SEAT Winter 2013

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COVER STORY: THE CORPORATE TICKET MARKETPLACE
How the corporate fan handles his ticket assets has changed dramatically over the past two decades. Where does he go from here?
BY BILL DORSEY

FEATURES:

PRELIMINARY ALSD 2013 CONFERENCE PROGRAM
The ALSD is planning another great show for 2013. Here’s a sneak peek at the schedule of events, session descriptions, and venue tours awaiting attendees in Orlando/Tampa.

A PREMIUM ON NEW CLUBS
On Opening Day 2013, the Cleveland Indians will usher in the exclusive Premium Club which addresses changes in premium customer demands.
BY AMANDA VERHOFF

GETTING FROM STREET TO SUITE
Part I: Parking
BY PETER TITLEBAUM, Ed.D. AND DEBBIE TITLEBAUM

CLUBCORP STADIUM CLUBS GOT GAME . . . AND MUCH MORE
The "World Leader in Private Clubs" has partnered with college athletic departments to operate stadium clubs that provide amenities outside of just the home venue on gameday.
BY PATTY JERDE

SPORTS TECHNOLOGY CORNER:

UPGRADING (AND UPSELLING) FROM THE CHEAP SEATS
Seat-upgrade apps provide fans more control over their game experience, and teams more opportunities to capture data and upsell ticket packages.
BY TREVOR ALLISON

SALES TRAINING:

MORE FISH BOWLS
BY CARY KAPLAN

SUITE SALES REPS: WHOSE STORY ARE YOU SELLING?
BY BILL GUERTIN

DEPARTMENTS:

NEW ALSD MEMBERS

ALSD STAFF EDITORIAL
Editor’s Note: Knocking on Opportunity’s Door
BY JARED FRANK

ALSD MEMBER Q&A

INDUSTRY AND ASSOCIATION NEWS
Washington State University leads by example
Birthday group sales bring life to the party for MLL Champion Chesapeake Bayhawks
Feature Recipe: Wells Fargo Center chef brings local ingredients to his hometown arena

THE ALSD ONLINE

ALSD MEMBER HIGHLIGHT
SEAT visits with:
Dennette Thornton, Group Sales Manager, Atlanta Braves
John Farrell, Premium Seating Manager, Atlanta Braves

COMING ATTRACTIONS

About the Cover: The Commissioners Club at MetLife Stadium demonstrates dramatic shifts in corporate ticket assets. As a result of these changes, the ALSD is presenting a one-day Corporate Ticket Impact Conference (CTIC).

