Downloaded 20 times
![In the past few years, there are products, and they are increasingly more Suites break the ticketing
many ticketing variations on sophisticated. For example, we know of one mold in that they are leased
team who only sells dynamically-priced seats
a theme: dynamic pricing, where the TV cameras are, thus creating the
products, not day-to-day
paperless, discount pricing illusion of a sold-out or nearly sold-out venue. ticket sales. They come with
through multiple outlets, and As everyone knows, if you create scarcity, you added-value amenities: golf
will also create demand. That’s why venues
even really clever new ideas for sports with major multiple events, such
outings, tastings, celebrity
such as ticket bidding and as MLB venues, have dropped the number of sightings, 24-hour access,
seat upgrading. seats they contain. split leasing, per-event
Dynamic pricing has several offshoots to it.
One is, or could be, paperless ticketing – one
leasing, suite sharing,
and for some time, MLBAM owns its own of the new kids on the block. There are several fractionalized seats in the
secondary rights and exchanges. The prima- versions of paperless ticketing out there, and suites, premium seat clubs,
ries pay a lot of money to own the exchange just about as many lawsuits of companies who
claim they own the technology.
major event hospitality
rights in the business.
Confused yet? Well, it gets more compli- No matter. Fans don’t care about lawsuits. passes. Let’s not even get
cated. They care about convenience. And paper- into personal seat licenses,
Gradually, more sophisticated and targeted less creates, for a certain class of fan, a lot of
conveniences. And again, if controlled by the
in which you have to buy a
tools have come into the ticketing game.
There are those discount services which can team itself, it can create its own secondary ticket to well…buy a ticket.
offload excess inventory for teams at steep exchange in which the fan offers the ticket, Or equity seat rights, in which
discounts. Four or five of those companies but the team gets a cut of the action.
Tickets can be transferred in the paperless
you buy a ticket like you
now exist. They work with teams. You know
their names. world digitally. Paperless cuts out the street would buy a house with a
Then there is a company which now sells a scalper who has nothing to sell on a street mortgage payment. The list
bidding service like Priceline.com. You don’t outside the building, but it can create some
confusion for kids at a concert because it re-
goes on and on as everyone
quite know what you are buying, but you
know about what you are buying. And if you quires an ID or a barcode to enter the event; tries to put butts in seats.
bid the right price and the team has enough else, you need to get your tickets from Will
excess inventory, you may be rewarded with a Call before the event.
great ticket price for a game or a concert. With paperless, tickets are easily trans- you upgrade coach to first class, you will now
Recently, the teams have had some second ferred over an email or even transferred by bar be able to do the same thing coming to a
thoughts about secondary markets which codes to smart phones. The beauty of paper- venue near you.
have made more than a few geeks very, very less though is that the database records are Confused yet? I am. We now have four
wealthy, albeit not as wealthy as the athletes owned by the primary. Paperless is tough on or five reasonably large ticket inventory
the secondary companies. Ironically, the edge companies who work for major corporations
Technology is playing a role they had originally, the ability to move and and make sure their tickets are used properly.
distribute tickets over the Internet, has now Some of these ticket inventory companies
now and will in the future.
been co-opted by the primaries. Cell phone have their own exchanges. On these ex-
Phone apps are becoming ticketing has come of age. changes, they sell not just to the primary, but
very big in the ticketing Cell phones now can be scanned at venues also the secondary markets and the discount
who own the right technology, and of course, houses.
space.
in a few years, that will just about be all ven- But there is more. Tickets are sold to
ues. As we know, you cannot do anything to promoters and then re-sold in various chan-
who really benefit from high ticket prices. inconvenience the customers. nels in the concert industry in what I call a
Thus ushered in the brave new world of The age of cell phone ticketing is here now, pre-sale market.
dynamic pricing. In a sense, dynamic pric- so ticketing needs to be coded to the big The major events work with large hospital-
ing is in itself a team sponsored secondary primaries API. More issues. But as that’s hap- ity companies and package tickets with hotel
market. It’s based on the theory that you pening, some new things are coming online. rooms, pre- and post-parties, parking passes,
can change the price of tickets daily or even One startup company has developed a prod- and celebrity groups. Golf outings and other
hourly based on supply-demand curves and uct which will allow seat or ticket upgrades added-value goodies are also part of these
algorithms that really are rocket science. inside the venue once the game has begun (or packages.
Several companies have developed these almost begun). Like an airline ticket where [continued on page 90]
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![Industry and Association News
Fenway Park celebrates 100th Anniversary, p.28
Member Highlight: Minnesota Timberwolves, p.32
ALSD veteran Rick Lassiter is cut from a different mold
The relationship marketer is using his experience to promote the new Club RED at BankAtlantic Center
R
ick Lassiter learned to sell at the
ripe age of seven when, heeding
his parent’s advice, he learned how
to talk to all kinds of people about
all kinds of things. Selling was never top of
mind; it was learning how to make conversa-
tion and build relationships – the foundation
of sales. “It’s more than the transaction, it’s
about the relationship,” explains Lassiter.
Today, Sunrise Sports and Entertainment
and the Florida Panthers employs Rick Las-
siter as Vice President and Managing Direc-
tor for 360 Premium Seating, a subsidiary
company created to sell, market, manage, and
operate the Executive Suites, ADT Club,
Loge Boxes, SuperStar Lounge, Duffy’s Sky
Lassiter (far left) and his 360 Premium Seating team do more than just selling: “It’s more than a transaction, it’s about the relationship.”
Club, and Club RED at the BankAtlantic
Center.
location, location, location.” ground, tax-tag-and-title, out-the-door op-
Club RED The price to enter reflects the premium tion” where food and beverage and a unique
Lassiter is currently using his salesmanship location. An all-inclusive membership seat seating opportunity exists.
to promote the ultra-premium, all-inclusive is priced from $17,500-$22,500 which aver- Lassiter began marketing Club RED solo
Club RED (opening August 2012) which is ages from $235-$300 per event. Clients may in November, and by February, was fully
centered on five key pillars: Best Location, purchase incremental membership seats in staffed. Upon review of the program, the need
Best Entertainment, Best Cuisine, Best Ser- the club that seats 672 for hockey and 732 for for package options – All Events, Hockey
vice, and Best Overall Experience. “The club concerts and shows. Only, Events Only – emerged. “[The different
is center ice and center stage,” Lassiter says. When asked if areas like Club RED are options] really helped us overcome the ‘no’
“It’s located on the lower level, and it’s very cannibalizing the suite market, Lassiter response,” says Lassiter.
exclusive. They’re the best seats in the house, responds that opportunities like Club RED Nearly as coveted as the location is the
in all of South Florida, where it’s all about offer the former suite prospect “a middle quality of the food and beverage. Centerplate
stepped up, bringing in Senior Executive
Chef, Lou Iaconetti, from Denver. From
the hors d’oeuvres to the carving and action
stations to the seafood presentations to the
exquisite dessert and pastry selections, Chef
Iaconetti created a look, feel, and taste to the
cuisine that mirrors the club’s posh theme.
Club RED’s branding originates from the
Panthers’ overall marketing campaign which
started as “We See Red” and has evolved into
“Believe Red.” The campaign, spearheaded
by the team’s President and COO, Michael
Yormark, melds passion, power, and a return-
to-its-roots team concept. The lower bowl of
the arena is outfitted with all new red seating;
fans are encouraged to wear red jerseys and
apparel; and the Panthers home team jerseys
are red. It was only fitting to have red in the
Roll Out the Red Carpet: Club RED, soon to be one of South Florida’s most exclusive, ultra-premium seating options, is centered on five club’s moniker.
pillars: Best Location, Best Entertainment, Best Cuisine, Best Service, and Best Overall Experience. [continued on page 90]
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![Industry and Association News: ALSD Member Highlight
A Conversation with the Minnesota Timberwolves:
A Portrait of Our Community
The Minnesota Timberwolves are guided by scrupulous core values. Indelibly stamped on their office wall are three
sentences: We value an unwavering work ethic. We value excellence. We value the community. At the ALSD,
we couldn’t have defined our 2012 conference theme better ourselves.
By Jared Frank, Editor, SEAT Magazine
O
ur association of luxury suite direc-
tors is one with common challenges
and personalities. The ALSD selected
Minneapolis to host our 22nd annual
conference and tradeshow surely because
its state-of-the-art venues serve as a helpful
backdrop for addressing those challenges,
but it is also a true, representative illustration
of our collective personality – a community
with an unwavering work ethic and excellence
conditioned into all of our daily activities. For
example, look at our members at the Target
Center – a pack of Timberwolves who have
stuck out some recent lean years with an
endurance that is now being rewarded on and
off the court.
Yes, the TWolves are relevant again, cutting
swaths throughout the NBA as they howl
towards a potential playoff berth. Speaking
with Director of Premium Seating Britt Carl-
son and members of her hard-working staff,
including Steve Beno, Laura Meyer, Scott
McKone, Samantha Baugh, and Travis Smith
around a round table in their Target Center
offices, the community mantra is heard loud
and clear. They are fertilizer for overcoming The Timberwolves premium staff includes (pictured here starting from the left) Steve Beno, Samantha Baugh, Britt Carlson, Scott McKone,
Laura Meyer, and Travis Smith.
difficulty and for cultivating friendship. Learn
why for this group, any problem can be solved
with chocolate. SEAT: What does it mean, not just for the SEAT: What about from a service perspec-
organization, but for the entire community, tive?
SEAT: My first question may not be my to have a competitive team again, to beat Samantha: It’s not that we’re under a micro-
most important, but it is certainly my most traditional rivals like Dallas in front of the scope now, but the service that we do provide
curiosity-motivated question. Who are the home crowd? is recognized that much more. Everyone is
Dumb and Dumber guys sitting courtside? Steve: A lot of times you hear that Minnesota really enjoying the experience. [Premium
Britt: They are courtside members. They sports fans are bandwagon fans. But what I’ll seat holders] recognize what we did when it
wanted to inject some buzz into our games, say to that is they’ve very eagerly and enthu- wasn’t a great product, and now that the team
and with their prime location, they had a siastically jumped on board, and it’s been a lot is doing well, the energy is that much higher.
spotlight to do just that. It was completely of fun. My day-to-day is completely different Especially for the people who have been here
their idea, and we loved it. So for the first this season. As opposed to making a bunch with us for the past few years, it’s exciting to
Dallas game, they ordered the outfits and of phone calls, trying to get people to call me see them get what they’ve been waiting for.
ended up harassing the opposing players the back, now while I’m still making x-amount of Britt: When you’re winning, the food tastes
whole game. Our players loved it. And [the calls, I’m also returning emails and voicemails. a little bit better, and the beer is a little bit
Harry and Lloyd look-a-likes] ended up People I’ve made contact with but hadn’t pre- colder. You notice it everywhere: with our
making ESPN and Sports Illustrated. viously gained any traction with are coming staff, with our clients, with the fans; winning
to me right now. makes everyone happy. Having said that, we
focus mainly on what we can control, and
32 | S E A T | www.alsd.com | #SEATSpring2012](https://image.slidesharecdn.com/seatspring2012-13350395262551-phpapp01-120421151916-phpapp01/85/SEAT-Spring-2012-34-320.jpg)
![Industry and Association News: ALSD Member Highlight
“When he starts wearing stilettos to the office, that’s when
we’ll start saying, ‘Steve, that’s crossing the line.’”
– Britt Carlson
There’s not really time to let things drag on.
Britt: Chocolate is big in our department.
If you screw up, just bring in chocolate, and
chances are good that’ll make it all better.
Samantha: Also with us girls, if we’re crabby
or not happy, the boys have to tell us we’re
skinny, pretty and smart.
Steve: That was actually the first thing that
came to mind when you brought up the
question. I’ve definitely told them before,
‘You’re really pretty. You’re really smart. And
everything about you is perfect.’
SEAT: Steve, I hear you win all the sales
contests around here. What’s the key to suc-
cess? How do you win all the big screen TVs,
the iPads, the trips to Europe?
Steve: I do the best I can to put myself in a
position to get lucky. I can guarantee I visual-
The Timberwolves truly are one with their community. Pictured here are Britt Carlson and Timberwolves players with children in foster care
doing some Christmas shopping at Target. ize myself winning more than anyone else to
the point where I know what I need to do
chemistry. The friendship part has been taken Steve: Not as far as anyone knows. to put myself in a position to have a chance.
up a notch with this department. Every one Britt: When he starts wearing stilettos to the There has been a couple times where I’ve had
of us knows that there’s an open door policy office, that’s when we’ll start saying, ‘Steve, at least a 50% chance of winning, so it at least
on the business side and the personal side. We that’s crossing the line.’ made sense that I won. But the second trip to
have grown together because of that. Europe that I won, I was in the middle of the
Britt: Everyone has individual goals the way pack as far as percentage. I had an 8% chance
SEAT: To be fair to reality and before this
the comp plan is set up, but you need people to win, and I won.
turns into a huge like-fest, there is inevi-
who can see beyond that for the better good tability going to be conflict. How do you Britt: How do you remember this?
of the team. It’s incredible how everyone manage that conflict? Steve: I believe in karma. I believe in positive
always keeps the team goals at the forefront thinking. I believe in visualization. And I
Samantha: There’s an open crying policy.
and maintains respect for everyone as people. believe that sometimes people just get lucky.
Everybody comes from different back- Britt: The girls, we do cry. Sam hides in
grounds and has different personal life situa- closets. These things don’t happen often, but
we are human, we are passionate about what SEAT: Samantha, Britt calls you the mayor
tions. Some are married, some are single, kids,
we do and yes, sometimes a day will get the of the suite level because of your great
no kids, dogs, cats. We spend way more time
best of you. That’s when we are lucky to work reputation for quality service. What is your
together than we do with our own families.
with great people who talk you through it, advice for other service providers out there
Sometimes I have to smuggle my dog in at
give good advice, or find something to laugh in the industry? How can they be elected
night to work at the office.
about. Nobody has time to be frustrated for mayor?
Samantha: You learn to rely on each other.
long. Samantha: I take a vested interest in every-
We’re all in the same boat in terms of number
Samantha: Sometimes I just need a little mo- body I interact with. [Target Center suite
of hours and stresses.
ment to clean myself up and come back out. holders] like to say that I’m Rain Man be-
Laura: We also start dressing alike… cause I remember everything. So I remember
Laura: Because we’re so friendly and on top
Samantha: …and finishing each other’s guest names or experiences they’ve had previ-
of each other, we have no problems just com-
sentences. ously, or I remember that three weeks ago,
ing out with issues.
SEAT: (To Steve) You’re not wearing her they told me they had a big meeting coming
Scott: We’re a close enough department that up and were really looking forward to it. Our
clothes are you?
we can just air it out when it comes along.
34 | S E A T | www.alsd.com | #SEATSpring2012](https://image.slidesharecdn.com/seatspring2012-13350395262551-phpapp01-120421151916-phpapp01/85/SEAT-Spring-2012-36-320.jpg)
![Industry and Association News: ALSD Member Highlight
“Chocolate is big in our department. If you screw up, just bring in
chocolate, and chances are good that’ll make it all better.”
– Britt Carlson
guests feel special because I do remember. checked in, his nametag said Smith G. would you describe the organization?
And I do it because I care about them and Travahous. Laura: Wow, I like scrappy a lot. We are
their experience and what they mean to the Britt: I finally had it changed, which Scott scrappy. But my word is ‘deliberate.’ We’ve
team. was mad about. had to become deliberate because of the
Also, if [a suite holder] has invited a special challenges we’ve had to attack. We do a lot of
client, I want to know what they are going to SEAT: Travis, you started in service and data-driven decision making; we’re deliber-
want to engage in. Is it going to be business have since grown into a sales role. How does ate in our strategizing; we’re deliberate in all
talk? Is it going to be basketball talk? I do your experience in service assist in your suc- staff meetings to make sure everyone is on
typically know who the suite holder is bring- cess in sales? the same page, but it’s never scripted to the
ing into the suite and what they’re trying to point where no one believes it. Everyone truly
Travis: Our organization puts a lot of em-
accomplish. does believe that we offer the best value in the
phasis on service and treating the client right.
Coming from that background and learning market.
SEAT: Scott, you’ve been a part of a num- the back-end processing and all the customer
ber of different departments within the service pieces gave me a unique look. Most
organization. I won’t ask you to state for the people when they come in, they start in inside Want to network with the TWolves?
record which one is your favorite, but I am Chris Wright, President
sales and work their way through. I got to
interested in how you draw from such a wide Twitter: @WolvesPrez
start out a little differently and learn about
array of past experiences to transfer your the customer service aspect and associate with Ryan Tanke, SVP, Ticket Sales and Premium Seating
success to your current role? a lot of customers. Translating that into sales, Twitter: @RyanTanke
Scott: When I first started, we were at the I got to learn how to have a relationship with
peak of the franchise. My first year was 2003. high-ranking officials of business. The inside Britt Carlson, Director of Premium Seating
So I jumped into a [Kevin Garnett] con- sales track is much more aggressive calls-wise, Twitter: @brittcarlson
tract extension and the Western Conference but relationships are really how I work and Email: bcarlson@timberwolves.com
Finals. We were rolling. To ride that wave why I’ve been successful. I’m good with rela-
for a year, then dive into the depths, and now tionships and strong at building them. Steve Beno, Senior Account Executive
climb out, more than just from the individual Email: beno@timberwolves.com
departments, what I’ve learned globally is the SEAT: Laura, you know I’m a University of Scott McKone, Senior Account Executive
business side and how it’s changed to where Dayton graduate, right? Email: mckone@timberwolves.com
we are now.
Laura: [In a tone suitable for a rival Xavier
I’ve been fortunate enough to have many Laura Meyer, Ticket & Premium Seat Supervisor
University graduate] I do. You know Scotty
different leaders and managers from different Email: meyer@timberwolves.com
went to Miami (OH)?
backgrounds. That’s been very helpful. I’ve
taken a piece of each department and each Steve: I lived in Ohio for a year. Samantha Baugh, Senior Service Executive
manager I’ve become close with and learned SEAT: Hey that counts. You’re in the club. Email: baugh@timberwolves.com
from their experiences. Laura: If you’ve eaten Skyline, it counts.
Travis Smith, Account Representative
SEAT: Oh no, Skyline is terrible. Don’t tell Email: tsmith@timberwolves.com
SEAT: Travis, would you like to share your me you like Skyline.
great nickname with me?
Laura: Strike two.
Scott: This is on the record too by the way.
Samantha: Oh no, you guys are fighting.
Travis: Someone else has to share this story.
SEAT: This is not going well. We’re going to
Steve: We all have our own subscriptions to need some of that conflict management we
the Business Journal with our own names on talked about earlier. I’ll bring you chocolate
the subscriptions. Somehow Travis Smith’s tomorrow… Before we get really far off in
name turned into Smith as the first name, outer space here…
which I like, G. Travahous. Smith G. Trava-
Samantha: This is how all our meetings go. MEET THEM IN PERSON AT #ALSD2012:
hous.
Then we bring it back. BE A PART OF YOUR ALSD COMMUNITY
Samantha: We went to an event that the COMING UP NEXT:
SEAT: …Britt describes your organization
Business Journal sponsored, and when we THE #ALSD2012 CONFERENCE PROGRAM
as “scrappy?” In a word or a phrase, how
36 | S E A T | www.alsd.com | #SEATSpring2012](https://image.slidesharecdn.com/seatspring2012-13350395262551-phpapp01-120421151916-phpapp01/85/SEAT-Spring-2012-38-320.jpg)
![sports technology corner
Who owns your APP?
There are over 500,000 apps available for Apple’s iPhone, some useful for stadiums and arenas.
But there isn’t yet a single mobile application that serves all areas of the in-venue fan experience.
Teams and venues need to consider owning their own app to ensure a desired fan experience
and new revenue stream isn’t lost.
By Paul Kapustka, Editor, Mobile Sports Report
I
n this era of the always-connected fan, it’s pretty much antennas inside stadiums or building out a robust Wi-Fi
a given that stadium owners and operators are going to network to cover as much of the building as possible. But
have to ensure that there is adequate wireless network again, building the network is only half of the solution.
coverage in as many parts of their facilities as possible. To turn the expensive proposition into a potential posi-
But building a network is only half the job. Owners and tive, teams, owners, and operators need to start thinking
operators also need to own their main in-stadium app, both strategically about “owning the app” to open up increased
to ensure a better fan experience and also to reap possible concession and seat revenues while also keeping the fan
new revenue streams that may make a wireless network a happy, engaged, and looking forward to the in-stadium
net positive asset. experience.
First, a little background on the overall problem: Right It’s almost a certainty that anyone arriving at an event
now, it’s fair to guess that many stadium operators have with a mobile device expects at the very least to find a
been caught a bit off guard when it comes to the smart- home page for the team or event they are about to watch.
phone revolution. They shouldn’t feel bad, because no- Forward-thinking organizations have already gone one step
body really knew what was going to happen after Apple better with a “game-day app” that has targeted the types of
introduced the revolutionary iPhone back in 2007. Even information and interactivity most pertinent to the live au-
the cellular companies themselves were caught off guard, dience. What are the key attributes stadium owners, teams,
as the huge data demands created by the graphically adept or event operators need to have in their “game-day app?”
smartphones overwhelmed the historical wireless network Here’s a few that are pretty much table stakes for the new
infrastructure, leading to dropped calls and poor service digital stadium experience:
that became instantly legendary.
And while the leading wireless service providers are Custom Content
doing a pretty good job of retooling their overall network Building jumbotrons is a great way to please fans who
infrastructure to handle the new surge in data demands want to watch replays of live action, but with any stadium-
controlled screen, fans can only watch what the operator
decides. By making replays and other video content avail-
If [teams] are not controlling that [app] screen, then able inside a mobile app, teams and operators can give fans
someone else will be and will be first in line for that a personalized experience that better answers their desires,
whether those are for more replays from more angles or for
fan’s attention and discretionary game-day income. historical content that they can watch during live-action
downtimes. By making this rich content available only
to fans who “check in” on the in-stadium network, teams
– AT&T, for example, has said that cell phone data on its eliminate one reason that keeps people at home on the
networks has increased by more than 5,000-percent over couch instead of in a stadium seat – because they can see
the last three years – there are still places where the network the game better on their home TV.
can be quickly overwhelmed, such as at conventions or in
large sports arenas. It’s a safe guess that many longtime Concessions
season ticket holders are expressing frustration in stadiums Most teams and stadium operators have already realized the
across the country because they come to games and can’t get benefits that a wireless connection can bring to concessions
a signal on their shiny new phone. operations, from faster order turnaround time to increased
To answer this demand, smart stadium operators are revenues thanks to the improved ease of ordering and pay-
turning to service providers and technology partners to ing to a vendor equipped with a wireless credit card reader.
help improve cellular signals by installing networks of small Having a concessions feature inside a game-day app is a no-
52 | S E A T | www.alsd.com | #SEATSpring2012](https://image.slidesharecdn.com/seatspring2012-13350395262551-phpapp01-120421151916-phpapp01/85/SEAT-Spring-2012-54-320.jpg)
![A CRM Case Study: Red Sox deploy
Green Beacon Solutions’ Sports CRM
For the Boston Red Sox, the next generation of databases has arrived. Gone
are the spreadsheets and rolodexes. In the place of these “old school” tools,
prior to the end of last season, the team inserted a shiny, new CRM system –
Green Beacon Solutions’ Sports CRM – to buttress in a single application a va-
riety of organizational information, including premium sales and service data.
And has the system helped in better managing premium inventory? “That
would be the understatement of the year,” explains Curran Raclin, Senior Op-
erations Analyst for the Red Sox. “Before we were able to integrate the Sports
CRM solution, inventory management was handled with spreadsheets, and
that leaves room for error.”
All disparate modules of the Sports CRM, which is built upon the Micro-
soft Dynamics CRM platform, are integrated into a single system, transparent
assume they need a CRM platform or an email tool like across departments. So now when a customer service representative logs a
another team just purchased without really assessing their fan preference or a complaint, it can be viewed by everyone else throughout
complete situation. the organization. And further, with the enhanced customer data and patron-
level reporting, fans can be targeted and re-targeted with promotions that
Where Do We Go From Here? align with their known preferences.
Make no mistake – every organization needs an effective Patron-level reporting allows the team to put together proactive offers
database marketing and CRM initiative in place. Using a based on what kinds of games specific fans are coming to (day/night, week/
ticketing platform for CRM and an email tool for data- weekend, etc.) and what kinds of products they’re buying. “It’s been a life-
base marketing falls well short of best practices. Ticketing changer for our premium staff to have all that information more organized,”
platforms sell tickets. Email tools send emails. CRM tools Raclin notes. “It’s been a better way for us to do business. Now if we have
should provide a single view of the customer across the availability for a game, we know through our reporting that we have a previ-
organization, segmentation tools, and excellent contact ous customer we can contact with a more customized experience who has
management. Like CRM, database marketing tools provide come to a similar game ten times before.”
a single view of the customer across the organization, seg- “[The Sports CRM] really streamlines what the reps have to do,” echoes
mentation tools, but also the tools necessary to manage all Richard Smith, VP at Green Beacon Solutions. “And it has enabled them to
outbound communications. focus on selling rather than entering data.”
Understanding what the organization wants, needs, and Specific to the Red Sox premium world, the team tries to customize its
is willing to pay are three defining questions that must be experiences as much as possible for patrons. Part of what’s built into the
answered to determine which platform is best for its needs. Sports CRM solution is making sure everybody shows up at the right place at
Each of those components is driven by an organization’s the right time. “When a suite is booked, we know one of our representatives
pain or perceived pain in a certain area. Ticket sales, sales will meet [the suite buyer] at the gate and walk them up,” Raclin explains. “We
pipeline management, contact management, data consolida- also make sure we have the World Series trophy there at a certain time, and
tion, data management, data hygiene, data appends, report- security is at a certain place. All that is there to provide a seamless customer
ing, analytics, suite management, and campaign manage- experience.”
ment across multiple channels are just a few of the normal The Red Sox selected Green Beacon Solutions as their solution provider
issues that teams and venues should consider in their search for a number of reasons, including the product’s easy translation into a sales
for CRM and database marketing solutions. Whether a tool and the fact that Green Beacon, a national company, is headquartered in
team is looking to implement a database marketing and/ Boston. “We also felt [Green Beacon] was stronger from an under-the-hood
or CRM platform or already has them in place, they must point of view,” says Raclin. “They had a strong structure from a data handling
take a step back and think through the organization’s pain point of view.”
points, budget, staffing model, goals, and options, then Just as the advent of tracking a pitcher’s pitch count changed the strategy
choose the solution that best addresses the situation. # of baseball, predictive analytics is the new way to play the sports business
game. A few different key variables that the Red Sox pay attention to are
opponent, day of the week, number of tickets purchased, and how far in
Is your organization considering a new database marketing or CRM platform? advance tickets are purchased. “You can pull all that information very easily
Write to Bobby at bobby@whitsonsports.com. through this analytical engine,” states Raclin. “If we have an empty suite dur-
ing that time, we can reference our reports for a customer who fits the profile
Whitson Sports has helped many organizations, large and small, aggregate and see if they want to buy it.”
their data into a singe platform of record, clean it up, understand it, market to Welcome to the new school of sports business.
it much more efficiently and effectively, and most importantly, monetize it. To – Jared Frank, ALSD
learn more, visit www.whitsonsports.com.
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![Building a Sales
Retaining Wall
Across all leagues and teams in all market sizes, retention of existing customers is now as important
(if not more) as new business for sales reps. Recently, some teams are taking this initiative a step further
and constructing stand-alone retention departments, separate from sales or customer service,
to resist decreases in season ticket renewal rates.
By Ryan Mirabedini, Membership Director, ALSD
I
n the film Glengarry Glen Ross, Blake, played by Alec retention are starting to pop up on the sports business grid.
Baldwin, famously says that in sales, “Coffee is for To date, retention staffs are either focusing solely on season
closers.” If this is the case, then a service department ticket holders or incorporating fans from the last row to the
is the cream, and a retention department is the sugar. first into their target reach. But the idea of dedicating capi-
While some people prefer to drink their java black, the tal and human resources towards retention efforts can exude
majority would much rather consume a cup that is smooth lessons for any level of sales, including premium sales.
and sweet. With more and more organizations adding To achieve a better grasp of exactly what a “retention
dedicated retention departments, season ticket accounts and staff ” is, we must first recognize that they are relatively new
suite leases across the country have begun to enjoy the taste to the scene. Introduced when the economy was at its worst,
Devil of a Job: Rich Krezwick
of their investment more. organizations began to realize that because it was so dif-
explains the value of his retention
employees: “When you see [the fan According to a recent Ernst & Young study, it is approxi- ficult to sell new clients in a tough market, it was that much
experience representatives] with mately six times more expensive to earn a new client than it more important to keep the ones they already had. Jim
season ticket holders on the main is to keep an existing one. The idea of maintaining business Willits, Vice President of Sales for the Philadelphia Flyers,
concourse, and they’re talking about is not groundbreaking, but it’s the approach on how to admits that for a long time, renewals weren’t always the top
their families...and really personal
most effectively and efficiently do so that is. While certain priority. “Before it was, ‘Work on [renewals] when they’re
things…the value of that is how
this whole program has really added-value programs have always been a part of customer there and then go to new business, new business, new busi-
taken off.” happiness on the suite level, actual departments devoted to ness,’” Willits remarks. “Now it’s renewals all the time.”
After some in the industry came to terms with the
importance of retention, they went straight to work on a
program and staff that could accomplish the highest results.
The first decision that they were required to make was
whether to create a department of renewal managers on its
own or mold it with the existing sales group.
A Department of Their Own
Ultimately, the Flyers decided that the best way to approach
this new customer service effort was to take some of the
top sales representatives they already had and deem them
as retention staff falling under the umbrella of the sales
department. According to Willits, the eight dedicated em-
ployees may have different job descriptions but are still very
much a part of the sales staff. “Sales and retention work up
through the sales department,” explains Willits. “Every sales
meeting and sales training, they are part of. And regarding
commissions, we try to keep it a level playing field for sales
and retention so that they are making the same amount of
money.”
Once the current season ticket holders are divided up
amongst the dedicated staff, the next step is deciding how
to approach them. In Philadelphia, the largest effort takes
place through a highly rewarding early bird program. With
phone calls from the retention staff starting in September
and culminating in December, fans are incented by rewards
and extra offerings if they get on board before the dead-
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![line. Rewards for joining in on this deal range from taking
a Zamboni ride in between periods of a game to being a
“benchwarmer” which entails sitting on the bench, while
the team goes through pregame warmups. All the while, the
retention managers are approaching and staying in contact
with their accounts.
Along with this early bird initiative, the Flyers do several
other rewards promotions throughout the year, including
players giving autographs and photo albums of the fans at
Citizens Bank Ballpark for the Winter Classic. The bottom
line goes back to each account member figuring out what is
appropriate for each specific client and, subsequently, get-
ting them involved.
Flying High
With all things considered, the Flyers feel that their ap-
proach towards renewals has certainly paid off. The proof is
in the numbers. “Renewals have been anywhere from three-
to-five percentage points higher, and when you think of the
millions of dollars we have to bring in, that’s a lot,” states
Willits. “It’s making a big difference. Last year, we ended up
raising ticket prices but were still able to renew at 94%.”
With success so apparent, the Flyers are going after their
base and offering them other opportunities. Because of this
outreach, the organization has had a substantial increase
in incremental revenue from the season ticket base that
they’ve never had before. Before the creation of a retention
department, the Flyers had a significant season ticket base,
but nobody was talking to them about adding a single event
suite night, having their staff meetings at the arena, a group
night, adding seats, or anything additional. So while the re-
newal itself is a big piece of the pie, another slice is getting
more business out of their base and biggest fans. “[Season
ticket holders] are coming to us because of the relationship
they have with the team,” Willits says.
Top: A retention rep discusses a renewal with a client at a Philadelphia Flyers event.
