, multi-sport stadium project in Station Square. Eliminating bias and subjectivity from impor- How do you balance human judgment with analytics whentant decisions usually leads to positive outcomes. making decisions?I am the first to admit this verity. However, the Email me at ALSD is going global! The ALSD will launch a newshine of Moneyball blinds us from an unstated global division and Premium Seat Seminar inadmonition – numbers have a way of diminish- Also connect with me on social media (See Sidebar). partnership with TheStadiumBusiness Summit 2012ing human curiosity. Accepting the numbers in Turin on May 15.isn’t enough for me. And frankly, it scares me.12 | S E A T | | #SEATWinter2012
  • 10. statE oF thE associaton by amanda vErhoFFThe more we stay the same…The more we have to changeA ssociations appear to outsiders to living in a vacuum. We have to recreate our own steadfastly stay the same. Year after touch point calendars and reinvest in our own year, it’s a show and membership improved benefits. It’s a balancing act for us, like and publications. But what outsiders it is for the teams, to not only hear all our clientsdon’t know is that the more things do remain but actually listen to them.the same, the more they actually have to change.And the reason is to keep you engaged. The overall PICTure It’s true – the ALSD will run a conference The association is healthy. Sure we’re tighten-this year; we will continue to produce SEAT ing our belt like anyone else these days. But weand Between the SEATs; we will continue to are on track for a great year. It’s up to us, at theask for your venue’s contribution to the refer- ALSD, however to become the change we wantence manual; we will further develop our Venue to see. It’s why we send member questions; it’sTechnology Group; and we will have all the why we have reinvented our technology division;leagues in attendance this year at a kick-ass it’s why we reach out to you even though weMinneapolis show. So what changes? Well noth- know you’re in-season and have more club seatsing… except everything. to sell than minutes in the day; and it’s why we Let me explain something first. An associa- will attend enough meeting planner shows totion’s goal is two-fold: 1) To be the source for stay ahead of the curve. The goal is to exceed as-industry trends and best practices and 2) To sociation status quo, to reinvent our associationbe the leader in event planning. The ALSD for your benefit year after year.could put on a helluva fun show but fall short In the end, the change we’re after is goingon content, or we could research all the right to knock your socks off. And contrary to whatmaterial but put on a bone dry event. The point weather reports are telling us now, you reallyis we have to master both and to do so, requires "sure we’re tightening our won’t need them in Minneapolis in July anyway!change each and every year. belt like anyone else these Think of the association this way: days. But we are on trackThe ConferenCe for a great year… The goal What other changes would you like to see in your association?The ALSD recreates dozens of conference ses- Write to Amanda at, and connect withsions each year. Figuring out the most relevant is to exceed association her on LinkedIn at comes first; finding fresh speakers fol-lows. Placing sessions into timeslots that make status quo, to reinvent oursense seems like an easy next step, but it’s a jug- association for your benefitgling act deciding which renewal session shouldcompete with which loyalty session, and which year after year." food and beverage session should compete withwhich new technology session. We reinvent theshow’s structure and content each year; if youlook closely, it’s hardly ever the same. Add tothat, we have to change the venue tours each Service departments are pining for client loyaltyyear; admittedly, that’s the fun part though! We and turning to technology for customer man-love picking new cities, and the best venues tend agement tools. Food and beverage companiesto lead us in the right direction every year. are encouraging patrons to order from digital menu boards and pay on mobile devices. VenuesThe IndusTry are transforming unsold suites into all-inclusiveSomething’s going on. It’s like the next genera- clubs or loges.tion of premium seating has arrived. Gone are Ultimately, the way teams are operating is justthe days of sold-out suites and waiting lists for different than only a few years ago. Perhaps it’s50-yard line seats. What’s going on just might the economy and its struggle to rebound from CoMInG uP neXT:be the paradigm shift we’ve been talking about 2008, but it seems as though the industry is try- The IndusTry Trendsfor a few years now. In 2012, suites and sponsor- ing to work smarter not harder. The ALSD has To TesT ouT In 2012ships are becoming one department for some. to embrace that axiom too, and we can’t do so by #SEATWinter2012 | | S E A T | 13
  • 11. EdiToriAl by bill dorSEyTrends in the venue marketplace from 2011:Changes you can believe in?C hange often sneaks up on you. Un- important because, as mentioned, many venues less a major event occurs, change do not have enough broadband capacity. has a way of slowly moving forward On premium levels, companies such as Xirrus step by step. Then, almost out of have added bandwidth for the club levels at thenowhere, something happens that everyone home of the New England Patriots, Gillettenotices – a tipping point occurs. The Berlin Wall Stadium. By adding this additional streamingfalls. So do Twin Towers. And change comes out power, club seat holders can now access in-gameof the rubble. content and instant replays from multiple angles Change is very much like that in the venue on their mobile devices without worrying aboutand sports marketplaces. On the team side, having to buffer. It’s a terrific customer serviceteams keep changing players until out of the and one that appears to be the future for manyrubble of a bad season, comes a winning com- venues across the country. Additional informa-bination. tion on Xirrus’ work at Gillette Stadium can be On the facility side, change happens found on page 48.incrementally too. But it might not be called“change.” Rather, on the facility side, it’s called TICkeTInGa “trend.” But what is a trend other than a series The Skinny: Ticketing is undergoing a renais-of incremental changes? sance. There are so many new things to consider: The following article takes a look at those paperless, phone tickets, seat upgrading, etc.incremental changes, or trends, which began There are new primary companies that haveoccurring in 2011 and which are occurring as we emerged, and mergers that have occurred. Therewrite. There is no guarantee that the trends will are new secondary companies that are makingcontinue in 2012. Trends are like tires which are inroads in primary space. There are a fair numberkicked on a car; they are tested out before they of new value buys like Groupon, Goldstar,are driven. Entrepreneurial companies are always ScoreBig, etc. There are pre-sells, package dealskicking tires. for VIPs, fan travel companies, suite sharing and That’s how to view the following article – as wants to be connected. Everyone is tweeting, fractionalization. In a word, ticketing is confus-trends that are making headway into the sports facebooking, texting and emailing, and there are ing. It’s also complicated. But a couple trendsvenue marketplace. It’s good to know them be- too many places and too many times where this seem to be catching on. Consider:cause you may want to “kick some tires” on your can’t happen.own. But then again, they are trends, not dogma. The situation is worse when the teams them- dynaMIC PrICInGRead on and decide which trends you believe are selves rely on apps for their fans to order food, to The primary ticketing industry, as opposed toworth testing. purchase tickets, to view replays, player updates the secondary market re-sellers, leave a great We’ve broken up the trends into categories: and other scores from other games. If there is deal of money on the table by pricing their tick-Technology, Ticketing, Food & Beverage, a trend that is nearly a certainty in the coming ets too low or too high. It’s extremely difficult toArchitecture/Design, Social Media, Sales and year(s), it is the need to increase bandwidth in judge supply and demand curves before a seasonCustomer Service/Retention. venues across the country. And there is a race to begins. But that’s what most primary ticket sell- do so within the big infrastracture companies: ers have to do; they have to decide on the priceTeChnoloGy Cisco, Harris, AT&T, Xirrus, etc. of the game far in advance.The Skinny: Technology is becoming the major There are many examples of successful Dynamic pricing – the ability to price a gametopic for the venue marketplace. Nearly every companies and/or venues adding broadband or ticket based on a game-by-game demand – ispart of the business requires technology, and IT/ Wi-Fi services to their venues. One example: clearly becoming more popular with teams. ForCIO types are prospering in the space. And if LIVESTRONG Sporting Park, Sport- one, by getting the ticket price more connectedthere is one area that affects all other areas, it is: ing KC’s new stadium, has generally received with reality, it increases team revenues and de- rave reviews for its many innovative ideas. So creases (at least theoretically) the demand on theBroadBand for The Masses much so that the team recently formed its own secondary side. Barry Kahn’s Qcue is perhapsHaving trouble getting your cell phone to work technology division called Sporting Innovations. the best known of these types of companies, andin large venues? You are not alone. This is clearly Reportedly, many teams and leagues have visited they claim a fairly high percentage of upsell. It’sa case of broadband technology not being able the facility to see the latest and greatest in something that has started slowly but is clearlyto keep up with the huge number of people in technology. One area that has drawn particular gaining momentum.venues. Think about the enormity of the issue interest is Sporting Innovations’ ability to pro-these days. The games are long. And everyone vide broadband to the masses. This is extremely14 | S E A T | | #SEATWinter2012
  • 12. food and BeveraGeThe Skinny: Food and Beverage is a $2.5 billionline item for just the premium seat marketplacealone. Big F&B companies, the really big ones,are larger than the leagues they service. There isprobably no one area that potentially angers fansmore than bad customer service, or bad food,or long lines, or outrageous pricing. This affectshow teams keep their customers happy. SoF&B is a huge deal. Below are the trends we seecontinuing to develop in 2012…There are a lot of F&B innovations with noone area that clearly is the leader. In general,the F&B innovations tend to revolve aroundincreasing customer satisfaction. Companieslike Grin On and Niagara Fast Tap speed upthe number of drinks that can be served therebydecreasing wait times. Bypass Lane is anothercompany that helps speed up food ordering byenabling fans to place food orders with theirsmartphones and bypass the concession lines.Food ordering systems in suites on mobile de-vices and on video boards assist with helping theconsumer which makes processes quicker, moreefficient and easier. Perhaps the major trend that has made itsway into most venues in some form is all-inclusive food and beverage in premium areas.This usually does not include alcohol except inthe most expensive sections. Some other newtrends include:1. Andrew Shipe, VP of Culinary & Market-ing at ARAMARK, says the company keepsa very close watch on what is popular in a can create a great hanger steak versus a more Top: If a venue has enough broadband capacity, fans can use theirparticular part of the country to try and please expensive cut. mobile devices to talk, text, tweet and access exclusive content onlytheir audience. For example: See what the local available at the live event, and not at home on the couch. Bottom: Many venues are adding or have plans to add club areasfood trucks are doing, and try to either create 3. There is also a trend to go to comfort food accessible to all fans, providing some kind of premium experiencesomething similar inside the venue or bring in "with a twist,” says Shipe. For example: Mac and for all only available in the stadium or arena.the actual brand itself. ARAMARK has brought Cheese with lobster, or grilled cheese toppedin popular trucks that make wood fire pizzas or with short ribs, or bread pudding combined withtacos in particular markets. They capitalize on tasty cakes.the trend to go open-air cooking as well, saysShipe. The key is tracking what is popular and 4. Food trends also change depending uponthen re-creating the experience. who is being served. For example: Millenni- als have grown up with flavored waters and2. There are trends in the actual food served craft beers. As for wine, they like both redsas well, says Shipe. For example: With high and whites with a sweet tooth. For reds, theycommodity prices, its clear that many are cut- are trending away from traditional Pinots toting back on expensive food costs. According Malbecs, and for whites, to Moscatos. "This isto Shipe though, if prepared properly, a chef what the Millennials are buying," says Shipe. #SEATWinter2012 | | S E A T | 15
  • 13. at all. And further, many new buildings have already been constructed, so there isn’t as great a need for them. But the architectural industry is the ultimate creator in the space. There is not one other group that pays attention to new developments more than Big Architecture. Their livelihood depends upon it. So what is new in the space? Read on… The Brave new world of renovaTIons With new stadium referendums not passing these days, many new stadiums are choosing to upgrade their existing venues with renovations. This has been going on for several years now, but if there is a trend in the business now, it is that the renovation work is getting better. In many cases, if not most, the refurbished space is better than the original. Witness the recent renovations in Kansas City for the Chiefs and the Royals – beautiful new concourses and beautiful new spaces in the same building. The Tampa Bay Lightning are in the midst of completing a similar terrific renova- tion, as outlined in the Fall 2011 issue of SEAT. It’s not only entire buildings and huge reno- vations that are taking place in the space. There are a number of new design/build firms who are making their mark in many buildings. These are companies who might be hired by teams, F&B companies or even sponsors of spaces to build out areas in the venue. Leaders in this space include Dimensional Innovations, Rip Bang andTop: Teams, such as the Cleveland Indians and their “Social Suite” “We continually check with restaurants, wine Mortenson along with the usual suspects fromseen here, are embracing social media to generate new sales, new and spirits stores to see what is selling.” the architectural companies: Populous, Rossetti,uses for excess inventory, and new experiences for their fans. Aecom, DLR, HKS, 360, Brook Beynon Mur-Bottom: The design side of the marketplace is being driven by 5. F&B companies are increasing the number of ray, HNTB, Heery, etc.renovation. Large-scale projects as well as smaller areas, such as the chefs they are seen here at Lucas Oil Stadium, are being built out by teams, soCIal MedIaF&B companies and sponsors to engage fans. 6. Teams are using F&B as a loss leader to sell The Skinny: Reaching the world’s customer base tickets. has changed, and sports, only in the past year or two, are catching up. There’s still a long way to 7. There has been a growth of “Every Man’s go, but clearly, the best teams are those who can Clubs,” giving the average fan a place to meet, navigate these social media trends: have a drink and watch the game from this club rather than in arena bowl seats. The rIse of soCIal MedIa Social media usage to fill seats is on the rise and arChITeCTure/desIGn is truly becoming a great way to generate new The Skinny: The days of multiple major building business. For example: The Cleveland Indians openings have been over for the past four or five not only keep an active Twitter and Facebook years. The public, in most cases, will no longer presence but also created the “Indians Social cover a majority of the financing, and in some Suite.” In this suite, six fans and their guests get cases, they won’t contribute to a new building to attend a game for free in exchange for posting16 | S E A T | | #SEATWinter2012
  • 14. Create a suite experience.Swirl Tables®, created with an original handcrafted artistry, are the perfect solution for sophisticated andlinenless luxury suite settings. Designed to enhance the most memorable events, Swirl Tables® add a uniqueelement to your décor.caster tables serpentine tables cocktail tables lighted XCube tables
  • 15. mium seat customer and expect to retain his or her business is no longer a sure thing. Teams are becoming more and more creative – especially on the premium side of the business – to provide customers with real added-value programs. Most of these programs revolve around access to the team’s players or access to events such as the Super Bowl or other major events within the team’s sport. Indeed, in an effort to justify high ticket prices and to combat against 21st Century high-definition TV, there has been an experien- tial component added for the fan at game time in which only the fan who attends can partake.Lightning Rod: Added-value amenities continue to be used by teams to divert attention away from high ticket prices in a still slow economy. L.A. LIVE, site of the 2011 ALSD Conference,The Tampa Bay Lightning provide jerseys with a micro-chip embedded in the sleeve that provides merchandise and F&B discounts. is a leader in this area by adding in an entire “city” of restaurants, bars and entertainment op-their great experience to their personal online ouTsourCInG sales tions for fans before and after the game. Insidecommunities – an innovative use of excess Time was, most teams relied on their in-house the venue, fans willing to pay a few dollars moreinventory for sure. To read more on the Indians sales teams to control ticket and premium sales. (or a lot of dollars more) have access to exclusiveSocial Suite, revisit the Summer 2011 issue of But a new trend, especially prominent in the dining areas far from the madding crowd.SEAT. college market, brings in outside sales teams to The Tribe is not the only team latching onto assist in the process. The service makes a great added value: aMenITIes Grow uPthe social media craze though. At the New deal of sense for colleges who previously relied and Grow ouTJersey Devils’ Prudential Center, they have on untested or untrained young salespeople to But there are other added-value programscreated a social media “Mission Control” room. make the calls. These outside groups specialize that have been developed by teams that go farWithin the confines of this room, the Devils in this process. beyond this. For example: The LA Dodgers al-manage, observe and evaluate the club’s online Companies such as The Aspire Group from low club seat holders access to the teams emptybrand engagements. It is run by a team of 24 Atlanta, Playbook International, IMG and suites a couple of times a year. And at Amwaysocially adept fans who use outlets like Twitter, Legends utilize their own sales groups to sell Center, suites include an audio-visual set up forFacebook and others to reach out and expand a specific product or service. One of the most presentations before, during or after the game.the Devils brand. established of these firms, Leerfield, with a Also, the Tampa Bay Lightning provide seat Our final example, but certainly not last in recent capital injection from investors, is also holders merchandise and F&B discounts if theythe industry, is the activation of the New York making inroads in this space. Even the leagues wear a team jersey with a mirco-chip embeddedJets social media outreach. According to Neilson are getting into the act with Major League Soc- in its sleeve.research, the Jets rank tops in the NFL with an cer starting its own sales training center. Most11.9% share of all NFL-related social media of its graduates end up selling for MLS teams. So there you have it – an overview of the trendsactivity. This is due to dedicated content on their Additional information on the MLS National to test out this year. Now go kick some tires.official website and daily interactions with fans Sales Center can be found on page 60.via Twitter and Facebook. CusToMer servICe:sales reTenTIon and renewals What new trends are you seeing in the venue marketplace?The Skinny: Not much happens in the world The Skinny: Did you notice that college bowl Write to Bill at, and connect with him onuntil someone sells something to someone else. game attendance is down? Did you notice that LinkedIn at is more important to an organization teams are worried about the high price of ticketsthan sales – ticket sales, sponsorship sales, F&B in a bad economy? The answer to gaining at-sales, premium leases, radio and TV rights sales, tendance is adding value for the customer. It’snational broadcasting sales, etc. It is the engine a huge trend and it takes on many, many forms.that drives Team Machine. So it goes as no Here are some of them:surprise that sales is always the top priority forany team, and that teams can and do pay for the eXPerIenTIal MarkeTInG: CoMInG uP neXT:best salespeople. There is always something new keePInG fans haPPy alsd MeMBer Q&ain the sales area. This year, we select… The days when you can provide a jersey to a pre-18 | S E A T | | #SEATWinter2012
