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![INduSTRy ANd ASSoCIATIoN NEwS
Is using groupon a good idea?
The online sales intermediary helps move unsold inventory without having to broadcast discounts in public
I
n November, the New Jersey Nets offered low- City Company discount Sold Category
er-level sideline seats for up to 65% off of $100
and $200 tickets for games against the Hawks, Chicago Gap 50% 42,334 apparel
Trail Blazers, Thunder and Wizards, selling 988 NYC Gap 50% 23,322 apparel
tickets through Groupon. Assuming half were Boston Gap 50% 20,542 apparel
sold at each ticket price, the Nets netted $27,170 Chicago Chicago River
after giving half the proceeds to Groupon. Other Architecture Tour 52% 19,743 admission
sports organizations have generated the sale of an Chicago Jamba Juice 50% 19,516 food/beverage
additional few thousand tickets through Groupon, Boston Blue Ribbon BBQ 53% 16,571 food/beverage
such as TCU (60% discount for TCU vs. Oregon; NYC American Apparel 50% 15,637 apparel
2,771 sold), the Wrigley Field Rooftop Club Chicago Make Your Own Bears 50% 15,543 bears
(22% discount for selected games; 2,381 sold) and Chicago Brunswick Bowling 67% 14,771 bowling
the New England Revolution (67% discount for Chicago Chicago Auto Show 45% 14,666 admission
New England vs. Seattle; 2,515 sold). Seattle Woodland Park Zoo 45% 12,527 admission
The basic model for online group sales interme- NYC Maoz Vegetarian 50% 11,698 food/beverage
diaries is to negotiate discounts with businesses, Chicago The Body Shop 50% 11,232 skin care
send the offer to subscribers via email and split the Dallas Gap 50% 10,852 apparel
revenue proceeds with the business if a minimum NYC Nordstrom Rack 50% 10,668 apparel
number of people accept the offer. The success Chicago NYC Bagel Deli 60% 10,526 food/beverage
of Groupon led Google to offer $6 billion in a Chicago Chicago Magazine 50% 10,448 subscription
buyout. Groupon declined and is instead raising Dallas Dallas Arboretum
nearly $1 billion to sustain the company and its & Botanical Garden 50% 10,307 admission
growth. Groupon and LivingSocial, which to- Chicago Flat Top Grill 50% 10,022 food/beverage
gether maintain a 90% market share, continue to Seattle Taco Time 50% 10,000 food/beverage
expand their reach, while others tweak the model
to get a piece of the pie. is we are not really generating any new qualified
The inset chart shows the best-selling Groupon
the overlap between leads.
deals for the New York City, Chicago, Boston, subscribers to groupon and A second set of problems exists in the less
Seattle and Dallas markets drawn from a listing likely case that a subscriber accepting the offer is
of recent deals on the Groupon website. Of the
likely season ticket holders someone who loves the sport with some interest in
top-20 listed here, 15 are tangible goods with should be low. the team. If so, then we are talking about someone
established or known quality. The availability of already inclined to attend. Is offering a significant
inventory among sports teams, such as the Nets the objective is to effectively and efficiently target discount your best shot at convincing a fan to
who offer only selected inventory at selected price-sensitive buyers, Groupon succeeds. attend a game?
games, makes it unlikely any would make this Second, as the Nets and other examples show, Some may argue that discounts are necessary
list, but we do see five entertainment venues listed organizations can generate revenue directly attrib- to fill seats for lower quality opponents or other
among the 20. utable to the Groupon deal with relatively little reasons. The problem is that if the fan is a likely
effort. Buyers are provided sufficient informa- attender, but prone to respond to promotions, the
So IS uSIng grouPon to Sell tICketS a tion by Groupon and are encouraged to generate discount offer most likely shifts attendance from
good Idea? referrals with a $10 incentive, which leads to a another game. The question then becomes, “How
Organizations using services such as Groupon may third benefit – teams may generate new leads and many accepting the offer would have come on
benefit in several ways. First, individual subscrib- referrals. another date without the offer?” Given that half
ers self-identify themselves as price-sensitive shop- However, if the price-sensitive buyer subscrib- of proceeds go to the online service provider, the
pers. So the discounts are not offered to those like- ing to Groupon is not likely to fit the profile for a answer needs to be more than 50%.
ly to become season ticket holders. Our research buyer of season ticket plans, how qualified are the Finally, what are you saying to the market
over the past 20 years on price-sensitive shoppers, leads? This question suggests two problems. with a Groupon offer? One of the things we learn
particularly for sports and leisure, suggests that the The first problem relates to the fact that if it in economics and marketing is the concept of
price-sensitive segment is often over-estimated by takes a 50% discount for someone to consider price signals. Since consumers actually engage in
sellers. Buyers for season tickets are more likely to attending a game, most likely we are not talking relatively little information search, they use price
perceive higher value from higher-priced tickets about someone who is passionate about the sport to determine quality. Price can communicate
(not the cheap seats). The point is that the overlap or the team. Our research shows that such fans demand-related or supply-related quality informa-
between subscribers to Groupon and likely season will buy that ticket, but will not come back until tion. Higher ticket prices signal high demand and
ticket holders should be low. Consequently, if the next deal, if then. In this case, the problem [continued on page 86]
18 | S E A T | SPRING 2011 | www.alsd.com](https://image.slidesharecdn.com/seat-spring-2011-1304721579-phpapp02-110506174156-phpapp02/85/SEAT-Spring-2011-18-320.jpg)
![INduSTRy ANd ASSoCIATIoN NEwS
eagles, Jaguars and Vikings fans become the faces of the franchises
Season ticket holders have their faces featured on actual game tickets
G
ame tickets hold meaning; they hold memo- around the players,” Lutz remarks. “We wanted JaCkSonVIlle JaguarS
ries for many fans. We may live in a digital to go in a completely different direction, one that Following the Eagles lead, the Jacksonville
world, where tickets are transferred over the was unique and had never been done.” Jaguars are executing a similar promotion for the
internet and barcodes on smart phones get us into Ten fans “that have green running through upcoming 2011 season. During this offseason, the
games, but there is still something nostalgic about their veins” were selected to have their faces on Jaguars want to know how their fans are keeping
the physical ticket, the one in your drawer that season tickets, one for each game. They also were their pride alive. They have designed a contest for
takes you back to the “Immaculate Reception,” featured on the cover of the Eagles game-day ten fans to appear on general bowl season tickets
or the one that still brings a tear to your eye from magazine, were announced during kickoff cer- for the 2011 season. The Jaguars website invites
Father’s Day in ’96 when Jordan won his first emonies and had their faces on premium seating fans to submit a 30-word sentence and upload a
NBA Championship since his father’s passing. The ticket boxes. In addition to game-day festivities, photo that expresses their team spirit. Judges will
paper pieces of games gone by tell a story, one fans the winning fans were invited to and introduced select 20 finalists, who are then posted back on
were a part of and hold onto just like the ticket at the premium ticket pick-up party. The photo the site for fans to vote on.
itself. shoot was also a highlight for the winning fans, Steve Livingstone, Senior Manager of Sales and
A game ticket is a team’s narrator, and fans are some of whom flew in specifically to participate in Marketing for the Jaguars, says the response has
the audience. But what if the fans could be part the shoot and media event. been terrific. Over 400 fans have taken the time to
of the narration, chronicling the team’s story from The winning fans adorned general bowl tickets upload their photos and tell their stories. Living-
a personal account? In at least three NFL towns, and premium tickets alike. “Regardless of ticket stone asserts that personalization is vital and in the
they can. Enter the fan photos on game tickets type, the basic design of the tickets was consis- past three years, the team has amped up its efforts
promotion. tent,” Lutz says, who remembers getting calls from to get the fans more involved. “The days of simply
his premium customers saying, “I know that guy” sending out renewal invoices are gone. Fans need
fan-faCed tICketS or “he sits in my section.” Lutz also commented a more personal touch; it’s imperative in our sales
that, “The promotion was a way of featuring our and marketing approach,” says Livingstone. The
PHIladelPHIa eagleS fans, their loyalty and their passion, not necessar- Jaguars aim for each visit to their website and each
For the 2010 season, over 1,000 Philadelphia ily to sell more tickets.” The Eagles are consistently fan correspondence to be personalized. When cus-
Eagles fans submitted stories of what it means sold out, and the passion of their fans proves why. tomers enter their names into the Jaguars online
to be a season ticket holder for the chance to There were so many touching or funny stories system, everything from email messages to online
get their faces on season tickets. “You would be submitted that the Eagles could not limit the jerseys are customized with fans’ names.
amazed at some of the stories we got,” says J.P. winning anecdotes to only ten. Fans that did not The Jaguars are in a smaller market and to help
Lutz, Premium Sales Account Manager for the make it onto the tickets were revealed on ticket move the needle, a level of personalization is not
Eagles. Lutz expressed that the goal was not only booklets and in other branches of correspondence an option. “We would hate to not be doing it,”
to find unique stories, but stories that paralleled with fans. Lutz said the feedback was phenomenal, says Livingstone. “I believe the NFL as a whole
the marketing department’s goals. For instance, and the program was very well executed by the has taken the lead from smaller teams and leagues
2010 marked the 50th anniversary of the Eagles Eagles. The initial goal was to promote the pro- to personalize its messages.” To his point, Liv-
1960 championship season, so the team selected a gram as an extension of the Eagles marketing arm, ingstone points to a 10% uptick in season ticket
story about a fan who had attended that historic but it ended up also bringing together the Eagles renewals.
game 50 years ago. fans in a family-type atmosphere and exposing the
“We’ve always done ticket programs based real faces of the franchise – the fans. [continued on page 86]
A MESSAGE FROM
JEffrEY LuriE chriStina wEiSS LuriE JoE BannEr
it’s an exhilarating time to be an eagles fan. there are plenty of
reasons to be excited about this season, from the celebration of
the 50th anniversary of the 1960 championship to the young corp of
players taking the field with their sights set on the ultimate goal of a
super bowl victory.
generation after generation your dedication to this team is what
makes you the most remarkable fans in the nfl.
that is why we’re dedicating this year’s season tickets to you. We
reached out to you to share your eagles stories with us and we were
touched by the depths of your passion for eagles football. all ten of
this year’s tickets feature fans with a unique perspective on what it
means to be an eagles fan.
Who could put it better than Ryan, who wrote in
“
to tell us about his grandfather, hank:
my grandfather is dedicated to two things in
life...family and the eagles. every sunday
bundled up in what is now “collector’s item”
apparel, heat packs in his socks and binoculars
strapped over his shoulder, he trucks down
darien street and into the stadium. he’s
telling me that ‘he’s excited about the
fresh start and looking forward to the
team’s future.’ hank is 87 years old.
most people his age don’t use the word
“futuRe”, as the present days are
Cell
invaluable. hank is different. he’s a Phone Military Food
”
winner...a warrior. Drive Appreciation Day Drive
Hank is an Eagles fan. GAME 9 • DEcEMBEr 26, 2010 • 1:00 PM GAME 10 • JanuarY 2, 2011 • 1:00 PM
GAME 1 • augu St 13, 2010 • 7:30 PM GAME 2 • SEPtEMBEr 2, 2010 • 7:30 PM GAME 3 • SEPtEMBEr 12, 2010 • 4:15 PM GAME 4 • octoBEr 3, 2010 • 4:15 PM GAME 5 • octo BEr 17, 2010 • 1:00 PM GAME 6 • noVEMBE r 7, 2010 • 4:15 PM GAME 7 • noVEMBE r 21, 2010 • 8:20 PM GAME 8 • DEc EMBEr 2, 2010 • 8:20 PM
game time subject to change due to flex scheduling game time subject to change due to flex scheduling
RYAN W. | SECTION 240 EntEr through SEction row SEat EntEr through SEction row SEat EntEr through SEction row SEat EntEr through SEction row SEat EntEr through SEction row SEat EntEr through SEction row SEat EntEr through SEction row SEat EntEr through SEction row SEat EntEr through SEction row SEat EntEr through SEction row SEat
2010 SEASON TICKET HOLDER I.D. account # account # account # account # account # account # account # account # account # account #
2010 PHILADELPHIA EAGLES SEASON TICKETS
Game Face: Allowing fans to express their loyalty as a means for the Eagles to reward loyalty is imperative to their sales and marketing approach.
20 | S E A T | SPRING 2011 | www.alsd.com](https://image.slidesharecdn.com/seat-spring-2011-1304721579-phpapp02-110506174156-phpapp02/85/SEAT-Spring-2011-20-320.jpg)
![INduSTRy ANd ASSocIATIoN NEwS: ALSd MEMbER HIGHLIGHT
A Conversation with Frank Hubach
Vice President, Suite Sales and Service, American Airlines Center
By Jared Frank, Editor, SEAT Magazine
W
ith his sinewy frame and Bill Gates The way I sold ten years ago is a lot different than
spectacles, without knowing the man, the way people sell now. There is less interpersonal
you might peg him for a linear algebra communication. Now it is social media and Twit-
professor who teaches abstract algorithms at SMU ter. So people are doing things differently.
in Dallas. But do not let Frank Hubach fool you.
He might look like Clark Kent, but he sells like
Superman. ALSD: How does a longer sales cycle affect how
Learn how this sales superhero balances tee you manage your sales staff?
ball games with 18 holes while watching always Hubach: I try to keep our salespeople motivated
over the premium revenues for American Airlines and morale high. We are doing more sales contests
Center, a top-ten arena worldwide. than we ever have before. We are doing more fun
incentives to generate new leads. Primarily, it is
trying to keep our sales team happy. And when I
ALSD: How does American Airlines Center say happy, I mean keeping the level of frustration
maintain such a high level of sales and service after low, because they are getting more “no’s” than they
ten years? ever have before.
Hubach: We have been lucky that both [the
Mavericks and Stars] ownership groups have given
us the capital dollars necessary to keep American ALSD: What do you look for in a new hire?
Airlines Center current. Mark [Cuban] goes to Hubach: I believe passion equals success. Things
every Mavericks road game. He is seeing the that people enjoy doing, they are usually going
newest and best of every arena in the NBA. So he to be more successful at than others. So I look
challenges our group to make sure we are staying “We just completed a for passion first. We do not hire anyone with
relevant and keeping up with any new trends in less than five years of sales experience. I look for
the marketplace. We have only been open for ten handful of sales that were a blend of people with experience in sports and
years, and we have already had three major reno- outside of sports. Our staff is about half and half.
vations. That is probably unheard of for a building six to seven month sales Half have previous sports sales backgrounds. The
that is still as relatively young as we are. cycles. So it is a different other half might have a radio and TV background.
Sometimes it is nice having someone who has not
selling environment. We worked in our industry for a fresh set of eyes.
ALSD: What advice can you offer fellow ALSD
members for selling in the current environment?
have to reinvent how we
Hubach: More and more when we talk to our are selling.” ALSD: Outside of your Superman cape at Ameri-
suite holders, they are looking for a return on can Airlines Center, what keeps you busy?
investment. Early on, that question was not asked Hubach: I have twins who recently just turned
a whole lot. Now when we are in front of our seven. So during most of my evenings, when I
existing clients or trying to secure new ones, that ALSD: How has the sales process changed in the am not at the arena, I am going to tee ball, flag
question is brought up in just about every conver- past ten years? football and soccer games which is a huge enjoy-
sation. To help provide ROI, we make sure we are Hubach: Specific to the long-term suite sale, it is ment for me.
continuing to deliver our suite holders experiences a process that is taking longer than ever. In past I have been playing basketball with the same
that they cannot deliver to their clients on their years, it seemed like a two to three month process. 10-12 guys for over ten years now on Tuesday
own. Specifically, we do locker room tours at al- We just completed a handful of sales that were nights, and I like to play golf on the weekends.
most every Mavericks game. At the end of the first six to seven month sales cycles. So it is a different So I enjoy staying active. Our family also has trips
quarter and right after halftime, they can come selling environment. We have to reinvent how we planned to Mexico and St. Thomas, so we are
down and take pictures with their clients in front are selling. I cannot speak to one thing specifically, looking forward to those. But first, I am looking
of Dirk [Nowitzki]’s stall and get a tour of all the but it is more interaction with a client. It is using forward to a long Mavericks playoff run.
facilities the players use. We can usually do two or available inventory to entertain them at a game.
three of those a game. We also have the High-Five Even though we know who the decision makers
Line where our clients can come down before the are, we also have to utilize the venue to go three COMING UP NEXT:
game and get a high-five from our players. or four levels above those individuals to help them FRANK’S ARENA
sell up the ladder. PROVIDES AN
In general, sales is still a numbers game. But EDUCATION
I think it is up to each team or facility to provide
training, because things are constantly changing.
24 | S E A T | SPRING 2011 | www.alsd.com](https://image.slidesharecdn.com/seat-spring-2011-1304721579-phpapp02-110506174156-phpapp02/85/SEAT-Spring-2011-24-320.jpg)
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![INduSTRy ANd ASSocIATIoN NEwS: ALSd MEMbER VENuE HIGHLIGHT
have had too much to drink, Mike Ebow, Manag-
er of Event Security Operations at American Air-
lines Center, coaches the staff to go to the guest’s
companion and politely suggest he or she take his
or her friend home. From Ebow’s experience, nine
times out of ten, the guests will comply. By going
to the friend first, minor situations do not turn
into major ones. “[Ejection] is a very last resort,”
affirms Chapa. “We never want to kick anybody
out. We want all guests to enjoy themselves and
have a great time.”
Guest services is just as much about manag-
ing employees as managing guests. According to
Up High: Mavs fans young and old are greeted pregame in the Mavs High-Five Line by Shawn Marion and the rest of the team. Chapa, American Airlines Center puts much em-
phasis on recognizing employees when things go
well and not just when they go wrong. Employees
VIVA lAS VEGAS are given “Scorecards” as recognition which enters
On March 16th and 17th, the American Airlines Center treated 60 suite holders and them into a monthly raffle, where two winners are
sponsors to a two-day getaway in Las Vegas. This was the fourth such trip American rewarded with a $25 gift certificate. Chapa also re-
Airlines Center has organized, and over the years, they have had participation from wards two guest services employees of the month
with two tickets to an event and a parking pass.
top executives to some smaller sponsors to partial suite holders. “We think the best
Chapa also sends everyone a birthday card.
chance we have at getting in front of these people is to limit it to a quick two-night in
“We’ve gotten more feedback [from birthday
and out,” says Frank Hubach, VP of Suite Sales and Service at American Airlines Center. cards] than from anything else we’ve ever done,”
“[A getaway trip] provides us the opportunity to talk one-on-one with our suite hold- says Chapa. “It’s a personal touch that people love.
ers.” And everyone loves getting mail.”
The trip began on Wednesday morning when the 60 guests and 15 American
WHAT DOES THE FUTURE HOlD FOR
Airlines Center staff members met at a private Dallas-area airport and boarded Mark
AMERICAN AIRlINES CENTER?
Cuban’s private plane. “That’s one of the neatest things for the group is travelling on
It is a time of transition at American Airlines Cen-
the Mavericks team plane,” Hubach recalls. ter with uncertainty surrounding Stars ownership
Every year it varies, but American Airlines Center also always brings top team and a potential NBA labor dispute. With regards
executives and former players along as hosts. “[Former Mav] Rolando Blackman joined to the Stars, a handful of prospective ownership
us this year,” says Hubach. “We’ve had [Stars play-by-play announcer] Ralph Strangis, groups are completing their due diligence. Accord-
[former Star] Brett Hull, [Mavs President] Terdema Ussery and [Mavs GM] Donnie ing to Hubach, the team’s interim leadership is
Nelson join us in the past.” hoping to have a sale wrapped up by the end of
Upon arrival, there was no need to check in at the host hotel (Bellagio) as Ameri- June in time for the beginning of the NHL free
can Airlines Center had arranged VIP pre-check in. The group headed poolside to a agency period which begins July 1.
cabana for a couple hours of drinks and frivolity. Then as is traditionally the case, the Furthermore, American Airlines Center is eye-
ing another transformation. The arena, as success-
American Airlines Center hosted a networking function centered around some sort
ful as it is year in, year out, has open suites. “Our
of gaming event at the Bellagio to provide sponsors and suite holders an opportunity
internal research is telling us we have too much
to get to know one another. Wednesday night’s event was a poker tournament. I was of one type of inventory,” reveals Hubach. “And
not able to stick around to see who ended up winning, but Hubach was down to the one thing that we can tell from our existing guests
felt pretty quick. Could there have been a bounty placed on him by his clients? Nah, is that we need a different type of offering. Many
the event was all in the spirit of good times. After the poker tournament, it was a free people still want the suite experience, but maybe
skate, and suite holders and sponsors could do whatever they wanted to after about can’t do it with 12-18 people. So certainly the loge
9:30pm. concept is one that we’re interested in.”
Thursday morning began at 8:00am with a golf outing at the exclusive golf course One thing American Airlines Center looks to
Southern Highlands. “This group loves to play golf,” states Hubach. “It was a great ex- continue doing on the premium levels is adding
perience. Each group had caddies, and that was another one of the highlights of the value by listening to its guests. Recently on the
Platinum Level, the arena has had huge success
trip.” Those who do not golf were provided with spa access.
with new food and beverage cards which come
Overall the trip was a great success, a true tangible reward of unique access for
with a dollar amount pre-loaded on them. The
suite holders. And for me, it was a great preamble to the weekend ahead. cards are a response to the concerns of club seat
30 | S E A T | SPRING 2011 | www.alsd.com](https://image.slidesharecdn.com/seat-spring-2011-1304721579-phpapp02-110506174156-phpapp02/85/SEAT-Spring-2011-30-320.jpg)
![INduSTRy ANd ASSocIATIoN NEwS: ALSd MEMbER VENuE HIGHLIGHT
“Many people still want the suite experience, but maybe
can’t do it with 12-18 people. So certainly the loge concept
is one that we’re interested in.”
– Frank Hubach
patrons who expressed that F&B was becoming
too expensive of an amenity. “[Club seat patrons]
wanted to see F&B included in the ticket price,”
Hubach says. “And ownership allowed us to be
creative and package that within the new offerings
to our Platinum seat holders.”
EVERyTHING IS CONNECTED
My education wrapped up with a 3-2 Stars loss,
albeit in a thrilling shootout. What did I learn
from the whole experience? Many small lessons
and two big things I will share here. 1) The whole
is greater than the sum of the parts. The sports
and entertainment business is a system with many
different moving parts functioning simultane-
ously. And all are needed to function properly. For
example, if a guest has a bad parking experience,
guest services suffers. If operations drops the ball
on something, a premium patron might leave the
arena disappointed. Everything is connected. 2)
The more you know, the more you know you do
not know. I learned much from my American Air-
lines Center experience. But most importantly, I
learned there is a whole heckuva lot left for me to
learn which is the human condition in a nutshell.
I look forward to visiting more venues, meeting
new people and attempting to crack that nut even
though I know it to be impossible.
I want to take a moment to thank American
Airlines Center and all the great people who
helped make my education possible and enjoyable.
Keep up the good work. #
Want to network with American Airlines Center?
Here Is Frank Hubach’s Business Card
Frank Hubach
VP, Suite Sales and Service
American Airlines Center
2500 Victory Avenue
Dallas, TX 75219
(O): 214-665-4246
fhubach@americanairlinescenter.com
Quick Change: In less time than it takes one to drive from Dallas to Austin, American Airlines Center transforms from court to ice.
COMING UP NEXT:
#AlSD2011- AEG,
TIM lEIWEKE,
STAPlES CENTER
AND MORE.
32 | S E A T | SPRING 2011 | www.alsd.com](https://image.slidesharecdn.com/seat-spring-2011-1304721579-phpapp02-110506174156-phpapp02/85/SEAT-Spring-2011-32-320.jpg)
![Wednesday, June 29, 2011
ALSD Presents: Training Days, cont.
The ALSD has selected dynamic instructors for a series of training presentations. Tuesday afternoon and Wednesday morning
bring comprehensive, interactive sessions with take-aways that you can present to your staff and venue leaders.
8:00 a.m. – 10:30 a.m.
Choose to attend one Training Session on Wednesday morning
Executive Sales Training, presented by: Bill Guertin, premise “What Business Are You In?” will be a common thread throughout the presentation. One
of the six fundamentals that will be laid out in detail during Guertin’s conference session is the
CEO, The 800-Pound Guerilla
different ways in which teams can constantly educate prospects and customers with new ideas
What Business Are You in? The Six Fundamentals on how to use their suites to generate a higher return on objective.
to Solving the Premium Seating Sales Challenge “The two things businesses are hungry for today are new ideas and new answers,” stresses
Guertin. “We have to inspire our clients’ own creativity to help them move the needle. They won’t
If no one is buying the way we’re selling any
be as active in pursuing these ideas as we will be. So if we want to see them choose us or see
longer, then something must change... and Bill their renewal year after year, it’s up to us.”
Guertin knows what it should be. Come discover As an award-winning media advertising executive, sales manager and General Manager of
Bill’s six imperatives for the premium seating radio stations over the past 25 years, Guertin trained dozens of successful account reps in the
industry and how today’s selling professionals can broadcast advertising industry. “The most successful reps I trained never considered themselves
face the new reality with confidence, conviction in the radio business,” Guertin reveals. “They considered themselves in whatever business their
and success. CAUTION: If you’re in the room, clients were in, whether that was insurance, furniture or automobiles.”
Bill Guertin be prepared to roll up your sleeves, dig in and The premium seat industry must look at itself in the same way. It needs to work collabora-
get to work. There will be NO anonymous back- tively with clients to deliver the specific value needed to justify the investment. To accomplish
this in part, as in radio, sports reps must learn to sell a combination of the tangible and the
of-the-room loitering, in-and-out “floating” or
intangible. “Sports reps must be experts at selling conceptually as well as tangibly. If it’s all about
interruption of the flow of ideas at this session!
the food and the freebies, that just won’t cut it. We must show our prospects a unique vision of
what the future will be like with the power of our product on their side.”
Hey, Premium Seating Execs! What Business Do You Think You Are In? Several years ago, Guertin started his company when he was hired by an NBA team that was
looking for a fresh training voice for its class of new ticket sales reps. He created the curriculum
Remember what the first cellular phones looked like? When cell phones were first introduced
from his sales training materials in the radio industry, combined it with the team-specific
in the mid-80s, you had either the “bag phone,” a full-size handset complete with curly cord in
information he was supplied and put on a three-day bootcamp in the summer of 2004. The
a carrying case the size of a child’s lunchbox, or the more expensive “brick phone,” an enormous
800-Pound Gorilla has now worked with over 50 teams from nearly every major sports league in
walkie-talkie looking monstrosity. These early models seem laughable by today’s standards. If
North America.
you were to see someone using one of those phones on the street today, you would probably
“We like Bill’s delivery, his presentation and his interactive [training] platform,” says Chris Gar-
point and stare. And yet there are still sales-based businesses that are operating on the same
gani, VP/Managing Director of the Washington Nationals. “One of the things we really appreciate
selling models that were put in place 25 years ago.
is that Bill does his homework. His understanding of our specific market challenges has helped us
Sales has changed. And customers have changed dramatically. In fact, the value proposition
during our renewal and new sales campaigns. We’re ahead of last year in both those categories.”
of almost every kind of purchase has evolved into something that barely resembles what it was
“Bill has indeed helped in growing our business,” says Mike Humes, Chief Revenue Officer
a generation ago, a decade ago or in some cases, even just a few years ago. Can the premium
for Hoops LP, the parent company of the Memphis Grizzlies, who has brought in The 800-Pound
seating market survive using “brick phone” methods of selling and product representation?
Gorilla at the Grizzlies as well as in his previous role as Chief Operating Officer of the Chicago
“I think everyone can agree that we can’t use the ‘old’ model and continue to succeed in the
Fire. “His approach is not only practical, but his methodology allows his students to immediately
luxury space as we once did,” says Bill Guertin, CEO of The 800-Pound Gorilla, a sports seating
apply what they just learned.”
sales training and consulting company based near Chicago.
– Bill Guertin
When Guertin presents his program at the ALSD Conference in June, he will outline six fun-
damentals that teams can implement to begin to solve the premium seating sales challenge. The
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![Atlas Shrugged: LIVESTRONG Sporting Park, and at $64,000-$68,000, al- tempting to provide something special for everybody and
The communal suite low mid-sized corporations an effective suite option. bring all seat holders as close to the game and the players as
level lounges represent a The namesake is derived from the idea that all the suites possible without actually letting them don a jersey and shin
monumental shift in the open up into the aforementioned lounge that acts as a large guards or occupy a roster spot (although Chad Ochocinco is
world of premium seating, pre-function space very much like a Vegas-style buffet, com- having a nice trial run). Fans will be as close if not closer to
depicted here in this early plete with mixologists and engaging light and sound, inviting the pitch than in any other MLS facility. As part of this initia-
artist rendering of the Cabana suite holders out to what amounts to a big networking event. tive on the low ticket price end, Sporting KC is introducing
Suite Level. This entire environment is all-inclusive with beer, wine and the first Members Club in Major League Soccer, which is
high-quality food. “People can go from suite to suite, drink centered on their ardent supporters group, known as the KC
other people’s wine, eat other people’s food and not feel Cauldron, that beat the drums, wear the scarves and passion-
invasive, because F&B is all-inclusive for everyone,” says Todd ately embrace the gentle hum of the vuvuzela.
Adams, Director of Sales for Sporting KC. Premium liquor The Club, which holds 2,000 people, whose Member’s
bottle service is also available for charge. Stand seating occupies the entire north end of the stadium
and wraps around to almost midfield, is a slice of soccer
oTheR PRemium oPTions heaven. It is a highly advanced audio-visual experience with
Descending one level to the Executive Suites, home to 85 42-inch TV screens, a DJ booth and all sorts of interactive
Fortune 500-level corporations, the communal nature of the gaming components.
premium experience does not dissolve. This level is also not The team is rolling out a new membership model. The
just a corridor lined with suites, but, like the Cabana Suite Members Club is the nucleus for this concept offline. Online,
Level, incorporates a lounge. “These suite levels will be some- fans are encouraged to sign up for free membership via the
thing we see more and more of in terms of how the suites are team’s website and social media outlets. Benefits of member-
connected to lounges,” Knight predicts. “[LIVESTRONG ship include free tickets for all away matches, free admittance
Sporting Park] is going to change the way we think about to the Members Club for three home matches, access to a
suites.” community of fellow supporters (identified on Twitter with
On both suite levels, there is a martini deck that overlooks the hash tag, #IamLSP) and discounts on products from
the 124,000 square-foot event plaza outside the stadium. Sporting KC marketing partners.
Constructing a large video board on the event plaza, which Also as a benefit, the Members Club is open to members
would play host to movies and smaller concerts, is in the pipe- 365 days a year. So if it is 10:00am, and there is an English
line. Suite holders would have access to their suites for such Premier League match on TV, the Members Club will be the
events. (See sidebar on page 60 for specifics on all premium place to be.
levels at LIVESTRONG Sporting Park). The setting is also a subsidized environment. Patrons are
able to buy food, drink and merchandise cheaper than other
The memBeRs cluB places in the stadium. The idea behind this thinking, besides
When it comes to premium amenities, Sporting KC is at- being a perk of being in the club, is to capitalize on the
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![More on MLS and Populous tailgate-centric nature of the Kansas City community. “What
on ALSD.com: we wanted to try to do was go to our supporters and say ‘hey,
Houston Dynamo and Populous let’s bring the tailgate inside for you,’” Heineman explains.
create intimate environment in “‘We know one of the reasons that you do the tailgate is it
new stadium gives you a cheap option. So let’s give you a cheap option
inside [the stadium].’”
www.alsd.com/content/hous-
ton-dynamo-and-populous-
The exPeRience maTRix
create-intimate-environment-
As mentioned previously, the Sporting KC owners adhere
new-stadium
to the Disney principle of creating magic moments. This
neW sPoRTing Kc logo
philosophy pervaded the design process from start to finish. (FoRmeRly tHe KanSaS City WizaRdS):
Experience was the number one priority. “If we started talking • the middle separation represents the bor-
about what color that wall is going to be, or that floor is going der of Kansas and missouri
to be XYZ,” details Knight, “we’d always stop and consider • the lines on the left represent the 11 players
the experience the customer is going to have rather than how on the field
big, how wide, how tall.” • the typography of the SC on the right
Emerging out of this thinking is an incredibly detailed represents the serpent entwined with the
Experience Matrix built into LIVESTRONG Sporting Rod of asclepius, the common medical and
Park, which breaks down the building not only by different health symbol
neighborhoods, but also by different experiences for different • the entire shield represents the aerial view
ages and demographics. “What we’ve tried to do conceptu- of the Greater Kansas City metro area
ally with this building is think about all the different spaces,”
Heineman says. Basically, Sporting KC has identified and split
up the building into 150 interior spaces, each administered
with a series of 20-minute scripts for the duration of time the
Interior rendering of
LIVESTRONG Sporting Park.
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![Bend It Like Beckham: The
roof spirals up 38 feet around
LIVESTRONG Sporting Park
to mimic the flight of a soccer
ball.
building is open. “So if the building opens at 4:00 and shuts unique and different.”
down at midnight, every one of those spaces has segments The conceptual design started by looking at not only the
of 20-minute scripts, trying to think through exactly what’s growing number of soccer stadiums built recently in North
going on in that space.” America, but also by attempting to mimic the soccer experi-
ence in South America and Europe. Based on these observa-
a WeB 3.0 Building tions, intimacy of the stadium itself and the retention of
When it comes to technology, Sporting KC is aiming high. sound were the key components at the onset. “[The Sport-
“The component where we really have an opportunity to ing KC owners] wanted something intimate yet powerful,”
change things in the industry is the core technology backbone Knight reveals. “Sometimes when I come here, it feels really
that we’re putting in the building,” says Heineman. small; sometimes when I’m here, it feels really big.”