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SEAT Winter 2013

  1. 1. A SNEAK PEEK OF THE 2013 ALSD CONFERENCE AND TRADESHOW S E AT leading the premium seat industry www.alsd.com Page 36 winter 2013 P u b l i s h e d b y t h e A s s o c i at i o n o f L u x u r y S u i t e D i r e c t o r s THE CORPORATE TICKET MARKETPLACE PAGE 47 Member Highlight: Southern Hospitality from Chef Tina & the Practical Joker PAGE 28 The Premium Club: Decreasing Suites But Not Revenues In the Club: A Coast-To-Coast Network With Year-Round Benefits PAGE 64 PAGE 78
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  8. 8. WINTER S E A T 2013 Published by the Association of Luxury Suite Directors COVER STORY 47 THE CORPORATE TICKET MARKETPLACE How the corporate fan handles his ticket assets has changed dramatically over the past two decades. Where does he go from here? BY BILL DORSEY FEATURES 3 6 PRELIMINARY ALSD 2013 CONFERENCE PROGRAM The ALSD is planning another great show for 2013. Here’s a sneak peek at the schedule of events, session descriptions, and venue tours awaiting attendees in Orlando/Tampa. 64 A PREMIUM ON NEW CLUBS On Opening Day 2013, the Cleveland Indians will usher in the exclusive Premium Club which addresses changes in premium customer demands. 36 BY AMANDA VERHOFF 7 4 GETTING FROM STREET TO SUITE Part I: Parking. Yes, we really are talking about parking in this article. While it might not sound exciting, it is of noted importance to premium seat customers. BY PETER TITLEBAUM, Ed.D. AND DEBBIE TITLEBAUM 7 8 CLUBCORP STADIUM CLUBS GOT GAME… AND MUCH MORE The “World Leader in Private Clubs” has partnered with college athletic departments to operate stadium clubs that provide amenities outside of just the home venue on gameday. BY PATTY JERDE SPORTS TECHNOLOGY CORNER 86 UPGRADING (AND UPSELLING) FROM THE CHEAP SEATS 47 Seat-upgrade apps provide fans more control over their game experience, and teams more opportunities to capture data and upsell ticket packages. BY TREVOR ALLISON SALES TRAINING 88 MORE FISH BOWLS BY CARY KAPLAN 90 SUITE SALES REPS: WHOSE STORY ARE YOU SELLING? BY BILL GUERTIN A bout the Cover: The Commissioners Club at MetLife Stadium demonstrates dramatic shifts in corporate ticket assets. As a result of these changes, the ALSD is presenting a one-day Corporate Ticket Impact Conference (CTIC). 78 Contents continues on overleaf #SEATWinter2013 | www.alsd.com | S E A T | 7
  9. 9. S E A T 2013 WINTER Published by the Association of Luxury Suite Directors Association of Luxury Suite Directors Chairman Bill Dorsey Executive Director Amanda Verhoff President Scott O’Connell, Minnesota Twins VP, Business Development Pat McCaffrey VP, Sales Scott Hinzman Director, Sponsor and Partnership Development Dene Shiels Editor of SEAT and ALSD.com Jared Frank Design Carole Winters Art + Design Director of Finance Dan Lindeman Financial Account Manager Vickie Henke Director of Interactive Media John Tymoski Executive Committee Jennifer Ark, Green Bay Packers Chris Bigelow, Bigelow Companies Brian Bucciarelli, Hersey Entertainment & Resorts Greg Hanrahan, United Center 28 Tom Kaucic, Mira Winery Pat McCaffrey, ALSD EPARTMENTS D Board of Directors 10 NEW ALSD MEMBERS 14 ALSD STAFF EDITORIAL Janie Boles, Auburn University Matt Borgard, Crown Imports, LLC Natalie Burbank, Utah Jazz/Salt Lake Bees Editor’s Note: Knocking on Opportunity’s Door Anne Campbell, Detroit Lions/Ford Field Rebecca Caven, Spurs Sports & Entertainment BY JARED FRANK Richard Dobransky, Vision for Venues Trent Dutry, US Airways Center 16 ALSD MEMBER Q&A Lauren Fisher, Atlanta Hawks/Philips Arena 20 INDUSTRY AND ASSOCIATION NEWS Washington State University leads by example Birthday group sales bring life to the party for MLL Champion Chesapeake Bayhawks Feature Recipe: Wells Fargo Center chef brings local ingredients to his hometown arena Shannon Hansen, BI-LO Center/Charter Amphitheatre Mike Guiffre, American Airlines Center Karyl Henry, Oklahoma State University Michele Kajiwara, STAPLES Center/AEG Adam Kellner, Chicago Bears 24 Gerald Kissel, Northwood University Tim Maloney, Delaware North Companies, Sportservice Debbie Massa, ROI Consulting Bryant Pfeiffer, Major League Soccer Brian Sandy, Portland Trail Blazers Blair Schmitz, University of Wisconsin Tom Sheridan, Chicago White Sox Peter Titlebaum, University of Dayton 26 THE ALSD ONLINE 28 ALSD MEMBER HIGHLIGHT SEAT visits with: Dennette Thornton Group Sales Manager John Farrell Premium Seating Manager Atlanta Braves 96 COMING ATTRACTIONS ALSD 2013 STEERING COMMITTEE Bobby Bridges, Orlando Magic Katie Stocz Miller, Orlando Magic Ben Milsom, Tampa Bay Buccaneers Matt Hill, Tampa Bay Lightning Jamie Spencer, Tampa Bay Lightning Stan Macko, University of Central Florida Please Recycle This Magazine 8 | S E A T | www.alsd.com | #SEATWinter2013 Published by Venue Pub. Inc. Copyright 2013. (All rights reserved). SEAT is a registered trademark of the Association of Luxury Suite Directors. SEAT is published quarterly and is complimentary to all members of the Association of Luxury Suite Directors. Association of Luxury Suite Directors 10017 McKelvey Road, Cincinnati, OH 45231 513 674 0555 amanda@alsd.com
  10. 10. Personalized Dynamic Brand Activation Dugout Club Full Season BIND AREA Book # 124 Account # 2041184 liate Triple-A Affi ers.com tacomaraini Erasmo RAMIEREZ Alex Book # 6 Account # 155721 BIND AREA Dugout Club Full Season LIDDI TACOMA RAINIERS vs. SALT LAKE BEES THURSDAY SECTION 8 ROW AAAFBEAFEABAABAEFFAAFAFEABAEABEBEA BIND AREA 963872883884 TACOMA RAINIERS vs. SALT LAKE BEES THURSDAY SECTION 6 APRIL 5, 2012 ROW 3 SEAT 1 7:05 PM DUGOUT CLUB TACOMA RAINIERS vs. SALT LAKE AAAFBEAEABEBEFBAAAFAAFFAAAFAAFFAEA RHUBARB 968436221100 2012 SECTION 6 ROW SEAT 3 APRIL 5, 2012 7:05 PM ACCT# 155721 1 SECTION TACOMA RAINIERS vs. SALT LAKE BEES FRIDAY 6 APRIL 6, 2012 ROW 3 SEAT 1 7:05 PM TACOMA RAINIERS vs. SALT LAKE BEES SATURDAY DUGOUT CLUB TACOMA RAINIERS vs. SALT LAKE AAAFEBAEEBABEBABEAEBFABEAAFAAFBEEA 693419902140 SECTION 6 ROW SEAT 3 APRIL 6, 2012 7:05 PM ACCT# 155721 1 SECTION ROW 6 APRIL 7, 2012 SEAT 1 7:05 PM DUGOUT CLUB TACOMA RAINIERS vs. SALT LAKE AAFAFAABEEABFABAEEBBAEBFEAAAFBEAEA 556115166396 SECTION 6 ROW SEAT 1 3 APRIL 7, 2012 7:05 PM ACCT# 155721 FRIDAY SECTION 8 2 APRIL 5, 2012 7:05 PM ACCT# 2041184 SECTION 6 APRIL 8, 2012 8 ROW EAFAEABFBAEAAFBEAEA SECTION 8 ROW TACOMA RAINIERS vs. SALT LAKE BEES SATURDAY SECTION ROW 8 SEAT 2 APRIL 7, 2012 3 7:05 PM DUGOUT CLU B TACOMA RAINIERS vs. SALT LAKE Dugout Club Full Season SECTION ROW SEAT 8 2 3 AAAFBEAFEABABEEBABEEBABEBEAAFBEAEA APRIL 7, 2012 7:05 PM ACCT# 2041184 963868689596 TACOMA RAINIERS vs. SALT LAKE BEES SUNDAY SECTION 8 ROW SEAT 2 APRIL 8, 2012 DUGOUT CLU B 3 1:35 PM TACOMA RAINIERS vs. SALT LAKE Book # 140 Account # SECTION 3084914 ROW SEAT 8 2 3 BIND AREA AAEBAFAEAFBAEBABEFAABEAEBEBEFBAAEA APRIL 8, 2012 1:35 PM ACCT# 2041184 895019189436 SEAT Erasmo 1 RAMIEREZ 1:35 PM DUGOUT CLUB TACOMA RAINIERS vs. SALT LAKE AAABBEEBEAAFBBEAEEAEBBFEAABEABFAEA 762143573180 SECTION 6 ROW 3 SEAT 1 APRIL 8, 2012 1:35 PM ACCT# 155721 TACOMA RAINIERS vs. SALT LAKE BEES THURSDAY SECTION 5 ROW 688189736108 SEAT 2 APRIL 5, 2012 AABEEBAFAAEBEBAFABBAEEBEEABBAEFAEA C SEAT 2 3 APRIL 6, 2012 7:05 PM ACCT# 2041184 826295518396 3 3 7:05 PM TACOMA RAINIERS vs. SALT LAKE RAMIEREZ 3 AAEBAEBAFEABBEB ROW SEAT 2 DUGOUT CLU B Erasmo SEAT ROW SECTION APRIL 6, 2012 TACOMA RAINIERS vs. SALT LAKE TACOMA RAINIERS vs. SALT LAKE BEES SUNDAY TACOMA RAINIERS vs. SALT LAKE BEES 3 7:05 PM DUGOUT CLU B ICKETS SEASON T LUB DUGOUT 3 SEAT 2 APRIL 5, 2012 DUGOUT CLU B 1 7:05 PM TACOMA RAINIERS vs. SALT LAKE SECTION 5 ROW 2 SEAT 1 APRIL 5, 2012 7:05 PM ACCT# 3084914 TACOMA RAINIERS vs. SALT LAKE BEES FRIDAY SECTION 5 ROW AAAFBEAAFABEAFABEBFAAEEABBEEFBAAEA 962929231036 SEAT 2 APRIL 6, 2012 DUGOUT CLU B 1 7:05 PM TACOMA RAINIERS vs. SALT LAKE SECTION 5 ROW SEAT 2 1 APRIL 6, 2012 7:05 PM ACCT# 3084914 TACOMA RAINIERS vs. SALT LAKE BEES SATURDAY SECTION 5 ROW SEAT 2 APRIL 7, 2012 1 7:05 PM DUGOUT CLU B AAFAFAAAAEFBABFAEFAEBAFBAEABAEBEEA TACOMA RAINIERS vs. SALT LAKE BEES SUNDAY 550746588348 5 ROW SEAT 2 1 APRIL 7, 2012 7:05 PM ACCT# 3084914 AABABEEAEEBBAABEFAFAFAFAEABEFAABEA 756774995132 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 30 Mill Street john@ptx.cc Wheatland, Pa. 16161 804.598.9107 Toll Free: 800.941.1070 www.ptx.cc Fax: 724.346.1672 5 ROW 2 DUGOUT CLU B TACOMA RAINIERS vs. SALT LAKE SECTION SECTION APRIL 8, 2012 SEAT 1 1:35 PM TACOMA RAINIERS vs. SALT LAKE SECTION 5 ROW SEAT 2 1 APRIL 8, 2012 1:35 PM ACCT# 3084914
  11. 11. New ALSd Members winter 2013 Tyler Wilson Student Temple University 965 Main Street Peckville, PA 18452 P: 320-745-6375 tyler.wilson@temple.edu Matt Patrone Manager of Premium Services Buffalo Bills Ralph Wilson Stadium One Bills Drive Orchard Park, NY 14127 P: 716-312-8906 matt.patrone@bills.nfl.net Elizabeth Schulz Premium Seating Service Representative Minnesota Timberwolves Target Center 600 1st Ave. N Minneapolis, MN 55403 P: 612-673-1284 schulz@timberwolves.com Kyle Haygood Premium Sales Executive Los Angeles Angels of Anaheim 2000 Gene Autry Way Anaheim, CA 92806 P: 714-940-2094 kyle.haygood@angels.com Glenn Griffith Premium Sales Executive Los Angeles Angels of Anaheim 2000 Gene Autry Way Anaheim, CA 92806 P: 714-940-2057 glenn.griffith@angels.com Kyle Rogers Assistant Director Gators Boosters P.O. Box 13796 Gainesville, FL 32604 kyler@gators.uaa.ufl.edu Erica Lundblad Premium Services Account Manager Miami Heat 601 Biscayne Boulevard Miami, FL 33132 elundblad@heat.com Omaar Yemini Premium Services Account Manager Miami Heat 601 Biscayne Boulevard Miami, FL 33132 oyemini@heat.com 10 | S E A T | www.alsd.com | #SEATWinter2013 April Josey Manager of Suite Sales and Development Houston Rockets Toyota Center 1510 Polk Street Houston, TX 77002 P: 713-758-7219 aprilj@rocketball.com Rory O’Neill General Manager Texas Tech Club East Stadium 2508 Sixth Street Suite 417, Box 45301 Lubbock, TX 79409 P: 877-696-0858 rory.oneill@ourclub.com Joe Connell General Manager The University of Texas Club 2108 Robert Dedman Drive Austin, TX 78712 P: 512-477-5800 joe.connell@ourclub.com Tracy Marple Regional Manager University Center Club Florida State University Doak Campbell Stadium UCB 4th Floor Tallahassee, FL 32308 P: 850-644-8529 tracy.marple@ourclub.com Ben Kensell Commercial Operations Manager Arsenal Football Club Highbury House 75 Drayton Park London, UK N5 1BU P: 020-7704-4552 bkensell@arsenal.co.uk Jim Harding Head of Premium Sales Arsenal Football Club Highbury House 75 Drayton Park London, UK N5 1BU P: 020-7704-4552 jharding@arsenal.co.uk Tom Haines Partner LuxBx P.O. 1414 Manhattan Beach, CA 90267 P: 213-536-7328 tom@luxbx.com Brian Amanatullah LuxBx P.O. 1414 Manhattan Beach, CA 90267 P: 310-409-6766 brian@luxbx.com Priscilla Dominguez Guest Services & Premium Seating Manager Rushmore Plaza Civic Center 444 Mt. Rushmore Road Rapid City, SD 57701 P: 605-718-7104 priscillad@rushmore.com Nicholas P. Wierciak Director of Suite Sales & Premium Seating St. Louis Blues Scottrade Center Events/Peabody Opera House 1401 Clark Avenue at Brett Hull Way St. Louis, MO 63103 P: 314-622-2516 nwierciak@stlblues.com nwierciak@scottradecenter.com Leslie Villone New Business Project Manager Sportservice Business Development Delaware North Companies 40 Fountain Plaza Buffalo, NY 14202 P: 716-858-5185 lvillone@dncinc.com Stephanie Manzo Manager, Suite Services MetLife Stadium One MetLife Stadium Drive East Rutherford, NJ 07073-5102 P: 201-559-1567 smanzo@metlifestadium.com Jeremy Mottola Vice President Bon Chef, Inc. 205 Route 94 Lafayette, NJ 07848 P: 973-968-7123 jmottola@bonchef.com Kaya Gross National Accounts Manager Bon Chef, Inc. 205 Route 94 Lafayette, NJ 07848 P: 973-968-7111 kgross@bonchef.com Sal Torre Owner Bon Chef, Inc. 205 Route 94 Lafayette, NJ 07848 P: 973-383-8848 storre@bonchef.com Amy Passafaro Director of Sales Administration Bon Chef, Inc. 205 Route 94 Lafayette, NJ 07848 P: 973-968-7138 apassafaro@bonchef.com Roberta Mand Centre Suites Director Tallahassee-Leon County Civic Center P.O. Box 10604 Tallahassee, FL 83392 P: 850-487-1691 rmand@tlccc.org McKenzie Rowley Premium Seating & Suite Sales Manager Reliant Park SMG One Reliant Park Houston, TX 77054 P: 832-667-1640 mrowley@reliantpark.com Linda McIntyre Director, Sales & Event Management Calgary Exhibition & Stampede 1410 Olympic Way SE Box 1060/Station M Calgary, AB T2G 2W1 Canada lmcintyre@calgarystampede.com Jeff Robinson Principal Real Marketing, LLC Stack-Cup USA 5426 Silver Moon Lane Raleigh, NC 27606 P: 919-413-1104 jeff.robinson@realmarketingnow.com Fritz Owen National Sales Manager – AE Products American Seating Company 401 American Seating Center Grand Rapids, MI 49504 P: 616-732-6722 fritz.owen@amseco.com Alex Cann Client Service Account Representative TD Garden Boston Bruins 100 Legends Way Boston, MA 02114 P: 617-624-1896 acann@dncboston.com