  • 16. always the best seat...Find the perfect seat for every venue at Dauphin! Advanced in form and technology, we provideinnovative furnishing solutions to meet a variety of changing needs. Offer everyone superiorcomfort while catering to different styles and price points through our product offerings suitablefor multiple settings. innovative furnishings for dynamic spaces 800.631.1186 •
  • 17. AlSd MEMbEr Q&AQuestion Topic:how nBa TeaMs are A: • It starts with communication, which we’vehandlInG The end of been active doing, making personal calls andThe loCkouT setting appointments, so we can have face time with the clients. We want to let themQ: talk. It’s important for us to remain positive and show excitement for the upcomingRegarding the sales and service of suites and seats: • We moved forward with the loyalty rewards • How is your team/venue regaining the program for partnerships, suite holders and loyalty of your customers? season ticket holders. Some of the items we • What make-goods, new incentives or ameni- offered were food & beverage credits, suite ties (if any) are being offered? nights and money towards their 2012-2013 • Did you have to give any money back or renewal. credits for lost games? Explain. • [Money back/credits] is an option accounts • How much concern is there moving forward that made payments to us have. regarding the retention of clients post- • For the number of clients we have, the dam- lockout? • We continue working on our make-good age control has been minimal. The feedback recommendations. Due to the wording in we’ve received from our loyalty offers hasA: • We did not lose loyalty during the lockout. our suite agreements, we have to see how many playoff games are played between the Bulls and Blackhawks to determine credits been very positive. Our front office staff is more than willing to speak with clients who we feel may benefit from speaking with the We continued to sell based on last year’s and refunds. Thereafter, we will discuss fur- decision makers. excitement along with lowering prices, ther with our management team some of our guaranteeing money back for lost games and potential make-goods for all our clients. do you have a QuesTIon you would creating events for our season ticket holders • Each of our clients is different – suites will lIke To ask The alsd MeMBershIP? to keep them engaged. receive license fee credits depending on Let the ALSD help you reach all your fellow • For suite accounts, we provided four compli- how many playoff games are played in 2012; members at one time. We’ll help you find your mentary SRO tickets for all events through Harris Club and Theater Boxes will receive answers. That’s the true benefit of membership December 31, 2011. We created events at a 2012 playoff credit if games are played; – not ALSD Member Questions, but ALSD our building for our season ticket holders otherwise, they will receive a credit for the Member Answers. (basketball clinic, movie night, Halloween 2012-13 season. Here’s how to submit your questions: event), and we treated them to the other • Two years ago we started a Charter Member • Send your Member Question exactly how events we have at our building like concerts program for our long-time suite holders you want it posted to members to Amanda and University of Memphis Tigers college who have been with us for all 18 years we Verhoff at OR basketball. have been at the United Center. Now we are • Visit us on the web and submit your Mem- • Contractually, we were obligated to deduct building on this program and adding a new ber Question at varying amounts for each Grizzlies game recognition program for 5/10/15-year suite member-questions. Please note - members missed. holders, somewhat like a rewards program, must be logged in to to • We are in a bit of a different situation be- but we don’t like calling it one. We are submit questions. cause there is still so much excitement from still working on the amenities list for each • When submitting a question, include all last year’s incredible playoff run. We are in category. contact information, including your Name, the top three in new season ticket sales, and • We hope and believe with our great cus- Organization, Title, Address, Phone and our team is basically intact from last year. The tomer service and, hopefully, with the success Email Address, so respondents can reach you real damage control will be if the team does of the teams, we will continue to have a high in the way most appropriate to completely not perform to expectations. renewal rate like we have had in the past answer the question. years. We will meet individually with all of • ALSD tracks all responses and archivesA: • We have had the good fortune of the our suite holders up for renewal this year and go over any concerns they may have about this season and the future. We are always answers on • Member Questions are sent to TEAM AND VENUE MEMBERS ONLY to Chicago Blackhawks playing here at the communicating with our clients, so we avoid solicitations. start of the season as well as having some shouldn’t have any surprises when we meet great special events/concerts. Our customers with them in the spring. CoMInG uP neXT: have been here but just not for NBA games. TICkeTMasTer enhanCes Therefore, we continue receiving their loyalty, fan eXPerIenCe wITh and we continue servicing the heck out of all faCeBook feaTure our accounts!20 | S E A T | | #SEATWinter2012
  • 18. 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 | Agilysys solutions include:
  • 19. industry and association nEws TD Garden chef has championship taste, p.26 Member Highlight: Andrew Silverman, p.30Ticketmaster facebook feature enhances fan experienceThe interactive seating map allows fans to control social aspects of the online buying experienceEditor’s Note: Special thanks to Chuck Salter, Senior key is to think of social media investments in according to Ticketmaster,Writer, Fast Company ( terms of the fan’s motivation to do four things*: each time a ticket buyerA 1. Connect side from fan passion, what is the biggest 2. Create influence on a fan’s decision to buy a 3. Consume shares with facebook ticket? No, it’s not the price, the venue, 4. Control friends that he or she the date or anything related to the event. Effective social media strategy motivates fansWith a qualified prospect willing, able and to connect with others, create content, and to is attending an event,interested in buying, research tells us the biggest consume and control their online experiences.factor is whether or not others close to the fan Each of these can be measured and linked to the mention to otherswant to attend. Over 98% of fans attend games purchases. Now there is an even better way to generates an averagewith at least one other person. If no one else marry social media strategy with actual purchasewants to go, neither will even the most passion- behavior. additional $5.30 in ticketate fan. Ticketmaster’s new Facebook interface allows With the advent of digital social media, social fans to connect with friends, create content to revenue.effects are readily observed as fans post a Face- post, and control social aspects of the onlinebook status update (e.g. “Who else is going to buying experience. The interactive seating mapthe game?”), upload pictures with others at the is available for events in over 300 entertainment Mr. Salter, whose article “Ticketmaster teamsevent to Facebook or Flickr, and text or tweet venues. Chuck Salter, Senior Writer at Fast with Facebook so you can sit next to yourabout the fun they’re having to impress others. Company, says Nathan Hubbard, Ticketmas- friends” recently appeared on www.fastcompany.The question is, “How can sellers of sports ter’s CEO, expects the Ticketmaster Facebook com, we are able to present features and discussand entertainment capitalize on social media?” interface to be more widely used with sporting ways to make the application work for all teamsExpenditures on social media have uncertain events, because the seating maps don’t change and venues.returns unless clear metrics are established. The the way they do with concerts. Working with ConversIon According to Ticketmaster, each time a ticket buyer shares with Facebook friends that he or she is attending an event, the mention to others generates an average additional $5.30 in ticket revenue. Not unlike sporting events, such as Major League Baseball, an estimated 40 percent of live event tickets go unsold. No mat- ter the level of unsold inventory, the enhanced Facebook connectivity increases the fan’s ability to connect and control more of the social experi- ence of attending an event. This digital word of mouth converts into measurable incremental revenue. ConTrol According to Debbie Hsu, Ticketmaster’s Director of Product Management, the interac- tive seat map allows fans to choose exact seats instead of relying on “best available” options. That level of control benefits Ticketmaster, the venue and the customer. By connecting to Face- book, fans can see where friends have purchased tickets, if fans tag their seats. Through social media campaigns, teams can encourage fans to connect and post as a way to demonstrate pas- [continued on page 76] *Hoffman, Donna L. and Marek Fodor (2010), “Can Under Control: Fans view a list of Facebook friends attending an event to the left of the venues seat map, which displays Facebook flags in you measure the ROI of your social media marketing?” the sections where friends are sitting. MIT Sloan Management Review, 52 (Fall), 41-49.22 | S E A T | | #SEATWinter2012
  • 20. What’s yourWi-Fi done foryou lately? AT&T Wi-Fi Services provides the KEY to a complete integrated Wi-Fi infrastructure providing smooth, continuous connectivity throughout your stadium to keep your fans connected and offer the ultimate alternative to “Home Theater”. What’s your Wi-Fi doing for you? Let AT&T Wi-Fi Services take care of your technology needs—you focus on your guests. Customized wireless design based Quality of Service (QoS) & on a proven methodology Bandwidth Management • Fully managed service model • Access policy enforcement • Site survey, design, and installation • Network security for POS • Operation and support • WAN/LAN traffic management • Backhaul transport Dedicated client services Application enablement • 24x7 Customer Support Center • Mobile application development • Venue customer support • Co-branded splash pages • Nationwide repair & maintenance • Loyalty program integration Contact 877-397-6931 for more details on how AT&T Wi-Fi Services can help improve the experience at your facility. Visit 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.
  • 21. industry and association nEwsalsd evaluates fanvision in Cleveland’s dawg PoundRyan Mirabedini reports on his Cleveland Browns game experience with the fan-friendly handheld devicer arely for better and usually for worse, I am a Cleveland Browns fan. It’s no secret regarding their on-field struggles. Having said that, I love the team, and I love theCity of Cleveland. When I knew I would beattending an October matchup against the Se-attle Seahawks, I began to wonder how I couldimprove my experience at the stadium. Whileon the nerdy side, I have a fantasy football teamI care quite a bit about (they actually win), andas many in this day and age do, I need to knowwhat’s happening across the league at all times.Considering this, one name came to mind:FanVision. After a few email exchanges, Matt Lukens,Vice President of Business Development atFanVision, very kindly coordinated my use oftheir handheld unit at the game. Upon receivingthe FanVision from Natalie Zamora, FanVisionRegional Manager, I was instantly mesmerized.With a 4.3-inch LCD display, it fit comfortablyin my lap and was easy to hold in my hands.While I had previously seen the product at the2011 ALSD Conference and Tradeshow, thiswas my first in-game experience with one. As I settled into my seat in the Dawg Pound,I began to notice the several features available.With concern for the aforementioned fantasyteam, I was thrilled at what I saw. On the unit,I was able to find each player on my teamand, subsequently, save them as my roster. Myassumption was that the stats would update,which they did, but that’s not all. Throughoutthe day, anytime one of “my players” scored, theFanVision would buzz an alert, similar to a cellphone notification. Complimented by access toNFL Network’s Redzone, I was successfully ableto know what my players were doing and thenwatch them do it. Talk about instant gratifica-tion. While the fantasy feature was great during be true for a suite holder or club seat patron Bring the House Down: FanVision’s camera angles and instantthose pesky TV timeouts, other capabilities of whose client he or she is entertaining is having replays are only available through a FanVision unit in the venue,the FanVision were useful during the game, a great time but desperately wants to know if providing stiff competition for the ever-improving home viewingincluding FanVision’s customized cameras. the rumor is true that Matt Ryan just broke his experience.Not only could I watch instant replays of the ankle. While others struggle with lagging cellaction between the lines immediately after they service, the administrator simply reaches forhappened, but I could also look at shots of the their FanVision and shows that all is well withsidelines as Colt McCoy wished aloud that he the Atlanta QB1.was six inches taller or as Pete Carroll ran the So while the Browns 6-3 victory that day wassidelines like Andy Dufresne running to free- widely considered a setback to modern football,dom outside of Shawshank State Prison. Bottom my personal experience was one of enjoymentline: I felt like I was sitting in every seat of the and entertainment. Roar with the crowd: Check.stadium at once plus on my couch at home. Watch replays while the guy next to me scratch- The home viewing experience seems to be a es his belly: Check. Have a fun fall afternoon bycommon excuse for dwindling ticket sales where Lake Erie made that much better by FanVision:they exist, but with FanVision, those objections Signed, Sealed and Delivered.begin to disappear. I contend this would also – Ryan Mirabedini24 | S E A T | | #SEATWinter2012
  • 22. GIVE YOUR FANS10 MORE REASONS TO CHEER. FanVision enhances your fans’ game-day experience by turning your venue into a smart venue. Now they can tap into ten channels of instant replays, multiple camera views, statistics, commentary and out-of-market games at your venue, the moment the action happens. Which means they get closer to the action than ever before, stay in their seats and return season after season. For more information, visit Welcome to the Inside.
  • 23. industry and association nEws: FEaturE rEcipETd Garden chef has championship tasteDelaware North’s Kevin Doherty shares prize-winning recipe this seasonH is guests have included the President of Just like Doherty’s mentor, Delaware North Ireland, the King and Queen of Spain, Corporate Chef Roland Henin, Walker is one hundreds of professional athletes, and of about 60 certified master chefs in the United big-name musicians and performers of States. He is Executive Chef at The Vintageall variety. It comes with the territory for Kevin Club in Indian Wells, California. “It was greatDoherty, Regional Executive Chef for Delaware hearing his techniques,” Doherty says. “Not toNorth Companies Sportservice and longtime mention, he shared the winning recipe with me,Top Chef at TD Garden, home to the 2011 and I’ve been putting my own spin on it everStanley Cup champion Boston Bruins and 2008 since.”NBA champion Boston Celtics. “It’s amazing Henin, who works hands-on to guideto think about some of the people who come Delaware North’s global culinary team, was alsothrough our doors,” Doherty says. “But at the enthusiastic about the opportunity for one ofsame time, I never really get caught up in the his chefs to learn from another master chef. “Wemoment, because my staff and I are more con- watched other teams cook, but we concentratedcerned with keeping the service top-notch.” our attention on Chef Walker and his team,” But it’s not just visitors to TD Garden who Henin says. “This was the team to beat. Wehave witnessed Doherty’s culinary know-how, watched and learned amazing things.”which includes certification as an executive The winning recipe – prosciutto-wrappedchef by the American Culinary Federation and leg of lamb with celeriac and sweet-potato pavéProChef Level III from the Culinary Institute in jus lie – has been added this season to selectof America. Doherty has taken home more than TD Garden eateries. Doherty is serving it as a20 medals in regional, national and international special in Banners Harbor View, a fine-diningculinary competitions, including the bronze club that serves contemporary American cuisine,medal while competing for Delaware North in and the Heineken Boardroom, a premiumthe 2008 Culinary Olympics in Germany. In seating area. “I got the immediate feeling thatSeptember, he led a group of company chefs to this would go over well with Bostonians,” saysthe U.S.A. Culinary Cup Challenge in Orlando. Doherty, a Boston native. “Our staff has done aThe team brought home second-place honors, great job preparing and serving the dish, and thebut an equally important win for Doherty was praise it has received is a direct result.”trading best practices with some of the nation’s Kevin Doherty, Top Chef at TD Garden So while the players look to bring fans an-other top chefs. “What’s great about competi- other championship, Doherty and his staff aimtions is you get a chance to soak in so many to ensure the food remains a winner.different styles,” Doherty says. “At the event in – Charles H. Roberts,Orlando, I had a great time talking to Kevin Delaware North CompaniesWalker, the first-place winner.” ProsCIuTTo -wraPPed leG of laMB wITh CelerIaC and sweeT-PoTaTo Pave In Jus lIe Serves 15 to 20 Method Break down the leg of lamb into 1/2 to 3/4-inch Ingredients cubes, and build it onto the prosciutto in layers. 1 leg of boned lamb, portioned in Season with salt and pepper and porcini powder 1-pound roulades and transglutaminase as needed for bonding. Prosciutto, sliced as needed Roll into roulades. With the rosemary and garlic, 1 teaspoon of chopped rosemary cook the prosciutto-wrapped lamb roulades for 1 teaspoon of garlic three hours using the sous vide method at 63.6° Porcini powder, as needed C. In a little chicken stock, bake the celeriac and Salt and pepper, to taste sweet potato for 35 minutes at 325° F. Serve the Transglutaminase, as needed lamb roulades over the celeriac and sweet potato Celeriac (celery root), 6 to 8 oz. chopped pave in a jus lie sauce made by cooking down theProsciutto-wrapped leg of lamb with celeriac and sweet-potato Sweet potato, 6 to 8 oz. chopped lamb scraps.pavé in jus lie, the winning recipe of Master Chef Kevin Walker at Chicken stock, as neededlast year’s U.S.A. Culinary Cup Challenge, has been introduced thisseason to TD Garden.26 | S E A T | | #SEATWinter2012
  • 24. 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