Bottom: Flyers Forward Maxime Talbot greets a fan at Meet the Team, a Flyers season ticket holder event.
Thundering Out Renewals
Because the formation, function, and development of reten-
tion staffs are still in their beginnings, different routes for
“Renewals have been anywhere from three-to-five creating these specialized employee groups are being taken
by other teams and venues. In Oklahoma City, the Thunder
percentage points higher… Last year, we ended up have gone the route of actually creating an entirely new
raising ticket prices but were still able to renew at position to aid in retention efforts. “We clearly understand
that the opportunity to retain our current consumer is in
94%.” our best interest,” says Brian Byrnes, Senior Vice President
– Jim Willits, Philadelphia Flyers of Sales and Marketing for the Oklahoma City Thunder.
“There are not many teams that ignore the value of reten-
tion, but I know that we are making a significant invest-
ment by having 14 people on our retention staff.”
While Byrnes admits that there has been a significant
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![investment of resources spent on the creation of this
dedicated department, the organization sees the benefits
as a must-have. Chesapeake Energy Arena, home to the
Thunder, has a season ticket base of 14,000 people, and
whether a given fan at the game is courtside, owns a suite,
or is sitting in “Loud City” in the last row of the build-
ing, they will be assigned to one of the Thunder’s account
managers. This individual’s sole priority is to provide each
one of these fans, regardless of price point, a genuine and
meaningful relationship.
A season ticket holder at the Thunder can expect their
account manager to know them on a personal level. This in-
cludes, but is not limited to, knowing buying habits, utility
of tickets, share partners, and interests outside of basketball,
so they can create meaningful programs for each customer.
These events are not one-time gatherings either. The Thun-
der give their retention managers the ability to create and
decide what type of program would be best for each client.
“We create well over 100 events a year that can range from
20 people to 200 people,” states Byrnes. “It’s the account
manager’s responsibility to create the event that best pairs
up to what the client’s needs and wants are.”
Events are specifically catered towards the desires of a
client. For an account made up of a family, the Thunder
An Oklahoma City Thunder account manager interacts with a season ticket member during a recent Thunder game, engaging in have worked with the local children’s theatre and science
a real-time review of their account and executing a renewal via an iPad presentation.
museum for unique events. If the season ticket holder is
more interested in the finer things of life, there are wine
tastings offered to them. With exciting offers like these
for current season ticket holders, the result has been high
“There are not many teams that ignore the value renewals (98% in the most recent renewal campaign)
of retention, but I know that we are making a and comprehensive customer satisfaction. And while the
on-court success of the team certainly contributes to the
significant investment by having 14 people on our high renewals as well, the Thunder believe their approach
retention staff.” is necessary to create a community atmosphere, supplying
high retention levels if the wins and losses aren’t looking
– Brian Byrnes, Oklahoma City Thunder quite as nice as they are now.
The Thunder got a taste of this confirmation during the
NBA lockout when the team was trying to preserve some
sense of connection with its fans. According to Byrnes,
during this time was when the organization felt their ef-
forts and investments of building a community had been
validated. “One of the most overwhelming things that we
heard [season ticket holders] say is that they missed going
to the games; they missed seeing their friends; they missed
seeing the energy in the arena on game nights.” This type
of feedback illustrates the value created in the consumer
experiences and personal connections that are core to the
Thunder’s retention program.
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![How Big Should Your Retention Staff Be?
Some Existing Retention Staffs By the Numbers:
New Jersey Devils 4 Employees
Philadelphia Flyers 8 Employees
Oklahoma City Thunder 14 Employees
The Devil is in the Fan Experience Details stage of what it is they’re going to do as a fan, and I think
At the Prudential Center, home of the New Jersey Devils, they value that.”
the idea is the same, but the approach is a little different.
Focusing on three main aspects of retention, the Devils Renewing College Customers
place a concerted emphasis towards value, access, and expe- Properly administering efficient retention programs is not
rience. Rich Krezwick, President of Devils Arena Enter- limited to professional sports alone or just to season tickets.
tainment, is at the front of the organization’s push towards At Louisiana State University, home of the Tigers, spon-
customer loyalty. “Retention is at the forefront of what we sor renewals are viewed just as importantly. According to
try to do on the ticket side of our business. We realize that Chris Kosmala, an Account Executive of Corporate Sales,
the value in retaining someone is so important when com- Sponsorship, and Marketing, the Tigers place a high value
pared to the amount of effort and expense that goes into on treating their existing customers appropriately, so they
trying to find someone new to bring in.” can spend their time activating instead of searching for
The Devils use a staff of four fan experience representa- someone new. “If your proper renewal efforts aren’t there,
tives within their sales team to lead retention efforts. These it’s like standing in quicksand,” says Kosmala. “The renewal
four employees focus on creating a relationship with all is a primary focus, and our primary goal is to make them
season ticket holders that leaves the realm of business and feel like part of the family.”
heads towards the way of personal. “When you see [the fan It doesn’t hurt to have one of the top football programs
experience representatives] with season ticket holders on in the nation, but LSU sponsors are also involved in other
the main concourse, and they’re talking about their families sports from baseball to volleyball. While many college
and stories and really personal things in the sense of how athletic departments may not have the funding of their
you connect with people, the value of that is how this whole professional sports counterparts, there are still many efforts
program has really taken off,” Krezwick adds. “You’re not they can make to retain. As is common practice, a simple
just dealing with the fans, you’re dealing with people that connection of businesses can make a sponsorship valuable.
you know, and I think that our fans have really found that In order to make sure their sponsors remain happy with
FOLLOW @SEAT_EDITOR to be something unique.” their investments, LSU also provides amenities such as
ON TWITTER FOR MORE When fans feel comfortable during events at the Pru- catered tailgates or pictures with the mascot. The athletic
RETENTION NEWS: dential Center, it can also be attributed to the organization’s department also treats their big name investors to an away
DOLPHINS HIRING A DIR. effort to have several in-game touch points to let their trip with all expenses paid.
OF MEMBER RETENTION customers know they care about them. It is not uncommon The idea of retaining current clients has never been more
for a member of the fan experience team to invite a season relevant to the industry. With occupancy rates and seat
ticket holder to an in-game ice cream social or something licenses going down, it’s time for organizations and univer-
in that manner. These touch points are implemented not sities to realize the importance of using the most valuable
because there is a problem, but because the staff wants to information they have – their own fans – to develop the
ensure that they are always able to talk with their customers right approach to business. So if a team is trying to decide
no matter the situation. Once this form of trust is devel- what type of investment retention deserves, they should
oped between a representative and their account, it becomes remember that coffee is for closers, but a lot more people
much less daunting when it is time to solve a problem or will drink it with some sugar. #
ask for a renewal.
While the fan experience team is charged with devel-
oping these all-important relationships, the Devils sales Are you thinking of creating your own retention staff?
representatives are not completely off the hook when they Write to Ryan at ryan@alsd.com, or connect with him on
complete a sale. These reps are encouraged to maintain re- LinkedIn at www.linkedin.com/in/ryanmirabedini and follow
lationships as well. If this happens appropriately, then when him on Twitter at www.twitter.com/Ryan_ALSD.
it comes time to renew on a seat the next season, the ticket
holder feels comfortable enough to sit down and talk about
it. “If you work with people to put them in a position where
they can enjoy the experience, how they’re becoming a fan,
COMING UP NEXT:
and how they’re interacted with from an organizational
A NEW FACILITY ICON
standpoint, then as you progress, they change and evolve,”
COMES TO MLS
contends Krezwick. “You can then help them into the next
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![In a First Flush
of Luxury Suites
The Houston Dynamo sold zero luxury suites on a lease-basis in their first six Major League Soccer seasons
at 70-year-old Robertson Stadium. Now the club has a premium inventory that includes 36 suites and 1,100
club seats. The new BBVA Compass Stadium is ushering in a new era for the Dynamo and for MLS and is a
new icon for the City of Houston.
By Jared Frank, Editor, SEAT Magazine
W
hen the new BBVA Compass Stadium differentiation is by bringing the suites closer in proximity
opens in Houston on May 12th, it will rep- to the playing surface. The 36 suites along the sidelines at
resent a feather in the cap of Major League BBVA Compass Stadium are less than ten rows from the
Soccer – a league which continues on the up pitch.
and up. The new home of the Dynamo is the first soccer- In addition to increasing their value proposition, the
specific stadium to be built in a downtown district in North location of the suites, which are all situated off the main
America. “The downtown location reflects the audience – concourse, also assists in meeting a tight budget. “It’s actu-
the young, urban, and savvy consumer that MLS attracts,” ally a little cheaper to build [the suites] on the concourse,”
says Bryant Pfeiffer, VP of Club Services at Major League explains Jeff Spear, Populous Project Architect for BBVA
Soccer. “It is also a reflection of the international center that Compass Stadium. “You give up some privacy with where
the City of Houston has become.” they’re at because [suite holders] have to walk on the main
Not only is the stadium breaking new ground for MLS, concourse to get to them, but it was a matter of spending
but it is a first-of-its-kind in the crowded sports landscape the budget dollars that were available while giving suite
of Houston. And its originality starts with the stadium’s holders views that are unrivaled in major sports.”
premium seating. “We wanted to go down farther and create a lower bowl,
but we couldn’t because of the water table,” adds Chris
Suites Less Than Ten Rows from the Pitch Canetti, President of Business Operations for the Dynamo.
The Houston marketplace is flooded with suite ameni- “So what we ended up with were suites that are incredibly
Best in Show: Chris Canetti ties. With Minute Maid Park and Toyota Center located a low to the pitch. It makes us very unique.”
explains the stadium’s efficient stone’s throw away, and Reliant Stadium and its 193 suites
design: “While it was based with
just 15 minutes down the road, BBVA Compass Stadium From 0 to 36 in One Season
budget as a priority, it works. Some
of the things that came out of it had to bring something new to its 12-acre table to differen- From the corporate community, the club has seen a huge
as a result make it one of the best tiate itself from the competition. One way the Dynamo and uptick in response to the new facility. At its old grounds
stadiums in the league.” the stadium’s designers from Populous accomplished this (70-year old Robertson Stadium), a multipurpose facility
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![MLS Goes Downtown: Bryant which the University of Houston football team also calls benefits of being a ticket holder. “Good old fashioned cus-
Pfeiffer details the significance of home, the VIP amenities that companies look for simply tomer service is another way we can differentiate ourselves,”
MLS’ first soccer-specific downtown
were not available. The Dynamo sold suites only on a game- contends Canetti. “This premium business is new to us. So
stadium: “The downtown location
reflects the audience – the young, by-game basis. In fact, they did not sell one suite in six years we have to think harder, over-deliver and be extra prepared
urban, and savvy consumer that on an annual basis. Now the club is selling 31 of its suites for everything that comes with it.”
MLS attracts.” on a 3-year license, keeping two for their own use, and sell- All suites have the same footprint and are designed with
ing three party suites on an event-basis. Their freshness and an “urban loft” feel – an industrial style inspired from the
Renderings courtesy of the Houston Dynamo
uniqueness in the marketplace is one of the biggest reasons surrounding East End neighborhood of Downtown Hous-
why the Dynamo only have three suites left for sale at the ton. Materials throughout the venue are simplistic. Dynamo
time this article is being written. Moreover, business in ev- fans will find exposed steel, metal coil drapery, dyed and
ery category has at least doubled for the Dynamo since the polished concrete, and metallic paint balanced with natural
groundbreaking for the new stadium. “We’ve been able to granite and the warmth of hardwoods. “[The wood], in par-
sell things not only more in volume, but at a more premium ticular, acts as a cue amongst the more industrial finishes,
price,” Canetti says. drawing people toward it,” explains Alan Bossert, Populous
Interior Designer for BBVA Compass Stadium. “Anything
“The idea was to break the mold and wrap [BBVA Compass that people can touch and feel we tried to reinforce with
the use of stone or hardwood, being that they are tactile
Stadium] in a shimmering metal crown.” materials.”
– Jeff Spear, Populous The suites get down to brass tacks in terms of accoutre-
ments – flat screen TVs, refrigerators, comfortable seating,
and 14 tickets with the ability to purchase two additional
Going from selling zero leased suites to 31 in one season SRO’s. By the Dynamo’s own admission, the suites were
brings multiple changes to the organization. One change designed just to be “functional.” “The selling point is what’s
this season for the Dynamo is an expansion to the club’s in front of you here,” Canetti points out. “This incredible
client service team. What used to be a skeleton staff of two view (less than ten rows from the pitch).”
is now a more “meaty” customer service team of six. This
team now has a reasonable account to executive ratio to Club Seating from Every Perspective
continuously connect with seat holders to make sure they’re The next premium seat opportunities available at BBVA
happy, using their tickets, and aware of all the other new Compass Stadium are the approximately 1,100 club seats
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![dent’s Club. These seats command $3,500 per year for the
best views at mid-field, direct access to the lounge, and ten
events in addition to the 20 Dynamo home dates built into
their packages. For all club seat and season ticket pricing
and a seating diagram, go to www.houstondynamo.com/
tickets.
Additional events at BBVA Compass Stadium that the
Dynamo will pursue include concerts, festivals, boxing
matches, high school sports, international soccer friendlies,
and other special events. AEG, which owns 50% of the
Dynamo and retains operating control of the club, should
help draw 4-5 big concerts per year. Minority owner and
boxing champion Oscar De La Hoya and his Golden Boy
Promotions are expected to attract boxing to the new sta-
dium. BBVA Compass Stadium will also serve as the home
field for Texas Southern University football. All in all in a
full year, the Dynamo would like to host 40 events. One of
the first non-soccer events will be a June 23rd U.S.-Italy
rugby match – the first international event held at BBVA
Compass Stadium and the only international rugby event in
the United States in 2012.
The VIP Club Lounge
All suite holders, club seat holders, and President’s Club
seat holders have access to the VIP Club Lounge on the
stadium’s west side before, during, and after events. The club
lounge, sandwiched between the 100 and 200 Level club
Top: Inside the stadium’s west side spread over three options – all offering a different perspec- seating sections, is an interior/exterior space. Inside, patrons
private entrance, premium seat tive of the match. 1) The ultra-exclusive President’s Club have access to high-end food and beverage service, includ-
holders can take the elevator or
seating which is directly in front of the VIP Club Lounge; ing a 4-sided bar and carving station. A modern bi-fold
stairs up to the VIP Club Lounge.
Bottom: A combination of high- 2) The 100 Level club seating which is right behind the garage door can be lifted, allowing an open flow between
top tables and lounge chairs in the team benches; and 3) The 200 Level club seating which is the inside and an outdoor terrace that overlooks the pitch.
VIP Club Lounge makes for a highly above the club lounge in the upper deck. A combination of high-top tables and lounge chairs are
social experience. Where BBVA Compass Stadium is unconventional with scattered throughout the climate-controlled interior and
its suites down low, it is just as unique with a portion of the outdoor patio deck, promoting a highly social and
its club seats at the 200 Level (the upper deck). But with comfortable premium experience. Food and beverage in all
the facility reaching only 70 feet at its highest elevation, suites and club seats will be paid for on consumption.
this layout seems to work. “Some people like to watch the Premium seat holders will enter BBVA Compass Sta-
game from an altitude perspective and see the play develop,” dium through a private entry to a high-end lobby on both
states Canetti. “You’re still so close to the action in these the east and west sides at midfield; and on the west side,
seats, and you have the [VIP Club Lounge] right below can take the elevator or stairs directly up to the club lounge.
you. These 500-plus seats sold out very quickly.” Aside from the club, in this lobby are the only private,
The three sections of club seats located at the 100 Level upscale restrooms available to premium seat holders in the
(the lower level) offer those fans that want to be closer to stadium.
action an opportunity to sit right behind the team benches
if they don’t mind walking upstairs to get to the club A Place in the Houston Sun
lounge. It’s hot in Houston in the summer. Really hot. And a lot
The third club seat option, which sold out in three days, of Dynamo fans perceive sitting on the east side of the
is the most elite seat in the stadium – three rows of 214 stadium as a negative, as they will feel the brunt of the sun’s
total seats adjacent to the club lounge known as the Presi- heat as it sets over BBVA Compass Stadium. Or will they?
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![In or Out: Premium seat holders “It’s not really a problem in this stadium,” clarifies Canetti. pre-paid food and beverage package. The south party deck
can choose to enjoy a Dynamo “We’ve done all the sun studies. But the people of Houston is protected from the elements by the stadium’s canopy
match from inside the VIP Club for six years have already been cultured to not want to sit on which extends 125 feet over the sound end zone. It will
Lounge or from the adjacent
outdoor terrace overlooking the
the east side.” also serve as the stage area for concerts held at the stadium.
pitch. To provide these seat holders with their place in the The north party deck is sponsored by Budweiser and nearly
sun (or in this case, their place in the shade), the Dynamo identical to the south end with the exception of the roof
created an experience on the east side for the three center protection.
lower level sections called Center Circle seats to make it
feel more attractive. These Center Circle seat holders have The Best Concert Seats in the House
access to a lounge that gives them a premium experience Party suites, partitioned into three separate spaces for
and addresses the heat. purchase, are located in the southeast corner of the stadium.
These spaces are priced at $3,000 per third for Dynamo
“This premium business is new to us. So we have to think matches and come with 16 tickets and food included.
It happened by accident, but these suites offer the best
harder, over-deliver and be extra prepared for everything sightlines for concerts, being closest to the approximately
that comes with it.” 5,000-square-foot stage. “I can imagine when a big act
– Chris Canetti, Houston Dynamo comes through, someone buying this whole thing,” envi-
sions Canetti. “With 48 tickets and the indoor/outdoor
seating, we’re going to get a big number for this.”
The air-conditioned lounge increases the value of the
Center Circle seat experience with amenities such as a bar, Design on a Dime
finger foods, private restrooms, and flat screen TVs. Off As has been alluded to already, the design of BBVA
the back of the lounge is an expansive patio visible to fans Compass Stadium was driven largely by budget. The
walking along the sidewalk in front of the stadium. “It’s an stadium and infrastructure construction costs for the new
experience that is exclusive and private,” Canetti says. “It’ll 343,500-square-foot facility came in at $80 million, which
be a positive memory and something [Center Circle seat balloons to $95 million when including the land. Compare
holders] will talk about.” that to the $200 million price tag on LIVESTRONG
Sporting Park, completed last year in Kansas City, and one
North and South Party Decks sees the need to be efficient with the design. “The whole
Although the bulk of the premium seating options at design was based on a bottom-line budget with no ability
BBVA Compass Stadium is located along the east and west to go a dollar over,” Canetti confirms. “What’s interesting
sidelines, the north and south end zones behind the goals about it is while it was based with budget as a priority, it
also offer a premium opportunity and social atmosphere for works. Some of the things that came out of it as a result
group parties of up to 100 people. These areas come with a make it one of the best stadiums in the league.”
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![“Budget is one thing; what you do with it is another
thing entirely,” echoes Spear. “[The Dynamo] were very
strategic about where they wanted to spend their money.
They wanted to get the most bang for their buck, and they
ended up with a very interesting stadium.”
The project is a private-public partnership with the lion’s
share of the money ($60 million) privately funded. Twenty
million dollars was funded publically through Tax Incre-
ment Reinvestment Zones (TIRZ). TIRZ are special zones
created by Houston’s City Council to encourage invest-
ments in different neighborhoods that would otherwise
Industrial Revolution: The stadium’s interior reflects the industrial heritage of Houston’s East End, embracing an “urban
loft” feel with finishes such as metal coil drapery pictured here. not spur economic development. In turn, a higher tax base
is generated, and the increments of those tax bases are set
aside in a fund to finance public projects within the bound-
BBVA Compass Stadium aries of the TIRZ.
The general fan base will enter BBVA Compass Stadium
At A Glance: through one of four main entryways at the building’s
corners and are led to the stadium’s 21,600 seats by one
Estimated Cost: $95 million 360-degree concourse, 32 feet wide on average. “Again, [the
(including construction, infrastructure, one concourse] is by the need of the budget,” says Canetti.
and land) “But it works really great. It makes it very efficient and
effective.”
Seating Capacity: 21,600
Around the concourse and in the seats, the stadium offers
Suites: 33 luxury suites many new amenities for all fans. For the club’s supporters
3 party suites groups, they will enjoy seats right behind the south goal,
closer to the pitch than compared with Robertson Stadium.
Club Seating Capacity: 1,100 For all fans, the Dynamo are installing a Wi-Fi network
and DAS system to cover wireless and cellular needs for all
Stage: 5,000 square-feet (located in south end zone)
21,600 fans in attendance. Also, all club supporters will now
Locker Rooms: 1 Dynamo locker room be able to purchase Dynamo gear at the stadium. The Dy-
4 multipurpose team locker rooms namo never had a team store before at their old home; now,
they will have the largest team store in any MLS stadium.
Site Size: 12 acres (522,720 square-feet)
Building Size: 343,500 square-feet The Signature Shimmering Crown
The trademark of BBVA Compass Stadium is certainly its
Structural Concrete: 13,800 cubic yards exterior skin – a “tough” looking surface that reflects the
industrial heritage of the East End downtown site and
Structural Steel: 2,200 tons
incorporates the Dynamo brand. “The stadium design is
Partners: Harris County unique to the city, both in structure and use of the club’s
City of Houston signature orange color,” Pfeiffer observes.
Harris County-Houston Sports Authority The Dynamo wanted a style that is not only unique to
Houston Dynamo the sports facilities of Houston, but also to all of soccer.
The result is the 94,000-square-feet of tessellated 1/8-inch
F&B Partner: Levy Restaurants thick aluminum mesh, which allows for air circulation and
resembles the facets of a diamond, catching the Houston
Operator: AEG
sunlight in different ways to create a sparkling façade. “[The
Architect: Populous skin] was a way of saying, ‘We’re here to make a name for
ourselves,’” explains Spear. “The idea was to break the mold
Construction Manager: Manhattan Construction
and wrap it in a shimmering metal crown.”
At night, the metal façade will shift from “shimmering
78 | S E A T | www.alsd.com | #SEATSpring2012](https://image.slidesharecdn.com/seatspring2012-13350395262551-phpapp01-120421151916-phpapp01/85/SEAT-Spring-2012-80-320.jpg)
![Business in every category has at least doubled for the
Dynamo since the groundbreaking for the new stadium.
metal crown” to something more transparent, revealing the Sales to Date
activity within, or with simple lighting dramatic effects, to “We have the internal rally cry to sell out every game,”
a canvas or billboard for artistic or commercial images to be reveals Canetti. “We think we have the makings to be able
projected onto. No matter the natural lighting conditions, to do so.”
the exterior makes the building visually interesting and The Dynamo sit at just north of 10,000 season tickets
instantly recognizable. sold at the time this article is being written – more than
double the previous year’s season ticket base. The club
Building a Better Houston finished in the middle of the league standings at the gate in
The instant recognition brought on by the façade will return 2011 which marked the MLS’ highest average attendance
great value to BBVA Compass Bank whose naming rights in its 16-year history. With the anticipation of selling a few
partnership with the Dynamo has been valued at $20 mil- thousand more season tickets before the May 12th home
lion over ten years. BBVA Compass is also partnering with opener against D.C. United, which is already sold out three
the Dynamo on their “Building a Better Houston” initiative months in advance without going on sale to the public, and
to utilize soccer and the new stadium to make a positive the expectation of selling more after the stadium opens and
impact on the community and revitalize Houston’s East fans have the opportunity to experience it, the Dynamo
End through programs focusing on education and physical have a real shot at selling out all their home dates. “We
fitness for local elementary school students and sustaining want to be up there in the top-5 season ticket bases in
the environment. BBVA Compass Stadium is on track to MLS,” outlines Canetti.
be LEED-certified and become the most environmentally-
MORE MLS NEWS friendly stadium in Houston with the majority of construc- A New Icon
ON ALSD.COM: tion waste diverted from landfills by recycling steel, glass, “The construction is on schedule and the sales of the sta-
CHICAGO FIRE BUILDING concrete, other materials. dium are too,” Pfeiffer states. From its new luxury suite and
150-PERSON STADIUM The Houston community has already benefitted from season ticket sales to its external skin, BBVA Compass Sta-
CLUB AT TOYOTA PARK the 1,500 jobs created by the stadium’s development and dium is set to make its mark on the Houston sports venue
construction. Once the stadium opens, an additional 300 landscape and beyond. Clearly, more than the first hurdle
jobs will be added. Further, BBVA Compass Stadium is has already been cleared. The Dynamo now have suites sold
expected to generate $32 million for the local economy with 3-year license agreements; they have a naming rights
and is largely responsible for a new east-west light rail line and community partner; they have gained a foothold within
that will be completed in the next two years and connect the Hispanic market; they have a team store at the stadium;
the stadium with neighborhoods of Houstonians who they have a recognizable, signature façade. And most
might never have had a reason to visit the East End or an importantly, when the orange carpet is rolled out May 12th,
opportunity to see a Dynamo match. “We expect [the light for the first time, the Dynamo will finally have a home to
rail] will be significant because it goes right down to a high call their own. #
Hispanic neighborhood,” asserts Canetti.
The Hispanic Market Which BBVA Compass Stadium design element do you find most interesting?
Connecting with the Hispanic market of Houston is valu- Write to Jared at jared@alsd.com, connect with him on
able for both the Dynamo and BBVA Compass Bank – a LinkedIn at www.linkedin.com/in/jaredfrank, and follow
Spanish company which has its Investment Solutions him on Twitter at www.twitter.com/SEAT_Editor.
division based in Houston. According to a recent ESPN/
Luker poll, professional soccer is now the second most Like the Association of Luxury Suite Directors on Facebook to view photos of
popular sport in the United States behind the NFL in Jared’s visit to BBVA Compass Stadium.
the 12-24-year-old age group and the most popular sport
amongst Hispanics in the same age group. Further, ac-
cording to the 2010 U.S. Census, approximately 25% of
Houston’s population is under 18 years of age and almost
COMING UP NEXT: 44% of the city’s population is of Hispanic or Latino origin.
THE SPONSORSHIP These numbers demonstrate the necessity for BBVA Com-
SURVEY RESULTS
pass Stadium to be accessible to and embraced by young
ARE IN
Hispanics.
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![Introducing the Sponsorship
Health Report: Understand
Your Clients’ Objectives
Premium seat and sponsorship salespeople on the property side
too often focus just on the real estate they sell – i.e., suites, seats,
signage, and sponsorship space – and only during a renewal
period. Former Bank of America executive, Ray Bednar, says
it's time to focus on the corporations' objectives throughout
the life of their marketing investments. And he has developed a
program that does just that.
Interview by Bill Dorsey, Chairman, ALSD
SEAT: Give us a quick rundown of what the Sponsorship said, “No worries about that now. We can wait until the an-
Health Report (SHR) actually is. nual physical.” The SHR allows for immediate and constant
Bednar: The Sponsorship Health Report is a com- analysis of the health of your sponsor’s business life.
prehensive report on the “health” of the sponsors that are
connected to a sponsored property. For instance, a SHR for SEAT: What need is fulfilled by your new Sponsorship
a Major League Baseball team would include its top-tier Health Report (or Premium Seat Health Report)?
sponsors having some relationship with the team. Much Bednar: As the global head of sponsorships for Bank of
like an annual physical with a doctor, this report identifies America, I was consistently approached by the properties
the relative strength of the relationship between the sponsor we sponsored only when the renewal period came around.
and the sponsored property. During non-renewal periods, or the vast majority of the
The mistake we have seen so often in the past is a focus time of the contractual relationship that might last over five
by the sponsored property on those relationships that years, we received very little attention to ensure the health
are coming up for contractual renewal during a current of our relationship other than great attention to seat loca-
period – say a year or six months. The decision to sponsor a tions and access to playing fields. Meanwhile, back in the
property is often made via a complex web of relationships main bank, a myriad of forces were twirling and influenc-
and circumstances within a company. It does not depend ing these highly visible marketing spends. This disconnect
solely on the contractual period and renewal time period. between the knowledge of the business environment at
In fact, there are a variety of factors – both internal to the sponsors and the relationship to properties felt like a true
company and environmental – that can greatly influence, if opportunity for us at Hyperion Marketing Returns.
not determine the decision to renew a sponsorship relation-
ship. Our SHR alerts properties to these factors using a SEAT: How did you come up with the idea for the Spon-
very simple green, yellow, and red coding to ensure they are sorship Health Report?
focusing on relationships that are in the greatest jeopardy of Bednar: I came up with it after leaving [Bank of
non-renewal. America] and setting up [Hyperion Marketing Returns]
One factor in our algorithm is the timing of renewal, but with Mark Rockefeller. The lack of basic business acumen
it also takes into account several other factors in determin- at sponsored properties was wildly apparent during my
ing the risk of non-renewal. Think of it this way: the vast discussions with most of the teams and leagues we dealt
majority of properties focus their client relationship efforts with. There is a true need to change the way teams and
on companies that are close to the contractual renewal time leagues do business today from pure entertainment and
which is akin to focusing your health care on when your an- brand awareness focus to that of a true business relationship
nual physical is due. Imagine if you were experiencing some similar to other business relationships of the sponsors.
sort of unusual pain or identified a lump in your skin, and
86 | S E A T | www.alsd.com | #SEATSpring2012](https://image.slidesharecdn.com/seatspring2012-13350395262551-phpapp01-120421151916-phpapp01/85/SEAT-Spring-2012-88-320.jpg)
![Industry and Association News, continued
Rocket Science Rick Lassiter
[continued from page 18] [continued from page 24]
Some of the secondary companies deliber- although lately, it has been to a hospitality The Relationship Marketer
ately re-market tickets on multiple websites ownership group who buys the rights and Coming to 360 Premium Seating from the
they own under different names. One com- then re-sells to the market. Miami Dolphins, where he spent the past
pany I know owns at least 13 websites – all These are major events, so the tickets nine years, Lassiter has formed relationships
trying to get listed higher on a Google search become souvenirs. Thus enters the souvenir with countless suite clients. Today in the same
engine somewhere. ticketing companies. Now a ticket is no lon- South Florida market, he is not necessarily
Have you noticed I have not even men- ger just a ticket; it is something you can resell encouraging clients to switch their premium
tioned just about the biggest change of all? over the Internet. There are several souvenir allegiance, but rather, he is inviting his former
Suites. With the invention of suites, tickets ticket companies. You know their names. clients to “look at our premium product and
in most cases are not sold day-by-day but are And so it goes. the difference it can make in their business
“leased.” The suites have inflationary escalator In the end, this all leads surprisingly to a entertainment and their overall hospitality
clauses built into the leases. free market in a sense. At the recent INTIX spend.”