Sporting KC is partnering with Cisco to help form ideas Sales Tax Revenue (STAR) bonds were used to finance the
for technology capabilities and infrastructure. Included in entire original area surrounding LIVESTRONG Sporting
LIVESTRONG Sporting Park is an advanced distributed Park, which includes Kansas Speedway and a vibrant mixed
antenna system (DAS) and a high-end Wi-Fi backbone to de- retail district. The bonds were originally scheduled to be paid
liver many rich applications for handsets and tablets. iPads are off by 2016, but because the area has burgeoned so quickly,
being used as suite controllers able to adjust lighting, sound those debts have already been re-paid. $147 million in STAR
and temperature, to order food and merchandise, to log into bonds from Kansas City, KS were allocated towards build-
the club’s membership platform, to control camera angles on ing the new soccer stadium. The Sporting KC ownership is
TVs, essentially to help pilot the entire experience for suite handling all overages to the stadium construction.
holders. “We want this to be a very Web 2.0/3.0 building and
figure out how to have many of our members create commu- The Body and The Ball
nities whether it’s inside the building or whether it’s at home When Populous started working with Sporting KC on the
watching on TV,” Heineman states. “Whatever the case, we design process, it was really important to the ownership group
want the building to be very interactive.” that there be a bigger story behind the building. The story
being told is centered on the sport of soccer itself, “The Beau-
inTimaTe yeT PoWeRful tiful Game”, and the deep-rooted connection between the
With a price tag of $200 million, LIVESTRONG Sporting sport, its players and its fans. “In the beginning, [the story]
Park is not of the same ilk as say the $1.6 billion New Mead- was the body and the ball, with the roof representing the ball,
owlands Stadium, but it is still very effective nonetheless and and the base of the building being the body.”
certainly cutting-edge. It is at an advantage in solving some of “We wanted to do a lot of different things that were eye-
the industry’s issues as planning occurred over the course of catching and artistic and really have a story around it,” affirms
three years, the lengthy period required to secure the neces- Heineman.
#ALSD2011: sary public funding for construction. “We weren’t necessarily The inside application of the bowl was predicated on rid-
Robb Heineman interested in building the best soccer stadium in the United ding some of the traditional stadium attributes that separate
States. That wasn’t our goal,” states Heineman. “We wanted fans from the playing surface. With this governing philoso-
CEO of Sporting Club
to build the best sports experience possible and think through phy, Populous and Sporting KC are creating as fan-friendly
Keynote Address how we can serve a number of different constituents and a confine as is found in professional sports with sightlines
Tuesday, June 28 create a number of different fan environments that would be that are second to none. An interesting characteristic of
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![“[liVesTRong sporting Park] is going to change the
way we think about suites.”
– Jon Knight, Populous
LIVESTRONG Sporting Park is that it does not have many
PRemium seaTing highlighTs corner seats, a directive of the ownership group. Occupying
By The numBeRs the corners of the stadium is a unique visual experience of
terrace seats backed up by a bar in two corners, the Members
stadium capacity: Club in the third and the owner’s suite in the fourth. These
• 18,467 for soccer sections are at different angles, all of them with a little bit dif-
• 25,000 for concerts ferent character and their own unique geometry.
• 36 suites
Around the exterior, the entire stadium is wrapped in glass
• 5 clubs:
Field Club (Capacity: 400) and aluminum fins, organized in a creative pattern to give
Members Club (Capacity: 2,000) the illusion to those walking or driving by of a bouncing ball.
Stadium Club (Capacity: 1,000) Another design aesthetic in reverence to “the Body and the
Suite Level 1 Club Lounge Ball” is the asymmetrical, cylindrical roof, which spirals up 38
Suite Level 2 Club Lounge feet and mimics the unique flight of a soccer ball.
suite level 2:
• 14 suites WhaT’s in a name?
• Cabana Suites: 5-year lease terms, $68,000/year A large part of the core purpose of the redefined Sporting
• Cabana Loft Suites: 5-year lease terms, $64,000/year KC brand is generating social awareness and change for the
• One Party Suite (Capacity: 50) betterment of the health of the Kansas City community. This
• All-Inclusive F&B for-the-good-of-the-community approach has led to a unique,
• Access to Suite Level 2 Club Lounge counter-intuitive business partnership – cause marketing
suite level 1: naming rights. On March 8th, Sporting KC announced a
• 22 suites partnership with LIVESTRONG, the Lance Armstrong
• Executive Suites: 5-year lease terms, $85,000/year Foundation made famous by the yellow silicone gel wrist-
• Executive Loft Suites: 5-year lease terms, $52,500 and $60,000/year bands developed by Nike as a fundraiser for Armstrong’s
• Private bartender/concierge in each suite mission to win the fight against cancer.
• Access to Suite Level 1 Club Lounge Now there is community service, and then there is doing
stadium club seats what Sporting KC recently announced – giving a percentage
• 1,000 seats of total team revenue to LIVESTRONG. A substantial per-
• $1,250/year centage. A minimum of $7.5 million over the next six years.
• 20 events: 17 MLS matches and 3 other soccer events “A portion of all stadium revenues, whether it’s a ticket to a
• Right of First Refusal for all other events match, whether it’s a box of popcorn, whether it’s you buying
• Upgrades available for all other events a jersey or shirt online, whatever it is,” explains Heineman, “a
field club seats: portion of those proceeds will go to the fight against cancer.”
• 388 seats The club did fish for a traditional naming rights deal, but
• $3,250/year (Row 1) found no suitable partners. Sans Sprint, Kansas City just
• $2,750/year (Rows 2-4) is not saturated with Fortune 500 corporate headquarters
• 20 events: 17 MLS matches and 3 other soccer events capable of forking out the marketing dollars associated with
• Right of First Refusal for all other events stadium naming rights. So the club is trading an estimated
• All-Inclusive F&B
$1–$2 million in annual naming rights revenue for the stan-
• Team benches are built into this seating level
• Access to Field Club: dard charitable contribution tax break.
Players walk through the club from the locker rooms to the pitch Is it risky? I believe it is. Is it crazy? Hard to argue. But is
Press conferences occur in the press room adjacent to the club it innovative? I believe it is. Is it original? Hard to argue. And
that is just how the organization seems to like it. They are
members club seats:
simply not afraid of the unknown or unconventional thought.
• 2,000 seats
• 20 events: 17 MLS matches and 3 other soccer events As Illig explains, “We are setting what I think is going to be
• Right of First Refusal for all other events a brand new standard for how professional sports engages
coming uP nexT: • Access to club 365 days a year worthwhile causes.”
connecTing WiTh While this is a first-of-its-kind initiative, it is not the first
fans Via social
media doWn undeR [continued on page 86]
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![Through The eyes of The Minor
League suiTe DirecTor
We assembled a group of minor league suite directors from across multiple sports/venues
and from across multiple geographies for a roundtable discussion to gain further insight into
selling and servicing premium seating at the minor league level. Find out the highs and lows
(mostly highs) of life in the minors.
W
e have all heard of the quirky $1 beer nights show every single night. Throughout the course of a season,
and “bring your pet to the park” promotions we’re bringing in about the same number of fans as the Colts
of minor league venues, but when looking or Pacers, but it’s spread over 72 days, and it’s just 37 of us
more in-depth, there is true first-rate work staff members pulling everything off. That’s the thing I love
happening on a daily basis. Join four ALSD members, all the most. It’s definitely unique. I’ve always thought the MLB
with unique premium products, in the latest addition to the level to be an exciting place to work someday. Certainly their
roundtable series with ALSD Membership Director Ryan facilities are top notch, and I’d love to be a part of that, but
Mirabedini. we’ve got a gem here in Victory Field. It does a lot for us. The
kind of work that we get to do in the minor leagues is not
something I would trade for anything right now.
VICK
MeeT The PaneL: Golden: Our focus mainly is on concerts and special events
here, but we also have minor league hockey and arena
Kerry Vick football. The hockey club is our main tenant right now, and
Senior Ticket & Premium Services Manager they’ve been with us for eight years. Our responsibility is to
Indianapolis Indians ensure that all of my clients are taken care of for all of these
events. I’m a single party here; I run the whole department
Nancy Golden myself. [The Gladiators] rent suites individually for individual
Director of Premium Services games, but you have to be able to pull the reins on them
Gwinnett Arena sometimes. Obviously they’re a tenant of ours, but we don’t
want to jeopardize the public safety that we’ve already had in
place for every other event in addition to their games.
GoLDen Ryan Von Sossan
Manager of Luxury Suites Von Sossan: I’m kind of a jack of all trades, which is pretty
Sacramento River Cats typical for minor league sports. I do have the title of sales and
service manager at the suite level, but I kind of have my hands
Brian Bucciarelli in everything that is being done. Obviously the suites are my
Director of Corporate Partnerships/ main priority, but I work with partnerships, sales and spon-
Premium Seating sorships as well. It helps from the standpoint that by working
Giant Center/Hershey Bears with a lot of different departments, I get to understand all
about an event, whether I’m working with the ad department
on putting a program in place or the box office directly to
Von SoSSAn make sure things are going well there.
aLsD: if you could explain to people what it is like work-
ing in a minor league venue, what would you tell them? Bucciarelli: Working for Hershey [Entertainment and
Resorts] is a great job. We have so many offerings from not
Vick: I’d say it’s a grind during the baseball season of course, only the Giant Center with minor league hockey, but also our
because we’ve got a whole bunch of events jammed into a resort properties, golf courses, the amusement park and nu-
5-month time period, and our staffing is such that literally merous restaurants here. So it’s never a dull day. It gives you a
everybody has to work every hour of each game. So it can different perspective on things, because you’re not just work-
be grueling, but it’s certainly a blast. The main difference ing for a sports team; you’re working for a large company that
[between the minors and majors] is the staffing. We do things caters to three or four million guests a year. What we do is
as high quality as we can. We really value all of our customers try to entertain those guests the best way we can. My specific
and clients and try to make sure we’re putting on a really good job is director of corporate sponsorships. That perspective of
BuCCIAReLLI
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![“We try to do something significant each year, and
there’s nothing that’s generated as much buzz as the
[captain Morgan] cove has.”
— Kerry Vick
my job includes the Giant Center, the theatre, the amuse- do multi-year deals. With the club seats, we offer 1-, 3- and
ment park and various other special events like a wine tasting, 5-year leases with the benefit that you’re locked into that
marathon or anything that’s involved with sponsorship. price. So if you do a 3- or 5-year deal, there’s not an escalator
clause. The good is that prices don’t increase, but the bad is
prices don’t increase. In five years when you’re trying to renew,
aLsD: What is the suite/premium area layout of your it’s tough to name a price. When you have that escalator in
venue? there, it softens the blow a little bit.
Vick: On our suite level, we have 32 different party areas.
Three of those are open air party rentals for larger groups, aLsD: What is your favorite premium area of the venue?
and 29 of them are suites with indoor/outdoor seating. We
VICK
sell seven of those 32 areas on a day-to-day basis, and those Vick: I’ve been conditioned to view [Victory Field] from
daily rentals have really picked up exponentially over the the fan perspective, and what’s been selling well here over the
years. That’s becoming a really popular trend. The rest are years is our party terraces on the suite level. Those are booked
seasonal sales. We also have two large picnic areas on the up really fast, and people keep coming back year after year.
main concourse level which can collectively hold up to 2,000 Either they’re underpriced or wildly popular. I’d say that’s
people a game. We’re opening up our Captain Morgan Cove probably my number one, but I’m hoping once the Captain
this year. On the backside, it’s open to the public for anyone Morgan Cove becomes operational, it will slide into that slot.
to come up and get a cocktail, novelty food or drink item.
On the front side, we’re doing a premium seating assortment Golden: We offer packages for club seating in the lower
with pub tables and drink rails. It’s kind of a hybrid between bowl. People think that being on the second level is too far
suite level and general stadium seating. It’s a little bit more away. So we do offer that option. It’s a right of first refusal for
GoLDen
upscale and exclusive but not completely private. We try to your seat, not necessarily a seat location that’s guaranteed for
do something significant each year, and there’s nothing that’s every event. If I was a patron for one of our sporting events,
generated as much buzz as the Cove has. I would definitely love to sit on the club level. If it was a con-
cert, I would definitely choose a seat in the lower bowl.
Golden: Our suites and our club seating are located on the
second level of the arena, but there are only two levels, so Von Sossan: If I had two choices, I would first pick behind
every seat is quality. We have four rows of seats in our club home plate, because I was a pitcher in college, so I like seeing
level. The views are very, very good. There’s upscale seating in the action on the pitches. I enjoy that view, but otherwise,
that area as well with leather seats and more room between anywhere on the suite level, I’m a fan. It is a great perspective
the aisles. We have 30 suites on our club level and 1,300 club of the field and also a beautiful view of downtown.
Von SoSSAn seats, and we’re nearly sold out on those.
Bucciarelli: [Our premium area] has two different experi-
Von Sossan: We have 36 suites with one 50-person party ences. If you’re coming as a fan, you want to be in the club
suite on the third base side. We reserve five suites for one area, because you’re close to the action. If you’re a company,
night participation. Suites six through 35 are a combination there’s no other way than a suite. The club seats are great
of full-season, half-season and now, partial game leases. Multi- though, because you’re in with other people. In a suite, you’re
years are a thing of the past for us. With the economy, it’s in a very different setting. We have ten suite holders that have
difficult for people to not only justify the cost of a $40k-$50k club seats too, because they want to be able to entertain both
suite rental but then also food and beverage on top of that. It’s ways. We even have a customer that has a suite but also has
a changing dynamic, that’s for sure. on-the-glass seats that they can entertain clients with.
Bucciarelli: We have 40 suites, three of which are held for
BuCCIAReLLI
a per-event basis, and 688 club seats located at center ice on aLsD: What kind of suite holder incentives do you
one side with a club lounge connecting those club seats. We provide?
used to start at 3-year deals, but now they start at two. I do
have some 1-year deals, but we’re starting to get away from Vick: We do some of the more traditional things that other
that. Things are starting to come back. We’re starting to see clubs do, but again with budget constraints, it may be to a
more demand for the suites, and people are more willing to lesser extent than the Major League folks. We host a couple
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![“Things are starting to come back. We’re starting to see
more demand for the suites, and people are more willing to
do multi-year deals.”
— Brian Bucciarelli
of preseason luncheons, on-field batting practice, private since we opened our doors 16 years ago, and they gravitated
IMAX screenings at a local venue and more. We also provide over to the arena once we opened our doors here.
year-round access [to the suites]. If [our suite holders] want to
use the facilities, we always oblige. As much as anything, we Von Sossan: Ovations is our concessionaire out here. They
offer ease with very few restrictions to let them take as much not only handle the lower level but also the suite level cater-
advantage of their suites as possible. ing. They’re in their second season now and are great to work
with. Things have been excellent. As far as all-inclusive, we
Golden: One of the things that we’re very fortunate here for really don’t do that up on the suite level. The only place we do
is that I am able to take each one of our suite holders on a trip that is with some of our group areas. We do offer packages
each year. One of my suite holders renewed this year, because that [suite holders] can choose from, but it’s mostly an a la
VICK he did so much networking on the suite holder trip. Last year carte, game-by-game situation.
we went to Key West. We’ve been to Charleston and others.
We go for a weekend someplace not too far away, so it doesn’t Bucciarelli: We don’t have a specific all-inclusive package,
consume all of our time flying. To have the budget to do that but I’ll use it as a selling tool sometimes by saying, “Okay,
is very fortunate for us. here’s the cost of your suite, and it’s going to include a $5k or
$10k F&B credit.” We gauge per-sale if we need to do that,
Von Sossan: One thing we started a couple of years ago as an and more are going that way. We’re having more strategic
added-value was our “Taste Test Tuesday” program up on the meetings to discuss what’s going into a package that includes
suite level. Essentially, we took Tuesdays, because they usually food and beverage. ALSD is great to help answer those ques-
have some inventory available. We brought out a couple win- tions. [The association] gives us access to those teams that
eries, cheese makers and some other various companies, and currently do [all-inclusive packages] to ask them questions
we allowed them to go into a suite. We would tell our suite about them.
GoLDen
holders in advance that they could stop down to sample wine
and whatever the food selection might be. The benefits are
two-fold. It provides our suite holders with a nice opportu- aLsD: What is the most important ingredient to a happy
nity, and from a sponsor standpoint, it helps them reach out minor league suite holder?
to those high-level clientele.
Vick: We can make it a pretty easy decision for big compa-
Bucciarelli: The big thing right now is our suite packages nies around town to spend $30k or $40k for a summer’s en-
are all-events-included. We’ll have a lot of other offerings for tertainment by taking care of them and all their special needs,
amusement park passes, golf, restaurants and so forth. Those issues and requirements throughout the season. Our suite
offerings certainly are huge added-values. holders seem to be pretty laid back, easygoing and use the
Von SoSSAn ballpark to their advantage. They know they get a very good
ROI, their guests will be well taken care of, the F&B will be
aLsD: can you share a bit about the f&B offered in your high quality, and they know that the Indians are going to put
facility? Do you offer all-inclusive packages? on a good show. All our fans leave with a positive impression
of the stadium and the entertainment, so very rarely does
Vick: All of our single game rental areas are built in with someone leave here disappointed.
food and drink packages. Pretty much anything we do for our
groups has the all-inclusive flavor to it. The alternative would Golden: We had a little bit of a lull in our events last year,
be the seasonal suite holders who have the opportunity to so we saw a dip. But this year, it’s been much, much better.
pick and choose from a specialized menu and customize each When we have good events here, it keeps people happy, so
individual game or home stand to their liking. Aramark is our my renewals have been up a bit this year. We had Lady Gaga,
provider. We’ve been with them for a long time and recently Brad Paisley, Katy Perry, Kid Rock and more. Customers
BuCCIAReLLI
renewed our contract. want this building more so for the concerts than the sporting
events. If we didn’t have those, we’d definitely be in trouble.
Golden: [F&B] is game-by-game, event-by-event. For our We’re doing very, very well this year, and we just need to keep
suites, if [suite holders] do rental packages, we will include it going.
food with that. [Caterer and food service management com-
pany] Proof of the Pudding has been with [Gwinnett Center]
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![“We are starting to loosen the reins a little bit. have you
ever seen little monkeys riding sheep dogs? google it.”
— ryan Von sossan
Von Sossan: I really pride myself on customer service, and aLsD: What is the craziest promotion you have ever
I think that’s really where it’s at. Not to say I give them ev- conducted or would like to conduct?
erything they ask for, but even if I have to say no, I will work
with people and help them find another way to do things. Vick: I wish I had a better answer for that. We’re not like a
Our facility is great, our suites are clean, and we have a great lot of typical minor league teams. We don’t really try a lot of
product on the field as well. wacky or zany promotions. We stick to our bread and butter
which are things like the dollar hot dogs and fireworks. We’ve
Bucciarelli: If you’re staying in touch and maintaining found those to be stable, talked through them with our fans
relationships with [suite holders], that’s the most important and haven’t spent a lot of time being innovative trendsetters
thing. Make sure you’re proactive, not reactive. We have when it comes to promotional concepts. But we’ve found
VICK current clients that are great sources for new clients, because what works for us and our fans. We’ve done things over the
we’ve done such a positive job. One of the biggest reasons years like “win a car” night. We’ve brought in several different
people don’t renew is because they don’t activate the suite traveling acts. We’ve found a system that works for us, and
properly. That’s our job to educate and tell them how to use we’re happy to stick with that. Gimmicks work at a lot of
it. places, but we haven’t really used them extensively in the past.
We try to do what we know works, and that’s our philosophy.
aLsD: What are the current challenges within your Golden: They’ve actually started charging people for each
marketplace? giveaway, like $5 for a jersey, and they are still huge. People
are lined up for them. They actually have been selling out and
Vick: We’re blessed to not only be in a really nice market but wanted to try and see if they could create another avenue for
also in a thriving downtown. The good and the bad is that revenue.
GoLDen
there are a lot of other things to do here. By Triple-A stan-
dards, we have one of the biggest markets to work with, so Von Sossan: We really have not. We are different in that
it’s fantastic from a premium standpoint, because there’s a lot respect from some of the smaller franchises. We’re pretty
of corporate dollars here for entertaining. The flip side is that buttoned-up with a lot of our promotions. We tried to model
our media coverage is a little bit drowned out at times because our business off of a major league franchise. We’re not at a
of other major league teams and a handful of big time college level where we have to use things like that to fill the seats. But
programs within an hour’s drive. we are starting to loosen the reins a little bit. Have you ever
seen little monkeys riding sheep dogs? Google it. That’s one of
Golden: Our facility is in a very family-orientated location, the things we’re looking at. We’re just now starting to get into
and we have a lot of competition from families that have some of the traditional minor league promotions. #
Von SoSSAn their kids in football or baseball or something like that. It’s a
family community here, where they are focused on their kids,
schools and Friday night football. Are you interested in learning more about minor league premium seating?
Write to Ryan at ryan@alsd.com, connect with him on LinkedIn at www.
Von Sossan: We’re somewhat unique in that we have plenty linkedin.com/in/ryanmirabedini or follow him on Twitter at www.twitter.
of people around here that come by our facility. Even though com/Ryan_ALSD.
the [San Francisco] Giants are only an hour and a half away,
we still have a pretty good local fan base that continues to
support the club. You don’t have to be a baseball fan, and
More on the Minor Leagues on ALSD.com:
that’s really what we try to tell people. Less than a month until completion of $24M renovation of
Cheney Stadium
Bucciarelli: We’ve seen a turnaround here, and it’s because www.alsd.com/content/less-month-until-completion-24m-renovation-
BuCCIAReLLI
of the building. People that have seen it say it is NHL quality. cheney-stadium
It’s a 10,500-seat venue, so we don’t get U2, but we get some
pretty big acts like Elton John. Also, the Bears are back-to-
back [Calder Cup] Champions and going for three in a row,
so that certainly helps.
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![INduSTRy ANd ASSocIATIoN NEwS, coNTINuEd
Groupon Fan-Faced Tickts
[continued from page 18] [continued from page 20]
high quality. As long as the seller does not “cheat” MINNESOTA VIKINGS partnership. As explained by Bryant Pfeiffer, VP
by setting high prices for what turns out to be The Minnesota Vikings are also getting into the of Club Services at Major League Soccer, “All of
poor quality, buyers interpret quality on the basis fan-faced ticket act by conducting a similar fan our clubs are very good about giving back to the
of price. Offering huge discounts says two things contest. Fans can enter to become the “New Face community, and this is something as a league
– our normal price is too high, and we have too of the Vikings” and be on the front of the 2011 we are very proud of.”
much supply. Minnesota Vikings season tickets. To participate, Sporting KC’s partnership with
fans simply must visit the Vikings official Face- LIVESTRONG does not seem to be a red
WhAT ShOuld TEAMS dO? book page, submit their name and email address, herring, or just talk with PR-driven syntax to
Most of us know an objection to price is really an attach a photo that displays their Vikings loyalty cloak ulterior motives. It seems to embrace the
issue with perceived value. So why not try to add and answer the question, “Why should you be spirit of the law of charity, rather than just the
value to your Groupon offer? Offering Groupon selected to be on the Vikings season tickets?,” in letter of the law of political correctness. But it
tickets at one-third of normal prices sends the 100 characters or less. should be reported that the venue is designed to
wrong signal regarding ticket value, but the idea host concerts, and with Lance Armstrong’s close
of adding a team shirt to the deal is creative. Why PErSONAlIzATION ON ThE PrEMIuM ties with many musical acts, if more big-name
not offer a moderate discount (e.g. 22%), as did TIcKET lEVEl performers play LIVESTRONG Sporting Park,
the Wrigley Field Rooftop Club in selling 2,381 As is true for most teams, personalization is even those events could generate more revenue than
tickets to some of the less desirable games in May, more important on the premium levels, where cli- a traditional naming rights deal. So at the end
and add value with merchandise or parking passes? ents desire individual interaction. Theresa Coscia, of the day, there is still no such thing as a free
Since you are splitting revenue with Groupon, Suites and Premium Seats Coordinator for the lunch. “I believe we’ll have entertainers who
the higher price point will benefit both parties. Jaguars, says that although the Jaguars ticket pro- otherwise wouldn’t have played our venue,”
And the modest discount signals relatively high motion does not include premium tickets this year, Heineman contends.
demand. she strives to make her premium ticket program The immediate response to the partnership
The success of online group sales intermediaries personalized each year. Coscia’s team visits clients’ was very positive, which included a spike in
is really just affirmation that organizations need offices and more times than not, sees customized sales. As reported in other publications, in the
to clearly identify price-sensitive segments in their ticket boxes sitting prominently in offices and 24 hours in the wake of the press conference
own databases. Given the effects of price signals, a lobbies. For Coscia it means, “Number one, clients announcing the deal, Sporting KC sold 400
good motto is, “Never discount in public.” Since value the box, and number two, the team stays top season tickets, the most sold in any one day in
Groupon does not broadcast the discount via mass of the mind for clients.” club history.
market media, they accomplish this; however, or- And although premium seat holder faces will
ganizations can gather relevant information about not adorn tickets this year, the Jaguars came up I ASK AGAIN, WhAT’S IN A NAME?
customers as inputs in their own CRM systems with a unique gift to ensure that clients’ faces In Act II, Scene II of Shakespeare’s Romeo and
to do the same thing. For instance, you could are noticed. Last year Coscia presented her suite Juliet, the heroine asks, “What’s in a name? That
ask customers, “When buying tickets, how likely holders with high-end digital cameras. “We asked which we call a rose by any other name would
are you to change what you planned to buy in the suite holders to leave the cameras in their suites smell as sweet,” meaning what matters is what
order to take advantage of a lower price?” In our and take photos throughout the season,” Coscia something is, not what it is called. But what
research, we found only about one-third of fans explains. “At the end of the season, we collected if what it is called and what it is are mutually
are price-sensitive for sporting events, but twice as the photos and put together a slide show that inclusive? This is one of the few Shakespearean
many are price-sensitive for things like groceries, was played during the end of season suite holder lines that does not hold up in this anomaly of
gas and other goods. That is why Gap generates party.” a circumstance. Miss Capulet clearly has never
over 40,000 responses to its Groupon deals. – Amanda Verhoff been to LIVESTRONG Sporting Park. The
– Kirk Wakefield unique name begins to tell the unique story,
and by any other name would not live as strong.
Sporting KC
About the Author: Dr. Kirk Wakefield serves as the editor of [continued from page 60] LIVESTRONG Sporting Park is a shift in
The Migala Report and is the Edwin W. Streetman Professor of sports venue design. The future has arrived. A
Retail Marketing in the Hankamer Business School at Baylor time inventory has been donated to cause new benchmark has been introduced for the
University. He is the creator of the renowned Sports, Sponsor- marketing. In 2006, FC Barcelona entered premium seating component. The venue’s other
ship & Sales (S3) program housed in the Department of Market- into a partnership with UNICEF, in which innovations in naming rights, amenities and
ing. Email Dr. Wakefield at kirk_wakefield@baylor.edu. the football club agreed to pay the nonprofit technology are also leading-edge, and the an-
organization 1.5 million euro annually to put ticipation for its opening is palpable throughout
the organization’s logo on its jerseys. Further, the Kansas City community and beyond. #
To read Part Two of Dr. Wakefield’s research on using Groupon to nearly all teams in North America and abroad
sell tickets, visit: have charitable causes. Giving to charity is a Which aspect of LIVESTRONG Sporting Park are you most
www.migalareport.com/node/461. fairly common practice, just not with the same excited for?
splash or attention as the LIVESTRONG Write to Jared at jared@alsd.com.
86 | S E A T | SPRING 2011 | www.alsd.com](https://image.slidesharecdn.com/seat-spring-2011-1304721579-phpapp02-110506174156-phpapp02/85/SEAT-Spring-2011-86-320.jpg)
Uploaded byJared Frank
SEAT Spring 2011
The document is a magazine published by the Association of Luxury Suite Directors (ALSD) for its members. It includes articles on premium seating trends, technology innovations in sports venues, and profiles of various sports suite directors. The cover story discusses the upcoming ALSD annual conference to be held in Los Angeles, which will feature session descriptions, guest speakers, and venue tours.