  • 25. on alsd soCIal MedIauP-To-The-MInuTe IndusTry ConferenCe newsand assoCIaTIon news Connect with the ALSD on rICh krezwICk To reCeIve alsd Association of Luxury Suite Directors Group Page:QuICken loans arena InTroduCes vIsIonary award TeChnoloGy In suITesSmartTouch allows suite patrons to order F&B, alsd offers GrouP dIsCounT Bill Dorsey:merchandise and more with iPads. The 2012 alsd ConferenCe Tour andlarGe Phase of rose Bowl reCePTIon sChedule Amanda Verhoff:renovaTIon GeTs underway existing press box will be replaced withpremium seating. Jennifer Ark: Pat McCaffrey: Jared Frank: Dene Shiels: Ryan Mirabedini: Braves To add new CluBseaTs aT Turner fIeldThe new premium option will replace threeexisting suites and 350 seats.san franCIsCo 49ers BeGIn sellInGsBls for new sTadIuM Follow the ALSD on Twitter:The team is charging $20,000-$30,000 forStadium Builders Licenses (SBL) for 9,000 club Association of Luxury Suite Directors:seats. Jared Frank: Ryan Mirabedini: alsd MeMBer Q&a Question Topic: How NBA teams are handling the end of the Like the ALSD on Facebook: lockout Association of Luxury Suite Directors Group Page: | S E A T | | #SEATWinter2012
  • 26. InduSTry And ASSocIATIon nEWS: ALSd MEMbEr HIgHLIgHTA Conversation with Andrew SilvermanSenior Vice President of Sales & ServiceMiami MarlinsBy Jared Frank, Editor, SEAT MagazineI n the sports business industry, no one read- feet long retractable roof allowing 75 degrees ies for the task at hand more than Andrew of air-conditioned comfort to the 40 feet wide Silverman. The native of Huntington Beach, operable wall that when fully open will reveal a California and University of Southern spectacular view of the Miami skyline, fans areCalifornia Business School Alumnus has an going to be completely blown away. It’s trulyappreciation for preparation that enables him to unique. It’s truly Miami. Once you step intoaddress tomorrow’s questions today. Speaking Marlins Park, you’re going to want to come backwith Andrew on the heels of the Baseball Win- again and again.ter Meetings, the sport sales guru and 24-yearveteran of the biz shares with SEAT the buzz of SEAT: Along your path which has led you tobeing a Miami Marlin these days. Miami, is there a mentor who best prepared you Whether it’s pitching the new Marlins Park for your current roles and responsibilities?or trying to stay youthful with his wife and two Silverman: That’s not an easy question as sodaughters, Andrew is always preparing for suc- many people have helped in my career. However,cess. Learn why for him, that means knowing the individual who helped me develop morethe answer before his boss does. than anyone else was [current CEO of the Nashville Predators] Jeff Cogen. When youSEAT: Moving into the new Marlins Park, how work for Jeff, you better be on your toes 24 hours “[Marlins Park] is like nois your staff adjusting to having a large assort- a day, seven days a week, and you better know other ballpark you’vement of premium seating options that you never your facts and figures better than he does, whichhad available to sell before at Sun Life Stadium? is not an easy task. ever seen or experienced.Silverman: We’ve had tremendous success with I’ve always carried that mindset with me. Iour all-inclusive premium seating. These are new prepare myself everyday with the same intensity. From the 450 gallonproducts for our seat holders as well as for the Jeff prepared me to always be ahead of the curve aquariums…to the 547 feetbusiness community in Miami. Consumers are and know the answer before your boss asks thelooking for price certainty, and our all-inclusive question. When my current mentor and boss long retractable roof…toDiamond Club, Dugout Clubs, Hall of Fame David [Samson] asks me a question, I betterClub and Championship Suites meet that know the answer quickly and with perfect ac- the 40 feet wide operabledemand perfectly. curacy. David is similar to Jeff, always completely wall…fans are going to be on top of everything. He knows Marlins ParkSEAT: The Miami Marlins have a new look, backwards and forwards, and he needs to have completely blown away.”a new ballpark and new players… Describe confidence in me that I am one step ahead ofthe buzz the Marlins are generating in South him at all times.Florida right now? SEAT: How do you balance your work life andSilverman: The last six weeks were the busiest SEAT: Do you keep any inspirational items home life?I’ve seen a sales staff since 1988 when I was a 21 hanging on your office wall? Silverman: [Laughing] Work is much simpleryear old sales rep working for the Los Angeles Silverman: I have two favorite items in my of- and easier than home. It’s kind of the oppositeKings when we just signed the Great One, fice, besides my pictures of my family. The first is for me. When I go home to budding teens thatWayne Gretzky. Especially last week [at the a framed montage of all my business cards and I have zero control over, work seems very easyBaseball Winter Meetings], I haven’t seen sales lanyards from 24 years in professional sports. trust me. My Australian-born wife couldn’t carelike that in decades. From the free agent sign- It’s great to show a new employee the steps and less about sports, and my two daughters [agesings to the buzz about the ballpark to the new sacrifices one must make to be successful in the 11 and 9] are more interested in their iPads orbrand launch, what we’re doing is getting people sports business. [hip hop artist] Pitbull than anything baseballto make a decision now to purchase seats and The other is a personalized, autographed related. I even have two female dogs. So muchsuites instead of waiting on the fence. jersey from Nolan Ryan I received a few weeks for my baseball and hockey card collection being after I left the Texas Rangers. Nolan had it auto- handed down to my children; hopefully, I willSEAT: How do you plan to maintain the current graphed with my name on it with the number 7 have a grandson one day who will appreciate mymomentum? for the seven years I had worked at the Rangers collection!Silverman: I do not expect business to slow and included a personal, handwritten thankdown. I expect it only to increase, especially you from him for my contribution. It’s verywhen people walk into the new Marlins Park meaningful to me as the gift was 100% his idea.for the first time. This is like no other ballpark He was an amazing boss and obviously one of COMING UP NEXT:you’ve ever seen or experienced. From the 450 the best pitchers ever, but Nolan is an even more THE MIAMI MARLINS HOOKgallon aquariums behind home plate to the 547 amazing person. He is truly one-of-a-kind. A BALLPARK OF THEIR OWN30 | S E A T | | #SEATWinter2012
  • 27. 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: Expiration Date: Cardholder Name: ________________________________________________ Cardholder Signature: _____________________________________________
  • 28. InduSTry And ASSocIATIon nEWS: ALSd MEMbEr VEnuE HIgHLIgHTIntroducing Marlins Park: Uniquely MiamiCombining its owner’s two passions – baseball and art – the new Marlins Park is not just a venue for a ballgame.It’s a civic building. And it’s part of a re-brand that infuses the City of Miami’s culture, colors, art and namesake.The home of the newly renamed Miami Marlins, Marlins Park is truly Miami’s jewel and one of America’s greatnew venues for sports and entertainment.By Jared Frank, Editor, SEAT MagazineI f I blindfolded you and then dropped you off in our ballpark, you would know instantly you’re in Miami,” contends Andrew Silver- “People can identify with the building. It has the man, Senior Vice President of Sales and flair very representative of our area.”Service for the Miami Marlins. It’s hard to findfault with this statement after considering all – Claude Delorme, Miami Marlinsthe unique features found in the park reflectedin one of America’s most unique cities. Whetherit’s the curvilinear look of the ballpark, glassfaçade, quadrant colors, aquariums, The Cleve-lander South Beach experience or the magnifi-cent views of downtown, the new Marlins Park,unmistakingly, captures the essence of Miami. Situated on the old Orange Bowl site in theLittle Havana neighborhood 12 blocks west ofdowntown Miami, the realization of MarlinsPark is especially gratifying for an organizationthat has spent a decade pursuing an escape ofthe cavernous Sun Life Stadium, a facility builtfor football and modified for baseball, where thepositioning of everything from the concessionstands and kitchens to the restrooms reflect afootball setting. “Our goal from the very begin-ning was to build a facility that was designedwith baseball in mind in terms of sightlines,capacity and amenities,” states Claude Delorme,Executive Vice President of Ballpark Develop-ment for the Marlins.ALL-INCLUSIvE PREMIUM SEATINGThe baseball-friendliness of Marlins Park beginswith its premium seating. The 383 DiamondClub seats, the ballpark’s most exclusive seats,are located in five sections of eight rows starting Urban Gallery: While Marlins Park features world-class art throughout the facility, the ballpark itself is a work of art with its curvilinear look,at just 47 feet from home plate. So compared to glass façade and operable wall providing spectacular views of downtown Miami.its previous home, seat holders will be closer tothe action. For Diamond Club members, they’ll also include all-inclusive concepts. And further, million pound roof consists of three panels thatbe closer to the batter’s box than the pitcher will the Lexus Legends Level platinum seats come can move simultaneously at 39 feet per minute,be. with a $25 food, beverage or merchandise credit allowing the facility to be fully opened or closed For the first time, the Marlins have complete per game loaded onto the ticket. See the sidebar in approximately 14 minutes. Each of the threecontrol over an entire menu of premium seating on page 36 for all premium seating details at panels can also move individually to provideofferings. The philosophy the organization has Marlins Park. micro-shading to portions of the playing surfaceadopted for this inventory is one of all-inclu- and seating areas.siveness – an option previously unavailable in SIGNATURE PIECES Along with the roof at the ballpark’s highestMiami. The Diamond Club, which offers an Marlins Park, designed by Populous, includes point, the Marlins sought a signature piece tointimate, VIP experience complete with 4-star a few signature pieces and critical components highlight Miami at its lowest elevation – behinddining, is an all-inclusive food and beverage en- starting with a retractable roof, which the home plate. When one thinks of Miami, onevironment, including beer and wine. The Dugout Marlins viewed as a “non-negotiable” inclusion thinks of the ocean. To represent the ocean in aClubs are all-inclusive with food and non- to account for the tropical summer season in dynamic way, the new ballpark includes two saltalcoholic beverages. The Championship Suites South Florida that is stockpiled with hot, humid water aquariums built into the backstop on ei-and Hall of Fame Club, two fractionalized, and rainy days. “We felt any solution without ther side of home plate. To protect the fish fromseat-in-a-suite settings at the Legends Level, a roof was a non-starter,” Delorme says.The 19 the impact of a foul ball and the fans sitting in32 | S E A T | | #SEATWinter2012
  • 29. we specializein maximizingrevenuePremium sales project ExecutionPsl Sales Executionfeasibility & researchticket sales & servicecollegiate ticket salessponsorship/naming rightscrm & database managementsales trainingconsulting WWW.LEGENDSHM.COM
  • 30. InduSTry And ASSocIATIon nEWS: ALSd MEMbEr VEnuE HIgHLIgHT “We want to be in a position to take advantage of technology going forward and make this facility a special one for our guests.” – Claude Delorme, Miami Marlins field featuring many great amenities, including a menu of Clevelander classic food selections, table service located beside the Marlins Bullpen, dancers and DJs in the pool area, and a poolside bar and grill open extended hours following home games as well as for private events year- round. The Clevelander at Marlins Park is available for groups of over 20 and is restricted to persons 21 years of age and older. Persons under the age of 21 may purchase a ticket to The Clevelander only if accompanied by a person 21 years or older. PROjECT FINANCING: THIRd TIME’S THE CHARM After two previous ownership groups’ attempts to work with the city and the county on a new project, current Marlins owner Jeffrey Loria caught smoke on February 21, 2008 when city and county commissioners approved funding forTop: When open, the three-panel roof at Marlins Park retracts to the first row from the 450 gallons of water in a new ballpark. Funding for the $515 millionthe west main entrance plaza. each tank, the aquariums are built with fiber- ballpark, which balloons to $634 million afterBottom: The Clevelander area in left field brings an authentic glass, 1.5-inch thick acrylic panels and Lexan, public infrastructure and parking garages areSouth Beach experience to Marlins Park. the material used in bulletproof glass. rolled in, is an approximate 70/30 split between public and private funding. THE SOUTH BEACH EXPERIENCE The county has contributed in excess of $300 The Marlins are bringing a taste of Miami’s million, largely stemming from the issuing of South Beach to Marlins Park through its bonds backed by tourism taxes. The city ended partnership with The Clevelander, the 70-year up contributing $13 million, the land plus old iconic landmark amongst South Beach contributions towards the parking garages. The Miami hotels. The Clevelander at Marlins Park rest of the funding from the public sector came is a 225-person capacity poolside venue in left from general obligation bonds for $50 million34 | S E A T | | #SEATWinter2012
  • 31. Season Tickets, Books and NEW Season Wristband Books Whether a special event or a sporting event, we can meet your admission control needs with access, VIP and season passes; media credentials; season ticket books; vendor, employee and official badges, hang tags, photo ID’s and other products to compliment your ticketing needs. Custom-printed to your specifications with full color ink capabilities, features such as foil stamping or security inks are available to enhance the security of your admission products. Easily visible credentials increase security to restricted areas: • Access Passes, Media Credentials • Vendor, Employee, and Officials’ Badges • VIP & Season Passes • Photo ID’s and other products to compliment your ticketing and access control needs. National Ticket Co. provides tickets and access control prod- ucts to: National Football League, National Basketball Asso- ciation, National Hockey League, Major League Baseball, PGA, Minor League Sports Teams, College Bowls and many others.National Ticket Company’s employees are proud to print the highest quality ticketingproducts in our Pennsylvania manufacturing facility. Call today for details and a price proposal P.O. Box 547, Shamokin, PA 17872 USA Customer Service: 800-829-0829 or 570-672-2900 Fax: 800-829-0888 or 570-672-2999 Web Site: • E-mail:
  • 32. InduSTry And ASSocIATIon nEWS: ALSd MEMbEr VEnuE HIgHLIgHT By the Numbers PremiUm SeaTiNG: Diamond Club: 383 seats; $210-$395 per ticket The Marlins Park premier premium area behind home plate is all-inclusive food, beer and wine. Dugout Clubs: 272 total seats; $135-$175 per ticket Two separate clubs, one running down each baseline, each flanking the Diamond Club, are all-inclusive food and non-alcoholic beverages. Hall of Fame Club: 44 seats (first and third base suites); $235-$250 per ticket Championship Suites: 42 seats (first base suite) and 60 seats (third base suite); $150 per ticket The Hall of Fame Club and Championship Suites, each sold fractionally for two, four or six seats providing patrons with a taste of the suite experience, are all-inclusive food, Not a Fish Story: The uniqueness of Marlins Park is no exaggeration with signature pieces such as the two backstop aquariums. beer and wine. Lexus Legends Seats: that had been dedicated to an Orange Bowl facility. “From a technology standpoint, we made 3,200 seats; $30-$75 per ticket renovation but were redirected towards the new sure we had the infrastructure,” Delorme says.  The $75 seats in the Lexus Legends Level ballpark. “We want to be in a position to take advantage offer a $25 loaded ticket. *Premium seating includes a parking pass for each pair of The balance of funding came from the of technology going forward and make this tickets purchased Marlins, whose initial contribution was $161 facility a special one for our guests.” million. The team also is assuming responsibility The installation of an Internet protocol televi- for a portion of the parking garages and all cost sion (IPTV) network by Daktronics is another SUiTeS: overruns associated with the project. key technology component. IPTV technology Founders Suites: allows the Marlins to send to multiple areas of 13 suites; $250,000 per year A CIvIC BUILdING the ballpark multiple custom messages from a The Marlins Park most premium suite offer- From day one, the Marlins wanted to make sponsor depending on the typical demographics ings seat 22 patrons. These 720 square-foot sure that the new ballpark connected with the of the seating section. For example, a product or boxes are located on the Press Level directly community. Local cuisine well known in Little service that a sponsor wants to advertise to the behind home plate and extend slightly Havana will be served at the concession stands. Suite Level versus the Vista Level (upper deck) down the first and third baselines. Food options will include seafood concepts and can be different, and this direct target marketing Cuban sandwiches in multiple varieties. “People is realized through IPTV. Lexus Legends Suites: can identify with the building,” adds Delorme. The Marlins will also use IPTV capabilities to 10 suites; $250,000 per year “It has the flair very representative of our area.” activate quadrant corporate partners. Owner Jef- These 720 square-foot offerings are located The Marlins and the city are hoping the frey Loria, also an art dealer with a sweet tooth on the Lexus Legends Level directly above new experiences will spill outside the park into for Spanish artist Joan Miró, challenged his staff the Founders Suites and seat 22 patrons. Little Havana to revitalize the neighborhood. to make Miró’s four primary colors – blue, green, mVP Suites: Available surrounding Marlins Park is 53,000 yellow and red – visible in the facility. As a result 12 suites; $150,000 per year square-feet of commercial space. The hope is this of that directive, the Marlins have divided the Seven MVP Suites are located on the first space will over time develop into an entertain- ballpark into four quadrants – each designated base side and five are located on the third ment and retail area open year-round. by a different Miró primary color – which cre- base side, all having 16-person capacities. ated an opportunity to identify quadrant spon- Fiesta Suites: TECHNOLOGy: A MIX OF ART ANd sors. “When we’re striking a deal with a 6 suites; Sold on per-event basis COMMERCE These suite offerings have capacities of 24 Technology will play a key role at Marlins Park. [continued on page 76] with the ability to increase to 48 by open- Technology applications include everything from digital ticketing to Wi-Fi to mobile COMING UP NEXT: ing the sliding doors between suites. food servicing to a distributed antenna system PRELIMINARy #ALSd2012 (DAS) to ensure wireless service and complete SCHEdULE OF EvENTS: reception for all cellular carriers throughout the PLAN yOUR EXPERIENCE NOW36 | S E A T | | #SEATWinter2012
  • 33. Speak a common language with your clients through your partnership with Spotlight Ticket Management. Assure your customers achieve their goals with your experiences.A PARTNERSHIP WITH SPOTLIGHT: Offer Spotlight to your suite owners • Sports Tickets Drive Business – the numbers prove it. and add value to Give your customers the tools they need to effectively manage their tickets. your partnership• Assure Renewal – Sports tickets and suites are a vital corporate spend. Buying tickets provide a positive ROI, and Spotlight continually highlights this fact. • True Partnership – Create a true partnership between 877.423.4868 venue and customer to assure goals and a long term relationship. Create added-value benefits for your partners.
