The document discusses how Cambria, a stone surface manufacturer, partnered with the Minnesota Twins to create Cambria's Design Studio at Target Field, a luxury suite showcasing Cambria's products; the suite has been highly successful for branding and entertainment purposes, hosting over 100 events per year and serving as a model for suite branding partnerships in professional sports.

1. RELIVE THE ALSD CONFERENCE IN PHOTOS: Find Yourself at LA LIVE PAGE 46
S E AT
LEADING THE PREMIUM SEAT INDUSTRY WWW.ALSD.COM SUMMER 2011
P U B L I S H E D B Y T H E A S S O C I AT I O N O F L U X U R Y S U I T E D I R E C T O R S
THE DESTINATION SUITE
Cambria’s Design Studio at Target Field
PLUS: Why is the ALSD going to Minneapolis in 2012? PAGE 40
Member Editorial: Member Highlight: An Analysis of Best Practices
How Jake Bye & the St. Louis “Rally Rob” and Tulsa’s Utilized by Suite Directors
Rams Sell Suite Partnerships Entertainment Well PAGE 60
PAGE 16 PAGE 32

2. S E A T 2011
Published by the Association of Luxury Suite Directors
COVER STORY
40 POLISHED BRANDING
One company surfaces as a preeminent branded sports marketing
SUMMER
partner. Visit the “facility” at Target Field, a destination suite that is a
world of its own – Cambria’s Design Studio.
PLUS: Learn why the ALSD is going to Minneapolis in 2012.
BY AMANDA VERHOFF
FEATURES
46 ALSD 2011 IN PHOTOS
This year’s ALSD Conference and Tradeshow at LA LIVE was one for
the ages. In this year’s show recap, SEAT relives the memories of all the
events through the lens of SuiteCaptures photography. See if you can
40
find Waldo, or even yourself.
54 HOW TO WIN DESPITE LOSING
Vince Lombardi once said, “Winning isn’t everything, it’s the only
thing.” But for many ALSD members, winning on the field is an
uncontrollable variable. Instead, teams focus on what they can control –
creating superior customer service and memorable experiences.
BY RYAN MIRABEDINI
60 AN ANALYSIS OF BEST PRACTICES UTILIZED
BY LUXURY SUITE DIRECTORS
ALSD members completed two surveys earlier this year – one for sales
professionals; the other for service professionals. The results are now
unveiled.
BY HEATHER LAWRENCE, PH.D.
46
68 ALL CITIES ARE NOT CREATED EQUAL
SEAT presents a summary of the four-part series, investigating suite
pricing across a multi-variant landscape in the NFL, NBA, NHL and
MLB. The researchers then aggregate all teams and break them down by
geographic location to further investigate the business of sports.
BY DR. PETER TITLEBAUM AND DIANE BRANCA, MBA
74 CREATING PREMIUM SPONSORSHIP ENGAGEMENT
WITH TECHNOLOGY
Sponsor presence in stadiums and arenas once consisted of simply
splashing static logos around the venue. Not anymore. Welcome to
the era of dynamic environments.
BY JUSTIN WOOD
About the Cover: The Minnesota Twins and Cambria have created a unique branding 74
partnership, highlighted by Cambria’s Design Studio at Target Field.
