SEAT Summer 2011


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SEAT Summer 2011

  1. 1. reliVe the alsd conference in photos: find yourself at la liVe page 46 S E AT leading the premium seat industry summer 2011 p u b l i s h e d b y t h e a s s o c i at i o n o f l u x u r y s u i t e d i r e c t o r sthe destination suite cambria’s design studio at target field plus: why is the alsd going to minneapolis in 2012? page 40 member editorial: member highlight: an analysis of best practiceshow Jake bye & the st. louis “rally rob” and tulsa’s utilized by suite directorsrams sell suite partnerships entertainment well page 60 page 16 page 32
  2. 2. The Preferred Stadium Brand of Undercounter Refrigerationce Machines Wine Cellars Refrigerators Refrigerated Drawers ADA Series Ice Machines Wine Cellars Refrigerators Refrigerated Drawers ADA Series Contact us for details on our stadium programs and these Marvel’s exclusives! • Installation service • Stainless steel or your choice of color • Team logo graphics applied with SonicImageTM technology For more information on Marvel’s top of the line products, visit our website or call 1-800-223-3900
  3. 3. Your Away Team Relax responsibly.® Imported by Crown Imports LLC, Chicago, IL 60603
  4. 4. TWO WORDS:SPECIAL. TREATMENT.MOTOROLA HOSPITALITY SOLUTIONSWhether entertaining business clients, closing a major deal or socializing with family or friends, yourcustomers look to make the most out of their entertainment dollar.Service, state-of-the-art amenities, and an overall exceptional experience are a must. Exceed theirexpectations. Equip your staff with mobile voice and data solutions so they can offer the ultimate inentertainment satisfaction. Afterall, everyone loves to be treated like a VIP.For more information, please visit us, MOTO, MOTOROLA SOLUTIONS and the Stylized M Logo are trademarks or registered trademarks of Motorola Trademark Holdings, LLC and are used under license.All other trademarks are the property of their respective owners. ©2011 Motorola Solutions, Inc. All rights reserved.
  5. 5. Elite Risk Insurance Solutions Elite Risk Services, Inc. is pleased to beTHE OFFICIAL INSURANCE PARTNER OF THE ALSDWe recently launched a newly enhanced third party liability insurance policy thatis designed to protect suite owners and managers each and every time you rent a suite to a third party.  Separate your liability and pass the minimal insurance premium on to the renter or tenant. WHAT DOES IT COVER? • Third Party Liability • Property Damage or Bodily Injury (specific to the damages or injuries the client may cause or is held responsible) • Separates the suite manager, the venue and the suite owner from the renter or borrower of the suite • One low premium that can included in the suite rental agreement Visit   or call Kevin Kurtz at 800-596-0969 ext. 105   License # 0G40499
  6. 6. S E A T 2011 Published by the Association of Luxury Suite Directors COVER STORY40 POLISHED BRANDING One company surfaces as a preeminent branded sports marketing SUMMER partner. Visit the “facility” at Target Field, a destination suite that is a world of its own – Cambria’s Design Studio. PLUS: Learn why the ALSD is going to Minneapolis in 2012. BY AMANDA VERHOFF FEATURES46 ALSD 2011 IN PHOTOS This year’s ALSD Conference and Tradeshow at LA LIVE was one for the ages. In this year’s show recap, SEAT relives the memories of all the events through the lens of SuiteCaptures photography. See if you can 40 find Waldo, or even yourself.54 HOW TO WIN DESPITE LOSING Vince Lombardi once said, “Winning isn’t everything, it’s the only thing.” But for many ALSD members, winning on the field is an uncontrollable variable. Instead, teams focus on what they can control – creating superior customer service and memorable experiences. BY RYAN MIRABEDINI60 AN ANALYSIS OF BEST PRACTICES UTILIZED BY LUXURY SUITE DIRECTORS ALSD