Suite leases, when the economy down- (International Ticketing Association) show Though he’s bashful about it (and those
turned, begot other ticketing products: partial I attended, the secondary market companies, who know Lassiter would use “bashful” as
suites and shared suite leases. There are now who were once hated by the teams and the the last word to describe the jovial father of
companies who pay a price for a suite and primaries, were openly embraced. The prima- four), his success stems from his honest like-
are re-packaged into multiple venues on a ries and secondaries are all partners now, in ability as a relationship marketer. He recently
one-by-one basis. There are other companies a sense. They compete, but then again, they secured a meeting with a former client, one
who take an ownership stake in a team’s suite seem to need each other. All the while, they who once contemplated eliminating premium
market and then break up the lease and sell are all trying to make a buck putting butts in entertainment from his budget when he first
suites one-by-one to corporations who only a seat. met him at the Dolphins six years ago. Las-
want a suite now and then. There is another siter was able to salvage the relationship by
company who is about to provide trade suites providing “an option that best fit the client’s
from corporation to corporation, market by Clear as mud? Do you have questions about the byzantine world needs.” That client is currently in the contract
market. of ticketing? phase with Lassiter for a Club RED mem-
We have not talked about 60% of the pre- Write to Bill at bill@alsd.com. bership, likely becoming his largest sale with
mium seat marketplace: club seats. Should we the Panthers to date.
even bring up personal seat licenses, the venue Lassiter asserts, to truly sell, “you have to
financing tool which requires ticket purchas- be passionate about what you’re represent-
ers to first invest in the right to own tickets ing, about what you do.” When he started
before they actually can purchase a ticket? his career at Gillette, he says “My cabinets
Club seats are a primary target of this group. and drawers were stocked with the product. I
And what about equity seat rights, where fans convinced friends and family to switch. I was
purchase seats like a house with a 30-year a Gillette guy.” His point? A salesperson has
mortgage? to become a product of what he or she repre-
What happens when a corporation owns a sents, and he or she has to do more than just
suite, but the lease of the suite only allows ac- “give lines.” Lassiter rests his hat on believing
cess for the primary tenant such as a football in what he’s selling. “I wouldn’t be saying it if
game? What happens when a concert comes I didn’t.”
to town? Now the suite/ticket holder is usu- With his faith as his foundation, his
ally given a right of first refusal to buy that parents as his backbone, and his own immedi-
ticket. If they don’t choose to exercise that ate family as reinforcement, the guy is real.
agreement, their suite can be re-sold to others In the end, he’s made his mark on the sports
on the free market, but only after a one-day industry and has become a brand all his own,
lease agreement is signed, and the one-day a cut from a different mold, one that now
suite holder pledges to not damage the suite “Believes Red.”
less they incur all liability damages. – Amanda Verhoff
But these major concerts and events are
worth the risk, I assume. For games like the
Super Bowl, most lease holders give up their To learn more about Club RED, visit: www.clubred360.com.
tickets to the event rights holder (not always,
but usually). Then the event rights holder
sells these tickets through multiple sources,
90 | S E A T | www.alsd.com | #SEATSpring2012](https://image.slidesharecdn.com/seatspring2012-13350395262551-phpapp01-120421151916-phpapp01/85/SEAT-Spring-2012-92-320.jpg)
Uploaded byJared Frank
SEAT Spring 2012
The document is a magazine called SEAT published by the Association of Luxury Suite Directors (ALSD). It features articles on premium seating, sponsorship, and sports technology. The cover story previews the ALSD's upcoming annual conference in Minneapolis, which will include sessions, tours, and keynote speakers.
![Laura Ingles Ppt Integral English Review Iii[1]](https://cdn.slidesharecdn.com/ss_thumbnails/laura-ingles-ppt-integral-english-review-iii1-090817164211-phpapp02-thumbnail.jpg?width=640&height=640&fit=bounds)
![Simple Past Test[1]](https://cdn.slidesharecdn.com/ss_thumbnails/simplepast-test1-090817163948-phpapp02-thumbnail.jpg?width=640&height=640&fit=bounds)
SEAT Spring 2012
- 1. MINNESOTA TIMBERWOLVES PREMIUMSEATING: A Portrait of the Community Page 32 S E AT leading the premium seat industry www.alsd.com Spring 2012 P u b l i s h e d b y t h e A s s o c i at i o n o f L u x u r y S u i t e D i r e c t o r s Community Curriculum: The 2012 ALSD Conference Program Has Arrived PAGE 38 Plan Your Trip to Minneapolis, Home of the #1 Stadium Experience in North America Sports Technology Corner: Renewable Resources: BBVA Compass Stadium: Venue Technology Group, How to Retain Existing Clients A New Icon for a Club, Mobile Apps, and CRM With Stand-Alone Departments a City, and a League PAGE 52 PAGE 62 PAGE 70
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- 3. Your Away Team Relax responsibly.® Imported by Crown Imports LLC, Chicago, IL 60603
- 7. spring S E AT 2012 3 Published by the Association of Luxury Suite Directors COVER STORY 8 THE COMMUNITY It’s time to register for the 22nd Annual ALSD Conference and Tradeshow in Minneapolis. Check out this year’s schedule of events, sessions, tours, and keynote speakers. FEATURES 6 2 BUILDING A SALES RETAINING WALL Recently, some teams have constructed stand-alone retention departments to resist decreases in season ticket renewal rates. BY RYAN MIRABEDINI 70 IN A FIRST FLUSH OF LUXURY SUITES The new BBVA Compass Stadium is ushering in a new premium era for the Houston Dynamo and for MLS and is a new icon for the City of Houston. 38 BY JARED FRANK 8 2 STRATEGIES AND BEST PRACTICES TO KEEP SPONSORS COMING BACK A recent survey completed by 38 teams from MLB, MLS, NBA, NFL, and NHL sheds light on the best approaches for retaining sponsors. BY DR. PETER TITLEBAUM AND TODD C. KOESTERS, MSA, JD 86 INTRODUCING THE SPONSORSHIP HEALTH REPORT Former Bank of America executive, Ray Bednar, says it’s time to focus on corporations’ objectives throughout the life of their marketing investments. And he has developed a program that does just that. INTERVIEW BY BILL DORSEY SPORTS TECHNOLOGY CORNER 62 52 WHO OWNS YOUR APP? Teams and venues need to consider owning their own mobile applica- tions to ensure a desired fan experience and new revenue stream isn’t lost. BY PAUL KAPUSTKA 54 THE BEST OF BOTH WORLDS The Venue Technology Group has its own division within the ALSD and its own community. Check out this year’s schedule of events, sessions, tours, and keynote speakers. 60 The Corners of the Database Marketing and CRM Markets Learn all the options your organization needs to consider when address- ing your data management situation. 70 BY BOBBY WHITSON About the Cover: The ALSD Conference features a visit to Target Field this year, which in 2010, was rated the number one stadium experience in North America by ESPN The Magazine. Contents continues on overleaf #SEATSpring2012 | www.alsd.com | S E A T | 5
- 8. spring S E AT 2012 Association of Luxury Suite Directors Chairman Bill Dorsey Executive Director Amanda Verhoff President Jennifer Ark, Green Bay Packers Published by the Association of Luxury Suite Directors VP, Business Development Pat McCaffrey Director, Sponsor and Partnership Development Dene Shiels Editor of SEAT and ALSD.com Jared Frank National Sales Manager Scott Hinzman Membership Director Ryan Mirabedini Marketing Assistant Anne Corall Design Carole Winters Art + Design Director of Finance Dan Lindeman Financial Account Manager Vickie Henke Director of Interactive Media John Tymoski Executive Committee Chris Bigelow, Bigelow Companies Brian Bucciarelli, Hershey Entertainment & Resorts Greg Hanrahan, United Center Tom Kaucic 32 Pat McCaffrey, ALSD Kim Reckley DEPARTMENTS Board of Directors Janie Boles, Auburn University 8 NEW ALSD MEMBERS Natalie Burbank, Utah Jazz / Salt Lake Bees Richard Dobransky, Delaware North Companies 12 ALSD STAFF EDITORIAL Trent Dutry, US Airways Center Editor’s Note Chris Granger, National Basketball Association BY JARED FRANK MIke Guiffre A Note from the President Adam Kellner, Chicago Bears BY JENNIFER ARK Gerald Kissel Rocket Science: Debbie Massa, ROI Consulting The Byzantine World of Ticketing Scott O’Connell, Minnesota Twins Baseball Club 24 BY BILL DORSEY Mike Ondrejko, Legends Premium Sales Tom Sheridan, Chicago White Sox Peter Titlebaum, University of Dayton 20 ALSD MEMBER Q&A VENUE TECHNOLOGY GROUP 24 INDUSTRY 2012 STEERING AND ALSD 2012 STEERING COMMITTEE Sue Brown, Levy Restaurants AND ASSOCIATION NEWS CONFERENCE COMMITTEE Britt Carlson, Minnesota Timberwolves ALSD veteran Rick Lassiter is cut from a Richard Dobransky, Delaware North Companies different mold Rick Temple, Venue Technology Group Executive Rachael Johnson, Minnesota Wild XL Center holds grand opening for Director; RKT Consulting Services, Inc. Scott O’Connell, Minnesota Twins Baseball Club Webster Bank Lounge during March Matt Lukens, ZiXi Tanesha Wade, University of Minnesota Athletics Madness Jim Ibister, Minnesota Wild Feature Recipe: Fenway Park chef Scott Jablonski, National Hockey League Published by Venue Pub. Inc. Copyright 2012. (All rights celebrates 100th anniversary of America’s Mark DiMaurizio, Comcast-Spectacor reserved). SEAT is a registered trademark of the Association of Luxury Suite Directors. SEAT is published quarterly and is Most Beloved Ballpark John Tymoski, ALSD complimentary to all members of the Association of Luxury Ron Contorno, Full House Entertainment Database Suite Directors. 30 THE ALSD ONLINE Marketing Bobby Whitson, Whitson Sports 32 MEMBER HIGHLIGHT Jason Koettel, Legends Hospitality Management John Avenson, Minnesota Twins Baseball Club SEAT visits with: Jason Coleman, Orlando Magic Britt Carlson and Staff Russell Scibetti, New York Jets Director of Premium Seating Association of Luxury Suite Directors Mark Feller, Arizona Cardinals Minnesota Timberwolves 10017 McKelvey Road, Cincinnati, OH 45231 513 674 0555 BY JARED FRANK Please Recycle This Magazine amanda@alsd.com 92 COMING ATTRACTIONS 6 | S E A T | www.alsd.com | #SEATSpring2012
- 10. New ALSd Membersspring 2012 Jenny Jalet Jeffery Brenner David Frieberg Director, Premium Seating & Transportation Team Senior Director of Corporate Solution Sales Systems Administrator University of Michigan Athletic Department Rymax Marketing Services, Inc. Oakland Athletics 1000 S. State Street 19 Chapin Rd, Building B 7000 Coliseum Drive Ann Arbor, MI 48109 Pine Brook, NJ 07058 Oakland, CA 94621 P: 734-741-0392 P: 713-320-4848 P: 510-638-4900 sutton@umich.edu jbrenner@rymaxinc.com dfrieberg@oaklandathletics.com Traci Sauerteig John Jurgensen Kristin Scott Supervisor, Suites & Party Facilities Director of Marketing Director of Development – Annual Fund Colorado Rockies Baseball Club Target Commercial Interiors University of Minnesota Intercollegiate Athletics Coors Field 81 S. 9th St, #350 516 15th Ave, Suite 275 2001 Blake Street Minneapolis, MN 55402 Minneapolis, MN 55455 Denver, CO 80205 P: 612-343-7339 P: 612-624-6902 P: 303-312-2368 john.jurgensen@targetinteriors.com klscott@umn.edu sauerteigt@coloradorockies.com Brenna Haussman Daniel Zausner Ryan Barefoot Suite Services Coordinator Managing Director Senior Director of Premium Seating Texas Motor Speedway USTA Billie Jean King National Tennis Center Denver Broncos PO Box 500 Flushing Meadow Corona Park 1701 Bryant St, Suite 100 FT Worth, TX 76101 Flushing, NY 11368 Denver, CO 80204-1752 P: 817-215-8519 P: 718-760-6379 P: 720-258-3354 bhaussman@texasmotorspeedway.com zausner@usta.com ryan.barefoot@broncos.nfl.net Evan Colborne Melissa Gale Chris Faulkner Team Services Coordinator Coordinator of Suite Sales Manager, Club Seat Sales and Services Cosmos Sports St. Louis Blues Hockey Club Denver Broncos 1690 Bonhill Road Scottrade Center 1701 Bryant St, Suite 100 Mississauga, ON L5T 1C8 1401 Clark Avenue Denver, CO 80204-1752 Canada St. Louis, MO 63103 P: 720-258-3310 P: 905-564-4660 x237 mgale@stlblues.com chris.faulkner@broncos.nfl.net ecolborne@cosmossports.com Bobby Whitson Marcus Lyons Cary Kaplan CEO Director of Premium Sales & Service President Whitson Sports Columbus Blue Jackets Cosmos Sports 1018 Steeplechase Drive 200 W. Nationwide Boulevard 1690 Bonhill Road Brentwood, TN 37027 Columbus, OH 45215 Mississauga, ON L5T 1C8 bobby@whitsonsports.com P: 614-246-3372 Canada mlyons@bluejackets.com P: 905-564-4660 Lauren Birnie carykaplan@cosmossports.com Coordinator, Premium Seating William Metropulos Ohio State Athletics CEO Bryan Apgar 555 Borror Dr, Room 1020 Smart Bar USA Director of Sales and Chat Innovation Columbus, OH 43210 796 Tek Dr, Suite 100 WebsiteAlive P: 614-292-6246 Crystal Lake, IL 60014 2100 West Loop South, Suite 900 birniel@buckeyes.ath.ohio-state.edu P: 815-236-3213 Houston, TX 77027 cmccullagh@mysmartbar.com P: 888-696-4513 x13 Matt Lukens bryan@websitealive.com Vice President, Business Development Chris Morrissey ZiXi President Adam Stass 950 Winter St, Suite 3102 Big Dog Branding CEO Waltham, MA 02451 2201 Dover Drive WebsiteAlive P: 401-885-7764 Fort Collins, CO 80526 2100 West Loop South, Suite 900 matt@zixi.com P: 970-416-9090 Houston, TX 77027 chris@bigdogbranding.com P: 888-696-4513 x720 Jerry Gale adam@websitealive.com Alpha Video Minkun Zhang 7711 Computer Avenue Student Bruce Weener Edina, MN 55435 Columbia Graduate School of Business American Seating P: 952-841-3357 509 West 110th, Apt. 6D 401 American Seating Center jerryg@alphavideo.com New York, NY 10025 Grand Rapids, MI 49504 P: 203-980-0516 P: 616-732-6600 Jeff Volk mzhang12@gsb.columbia.edu bruce.weener@amseco.com Account Executive Alpha Video Terrence McDermott Linda Dickson 7711 Computer Avenue Student Vice President, Business Development Edina, MN 55435 Michigan State University Axiom Insurance Managers P: 952-841-3311 4651 Little Harbor Drive SE 1701 Golf Rd, Suite 1-1112 jeffv@alphavideo.com Grand Rapids, MI 49512-9761 Rolling Meadows, IL 60008 P: 616-446-7414 P: 847-621-6420 mcderm51@msu.edu l_dickson@axiom-ins.com 8 | S E A T | www.alsd.com | #SEATSpring2012
- 11. TA N GE N T DESIGNED BY
- 12. New ALSd Membersspring 2012 Darren Whitten Doug Rempel Jacqueline Kim Account Executive Director of Sales Sales Manager Alpha Video Friesens MYdrap 7711 Computer Avenue One Printers Way 306 Jersey Avenue Edina, MN 55435 Altona, MB R0G 0B0 Springlake, NJ 07762 P: 952-841-3332 Canada jkim@mydrapusa.com darrenw@alphavideo.com P: 204-319-8107 dougr@friesens.com Jillian Halbig Kevin Groves Procurement Manager Vice President & Chief Operating Officer Jody Penner MYdrap Alpha Video General Manager 306 Jersey Avenue 7711 Computer Avenue Friesens Springlake, NJ 07762 Edina, MN 55435 One Printers Way jhalbig@mydrapusa.com P: 952-896-8989 Altona, MB R0G 0B0 keving@alphavideo.com Canada David Bloovman P: 204-319-8102 Vice President John Kolakowski jodyp@friesens.com Fresh Towel, Inc. Marketing Director 3313 W. Stokley Street Green Beacon Solutions Rachel Wendel Philadelphia, PA 19140 255 Washington St, #245 Marketing/PR Specialist P: 215-226-1199 Newton, MA 02458 Stratacache davidb@fibemat.com P: 617-485-5237 2 Riverplace, Suite 200 jkolakowski@greenbeacon.com Dayton, OH 45405 Scott Brown P: 937-224-0485 Fresh Towel, Inc. Dane Koepke rwendel@stratacache.com 3313 W. Stokley Street Vice President of Channel Development Philadelphia, PA 19140 Green Beacon Solutions Lis Hatfield scottb@fibemat.com 255 Washington St, #245 Marketing Newton, MA 02458 Grand Rapids Chair Company Larry Silverman dkoepke@greenbeacon.com 625 Chestnut Street SW Fresh Towel, Inc. Grand Rapids, MI 49505 3313 W. Stokley Street Brian Miller P: 616-774-0561 Philadelphia, PA 19140 Inside Sales Representative lhatfield@grandrapidschair.com larrys@fibemat.com Green Beacon Solutions 255 Washington St, #245 Tom Southwell Paul Grossman Newton, MA 02458 Vice President, Sales/Marketing Fresh Towel, Inc. bmiller@greenbeacon.com Grand Rapids Chair Company 3313 W. Stokley Street 625 Chestnut Street SW Philadelphia, PA 19140 Mike Tomon Grand Rapids, MI 49505 paulg@fibemat.com Senior Vice President, Premium P: 616-774-0561 AEG/Staples Center tom@grandrapidschair.com James Zilli 1111 S. Figueroa St, Suite 3100 CEO Los Angeles, CA 90015 Steve Haith Zilli Hospitality Group P: 213-763-2146 National Sales Manager 613 N. Grandview Boulevard mtomon@aegworldwide.com Grand Rapids Chair Company Waukesha, WI 53188 625 Chestnut Street SW P: 262-547-9447 Jason Diplock Grand Rapids, MI 49505 jim@zillihospitalitygroup.com Vice President, Ticket Sales & Service P: 616-295-0738 Toronto Blue Jays steve@grandrapidschair.com Sue Vershum 1 Blue Jays Way, Suite 3000 Assistant Director of Premium Seating Toronto, ON M5V 1J3 Canada Lauren Philippi University of Michigan Athletic Department jason.diplock@bluejays.com MYdrap 1000 S. State Street 306 Jersey Avenue Ann Arbor, MI 48109-2201 Russ Simons Springlake, NJ 07762 P: 734-764-5335 Managing Partner P: 732-359-7555 svershum@umich.edu Venue Solutions Group lphilippi@mydrapusa.com 8161 Hwy 100, #184 Paul Mocho Nashville, TN 37221-4213 Debra MacKinnan Director, Suite Sales & Services P: 816-352-6494 President Cleveland Browns russ.simons@venuesolutionsgroup.com MYdrap 100 Alfred Lerner Way 306 Jersey Avenue Cleveland, OH 44114 Ian J. Probert Springlake, NJ 07762 P: 440-824-3532 TheStadiumBusiness dmackinnan@mydrapusa.com pmocho@clevelandbrowns.com 101 Stratton Heights Cirencester Allen Uhler Gloucestershire Executive Sales GL7 2RW MYdrap United Kingdom 306 Jersey Avenue P: +44 (0) 20 3239 1018 Springlake, NJ 07762 ian.probert@xperiology.com auhler@mydrapusa.com 10 | S E A T | www.alsd.com | #SEATSpring2012
- 14. Editor’s note byJared Frank Do you see the forest or just your tree? A ny big idea can be traced back Connect with me on to a small moment of insight. A spark of imagination is the root www.linkedin.com/in/jaredfrank of all creation. It’s one of life’s and follow me on paradoxes. Like when a brief glint occurs after www.twitter.com/SEAT_Editor retreating to a child-like worldview where for daily updates. time seems to stretch on forever, or when a Here is a sampling of my tweets: flash of brilliant detail emerges only when releasing life’s trivial details. To understand the trees, you have to see the forest first. We just finished a great meeting with Scott O’Connell and staff. I can’t wait for the Target Field tour at And it’s impossible to deduce the depth and #ALSD2012. Get ready for Targetinis! breadth of the forest if you’re in deep amongst the trees. Most people keep themselves busy water- such moments. 3M, for example, allows its Texas Tech reopens Dan Law Field. Renovated space ing their own trees, even on a rainy day. You employees one hour per day to themselves to includes ten new suites and a 75-person capacity club suite. don’t have to be a botanist to know that explore personal creativity (naps are allowed), doesn’t make sense. Clearly, busy doesn’t so this idea isn’t magazine editor fodder. 3M equal productive. Speaking generically, many has a 1-to-1 product-to-employee ratio, so I’d San Francisco 49ers could generate $500M in seat Americans are fettered workers, chained to say they know how innovation works. license revenue. It’s reported that they have sold desks for eight hours; else, they’re considered Ironically, 3M is headquartered in the Twin $79M so far. lazy by their boss and their culture. No one Cities of Minnesota, also host to this year’s wants to be labeled lazy, so they water their ALSD Conference and Tradeshow, themed LSU Tiger Athletic Foundation unanimously approves own trees, even when it’s not necessary, just to “The Community.” The ALSD is a commu- expansion of Tiger Stadium. Additions to include appear busy. nity, a forest of unique trees – some planted 4,000 club seats and 60 suites. Obviously, the sports industry is not your in professional sports, some in collegiate garden-variety American work environment athletics; some grown in big markets, some Philadelphia 76ers unveil Franklin Club & in terms of time commitment. When’s the last in small markets – all unified together. We FranklinKIDS for STH. Benefits include private team time you worked an eight-hour day? Probably are a gestalt that cannot possibly be described functions and an event with Dr. J. before you entered the sports world. But the merely as a sum of our members. idea is transferable. Maybe for us, the ques- The 2012 ALSD and Venue Technology University of Illinois eyes renovation. Wish list tion isn’t how busy are you really? But instead, Group Conference Program begins on page includes premium seating which would pay for the how much time are you wasting? How many 38 of this issue of SEAT. Read-through it; bulk of the project. times is it really necessary to check your review the sessions, speakers, and venue tours; email during the course of a day? How many register and book your hotel room if you pictures on Facebook of dogs and baby bumps haven’t already. This is one of your best oppor- St. Louis Rams reject $124M renovation plan for Edward Jones Dome. Team has until May 1 to submit is the threshold between entertainment and tunities, if not your only opportunity, to take a its own plan. shame? break from watering your own tree to see the Why not instead replace those time- entire forest where the next aha moment and wasting, faux-work moments with taking subsequent big idea awaits. Cal Memorial Stadium will be “game-ready” by a walk, daydreaming, igniting creativity. By I’m as excited for this year’s show as I’ve September 1 opener. Eighty-five-to-ninety percent of “rough-in” work is finished. doing less, we accomplish more both in terms ever been for a show before. After you read of quantity and quality. Work smarter, not through the schedule of events, I know you’ll harder as we say in the ALSD office. And agree. I can’t wait to see everyone soon in The preliminary agreement on a new Vikings stadium who knows? Maybe the next big revenue Minneapolis. includes 150 suites and 7,500 club seats. generating sales strategy or food and beverage pairing comes to you during this moment of Chicago Fire are building 150-person stadium club at Zen. How do you ignite creativity in your daily routine? Toyota Park. Packages range from $6,500-$7,500. Many Fortune 500 companies encourage Email me at jared@alsd.com. 12 | S E A T | www.alsd.com | #SEATSpring2012
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- 16. Note From thePresident by Jennifer Ark Experience the power of the ALSD Conference and Tradeshow T he success of the ALSD Confer- home of the Minnesota Wild, was named the ence and Tradeshow is what you, best overall sports venue in the U.S. by ESPN the member, make of it. The goals The Magazine in 2004? We also will see the of the ALSD center on informa- home base of the Minnesota Golden Gophers tion, creativity, collaboration, education, and at TCF Bank Stadium which was completed networking. Information is the power that for the 2009 season. Premium spaces at will assist you when implementing a true “The Bank,” such as the luxurious DQ Club, relationship partnership with your clients rival most professional stadiums. All ALSD that will last a lifetime. To do this, you need attendees will also have the opportunity to awareness of fresh ideas, innovative approach- explore Target Field where the Minnesota es and resources through inspiring vendors Twins Baseball Club resides. In 2010, ESPN and counterpart relationships. The ALSD The Magazine rated Target Field the number brings that to you throughout the year via one stadium experience in North American valuable online and print updates, in addition professional sports. to the annual conference. Back in the Fall And don't forget our very important trade- 2009 issue of SEAT Magazine, I mentioned show. Our vendors and sponsors are integral that, "The ALSD can only be successful if its to the success of the conference. I highly members offer their valuable insight. Team- encourage you to network and inform your- work is necessary to help collaborate on new self on the valuable amenities and benefits ideas as well as the challenges we have." "The ALSD can only be available to enhance your current premium Get involved! Reach out to us to find out programs. Maybe your program doesn't need how you can showcase your organization's successful if its members that specialized item now, but the cycle con- premium seating successes and challenges offer their valuable insight. tinues, and soon you will. to support, share, and assist other members Teamwork is necessary to The ALSD Conference and Tradeshow going down a similar path. We would truly is designed to be a destination to network, enjoy your participation. help collaborate on new ideas educate, and entertain to better your premium as well as the challenges we seating programs in your venues. I welcome Setting the Stage have." each of you to utilize the ALSD resources, It's time to set the stage and prepare to con- contribute your assets, and catch innovation nect at this year’s conference in Minneapolis. attendees. Attendees on both the league and to develop your premium seating amenities Each year brings something different. Your team side have commented on how valu- and your client relationships. team may be in a state of renewal or, perhaps, able that time has been to listen, to learn, to The Minneapolis stage is almost ready for you need to focus on new sales or enhanced understand, and to brainstorm. you! programming to engage and validate your Keynote speakers bring enlightening clients' premium seating investments. From perspectives. Are you familiar with Rick Want to network with our President at the ALSD Conference? premium seating sales, service, operations, Burton, Jack Morris, Chris Wright, and Here is her business card: food and beverage, and IT, the ALSD staff Rick Krezwick? Check out www.ALSD.com Jennifer Ark has it covered. The ALSD team has been to learn about the credentials of this year's President, ALSD working diligently to design thorough ALSD speakers. Director of Stadium and Guest Experience, Green Bay Packers programming for all the divisions of our vast A huge attraction of the ALSD Confer- 1265 Lombardi Avenue premium seating family from across the globe. ence and Tradeshow is the spectacular venues Green Bay, WI 54304 The conference program may be viewed in its we visit. New and old, we all live through the (O): 920-569-7270 entirety starting on page 38. phases of our venues, and much adjusting (E): arkj@packers.com League Day really has taken off where takes place during the premium seating cycles COMING UP NEXT: league office representatives have truly we all experience. We can learn from each ROCKET SCIENCE: become involved in the premium seating venue this year depending on where we are in THE BYZANTINE WORLD meetings by listening, presenting, learning, that progression. So where are we going? OF TICKETING and sponsoring lunches for their league's Did you know the Xcel Energy Center, 14 | S E A T | www.alsd.com | #SEATSpring2012
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- 18. editorial by billdorsey Rocket science: the byzantine world of ticketing T icketing – putting butts in seats as they say – would seem a simple enough concept: people who want to go to a game buy a ticket. That ticket has an assigned seat to it in most cases. The people who buy a ticket then go to the game and sit in that seat. Oh, but I wish it were that easy. Ticketing in the real world, I am afraid is a byzantine process or as one wag who worked on dynamic pricing told me at PACnet (the ticketing conference run by Paciolan): “It re- ally is rocket science.” Let’s try to explain how this came about. Not too many years ago, the ticketing world was much simpler. If you wanted a ticket, you called a team who owned them, or you went to a team’s box office and purchased them. Then, the most complicated thing Time was, ticketing used to be such a simple thing. But not anymore. One wag at a conference I attended, talking about dynamic ticket pricing, actually looked at his audience and said: "It really is rocket science." you could do was perhaps buy a ticket from a street scalper on game day. They stood surreptitiously outside the stadium on street corners with a cardboard sign and sold tickets that they somehow collected through their own entrepreneurial ways and means. You could walk up to one of these sort-of-shady, “hey-buddy-need-a-ticket” guys and buy some product from him. Usually, they went for a little above face value if they were good tickets or under face value if the game was about to start and the scalper needed to get rid of the tickets or get burned with a product Ticketing has become very complicated; so much so that an entire new classification has emerged: the ticket management companies. These companies not only track usage, but they handle compliance issues for major corporations and can, in some cases, resell excess inventory. that was nearly valueless as soon as the game Top: The ticketing landscape that a major corporation now must face is presented. Bottom: Spotlight TMS’ solution to the end user, where began. the company becomes the distributor to multiple outlets. Simple enough. The days of scalpers, which Charts courtesy of Spotlight TMS 16 | S E A T | www.alsd.com | #SEATSpring2012
- 19. This got methinking: Am I Suddenly, a whole group of really smart kids Fan exchanges of some type (in most cases) were able to build websites the only one out there who are now the rule, not the and sell tickets over the Internet. The teams is confused? I’ve been in the thought they were online ticket scalpers, and exception. It’s clearly a business for two decades, initially, they were considered evil…in part double-edged sword. While because they one-upped the teams and the and I’ve never been more the fan exchanges can clearly big primaries who were caught with their confused? I guess I’m not a digital pants down. cannibalize a team’s own rocket scientist. This was the start of the hated secondary excess inventory, it can also ticket market. While the teams hated it, the help make their existing fans, who did not have to go skulking down still exist, were simple. Everyone knew the back alleys, loved it. customers happy that they rules. Then things changed. The secondary market grew. Really grew. can dump their unwanted Instead of teams controlling their own There are now literally thousands of sites inventory at any time. And a tickets, national companies called primary which sell tickets. And it began organizing. ticket companies began to work on the teams’ It formed its own association; it has its own happy customer is a customer behalf and sell tickets. Now you could get conferences; secondary market companies that re-ups. tickets from the team’s box office, or some- began buying and selling tickets amongst times, you could get them from these central- themselves just like any other commodity. ized portals which no longer just sold one They had, in effect, their own ad hoc com- the way they do business. Under the guise of team’s tickets, but many teams’ tickets; and in modity marketplace. sponsorship, the teams often offload inven- some cases, also concert and event tickets. tory to the secondary companies when they As the years have gone by, four or five pri- Once the fans began to control need to put butts in seats. Meanwhile, the mary ticket companies have emerged. These primaries began to buy into the marketplace the ticketing experience, the companies operate a little differently than the and started to purchase or partner with team box office. Some of these big primaries teams and the big primary already established secondary companies. (and we all know who) market tickets to a ticketing companies became You may think this is a conflict of interest, centralized brand. Other primaries work on and indeed it may be, but in the end, this was strange bedfellows with their behalf of the team and drive business to the another way to reach the customer. teams’ brands. And some teams, because of evil nemesis: the secondary The secondary market companies grew software advances, are now their own ticket- ticket market. Today, the more sophisticated and started to create ing primary. very well thought out exchanges for fans to distinction between the two Still pretty simply, huh? There were the market their inventory, one-on-one without primaries with two ways of doing business, is more blurred than ever. the middleman. Actually, the middleman was and then there were the street vendors trying Most primaries and many now the secondary company, not the primary to time the market by buying low inventory company. The secondary companies took a teams are now partners with and selling higher inventory. transaction fee from both sides; it was a great Thus was the end of the 20th Century. secondary market companies business. Then around the year 2000, the Internet came to some extent. Of course, this clearly cannibalizes the into being, and ticketing became trickier. market for the teams and the primaries, but not necessarily for the teams who are already When the Internet came into The teams hated them for stealing business sold out. For those teams, they could use being, ticketing became from them, cannibalizing their own prod- these fan exchanges as retention tools for ucts. For awhile. Then something happened their customers who wanted to buy season trickier. Now an entire group again. The teams started to work with these tickets but did not want to go to all the of really smart kids were secondary companies. They became, in some games. able to build websites and instances, the team’s and even the primary Fan exchanges have become very popular. company’s unofficial “feet on the street.” The So much so that entire leagues have gotten instantly become online secondary companies were “connected” in a into the act. Leagues, such as MLB, now own ticket scalpers. The teams, way the primary and teams’ sites were not. their own digital rights for all the teams’ tick- who were caught with their They outhustled the primaries and the teams eting. In this scenario, the teams no longer to some extent, and they began bringing in even control their own brands. Instead, each digital pants down, initially business. team owner is a fractional owner of MLBAM considered them evil. So much so that the teams began to change and its centralized ticketing source. Now, #SEAT Spring2012 | www.alsd.com | S E A T | 17
- 20. In the pastfew years, there are products, and they are increasingly more Suites break the ticketing many ticketing variations on sophisticated. For example, we know of one mold in that they are leased team who only sells dynamically-priced seats a theme: dynamic pricing, where the TV cameras are, thus creating the products, not day-to-day paperless, discount pricing illusion of a sold-out or nearly sold-out venue. ticket sales. They come with through multiple outlets, and As everyone knows, if you create scarcity, you added-value amenities: golf will also create demand. That’s why venues even really clever new ideas for sports with major multiple events, such outings, tastings, celebrity such as ticket bidding and as MLB venues, have dropped the number of sightings, 24-hour access, seat upgrading. seats they contain. split leasing, per-event Dynamic pricing has several offshoots to it. One is, or could be, paperless ticketing – one leasing, suite sharing, and for some time, MLBAM owns its own of the new kids on the block. There are several fractionalized seats in the secondary rights and exchanges. The prima- versions of paperless ticketing out there, and suites, premium seat clubs, ries pay a lot of money to own the exchange just about as many lawsuits of companies who claim they own the technology. major event hospitality rights in the business. Confused yet? Well, it gets more compli- No matter. Fans don’t care about lawsuits. passes. Let’s not even get cated. They care about convenience. And paper- into personal seat licenses, Gradually, more sophisticated and targeted less creates, for a certain class of fan, a lot of conveniences. And again, if controlled by the in which you have to buy a tools have come into the ticketing game. There are those discount services which can team itself, it can create its own secondary ticket to well…buy a ticket. offload excess inventory for teams at steep exchange in which the fan offers the ticket, Or equity seat rights, in which discounts. Four or five of those companies but the team gets a cut of the action. Tickets can be transferred in the paperless you buy a ticket like you now exist. They work with teams. You know their names. world digitally. Paperless cuts out the street would buy a house with a Then there is a company which now sells a scalper who has nothing to sell on a street mortgage payment. The list bidding service like Priceline.com. You don’t outside the building, but it can create some confusion for kids at a concert because it re- goes on and on as everyone quite know what you are buying, but you know about what you are buying. And if you quires an ID or a barcode to enter the event; tries to put butts in seats. bid the right price and the team has enough else, you need to get your tickets from Will excess inventory, you may be rewarded with a Call before the event. great ticket price for a game or a concert. With paperless, tickets are easily trans- you upgrade coach to first class, you will now Recently, the teams have had some second ferred over an email or even transferred by bar be able to do the same thing coming to a thoughts about secondary markets which codes to smart phones. The beauty of paper- venue near you. have made more than a few geeks very, very less though is that the database records are Confused yet? I am. We now have four wealthy, albeit not as wealthy as the athletes owned by the primary. Paperless is tough on or five reasonably large ticket inventory the secondary companies. Ironically, the edge companies who work for major corporations Technology is playing a role they had originally, the ability to move and and make sure their tickets are used properly. distribute tickets over the Internet, has now Some of these ticket inventory companies now and will in the future. been co-opted by the primaries. Cell phone have their own exchanges. On these ex- Phone apps are becoming ticketing has come of age. changes, they sell not just to the primary, but very big in the ticketing Cell phones now can be scanned at venues also the secondary markets and the discount who own the right technology, and of course, houses. space. in a few years, that will just about be all ven- But there is more. Tickets are sold to ues. As we know, you cannot do anything to promoters and then re-sold in various chan- who really benefit from high ticket prices. inconvenience the customers. nels in the concert industry in what I call a Thus ushered in the brave new world of The age of cell phone ticketing is here now, pre-sale market. dynamic pricing. In a sense, dynamic pric- so ticketing needs to be coded to the big The major events work with large hospital- ing is in itself a team sponsored secondary primaries API. More issues. But as that’s hap- ity companies and package tickets with hotel market. It’s based on the theory that you pening, some new things are coming online. rooms, pre- and post-parties, parking passes, can change the price of tickets daily or even One startup company has developed a prod- and celebrity groups. Golf outings and other hourly based on supply-demand curves and uct which will allow seat or ticket upgrades added-value goodies are also part of these algorithms that really are rocket science. inside the venue once the game has begun (or packages. Several companies have developed these almost begun). Like an airline ticket where [continued on page 90] 18 | S E A T | www.alsd.com | #SEATSpring2012
- 21. tweet c heer Let them as much as they Enhance the fan experience in your stadium with Wi-Fi. AT&T Wi-Fi Services are the key to a complete and integrated wireless infrastructure, providing smooth, continuous connectivity. Enhance the stadium experience with Wi-Fi and keep every fan connected! Web-based Application Live In-Venue Functionality Mobile Concessions & POS Enablement Team news, photos, Instant replay, interactive games Wireless purchases of food, stats and social networking and location-based services beverages and merchandise Contact (877) 397-6931 or email wi-fi_sales@att.com. © 2012 AT&T Intellectual Property. All rights reserved. AT&T and the AT&T logo are trademarks of AT&T Intellectual Property.