Contents continues overleaf
#SEATSummer2011 | www.alsd.com | S E A T | 5

3. SUMMER
S E A T 2011
ASSociATion of Luxury
SuiTE DirEcTorS
Chairman Bill Dorsey
Executive Director Amanda Verhoff
Published by the Association of Luxury Suite Directors President Jennifer Ark, Green Bay Packers
VP, Business Development Pat McCaffrey
Director, Sponsor and Partnership Development Dene Shiels
Editor of SEAT, Website Director Jared Frank
National Sales Manager Scott Hinzman
Membership Director Ryan Mirabedini
Design Carole Winters Art + Design
Director of Finance Dan Lindeman
Financial Account Manager Vickie Henke
Director of Interactive Media John Tymoski
ExECuTIVE CoMMITTEE
Chris Bigelow, Bigelow Companies
Brian Bucciarelli, Hershey Entertainment & Resorts
Greg Hanrahan, united Center
Tom Kaucic, Southern Wine & Spirits
34 Pat McCaffrey, ALSD
Kim Reckley, Detroit Red Wings & olympia Entertainment
DEPARTMENTS
BoARD oF DIRECToRS
8 NEW ALSD MEMBERS Janie Boles, Auburn university
Natalie Burbank, utah Jazz / Salt Lake Bees
14 ALSD STAFF EDITORIAL Richard Dobransky, Delaware North Companies
Editor’s Note Trent Dutry, uS Airways Center
BY JARED FRANK Chris Granger, National Basketball Association
The Myth of Ownership (Page 18) MIke Guiffre, Pittsburgh Penguins
BY BILL DORSEY Adam Kellner, Chicago Bears
Gerald Kissel
Debbie Massa, RoI Consulting
16 ALSD MEMBER EDITORIAL
Scott O’Connell, Minnesota Twins Baseball Club
How Do You Ask for the Sale?
BY JAKE BYE 24 Mike Ondrejko, Legends Premium Sales
Richard Searls, New York Red Bulls
SPORTS & eNTeRTAINMeNT ALLIANCe IN TeCHNOLOGy Tom Sheridan, Chicago White Sox
22 ALSD MEMBER Q&A S.E.A.T. ExECuTIVE CoMMITTEE Peter Titlebaum, university of Dayton
Christine Stoffel, Founder, S.E.A.T. Consortium
24 INDUSTRY AND ASSOCIATION Chris Wood, S.E.A.T. Chief Technology Advisor/Coordinator
NEWS
S.E.A.T. 2011 STEERING CoMMITTEE
Cleveland Indians devote suite to its social
Bob Jordan, New Meadowlands Stadium Co.
media initiative Casey Bookout, university of oklahoma
ALSD adds three members to its Board of Craig Neeb, International Speedway Corporation
Chip Foley, Forest City Ratners
Directors
Chris Dill, Portland Trail Blazers
Is tailgating the next new revenue stream? Dan O’Neil, National Hockey League
Dennis Mills, Major Events International Published by Venue Pub. Inc. Copyright 2011. (All rights
Jim Darrow, Ilitch Holdings/Detroit Red Wings reserved). SEAT is a registered trademark of the Association
30 ON ALSD.COM of Luxury Suite Directors. SEAT is published quarterly and is
John Avenson, Minnesota Twins
Kevin Naylor, Indiana Pacers complimentary to all members of the Association of Luxury
32 MEMBER HIGHLIGHT Larry Bonfante, united States Tennis Association Suite Directors.
SEAT visits with: Lorraine Spadaro, DNC Boston, Inc/TD Garden
Rob Gardenhire Mike Morris, Major League Baseball
Nancy Galietti, National Football League
Director of Marketing Peter Surhoff, Major League Baseball
and Business Development Paul DelGuidice, National Basketball Association
Tulsa Drillers Paul Barber, Vancouver Whitecaps FC
BY JARED FRANK Richard Searls, Red Bulls Arena
Roger Baugh, London 2012 olympics Association of Luxury Suite Directors
10017 McKelvey Road, Cincinnati, oH 45231
Sasha Puric, Maple Leaf Sports & Entertainment
513 674 0555
80 COMING ATTRACTIONS Steve Conley, Boston Red Sox amanda@alsd.com
Shane Harmon, New Zealand 2011 World Cup Rugby
Tod Caflisch, New orleans Hornets
Please Recycle This Magazine Wayne Wichlacz, Green Bay Packers
6 | S E A T | www.alsd.com | #SEATSummer2011

4. PoliShed Branding
One company surfaces as a preeminent branded sports marketing partner.
By Amanda Verhoff, Executive Director, ALSD
S
uite branding is not a new concept in the sports indus- exist. Coupled with the company’s passion for sports, particu-
try. Nevertheless, it has been met with somewhat slow larly baseball, Cambria’s branding platform has morphed into a
adoption and relative ambiguity. Accordingly, few teams premier partnership model in sports marketing.
or companies have truly strived to find the formula for success.