members completed two surveys earlier this year – one for sales professionals; the other for service professionals. The results are now unveiled. BY HEATHER LAWRENCE, PH.D. 4668 ALL CITIES ARE NOT CREATED EQUAL SEAT presents a summary of the four-part series, investigating suite pricing across a multi-variant landscape in the NFL, NBA, NHL and MLB. The researchers then aggregate all teams and break them down by geographic location to further investigate the business of sports. BY DR. PETER TITLEBAUM AND DIANE BRANCA, MBA74 CREATING PREMIUM SPONSORSHIP ENGAGEMENT WITH TECHNOLOGY Sponsor presence in stadiums and arenas once consisted of simply splashing static logos around the venue. Not anymore. Welcome to the era of dynamic environments. BY JUSTIN WOOD About the Cover: The Minnesota Twins and Cambria have created a unique branding 74 partnership, highlighted by Cambria’s Design Studio at Target Field. Contents continues overleaf #SEATSummer2011 | | S E A T | 5
  7. 7. SUMMERS E A T 2011 ASSociATion of Luxury SuiTE DirEcTorS Chairman Bill Dorsey Executive Director Amanda VerhoffPublished by the Association of Luxury Suite Directors President Jennifer Ark, Green Bay Packers VP, Business Development Pat McCaffrey Director, Sponsor and Partnership Development Dene Shiels Editor of SEAT, Website Director Jared Frank National Sales Manager Scott Hinzman Membership Director Ryan Mirabedini Design Carole Winters Art + Design Director of Finance Dan Lindeman Financial Account Manager Vickie Henke Director of Interactive Media John Tymoski ExECuTIVE CoMMITTEE Chris Bigelow, Bigelow Companies Brian Bucciarelli, Hershey Entertainment & Resorts Greg Hanrahan, united Center Tom Kaucic, Southern Wine & Spirits 34 Pat McCaffrey, ALSD Kim Reckley, Detroit Red Wings & olympia Entertainment DEPARTMENTS BoARD oF DIRECToRS8 NEW ALSD MEMBERS Janie Boles, Auburn university Natalie Burbank, utah Jazz / Salt Lake Bees14 ALSD STAFF EDITORIAL Richard Dobransky, Delaware North Companies Editor’s Note Trent Dutry, uS Airways Center BY JARED FRANK Chris Granger, National Basketball Association The Myth of Ownership (Page 18) MIke Guiffre, Pittsburgh Penguins BY BILL DORSEY Adam Kellner, Chicago Bears Gerald Kissel Debbie Massa, RoI Consulting16 ALSD MEMBER EDITORIAL Scott O’Connell, Minnesota Twins Baseball Club How Do You Ask for the Sale? BY JAKE BYE 24 Mike Ondrejko, Legends Premium Sales Richard Searls, New York Red Bulls SPORTS & eNTeRTAINMeNT ALLIANCe IN TeCHNOLOGy Tom Sheridan, Chicago White Sox22 ALSD MEMBER Q&A S.E.A.T. ExECuTIVE CoMMITTEE Peter Titlebaum, university of Dayton Christine Stoffel, Founder, S.E.A.T. Consortium24 INDUSTRY AND ASSOCIATION Chris Wood, S.E.A.T. Chief Technology Advisor/Coordinator NEWS S.E.A.T. 2011 STEERING CoMMITTEE Cleveland Indians devote suite to its social Bob Jordan, New Meadowlands Stadium Co. media initiative Casey Bookout, university of oklahoma ALSD adds three members to its Board of Craig Neeb, International Speedway Corporation Chip Foley, Forest City Ratners Directors Chris Dill, Portland Trail Blazers Is tailgating the next new revenue stream? Dan O’Neil, National Hockey League Dennis Mills, Major Events International Published by Venue Pub. Inc. Copyright 2011. (All rights Jim Darrow, Ilitch Holdings/Detroit Red Wings reserved). SEAT is a registered trademark of the Association30 ON ALSD.COM of Luxury Suite Directors. SEAT is published quarterly and is John Avenson, Minnesota Twins Kevin Naylor, Indiana Pacers complimentary to all members of the Association of Luxury32 MEMBER HIGHLIGHT Larry Bonfante, united States Tennis Association Suite Directors. SEAT visits with: Lorraine Spadaro, DNC Boston, Inc/TD Garden Rob Gardenhire Mike Morris, Major League Baseball Nancy Galietti, National Football League Director of Marketing Peter Surhoff, Major League Baseball and Business Development Paul DelGuidice, National Basketball Association Tulsa Drillers Paul Barber, Vancouver Whitecaps FC BY JARED FRANK Richard Searls, Red Bulls Arena Roger Baugh, London 2012 olympics Association of Luxury Suite Directors 10017 McKelvey Road, Cincinnati, oH 45231 Sasha Puric, Maple Leaf Sports & Entertainment 513 674 055580 COMING ATTRACTIONS Steve Conley, Boston Red Sox Shane Harmon, New Zealand 2011 World Cup Rugby Tod Caflisch, New orleans Hornets Please Recycle This Magazine Wayne Wichlacz, Green Bay Packers6 | S E A T | | #SEATSummer2011