  • 34. The Community: Be Part of It! SATURDAY, JUne 30 – TUeSDAY, JULY 3 And so it has arrived! 2012 is upon us, and The ALSD Conference and Tradeshow will the ALSD is proud to announce its initial begin on SATURDAY this year. lineup of Conference and Tradeshow sessions, The opening reception and first venue tour events and your favorite – venue tours and will take place Saturday, June 30. receptions. The stage is set in Minneapolis, League Day and our second venue tour will and we eagerly await the arrival of The take place Sunday, July 1. Community. This year’s conference theme centers on you and the relationships you’ve Our third venue tour will take place built over the years or will begin to build this Monday, July 2. year. The Community brings roundtables, General Session Days will take place interactivity and plenty of participatory Monday, July 2 and Tuesday, July 3. learning. But let’s not forget that The The Tradeshow will be open Saturday, June Community’s goal is to see the latest and 30, Sunday, July 1 and Monday, July 2. greatest in premium seating, which you will see outlined in the following pages, including top-notch venues in the country, which we’ll be showing off again this year. Please note that the show pattern has shifted this year. Every few years, the July 4th holiday falls mid-week, so we are shifting the show pattern back one day. Please make your travel plans accordingly. 38 | S E A T | | #SEATWinter2012
  • 35. The Community: Be Part of It! ALSD 2012 COnFeRenCe SCHeDULe OF eVenTSThe ALSD schedule of events is a living, breathing document, so 7:00 p.m. – 10:00 p.m.please be aware that changes and updates are continual, and thisoutline is not final. Panelists and presenters will be announced Venue Tour: Xcel energy Center,and sessions will be added and tweaked in the coming months in Home of the Minnesota Wildprint, online and email pieces. Stay tuned! Tour, Reception, Networking Sponsored by Levy Restaurants, Minnesota WildSATURDAY, JUne 30 Buses will shuttle back from the venue at intervals beginning at 8:30 p.m. until 10:00 p.m.9:00 a.m. – 7:00 p.m. Registration Open SUnDAY, JULY 111:00 a.m. – 3:30 p.m. 8:00 a.m. – 7:00 p.m. Exhibitor Setup Registration Open4:00 p.m. – 7:00 p.m. 8:00 a.m. – 3:45 p.m. Exhibit Hall Open League Day Opening Reception As anticipated, League Days will be held for your See all the latest and greatest products and services respective leagues. Stay tuned for your league’s agenda that your venue needs. Don’t miss amenities, incentive and moderators for the following leagues: and gifting products, technology innovations, ticket National Hockey League management systems and providers, loyalty programs, National Basketball Association food and beverage, and much more. ALSD Appreciation Commences: This year, exhibitors Major League Baseball will bring prizes to give away to attendees! Throughout National Football League exhibit hours, attendees are encouraged to meet and Minor Leagues and Alternative Venues network with exhibitors. Attendees are welcome to drop business cards in the fishbowls of vendors they meet College and University with. Business cards are pulled on Appreciation Days – Major League Soccer Sunday, July 1 during exhibit hours and Monday, July 2 Racing Venues during exhibit hours. Winners must be present to win! Food and Beverage Information Technology*5:00 p.m. – 6:30 p.m. *The Information Technology League Day Agenda can be found starting on page 50. ALSD First Timer networking event First-Time Attendees Join Veterans for a Welcome, Introduction and Toast in Exhibit Hall Welcome from: Jennifer Ark, ALSD President #SEATWinter2012 | | S E A T | 39
  • 36. as a consultant working on bids for major national and international events, including the programming of the $17.4 million National Sports Center in Blaine, Minn. Prior to that, Wright also served as general manager for two Major Indoor Soccer League Teams, the Pittsburgh Spirit (1981-86) and the Minnesota Strikers (1986-87). Wright, who graduated from Carnegie College of Physical Education in Headingly, Leeds, Yorkshire, England, is very involved in and consults with many local charities and youth sports programs. He was elected to and serves on the board of the Minneapolis Downtown Council and the Minneapolis Regional Chamber of Commerce. He resides in Eden Prairie, Minn., with his wife Walla and daughter Christy. Wright also has two sons Ned and Jeff, and daughters-in-law Lauren and SATURDAY, JUne 30 – TUeSDAY, JULY 3 Amy. 11:30 a.m. – 1:00 p.m. ALSD Visionary Award Presented: All-League Lunch Rich Krezwick Location: Target Center Basketball Floor President Keynote Speaker: new Jersey Devils Rich Krezwick is the well-respected president of Devils Chris Wright Arena Entertainment, the company overseeing business President operations for the New Jersey Devils and the Prudential Minnesota Timberwolves Center. Under his direction, the Prudential Center This season marks Wright’s 22nd year with the has become a “must play” for most acts and is now Timberwolves organization and eighth as the team’s consistently ranked in the top ten of U.S. arenas. “Rich president. Wright is responsible for the day-to-day is extremely well-known in the sports business. But as operations of the team. well-known as he is, he is also well-liked. One of the He leads a senior management group that is requisites of receiving the Visionary Award, the ALSD’s responsible for setting the strategic direction of the highest award, is the ability to be well-respected by the business operations of the franchise. By developing people who work for our award recipient. Rich is really a culture driven by the values of maximum effort, well-liked by the people who work for him, and that is teamwork, passion for what we do, innovative thinking, a testament to his leadership abilities,” says Bill Dorsey, fun and integrity, Wright and his senior management ALSD Founder and Chairman. team are integrating the business and basketball Krezwick’s life’s work has been in the sports industry, operations to meet the strategic and financial goals of the and his ideas have kept clients coming through the doors Chris Wright team. of his venues. “You need to understand that in 1997, As president, Wright also articulates the mission many teams routinely filled up all their suites, and there for the organization, which is to creatively provide was a tendency to take business for granted. Rich was not the ultimate sports and entertainment experience at one who did that. He recognized from the beginning the exceptional value, with unparalleled customer service, importance of catering to your best customers,” asserts while connecting with and engaging in our community. Dorsey. Whether coming to the arena, watching a game on television, purchasing a ticket online, or meeting players 4:00 p.m. – 7:00 p.m. and staff in the community, Timberwolves fans know that they are the sole focus of the organization’s efforts. exhibit Hall Open Wright believes that by developing a culture that emphasizes “one team,” “one voice” and “one with our ALSD Appreciation Days Begin: This year, exhibitors community,” the Timberwolves will have the ability to will bring prizes to give away to attendees! Throughout achieve great things. He believes in hiring a staff that is exhibit hours, attendees are encouraged to meet and genuinely optimistic and passionate about the franchise network with exhibitors. Attendees are welcome to drop — a staff that is professional, yet strives for fun with business cards in the fishbowls of vendors they meet Timberwolves fans and clients. with. Business cards are pulled on Appreciation Days – A native of England, Wright came to the United Sunday, July 1 during exhibit hours and Monday, July 2 States in 1978. Prior to joining the Timberwolves, he during exhibit hours. Winners must be present to win! Rich Krezwick spent three years working for the state of Minnesota, first40 | S E A T | | #SEATWinter2012
  • 37. 7:00 p.m. – 10:00 p.m. 9:15 a.m. – 10:00 a.m. One person from each table will come up to the podium Venue Tour: TCF Bank Stadium, Home of and share the best practice(s) from the group. the University of Minnesota Football Team Each table will record its best practices, which will be Tour, Reception, Networking collected and distributed to attendees post-conference. Buses will shuttle back from the venue at intervals Co-Moderator: Scott O’Connell, Director, Suite & beginning at 8:30 p.m. until 10:00 p.m. Premium Seat Sales & Service, Minnesota Twins Baseball Club Co-Moderator: Michele Kajiwara, Vice President, Premium Sales, STAPLES Center/AEGMOnDAY, JULY 28:00 a.m. – 7:00 p.m. *IT Attendees can either attend the All-League Best Registration Open Practices Session or the session below:8:30 a.m. 8:30 a.m. – 9:30 a.m. ALSD Welcome and Announcements IT and Venue Development Speaker: Jennifer Ark, Director of Stadium and Guest networks and Security Experience, Green Bay Packers and ALSD President Speaker: Amanda Verhoff, Executive Director, ALSD 10:00 a.m. – 11:00 a.m.8:30 a.m. – 10:00 a.m. Customer Service, Sales and Food and Beverage General Session Loyalty Programs Create Loyal Customers All-League Best Practices Session* Case studies of new incentives and value-adds that are 8:30 a.m. – 9:15 a.m. currently creating loyal customers and boosting revenues. One person from each league sits at a table with others Learn how the Tampa Bay Lightning’s all-inclusive, but from different leagues. Tables share best practices from not unlimited, food and beverage program facilitates the previous day’s meetings or from their own venues. loyalty and how two technology-enhanced gifts Attendees are encouraged to bring collateral materials improve sales and allegiance. Additionally, learn what to to the session; it will serve as a participatory learning include on your loyalty cards and what events you can session. hold in the offseason to ensure your team stays front of your fans’ minds. #SEATWinter2012 | | S E A T | 41
  • 38. 1:00 p.m. – 2:30 p.m. Case Studies, Brought to You By… Teams and venues have utilized products and services from ALSD vendors that have “changed the game.” See case studies from teams and venues on how a product or service has solved a challenge or enhanced the gameday experience. Each session is sponsored by an ALSD vendor and is an extension of the exhibit hall and educational sessions. 2:30 p.m. – 3:30 p.m. Customer Service SATURDAY, JUne 30 – TUeSDAY, JULY 3 Managing the Customer experience: Strategies from the Inside and Outside Three approaches to managing and exceeding customers’ Sales expectations. From inside the industry, learn to train your gameday staff and connect with and incentivize your Successful Grassroots Campaigns for new concierges and suite administrators. You need to invest Sales and Renewals in your first lines of defense in order to retain customers. We are still chasing the elusive magic bullet, so until we From outside the industry, hear how one of the largest catch it, check out a few unique premium sales ideas our hotel chains creates customer loyalty and how one of members have come up with. Learn how an arena scored the country’s largest concierge providers deals with new sales with their 100 events in 100 days program fulfillment and benefits packages on a large scale. and how another team stays competitive in a saturated Panelist: Kathy Burrows, President & CEO, Sold Out market. Learn how a football venue is rebranding Seating its suites to promote sales and how another team is Panelist: Kate Urekew, Executive Director, Marketing overhauling its offerings for renewal clients. and Partnerships, Circles Sales, Operations and IT Sales Ticketing and Technology new Strategies on the Creation and Sale Cut through the clutter. Team case studies will outline ticketing system options and objectives. Leave this of Club Seats session understanding your best options and what you Listen to successful anecdotes, like the use of influencer need from a ticketing system. groups, one-off deals, locking up long-term deals, inclusive programs, differentiating club and general seats, Moderator: Jane Kleinberger, Founder, Paciolan and many more. Case studies from different leagues will address different issues like pricing, number of games and 11:00 a.m. – 2:00 p.m. multiple events. Moderator and Panelist: Rob Sine, President, Hands on exhibit Hall Open Sports & Entertainment ALSD Appreciation Days Continue: This year, exhibitors will bring prizes to give away to attendees! Throughout exhibit hours, attendees are encouraged to meet and Architectural, Operations and Sales network with exhibitors. Attendees are welcome to drop business cards in the fishbowls of vendors they meet It’s new to You: Renovation Case Studies with. Business cards are pulled on Appreciation Days – Learn how old or unused spaces provide the opportunity Sunday, July 1 during exhibit hours and Monday, July 2 for new clubs and transformed suites, how to and who during exhibit hours. Winners must be present to win! will outfit suites, and how brand design activation is possible in your venue. Additionally, understand why venues cannot afford not to renovate in order to provide premium clients the spaces they deserve and the premium seats they will invest in.42 | S E A T | | #SEATWinter2012
  • 39. IT and Food and Beverage Sales, Customer Service, Food and Beverage, Digital Food and Beverage Developments Venue Development and IT When you talk about F&B and digital developments, you Premium Level Technology Improvements talk about ROI. Does the increased cost of digitalized The most innovative technology usually begins on the video boards drive revenue? Is there a need for flexibility premium levels. Learn why premium often leads the created by digital boards? Who are the leaders in the way in the world of IT. In this seminar, you will get a space? What is the future of the business? This seminar rundown on: will look closely at solutions. • Phone Systems and Usages • Point of Sales Systems • Multiple Channel and Camera Angle Televisions on • Menu Boards the Premium Levels • Digital Food Selection Options: Phone, Tablets and • Equipped Suites: Wired Suites, Computer Hook- Handhelds, Touch Screen Television ups, The Venue Leading the Way • Fan Experience Leading to Added Revenues • Online Ticketing Solutions, Mobile Apps, Bar3:45 p.m. – 5:00 p.m. Codes and Paperless Ticketing Customer Service What Do Your Customers Want? Food and Beverage and Sales Do you know the answer? Is it amenities, trips or Sponsored Spaces: F&B Teaming with touch points? Is it more competitive prices and added- Venues for Branded Build Outs value? Case studies will kick off this presentation; then Your food and beverage providers are the team partners, attendees will be asked to participate. Come prepared but not just for the food they provide. Your food with what your customers tell you on surveys, in face-to- and beverage partners are creating interactivity with face meetings and in renewal negotiations. your customers by way of branded experiential spaces. Additionally, teams and food and beverage providers are pushing for local and sustainable partnerships in the Sales marketplace. Revenue Generation Training: Moderator: Richard Dobransky, Vice President, Food Fan empowerment and Beverage, Delaware North Sportservice Fan Empowerment is a tool for revenue generation. Learn how and more on these topics: fan-centric mentality, mental comfort in sales, ticket sales’ central 5:30 p.m. – 8:30 p.m. nature, the PAPE approach, “Yes” substitutions mindset, respect the chain – top customers, airline comparison, Venue Tour: Target Field, Home of the upselling, name capturing comfort, revenue mentality Minnesota Twins from suite directors, and company synergy. Tour, Reception, Networking Presenter: Cary Kaplan, President and Owner, Cosmos Buses will shuttle back from the venue at intervals Sports beginning at 7:00 p.m. until 8:30 p.m. #SEATWinter2012 | | S E A T | 43
  • 40. Architectural and Venue Development experiential Spaces: The Specifics When fans buy tickets, how can you give them more than just seats for a game? Architecturally, how can you add value? Learn how you can create Return On DesignTM from Rossetti. Learn how to create uniquely branded hospitality experiences in your venue – new or old – from a panel of architectural and design experts. Panelist: Kelly Deines, Design Principal, Rossetti 10:15 a.m. – 11:30 a.m. Sales SATURDAY, JUne 30 – TUeSDAY, JULY 3 Ticketing: Is Outsourcing in Your Future? There seems to be a trend, especially in colleges, but also on the professional level, to outsource ticket and premium seating sales. A half-dozen different companies have emerged in the past few years to fill this need. In TUeSDAY, JULY 3 premium markets, there are clearly certain advantages to utilizing outsourcing companies, one being the 9:00 a.m. – 10:00 a.m. opportunity to work with companies who have already Sales established relationships with major sponsors and clients. Is outsourcing in your future? By Market Size: Selling in Your Respective Market Sales, Customer Service and IT Not all markets are created the same. Three roundtables, each one devoted to market sizes – small, medium, large. Suites and Sponsorships: Bang for Their Discussions will reveal best practices and sales techniques Buck for new sales, renewals, negotiations, prospecting and Times have changed, and suites are no longer sold out. lead generation, and sales etiquette in your specific Packaging suites and sponsorships is a new and successful market size. trend, as sponsorship and suite clients and prospects are Moderator: Rob Sine, President, Hands on Sports & often one in the same regarding their goals for exposure Entertainment and spend potential. Learn how your department can benefit from joining forces with sponsorship or corporate sales. Moreover, technology can stretch a sponsor’s Sales, Customer Service and IT reach and frequency, resulting in greater ROI. Learn CRM measurement and monitoring techniques and strategies for utilizing technology as part of sponsorships. Bridge the gap between the database manager, the sales staff and the senior executives. Get educated on CRM systems and how they can assist your department. Customer Service, Sales, Food and Beverage Panelist: Russell Scibetti, Senior Manager of Database Marketing and CRM, New York Jets and IT The Future of Mobile Devices Tablets and mobile devices are the wave of the future. Food and Beverage, Sales and Customer There are uses on the premium level and beyond, so you Service need to explore the technological issues as well as the How to Create a True Partnership options on what innovations offer you the best value and opportunity. In this session, learn tablet capabilities and Teams and food and beverage companies need to form uses such as: a cohesive partnership. But how? Steps for contract negotiation will be discussed, but more importantly, so • Tablet Marketing: Presentations, Marketing and too will tips for maintaining and refining your existing Sales relationships with your food and beverage provider. • Mobile Capabilities: Voice, Touch, Gesture Recogni- tion/Response • Data and Analytics on Mobile Devices • Optimization, Simulation and Storage of Data • Virtual Premium Seat Selection44 | S E A T | | #SEATWinter2012