SEAT Spring 2011
- 1. removing premium seating’shermetic seal in Kansas city page 52 S E AT leading the premium seat industry www.alsd.com spring 2011 p u b l i s h e d b y t h e a s s o c i at i o n o f l u x u r y s u i t e d i r e c t o r s page 34 is using groupon to sell the education of an editor through the eyes of the minor tickets a good idea? page 26 league suite director page 18 page 78
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- 4. TWO WORDS: SPECIAL. TREATMENT. MOTOROLAHOSPITALITY SOLUTIONS Whether entertaining business clients, closing a major deal or socializing with family or friends, your customers 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 their expectations. Equip your staff with mobile voice and data solutions so they can offer the ultimate in entertainment satisfaction. Afterall, everyone loves to be treated like a VIP. For more information, please visit us at: www.motorolasolutions.com/hospitality MOTOROLA, 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. Elite Risk Insurance Solutions Elite Risk Services, Inc. is pleased to be the official insurance partner of the alsd We recently launched a newly enhanced third party liability insurance policy that is designed to protect suite owners and managers each and every time you rent a suite to a third party. Separate your liability and pass the minimal insurance premium on to the renter or tenant. what does it coVer? • Third Party Liability • Property Damage or Bodily Injury (specific to the damages or injuries the client may cause or is held responsible) • Separates the suite manager, the venue and the suite owner from the renter or borrower of the suite • One low premium that can included in the suite rental agreement Visit www.suiteinsurance.com or call Kevin Kurtz at 800-596-0969 ext. 105 License # 0G40499
- 6. How much moneydid you lose today? The average FanGo order is 110.5 LARGER % than the average traditional order. When fans order concessions and merchandise from their phones, orders are significantly larger and fans order more frequently. 859.608.4521 • info@thefango.com
- 7. SEAT Published bythe Association of Luxury Suite Directors coVer story 34 the solutions eVolVe The 21st Annual ALSD Conference and Tradeshow in Los SPRING 2011 Angeles is less than two months away. Check out the full schedule of events. Included are all session descriptions, keynote speakers and venue tour details. features 48 when the fan experience is the luxury Learn experiential services and seating options to exceed every fan’s expectations and increase sponsor revenues. BY BOB BANGHAM AND TIM CHAMP 52 remoVing premium seating’s hermetic seal LIVESTRONG Sporting Park, the new home of MLS’s 34 Sporting Kansas City, ushers a dramatic shift into the venue marketplace. With intrepid technology innovations and communal premium seating, LIVESTRONG Sporting Park brings “The Solutions” to life. BY JARED FRANK 72 mlb teams score big in the suite marKet According to reports, MLB franchises increased in value on average by 7% – an all-time high – from 2010 to 2011. How does this financial success affect premium seating? Compare pricing and the variables determining those prices for all 30 MLB teams. BY DR. PETER TITLEBAUM AND DEBBIE TITLEBAUM 78 through the eyes of the minor league suite director In this latest installment of our roundtable series, SEAT gathers together an assortment of Minor League suite directors from across multiple sports, venues and geographies. Discover more about the not-so-zany life in the minors. 48 WITH RYAN MIRABEDINI sports technology corner 62 sports geeK connects sports, fans and sponsors using social media Take a trip down under to see how two professional Australian franchises find success using digital platforms. Learn how to monetize social media assets and how to best utilize those assets to connect with fans. BY CHRISTINE STOFFEL 64 sports & entertainment alliance in technology Start to plan your trip to the 5th Annual S.E.A.T. Conference and Tradeshow, held in conjunction with the ALSD Conference and Tradeshow. Browse this year’s sessions, presenters and tours. 52 About the Cover: Illustration by Rob Schuster. Photo of Los Angeles at dusk from Contents continues overleaf BigStock. www.alsd.com | SPRING 2011 | S E A T | 7
- 8. Spring SEAT ASSocIATIoN of LuxuRy 2011 SuITE DIREcToRS Chairman Bill Dorsey Executive Director Amanda Verhoff Published 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 Information Technology John Tymoski ExECuTIVE CoMMITTEE Chris Bigelow, Bigelow Companies Brian Bucciarelli, Hershey Entertainment & Resorts Greg Hanrahan, united Center Tom Kaucic, Southern Wine & Spirits Pat McCaffrey, ALSD 26 Kim Reckley, Detroit Red Wings & olympia Entertainment BoARD oF DIRECToRS departments Janie Boles, Auburn university Natalie Burbank, utah Jazz / Salt Lake Bees Richard Dobransky, Delaware North Companies 10 NEW ALSD MEMBERS Trent Dutry, uS Airways Center Chris Granger, National Basketball Association Patti Kimbrough, university of Arkansas Gerald Kissel 12 ALSD EDITORIAL Debbie Massa, RoI Consulting Editor’s Note Mike Ondrejko, Madison Square Garden BY JARED FRANK Richard Searls, New York Red Bulls Tom Sheridan, Chicago White Sox Your Sandwich is Online Michael Smith, Philadelphia union BY BILL DORSEY Peter Titlebaum, university of Dayton Brian Varnadoe, Houston Texans 16 Bob White, Calgary Flames 16 INDUSTRY AND ASSOCIATION NEWS ALSD 2011 STEERING CoMMITTEE SPORTS & eNTeRTAiNMeNT ALLiANCe iN TeCHNOLOGy Adam Link, Home Depot Center Arsenal balances competitiveness and fiscal S.E.A.T. ExECuTIVE CoMMITTEE Alicia Fox, Home Depot Center responsibility Christine Stoffel, Founder, S.E.A.T. Consortium Bryan Lawrence, Angels Baseball Chris Wood, S.E.A.T. Chief Technology Advisor/Coordinator Chris Cockrell, AEG/STAPLES Center Is using Groupon a good idea? Michele Kajiwara, AEG/STAPLES Center S.E.A.T. 2011 STEERING CoMMITTEE Eagles, Jaguars and Vikings fans become Bob Jordan, New Meadowlands Stadium Co. the faces of the franchises Casey Bookout, university of oklahoma Craig Neeb, International Speedway Corporation Chip Foley, Forest City Ratners 22 ON ALSD.COM Chris Dill, Portland Trail Blazers ALSD congratulates Jennifer Ark and the Dan O’Neil, National Hockey League Dennis Mills, Major Events International Green Bay Packers for their Super Bowl Jim Darrow, Ilitch Holdings/Detroit Red Wings Published by Venue Pub. Inc. Copyright 2011. (All rights XLV victory. John Avenson, Minnesota Twins reserved). SEAT is a registered trademark of the Association Kevin Naylor, Indiana Pacers of Luxury Suite Directors. SEAT is published quarterly and is Larry Bonfante, united States Tennis Association complimentary to all members of the Association of Luxury 24 MEMBER HIGHLIGHT Lorraine Spadaro, DNC Boston, Inc/TD Garden Suite Directors. SEAT visits with Frank Hubach, VP Mike Morris, Major League Baseball Nancy Galietti, National Football League of Premium Sales & Service, American Peter Surhoff, Major League Baseball Airlines Center. Paul DelGuidice, National Basketball Association BY JARED FRANK Paul Barber, Vancouver Whitecaps FC Richard Searls, Red Bulls Arena Roger Baugh, London 2012 olympics Sasha Puric, Maple Leaf Sports & Entertainment Association of Luxury Suite Directors 88 COMING ATTRACTIONS 10017 McKelvey Road, Cincinnati, oH 45231 Steve Conley, Boston Red Sox 513 674 0555 Shane Harmon, New Zealand 2011 World Cup Rugby amanda@alsd.com Tod Caflisch, New orleans Hornets Please Recycle This Magazine Wayne Wichlacz, Green Bay Packers 8 | S E A T | SPRING 2011 | www.alsd.com
- 10. NEw ALSD MEMbERSSPRING 2011 Gregory J. Myford Associate Athletic Director for Business Relations & Mark Steinkamp Paula Polei Communications Senior Marketing Director STRATACACHE Penn State university Daktronics 2 Riverplace, Suite 200 101-M Bryce Jordan Center 331 32nd Avenue Dayton, oH 45405 university Park, PA 16802 Po Box 5135 P: 937-224-0485 P: 814-865-9080 Brookings, SD 57006-5135 ppolei@stratacache.com gjm14@psu.edu P: 800-325-8766 msteink@daktronics.com Patrick Gilbert Shelley Volpenhein STRATACACHE Suite and Premium Services Manager Steve Stonehouse 2 Riverplace, Suite 200 Cincinnati Reds Senior Vice President of Sales Dayton, oH 45405 100 Main Street Ballena Technologies pgilbert@stratacache.com Cincinnati, oH 45202 1150 Ballena Blvd., Suite 250 P: 513-765-7079 Alameda, CA 94501 Stephen Choi svolpenhein@reds.com P: 510-521-0720 STRATACACHE steve@ballenatech.com 2 Riverplace, Suite 200 Rob Gardenhire Dayton, oH 45405 Director of Marketing & Business Development Kip Nelson schoi@stratacache.com Tulsa Drillers Senior Account Manager 201 N Elgin Avenue Ballena Technologies John Morrett Tulsa, oK 74120 1150 Ballena Blvd., Suite 250 STRATACACHE P: 918-574-8308 Alameda, CA 94501 2 Riverplace, Suite 200 rob@tulsadrillers.com knelson@ballenatech.com Dayton, oH 45405 jmorrett@stratacache.com Jimmy DiLella Roger Gasser Director of Business Development Channel Manager Ashley Hurney Conneaut Leather Gasser Chair Co. MTM Recognition 494 E Main Road 4136 Logan Way 3201 SE 29th Conneaut, oH 44030 Youngstown, oH 44505 oklahoma City, oK 73115 P: 440-593-5205; 800-356-1177 P: 800-323-2234 P: 405-609-6817 jimmy.dilella@conneautleather.com rgasser@gasserchair.com ahurney@mtmrecognition.com Kai Murray Jim Elenz Donna Lamprecht Premium Sales Manager operations Manager MTM Recognition Real Salt Lake Gasser Chair Co. 3201 SE 29th 9256 S State Street 4136 Logan Way oklahoma City, oK 73115 Sandy, uT 84070 Youngstown, oH 44505 dlamprecht@mtmrecognition.com P: 801-727-2786 jelenz@gasserchair.com kmurray@realsaltlake.com Jeff Thompson Evelyn Mihin MTM Recognition Matt Garner Coo 3201 SE 29th Sharp Electronics Gasser Chair Co. oklahoma City, oK 73115 12119 South Tallkid Ct. 4136 Logan Way jthompson@mtmrecognition.com Parker, Co 80138 Youngstown, oH 44505 P: 720-479-8204 emihin@gasserchair.com Molly Martin garnerm@sharpsec.com MTM Recognition Dan Vass 3201 SE 29th Larry Schilz Sales Manager oklahoma City, oK 73115 Sharp Electronics Gasser Chair Co. mmartin@mtmrecognition.com 5901 Bolsa Avenue 4136 Logan Way Huntington Beach, CA 92647 Youngstown, oH 44505 Mike Ketcherside schilzl@sharpsec.com dvass@gasserchair.com MTM Recognition 3201 SE 29th Mark Zbylski Taraya Alston oklahoma City, oK 73115 President/owner Student mketcherside@mtmrecognition.com Proforma abZ Imprints Temple university 6865 Ingleton Drive 1745 W Diamond Street Derek DeBree Castle Rock, Co 80108 Philadelphia, PA 19121 StoneTimberRiver LLC P: 303-955-4565 P: 724-709-4129 Po Box 6307 mark.zbylski@proforma.com taraya.alston@temple.edu Fairhaven, NJ 07704 P: 732-383-6500 JC Hoops Jennifer Ross derek.debree@stonetimberriver.com Business Development Manager FanVision Givex 60 Columbus Circle 1341 Estes Street 19th Floor Gurnee, IL 60031 New York, NY 10023 P: 847-360-1092 P: 212-801-1000 jchoops@givex.com jross@fanvision.com Bill Makris Matt Lukens Senior Director, Ticket Sales & Customer Experience Vice President, Business Development Edmonton oilers Hockey Club FanVision 11230 110th Street 204 Spencer Avenue Edmonton, AB T5G 3H7 Canada E Greenwich, RI 02818 P: 780-409-5830 P: 401-219-6578 bmakris@edmontonoilers.com mlukens@fanvision.com 10 | S E A T | SPRING 2011 | www.alsd.com
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- 12. Editor’s notE byJAREd FRANk Why Do You Do What You Do? F irst, a caveat: I’m an idealist. Sure I’m Connect with me on cumbered at times, like we all are, www.linkedin.com/in/ by an imbalance of work and life or jaredfrank whether to choose a 6- or a 7-iron from 137 yards out. There were even times and follow me on during the creation of this issue when I found www.twitter.com/ myself questioning, “Why am I doing this?” SEAT_Editor Now that it is near completion, I am reminded for daily updates. of what I already knew – the greater the chal- Here is a sampling of my tweets: lenge, the greater the reward in the end. The epiphanic moment came while receiv- ing my education from the American Airlines G-Braves transform Home Plate Club Center (see page 26). To reward its season at Coolray Field from pregame hangout spot to ticket holders and premium seat customers, “a private club feel.” the Dallas Mavericks instituted the High-Five tainhead of civic pride. It is a postcard by itself Line. You’ll have to read ahead to learn the or as part of the larger skyline. It is no different Rose Bowl turns to Legends to sell details, but for now, I’ll share that there were than any other building, road or transportation new premium seating. lots of smiling faces. While observing, I recalled resource. It must be joined together with exist- 20 of 55 new suites have been sold. something very important. ing infrastructure or spawn new infrastructure I recalled that we all work in the greatest in order to properly integrate into the existing industry in the world – sports and entertain- identity and growth of a city. It involves plan- Nets to sell All-Access tickets @ Barclays Center. Includes unlimited food & membership ment. No, we are not in labs researching the ning, studies and community outreach. And into Barclays Center Business Alliance. cure for cancer. We are not risking our lives in perhaps more so than any other source, it serves tsunami-impaired Japan to save others. But we as a familiar interest and common conversation do something just as intrinsically important, if starter that transcends race or economic status. Renovations to Club Level at Camden Yards not instrumentally valuable. We remind people I believe this fellowship derives from a simple include drink rail seating down left/right field lines and 15 field-view bistro tables. to be happy. noun – kindness. I believe in genuine acts of kindness, that service is not merely a means to Hold tHat tHougHt for a moment. a reciprocal end. Live with kindness I say, not Club built inside a boxing venue at because you expect something in return, but the Cosmopolitan on the Vegas strip has seating because kindness is the act and the reward. Like 10-feet from the ropes. People do not buy into what you do. They buy into why you do it. Your clients don’t buy a I said, I’m an idealist. baseball game (or whatever sport you sell or Remember those smiling season ticket holder Angel Stadium to add healthy, local foods service) from you. They buy into why you are faces in the Mavs High-Five Line? I’m not too with new “farm to fan” program. selling it to them. So, I ask you, the readers of much of an idealist to know that the emotional SEAT, “Why do you do what you do?” high from the high-five experience incentiv- ALSD member Andy Silverman announces I don’t mean to put you on the spot. So izes a renewal of those season tickets. But what all 379 all-inclusive Diamond Club seats at think about it for a second, while you read about the dozen or so kids in the line? They Marlins Ballpark sold out for 2012. what my response would be if our roles were aren’t renewing any season tickets. There is no reversed: reciprocity for them. Their reward is our reward – genuine happiness. University of Michigan has sold out all I believe in community. I believe cities are a premium seating at Michigan Stadium, including 81 natural human creation, because shaved down So I ask you again, loyal readers of SEAT, suites for 2011. to a most rudimentary level of understanding, “Why do you do what you do?” we desire company. We’re happiest when shar- Give it some thought. And don’t forget to be Portland Timbers are extending season ticket sales. ing our lives with others. And cities serve as a happy. Goal of 12,000 has been surpassed; means of sharing commercial, political, philan- +500 seats made available. thropic, health and wellness, fashion, cultural, art, dining and sports experiences. I’ll see you next in L.A. at the ALSD Conference. On Twitter, The sports experience starts with the facility follow conference updates leading up to and through its – a trademark for any city. It serves as a foun- duration via the hash tag, #ALSD2011. 12 | S E A T | SPRING 2011 | www.alsd.com
- 14. EdIToRIAl by bIlldoRSEy, ChAIRmAN, AlSd Your Sandwich is Online L et’s start with a caption. The inset photo is of your boyish, albeit aging, former executive director of the ALSD. The boy I am holding and the other boy are my grandchildren. The little girl hanging onto me is my adopted daughter, McKenna. The photo is dated. McKenna is now 13 years old, 5-feet, 3-inches tall and has a mean volleyball serve. She no longer calls me “Daddy.” I am just Dad now, and she says I can’t sing, so I can’t go on American Idol, and I can’t dance, so I shouldn’t even think about go- ing on So You Think You Can Dance. According to McKenna, her Dad works too much, and his singular achievement in life is being able to fall asleep almost anywhere, anytime, anyhow. I resemble that remark. But I am bringing this up, because I also have a point. My guess is that more people have read this paragraph than did my insightful article in the last issue of SEAT on collective bargaining. Why? Because we are all suckers for human interest stories. We crave to see others’ lives written on Facebook walls or need to read about what Charlie Sheen is doing on his Twit- ter feed, because we somehow identify with the fact that we can post online a picture of the sandwich we are eating on Tuesday in Cincin- nati, and someone on Wednesday in Hong Kong can respond to us that it looks “yummy,” each post… is important to so, you have probably held them at one time. even if that is what your Facebook caption I bet some of you even have pictures of your already says. the person who believes kids posted on your refrigerator door, which There are more than 500 million active Face- his or her big, beautiful is exactly where this one has been hanging for book users, almost twice the population of the years now. United States. It connects the world, and some deli sub with all the fixins Somehow, someway, there is a connection credit the downfall of dictators with its ability has interest to the world with another human being somewhere in the to stage an online coup. world. Clearly, relationship marketing works. If Facebook can help depose dictators, I at large. funny thing is, it And isn’t that what suites and premium seats am not so sure we should call it “Social,” but does. as a business concept are all about: Relation- indeed, that is what it is: Social Media. And ship Marketing? There is something about each post, no matter how seemingly stupid, seeing customers face-to-face, getting to know no matter how seemingly irrelevant, no mat- And so does my photo. There is someone out them in ways that do not quite translate in an ter how many sandwiches appear online, is there in our membership who will look at this email or over the phone or in a memo. Sports important to the person who believes his or her photo and see something that interests them. are not politics and not religion. It is both safe big, beautiful deli sub with all the fixins has Unfortunately again, I bet more people look at and sacred ground. It is a communal gather- interest to the world at large. Funny thing is, this photo than read my insightful article on ing of like-minded people who are having fun it does. It has meaning to someone out there collective bargaining. Why? Because you can together. Meeting a person in a suite, and being in Hong Kong who says it looks “yummy.” identify with it. Many of you have kids, and if “captive” with them for several hours, often 14 | S E A T | SPRING 2011 | www.alsd.com
- 15. with a gamegoing on and drinks going down, creates an atmosphere of conviviality. Don’t look now, but it also creates business. Because in part, business is about relationships and trust in the person you are doing business with. You can talk about your family, and you can talk business. You can even tell them what kind of sandwich you post online. You can allow them into your weird little world as much as you want to or not at all. But the person you bring into the suite or premium seat can read your body language. They can see your eyes and see if you are sincere. They can decide if they are going to bring you into their weird little worlds or whether to simply say thanks for the invitation to the suite, and I hope we meet again. Suites are the original Facebook, the original Social Media. They are not what the media too often portrays them as – some kind of separation from the “Haves” and “Have-Nots.” What’s On Your Mind?: When ALSD executive director Amanda Verhoff posted this photo on Facebook, she received more comments than from any of her articles written for SEAT. They do not exist so that wealthy corporations can feel far from the madding crowd or so they can let their customers into these exclusive do- Just as facebook connects Write to Bill at bill@alsd.com, and connect with him on mains, so they can feel superior to Joe Six-Pack LinkedIn at www.linkedin.com/pub/bill-dorsey/6/125/76a. eating his hot dog in the Dawg Pound. the world… suites and During the recession of the past several premium seats, in general, years, I think this opinion of the high price of premium seats has become more prevalent. exist because they are the Indeed, some corporations – mindful of what original Social media. appeared to be in the impending collapse of the American financial system – actually took their names off the name plaques in front of their suites. The idea that a major corporation kinds of marketing expenditures are thought of is somehow partying seems callous for those as “effective” or “necessary” or as a legitimate people who are being laid off. It felt like Marie way of building a business. But a suite? Learn- Antoinette was sitting in the suite and telling ing what customers want? Learning about the the masses to “let them eat cake.” How dare personal experiences of your customers’ families anyone fiddle while Rome burned? and finding out what sandwich they like? No, No matter that suites are anything but that. not legitimate. They are there for a business purpose, and it Yet those companies who will not post is one that is time-honored – to get to know their names on the doors of their suites still your customer in a comfortable setting. It is for renew their suites, in most cases. And that is a social purpose, not a purpose that screams, because they work. Just as Facebook connects “Stay away from me.” the world, just as magazines like People and Us Yet that is how the media portrays the Weekly are now the most popular magazines in ComIng uP neXt: process. For some reason, this attitude does not terms of circulation, suites and premium seats, arSenal SetS eXamPle for seem to have the same affect on those compa- in general, exist because they are the Original englISH PremIer league nies who are spending money, advertising or Social Media. sponsoring an event. For some reason, those www.alsd.com | SPRING 2011 | S E A T | 15
- 16. Eagles, Jaguars andVikings Fans Are Faces INduSTRy ANd ASSoCIATIoN NEwS of the Franchises, p.20 Member Highlight: Frank Hubach, p.24 arsenal balances competitiveness and fiscal responsibility The Gunners are one of few top European clubs not to operate at a loss C ompeting in the increasingly competitive business environment of international football comes with its challenges. At the top of this list of challenges is turning a profit. Very few do. “Our club has built everything it has and everything it represents without relying on outside investment for its success. This is a challenging path to tread. But as a result, we have earned our independence and our long-term financial ability to support our football, our values and our com- munity. We don’t have to rely on anybody but ourselves for our future success,” says Ivan Gazidis, Chief Executive of Arsenal Football Club, which has won three Premier League championships. But why is Arsenal’s mix of winning and commitment to financial self-sufficiency such an One-Nil to the Arsenal: Club supporters routinely pack Emirates Stadium and chant the club to victory and winning match-day revenues, accomplishment? £115 million in 2010. The economics of international football have changed dramatically in recent years. Trying to valued by Forbes at $1.2 billion in 2010, seventh Club Level seats. As a result of increased corporate keep up with the Joneses proves more and more in the world in all sports. “We continue to be in hospitality seating in the new ground, stadium difficult each year. So much so that only a hand- a healthy financial position,” states Gazidis. “The income increased from £37.4 million in 2005 to ful of Joneses remain relevant. To illustrate this club is run on a self-sustaining basis, and the close to £115 million last year. “The club and box point, consider that Cristiano Ronaldo’s transfer results continue to show long-term sustainability propositions have sold well, and we continue to fee alone, the most expensive in history, from and health, so there are some real positives.” have a strong waiting list and high demand for the Manchester United to Real Madrid in 2009 was Among these positives is the club’s genera- coming seasons,” says Charles Bruner, Premium worth £80 million (€94M, US$132M). Very few tion of the fifth highest revenues in Europe and Sales Manager at Arsenal. clubs can afford this going-rate to acquire top-tier second highest in England in 2010. And they But most top clubs have made improvements to talent. And top-tier talent usually wins champion- did this while controlling costs. Subsequently, their facilities so to not lose out on the corporate ships. the club’s pre-tax profits were £56 million during hospitality spend. Again, what sets Arsenal apart The reality is to accommodate such inflated the same period. The teeming revenues largely is these similar revenues coupled with lower costs. transfer fees and contracts, wealthy investors stem from match-day revenue, £114.7 million in Costs are controlled largely through internally running their clubs at a loss has become a com- 2010, which makes up for its modest commercial developing players as opposed to acquiring tal- mon practice. Chelsea Football Club, a perennial revenues, £44 million in 2010, which ranked 13th ent via transfers and then signing players to big power in the EPL in recent years since Russian in the world. Improving on global commercial contracts, a philosophy that will benefit Arsenal billionaire Roman Abramovich bought the club, income is the next hurdle to overcome for Arsenal, when UEFA’s new financial fair play rules begin has operated in red figures since Abramovich took who is making a significant investment in this in 2013. The new rules are a response to the control, including a loss of £44.4 million in the area. “Commercial is going to be a big focus for recent transfer activity and will stipulate all clubs last financial year. But in the same period, this has us, particularly globally,” Gazidis says. “So as we balance their incomes and expenses and operate correlated, at least in part, to Chelsea winning six look at our commercial partnerships, we have under break-even principles. Already guided by major trophies. The club recently announced that made a significant investment in our commercial such policies, Arsenal is positioned for continued it is now virtually debt-free after converting most partnerships team, and I think the fans will begin success. outstanding debt to equity, but most clubs do not to see some of the results of that over the next few – Jared Frank have that ability or willingness of ownership cof- years.” fers capable of propping up such an imbalanced Like its North American counterparts, Arsenal For more information about the Club Level at Emirates Stadium, balance sheet over a multi-year period. started witnessing increased match-day revenue contact: The contrarian in this money game is Arsenal, after construction of a state-of-the-art new Charles A. Bruner an annual contender for major trophies under stadium. Emirates Stadium, opened in 2006, has Premium Sales Manager their self-sustaining approach. And the club does 150 executive boxes, which account for a little +44 (0)207 704 4552 not sacrifice brand equity to be so. Arsenal was over one-third of match-day revenue, and 6,700 cbruner@arsenal.co.uk 16 | S E A T | SPRING 2011 | www.alsd.com
- 18. INduSTRy ANd ASSoCIATIoNNEwS Is using groupon a good idea? The online sales intermediary helps move unsold inventory without having to broadcast discounts in public I n November, the New Jersey Nets offered low- City Company discount Sold Category er-level sideline seats for up to 65% off of $100 and $200 tickets for games against the Hawks, Chicago Gap 50% 42,334 apparel Trail Blazers, Thunder and Wizards, selling 988 NYC Gap 50% 23,322 apparel tickets through Groupon. Assuming half were Boston Gap 50% 20,542 apparel sold at each ticket price, the Nets netted $27,170 Chicago Chicago River after giving half the proceeds to Groupon. Other Architecture Tour 52% 19,743 admission sports organizations have generated the sale of an Chicago Jamba Juice 50% 19,516 food/beverage additional few thousand tickets through Groupon, Boston Blue Ribbon BBQ 53% 16,571 food/beverage such as TCU (60% discount for TCU vs. Oregon; NYC American Apparel 50% 15,637 apparel 2,771 sold), the Wrigley Field Rooftop Club Chicago Make Your Own Bears 50% 15,543 bears (22% discount for selected games; 2,381 sold) and Chicago Brunswick Bowling 67% 14,771 bowling the New England Revolution (67% discount for Chicago Chicago Auto Show 45% 14,666 admission New England vs. Seattle; 2,515 sold). Seattle Woodland Park Zoo 45% 12,527 admission The basic model for online group sales interme- NYC Maoz Vegetarian 50% 11,698 food/beverage diaries is to negotiate discounts with businesses, Chicago The Body Shop 50% 11,232 skin care send the offer to subscribers via email and split the Dallas Gap 50% 10,852 apparel revenue proceeds with the business if a minimum NYC Nordstrom Rack 50% 10,668 apparel number of people accept the offer. The success Chicago NYC Bagel Deli 60% 10,526 food/beverage of Groupon led Google to offer $6 billion in a Chicago Chicago Magazine 50% 10,448 subscription buyout. Groupon declined and is instead raising Dallas Dallas Arboretum nearly $1 billion to sustain the company and its & Botanical Garden 50% 10,307 admission growth. Groupon and LivingSocial, which to- Chicago Flat Top Grill 50% 10,022 food/beverage gether maintain a 90% market share, continue to Seattle Taco Time 50% 10,000 food/beverage expand their reach, while others tweak the model to get a piece of the pie. is we are not really generating any new qualified The inset chart shows the best-selling Groupon the overlap between leads. deals for the New York City, Chicago, Boston, subscribers to groupon and A second set of problems exists in the less Seattle and Dallas markets drawn from a listing likely case that a subscriber accepting the offer is of recent deals on the Groupon website. Of the likely season ticket holders someone who loves the sport with some interest in top-20 listed here, 15 are tangible goods with should be low. the team. If so, then we are talking about someone established or known quality. The availability of already inclined to attend. Is offering a significant inventory among sports teams, such as the Nets the objective is to effectively and efficiently target discount your best shot at convincing a fan to who offer only selected inventory at selected price-sensitive buyers, Groupon succeeds. attend a game? games, makes it unlikely any would make this Second, as the Nets and other examples show, Some may argue that discounts are necessary list, but we do see five entertainment venues listed organizations can generate revenue directly attrib- to fill seats for lower quality opponents or other among the 20. utable to the Groupon deal with relatively little reasons. The problem is that if the fan is a likely effort. Buyers are provided sufficient informa- attender, but prone to respond to promotions, the So IS uSIng grouPon to Sell tICketS a tion by Groupon and are encouraged to generate discount offer most likely shifts attendance from good Idea? referrals with a $10 incentive, which leads to a another game. The question then becomes, “How Organizations using services such as Groupon may third benefit – teams may generate new leads and many accepting the offer would have come on benefit in several ways. First, individual subscrib- referrals. another date without the offer?” Given that half ers self-identify themselves as price-sensitive shop- However, if the price-sensitive buyer subscrib- of proceeds go to the online service provider, the pers. So the discounts are not offered to those like- ing to Groupon is not likely to fit the profile for a answer needs to be more than 50%. ly to become season ticket holders. Our research buyer of season ticket plans, how qualified are the Finally, what are you saying to the market over the past 20 years on price-sensitive shoppers, leads? This question suggests two problems. with a Groupon offer? One of the things we learn particularly for sports and leisure, suggests that the The first problem relates to the fact that if it in economics and marketing is the concept of price-sensitive segment is often over-estimated by takes a 50% discount for someone to consider price signals. Since consumers actually engage in sellers. Buyers for season tickets are more likely to attending a game, most likely we are not talking relatively little information search, they use price perceive higher value from higher-priced tickets about someone who is passionate about the sport to determine quality. Price can communicate (not the cheap seats). The point is that the overlap or the team. Our research shows that such fans demand-related or supply-related quality informa- between subscribers to Groupon and likely season will buy that ticket, but will not come back until tion. Higher ticket prices signal high demand and ticket holders should be low. Consequently, if the next deal, if then. In this case, the problem [continued on page 86] 18 | S E A T | SPRING 2011 | www.alsd.com