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  13. 13. New ALSd Members winter 2013 Wes Meisnitzer Premium Sales Manager Detroit Lions Ford Field 2000 Brush St, Suite 200 Detroit, MI 48226 wmeisnitzer@detroitlions.com Dan Sylvester Director of Ticket & Suite Sales Detroit Lions Ford Field 2000 Brush St, Suite 200 Detroit, MI 48226 P: 313-262-2255 dsylvester@detroitlions.com Bob Raymond Vice President of Business Operations Detroit Lions Ford Field 2000 Brush St, Suite 200 Detroit, MI 48226 P: 313-262-2244 braymond@detroitlions.com Justin Rode Account Executive, Premium Sales Cleveland Indians Progressive Field 2401 Ontario Street Cleveland, OH 44115-4003 P: 216-420-4254 jrode@indians.com Jeff Kauzlarich Account Executive, Premium Sales Cleveland Indians Progressive Field 2401 Ontario Street Cleveland, OH 44115-4003 P: 216-420-4165 jkauzlarich@indians.com Jennifer LeMaster Director of Communications Georgia World Congress Center Authority 285 Andrew Young International Blvd. Atlanta, GA 30313 P: 404-223-4000 jlemaster@gwcc.com Laura Raymond Suite Sales & Service Coordinator HP Pavilion at San Jose San Jose Arena Management 525 W. Santa Clara Street San Jose, CA 95113 lraymond@svse.net Tyler Charrasse Georgia Dome Sales Executive One Georgia Dome Drive Atlanta, GA 30313 P: 404-223-8122 tcharrasse@gadome.com Kevin Matchett Director, New Stadium Development Hamilton Tiger-Cats Football Club One Jarvis Street Hamilton, ON L8R 3J2 P: 905-547-2287 x232 kmatchett@ticats.ca Rebecca Batterman Marketing Director Modern Line Furniture 1060 Brickell Ave, Unit 1505 Miami, FL 33131 P: 800-637-5596 rebecca@modernlinefurniture.com Eric Deutsch Executive Vice President Dayton Dragons Fifth Third Field P.O. Box 2107 Dayton, OH 45401 P: 937-228-2287 eric.deutsch@daytondragons.com Sean M. McGowan Manager, Premium Sales New York Mets Citi Field New York, NY 11368 P: 718-656-4359 smcgowan@nymets.com 12 | S E A T | www.alsd.com | #SEATWinter2013 2013 Buyers Guide Corrections It has come to the attention of SEAT Magazine that a few of the listings included in the 2013 Buyers Guide in our fall 2012 issue contained outdated or incorrect contact information. Please update the following in your records. Stack-Cup USA 5426 Silver Moon Lane Raleigh, NC 27606 P: 919-413-1104 Contact Name: Jeff Robinson jeff.robinson@realmarketingnow.com www.usa.stack-cup.com American Seating Company 401 American Seating Center Grand Rapids, MI 49504 P: 616-732-6600 Contact Name: Fritz P. Owen fritz.owen@amseco.com www.americanseating.com Rosseto 3600 West Pratt Avenue Lincolnwood, IL 60712 P: 847-763-1215 Contact Name: Paul Bolgert paul@rosseto.com www.rosseto.com Gasser Chair Company, Inc. 4136 Logan Way Youngstown, OH 44505 P: 877-509-1440 Contact Name: Dan Vass dvass@rumpussports.com www.rumpussports.com
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  15. 15. Editor’s note by Jared Frank Knocking on Opportunity’s Door T here are seemingly infinite ways to compartmentalize human beings. I like to debate with friends that the most telling categorization of our nature has three groups: the initiators and innovators, the complainers then forgetters, and the apathists or don’t-give-a-shitters. What’s interesting is each group believes it is entitled to the same promotions, the same accolades, the same reputations. But it doesn’t work that way. Other ways to describe these three classifications are the self-motivated, those who must be motivated by others, and those who cannot be motivated at all. Now ask yourself: Which one am I? Which one do I want to be? In my high school statistics class, I learned about normal distribution – the famous bell curve that magically maps data sets with remarkable precision. Now, I have neither the memory to recall how it works, nor you the desire to read about it, so this note isn’t a math lesson. Quickly though, what I do remember to be important from probability theory is if we take a representative sample of an entire population, in embarrassingly simplistic terms, approximately 70% of the set will fall within one standard deviation from the mean, or average. And, again using the same generous rounding, the remaining 30% of the set falls equally within either tail of the curve. Now why the heck am I bringing any of this up? Well, I don’t have any empirical evidence to support the following claim other than my undocumented personal observations, but I see the 70% bell curve majority of Americans as problem ignorers – or status-quo maintainers if you require a slightly more positive spin. This assertion states bluntly that in any population (sportsbiz included), over three-quarters of us are NOT agents of change by ourselves. We require the poke of a cattle prod to initiate action. What separates the doers from the bystanders is frequently the willingness to take risks. Most people don’t take significant chances because with risk comes inevitable and recurrent mistakes. But keep in mind the depth of any mistake is matched by the potential height of an action’s success. If you want to experience 14 | S E A T | www.alsd.com | #SEATWinter2013 great achievement, you have to risk tanking greatly. Now more than ever, we – sportsbiz specifically and across the board – need risk-takers. Leaders with initiative. Leaders who create. Leaders who listen to and observe a marketplace, identify its gaps, and deliver solutions. Leaders who dramatically pursue their instincts and ideas with thoughtful confidence and with decisive haste. Now, you don’t have to be Tim Leiweke to strive for risk tolerance. We all can be leaders for risk on relative scales. One of my personal gauges to distinguish calculated from reckless risk starts with a simple question: Does this decision have the potential to cost the company significant money? If the answer is between “no way” and “not likely” (and many are), then I go for it. I don’t need every action that I take to be validated, and neither do you. Don’t let perfection become the enemy of completion. This approach is an overly-simplistic way to self-develop a comfort zone that accommodates risk. For all you managers out there, full disclosure: I have little management experience. But I’ve produced my best work and achieved my greatest success in environments that encourage risk-taking and creative freedom, while showing clemency for minor mistakes. If you want to be a part of the leading 15% for positive change, you must be a person of motion. You must proactively go knocking on opportunity’s door rather than waiting for it to come to you. It is action that abuts success. The movers and shakers, not the onlookers, are the ones who reach higher levels of prosperity. By doing more, trying more, innovating more, risking more, the doers inevitably make more mistakes. But because they also don’t stagnate, they generate more success as well. How does your team tolerate and encourage risk and creativity? Email me at jared@alsd.com. Connect with me on www.linkedin.com/in/jaredfrank and follow me on Twitter @JChrstophrFrank. Here is a sampling of my tweets: University of Cincinnati hopes to add suites to Nippert Stadium. Premium seating and other stadium improvements are needed to sustain UC’s financial future. Graffiti art and suites? This mural in an executive box at Liverpool’s Anfield is pretty gnarly. A new home for the Detroit Red Wings is pitched to State lawmakers. The new multipurpose events center would be part of a much larger entertainment district. Sketches of a new NBA/NHL arena in Seattle are released. The current building site is the SODO neighborhood south of Safeco Field. UNLV Now could add $400 Million into the Las Vegas area. The project includes a proposed stadium that could attract 15-20 big events annually. The Phoenix Suns are having “Satisfaction Guarantee Night” on December 6th against the Mavericks. If fans don’t like the game experience, they can get their money back. Excited to connect with the Indians and ALSD member Ryan Robbins to discuss the new Premium Club at Progressive Field. Looks to be a great addition for the Northeast Ohio market. The seat-upgrade app space is getting crowded. Add Mascot Secret to the list. Legends is meeting with Sioux Falls-area businesses about the new Denny Sanford Premier Center. The interviews will help determine the premium seating details in the arena.
  16. 16. ALSD Member Q&A Question Topic: ACCESSIBILITY IN SUITES Q: What are your accessibility standards in suites? A: You access our suites by elevator or escalator. Once you enter your suite, there is an indoor seating area as well as two rows of outdoor seating that are similar to our club seats (chairback stadium seats). The two seats on the aisle in the back row are removable so that a wheelchair can be placed where the chairs were previously located. Most guests usually tell us ahead of time if one of their guests requires ADA seating so that we can already have the seats removed and placed elsewhere. A: In our suites, there is one seat in each suite that can be removed to accommodate a wheelchair. It is the seat in the top row of the suite on the aisle. A: Our suite level has easy access for a guest who is wheelchair bound. Once inside the suite, we have a pair of removable seats that allows the guest to sit in the exterior of the suite and watch the game. We continue to stress the need for notification in advance so we are prepared for the guest’s arrival. A: Each of our suites includes one removable ADA seat out of a total of twelve seats on each seating porch. The remainder of the suite fixtures is compliant with the 1995 ADA standards (with a few retrotfits here and there). Question Topic: SUITE HOLDER BENEFITS Q: What other benefits do you provide your luxury suite holders besides tickets and parking passes? E.G.: Attending practice, pre-game access, etc. A: The following is an aggregate list of the amenities and benefits included in member answers: 16 | S E A T | www.alsd.com | #SEATWinter2013 • Alumni autograph items • Alumni Meet & Greet: On gameday, we have alumni back for autographs and photos on our club level • Ambassador Line: A “human tunnel” formed by suite holders for player introductions • Appreciation Events: Events held in our Hall of Fame during the offseason • Client Contact Lunches: We meet for lunch with a small number of suite holders to share ideas • Contract renewal delivery • Cookie & Bagel Drops • Dedicated Alumni Visits: We visit 15 suites per game with special suite-only alumni guests • Draft Event: We host a draft party here opening night of the NFL Draft • Family Night Tickets: Comp tickets for their suite location for intrasquad scrimmage • Fan Fest tickets • Flag holding during the National Anthem • Hall of Fame Dinner: Induction banquet for the newest members of our Hall of Fame • Massages: We offer complimentary chair massages on gameday, once a month during the season • Mid-season survey prize drawings • Luncheon Series: We host a luncheon five times a year to connect with clients • Non-gameday suite usage • Pilot suite visits • Pre-game field passes • Pre-game field photos • Random Acts of Kindness: We drop off a bottle of wine, cupcakes, cookies etc. on gameday as a thank you • Renewal gift • Suite tasting • Training camp sideline visits • Away game trip • Food & Beverage credits • Super Bowl tickets • Locker room tour • First right to purchase additional lower bowl event tickets • Complimentary snack mix and sodas for every event • Opportunity to brand suite interior and company sign on outside of suite • Complimentary use of Suite Conference Room and other meeting facilities • Personal Suite Service Manager • Invitations to VIP suite holder events • Suite concierge on-site for every event • Full menu catering options • Four guest passes per game • In-suite TV welcome featuring company logo • Guaranteed giveaway items in the suite Question Topic: BROKER SUITES ON CLIENT’S BEHALF Q: Does anyone broker their suites on behalf of their clients? • If so, what are the advantages and are there any significant disadvantages? • How is the fee split? A: We don’t do it here (we may need to start soon), but when I was with another team, we would allow this. It worked like this: We would sell the suite on behalf of the client. We backed out the price of the tickets in the suite and split the overage 50/50 with the client. They had two choices on how to receive their half: by check or by food credit. Almost everyone chose the food credit. Example: • 18pp suite sells for: $3,000 • Tickets are $45 each: $810 • Overage is: $2,190 • Client split is: $1,095 A: We offer a brokerage program on behalf of our suite clients. It allows the suite owner to generate a little revenue if they are not able to use their suite for a particular event. It also allows us to capitalize on additional food and beverage revenue. Typically, a business that is renting on a “per-event” basis will have a higher per-cap for food and beverage. We have a rental request posted on our website that allows interested parties to request a suite for an event. I then organize the requests based on event dates and priority customers. Once the suite owner provides me with the