- 22. ALSD Member Q&A QuestionTopic: UNIQUE TICKET PACKAGING see an ad for Barrington in a recent SEAT Magazine, but we sourced these through a local rep. We are doing the Locker Caddy, A: Two years ago we converted ten suites (five Traveler’s Organizer, and Captain’s Bag. areas of two adjacent suites) into five larger Q: Regarding how you have packaged tickets for A: party suites. • These are mainly sold on an IG basis, but one suite holder relocated and bought it the 2012 season: We have boxes created by Colad to put our for the season. • Please pass along ticket packaging ideas suite tickets in each year. The boxes are pretty • Sold as a whole – 20 seats with 4 SRO’s. that have “wowed” clients. simple, but provide a really nice presentation, • Being an older stadium, the feedback • If you have samples, photos or company and we’ve received numerous compliments received on these suites has been very recommendations, please pass along. from our clients. We aim to personally give positive. People have really liked the • If you have budgetary recommendations, them to clients at our Kickoff Luncheon each fact that we removed all fixed seats and please pass along. year, but for those that can’t attend, the boxes replaced them with moveable tables and fit perfectly in a large FedEx box. chairs which allows the suite to be more A: We have done a really wide variety of packag- We have a total of around 175 boxes made for around $9,000. I’ve quoted out other com- panies, including our exclusive promotional open, allows hosts to socialize with guests much easier, and creates a much more open atmosphere. ing for our premium tickets since we opened provider, and no one has come close. our suites in 1997. We have always felt that the investment level of our clients warrants a “vessel” that is both a treasured gift and a Question Topic: A: We turned four suites into what we call the container that replaces a cardboard box or an REPURPOSING PREMIUM Hall of Fame Suite in 2007. envelope. SPACE • This area has 96 tickets that can be pur- In the early days when we only had 25 chased as a season ticket ($2,500/season) suites, we went quite elaborate and had custom pine furniture made for contracted suite owners. These were fashioned after Q: For those who have converted two or more or an individual ticket ($275/game). We do not offer a group discount. • We sell this area out for each home regular historically significant “western” items such as luxury suites into a larger entertainment area: season game, but about 75% of the seats a rifle chest (sized to hold CDs), an explorer’s • What did you turn the new space into? A are sold on an individual basis. map chest (sized to hold letter-size files), and Club Area? A Party Suite? a wine rack. These were made locally by a furniture manufacturer and averaged around $500 per piece. • Did you sell it annually or event-by-event? • Did you sell it as a whole or individual seat(s)? A: • We took six individual suites and con- As we opened our club and private res- verted them to three Super Suites (40 taurant venues in the early and mid-2000s and increased our client count to almost 500, we moved to a variety of vessels that were A: We converted suites to a club about eight person spaces). • We sold them both annually and by event. We sold one out in shares, the others in “boxes”: a custom-made slate box, a wooden years ago. rentals. box with room for tickets and two wine • We now have two areas of 125 guests that • We sold them as a whole. The standard glasses, and wood boxes with room for tickets are our version of club seats. price includes 30 tickets. Patrons also have and bottle of wine. • Because we only have ten football games, the ability to add up to ten more at an Most recently, we have done a variety of we sold them as a season-ticket-only incremental price. We have sold over 80% leather items in which the tickets were placed: package at $4,800 per seat, per season. The of available inventory. leather briefcases, leather travel toiletry kits, club is all-inclusive with the exception of and a simple leather folder. Our budget is usually in the $50-$80 range per item, but we have blown the budget a few times too! cocktails; non-alcoholic beverages, beer, wine, and food are all included. The club has sold out for seven of our eight years. A:We turned six suites into an all-inclusive This year we are using three different items club seat, including top-shelf liquor, wine, from Barrington – fantastic leather items, and beer, and food. they will customize these at very low numbers • We sell it annually. Only members can add (as often the minimum quantities for custom additional seats event-by-event. items are just too high to be feasible). I did • We sell it as individual seats. We will only 20 | S E A T | www.alsd.com | #SEATSpring2012
- 23. Personalized Dynamic BrandActivation 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: 724.346.1672
- 24. ALSD Member Q&A sell a half-season if we can find another suite administrator may order these extra For premium clients: business/individual to match-up. tickets. All ticket orders should be made The above policy applies in print to our pre- at least 48 hours before the homestand. mium clients; however, exceptions are made The renovated space has been very success- Orders received less than 48 hours before to this policy on a case-by-case basis. For ful. The key is making it small and intimate the homestand are subject to an increase premium clients, the ticket cost is defined as, where a member feels like they are part of in price by $5 per ticket. just that, the ticket cost. The ticket cost does an exclusive club. There is a big emphasis put not include the amenities value, parking value, on networking with other members/business Lost or stolen tickets: or gift value that many patrons see as their executives who also have seats. We also try to Suite tickets should be treated like cash. If a “premium season ticket cost.” put our celebrities and former players in there suite ticket is misplaced, it can be reprinted, We do not sell premium seating on the day wherever possible. Our owner’s suite is next but you must be able to provide the Suite of the event. door, so he is constantly popping in to talk to Services office with the exact row and seat everyone as well. number of the missing ticket. The original ticket will then be disabled and turned away DO YOU HAVE A QUESTION YOU WOULD Question Topic: at the gates. Lost guest passes and parking LIKE TO ASK THE ALSD MEMBERSHIP? TICKET REPRINT AND passes are not replaceable. For stolen tickets, Let the ALSD help you reach all your fellow ORDERING POLICIES please contact the Luxury Suite office and be members at one time. We’ll help you find prepared to send a copy of the police report. your answers. That’s the true benefit of mem- Q: For the general public and for premium We can take orders on the day of game, but how quickly we can respond depends on the demands of the Game Day Supervisor. bership – not ALSD Member Questions, but ALSD Member Answers. Here’s how to submit your questions: clients: We avoid reprinting tickets for clients strictly • Send your Member Question exactly how • What are your building’s ticket reprint to leave at will call, but if our clients are in a you want it posted to members to Amanda policies? bind, we will do our best to help them out. Verhoff at amanda@alsd.com OR • In your building, are clients allowed to If we have a reprint for lost/stolen tickets, • Visit us on the web and submit your order on the day of a show/event, or is we document it very well, so if the original Member Question at www.alsd.com/ there a deadline to purchase by? tickets show up in our Ticket Services lobby, content/member-questions. Please note - • Do you charge a late fee for those orders everyone has access to the history. members must be logged in to coming in after the deadline? www.ALSD.com to submit questions. A: A: For the general public: • When submitting a question, include all contact information, including your Name, Organization, Title, Address, Phone and Our reprint policy is the same for both Lost or forgotten tickets purchased through Email Address, so respondents can reach premium and public clients. If someone has the Athletic Ticket Office may be replaced you in the way most appropriate to com- lost their tickets, we ask that they send an for full face value plus a $5.00 fee per ticket pletely answer the question. email with the ticket locations that have been (paid at the time the replacements are issued). • ALSD tracks all responses and archives misplaced. We do charge $10 for each ticket Tickets purchased at the window, through a answers on www.ALSD.com. that is reprinted. If the ticket is lost in the second party, or at a ticket outlet may not be • Member Questions are sent to TEAM mail, and the client never received the tickets, replaced, as there is not a seating record avail- AND VENUE MEMBERS ONLY to we will reprint free of charge. able. Customers who locate and return their avoid solicitations. Our deadline is typically the business day tickets within two weeks of the event will before the event; however, we do sometimes only be assessed the $5.00 fee. Stolen tickets make exceptions for suite holders. We do not will be replaced for a service fee of $5.00 charge a late fee. per customer if a copy of the police report is submitted to the Athletic Ticket Office at the A: Pricing for extra suite tickets is as follows: time of the request. In the absence of a police report, the above policy will apply. Laundered or mutilated tickets will be replaced for a • Premium games such as the Opening Se- service fee of $5.00 when pieces of the ticket COMING UP NEXT: ries, Closing Series, Dodgers, A’s, Phillies, are provided. If pieces of the ticket cannot be ALSD VETERAN RICK LASSITER and Cubs are $85 each. provided, it will be treated as a lost or forgot- MOVES TO 360 PREMIUM seating • All other games are $70 each. ten ticket. Replacement tickets have prece- AT THE FLORIDA PANTHERS • Only the suite licensee or designated dence over the original tickets. 22 | S E A T | www.alsd.com | #SEATSpring2012
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- 26. Industry and AssociationNews Fenway Park celebrates 100th Anniversary, p.28 Member Highlight: Minnesota Timberwolves, p.32 ALSD veteran Rick Lassiter is cut from a different mold The relationship marketer is using his experience to promote the new Club RED at BankAtlantic Center R ick Lassiter learned to sell at the ripe age of seven when, heeding his parent’s advice, he learned how to talk to all kinds of people about all kinds of things. Selling was never top of mind; it was learning how to make conversa- tion and build relationships – the foundation of sales. “It’s more than the transaction, it’s about the relationship,” explains Lassiter. Today, Sunrise Sports and Entertainment and the Florida Panthers employs Rick Las- siter as Vice President and Managing Direc- tor for 360 Premium Seating, a subsidiary company created to sell, market, manage, and operate the Executive Suites, ADT Club, Loge Boxes, SuperStar Lounge, Duffy’s Sky Lassiter (far left) and his 360 Premium Seating team do more than just selling: “It’s more than a transaction, it’s about the relationship.” Club, and Club RED at the BankAtlantic Center. location, location, location.” ground, tax-tag-and-title, out-the-door op- Club RED The price to enter reflects the premium tion” where food and beverage and a unique Lassiter is currently using his salesmanship location. An all-inclusive membership seat seating opportunity exists. to promote the ultra-premium, all-inclusive is priced from $17,500-$22,500 which aver- Lassiter began marketing Club RED solo Club RED (opening August 2012) which is ages from $235-$300 per event. Clients may in November, and by February, was fully centered on five key pillars: Best Location, purchase incremental membership seats in staffed. Upon review of the program, the need Best Entertainment, Best Cuisine, Best Ser- the club that seats 672 for hockey and 732 for for package options – All Events, Hockey vice, and Best Overall Experience. “The club concerts and shows. Only, Events Only – emerged. “[The different is center ice and center stage,” Lassiter says. When asked if areas like Club RED are options] really helped us overcome the ‘no’ “It’s located on the lower level, and it’s very cannibalizing the suite market, Lassiter response,” says Lassiter. exclusive. They’re the best seats in the house, responds that opportunities like Club RED Nearly as coveted as the location is the in all of South Florida, where it’s all about offer the former suite prospect “a middle quality of the food and beverage. Centerplate stepped up, bringing in Senior Executive Chef, Lou Iaconetti, from Denver. From the hors d’oeuvres to the carving and action stations to the seafood presentations to the exquisite dessert and pastry selections, Chef Iaconetti created a look, feel, and taste to the cuisine that mirrors the club’s posh theme. Club RED’s branding originates from the Panthers’ overall marketing campaign which started as “We See Red” and has evolved into “Believe Red.” The campaign, spearheaded by the team’s President and COO, Michael Yormark, melds passion, power, and a return- to-its-roots team concept. The lower bowl of the arena is outfitted with all new red seating; fans are encouraged to wear red jerseys and apparel; and the Panthers home team jerseys are red. It was only fitting to have red in the Roll Out the Red Carpet: Club RED, soon to be one of South Florida’s most exclusive, ultra-premium seating options, is centered on five club’s moniker. pillars: Best Location, Best Entertainment, Best Cuisine, Best Service, and Best Overall Experience. [continued on page 90] 24 | S E A T | www.alsd.com | #SEATSpring2012
- 27. Wine. Refrigeration. Ice. Hard Working. Easy Access. Elegant Integration for Every Accomodation. U-Line is keeping it cool in stadiums across the nation: Lincoln Financial Field PNC Park Lambeau Field Citizens Bank Park Great American Ball Park Bradley Center TD Banknorth Garden Canal Park U.S. Cellular Field Gillette Stadium USTA Billie Jean King Soldier Field Verizon Wireless Arena National Tennis Center Xcel Energy Center Dunkin’ Donuts Center Minute Maid Park Conseco Fieldhouse Agganis Arena Louisiana Superdome Rangers Ballpark in Arlington Ralph Wilson Stadium Frank Erwin Center New Orleans Arena Nationals Park Coors Field Cleveland Browns Stadium Honda Center Invesco Field at Mile High All Pro Freight Stadium The Palace of Auburn Hills Pepsi Center Quicken Loans Arena Comerica Park Dick’s Sporting Goods Park 5/3 Bank Ballpark Progressive Field Morrison Stadium Miller Park Paul Brown Stadium Camelback Ranch Scott Trade Center Ohio Stadium Angel Stadium of Anaheim Nationwide Arena United Center Seamless integration from the built-in undercounter market leader since 1962. Learn more at u-line.com/products/commercial.html
- 28. Industry and AssociationNews XL Center holds grand opening for Webster Bank Lounge during March Madness The repurposed premium space drives increased value for suite holders T he Webster Bank Lounge, the new- est addition to the XL Center in Hartford, Connecticut, had its grand opening this past March during the BIG EAST Women’s Basketball Champi- onship. The lounge area has high definition televisions, a cash bar, updated seating, and standing areas to watch events. The tip-off for the space proved to be a successful value-add for executive suite holders through increased socializing and networking opportunities. “Any time you get that cross-pollination, it helps,” says Michael Kassa, VP of Sales and Marketing for the XL Center. “The Webster Bank Lounge showcases a space that is new, that is fresh, and that is exciting to our suite holders because it provides them additional value to their premium seating experience.” Without a professional team tenant, with Take It to the Bank: As evidenced by its grand opening, the Webster Bank Lounge promises to be a valuable asset for the XL Center, its sponsor, and its patrons. the premium level at the top of the arena, and because the building is 35 years old, the XL Center (the home of the UConn Huskies and other expenses of hospitality packages, more people are staying at the bar to socialize. and the AHL’s Connecticut Whale) is chal- especially during difficult economic times. “During the second half of events, all the lenged to sell premium space on a consistent “The opportunity to network in this space stools are usually filled up, and people are basis. “Because of the building’s age, we are adds value to our suite holders’ investments,” hanging out and having a good time,” recalls somewhat limited in our revenue driving says Kassa. Kassa. “They treat it as a high-end lounge opportunities,” Kassa explains. “We also don’t To cut the ribbon on the new space, for the type of environment which is exactly what we have any major league teams here, so we have duration of the BIG EAST Championship, were hoping they would do.” to think of creative ways to add value to our Webster Bank created a happy hour environ- The success of the XL Center-Webster suites.” ment with an open bar and free appetizers Bank partnership also spills out into the during the hour leading up to the beginning surrounding neighborhood. The economic “The opportunity to network of every session. “We had a lot of positive development of Downtown Hartford is an feedback which is great, both from the suite important initiative for both partners. Web- in this space adds value to our holders and from Webster Bank,” Kassa ster Bank, which had a hand in the design suite holders’ investments.” states. concepts from the very beginning all the way – Michael Kassa, XL Center The XL Center’s food and beverage part- to its completion, and the XL Center, which ner, Delaware North Companies Sportservice, is owned by the City of Hartford, both felt it views the Webster Bank Lounge as a small was important to hire locally for all the jobs revenue driver, primarily on the beverage created by the project, including the general After observing that a few suites were side, and staffs the lounge with a full-time contractor and architectural/design firm. “Our previously unsalable due to obstructive views, bartender. With the bar centrally located on partners all worked together very well,” says the XL Center decided on the renovation to the suite level, the XL Center expects patrons Kassa. “And the bottom line is the space looks better fit the building layout and its clients’ to typically get a single-serve drink to bring really great.” needs. The unsalable suites were combined back to their individual suites during the All factors combined for an exceptional to create the new revenue opportunity where beginning parts of an event. “During the first grand opening, and the Webster Bank it isn’t imperative that the sightlines to the half of events, whether they are basketball Lounge appears set to provide value to the action be pristine. games or hockey games, it is more of a tran- XL Center, its partners, and its suite holders The lounge creates a unique atmosphere sient space,” Kassa explains. “The single-serve during all future events. for suite holders to mingle in before, during drink opportunity is extremely popular, so – Anne Corall and after an event. This additional benefit that’s what we try to create with this space.” provided by the Webster Bank Lounge helps Then as observed during the BIG EAST companies justify the costs of suite ownership Championship, towards the end of an event, 26 | S E A T | www.alsd.com | #SEATSpring2012
- 30. Industry and AssociationNews: feature recipe Fenway Park chef celebrates 100th anniversary of America’s Most Beloved Ballpark ARAMARK’s Ron Abell brings passion, focus, and one of Fenway’s featured dessert recipes to yearlong celebration V ery few people get to live out their “My approach to managing the kitchen at childhood dream. For Ron Abell, Se- Fenway is no different than working at a fine nior Executive Chef for ARAMARK, dining restaurant,” says Abell. “The volume is his fantasy became a reality the day he greater, but to do nice food, I like to keep it assumed the reigns of the kitchen at Fenway simple and encourage everybody to focus on Park. Growing up in New England, Chef their kitchen assignments.” Abell has been a Boston Red Sox fan for as He takes pride in passing his knowledge long as he can remember. Today, he’s combin- and experiences onto the next generation ing his love of the Red Sox and passion for of aspiring chefs. He established an intern- cooking under one roof. ship and mentoring program that gives local As Fenway Park’s top toque, Chef Abell’s culinary students the opportunity to work influence can be found in the food offerings in Fenway Park’s fast-paced, high profile throughout every level of the ballpark, but kitchen. Chef Abell’s desire to give back to none more so than in the premium dining ar- the community also extends to participating eas, including the suites, State Street Pavilion, in charitable culinary events and supporting and EMC Club. He infuses a personal pas- The James Beard Foundation in New York sion for local, seasonal cuisine into Fenway’s and fundraising events in the Boston area. menus with produce from local farmers, Chef Abell is continually in search of the sustainable seafood, and free-range organic next great menu item. Having perfected chicken and pork, among other items. Fenway’s signature Lobster Roll and Clam This season marks the 100th anniversary Ron Abell, Senior Executive Chef at Fenway Park Chowder, Chef Abell recently achieved suc- of the opening of Fenway Park, America’s cess with one of Fenway’s featured desserts. Most Beloved Ballpark. With more than 700 whom are Red Sox fans just like me, that The homemade Fenway Fudge Brownie, consecutive sellouts heading into the 2012 recognizes the importance of paying attention served in the EMC Club, State Street season, Chef Abell and his team are con- to detail and meticulous execution day-in and Pavilion and suites, is a moist, melt-in-your stantly challenged to satisfy the tastes of an day-out, regardless of the occasion or size of mouth, one-of-a-kind brownie that Chef entire nation, Red Sox Nation. And this year, the event.” Abell is willing to put up against any other in his team will host additional special events to A seasoned veteran of Boston’s finest din- the Boston area. “It’s taken several differ- honor and celebrate the iconic venue. ing establishments and recipient of ProChef ent recipes and various adjustments to the Says Chef Abell, “In an environment Level III certification from the Culinary ingredients, but I think we hit a homerun like Fenway Park, where we are sold out for Institute of America, Chef Abell honed his with this one.” every game, you have to put your best foot talent at many of the city’s most renowned – Dave Freireich, forward everyday. I have the benefit of being restaurants, including Biba, Maison Robert, ARAMARK surrounded by a stellar culinary team, all of and Icarus in Boston’s fashionable South End. FENWAY FUDGE BROWNIE Ingredients Method 3 sticks Butter Preheat oven to 350 degrees. Sift flour, cocoa 1/2 c Callebaut chocolate powder, salt, and set aside. With whisk attach- (dark chocolate) ment, whip eggs, sugar, and vanilla together 3 1/3 c Granulated sugar until light and fluffy. Melt butter and pour 6 ea Eggs over chocolate to melt. Add melted chocolate 1 1/2 t Vanilla mixture to the egg mixture and mix until 2 c 3 T All purpose flour combine. Add sifted dry ingredients and mix 1 1/3 c Cocoa powder until incorporated. Spread mixture on one 3/4 t Salt parchment lined and sprayed 9x13 pan. Bake The Fenway Fudge Brownie, one of Fenway’s featured desserts at 350 degrees for about 30 minutes. served in the EMC Club, State Street Pavilion and suites, has been perfected for the park’s 100th anniversary season. 28 | S E A T | www.alsd.com | #SEATSpring2012
- 32. the alsd online ALSD Social Media on Twitter: on facebook: Connect with the ALSD on LinkedIn: @THEALSD ON LOCATION IN HOUSTON Association of Luxury Suite Directors Group Page: The ALSD now has its own Twitter account! www.linkedin.com/groups?about=&gid=918457 Follow us and the hash tags #ALSD2012 and #TheCommunity today for the latest confer- Bill Dorsey: ence and association news and promotions, www.linkedin.com/pub/bill-dorsey/6/125/76a such as: Amanda Verhoff: It’s time to book your room now at the #ALSD2012 Host www.linkedin.com/in/amandakuntzverhoff Hotel – the Minneapolis Hilton http://conta.cc/GEmoXc #sportsbiz #TheCommunity Jennifer Ark: www.linkedin.com/pub/jennifer-ark/6/44b/1b5 ALSD Early Bird Ends This Week! @EddieOsterland, America’s First Master Sommelier, Presents! http://conta.cc/y6ZnsT Pat McCaffrey: #ALSD2012 #sportsbiz www.linkedin.com/pub/pat-mccaffrey/9/27b/54b Jared tours BBVA Compass Stadium, home of the Houston Dynamo. Jared Frank: Former USOC CMO Rick Burton has been added to this year’s www.linkedin.com/in/jaredfrank #ALSD2012 Keynote Speaker List http://bit.ly/AoWidE #sportsbiz #TheCommunity Dene Shiels: ON LOCATION IN minneapolis www.linkedin.com/pub/dene-shiels/10/b97/b8 ALSD launches new global division & Premium Seat Seminar in partnership w/ @stadiumbusiness in Turin in May http:// Ryan Mirabedini: bit.ly/yTNFLx #sportsbiz www.linkedin.com/in/ryanmirabedini Send your entire staff to #ALSD2012 w/ our Group Discount! Your 4th attendee is 1/2 price. Your 5th is FREE! http://bit.ly/ ytUr8f #sportsbiz #TheCommunity Also follow on Twitter: Ryan, Jared, and Amanda visit with ALSD members at the Target Follow the ALSD on Twitter: Center, home of the Minnesota Timberwolves. @SEAT_EDITOR Association of Luxury Suite Directors: Jared Frank www.twitter.com/TheALSD @RYAN_ALSD Ryan Mirabedini on alsd.com: Jared Frank: www.twitter.com/SEAT_Editor UP-TO-THE-MINUTE INDUSTRY AND ASSOCIATION NEWS Ryan Mirabedini: www.alsd.com/news www.twitter.com/Ryan_ALSD CONFERENCE NEWS www.alsd.com/content/conference ALSD MEMBER Q&A www.alsd.com/content/member-questions Like the ALSD on Facebook: Association of Luxury Suite Directors Group Page: www.facebook.com/AssociationOfLuxurySuiteDirectors 30 | S E A T | www.alsd.com | #SEATSpring2012
- 33. Season Tickets, Booksand NEW Season Wristband Books Whether a special event or a sporting event, we can meet your admission control needs with access, VIP and season passes; media credentials; season ticket books; vendor, employee and official badges, hang tags, photo ID’s and other products to compliment your ticketing needs. Custom-printed to your specifications with full color ink capabilities, features such as foil stamping or security inks are available to enhance the security of your admission products. Easily visible credentials increase security to restricted areas: • Access Passes, Media Credentials • Vendor, Employee, and Officials’ Badges • VIP & Season Passes • Photo ID’s and other products to compliment your ticketing and access control needs. National Ticket Co. provides tickets and access control prod- ucts to: National Football League, National Basketball Asso- ciation, National Hockey League, Major League Baseball, PGA, Minor League Sports Teams, College Bowls and many others. National Ticket Company’s employees are proud to print the highest quality ticketing products in our Pennsylvania manufacturing facility. Call today for details and a price proposal P.O. Box 547, Shamokin, PA 17872 USA Customer Service: 800-829-0829 or 570-672-2900 Fax: 800-829-0888 or 570-672-2999 Web Site: www.nationalticket.com • E-mail: ticket@nationalticket.com
- 34. Industry and AssociationNews: ALSD Member Highlight A Conversation with the Minnesota Timberwolves: A Portrait of Our Community The Minnesota Timberwolves are guided by scrupulous core values. Indelibly stamped on their office wall are three sentences: We value an unwavering work ethic. We value excellence. We value the community. At the ALSD, we couldn’t have defined our 2012 conference theme better ourselves. By Jared Frank, Editor, SEAT Magazine O ur association of luxury suite direc- tors is one with common challenges and personalities. The ALSD selected Minneapolis to host our 22nd annual conference and tradeshow surely because its state-of-the-art venues serve as a helpful backdrop for addressing those challenges, but it is also a true, representative illustration of our collective personality – a community with an unwavering work ethic and excellence conditioned into all of our daily activities. For example, look at our members at the Target Center – a pack of Timberwolves who have stuck out some recent lean years with an endurance that is now being rewarded on and off the court. Yes, the TWolves are relevant again, cutting swaths throughout the NBA as they howl towards a potential playoff berth. Speaking with Director of Premium Seating Britt Carl- son and members of her hard-working staff, including Steve Beno, Laura Meyer, Scott McKone, Samantha Baugh, and Travis Smith around a round table in their Target Center offices, the community mantra is heard loud and clear. They are fertilizer for overcoming The Timberwolves premium staff includes (pictured here starting from the left) Steve Beno, Samantha Baugh, Britt Carlson, Scott McKone, Laura Meyer, and Travis Smith. difficulty and for cultivating friendship. Learn why for this group, any problem can be solved with chocolate. SEAT: What does it mean, not just for the SEAT: What about from a service perspec- organization, but for the entire community, tive? SEAT: My first question may not be my to have a competitive team again, to beat Samantha: It’s not that we’re under a micro- most important, but it is certainly my most traditional rivals like Dallas in front of the scope now, but the service that we do provide curiosity-motivated question. Who are the home crowd? is recognized that much more. Everyone is Dumb and Dumber guys sitting courtside? Steve: A lot of times you hear that Minnesota really enjoying the experience. [Premium Britt: They are courtside members. They sports fans are bandwagon fans. But what I’ll seat holders] recognize what we did when it wanted to inject some buzz into our games, say to that is they’ve very eagerly and enthu- wasn’t a great product, and now that the team and with their prime location, they had a siastically jumped on board, and it’s been a lot is doing well, the energy is that much higher. spotlight to do just that. It was completely of fun. My day-to-day is completely different Especially for the people who have been here their idea, and we loved it. So for the first this season. As opposed to making a bunch with us for the past few years, it’s exciting to Dallas game, they ordered the outfits and of phone calls, trying to get people to call me see them get what they’ve been waiting for. ended up harassing the opposing players the back, now while I’m still making x-amount of Britt: When you’re winning, the food tastes whole game. Our players loved it. And [the calls, I’m also returning emails and voicemails. a little bit better, and the beer is a little bit Harry and Lloyd look-a-likes] ended up People I’ve made contact with but hadn’t pre- colder. You notice it everywhere: with our making ESPN and Sports Illustrated. viously gained any traction with are coming staff, with our clients, with the fans; winning to me right now. makes everyone happy. Having said that, we focus mainly on what we can control, and 32 | S E A T | www.alsd.com | #SEATSpring2012
- 35. “I believe inkarma. I believe in positive thinking. I believe in visualization. And I believe that sometimes people just get lucky.” – Steve Beno kids on a shopping spree at Target to buy them Christmas presents. Laura: We also do a military Thanksgiving dinner every year, where the players serve the food. Britt: If you’re not already following Kevin Love on Twitter, you need to do so right away. He has started on his own, totally organically and authentically, tweeting out things like, ‘Hey fans, I’m going to be at the corner of Hennepin Avenue and Lake Street in 20 minutes. Whoever shows up will get autographs and free Timberwolves gear.’ And it’s not a paid appearance; it’s not a sponsored appearance. Kevin’s doing this on his own because he wants to engage with our fans. We’ve also brought players in to make re- newal calls. Michael Beasley sat in my office, and we made calls to a handful of our clients. They could’ve been people on the fence about buying; they could’ve been renewals. It was Dumb & Dumber: Britt embraces courtside members dressed as Lloyd Christmas and Harry Dunne, often seen sitting courtside for big good for Michael to hear directly from our TWolves games. highest level of clients and gain insight into the business of basketball. And, of course, until they put me in the lineup, there isn’t you’re established and a championship-caliber being such a fun kid, he had even the most much I can do about the outcome of our team, that’s not good enough. But to come buttoned-up executives laughing. The ones games. We consistently sell the ROI, which from where we were is a really exciting thing. that we left voicemails for were almost better has very little to do with the scoreboard, and Britt: People like our players, too. Take our because you know they’re going to replay everything to do with truly understanding courtside members. They expect our players to that voicemail for 50 people. I was hoping I the needs of our clients and why they are recognize them and give them a high-five or would then get to start at power forward, but, actually doing business with us. Very few say hello and make eye contact. When you’re unfortunately, there was no reciprocal. companies say that their top priority is to see losing, and you have players who aren’t doing a winning team. They want to drive revenue, that, it really makes them upset at the amount SEAT: How does feeling like you are a part create loyalty with clients, reward staff, etc. of money they’re paying. Now all of sudden, of a community help you find professional There are four professional sports teams and a we’ve got these guys on our team who get the success? And where do you think the conti- major university in the Twin Cities – most of business side. They want to engage with our nuity you have here as a staff comes from? which are playing in new venues that compete fans. Scott: I’ve been a part of five or six different with our older arena. During our challenging departments as we’ve restructured internally years, we learned the art of over-delivering SEAT: Your President and 2012 ALSD over the years. Just in the short time I’ve in everything that we do and believe that we Conference Keynote Speaker (shameless been in this department, it’s been so unique offer the best service, relationships, and value plug) Chris Wright, who has a great mus- with all our different personalities and in this market. We appreciate the number of tache by the way, emphasizes a culture of backgrounds. I feel comfortable asking any options our clients have and will bend over “one team, one voice, and one with the com- of these people anything. There’s something backwards, winning or not, to make sure that munity.” What are some specific examples to be said for trusting each other to get your they continue to choose the Timberwolves. of getting your players involved and tying own work done, and at the same time as a Steve: What I think is happening is sports them to the community? team coming together and pulling through. fans, especially at a certain point, just want Britt: Around the holidays, we pair each of Steve: I’ve been a part of a few different to know going to the game that they have at our players with a child in foster care. They organizations, and it’s always been important least a 50-50 chance to win. Obviously once have a Christmas dinner before taking the that there’s a friends and business partners #SEATSpring2012 | www.alsd.com | S E A T | 33