  8. 8. TO K E N S & I C O N S . ..recycled nostalgia Game Used Pucks AUTHENTIC GAME USED Game Used Jerseys O K E N S & I C O N S offers inventive giftsT crafted. .froml egame used pucks, stadium seating, . re c y c d nostalgiaarena floor, even game used jerseys. We workexclusively with real, existing materials thatare filled with your venue and team history. 877-558-7404
  9. 9. nEw ALSD MEMbErS SuMMEr 2011Erin White Marvin Crossnoe Caitlin BrownDirector of Special Projects nQativ StudentRome Braves 5414 68th Street, Suite 200 Duke university755 Braves Blvd. Sentry Plaza III 610 W. Morgan Street, #212Rome, GA 30161 Lubbock, Tx 79424 Durham, NC 27701P: 706-378-5100 Kathy Cadenhead Veronica MorrisonTom Ramaley nQativ Radiant Systems, Inc.Principal 5414 68th Street, Suite 200 3925 Brookside ParkwayColorLink Sentry Plaza III Alpharetta, GA 300222211 Braemar Drive Lubbock, Tx 79424 veronica.morrison@radiantsystems.comFort Wayne, IN 46814 kcadenhead@nqativ.comP: 260-602-8604 Lindsey Larry Landusky Manager of Premium Seating Services nQativ Chicago White SoxScott Campbell 5414 68th Street, Suite 200 u.S. Cellular FieldPrincipal Sentry Plaza III 333 W. 35th StreetColorLink Lubbock, Tx 79424 Chicago, IL 606162211 Braemar Drive P: 312-674-5350Fort Wayne, IN 46814 Nancy Powell Sales Representative Jorel CuomoLisa Raterman MobileBytes Managing PartnerColorLink 41 Far Pond Road iConcertTickets/Premium Seating, Inc.1615 Park Road Southampton, NY 11968 2263 NW Boca Raton Blvd, #20Fort Wright, KY 41011 P: 631-356-3566 Boca Raton, FL 33431P: 859-578-9720 P: Martin SkulnikSteven Ayres Coo Jen GreenbergPresident MobileBytes Assistant Director of Client ServicesRocket 55 41 Far Pond Road Executive Suites325 Cedar Street, Suite 102 Southampton, NY 11968 Verizon CenterSt. Paul, MN 55101 P: 570-807-2642 Monumental Sports & EntertainmentP: 612-418-2787 601 F Street Washington, DC 20004 Michael Reynolds P: 202-661-5042Kyle Johnson Sales Manager jgreenberg@monumentalsports.comCreative Director MobileBytesRocket 55 41 Far Pond Road Ginger Seidel325 Cedar Street, Suite 102 Southampton, NY 11968 National Ticket CompanySt. Paul, MN 55101 P: 570-233-0358 Po Box Shamokin, PA 17872 P: 570-672-2900Jeannie Ayres Britton Miller gseidel@nationalticket.comProject Manager Director, Client Services and Special ProjectsRocket 55 Washington Nationals Mark LaCoste325 Cedar Street, Suite 102 Nationals Park National Ticket CompanySt. Paul, MN 55101 1500 S. Capitol Po Box Washington, DC 20003 Shamokin, PA 17872 mlacoste@nationalticket.comMacy JohnsonProject Manager Kathy Hilgendorf Gary ChabotRocket 55 Premium Services Manager National Ticket Company325 Cedar Street, Suite 102 Delaware North Companies Po Box 547St. Paul, MN 55101 Sportservice at Busch Stadium Shamokin, PA 405 S. Broadway St. Louis, Mo 63102Dave Neff P: 314-345-9160 Jason MauserAssociate Director, Suite Sales & Services National Ticket CompanyIndiana Pacers Po Box 547Conseco Fieldhouse Mike Mungiello Shamokin, PA 17872one Conseco Court Director of Suites jmauser@nationalticket.com125 S. Pennsylvania Street Calgary Flames Hockey ClubIndianapolis, IN 46204 555 Saddledome Rise SE R. Clay JensenP: 317-917-2831 Calgary, AB T2G 2W1 Vice President of Ticket Sales & VIP Canada utah Jazz/Salt Lake Bees P: 403-777-5323 EnergySolutions Arena/ Miller Motorsports ParkBret Cadenhead 301 West South TemplenQativ Salt Lake City, uT 841015414 68th Street, Suite 200 Kelvin Ang P: 801-325-2544Sentry Plaza III Student cjensen@utahjazz.comLubbock, Tx 79424 DeVos Sport Business Management ProgramP: 806-687-8500 university of Central Florida Kristen 12050 Lexington Summit Street Hospitality and Events Assistant orlando, FL 32828 Carolina Panthers P: 315-450-1420 800 S. Mint Charlotte, NC 28202 P: 704-358-7864 | S E A T | | #SEATSummer2011