- 19. 0126 0001 April 29, 201 - 2:30 pm-7:00 pm Nontransferable Admit One - Nontransferable Y Branded Tickets Connect. It’s Time. 0126 0001 April 29, 201 - 2:30 pm-7:00 pm April 29, 201 - 2:30 pm-7:00 pm Admit One - Nontransferable Admit One - Nontransferable FRIDA Y Y TM FRIDA FRIDA 1 1 1 This pass compliments of This pass compliments of This pass compliments of This pass compliments of 0676 0551 April 29, 201 - 2:30 pm-7:00 pm Nontransferable Admit One - Nontransferable Y 0676 0551 April 29, 201 - 2:30 pm-7:00 pm April 29, 201 - 2:30 pm-7:00 pm Admit One - Nontransferable Admit One - Nontransferable FRIDA Y Y Void FRIDA FRIDA 0126 0001 April 29, 201 - 2:30 pm-7:00 pm April 29, 201 - 2:30 pm-7:00 pm Admit One - Nontransferable Admit One - Nontransferable 1 INAUGURAL SEASON AT THE NEW CHENEY STADIUM Y Y 1 1 FRIDA FRIDA This pass compliments of This pass compliments of tacomarainiers.com Triple-A Affiliate 1 1 0126 0001 April 29, 201 - 2:30 pm-7:00 pm Admit One - Nontransferable This pass compliments of This pass compliments of Justin SMOAK 2010 Pacific Coast League CHAMPIONS FRIDAY 0801 April 29, 201 - 2:30 pm-7:00 pm Nontransferable Admit One - Nontransferable This pass compliments of This pass compliments of Y 0801 April 29, 201 - 2:30 pm-7:00 pm April 29, 201 - 2:30 pm-7:00 pm Admit One - Nontransferable Admit One - Nontransferable FRIDA 1 Y Y FRIDA FRIDA 0676 0551 April 29, 201 - 2:30 pm-7:00 pm April 29, 201 - 2:30 pm-7:00 pm Admit One - Nontransferable Admit One - Nontransferable 1 Y Y This pass compliments of TACOMA RAINIE SACRAMENTO RS vs. SECTION 1 1 ROW RIVER CATS FRIDA FRIDA SEAT VO I TACOMA RAINIE FRIDAY D SACRAMENTO RS vs. SECTION APRIL 15, 2011 RIVER CATS ROW VO I 7:05 PM Dustin SATURDAY This pass compliments of This pass compliments of ACKLEY DUGOUT APRIL 16, 2011 CLUB 7:0 1 1 0676 0551 DUGOUT April 29, 201 - 2:30 pm-7:00 pm Admit One - Nontransferable This pass compliments of This pass compliments of TACOMA vs. SACRAMENTO CLUB EBJAIMEIIKAEEICEJBBDEGIAH TACOMA vs. Y SECTION ROW VO SEAT SACRAMENTO EBJAIMEIIKAEEICEJBBDEGIAH I D Void FRIDA SECTION 2011 SEASON TICKETS ROW ents of 9953565121 APRIL 15, 2011 VO S s complim 7:05 PM I This pas This pass compliments of This pass compliments of L U X U R Y S U I T E APRIL 16, 2011 ACCT# 1234567 9953565121 7:05 PM pm ACCT# 1234567 1 Y RDA :00 0801 April 29, 201 - 2:30 pm-7:00 pm April 29, 201 - 2:30 pm-7:00 pm Admit One - Nontransferable Admit One - Nontransferable IT ONE m -7 Justin Y Y ADMmission Ticket SMOAK This pass compliments of 2010 Pacific Coast League CHAMPIONS FRIDA FRIDA b Ad 0 p Clu s complim ents of Pit Stop This pas pm 2:0 Y 1 1 0801 April 29, 201 - 2:30 pm-7:00 pm Admit One - Nontransferable TU :00 1 - RDA Y 1 IT ONEt m -7 FRIDA , 20 ents of s complim ADMmission Ticke This pas This pass compliments of This pass compliments of SA b Ad 0 p m Clu TACOMA RAINIE l 30 Pit Stop SACRAMENTO RS vs. SECTION Y p1 ROW RIVER CATS SEAT TACOMA RAINIE VO I D SACRAMENTO RS vs. 2:0 FRIDAY Justin RIVER CATS SECTION ROW Apri SEAT :00 APRIL 15, 2011 SMOAK VO I TACOM A RAINIE 7:05 PM D 2010 Pacific Coast RS RDA SATURDAY SACRAMENTO Lea DUGOUT RIVE CHAMPION TU APRIL 16, 2011 CLUB 7:05 PM 1 - ONE m -7 SUNDAY DUGOUT ADMIT on Ticket TACOMA vs. CLUB 201 This pass compliments of SACRAMENTO DUG b Admi ssi EBJAIMEIIKAEEICEJBBDEGIAH SECTION TACOMA vs. 0 p Clu ROW SEAT SACRAMENTO Pit Stop VO I D EBJAIMEIIKAEEICEJBBDEGIAH SECTION ROW SA APRIL 15, 2011 30, 9953565121 VO SEAT EBJAIMEIIKAEEICEJBBDEGI I 2:0 7:05 PM D 9953565121 APRIL 16, 2011 ACCT# 1234567 Historic 7:05 PM inside theBuilding. TU pril Located minion ACCT# 1234567 9953565121 1 - Old Do b or pits . Stop Clu n. in the Pit or pit admissio 201 A mitted d TACOMA RAINIE lers per for grandstan No coo Not vali d SACRAMENTO RS vs. SECTION ROW RIVER CATS SEAT TACOMA RAINIE VO I 001 D SACRAMENTO RS vs. FRIDAY RIVER CAT SA APRIL 15, 2011 30, 7:05 PM SATURDAY DUGOUT APRIL CLUB DUGOU l Apri TACOMA vs. Historic. SACRAMENTO inside the LocatedDominion Buildi ng EBJAIMEIIKAEEICEJBBDEGIAH SECTION ROW SEAT Old . VO EBJAIMEIIKAEEICEJBBDEGIAH b or pits I D Stop Clu n. in the Pit or pit admissio 9953565121 APRIL 15, 2011 mitted d lers per for grandstan 7:05 PM No coo d Not vali 9953565121 ACCT# 1234567 000 Historic. inside the ng LocatedDominion Buildi Old Personalized Dynamic Brand Activation . b or pits Stop Clu n. in the Pit or pit admissio mitted d lers per for grandstan No coo d Not vali 001 SEC ROW SEAT SEC ROW SEAT SEC ROW SEAT SEC ROW SEAT SEC ROW SEAT 121 F 2 121 F 2 121 F 2 121 F 2 121 F 2 121 GAME 5 GAME 4 GAME 3 GAME 2 GAME 1 SEC ROW INCLUDES $2.00 SURCHARGE AND PRICE INCLUDES $2.00 SURCHARGE AND PRICE INCLUDES $2.00 SURCHARGE AND PRICE INCLUDES $2.00 SURCHARGE AND PRICE INCLUDES $2.00 SURCHARGE AND ROW SEAT SEC ROW TIME SUBJECT TO CHANGE SEAT SEC ROW TIME SUBJECT TO CHANGE SEAT SEC SEC ROW SEAT SEC ROW SEAT GAME TIME SUBJECT TO CHANGE GAME TIME SUBJECT TO CHANGE GAME TIME SUBJECT TO CHANGE GAME GAME SEC ROW SEAT SEC ROW SEAT SEC ROW SEAT SEC ROW SEAT PRICE SEAT 101 G 10 101 G 10 101 G 10 101 G 10 101 G 10% ADMISSION TAX ON BALANCE. 10 101 10% ADMISSION TAX ON BALANCE. 113 10% ADMISSION TAX ON BALANCE. F 1 113 10% ADMISSION TAX ON BALANCE. F 1 113 10% ADMISSION TAX ON BALANCE. F 1 113 F 1 113 F 1 SEC 113 ROW SEAT SEC ROW SEAT SEC ROW SEAT SEC ROW SEAT SEC ROW SEAT GAME 5 GAME 4 SEC 3 GAME ROW SEAT SEC ROW SEAT GAME 2 SEC ROW SEAT GAME 1 SEC ROW SEAT SEC ROW SEAT GAME 5 GAME 4 SEC 3ROW SEAT GAME SEC 2ROW SEAT GAME SEC 1ROW 111 GAME SEAT G SEC 11 ROW 111 SEAT G SEC 11 ROW 111 SEAT G 11 111 G 11 111 G 11 111 122 GAME TIME SUBJECT TOD 122 9 GAME TIME SUBJECT TOD 122 9 GAME TIME SUBJECT TOD 9 122 D 9 122 D 9 PRICE122 SUBJECT TO CHANGEAND PRICE INCLUDESSUBJECT TO CHANGEAND PRICE INCLUDESSUBJECT TO CHANGEAND 2 GAME TIME111 SURCHARGE AND 2 GAME TIME111 SURCHARGE AND 2 GAME111 GAME TIME GAME TIME GAME TIME SUBJECT TO CHANGE SUBJECT TO CHANGE GAME TIME SUBJECT TO CHANGE PRICE INCLUDES $2.00 SURCHARGE AND GAME TIME SUBJECT TO CHANGE PRICE INCLUDES $2.00 SURCHARGE AND CHANGE CHANGE CHANGE PRICE INCLUDES $2.00 SURCHARGE AND PRICE INCLUDES $2.00 SURCHARGE AND PRICE INCLUDES $2.00 SURCHARGE AND INCLUDES $2.00 SURCHARGE $2.00 SURCHARGE 111 SURCHARGE $2.00 K PRICE INCLUDES $2.00 K PRICE INCLUDES $2.00 K 5 K 2 GAME111 4 K 2 GAME111 3 GAME 2 GAME 1 10% ADMISSION TAX ON BALANCE. 10% ADMISSION TAX ON BALANCE. GAME 5 10% ADMISSION TAX ON BALANCE. GAME 4 10% ADMISSION TAX ON BALANCE. GAME 3 10% ADMISSION TAX ON BALANCE. GAME 2 GAME 1 10% ADMISSION TAX ON BALANCE. 10% ADMISSION TAX ON BALANCE. 10% ADMISSION TAX ON BALANCE. GAME 5 10% ADMISSION TAX ON BALANCE. GAME 4 10% ADMISSION TAX ON BALANCE. GAME TIME SUBJECT TO CHANGE GAME 3 INCLUDES $2.00 SURCHARGE AND 2 INCLUDES $2.00 SURCHARGE AND PRICE INCLUDESSUBJECT TO CHANGEAND GAME PRICE GAME 1 SECTIME ROW SEAT GAME TIME SUBJECT TO CHANGE GAME GAME TIME SUBJECT TO CHANGE GAME TIME SUBJECT TO CHANGE GAME TIME SUBJECT TO CHANGE GAME TIME SUBJECT TO CHANGE GAME TIME SUBJECT TO CHANGE GAME TIME SUBJECT TO CHANGE GAME TIME SUBJECT TO CHANGE PRICE $2.00 SURCHARGE SEC ROW SEAT PRICE INCLUDES $2.00 SURCHARGE AND SEC ROW SEAT PRICE INCLUDES $2.00 SURCHARGE AND SEC ROW SEAT SEC ROW SEAT GAME TIME SUBJECT TO CHANGE GAME TIME SUBJECT TO CHANGE GAME TIME SUBJECT TO10% ADMISSION TAX ON BALANCE. CHANGE GAME TIME SUBJECT TO10% ADMISSION TAX ON BALANCE. CHANGE GAME TIME SUBJECT TO10% ADMISSION TAX ON BALANCE. CHANGE 10% ADMISSION TAX ON BALANCE. 10% ADMISSION TAX ON BALANCE. 122 PRICE INCLUDES $2.00 SURCHARGE AND PRICE INCLUDES $2.00 SURCHARGE AND PRICE INCLUDES $2.00 SURCHARGE AND PRICE INCLUDES $2.00 SURCHARGE AND PRICE INCLUDES $2.00 SURCHARGE AND E 10 122 E 10 122 E 10 122 E 10 122 E 10 122 PRICE INCLUDES $2.00 SURCHARGE AND PRICE INCLUDES $2.00 SURCHARGE AND PRICE INCLUDES $2.00 SURCHARGE AND PRICE INCLUDES $2.00 SURCHARGE AND PRICE INCLUDES $2.00 SURCHARGE AND 10% ADMISSION TAX ON BALANCE. 10% ADMISSION TAX ON BALANCE. 10% ADMISSION TAX ON BALANCE. 10% ADMISSION TAX ON BALANCE. 10% ADMISSION TAX ON BALANCE. 10% ADMISSION TAX ON BALANCE. 10% ADMISSION TAX ON BALANCE. 10% ADMISSION TAX ON BALANCE. 10% ADMISSION TAX ON BALANCE. 10% ADMISSION TAX ON BALANCE. GAME 5 GAME 4 GAME 3 GAME 2 GAME 1 Book-1128 GAME TIME SUBJECT TO CHANGE GAME TIME SUBJECT TO CHANGE GAME TIME SUBJECT TO CHANGE GAME TIME SUBJECT TO CHANGE GAME TIME SUBJECT TO CHANGE PRICE INCLUDES $2.00 SURCHARGE AND PRICE INCLUDES $2.00 SURCHARGE AND PRICE INCLUDES $2.00 SURCHARGE AND PRICE INCLUDES $2.00 SURCHARGE AND PRICE INCLUDES $2.00 SURCHARGE AND BIND TM TM 10% ADMISSION TAX ON BALANCE. 10% ADMISSION TAX ON BALANCE. 10% ADMISSION TAX ON BALANCE. 10% ADMISSION TAX ON BALANCE. 10% ADMISSION TAX ON BALANCE. Saturday, Nov. 6, 2010 Saturday, Oct. 30, 2010 Friday, Oct. 29, 2010 Saturday, Oct. 16, 2010 Friday, Oct. 15, 2010 Book-1093 Book-1026 7:15 PM 7:15 PM 7:30 PM 7:15 PM 7:30 PM Book-1077 BIND Book-1149 BIND Book-1088 TM TM Saturday, Nov. 6, 2010 Saturday, Oct. 30, 2010 Friday, Oct. 29, 2010 Saturday, Oct. 16, 2010 Friday, Oct. 15, 2010 TM TM Saturday, Nov. 6, 2010 Saturday, Oct. 30, 2010 Friday, Oct. 29, 2010 Saturday, Oct. 16, 2010 Friday, Oct. 15, 2010 BIND 7:15 PM 7:15 PM 7:30 PM 7:15 PM 7:30 PM 7:15 PM 7:15 PM 7:30 PM 7:15 PM 7:30 PM TM TM BIND Saturday, Nov. 6, 2010 Saturday, Oct. 30, 2010 Friday, Oct. 29, 2010 Saturday, Oct. 16, 2010 Friday, Oct. 15, 2010 BIND TM TM Book-1158 Saturday, Nov. 6, 2010 Saturday, Oct. 30, 2010 Friday, Oct. 29, 2010 Saturday, Oct. 16, 2010 Friday, Oct. 15, 2010 Saturday, Oct. 16, 2010 7:15 PM 7:15 PM Friday, Oct. 15, 2010 7:30 PM 7:15 PM 7:30 PM TM TM Saturday, Nov. 6, 2010 Saturday, Oct. 30, 2010 Friday, Oct. 29, 2010 7:15 PM 7:15 PM 7:30 PM 7:15 PM 7:30 PM 7:15 PM 7:15 PM 7:30 PM 7:15 PM 7:30 PM BIND TM TM SEC ROW SEAT SEC ROW SEAT SEC ROW SEAT SEC ROW SEAT SEC ROW SEAT Saturday, Nov. 6, 2010 Saturday, Oct. 30, 2010 Friday, Oct. 29, 2010 Saturday, Oct. 16, 2010 Friday, Oct. 15, 2010 7:15 PM 7:15 PM 7:30 PM 7:15 PM 7:30 PM 121 F 2 121 F 2 121 F 2 121 F 2 121 F 2 SEC ROW SEAT SEC ROW SEAT SEC ROW SEAT SEC ROW SEAT SEC ROW AABAEBEAAEBFBEAFABEFAAEBFAAFAABEEA SEAT AAEABEBFEBAAEABFAFFAAAEFAABABEEBEA AAABAEFBEFAAEEABBBEEBABEEABBEFAAEA SEC ROW SEAT AAEABEBAFFAAFAEBAABEAFEFABABBAEEEA SEC ROW SEAT AAABAEFEBBEAEBAFAEBFAABAEBEABEBEEA SEC ROW SEAT SEC ROW SEAT SEC ROW SEAT 101 G 10 101 G 10 101 G 10 101 G 10 101 G 10484798655618 843580333202 726537686165 113 F 1 846658423973 113 F 1 728689564849 113 F 1 113 F 1 113 F 1 SEC ROW SEAT SEC ROW SEAT SEC ROW SEAT SEC ROW SEAT SEC ROW SEAT SEC ROW SEAT SEC ROW SEAT SEC ROW SEAT SEC ROW SEAT SEC ROW SEAT SEC ROW SEAT SEC ROW SEAT SEC ROW 111 SEAT G SEC 11 ROW 111 SEAT G SEC 11 ROW 111 SEAT G 11 111 G 11 111 G 11 AAAAFFAEBBAEEFABAAFAFAAFBEAABEBEEA AAAAFFAEFABABAFEAFBAEAABAEFFFAAAEA 122 D AABAEBEFAAEBFAEBABEEABEBBAEFEABAEA 9 122 D AAEFBAAAAAFFAAAFFBEBEAEABFAAFAAFEA 9 122 D AAAAFFAABEBEABAFEFAABEFAEBAEABBEEA 9 122 D 9 122 D 9 AABAEBEEEABBBAEAFAFEBAEABBEFAAAFEA AAEABEBAEBAFEBAFAFAAEBBAEAFBFEAAEA AABAEBEAABFEABBEEBAEBEBEAAFAFBEAEA 111 K 2 AAAEFBAABAEFEEBBAAAAFFAAFAFEFBAAEA 111 K 2 AAAEBAFEAAFBEABBEEBABEBFAAEAAFEBEA 111 K 2 111 K 2 111 K 2 001639999649 003905837233 488158611638 367777958022 004979185810 483741691011 842489814163 487076482196 607230774436 248710192304 AAAEFBAAAFBEABEFAEBBAEAABFEEBAAFEA AAEABEBAEBAFBEAFAEBABEABBEEEABEBEA AAABAEFABBEEBBEEAAAFEBAEBAFFBAEAEA SEC ROW SEAT AAAEFBAABAEFAFAAFFEABAFAAFAAEEBBEA SEC ROW SEAT AAEBAAFEABEBEBEBAABEBEEABAFABAFEEA SEC ROW SEAT SEC ROW SEAT SEC ROW SEAT AAAEBAFAEBAFABEFAFBAEABAFEABEABEEA AAABAEFEAEBBBAFAEFAFAAFABAEAAFEBEA AAEABEBAFAEBBEAAFBAEFAEBAAFEFABAEA AAAEFBAFABEAAAEBFBAAFEEBAFAAEEBBEA AAAEBAFEAEBBEBAEBEBFAAAFABEBEBEAEA AAAAFFABAEFAEEBABABBEEEFABAEFBAAEA AAAEBAFEFBAAFAABEABBEEEBABEAAFEBEA AAAEFBAAEAFBEBEBAFAAEBAEABFBEAEBEA 604009167012AAAAFFAFBAEAABEAFBEBEAEEBBABEBEAEA 842498197684AAEFBAAAABFEBEAFAAEEBBEABEBEBABEEA 727603042483 10 122 E 122 607222388867 10E 122 128459491479 10 E 122 E 10 122 E 10 242409830528 725745551504 849221081239 608547788967 245782562995 000834763936 243618761904 609759812791 008342953095 367098678419 AAEBAAFABEAFBEAFAAFABEAEFABBAEBEEA AAABAEFFEBAABEAFAFBAAEAAFAFEBBAEEA AAEFBAAAEFBAEEABBEBABEEBEBAAEABFEA AAAAFFAFAEABAAFEBBEBEAAAFEBEFABAEA AABAEBEEABEBBAEBEBEABEEAABFABAFEEA 124298296448 723598134416 366037195927 005104950439 488448281779 Branded TicketsTM is a full color personalization service that seamlessly integrates with your basic ticket design to allow Suite, Club and Premium Seat clients to “Brand” their tickets by adding logos, images or messages. High Impact, Premium Quality, Astonishingly Affordable John Watlington john@ptx.cc 804.598.9107 www.ptx.cc 30 Mill Street Wheatland, Pa. 16161 Toll Free: 800.941.1070 Fax: 724.346.1073
- 20. INduSTRy ANd ASSoCIATIoNNEwS eagles, Jaguars and Vikings fans become the faces of the franchises Season ticket holders have their faces featured on actual game tickets G ame tickets hold meaning; they hold memo- around the players,” Lutz remarks. “We wanted JaCkSonVIlle JaguarS ries for many fans. We may live in a digital to go in a completely different direction, one that Following the Eagles lead, the Jacksonville world, where tickets are transferred over the was unique and had never been done.” Jaguars are executing a similar promotion for the internet and barcodes on smart phones get us into Ten fans “that have green running through upcoming 2011 season. During this offseason, the games, but there is still something nostalgic about their veins” were selected to have their faces on Jaguars want to know how their fans are keeping the physical ticket, the one in your drawer that season tickets, one for each game. They also were their pride alive. They have designed a contest for takes you back to the “Immaculate Reception,” featured on the cover of the Eagles game-day ten fans to appear on general bowl season tickets or the one that still brings a tear to your eye from magazine, were announced during kickoff cer- for the 2011 season. The Jaguars website invites Father’s Day in ’96 when Jordan won his first emonies and had their faces on premium seating fans to submit a 30-word sentence and upload a NBA Championship since his father’s passing. The ticket boxes. In addition to game-day festivities, photo that expresses their team spirit. Judges will paper pieces of games gone by tell a story, one fans the winning fans were invited to and introduced select 20 finalists, who are then posted back on were a part of and hold onto just like the ticket at the premium ticket pick-up party. The photo the site for fans to vote on. itself. shoot was also a highlight for the winning fans, Steve Livingstone, Senior Manager of Sales and A game ticket is a team’s narrator, and fans are some of whom flew in specifically to participate in Marketing for the Jaguars, says the response has the audience. But what if the fans could be part the shoot and media event. been terrific. Over 400 fans have taken the time to of the narration, chronicling the team’s story from The winning fans adorned general bowl tickets upload their photos and tell their stories. Living- a personal account? In at least three NFL towns, and premium tickets alike. “Regardless of ticket stone asserts that personalization is vital and in the they can. Enter the fan photos on game tickets type, the basic design of the tickets was consis- past three years, the team has amped up its efforts promotion. tent,” Lutz says, who remembers getting calls from to get the fans more involved. “The days of simply his premium customers saying, “I know that guy” sending out renewal invoices are gone. Fans need fan-faCed tICketS or “he sits in my section.” Lutz also commented a more personal touch; it’s imperative in our sales that, “The promotion was a way of featuring our and marketing approach,” says Livingstone. The PHIladelPHIa eagleS fans, their loyalty and their passion, not necessar- Jaguars aim for each visit to their website and each For the 2010 season, over 1,000 Philadelphia ily to sell more tickets.” The Eagles are consistently fan correspondence to be personalized. When cus- Eagles fans submitted stories of what it means sold out, and the passion of their fans proves why. tomers enter their names into the Jaguars online to be a season ticket holder for the chance to There were so many touching or funny stories system, everything from email messages to online get their faces on season tickets. “You would be submitted that the Eagles could not limit the jerseys are customized with fans’ names. amazed at some of the stories we got,” says J.P. winning anecdotes to only ten. Fans that did not The Jaguars are in a smaller market and to help Lutz, Premium Sales Account Manager for the make it onto the tickets were revealed on ticket move the needle, a level of personalization is not Eagles. Lutz expressed that the goal was not only booklets and in other branches of correspondence an option. “We would hate to not be doing it,” to find unique stories, but stories that paralleled with fans. Lutz said the feedback was phenomenal, says Livingstone. “I believe the NFL as a whole the marketing department’s goals. For instance, and the program was very well executed by the has taken the lead from smaller teams and leagues 2010 marked the 50th anniversary of the Eagles Eagles. The initial goal was to promote the pro- to personalize its messages.” To his point, Liv- 1960 championship season, so the team selected a gram as an extension of the Eagles marketing arm, ingstone points to a 10% uptick in season ticket story about a fan who had attended that historic but it ended up also bringing together the Eagles renewals. game 50 years ago. fans in a family-type atmosphere and exposing the “We’ve always done ticket programs based real faces of the franchise – the fans. [continued on page 86] A MESSAGE FROM JEffrEY LuriE chriStina wEiSS LuriE JoE BannEr it’s an exhilarating time to be an eagles fan. there are plenty of reasons to be excited about this season, from the celebration of the 50th anniversary of the 1960 championship to the young corp of players taking the field with their sights set on the ultimate goal of a super bowl victory. generation after generation your dedication to this team is what makes you the most remarkable fans in the nfl. that is why we’re dedicating this year’s season tickets to you. We reached out to you to share your eagles stories with us and we were touched by the depths of your passion for eagles football. all ten of this year’s tickets feature fans with a unique perspective on what it means to be an eagles fan. Who could put it better than Ryan, who wrote in “ to tell us about his grandfather, hank: my grandfather is dedicated to two things in life...family and the eagles. every sunday bundled up in what is now “collector’s item” apparel, heat packs in his socks and binoculars strapped over his shoulder, he trucks down darien street and into the stadium. he’s telling me that ‘he’s excited about the fresh start and looking forward to the team’s future.’ hank is 87 years old. most people his age don’t use the word “futuRe”, as the present days are Cell invaluable. hank is different. he’s a Phone Military Food ” winner...a warrior. Drive Appreciation Day Drive Hank is an Eagles fan. GAME 9 • DEcEMBEr 26, 2010 • 1:00 PM GAME 10 • JanuarY 2, 2011 • 1:00 PM GAME 1 • augu St 13, 2010 • 7:30 PM GAME 2 • SEPtEMBEr 2, 2010 • 7:30 PM GAME 3 • SEPtEMBEr 12, 2010 • 4:15 PM GAME 4 • octoBEr 3, 2010 • 4:15 PM GAME 5 • octo BEr 17, 2010 • 1:00 PM GAME 6 • noVEMBE r 7, 2010 • 4:15 PM GAME 7 • noVEMBE r 21, 2010 • 8:20 PM GAME 8 • DEc EMBEr 2, 2010 • 8:20 PM game time subject to change due to flex scheduling game time subject to change due to flex scheduling RYAN W. | SECTION 240 EntEr through SEction row SEat EntEr through SEction row SEat EntEr through SEction row SEat EntEr through SEction row SEat EntEr through SEction row SEat EntEr through SEction row SEat EntEr through SEction row SEat EntEr through SEction row SEat EntEr through SEction row SEat EntEr through SEction row SEat 2010 SEASON TICKET HOLDER I.D. account # account # account # account # account # account # account # account # account # account # 2010 PHILADELPHIA EAGLES SEASON TICKETS Game Face: Allowing fans to express their loyalty as a means for the Eagles to reward loyalty is imperative to their sales and marketing approach. 20 | S E A T | SPRING 2011 | www.alsd.com
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- 22. INduSTRy ANd ASSoCIATIoNNEwS on alSd.Com alSd SoCIal medIa Connect with the ALSD on LinkedIn: Association of Luxury Suite Directors Group Page: www.linkedin.com/groups?about=&gid=918457 Bill Dorsey: www.linkedin.com/pub/bill-dorsey/6/125/76a Amanda Verhoff: www.linkedin.com/in/amandakuntzverhoff from faCeBook Jennifer Ark: www.facebook.com/pages/association-of-luxury-Suite-directors/112032714717 www.linkedin.com/pub/jennifer-ark/6/44b/1b5 alSd on loCatIon: dallaS, tX The Cheeseheads Stand Alone: Congratulations to ALSD President Jennifer Ark, her premium seat holders and the entire Packers organiza- tion for their Super Bowl XLV victory. Pat McCaffrey: www.linkedin.com/pub/pat-mccaffrey/9/27b/54b alSd on loCatIon: kanSaS CIty, mo university of Wisconsin regents approve Hail to the Chiefs: Jared’s visit to Kansas City included trips to kohl Center renovation LIVESTRONG Sporting Park, the Sprint Center and Arrowhead Jared Frank: The project will convert the Nicholas suites Stadium, home of ALSD member Kerrie Bryant and the Kansas City www.linkedin.com/in/jaredfrank into club seating. Chiefs. www.alsd.com/content/university-wiscon- sin-regents-approve-kohl-center-renova- Dene Shiels: tion www.linkedin.com/pub/dene-shiels/10/b97/b8 Cleveland Browns club seat holder sues Ryan Mirabedini: over nfl lockout www.linkedin.com/in/ryanmirabedini The plaintiff cites the work stoppage violates the terms of his PSL. www.alsd.com/content/cleveland-browns- club-seat-holder-sues-over-nfl-lockout ConferenCe neWS uP-to-tHe-mInute www.alsd.com/content/conference Follow the ALSD on Twitter: InduStry and aSSoCIatIon neWS tim leiweke, President & Ceo of aeg, to Jared Frank: www.alsd.com/news speak at alSd 2011 www.twitter.com/SEAT_Editor www.alsd.com/content/tim-leiweke-president- keyBank benefits from partnership with ceo-aeg-speak-alsd-2011 Ryan Mirabedini: Portland timbers www.twitter.com/Ryan_ALSD The bank has its brand affixed to the club seats robb Heineman, Sporting kC Ceo, to at the "new" Jeld-Wen Field. keynote alSd 2011 www.alsd.com/content/keybank-benefits- www.alsd.com/content/robb-heineman-sport- partnership-portland-timbers ing-kc-ceo-keynote-alsd-2011 amway Center and orlando magic go Like the ALSD on Facebook: for gold The new home of the Magic becomes the first Association of Luxury Suite Directors Group Page: newly constructed NBA LEED gold standard www.facebook.com/pages/Association-of-Luxury-Suite-Direc- arena. tors/112032714717 www.alsd.com/content/amway-center-and- orlando-magic-go-gold STAPLES Center 22 | S E A T | SPRING 2011 | www.alsd.com
- 24. INduSTRy ANd ASSocIATIoNNEwS: ALSd MEMbER HIGHLIGHT A Conversation with Frank Hubach Vice President, Suite Sales and Service, American Airlines Center By Jared Frank, Editor, SEAT Magazine W ith his sinewy frame and Bill Gates The way I sold ten years ago is a lot different than spectacles, without knowing the man, the way people sell now. There is less interpersonal you might peg him for a linear algebra communication. Now it is social media and Twit- professor who teaches abstract algorithms at SMU ter. So people are doing things differently. in Dallas. But do not let Frank Hubach fool you. He might look like Clark Kent, but he sells like Superman. ALSD: How does a longer sales cycle affect how Learn how this sales superhero balances tee you manage your sales staff? ball games with 18 holes while watching always Hubach: I try to keep our salespeople motivated over the premium revenues for American Airlines and morale high. We are doing more sales contests Center, a top-ten arena worldwide. than we ever have before. We are doing more fun incentives to generate new leads. Primarily, it is trying to keep our sales team happy. And when I ALSD: How does American Airlines Center say happy, I mean keeping the level of frustration maintain such a high level of sales and service after low, because they are getting more “no’s” than they ten years? ever have before. Hubach: We have been lucky that both [the Mavericks and Stars] ownership groups have given us the capital dollars necessary to keep American ALSD: What do you look for in a new hire? Airlines Center current. Mark [Cuban] goes to Hubach: I believe passion equals success. Things every Mavericks road game. He is seeing the that people enjoy doing, they are usually going newest and best of every arena in the NBA. So he to be more successful at than others. So I look challenges our group to make sure we are staying “We just completed a for passion first. We do not hire anyone with relevant and keeping up with any new trends in less than five years of sales experience. I look for the marketplace. We have only been open for ten handful of sales that were a blend of people with experience in sports and years, and we have already had three major reno- outside of sports. Our staff is about half and half. vations. That is probably unheard of for a building six to seven month sales Half have previous sports sales backgrounds. The that is still as relatively young as we are. cycles. So it is a different other half might have a radio and TV background. Sometimes it is nice having someone who has not selling environment. We worked in our industry for a fresh set of eyes. ALSD: What advice can you offer fellow ALSD members for selling in the current environment? have to reinvent how we Hubach: More and more when we talk to our are selling.” ALSD: Outside of your Superman cape at Ameri- suite holders, they are looking for a return on can Airlines Center, what keeps you busy? investment. Early on, that question was not asked Hubach: I have twins who recently just turned a whole lot. Now when we are in front of our seven. So during most of my evenings, when I existing clients or trying to secure new ones, that ALSD: How has the sales process changed in the am not at the arena, I am going to tee ball, flag question is brought up in just about every conver- past ten years? football and soccer games which is a huge enjoy- sation. To help provide ROI, we make sure we are Hubach: Specific to the long-term suite sale, it is ment for me. continuing to deliver our suite holders experiences a process that is taking longer than ever. In past I have been playing basketball with the same that they cannot deliver to their clients on their years, it seemed like a two to three month process. 10-12 guys for over ten years now on Tuesday own. Specifically, we do locker room tours at al- We just completed a handful of sales that were nights, and I like to play golf on the weekends. most every Mavericks game. At the end of the first six to seven month sales cycles. So it is a different So I enjoy staying active. Our family also has trips quarter and right after halftime, they can come selling environment. We have to reinvent how we planned to Mexico and St. Thomas, so we are down and take pictures with their clients in front are selling. I cannot speak to one thing specifically, looking forward to those. But first, I am looking of Dirk [Nowitzki]’s stall and get a tour of all the but it is more interaction with a client. It is using forward to a long Mavericks playoff run. facilities the players use. We can usually do two or available inventory to entertain them at a game. three of those a game. We also have the High-Five Even though we know who the decision makers Line where our clients can come down before the are, we also have to utilize the venue to go three COMING UP NEXT: game and get a high-five from our players. or four levels above those individuals to help them FRANK’S ARENA sell up the ladder. PROVIDES AN In general, sales is still a numbers game. But EDUCATION I think it is up to each team or facility to provide training, because things are constantly changing. 24 | S E A T | SPRING 2011 | www.alsd.com
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- 26. INduSTRy ANd ASSocIATIoNNEwS: ALSd MEMbER VENuE HIGHLIGHT Going Undercover to Reintroduce American Airlines Center: The Education of an Editor The editor of SEAT traveled to the depths of American Airlines Center in Dallas, Texas to investigate how the sports venue industry really operates and to acquire a first-hand account of what it is really like to work in sports and enter- tainment. After two cities and three events in 24 hours, the pedagogy only began. By Jared Frank, Editor, SEAT Magazine I do not want SEAT Magazine to ever talk to you; I want it to always talk with you. It is meant to be a dialogue. To accomplish that intention, I need to see what ALSD members see and hear what ALSD members hear first-hand. So why not put myself in a suite director’s shoes for a couple days? I am a firm believer that one only learns by doing. Enter the American Airlines Center… all 840,000 square-feet and over one million bricks of it. It is a building on everyone’s annual top-ten list of arenas. It is a building that has been continu- ously renovated to stay relevant in a crowded marketplace. If there is a place to learn the venue marketplace, this is as good as any. It provides more than an education. With so much going on, call it a baptism by fire. This past March 18th and 19th, I was privi- leged to obtain a first-person perspective of Ameri- can Airlines Center during a Mavericks game and a Stars game. Throw in a Vigilantes AFL game sandwiched in between, and that is three events in 24 hours all on the heels of a Lady Gaga concert four days earlier. So it was just another day at the office for a building and a staff that hosts over 200 events and 3.5 million guests each year. “We’re always busy,” explains Alain Laroche, Manager of Big D NYE: AT&T Plaza is fast becoming a popular New Year’s Eve tradition in Dallas. This past NYE, approximately 40,000 people flocked to Premium Services at American Airlines Center. American Airlines Center’s front door for music, food and fireworks. “This month, we have more events than days.” MARCH 18: MAVERICKS VS. SPURS Just prior to tip-off, Laroche and I ventured down to the Event Level and posted up outside “We’re always busy. This PREMIUM SERVICES the Mavs locker room. Alongside us were 150 The doors opened at 6:00 for a 7:30 tip-off. My month, we have more day started right around the time the Fan Shop very anxious Mavs fans who were a combination doors opened at 5:30. The event began with a of Mavericks season ticket and American Airlines events than days.” bevy of ancillary details to address. It reminded Center premium seat holders. The only reason me of the ALSD Conference on steroids. To put it I knew we were not waiting on Santa Claus was – Alain Laroche simply, we were busy. When I first joined Laroche, because the adults were as excited as the kids him and his concierge team were attaching stickers (and some more so). We were observing the to programs and placing cupcakes in suites. At Mavs High-Five Line, a reward program created My instruction began a day earlier in a com- by the Mavericks for season ticket and premium the nightly deployment meeting, all details and pletely different city. I followed Frank Hubach, seat holders. Our industry has gravitated towards anticipated questions were covered. Caron Butler Brad Mayne and a contingency of American ways to bring fans as close to the game and to the was signing autographs pregame; J.J. Barea was Airlines Center suite holders and sponsors to Las game’s players as possible. Well it does not get signing autographs postgame; because it was a big Vegas. You will have to read the sidebar on page much closer than this. The team meandered their game (attendance was over 19,000), SRO tickets 30 to learn what that trip was all about. For now, way through the fan line, a formation strategically were sold in the Audi Club; two vendor samplings what happens in Vegas stays in Vegas. After an placed before each game between the locker room were taking place in the Audi Club with a wine early morning flight from Vegas to Dallas, a short and the tunnel leading to the team bench. A high- tasting upstairs in the Admiral Room; and girl nap and a 5-hour ENERGY shot, I was off to five from Dirk Nowitzki, Shawn Marion, Jason scouts were selling cookies in front of sections 121 American Airlines Center. Kidd, Tyson Chandler and others created quite and 122. I resisted the urge to grab a box of thin mints. the emotional high for customers and customers’ 26 | S E A T | SPRING 2011 | www.alsd.com
- 28. INduSTRy ANd ASSocIATIoNNEwS: ALSd MEMbER VENuE HIGHLIGHT customers. and nine surface lots. These spaces fall My education continued during under the leadership of Larry Buersmeyer, the game. I made rounds with Laroche Director of Parking Services, who started who usually wants to see his staff at at American Airlines Center in March their posts at least three times during 2001. an event. What I could have seen was About three hours before an event, a world of chaos. There was a prob- lots are open and Buersmeyer is fully lem with club seat holder’s food and staffed with 45 employees, which is not beverage cards; the printer would not to say Buersmeyer only works for those cooperate when a makeshift suite sign three hours prior to events. “In parking, needed to be made; this happened; and you also deal with finances and record that happened. keeping. You deal with mechanical issues Chaos is what I could have seen. – gate arms, lights and signs,” explains But with an invisible fire extinguisher Buersmeyer. “You’re dealing with employ- attached to his back and walkie talkie ees, and you’re also dealing with guests. glued to his ear, what I did see was La- So you need to be versatile. You need to roche easily maneuver through any and know a variety of information to handle all circumstances with grace under fire. different things.” Even while trying as hard as humanly Buersmeyer takes a common sense possible to be in two places at once for approach to his position, which includes three hours, he did not blink once. By pricing. The Mavs and Stars pre-sell a the end of the night, I was ready for a lot of parking, so they determine prices complimentary massage from one of the in large part for whatever cash parking Essence of Life masseuses who are set up remains available for those events. For throughout the Platinum Levels to serve third-party events, American Airlines premium customers. But there was no Center prices parking on an event-by- rest for the weary. I was onto my next Sweets in a Suite: American Airlines Center trades out with The event basis. “Parking rates vary based modular install – Operations. Cupcakery (seats for cupcakes) who can put suite holder company on the event, attendance size and audience,” logos on the treats, a small but impactful impression on those being Buersmeyer states. “For patrons looking for conve- OPERATIONS entertained. nience, we have a parking garage located across the The heart that keeps the blood pumping through street from the Center, and for those looking for the arena is the operations department. Opera- more economical options, we have several surface tions Manager Kevin Melsby and his assistant chairs and 225 pieces of Mavs basketball floor. There was a long night ahead. When I left Melsby lots to choose from.” manager with their staff of four full-time supervi- Ingress and egress traffic is directed by off-duty sors, five other full-time and 56 part-time employ- around 11:30pm, he was hoping to leave by 3:00am and return to American Airlines Center police officers. Once all traffic is in, they go to as- ees are charged with setting up American Airlines signed lots and provide security, monitoring those Center for all events booked on the calendar. And around 9:00am. The previous weekend, he was out by 5:00am and back by 9:00am. So again, it lots during an event. Post-event, they go back to a haphazard job will never cut it. “Operations pro- their intersections to control outbound traffic. vides the foundation for each event,” says Melsby. was just another day at the office. “If there’s a problem with the foundation, things Changeover time depends on the event. It GUEST SERVICES can go wrong quickly, and it’s our job to make requires two hours of setup and 1,000+ gallons Guest Services at American Airlines Center falls sure that doesn’t happen. Avoiding problems or of water applied to the ice rink each game-day under the direction of Gina Chapa who manages catching them when they’re small is what makes going into hockey, two and a half to three hours six full-time employees on the guest services us successful.” going into basketball, three to three and a half management team and 400 part-time employees. American Airlines Center events might be hours going into football and depending on the Guest Services at American Airlines Center covers Dallas Stars; they might be tabloid stars. Besides stage building requirements, between two and five ushers, ticket takers, event security, guest service the Stars and Mavs, the arena books many third- hours going into concerts. “Our fastest changeover reps, tours and wardrobe. party events that operations is responsible for, we’ve ever had was last season when we went from When dealing with a mass audience, inevita- including concerts large and small. Concerts vary Stars to Mavs in one hour and eleven minutes,” bly, there are occasional shows where challenges in scale from acts that bring two or three trucks to says Melsby. Pretty impressive. arise, including situations where people drink Lady Gaga who brought an astonishing 27 trucks. too much or are looking for a fight. “You never That is a lot of wardrobe changes. MARCH 19: STARS VS. FlyERS know what’s going to happen,” Chapa says. “Some With the Mavs game complete and the Vigi- PARKING SERVICES events are more challenging than others. And you lantes noon kickoff looming tomorrow, Melsby’s There are 5,300 parking spaces at American never know which events those will be.” crews wasted no time pulling up the 1,200 folding Airlines Center, divided into two parking garages When handling circumstances when guests 28 | S E A T | SPRING 2011 | www.alsd.com