- 36. Industry and AssociationNews: ALSD Member Highlight “When he starts wearing stilettos to the office, that’s when we’ll start saying, ‘Steve, that’s crossing the line.’” – Britt Carlson There’s not really time to let things drag on. Britt: Chocolate is big in our department. If you screw up, just bring in chocolate, and chances are good that’ll make it all better. Samantha: Also with us girls, if we’re crabby or not happy, the boys have to tell us we’re skinny, pretty and smart. Steve: That was actually the first thing that came to mind when you brought up the question. I’ve definitely told them before, ‘You’re really pretty. You’re really smart. And everything about you is perfect.’ SEAT: Steve, I hear you win all the sales contests around here. What’s the key to suc- cess? How do you win all the big screen TVs, the iPads, the trips to Europe? Steve: I do the best I can to put myself in a position to get lucky. I can guarantee I visual- The Timberwolves truly are one with their community. Pictured here are Britt Carlson and Timberwolves players with children in foster care doing some Christmas shopping at Target. ize myself winning more than anyone else to the point where I know what I need to do chemistry. The friendship part has been taken Steve: Not as far as anyone knows. to put myself in a position to have a chance. up a notch with this department. Every one Britt: When he starts wearing stilettos to the There has been a couple times where I’ve had of us knows that there’s an open door policy office, that’s when we’ll start saying, ‘Steve, at least a 50% chance of winning, so it at least on the business side and the personal side. We that’s crossing the line.’ made sense that I won. But the second trip to have grown together because of that. Europe that I won, I was in the middle of the Britt: Everyone has individual goals the way pack as far as percentage. I had an 8% chance SEAT: To be fair to reality and before this the comp plan is set up, but you need people to win, and I won. turns into a huge like-fest, there is inevi- who can see beyond that for the better good tability going to be conflict. How do you Britt: How do you remember this? of the team. It’s incredible how everyone manage that conflict? Steve: I believe in karma. I believe in positive always keeps the team goals at the forefront thinking. I believe in visualization. And I Samantha: There’s an open crying policy. and maintains respect for everyone as people. believe that sometimes people just get lucky. Everybody comes from different back- Britt: The girls, we do cry. Sam hides in grounds and has different personal life situa- closets. These things don’t happen often, but we are human, we are passionate about what SEAT: Samantha, Britt calls you the mayor tions. Some are married, some are single, kids, we do and yes, sometimes a day will get the of the suite level because of your great no kids, dogs, cats. We spend way more time best of you. That’s when we are lucky to work reputation for quality service. What is your together than we do with our own families. with great people who talk you through it, advice for other service providers out there Sometimes I have to smuggle my dog in at give good advice, or find something to laugh in the industry? How can they be elected night to work at the office. about. Nobody has time to be frustrated for mayor? Samantha: You learn to rely on each other. long. Samantha: I take a vested interest in every- We’re all in the same boat in terms of number Samantha: Sometimes I just need a little mo- body I interact with. [Target Center suite of hours and stresses. ment to clean myself up and come back out. holders] like to say that I’m Rain Man be- Laura: We also start dressing alike… cause I remember everything. So I remember Laura: Because we’re so friendly and on top Samantha: …and finishing each other’s guest names or experiences they’ve had previ- of each other, we have no problems just com- sentences. ously, or I remember that three weeks ago, ing out with issues. SEAT: (To Steve) You’re not wearing her they told me they had a big meeting coming Scott: We’re a close enough department that up and were really looking forward to it. Our clothes are you? we can just air it out when it comes along. 34 | S E A T | www.alsd.com | #SEATSpring2012
- 38. Industry and AssociationNews: ALSD Member Highlight “Chocolate is big in our department. If you screw up, just bring in chocolate, and chances are good that’ll make it all better.” – Britt Carlson guests feel special because I do remember. checked in, his nametag said Smith G. would you describe the organization? And I do it because I care about them and Travahous. Laura: Wow, I like scrappy a lot. We are their experience and what they mean to the Britt: I finally had it changed, which Scott scrappy. But my word is ‘deliberate.’ We’ve team. was mad about. had to become deliberate because of the Also, if [a suite holder] has invited a special challenges we’ve had to attack. We do a lot of client, I want to know what they are going to SEAT: Travis, you started in service and data-driven decision making; we’re deliber- want to engage in. Is it going to be business have since grown into a sales role. How does ate in our strategizing; we’re deliberate in all talk? Is it going to be basketball talk? I do your experience in service assist in your suc- staff meetings to make sure everyone is on typically know who the suite holder is bring- cess in sales? the same page, but it’s never scripted to the ing into the suite and what they’re trying to point where no one believes it. Everyone truly Travis: Our organization puts a lot of em- accomplish. does believe that we offer the best value in the phasis on service and treating the client right. Coming from that background and learning market. SEAT: Scott, you’ve been a part of a num- the back-end processing and all the customer ber of different departments within the service pieces gave me a unique look. Most organization. I won’t ask you to state for the people when they come in, they start in inside Want to network with the TWolves? record which one is your favorite, but I am Chris Wright, President sales and work their way through. I got to interested in how you draw from such a wide Twitter: @WolvesPrez start out a little differently and learn about array of past experiences to transfer your the customer service aspect and associate with Ryan Tanke, SVP, Ticket Sales and Premium Seating success to your current role? a lot of customers. Translating that into sales, Twitter: @RyanTanke Scott: When I first started, we were at the I got to learn how to have a relationship with peak of the franchise. My first year was 2003. high-ranking officials of business. The inside Britt Carlson, Director of Premium Seating So I jumped into a [Kevin Garnett] con- sales track is much more aggressive calls-wise, Twitter: @brittcarlson tract extension and the Western Conference but relationships are really how I work and Email: bcarlson@timberwolves.com Finals. We were rolling. To ride that wave why I’ve been successful. I’m good with rela- for a year, then dive into the depths, and now tionships and strong at building them. Steve Beno, Senior Account Executive climb out, more than just from the individual Email: beno@timberwolves.com departments, what I’ve learned globally is the SEAT: Laura, you know I’m a University of Scott McKone, Senior Account Executive business side and how it’s changed to where Dayton graduate, right? Email: mckone@timberwolves.com we are now. Laura: [In a tone suitable for a rival Xavier I’ve been fortunate enough to have many Laura Meyer, Ticket & Premium Seat Supervisor University graduate] I do. You know Scotty different leaders and managers from different Email: meyer@timberwolves.com went to Miami (OH)? backgrounds. That’s been very helpful. I’ve taken a piece of each department and each Steve: I lived in Ohio for a year. Samantha Baugh, Senior Service Executive manager I’ve become close with and learned SEAT: Hey that counts. You’re in the club. Email: baugh@timberwolves.com from their experiences. Laura: If you’ve eaten Skyline, it counts. Travis Smith, Account Representative SEAT: Oh no, Skyline is terrible. Don’t tell Email: tsmith@timberwolves.com SEAT: Travis, would you like to share your me you like Skyline. great nickname with me? Laura: Strike two. Scott: This is on the record too by the way. Samantha: Oh no, you guys are fighting. Travis: Someone else has to share this story. SEAT: This is not going well. We’re going to Steve: We all have our own subscriptions to need some of that conflict management we the Business Journal with our own names on talked about earlier. I’ll bring you chocolate the subscriptions. Somehow Travis Smith’s tomorrow… Before we get really far off in name turned into Smith as the first name, outer space here… which I like, G. Travahous. Smith G. Trava- Samantha: This is how all our meetings go. MEET THEM IN PERSON AT #ALSD2012: hous. Then we bring it back. BE A PART OF YOUR ALSD COMMUNITY Samantha: We went to an event that the COMING UP NEXT: SEAT: …Britt describes your organization Business Journal sponsored, and when we THE #ALSD2012 CONFERENCE PROGRAM as “scrappy?” In a word or a phrase, how 36 | S E A T | www.alsd.com | #SEATSpring2012
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- 40. The Community: BePart of It! Saturday, June 30 – Tuesday, July 3 It’s Time. The program has arrived and so should you. It’s time to sign up for the show and make your hotel reservations. I n late June, early July, Minneapolis is a mid-summer The show pattern has shifted this year. night’s dream,” says Bill Dorsey, ALSD Chairman. “It’s Every so often, the July 4th holiday falls absolutely beautiful; 30,000 city dwellers, all with flowers on their stoops. If we went to the urban centers of the mid-week, so we are shifting the show world the last two years, this year we move to one of the most pattern back one day. Please make your livable cities in the country. It has wonderful venues, and it’s a travel plans accordingly. part of the country we need to go to as we circulate the show. You will not be disappointed. Take off a few days. Stay on The ALSD Conference and Tradeshow will until July 4th and see the fireworks. Kayak down a river. Play begin on SATURDAY this year. Events and some golf. Enjoy the green.” Sessions will continue through Tuesday “They sometimes call the Midwest flyover country. As a evening. resident of the Midwest, people do not know what they are missing,” says Dorsey. The opening reception and first venue tour will take It’s time. The venues are outstanding, and room rates and place Saturday, June 30. costs of transportation...well...let’s just say aren’t New York or League Day and our second venue tour will take Los Angeles. The programming is outstanding. The speakers place Sunday, July 1. are relevant. Make your arrangements now. We look forward to seeing you in Minneapolis. Our third venue tour will take place Monday, July 2. General Session Days will take place Monday, July 2 and Tuesday, July 3. The Tradeshow will be open Saturday, June 30, Sunday, July 1 and Monday, July 2. 38 | S E A T | www.alsd.com | #SEATSpring2012
- 41. Jennifer Ark ALSD 2012 Conference Schedule of Events The ALSD schedule of events is a living, breathing document, 5:00 p.m. – 6:30 p.m. so please be aware that changes and updates are continual, and this outline is not final. Panelists and presenters will be ALSD First Timer Networking Event Jim Ibister announced and sessions will be added and tweaked in the First Time Attendees join Veterans for a Welcome, coming months in print, online and email pieces. Stay tuned! Introduction, and Toast in Exhibit Hall Welcome from: Jennifer Ark, ALSD President Saturday, June 30 7:00 p.m. 11:00 a.m. – 3:30 p.m. Exhibitor Setup Buses Depart for Venue Tour ALSD Appreciation Days: This year, exhibitors bring Xcel Energy Center prizes to give away to attendees! Throughout exhibit Home of the Minnesota Wild hours, attendees meet and network with exhibitors. Tour, Reception, Networking Attendees are then welcome to drop a business card in Buses will shuttle back from the venue at intervals the fishbowl of the vendor they met with. Business cards Beth Conroy beginning at 8:30 p.m. until 10:00 p.m. are pulled on Appreciation Days – Sunday, July 1 during exhibit hours and Monday, July 2 during exhibit hours. Winners must be present to win! Tentative Backroom IT Tour Sponsored and Presentation by AT&T Solutions 4:00 p.m. – 7:00 p.m. Presented by Jim Ibister, VP, Facility Administration, Minnesota Wild Exhibit Hall Open Opening Reception See all the latest and greatest products and services that your venue needs. Don’t miss amenities, incentive Sunday, July 1 and gifting products, technology innovations, ticket 8:00 a.m. – 3:45 p.m. management systems and providers, loyalty programs, food and beverage, and much more. League Day Jeff Morander As anticipated, League Days will be held for your respective leagues. National Hockey League Moderator: Beth Conroy, Director, Integrated Marketing, National Hockey League Moderator: Jeff Morander, Vice President - Ticketing Strategy, National Hockey League Moderator: Scott Jablonski, Director, Finance/Club Analytics & Reporting, National Hockey League Scott Jablonski #SEATSpring2012 | www.alsd.com | S E A T | 39
- 42. Food and Beverage^ Moderator: Chris Bigelow, President, Bigelow Companies Venue Technology Group* ^Minor Leagues and Alternative Venues, College and University, and Food and Beverage League Day information and agendas can be found below. *The Venue Technology Group Stand-Alone Day agenda can be found starting on Page 54. Saturday, June 30 – Tuesday, July 3 Minor Leagues and Alternative Venues League Day National Basketball Association This year, your agenda will largely consist of roundtables. The ALSD and the League Day moderator will create Moderator: Liliahn Majeed, Senior Director, Team a list of topics relevant to minor leagues, theatres, and Marketing and Business Operations, National Basketball alternative venues. If you aren’t sure if this is the meeting Association for you, just ask. We will point you in the right direction! Major League Baseball College and University League Day Moderator: Scott O’Connell, Director, Suite & Premium The agenda is taking shape. Check out the following Seat Sales & Service, Minnesota Twins Baseball Club sessions that will surely be accompanied by other topics Moderator: Tom Sheridan, Director of Ticket Sales, such as suite holder and donor events, staffing, and Chicago White Sox ticketing. Liliahn Majeed National Football League Collegiate Motivations of Luxury Suite Moderator: Bobby Gallo, Director, Club Business & Ownership Corporate Development, National Football League Presenter: Peter Titlebaum, Associate Professor, Moderator: Laura Lefton, Director, Club Business & Department of Health and Sport Science, Corporate Development, National Football League University of Dayton Moderator: Brian Lefemina, Vice President - Club Business Development, National Football League Outsourcing and Outbound Sales Options Presenter: Jake Vernon, President, Get Real Sport Sales Minor Leagues and Alternative Venues^ Moderator: Brian Bucciarelli, Director, Corporate Customer Service and Online Concierge Partnerships/Premium Seating, Hershey Entertainment & Resorts Company Presenter: Bryan Apgar, Director of Sales and Chat Scott O’Connell Innovation , WebsiteAlive Presenter: Adam Stass, CEO, WebsiteAlive College and University^ Moderator: Janie Boles, Director of Donor Services and Annual Giving, Tigers Unlimited, Auburn University Food and Beverage League Day Athletics Department Food and Beverage is one of the leading revenue sources in stadiums and arenas. The following topics and more will illustrate why teams and their F&B partners need Major League Soccer to be creative, innovative, and forward-thinking with Moderator: Bryant Pfeiffer, Vice President, Club premium F&B offerings. Services, Major League Soccer New Product Demonstrations Racing TBD 10-minute product demos will describe the latest in Bryant Pfeiffer technology and F&B offerings. 40 | S E A T | www.alsd.com | #SEATSpring2012
- 43. 11:00 a.m. Buses depart (shuttling) beginning at 11:00 a.m. for Target Center 11:30 a.m. – 1:00 p.m. All-League Lunch Location: Target Center Basketball Floor Chris Wright Keynote Speaker: Janie Boles Upscale Your F&B Roundtable Chris Wright Premium applies to more than just seating. Clients President expect food and beverage options that are superior in Minnesota Timberwolves quality and taste. Plus, they are paying top dollar; they deserve more than general bowl fare. Learn what options This season marks Wright’s 22nd year with the fit into a premium menu and what beverages pair well Timberwolves organization and eighth as the team’s with upscale food. president. Wright is responsible for the day-to-day operations of the team. He leads a senior management Presenter: Matt Borgard, Channel Sales Manager – group responsible for setting the strategic direction of Venues, Crown Imports LLC the business operations. By developing a culture driven Presenter: Eddie Osterland, Master Sommelier by the values of maximum effort, teamwork, passion for what we do, innovative thinking, fun, and integrity, Wright and his senior management team are integrating Backroom Kitchen Tour: the business and basketball operations to meet the Minneapolis Hilton strategic and financial goals of the team. As President, Dr. Peter Titlebaum Hotels and sports venues share similarities in terms of Wright also articulates the mission for the organization, hospitality, mass production and equipment needs. Learn which is to creatively provide the ultimate sports and about current culinary trends, hospitality innovations, entertainment experience at exceptional value, with and current client requests from the Hilton Minneapolis unparalleled customer service, while connecting with food and beverage staff. and engaging in our community. Wright believes in Presenter: Minneapolis Hilton Chef developing a culture that emphasizes “one team, one voice, and one with our community.” A native of England, Wright came to the United Haute Food and Cool Presentations for States in 1978. Prior to joining the Timberwolves, he Catering in Luxury Suites spent three years working for the State of Minnesota, first as a consultant working on bids for major national Step outside the box of ballpark fare, and consider new and international events, including the programming of and innovative menus and presentations for your luxury the $17.4 million National Sports Center in Blaine, MN. suite clientele. Linda and Jack will show you the latest Chris Bigelow Prior to that, Wright also served as General Manager for trends in the off and on premise catering market and two Major Indoor Soccer League Teams – the Pittsburgh how you can adapt these ideas to the limited space of the Spirit (1981-86) and the Minnesota Strikers (1986- suite environment. Short plates, mini vessels, updated 87). Wright, who graduated from Carnegie College platter presentations, and more are on the menu for this of Physical Education in Headingly, Leeds, Yorkshire, session. England, is involved with local charities and youth sports Presenter: Linda West, Director of Education, programs. He serves on the board of the Minneapolis Catersource Magazine, Conference, and Tradeshow Downtown Council and the Minneapolis Regional Presenter: Jack Milan, Owner, Different Tastes, Boston, Chamber of Commerce. He resides in Eden Prairie with MA his wife Walla and daughter Christy. Wright also has two sons Ned and Jeff and daughters-in-law Lauren and Amy. #SEATSpring2012 | www.alsd.com | S E A T | 41
- 44. 7:00 p.m. Buses Depart for Venue Tour TCF Bank Stadium Home of the University of Minnesota Tour, Reception, Networking Buses will shuttle back from the venue at intervals beginning at 8:30 p.m. until 10:00 p.m. IT Tour Presented by Michael McMillan, Director, Information Technology, University of Minnesota – Athletics Saturday, June 30 – Tuesday, July 3 Presented by Tadd Wilson, Event Producer, Daktronics ALSD Visionary Award Presented: Monday, July 2 Rich Krezwick 7:45 a.m. President Leagues and Teams Only: Depart for Private Devils Arena Entertainment, All-League Breakfast New Jersey Devils As President of Devils Arena Entertainment, Rich Krezwick is responsible for all operational aspects and 8:00 a.m.– 9:45 a.m. overall programming and management of the Prudential Keynote Speaker, All-League Breakfast, Center as well as business operations of the New Jersey Devils. Krezwick joined the Devils after ten years with and Best Practices Session Begins the FleetCenter and Boston Bruins (1996-2005) as Location: W Hotel President. Most recently, Krezwick completed a three- Sponsored by: RWB Hospitality year stint with Anshutz Entertainment Group (AEG) as VP of Regional Operations. He also spent five years managing a group of radio stations in New England. 8:30 a.m. While at the FleetCenter in Boston, Krezwick was responsible for all aspects of arena operations and team Keynote Address Rich Krezwick business. The FleetCenter replaced the historic Boston Rick Burton, Former Chief Marketing Officer, Garden, and Krezwick is credited with launching the US Olympic Committee new arena, which is now consistently ranked as one of the top facilities in the country. A graduate of Drexel Professor of Sport Management, Syracuse University, Krezwick grew up in Philadelphia and University started his career in sports and entertainment with the In his role as Chief Marketing Officer, Rick Burton Philadelphia Flyers and Spectrum. The organization grew directed the USOC’s Sales and Marketing Division, into Spectacor Management Inc. and eventually became including the development and implementation of SMG. Krezwick served in various management roles for corporate sponsorship programs designed to deliver over 12 years with the company. maximum return-on-investment to the USOC’s family of corporate partners. Additionally, Burton worked closely with USOC’s Chief Operating Officer in creating 4:00 p.m. – 7:00 p.m. the revenue streams necessary to support the USOC’s digital media initiatives. Exhibit Hall Open USOC former Chief Operating Officer Norman ALSD Appreciation Days: This year, exhibitors will Bellingham described Burton as someone who is known bring prizes to give away to attendees! Throughout internationally for his innovation and understanding exhibit hours, attendees are encouraged to meet and of the opportunities, challenges, and trends facing the network with exhibitors. Attendees are welcome to drop sports industry, knowledge critical in shaping marketing business cards in the fishbowls of vendors they meet programs that fulfill the business objectives of corporate with. Business cards are pulled on Appreciation Days – partners. Rick Burton Sunday, July 1 and Monday, July 2 during exhibit hours. In addition to his role with the USOC, Burton was Winners must be present to win! also formerly the Commissioner of the Sydney-based 42 | S E A T | www.alsd.com | #SEATSpring2012
- 45. National Basketball Leaguefrom 2003-07, directed 8:30 a.m. – 9:45 a.m. the University of Oregon’s Warsaw Sports Marketing Center from 1995-2003, and supervised major sports and Venue Technology Group Attendees Only entertainment accounts such as the National Football CRM: A Technical Topic League, the Indianapolis Motor Speedway, Gillette, Sprint and Universal Studios while serving as a Vice Moderator: Bobby Whitson, CEO, Whitson Sports President for sports and entertainment marketing agency Panelist: John Kolakowski, Marketing Director, Green Clarion Performance Properties from 1993-1995. Beacon Solutions Currently, Burton is the David B. Falk Distinguished Professor of Sport Management in Syracuse University’s Falk College of Sport and Human Dynamics. 10:00 a.m. – 11:00 a.m. Customer Service, Sales, and Food and 8:50 a.m. Beverage Amanda Verhoff ALSD Welcome and Announcements Loyalty Programs Create Loyal Customers Speaker: Jennifer Ark, Director of Stadium and Guest Hear case studies of new incentives and value-adds Experience, Green Bay Packers; ALSD President that are currently creating loyal customers and boosting revenues. Learn how the Lightning’s all-inclusive, but Speaker: Amanda Verhoff, Executive Director, ALSD not unlimited, food and beverage program facilitates loyalty and how two technology-enhanced gifts 9:00 a.m. – 9:45 a.m. improved sales and allegiance. Learn how the Twins “scored” and engaged account holders who were rewarded General Session with high-impact experiential benefits based on spend, attendance, and activity. Also, learn how the Twins run All-League Best Practices Session campaigns against activity and monitor benefits from Presented by: ALSD Board of Directors client feedback. Additionally, learn what to include on 9:00 a.m. – 9:25 a.m.: One person from each league your loyalty cards and what events you can hold in the sits at a table with others from different leagues. Tables offseason to ensure your team stays front of your fans’ Michelle Kajiwara share best practices from the previous day’s meetings minds. or from their own venues. Attendees are encouraged to Panelist: Brad Lott, Executive Vice President, Service bring collateral materials to the session; it will serve as a and Operations, Tampa Bay Lightning participatory learning session. Panelist: Mike Clough, Director of Ticket Sales and 9:25 a.m. – 9:45 a.m.: One person (or as many as your Service, Minnesota Twins Baseball Club table thinks has a best practice that deserves to be Panelist: Maria Troje, Director of Fan Relations, shared) will come up to the podium and share the best Minnesota Wild practice(s) from the group. Each table will record its best practices which will be collected and distributed to attendees post-conference. Moderator: Scott O’Connell, Director, Suite & Premium Seat Sales & Service, Minnesota Twins Baseball Club Moderator: Michele Kajiwara, Vice President, Premium Sales, STAPLES Center/AEG Brad Lott #SEATSpring2012 | www.alsd.com | S E A T | 43
- 46. General Session Report: Ranking Teams’ Premium-Specific Websites Ohio University analyzed websites of teams and venues, looking specifically for premium-specific websites and premium information listed on traditional team sites. How suites and club seats are represented and sold via team websites was part of the analysis. Case studies for best-in-show will be presented as well as the most important elements for premium seating visibility, such as photos, price points, or F&B options. Lead Presenter: Ethan Olson, Ohio University Saturday, June 30 – Tuesday, July 3 11:00 a.m. – 2:00 p.m. Exhibit Hall Open ALSD Appreciation Days: This year, exhibitors will Sales bring prizes to give away to attendees! Throughout Successful Grassroots Campaigns for New exhibit hours, attendees are encouraged to meet and Sales and Renewals network with exhibitors. Attendees are welcome to drop business cards in the fishbowls of vendors they meet We are still chasing the elusive magic bullet, so until with. Business cards are pulled on Appreciation Days – we catch it, check out a few unique premium sales Sunday, July 1 and Monday, July 2 during exhibit hours. ideas our members have come up with. Learn how the Winners must be present to win! Hornets scored new sales with their 100 events in 100 days program. Learn how the Red Wings marketed and virtually sold out the Joe’s suites in just 18 months. 1:00 p.m. – 2:30 p.m. Learn how the Sacramento Kings have launched a B2B campaign “Kings Business Advantage” focused on Case Studies, Brought to You By… Ron Contorno driving season ticket and premium sales revenue through Teams and venues have utilized products and services packaging hospitality with marketing assets such as web from ALSD vendors that have “changed the game.” See advertising, social media, print advertising, and TV/radio case studies from teams and venues on how a product exposure to drive incremental ticket revenue through or service has solved a challenge or enhanced the game- their business community and B2B portfolio. day experience. Each session is sponsored by an ALSD Moderator: Ron Contorno, President, Full House vendor and is an extension of the exhibit hall and Marketing educational sessions. Panelist: Rich Witmeyer, Senior Director of Premium Seating, New Orleans Hornets 2:30 p.m. – 3:30 p.m. Panelist: Ryan Coyle, Director of Premium Sales, Olympia Entertainment Customer Service Panelist: Paul Epstein, Director, Ticket Sales & Premium Managing the Customer Experience: Seating, Maloof Sports & Entertainment – Sacramento Strategies from the Inside and Outside Paul Epstein Kings Three approaches to managing and exceeding customers’ expectations. From inside the industry, learn to train Sales, Operations, and IT your game-day staff and connect with and incentivize your concierges and suite administrators. You need to Ticketing and Technology invest in your first lines of defense in order to retain Cut through the clutter. Team case studies will outline customers. From outside the industry, hear how one of ticketing system options and objectives. Additionally, the largest hotel chains creates customer loyalty and dynamic pricing options will be discussed. Leave trains its employees, and how one of the country’s largest understanding your best options and what you need from concierge providers deals with fulfillment and benefits a ticketing system. packages on a large scale. Moderator: Jane Kleinberger, Founder, Paciolan Panelist: Kathy Burrows, President & CEO, Sold Out Panelist: Jim Willits, Vice President of Sales, Seating Philadelphia Flyers Panelist: Sadie Larson, Training Manager, Hilton Jane Kleinberger Minneapolis 44 | S E A T | www.alsd.com | #SEATSpring2012
- 47. David Crum Panelist: KateUrekew, Executive Director, Marketing IT and Food and Beverage and Partnerships, Circles Digital Food and Beverage Developments When you talk about F&B and digital developments, you Sales talk about ROI. Does the increased cost of digitalized Rob Sine New Strategies on the Creation and Sale video boards drive revenue? Is there a need for flexibility created by digital boards? Who are the leaders in the of Club Seats space? What is the future of the business? This seminar Listen to successful anecdotes, like the use of influencer will look closely at solutions. groups, one-off deals, locking up long-term deals, • Points of Sale Systems inclusive programs, differentiating club and general seats, • Menu Boards and many more. Case studies from different leagues will • Digital Food Selection Options: Phone, Tablets and address different issues such as pricing, what to include Handhelds, Touch Screen Television in a package, value-adds, number of games, and multiple events. International, college, and professional sports Panelist: Wayne Wichlacz, Director of Information points of view will be presented in this panel. Technology, Green Bay Packers Moderator: Rob Sine, President, Hands On Sports & Panelist: Charlie Freeman, Senior Vice President, Entertainment Business Development, Orlando Magic Jim Harding Panelist: Jim Harding, Head of Premium Sales, Arsenal Football Club 3:45 p.m. – 4:45 p.m. Panelist: David Crum, Associate Athletics Director – Development, University of Minnesota Athletics Customer Service and Sales Panelist: Matt Goodman, Vice President, Corporate What Do Your Customers Want? Hospitality Sales, Madison Square Garden Do you know the answer? Is it amenities, trips, or touch points? Is it more competitive pieces and added- value? Case studies will kick off this presentation, and Operations, Sales, and Architectural panelists will share their experiences with client feedback, It’s New to You: Renovation Case Studies including an in-depth suite holder survey. Plus, you will be asked to participate. Come prepared with what your Learn how old or unused spaces provide the opportunity customers tell you on surveys, in face-to-face meetings, for new clubs and transformed suites, how to and who and during renewal negotiations. will outfit suites, and how brand design activation Patrick Duffy is possible in your venue. Additionally, understand Moderator: Peter Titlebaum, Associate Professor, why venues cannot afford not to renovate in order to Department of Health and Sport Science, University of provide premium clients the spaces they deserve and Dayton the premium seats they will invest in. Team case studies Panelist: Adam Kellner, Director of Premium Hospitality, highlight this session. Chicago Bears Moderator: Greg Hanrahan, Senior Director of Premium Panelist: Chris Todd, Business Development Director, Seating, United Center Navigate Marketing Panelist: Patrick Duffy, Senior Vice President of Panelist: Bruce Ross, Director of Suite Sales & Service, Corporate Sales and Marketing Partnerships, Tampa Bay San Jose Sharks Lightning Panelist: Russ Simons, Managing Partner, Venue Solutions Group Panelist: Stan Meradith, Principal, DLR Group Bruce Ross #SEATSpring2012 | www.alsd.com | S E A T | 45
- 48. Food and Beverageand Sales Creating a True Partnership: Sponsored Spaces, Branded Build Outs, Refined Relationships Your food and beverage providers are team partners but not just for the food they provide. Teams not only need to learn how to create a cohesive relationship but also partner to create unique interactivity. Branded experiential spaces are one growing trend. Additionally, teams and food and beverage providers are pushing for local and sustainable partnerships in the marketplace. Learn innovative ways to refine the relationship and create unique offerings for your clients. Saturday, June 30 – Tuesday, July 3 Moderator: Richard Dobransky, Vice President, Food and Beverage, Delaware North Sportservice Panelist: Jennifer Ark, Director of Stadium and Guest Experience, Green Bay Packers Sales Panelist: Carl Sacks, Director of the Catersource Sales Training: Revenue Generation Consulting Unit, Catersource Magazine, Conference, This training on revenue generation for premium and and Tradeshow luxury seating will address these topics and more: Moving towards a “Fan Centric” mentality; purchase motivation: ROI; customers, employees, prospects, and 5:00 p.m. – 5:45 p.m. charity; the PAPE approach: Price, Access, Prize, and Exclusivity; “Yes Situations” mindset; respecting the General Session: All Attendees Invited chain – top customers; true superior customer service; Power Entertaining with Food and Wine revenue mentality – go beyond delivery; name capturing, Are you still looking for one of the most important prizing, commissions, and growth; company synergy: pieces of the business puzzle? Business entertaining Cary Kaplan Connecting premium seats with sponsorship and ticket is usually overlooked in executive and management sales. training, and Eddie is the acknowledged expert on this Presenter: Cary Kaplan, Owner/Operator, Cosmos subject. It’s more important than ever in this economy, Sports when every meeting and entertainment dollar has to be carefully spent to obtain the highest result. Eddie will show you ways to stand apart from the competition Sales, Customer Service, Food and Beverage, while growing your business and building relationships Venue Development, and IT through intelligent entertaining. Subjects include taking a client to lunch, tasting wine like a Master Sommelier, Premium Level Technology Improvements and the proper pairing of food with wine for powerful The most innovative technology usually begins on the impact. Additionally, listen as Eddie details the menu premium levels; learn why premium often leads the and entertaining tips for the reception at Target Field way in the world of IT. In this seminar, you will get a following his presentation. Take note about how you can rundown on: best utilize the reception as a training template. Jen Zick • Bandwidth: A Premium Issue Presenter: Eddie Osterland, America’s First Master • Phone Systems and Usages Sommelier • Multiple Channel and Camera Angle Televisions on the Premium Levels • Equipped Suites: Wired Suites, Computer Hook- ups, the Venue Leading the Way • Fan Experience Leading to Added Revenues • Online Ticketing Solutions, Mobile Apps, Bar Codes, and Paperless Ticketing • Marketing Automation Panelist: Jen Zick, Senior Director of Strategy & Business Development, FanOne Marketing Panelist: Nic Barlage, Sr. Director, Suites, Premium Sales, Service, Business Development, Cleveland Cavaliers Richard Dobransky Panelist: Steven Wastie, Chief Marketing Officer, Xirrus 46 | S E A T | www.alsd.com | #SEATSpring2012