Until now. One industrious duo, comprised of the Minnesota PerPetually Premium
Twins and Cambria, has engineered one of the most prosper- To appreciate a product’s quality, you have to see it, feel it and
ous partnerships in suite branding to date. Cambria, the fami- experience it. Cambria’s product and potential purchasers are
ly-owned, Le Sueur, Minnesota stone surface manufacturer, is both, in a literal and figurative sense, upscale and polished.
refining its branding and has produced – and more importantly For that reason, there is not a better place for clients to absorb
is utilizing it to its fullest potential – one of the most inventive a product’s appeal than on an exclusive premium level in a
branded spaces in the venue marketplace: Cambria’s Design stadium or arena. Posh premium amenities further persuade
Studio at Target Field. high-end clientele to remain in the captive environment that
allows for key demonstrations, networking and interaction, and
Background reinforced aesthetic and performance opportunities.
Peter Martin, Executive Vice President of Marketing and At Target Field, the most posh premium space exists on the
Residential Sales at Cambria, explains that early on Cambria first baseline, in two 16-person suites that have been combined
felt the need for more than mainstream marketing to promote and built-out into Cambria’s Design Studio. Marty Davis,
its products. He says, “We wanted to get into a medium that Cambria’s President and CEO and longtime advocate for the
allowed us to differentiate ourselves and also to a certain extent Twins organization, worked with Scott O’Connell, Twins Di-
have some unique ownership of it.” That said, while still in its rector of Suite and Premium Seat Sales and Service, and Dave
infancy in 2002, Cambria teamed with the Minnesota Twins St. Peter, Twins President, to develop the concept for a party-
to brand the Cambria Skybox Suite in the Metrodome. Since sized suite with 32 external seats and 12 internal seats. From
then, Cambria has installed not only countertops, but any sur- there, the Twins worked hand-in-hand with Cambria’s archi-
face ripe for its quartz surfaces in the Minneapolis market and tects and designers on the suite layout. The photos included
beyond. In all, no fewer than 15 North American partnerships in this article illustrate the finished product, a custom double
40 | S E A T | www.alsd.com | #SEATSummer2011

5. cambria entertains 100-125 times a year in the design Studio, including
all twins home games and numerous non-game day events. Food and
beverage options are available for each event, and cambria personnel are
on-hand for each game and non-game day event.
a camBria client on the deSign Studio: Branding Bullseye: Cambria’s
activation at Target Field hits the
Creative Surfaces, Inc., a national manufacturing company of custom store fixtures, signage and countertops for
mark for its guests.
the retail, automotive and casino industries, is one such customer who, after experiencing the Cambria Design
Studio, felt the product was the right fit.
“We have enjoyed the benefit of using the Cambria Design Center with our customers. The trips in their
entirety are an experience, from the bus ride, where we mingle and get to know our customers to the amazing
experiences at the games to the product knowledge gained by the plant tours and interactions with our Cam-
bria representatives. Our customers get a sense of what Cambria is all about when they see the outpouring of
generosity from our Cambria representatives during their trip. The experience has definitely turned a local custom
home builder into a Cambria believer. A customer confided that after seeing the total Cambria package, he knew
that Cambria was right for his high-end homes and demanding customers. As we follow up with our customers
on the trip, we see a repeating pattern – it wasn’t any one thing that stood out, it was the ‘Cambria experience’ as
a whole that is the resounding sentiment.”
– Jud Pins, CEO/President, Creative Surfaces, Inc.