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- 30. INduSTRy ANd ASSocIATIoNNEwS: ALSd MEMbER VENuE HIGHLIGHT have had too much to drink, Mike Ebow, Manag- er of Event Security Operations at American Air- lines Center, coaches the staff to go to the guest’s companion and politely suggest he or she take his or her friend home. From Ebow’s experience, nine times out of ten, the guests will comply. By going to the friend first, minor situations do not turn into major ones. “[Ejection] is a very last resort,” affirms Chapa. “We never want to kick anybody out. We want all guests to enjoy themselves and have a great time.” Guest services is just as much about manag- ing employees as managing guests. According to Up High: Mavs fans young and old are greeted pregame in the Mavs High-Five Line by Shawn Marion and the rest of the team. Chapa, American Airlines Center puts much em- phasis on recognizing employees when things go well and not just when they go wrong. Employees VIVA lAS VEGAS are given “Scorecards” as recognition which enters On March 16th and 17th, the American Airlines Center treated 60 suite holders and them into a monthly raffle, where two winners are sponsors to a two-day getaway in Las Vegas. This was the fourth such trip American rewarded with a $25 gift certificate. Chapa also re- Airlines Center has organized, and over the years, they have had participation from wards two guest services employees of the month with two tickets to an event and a parking pass. top executives to some smaller sponsors to partial suite holders. “We think the best Chapa also sends everyone a birthday card. chance we have at getting in front of these people is to limit it to a quick two-night in “We’ve gotten more feedback [from birthday and out,” says Frank Hubach, VP of Suite Sales and Service at American Airlines Center. cards] than from anything else we’ve ever done,” “[A getaway trip] provides us the opportunity to talk one-on-one with our suite hold- says Chapa. “It’s a personal touch that people love. ers.” And everyone loves getting mail.” The trip began on Wednesday morning when the 60 guests and 15 American WHAT DOES THE FUTURE HOlD FOR Airlines Center staff members met at a private Dallas-area airport and boarded Mark AMERICAN AIRlINES CENTER? Cuban’s private plane. “That’s one of the neatest things for the group is travelling on It is a time of transition at American Airlines Cen- the Mavericks team plane,” Hubach recalls. ter with uncertainty surrounding Stars ownership Every year it varies, but American Airlines Center also always brings top team and a potential NBA labor dispute. With regards executives and former players along as hosts. “[Former Mav] Rolando Blackman joined to the Stars, a handful of prospective ownership us this year,” says Hubach. “We’ve had [Stars play-by-play announcer] Ralph Strangis, groups are completing their due diligence. Accord- [former Star] Brett Hull, [Mavs President] Terdema Ussery and [Mavs GM] Donnie ing to Hubach, the team’s interim leadership is Nelson join us in the past.” hoping to have a sale wrapped up by the end of Upon arrival, there was no need to check in at the host hotel (Bellagio) as Ameri- June in time for the beginning of the NHL free can Airlines Center had arranged VIP pre-check in. The group headed poolside to a agency period which begins July 1. cabana for a couple hours of drinks and frivolity. Then as is traditionally the case, the Furthermore, American Airlines Center is eye- ing another transformation. The arena, as success- American Airlines Center hosted a networking function centered around some sort ful as it is year in, year out, has open suites. “Our of gaming event at the Bellagio to provide sponsors and suite holders an opportunity internal research is telling us we have too much to get to know one another. Wednesday night’s event was a poker tournament. I was of one type of inventory,” reveals Hubach. “And not able to stick around to see who ended up winning, but Hubach was down to the one thing that we can tell from our existing guests felt pretty quick. Could there have been a bounty placed on him by his clients? Nah, is that we need a different type of offering. Many the event was all in the spirit of good times. After the poker tournament, it was a free people still want the suite experience, but maybe skate, and suite holders and sponsors could do whatever they wanted to after about can’t do it with 12-18 people. So certainly the loge 9:30pm. concept is one that we’re interested in.” Thursday morning began at 8:00am with a golf outing at the exclusive golf course One thing American Airlines Center looks to Southern Highlands. “This group loves to play golf,” states Hubach. “It was a great ex- continue doing on the premium levels is adding perience. Each group had caddies, and that was another one of the highlights of the value by listening to its guests. Recently on the Platinum Level, the arena has had huge success trip.” Those who do not golf were provided with spa access. with new food and beverage cards which come Overall the trip was a great success, a true tangible reward of unique access for with a dollar amount pre-loaded on them. The suite holders. And for me, it was a great preamble to the weekend ahead. cards are a response to the concerns of club seat 30 | S E A T | SPRING 2011 | www.alsd.com
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- 32. INduSTRy ANd ASSocIATIoNNEwS: ALSd MEMbER VENuE HIGHLIGHT “Many people still want the suite experience, but maybe can’t do it with 12-18 people. So certainly the loge concept is one that we’re interested in.” – Frank Hubach patrons who expressed that F&B was becoming too expensive of an amenity. “[Club seat patrons] wanted to see F&B included in the ticket price,” Hubach says. “And ownership allowed us to be creative and package that within the new offerings to our Platinum seat holders.” EVERyTHING IS CONNECTED My education wrapped up with a 3-2 Stars loss, albeit in a thrilling shootout. What did I learn from the whole experience? Many small lessons and two big things I will share here. 1) The whole is greater than the sum of the parts. The sports and entertainment business is a system with many different moving parts functioning simultane- ously. And all are needed to function properly. For example, if a guest has a bad parking experience, guest services suffers. If operations drops the ball on something, a premium patron might leave the arena disappointed. Everything is connected. 2) The more you know, the more you know you do not know. I learned much from my American Air- lines Center experience. But most importantly, I learned there is a whole heckuva lot left for me to learn which is the human condition in a nutshell. I look forward to visiting more venues, meeting new people and attempting to crack that nut even though I know it to be impossible. I want to take a moment to thank American Airlines Center and all the great people who helped make my education possible and enjoyable. Keep up the good work. # Want to network with American Airlines Center? Here Is Frank Hubach’s Business Card Frank Hubach VP, Suite Sales and Service American Airlines Center 2500 Victory Avenue Dallas, TX 75219 (O): 214-665-4246 fhubach@americanairlinescenter.com Quick Change: In less time than it takes one to drive from Dallas to Austin, American Airlines Center transforms from court to ice. COMING UP NEXT: #AlSD2011- AEG, TIM lEIWEKE, STAPlES CENTER AND MORE. 32 | S E A T | SPRING 2011 | www.alsd.com
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- 34. THE SOLuTiONS 2011 ALSD Conference Proposed Program EvOLvE and Schedule of Events *Please note: The program will be continually updated with information The 2011 ALSD Conference and Tradeshow on sessions, events, speakers and panelists and is subject to change. program, entitled “The Solutions,” is evolving. Panelists are confirming; Sunday, June 26, 2011 presenters are tweaking their content; and 8:00 a.m. – 6:00 p.m. Registration Open 11:00 a.m. – 3:30 p.m. Exhibitor Set Up you are preparing for the sessions that your (subject to change) venue will benefit most from. Check out 2:00 p.m. the developing program on the following Board of Directors Meeting Hosted by: ALSD Chairman and Executive Director pages and do not forget to sign up to attend ALSD 2011. 3:00 p.m. New Attendee Welcome Meeting Hosted by: Jennifer Ark, ALSD President, Director of Premium Sales and Guest Services, Green Bay Packers 4:00 p.m. – 8:00 p.m. On Twitter, follow the hash tag #ALSD2011 for conference news Exhibit Hall Open: Opening Reception with Food, and updates leading up to and through the duration of the ALSD Drinks and Entertainment Conference and Tradeshow. Bill Dorsey Amanda Verhoff Jennifer Ark Tom Sheridan Brian Bucciarelli Janie Boles Patti Kimbrough Rich Searls 34 | S E A T | SPRING 2011 | www.alsd.com
- 35. Monday, June 27,2011 12:00 p.m. – 1:30 p.m. All-League Lunch and Award Show Keynote Address: “The Buyer’s Buyer” 7:00 a.m. – 6:00 p.m. Registration Open Presented by: Ray Bednar, 8:00 a.m. – 4:00 p.m. Corporate Sponsorship Expert League Day and All-League Lunch and Award Show Ray Bednar is considered the guru of the cor- *All-League Lunch and Award Show 12:00 p.m. – 1:30 p.m. porate sponsorship side, one of the world’s true Ray Bednar experts in evaluating sponsorships. As Senior Vice NatioNal BasketBall associatioN President and Global Sponsorships Executive at Bank of America, Bednar specialized in understanding exactly what NatioNal Hockey league corporations received from their return on sponsorship investment. NatioNal FootBall league Bednar created a methodology outlined in his book, Sponsorship’s Major league BaseBall Holy Grail, which allows corporations, i.e., the buyers, to evaluate Moderator: Tom Sheridan, Director of Ticket Sales, Chicago White sponsorship in light of their specific business goals. Sox At Bank of America, Bednar managed sponsorships with Major League Baseball, NASCAR, NFL, US Olympic Team, the Chicago MiNor league: Marathon and others. Before his work at BOA, Bednar was CEO for Hockey, BaseBall aNd coNcert VeNues PRISM North and South America, a global agency focused on spon- Moderator: Brian Bucciarelli, Director of Corporate Partnerships/ sorship and event strategy and activation. During his time at PRISM, Premium Seating, Giant Center/Hershey Bears Bednar developed comprehensive marketing strategies for clients such as DuPont, Xerox, HSBC and Samsung to name a few. Prior to his involvement in PRISM, Bednar served as General Manager and Pres- college aNd uNiVersity ident with General Electric, where he gained extensive experience in Moderator: Janie Boles, Director of Donor Services and Annual Giv- the marketing application of Six Sigma. Bednar is a graduate of West ing, Tigers Unlimited, Auburn University Athletics Department Point United States Military Academy and Harvard Business School. Moderator: Patti Kimbrough, Director of Guest Services, University Bednar will keynote a “working luncheon” for the ALSD’s league of Arkansas Razorbacks day meetings. The idea here is to show suite directors and suite sales- people exactly how and why corporations make a premium seat and soccer sponsorship investment. Moderator: Rich Searls, Director of Sales & Fan Services, New York Red Bulls Award Ceremony: “ALSD visionary Award” Presented to: raciNg Tom Wilson, President and Chief Executive Officer, Olympia Food aNd BeVerage Entertainment Moderator: Chris Bigelow, President, Bigelow Companies iNForMatioN tecHNology President and CEO of Olympia Entertainment, Division Leader: Christine Stoffel, Founder and Executive Director, Tom Wilson Tom Wilson, will receive the first-ever ALSD Vi- sionary Award, to be given annually to visionary S.E.A.T. leaders in the premium seat market. “Without Tom and his vision, Division Leader: Chris Wood, Chief Technologist, S.E.A.T. I sometimes wonder how many of us in this business would have a job,” says Bill Dorsey, Chairman of the ALSD. “Yes, there were luxu- *Minor League, College, Soccer and Racing: Watch for venue tour and ry suites before Tom Wilson, but Tom was the one who transformed customer service and sales training the marketplace from almost a curiosity with VIP boxes for the rich **Food and Beverage: Watch for a presentation by Nona Sivley, winner of and famous to a real business.” Fox’s Hell’s Kitchen, now Head Chef at LA Market in the JW Marriott Wilson had an illustrious 32-year career with the Detroit Pistons, including the last 22 years as President and CEO of Palace Sports & ***Information Technology: Look for full IT program starting on page 64 Entertainment, Inc. (PS&E). Wilson oversaw the Detroit Pistons and the organization’s three venues: The Palace, DTE Energy Music The- atre and Meadow Brook Music Festival. In 2010, Wilson became President and CEO of Olympia En- tertainment. Olympia Entertainment is the owner and operator of Detroit’s Fox Theatre and the intimate City Theatre at Hockeytown Cafe, books and operates Joe Louis Arena and Cobo Arena and books Comerica Park. The company also handles business operations for the Detroit Red Wings, an Original Six member of the National Hockey League, and collaborates with the Detroit Tigers and other Ilitch companies. Chris Bigelow Christine Stoffel Chris Wood www.alsd.com | SPRING 2011 | S E A T | 35
- 36. June 26 –June 29, 2011 Los Angeles Monday, June 27, 2011 continued 4:00 p.m. 4:30 p.m. – 7:30 p.m. Keynote Address: “How to Overcome the Exhibit Hall Open; Cocktails Served Challenges Facing Our industry Today” Design Better, Sell Smarter, Market More 7:30 p.m. – 10:30 p.m. Creatively and Work Harder Tour and Reception: Presented by: Tim Leiweke, President Nokia Theatre and STAPLES Center and Chief Executive Officer, AEG What Will you see at Nokia Theatre? Tim Leiweke serves as President and CEO of A world-class, $120 million, 7,100-seat live performance venue, of- AEG, a collection of companies owned or oper- fering mid-sized intimacy with no seat further than 220 feet from the ated by the organization considered to be one stage. Nokia Theatre, which opened in 2007, hosts over 120 events a of the world’s leading presenters of sports and year, allowing over 500,000 patrons to pass through the doors annu- entertainment programming. Now in his 15th ally. Pollstar named Nokia Theatre, “Theatre of the Year,” three years Tim Leiweke year with AEG, and recently selected by the L.A. in a row. The venue includes 12 luxury suites, 250 luxury seats, a two- Times as one of the 100 most influential people level private VIP Lounge with its own patio, 12,000 square-feet of in southern California and by the Sports Business Journal as Sports VIP and hospitality areas and over 5,000 feet of LED screens. Executive of the Year, Leiweke has acquired or merged more than 50 What Will you see at staPles center? divisions and companies, whose alliances create a global live enter- A four-tenant sports and entertainment venue with some of the most tainment organization capable of developing, producing, promoting, upscale, A-list club and hospitality areas in the country. The exclusive marketing and managing sports and entertainment programming in Chairman’s Room is frequented by stars like Jack Nicholson, while both facilities owned and operated by AEG as well as other venues. the courtside seats are no strangers to David Beckham or Denzel AEG includes divisions such as AEG Live, devoted to all aspects of Washington. The $407 million STAPLES Center, that has been creating, producing and promoting live entertainment and AEG named “Arena of the Year,” is the center of the L.A. LIVE complex Facilities, developers and operators of more than 100 of the world’s and includes 160 luxury suites, 18 event suites and 2,500 premium preeminent venues. seats. Over 2,400 events have been held at STAPLES Center since As President of STAPLES Center, Leiweke was responsible for the 1999, hosting over 34 million fans. The Hyde Lounge, San Manuel overall development of the downtown showplace for major events Club and Lexus Club will be hot spots during the ALSD tour and and performances. Built under his direction in a record 18 months, reception. STAPLES Center is home to four professional sports franchises – the Los Angeles Lakers, Los Angeles Kings, Los Angeles Clippers and Los Angeles Sparks – and the most prestigious concerts and shows. Leiweke played a major role in bringing events to Los Angeles and STAPLES Center such as the 2002 NHL All-Star Game, the 2004 and 2011 NBA All-Star Games and eleven of the last twelve Annual Grammy Awards shows. Leiweke also guided the creation of The Home Depot Center, built on the campus of California State University, Dominguez Hills in Carson, CA. The $150 million development was the largest-ever private investment in amateur athletics. Leiweke now turns his atten- tion to overseeing the overall management of L.A. LIVE, the AEG- developed four million square foot / $2.5 billion downtown Los An- geles sports and entertainment district adjacent to STAPLES Center and the Los Angeles Convention Center, which features Club Nokia, Nokia Theatre L.A. LIVE, The Ritz Carlton and JW Marriott hotels, Regal Cinemas, 19 world-class restaurants, entertainment clubs and lounges and “broadcast” facilities for ESPN. The nation’s most active “live content and event district,” L.A. LIVE showcases more events, award shows, sporting competitions and concerts than any other des- tination in the world. Stay Ahead of the News – Hear it First on ALSD Social Media From SEAT_Editor’s Twitter Feed on March 14th: Privileged to announce @AEGworldwide President & CEO Tim Leiweke as a 2011 ALSD Conference Keynote Speaker #ALSD2011 36 | S E A T | SPRING 2011 | www.alsd.com
- 37. Tuesday, June 28,2011 10:00 a.m. - 10:55 a.m. 8:00 a.m. – 4:00 p.m. Registration Open Case Studies 8:30 a.m. Case studies are an extension of the ALSD Tradeshow this year. Keynote Address: “The Experience Matrix” Explore the hall and hear case studies about what is working in venues today. Choose from concurrent sessions: Presented by: Robb Heineman, CEO, Sporting Club, parent organization of Case History: High-Tech Sporting Kansas City (MLS) The New age of Video: Portable, multi-use game-day viewing platforms Team Case Study, Sponsored by: FanVision Robb Heineman serves as the CEO of Sporting Club, the parent organization of Sporting Kansas digital seat selection: seeing the game from many visual City, is responsible for the day-to-day operations perspectives Robb Heineman of the company and is a part of the ownership Team Case Study, Sponsored by: IOMEDIA group. He sits on the Board of Governors of Ma- The coming age of loyalty cards and online F&B and mer- jor League Soccer and Soccer United Marketing, LLC. Heineman is chandise ordering also an owner/operator of the Sioux Falls Skyforce of the NBA Devel- Team Case Study, Sponsored opment League. Heineman has been the driving force behind the transformation of Case History: Personalization Sporting Kansas City, including the recent rebrand from the Kansas The trend to personalization in the premium marketplace City Wizards, since taking over the organization in 2006, begin- Team Case Study, Sponsored ning with the opening of a $5 million training facility for the team at Swope Park in 2007. Heineman was instrumental in securing the The art of gifting: How to get the best deals on your amenity agreement with the Kansas City, KS Board of Commissioners for the purchases new $200 million stadium to open near Village West this June. The Team Case Study, Sponsored by: Boundless Network development is expected to create over 8,000 new jobs in Wyandotte County and is estimated to have an economic impact of over $500 11:00 a.m. - 11:55 a.m. million annually. Sporting Kansas City will open its brand new, state- Choose from concurrent sessions: of-the-art LIVEstroNg Sporting Park on June 9, 2011. “The Experience Matrix” breaks down LIVEstroNg Sport- Case History: Suite Services ing Park into 150 interior spaces, each administered with a series of ticket management for your customers 20-minute scripts while the building is open. Team Case Study, Sponsored by: Spotlight Ticket Management The New gold club: Prospecting in a new way 9:00 a.m. – 12:00 p.m. Team Case Study, Sponsored by: Full House Entertainment Exhibit Hall Open; Brunch Served Database Marketing ticketing: Branding and selection Team Case Study, Sponsored Case History: Architectural and venue Development case study: custom design and Build Work Amway Center Case Study, Sponsored by: RipBang case study: stadium clubs: What to offer; how many; what to build Team Case Study, Sponsored by: Populous case study: The Big renovation Team Case Study, Sponsored * Case Study Presentations are sponsored sessions. www.alsd.com | SPRING 2011 | S E A T | 37
- 38. June 26 –June 29, 2011 Los Angeles Tuesday, June 28, 2011 continued ALSD General Program Begins Panelist: Andy Silverman, Senior Vice President, Sales and Service, Florida Marlins 12:00 p.m. – 1:00 p.m. Panelist: Chris Faulkner, Manager of Club Seat Sales and Service, Combined Session: Sales and Food and Beverage Denver Broncos Changing the Nature of Hospitality: What to include in Your Premium Packages Customer Service Session Session Synopsis: Your customers want more. Food and Beverage may Leveraging Your Brand: Auburn university and be the answer. GameDay Consulting: A Case Study What you will learn in this session: Session Synopsis: In 2010, Dr. Brian Crow of GameDay Consulting • What you can and should include in your suite package to attract conducted a series of guest service workshops for several front-line customers staff groups at Auburn University. Hear what training methods you • All-inclusive F&B packages can take back to your venue. • Tiered F&B packages What you will learn in this session: • How the caterer can help sell suites and club seats • How F&B prices will change to fit into the suite price Case study: Among those trained were game-day employees who Panelist: Greg Karl, President & Chief Operating Officer, Epicurean work directly with Scholarship Donors and Executive Suite Members Culinary Group in the premium seating areas of Jordan-Hare Stadium and the Au- burn Arena. The training program focused on several training compo- Panelist: Rich Searls, Director, Sales & Fan Services, New York Red nents, the trainees’ reactions to the curriculum and how the training Bulls guidelines were implemented on game-day. Learn about: Motivation, Panelist: Brian Byrnes, Senior Vice President, Sales and Marketing, Brand, Perception, Good to Great, Consistency, Dealing with Diverse Oklahoma City Thunder Populations, Dealing with Distractions and Self-evaluation. Panelist: Mark Stedman, Vice President of Food Services, Utah Jazz Presenter: Dr. Brian Crow, Associate Professor, Slippery Rock Univer- sity; President/CEO, GameDay Consulting Combined Session: Sales and Customer Service Presenter: Janie Boles, Director of Donor Services and Annual Giv- The New Face of Club Seating ing, Tiger Unlimited, Auburn University Session Synopsis: Club Seats account for approximately $6 billion in revenue in U.S. sports venues. How can you best maximize this 11:30 a.m. – 1:00 p.m. *Note early start time . inventory? Combined Session: Information Technology, Sales What you will learn in this session: and Marketing • Differentiating general bowl seating from more upscale club seats Mobile Technologies to improve Fan Experience • Whether to include F&B in a premium club and/or premium and Drive Revenue seating • Should you offer suite night upgrades as an amenity to renewal Session Synopsis: A technology-based session detailing what the title customers? suggests. • What are the best incentives? What you will learn in this session: • Should you consider payment plans? • Various types of mobile technologies and applications to improve • Maximizing revenues in a small market city the fan experience • What club seating trends are architects seeing in new venue devel- • Types of mobile technologies and applications to drive revenue opments or renovations? • Venue case studies Moderator: Evan Karasick, President, Channel 1 Media Solutions, Moderator: Shane Harmon, GM of Marketing and Communications, Inc. New Zealand 2011 World Rugby Cup Panelist: Paige Farragut, Vice President, Suite & Group Sales, Texas Rangers Baseball Club Andy Silverman Chris Faulkner Evan Karasick Paige Farragut Greg Karl Brian Byrnes Mark Stedman Dr. Brian Crow 38 | S E A T | SPRING 2011 | www.alsd.com
- 39. ALSD Presents: TrainingDays The ALSD has selected dynamic instructors for a series of training presentations. Tuesday afternoon and Wednesday morning bring comprehensive, interactive sessions with take-aways that you can present to your staff and venue leaders. 1:15 p.m. – 4:00 p.m. Choose from three concurrent Training Presentations Tuesday afternoon: Option One: Option Two: Executive Sales Training, presented by: Kennen Executive Leadership and Brand Excellence Training, Williams, President, Noll Media presented by: Leonardo G. Inghilleri, Executive Vice Leading in a Time of Rapid Change President and Managing Partner, West Paces • Why have customers gone from lusting after Consulting our products to avoiding them? A Playbook for Brand and Service Excellence • What can we do to create value for customers This workshop has been designed to nurture who keep changing the value proposition? and refine your leadership principles, philoso- • Why can’t our customers make a decision? phy and core values. These tools are essential • What has happened to the “spark” in our sales to create a cultural foundation that translates organization? into exceptionally high levels of guest satisfac- Kennen Williams • What happened to the “good old days”? tion and loyalty. You will have the opportunity If you have been asking yourself these questions to learn proven techniques, concepts and best more frequently: Leonardo G. Inghilleri practices that will help you create and maintain A. You are normal a superior guest experience, as well as augment B. You will want to participate in “Leading in a Time of Rapid strong workforce engagement, commitment, execution and satisfac- tion. Change” During the three-hour interactive workshop, you will understand The “business” of Luxury Suite Sales has changed in a way that how to: mandates new leadership skills. Most leaders today cut their teeth in an abundant marketplace and today must lead in a market of scar- • Reinforce and elevate brand loyalty and connection city. Fewer resources, more demanding customers, smarter competi- • Establish a distinctive culture of service excellence for your venue tors and declining demand all create an atmosphere of uncertainty • Build lifetime customer relationships with transparent brand for employees. Employees no longer want to know what to do; integrity today they want to know WHY! Since there are no simple solutions, • Go from ordinary to extraordinary guest service and business we must all work to create “new solutions”. During this highly in- results teractive session, participants will learn: • Use service recovery and guest problem resolution to enhance brand loyalty • The business growth curve – how challenges shift as the business • Practice the essential elements of leadership in a successful enter- matures prise • The core concepts of change leadership – how to respond when • Transform the work environment and workforce necessary change makes key people “lost” and less productive • Sustain high performance through accountability, motivation and • Why superstars of the past may be holding your organization recognition back today Team and individual exercises are designed to help you adapt the • The transformative individual – the role of the courageous inno- best practices to the unique characteristics and challenges of your vator when it becomes clear it is time for us to move on venue and to create effective roadmaps for successful implementa- • How to identify ineffective leadership or management activities tion. and replace them with the appropriate ones for this moment in the company’s history “West Paces was a great asset during our transition from Mellon Arena to CONSOL Energy Center for several reasons. First of all, the staff really responded to Leonardo’s style of Participants will leave this session with actionable steps to take im- presentation. Second, his philosophy of garnering input from all levels of the organiza- mediately upon returning to their sales and marketing organizations tion to create our Guest Service Principles, Service Model and Service Approach was and more confidence in their ability to lead. tremendous. And, equally as important, this was a very customized program. Instead “I’m excited to see Kennen Williams at the 2011 ALSD Conference in L.A. He came to HP of utilizing the same basic program he used in other venues and operations, he spent Pavilion at San Jose prior to the start of our 2009-10 season and provided great tools a great deal of time with the Pens, SMG and Aramark executive teams, managers and for our corporate partnership and premium sales teams. The seminar was productive, front-line staffs to help develop our program. Leonardo worked with our internal design dynamic, engaging and fun. Many of Kennen’s terms and practices are now incorporated committee to tailor the program approach to our unique situation and staff needs. In the into our dialogue and sales process. Things like the need to ask “challenge questions” end, we ended up with all three of our organizations focusing on the same Guest Service early on and work to identify your “coach and blocker” undoubtedly helped us achieve promise. The guest, client and sponsor response from our new Guest Service Initiative new business results from prospect to close as well as renewal rates that are critical has been nothing less than fantastic. Comments from all parties have been glowing. to annual budget goals for revenue. The knowledge Kennen has gained from real-life More than one travelling show manager has specifically mentioned that we have the experience in relevant industry solidified his ability to walk-the-walk, not talk-the-talk.” best front of house staff in the country.” Bruce Ross, Director of Suite Sales and Service, San Jose Sharks Jay Roberts, General Manager, CONSOL Energy Center/SMG www.alsd.com | SPRING 2011 | S E A T | 39
- 40. June 26 –June 29, 2011 Los Angeles ALSD Presents: Training Days, cont. 4:30 p.m. Option Three: Buses Depart for Angel Stadium Executive Information Technology Training, presented by IT Executives 5:30 p.m. – 7:00 p.m. information Technology on the Private Reception: Angel Stadium Premium Levels 7:30 p.m. Four separate sessions assert that information technology is a Los Angeles Angels vs. Washington Nationals necessity on the premium levels. The two entities act as one in Baseball Game the promotion and functionality of your product. Learn how in- formation technology affects your premium levels. Choose from Buses depart starting 7:30, ending 10:00 p.m. one, two, three, or all four. What Will you see at angel stadium? 1:15 p.m. – 2:05 p.m. A stadium that has been home to the Angels since their move from Technology innovations for Premium Levels Los Angeles in 1965 that underwent a $100 million renovation in the This session includes roundtable discussions and brainstorming ‘90s. Now Angel Stadium of Anaheim seats over 45,000 and includes sessions around leveraging the hot innovation trends to market three full-service restaurants and a youth-oriented game area. Ten your suites to premium customers and corporate sponsors. Dugout suites allow patrons to not only sit on the dugout level just Moderator: John Avenson, Vice President of Technology, Min- 50 feet from the batter’s box, but they also have access to the Angels’ nesota Twins and visiting teams’ underground batting cages. 68 suites are located on the club level, including the exclusive platinum suites located Moderator: James Darrow, Director of Information Technology, behind home plate and the gold, silver and bronze suites, which of- Ilitch Holdings/Detroit Red Wings fer two rows of open-air seating in front of a comfortably appointed 2:15 p.m. – 2:40 p.m. lounge. Party suites and diamond club patio seating are also available. CRM Case Study Presentation The true gem is the diamond field box with seats right on the field This session will demonstrate how to leverage CRM to increase adjacent to the home and visitors dugouts and just 70 feet from the revenues, sell premium inventory and engage senior management mound. with IT initiatives, including third-party applications integrating ticketing with parking and other stadium operations to improve efficiencies and fan experiences. Presenter: Mark DiMaurizio, Vice President of Technology Solu- tions, Comcast-Spectacor 2:40 p.m. – 3:00 p.m. CRM Case Study Presentation This session is a real-life case study on how to implement stra- tegic campaigns to engage fans while increasing revenues and profitability, enhance lead management capabilities and deepen customer relationships. Co- Presenters: LA Kings & FanOne Marketing 3:00 p.m. – 4:00 p.m. Leverage Technology to increase Per Caps Revenue Discussions around how to leverage technology innovations such as loyalty cards, F&B mobile ordering, digital signage, venue customer data integration, text messaging, CRM and more. John Avenson James Darrow Mark DiMaurizio 40 | S E A T | SPRING 2011 | www.alsd.com
- 41. Wednesday, June 29,2011 ALSD Presents: Training Days, cont. The ALSD has selected dynamic instructors for a series of training presentations. Tuesday afternoon and Wednesday morning bring comprehensive, interactive sessions with take-aways that you can present to your staff and venue leaders. 8:00 a.m. – 10:30 a.m. Choose to attend one Training Session on Wednesday morning Executive Sales Training, presented by: Bill Guertin, premise “What Business Are You In?” will be a common thread throughout the presentation. One of the six fundamentals that will be laid out in detail during Guertin’s conference session is the CEO, The 800-Pound Guerilla different ways in which teams can constantly educate prospects and customers with new ideas What Business Are You in? The Six Fundamentals on how to use their suites to generate a higher return on objective. to Solving the Premium Seating Sales Challenge “The two things businesses are hungry for today are new ideas and new answers,” stresses Guertin. “We have to inspire our clients’ own creativity to help them move the needle. They won’t If no one is buying the way we’re selling any be as active in pursuing these ideas as we will be. So if we want to see them choose us or see longer, then something must change... and Bill their renewal year after year, it’s up to us.” Guertin knows what it should be. Come discover As an award-winning media advertising executive, sales manager and General Manager of Bill’s six imperatives for the premium seating radio stations over the past 25 years, Guertin trained dozens of successful account reps in the industry and how today’s selling professionals can broadcast advertising industry. “The most successful reps I trained never considered themselves face the new reality with confidence, conviction in the radio business,” Guertin reveals. “They considered themselves in whatever business their and success. CAUTION: If you’re in the room, clients were in, whether that was insurance, furniture or automobiles.” Bill Guertin be prepared to roll up your sleeves, dig in and The premium seat industry must look at itself in the same way. It needs to work collabora- get to work. There will be NO anonymous back- tively with clients to deliver the specific value needed to justify the investment. To accomplish this in part, as in radio, sports reps must learn to sell a combination of the tangible and the of-the-room loitering, in-and-out “floating” or intangible. “Sports reps must be experts at selling conceptually as well as tangibly. If it’s all about interruption of the flow of ideas at this session! the food and the freebies, that just won’t cut it. We must show our prospects a unique vision of what the future will be like with the power of our product on their side.” Hey, Premium Seating Execs! What Business Do You Think You Are In? Several years ago, Guertin started his company when he was hired by an NBA team that was looking for a fresh training voice for its class of new ticket sales reps. He created the curriculum Remember what the first cellular phones looked like? When cell phones were first introduced from his sales training materials in the radio industry, combined it with the team-specific in the mid-80s, you had either the “bag phone,” a full-size handset complete with curly cord in information he was supplied and put on a three-day bootcamp in the summer of 2004. The a carrying case the size of a child’s lunchbox, or the more expensive “brick phone,” an enormous 800-Pound Gorilla has now worked with over 50 teams from nearly every major sports league in walkie-talkie looking monstrosity. These early models seem laughable by today’s standards. If North America. you were to see someone using one of those phones on the street today, you would probably “We like Bill’s delivery, his presentation and his interactive [training] platform,” says Chris Gar- point and stare. And yet there are still sales-based businesses that are operating on the same gani, VP/Managing Director of the Washington Nationals. “One of the things we really appreciate selling models that were put in place 25 years ago. is that Bill does his homework. His understanding of our specific market challenges has helped us Sales has changed. And customers have changed dramatically. In fact, the value proposition during our renewal and new sales campaigns. We’re ahead of last year in both those categories.” of almost every kind of purchase has evolved into something that barely resembles what it was “Bill has indeed helped in growing our business,” says Mike Humes, Chief Revenue Officer a generation ago, a decade ago or in some cases, even just a few years ago. Can the premium for Hoops LP, the parent company of the Memphis Grizzlies, who has brought in The 800-Pound seating market survive using “brick phone” methods of selling and product representation? Gorilla at the Grizzlies as well as in his previous role as Chief Operating Officer of the Chicago “I think everyone can agree that we can’t use the ‘old’ model and continue to succeed in the Fire. “His approach is not only practical, but his methodology allows his students to immediately luxury space as we once did,” says Bill Guertin, CEO of The 800-Pound Gorilla, a sports seating apply what they just learned.” sales training and consulting company based near Chicago. – Bill Guertin When Guertin presents his program at the ALSD Conference in June, he will outline six fun- damentals that teams can implement to begin to solve the premium seating sales challenge. The www.alsd.com | SPRING 2011 | S E A T | 41