- 49. 6:00 p.m. Sales, Customer Service, and IT Buses Depart for Venue Tour CRM Target Field Bridge the gap between the database manager, the sales staff, and the senior executives. Get educated on CRM Home of the Minnesota Twins systems and how they can assist your department. Tour, Reception, Networking Panelist: Jason Koettel, Vice President – Information Buses will shuttle back from the venue at intervals Technology Systems, Legends Hospitality Management beginning at 7:00 p.m. until 9:30 p.m. Panelist: Russell Scibetti, Director, Relationship & Database Marketing, New York Jets IT Tour Panelist: Bobby Whitson, CEO, Whitson Sports Presented by John Avenson, Vice President of Panelist: John Kolakowski, Marketing Director, Green John Avenson Technology, Minnesota Twins Beacon Solutions Food and Beverage, Sales, and Customer Tuesday, July 3 Service 8:30 a.m. All-Inclusives: What to Include Is your venue considering all-inclusives for suites and/ Keynote Speaker or club seats? You will need to know what to charge, how to package the deal, what menus work best for both 9:00 a.m. – 10:00 a.m. the team’s and client’s bottom line, whether to include alcohol, and how to add perceived or real value to your Sales clients’ packages. By Market Size: Selling in Your Respective Jason Koettel Market Venue Development and Architectural Not all markets are created the same. Three roundtables, Experiential Spaces: The Specifics each one devoted to market sizes: small, medium, large. Discussions will reveal best practices and sales techniques When fans buy tickets, how can you give them more for new sales, suite sharing and fractionalization, than just seats for a game? Architecturally, how can renewals, negotiations, prospecting and lead generation, you add value? Learn how you can create Return On and sales etiquette in your specific market size. DesignTM from Rossetti. Learn how to create uniquely branded hospitality experiences in your venue – new or Moderator: Rob Sine, President, Hands On Sports & old – from a panel of architectural and design experts. Entertainment Panelist: Kelly Deines, Design Principal, Rossetti Panelist: Adam Stover, Associate, Populous Russell Scibetti #SEATSpring2012 | www.alsd.com | S E A T | 47
- 50. Panelist: Anne Campbell,Manager, Sponsorship & Suite Services, Detroit Lions Panelist: Ray Bednar, President, Hyperion Marketing Returns – Rockefeller Consulting Customer Service, Sales, Food and Beverage, and IT The Future of Mobile Devices Tablets and mobile devices are the wave of the future. There are uses on the premium level and beyond, so you need to explore the technological issues as well as the options on what innovations offer you the best value and opportunity. In this session, learn tablet capabilities and Saturday, June 30 – Tuesday, July 3 uses such as: • Mobile Capabilities: Voice, Touch, Gesture Recogni- tion/Response • Data and Analytics on Mobile Devices 10:15 a.m. – 11:30 a.m. • Optimization, Simulation, and Storage of Data • Tablet and Handheld Ordering Sales • Tablet Marketing: Presentations, Marketing and Ticketing: Is Outsourcing in Your Future? Sales Moderator: Jared Frank, Editor, SEAT Magazine, ALSD There seems to be a trend, especially in colleges but also on the professional level, to outsource ticket and Panelist: Evan Karasick, President, Channel 1 Media premium seating sales. A half-dozen different companies Solutions Inc. have emerged in the last two years to fill this need. In Panelist: Nick Young, Founder, Second Seats premium markets, there are clearly certain advantages Panelist: Steve Nutt, CEO, Mobile Ticket App to utilizing outsourcing companies, one being the opportunity to work with companies who have already Panelist: ARAMARK Jake Vernon established relationships with major sponsors and clients. Is outsourcing in your future? Customer Service and Sales Moderator: Cary Kaplan, Owner/Operator, Cosmos Sports Retention: Panelist: Bill Fagan, General Manager – Fan The True Cost of a Customer Lost Relationship Management, The Aspire Group The cost of finding a new customer has been estimated at six times the cost of retaining an existing customer. Yet so Panelist: Jake Vernon, President, Get Real Sport Sales many teams spend so many of their resources prospecting Panelist: Mark Washo, Managing Partner, Playbook instead of serving their existing base. Why is this so? Management International What should you be doing? Listen to the pros who know how to keep what they have. Sales, Customer Service, and IT • Fan Experience Case Study • Access: Give Your Clients Access Other Fans Can- Suites and Sponsorships: not Get Without Purchasing the Premium Ticket Anne Campbell Bang for Their Buck • Ticket Management Programs: Suite Holders Need Times have changed, and suites are no longer sold out. To Know How To Best Utilize Their Tickets Packaging suites and sponsorships is a new and successful trend, as sponsorship and suite clients and prospects are often one in the same regarding their goals for exposure and spend potential. Learn how your department can benefit from joining forces with sponsorship or corporate sales. Moreover, technology can stretch a sponsor’s reach and frequency, resulting in greater ROI. Learn measurement and monitoring techniques and strategies for utilizing technology as part of sponsorships. Moderator: Dan Migala, Publisher, The Migala Report and Founding Partner, Property Consulting Group Dan Migala 48 | S E A T | www.alsd.com | #SEATSpring2012
- 51. 11:30 a.m. –12:30 p.m. Sales, Marketing, and IT Lunch on your own Data-Driven Analysis: What It All Means Finding new customers used to be an art, now it’s a science. Learn how to work smarter, not harder. Learn 1:00 p.m. – 2:15 p.m. how the effectiveness of data-driven analysis will lead Sales, Customer Service, and Food and to more proactive sales calls. Marketing and sales can work cohesively, especially on the premium levels, using Beverage technological tools such as marketing automation, Non-Traditional Premium Revenues interactive marketing, and profile analysis once the leads Did you know a Minneapolis venue did over $4 million are targeted for acquisition and upsell purposes. in non-game day revenue last year, with over 300 events – Moderator/Panelist: Mark DiMaurizio, Vice President, seven on one day alone once!? Did you know a New York Technology Solutions, Comcast-Spectacor venue did over $4.5 million in non-game day revenue? Panelist: Scott Jablonski, Director Club Analytics & David Christie Learn how to sell and utilize space on non-event days, Reporting, National Hockey League who to sell to, and how to market the space. Panelist: Ron Contorno, President, Full House Panelist: David Christie, Senior Manager, Target Field Entertainment Database Marketing Events, Minnesota Twins Baseball Club Panelist: Scott Schiff, Director of Ticket Sales, Harlem Globetrotters 2:30 p.m. – 4:00 p.m. Customer Service, Sales, and IT Closing Session Customer Engagement: Staying Suite Holder Focus Group Connected Between Visits Through An ALSD tradition: Suite holders from local venues Social Media share their wants and needs, likes and dislikes with the crowd. Learn what your premium clients want more (or Teams need to foster connections between customer less) of, what strategies work best for getting butts in Scott Schiff visits through social media. Learn more about seats, what complaints premium clients have, and how your customer and vice versa through social media you can more effectively sell suites! engagement and tailor experiences to their needs. Learn how your social media staffers can be more than just the voice of the organization but a sales and customer service arm as well. 5:00 p.m. Moderator: Russell Scibetti, Director, Relationship & Database Marketing, New York Jets Optional Networking Event/Social Night Panelist: Angelina Lawton, Founder and President, Sportsdigita Mark DiMaurizio #SEATSpring2012 | www.alsd.com | S E A T | 49
- 52. Minneapolis Did YouKnow? • The April 2011 issue of Men’s Journal lauded Min- neapolis as the “Best Place to Live in a Big City Designed for Getting Outside.” Cited as reasons were Minneapolis’ parks, Chain of Lakes, numerous farmer’s markets and large biking community. About the Hilton Minneapolis: Rising 25 stories, provid- • Speaking of biking, with more than 120 miles of ing stunning views of the Minneapolis skyline and a bikeways, Bicycling Magazine named Minneapo- short distance from Target Field, Target Center and other lis America’s #1 bike city. The city has the largest downtown destinations, Hilton Minneapolis is the ideal bike-share program in the country and more bike location for the 22nd Annual ALSD Conference and Trade- parking per capita than any other city in the U.S. show. Its 821 guest rooms provide luxurious amenities, • Minneapolis is one of the top-10 greenest cities and its 77,000 square-feet of meeting space afford the in the U.S. according to Move.com. The online real ALSD class and comfort for our exhibit hall, breakout ses- estate site credits Minneapolis for being a com- sions and networking events. Join us at 2012’s host hotel muter’s paradise where more than 60-percent and enjoy a truly exquisite experience. of downtown workers use public or alternative Hilton Minneapolis is within walking distance of many transportation. Minneapolis destinations, including: • Nicollet Mall – pedestrian mall featuring shopping, • Minneapolis also finds itself in the top-10 for best restaurants and entertainment markets for young professionals according to • Orchestra Hall – home to Minnesota Orchestra Forbes. • Target Field – home to Minnesota Twins Baseball • Hubert H Humprey Metrodome – home to Minnesota Vikings Football • Target Center – home to Minnesota Timberwolves and Lynx Basketball, concerts and other events • Walker Art Center – visual, performing and media arts • A short light rail ride from Mall of America shopping Hilton Minneapolis 1001 Marquette Avenue South Minneapolis, MN 55403-2440 1-888-933-5363 Group Name: ALSD or Association of Luxury Suite Directors Annual Meeting Group Rate: $155/night Dates You Can Book: June 28 - July 4, 2012 50 | S E A T | www.alsd.com | #SEATSpring2012
- 53. The 22nd Annual ALSD Conference & Tradeshow June 30 – July 3, 2012 Minneapolis Hilton Minneapolis, MN Registration Form Registration fees include all seminars, course materials, Pricing: venue tours, and hospitality receptions. No. of Attendees January 1, 2012 – March 16, 2012 Attendee Sign-up First ALSD Member $750 _____ Please complete a registration form for each attendee. Add’l ALSD Member $700 _____ Payment information only needed once if paying for all Non-ALSD Member $850 _____ attendees from a team/company. March 16, 2012 – ALSD Conference First ALSD Member $800 _____ Cancellation Add’l ALSD Member $750 _____ Thirty (30) or more days before show: 75% refund. Less Non-ALSD Member $900 _____ than thirty (30) days before show: Credit for following year’s show; no monetary refund. Organization ___________________________________________ Group Discount First Name _____________________________________________ Sign up 3 Attendees at Regular Price Get the 4th for ½ Price and the 5th for FREE Last Name ______________________________________________ Title ___________________________________________________ ALSD Guest/Spouse Program: Extra credentials are $200 each and will grant Address ________________________________________________ guest(s) access to all tours and receptions. Kids under the age of 14 are free. Guest/Spouse $200 _____ City____________________________________________________ Guest Name: _________________________________________________________ State _____________Zip Code______________________________ Total: $_______ Phone _________________________________________________ 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/ Card Number: _____________________________________________________ information sent to your cell phone (Ex. "ALSD buses depart 5:00 Exp. Date: ____________________________________________ p.m for Venue Tour" or "2:30 Sales Session moved to Conference Cardholder Name: _____________________________________ Room #2") Cardholder Signature: __________________________________ E-mail __________________________________________ League o College ___ Check made payable to: ALSD or Association of Luxury Suite Directors o NFL o Minor League o NBA o Racing Host Hotel Information: Reservations: o NHL o F&B Hilton Minneapolis Group Name: ALSD or Association of Luxury Suite o MLB o IT 1001 Marquette Avenue Directors Annual Meeting o Soccer o Other: ______ Minneapolis, MN 55403 1-888-933-5363 Group Rate: $155/night Member: oYes o No o I would like to sign up for membership; send materials Fax, E-mail or Mail form to: Amanda Verhoff ALSD 10017 McKelvey Road, Cincinnati, OH 45231 E: Amanda@alsd.com P: 513-674-0555 x104 F: 513-674-0577 #SEATSpring2012 | www.alsd.com | S E A T | 51
- 54. sports technology corner Whoowns your APP? There are over 500,000 apps available for Apple’s iPhone, some useful for stadiums and arenas. But there isn’t yet a single mobile application that serves all areas of the in-venue fan experience. Teams and venues need to consider owning their own app to ensure a desired fan experience and new revenue stream isn’t lost. By Paul Kapustka, Editor, Mobile Sports Report I n this era of the always-connected fan, it’s pretty much antennas inside stadiums or building out a robust Wi-Fi a given that stadium owners and operators are going to network to cover as much of the building as possible. But have to ensure that there is adequate wireless network again, building the network is only half of the solution. coverage in as many parts of their facilities as possible. To turn the expensive proposition into a potential posi- But building a network is only half the job. Owners and tive, teams, owners, and operators need to start thinking operators also need to own their main in-stadium app, both strategically about “owning the app” to open up increased to ensure a better fan experience and also to reap possible concession and seat revenues while also keeping the fan new revenue streams that may make a wireless network a happy, engaged, and looking forward to the in-stadium net positive asset. experience. First, a little background on the overall problem: Right It’s almost a certainty that anyone arriving at an event now, it’s fair to guess that many stadium operators have with a mobile device expects at the very least to find a been caught a bit off guard when it comes to the smart- home page for the team or event they are about to watch. phone revolution. They shouldn’t feel bad, because no- Forward-thinking organizations have already gone one step body really knew what was going to happen after Apple better with a “game-day app” that has targeted the types of introduced the revolutionary iPhone back in 2007. Even information and interactivity most pertinent to the live au- the cellular companies themselves were caught off guard, dience. What are the key attributes stadium owners, teams, as the huge data demands created by the graphically adept or event operators need to have in their “game-day app?” smartphones overwhelmed the historical wireless network Here’s a few that are pretty much table stakes for the new infrastructure, leading to dropped calls and poor service digital stadium experience: that became instantly legendary. And while the leading wireless service providers are Custom Content doing a pretty good job of retooling their overall network Building jumbotrons is a great way to please fans who infrastructure to handle the new surge in data demands want to watch replays of live action, but with any stadium- controlled screen, fans can only watch what the operator decides. By making replays and other video content avail- If [teams] are not controlling that [app] screen, then able inside a mobile app, teams and operators can give fans someone else will be and will be first in line for that a personalized experience that better answers their desires, whether those are for more replays from more angles or for fan’s attention and discretionary game-day income. historical content that they can watch during live-action downtimes. By making this rich content available only to fans who “check in” on the in-stadium network, teams – AT&T, for example, has said that cell phone data on its eliminate one reason that keeps people at home on the networks has increased by more than 5,000-percent over couch instead of in a stadium seat – because they can see the last three years – there are still places where the network the game better on their home TV. can be quickly overwhelmed, such as at conventions or in large sports arenas. It’s a safe guess that many longtime Concessions season ticket holders are expressing frustration in stadiums Most teams and stadium operators have already realized the across the country because they come to games and can’t get benefits that a wireless connection can bring to concessions a signal on their shiny new phone. operations, from faster order turnaround time to increased To answer this demand, smart stadium operators are revenues thanks to the improved ease of ordering and pay- turning to service providers and technology partners to ing to a vendor equipped with a wireless credit card reader. help improve cellular signals by installing networks of small Having a concessions feature inside a game-day app is a no- 52 | S E A T | www.alsd.com | #SEATSpring2012
- 55. brainer extension tothis idea, letting fans place their own orders online, perhaps paid for via an online account and then picked up at a special express window. Putting more ordering capabilities into an app also gives teams a way to “push” promotions and sales, even to specific areas inside the stadium, all from a central control point. Seat Upgrades It’s standard practice now in the airline industry to allow fliers to upgrade their seat purchase by allowing them to look at an app showing which empty seats might be avail- able. Instead of allowing third-party vendors to reap the FOLLOW @SEAT_EDITOR possible rewards of the secondary ticket market, teams and eliminate a lot of the confusion and build a platform to bet- ON TWITTER FOR MORE stadiums can make the most of their seat inventory on a ter handle potential emergency situations. MOBILE APPS NEWS: minute-by-minute basis, allowing fans in the stadium to MAPLE LEAFS SPORTS & “upgrade” to empty premium seats via the game-day app. Though there isn’t yet a single standout application that ENTERTAINMENT Such a service could also be a way to build loyalty with serves all these purposes, teams can already cobble together DEPLOYS TOUSHAY IN- season ticket holders, giving them an incentive to tell the a place to host existing services like Facebook and Twitter SUITE TABLET teams when their seats might be available for resale. and build their own features into the base app as time and SERVICE FOCUSING ON resources allow. But the end game should always be the idea MERCHANDISE SALES Fan Interaction that the team, stadium owner, or operator needs to “own the Perhaps the biggest action taken by fans after watching app” since that will be the place fans turn to when they ar- the event itself is their desire to share the experience. That rive and turn on their devices. If you’re not controlling that activity can take many forms. It can be a text message or screen, then someone else will be and will be first in line photo shared with someone not present, or it can be the for that fan’s attention and discretionary game-day income. desire to find a friend or family member at the stadium and That’s a game stadium owners and operators can’t afford to arrange a live meeting. It could also be an online discussion lose. # between fans who know each other or who share similar likes online. For teams, it’s much better to keep as many of these conversations “in-house” as possible and can be done What other components do you believe belong on a team’s game-day app? simply via steps like adding a Twitter or Facebook widget to Write to Paul at kaps@mobilesportsreport.com. your app so fans don’t have to leave the game-day screen to send a message. Building an interaction component is not To read more of the Mobile Sports Report, visit: just a good idea, it’s a necessary evil. www.mobilesportsreport.com Safety and Services About Mobile Sports Report: Fans who can find what they need quickly on their own Mobile Sports Report (MSR) aggressively covers the growing intersection COMING UP NEXT: are not only more satisfied, but they decrease the opera- of sports, mobile technology, and social media. MSR helps identify the new IT’S TIME TO JOIN THE tional personnel costs necessary to provide directions and entrants and new business models and finds winners, losers, and interest- VENUE TECHNOLOGY information. By building in prominent links to parking, ing stories along the way. For teams and schools trying to make sense of the GROUP: THE BEST OF safety and navigation directions, and by enabling a place to social/mobile/local phenomenon to the vendors, application developers, and BOTH WORLDS quickly communicate with fans in the building, teams can marketers in the space, Mobile Sports Report is a must-read destination. #SEATSpring2012 | www.alsd.com | S E A T | 53
- 56. sports technology corner THE Venue TEchnology A s we have done with all the major and minor leagues, the Venue Technology Group has its own group* division within the ALSD and its own community. We encourage and invite all our team and venue members to bring along your IT Departments, because you will work with them; you will collaborate *The Venue Technology Group is an IT with them. In fact, you probably already do. Sales and sponsorship teams collaborate conference held concurrently with the with the IT Department on CRM programs ALSD Conference and Tradeshow, and on lead scoring and database analysis. June 30 July 3, 2012 in Minneapolis. – Food and Beverage concessionaires and caterers work with the IT Department on F&B orders from the stands or from Your Own Program touchscreens in the suites or with digital signage at the point of sale outlets. Your Own Topics Premium seat departments use IT to deliver video to suites either on flat Your Own Community screens or on mobile devices. Broadband and bandwidth have become incredibly important to entertain fans with statistics and interaction. But you also interact with your This year’s Venue Technology Group program reflects the ALSD’s decision to colleagues in premium seats, in food train all the areas of the premium markets and beverage, and in ticketing. and even the general facility markets to better understand technology and to collaborate with IT Departments. Bring THE BEST OF BOTH WORLDS your IT Department to our show and get the stereotypic behind-the-scenes IT professional out of his or her cubicle and into the spotlight because that is where IT will be in the next generation – the Spotlight. 54 | S E A T | www.alsd.com | #SEATSpring2012
- 57. 2012 Venue TechnologyGroup Schedule of Events The VTG schedule of events is a living, breathing document, so please be aware that changes and updates are continual, and this outline is not final. Panelists and presenters will be announced, and sessions will be added and tweaked in the coming months in print, online, and email pieces. Stay tuned! Saturday, June 30 9:00 a.m. – 10:00 a.m. 4:00 p.m. – 7:00 p.m. IT Strategy and Analytics Exhibit Hall Open Ultimately, IT strategy and analytics drive ROI. They also drive nearly every other decision a team/venue will make about nearly every other facet of its IT business philosophy. 7:00 p.m. Moderator/Panelist: Mark DiMaurizio, Vice President, Buses Depart for Venue Tour: Technology Solutions, Comcast-Spectacor Xcel Energy Center Panelist: Scott Jablonski, Director, Club Analytics & Reporting, Home of the Minnesota Wild National Hockey League Tour, Reception, Networking 10:00 a.m. – 11:00 a.m. Buses will shuttle back from the venue at intervals beginning Content Delivery Over IP at 8:30 p.m. until 10:00 p.m. Whether it’s Wi-Fi, bandwidth, or voice over IP, communications protocol is a hot topic in the venue Tentative Backroom IT Tour marketplace. Sponsored and Presentation by AT&T Solutions Protocols Include: Presented by Jim Ibister, VP, Facility Administration, • Bandwidth Case Study: Xcel Energy Center, Minnesota Wild AT&T Solutions • Wi-Fi Case Study: Sporting Kansas City • Wi-Fi Case Study: New England Patriots, Xirrus • Voice Over IP Case Study Panelist: Matt Lukens, Vice President, Business Development, ZiXi Sunday, July 1 Panelist: Diane Waddell, Senior Marketing Manager – 8:00 a.m. – 3:45 p.m. National Events & Sponsorships, AT&T Solutions Panelist: Jim Ibister, Vice President, Facility Administration, Venue Technology Group Stand-Alone Day Minnesota Wild Opening Remarks: Panelist: Steven Wastie, Chief Marketing Officer, Xirrus Bill Dorsey, Chairman, ALSD Morning Venue Technology Group Moderator: 11:30 a.m. – 1:00 p.m. Mark DiMaurizio, Vice President, Technology Solutions, All-League Lunch Comcast-Spectacor Location: Target Center Basketball Floor Keynote Speaker: 8:00 a.m. – 9:00 a.m. Chris Wright Infrastructure: The Big Solution Providers President Minnesota Timberwolves It starts with a Big Decision. What technology infrastructure should you choose? What is it about your building that is unique? What are the cost issues? What are your budget issues? ALSD Visionary Award Presented: This kickoff seminar will take a look at different case histories Rich Krezwick of major buildings from different solutions providers. President Case Histories Provided: Devils Arena Entertainment, New Jersey Devils • Amway Center: Harris • Marlins Park: Daktronics Panelist: Jason Coleman, Vice President of Information Technology, Orlando Magic Panelist: Mark Steinkamp, Marketing Director, Daktronics #SEATSpring2012 | www.alsd.com | S E A T | 55
- 58. Afternoon Venue TechnologyGroup Moderator: 4:00 p.m.– 7:00 p.m. Matt Lukens, Vice President, Business Development, ZiXi Exhibit Hall Open ALSD Appreciation Days: This year, exhibitors will bring 1:00 p.m. – 1:45 p.m. prizes to give away to attendees! Throughout exhibit hours, attendees are encouraged to meet and network with exhibitors. Cloud Sports Marketing Computing and Attendees are welcome to drop business cards in the fishbowls Virtualization of vendors they meet with. Business cards are pulled on The future is clearly the cloud. This seminar is intended to Appreciation Days – Sunday, July 1 and Monday, July 2 during demonstrate the applications relative to the sports marketplace exhibit hours. Winners must be present to win! that are available. Considered in this seminar: 7:00 p.m. • Multi-Media Video/TC Over the Web to Fans Buses Depart for Venue Tour • Cloud-Based Content Distribution Networks • Web as a Source of Team Content and as Marketing Con- TCF Bank Stadium tact for Point for Fans Home of the University of Minnesota • Virtual Hardware Platforms, Operating Systems, Storage Tour, Reception, Networking Devices, and Network Resources Buses will shuttle back from the venue at intervals beginning at 8:30 p.m. until 10:00 p.m. 1:45 p.m. – 2:45 p.m. Multi-Media for Video on All Levels IT Tour • Scoreboards and Ribbon Boards Presented by Michael McMillan, Director, Information • IPTV/Cable in Suites Technology, University of Minnesota – Athletics Panelist: Erik Watts, Senior Director, Technology, Pittsburgh Presented by Tadd Wilson, Event Producer, Daktronics Penguins Panelist: Jason Coleman, Vice President of Information Technology, Orlando Magic Panelist: Texas Rangers Monday, July 2 8:30 a.m. – 9:45 a.m. 2:45 p.m. – 4:00 p.m. Venue Technology Group Attendees Only CRM: A Technical Topic Solution Providers: New Product Demos CRM is both a sales tool and an IT tool. This session will focus Solution providers will showcase their products and services. on developing the IT-side of CRM. Learn about: Moderator: Bobby Whitson, CEO, Whitson Sports • Phone Apps and Other Mobile Capabilities • Creating a Virtual Marketplace Panelist: John Kolakowski, Marketing Director, Green Beacon • In-Suite and Premium Systems Only Solutions • Technology as a Marketing Tool • Seat Upgrade Systems 10:00 a.m. – 11:00 a.m. • Tablet Technologies • Website Chat Functions Sales, Operations, and IT Panelist: Steve Nutt, CEO, Mobile Ticket App Ticketing and Technology Cut through the clutter. Team case studies will outline Panelist: Evan Karasick, President, Channel 1 Media Solutions ticketing system options and objectives. Additionally, dynamic Inc. pricing options will be discussed. Leave understanding your Panelist: Bryan Apgar, Director of Sales and Chat Innovation, best options and what you need from a ticketing system. WebsiteAlive Moderator: Jane Kleinberger, Founder, Paciolan Panelist: Adam Stass, CEO, WebsiteAlive Panelist: Jim Willits, Vice President of Sales, Philadelphia Panelist: Nick Young, Founder, Second Seats Flyers Panelist: Steve Stonehouse, Senior Vice President of Sales, Ballena Technologies Inc. 56 | S E A T | www.alsd.com | #SEATSpring2012
- 59. 11:00 a.m. –2:00 p.m. 5:00 p.m. – 5:45 p.m. Exhibit Hall Open General Session: All Attendees Invited ALSD Appreciation Days: This year, exhibitors will bring Power Entertaining with Food and Wine prizes to give away to attendees! Throughout exhibit hours, Are you still looking for one of the most important pieces of attendees are encouraged to meet and network with exhibitors. the business puzzle? Business entertaining is usually overlooked Attendees are welcome to drop business cards in the fishbowls in executive and management training, and Eddie is the of vendors they meet with. Business cards are pulled on acknowledged expert on this subject. It’s more important than Appreciation Days – Sunday, July 1 and Monday, July 2 during ever in this economy, when every meeting and entertainment exhibit hours. Winners must be present to win! dollar has to be carefully spent to obtain the highest result. Eddie will show you ways to stand apart from the competition while growing your business and building relationships through 1:00 p.m. – 2:30 p.m. intelligent entertaining. Subjects include taking a client to Case Studies, Brought to You By… lunch, tasting wine like a Master Sommelier, and the proper pairing of food with wine for powerful impact. Additionally, Teams and venues have utilized products and services from listen as Eddie details the menu and entertaining tips for the ALSD vendors that have “changed the game.” See case studies reception at Target Field following his presentation. Take from teams and venues on how a product or service has solved note about how you can best utilize the reception as a training a challenge or enhanced the game-day experience. Each session template. is sponsored by an ALSD vendor and is an extension of the exhibit hall and educational sessions. Presenter: Eddie Osterland, America’s First Master Sommelier 2:30 p. m. – 3:30 p.m. 6:00 p.m. IT and Food and Beverage Buses Depart for Venue Tour Digital Food and Beverage Developments Target Field When you talk about F&B and digital developments, you talk Home of the Minnesota Twins about ROI. Does the increased cost of digitalized video boards Tour, Reception, Networking drive revenue? Is there a need for flexibility created by digital Buses will shuttle back from the venue at intervals beginning at boards? Who are the leaders in the space? What is the future of 7:00 p.m. until 9:30 p.m. the business? This seminar will look closely at solutions. • Points of Sale Systems • Menu Boards IT Tour • Digital Food Selection Options: Phone, Tablets and Hand- Presented by John Avenson, Vice President of Technology, helds, Touch Screen Television Minnesota Twins Panelist: Wayne Wichlacz, Director of Information Technology, Green Bay Packers Panelist: Charlie Freeman, Senior Vice President, Business Development, Orlando Magic tuesday, July 3 8:30 a.m. Keynote Speaker 3:45 p.m. – 4:45 p.m. Sales, Customer Service, Food and Beverage, Venue Development, and IT 9:00 a.m. – 10:00 a.m. Premium Level Technology Improvements Sales, Customer Service, and IT The most innovative technology usually begins on the premium CRM levels; learn why premium often leads the way in the world of Bridge the gap between the database manager, the sales staff, IT. In this seminar, you will get a rundown on: and the senior executives. Get educated on CRM systems and • Bandwidth: A Premium Issue how they can assist your department. • Phone Systems and Usages Panelist: Jason Koettel, Vice President – Information • Multiple Channel and Camera Angle Televisions on the Technology Systems, Legends Hospitality Management Premium Levels Panelist: Russell Scibetti, Director, Relationship & Database • Equipped Suites: Wired Suites, Computer Hook-ups, the Marketing, New York Jets Venue Leading the Way • Fan Experience Leading to Added Revenues Panelist: Bobby Whitson, CEO, Whitson Sports • Online Ticketing Solutions, Mobile Apps, Bar Codes, and Panelist: John Kolakowski, Marketing Director, Green Beacon Paperless Ticketing Solutions • Marketing Automation Panelist: Jen Zick, Senior Director of Strategy & Business Development, FanOne Marketing Panelist: Nic Barlage, Sr. Director, Suites, Premium Sales, Service, Business Development, Cleveland Cavaliers Panelist: Steven Wastie, Chief Marketing Officer, Xirrus #SEATSpring2012 | www.alsd.com | S E A T | 57
- 60. 10:15 a.m. –11:30 a.m. Customer Service, Sales, Food and Beverage, and IT The Future of Mobile Devices Tablets and mobile devices are the wave of the future. There are uses on the premium level and beyond, so you need to explore the technological issues as well as the options on what innovations offer you the best value and opportunity. In this session, learn tablet capabilities and uses such as: • Mobile Capabilities: Voice, Touch, Gesture Recogni- tion/Response • Data and Analytics on Mobile Devices • Optimization, Simulation, and Storage of Data • Tablet and Handheld Ordering • Tablet Marketing: Presentations, Marketing, and Sales Moderator: Jared Frank, Editor, SEAT Magazine, ALSD Panelist: Evan Karasick, President, Channel 1 Media VTG Steering and Conference Committee Solutions Inc. Rick Temple Jim Ibister Panelist: Nick Young, Founder, Second Seats Consultant Vice President, Panelist: Steve Nutt, CEO, Mobile Ticket App RKT Consulting Facility Services, Inc. Administration Panelist: ARAMARK Minnesota Wild 11:30 a.m. – 12:30 p.m. Lunch on your own Matt Lukens John Tymoski Vice President, Director of Business Interactive Media 1:00 p.m. – 2:15 p.m. Development ALSD Customer Service, Sales, and IT ZiXi Customer Engagement: Staying Connected Between Visits Through Social Media Scott Jablonski Bobby Whitson Teams need to foster connections between customer visits Director, Club CEO through social media. Learn more about your customer Analytics and Whitson Sports and vice versa through social media engagement and Reporting tailor experiences to their needs. Learn how your social National Hockey media staffers can be more than just the voice of the League organization but a sales and customer service arm as well. Moderator: Russell Scibetti, Director, Relationship & Mark DiMaurizio John Avenson Database Marketing, New York Jets Vice President, Vice President of Panelist: Angelina Lawton, Founder and President, Technology Technology Sportsdigita Solutions Minnesota Twins Comcast- Spectacor Sales, Marketing, and IT Data-Driven Analysis: What It All Means Ron Contorno Russell Scibetti Finding new customers used to be an art, now it’s a President Director, science. Learn how to work smarter, not harder. Learn Full House Relationship how the effectiveness of data-driven analysis will lead Entertainment & Database to more proactive sales calls. Marketing and sales can Database Marketing work cohesively, especially on the premium levels, using Marketing New York Jets technological tools such as marketing automation, interactive marketing, and profile analysis once the leads are targeted for acquisition and upsell purposes. Jason Koettel Mark Feller Vice President Vice President, Moderator/Panelist: Mark DiMaurizio, Vice President, - Information Technology Technology Solutions, Comcast-Spectacor Technology Arizona Cardinals Panelist: Scott Jablonski, Director Club Analytics & Systems Football Club Reporting, National Hockey League Legends Hospitality Panelist: Ron Contorno, President, Full House Management Entertainment Database Marketing Jason Coleman Vice President of Information Technology Orlando Magic 58 | S E A T | www.alsd.com | #SEATSpring2012