  17. 17. Make an impression with your fans Architects of the new Bud Light Top Shelf Lounge at Xcel Energy Center for the Minnesota Wild SPORTS ARCHITECTURE - INTERIORS www.generatorstudio.com tom@generatorstudio.com 816-333-6527
  18. 18. ALSD Member Q&A dates they want to lease, I contact all interested parties to try and get the best price for the suite owner. If there are several requests for the same date, I send out an email and sell it at a suggested price on a first response basis. Sometimes this creates a sort of bidding war which becomes very time consuming, so it’s best if you start out with the highest price you think the suite would go for which will eliminate those clients that want to “make a deal” over a hundred dollars. It’s a good idea to set a minimum price and don’t ever sell below to maintain value. I believe it’s best to let the suite sit empty for a night versus decreasing the value of your inventory. The suite owner signs a rental agreement and releases all of their suite tickets and suite access. If I am not successful in filling the suite 14 days prior to the event, the suite is returned to the suite owner. We broker with a 60/40 split. Positives • Brokering provides another service for your suite owners • Generates additional revenue • Builds a database to market other premium seating opportunities Negatives: Time consuming Self- brokering: Even though it’s stated in the suite owners contract that they are not allowed to sub-license their suite for events, this goes on behind the scenes which deflates the value for other suite owners that are following procedure. I once received a marketing piece in the mail from a suite owner (by accident) in which they were marketing their suite for several events. It was such a beautiful piece I wanted to call them and rent their suite or find out who produced the piece and offer them a job! Question Topic: HOLIDAY GIFTS Q: In terms of holiday gifting: •What has been your team/venue’s most successful gift for clients? •What gift has gotten the best client response? •Do you send out gifts to prospects, and if so, what has been successful? A: We send our holiday gift immediately after Thanksgiving, so we are the first holiday gift 18 | S E A T | www.alsd.com | #SEATWinter2013 our clients receive. We do one gift for administrators and a separate gift for decision makers. A: We have found that suite holders look forward to the gift so much and it is so popular that we don’t change it from year to year: • For administrators, we send a package of gift wrap, bows, and ribbons to use for holiday gift giving. • For our decision makers, we work with a local vendor to create hand-painted, teamthemed sugar cookies in a commemorative holiday tin. We get a tremendous response because the cookies are both beautiful and delicious! A: I think the most important thing we key in on is that we like to be sure that the gifts we are sending are something unique – something that you can’t go to the team store and buy. Most of our clients have the means to access team “gear”, so we want them to receive something from us that they can’t find/buy anywhere. A: Our most successful gift was a permanent wine opener in each client’s suite. We installed these because of major client concerns about having to wait for a wine key. To announce the gift to our clients, we hand-delivered to each client’s office a bottle of wine with a custom label and a note stating that the opener had been installed in their suite. We commissioned an artist to create a Leroy Neiman-type painting representing players from our two franchises for the label. A: The gift that received the best response was spa and restaurant gift certificates. We received more thank you’s on these than any other gift. A: The gift that received the best feedback was a Kanata blanket with our logo. They are very soft, luxurious blankets. A: This year, we had custom waffle makers made that burn our logo into the waffles. A: We try to center our gift around team milestones: No Hitters, World Championship, Cy Young Winners, Team Anniversaries, Hosting the All-Star Game, and so on. We also try to create something that can’t be bought, since our clients are the “have-it-all” types. Our most successful gifts have been an etched champagne bottle after the 2010 Championship and a plaque commemorating Sanchez’s no hitter. A: We are repeating our 2011 client gift again this year – a box of custom-made cookies with a personally signed card. We had tremendous response last year from such a simple gift. We do also send this to some prospects and clients who may have taken a year off. A: In the past four years, we have given to our suite holders, suite administrators, and Champions Club members: • 2011: Electronic photo frame with thirty team selected photos preloaded. The frame holds 200-plus photos. • 2010: Glass baseball and stand • 2009: Player-signed baseball and upscale display case • 2008: Etched bottle of wine A: One of our more successful gifts was a pair of really nice binoculars with our logo on them. Clients can keep them in their suites, and they really enjoyed having them throughout the season. For expanded and additional answers to all these questions, visit www.ALSD.com. DO YOU HAVE A QUESTION YOU WOULD LIKE TO ASK THE ALSD MEMBERSHIP? • Send your Member Question exactly how you want it posted to members to Amanda Verhoff at amanda@alsd.com OR • Visit us on the web and submit your Member Question at www.alsd.com/content/member-questions. Please note – members must be logged in to www.ALSD.com to submit questions.
  19. 19. 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: • Sports Tickets Drive Business – the numbers prove it. Give your customers the tools they need to effectively manage their tickets. Offer Spotlight to your suite owners and add value to 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 venue and customer to assure goals and a long term relationship. Create added-value benefits for your partners. 8 7 7. 4 2 3 . 4 8 6 8 info@SpotlightTMS.com www.SpotlightTMS.com
  20. 20. Industry and Association News Local ingredients at Wells Fargo Center, p.24 Member Highlight:  Dennette Thornton and  John Farrell, p.28 Washington State University leads by example On the heels of a $65 million stadium renovation, WSU is a leading standard of the Pac-12 construction boom “We need to continue to cultivate our fans and provide the unique perspectives that you can only get inside the facility.” – John Johnson, Washington State University Premium Seating The keystone of the Martin Stadium improvements is a transformation from few premium seats and only six small suites to 21 new suites, 1,183 outdoor club seats, 83 indoor club seats, and 42 loge boxes that stretch from goal line to goal line along the stadium’s south side. According to WSU Senior Associate Director of Athletics John Johnson, this premium seating 20 | S E A T | www.alsd.com | #SEATWinter2013 Photo courtesy of Jason Krump, Washington State University A ccording to research from the Sports Business Journal, the projected aggregate of college football stadium construction costs for 2012-2014 will eclipse $1.5 billion. The investment in facilities is especially considerable in the Pac-12 Conference, where along with Washington State, Cal, Washington, Arizona, Arizona State, USC, and UCLA (who plays at the under-renovation Rose Bowl) are all at different points along construction timelines. In a message to Cougar fans on www.thecougarfootballproject.org, Washington State Director of Athletics Bill Moos notes, “There are roughly $1 billion in facility projects that have been completed or nearing completion throughout the conference, and we can’t be left behind.” First out of the renovation gates this past season was the $321 million overhaul of Cal’s Memorial Stadium and $65 million in upgrades at Martin Stadium in the center of Washington State University’s campus. Although the WSU project was less comprehensive, the attention to premium seating was every bit as close. As the college facility industry builds itself out over the next few years, it will behoove athletic departments to look at the benchmarks set and lessons learned at WSU in Pullman, Washington. Cougar Den: Twenty-one new suites, 1,183 outdoor club seats, 83 indoor club seats, and 42 loge boxes now stretch from goal line to goal line along the south side of Martin Stadium, overlooking the Washington State Cougars.  inventory is worth about $3 million annually to the athletic department. Suites, which range in size from 12-, 18-, and 24-person capacities, are priced from $30,000$50,000 annually which includes the ticket cost and donation to the Cougar Athletic Fund (CAF). The covered, open-air loge seating is a $10,000 ($1,200 ticket cost; $8,800 CAF donation) annual cost for a four-person box and $15,000 ($1,800 ticket cost; $13,200 CAF donation) for a six-person box. Both suites and loge boxes are available on three-, five-, and seven-year lease terms with pricing locked over the length of the lease. All club seats are renewable on an annual basis with indoor seats priced at $2,500 and outdoor seats ranging from $1,700-$2,000. All club seat tickets cost $300 with CAF donation requirements ranging from $1,400-$2,200. Premium inventory is sold out with the exception of a few outdoor club seats which are expected to also sell before next season. Common and Cutting-Edge Amenities Martin Stadium premium seating provides the usual amenities – such as premium parking, stylish furnishings, access to the 10,000 squarefoot Club Room, and an 80% tax deduction – as well as some additional cutting-edge, high-tech offerings. In the loge seating, indoor-outdoor TVs are installed and can be viewed in any type of weather. And all suites are equipped with 3-D HD TVs linked to iPads that control unique live-game-action feeds and replays from multiple vantage points in 3-D and traditional 2-D formats. “Our fans, particularly the younger demographic, enjoy the opportunity to go back and look at replays of a particular play or focus on an individual player from four unique camera angles,” Johnson explains. The 3-D interactive was developed by Sankar Jayara, a WSU professor and co-founder of 3D-4U, a company incubated in the WSU Research & Technology Park which offers start-up businesses affordable office space and campus resources. Martin Stadium is the first sports facility to install the interactive; therefore, WSU took baby steps implementing it, rolling out more of its nuances as the season went along. Future opportunities exist for 3D-4U’s technology outside of the suite environment through handheld and mobile devices. “That’s where our industry needs to go,” contends Johnson. “We need to continue to cultivate our fans and provide the [continued on page 92]
  21. 21. it’s youR moment Relish the MoMent of exclusivity leverage the capabilities of an American-made, customized display system with an integrated iPtv solution to connect with your fans. you can ignite their interest at targeted areas throughout the building or brand every display the same in a moment of exclusivity, all with a push of a button from one centralized control system. take control with Daktronics. www.daktronics.com | 1-800-Daktronics