- 42. June 26 –June 29, 2011 Los Angeles Wednesday, June 29, 2011 continued ALSD General Program continues Panelist: Travis Smith, Premium Seating Coordinator, Minnesota Timberwolves Panelist: Valerie Toth, Premium Seating Manager, United Center 9:00 a.m. – 10:30 a.m. Combined Session: Sales and Food and Beverage What F&B Means to Your Bottom Line Architectural Session Session Synopsis: Food and Beverage is a major component to your The Future of Building Premium Seating revenue generation. You need to learn why and how your F&B de- Does your venue bring together Sports, Entertainment, and Experi- partment can become an arm of your sales team. ence. What is the future of premium seating that will keep the cus- What you will learn in this session: tomer coming back? • Concession rights fees on premium levels What you will learn in this session: • Pricing F&B and seats for maximum revenues on both sides • Why a sports and entertainment complex trumps the option of • Rebranding your F&B with the rebranding of premium space watching the game from the comforts of home • Selling the Experience: Themed nights vs. Staples that work • Renovations in a case study on the Rose Bowl Panelist: Greg Karl, President & Chief Operating Officer, Epicurean • How to budget for the right premium model in your venue Culinary Group • New stadiums, new opportunities for premium seating Panelist: Nick Kavalauskas, Vice President of Operations, Professional • How unique programs like Equity Seat Rights are progressing Sports Catering Panelist: Darryl Dunn, General Manager, Rose Bowl Stadium Panelist: Delaware North Companies Panelist: Shervin Mirhashemi, Chief Operating Officer, AEG Global Partnerships Panelist: Architect, to be announced Customer Service Session Touch Points: The Calendar Session Synopsis: Your customer needs to consider you a necessity, Combined Session: Information Technology, Sales, not an option. Stay top of their minds with relevant touch points. Marketing and Customer Service What you will learn in this session: Case Study Presentations: Engage Your Fans and • How to best market your suites on your suite specific website, Create Revenue Streams through Social Media, through physical mailers, on social networking sites and through “New” Media and Social Networking email messages Session Synopsis: A technology-based session about the innovative • Create a one-stop shop for your clients using a suite specific ways of increasing revenue and brand awareness. website What you will learn in this session: • Learn the “Timberwolves Business Advantage” for customer touch • Case studies will demonstrate how social media, “new” media and point scheduling and ROO/ROI tracking social networking will: • When and what the right touch points are - Engage your fans • Personalizing the message or gift for your customers - Create enthusiasm of your sport/venue • Why service is a sales function that builds brand loyalty - Develop new revenue streams • How touch points translate to effective game-day management strategies Moderator/Presenter: Sean Callanan, SportsGeek Moderator: Kim Reckley, Premium Services Executive, Olympia Entertainment Panelist: Lindsay Lohrens, Premium Hospitality Service Coordinator, Chicago Bears Football Club Greg Karl Nick Kavalauskas Kim Reckley Lindsay Lohrens Travis Smith Valerie Toth Shervin Mirhashemi 42 | S E A T | SPRING 2011 | www.alsd.com
- 43. 10:45 a.m. –11:45 a.m. programs and more importantly get the right clients into your pre- mium seats. Learn about: Sales Session • Demand metrics Renewals and Retention • A model of selling excess inventory without cannibalizing your Session Synopsis: It’s ten times harder to find a new customer than existing customers keep an existing one. What are the secrets to retaining your clients? • The Gold Club: A Case Study What you will learn in this session: • Dynamic Pricing Panelist: Nic Barlage, Director, Suite and Premium Sales, Cleveland • Lease and contract terms; what’s right for your market and your Cavaliers venue • Value-adds and incentives Panelist: Sezin Aksoy, Director of Analytics, Cleveland Cavaliers • Renewal and upselling strategies Panelist: Ron Contorno, President, Full House Database Marketing • Driving revenue in a still-recovering market Panelist: Mark DiMaurizio, Vice President of Technology Solutions, Panelist: Mike Ondrejko, Senior Vice President, Corporate Hospital- Comcast-Spectacor ity Sales and Service, Madison Square Garden Panelist: Michele Kajiwara, Senior Director of Premium Sales, AEG Combined Session: Sales and Customer Service and STAPLES Center Social Media: Your Audience, Your Touch Points, Combined Session: Customer Service and Your Potential Profits Management Session Synopsis: Social media is brimming in popularity on many Soup to Nuts: Hiring the Next Generation of levels. Discover how your venue can best utilize each social media outlet and how it can create relationships and revenues. Executives What you will learn in this session: Session Synopsis: Are you trying to set up the World’s Best Premium Department? Premium seating department are always looking to hire • Generating increased suite sales, season ticket sales and sponsor- young people; you need to find the right young guns. ships through social media strategies • How to put social media into its proper perspective What you will learn in this session: • Examining how to reach the target audience and move then to • A Human Resources’ perspective on securing talent for suite and action premium sales • How to integrate a marketing communications strategy to reinforce • Who to hire and what to pay its brand • How many to staff in long-term positions, intern roles, and game Panelist: Nathan C. Kievman, Founder and CEO, DemingHill, Cor- day positions porate Social Media Consulting & Marketing • How to utilize the staff you have • Whether to hire a Social Media Manager 10:45 a.m. – 11:15 a.m. Sales Session Combined Session: Information Technology, Food and Beverage and Sales Databases, Dynamic Pricing and Yield Management: Where are Your Customers Hiding? TD Garden Case Study: Digital Signage Phenomenon: The Real Story – Cost, ROi, Session Synopsis: Thousands, maybe even millions of people touch your brand each year. Those are the best leads, and they are not being Marketing and Sponsorship of Premium captured. More synergistic sales funnels are needed from the market- Consumers and Corporate Sponsors ing and premium departments. Session Synopsis: This technology-based session will expand on digital What you will learn in this session: signage, and what it can mean for your venue’s bottom line. You need to utilize new models of ticket and database management (Continues on the next page ) Nic Barlage Sezin Aksoy Ron Contorno Mark DiMaurizio www.alsd.com | SPRING 2011 | S E A T | 43
- 44. June 26 –June 29, 2011 Los Angeles Wednesday, June 29, 2011, continued 12:30 p.m. – 1:30 p.m. Combined Session: Sales and Customer Service ALSD General Program Continues When Suites and Sponsorship Collide: Giving Sponsors and Suite Holders More value and (Continued from the previous page) visibility This session will present the Delaware North Companies/TD Gar- Session Synopsis: The time has arrived where customers need value den case study of their implementation of the Cisco Stadium Vision and visibility packaged as one. digital signage and menu board solution. It will demonstrate how What you will learn in this session: TD Garden leverages this innovative technology solution to improve revenue streams and will provide an overview of considerations on the • Premium seating and sponsorship packages can become a single reality of cost, revenue opportunities, ROI and marketing/sponsor- offer ship of premium consumers and corporate sponsors. • How to determine what packages your venue can put together • What the costs really amount to Moderator: Lorraine Spadaro, VP of Technology, DNC/TD Garden • How you can gain customers with this new offer Panelist: Dan Migala, Vice President, Creative Partnerships, San Di- 11:15 a.m. – 11:45 a.m. ego Padres Combined Session: Information Technology, Food Panelist: Todd Goldstein, President, AEG Global Partnerships and Beverage and Sales Portland Trail Blazers Case Study: Digital Sales Session Signage Phenomenon: The Real Story – Cost, Moving Distressed inventory ROi, Marketing and Sponsorship of Premium Session Synopsis: When is your suite inventory considered distressed? Consumers and Corporate Sponsors What do you do about it? Session Synopsis: This technology-based session will expand on digital What you will learn in this session: signage, and what it can mean for your venue’s bottom line. • Do you have too many open suites? This session will present the Portland Trail Blazers case study of their • Are some of your suites in less than desirable locations? implementation of the Omnivex digital signage and menu board • If so, then here are some new ideas about how to market inventory solution. It will demonstrate how the Trail Blazers leverage this in- that is not moving novative technology solution to improve revenue streams and will provide an overview of considerations on the reality of cost, revenue Combined Session: Customer Service and opportunities, ROI and marketing/sponsorship of premium consum- Food and Beverage ers and corporate sponsors. under the influence: Training your Staff to Spot Moderator: Chris Dill, Vice President and CIO, Portland Trail Blazers and Handle Over-Served Clients Session Synopsis: A fun and interactive session presented by the 11:45 a.m. – 12:30 p.m. TEAM Coalition will teach you how to spot clients who have had too much to drink. Break for Lunch on Own What you will learn in this session: • How, where and when to spot clients for whom over-service may be an issue • Why handling premium clients is different than handling general admission patrons • Calm and non-offensive methods to encourage responsible alcohol service with clients on premium levels Presenter: Jill Pepper, Executive Director, TEAM Coalition Lorraine Spadaro Dan Migala Todd Goldstein Jill Pepper Kim Reckley Dr. Peter Titlebaum 44 | S E A T | SPRING 2011 | www.alsd.com
- 45. Combined Session: Sales,Food and Beverage and What you will learn in this session: Customer Service • A “no-holds-barred discussion” detailing the results of a compre- value-Added Programs: The Courageous hensive sales survey • How the strategies for selling suites versus club seats are similar or innovator different Session Synopsis: Your customers want more for the price of admis- Presenter: Dr. Peter Titlebaum, Director of Research, ALSD; Associ- sion. Provide them with more out-of-the-box value-adds. ate Professor, University of Dayton Sport Management What you will learn in this session: • “Don’t buy a seat, buy access”: Exclusive events your customers Food and Beverage Session: want to and can be part of • Luxury products and services you cannot get anywhere else iron Chef Roundtable: The Best Menu items of • Hotel stays and personalized trips 2010 • Loyalty cards Session Synopsis: Bring your best ideas to the table… literally. • Concierge service outside the venue What you will learn in this session: Moderator: Bill Dorsey, Chairman, ALSD • Come with menus in hand and be ready to share your best concoc- tions to date 1:45 p.m. – 2:45 p.m. • From meals and snacks to cocktails to edible gifts, we want to hear it all Combined Session: Architectural, Sales and • Tell us what worked, what did not and why Customer Service • Be prepared to share prices, recipes, customer reactions and future Experiential Marketing and Creative plans Reconfiguration Session Synopsis: Premium space is being reconfigured in countless 3:00 p.m. – 4:15 p.m. venues, while other venues are creatively using the space they have. Find out which idea works best for your venue. Join the Discussion: Weigh in on which session What you will learn in this session: • Traditional suites are becoming loge boxes, club seats, premium you would like to see take place: clubs, and mini and super suites. Which is most effective for your Leave us a note on Facebook, Twitter or E-mail. Title it: venue? “RE: Closing Session,” and tell us your pick. • What trends are working in the industry today? One winner who submits a response will receive a prize at • Suites that convert into conference space the conclusion of the session. • Experiential marketing of premium clubs and suites • Entertainment complexes that keep the customer coming back Moderator: Kim Reckley, Premium Services Executive, Olympia General Session Entertainment All- League Best Practices Session Session Synopsis: All attendees join together for a mega closing ses- General Session sion. Ideas from all leagues, all venues and all departments are shared in this comprehensive idea-sharing session. Collective Bargaining: Hope for the Best; Prepare for the Worst What you will learn in this session: Session Synopsis: In the next 21 months, all four of the major leagues • Round tables will seat someone from each league/sport will face expiring Collective Bargaining Agreements. Your sport and • Do your homework at the ALSD Conference venue needs to keep abreast of what to do when a lockout or strike is • Each table will be asked to present the best idea from the year in imminent. review What you will learn in this session: OR • Make sure your lease language is accurate and up-to-date • Inform your sponsors of your plans and forecasted reactions General Session • Keep your premium customers in the loop Town Hall Meeting • Do your homework: Investigate the future of your sport’s overall Session Synopsis: Similar to the Suite Holder Focus Group. Suite popularity and potential lost revenues holders from different venues share their wants and needs, likes and • Learn from the other leagues dislikes with the crowd. Sales Session What you will learn in this session: • What do your premium clients want more of Round Table Forum: Best Practices in Premium • What strategies work best for getting butts in seats Seat Selling • What complaints do premium clients have Session Synopsis: If you are selling premium seats today, your strate- • Questions are submitted ahead of time to the moderator gies have no doubt changed over the last few years. Your profession needs to learn from the best and share what is working in order to reenergize and maintain the sales velocity of days gone by. www.alsd.com | SPRING 2011 | S E A T | 45
- 46. June 26 –June 29, 2011 Los Angeles 5:00 p.m. Buses depart for The Home Depot Center 5:30 p.m. - 7:30 p.m. Tour and Closing Party at The Home Depot Center What Will you see at The Home depot center? A 125-acre, $150 million development in Carson, featuring state- of-the art stadiums and facilities for soccer, tennis, track & field, cycling, lacrosse, rugby, volleyball, baseball, softball, basketball and other sports. Designated as an “Official U.S. Olympic Training Site,” The Home Depot Center is the nation’s most complete training facil- ity for Olympic, amateur and professional athletes. The complex is created around a 27,000-seat soccer stadium with 42 luxury suites plus six event suites, 1,500 luxury seats and the American Express Photo by Mora Photography Stadium Club Restaurant overlooking the stadium. The complex also has an 8,000-seat tennis and boxing stadium with 19 luxury suites, a 10,000-seat track & field facility and a 2,450-seat indoor velodrome. Tennis courts, soccer training fields and a three-mile jogging trail with 12 fitness stations around the perimeter of the development is avail- able to local residents. Photo by Juan Ocampo 46 | S E A T | SPRING 2011 | www.alsd.com
- 47. the 21st Annual AlSd Conference & tradeshow June 26-June 29, 2011 JW Marriott los Angeles, California RegiStRAtion FoRM Registration fees include all seminars, course materials, venue tours, and hospitality receptions. pRiCing: no. of Attendees Attendee Sign-up Please complete a registration form for each attendee. January 1, 2010 – March 16, 2011 Payment information only needed once if paying for all First ALSD Member $750 _____ attendees from a team/company. Add’l ALSD Member $700 _____ Non-ALSD Member $850 _____ CAnCellAtion March 16, 2011 – AlSd Conference Thirty (30) or more days before show: 75% refund. Less First ALSD Member $800 _____ than thirty (30) days before show: Credit for following Add’l ALSD Member $750 _____ year’s show; no monetary refund. Non-ALSD Member $900 _____ A la Carte events Organization ___________________________________________ Angels Baseball Ticket $35 _____ First Name _____________________________________________ AlSd guest/Spouse program: Extra credentials are $200 each and will grant guest(s) access to all tours and receptions. Kids under the age of 14 are Free. Last Name ______________________________________________ Guest/Spouse $200 _____ Angels Baseball Ticket $35 _____ Title ___________________________________________________ Guest Name: _________________________________________________________ Address ________________________________________________ Total: $_______ City____________________________________________________ State _____________Zip Code______________________________ Phone _________________________________________________ pAYMent Cell Phone ______________________________________________ Payment Information: ___ Yes, I would like text messages during the ALSD Conference ___ American Express ___ Discover ___ Mastercard ___ Visa *ALSD will have an opt-in Text Program. Texted updates/informa- Card Number: _____________________________________________________ tion sent to your cell phone (Ex. "ALSD buses depart 5:00 p.m for Exp. Date: ____________________________________________ Venue Tour" or "2:30 Sales Session moved to Conference Room Cardholder Name: _____________________________________ #2") Cardholder Signature: __________________________________ E-mail __________________________________________ League o College ___ Check made payable to: ALSD or Association of Luxury Suite Directors o NFL o Minor League o NBA o Racing Host Hotel information: Reservations: o NHL o F&B The JW Marriott Web Reservations: https://resweb.passkey.com/Resweb. o MLB o IT Los Angeles at L.A. LIVE do?mode=welcome_ei_new&eventID=2637027 o Soccer o Other: ______ 900 West Olympic Blvd. Phone Reservations: 800-266-9432. Mention: Association Los Angeles, CA 90015 of Luxury Suite Directors for group rate Member: oYes o No www.lalivemarriott.com o I would like to sign up for member ship; send materials Fax, e-mail or Mail form to: Amanda Verhoff ALSD 10017 McKelvey Road, Cincinnati, OH 45231 E: Amanda@alsd.com P: 513-674-0555 x104 F: 513-674-0577
- 48. WHEN THE FANEXPERIENCE IS THE LUXURY Fan preferences are changing. To reflect those shifting demands, experiential premium seating options and services, including food and beverage, must be developed for all fan demographics. By creating new amenities, teams and venues improve fan happiness which reduces no-shows, improves per-caps and in- creases sponsorship revenues. By Bob Bangham, Founding Partner & Creative Director, and Tim Champ, Director of Brand Integration & Development, RipBang Studios I n recent years, the rapid convergence of sports and tell their friends about it. As a result, happy fans are also entertainment has been a key driver of our industry’s highly desirable to sponsors. growth and financial success. Historically, stadiums and arenas were built solely for fans to attend sports and en- WHEN THE FAN EXPERIENCE IS YOUR PRODUCT tertainment events. Simply providing a seat for the show was Let’s consider a new definition of success. The product or enough. But today as fans demand a more experiential outing, offer is not merely a seat (your couch is probably much better) venues need to provide a more convenient and complete rather a shared social event, a night on the town, a family event-day program, transforming mere events into memorable outing or a day in the park. It is a driveway-to-driveway enter- and satisfying experiences. tainment experience. Modern entertainment destinations such as theme parks, If we accept that our product is not just a seat, but an expe- resorts, retail lifestyle centers and fine dining establishments rience, then we need to explore the development of authentic, have become places where creating entertaining customer new entertainment opportunities that combine premium experiences is the business. In these places, every aspect of the seating options coupled with services, along with great food environment is designed to support and enhance the guest and beverage, in order to compete with our customers’ enter- experience and to generate incremental revenue for operators. tainment options. How do you contend with the neighbor- Now, the stadium and venue experience has gotten in hood watering hole, a great local hamburger joint, a sports on the act. It all revolves around the notion that fans want bar chain or an elegant restaurant? Because there are many something more than what they have been getting. The need different types of customers and many different entertainment to create fan experiences is perhaps the hallmark of the 21st options, one size does not fit all. century venue marketplace. Thus, the emergence of a new breed of design/build company, one that is both an architec- REDEFINING THE CUSTOMER tural company, graphic design firm and sponsorship branding Any discussion of the evolution of the fan experience must firm; and one that is the storyteller and choreographer of also acknowledge the shifting preferences of a growing, entertainment experiences. Call it entertainment branding, technologically savvy demographic whose habits include where architects and graphics are simply the tools used to socializing on the move. Think Facebook mobile app meets communicate stories. pub culture. These fans often prefer standing to sitting and can be seen exploring the concourse or gathering in groups We need to understand that going to a concert or a of like-minded “friends” with the event as a backdrop for their busy mobile lifestyle. These fans not only expect but are ballgame is a luxury, regardless of whether you are increasingly willing to pay a premium for an all-encompassing sitting on the court or in the upper bowl… We want and upscale event-day experience, increasing indirect revenues through ticket sales and food and beverage. By acknowledg- to treat every general admission fan to an enhanced ing this shift in guest preferences, we can now create a variety experience that exceeds their expectations. of amenities that appeal to an increasingly diverse set of demands and opportunities. As designers and venue operators, we have little control Contrast this scene with that of the mid-career profession- over the quality of the event being presented or whether the als who attend events as guests of corporations who are treated home team will win or lose. Our mission is to surprise and to an array of premium amenities as part of client service and delight our guests by providing them with access to unique business development efforts. While not necessarily true fans experiences. Simply put, if we create happy fans, these fans of the team, impressing these guests will improve your venue’s will spend more freely at events, come back more often and brand and generate future ticket sales as they return with their 48 | S E A T | SPRING 2011 | www.alsd.com
- 49. friends and family. Let’s challenge conventions and take a hard look at our current “event experience” to assess what is working and what is not. Suite directors need to experiment with developing a variety of cost-effective and targeted new products that offer “premium amenities” that support and enhance the fan experience for all ticket holders thus becoming the choreog- rapher of the fan experience and therefore on the front lines of leading change within the organization. Our challenge is not to create cookie cutter solutions that can be copied from venue-to-venue; rather it is to create and foster a culture of experimentation and innovation that leads to the develop- Family fan environments that provide a suite of amenities for children, teenagers and parents, like the APC ment and implementation of unique solutions that address Greenhouse in Phoenix, help expand the concept of club membership to new audiences. the shifting landscape of guest expectations, economic realities and the ongoing need to generate revenue. Recognizing that demand for traditional corporate suites is on the wane allows us to consider a wider mix of experiences and development opportunities within the suite level. The following are some creative options, some successfully employed, others untested, that demonstrate how suites and premium packages can be combined to create unique guest experiences targeted to a wide variety of customer types and ticket prices. The goals are simple – increase direct revenue through sponsorships, reduce no-shows and improve per-cap spending with compelling amenities, enhancing your venue’s brand and improving guest satisfaction with the right mix of innovative inclusive and exclusive offerings. A TASTE OF LUXURY Do you remember the first time you got upgraded to the first class cabin? I will bet after that experience, you were deter- mined to fly first class again. It can be the same with an event. We need to understand that going to a concert or a ballgame is a luxury, regardless of whether you are sitting on the court or in the upper bowl. That being said, we want to treat every The Gentleman Jack Terrace at the Amway Center in Orlando provides general admission audiences with a styl- general admission fan to an enhanced experience that exceeds ishly appointed and entertaining lounge environment to socialize before, during and after events. their expectations. See the photos on pages 49 and 50 for examples of “taste of luxury” amenities. Other examples of “taste of luxury” amenities are: • Mommy Suite – Think day spa environment, family restrooms, toddler toys and a glass of chardonnay for Mom. • The Front Row Experience • Gourmet Concessions • Sponsor Decks LUXURY A LA CARTE Luxury experiences that combine bundled or configurable packages with exclusive amenities can also be used to graduate An upper deck fan zone like Amway Center’s Ozone provides highly visible club-like amenities to patrons unac- single game ticket holders to season ticket holders and season customed to such luxury, greatly enhancing the fan experience. www.alsd.com | SPRING 2011 | S E A T | 49
- 50. Perhaps the mostinnovative ticket holders to premium packages or club memberships. “Delaware North realizes that food project RipBang is working See the photos on page 51 for examples of “luxury a la on at present is the Fan carte” amenities. Other examples of “luxury a la carte” ameni- and beverage is one of the most CanTM. The Fan CanTM is a new ties are: significant and impactful ways to seating product developed • Around the World Suite Pass in partnership with Seating • Mini Clubs enhance the fan experience.” Solutions. It offers a highly • Clubs/Restaurants – Bob Bangham visible suite experience in non-traditional environments. A SEAT AT THE TABLE OF LUXURY As a customizable modular Not to overlook the oft overlooked super-wealthy customer, product, it can be tailored to but there are even some things that we can do here. For these experience. More than just another venue amenity, these “ex- fit in both existing and new patrons, it is all about exclusive access. Creating opportuni- perience zones” become inventory that is highly sellable and facilities. RipBang is currently ties that may include unique dining experiences presented by ideal for sponsor activation and fan engagement once again prototyping the product and celebrity guest chefs or amenities with adjacencies to player putting the suite director at the center of the discussion. talking with several major areas like postgame news conference spaces puts super pre- The past few years have been a thrilling period for stadium consumer brands regarding mium clients in close proximity to players, performers and the and arena development. New venues such as Cowboys exclusive sponsorship rights. exclusive accoutrements they are accustomed to. Stadium, Citi Field and Amway Center have advanced the Examples of “table of luxury” amenities include: state-of-the-art in design, sightlines, fan amenities, food and • Theater Boxes beverage and sponsorable inventory. Today however, the chal- • Specially Designed Menus Created by Celebrity Chefs lenge is not necessarily to build something new, but rather to • Pop Up Restaurants make the most of what already exists with the redevelopment • Exclusive Access Clubs of unsold suites, underutilized areas and underperforming The wild-card with amenity (re-)development is of course assets to create unique one-of-a-kind amenities that create sponsorship. Teams and venues need sponsorship revenue and happy fans to attract top sponsors and complement the day’s the added marketing reach sponsors can deliver. Marketers entertainment program. # want access to sports properties’ brand equity, sponsorable inventory and activation opportunities. Venue operators seek Would you like more information on experiential premium seating or more affiliation with brands that will complement but not over- information on the concepts discussed in this article? shadow their own brand identity. Meanwhile, sponsors are Write to Bob at bob@ripbang.com. under increasing pressure to prove ROI and therefore seek an Write to Tim at tim@ripbang.com. COMING UP NEXT: ever-more dominant presence for their brands, both in terms EXPERIENTIAL of media and physical in-venue visibility. Organizations that PREMIUM focus on sponsorship planning achieve success by integrating SEATING COMES TO the goals and objectives of ownership, operations, ticket sales, LIFE IN NEW MLS marketing and sponsorship sales to develop engaging ameni- STADIUM ties that allow sponsors to become true stakeholders in the fan 50 | S E A T | SPRING 2011 | www.alsd.com
- 51. RipBang solves manyproblems in many different areas in a venue. The company created “entitle- ment zones” throughout Amway Center which are sponsored areas within the arena that are revenue enhancements to the venue/team and sponsor. Pictured here is the AirTran Flight Deck which offers great in-bowl visibility for sponsors while providing a suite-like amenity experience for general admission fans. RipBang has worked with many F&B concessionaires such as DNC Sportservice to create new branded restaurant concepts and to develop a variety of renovation proposals featuring food and beverage offerings. “Delaware North realizes that food and beverage is one of the most significant and impactful ways to enhance the fan experience,” says Bangham. Pictured here is an artist rendering of the Food Network Bistro, an outdoor “sidewalk bistro” with great ballpark food with a twist – it is prepared in the Food Network’s unique, entertaining and educational way by cooks trained as presenters at the Food Network’s kitchens in New York. DNC Sportservice www.alsd.com | SPRING 2011 | S E A T | 51
- 52. RemoVing PRemium seaTing’s heRmeTicseal LIVESTRONG Sporting Park redefines the standard for soccer venues in North America. Through unique innovations in technology and communal premium seating, the home of Major League Soccer’s Sporting Kansas City equally caters to all levels of its customers. By Jared Frank, Editor of SEAT, ALSD T he new LIVESTRONG Sporting Park in Kansas and Neal Patterson, both co-founders of the Kansas City- City is a game-changer. It is bringing a dramatic based Cerner Corporation, which offers clinical and health- shift to both the local community and the collective care management solutions, have their fingerprints all over standards of best practices across all of the premium LIVESTRONG Sporting Park. They are disciples of Disney seating industry. Scheduled to open June 9th later this year, and improvement through technology. They never met a risk it is part of a larger brand redefinition, identifying Sporting they did not fall in love with all in the name of the customer Kansas City outside of just a soccer club. And it raises the bar experience, which not coincidently found its way into the for the entire venue marketplace from its communal premium premium seating plans at LIVESTRONG Sporting Park. areas to robust technology backbone to amenities for all seg- ments of club supporters to cause marketing naming rights. The Vegas-sTyle BuffeT Sporting KC, formerly known as the Kansas City Wizards, All suites at LIVESTRONG Sporting Park are on one side is a Rorschach Test in which some see pragmatism, some see of the stadium, mostly because of the scale of the building, idealism, some see optimism, some see cynicism and some see and less because of an attempt to reenergize the Philips Arena all of the above (if that is possible). But in any case, no one model in Atlanta or recent NFL stadium concept designs. just sees black inkblots. The intrepid Sporting KC ownership While the motivation for the design strategy was not to first group is forcing us to look beyond the surface of their club. and foremost put all premium patrons on one side of the And if they fall flat on their faces, well, it will not be in an building, it does lend itself to greater operational efficiencies empty room. People are paying attention. Even if Sporting and consolidation of parts, all of which assist with managing KC is risking a face plant with huge ambitions and contrarian budgets. “Putting all the suites on one side of the stadium concepts in a small market, let’s not make Charlie Sheens out was a response to how to most effectively use the construction of the organization. We are paying attention to them for all budget,” Knight explains. “We found a lot of economy and the right reasons. efficiency in stacking it the way we did.” There are four premium levels stacked within the stadium, “We weren’t necessarily interested in building the each with its own distinctive personality and flexibility to best soccer stadium…We wanted to build the best accommodate various scenarios, from game-day to speaker presentations to banquets. But no matter the level or scenario, sports experience possible.” the anchor principle is the same for all – a platform that – Robb Heineman, Sporting KC captures and promotes an atmosphere for social interactions. “What we’ve tried to do with our suites is remove the experi- Some of “The Solutions”, to be presented at this year’s ence we’ve all had where you and another couple go out to a ALSD Conference, are truly coming to life in Kansas City. game; you’ve got tickets in different suites; you go up the suite For the premium seat industry, it is exciting to witness elevator; you walk down the hallway; I’m in Suite 14; you’re the new ideas and progressive conversations from the past in Suite 22; we go behind our hermetically-sealed doors; and couple years actually happening in practice. The status quo we don’t see each other for the next three hours,” summarizes is bending. “We’re constantly looking for how to go beyond Robb Heineman, CEO of Sporting Club, the parent organi- what’s been done before,” says Jon Knight, Senior Principal zation of Sporting KC. at Populous, the lead design architect of the project. “You can To shift the behavioral pattern, the backs of the second benchmark to the point that you benchmark yourself into level of suites, the Cabana Suites, are fitted with removable doing something that’s only five percent better than the last glass, which will be open upon arrival on game-day and do thing that’s been done.” not come fixed with induction burners. So if patrons want to Clearly, the Sporting KC ownership group, which consists eat, they will have to visit the adjacent lounge. Furthermore, of five leaders in the local Kansas City business community, patrons are encouraged to move their furniture out onto a has no interest in its club making the generic, standard five little patio built into the back of each suite that extends into percent improvement around the margins. Owners Cliff Illig the common area. Cabana Suite leases include all events at 52 | S E A T | SPRING 2011 | www.alsd.com
- 53. Tour de Force:The new home of Sporting KC is an exceptional achievement on many levels, including its naming rights partnership with the Lance Armstrong Foundation LIVESTRONG. www.alsd.com | SPRING 2011 | S E A T | 53