#SEATSummer2011 | www.alsd.com | S E A T | 41

6. Hospitality By Design: Cambria suite with floor-to-ceiling Cambria finishings. Moreover, it ginning of a comprehensive plan to promote brand awareness.
explains its designation of Design illustrates branding at its best, as the suite replicates possible Cambria has taken the following steps to ensure its brand is
Studio in place of luxury suite:
designs and fittings for commercial and residential projects. promoted efficiently and frequently. In no particular order:
The Design Studio is “a private-
engagement, by-invitation-only • Cambria refers to its party suite as a Design Studio. Draw-
studio that highlights our products’ PartnerShiP ParameterS ing on innovation in its truest sense, Cambria decided that
capabilities.” In the 10-year lease contract, Cambria agreed to pay for the “Design Studio” conveyed a more meaningful connotation
double suite construction and installation of materials. Upon than luxury suite. “A private-engagement, by-invitation-only
contract expiration, Cambria will have the opportunity to re-up studio that highlights our products’ capabilities” is Cambria’s
or terminate the lease. If terminated, the Twins can leave the intention.
suite as is if the team wishes, or the suite can be returned to • A Vice President of Sales for Cambria doubles as bartender
its original condition, financed by Cambria. From the Twins’ in the Design Studio for Twins home games. Not only is he
perspective, the contract outlines few limitations, but of im- versed in the world of olives and twists, but he is fluent in the
portance, advertising needs to stay contained within the suite company’s lingo and product lines.
and not extend into the hallways or exterior of the suite. One • Cambria offers educational courses in its suite. On the com-
key contractual component is that the Cambria partnership mercial side, architects and designers have yearly continuing
includes signage behind home plate, supplementing the brand’s education needs, much like doctors or lawyers. Cambria offers
visibility to those in the stadium and to those in the television certified courses, often combined with stadium tours, which
viewing market. carry credits for associations in the market segment. Cambria
The Davis family, owners of Cambria and avid baseball holds instructional courses before games or during off days,
fans, also receive tickets to the Champions Club as part of the the former with entertainment and hospitality to follow dur-
agreement. The family seldom is not in attendance at home ing the game.
games. O’Connell believes that the synergy and long-standing • Cambria entertains 100-125 times a year in the Design
relationship between the Davis family and the Twins made Studio, including all Twins home games and numerous
contractual and branding negotiations smooth and, in fact, non-game day events. Food and beverage options are avail-
entertaining. Davis was one of the first to select his space in the able for each event, and Cambria personnel are on-hand for
park, and O’Connell recalls visiting the two largest suites along each game and non-game day event. The Twins are more
the first baseline, and Davis remarking, “I want them both!” than happy to accommodate distinctive food and beverage
requests.
duB it a deStination • The Twins often refer to the suite as a destination, as it is a
Decorating a suite with a company’s materials is only the be- cut above the rest in terms of luxury and amenities. Twins
42 | S E A T | www.alsd.com | #SEATSummer2011

7. Suite Branding For dummieS –
tiPS For teamS conSidering a Suite Branding oPPortunity:
• Enter into the partnership only when strong synergy • Use it as your own sales tool. Get your other suite
exists between the client and the team. holders’ creative juices flowing.
• Whether considering a redesign or a new build, bring • Embrace a partner who embraces sports. A strong
your best client in early and offer them the best partner is never a stranger to the ballpark.
space. • Educate the client on how to leverage the branded
• Because brand visibility is the main objective, en- suite. Remember, the team is the expert in the sports
courage use on non-game days as well as game days. marketplace.
• Put it in writing. Include as much detail as possible • Make it a destination, and brand it in namesake as
about the contractual items, payments and return of well if it makes sense for the product.
the suite to the original condition. • Look for ways the sponsor’s product can upgrade
• Offer more than branding. Package the branding op- your venue, aside from the suite itself.
portunity with prime signage or club seats. • Map out the client’s objective early on. For instance,
• Ask permission to showcase the branded suite. To if the client’s goal is exclusivity, ballpark tours
a team or venue, branding is not a new idea, but to through the suite are not appropriate.
your clients and prospects, it might be. You will need • Recognize the right opportunity. Offer the opportu-
a model to display. nity to outfit all suites, a club area or an entire con-
• Because the suite holder will value the added visibil- course with a client’s product if they want stronger
ity, ask for authorization to leverage the suite for the market penetration. Help brand just the client’s suite
team or venue’s benefit. or exclusive area if market penetration is already
• Contract it at the customer’s cost if you must; offer it strong.
as a renewal incentive if you can. • If possible, showcase the product as it would be used
• Encourage the client to do more than entertain. outside of the ballpark.