- 61. THE Venue ALSD Conference & Tradeshow June 30 – July 3, 2012 Minneapolis Hilton Minneapolis, MN TEchnology Registration Form group* *The Venue Technology Group is an IT conference held concurrently with the ALSD Conference and Tradeshow. Registration fees include all seminars, course materials, Pricing: venue tours, and hospitality receptions. No. of Attendees January 1, 2012 – March 16, 2012 Attendee Sign-up First ALSD Member $750 _____ Please complete a registration form for each attendee. Add’l ALSD Member $700 _____ Payment information only needed once if paying for all Non-ALSD Member $850 _____ attendees from a team/company. March 16, 2012 – ALSD Conference First ALSD Member $800 _____ Cancellation Add’l ALSD Member $750 _____ Thirty (30) or more days before show: 75% refund. Less Non-ALSD Member $900 _____ than thirty (30) days before show: Credit for following year’s show; no monetary refund. Group Discount Organization ___________________________________________ Sign up 3 Attendees at Regular Price First Name _____________________________________________ Get the 4th for ½ Price and the 5th for FREE Last 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. Title ___________________________________________________ Guest/Spouse $200 _____ Address ________________________________________________ Guest Name: _________________________________________________________ City____________________________________________________ Total: $_______ State _____________Zip Code______________________________ PAYMENT Phone _________________________________________________ Payment Information: ___ American Express ___ Discover ___ Mastercard ___ Visa Cell Phone ______________________________________________ Card Number: _____________________________________________________ ___ Yes, I would like text messages during the ALSD Conference *ALSD will have an opt-in Text Program. Texted updates/informa- Exp. Date: ____________________________________________ tion sent to your cell phone (Ex. "ALSD buses depart 5:00 p.m for Cardholder Name: _____________________________________ Venue Tour" or "2:30 Sales Session moved to Conference Room Cardholder Signature: __________________________________ #2") ___ Check made payable to: ALSD or Association of Luxury Suite Directors League o College o NFL o Minor League Host Hotel Information: Reservations: o NBA o Racing Hilton Minneapolis Group Name: ALSD or Association of Luxury Suite o NHL o F&B 1001 Marquette Avenue Directors Annual Meeting o MLB o IT Minneapolis, MN 55403 o Soccer o Other: ______ 1-888-933-5363 Group Rate: $155/night E-mail __________________________________________ Fax, E-mail or Mail form to: Amanda Verhoff Member: oYes o No ALSD o I would like to sign up for membership; 10017 McKelvey Road, Cincinnati, OH 45231 send materials E: Amanda@alsd.com P: 513-674-0555 x104 F: 513-674-0577 #SEATSpring2012 | www.alsd.com | S E A T | 59
- 62. sports technology corner TheCorners of the Database Marketing and CRM Markets Currently, there are many CRM and database marketing platforms that address elements of what teams need, but no single platform exists yet that provides the perfect solution to address every team’s needs. Learn all the options your organization needs to consider when addressing your data management situation. By Bobby Whitson, CEO, Whitson Sports C RM, database marketing, contact management, email, Where Are We Now? text, and social media are all concepts that are regu- Currently, there are platforms that address elements of what larly discussed among today’s sales and marketing teams need, but no single platform provides the perfect groups at teams, venues, colleges, and leagues. That solution to address every team’s needs. As a result, teams has not always been the case; less than a decade ago, most and venues need a variety of platforms to address their teams were still using their ticketing platforms for contact needs adequately. Those platforms include a CRM platform management and email. CRM and database marketing and a database marketing platform. As mentioned above, were both relatively new topics, and not many team execu- Microsoft CRM and Salesforce.com are currently well- tives understood how they could impact their business. established in the sports CRM space, and they are fantastic platforms. SugarCRM is another solid platform and has How Did We Get to This Point? recently made inroads as well. In the early-2000s, SmartDM was first to market with a These days, many teams have CRM platforms in place, true database marketing concept in sports. Consolidat- but they are still using basic email tools as opposed to ing multiple data sources into a single database platform true database marketing platforms; there is a significant from which teams and venues could manage their sales difference. Most email platforms that are currently in use and marketing campaigns was very warmly received and by teams today were built and designed to send email, and adopted by the space. In the mid-2000s, more advanced most do that very well. For some teams, that may be all that CRM platforms like Microsoft CRM and Salesforce.com they want or can handle right now. A true database market- gained significant traction as well as more advanced email ing platform, however, is designed to integrate and manage FOR MORE IT NEWS platforms like ExactTarget, ClickSquared, and e-Dialog. all outbound marketing campaigns across all mediums, not AND TO LEARN MORE ABOUT THE ALSD’S Interestingly, the focus on the marketing side shifted just blast email. Best practices direct marketing campaigns VTG, VISIT: heavily towards email, while the concept of true database these days have multiple, automated triggers across all WWW.ALSD.COM/ marketing got lost in this focus. mediums, including email, text, social media, direct mail, CONTENT/VENUE- As social media and SMS Marketing grow in impor- and phone. The sports marketplace should be operating at TECHNOLOGY-GROUP tance, the need for a true database marketing platform is this level. once again becoming evident. Whitson Sports has seen a A couple of advanced database marketing platforms have shift to organizations requiring re-engagement in best of begun to emerge in the sports marketplace. Along with the breed database marketing initiatives, not just single avenues previously mentioned ExactTarget, Eloqua, FanOne, and like email or text. Managing campaigns that are integrated Conversen all help their customers go well beyond email and triggered across all marketing mediums is the future of and text and engage at a deeper, database management/ marketing in the sports and entertainment space. marketing level. The traditional email platforms have also As teams and venues evaluate CRM, email, and database begun to extend their service offerings beyond email to marketing options, it is imperative to clearly identify spe- include text. It is important to keep up-to-date with the cific requirements, expectations, goals, and staffing models. service offerings of each of the players in the space. Plat- As similar as many organizations are, each one has its own forms will continue to develop as the sports market dictates unique needs and requirements from the platforms that its needs. serve their sales, marketing, and customer service initiatives. One alarming trend seen lately is teams and venues The reality is, simply, that the perfect platform for every rushing the decision process due to the need to address one organization does not exist… yet. specific issue without looking at the big picture or making this process an organization-wide initiative. Most teams and venues don’t accurately assess what they really need or how they are going to support it with staff internally. They 60 | S E A T | www.alsd.com | #SEATSpring2012
- 63. A CRM CaseStudy: Red Sox deploy Green Beacon Solutions’ Sports CRM For the Boston Red Sox, the next generation of databases has arrived. Gone are the spreadsheets and rolodexes. In the place of these “old school” tools, prior to the end of last season, the team inserted a shiny, new CRM system – Green Beacon Solutions’ Sports CRM – to buttress in a single application a va- riety of organizational information, including premium sales and service data. And has the system helped in better managing premium inventory? “That would be the understatement of the year,” explains Curran Raclin, Senior Op- erations Analyst for the Red Sox. “Before we were able to integrate the Sports CRM solution, inventory management was handled with spreadsheets, and that leaves room for error.” All disparate modules of the Sports CRM, which is built upon the Micro- soft Dynamics CRM platform, are integrated into a single system, transparent assume they need a CRM platform or an email tool like across departments. So now when a customer service representative logs a another team just purchased without really assessing their fan preference or a complaint, it can be viewed by everyone else throughout complete situation. the organization. And further, with the enhanced customer data and patron- level reporting, fans can be targeted and re-targeted with promotions that Where Do We Go From Here? align with their known preferences. Make no mistake – every organization needs an effective Patron-level reporting allows the team to put together proactive offers database marketing and CRM initiative in place. Using a based on what kinds of games specific fans are coming to (day/night, week/ ticketing platform for CRM and an email tool for data- weekend, etc.) and what kinds of products they’re buying. “It’s been a life- base marketing falls well short of best practices. Ticketing changer for our premium staff to have all that information more organized,” platforms sell tickets. Email tools send emails. CRM tools Raclin notes. “It’s been a better way for us to do business. Now if we have should provide a single view of the customer across the availability for a game, we know through our reporting that we have a previ- organization, segmentation tools, and excellent contact ous customer we can contact with a more customized experience who has management. Like CRM, database marketing tools provide come to a similar game ten times before.” a single view of the customer across the organization, seg- “[The Sports CRM] really streamlines what the reps have to do,” echoes mentation tools, but also the tools necessary to manage all Richard Smith, VP at Green Beacon Solutions. “And it has enabled them to outbound communications. focus on selling rather than entering data.” Understanding what the organization wants, needs, and Specific to the Red Sox premium world, the team tries to customize its is willing to pay are three defining questions that must be experiences as much as possible for patrons. Part of what’s built into the answered to determine which platform is best for its needs. Sports CRM solution is making sure everybody shows up at the right place at Each of those components is driven by an organization’s the right time. “When a suite is booked, we know one of our representatives pain or perceived pain in a certain area. Ticket sales, sales will meet [the suite buyer] at the gate and walk them up,” Raclin explains. “We pipeline management, contact management, data consolida- also make sure we have the World Series trophy there at a certain time, and tion, data management, data hygiene, data appends, report- security is at a certain place. All that is there to provide a seamless customer ing, analytics, suite management, and campaign manage- experience.” ment across multiple channels are just a few of the normal The Red Sox selected Green Beacon Solutions as their solution provider issues that teams and venues should consider in their search for a number of reasons, including the product’s easy translation into a sales for CRM and database marketing solutions. Whether a tool and the fact that Green Beacon, a national company, is headquartered in team is looking to implement a database marketing and/ Boston. “We also felt [Green Beacon] was stronger from an under-the-hood or CRM platform or already has them in place, they must point of view,” says Raclin. “They had a strong structure from a data handling take a step back and think through the organization’s pain point of view.” points, budget, staffing model, goals, and options, then Just as the advent of tracking a pitcher’s pitch count changed the strategy choose the solution that best addresses the situation. # of baseball, predictive analytics is the new way to play the sports business game. A few different key variables that the Red Sox pay attention to are opponent, day of the week, number of tickets purchased, and how far in Is your organization considering a new database marketing or CRM platform? advance tickets are purchased. “You can pull all that information very easily Write to Bobby at bobby@whitsonsports.com. through this analytical engine,” states Raclin. “If we have an empty suite dur- ing that time, we can reference our reports for a customer who fits the profile Whitson Sports has helped many organizations, large and small, aggregate and see if they want to buy it.” their data into a singe platform of record, clean it up, understand it, market to Welcome to the new school of sports business. it much more efficiently and effectively, and most importantly, monetize it. To – Jared Frank, ALSD learn more, visit www.whitsonsports.com. #SEATSpring2012 | www.alsd.com | S E A T | 61
- 64. Building a Sales RetainingWall Across all leagues and teams in all market sizes, retention of existing customers is now as important (if not more) as new business for sales reps. Recently, some teams are taking this initiative a step further and constructing stand-alone retention departments, separate from sales or customer service, to resist decreases in season ticket renewal rates. By Ryan Mirabedini, Membership Director, ALSD I n the film Glengarry Glen Ross, Blake, played by Alec retention are starting to pop up on the sports business grid. Baldwin, famously says that in sales, “Coffee is for To date, retention staffs are either focusing solely on season closers.” If this is the case, then a service department ticket holders or incorporating fans from the last row to the is the cream, and a retention department is the sugar. first into their target reach. But the idea of dedicating capi- While some people prefer to drink their java black, the tal and human resources towards retention efforts can exude majority would much rather consume a cup that is smooth lessons for any level of sales, including premium sales. and sweet. With more and more organizations adding To achieve a better grasp of exactly what a “retention dedicated retention departments, season ticket accounts and staff ” is, we must first recognize that they are relatively new suite leases across the country have begun to enjoy the taste to the scene. Introduced when the economy was at its worst, Devil of a Job: Rich Krezwick of their investment more. organizations began to realize that because it was so dif- explains the value of his retention employees: “When you see [the fan According to a recent Ernst & Young study, it is approxi- ficult to sell new clients in a tough market, it was that much experience representatives] with mately six times more expensive to earn a new client than it more important to keep the ones they already had. Jim season ticket holders on the main is to keep an existing one. The idea of maintaining business Willits, Vice President of Sales for the Philadelphia Flyers, concourse, and they’re talking about is not groundbreaking, but it’s the approach on how to admits that for a long time, renewals weren’t always the top their families...and really personal most effectively and efficiently do so that is. While certain priority. “Before it was, ‘Work on [renewals] when they’re things…the value of that is how this whole program has really added-value programs have always been a part of customer there and then go to new business, new business, new busi- taken off.” happiness on the suite level, actual departments devoted to ness,’” Willits remarks. “Now it’s renewals all the time.” After some in the industry came to terms with the importance of retention, they went straight to work on a program and staff that could accomplish the highest results. The first decision that they were required to make was whether to create a department of renewal managers on its own or mold it with the existing sales group. A Department of Their Own Ultimately, the Flyers decided that the best way to approach this new customer service effort was to take some of the top sales representatives they already had and deem them as retention staff falling under the umbrella of the sales department. According to Willits, the eight dedicated em- ployees may have different job descriptions but are still very much a part of the sales staff. “Sales and retention work up through the sales department,” explains Willits. “Every sales meeting and sales training, they are part of. And regarding commissions, we try to keep it a level playing field for sales and retention so that they are making the same amount of money.” Once the current season ticket holders are divided up amongst the dedicated staff, the next step is deciding how to approach them. In Philadelphia, the largest effort takes place through a highly rewarding early bird program. With phone calls from the retention staff starting in September and culminating in December, fans are incented by rewards and extra offerings if they get on board before the dead- 62 | S E A T | www.alsd.com | #SEATSpring2012
- 65. Nearly 2,000 years inthe making…. construction on the coliseum began in 72AD and in 2012 Sports cRm was released ….don’t wait another 2,000 years to ensure a full house. IF you’Re conceRned aBouT eFFecTIvely: · Managing Inventory: game day suite inventory, bookings and invoicing for suites and other products. · Increasing Sales: developing cross-sell programs or increasing sales by creating up sell programs. · Handling Service Requests: tracking and quickly resolving customer issues. · Scheduling Events: managing renewal and other customer- specific events to create the ultimate customer experience. · Streamlining Internal Operations: coordinating staff and organizing tasks prior to critical events to improve efficiencies. We have the answers. “The Boston Red Sox organization is driven to ensure that every fan has a consistent, high quality experience each time they visit Fenway Park. The improved visibility into the consumer preferences of our fans is helping us achieve that goal.” Ron BumgaRneR SenioR Vice PReSident/ticketing the BoSton Red Sox www.greenbeacon.com • 617-485-5000
- 66. line. Rewards forjoining in on this deal range from taking a Zamboni ride in between periods of a game to being a “benchwarmer” which entails sitting on the bench, while the team goes through pregame warmups. All the while, the retention managers are approaching and staying in contact with their accounts. Along with this early bird initiative, the Flyers do several other rewards promotions throughout the year, including players giving autographs and photo albums of the fans at Citizens Bank Ballpark for the Winter Classic. The bottom line goes back to each account member figuring out what is appropriate for each specific client and, subsequently, get- ting them involved. Flying High With all things considered, the Flyers feel that their ap- proach towards renewals has certainly paid off. The proof is in the numbers. “Renewals have been anywhere from three- to-five percentage points higher, and when you think of the millions of dollars we have to bring in, that’s a lot,” states Willits. “It’s making a big difference. Last year, we ended up raising ticket prices but were still able to renew at 94%.” With success so apparent, the Flyers are going after their base and offering them other opportunities. Because of this outreach, the organization has had a substantial increase in incremental revenue from the season ticket base that they’ve never had before. Before the creation of a retention department, the Flyers had a significant season ticket base, but nobody was talking to them about adding a single event suite night, having their staff meetings at the arena, a group night, adding seats, or anything additional. So while the re- newal itself is a big piece of the pie, another slice is getting more business out of their base and biggest fans. “[Season ticket holders] are coming to us because of the relationship they have with the team,” Willits says. Top: A retention rep discusses a renewal with a client at a Philadelphia Flyers event. Bottom: Flyers Forward Maxime Talbot greets a fan at Meet the Team, a Flyers season ticket holder event. Thundering Out Renewals Because the formation, function, and development of reten- tion staffs are still in their beginnings, different routes for “Renewals have been anywhere from three-to-five creating these specialized employee groups are being taken by other teams and venues. In Oklahoma City, the Thunder percentage points higher… Last year, we ended up have gone the route of actually creating an entirely new raising ticket prices but were still able to renew at position to aid in retention efforts. “We clearly understand that the opportunity to retain our current consumer is in 94%.” our best interest,” says Brian Byrnes, Senior Vice President – Jim Willits, Philadelphia Flyers of Sales and Marketing for the Oklahoma City Thunder. “There are not many teams that ignore the value of reten- tion, but I know that we are making a significant invest- ment by having 14 people on our retention staff.” While Byrnes admits that there has been a significant 64 | S E A T | www.alsd.com | #SEATSpring2012
- 67. Finally, wireless products designedto fit your design. More density. Mode bandwidth. More value. The key to increased fan satisfaction www.xirrus.com :: 800.947.7871 :: info@xirrus.com
- 68. investment of resourcesspent on the creation of this dedicated department, the organization sees the benefits as a must-have. Chesapeake Energy Arena, home to the Thunder, has a season ticket base of 14,000 people, and whether a given fan at the game is courtside, owns a suite, or is sitting in “Loud City” in the last row of the build- ing, they will be assigned to one of the Thunder’s account managers. This individual’s sole priority is to provide each one of these fans, regardless of price point, a genuine and meaningful relationship. A season ticket holder at the Thunder can expect their account manager to know them on a personal level. This in- cludes, but is not limited to, knowing buying habits, utility of tickets, share partners, and interests outside of basketball, so they can create meaningful programs for each customer. These events are not one-time gatherings either. The Thun- der give their retention managers the ability to create and decide what type of program would be best for each client. “We create well over 100 events a year that can range from 20 people to 200 people,” states Byrnes. “It’s the account manager’s responsibility to create the event that best pairs up to what the client’s needs and wants are.” Events are specifically catered towards the desires of a client. For an account made up of a family, the Thunder An Oklahoma City Thunder account manager interacts with a season ticket member during a recent Thunder game, engaging in have worked with the local children’s theatre and science a real-time review of their account and executing a renewal via an iPad presentation. museum for unique events. If the season ticket holder is more interested in the finer things of life, there are wine tastings offered to them. With exciting offers like these for current season ticket holders, the result has been high “There are not many teams that ignore the value renewals (98% in the most recent renewal campaign) of retention, but I know that we are making a and comprehensive customer satisfaction. And while the on-court success of the team certainly contributes to the significant investment by having 14 people on our high renewals as well, the Thunder believe their approach retention staff.” is necessary to create a community atmosphere, supplying high retention levels if the wins and losses aren’t looking – Brian Byrnes, Oklahoma City Thunder quite as nice as they are now. The Thunder got a taste of this confirmation during the NBA lockout when the team was trying to preserve some sense of connection with its fans. According to Byrnes, during this time was when the organization felt their ef- forts and investments of building a community had been validated. “One of the most overwhelming things that we heard [season ticket holders] say is that they missed going to the games; they missed seeing their friends; they missed seeing the energy in the arena on game nights.” This type of feedback illustrates the value created in the consumer experiences and personal connections that are core to the Thunder’s retention program. 66 | S E A T | www.alsd.com | #SEATSpring2012
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- 70. How Big ShouldYour Retention Staff Be? Some Existing Retention Staffs By the Numbers: New Jersey Devils 4 Employees Philadelphia Flyers 8 Employees Oklahoma City Thunder 14 Employees The Devil is in the Fan Experience Details stage of what it is they’re going to do as a fan, and I think At the Prudential Center, home of the New Jersey Devils, they value that.” the idea is the same, but the approach is a little different. Focusing on three main aspects of retention, the Devils Renewing College Customers place a concerted emphasis towards value, access, and expe- Properly administering efficient retention programs is not rience. Rich Krezwick, President of Devils Arena Enter- limited to professional sports alone or just to season tickets. tainment, is at the front of the organization’s push towards At Louisiana State University, home of the Tigers, spon- customer loyalty. “Retention is at the forefront of what we sor renewals are viewed just as importantly. According to try to do on the ticket side of our business. We realize that Chris Kosmala, an Account Executive of Corporate Sales, the value in retaining someone is so important when com- Sponsorship, and Marketing, the Tigers place a high value pared to the amount of effort and expense that goes into on treating their existing customers appropriately, so they trying to find someone new to bring in.” can spend their time activating instead of searching for The Devils use a staff of four fan experience representa- someone new. “If your proper renewal efforts aren’t there, tives within their sales team to lead retention efforts. These it’s like standing in quicksand,” says Kosmala. “The renewal four employees focus on creating a relationship with all is a primary focus, and our primary goal is to make them season ticket holders that leaves the realm of business and feel like part of the family.” heads towards the way of personal. “When you see [the fan It doesn’t hurt to have one of the top football programs experience representatives] with season ticket holders on in the nation, but LSU sponsors are also involved in other the main concourse, and they’re talking about their families sports from baseball to volleyball. While many college and stories and really personal things in the sense of how athletic departments may not have the funding of their you connect with people, the value of that is how this whole professional sports counterparts, there are still many efforts program has really taken off,” Krezwick adds. “You’re not they can make to retain. As is common practice, a simple just dealing with the fans, you’re dealing with people that connection of businesses can make a sponsorship valuable. you know, and I think that our fans have really found that In order to make sure their sponsors remain happy with FOLLOW @SEAT_EDITOR to be something unique.” their investments, LSU also provides amenities such as ON TWITTER FOR MORE When fans feel comfortable during events at the Pru- catered tailgates or pictures with the mascot. The athletic RETENTION NEWS: dential Center, it can also be attributed to the organization’s department also treats their big name investors to an away DOLPHINS HIRING A DIR. effort to have several in-game touch points to let their trip with all expenses paid. OF MEMBER RETENTION customers know they care about them. It is not uncommon The idea of retaining current clients has never been more for a member of the fan experience team to invite a season relevant to the industry. With occupancy rates and seat ticket holder to an in-game ice cream social or something licenses going down, it’s time for organizations and univer- in that manner. These touch points are implemented not sities to realize the importance of using the most valuable because there is a problem, but because the staff wants to information they have – their own fans – to develop the ensure that they are always able to talk with their customers right approach to business. So if a team is trying to decide no matter the situation. Once this form of trust is devel- what type of investment retention deserves, they should oped between a representative and their account, it becomes remember that coffee is for closers, but a lot more people much less daunting when it is time to solve a problem or will drink it with some sugar. # ask for a renewal. While the fan experience team is charged with devel- oping these all-important relationships, the Devils sales Are you thinking of creating your own retention staff? representatives are not completely off the hook when they Write to Ryan at ryan@alsd.com, or connect with him on complete a sale. These reps are encouraged to maintain re- LinkedIn at www.linkedin.com/in/ryanmirabedini and follow lationships as well. If this happens appropriately, then when him on Twitter at www.twitter.com/Ryan_ALSD. it comes time to renew on a seat the next season, the ticket holder feels comfortable enough to sit down and talk about it. “If you work with people to put them in a position where they can enjoy the experience, how they’re becoming a fan, COMING UP NEXT: and how they’re interacted with from an organizational A NEW FACILITY ICON standpoint, then as you progress, they change and evolve,” COMES TO MLS contends Krezwick. “You can then help them into the next 68 | S E A T | www.alsd.com | #SEATSpring2012
- 72. In a FirstFlush of Luxury Suites The Houston Dynamo sold zero luxury suites on a lease-basis in their first six Major League Soccer seasons at 70-year-old Robertson Stadium. Now the club has a premium inventory that includes 36 suites and 1,100 club seats. The new BBVA Compass Stadium is ushering in a new era for the Dynamo and for MLS and is a new icon for the City of Houston. By Jared Frank, Editor, SEAT Magazine W hen the new BBVA Compass Stadium differentiation is by bringing the suites closer in proximity opens in Houston on May 12th, it will rep- to the playing surface. The 36 suites along the sidelines at resent a feather in the cap of Major League BBVA Compass Stadium are less than ten rows from the Soccer – a league which continues on the up pitch. and up. The new home of the Dynamo is the first soccer- In addition to increasing their value proposition, the specific stadium to be built in a downtown district in North location of the suites, which are all situated off the main America. “The downtown location reflects the audience – concourse, also assists in meeting a tight budget. “It’s actu- the young, urban, and savvy consumer that MLS attracts,” ally a little cheaper to build [the suites] on the concourse,” says Bryant Pfeiffer, VP of Club Services at Major League explains Jeff Spear, Populous Project Architect for BBVA Soccer. “It is also a reflection of the international center that Compass Stadium. “You give up some privacy with where the City of Houston has become.” they’re at because [suite holders] have to walk on the main Not only is the stadium breaking new ground for MLS, concourse to get to them, but it was a matter of spending but it is a first-of-its-kind in the crowded sports landscape the budget dollars that were available while giving suite of Houston. And its originality starts with the stadium’s holders views that are unrivaled in major sports.” premium seating. “We wanted to go down farther and create a lower bowl, but we couldn’t because of the water table,” adds Chris Suites Less Than Ten Rows from the Pitch Canetti, President of Business Operations for the Dynamo. The Houston marketplace is flooded with suite ameni- “So what we ended up with were suites that are incredibly Best in Show: Chris Canetti ties. With Minute Maid Park and Toyota Center located a low to the pitch. It makes us very unique.” explains the stadium’s efficient stone’s throw away, and Reliant Stadium and its 193 suites design: “While it was based with just 15 minutes down the road, BBVA Compass Stadium From 0 to 36 in One Season budget as a priority, it works. Some of the things that came out of it had to bring something new to its 12-acre table to differen- From the corporate community, the club has seen a huge as a result make it one of the best tiate itself from the competition. One way the Dynamo and uptick in response to the new facility. At its old grounds stadiums in the league.” the stadium’s designers from Populous accomplished this (70-year old Robertson Stadium), a multipurpose facility 70 | S E A T | www.alsd.com | #SEATSpring2012
- 73. 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:
- 74. MLS Goes Downtown:Bryant which the University of Houston football team also calls benefits of being a ticket holder. “Good old fashioned cus- Pfeiffer details the significance of home, the VIP amenities that companies look for simply tomer service is another way we can differentiate ourselves,” MLS’ first soccer-specific downtown were not available. The Dynamo sold suites only on a game- contends Canetti. “This premium business is new to us. So stadium: “The downtown location reflects the audience – the young, by-game basis. In fact, they did not sell one suite in six years we have to think harder, over-deliver and be extra prepared urban, and savvy consumer that on an annual basis. Now the club is selling 31 of its suites for everything that comes with it.” MLS attracts.” on a 3-year license, keeping two for their own use, and sell- All suites have the same footprint and are designed with ing three party suites on an event-basis. Their freshness and an “urban loft” feel – an industrial style inspired from the Renderings courtesy of the Houston Dynamo uniqueness in the marketplace is one of the biggest reasons surrounding East End neighborhood of Downtown Hous- why the Dynamo only have three suites left for sale at the ton. Materials throughout the venue are simplistic. Dynamo time this article is being written. Moreover, business in ev- fans will find exposed steel, metal coil drapery, dyed and ery category has at least doubled for the Dynamo since the polished concrete, and metallic paint balanced with natural groundbreaking for the new stadium. “We’ve been able to granite and the warmth of hardwoods. “[The wood], in par- sell things not only more in volume, but at a more premium ticular, acts as a cue amongst the more industrial finishes, price,” Canetti says. drawing people toward it,” explains Alan Bossert, Populous Interior Designer for BBVA Compass Stadium. “Anything “The idea was to break the mold and wrap [BBVA Compass that people can touch and feel we tried to reinforce with the use of stone or hardwood, being that they are tactile Stadium] in a shimmering metal crown.” materials.” – Jeff Spear, Populous The suites get down to brass tacks in terms of accoutre- ments – flat screen TVs, refrigerators, comfortable seating, and 14 tickets with the ability to purchase two additional Going from selling zero leased suites to 31 in one season SRO’s. By the Dynamo’s own admission, the suites were brings multiple changes to the organization. One change designed just to be “functional.” “The selling point is what’s this season for the Dynamo is an expansion to the club’s in front of you here,” Canetti points out. “This incredible client service team. What used to be a skeleton staff of two view (less than ten rows from the pitch).” is now a more “meaty” customer service team of six. This team now has a reasonable account to executive ratio to Club Seating from Every Perspective continuously connect with seat holders to make sure they’re The next premium seat opportunities available at BBVA happy, using their tickets, and aware of all the other new Compass Stadium are the approximately 1,100 club seats 72 | S E A T | www.alsd.com | #SEATSpring2012