  • 41. 11:30 a.m. – 12:30 p.m. Lunch on your own1:00 p.m. – 2:15 p.m. Sales, Customer Service and Food and Beverage Minneapolis Did You Know? non-Traditional Premium Revenues • The April 2011 issue of Men’s Journal lauded Min- Did you know a Minneapolis venue did over $4 million neapolis as the “Best Place to Live in a Big City in non-gameday revenue last year, with over 300 events – Designed for Getting Outside.” Cited as reasons seven on one day alone once! Did you know a New York were Minneapolis’ parks, Chain of Lakes, numerous venue did over $4.5 million in non-gameday revenue? farmer’s markets and large biking community. Learn how to sell and utilize space on non-event days, who to sell to, and how to market the space. • Speaking of biking, with more than 120 miles of bikeways, Bicycling Magazine named Minneapo- Customer Service, Sales and IT lis America’s #1 bike city. The city has the largest bike-share program in the country and more bike Customer engagement: Staying parking per capita than any other city in the U.S. Connected Between Visits through Social Media • Minneapolis is one of the top-10 greenest cities in the U.S. according to The online real Teams need to foster connections between customer visits through social media. Learn more about estate site credits Minneapolis for being a com- your customer and vice versa through social media muter’s paradise where more than 60-percent engagement, and tailor experiences to their needs. Learn of downtown workers use public or alternative how your social media staffers can be more than just transportation. the voice of the organization, but a sales and customer service arm as well. • Minneapolis also finds itself in the top-10 for best markets for young professionals according to Forbes. Sales, Marketing and IT Data Driven Analysis: What It All Means Finding new customers used to be an art, now it’s a science. Learn how to work smarter, not harder. Learn how the effectiveness of data driven analysis will lead to more proactive sales calls. Marketing and sales can work cohesively, especially on the premium levels, using technological tools such as marketing automation, interactive marketing and profile analysis once the leads are targeted for acquisition and upsell purposes. Panelist: Mark DiMaurizio, Vice President Technology Solutions, Comcast-Spectacor #SEATWinter2012 | | S E A T | 45
  • 42. SATURDAY, JUne 30 – TUeSDAY, JULY 3 TUeSDAY, JULY 3, continued About the Hilton Minneapolis: Rising 25 stories, provid- ing stunning views of the Minneapolis skyline and a short distance from Target Field, Target Center and other 2:30 p.m. – 4:00 p.m. downtown destinations, Hilton Minneapolis is the ideal Closing Session location for the 22nd Annual ALSD Conference and Trade- Suite Holder Focus Group show. Its 821 guest rooms provide luxurious amenities, An ALSD Tradition: Suite holders from local venues and its 77,000 square-feet of meeting space afford the share their wants and needs, likes and dislikes with the ALSD class and comfort for our exhibit hall, breakout ses- crowd. Learn what your premium clients want more (or sions and networking events. Join us at 2012’s host hotel less) of, what strategies work best for getting butts in and enjoy a truly exquisite experience. seats, what complaints premium clients have, and how Hilton Minneapolis is within walking distance of many you can more effectively sell suites. Minneapolis destinations, including: • Nicollet Mall – pedestrian mall featuring shopping, 5:00 p.m. restaurants and entertainment • Orchestra Hall – home to Minnesota Orchestra Optional Networking Event/Social Night • Target Field – home to Minnesota Twins Baseball • Hubert H Humprey Metrodome – home to Minnesota Vikings Football • Target Center – home to Minnesota Timberwolves and Lynx Basketball, concerts and other events • Walker Art Center – visual, performing and media arts • A short light rail ride from Mall of America shopping Hilton Minneapolis 1001 Marquette Avenue South Minneapolis, MN 55403-2440 1-888-933-5363 Group Name: ALSD or Association of Luxury Suite Directors Annual Meeting Group Rate: $155/night Dates You Can Book: June 28 - July 4, 201246 | S E A T | | #SEATWinter2012
  • 43. The 22nd Annual ALSD Conference & Tradeshow June 30 – July 3, 2012 Minneapolis Hilton Minneapolis, Mn ReGISTRATIOn FORMRegistration fees include all seminars, course materials, PRICInG:venue tours, and hospitality receptions. no. of Attendees January 1, 2012 – March 16, 2012ATTenDee SIGn-UP First ALSD Member $750 _____Please complete a registration form for each attendee. Add’l ALSD Member $700 _____Payment information only needed once if paying for all Non-ALSD Member $850 _____attendees from a team/company. March 16, 2012 – ALSD Conference First ALSD Member $800 _____CAnCeLLATIOn Add’l ALSD Member $750 _____Thirty (30) or more days before show: 75% refund. Less Non-ALSD Member  $900 _____than thirty (30) days before show: Credit for followingyear’s show; no monetary refund.Organization ___________________________________________ Group DiscountFirst Name _____________________________________________ Sign up 3 Attendees at Regular Price Get the 4th for ½ Price and the 5th for FReeLast Name ______________________________________________Title ___________________________________________________ ALSD Guest/Spouse Program: Extra credentials are $200 each and will grantAddress ________________________________________________ guest(s) access to all tours and receptions. Kids under the age of 14 are free. Guest/Spouse $200 _____City____________________________________________________ Guest Name: _________________________________________________________State _____________Zip Code______________________________ Total: $_______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/ Card Number: _____________________________________________________information sent to your cell phone (Ex. "ALSD buses depart 5:00 Exp. Date: ____________________________________________p.m for Venue Tour" or "2:30 Sales Session moved to Conference Cardholder Name: _____________________________________Room #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 Hilton Minneapolis Group Name: ALSD or Association of Luxury Suite o MLB o IT 1001 Marquette Avenue Directors Annual Meeting o Soccer o Other: ______ Minneapolis, MN 55403 1-888-933-5363 Group Rate: $155/nightMember: oYes o No o I would like to sign up for membership; send materials Fax, e-mail or Mail form to: Amanda Verhoff ALSD 10017 McKelvey Road, Cincinnati, OH 45231 E: P: 513-674-0555 x104 F: 513-674-0577 #SEATWinter2012 | | S E A T | 47
  • 44. SporTS TEchnology cornErGillette Stadium’S Putnam ClubindulGeS GueStS in hiGh-PerformanCewi-fi For stadiums and arenas entering their mid-life years, rewiring the facility with the latest technology is a must-do. At Gillette Stadium in Foxborough, Massachusetts, a new wireless architecture is enabling the creation and delivery of video content to mobile devices exclusively to fans in the Putnam Club, providing a premium gameday experience. A s the New England Patriots continue to be at the forefront of the NFL’s greatest teams, the Kraft family, owners of the Patriots organization, continues to work behind the scenes to solidify Gillette Stadium as a technology leader by embracing innovation to enhance user experiences. It’s always been a driving effort to provide superior performance in all aspects of guest experiences at the stadium, including the indulgence of high-performance wireless net- working for guests – specifically in the exclusive Putnam Club. Thousands of fans on game days file into the plush, upscale Putnam Club to enjoy themselves in the lap of luxury, enjoying wireless connectivity that allows them to view exclusive con- tent, including videos, alternative camera angles and up-to-the minute statistics – exclusively afforded to the most loyal fans. Even the most intense sports fans are virtually glued to smart- devices such as iPads, streaming video content from various cameras placed around the field, while grabbing live player, team and game stats anywhere within the Putnam Club. Such digital multi-tasking is a fact of life for the rabid sporting fans of New England. “with thousands of fans These unwired luxuries come about as a courtesy of the Kraft family, which conducted an exhaustive search for the technolo- simultaneously receiving video gy to make this wireless fan experience a reality. Fan attendance streams, that requires a ton of has been on the decline for several clubs in the NFL due to the growing luxury of home theater systems, but Gillette has found bandwidth. The wireless system a way to combat the comforts of home by bringing together we’ve installed uses wireless arrays those comforts with the thrill of watching live events. “We strive to provide a top-notch gameday experience for and has proven to easily handle our fans,” says Fred Kirsch, Patriots Vice President of Content. fluctuations in the number of guest “Delivering high-quality video content to smartphones is part of our vision for providing a premium experience to fans in and club configurations.” the Putnam Club, and Xirrus is helping to make that vision a – fred Kirsch, new england Patriots reality.” According to Gillette Stadium officials, up to 6,000 Putnam Club guests stream video content at any given time from vari- ous camera angles from the field while roaming around the three-story club. To do this cost-effectively, Gillette chose a wireless architecture by Xirrus which integrates the multiple access points, high-gain directional antenna system and wire- less controller into a single device. This allows them to deploy48 | S E A T | | #SEATWinter2012
  • 45. “Delivering high-quality video BY THE NUMBERS content to smartphones is part of What does a new wireless architecture look like? our vision for providing a premium experience to fans in the Putnam 8 The number of times bandwidth and capacity are increased Club.” – fred Kirsch, new england Patriots 16 The number of modular access points now in arraysthe necessary high-performance wireless for guests, along withtheir portable food and beverage carts, with 75% less equip- 75% The reduction of devices to install, manage and supportment. Kirsch further explains, “We wanted to give Putnam Clubmembers access to exclusive content in the club via theirmobile devices like tablets and smartphones. With thousands AT A GLANCEof fans simultaneously receiving video streams, that requiresa ton of bandwidth. The wireless system we’ve installed uses The Putnam Club Wireless Fan Experiencewireless arrays and has proven to easily handle fluctuations inthe number of guest and club configurations, giving us greater The 6,000 fans in the Putnam Club are now able to use Gilletteflexibility and performance. We’re extremely pleased.” Stadium’s new smartphone application to instantly view: Equipped with the wireless arrays, the Putnam Club isnow fitted with more wireless indulgences than virtually any • The NFL Network’s Red Zone channelother professional sports venue in the country, improving the • Four exclusive camera angles—one on each sideline andfan experience while making better use of club resources and one in each end zone—not available to network televisionfacilities. viewers “As the number of users of smartphones and other wireless • A continuous loop of an instant replay of the previous playdevices grows, so does the demand for uninterrupted access HEAR THE NEwS fiRSTto sophisticated content on those same gadgets,” says Steven • Highlights from earlier in the game ON TwiTTER fROMWastie, Chief Marketing Officer at Xirrus. “Football stadiums • Real-time statistics and information @SEAT_EDiTOR:are just the type of large, densely-packed areas that are the XiRRUS OUTfiTSultimate test of the provider to deliver high-capacity, coverage GiLLETTE STADiUMand scalability. Today, Gillette Stadium is at the cutting-edge of wiTH wiRELESSdelivering on this promise.” # NETwORK TO SERVE PREMiUM AREASHow is your team or venue improving the guest experience through mobiletechnology? COMiNG UP NEXT:Write to John Merrill at VENUE TECHNOLOGY GROUP GETS iNTO THE SPOTLiGHT #SEATWinter2012 | | S E A T | 49
  • 46. SporTS TEchnology cornEriT CollaborateS with the world i t used to be that if you wanted to know all the THE VEnuE secrets in the world, then you should break into a legal office. That thought is not so true anymore. It seems now that to really know what is going on behind the scenes, the power now lies with technol- TEcHnology ogy. Privacy resides inside the IT department. The CIO knows where all the bodies are hidden. Tech- nology invades nearly every aspect of our lives, and privacy is something that needs to be guarded, not in group* a locked legal cabinet, but in encrypted files. As a result of this evolution, the ALSD has official- ly formed the Venue Technology Group (VTG). As we have done with all the major and minor leagues, the VTG has its own division within the ALSD and its own community. We encourage and invite all our team and venue members to bring along your *The Venue Technology Group is an iT IT Departments, because you will work with them; conference held concurrently with the you will collaborate with them. In fact, you probably ALSD Conference and Tradeshow, already do. June 30 – July 3, 2012 in Minneapolis. Sales and sponsorship teams collaborate with the IT Department on CRM programs and on lead iT interacts with those in premium seats, in scoring and database analysis. Food and Bever- food and beverage and in ticketing. age concessionaires and caterers work with the IT Department on F&B orders from the stands or from The Venue Technology Group will feature: touchscreens in the suites or with digital signage at • 800 attendees the point of sale outlets. Premium seat departments use IT to deliver video to suites either on flat screens • Major hospitality receptions or on mobile devices. Broadband and bandwidth have become incredibly important to entertain fans with • Three backroom IT Tours statistics and interaction. • Nationally recognized keynote speakers IT is everywhere you want to be, and its only in the past few years that teams are realizing that • An exhibit hall with new products Information Technology is not a cost, but can provide return on investment through improved ticket sales, • A complete new conference program scoreboard and ribbon board advertising, online and social media applications, access to statistical infor- mation, fan interaction, Facebook, Twitter and on and on. IT is an extension of the game itself. And its only going to get bigger as a new genera- tion of fans come to demand IT as something teams require. This years VTG program reflects the ALSDs decision to train all the areas of the premium mar- kets and even the general facility markets to better understand technology and to collaborate with IT Departments. Bring your IT Department to our show and get the stereotypic behind-the-scenes IT profes- sional out of his or her cubicle and into the spotlight because that is where IT will be in the next genera- tion – the Spotlight.50 | S E A T | | #SEATWinter2012
  • 47. THE BEST oF BoTH WorlDSTHE VEnuETEcHnologygroup* IT DIVISION June 30 – July 3, 2012 • Minneapolis*The Venue Technology Group is an iT conference held concurrently with the ALSD Conference and Tradeshow. conTEnT is King. communiTy is Necessary. #SEATWinter2012 | | S E A T | 51
  • 48. The Venue Technology group Schedule of Events: Saturday, June 30: Kick off for the alSd Conference. a tradeshow reception will be followed by a venue and technology showcase, tour and reception of Xcel energy Center. Sunday, July 1: a day designed with sessions specifically for Cios and it professionals in sports and entertainment venues and companies supplying products and services, which will be followed by a tour and reception of tCf bank Stadium. Monday, July 2, Sessions will address venue-wide, technology-driven topics. monday will Tuesday, July 3: conclude with a tour and reception of target field. SATURDAY, JUNE 30, 2012 10:00 a.m. – 10:45 a.m. Cloud Sports Marketing Computing and 4:00 p.m. – 7:00 p.m. Virtualization Exhibit Hall Open The future is clearly the cloud. The seminar is intended to dem- onstrate the applications relative to the sports marketplace that 7:00 p.m. – 10:00 p.m. are available. Considered in this seminar: Venue Tour: •Multimedia video / TC over the Web to fans Xcel Energy Center, backroom iT tour (tentative) •Cloud-based Content Distribution networks Its considered one of the top technology buildings in the •Web as a source of team content and as marketing contact country. Learn why. point for fans IT Tour: Sponsored and Presentation by AT&T Solutions •Virtual hardware platforms, operating systems, storage devices, IT Tour: Presented by Jim Ibister, Vice President, Facility and network resources Administration, Minnesota Wild 11:00 a.m. – 12:00 p.m. SUNDAY, JULY 1, 2012 Content Delivery Over iP Whether it’s Wi-Fi, Bandwidth, Voice over IP, communica- 8:00 a.m. – 3:45 p.m. tions protocol is a hot topic in the venue marketplace. information Technology Stand Alone Day Protocols include: •Xcel Energy Center Case Study: AT&T Solutions 8:00 a.m. – 9:00 a.m. •Voice over IP •Bandwidth infrastructure: The Big Solution Providers •Wi-Fi: New England Patriots case study It starts with the Big Decision. What technology infrastruc- ture should you choose? What is it about your building that •Peer-to-Peer is unique? What are your cost issues? What are your budget Moderated by Matt Lukens, Vice President Business Develop- issues? ment, FanVision This kick-off seminar will take a look at three case histories of three major buildings from three different solutions providers. 12:00 p.m. – 1:30 p.m. Lunch 9:00 a.m. – 10:00 a.m. The Stadium of the future iT Strategy and Analytics The future is now. A look at the most innovative and inventive Moderator: Mark DiMaurizio, Vice President, Technology venues in the country. Not only what has been built but what is Solutions, Comcast-Spectacor being built. And why. 1:30 p.m. – 2:30 p.m. Multi-Media for Video on All Levels •Scoreboards •Ribbon Boards •IPTV / Cable in Suites52 | S E A T | | #SEATWinter2012
  • 49. 2:45 p.m. – 3:45 p.m. 2:30 p.m. – 3:30 p.m. Solutions Providers: New Product Demos IT and Food and Beverage Solutions providers will showcase their products and services. Digital food and Beverage Developments Learn about: When you talk about F&B and digital developments, you talk •Phone Apps and other Mobile Capabilities about ROI. Does the increased cost of digitized boards drive •In-Suite and Premium Systems Only revenue? Is there a need for flexibility created by digitized •Technology as a Marketing Tool: Channel 1 Media; Ballena boards? Who are the leaders in the space? What is the future of Technologies the business? The seminar will look closely at solutions. •Seat Upgrade System: Second Seats •Point of Sales Systems •Tablet Technologies •Menu Boards •Digital Food Selection Options: Phone, Tablets and Hand- helds, Touch Screen Television4:00 p.m.– 7:00 p.m. 3:45 p.m. – 5:00 p.m. Exhibit Hall Open Sales, Customer Service, Food and Beverage, Venue Development and IT7:00 p.m. - 10:00 p.m. Premium Level Technology improvements Venue Tour and Reception: and Demos TCf Bank Stadium The most innovative technology usually begins on the premium levels. See how the premium levels often lead the way in the world of IT.MONDAY, JULY 2, 2012 In this seminar, you will get a rundown on: •Phone Systems and Usages8:30 a.m. – 9:30 a.m. •Multiple Channel and Camera Angles Televisions IT and Venue Development •Equipped Suites: wired suites, computer hook-ups •Fan Experience Leading to Added Revenues Networks and Security 5:30 p.m. – 8:30 p.m.10:00 a.m. – 11:00 a.m. Venue Tour and Reception: Sales, Operations, and IT Target field Ticketing and Technology Target Field has won multiple facility awards and is considered Case Studies from different teams discussing ticketing system one of the top venues in the country. Join 700 attendees at this options and objectives. major reception and tour. Moderator: Jane Kleinberger, Founder, Paciolan IT Tour: Presented by John Avenson, Vice President of Tech- nology, Minnesota Twins11:00 a.m. – 2:00 p.m. Sponsored by Delaware North Co. Exhibit Hall Open1:00 p.m. – 2:30 p.m. Choose to attend Vendor Highlights outside of the Exhibit Hall for product demos and case histories. #SEATWinter2012 | | S E A T | 53