  22. 22. Industry and Association News Birthday group sales bring life to the party for MLL Champion Chesapeake Bayhawks With assistance from Full House and its birthday lead list, the Bayhawks increased their group sales business by 160% I Celebrate your birthday with the bayhawks aNd Get in the Game! affluent families in the area would have some disposable income to take their kids to our game for their birthdays,” says May. “[Birthday parties] accounted for around 10% of our total group sales this year.” Getting in the Game The Bayhawks worked hand in hand with Full House Entertainment Database Marketing to establish criteria for a birthday leads list. According to Full House, the target audience was households with income over $90,000 that had a son between the ages of 5-13 and a birthday (turning 6-14) in May, June, or August– the duration of the Bayhawks’ season. This past season, in which the team won the MLL Champion22 | S E A T | www.alsd.com | #SEATWinter2013 ship, the Bayhawks didn’t play any July home games which is why the list was narrowed down to three months. The geographical target was a 30-mile radius of Annapolis. “Birthday parties have always been a strong part of our group sales recommendations, especially to lacrosse, soccer, arena football, minor league baseball, and hockey clubs,” notes Full House President Ron Contorno. “A team not only generates ticket revenue, but it is great grassroots marketing for future birthday parties, groups, and season ticket packages.” After the list of 3,448 leads was purchased from Full House, a postcard promoting birthday parties was mailed to those prospects. The message of the mailer included a personal touch Photo courtesy of Gail Sharpe n Maryland, lacrosse is no casual pursuit. Most young boys and girls growing up in the Old Line State choose to pick up a mesh-headed crosse over a baseball glove or soccer ball. For them, lacrosse is a birthright. And for some kids in the Annapolis area, it’s a birthday theme as well. In sports, group sales are essential lifeblood for boosting ticketing revenue. Dave May, Director of Ticket Sales for the Chesapeake Bayhawks of Major League Lacrosse, realized group sales was an area the organization needed to improve and that birthday parties could help grow those sales. “We knew some of the more In the Game: The postcard on the left was mailed to 3,448 leads, including Dylan Sharpe, shown here celebrating his 7th Birthday in the Bayhawks Birthday Bash area.   “[Birthday parties] accounted for around 10% of our total group sales this year.” – Dave May, Chesapeake Bayhawks with each child’s last name variably printed on the back of the jersey. “We had strong feedback on the postcard,” May explains. “[The personalized jersey] hit home with a lot of the young lacrosse players around here.” The Birthday Bash The Bayhawks hosted 5-10 birthdays per game in their Birthday Bash area. Parties often exceeded the minimum guest list of ten; one group hosted 50 people. The Birthday Bash area is located in the parking lot of Navy-Marine Corps Memorial Stadium within a tailgate area complete with an inflatable field and rock climbing wall. For the parents and other adults, [continued on page 92]
  23. 23. Nearly 2,000 years in the making…. construction on the coliseum began in 72AD and in 2012 Sports cRm was released ….don’t wait another 2,000 years to ensure a full house. IF you’Re conceRned aBouT eFFecTIvely: · Managing Inventory: game day suite inventory, bookings and invoicing for suites and other products. · Increasing Sales: developing cross-sell programs or increasing sales by creating up sell programs. · Handling Service Requests: tracking and quickly resolving customer issues. · Scheduling Events: managing renewal and other customerspecific events to create the ultimate customer experience. · Streamlining Internal Operations: coordinating staff and organizing tasks prior to critical events to improve efficiencies. We have the answers. “The Boston Red Sox organization is driven to ensure that every fan has a consistent, high quality experience each time they visit Fenway Park. The improved visibility into the consumer preferences of our fans is helping us achieve that goal.” Ron BumgaRneR SenioR Vice PReSident/ticketing the BoSton Red Sox www.greenbeacon.com • 617-485-5000
  24. 24. Industry and Association News: feature recipe Wells Fargo Center chef brings local ingredients to his hometown arena ARAMARK’s Rich Friedrich shares the recipe for this season’s most popular dish A Philadelphia native, Rich Friedrich didn’t have to travel far to find his dream job as ARAMARK Executive Chef at the Wells Fargo Center, home of the Philadelphia Flyers and the 76ers. After graduating from the Culinary Institute of America in Hyde Park, New York, Chef Friedrich worked at Mezzanotte Restaurant in Philadelphia, where he further developed his passion, drive, and skill for his craft. From there, he joined ARAMARK as the Garde Manger Chef at the Blue Line Club in the Spectrum, followed by the Stadium Club in the First Union Center (now the Wells Fargo Center). Sixteen years later, Chef Friedrich is the ARAMARK Executive Chef at the Wells Fargo Center, where he oversees a culinary team of 80. Although he develops menu concepts for every food experience at the Wells Fargo Center (concessions, clubs, and suites), he is most proud of the food served at the arena’s fine dining restaurant – the Cadillac Grille. It’s here where he can make local ingredients shine and tap into current food trends to create outstanding seasonally-inspired dishes. “Guests attending events at the Wells Fargo Center are so diverse and come from so many different backgrounds that it allows us to remain on the cusp of trends and try new techniques,” says Chef Friedrich. “Because of the Chef Rich Friedrich, ARAMARK Executive Chef, Wells Fargo Center popularity of celebrity chefs and cooking shows, our guests are much more into food than they have ever been before, and they truly appreciate a great meal.” It’s the guests’ culinary knowledge that led to the increased use of locally grown ingredients at the Wells Fargo Center. “The demand in our region for local and sustainable ingredients made us look at the ingredients we were using, and we realized there was an opportunity to feature more of the fantastic seasonal items on our menus from local farms in Pennsylvania and New Jersey,” says Chef Friedrich. “It was an easy transition to make because there is such a diverse offering in our area.” Unlike a traditional restaurant that will serve guests throughout the night, the Cadillac Grille has a two and a half hour service window with 350-450 covers. This fast-paced atmosphere lends itself well to a menu that features slowcooked flavor profiles and simple, time-honored cooking techniques, like those used to create the popular Cadillac Grille Braised Short Ribs. “Our Braised Short Ribs are a seasonal dish featuring roasted bone marrow, locally grown winter root vegetables, and a cabernet reduction sauce,” says Chef Friedrich. “They’re perfect for this type of restaurant environment because they taste even more delicious the longer they’ve been braised.” In addition to dreaming up delicious dishes, Chef Friedrich is committed to mentoring the next generation of chefs. He serves as the onboarding coach for new ARAMARK chefs in the Philadelphia region, walking them through an onboarding plan, and introducing them to the corporate and sports and entertainment environment. “The best part of my job is creating food that people love and helping young chefs grow,” says Chef Friedrich. Cadillac Grille Braised Short Ribs Ingredients: 6 pounds beef short ribs, cut into 1-rib pieces Salt and freshly ground black pepper 1 tablespoon olive oil 3 medium onions, chopped 4 large garlic cloves, minced 1½ cups dry red wine 1 (28- to 32-ounce) can whole tomatoes including liquid coarsely pureed in a blender 1½ cups beef broth 2 tablespoons Worcestershire sauce 6 (3- by 1-inch) strips fresh orange zest removed with a vegetable peeler 2 teaspoons chopped fresh rosemary leaves or 1 teaspoon dried rosemary, crumbled 1 (1-pound) bag peeled baby carrots Finely chopped fresh parsley leaves, for garnish 24 | S E A T | www.alsd.com | #SEATWinter2013 Directions: 1. Pat short ribs dry and season with salt and pepper. In a heavy 6-quart kettle, heat oil over moderately high heat until hot but not smoking and brown ribs in batches, transferring with tongs to a large bowl. 2. Add chopped onions to kettle and cook over moderate heat, stirring, until golden. 3. Add garlic and cook, stirring, one minute. Add wine, tomatoes, broth, Worcestershire sauce, zest, rosemary, and salt, and bring to a boil. 4. Add ribs, including any juices that have accumulated in the bowl and simmer, covered, 30 minutes 5. Add carrots, stirring and pushing down to make sure they are covered by liquid, and simmer, covered, 3 ½ to 4 hours, or until meat is tender. 6. Transfer meat with a slotted spoon to a large bowl. 7. Reduce braising liquid, if necessary. Return meat to kettle and cook over low heat, stirring occasionally, until heated through. Servings: 6 Entrée size portions Wine suggestion: Californian Syrah – Recipe by Chef Rich Friedrich
  25. 25. the alsd online On facebook: on alsd.com: ALSD Social Media conference news www.alsd.com/content/conference UP-TO-THE-MINUTE INDUSTRY AND ASSOCIATION NEWS Connect with the ALSD on LinkedIn: Association of Luxury Suite Directors Group Page: www.linkedin.com/groups?about=&gid=918457 www.alsd.com/news University of Cincinnati Hopes to Add Suites to Nippert Stadium New Home for the Detroit Red Wings Pitched to State Lawmakers Amanda’s Visit to Progressive Field Sketches of a New NBA/NHL Arena in Seattle Are Released ALSD MEMBER Q&A Bill Dorsey: www.linkedin.com/pub/bill-dorsey/6/125/76a Amanda Verhoff: www.linkedin.com/in/amandakuntzverhoff Scott O’Connell: www.linkedin.com/pub/scott-o-connell/6/45/560 Pat McCaffrey: www.linkedin.com/pub/pat-mccaffrey/9/27b/54b www.alsd.com/content/member-questions RESEARCH Jared Frank: www.linkedin.com/in/jaredfrank www.alsd.com/research Dene Shiels: www.linkedin.com/pub/dene-shiels/10/b97/b8 on Twitter: @THEALSD Jared’s Field Trip at Turner Field Follow us and the hash tag #SEATWinter2013 to discuss this issue of SEAT and for the latest conference and association news and promotions, such as: Welcome Back NHL! Early Bird Prices for our NHL Members have been extended through the end of the month. #ALSD2013 http://conta.cc/13gf1hM Follow the ALSD on Twitter: Association of Luxury Suite Directors: www.twitter.com/TheALSD Jared Frank: www.twitter.com/JChrstophrFrank ALSD Dallas enjoying a Mavericks game tonight. @AACPlatinum puts together a great experience. #sportsbiz Like the ALSD on Facebook: Association of Luxury Suite Directors Group Page: www.facebook.com/AssociationOfLuxurySuiteDirectors ALSD Dallas: (Pictured from the left) Mike Guiffre (American Airlines Center), Kerrie Bryant (Dallas Cowboys), Ryan Mirabedini (American Airlines Center), and Jared Frank (ALSD). 26 | S E A T | www.alsd.com | #SEATWinter2013
  26. 26. Industry and Association News: ALSD Member Highlight A Conversation with Dennette Thornton and John Farrell Group Sales Manager and Premium Seating Manager Atlanta Braves By Jared Frank, Editor, SEAT Magazine O ne is a homegrown Georgia peach. The other has lived all over. One is the proud mother of two little boys. The other remains a kid at heart. It takes all types to run a business. With his laid back persona, ukulele lessons, and preference for hot tea over coffee, you might be surprised to learn that John Farrell is a road rager. His car horn is allegedly on the mend, but this is proven to be false a couple hours later while en route to Tin Lizzy’s Cantina in Atlanta’s Grant Park (Try the spicy tilapia tacos!). Sure the horn is more of a Vespa beep than a train locomotive whistle, and he has to cross a few exposed wires to produce the audio, but it works. Drivers of Atlanta, beware. Thank goodness for the Atlanta Braves ticket sales department’s den mother, Dennette Thornton, who along with John form the yin and yang of Turner Field suites. Learn why with this duo of ALSD vets, no conversation is complete without sharing recipes or a few practical jokes. SEAT: Word on the street is you’re a Broncos diehard? And a Michigan fan? How’d that happen? John: Well, my uncle went to Michigan. And I used to live out in Englewood [Colorado]. My family moved there in 1982 – Elway’s rookie year. Dennette: He has a little bit of a man crush. John: Oh yeah, he’s the best athlete of all-time. There was “The Drive”, “The Fumble”, then “The Ass-Kicking.” But I don’t know if I should bring that up. I know you’re from Cleveland. SEAT: Not a good start for you Farrell. I think we’ll be focusing this interview mostly on Dennette from this point on. Dennette: Well, I’m a Michigan fan too, by marriage. So Farrell and I have that in common. John: [Laughing] Yeah, what does your husband do for a living? Dennette: He works here with the Braves. We met at Georgia Southern [University] and were dating before we both started here. [The Braves] knew we were dating and weren’t engaged at the time, and they took a chance on hiring us. It’s funny. A lot of people don’t even know we’re married. The joke when our ticket sales trainees start is how long will it take for them to figure it out. We had one guy who for three months thought we were brother and sister. SEAT: What department does he work in? How closely do you work together? Dennette: He’s in ticket sales. SEAT: Oh, so not that closely. Dennette: [Laughing] Yeah, pretty closely. John: But he handles the trainees and the brokers. And she handles groups and premium with me. So it works. Dennette: It’s very business professional. SEAT: Did you always want to work in sports? Dennette: I’ve always wanted to work for the Braves. I grew up 20 minutes from here, so this has always been my team. I’m truly a homegrown fan. “If I pick on you, it means that I like you. It’s so tense in sales, and sometimes people freak out. You have to have a little fun too. And don’t forget, we’re selling entertainment, so I like to entertain.” – John Farrell, Atlanta Braves “I do a lot in [my kids’] schools, their little leagues. I won’t call myself a soccer mom, but I do a lot of that typical soccer mom stuff. I’m the team mom for my kids’ baseball teams; I’m the treasurer of the PTO in the elementary school.” – Dennette Thornton, Atlanta Braves 28 | S E A T | www.alsd.com | #SEATWinter2013 SEAT: And I understand your family vacations always include a trip to a baseball park? Dennette: They do. I’ve got nine ballparks left to go of the 30. My husband has 11. SEAT: Oh, you’re winning. Dennette: Yes, thanks to the ALSD, I am winning. I’ve got to check a few of them off when he’s not there. My six year old has already been to 13 parks. SEAT: What’s your favorite park that you’ve been to? Dennette: My favorite park is PNC [Park] [in Pittsburgh]. It has a lot of the elements that I feel stadiums need to have. It has the riverfront. It has the view. It’s intimate, but it still holds about 39,000 people. It’s just a unique park. SEAT: Do your boys get into it and really appreciate getting to see all the parks? Dennette: My oldest does. My youngest is only three, so he’s just now figuring it out. He’s just excited to stay in a hotel room at this point. SEAT: Where’d you go last summer? Dennette: We did Houston last year. We hooked up with Clay [Kowalski] [at the Astros]. They have a very nice park. It’s great for kids. We also went to a Dynamo game and the [ Johnson] Space Center. SEAT: John, a little birdie told me that you have terrible road rage. You seem like such a chill guy, you’ll have to explain that to me. John: [With a smile] Road rage! Who told you that?! It’s my New Year’s resolution. The traffic in Atlanta stinks. And it seems like I’m always in a rush to get somewhere. I’ve been going out for more [sales] appointments, so it’s been frustrating. You know what it is? It’s all the phones. When-