- 54. Atlas Shrugged: LIVESTRONG Sporting Park, and at $64,000-$68,000, al- tempting to provide something special for everybody and The communal suite low mid-sized corporations an effective suite option. bring all seat holders as close to the game and the players as level lounges represent a The namesake is derived from the idea that all the suites possible without actually letting them don a jersey and shin monumental shift in the open up into the aforementioned lounge that acts as a large guards or occupy a roster spot (although Chad Ochocinco is world of premium seating, pre-function space very much like a Vegas-style buffet, com- having a nice trial run). Fans will be as close if not closer to depicted here in this early plete with mixologists and engaging light and sound, inviting the pitch than in any other MLS facility. As part of this initia- artist rendering of the Cabana suite holders out to what amounts to a big networking event. tive on the low ticket price end, Sporting KC is introducing Suite Level. This entire environment is all-inclusive with beer, wine and the first Members Club in Major League Soccer, which is high-quality food. “People can go from suite to suite, drink centered on their ardent supporters group, known as the KC other people’s wine, eat other people’s food and not feel Cauldron, that beat the drums, wear the scarves and passion- invasive, because F&B is all-inclusive for everyone,” says Todd ately embrace the gentle hum of the vuvuzela. Adams, Director of Sales for Sporting KC. Premium liquor The Club, which holds 2,000 people, whose Member’s bottle service is also available for charge. Stand seating occupies the entire north end of the stadium and wraps around to almost midfield, is a slice of soccer oTheR PRemium oPTions heaven. It is a highly advanced audio-visual experience with Descending one level to the Executive Suites, home to 85 42-inch TV screens, a DJ booth and all sorts of interactive Fortune 500-level corporations, the communal nature of the gaming components. premium experience does not dissolve. This level is also not The team is rolling out a new membership model. The just a corridor lined with suites, but, like the Cabana Suite Members Club is the nucleus for this concept offline. Online, Level, incorporates a lounge. “These suite levels will be some- fans are encouraged to sign up for free membership via the thing we see more and more of in terms of how the suites are team’s website and social media outlets. Benefits of member- connected to lounges,” Knight predicts. “[LIVESTRONG ship include free tickets for all away matches, free admittance Sporting Park] is going to change the way we think about to the Members Club for three home matches, access to a suites.” community of fellow supporters (identified on Twitter with On both suite levels, there is a martini deck that overlooks the hash tag, #IamLSP) and discounts on products from the 124,000 square-foot event plaza outside the stadium. Sporting KC marketing partners. Constructing a large video board on the event plaza, which Also as a benefit, the Members Club is open to members would play host to movies and smaller concerts, is in the pipe- 365 days a year. So if it is 10:00am, and there is an English line. Suite holders would have access to their suites for such Premier League match on TV, the Members Club will be the events. (See sidebar on page 60 for specifics on all premium place to be. levels at LIVESTRONG Sporting Park). The setting is also a subsidized environment. Patrons are able to buy food, drink and merchandise cheaper than other The memBeRs cluB places in the stadium. The idea behind this thinking, besides When it comes to premium amenities, Sporting KC is at- being a perk of being in the club, is to capitalize on the 54 | S E A T | SPRING 2011 | www.alsd.com
- 55. an OFS Brandscompany TM TM 1204 East Sixth Street Post Office Box 100 Huntingburg, IN 47542 an OFS Brands company TM 1204 East Sixth Street TM Huntingburg, IN 47542 800.327.2548 l fax 812.683.7256 www.loewensteininc.com TM sTryde TM an OFS Brands company TM 800.327.2548 l fax 812.683.7256 designed by Michael wolk www.loewensteininc.com
- 56. More on MLSand Populous tailgate-centric nature of the Kansas City community. “What on ALSD.com: we wanted to try to do was go to our supporters and say ‘hey, Houston Dynamo and Populous let’s bring the tailgate inside for you,’” Heineman explains. create intimate environment in “‘We know one of the reasons that you do the tailgate is it new stadium gives you a cheap option. So let’s give you a cheap option inside [the stadium].’” www.alsd.com/content/hous- ton-dynamo-and-populous- The exPeRience maTRix create-intimate-environment- As mentioned previously, the Sporting KC owners adhere new-stadium to the Disney principle of creating magic moments. This neW sPoRTing Kc logo philosophy pervaded the design process from start to finish. (FoRmeRly tHe KanSaS City WizaRdS): Experience was the number one priority. “If we started talking • the middle separation represents the bor- about what color that wall is going to be, or that floor is going der of Kansas and missouri to be XYZ,” details Knight, “we’d always stop and consider • the lines on the left represent the 11 players the experience the customer is going to have rather than how on the field big, how wide, how tall.” • the typography of the SC on the right Emerging out of this thinking is an incredibly detailed represents the serpent entwined with the Experience Matrix built into LIVESTRONG Sporting Rod of asclepius, the common medical and Park, which breaks down the building not only by different health symbol neighborhoods, but also by different experiences for different • the entire shield represents the aerial view ages and demographics. “What we’ve tried to do conceptu- of the Greater Kansas City metro area ally with this building is think about all the different spaces,” Heineman says. Basically, Sporting KC has identified and split up the building into 150 interior spaces, each administered with a series of 20-minute scripts for the duration of time the Interior rendering of LIVESTRONG Sporting Park. 56 | S E A T | SPRING 2011 | www.alsd.com
- 57. Who benefits from cutting-edge display technology in your school? NEC can take your display technology to the head of the class. With high-performance, large-format LCD displays (32" - 82"), you can relay vital messaging to your students and faculty from virtually anywhere within your facility. In addition to the exclusive Digital Signage Technology Suite, which boasts more than 30 advanced features, these displays tout advantages such as an ultra-thin bezel, a built-in expansion slot for no-hassle PC and media player integration and HD resolution that turns heads and draws crowds. Inside the classroom, NEC’s wide selection of mobile and installation projectors continues to promote interactivity amongst students and provide instructors with the technology and features necessary to keep all eyes on the screen. Enjoy a FREE warranty upgrade to 5 years on select NEC projectors Through August 31, 2011, when you register select NEC projector purchases with Star Student*, you will gain even more peace of mind with a warranty upgrade to 5 years. Visit necdisplay.com/warrantypromo for details * Products MUST be registered by the month following your purchase to qualify for the upgrade. necdisplay.com
- 58. Bend It LikeBeckham: The roof spirals up 38 feet around LIVESTRONG Sporting Park to mimic the flight of a soccer ball. building is open. “So if the building opens at 4:00 and shuts unique and different.” down at midnight, every one of those spaces has segments The conceptual design started by looking at not only the of 20-minute scripts, trying to think through exactly what’s growing number of soccer stadiums built recently in North going on in that space.” America, but also by attempting to mimic the soccer experi- ence in South America and Europe. Based on these observa- a WeB 3.0 Building tions, intimacy of the stadium itself and the retention of When it comes to technology, Sporting KC is aiming high. sound were the key components at the onset. “[The Sport- “The component where we really have an opportunity to ing KC owners] wanted something intimate yet powerful,” change things in the industry is the core technology backbone Knight reveals. “Sometimes when I come here, it feels really that we’re putting in the building,” says Heineman. small; sometimes when I’m here, it feels really big.” Sporting KC is partnering with Cisco to help form ideas Sales Tax Revenue (STAR) bonds were used to finance the for technology capabilities and infrastructure. Included in entire original area surrounding LIVESTRONG Sporting LIVESTRONG Sporting Park is an advanced distributed Park, which includes Kansas Speedway and a vibrant mixed antenna system (DAS) and a high-end Wi-Fi backbone to de- retail district. The bonds were originally scheduled to be paid liver many rich applications for handsets and tablets. iPads are off by 2016, but because the area has burgeoned so quickly, being used as suite controllers able to adjust lighting, sound those debts have already been re-paid. $147 million in STAR and temperature, to order food and merchandise, to log into bonds from Kansas City, KS were allocated towards build- the club’s membership platform, to control camera angles on ing the new soccer stadium. The Sporting KC ownership is TVs, essentially to help pilot the entire experience for suite handling all overages to the stadium construction. holders. “We want this to be a very Web 2.0/3.0 building and figure out how to have many of our members create commu- The Body and The Ball nities whether it’s inside the building or whether it’s at home When Populous started working with Sporting KC on the watching on TV,” Heineman states. “Whatever the case, we design process, it was really important to the ownership group want the building to be very interactive.” that there be a bigger story behind the building. The story being told is centered on the sport of soccer itself, “The Beau- inTimaTe yeT PoWeRful tiful Game”, and the deep-rooted connection between the With a price tag of $200 million, LIVESTRONG Sporting sport, its players and its fans. “In the beginning, [the story] Park is not of the same ilk as say the $1.6 billion New Mead- was the body and the ball, with the roof representing the ball, owlands Stadium, but it is still very effective nonetheless and and the base of the building being the body.” certainly cutting-edge. It is at an advantage in solving some of “We wanted to do a lot of different things that were eye- the industry’s issues as planning occurred over the course of catching and artistic and really have a story around it,” affirms three years, the lengthy period required to secure the neces- Heineman. #ALSD2011: sary public funding for construction. “We weren’t necessarily The inside application of the bowl was predicated on rid- Robb Heineman interested in building the best soccer stadium in the United ding some of the traditional stadium attributes that separate States. That wasn’t our goal,” states Heineman. “We wanted fans from the playing surface. With this governing philoso- CEO of Sporting Club to build the best sports experience possible and think through phy, Populous and Sporting KC are creating as fan-friendly Keynote Address how we can serve a number of different constituents and a confine as is found in professional sports with sightlines Tuesday, June 28 create a number of different fan environments that would be that are second to none. An interesting characteristic of 58 | S E A T | SPRING 2011 | www.alsd.com
- 59. While your teamis winning the game, Agilysys helps you win the crowd. Wants a beer but doesn’t want to miss the action. Use mobile POS to pre-order and bust the queue. Halftime starting in four minutes and stadium network has just crashed. Still serve three times as many customers off-line with easy-to-use POS. Pre-ordered four vegetarian plates for luxury suite. Automatically adjust catering inventory. Agilysys solutions provide you with total control of your retail and food & beverage operations—so you can simplify management and improve revenue stadium-wide. Provide faster, more accurate service in luxury suites and club sections with mobile POS devices. Speed up concession lines and increase sales volumes with easy-to-use POS terminals. Maintain accurate inventory of every concession, bar, restaurant, caterer and fan shop—in real time— during your events. And improve planning with in-depth analytics and superior reporting capabilities. It’s everything you need to simplify operations and boost your bottom line—only from Agilysys. Find out what Agilysys can do for you. Call 1-877-374-4783 or email hsgsales@agilysys.com | www.agilysys.com Agilysys solutions include:
- 60. “[liVesTRong sporting Park]is going to change the way we think about suites.” – Jon Knight, Populous LIVESTRONG Sporting Park is that it does not have many PRemium seaTing highlighTs corner seats, a directive of the ownership group. Occupying By The numBeRs the corners of the stadium is a unique visual experience of terrace seats backed up by a bar in two corners, the Members stadium capacity: Club in the third and the owner’s suite in the fourth. These • 18,467 for soccer sections are at different angles, all of them with a little bit dif- • 25,000 for concerts ferent character and their own unique geometry. • 36 suites Around the exterior, the entire stadium is wrapped in glass • 5 clubs: Field Club (Capacity: 400) and aluminum fins, organized in a creative pattern to give Members Club (Capacity: 2,000) the illusion to those walking or driving by of a bouncing ball. Stadium Club (Capacity: 1,000) Another design aesthetic in reverence to “the Body and the Suite Level 1 Club Lounge Ball” is the asymmetrical, cylindrical roof, which spirals up 38 Suite Level 2 Club Lounge feet and mimics the unique flight of a soccer ball. suite level 2: • 14 suites WhaT’s in a name? • Cabana Suites: 5-year lease terms, $68,000/year A large part of the core purpose of the redefined Sporting • Cabana Loft Suites: 5-year lease terms, $64,000/year KC brand is generating social awareness and change for the • One Party Suite (Capacity: 50) betterment of the health of the Kansas City community. This • All-Inclusive F&B for-the-good-of-the-community approach has led to a unique, • Access to Suite Level 2 Club Lounge counter-intuitive business partnership – cause marketing suite level 1: naming rights. On March 8th, Sporting KC announced a • 22 suites partnership with LIVESTRONG, the Lance Armstrong • Executive Suites: 5-year lease terms, $85,000/year Foundation made famous by the yellow silicone gel wrist- • Executive Loft Suites: 5-year lease terms, $52,500 and $60,000/year bands developed by Nike as a fundraiser for Armstrong’s • Private bartender/concierge in each suite mission to win the fight against cancer. • Access to Suite Level 1 Club Lounge Now there is community service, and then there is doing stadium club seats what Sporting KC recently announced – giving a percentage • 1,000 seats of total team revenue to LIVESTRONG. A substantial per- • $1,250/year centage. A minimum of $7.5 million over the next six years. • 20 events: 17 MLS matches and 3 other soccer events “A portion of all stadium revenues, whether it’s a ticket to a • Right of First Refusal for all other events match, whether it’s a box of popcorn, whether it’s you buying • Upgrades available for all other events a jersey or shirt online, whatever it is,” explains Heineman, “a field club seats: portion of those proceeds will go to the fight against cancer.” • 388 seats The club did fish for a traditional naming rights deal, but • $3,250/year (Row 1) found no suitable partners. Sans Sprint, Kansas City just • $2,750/year (Rows 2-4) is not saturated with Fortune 500 corporate headquarters • 20 events: 17 MLS matches and 3 other soccer events capable of forking out the marketing dollars associated with • Right of First Refusal for all other events stadium naming rights. So the club is trading an estimated • All-Inclusive F&B $1–$2 million in annual naming rights revenue for the stan- • Team benches are built into this seating level • Access to Field Club: dard charitable contribution tax break. Players walk through the club from the locker rooms to the pitch Is it risky? I believe it is. Is it crazy? Hard to argue. But is Press conferences occur in the press room adjacent to the club it innovative? I believe it is. Is it original? Hard to argue. And that is just how the organization seems to like it. They are members club seats: simply not afraid of the unknown or unconventional thought. • 2,000 seats • 20 events: 17 MLS matches and 3 other soccer events As Illig explains, “We are setting what I think is going to be • Right of First Refusal for all other events a brand new standard for how professional sports engages coming uP nexT: • Access to club 365 days a year worthwhile causes.” connecTing WiTh While this is a first-of-its-kind initiative, it is not the first fans Via social media doWn undeR [continued on page 86] 60 | S E A T | SPRING 2011 | www.alsd.com
- 61. INSIGHT IS PROUDTO BE THE OFFICIAL IT PARTNER The Team Behind Your Technology In today’s high-tech world, premium seat holders expect more. Count on Insight to help you implement game-changing technologies that elevate the fan experience. Think handheld viewing devices that provide statistics, instant replays and camera views. Expansive HD video and digital displays that deliver visual drama on a grand scale. And, of course, new tools to add convenience and revenue. Find out why professional teams in every major sports league and leading sports and entertainment venues count on Insight. Isn’t it time you made Insight your go-to technology team? 1.800.INSIGHT I N S I G H T. C O M © 2011 Insight Direct USA, Inc. All rights reserved. Insight is a registered trademark of Insight Direct USA, Inc. All other company and product names are trademarks or service marks of their respective owners.
- 62. SPoRTS TEchNoloGy coRNERby chRISTINE SToffEl sports geek Connects Sports, Fans and Sponsors Using Social Media Social networks, digital media, Facebook, Twitter and the list goes on. We know what these new media assets are, but are we educated on how to monetize them or how to use them to connect with fans to improve their experience? S ports Geek, founded by Sean Callanan, is Australia’s Manly sea eagles, nrl: telling the MeMbership leading sports digital marketing consultancy. Based in story Melbourne, a city with a population of just over four The Manly Sea Eagles set an ambitious goal of 10,000 million people, multiple football franchises, including nine members (season ticket holders) for the 2011 season. This Australian Football League (AFL) teams, one National Rugby goal represented an increase of 300%. Sports Geek developed League (NRL) team and two Hyundai A-League soccer teams, the 2011 membership website to present a clear message as to Christine Stoffel, Founder and Executive Director, competing year round as well as a plethora of major events, why Manly supporters should become Manly members. This S.E.A.T. such as the Australian Open, Formula 1 Grand Prix racing approach was combined with a strong off-season social media and the President’s Cup, Sports Geek hails from where some strategy focused on the membership story. Manly recently consider to be the sports capital of the world. tweeted to announce they have reached 9,500 members, so Working with franchises such as the Collingwood Magpies the 2011 membership goal of 10,000 is well on track. (AFL) and the Manly Sea Eagles (NRL), Sports Geek has Through many conversations and by seeing the work that developed the expertise to assist teams in understanding what Sports Geek is doing across the international community of each digital platform offers, and how they can use them to sports and entertainment, it is clear that Callanan understands engage fans. “You need to understand how you want to utilize the sports digital landscape, also apparent in the fact that he the platforms and what the fans require from you,” says Cal- has built the Sports Geek brand using predominantly digital lanan. “Listen first, sell second; that’s the key.” marketing and social media. He works with athletes, sports The first thing Sports Geek does is gets the digital team executives, business owners, teams and leagues to develop a and the social media executioners (Sports Geek’s term for the connection with their fan bases to deliver results. staff executing the digital strategy) to understand the value Be a part of the international sports community and of what they are doing. One question Callanan poses to all register for the 2011 S.E.A.T. Conference and Tradeshow so clients at the onset of a project is, “If they are simply ‘playing’ you can have the opportunity to network, learn and share on Facebook and Twitter and showing little regard for what, the experiences of U.S. and worldwide technology, market- when and how information is published, then how will the ing, venue operations and sales executives. Hear more from team executives or sponsors see value in it?” Sean Callanan who will present how to leverage technology to improve revenues, market to your corporate partners, explore “listen first, sell second; that’s the key.” – sean Callanan new ways to enhance the fan experience and more. For more information on the 2011 conference technology tracks, visit www.seatconsortium.com. # Collingwood Magpies, aFl: letting the Fans in The Collingwood Magpies provide a great example of the Would you like more information on the Sports & Entertainment Alliance position many sports teams find themselves in with Facebook. in Technology? Collingwood had accumulated a modest 55,000 Facebook Email Christine at christine. stoffel@seatconsortium.com. fans without much effort. But under the guidance of Sports Geek, changes to the team’s website were made to ensure web traffic was capitalized. In addition, the focus for all Facebook For more information on Sports Geek, visit www.sportsgeek.com.au or posts was revised to center on fan engagement, a strategy www.facebook.com/sportsgeek. Sean Callanan and Sports Geek can also welcomed by the fans over the 2010 AFL Finals campaign to be found on Twitter at @SportsGeekHQ and @seancallanan. the tune of double the amount of Facebook fans. “Thanks to CoMing Up neXt: help from Sports Geek, in six weeks, Collingwood reached the 2011 s.e.a.t. 100,000 Facebook fans,” affirms Jonathon Bernard, Digital ConFerenCe Media Coordinator at Collingwood. And amazingly, 94% of prograM those fans engaged during the crucial month of September. 62 | S E A T | SPRING 2011 | www.alsd.com
- 63. Broadcast | AudioVisual | Security | Voice/Data 800-403-4832 www.parsonscorp.com
- 64. Sports & EntertainmentAlliance in Technology 2011 Conference held in conjunction with the 2011 ALSD Conference and Tradeshow June 26 – June 29, 2011 JW Marriott, Los Angeles program agenda 9:00 am – 9:15 am welcome and opening *Program is subject to change. Moderator: Christine Stoffel, Founder and Executive sunday, June 26, 2011 Director, S.E.A.T. Moderator: Chris Wood, 8:00 am – 6:00 pm Registration Open Chief Technology Strategist, S.E.A.T. 9:00 am – 3:30 pm Exhibitor Set-up/Orientation Subject to change; please check back. Christine Stoffel 3:00 pm – 4:00 pm technology Vendor showcase 9:15 am – 9:45 am Moderator: Chris Wood, Chief Technology Strategist, S.E.A.T. keynote speaker Moderator: Casey Bookout, stephen M. ross Director of Athletics IT, Majority Owner, Miami Dolphins University of Oklahoma Chairman, CEO and Founder, Related Companies Chris Wood Casey Bookout Chairman, FanVision Technology companies, whom are dedicated to providing innovative Stephen M. Ross solutions to your challenges, will provide 15-minute presentations. 10:00 am – 11:05 am 4:00 pm – 8:00 pm Exhibit Hall Open: Opening Reception technology/Venue operations track: with Food, Drinks and Entertainment. The Process and Pitfalls of New Construction and Technology Renovations in Stadiums, Arenas Monday, June 27, 2011 and Entertainment Venues 8:00 am – 1:00 pm Registration Open Moderator: Dennis Mills, Chief Executive, Major Events International 8:00 am – 9:00 am Dennis Mills technology track: Kickoff IT Roundtable and Breakfast Buffet Engage in a lively discussion with leading industry experts centered Moderator: Chris Dill, on the process and pitfalls of new construction and technology reno- Vice President and CIO, Portland Trail Blazers vations. Learn the top-five things you need to know about design, Moderator: Roger Baugh, 2012 London architecture and technology decisions for stadiums, arenas and ven- Olympics ues. (Open Session) 11:15 am – 12:00 pm technology/Venue operations/broadcast track: Chris Dill Convergence of Technology, Digital Media and Broadcast… What does the future hold? This is a sports and entertainment industry peer-to-peer networking session with no vendors allowed. IT professionals across sports and Moderator: Sasha Puric, Senior Director of IT, entertainment have the opportunity to discuss a variety of topics and Toronto Maple Leaf Sports & Entertainment Ltd. share ideas and strategies with their peers. (Closed Session) Enter the new age of facility control rooms, the convergence of tech- nology and broadcast with in-venue systems. Hear from top execu- tives in the broadcast industry and gain their insights into how the convergence of technology and broadcast is changing the business of broadcast in sports. 64 | S E A T | SPRING 2011 | www.alsd.com
- 65. What’s your Wi-Fi donefor you lately? AT&T Wi-Fi Services provides the KEY to a complete integrated Wi-Fi infrastructure providing smooth, continuous connectivity throughout your stadium to keep your fans connected and offer the ultimate alternative to “Home Theater”. Wi-Fi connectivity is a critical necessity for all stadiums today. Designing, implementing and managing a vital network can be costly, labor-intensive and time consuming. AT&T Wi-Fi Services is your technology partner providing extensive Wi-Fi connectivity expertise and removing the burden from you! AT&T Wi-Fi Services designs, delivers and manages the proven AT&T Wi-Fi Area Network— a highly efficient Wi-Fi network for the 21st century that stadiums need to ensure optimal connectivity and fans experience. What’s your Wi-Fi doing for you? Contact Chris Smith at 214-712-7640 for more details on how AT&T Wi-Fi can help improve the experience at your facility. Visit www.att.com/retailwi-fi for more information. ©2011 AT&T Intellectual Property. All rights reserved. AT&T, the AT&T logo and all other marks contained herein are trademarks of AT&T Intellectual Property and/or AT&T affiliated companies. All other marks contained herein are the property of their respective owners.
- 66. s.e.a.t. 2011 Conferenceagenda Monday, June 27, 2011, continued tuesday, June 28, 2011 8:00 am – 1:00 pm Registration Open 12:00 pm – 1:30 pm Lunch/Sponsor Presentation 8:00 am – 9:00 am 1:45 pm – 2:15 pm technology track: IT Roundtable and Breakfast Buffet technology Vendor showcase Moderator: Dan O’Neal, Director of IT Project Moderator: Chris Wood, Chief Technology Strategist, S.E.A.T. Management, NHL Moderator: Casey Bookout, Director of Athletics IT, Moderator: Peter Surhoff, Vice President of IT, University of Oklahoma Technical Operations and Support, MLB Technology companies, whom are dedicated to providing innovative This is a sports and entertainment industry solutions to your challenges, will provide 15-minute presentations. peer-to-peer networking session with no vendors allowed. IT professionals across sports and enter- tainment have the opportunity to discuss a vari- 2:20 pm – 3:20 pm Peter Surhoff ety of topics and share ideas and strategies with technology/Venue operations/broadcast track: their peers. (Closed Session) Case Studies on Emerging Technologies in Stadium/Arena Scoreboards and Video 9:00 am – 9:45 am Boards technology/Venue operations/Marketing/sales track: Moderator: Wayne Wichlacz, Senior Director of Information Technology, Green Bay Packers Building Wireless/Wi-Fi Networks to Support Fan Facing Mobile Applications How big is too big? Or is there such a thing when it comes to scoreboards and the fan experi- One of the biggest challenges facing sports and entertainment organi- Wayne Wichlacz ence? Discuss the latest technologies integrating zations is supporting the multitude of fan mobile devices. This session scoreboards and in-stadium systems, as well as discusses the complexity of the environments and defines the solu- understand the manufacturers and the innovations that are leading tions required to ensure success. (Open Session) the next generation. (Open Session) 10:00 am – 12:00 pm Exhibit Hall Open/Brunch Served 3:25 pm – 4:00 pm technology/Venue operations/Marketing/sales track: 11:30 am – 1:00 pm Intranet Technologies Case Studies: technology/Venue operations/Marketing/sales track: Business Intelligence, KPI’s and Mobile Technologies to Improve Fan Dashboards Experience and Drive Revenue Presenter: Craig Neeb, CIO, International Moderator: Shane Harmon, GM of Marketing and Communications, Speedway Corporation New Zealand 2011 World Rugby Cup This session will present case studies and discus- Hear case studies and discuss various types of mobile technologies sions around dashboards and reporting from and applications to improve the fan experience and drive revenue. Craig Neeb financial systems, ticketing systems and CRM, (Open Session) using balanced scorecards to communicate metrics and measurements against corporate strategic initiatives and KPI’s. 1:15 pm – 2:05 pm 4:00 pm – 4:30 pm technology/Venue operations/Marketing/sales track: keynote speaker Technology Innovation for Premium Levels tim leiweke Moderator: John Avenson, Vice President, Minnesota President & CEO, AEG Twins Moderator: James Darrow, Director of Information Technology, Ilitch Holdings/ Detroit Red Wings Tim Leiweke John Avenson James Darrow This session includes roundtable discussions and brainstorming ses- sions around leveraging the hot innovation trends to market your 4:30 pm – 7:30 pm Exhibit Hall Open suites to premium customers and corporate sponsors. (Open Session) 7:30 pm – 10:30 pm staples Center and nokia theatre: Reception and Venue Tours 66 | S E A T | SPRING 2011 | www.alsd.com
- 68. s.e.a.t. 2011 Conferenceagenda tuesday, June 28, 2011, continued wednesday, June 29, 2011 2:15 pm – 2:40 pm 8:00 am – 9:00 am Registration Open technology/Marketing/sales track: 8:00 am – 8:45 am CRM Case Study Presentation technology track: IT Roundtable and Breakfast Buffet Presenter: Mark DiMaurizio, VP of Technology Moderator: Steve Conley, Information Technology Director, Boston Solutions, Comcast-Spectacor Red Sox This session will demonstrate how to leverage Moderator: James Darrow, Director of Information Technology, Ilitch CRM to increase revenues, sell premium inven- Holdings/Detroit Red Wings tory and engage senior management with IT This is a sports and entertainment industry peer-to-peer networking initiatives, including third-party applications inte- session with no vendors allowed. IT professionals across sports and Mark DiMaurizio grating ticketing with parking and other stadium entertainment have the opportunity to discuss a variety of topics and operations to improve efficiencies and fan experi- share ideas and strategies with their peers. (Closed Session) ences. (Open Session) 9:00 am – 10:30 am 2:40 pm – 3:00 pm technology/Marketing/sales track: technology/Marketing/sales track: CRM Case Study Presentation Case Study Presentations: Engage Your Fans and Create Presenter: Los Angeles Lakers Revenue Streams through Social Media, New Media and Presenter: FanOne Marketing Social Networking This session is a real-life case study on how to implement strategic Moderator: Sean Callanan, Sports Geek campaigns to engage fans while increasing revenues and profitability, This session includes discussions and case study presentations on how enhance lead management capabilities and deepen customer relation- to engage your fans, increase brand awareness, monetize social media ships. (Open Session) and create enthusiasm of your sport/venue, while developing new revenue streams through social media, new media and social network- ing. (Open Session) 3:00 pm – 4:00 pm technology/Venue operations/Marketing/sales track: 10:45 am – 11:15 am Leveraging Technology to Increase Per-Caps Revenue technology/Venue operations/Marketing/sales track: This session will discuss how to leverage technology innovations, such TD Garden Case Study: Digital Signage as wireless applications, loyalty cards, F&B mobile ordering, digital menu boards, digital signage, venue customer data integration, text Phenomenon: The Real Story – Cost, ROI, messaging, CRM and more. (Open Session) Marketing and Sponsorship of Premium Consumers and Corporate Sponsors Moderator: Lorraine Spadaro, VP of Technology, 4:30 pm DNC/TD Garden buses depart for los angeles angels game This session will present the Delaware North Lorraine Spadaro Companies/TD Garden case study of their imple- 5:30 pm – 7:30 pm mentation of the Cisco Stadium Vision digital signage and menu board solution. It will demonstrate how TD Gar- private reception: angel stadium den leverages this innovative technology solution to improve revenue streams and will provide an overview of considerations on the reality 7:30 pm of cost, revenue opportunities, ROI and marketing/sponsorship of los angeles angels of anaheim vs. premium consumers and corporate sponsors. washington nationals baseball game Buses depart Angel Stadium starting at 7:30, 11:15 am – 11:45 am ending at 10:00 pm technology/Venue operations/Marketing/sales track: Portland Trail Blazers Case Study: Digital Signage Phenomenon: The Real Story – Cost, ROI, Marketing and Sponsorship of Premium Consumers and Corporate Sponsors Moderator: Chris Dill, Vice President and CIO Portland Trail Blazers This session will present the Portland Trail Blazers case study of their implementation of the Omnivex digital signage and menu board solution. It will demonstrate how the Trail Blazers leverage this in- novative technology solution to improve revenue streams and will provide an overview of considerations on the reality of cost, revenue opportunities, ROI and marketing/sponsorship of premium consum- ers and corporate sponsors 68 | S E A T | SPRING 2011 | www.alsd.com
- 70. s.e.a.t. 2011 Conferenceagenda wednesday, June 29, 2011, continued 11:50 am – 12:30 pm 1:30 pm – 4:45 pm technology/Venue operations track: private Conference rooms reserved for league Smart Buildings – Green, LEED Efficiencies and specific it Meetings Automation: Best Practices and Case Studies Private conference rooms sponsored by S.E.A.T. and ALSD will be of- Session attendees will learn to design, build and manage high perfor- fered to all leagues for league-based IT meetings. Rooms are reserved mance building systems that add value while controlling costs and for the NBA, NFL, MLB, NHL and Race Teams for industry meet- meeting the needs of the occupants and the environmental require- ings. ments. (Open Session) 5:00 pm 12:30 pm – 1:15 pm buses depart for the home depot Center 2011 s.e.a.t. Conference Closing session – roundtable discussion and sponsored lunch 5:30 pm – 7:30 pm Moderator: Christine Stoffel, Founder and Execu- tour and Closing party at the home depot Center tive Director, S.E.A.T. Moderator: Tod Caflisch, Vice President of Infor- mation Technology, New Orleans Hornets Enjoy an open roundtable discussion on the 2011 conference. Provide feedback to scope next year’s conference program…what worked, what did Tod Caflisch not, suggestions for next year. This session will define the S.E.A.T. Conference Program for 2012. ©2011 S5 Enterprises, LLC. Any copying, redistribution or retransmission of any of the contents of this document without the express written consent of S5 Enterprise, LLC. is expressly prohibited. Never let your boards be boring! Enhance your menu boards with dynamic graphics, videos, TV feeds and more to drive sales and entertain your customers. VitalCAST ™ Indoor/Outdoor Digital Signage www.txdigital.com | entertainmentsales@txdigital.com | 800.693.2628 70 | S E A T | SPRING 2011 | www.alsd.com
- 71. Omnivex software isused at the Air Canada Centre to manage over 360 displays. Omnivex digital signage software is used in stadiums around the world for: • Scoreboards • Luxury suites • Menuboards • Video walls • Retail signage • Wayfinding • Live game streaming • Sponsor advertising • And more… Schedule Deploy Preview Design To learn how Omnivex can help you achieve your goals, visit our website or contact us today! www.omnivex.com | info@omnivex.com © 2011 Omnivex Corporation. All rights reserved. Omnivex is registered trademarks of Omnivex Corporation.