  • 50. TUESDAY, JULY 3, 2012 9:00 a.m. – 10:00 a.m. Sales, Customer Service, and IT CRM Bridge the gap between the database manager, the sales staff and the senior executives. Get educated on CRM systems and how they can assist your department. 10:15 a.m. – 11:30 a.m. Customer Service, Sales and IT The future of Mobile Devices Tablets are the wave of the future. There are uses on the pre- mium level and beyond, but more so there are technology issues to consider. In this session learn tablet capabilities and uses such as: VTg Steering and conference committee •Tablet Marketing: presentations, marketing and sales Matt Lukens Jim ibister •Mobile Capabilities: Voice, Touch, Gesture Recognition/Re- Vice President Vice President sponse of business facility •Data and Analytics on Mobile Devices development administration fanVision minnesota wild •Optimization, Simulation, and Storage of Data •Virtual Premium Seat Selection Scott Jablonski John Tymoski Sales, Customer Service and IT director, Club director of analytics and interactive media Suites and Sponsorships: Bang for Their Buck reporting alSd Times have changed and suites are no longer sold out. Packag- national hockey ing suites and sponsorships is a new and successful trend, as league sponsorship and suite clients and prospects are often one in the same regarding their goals for exposure and spend potential. Mark DiMaurizio Bobby whitson Moreover, technology can stretch a sponsor’s reach and fre- Vice President, Ceo quency, making ROI greater. Learn measurement and monitor- technology whitson Sports ing techniques and strategies for utilizing technology as part of Solutions sponsorships. Comcast- Spectacor 11:30 a.m. – 12:30 p.m. Lunch on your own Ron Contorno John Avenson President Vice President of 1:00 p.m. – 2:15 p.m. full house technology database minnesota twins Customer Service, Sales and IT marketing Customer Engagement: Staying Connected Between Visits Through Social Media Jason Koettel Russell Scibetti Teams need to foster connections between customer visits Vice President Senior manager through social media. Learn more about your customer and – information of database visa versa through social media engagement and tailor experi- technology marketing and ences to their needs. Systems Crm legends new York Jets hospitality Sales, Marketing and IT management Data Driven Analysis: what it All Means Jason Coleman Finding new customers used to be an art, now it’s a science. Vice President Learn how to work smarter, not harder. Learn how the ef- of information fectiveness of data driven analysis will lead to more pro-active technology sales calls. Marketing and sales can work cohesively, especially orlando magic on the premium levels, using technological tools such as mar- keting automation, interactive marketing, and profile analysis once the leads are targeted for acquisition and upsell purposes. 2:30 p.m. – 4:00 p.m. There is an “i“ in TEAm Closing Session / General Session Suiteholder focus Group54 | S E A T | | #SEATWinter2012
  • 51. THE VEnuE ALSD Conference & Tradeshow June 30 – July 3, 2012 Minneapolis Hilton Minneapolis, MN TEcHnology REGiSTRATiON fORM group* *The Venue Technology Group is an iT conference held concurrently with the ALSD Conference and Tradeshow.registration fees include all seminars, course materials, PRiCiNG:venue tours, and hospitality receptions. No. of Attendees January 1, 2012 – March 16, 2012ATTENDEE SiGN-UP first alSd member $750 _____Please complete a registration form for each attendee. add’l alSd member $700 _____Payment information only needed once if paying for all non-alSd member $850 _____attendees from a team/company. March 16, 2012 – ALSD ConferenceCANCELLATiON first alSd member $800 _____thirty (30) or more days before show: 75% refund. less add’l alSd member $750 _____than thirty (30) days before show: Credit for following non-alSd member  $900 _____year’s show; no monetary refund.organization ___________________________________________ Group Discount Sign up 3 Attendees at Regular Pricefirst name _____________________________________________ Get the 4th for ½ Price and the 5th for fREElast name ______________________________________________title ___________________________________________________ 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.address ________________________________________________ Guest/Spouse $200 _____City____________________________________________________ Guest name: _________________________________________________________ total: $_______State _____________Zip Code______________________________Phone _________________________________________________ PAYMENTCell Phone ______________________________________________ Payment information:___ Yes, i would like text messages during the alSd Conference ___ american express ___ discover ___ mastercard ___ Visa *alSd will have an opt-in text Program. texted updates/informa- Card number: _____________________________________________________ tion sent to your cell phone (ex. "alSd buses depart 5:00 p.m for exp. date: ____________________________________________ Venue tour" or "2:30 Sales Session moved to Conference room Cardholder name: _____________________________________ #2") Cardholder Signature: __________________________________e-mail __________________________________________ league o College ___ Check made payable to: alSd or association of luxury Suite directors o nfl o minor league o nba o racing Host Hotel information: o nhl o f&b Reservations: hilton minneapolis o mlb o it Group name: alSd or association of luxury Suite 1001 marquette avenue o Soccer o other: ______ directors annual meeting minneapolis, mn 55403 1-888-933-5363member: oYes o no Group rate: $155/night o i would like to sign up for membership; send materials fax, E-mail or Mail form to: amanda Verhoff alSd 10017 mcKelvey road, Cincinnati, oh 45231 e: P: 513-674-0555 x104 f: 513-674-0577 #SEATWinter2012 | | S E A T | 55
  • 52. SporTS TEchnology cornEriPTV: the interSeCtion of faneXPerienCe and SPonSor eXCluSiVitYWhether installed in an aging facility or a brand new, state-of-the-art venue, IPTV technology adds value to bothcorporate partnerships and the fan experience with many benefits, including the ability to distribute multiple live contentchannels to any display in a facility.By Bob Roble, Sports Techie t ime was, the solo TV at the local bar was a great place to watch the home team play. Then massive sports bars came to be with their dozens of TVs. Now patrons can keep track of every single game being played, their fantasy teams and their Twitter feeds at home (where the seats are more comfortable and the beers are much cheaper) with satellite cable, an iPad and a cell phone. Similarly, for sports facilities, getting a new scoreboard used to be a big deal. And it still is, but with society’s attention span evermore spanning more directions, it takes a comprehensive stimulus network of LED video displays, LCD monitors and handhelds to capture the evolution of fan behavioral patterns in sports facilities. An emerging network technology called Internet protocol television (IPTV) comes just in time to enable stadiums and arenas to deploy targeted high-definition digital content, using big displays, scoreboards, remote monitors, touch screens, ani- mation and audio, in their battle with the ultra-modern techie living room for the ultimate fan and sponsor sports experiences, luxury suites and premium seating included. IPTV technology distributes multiple live content chan- nels to any display in a facility. Content includes broadcast television, video, audio, text, graphics, data, up-to-the-minute scores, statistics, news and information. IPTV benefits include consistent image quality to all displays in the venue, the ability to create many different channels of content for fans, the abil- ity to easily move or add displays, and enhanced security and reliability. The state-of-the-art solution also offers true sponsor exclu- sivity. Operators have the ability to override content on any or all LED or LCD displays in a facility to show a sponsor’s logo or advertisement, guaranteeing venue-wide exposure and greater value for marketing partners and increased revenue op- portunities for the property and its tenants. This exciting next gen broadcast solution technology effects gameday operations, content management and customization, and video-on-demand. It addresses the very different instal- lation needs of both new venues, that must ensure their infra- structure puts them in a position to capitalize on the latest and greatest technology moving forward into the future, and older venues, that were built without the backbone infrastructure Custom Content: IPTV distributes multiple live content channels to any display in a capable of accommodating all the modern bells and whistles. new or existing facility. Operators have control to show one channel advertisement to IPTV has been installed in a half-dozen or so venues by the suite level while showing a different targeted message to another level, hitting on vendors the likes of Cisco, Harris Corporation, and by Dak- all desired demographics for a marketing partner. tronics at the new Marlins Park as well as at Rangers Ballpark56 | S E A T | | #SEATWinter2012
  • 53. Finally, wireless productsdesigned to fit your design.More density. Mode bandwidth. More value.The key to increased fan satisfaction :: 800.947.7871 ::
  • 54. Left: The new Texas Rangers’ in Arlington last year during their high-definition upgrade of for sponsor messages, and 1,500 concert-ready loudspeakers.Home Run Porch LED video display video displays and an integrated digital media network – an The Marlins are also installing professional-grade LCDwith 15HD pixel layout stands at42-feet-high by 120-feet-wide. upgrade bringing the ballpark’s technology back up to par displays that include 660 Sony flat panel screens and EnseoIPTV enables many creative without a steep price. “The Daktronics IPTV solution for the HD-3000 set-top boxes for standard display locations. Digitalopportunities, including social Rangers cost about one-fourth what it would cost to put in a Media Players (DMPs) control the connected displays of themedia interaction. totally new network like the Marlins did, saving the organiza- over 700 IPTV endpoints. The Daktronics Show Control sys-Right: 800 Sony LCD screens tion about a million dollars,” says Mark Steinkamp, Marketing tem communicates with the IPTV server, which manages thoseallow fans at Rangers Ballparkin Arlington to enjoy watching Director at Daktronics. commands and communicates them to the individual DMPs ascustomized game content from ten IPTV channels as well as RANGERS BALLPARK iN ARLiNGTON The Show Control system offers various video, scoring, tim-additional cable TV channels while The Texas Rangers system includes live content on ten in- ing, statistical data and out-of-town scores, and even point ofgetting concessions or walking the house IPTV high-def channels and additional cable TV chan- sale information. With the Show Control system, all displaysconcourse. nels from DirecTV and Time Warner Cable. The wide range across the network can be turned on or off, their volume of content is delivered through the existing RF cable network. adjusted or channel changed so all the monitors show the same From the control room head end, data and high-definition piece of content. One system provides total control and total video are encoded and delivered over the coaxial cable system integration. With the click of a single button, one message can in the form of QAM (quadrature amplitude modulation), then be delivered anytime to all displays everywhere throughout the decoded with set-top boxes and displayed on-screen. facility. The ballpark’s video boards are specialized equipment that Additionally, the Marlins have retail point-of-sales kiosks can operate as single large displays or be divided into multiple designed for high-traffic areas. Displays at the concession areas zones (windows) to show a wide variety of statistics, informa- are controlled via Daktronics Visiconn® Display Management tion, graphics, animation, and live and recorded video. solution, a cloud-based content management system. The new Rangers’ Home Run Porch video display with Other tech worth noting that enhance fan and sponsor 15HD pixel layout is located behind right field. It is a LED experiences and are compatible with IPTV include Wi-Fi screen that stands at 42-feet-high by 120-feet-wide. An addi- throughout the facility, mobile apps, blue ray players, AM/FM tional 800 Sony LCD screens allow fans to enjoy watching the tuners, iDock iPad docks, fantasy sports, metrics and aug- customized game content while getting concessions, purchas- mented reality. ing merchandise or walking the concourse. All the above are Whether an owner is interested in building a new IPTV- additional interactive opportunities for sponsors to be able to compatible venue, or he or she owns an existing facility in need market and brand to fans with targeted messaging and social of a technology upgrade, a customizable solution exists that fits media interaction. all needs and budgets. Thanks to IPTV technology, teams are continuing to compete for fans’ eyeballs while delivering a fair MARLiNS PARK ROI to sponsors. # At the new Marlins Park in Miami, converged infrastructure for disparate networks is the key to bringing this sports tech- nology stadium marvel together in time for the Marlins’ April MLB home opener. The Marlins digital menu applications Is your team or venue considering an IPTV installation? system needed to be robust, cost conscious and eco-friendly, Write to bob at and and it delivers. The team can encode up to 48 channels and follow him on Twitter at customize the digital menu system. The Marlins digital signage network key features include a 101-foot-wide by 51-foot-high main video display with HD-X LED video tech and 1,008 lines of LED pixels, 14 LED displays, six digital ribbon boards58 | S E A T | | #SEATWinter2012
  • 56. Why Soccer? Why SaleS? Much like the rebellious nature of American soccer itself, Major League Soccer continues to dance to the beat of its own drum. There is no better evidence of this mantra than in Blaine, Minnesota, where the MLS National Sales Center is shaking out of the grassroots its own sales talent to grow a soccer nation. By Ryan Mirabedini, Membership Director, ALSD T he recent success of Major League Soccer can be the U.S. who want to build a career in professional sports, attributed to the steady growth of soccer-specific specifically soccer,” says Pfeiffer about the overall goals of the stadiums, improved on-field quality and the willing- unique initiative. “Upon completion, [participants] will be ness of the league to take innovative chances such as equipped with the skills and confidence to hit the ground run- its National Sales Center (NSC). Launched in July 2010, the ning when they’re hired by an MLS club.” NSC has grown up since then and grown out some talented From the application process to the actual training of its at- salespeople. As one of the founding fathers of the league-fund- tendees, the NSC incorporates a sense of spontaneity and fun. ed program (students do not pay to attend the center), Bryant With an average of 100 to 150 applicants per session, phone Pfeiffer, Vice President of Club Services at Major League interviews and resumes seem a bit mundane to the developers Soccer, knows the mission and stands by it. “The primary goal of the program which is why they require a mandatory two- is to develop sales talent that can impact the growth of a soccer minute video to be submitted on “why soccer, why sales?” in nation.” order to be considered for the program. “It’s almost like trying While still not without naysayers who view the sport that out for a reality TV show,” says Pfeiffer. “As simple as it sounds, can end in a 0-0 tie as “no goals, no winner, no fun,” there is the videos are a wonderful tool to assess some real basic quali- absolutely no way to dispute the consistent growth of Major ties of an applicant. Did they put the time into making the League Soccer. After this past season, which was won by David video? How did they present themselves? It’s the little things Beckham’s LA Galaxy, it was announced that the MLS and that really help us get a feel if someone has sales quality.” its 18 teams had set a high-water mark in attendance with an Once accepted, the participants at NSC go through a 35-day average of 17,872 fans per game. Not only is this figure a 7.2% hardcore training curriculum, including the nuances of phone increase from the previous season, but it also ranks higher than sales, online sales and face-to-face meetings as well as how to the NHL and the NBA. These numbers are a feather in the cap maximize game nights. While Pfeiffer is involved in the over- for the leaders of a league that is only 16 years old. They also sight of the program, the NSC is led everyday by Brett Zalaski. represent the growing support of soccer in a part of the world Zalaski has a plethora of experience in ticket sales thanks to his where it was once thought to be nonexistent. time with the National Lacrosse League and Women’s Profes- The NSC, which will offer four sessions in 2012, focuses sional Soccer. His principal tasks include recruiting, trainingDallas ’Til I Die: Doug Quinn, on a grassroots atmosphere to continue the 2011 growth. “We and placing each class. In addition to successfully leading thePresident and CEO of FC Dallas,poses with graduates he has hired think we’ve done something really unique to fast forward the training efforts, Zalaski utilizes Twitter to give outsiders a viewfrom the NSC. learning process and fundamentals of tickets for people across of the day-to-day goings-on of the program. To follow him,60 | S E A T | | #SEATWinter2012
  • 57. “We think we’ve done something really unique to fast forward the learning process and fundamentals of tickets for people across the U.S. who want to build a career in professional sports, specifically soccer.” – Bryant Pfeiffer, Major League Soccer “We really believe the fundamentals of comedy overlap with the fundamentals of sales.” As previously mentioned, the MLS is really beginning to prove its worth from attendance to quality. Can the same be said for its National Sales Center? Of course it can. “Thus far, since we’ve launched, we’ve had 61 graduates, and 60 have been placed on MLS teams,” adds Pfeiffer. That is a 98% success rate of trained and qualified NSC graduates landing on teams and having the appropriate training the moment they walk in the door to their new office. If anything, the NSC is gaining steam. With another four sessions planned for 2012, MLS teams can be assured there will continue to be sales talent ready to go. With prior success stories and continued league momentum, the future for the NSC promises to be bright. Going forward, the plan is to not only continue to develop future ticket sellers as they currently are, but potentially incorporate additional learning points for attendees. Pfeiffer is well aware there is no reason to hold back on new ideas. “We’re very excited to con- tinue the growth of the program and who knows?” asks Pfeiffer. “Over time, there may even be training programs that evolve to check out his Twitter page @bzalaski. Orange Crush: NSC Director premium seating, suite and sponsorship areas as well.” Brett Zalaski congratulates recent With proper leadership in place, the chance to learn for par- Whether you are a long-time supporter or just beginning to graduate A.J. O’Rourke for her ticipants is very available. In order to be properly adept to the see the soccer light, it is apparent that Major League Soccer recent hiring by the Houston Dynamo. several aspects of selling, NSC incorporates numerous different will continue to grow because of its burgeoning position as a approaches. These include, but are not limited to, classroom leader of the latest industry ideas. While the bright lights and content, a heavy influence of outside speakers, and people from cameras will continue to focus on David Beckham, Landon around MLS in leadership positions who are tapped to speak Donovan, Brek Shea and others, the real stars are the people about their experiences in the industry. Most importantly, the trained to grow the culture of soccer in America and those who NSC uses trial-by-error methods when they give students the enable them to seize that opportunity. # chance to sell real tickets for real teams. “One weekend they may be selling for the LA Galaxy, and the next for the Colum- bus Crew,” Pfeiffer adds regarding the real world experience. “It’s a great way to put some of the techniques to use, and for Are you interested in becoming a part of ALSD’s soccer nation? us to give them instant feedback to see if they’re applying the Write to Ryan at, or connect with him on More MlS NeWS teachings.” LinkedIn at and follow oN alSD.coM: As many in the industry know, there are salespeople, and him on Twitter at SaN JoSe earThQUaKeS then there are good salespeople. What defines the proper sales SellING SUITeS For characteristics is debatable, but one necessary trait is the ability ProPoSeD NeW to improvise. The NSC took this concept literally and enlisted STaDIUM the Brave New Workshop, a Minneapolis improv group, to train participants on the art of reacting positively to any situ- ation. As the oldest running improv group in the country, Brave New Workshop uses its own techniques to improve the art of coMING UP NeXT: ticket sales. They contribute in a variety of ways to the program The PreMIUM SeaT from providing daily video segments that talk about different SaleS BeST aspects of the sales process through the eyes of an improviser to PracTIceS actually sending their school of improv teachers to work with SUrVey reSUlTS trainees and teach them the basics of improv. “We have a great are IN relationship with [Brave New Workshop],” explains Pfeiffer. 62 | S E A T | | #SEATWinter2012