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  28. 28. Industry and Association News: ALSD Member Highlight I love anything on the Food Network. I seriously probably will join the Bacon of the Month Club. I was showing my husband, ‘Look at all these different bacons we can get.’ We’ve done the Wine of the Month Club, Beer of the Month Club… John: I didn’t even know there was a Bacon of the Month Club. Dennette: It’s from a store in Ann Arbor [Michigan], a sandwich shop up there called Zingerman’s which was featured on the Food Network’s The Best Thing I Ever Ate. ever you look over, there’s always someone on their phone, or they’re texting. We’ll let [Dennette] drive to lunch today. You don’t want any part of this. ( John actually ended up driving to lunch, and it was without incident.) SEAT: Fair enough, I’ll leave it at that. Let’s get off this rage talk. You’re also known as a practical joker. Do you have a favorite joke and/or person to pick on? John: If I pick on you, it means that I like you. I’ve been in trouble since I was a little kid for that kind of stuff. It’s so tense in sales, and sometimes people freak out. You have to have a little fun too. And don’t forget, we’re selling entertainment, so I like to entertain. Dennette: He’s actually had the best prank ever played on him. SEAT: Oh do tell. John: Sherry [Millette], our IT Director, got me good. I came back from a family vacation one year, and I should have known right away. As soon as I started walking down the hall, I see all these little heads popping up. I was like, ‘They can’t be that happy to see me.’ No one even said hi; they were just watching me. When I turned the corner, my cube was completely empty. [The IT Department] had taken everything, put it in the empty cube next to us, and put it up exactly how my cube was. And they put a camera up, so they could see my reaction. I knew right away. It was fantastic. I give them credit for that. But I have the mind of an elephant. I’m not forgetting that. I will get them back. My favorite thing, and it’s so childish, but it’s fantastic: you know those little snappers that you throw down and they pop, and the kids love them? SEAT: The kids love them, right. John: Right. Well, when I go to parties, I’ll go in the restroom, lift the toilet seat up, and put a couple underneath. I did this to [my wife] Jennifer’s good friends. Her good friend’s boss was there. She said she almost had a heart attack because when she sat down, three of them popped. SEAT: People are going to be on alert now at the ALSD Conference. John: Exactly. People are going to be asking, ‘Which one’s Farrell? Oh, he’s that clown right there.’ SEAT: You have a nickname for everyone. What’s Dennette’s nickname? John: Tina! That was her name when I first met her. Dennette: Tina’s my first name. Dennette’s my 30 | S E A T | www.alsd.com | #SEATWinter2013 SEAT: Do you use as much butter as Paula Dean does? Dennette: I do not. I substitute EVOO, extra virgin olive oil. Fancy, I know. But I used to use butter; I’m not going to lie. I am from the South. I mean, c’mon. “I love good food. Whenever I go on vacation, I look at the Food Network website to see where Diners, Drive-Ins, and Dives has been. I even have the app on my iPad.” – Dennette Thornton, Atlanta Braves middle name, so he calls me Tina. Only two people in the office call me Tina. [ John] and Little Man. SEAT: Wait, who’s Little Man? John: That’s the nickname for our corporate partnerships manager. SEAT: I saw on Facebook that you were looking into joining the Bacon of the Month Club which sounded awesome. Did that ever happen? Dennette: It did not, but I’m still seriously considering it. SEAT: Is it something that Paula Dean recommends? Dennette: No, probably not now that she has diabetes. SEAT: Do you have a favorite recipe? Dennette: A favorite that I like to cook, and I know that everyone in my family will actually eat it, is Italian mac and cheese. It’s got three different kinds of cheese in it, Italian sausage, mushrooms, and garlic. It’s a Rachael Ray recipe, and I absolutely love it. I love good food. Whenever I go on vacation, I look at the Food Network website to see where Diners, Drive-Ins, and Dives has been. I even have the app on my iPad. All the MLB people made fun of me the whole time we were in Minneapolis [at the ALSD Conference] because I kept talking about these meatball tacos. John: She’s serious. Dennette: I’m already scoping out places in Orlando. One time, we went 30 minutes out of the way for a pizza. We ended up missing the next [ALSD Conference] session, but it was cooked in a copper oven thing. I had to go there. SEAT: Favorite Pearl Jam album? Go, don’t think about it. John: Riot Act. It was different. Most people will say Ten. Riot Act ruined some of their fans. A lot of people jumped off the bandwagon because it was a different sound. But looking back on it, it’s fantastic. SEAT: Are you learning to play the ukulele because you also have a man crush on Eddie Vedder? John: He is who got me interested in even trying it. I’m also taking guitar lessons. I have absolutely zero musical talent, but I’m going to give it a go. Dennette: I’ve heard him sing. He will occasion-
  29. 29. Industry and Association News: ALSD Member Highlight ally bust out in song. John: I can sing when I need to. You know, like in my car. That’s when people probably go nuts when they see me driving because I’m singing half the time. SEAT: That’s probably why everyone is texting and giving you road rage. They’re texting their friends to tell them about this bozo singing in the car next to them. Dennette: No. He’s yelling at the people texting. That’s not singing. That’s yelling. SEAT: Tell me more about some of the things you like to do outside of the office. Dennette: Well besides cooking, it’s spending time with my kids. I do a lot in their schools, their little leagues. I won’t call myself a soccer mom, but I do a lot of that typical soccer mom stuff. I’m the team mom for my kids’ baseball teams; I’m the treasurer of the PTO in the elementary school. I also love my alma mater Georgia Southern. I’m a member of three different boards at the school. I run our alumni association here in Atlanta. I also helped with a [fellow Georgia Southern alumnus] Adrian Peterson book signing, Don’t Dis My Abilities. He’s a dear friend of mine, and I took a great deal of pride in helping him promote his book. We had 300 people come to the event. So little things like that: planning events around Atlanta for my alumni to get together are things I love to do. SEAT: How did you first meet Adrian Peterson? Dennette: I was the equipment manager for the football team. And they haven’t won a national COMING UP NEXT: THE HOME OF THE BRAVE 32 | S E A T | www.alsd.com | #SEATWinter2013 championship since I left. SEAT: You have to be crazy organized to do that job. Dennette: Or I just like washing dirty clothes. It was interesting because I am a woman… if you didn’t know that. SEAT: [Laughing] Now, is that on the record? John: [Laughing louder] You have to print that: I am a woman. Dennette: [Laughing loudest] Woman, on the record. In the sports industry, in that field, you don’t see very many head equipment managers who are women. Now there were things I couldn’t do. For example, when the team was in the locker room, I wasn’t allowed to go in there. But working through [the gender bias] has helped me develop a thicker skin. Like when some of the players would say stuff, I’d just dish it right back. I don’t really take crap from anyone. SEAT: You wouldn’t have made it in that position around all those strong personalities if you weren’t strong yourself. So I believe you’re a strong woman. John: She just made me think; when you asked about nicknames, I mentioned Tina, but really it’s Den Mother. She organizes everything for us: our holiday lunch, birthdays, phone trees if there’s ever bad weather in Atlanta; she takes care of everything. So she’s our den mother. She made a little board, which we’ll show you. You’ll think you’re back in second grade. This department would be screwed without her. Dennette: Don’t knock my board out there. John: She also gave me the greatest gag gift ever which was a remote-controlled fart machine. SEAT: I don’t mean to interrupt, but what do you mean gag gift? That sounds pretty legit. John: Well I mean, it was legit. It was a Secret Santa gift, a $15 or less kind of thing. I opened the fart machine, and I thought it was the great- est thing ever. But everyone else was like, ‘He’s the wrong person to have that.’ SEAT: Fart Machines. Wow, I’ve clearly lost control of this interview. Let’s change gears, and go walk around the stadium. Want to network with Dennette and John? Here Are Their Business Cards: Dennette Thornton Group Sales Manager P: 404-614-1493 dennette.thornton@braves.com John Farrell Premium Seating Manager P: 404-614-1562 john.farrell@braves.com Atlanta Braves Turner Field 755 Hank Aaron Drive Atlanta, GA 30315
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  31. 31. Industry and Association News: ALSD Member Venue Highlight A Brave New World at Turner Field Aligning with the industry trend to decrease the number of suites in favor of mid-priced inventory, the Atlanta Braves are removing two suites and approximately 200 seats to build the Bobby Cox Club presented by Superior Plumbing at Turner Field. W e’ve done a good job over the past few years of revamping our inventory to provide a lot of different [premium] options,” says Dennette Thornton, Group Sales Manager for the Atlanta Braves. “The biggest push this year is filling the new club that’s being built, filling those tables, and making sure it’s sold out.” The “new club” is the Bobby Cox Club presented by Superior Plumbing which is located on the Club Level of Turner Field on the third base side of home plate. The Bobby Cox Club will mirror the successful Georgia’s Own Credit Union Club (a concept borrowed from the Colorado Rockies’ Mountain View Club) on the first base side which opened last season. The Georgia’s Own Credit Union Club has 20 outdoor tables, under cover to protect guests from the summer sun and backed up by an in- Themed Suites at Turner Field Game Room Suite • 36-Person Suite • Four HD Televisions • Two Trivia Games • Arcade Games: Golden Tee and Ms. Pacman • Foosball Table Bobby Cox Suite • 40-Person Suite • Six HD Televisions • Life-Size Cutout of Bobby for Photo Opportunities • A Timeline of Bobby’s Career • Bobby Pictures and Framed Poster The Chairman’s Suite: The Big Night Out • 40-Person Suite • Cooking Demonstrations by AtlantaArea Celebrity Chefs • Fully Catered Suite with Menu Designed Around the Visiting Team’s Local Cuisine Alcoholic and Non-Alcoholic Bever• ages (Excludes Liquor Drinks) • Individual Tickets are $145 per person (Includes Food, Beverage, and Parking) 34 | S E A T | www.alsd.com | #SEATWinter2013 Middle Ground: John Farrell explains the benefit of inventory between suites and club seats: “The