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- 76. dent’s Club. Theseseats command $3,500 per year for the best views at mid-field, direct access to the lounge, and ten events in addition to the 20 Dynamo home dates built into their packages. For all club seat and season ticket pricing and a seating diagram, go to www.houstondynamo.com/ tickets. Additional events at BBVA Compass Stadium that the Dynamo will pursue include concerts, festivals, boxing matches, high school sports, international soccer friendlies, and other special events. AEG, which owns 50% of the Dynamo and retains operating control of the club, should help draw 4-5 big concerts per year. Minority owner and boxing champion Oscar De La Hoya and his Golden Boy Promotions are expected to attract boxing to the new sta- dium. BBVA Compass Stadium will also serve as the home field for Texas Southern University football. All in all in a full year, the Dynamo would like to host 40 events. One of the first non-soccer events will be a June 23rd U.S.-Italy rugby match – the first international event held at BBVA Compass Stadium and the only international rugby event in the United States in 2012. The VIP Club Lounge All suite holders, club seat holders, and President’s Club seat holders have access to the VIP Club Lounge on the stadium’s west side before, during, and after events. The club lounge, sandwiched between the 100 and 200 Level club Top: Inside the stadium’s west side spread over three options – all offering a different perspec- seating sections, is an interior/exterior space. Inside, patrons private entrance, premium seat tive of the match. 1) The ultra-exclusive President’s Club have access to high-end food and beverage service, includ- holders can take the elevator or seating which is directly in front of the VIP Club Lounge; ing a 4-sided bar and carving station. A modern bi-fold stairs up to the VIP Club Lounge. Bottom: A combination of high- 2) The 100 Level club seating which is right behind the garage door can be lifted, allowing an open flow between top tables and lounge chairs in the team benches; and 3) The 200 Level club seating which is the inside and an outdoor terrace that overlooks the pitch. VIP Club Lounge makes for a highly above the club lounge in the upper deck. A combination of high-top tables and lounge chairs are social experience. Where BBVA Compass Stadium is unconventional with scattered throughout the climate-controlled interior and its suites down low, it is just as unique with a portion of the outdoor patio deck, promoting a highly social and its club seats at the 200 Level (the upper deck). But with comfortable premium experience. Food and beverage in all the facility reaching only 70 feet at its highest elevation, suites and club seats will be paid for on consumption. this layout seems to work. “Some people like to watch the Premium seat holders will enter BBVA Compass Sta- game from an altitude perspective and see the play develop,” dium through a private entry to a high-end lobby on both states Canetti. “You’re still so close to the action in these the east and west sides at midfield; and on the west side, seats, and you have the [VIP Club Lounge] right below can take the elevator or stairs directly up to the club lounge. you. These 500-plus seats sold out very quickly.” Aside from the club, in this lobby are the only private, The three sections of club seats located at the 100 Level upscale restrooms available to premium seat holders in the (the lower level) offer those fans that want to be closer to stadium. action an opportunity to sit right behind the team benches if they don’t mind walking upstairs to get to the club A Place in the Houston Sun lounge. It’s hot in Houston in the summer. Really hot. And a lot The third club seat option, which sold out in three days, of Dynamo fans perceive sitting on the east side of the is the most elite seat in the stadium – three rows of 214 stadium as a negative, as they will feel the brunt of the sun’s total seats adjacent to the club lounge known as the Presi- heat as it sets over BBVA Compass Stadium. Or will they? 74 | S E A T | www.alsd.com | #SEATSpring2012
- 78. In or Out:Premium seat holders “It’s not really a problem in this stadium,” clarifies Canetti. pre-paid food and beverage package. The south party deck can choose to enjoy a Dynamo “We’ve done all the sun studies. But the people of Houston is protected from the elements by the stadium’s canopy match from inside the VIP Club for six years have already been cultured to not want to sit on which extends 125 feet over the sound end zone. It will Lounge or from the adjacent outdoor terrace overlooking the the east side.” also serve as the stage area for concerts held at the stadium. pitch. To provide these seat holders with their place in the The north party deck is sponsored by Budweiser and nearly sun (or in this case, their place in the shade), the Dynamo identical to the south end with the exception of the roof created an experience on the east side for the three center protection. lower level sections called Center Circle seats to make it feel more attractive. These Center Circle seat holders have The Best Concert Seats in the House access to a lounge that gives them a premium experience Party suites, partitioned into three separate spaces for and addresses the heat. purchase, are located in the southeast corner of the stadium. These spaces are priced at $3,000 per third for Dynamo “This premium business is new to us. So we have to think matches and come with 16 tickets and food included. It happened by accident, but these suites offer the best harder, over-deliver and be extra prepared for everything sightlines for concerts, being closest to the approximately that comes with it.” 5,000-square-foot stage. “I can imagine when a big act – Chris Canetti, Houston Dynamo comes through, someone buying this whole thing,” envi- sions Canetti. “With 48 tickets and the indoor/outdoor seating, we’re going to get a big number for this.” The air-conditioned lounge increases the value of the Center Circle seat experience with amenities such as a bar, Design on a Dime finger foods, private restrooms, and flat screen TVs. Off As has been alluded to already, the design of BBVA the back of the lounge is an expansive patio visible to fans Compass Stadium was driven largely by budget. The walking along the sidewalk in front of the stadium. “It’s an stadium and infrastructure construction costs for the new experience that is exclusive and private,” Canetti says. “It’ll 343,500-square-foot facility came in at $80 million, which be a positive memory and something [Center Circle seat balloons to $95 million when including the land. Compare holders] will talk about.” that to the $200 million price tag on LIVESTRONG Sporting Park, completed last year in Kansas City, and one North and South Party Decks sees the need to be efficient with the design. “The whole Although the bulk of the premium seating options at design was based on a bottom-line budget with no ability BBVA Compass Stadium is located along the east and west to go a dollar over,” Canetti confirms. “What’s interesting sidelines, the north and south end zones behind the goals about it is while it was based with budget as a priority, it also offer a premium opportunity and social atmosphere for works. Some of the things that came out of it as a result group parties of up to 100 people. These areas come with a make it one of the best stadiums in the league.” 76 | S E A T | www.alsd.com | #SEATSpring2012
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- 80. “Budget is onething; what you do with it is another thing entirely,” echoes Spear. “[The Dynamo] were very strategic about where they wanted to spend their money. They wanted to get the most bang for their buck, and they ended up with a very interesting stadium.” The project is a private-public partnership with the lion’s share of the money ($60 million) privately funded. Twenty million dollars was funded publically through Tax Incre- ment Reinvestment Zones (TIRZ). TIRZ are special zones created by Houston’s City Council to encourage invest- ments in different neighborhoods that would otherwise Industrial Revolution: The stadium’s interior reflects the industrial heritage of Houston’s East End, embracing an “urban loft” feel with finishes such as metal coil drapery pictured here. not spur economic development. In turn, a higher tax base is generated, and the increments of those tax bases are set aside in a fund to finance public projects within the bound- BBVA Compass Stadium aries of the TIRZ. The general fan base will enter BBVA Compass Stadium At A Glance: through one of four main entryways at the building’s corners and are led to the stadium’s 21,600 seats by one Estimated Cost: $95 million 360-degree concourse, 32 feet wide on average. “Again, [the (including construction, infrastructure, one concourse] is by the need of the budget,” says Canetti. and land) “But it works really great. It makes it very efficient and effective.” Seating Capacity: 21,600 Around the concourse and in the seats, the stadium offers Suites: 33 luxury suites many new amenities for all fans. For the club’s supporters 3 party suites groups, they will enjoy seats right behind the south goal, closer to the pitch than compared with Robertson Stadium. Club Seating Capacity: 1,100 For all fans, the Dynamo are installing a Wi-Fi network and DAS system to cover wireless and cellular needs for all Stage: 5,000 square-feet (located in south end zone) 21,600 fans in attendance. Also, all club supporters will now Locker Rooms: 1 Dynamo locker room be able to purchase Dynamo gear at the stadium. The Dy- 4 multipurpose team locker rooms namo never had a team store before at their old home; now, they will have the largest team store in any MLS stadium. Site Size: 12 acres (522,720 square-feet) Building Size: 343,500 square-feet The Signature Shimmering Crown The trademark of BBVA Compass Stadium is certainly its Structural Concrete: 13,800 cubic yards exterior skin – a “tough” looking surface that reflects the industrial heritage of the East End downtown site and Structural Steel: 2,200 tons incorporates the Dynamo brand. “The stadium design is Partners: Harris County unique to the city, both in structure and use of the club’s City of Houston signature orange color,” Pfeiffer observes. Harris County-Houston Sports Authority The Dynamo wanted a style that is not only unique to Houston Dynamo the sports facilities of Houston, but also to all of soccer. The result is the 94,000-square-feet of tessellated 1/8-inch F&B Partner: Levy Restaurants thick aluminum mesh, which allows for air circulation and resembles the facets of a diamond, catching the Houston Operator: AEG sunlight in different ways to create a sparkling façade. “[The Architect: Populous skin] was a way of saying, ‘We’re here to make a name for ourselves,’” explains Spear. “The idea was to break the mold Construction Manager: Manhattan Construction and wrap it in a shimmering metal crown.” At night, the metal façade will shift from “shimmering 78 | S E A T | www.alsd.com | #SEATSpring2012
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- 82. Business in everycategory has at least doubled for the Dynamo since the groundbreaking for the new stadium. metal crown” to something more transparent, revealing the Sales to Date activity within, or with simple lighting dramatic effects, to “We have the internal rally cry to sell out every game,” a canvas or billboard for artistic or commercial images to be reveals Canetti. “We think we have the makings to be able projected onto. No matter the natural lighting conditions, to do so.” the exterior makes the building visually interesting and The Dynamo sit at just north of 10,000 season tickets instantly recognizable. sold at the time this article is being written – more than double the previous year’s season ticket base. The club Building a Better Houston finished in the middle of the league standings at the gate in The instant recognition brought on by the façade will return 2011 which marked the MLS’ highest average attendance great value to BBVA Compass Bank whose naming rights in its 16-year history. With the anticipation of selling a few partnership with the Dynamo has been valued at $20 mil- thousand more season tickets before the May 12th home lion over ten years. BBVA Compass is also partnering with opener against D.C. United, which is already sold out three the Dynamo on their “Building a Better Houston” initiative months in advance without going on sale to the public, and to utilize soccer and the new stadium to make a positive the expectation of selling more after the stadium opens and impact on the community and revitalize Houston’s East fans have the opportunity to experience it, the Dynamo End through programs focusing on education and physical have a real shot at selling out all their home dates. “We fitness for local elementary school students and sustaining want to be up there in the top-5 season ticket bases in the environment. BBVA Compass Stadium is on track to MLS,” outlines Canetti. be LEED-certified and become the most environmentally- MORE MLS NEWS friendly stadium in Houston with the majority of construc- A New Icon ON ALSD.COM: tion waste diverted from landfills by recycling steel, glass, “The construction is on schedule and the sales of the sta- CHICAGO FIRE BUILDING concrete, other materials. dium are too,” Pfeiffer states. From its new luxury suite and 150-PERSON STADIUM The Houston community has already benefitted from season ticket sales to its external skin, BBVA Compass Sta- CLUB AT TOYOTA PARK the 1,500 jobs created by the stadium’s development and dium is set to make its mark on the Houston sports venue construction. Once the stadium opens, an additional 300 landscape and beyond. Clearly, more than the first hurdle jobs will be added. Further, BBVA Compass Stadium is has already been cleared. The Dynamo now have suites sold expected to generate $32 million for the local economy with 3-year license agreements; they have a naming rights and is largely responsible for a new east-west light rail line and community partner; they have gained a foothold within that will be completed in the next two years and connect the Hispanic market; they have a team store at the stadium; the stadium with neighborhoods of Houstonians who they have a recognizable, signature façade. And most might never have had a reason to visit the East End or an importantly, when the orange carpet is rolled out May 12th, opportunity to see a Dynamo match. “We expect [the light for the first time, the Dynamo will finally have a home to rail] will be significant because it goes right down to a high call their own. # Hispanic neighborhood,” asserts Canetti. The Hispanic Market Which BBVA Compass Stadium design element do you find most interesting? Connecting with the Hispanic market of Houston is valu- Write to Jared at jared@alsd.com, connect with him on able for both the Dynamo and BBVA Compass Bank – a LinkedIn at www.linkedin.com/in/jaredfrank, and follow Spanish company which has its Investment Solutions him on Twitter at www.twitter.com/SEAT_Editor. division based in Houston. According to a recent ESPN/ Luker poll, professional soccer is now the second most Like the Association of Luxury Suite Directors on Facebook to view photos of popular sport in the United States behind the NFL in Jared’s visit to BBVA Compass Stadium. the 12-24-year-old age group and the most popular sport amongst Hispanics in the same age group. Further, ac- cording to the 2010 U.S. Census, approximately 25% of Houston’s population is under 18 years of age and almost COMING UP NEXT: 44% of the city’s population is of Hispanic or Latino origin. THE SPONSORSHIP These numbers demonstrate the necessity for BBVA Com- SURVEY RESULTS pass Stadium to be accessible to and embraced by young ARE IN Hispanics. 80 | S E A T | www.alsd.com | #SEATSpring2012
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- 84. Strategies and Best Practicesto Keep Sponsors Coming Back A recent survey completed by 38 teams from Major League Baseball, Major League Soccer, the National Basketball Association, the National Football League and the National Hockey League sheds light on the best approaches for retaining sponsors. Authors and Researchers: Dr. Peter Titlebaum, Associate Professor, University of Dayton and Research Director, ALSD Todd C. Koesters, MSA, JD, Assistant Professor, University of South Carolina S 1. ports teams are more concerned than ever before Know your partner’s business about sponsor retention. A recent survey was to establish a relationship completed by 38 sports teams from the NBA, It’s easy to fall into the trap that sport is the most impor- NFL, NHL, MLB, and MLS. The top-10 survey tant thing to sponsors, or that their business needs sport. responses provide direction for best practices from the Most people hear or read about sports every day. However, perspective of the teams. While the industry is still dealing successful partnerships are never one-sided. Both parties with economic change, it is helpful to see the ways teams need to feel valued. Knowing and understanding the client’s are keeping sponsors happy. A variety of tools are shared business is vital to the value proposition for them. After all, that can be implemented into effective renewal strategies a relationship is a two-way street with both parties deliver- and everyday business plans. ing value. 2. Maintain the objectives of the company While knowing the client’s business is critical to develop- ing the relationship, knowing their long-term goals and short-term objectives is also crucial to delivering solutions. Teams must know why a company invested in sport in the first place. Additionally, do not assume that just because they made the purchase, they have a plan to implement strategies to meet their objectives. 3. Deliver top service and experiences While a team will lose games, this should have little to no impact on the experience, as rarely does the market- ing department impact on-the-field success. However, the marketing department can determine whether or not the event is a win or a loss for clients. Premium pricing needs to deliver premium service. Little things like the quality of the food and service speaks volumes, and if teams do the little things, they will feel like they and their clients have won, regardless of the scoreboard. 82 | S E A T | www.alsd.com | #SEATSpring2012
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- 86. 4. Monitor all aspects of the deal Life is in the details, and so is the contract. All teams have 9. Incentivize early renewal with gifts Everyone likes getting a gift. Premiums are part of business is their word, and sponsors are expecting teams to fulfill today, and they take many different forms. They can be as their promises. It is not the sole responsibility of the client simple as a discount, a creative payment plan, or a one-of-a- to ensure that they are utilizing contracted assets to the kind gift that is personalized for the recipient. fullest extent. Properties need to monitor the contract throughout the relationship and assist clients in maximizing utilization of the assets. 10. Provide timely and ongoing recaps Annual recaps have become the norm in sport today. How- 5. Over-deliver on the client’s expectations While life is in the details of the contract, meeting contract ever, the timing of recaps can be the difference between a renewal and a non-renewal. Recaps should be thought of as ongoing progress reports and not just annual reviews. expectations is sometimes not enough. As clients evaluate The team that continually reports progress is more likely programs, they do not just ask what is working, but also to identify issues before it is too late. Additionally, keep in what is delivering more than expected. Properties must mind that the recap should be specific to the client’s needs over-deliver on the client’s expectations. For example, the and objectives. contract may stipulate that the client is to receive four es- corted field passes during pre-game activities. Delivery and In summary, while these tools can be effective for increas- execution of the passes is what is expected. Having an as- ing renewals, it is important to understand that they are sistant coach, player, retired player or cheerleader say hello, part of a process. Renewals take effort and don’t just hap- sign autographs and/or take a picture makes the experience pen. Sometimes all these techniques are followed, and the much more valuable. The cost to the team is nominal while business is still not retained. But following these survey the value to the client is immeasurable. responses will increase a team’s chances. # 6. Be upfront when things don’t go as planned Sometimes things go wrong. It’s how teams handle these Are you a team, venue or company interested in participating in future MORE RESEARCH ON ALSD.COM: situations that can determine whether or not a company research in the areas of premium product ownership, sales and/or marketing? WWW.ALSD.COM/ will keep doing business with the organization. Be upfront Contact Dr. Peter Titlebaum at peter.titlebaum@notes.udayton.edu or at RESEARCH and tell sponsors what happened and what action is being 937-229-4222. done to rectify the issue as well as what is being done to ensure it does not happen again. 7. Introduce sponsors to other potential business partners Many teams have started B2B events and think that is as far as they need to go, but this may not be the case. Teams might have to play matchmaker and make the introduction. 8. Create value by building and leveraging experience Do not discount the value of everything gained over time through experience. That experience needs to be shared COMING UP NEXT: with clients who don’t necessarily know how to maximize UNDERSTAND their investment. If teams assist partners, then they are CORPORATIONS’ more valuable. OBJECTIVES WITH THE SPONSORSHIP HEALTH REPORT 84 | S E A T | www.alsd.com | #SEATSpring2012
- 88. Introducing the Sponsorship HealthReport: Understand Your Clients’ Objectives Premium seat and sponsorship salespeople on the property side too often focus just on the real estate they sell – i.e., suites, seats, signage, and sponsorship space – and only during a renewal period. Former Bank of America executive, Ray Bednar, says it's time to focus on the corporations' objectives throughout the life of their marketing investments. And he has developed a program that does just that. Interview by Bill Dorsey, Chairman, ALSD SEAT: Give us a quick rundown of what the Sponsorship said, “No worries about that now. We can wait until the an- Health Report (SHR) actually is. nual physical.” The SHR allows for immediate and constant Bednar: The Sponsorship Health Report is a com- analysis of the health of your sponsor’s business life. prehensive report on the “health” of the sponsors that are connected to a sponsored property. For instance, a SHR for SEAT: What need is fulfilled by your new Sponsorship a Major League Baseball team would include its top-tier Health Report (or Premium Seat Health Report)? sponsors having some relationship with the team. Much Bednar: As the global head of sponsorships for Bank of like an annual physical with a doctor, this report identifies America, I was consistently approached by the properties the relative strength of the relationship between the sponsor we sponsored only when the renewal period came around. and the sponsored property. During non-renewal periods, or the vast majority of the The mistake we have seen so often in the past is a focus time of the contractual relationship that might last over five by the sponsored property on those relationships that years, we received very little attention to ensure the health are coming up for contractual renewal during a current of our relationship other than great attention to seat loca- period – say a year or six months. The decision to sponsor a tions and access to playing fields. Meanwhile, back in the property is often made via a complex web of relationships main bank, a myriad of forces were twirling and influenc- and circumstances within a company. It does not depend ing these highly visible marketing spends. This disconnect solely on the contractual period and renewal time period. between the knowledge of the business environment at In fact, there are a variety of factors – both internal to the sponsors and the relationship to properties felt like a true company and environmental – that can greatly influence, if opportunity for us at Hyperion Marketing Returns. not determine the decision to renew a sponsorship relation- ship. Our SHR alerts properties to these factors using a SEAT: How did you come up with the idea for the Spon- very simple green, yellow, and red coding to ensure they are sorship Health Report? focusing on relationships that are in the greatest jeopardy of Bednar: I came up with it after leaving [Bank of non-renewal. America] and setting up [Hyperion Marketing Returns] One factor in our algorithm is the timing of renewal, but with Mark Rockefeller. The lack of basic business acumen it also takes into account several other factors in determin- at sponsored properties was wildly apparent during my ing the risk of non-renewal. Think of it this way: the vast discussions with most of the teams and leagues we dealt majority of properties focus their client relationship efforts with. There is a true need to change the way teams and on companies that are close to the contractual renewal time leagues do business today from pure entertainment and which is akin to focusing your health care on when your an- brand awareness focus to that of a true business relationship nual physical is due. Imagine if you were experiencing some similar to other business relationships of the sponsors. sort of unusual pain or identified a lump in your skin, and 86 | S E A T | www.alsd.com | #SEATSpring2012
- 90. SEAT: Ideally, whatwill be the true benefit for the teams if they choose to utilize this service? Bednar: A greater understanding of how their partners work, the pressures their partners face in justifying these highly visible investments, and how to build both the team and the corporation brands. SEAT: Are the costs reasonable? How do you price out the service? How do you justify the price to the teams them- selves? Bednar: The price is based on the number of sponsors The SHR alerts properties to SEAT: Do you believe teams really understand the needs tracked and reported on and the number of reports issued sponsorship factors using a very of corporations? What do teams need to better understand per year. Generally, we produce one prime report that is the simple green, yellow, and red about their customers? most extensive in nature, followed by three other quarterly coding to ensure they are focusing on relationships that are in the Bednar: There exists such a basic disconnect between update reports to keep the prime report up-to-date with greatest jeopardy of non-renewal. the teams’ and corporations’ needs that a truly game- any changes in the health of the sponsors. Additionally, changing, relationship-differentiating opportunity exists many clients ask that we train their client management staff for those teams that change the way they approach these in how business operates in a corporation and how they can relationships. By focusing on the business goals of corporate best approach building programs that build on the tangible sponsors, they can highly differentiate themselves from business results corporations need to justify continued other marketing investments and thus survive the spending investments. cuts that the economy is forcing on so many companies. The stress of reduced business makes these issues all the SEAT: Are you working with any teams to date? What more apparent. about leagues? What are your goals in this area? Bednar: Our policy is to never discuss our clients. So I SEAT: When you were at BOA, who were your superiors cannot report names to you – just that this process works. who signed off on hospitality/sponsorship deals? Bednar: It varied, depending on the level of the invest- ment and to some extent the visibility of the relationship. About Ray Bednar: Suite and hospitality deals were normally very much under Ray Bednar is considered by many to be one of the world’s true experts in the radar. The sponsorship of leagues and major teams evaluating sponsorships. As Senior Vice President and Global Sponsorships was often shared with all the influential business execu- Executive at Bank of America (BOA), Bednar specialized in understanding tives in the various operating banks – wealth, consumer, exactly what corporations received in return from their sponsorship invest- corporate, etc. – in the organization. This is true for many ments. Bednar created a methodology outlined in his book, Sponsorship’s corporations. The people on the frontline dealing with the Holy Grail, which allows corporations to evaluate sponsorship in light of suite renewal or the sponsorship renewal rarely are the sole their specific business goals. decision makers. To focus on them is to focus on but one of Bednar’s experience is impeccable. At BOA, he managed sponsorships with the many important parts of the decision making process MLB, NASCAR, NFL, the U.S. Olympic Team, the Chicago Marathon, and others. within a corporation. Before he began his job at BOA, Bednar was CEO for PRISM North and South America, a global agency focused on sponsorship and event strategy and acti- SEAT: How did you justify ROI to your team at BOA? vation. During his time at PRISM, Bednar developed comprehensive marketing Bednar: Via a very rigorous, Six Sigma-based method- strategies for clients such as DuPont, Xerox, HSBC, and Samsung to name a ology that I outline in my book, Sponsorship’s Holy Grail. We few. Prior to his involvement in PRISM, Bednar served as General Manager and developed such a stringent analysis process that we were President with General Electric, where he gained extensive experience in the able to have our then-chairman, Mr. Ken Lewis, testify to marketing application of Six Sigma. our government that for every $1 we spent on a relationship with a sponsored property, we received back $9 in revenue and $3 in net income. 88 | S E A T | www.alsd.com | #SEATSpring2012
- 91. we specialize in maximizing revenue Premiumsales project Execution Psl Sales Execution feasibility & research ticket sales & service collegiate ticket sales sponsorship/naming rights crm & database management sales training consulting WWW.LEGENDSHM.COM
- 92. Industry and AssociationNews, continued Rocket Science Rick Lassiter [continued from page 18] [continued from page 24] Some of the secondary companies deliber- although lately, it has been to a hospitality The Relationship Marketer ately re-market tickets on multiple websites ownership group who buys the rights and Coming to 360 Premium Seating from the they own under different names. One com- then re-sells to the market. Miami Dolphins, where he spent the past pany I know owns at least 13 websites – all These are major events, so the tickets nine years, Lassiter has formed relationships trying to get listed higher on a Google search become souvenirs. Thus enters the souvenir with countless suite clients. Today in the same engine somewhere. ticketing companies. Now a ticket is no lon- South Florida market, he is not necessarily Have you noticed I have not even men- ger just a ticket; it is something you can resell encouraging clients to switch their premium tioned just about the biggest change of all? over the Internet. There are several souvenir allegiance, but rather, he is inviting his former Suites. With the invention of suites, tickets ticket companies. You know their names. clients to “look at our premium product and in most cases are not sold day-by-day but are And so it goes. the difference it can make in their business “leased.” The suites have inflationary escalator In the end, this all leads surprisingly to a entertainment and their overall hospitality clauses built into the leases. free market in a sense. At the recent INTIX spend.” Suite leases, when the economy down- (International Ticketing Association) show Though he’s bashful about it (and those turned, begot other ticketing products: partial I attended, the secondary market companies, who know Lassiter would use “bashful” as suites and shared suite leases. There are now who were once hated by the teams and the the last word to describe the jovial father of companies who pay a price for a suite and primaries, were openly embraced. The prima- four), his success stems from his honest like- are re-packaged into multiple venues on a ries and secondaries are all partners now, in ability as a relationship marketer. He recently one-by-one basis. There are other companies a sense. They compete, but then again, they secured a meeting with a former client, one who take an ownership stake in a team’s suite seem to need each other. All the while, they who once contemplated eliminating premium market and then break up the lease and sell are all trying to make a buck putting butts in entertainment from his budget when he first suites one-by-one to corporations who only a seat. met him at the Dolphins six years ago. Las- want a suite now and then. There is another siter was able to salvage the relationship by company who is about to provide trade suites providing “an option that best fit the client’s from corporation to corporation, market by Clear as mud? Do you have questions about the byzantine world needs.” That client is currently in the contract market. of ticketing? phase with Lassiter for a Club RED mem- We have not talked about 60% of the pre- Write to Bill at bill@alsd.com. bership, likely becoming his largest sale with mium seat marketplace: club seats. Should we the Panthers to date. even bring up personal seat licenses, the venue Lassiter asserts, to truly sell, “you have to financing tool which requires ticket purchas- be passionate about what you’re represent- ers to first invest in the right to own tickets ing, about what you do.” When he started before they actually can purchase a ticket? his career at Gillette, he says “My cabinets Club seats are a primary target of this group. and drawers were stocked with the product. I And what about equity seat rights, where fans convinced friends and family to switch. I was purchase seats like a house with a 30-year a Gillette guy.” His point? A salesperson has mortgage? to become a product of what he or she repre- What happens when a corporation owns a sents, and he or she has to do more than just suite, but the lease of the suite only allows ac- “give lines.” Lassiter rests his hat on believing cess for the primary tenant such as a football in what he’s selling. “I wouldn’t be saying it if game? What happens when a concert comes I didn’t.” to town? Now the suite/ticket holder is usu- With his faith as his foundation, his ally given a right of first refusal to buy that parents as his backbone, and his own immedi- ticket. If they don’t choose to exercise that ate family as reinforcement, the guy is real. agreement, their suite can be re-sold to others In the end, he’s made his mark on the sports on the free market, but only after a one-day industry and has become a brand all his own, lease agreement is signed, and the one-day a cut from a different mold, one that now suite holder pledges to not damage the suite “Believes Red.” less they incur all liability damages. – Amanda Verhoff But these major concerts and events are worth the risk, I assume. For games like the Super Bowl, most lease holders give up their To learn more about Club RED, visit: www.clubred360.com. tickets to the event rights holder (not always, but usually). Then the event rights holder sells these tickets through multiple sources, 90 | S E A T | www.alsd.com | #SEATSpring2012
- 93. Put More Butts in your seats Premium Seating Leads • Group Sales Leads Season Ticket Sales Leads • Business Email Campaigns Current Fan Profile Reports Full House Entertainment Database Marketing (312) 360-0001 • info@fillthe house.com www.fillthehouse.com ALSD Research Partner Since 2007
- 94. coming attractions EUROPE www.ALSD.com Leading the Corporate Hospitality Industry Premium Seat Seminar Twitter: @TheALSD hosted alongside #SEATSpring2012 The Stadium Business Summit 2012 May 15 in Turin, Italy THE Venue TEchnology group* *The Venue Technology Group is an IT conference held concurrently with the ALSD Conference and Tradeshow. June 30 July 3 in Minneapolis, Minnesota – 92 | S E A T | www.alsd.com | #SEATSpring2012
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- 99. RY’ D UST S BE IN ST ST 3 YEAR FULL 3 YEARS, 6 YEARS ON SEALED SYSTEM AR RANT W W W W Y Introducing the Industry’s Best Warranty...Again Perlick’s Industry leading warranty just got better. We’re proud to announce that Perlick will now back every residential product with a Full 3-Year Warranty* and 6 Years on the Sealed Refrigeration System. Why? Because we are confident in the quality and craftsmanship of every cabinet that leaves our factory, and we want our customers to feel it too. Our new 3-Year warranty* will take effect on February 1st, 2012 and applies to all new Perlick Residential cabinets (excluding Factory Seconds). Please visit www.perlick.com for warranty information. celebrating *You must register your product within 90 days of purchase to recieve the Full Three Year Warranty. Without registration, you will receive the 1917 standard Full Two Year Warranty with the additional Third through Sixth Since Year Limited Parts Only Warranty. years 012 -2 7 191 Commercial • Hospitality • Residential www.Perlick.com • 800.558.5592
- 100. We furnish someof America’s greatest sporting venues. How can we help you? Hazeltine National Golf Club Salt River Fields at Talking Stick TCF Bank Stadium Target Field TARGETCOMMERCIALINTERIORS.COM For more information, contact John.jurgensen@targetinteriors.com