  • 58. 0126 0001 April 29, 201 - 2:30 pm-7:00 pmNontransferable Admit One - Nontransferable Y Branded Tickets Connect. It’s Time. 0126 0001 April 29, 201 - 2:30 pm-7:00 pm April 29, 201 - 2:30 pm-7:00 pm Admit One - Nontransferable Admit One - Nontransferable FRIDA Y Y TM FRIDA FRIDA 1 1 1 This pass compliments of This pass compliments of This pass compliments of This pass compliments of 0676 0551 April 29, 201 - 2:30 pm-7:00 pmNontransferable Admit One - Nontransferable Y 0676 0551 April 29, 201 - 2:30 pm-7:00 pm April 29, 201 - 2:30 pm-7:00 pm Admit One - Nontransferable Admit One - Nontransferable FRIDA Y Y Void FRIDA FRIDA 0126 0001 April 29, 201 - 2:30 pm-7:00 pm April 29, 201 - 2:30 pm-7:00 pm Admit One - Nontransferable Admit One - Nontransferable 1 INAUGURAL SEASON AT THE NEW CHENEY STADIUM Y Y 1 1 FRIDA FRIDA This pass compliments of This pass compliments of Triple-A Affiliate 1 1 0126 0001 April 29, 201 - 2:30 pm-7:00 pm Admit One - Nontransferable This pass compliments of This pass compliments of Justin SMOAK 2010 Pacific Coast League CHAMPIONS FRIDAY 0801 April 29, 201 - 2:30 pm-7:00 pmNontransferable Admit One - Nontransferable This pass compliments of This pass compliments of Y 0801 April 29, 201 - 2:30 pm-7:00 pm April 29, 201 - 2:30 pm-7:00 pm Admit One - Nontransferable Admit One - Nontransferable FRIDA 1 Y Y FRIDA FRIDA 0676 0551 April 29, 201 - 2:30 pm-7:00 pm April 29, 201 - 2:30 pm-7:00 pm Admit One - Nontransferable Admit One - Nontransferable 1 Y Y This pass compliments of TACOMA RAINIE SACRAMENTO RS vs. SECTION 1 1 ROW RIVER CATS FRIDA FRIDA SEAT VO I TACOMA RAINIE FRIDAY D SACRAMENTO RS vs. SECTION APRIL 15, 2011 RIVER CATS ROW VO I 7:05 PM Dustin SATURDAY This pass compliments of This pass compliments of ACKLEY DUGOUT APRIL 16, 2011 CLUB 7:0 1 1 0676 0551 DUGOUT April 29, 201 - 2:30 pm-7:00 pm Admit One - Nontransferable This pass compliments of This pass compliments of TACOMA vs. SACRAMENTO CLUB EBJAIMEIIKAEEICEJBBDEGIAH TACOMA vs. Y SECTION ROW VO SEAT SACRAMENTO EBJAIMEIIKAEEICEJBBDEGIAH I D Void FRIDA SECTION 2011 SEASON TICKETS ROW ents of 9953565121 APRIL 15, 2011 VO s complim 7:05 PM I This pas This pass compliments of This pass compliments of L U X U R Y S U I T E APRIL 16, 2011 ACCT# 1234567 9953565121 7:05 PM pm ACCT# 1234567 1 Y RDA :00 0801 April 29, 201 - 2:30 pm-7:00 pm April 29, 201 - 2:30 pm-7:00 pm Admit One - Nontransferable Admit One - Nontransferable IT ONE m -7 Justin Y Y ADMmission Ticket SMOAK This pass compliments of 2010 Pacific Coast League CHAMPIONS FRIDA FRIDA b Ad 0 p Clu s complim ents of Pit Stop This pas pm 2:0 Y 1 1 0801 April 29, 201 - 2:30 pm-7:00 pm Admit One - Nontransferable TU :00 1 - RDA Y 1 IT ONE m -7 FRIDA , 20 ents of s complim ADMmission Ticket This pas This pass compliments of This pass compliments of SA b Ad 0 p m Clu TACOMA RAINIE l 30 Pit Stop SACRAMENTO RS vs. SECTION Y p1 ROW RIVER CATS SEAT TACOMA RAINIE VO I D SACRAMENTO RS vs. 2:0 FRIDAY Justin RIVER CATS SECTION ROW Apri SEAT :00 APRIL 15, 2011 SMOAK VO I TACOM A RAINIE 7:05 PM D 2010 Pacific Coast RS RDA SATURDAY SACRAMENTO Le DUGOUT RIVE CHAMPION TU APRIL 16, 2011 CLUB 7:05 PM 1 - NE m -7 SUNDAY DMIT OTicket DUGOUT TACOMA vs. CLUB A b Admission 201 This pass compliments of SACRAMENTO DUG EBJAIMEIIKAEEICEJBBDEGIAH SECTION TACOMA vs. 0 p Clu ROW SEAT SACRAMENTO Pit Stop VO I D EBJAIMEIIKAEEICEJBBDEGIAH SECTION ROW SA APRIL 15, 2011 30, 9953565121 VO SEAT EBJAIMEIIKAEEICEJBBDEGI I 2:0 7:05 PM D 9953565121 APRIL 16, 2011 ACCT# 1234567 Historic. 7:05 PM inside the TU ng pril LocatedDominion Buildi ACCT# 1234567 9953565121 1 - Old b or pits . 1 Stop Clu n. in the Pit or pit admissio A mitted d TACOMA RAINIE lers per for grandstan No coo SACRAMENTO RS vs. , 20 d Not vali RIVER CATS SECTION ROW SEAT VO I TACOMA RAINIE 001 D SACRAMENTO RS vs. FRIDAY RIVER CAT SA APRIL 15, 2011 l 30 7:05 PM SATURDAY DUGOUT APRI CLUB DUGOU Apri TACOMA vs. Historic. SACRAMENTO inside the LocatedDominion Buildi ng EBJAIMEIIKAEEICEJBBDEGIAH SECTION ROW SEAT Old . VO EBJAIMEIIKAEEICEJBBDEGIAH b or pits I D Stop Clu n. in the Pit or pit admissio 9953565121 APRIL 15, 2011 mitted d lers per for grandstan 7:05 PM No coo d Not vali 9953565121 ACCT# 1234567 000 Historic. inside the ng LocatedDominion Buildi Old Personalized Dynamic Brand Activation . b or pits Stop Clu n. in the Pit or pit admissio mitted d lers per for grandstan No coo d Not vali 001 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 SEAT SEC ROW SEAT SEC ROW SEAT SEC ROW SEAT SEC ROW SEAT GAME TIME SUBJECT TO CHANGE PRICE INCLUDES $2.00 SURCHARGE AND GAME TIME SUBJECT TO CHANGE PRICE INCLUDES $2.00 SURCHARGE AND SEC PRICE INCLUDESSUBJECT TO CHANGEAND PRICE INCLUDESSUBJECT TO CHANGEAND ROW SEAT ROW TIME $2.00 SURCHARGE GAME TIME SUBJECT TO CHANGE GAME SEAT PRICE INCLUDES $2.00 SURCHARGE AND SEC ROW TIME $2.00 SURCHARGE GAME SEAT SEC SEC ROW SEAT SEC ROW SEAT 101 G 10 101 G 10 101 G 10 101 G 10 101 G 10 101 10% ADMISSION TAX ON BALANCE. 10% ADMISSION TAX ON BALANCE. 113 F 10% ADMISSION TAX ON BALANCE. 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 111SEAT G 11 111 G 11 111 G 11 111 GAME TIME SUBJECT TO CHANGE GAME TIME SUBJECT TO CHANGE 122 D GAME TIME SUBJECT TO CHANGE 122 9 GAME TIME SUBJECT TOD CHANGE 122 9 GAME TIME SUBJECT TOD CHANGE 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 INCLUDES $2.00 SURCHARGE GAME TIME $2.00 SURCHARGE GAME TIME 111 SURCHARGE $2.00 K SUBJECT TO CHANGE PRICE INCLUDES $2.00 K SUBJECT TO CHANGE PRICE INCLUDES $2.00 K 5 K 2 GAME111 4 K 2 GAME111 3 GAME 2 GAME 1 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. 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 GAME TIME SUBJECT TO CHANGEAND PRICE INCLUDESSUBJECT TO CHANGEAND GAME PRICE INCLUDES $2.00 SURCHARGE GAME 1 SECTIME ROW SEAT 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. PRICE INCLUDES $2.00 SURCHARGE AND 10% ADMISSION TAX ON BALANCE. PRICE INCLUDES $2.00 SURCHARGE AND 10% ADMISSION TAX ON BALANCE. PRICE INCLUDES $2.00 SURCHARGE AND 10% ADMISSION TAX ON BALANCE. PRICE INCLUDES $2.00 SURCHARGE AND 10% ADMISSION TAX ON BALANCE. PRICE INCLUDES $2.00 SURCHARGE AND 10% ADMISSION TAX ON BALANCE. 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 122 E 10 122 E 10 122 E 10 122 E 10 122 E 10 122 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-1093 Book-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 804.598.9107 30 Mill Street Wheatland, Pa. 16161 Toll Free: 800.941.1070 Fax: 724.346.1073
  • 59. PreMIUM SeaT SaleS STraTeGIeSaND BeST PracTIceSfroM a TeaM PerSPecTiveLast year, an ALSD survey was completed by 48 teams from Major League Baseball,the National Basketball Association, the National Football League and the National Hockey Leagueto better understand today’s sales best practices. Is your organization following the industry standards,as outlined by the survey results?Authors and Researchers: Dr. Peter Titlebaum, Associate Professor, University of Dayton and Research Director, ALSDTodd C. Koesters, MSA, JD, Assistant Professor, University of South Carolina W e all know professional sports are big business. 1. DeVeloP aND NUrTUre The rIGhT And within that business, significant revenue relaTIoNShIPS. is derived from the sale of premium products Key to the sales process is developing and nurturing the such as luxury suites and club seats. Therefore, right relationships. First, teams must understand that their it is crucial that sales teams within organizations understand existing clients are their best sales tools. Maintaining the the sales strategies and best practices in use today. right relationships with clients leads to new opportunities A survey was completed by 48 sports teams from Major through word of mouth. To do this, teams must be willingFrom the cleanliness of theenvironment to the selection of League Baseball, the National Basketball Association, the to make phone calls and pay personal visits to clients; how-food and beverage, premium National Football League and the National Hockey League to ever, the right time to spend with clients is NOT just whenproduct purchasers demand a answer the question: What are teams doing to entice premium teams are asking for the sale. Teams need to create oppor-higher level of service… The sales? The top five results, provided below, demonstrate effec- tunities to spend time with their customers in a controlledsalesperson must be visible, listen tive sales strategies and best practices from the perspective of environment where they are adding value to the and understand the client’sneeds, and must develop touch the teams. While the industry is still dealing with economic The second key to developing and nurturing the rightpoints that add value to the change, it is helpful to see the creative ways teams are looking relationships is to know which industries are thriving and tocustomer experience. to be a part of the solution now and in the future: target those areas specifically. During uncertain economic times, some businesses prosper while others diminish. Knowing which companies fall into which categories can save a lot of time by prospecting the right companies. 2. UNDerSTaND aND eMBrace yoUr clIeNT’S BUSINeSS. Understanding your clients’ and perspective clients’ busi- nesses is vital to success. Teams need to know how their cli- ents go to market, whether or not their category is thriving or struggling, how they differentiate their product/service from their competitors, etc. Knowing the answers to these questions helps teams to better position the premium prod- uct as a sales tool and not just entertainment. Additionally, if applicable, becoming a customer of the client is important to the overall relationship. After all, the client is more likely to become a team’s customer if the team becomes their customer.64 | S E A T | | #SEATWinter2012
  • 60. nting theCKSON table table table Get to know the future of the beverage industry: rve Draft Tables Self-Se How Does It Work? Let’s get straight to the pint. • Set up a credit card tab or pre-load an amount with our i-Button technology • Pick & pour your beer • Drink it • Enjoy it • Pay at the end’re welcome. With 600+ locations Internationally, the Ellickson Draft Table is the World Leader in “personal pour” Draft beer tables. The Draft Table gives your customers the unique experience of pouring their favorite beer in a responsible, measured and controlled manner. Control your customers’ consumption with our touch screen controller that sits behind the bar or at a service station near your Point of Sales System. Details, Visit us online to find out more ELLICKSONUSA.COM
  • 61. Teams must help clients manage 3. helP yoUr clIeNT TreaT PreMIUM A good salesperson knows that the real work beginstheir ticket inventory by providing ProDUcTS aS aN INVeSTMeNT once the sale is closed. Through customer service after thetracking solutions and mustencourage them to measure guest aND NoT aN eXPeNSe. sale, added value is provided. From the cleanliness of theattendance against business In tight economic times, expenses are easier to cut than environment to the selection of food and beverage, premiumconducted. A premium seller must investments into the future. As sellers of premium products, product purchasers demand a higher level of service. It isalso know who their clients are it is vital that teams help their clients treat their premium not only the responsibility of the concessionaire or waitinviting to an event and why they products as investments that grow business versus just staff to provide that service. The salesperson must be visible,were invited. entertainment expenses. Teams must help clients manage listen to and understand the client’s needs, and must develop their ticket inventory by providing tracking solutions and touch points that add value to the customer experience. must encourage them to measure guest attendance against Whatever the practice, premium sales is a relationship business conducted. A premium seller must also know who business, and the effective salespeople are always looking forMore reSearch their clients are inviting to an event and why they were ways to provide added value to the relationship.oN alSD.coM: invited. By knowing this information, teams are better ableWWW.alSD.coM/ to provide the right environment that helps the client close Sport is still an emotional sale. Staying positive about thereSearch their big sale. use of sports entertainment to drive business and customer/ employee relations impacts a team’s bottom line. The approach- 4. aPPly creaTIVe FINaNcING. es mentioned in this article demonstrate the value of relation- Offering financial solutions to overcome objectives goes a ship building with a business approach. The premium product long way in making the difference between a sale and a non- seller can increase closed business by using these experiences sale. Flexible payment schedules and inclusive catering pric- correctly. # ing are two examples of successful tactics that have helped teams close deals. Additionally, one of the keys to closing a client is selling a smaller package first. For example, if a prospect is concerned about the price of a full-season suite, Are you a team, venue or company interested in participating in future research in offer a half-season suite; or as some teams have successfully the areas of premium product ownership, sales and/or marketing? implemented, offer a suite resale program that helps clients Contact Dr. Peter Titlebaum at or at sell their suites for individual games and events. Offering 937-229-4222. flexibility in the financial structure shows a partnership ap- proach that will help lead prospects to yes. 5. ProVIDe aDDeD ValUe. Access and amenities are key drivers to a successful premium product sales program. Getting creative on the “ac- cess” portion, which adds incremental value to the relation- ship, goes a long way in closing future sales. Some teams arecoMING UP NeXT: providing access for clients with locker room or field passes,coNceSSIoNS while others have included team trips and business-to-aND caTerING business events as added value.SolUTIoNS66 | S E A T | | #SEATWinter2012
  • 62. “ If you’ve never been to a Catersource Conference, you simply don’t know “ what you’re missing! Bill Pannhoff, Owner B&B Catering & Events, Spring Lake Park, NC NICA National Ice Carving A S S O C I A T I O N Reg Exciting Education Gain access to 100+ educational sessions and demos to cod ister e a with lsd keep your business ahead of the curve and ahead of the SAV and 12 competition. E$ 50! This year’s exciting lineup of speakers includes: Andrew Zimmern Bradley Ogden Mike Mills Meryl Snow incrEdiblE EvEnts Attend one of the many optional events and see new ideas in action! Be motivated by a fun atmosphere and sample food and beverage products you can use in your own events: • Welcome Reception • CATIE/Spotlight Awards • Xperience Lunch • Pitmaster BBQ Dinner • Wedding Luncheon • Trends with Tutera • PURE Sensation! • “Out of the Box” Lunch EnErgizing tradEshow The industry’s only catering-specific tradeshow puts thousands of food, equipment, product and service resources right at your fingertips! • Find thousands of ideas, products and services in one place at one time. • Meet with 900+ vendors face-to-face • Test new products and software before you buy • Discover new suppliers for the latest in buffet and tabletop ideas, linens, china, displays.. • And there’s so much more! NICA National Ice Carving A S S O C I A T I O Nlearn more and register at NICA National Ice Carving A S S O C I A T I O N
  • 63. ConCessions, CaTering &HospiTaliTy TrendsNew concessions and catering solutions and products support the leading stadium and arenaconcessionaires, caterers and consultants to increase revenue for teams, clubs and venues.By Steve Traiman, PanStadia Editor’s Note: The edited highlights reprinted in this article are services and products to the marketplace, and their outlook pulled from past issues of PanStadia and can be viewed in full for the future, in addition to Delaware North and Bigelow, are online at They serve to revisit the F&B others, including ARAMARK, Levy Restaurants, Centerplate, trends of the past year and set the table for updated features which Ovations Food Services, Sodexo USA, consultant Bill Caruso are planned for the 2012 spring and summer issues of SEAT and (WC&A) for North America, the Compass Group UK & PanStadia. Ireland and Lindley Group for the UK. Working closely with these firms are many suppliers of concessions solutions software and systems, food and drink products, equipment and delivery systems. All are designed to increase productivity, enhance the fan experience and, most importantly, build per cap revenues. Offering some targeted insight to their venue clients are concessions solutions providers, including Texas Digital, Agi- lysys, MICROS Systems, Radiant Systems/Quest and FanGo Systems. On the food and beverage side, new and enhanced product vendors include food delights from Gold Medal Products and Pukka Pies, beverage dispensing equipment from Micro Matic and Ellickson International, and portable conces- sions equipment from B-R Carts & Kiosks, FWE and SICO, Inc. More ConCessions Trends Bob Pascal, Senior Vice President, Marketing, Centerplate commented, “In our approach to business, we use hospitality as a strategic tool to build brands, guest loyalty and returns for our clients, defining our role as much broader than simply providing food.” W Echoing that sentiment is Jack O’Brien, President of Sup- ith food and beverage revenue second only to port Services, ARAMARK Sports & Entertainment, who ticket sales in importance to teams and venue added, “Our greatest focus is alignment with teams, fans, ven- operators, in this economy, a true partnership ues and cities to really add value to the fans, going back to the between the concessionaire and client is the roots with surveys and focus groups that translate into plans to best remedy,” emphasized Richard Dobransky, Vice President, make the experience wonderful. Our restaurant partnerships Food & Beverage, Delaware North Companies/Sportservice, at and branded concession stands are helping make our client the June 2010 ALSD Conference in New York. buildings incredible destinations to meet people and have fun.” “Suites are a tough sell today,” added veteran consultant, Chris Bigelow advised, “Good food and good service have Chris Bigelow. “Teams, venues and concessionaires are looking not changed too much through the years. Attention to detail to develop partnerships to sell seats by packaging deals with trumps everything else; it is all about the food!” food and beverage options. The owners of teams and venues are Reinforcing this concept, Steve Gregosky, Ovations Senior getting away from just making money from food and beverage Vice President, observed, “With the continuing trend toward but are using it as a marketing tool to sell tickets as a fun part ‘going green’ at arenas and stadiums, we see continued and of the experience.” evolving partnerships between local restaurateurs and chefs in Offering their insights into the major trends in arena and our host communities, increased collaboration on menus and stadium concessions and catering operations, their newest local ingredients, and evolving creative purchasing programs as68 | S E A T | | #SEATWinter2012