clubs are the new way. They are a great middle ground…and come with valet parking, in-seat service, and they’re really high-end.” door club lounge. Two of the tables are two-tops, while the remaining 18 are of the four-seat variety. One table is ADA compliant, therefore not sold, but the remaining available tables sold out before Opening Day last season. The Braves are on track to do the same in the Bobby Cox Club this season. “The clubs are the new way,” contends John Farrell, Premium Seating Manager for the Braves. “They are a great middle ground for those companies that can no longer afford or no longer desire a suite but still like some of the amenities. The new clubs come with valet parking, in-seat service, and they’re really high-end.” Both the Georgia’s Own Credit Union Club and the Bobby Cox Club open up to a welcome/ concierge area adjacent to a bar through glass doors, exposing their lounges to curious onlookers walking the Club Level concourse. There are no restrooms in the clubs, but facilities are a short walk down the concourse. At each table are televisions and power outlets to charge mobile devices and laptaps in case patrons wish to do a business presentation or just follow their fantasy teams. Wi-Fi service is free on the Club Level. Price points are $29,000 and $31,000 per year for a table of four in the Georgia’s Own Credit Union Club and the Bobby Cox Club respectively. Clients must purchase the entire table. Every ticket comes loaded with a $30 food and beverage credit that can also be used on merchandise. The credits do not rollover and must be used for that game. Turner Field Suites “[The Bobby Cox Club] helps us too in regards to suites because we had to knock out two suites to accommodate the club, so it shrinks our inventory and increases the demand,” expounds Thornton. After the completion of the Bobby Cox Club, Turner Field will have 53 suites, 15-20 of which the sales team tries to sell on a per-game basis. “We keep some inventory open for daily rentals,” Thornton says. “We really have five suites open that we try to sell as season leases because they are in prime locations.” Sun Trust Club Turner Field is also home to some of the best seats in baseball. The first row of the 145 Henry Aaron seats is 45 feet from the catcher, closer than the pitcher who stands 60 feet, 6 inches from home plate. Underneath the sold-out seating area is the Sun Trust Club, a six-year-old lounge with carving stations, tables open for reservations, and a full bar. Sun Trust Club memberships can be purchased for three, five, or seven years. According to Farrell, the Sun Trust Club continues to be a hit this offseason with four contracts already renewing fiveyear deals. “[The Sun Trust Club] is our baby,” he continues. “We’re actually turning the camera well into a few more seats next season.” — Jared Frank
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  33. 33. Reward Suite Loyalty with Luxury Let Rymax help your venue increase suite holder renewals with memorable gifts that drive loyalty and leave a We are the direct source for all of your suite owner renewal gifts with merchandise from over 250 brand names, at price points to fit FOREVER BETTER lasting impression. every budget, no order minimums, and fast and reliable shipping guaranteed. Apple® www.rymaxinc.com • 973.582.3201 • jbrenner@rymaxinc.com Copyright © 2013 Rymax Marketing Services, Inc. All rights reserved.
  34. 34. Conference and TRADESHOW Hilton Orlando June 30 – July 3, 2013 Your Week in the Sun Continuing the tradition of holding its conference where the best venues of the year are, the 23rd Annual ALSD Conference and Tradeshow will visit Orlando and Tampa in 2013. Located in Orlando is the Amway Center, home of the Orlando Magic, considered by many to be one of the top arenas in the world. Our college division is included in the venue tours this year with a day trip to the University of Central Florida in Orlando. “We looked at a half-dozen cities very closely, and we chose Orlando,” says Bill Dorsey, Chairman of the ALSD. “Amway Center is a top-flight arena; we have not been in the Southeast for several years; and Orlando is one of the top family destination sites on the planet.” “In addition, there are more than 1,600 hotels in Orlando,” continues Dorsey. “We selected the brand new Orlando Hilton which was rated by various travel sites as the third highest rated hotel in the area. This is one of the top three hotels we have ever gone to and the rates are outstanding.” Besides Orlando, the ALSD will also take a day trip to Tampa, home of the Buccaneer’s Raymond James Stadium and the Lightning’s Tampa Bay Times Forum. “This is a short, easy drive and well worth the trip,” states Dorsey. “People will be impressed with what Tampa has to offer. As usual, we are providing something for everyone.” Please Note: All events and times are tentative and subject to change. We understand travel plans are being made and will update you via ALSD.com, email, and print pieces on schedule changes and updates throughout the coming months. 36 | S E A T | www.alsd.com | #SEATWinter2013
  35. 35. Sunday, June 30 2:00 p.m. Board of Directors Meeting 3:00 p.m. New Attendee Meeting 4:00 p.m. – 7:00 p.m. Opening Reception in Exhibit Hall Food and Drinks Provided Signature Cocktails Networking Sponsored by: Delaware North Sportservice 7:00 p.m. Buses Depart for Venue Tour and Reception Amway Center #SEATWinter2013 | www.alsd.com | S E A T | 37
  36. 36. Monday, July 1 8:00 a.m. – 3:30 p.m. League Meetings Leagues and Teams Only National Football League National Hockey League National Basketball Association Major League Baseball Major League Soccer/International Football College/University Minor League, Concert, Racing, and Alternative Venues Venue Tour University of Central Florida Athletic Facilities UCF Arena & Bright House Networks Stadium Food and Beverage 8:00 a.m. Colleges, Minor League, Racing, Concert, and Alternative Venues: Buses Depart for Venue Tour University of Central Florida Athletic Facilities UCF Arena & Bright House Networks Stadium 11:00 a.m. – 1:00 p.m. Keynote Lunch and Award Show Keynote Speaker and Visionary Award Winner: Bernie Mullin (see sidebar opposite for details) 4:00 p.m. – 7:00 p.m. Exhibit Hall Reception Networking Events Mixology Experience! The Making of a Great Cocktail New Attendee Introductory Event You Only Live Once! The YOLO Group, led by a few fresh and energetic ALSD members, is simply a circle of existing and new friends (no cliques allowed) looking for a fun, ice-breaking, networking experience. All attendees are cordially invited, and prerequisites include, but are not limited to: “Must have fun and not be afraid of a little light-hearted humor, at anyone’s expense!” This event will kick off with a toast in the ALSD Exhibit Hall. 38 | S E A T | www.alsd.com | #SEATWinter2013
  37. 37. Tuesday, July 2 8:00 a.m. – 9:00 a.m. Fan Experience Super Panel Conference and TRADESHOW Today’s catchphrase is Fan Experience. How can we get customers off the couch in this era where 30 million fantasy sports playing consumers are happy in their lavishly appointed home theatres with 72inch flat screens? Panelists discuss topics such as fantasy lounges in football stadiums, mobile device capabilities, treatment of your VIPs, turnkey systems to enhance the fan experience, targeting the right customers, and branding your product. Hilton Orlando June 30 – July 3, 2013 Keynote Lunch and Award Show Keynote Speaker and Visionary Award Winner: Moderator: Bill Sutton, Principal, Bill Sutton Associates Bernie Mullin Founding Director, Sport and Entertainment Management MBA Program at University of South Florida Chairman and CEO The Aspire Group Panelist: Stewart Clark, Vice President, SeaWorld Parks & Entertainment in charge of Discovery Cove Panelist: San Francisco 49ers Panelist: Sporting Kansas City Bernie Mullin’s résumé precedes him. Dubbed “The Sports Marketing Guru” by Sports Illustrated, his expertise stems from presidencies with the Atlanta Hawks, former Atlanta Thrashers, and former Denver Grizzlies (IHL). Additionally, Mullin has served in Senior Vice President roles for the NBA, Colorado Rockies, and Pittsburgh Pirates. To boot, Mullin played semi-professional soccer for Oxford City FC in England. Bill Sutton Bill Sutton Associates Stewart Clark SeaWorld Parks & Entertainment Bernie Mullin is currently Chairman and CEO of The Aspire Group (TAG), a leading global management and marketing consulting business which partners with its clients in implementing “Next-Practices” to produce winning brands, revenue enhancement, and strong sales and service cultures. TAG maximizes organizational and marketing effectiveness, growing revenues, and building an avid and sustainable fan base. Under his guidance, TAG has clients located in seven countries on four continents that represent best-in-class leagues, teams, and brands. Bernie Mullin’s Record: • President/CEO, Atlanta Hawks (NBA), Atlanta Thrashers (NHL), and Philips Arena • SVP, Marketing and Team Business Operations, National Basketball Association • Vice Chancellor of Athletics, University of Denver • President/General Manager, Denver Grizzlies • SVP, Business, Colorado Rockies • SVP, Business Operations, Pittsburgh Pirates “Does anyone else have the breadth of knowledge of the total sports marketplace? If we are comparing résumés, Bernie Mullin’s is at the top of the stack. He is one of only two people who have been team presidents in three different leagues. Once a semi-pro footballer from England, Bernie now owns a Ph.D. and a very successful business, The Aspire Group, which grew from 30 employees to about 200 in a year.” – Bill Dorsey, ALSD Chairman #SEATWinter2013 | www.alsd.com | S E A T | 39
  38. 38. 9:00 a.m. – 11:30 a.m. Brunch in the Exhibit Hall Sales and Technology Track Technology: A Necessity, Not an Amenity Learn About: 10:30 a.m. – 11:30 a.m. Solutions: What Works If you want to really see what works, the ALSD has put together a series of seminars that have verifiable results from teams. All you need is one idea. We’ve got four programs for you to choose from: • Wi-Fi • Fantasy Sports and Gaming • Social Media: What’s Working and What’s Not • Tablets and Smart Devices • Paperless and Mobile Ticketing and Seat Upgrades Architectural, Food and Beverage, and Technology Track Sales Track Best Seat in the House Audience participation is encouraged, as this idea session discusses successful (and unsuccessful) packaging options and sales techniques. What’s working and what’s not: Learn about premium “neighborhoods” for every price point. Also learn which seats help sell the most food and beverage and why. A panel of architects, big food and beverage, and salespeople share success stories. Which premium seats are most popular and why? • Bundling vs. De-Bundling • Suites: Traditional, Mini, and Party • Flex Billing • Loge Boxes • Ticket Utilization Tools • Clubs Seats • Added Value, Added Access • 365 Clubs • Reward, Loyalty, and Membership Programs Adam Kellner Chicago Bears • Sponsored/Branded Premium Spaces Packaging and Flexibility: What’s Selling? • Shorter Lease Terms Brent Centlivre Disney Institute • Incentive Packages and Early Renewal Deals • Seat Licenses • Friends and Family Deals • Per Event vs. Multiple Year Agreements 1:00 p.m. – 2:00 p.m. Staggered Bus Schedule Depart for Tampa • Suites By-The-Seat • Suite Re-Sell Programs Moderator: Adam Kellner, Director of Stadium Sales & Services, Chicago Bears Service Track The Not So Basics: Questions You Need the Answers To Karyl Henry Oklahoma State University Learn About: •Disney Institute: Common Sense, But Not Common Practice 2:00 p.m. – Evening Venue Tours in Tampa On-Site Interactive Education, Renovation Tours, and Receptions Raymond James Stadium, Home of the Tampa Bay Buccaneers Tampa Bay Times Forum, Home of the Tampa Bay Lightning See Tod Leiweke’s bio for renovation details •15 Mistakes to Avoid When Gifting High-Level Executives • Real Salt Lake: 100 Lions Club and Premium Custom Service Moderator: Karyl Henry, Director of Premium Services, Oklahoma State University Panelist: Brent Centlivre, Account Manager, Disney Institute Trainers of Super Bowl, World Cup, and Numerous Team Employees Panelist: John Ruhlin, Founder, The Ruhlin Group Lauren Fisher Philips Arena/Atlanta Hawks Panelist: Patti Benson, Director, 100 Lions Club and Premium Seating, Real Salt Lake 40 | S E A T | www.alsd.com | #SEATWinter2013 Keynote Speaker: Tod Leiweke, Chief Executive Officer, Tampa Bay Lightning