Holding educational seminars is a meaningful ap-
proach to get potential clients into the suite.
#SEATSummer2011 | www.alsd.com | S E A T | 43

8. Cambria or the Twins, but as is evident in the photos, it cer-
tainly became a welcomed outcome. O’Connell recognizes it as
a marketing opportunity and seizes it by allowing select suite
clients and prospects into the suite. The Twins offer clients
the freedom to decorate their suites, and they are clear about
The “Facility”: The Design Studio alums frequent the suite with Cambria’s permission, which the financial and design responsibility from the outset – suite
is a world of its own, serving they value greatly. Affiliation with Cambria from former holders have to cover payment of the suite build-out and the
specific marketing goals of both players only strengthens the brand. suite’s return to its original state. Most clients and prospects
Cambria and the Twins.
• The Twins utilize the suite, with permission, for non-game understand, and some are warming up to the idea, namely the
day events. O’Connell stated that MLB League Meetings 10-year lease holders who see it as an investment.
were held in the suite, and Cambria is always open to permit- The Twins exercise caution however when exhibiting Cam-
ting the Twins access to the suite for private functions. bria’s suite, understanding that some will wonder “why can’t I
• The Twins often incorporate the suite in the ballpark tours have this in my suite.” The companies that “get it” realize that
offered to guests. Cambria was hesitant at the onset as the Cambria’s own products led to the result of the branded De-
suite was to be an exclusive experience, but Davis committed sign Studio. Those same companies were the first to have their
to the additional exposure and is open to the showcase. creative juices flowing in their own suites. For instance, General
Mills displays a giant Wheaties box in its suite. With built-in
recognize the return bat in hand, guests have the opportunity to pose for pictures
Return on investment is tough to track in any business. “on the Wheaties box.” O’Connell believes the trend is growing
Sports marketing is no different, but Cambria recognizes that as companies embrace the right opportunity to highlight their
an “experiential” method works well. Peter Martin believes, product or service. Ultimately, most companies do not offer
“measurement sometimes occurs just from what we hear, feel surfaces to outfit a suite like Cambria does, but nonetheless, the
and see in the marketplace. It is hearing from people who have best-informed clients discover they can too exploit their own
had experience with your product.” That the suite is staffed products in a successful branding situation.
for each ballpark event is of utmost importance, in accordance
with hearing feedback from customers. Cambria also takes note in the end
of testimonials from customers who have viewed advertise- For most teams, suite branding is not a new concept, but it
ments at the park or on television. A more concrete method of comes with questions. Who will pay for the build out, the team
branding ROI is tracking new business that results purely from or the client? What if a company defaults on its lease, and the
a hosted event in the suite, in a nutshell, utilizing the tickets team is stuck putting the suite back to its original form? What
and sponsorship opportunity the company has been given. is the true ROI value to the client, and how can the team
Cambria, in its product and personnel, embraces the opportu- explain how it is measured? Yet some teams, like the Minne-
nity to be seen, and in doing so, keeps a finger on the pulse of sota Twins, understand that with risk comes reward. The Twins
the marketplace. create branding partnership models that ensure long-term rela-
Another appeal for Cambria at Target Field is the baseball tionships with its clients. In the situation of the Cambria suite,
game itself. While Cambria prides itself on its presence in branding not only adds to the overall sponsorship package and
several professional sports venues, such as in the NBA’s Amway the ballpark’s appeal itself, it helps strengthen the relationship
Center in Orlando and the NHL’s Xcel Energy Center in St. between the team and Cambria, helping to alleviate many
Paul, the company realizes that baseball, for one, offers more of the abovementioned uncertainties. Cambria realizes that
games, equaling more exposure. What’s more, there is a bit the visibility at Target Field leads to brand association in the
more “downtime” during a baseball game, a slower paced game ballpark and beyond. In the end, the team reaps the benefit
than say hockey or football. Finally, the absence of in-game and of a uniquely adorned suite, ripe for showing off, while the
halftime events allow more time for entertainment to occur in company reaps the benefits of potential clients regularly seeing,
the suite. By a gut feeling, Martin suggests that “the absorption feeling and most importantly, experiencing its products. #
rate may be a little higher in baseball.”