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  • 65. male, middle and senior management. Today hospitality guests are generally happier to wear jeans and, in a relaxed environ- ment, help themselves to premium beers from fridges, gather around a cocktail bar with friends and colleagues, and eat fresh bowl food rather than to sit around a formal table with plated service. There are common themes and demands across sport hospitality and retail: Consumers now want and expect sea- sonal, fully traceable, ethically sourced and sustainable products wherever possible.” Paul Biffen, Lindley Group Sales & Marketing Director, noted, “Driven largely as a result of the recession, an emerging trend is the increase in the number and variety of added-value promotions, which we are using to up-sell and increase spend per head on the public concourse. Given the depressed eco- nomic climate, caterers need to work even harder to persuade consumers who are looking for better value to spend their money. Speed of service, including fast pour technology, cash- less payment systems and offering healthier eating options are“in our approach to business, we use hospitality as also still very much in evidence.” a strategic tool to build brands, guest loyalty and CCH soluTions updaTe returns for our clients, defining our role as much Texas Digital has had recent project installations for its broader than simply providing food.” VitalCAST content management software and LCD digital menu boards at several Texas stadiums and arenas, as Romney – Bob Pascal, Centerplate Stewart, Vice President of Customer Services, advised, “At American Airlines Center in Dallas, Texas Digital upgraded our VitalCAST software to fully interface with Agilysis’ Info- a critical element in operational approach to develop innovative Genesis POS system. Content changes made in the POS sys- menus and creative concepts that provide memorable experi- tem are now automatically populated on-screen and reflected ences for fans.” on the digital menu boards throughout the entire arena.” Delaware North President, Rick Abramson, said, “We see Agilysys, a leading provider of innovative information increasing demand for more regional menu items and action technology and hospitality software solutions, has launched cooking in front of the customer.” the eMenu solution, a new self-service, web-enabled desktop Russ Mushro, Sodexo USA Senior Vice President, Sports and kiosk food ordering system. “A premier UK venue recently & Leisure Services, focusing more towards technology, said, implemented the solution,” confirmed Tina Stehle, Senior Vice “More of our clients are asking about credit card capability at President and General Manager of Agilysys Hospitality Solu- all concession POS, and electronic POS systems.” tions Group, “with our eMenu solution helping food service In agreement was Bill Caruso, WC&A Principal, who add- providers conserve costs, particularly in a tough economy.” ed, “Our clients are looking for value meal pricing, electronic For Radiant Systems, Marketing Manager Erica Mattson digital menu boards and better signage to sell products.” noted the recent agreement with the NFL’s Jacksonville Jaguars In the UK, Matthew Thompson, Managing Director of to implement the Quest Venue Management software and Sport, Leisure and Hospitality at Compass, observed, “Many hardware in the concession stands and restaurants of EverBank of our clients are calling for more informal catering within Field, in addition to deploying the CounterPoint retail POS hospitality areas for a younger demographic of male and fe- system for its retail operations. “Customer satisfaction, speed of70 | S E A T | | #SEATWinter2012
  • 66. John Platter John Platter John Platter John Platter Wine Guide 2011 Wine Guide 2011 Wine Guide 2011 Wine Guide 2011 4½ stars for 4 stars for 4 stars for 4 stars for vintage 2008 vintage 2009 vintage 2009 vintage 2008 John PlatterWine Guide 2011 5 stars for vintage 2007
  • 67. neW enTiCing eaTables “The MLB Playoff-bound Texas Rangers hit a home run at their Ballpark in Arlington with Gold Medal Funnel Cakes“There are common themes and demands across and Waffle Dawgs [Belgian waffles with toppings], also called sport hospitality and retail: Consumers now want Fudge Puppies,” said John Evans, Gold Medal Senior Vice President. “They’re extremely profitable, ranging from 75% and expect seasonal, fully traceable, ethically to 88% gross margins, and add something unique for guests.” sourced and sustainable products wherever Evans noted some other profitable and unique items Gold Medal has recently introduced: Funnel Fingers, a new twist to possible.” classic funnel cakes with gross margins of 75% or more, can be – Matthew Thompson, Compass paired for added revenue with icing cups, chocolate sauce, fruit toppings and whipped cream. Saratoga Swirls are a new way to serve ever-popular potatoes, brought from the fair midway to arenas and stadiums. The new 5 Alarm Blazen Hot Flavor Ad- ditive can “turn up the heat” on popcorn, Saratoga Swirls, nuts, service and connecting with our ticket holders were top of our Puff Poppers, corn dogs and more. mind when looking for a new technology provider,” said Bruce “Pukka Pies have been synonymous with soccer in the UK Swindell, Jaguars’ Executive Director of Information Technol- for nearly 30 years, and they are now sold at over 30 football ogy. grounds, including Premier League side Aston Villa,” reported “The stadium and arena market is constantly evolving and Tim Storer, Managing Director, Pukka Pies. “Based on this continuously embracing cutting-edge technology,” said Dan success, the company did an extensive development programme Bell, Vice President, MICROS Leisure & Entertainment that resulted in the new microwaveable ‘31/2 Minute Pie’ range. Business Unit. “We’ve become an industry-leader in developing It initially includes All Steak and Chicken and is now available advanced POS solutions featuring state-of-the-art applications from selected major retailers, including 600 Tesco and 200 and full integration capabilities.” The New Meadowlands [now Asda outlets.” MetLife] Stadium, home of the NFL’s New York Jets and Giants, opened with the MICROS 9700 Hospitality Manage- speeding drink delivery ment System (HMS),, Mobile MICROS, MI- Micro Matic USA, Inc. has been helping breweries, retail- CROS iCare and a variety of MICROS terminals, including ers and beer lovers enjoy the taste of draft beer for over 50 the Workstation 5 (WS5), Mobile handheld devices (Motorola years, noted Richard Banks, Director, Foodservice/National MC55) and the new Keyboard Workstation 270 (KW270). Accounts. “As an industry leader in the manufacture and sale “FanGo has transformed the fan experience in stadiums and of draft beer dispensing systems, we provide a complete system arenas,” advised CEO Collin Wallace. “By allowing all fans to solution from stadiums to corner pubs.” At SunLife Stadium, order food from their seats using their smartphones, we have home of the NFL’s Miami Dolphins, a non-functioning beer completely eliminated the need to wait in line. Not only are system was renovated with over 6,100 feet of trunk line con- facilities able to process twice as many orders during intermis- nected to 144 two-faucet towers, doubling the dispense capac- sions, mobile orders have proven to be more than twice as large ity. At BC Place in Vancouver, 45 stations were re-modeled as traditional orders.” The improvements were first implement- with four to six faucets each, and over 3,000 feet of trunk line ed at Louisville Slugger Field, home of the Louisville Bats, was installed. the AAA-affiliate of the Cincinnati Reds. FanGo will also be Ellickson International is an Irish company that has been available for fans at Rupp Arena, home of the University of selling Draft Master “pour your own pint” tables to outlets and Kentucky men’s and women’s basketball teams, and the KFC venues in Ireland for over two years and has recently intro- Yum! Center in downtown Louisville. duced their unique devices in the U.S. Declan Duggan, Direc-72 | S E A T | | #SEATWinter2012
  • 68. “For over 50 years, FWE has been manufacturing tough, durable Portable Bars,” observed Curt Benson, Marketing Manager for FWE. “We now manufacture 24 different models for the foodservice and hospitality industries with an expand- ing focus on stadiums and arenas. We also offer 60 Banquet Cabinets, four Refrigerators, two Air Screens and 50 Util- ity Cart models. We’re particularly proud of our recent NSF Certification for safety for our complete line of Portable Bars, earned after months of rigorous product testing, a distinction that sets us apart from most other industry manufacturers.” SICO Incorporated recently introduced a new concept in buffet stations to the arena and stadium market. Ken Stein- bauer, Vice President of Sales, observed, “The SICO Mobile“We see increasing demand for more regional menu DECO Buffet Series was created by master chefs, working items and action cooking in front of the customer.” with our designers to enhance the complete buffet dining experience for sports and entertainment venue luxury suites – Rick Abramson, Delaware North Companies and clubs. The new series, now being built for our first orders in the market, consists of ten different mobile buffet stations - action cooking, carving, holding stations for hot or cold foods and beverages, dessert, bar and ambient side stations to display tor of Sales & Marketing, Ellickson International USA, said, foods or any accessory desired for the buffet presentation. “The units were a big hit at the June 2010 ALSD Conference The mobility of the new Buffet Series brings the action of the reception in New York, and they have been very well received kitchen to wherever is desired.” with over 40 placed as of early September.” The two-tap tower This sampling of cutting-edge technology, forward-thinking in the center of the table rotates 320 degrees so that customers equipment designers and creative food product suppliers is can just twist the taps to pour a beer, so they don’t have to miss strong evidence that the industry is working together with a moment of the event they are attending. After an event, it can arena and stadium concessionaires and caterers, and their be moved easily as it’s on wheels.” teams, clubs and venues, to enhance the increasingly important bottom line for food and beverage revenue. # Mobile ConCessions uniTs As a custom designer and manufacturer of portable carts and kiosks for food, beverage and merchandise, B-R Carts & Kiosks has had great success in guiding construction projects Are you interested in learning more of the F&B trends of the future? at many major league stadiums and arenas as well as numer- Write to Steve Traiman at ous Minor League Baseball venues. Managing Partner Nancy Bryan Role told PanStadia, “Among recent installations are portable carts and kiosks for AT&T Park in San Francisco, new KFC YUM! Center in Louisville, new Yankee Stadium and Citi Field in New York, Coors Field in Denver, Joe Louis Arena in Detroit, Angels Stadium in Anaheim, and Tropicana Field in St. Petersburg, FL. As one of the newest members of the European Stadium Supplies Group, we’re definitely focused on expanding our portable carts and kiosks to more markets outside North America.”74 | S E A T | | #SEATWinter2012
  • 69. panStadia editorial coverage : architecturesports & entertainment design screens & signage facilities seating turf fit-out event software health & safety engineering IMAGES COURTESY: POPULOUS (FORMERLY HOK SVE ARCHITECTURE) roofing facility management new build renovation staging ice protection ticketing access control and much, much focus STER REGI UR SPEC YO IAL FOR TODAY! R OFFE Special offer for ALSD 2012 attendees: quote ‘ALSD12’ when you subscribe to the magazine online at and the definitive journal for the sports & receive free membership to our eNews/eBulletin entertainment facility industry worldwide service.magazine websitePanStadia is the leading journal for the Sports offers links toand Entertainment facility industry worldwide. digital editions, plus news &This 150+ page magazine is available both in events, online subscriptions toprint and in electronic format with live links to the magazine (print & digitalour advertisers and contributors emails and editions) and the monthlywebsites. eBulletin, as well as a comprehensive Industry Directory and an Enhanced Reader Reply Service.PanStadia Publishing Company Limited, Hall Farm House, 9 High Street, Castle Donington, Derby DE74 2PP, UK.T: +44 (0) 1332 814555 F: +44 (0) 1332 853410 E: W: web & print design : :
  • 70. InduSTry And ASSocIATIon nEWS, conTInuEdTicketmaster Facebook Feature purpose in building and maintaining a strong work gives the Marlins the opportunity to opti-[continued from page 22] fan base, since it allows fans to do what they mize presenting sponsorships for each quadrant are already motivated to do: Connect, Create, by tagging all the television sets and incorpo-sion for the team. Consume and Control the experience. For these rating IPTV themes to that quadrant sponsor. Once connected to Facebook from Tick- reasons, properties should do whatever they Now when a sponsor purchases a quadrant, theyetmaster’s site, a list of friends attending the can to facilitate the growth of such applications are also buying advertising on every televisionevent appears on the left. The venue’s seat map through Ticketmaster and other online ticket set and every menu board, allowing the Marlinsdisplays Facebook flags in the sections where distributors. to carry the message from the sponsor directlyfriends are sitting. When the fan clicks on a sec- – Kirk Wakefield to fans in that quadrant. To learn more abouttion and scrolls over a seat with a Facebook icon, IPTV networks, be sure to read our Sportsa window pops open showing who is there. Fans About the Author: Dr. Kirk Wakefield serves as the Technology Corner article on IPTV beginningcontrol whether or not they sit near a friend or editor of The Migala Report and is the Edwin W. on page 56.avoid others with whom they are connected via Streetman Professor of Retail Marketing in theFacebook. Hankamer Business School at Baylor University. a PlaCe to Call Home He is the creator of the renowned Sports, Sponsor- With 36,400 seats, a 700 standing room capacityConneCt ship & Sales (S3) program housed in the Depart- and only nine feet of foul territory by the foulFans have the option of tagging friends for the ment of Marketing. poles, Marlins Park is the smallest, but possiblyseats they’ve purchased, just like when you tag most intimate, in Major League Baseball. Andpictures on Facebook. Friends receive a message Email Dr. Wakefield at if one plumbs the depth of the facility, he orasking if they want to tell people they’re going she will find the Marlins making the most outto an event and to tag and share their seat as To read the Fast Company article by Chuck Salt- of their 928,000 square-feet of real estate. Thewell, creating more potential ticket sales. Fans er, visit: facility, which is on-time and on-budget, will becan hide seat location, but the default setting ticketmaster-unveils-seat-tagging-on-facebook the first retractable roof facility to attain LEED-is to share with everyone. Most passionate fans Silver Certification. It has a South Beachwill likely want to spread the word and connect poolside venue in the outfield and aquariumswith other friends who may be attending. At built into the backstop. There is art throughoutevents where tailgating is a big deal, knowing the building and exterior plazas and many newwho else will be there can help fans connect for New Marlins Park premium amenities for Marlins fans. There ispre-game activities. [continued from page 36] a 240 feet long and 60 feet high operable wall in left center field and a retractable roof that,Content Creation quadrant sponsor,” explains Delorme, “we have when closed, provide protection from the MiamiSharing the seat tag creates a “Check out my the option to tie it in to one of the colors.” weather, and when open, produce beautifulseats” post on the fan’s Facebook wall. Along Using the blue quadrant (behind home plate) views of downtown. These truly are Miami’swith the “like” and “comment” buttons is “buy as an example, the colors will work something Marlins, and this truly is Miami’s” Venues and properties using the Tick- like this: The closest parking to the blue entranceetmaster Facebook interface are able to directly will be identified with blue flags. The exterior of Want to network with Andrew?trace ticket purchases derived from this source. the building will be dominated by blue lighting Here Is His Business Card:Given what we know about the power of social at the entrance. Once inside, fans will see all Andrew Silvermaninfluence, we can expect other fans already inter- wayfinding, epoxy flooring and glazed block at Miami Marlinsested in attending to be prone to buy tickets— the front façade of the concession stands and Senior Vice President of Sales & Servicebecause now they have someone to go with. the restrooms being blue to reinforce that color (O): 305.753.6139 As Mr. Salter reports, Hubbard’s focus is where fans are located. asilverman@marlins.comon the fan experience, not just buying a ticket. This reinforcement can also extend to theGoing to concerts and big games should be “part sponsor attached to that color. The IPTV net-of a bigger experience that encompasses weeksor months of anticipation…and then a periodof reliving [it] with other fans.” Eventually theseat maps will be accessible following the event,so fans can tag seats after the event. Since animportant part of the consumer decision mak-ing process is in the post-purchase evaluation(e.g. “Did I have a good time? Do I want to goagain?”), making this feature available reinforcesfan loyalty and influences others (like reviews) toattend in the future. The more sports and entertainment propertiescan integrate social media into the online andevent experience, the more fans can share theirpassion with others close to them. The Ticket-master Facebook feature serves an important76 | S E A T | | #SEATWinter2012
  • 71. A Suite Experience Rymax helps venues drive loyalty with their suite holders and sponsors offering luxury incentive gifts. We provide the most in-demand merchandise from over 200 brands at exclusive price points, helping to build your business. Rymax designs custom programs with venues to target new suite owners, motivate suite renewals and inspire fans. Contact us today to find out how we can help you boost your loyalty numbers! • 866-rymax11
  • 72. coming ATTrAcTionSin future issues of seaT:The ConferenCe BBva CoMPass CusToMerPreview issue: sTadiuM in housTon relaTionshiPPlan Your TriP To ManageMenTMinneaPolis Complete your next presentation with a unique form of recognition sure to provide a lifetime of memories! 7” Customized Pewter Plates • Affordable Pricing! • Lowest Minimums in the industry! Only 36 pieces. • Available in two sizes (7” & 10” D) Perfect for: Consolidation of Awards, MVP Award, Tri-Athlete, • Finish options: Matte or Polished Hall/Wall of Fame, Scholar • Includes traditional antique or custom color. Athlete, Donor Recognition, Homecoming, Season Ticket • Packaging consists of classic black felt and Holder Gift and Championship gift box (7 1/4” only). Teams • Proudly made in the USA! Registry for Excellence ~ PO Box 269 Wrightsville, PA 17368 Phone: 800-395-3551 ~ Fax: 717-427-2100 ~ Email: SCover@reg4ex.com78 | S E A T | | #SEATWinter2012
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  • 74. PreMiuM seaT sourCeBook 2011-2012 The alsd’s referenCe Manual iT’s whaT You need To know To Be in The know Updated Annually ALSD Non-Member Price: $150 what’s included? Suite Director Contact Information interested? Venue Occupancy Contact: # of Suites/Club Seats Ryan Mirabedini Price and Lease Terms of Suites/Club Seats 513.674.0555 Staffing Numbers F&B Companies Architects sourcebook-2011-2012 Much More... 2011-201280 | S E A T | | #SEATWinter2012
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