  10. 10. nEw ALSD MEMbErS SuMMEr 2011Chrystal Rowe Bob Price Scott JablonskiMarketing Manager President /owner Director, Club Analytics & ReportingCarolina Panthers one Furniture Group National Hockey League800 S. Mint 6520 Airport Center Drive 1185 Avenue of the AmericasCharlotte, NC 28202 Greensboro, NC 27409 14th FloorP: 704-358-7488 P: 336-235-0221 New York, NY P: 212-789-2688 sjablonski@nhl.comJohn Wells Grant BuckboroughExecutive Director Senior Director of Ticket Sales Rob MulhallErie County Convention Center Authority Phoenix Coyotes Information Manager, Club Analytics & Reporting809 French Street 6751 N. Sunset Blvd, #200 National Hockey LeagueErie, PA 16501 Glendale, AZ 85305 1185 Avenue of the AmericasP: 814-480-6012 P: 623-772-3369 14th New York, NY 10036 rmulhall@nhl.comCharles Iverson Stew MacDonaldDirector of Finance, Administration Chief Revenue Officer Janice ThissenErie County Convention Center Authority Edmonton oilers Hockey Club Vice President809 French Street 11230 110th Street Acme TicketErie, PA 16501 Edmonton, AB T5G 3H7 16 Sheffield StreetP: 814-480-6058 Canada Toronto, oN M6M P: 780-409-5860 Canada P: 416-249-9163Ronald Desser janicet@acmedecal.comDirector – Facilities Crystal HaunteErie County Convention Center Authority Premium Seating Manager Bill Kerson809 French Street Stockton Arena PresidentErie, PA 16501 Stockton, CA 95203 Acme TicketP: 814-480-6015 P: 209-373-1485 16 Sheffield Toronto, oN M6M 3E6 CanadaDawn Betza Jordan HergottCoordinator – Publicity/SE Spec Seats Patrick DuffyErie County Convention Center Authority 348 Hauser Blvd, #113 Senior Vice President, Corporate Sales and Marketing809 French Street Los Angeles, CA 90036 PartnershipsErie, PA 16501 P: 323-954-7100 St. Pete Times ForumP: 814-480-6010 Tampa Bay 401 Channelside Drive Al Hergott Tampa, FL 33602Naiden Kremenliev Spec Seats P: 813-301-65254Topps, LLC 348 Hauser Blvd, #113 pduffy@sptimesforum.com121 Fayette Street Los Angeles, CA 90036Winston-Salem, NC 27101 Paul WallaceP: 704-281-8451 Harvey Hergott Senior Director of Executive Suites & Spec Seats St. Pete Times Forum 348 Hauser Blvd, #113 Tampa Bay LightningJoe Bellissimo Los Angeles, CA 90036 401 Channelside DriveCEo Tampa, FL 336024Topps, LLC David Yang P: 813-301-6606121 Fayette Street Spec Seats pwallace@sptimesforum.comWinston-Salem, NC 27101 348 Hauser Blvd, #113P: 336-480-6413 Los Angeles, CA 90036 Andy Assistant Director Premium Sales and Service Keith Gentili Chicago CubsAdam Pennington That’s My Ticket 1060 W. AddisonGametime 165 Main Street, Suite 101 Chicago, IL 6061364 Taxter Road Medway, MA 02053 P: 773-404-4142Irvington, NY 10533 P: 508-553-1900 Christina M. RamosDoug Jackson Dean Macchi Partnership Services & Fulfillment CoordinatorGametime That’s My Ticket orange Bowl Committee64 Taxter Road 165 Main Street, Suite 101 2301 Collins Avenue, #527Irvington, NY 10533 Medway, MA 02053 Miami Beach, FL 33139 P: 305-341-4725Neil Martin Russ Havens ramoschristina@yahoo.comGametime That’s My Ticket64 Taxter Road 165 Main Street, Suite 101 Jeffrey WilenIrvington, NY 10533 Medway, MA 02053 organizational Development Strategist Cleveland IndiansJeff Kroll Stefan Macchi Progressive FieldManager, Premium Services That’s My Ticket 2401 ontario StreetMinnesota Twins 165 Main Street, Suite 101 Cleveland, oH 44115-4003Target Field Medway, MA 02053 P: 216-420-41571 Twins Way jwilen@indians.comMinneapolis, MN 55403P: 612-659-3672jeffkroll@twinsbaseball.com10 | S E A T | | #SEATSummer2011