  39. 39. Conference and TRADESHOW Hilton Orlando June 30 – July 3, 2013 Keynote Lunch Tod Leiweke Chief Executive Officer Tampa Bay Lightning Tod Leiweke was named Chief Executive Officer of Tampa Bay Sports and Entertainment, which includes the Tampa Bay Lightning, Tampa Bay Storm, and the Tampa Bay Times Forum, in 2010. Leiweke, who is in his 30th season in professional sports, has led the team’s transformation off the ice which has resulted in the more than doubling of the team’s season ticket base while vastly increasing its footprint in the community. Under Lieweke’s guidance, the Lightning have seen a nearly 20-percent increase in overall attendance from 2009-10 through 2011-12. Instrumental in kick-starting the transformation of the franchise, Lieweke helped to develop the Bolt’s new jersey system and logo, with all Season Ticket Members receiving their own revolutionary jersey with a chip implanted in the sleeve that grants them access to a variety of discounts and benefits. Tod Leiweke’s Record: • CEO, Seattle Seahawks and Vulcan Sports & Entertainment, which oversees the Seahawks, Seattle Sounders FC, and Portland Trail Blazers • President, First & Goal Inc., which operates Qwest Field and Qwest Field Event Center • President, Minnesota Wild; Chief Operating Officer, Minnesota Sports & Entertainment • Executive with: PGA Tour, Vancouver Canucks, Golden State Warriors • Street & Smith’s 2009 Sports Executive of the Year Finalist • Puget Sound Business Journal CEO of the Year • Seattle Sports Commission CEO of the Year The Tampa Bay Times Forum itself underwent a $42 million, privatelyfunded renovation during the summer of 2011 and received: • A new $5 million high-definition center-hung scoreboard • The Coors Light Between the Pipes, a signature stage with pipe organ • New seats throughout the arena • Reconstructed executive suites • The Bud Light Party Deck, a paradise deck overlooking downtown • A grand entry with an improved, guest-friendly McDonald’s Ticket Office and merchandise store #SEATWinter2013 | www.alsd.com | S E A T | 41
  40. 40. Wednesday, July 3 End User Wednesday Ultimately, the person you are pleasing, the person you need to hear from is The Customer. Not necessarily the teams, not necessarily the vendors, not all the time at least. The ALSD will provide End User Panelists in Wednesday’s sessions. Because, in the end, nothing works so well as a happy customer. 8:30 a.m. – 9:30 a.m. Shannon Hansen BI-LO Center and Charter Amphitheatre Sales and Service Track Retention: The Art of Consistency Does your venue have and stick to a culture? The successful management of the customer experience throughout the entire venue, and especially on the premium levels, is the only way you can take a swing at being consistent for your guests. Learn the best practices for retaining customers and developing brand loyalty. Presenter: Chris Bryant, Chief Experience Officer, Bryant Group Sales and Technology Track What You Need to Know About Your Evolving Customer: • Market Segmentation • Demographics • High Net Worth Individual Profiling • CRM • Analytics Gathering • Market Automation: Prospecting, Scoring, and Tracking Service Track Chris Bryant Bryant Group 9:45 a.m. – 10:45 a.m. Shock and Delight: Differentiate Your Service Your customers have nearly seen it all. They deserve new, never-before-seen amenities that they can’t get elsewhere. This session will highlight events, services, and products that are sure to shock and delight your clients. • Loyalty Programs and Amenities • Outsourcing Concierge Service • Special Events and Access • VIP Treatment Service Track Treat and Train the Suite Holder and the Suite Administrator What you want to do is exceed the expectations of your suite holder, but by doing that, you need to train your suite administrator to educate your suite holder. Customer service requires training. A premium seat manager needs to know what the suite holder needs and wants. Those needs and wants may well be different depending upon how you “read” the customer. Good service provides; great service anticipates. Moderator: Lauren Fisher, Senior Manager of Suite Services, Philips Arena/Atlanta Hawks Service and Food and Beverage Track Food and Beverage and Customer Service Summit Service staffs and food and beverage staffs need to establish and maintain an all-for-one goal. This interactive session will allow the two entities to ask questions of one another to determine how to improve the relationship and the end goal of providing the best service to the premium customer. Moderator: Shannon Hansen, Premium Services Manager, BI-LO Center and Charter Amphitheatre Panelist: Kristin Loeser, Director of Suite Services, Milwaukee Brewers Moderator: Danielle Kloke, University of Dayton Sales, Food and Beverage, and Architectural Track Anne Campbell Detroit Lions Moderator: Dr. Peter Titlebaum, Associate Professor, University of Dayton Panelist: Matt Borgard, Channel Sales Manager, Venues, Crown Imports Unconventional Strategies to Increase Revenues • Non-Game Day Use of Your Premium Areas • All-Inclusive Clubs and Suites • Custom Food and Beverage Build-Outs • In-Seat Service: What’s Working • Street Trucks Concepts • Innovative Food Ordering • Providing/Crafting Signature Beverages Chris Bigelow Bigelow Companies 42 | S E A T | www.alsd.com | #SEATWinter2013 Panelist: Anne Campbell, Manager, Sponsorship & Suite Services, Detroit Lions Panelist: Chris Bigelow, President, The Bigelow Companies Panelist: Brian Crow, Associate Professor, Slippery Rock University
  41. 41. Conference and TRADESHOW Hilton Orlando June 30 – July 3, 2013 11:00 a.m. – 12:00 p.m. Sales Track The New Sale: Adapting to Your Market • Selling on the Local Level • Outsourcing • Local Rewards Programs • Sponsorship and Premium Seating Packages • Local Sponsorship Programs • Dynamic Pricing Sales and Food and Beverage Track Through the Eyes of the Customer Do you really know your customers’ needs in terms of food and beverage? You need to. Discussed in this session are your customers thoughts on: • Pricing and Packages • New Offerings and Trends • The Future of F&B Alcohol Requirements 12:15 p.m. – 1:15 p.m. General Session Technology and Food and Beverage Track Touch Versus Technology: How Digital Effects Premium General Session The Industry: Past, Present, and Future Is the past, prologue? Is what came before a harbinger of where the industry is headed? Or has the industry so evolved in today’s present that the past is no longer relevant, and the future is simply something no one has any idea of what is to come. This research panel will show past trends, present day reality, and future ideas. This is a big picture session – a history lesson. Will history repeat itself? Find out. The Secret Sauce Everyone always says there is no “secret sauce” to sell premium inventory. That’s probably true. But there are ideas out there that are new and that few teams know about. Tap into some new ideas which the ALSD has collected over the past year. You may be surprised. Let the ALSD serve up our own secret sauce from a menu of options. Learn five things you don’t know about the future of the industry. Moderator: Bill Dorsey, Chairman, ALSD Panelist: Dr. Peter Titlebaum, Associate Professor, University of Dayton Panelist: Dr. Heather Lawrence, Associate Professor, Ohio University Panelist: Ron Contorno, President, Full House Entertainment Database Marketing #SEATWinter2013 | www.alsd.com | S E A T | 43
  42. 42. About the Hilton Orlando Boasting a modern design to accommodate both the most active visitors or people in search of some quality R&R, the Hilton Orlando features a comprehensive 15,000-square-foot Spa and Fitness Center, two resort pools, a lazy river, nine-hole executive golf course, a jogging track, and basketball, tennis, and bocce ball courts. Additionally, seven creative dining options provide fresh and creative cuisine. Consistent with the hotel’s contemporary design, upscale accommodations furnish the interior of the 1,400 wellappointed guestrooms, including 53 suites. In-room amenities include the Hilton’s Serenity Bed™, in-room refrigerators, Cuisinart dual-cup single-brew coffee maker, desk area with nesting table and Herman Miller ergonomic chair, programmable safes, and large 37” LCD TVs. In less than two years of operation, Hilton Orlando recently ranked #1 on TripAdvisor’s rankings of Orlando hotels, has received a AAA Four Diamond rating for its luxurious amenities and top-notch service, was named the second best in Central Florida to work by the Orlando Business Journal, and has received multiple awards from Hilton Worldwide for its overall performance and outstanding customer service. Hilton Orlando 6001 Destination Parkway Orlando, FL 32819 To Make Your Reservations: • Visit https://resweb.passkey.com/go/ALSD2013CONF or • Call 888-488-3509 Group Name: ALSD or Association of Luxury Suite Directors Annual Meeting Group Rate: $165/night Come to the Conference, Bring the Family, Stay for the Attractions  The ALSD has made arrangements with Walt Disney World, SeaWorld, and Universal Studios for discounted and hopper tickets for you and your traveling companions during your stay in Orlando. So come early, stay late. Take the kiddos to meet Mickey, Shamu, and Harry Potter. Visit ALSD.com for all the information for each theme park.  44 | S E A T | www.alsd.com | #SEATWinter2013
  43. 43. the 23rd Annual AlSd Conference & tradeshow Sunday, June 30 – Wednesday, July 3, 2013 Hilton orlando orlando • tampa RegiStRAtion FoRm Registration fees include all seminars, course materials, venue tours, and hospitality receptions. Attendee Sign-up Please complete a registration form for each attendee. Payment information only needed once if paying for all attendees from a team/company. CAnCellAtion Thirty (30) or more days before show: 75% refund. Less than thirty (30) days before show: Credit for following year’s show; no monetary refund. Organization ___________________________________________ Name _________________________________________________ Title ___________________________________________________ Address ________________________________________________ City____________________________________________________ pRiCing: no. of Attendees november 1, 2012 – december 31, 2012 First ALSD Member Add’l ALSD Member Non-ALSD Member $700 $650 $825 _____ _____ _____ January 1, 2013 – march 16, 2013 First ALSD Member Add’l ALSD Member Non-ALSD Member $750 $700 $875 _____ _____ _____ march 16, 2013 – AlSd Conference First ALSD Member Add’l ALSD Member Non-ALSD Member  $800 $750 $925 _____ _____ _____ gRoup diSCount: Sign up 3 Attendees at Regular price, get the 4th for ½ price and the 5th for FRee AlSd guest/Family plan: If you bring a guest(s), that person(s) will need ALSD credentials. Extra credentials are $200 each and will grant guest(s) access to all tours and receptions. Kids under the age of 14 are Free. Guest Name: _________________________________________________________ State _____________Zip Code______________________________ Guest/Spouse  $200 E-mail _________________________________________________ Total: $_______ Phone _________________________________________________ Cell Phone ______________________________________________ ___ Yes, I would like text messages during the ALSD Conference *ALSD will have an opt-in Text Program. Texted updates/information sent to your cell phone (Ex. "ALSD buses depart 5:00 p.m for Venue Tour" or "2:30 Sales Session moved to Conference Room #2") Member: __Yes __ No __ I would like to sign up for membership; please send materials Please check one: __ NFL __ NBA __ NHL __ MLB __ MLS __ College __ Minor League __ Racing __ F&B __ IT __ International __ Other: _____________ ___ Check here if this will be your FiRSt AlSd Conference. _____ pAYment ___ American Express ___ Discover ___ Mastercard ___ Visa Card Number: _____________________________________________________ Exp. Date: _____________________________________________ Cardholder Name: ______________________________________ Cardholder Signature: ___________________________________ ___ Check made payable to: ALSD or Association of Luxury Suite Directors Host Hotel information: Hilton Orlando 6001 Destination Parkway Orlando, FL 32819 Reservations: Website: https://resweb.passkey.com/go/ALSD2013CONF Phone: 888-488-3509 Rate: $165/night Fax, e-mail or mail form to: Amanda Verhoff ALSD 10017 McKelvey Road, Cincinnati, OH 45231 E: Amanda@alsd.com P: 513-674-0555 x104 F: 513-674-0577
  44. 44. ta n g e n t designed by an OFs brands™ company 800.327.2548 | loewensteininc.com
  45. 45. THE CORPORATE TICKET MARKETPLACE Just as dramatic as the sports venue evolution of the past 20-plus years are the dramatic changes in how the corporate fan handles his ticket assets. So how did we get here? And, more importantly, where do we go from here? Every team’s approach to how they do business with these most-valued customers depends on the answers. By Bill Dorsey, Chairman, ALSD MetLife Stadium is home to the NFL's New York Jets and Giants and the Commissioners Club, one of the most exclusive premium seating areas in all of sports hospitality.

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