more on mlB on Do you have a client who you can approach with this idea?
alSd.com: the trend to Brand Write to Amanda at amanda@alsd.com, and connect with her on
indianS conStruct The Cambria suite is truly a world of its own. Perhaps that is LinkedIn at www.linkedin.com/in/amandakuntzverhoff.
model Suite at why Scott O’Connell affectionately calls it a “facility” when
ProgreSSive Field referencing it. Its wow factor was not initially deliberate by
44 | S E A T | www.alsd.com | #SEATSummer2011

9. So Why minneaPoliS?
The ALSD historically attempts to hold our annual conferences in the cities with the most state-of-the-art
venues. Target Field, the new home of the Minnesota Twins, is, in our opinion, the best new ballpark to come
around in a long time. The fact that it won the “Facility of the Year “ from Street & Smith’s Sports Business Journal
helps substantiate our claim.
But there are more reasons for Minneapolis.
The Minnesota Wild’s Xcel Energy Center is often cited as the model for new hockey arenas being built in
North America, and some believe it will some day reach nearly iconic status, like the Wrigleys and Fenways
of the sports world. It has got a few years to achieve that kind of status, but the building has clearly been the
model used for so many arenas built in the past five years.
But there is more.
The ALSD Conference is nomadic. The idea is to give regions a chance to host the ALSD show. It has been a
while since we were in the Midwest, about a decade. This allows people who are regional a chance to travel
more easily.
The cost. Let's face it – the Midwest is less expensive than New York and Los Angeles. For those teams on
tighter budgets, you will find the hotel costs are around $100 less per room per night. Not only that, but the
food is less costly and in most cases, so too is the flight in, because we are in the middle of the country.
Need more reasons?
The ALSD is trying to reach out and grow our College and University Division. TCF Bank Stadium, the home of
University of Minnesota Golden Gopher football, is state-of-the-art. It is quite possibly the best new college
football stadium built in the last decade.
Tell me more.
OK, we will. There are two seasons in Minneapolis – July 4th and winter. We are there over the July 4th week, in
one of America's most beautiful cities during its short summer season. It is absolutely gorgeous, and the foli-
age is breathtaking. About 40,000 people live in Downtown Minneapolis which hosts many summer festivals
and has a “regionality” that is nearly unmatched. The city has been ranked the best bicycling city in the coun-
try, so it is perfect for our active attendees, with 46 miles of streets with dedicated bike lanes and 84 miles of
off-street paths. And for those who like the indoors – and more specifically shopping indoors – the renowned
Mall of America awaits.
Give me more.
Minneapolis is one of only 14 cities to have all four major sports. This allows league meetings to thrive, be-
cause all four leagues call it their home.
What's not to like?
Minneapolis offers great facilities, a Midwest location and affordable plane and hotel prices for the budget
coming uP neXt:
conscious. We are excited about Minneapolis, and we look forward to seeing you there.
Where’S Waldo?
#alSd2011 recaP in
– Bill Dorsey, Chairman, ALSD PhotoS
can you Find your-
SelF?
#SEATSummer2011 | www.alsd.com | S E A T | 45

10. How to
Win
DeSpite LoSing
As many of our ALSD members can attest, winning is
uncontrollable and often hard to come by. Discover how
some teams overcome more losses than wins through
creating superior customer service and memorable
experiences.