- 72. MLB TeaMs scoreBig in The suiTe MarkeT By Peter Titlebaum, Ed.D, University of Dayton and Debbie Titlebaum, MBA Editor’s Note: Suite pricing across a multi-variant landscape is While they could find themselves as the best performing further investigated in this article, the last of a four part series. team again this season on the field, they have a long way to The low and high cost of a suite for each team is sourced from the go to challenge for the Forbes crown of most valuable MLB ALSD Reference Manual; however, the research does not take into team. Forbes values the Giants at an impressive $563 million, account how many suites are priced at each price point, slightly which includes an increase in financial “score” of $80 million, misrepresenting accurate averages, but still providing a credible stemming from winning the 2010 World Series. But the top means of comparison. Addressed fourth in this issue is Major honor continues to be held by the New York Yankees at $1.7 League Baseball, following up our NFL, NBA and NHL analyses billion. At the bottom of the list is the Pittsburgh Pirates at from previous issues of SEAT. Check back in the summer issue for $304 million. a summary of the findings across all leagues. All sport franchises are not equal, but the reasons for the T imbalance vary considerably. They could range from a team’s his final installment of our series on how profes- success on the field to the age of a team’s facility or even their sional sports teams in each of the four major leagues geographic location. Some might analyze the variables and stack up to each other in the suite market takes a see no relationship at all to team value. Or in years such as swing at MLB. The data provides useful informa- the current one, unique variables associated with two of the tion that should be considered when pricing a suite; however, league’s highest revenue generating clubs – the Dodgers and it is important to realize that this is only a gauge, and the the Mets – are impacting those teams and trickling down research does not take into account variables that have not to others, affecting the league as a whole. Frank and Jamie been reported. For instance, the number of suites at each McCourt, owners of the Los Angeles Dodgers, are fighting a listed price or if teams are offering all-inclusive food and custody battle for the franchise as part of a bitter divorce pro- beverage with the purchase of the suite. But it does provide ceeding; while the New York Mets ownership is in financial teams, venues and sports business professionals a tool to make trouble as a result of investments involved with the Bernie TaBLe 1: more informed decisions concerning suite ownership and Madoff fraud scandal. The value of the Mets dropped $111 aMerican marketing. million from 2010 to 2011. League The MLB 2011 season is underway, and soon the San As reported by industry leaders, the variables taken into VariaBLes Francisco Giants will try to defend their World Series title. account impact the demand for suites and are likely to change Full House Maximum Suite Marketing: 2011 Forbes 2010 Low Cost High Cost Suite Seating Seating % Number of Team Value Arbitron Number of a of a Capacity for Facility of Facility Fortune 1000 Team ($mil) Population of Suites Suite Suite All Suites Capacity Capacity Companies New York Yankees 1,700 15,669,500 67 $600,000 $850,000 978 52,325 1.87% 126 Boston Red Sox 912 3,977,400 50 $250,000 $350,000 1,066 37,402 2.85% 23 Texas Rangers 561 5,216,100 123 $60,000 $225,000 1,756 49,115 3.58% 44 Los Angeles Angels of Anaheim 554 10,999,100 80 $50,000 $240,000 1,094 45,257 2.42% 35 Chicago White Sox 526 7,862,200 95 $100,000 $135,000 2,008 40,615 4.94% 53 Minnesota Twins 490 2,712,500 54 $100,000 $200,000 940 40,000 2.35% 28 Seattle Mariners 449 3,390,900 61 $87,150 $199,000 1,214 47,447 2.56% 12 Baltimore Orioles 411 2,261,000 72 $90,000 $280,000 676 48,290 1.40% 5 Detroit Tigers 385 3,831,100 93 $100,000 $200,000 1,823 41,782 4.36% 15 Cleveland Indians 353 1,763,000 132 $70,000 $190,000 1,348 43,415 3.10% 18 Kansas City Royals 351 1,607,500 19 $55,000 $80,000 380 40,785 0.93% 10 Toronto Blue Jays 337 ~2,503,281 131 $95,000 $95,000 2,500 50,000 5.00% *7 Tampa Bay Rays 331 2,379,300 61 NA NA 1,112 44,000 2.53% 7 Oakland Athletics 307 6,145,800 147 $50,000 $102,000 2,560 34,007 7.53% 26 AVE FOR AMERICAN LEAGUE 548 5,216,569 85 $131,319 $242,000 1,390 43,889 3.00% 31 NA = Not Available ~http://www.trueknowledge.com/q/what_is_the_population_of_toronto_canada_in_2010 * http://money.cnn.com/magazines/fortune/global500/2010/ 72 | S E A T | SPRING 2011 | www.alsd.com
- 74. More on MLBon ALSD.com: by geographic market. The game plan for this article is to market. The markets surrounding the Seattle Mariners and White Sox reach agreement organize data across many variables in tables, allowing trends St. Louis Cardinals include only 12 and 18 major corpora- with Gold Coast Tickets to emerge that shed light on why some teams can charge more tions, respectively, as defined by the number of Fortune 1,000 than others for a seemingly comparable product. companies. Given these smaller corporate presences as well as www.alsd.com/content/white- The following list includes the variables chosen with the metropolitan populations and number of suites available, one sox-reach-agreement-gold- sources in bold type. might assume the overall value of the Mariners and Cardinals coast-tickets • Forbes – Team value of the total franchise to be toward the bottom of the pack, but that is not the case. • Forbes – Team value ranking among all 30 MLB The teams are in the top half of the list for overall team value teams despite the factors that might lead you to believe otherwise. • Arbitron – Population of metropolitan area The Mariners do fall below the mean for the American League • Arbitron – Market ranking compared to other metro- (AL), and the Cardinals are virtually right at the mean in the politan areas National League (NL), but the Yankees in the AL at $1.7 bil- • Fortune – Listing of the top 1,000 companies in the lion and Dodgers in the NL at $800 million strongly skew the United States and listing of Fortune 500 worldwide data upward, the Yankees at a rate of three times the average • Full House Entertainment Database Market- value for a team. ing – Breakdown of the number of Fortune 1,000 Leading the pack of corporate powerhouse cities is New companies by metropolitan area York. The Yankees and Mets metropolitan area includes 126 • MLB – American League or National League major corporations. This fact contributes to team value; they • ALSD – Low and high cost of a suite are two of the top-five valued franchises on the Forbes list of • ALSD – Maximum suite seating capacity for all suites valuations. Tables 1 and 2 show team standings, broken down • ALSD – Suite seating percentage of the total facility by league, on all criteria. capacity Presently, the most affordable suite can be found at TaBLe 2: Similarities are found among teams when studied across Angel Stadium of Anaheim and Oakland-Alameda County naTionaL these criteria as well as some large discrepancies. As an Coliseum. Both charge $50,000 per season for one of their League example, with the help of Full House Entertainment Data- suite offerings. In contrast, the New York Yankees have a suite VariaBLes base Marketing, we see disparities in corporate presence by offering that commands $850,000 annually. Full House Maximum Suite Marketing: 2011 Forbes 2010 Low Cost High Cost Suite Seating Seating % Number of Team Value Arbitron Number of a of a Capacity for Facility of Facility Fortune 1000 Team ($mil) Population of Suites Suite Suite All Suites Capacity Capacity Companies Los Angeles Dodgers 800 10,999,100 35 $125,000 $300,000 655 56,000 1.17% 35 Chicago Cubs 773 7,862,200 60 NA NA 900 41,118 2.19% 53 New York Mets 747 15,669,500 54 $250,000 $500,000 939 41,800 2.25% 126 Philadelphia Phillies 609 4,357,600 72 $145,000 $245,000 1,944 43,500 4.47% 28 San Francisco Giants 563 6,145,800 63 $85,000 $185,000 792 41,806 1.89% 26 St. Louis Cardinals 518 1,979,400 64 $105,000 $225,000 1,134 46,000 2.47% 18 Atlanta Braves 482 4,413,800 60 $75,000 $200,000 1,188 49,743 2.39% 27 Houston Astros 474 4,815,700 63 $90,000 $170,000 1,164 40,976 2.84% 53 Washington Nationals 417 4,279,900 69 $160,000 $475,000 1,350 41,546 3.25% 27 Colorado Rockies 414 2,336,100 59 $85,000 $150,000 1,561 50,200 3.11% 11 San Diego Padres 406 2,578,900 62 $91,000 $143,000 1,300 42,445 3.06% 5 Arizona Diamondbacks 396 3,300,300 58 $125,000 $155,000 908 49,033 1.85% 11 Milwaukee Brewers 376 1,453,300 66 $128,000 $200,000 1,656 42,200 3.92% 15 Cincinnati Reds 375 1,790,300 56 $92,700 $195,700 912 42,271 2.15% 15 Florida Marlins 360 3,580,000 195 $77,000 $750,000 3,480 38,000 9.16% 13 Pittsburgh Pirates 304 1,979,400 61 $60,000 $175,000 915 38,496 2.38% 16 AVE FOR NATIONAL LEAGUE 501 4,846,331 69 $112,913 $271,247 1,300 44,191 3.03% 30 NA = Not Available 74 | S E A T | SPRING 2011 | www.alsd.com
- 75. INTERACTION & EXPERIENCEDESIGN BRANDED ENVIRONMENTS SIGNAGE & WAYFINDING DESIGN SPECIALTY FABRICATION ENGINEERING INSTALLATION 3421 MERRIAM LANE OVERLAND PARK, KS 66203 DESIGN: DIMENSIONAL INNOVATIONS, POPULOUS P: 913.384.3488 F: 913.384.1074 UNIVERSITY OF MISSOURI M AT C B U I L D I N G WWW.DIMIN.COM C O M P L E T E AT H L E T E RECRUITING EXPERIENCE
- 76. In terms ofpopulation, New York was also ranked highest suite is not as high as in the NL. It stands to reason that they coMing up neXT: by Arbitron in 2010 with 15,669,500 people. The small- could command more. Table 3 displays the lead the AL has seLLing anD est MLB metropolitan area was Milwaukee with 1,453,300 over the NL in most variables. serVicing in The residents. As a whole, the NL plays in a smaller marketplace, The insights, taken from all tables, show how teams stack Minor Leagues averaging 4,846,331 people, versus the AL, which averages up against each other in terms of suite pricing in MLB. A 5,216,569 people in its cumulative regions. great deal of energy goes into the business side of suites and The American League is still referenced as the Junior how teams justify setting their suite prices. Many factors con- Circuit, because it was elevated second to Major League status tribute to the final pricing structure that teams employ. Teams in 1901, 25 years after the formation of the National League. do not want to leave potential untapped revenue, but how However, the data shows that it is the AL that currently casts do teams know how they compare unless they consider the a shadow over the NL. variables and how they stack up against others in the league? How does the American League manage to command more This concludes our study of leagues within each of the four value? Is it the fact that the AL has won the World Series 62 major professional sports in North America. Next we will times and the NL only 43 times? Or is it because one team evaluate marketplace as the primary differentiating factor and drives this wedge between the league averages? The Yankees not limit consideration to a single sport. # $1.7 billion valuation largely contributes to the fact that AL teams are worth on average $47 million more than teams Do you have questions about or insights into this MLB research? from the NL. It is interesting to note while the AL wins out Write to Dr. Titlebaum at peter.titlebaum@notes.udayton.edu. on most every metric considered, their average highest-cost TaBLe 3: American League Variables National League Difference TaLe of 548 Average 2011 Forbes Team Value 501 47 The Tape ($mil) American League 5,216,569 Variables Average 2010 Arbitron National League 4,846,331 Difference 370,238 548 Average Population Team Value 2011 Forbes 501 47 85 ($mil) Average Number of Suites 69 16 5,216,569 Average 2010 Arbitron 4,846,331 370,238 $131,319 Average Low Cost of a Suite $112,913 $18,406 Population $242,000 Average High Cost of a Suite $271,247 $29,247 85 Average Number of Suites 69 16 1,390 $131,319 Average Maximumof a Suite Average Low Cost Suite 1,300 $112,913 90 $18,406 $242,000 Seating Capacity Average High Cost of a Suite $271,247 $29,247 43,8891,390 Average FacilityMaximumCapacity Average Seating Suite 44,191 1,300 90302 3.00% AverageSeating Capacity of Suite Seating % 3.03% 0.03% 43,889 Facility Capacity Average Facility Seating Capacity 44,191 302 31 3.00% Average Fortune 1000% of Average Suite Seating 30 3.03% 1 0.03% Facility Capacity Companies in Market 31 Average Fortune 1000 30 1 76 | S E A T | SPRING 2011 | www.alsd.com Companies in Market
- 77. – ADVERTORIAL – industrycase study: aLsd member success Branding the Box Leads to Branding the Office: Suite Branding Moves to Caterpillar’s Corporate Offices W hen Minnesota Vikings Suite Sales Manger Nicole Santlemen began working with Caterpillar last year to remodel its suite at Mall of America Field, the goal was to create a branded environment for its Paving Division by transforming its 50-yard-line suite into a personalized CAT branded experience. She had no idea that the concept would morph into an entire office decoration project, but the enthusiastic response from guests made it apparent to Caterpillar that similarly branding their corporate offices was the next logical step. Why brand the suite? The current challenging economic climate has suite owners looking for ways to get better ROI. As such, suite decoration is being used to promote products, rather than to simply entertain guests in luxurious surroundings. Virtually any surface in a suite can be transformed with appealing graphics that promote the suite owner’s product or service, creating a branded environment that reinforces the brand’s message. Vibrant floor to ceiling wall graphics can be found at every turn... is right there in the room. The silver lounge, even as one steps off the elevator. diamond plate material, which lines the The new graphics carry the promotion in To develop the new suite design, windows of the suite, creates an illusion of the suite through to their core facilities and Caterpillar worked with FLEXcon, a metal deck plate bumpers at guests’ feet. provide a consistent look and feel to the leading self-adhesive film manufacturer. Now Caterpillar’s suite is working various spaces. Santlemen notes, “They’re SUITE-art® FLEXcon’s line of self- , overtime by providing a lush, inspiring thrilled. They are like proud new parents.” adhesive products designed for this experience for guests, while visually FLEXcon knows that a picture is specific purpose, was chosen for the promoting its products in the branded worth 1,000 words, and advertising is no job. SUITE-art® products offer superior atmosphere. They have successfully exception. So what’s next for Caterpillar’s printability, adhere well to a variety of Branded the Box and it’s paying off. branding campaign? That’s anybody’s surfaces, and remove cleanly at the end of Caterpillar is thrilled with the results, and guess, but you can be sure that if it the promotion. their guests love the atmosphere they have involves self-adhesive graphics, FLEXcon Specifically, Caterpillar chose FLEXcon’s created, all at a price that kept Caterpillar will be ready to catch the opening kick-off new non-PVC self-adhesive fabric printed within its remodeling budget which means and run with it. with vibrant equipment images as well Santlemen has one happy client. To learn more about using SUITE-art® as FLEXcon’s silver diamond plate The success of the suite prompted to brand suites, arenas, hotels, clubs, stores, material. The soft matte finish of the Caterpillar to decorate its new corporate restaurants and malls, contact Michael environmentally-friendly, inkjet-printable offices and plant with similar imagery on the Chevalier, New Business Development fabric creates a rich feel, and the very same SUITE-art® materials. Vibrant Manager, FLEXcon: (508) 826-7204 or printability of the product allows the floor to ceiling wall graphics can be found mchevalier@FLEXcon.com or visit graphics to really pop like the equipment at every turn – in the reception area, the www.FLEXcon.com/SUITE-art. F L e X c o n www.FLEXcon.com
- 78. Through The eyesof The Minor League suiTe DirecTor We assembled a group of minor league suite directors from across multiple sports/venues and from across multiple geographies for a roundtable discussion to gain further insight into selling and servicing premium seating at the minor league level. Find out the highs and lows (mostly highs) of life in the minors. W e have all heard of the quirky $1 beer nights show every single night. Throughout the course of a season, and “bring your pet to the park” promotions we’re bringing in about the same number of fans as the Colts of minor league venues, but when looking or Pacers, but it’s spread over 72 days, and it’s just 37 of us more in-depth, there is true first-rate work staff members pulling everything off. That’s the thing I love happening on a daily basis. Join four ALSD members, all the most. It’s definitely unique. I’ve always thought the MLB with unique premium products, in the latest addition to the level to be an exciting place to work someday. Certainly their roundtable series with ALSD Membership Director Ryan facilities are top notch, and I’d love to be a part of that, but Mirabedini. we’ve got a gem here in Victory Field. It does a lot for us. The kind of work that we get to do in the minor leagues is not something I would trade for anything right now. VICK MeeT The PaneL: Golden: Our focus mainly is on concerts and special events here, but we also have minor league hockey and arena Kerry Vick football. The hockey club is our main tenant right now, and Senior Ticket & Premium Services Manager they’ve been with us for eight years. Our responsibility is to Indianapolis Indians ensure that all of my clients are taken care of for all of these events. I’m a single party here; I run the whole department Nancy Golden myself. [The Gladiators] rent suites individually for individual Director of Premium Services games, but you have to be able to pull the reins on them Gwinnett Arena sometimes. Obviously they’re a tenant of ours, but we don’t want to jeopardize the public safety that we’ve already had in place for every other event in addition to their games. GoLDen Ryan Von Sossan Manager of Luxury Suites Von Sossan: I’m kind of a jack of all trades, which is pretty Sacramento River Cats typical for minor league sports. I do have the title of sales and service manager at the suite level, but I kind of have my hands Brian Bucciarelli in everything that is being done. Obviously the suites are my Director of Corporate Partnerships/ main priority, but I work with partnerships, sales and spon- Premium Seating sorships as well. It helps from the standpoint that by working Giant Center/Hershey Bears with a lot of different departments, I get to understand all about an event, whether I’m working with the ad department on putting a program in place or the box office directly to Von SoSSAn make sure things are going well there. aLsD: if you could explain to people what it is like work- ing in a minor league venue, what would you tell them? Bucciarelli: Working for Hershey [Entertainment and Resorts] is a great job. We have so many offerings from not Vick: I’d say it’s a grind during the baseball season of course, only the Giant Center with minor league hockey, but also our because we’ve got a whole bunch of events jammed into a resort properties, golf courses, the amusement park and nu- 5-month time period, and our staffing is such that literally merous restaurants here. So it’s never a dull day. It gives you a everybody has to work every hour of each game. So it can different perspective on things, because you’re not just work- be grueling, but it’s certainly a blast. The main difference ing for a sports team; you’re working for a large company that [between the minors and majors] is the staffing. We do things caters to three or four million guests a year. What we do is as high quality as we can. We really value all of our customers try to entertain those guests the best way we can. My specific and clients and try to make sure we’re putting on a really good job is director of corporate sponsorships. That perspective of BuCCIAReLLI 78 | S E A T | SPRING 2011 | www.alsd.com
- 80. “We try todo something significant each year, and there’s nothing that’s generated as much buzz as the [captain Morgan] cove has.” — Kerry Vick my job includes the Giant Center, the theatre, the amuse- do multi-year deals. With the club seats, we offer 1-, 3- and ment park and various other special events like a wine tasting, 5-year leases with the benefit that you’re locked into that marathon or anything that’s involved with sponsorship. price. So if you do a 3- or 5-year deal, there’s not an escalator clause. The good is that prices don’t increase, but the bad is prices don’t increase. In five years when you’re trying to renew, aLsD: What is the suite/premium area layout of your it’s tough to name a price. When you have that escalator in venue? there, it softens the blow a little bit. Vick: On our suite level, we have 32 different party areas. Three of those are open air party rentals for larger groups, aLsD: What is your favorite premium area of the venue? and 29 of them are suites with indoor/outdoor seating. We VICK sell seven of those 32 areas on a day-to-day basis, and those Vick: I’ve been conditioned to view [Victory Field] from daily rentals have really picked up exponentially over the the fan perspective, and what’s been selling well here over the years. That’s becoming a really popular trend. The rest are years is our party terraces on the suite level. Those are booked seasonal sales. We also have two large picnic areas on the up really fast, and people keep coming back year after year. main concourse level which can collectively hold up to 2,000 Either they’re underpriced or wildly popular. I’d say that’s people a game. We’re opening up our Captain Morgan Cove probably my number one, but I’m hoping once the Captain this year. On the backside, it’s open to the public for anyone Morgan Cove becomes operational, it will slide into that slot. to come up and get a cocktail, novelty food or drink item. On the front side, we’re doing a premium seating assortment Golden: We offer packages for club seating in the lower with pub tables and drink rails. It’s kind of a hybrid between bowl. People think that being on the second level is too far suite level and general stadium seating. It’s a little bit more away. So we do offer that option. It’s a right of first refusal for GoLDen upscale and exclusive but not completely private. We try to your seat, not necessarily a seat location that’s guaranteed for do something significant each year, and there’s nothing that’s every event. If I was a patron for one of our sporting events, generated as much buzz as the Cove has. I would definitely love to sit on the club level. If it was a con- cert, I would definitely choose a seat in the lower bowl. Golden: Our suites and our club seating are located on the second level of the arena, but there are only two levels, so Von Sossan: If I had two choices, I would first pick behind every seat is quality. We have four rows of seats in our club home plate, because I was a pitcher in college, so I like seeing level. The views are very, very good. There’s upscale seating in the action on the pitches. I enjoy that view, but otherwise, that area as well with leather seats and more room between anywhere on the suite level, I’m a fan. It is a great perspective the aisles. We have 30 suites on our club level and 1,300 club of the field and also a beautiful view of downtown. Von SoSSAn seats, and we’re nearly sold out on those. Bucciarelli: [Our premium area] has two different experi- Von Sossan: We have 36 suites with one 50-person party ences. If you’re coming as a fan, you want to be in the club suite on the third base side. We reserve five suites for one area, because you’re close to the action. If you’re a company, night participation. Suites six through 35 are a combination there’s no other way than a suite. The club seats are great of full-season, half-season and now, partial game leases. Multi- though, because you’re in with other people. In a suite, you’re years are a thing of the past for us. With the economy, it’s in a very different setting. We have ten suite holders that have difficult for people to not only justify the cost of a $40k-$50k club seats too, because they want to be able to entertain both suite rental but then also food and beverage on top of that. It’s ways. We even have a customer that has a suite but also has a changing dynamic, that’s for sure. on-the-glass seats that they can entertain clients with. Bucciarelli: We have 40 suites, three of which are held for BuCCIAReLLI a per-event basis, and 688 club seats located at center ice on aLsD: What kind of suite holder incentives do you one side with a club lounge connecting those club seats. We provide? used to start at 3-year deals, but now they start at two. I do have some 1-year deals, but we’re starting to get away from Vick: We do some of the more traditional things that other that. Things are starting to come back. We’re starting to see clubs do, but again with budget constraints, it may be to a more demand for the suites, and people are more willing to lesser extent than the Major League folks. We host a couple 80 | S E A T | SPRING 2011 | www.alsd.com
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- 82. “Things are startingto come back. We’re starting to see more demand for the suites, and people are more willing to do multi-year deals.” — Brian Bucciarelli of preseason luncheons, on-field batting practice, private since we opened our doors 16 years ago, and they gravitated IMAX screenings at a local venue and more. We also provide over to the arena once we opened our doors here. year-round access [to the suites]. If [our suite holders] want to use the facilities, we always oblige. As much as anything, we Von Sossan: Ovations is our concessionaire out here. They offer ease with very few restrictions to let them take as much not only handle the lower level but also the suite level cater- advantage of their suites as possible. ing. They’re in their second season now and are great to work with. Things have been excellent. As far as all-inclusive, we Golden: One of the things that we’re very fortunate here for really don’t do that up on the suite level. The only place we do is that I am able to take each one of our suite holders on a trip that is with some of our group areas. We do offer packages each year. One of my suite holders renewed this year, because that [suite holders] can choose from, but it’s mostly an a la VICK he did so much networking on the suite holder trip. Last year carte, game-by-game situation. we went to Key West. We’ve been to Charleston and others. We go for a weekend someplace not too far away, so it doesn’t Bucciarelli: We don’t have a specific all-inclusive package, consume all of our time flying. To have the budget to do that but I’ll use it as a selling tool sometimes by saying, “Okay, is very fortunate for us. here’s the cost of your suite, and it’s going to include a $5k or $10k F&B credit.” We gauge per-sale if we need to do that, Von Sossan: One thing we started a couple of years ago as an and more are going that way. We’re having more strategic added-value was our “Taste Test Tuesday” program up on the meetings to discuss what’s going into a package that includes suite level. Essentially, we took Tuesdays, because they usually food and beverage. ALSD is great to help answer those ques- have some inventory available. We brought out a couple win- tions. [The association] gives us access to those teams that eries, cheese makers and some other various companies, and currently do [all-inclusive packages] to ask them questions we allowed them to go into a suite. We would tell our suite about them. GoLDen holders in advance that they could stop down to sample wine and whatever the food selection might be. The benefits are two-fold. It provides our suite holders with a nice opportu- aLsD: What is the most important ingredient to a happy nity, and from a sponsor standpoint, it helps them reach out minor league suite holder? to those high-level clientele. Vick: We can make it a pretty easy decision for big compa- Bucciarelli: The big thing right now is our suite packages nies around town to spend $30k or $40k for a summer’s en- are all-events-included. We’ll have a lot of other offerings for tertainment by taking care of them and all their special needs, amusement park passes, golf, restaurants and so forth. Those issues and requirements throughout the season. Our suite offerings certainly are huge added-values. holders seem to be pretty laid back, easygoing and use the Von SoSSAn ballpark to their advantage. They know they get a very good ROI, their guests will be well taken care of, the F&B will be aLsD: can you share a bit about the f&B offered in your high quality, and they know that the Indians are going to put facility? Do you offer all-inclusive packages? on a good show. All our fans leave with a positive impression of the stadium and the entertainment, so very rarely does Vick: All of our single game rental areas are built in with someone leave here disappointed. food and drink packages. Pretty much anything we do for our groups has the all-inclusive flavor to it. The alternative would Golden: We had a little bit of a lull in our events last year, be the seasonal suite holders who have the opportunity to so we saw a dip. But this year, it’s been much, much better. pick and choose from a specialized menu and customize each When we have good events here, it keeps people happy, so individual game or home stand to their liking. Aramark is our my renewals have been up a bit this year. We had Lady Gaga, provider. We’ve been with them for a long time and recently Brad Paisley, Katy Perry, Kid Rock and more. Customers BuCCIAReLLI renewed our contract. want this building more so for the concerts than the sporting events. If we didn’t have those, we’d definitely be in trouble. Golden: [F&B] is game-by-game, event-by-event. For our We’re doing very, very well this year, and we just need to keep suites, if [suite holders] do rental packages, we will include it going. food with that. [Caterer and food service management com- pany] Proof of the Pudding has been with [Gwinnett Center] 82 | S E A T | SPRING 2011 | www.alsd.com
- 83. Put More Butts in your seats Premium Seating Leads • Group Sales Leads Season Ticket Sales Leads • Business Email Cam- paigns Current Fan Profile Reports Full House entertainment Database Marketing (312) 360-0001 • info@fillthe house.com www.fillthehouse.com ALSD Research Partner Since 2007
- 84. “We are startingto loosen the reins a little bit. have you ever seen little monkeys riding sheep dogs? google it.” — ryan Von sossan Von Sossan: I really pride myself on customer service, and aLsD: What is the craziest promotion you have ever I think that’s really where it’s at. Not to say I give them ev- conducted or would like to conduct? erything they ask for, but even if I have to say no, I will work with people and help them find another way to do things. Vick: I wish I had a better answer for that. We’re not like a Our facility is great, our suites are clean, and we have a great lot of typical minor league teams. We don’t really try a lot of product on the field as well. wacky or zany promotions. We stick to our bread and butter which are things like the dollar hot dogs and fireworks. We’ve Bucciarelli: If you’re staying in touch and maintaining found those to be stable, talked through them with our fans relationships with [suite holders], that’s the most important and haven’t spent a lot of time being innovative trendsetters thing. Make sure you’re proactive, not reactive. We have when it comes to promotional concepts. But we’ve found VICK current clients that are great sources for new clients, because what works for us and our fans. We’ve done things over the we’ve done such a positive job. One of the biggest reasons years like “win a car” night. We’ve brought in several different people don’t renew is because they don’t activate the suite traveling acts. We’ve found a system that works for us, and properly. That’s our job to educate and tell them how to use we’re happy to stick with that. Gimmicks work at a lot of it. places, but we haven’t really used them extensively in the past. We try to do what we know works, and that’s our philosophy. aLsD: What are the current challenges within your Golden: They’ve actually started charging people for each marketplace? giveaway, like $5 for a jersey, and they are still huge. People are lined up for them. They actually have been selling out and Vick: We’re blessed to not only be in a really nice market but wanted to try and see if they could create another avenue for also in a thriving downtown. The good and the bad is that revenue. GoLDen there are a lot of other things to do here. By Triple-A stan- dards, we have one of the biggest markets to work with, so Von Sossan: We really have not. We are different in that it’s fantastic from a premium standpoint, because there’s a lot respect from some of the smaller franchises. We’re pretty of corporate dollars here for entertaining. The flip side is that buttoned-up with a lot of our promotions. We tried to model our media coverage is a little bit drowned out at times because our business off of a major league franchise. We’re not at a of other major league teams and a handful of big time college level where we have to use things like that to fill the seats. But programs within an hour’s drive. we are starting to loosen the reins a little bit. Have you ever seen little monkeys riding sheep dogs? Google it. That’s one of Golden: Our facility is in a very family-orientated location, the things we’re looking at. We’re just now starting to get into and we have a lot of competition from families that have some of the traditional minor league promotions. # Von SoSSAn their kids in football or baseball or something like that. It’s a family community here, where they are focused on their kids, schools and Friday night football. Are you interested in learning more about minor league premium seating? Write to Ryan at ryan@alsd.com, connect with him on LinkedIn at www. Von Sossan: We’re somewhat unique in that we have plenty linkedin.com/in/ryanmirabedini or follow him on Twitter at www.twitter. of people around here that come by our facility. Even though com/Ryan_ALSD. the [San Francisco] Giants are only an hour and a half away, we still have a pretty good local fan base that continues to support the club. You don’t have to be a baseball fan, and More on the Minor Leagues on ALSD.com: that’s really what we try to tell people. Less than a month until completion of $24M renovation of Cheney Stadium Bucciarelli: We’ve seen a turnaround here, and it’s because www.alsd.com/content/less-month-until-completion-24m-renovation- BuCCIAReLLI of the building. People that have seen it say it is NHL quality. cheney-stadium It’s a 10,500-seat venue, so we don’t get U2, but we get some pretty big acts like Elton John. Also, the Bears are back-to- back [Calder Cup] Champions and going for three in a row, so that certainly helps. 84 | S E A T | SPRING 2011 | www.alsd.com
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- 86. INduSTRy ANd ASSocIATIoNNEwS, coNTINuEd Groupon Fan-Faced Tickts [continued from page 18] [continued from page 20] high quality. As long as the seller does not “cheat” MINNESOTA VIKINGS partnership. As explained by Bryant Pfeiffer, VP by setting high prices for what turns out to be The Minnesota Vikings are also getting into the of Club Services at Major League Soccer, “All of poor quality, buyers interpret quality on the basis fan-faced ticket act by conducting a similar fan our clubs are very good about giving back to the of price. Offering huge discounts says two things contest. Fans can enter to become the “New Face community, and this is something as a league – our normal price is too high, and we have too of the Vikings” and be on the front of the 2011 we are very proud of.” much supply. Minnesota Vikings season tickets. To participate, Sporting KC’s partnership with fans simply must visit the Vikings official Face- LIVESTRONG does not seem to be a red WhAT ShOuld TEAMS dO? book page, submit their name and email address, herring, or just talk with PR-driven syntax to Most of us know an objection to price is really an attach a photo that displays their Vikings loyalty cloak ulterior motives. It seems to embrace the issue with perceived value. So why not try to add and answer the question, “Why should you be spirit of the law of charity, rather than just the value to your Groupon offer? Offering Groupon selected to be on the Vikings season tickets?,” in letter of the law of political correctness. But it tickets at one-third of normal prices sends the 100 characters or less. should be reported that the venue is designed to wrong signal regarding ticket value, but the idea host concerts, and with Lance Armstrong’s close of adding a team shirt to the deal is creative. Why PErSONAlIzATION ON ThE PrEMIuM ties with many musical acts, if more big-name not offer a moderate discount (e.g. 22%), as did TIcKET lEVEl performers play LIVESTRONG Sporting Park, the Wrigley Field Rooftop Club in selling 2,381 As is true for most teams, personalization is even those events could generate more revenue than tickets to some of the less desirable games in May, more important on the premium levels, where cli- a traditional naming rights deal. So at the end and add value with merchandise or parking passes? ents desire individual interaction. Theresa Coscia, of the day, there is still no such thing as a free Since you are splitting revenue with Groupon, Suites and Premium Seats Coordinator for the lunch. “I believe we’ll have entertainers who the higher price point will benefit both parties. Jaguars, says that although the Jaguars ticket pro- otherwise wouldn’t have played our venue,” And the modest discount signals relatively high motion does not include premium tickets this year, Heineman contends. demand. she strives to make her premium ticket program The immediate response to the partnership The success of online group sales intermediaries personalized each year. Coscia’s team visits clients’ was very positive, which included a spike in is really just affirmation that organizations need offices and more times than not, sees customized sales. As reported in other publications, in the to clearly identify price-sensitive segments in their ticket boxes sitting prominently in offices and 24 hours in the wake of the press conference own databases. Given the effects of price signals, a lobbies. For Coscia it means, “Number one, clients announcing the deal, Sporting KC sold 400 good motto is, “Never discount in public.” Since value the box, and number two, the team stays top season tickets, the most sold in any one day in Groupon does not broadcast the discount via mass of the mind for clients.” club history. market media, they accomplish this; however, or- And although premium seat holder faces will ganizations can gather relevant information about not adorn tickets this year, the Jaguars came up I ASK AGAIN, WhAT’S IN A NAME? customers as inputs in their own CRM systems with a unique gift to ensure that clients’ faces In Act II, Scene II of Shakespeare’s Romeo and to do the same thing. For instance, you could are noticed. Last year Coscia presented her suite Juliet, the heroine asks, “What’s in a name? That ask customers, “When buying tickets, how likely holders with high-end digital cameras. “We asked which we call a rose by any other name would are you to change what you planned to buy in the suite holders to leave the cameras in their suites smell as sweet,” meaning what matters is what order to take advantage of a lower price?” In our and take photos throughout the season,” Coscia something is, not what it is called. But what research, we found only about one-third of fans explains. “At the end of the season, we collected if what it is called and what it is are mutually are price-sensitive for sporting events, but twice as the photos and put together a slide show that inclusive? This is one of the few Shakespearean many are price-sensitive for things like groceries, was played during the end of season suite holder lines that does not hold up in this anomaly of gas and other goods. That is why Gap generates party.” a circumstance. Miss Capulet clearly has never over 40,000 responses to its Groupon deals. – Amanda Verhoff been to LIVESTRONG Sporting Park. The – Kirk Wakefield unique name begins to tell the unique story, and by any other name would not live as strong. Sporting KC About the Author: Dr. Kirk Wakefield serves as the editor of [continued from page 60] LIVESTRONG Sporting Park is a shift in The Migala Report and is the Edwin W. Streetman Professor of sports venue design. The future has arrived. A Retail Marketing in the Hankamer Business School at Baylor time inventory has been donated to cause new benchmark has been introduced for the University. He is the creator of the renowned Sports, Sponsor- marketing. In 2006, FC Barcelona entered premium seating component. The venue’s other ship & Sales (S3) program housed in the Department of Market- into a partnership with UNICEF, in which innovations in naming rights, amenities and ing. Email Dr. Wakefield at kirk_wakefield@baylor.edu. the football club agreed to pay the nonprofit technology are also leading-edge, and the an- organization 1.5 million euro annually to put ticipation for its opening is palpable throughout the organization’s logo on its jerseys. Further, the Kansas City community and beyond. # To read Part Two of Dr. Wakefield’s research on using Groupon to nearly all teams in North America and abroad sell tickets, visit: have charitable causes. Giving to charity is a Which aspect of LIVESTRONG Sporting Park are you most www.migalareport.com/node/461. fairly common practice, just not with the same excited for? splash or attention as the LIVESTRONG Write to Jared at jared@alsd.com. 86 | S E A T | SPRING 2011 | www.alsd.com
- 88. comING ATTRAcTIoNS See you in L.A. June 26 – 29 on Twitter, follow the hash tag #ALSD2011 for conference news and updates leading up to and through the duration of the ALSD Conference and Tradeshow. 88 | S E A T | SPRING 2011 | www.alsd.com
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