By Ryan Mirabedini, Membership Director, ALSD
S
ports provide a very simple concept: there is a winner True. Winning is quite nice, but is it everything? It is clear
and a loser. As Ricky Bobby would say, “If you’re not that some of the larger markets in the country, e.g., New York,
first, you’re last.” Just ask any Cubs fan born after Chicago, LA and Dallas, have plenty of entertainment avenues
1908. Point being, people inherently love to win and/ other than sports for local companies, but coincidentally
or be around a winner. From checkers to the Madden NFL enough, these cities all have notably successful franchises to call
video game to the local 3-on-3 tournament and so forth, there their own.
is no better feeling that being declared a victor. Combine this On the other hand, take a smaller market like Cleveland. It
natural human emotion with a team that represents a com- is no secret that the city by the lake does not necessarily have
munity, and we have the microcosm that is professional sports. the equivalent incentives as the aforementioned larger markets,
Considering this idea, fans want to watch a game or match and residents can only visit the Rock and Roll Hall of Fame
where the organization they support is victorious. For any of so many times before it loses its luster. That leaves companies
a multitude of reasons (small market, bad drafts, injuries, etc.), like KeyBank, Huntington and other larger companies in the
some franchises have more success than others. This begs the area with local sports teams as their resource for employee
age-old question: how can a franchise sell their product when awards and client entertainment. Take the Browns for example.
the performance on the field is underwhelming? Reborn in 1999, they have the second worst record in the NFL
As is common knowledge, the sale of suites and club areas since that time, yet nearly sell out every season. As part of
brings into play several aspects for the company or individual their submission in the 2010-2011 ALSD Reference Manual,
leasing it. The obligatory statement is that a purchase of this the Browns claimed their suites to be at 80% capacity which
inventory is a major investment for any client. With that in is quite admirable considering the still lingering effects of a
mind, a specific venue could have the highest rated customer down economy and poor team performances. When asked as
service, concessions and facility in the industry, but if the team part of the survey what kind of effect the economy actually had,
is being dismantled by a division rival, the check-ins of “How is the Browns responded, “The economy hurt renewal rates, and
everything today?” are often met with a solemn “It’d be better if paired with a losing season, made us have to add more value-
we were winning.” added programs.”
54 | S E A T | www.alsd.com | #SEATSummer2011

11. “the United Center premium Seating Department tries
to touch our premium seating customers over 100
times a year, not including telephone calls and emails.
we want to be in front of our customers at all times.”
– Greg Hanrahan, United Center
Added value options should not be overlooked as they are a
fantastic way to alleviate some of the lackluster on-field perfor-
mances. Offering suite holders and high-value customers with
access to premium options such as private concierges, exclusive
golf courses, transportation services, major event opportunities
and trips to destinations like Las Vegas create an ability for
customers to see the value in being part of the “club” at no ad-
ditional cost. This is a beautifully ideal way to remind someone
that may be disappointed by a team’s record that while it would
be great to win a championship, it is not a terrible thing to have
gratis accessibility to such rewarding incentives.
The city of Pittsburgh, while often rivaling in competi-
tion with Cleveland, is a very similar marketplace. According
to www.cesus.gov, the population of Pittsburgh in 2009 was
roughly 311,647 compared to 239,760 in Cleveland – close
enough to have several parallels in market size and corporate
dollars. This brings us to the Pittsburgh Pirates. For the previ-
ous 18 seasons, the Pirates have not been able to finish the
season above the .500 mark, but that does not stop the front
office from being successful. “We typically do not sell wins
and losses but instead focus on the things we can control,” says
Chris Zaber, Senior Director of Ticket Sales & Service for the
Pirates. “Providing excellent service and quality entertainment making sure his premium seat clients continue to return each
are just a few.” A valid point when considering how highly year because of hard work and dedication. “We try to provide
regarded PNC Park, the Pirates home, is considered through- the best service possible at all times,” says Hanrahan. “So no
out the industry. matter what is going on the court or ice, we know our premium
Zaber also notes, “Outside of that, having the right structure seating guests are having the best time possible at the United
in place, a well-trained and motivated staff, and utilizing best Center.” This type of positive attitude helps the United Center
practices can go a long way to maintaining your current client maintain one of the most respected levels of service on an an-
base as well as growing your business regardless of how the nual basis in the industry.
team is performing.” The main point here being that by the According to Hanrahan, “The United Center Premium
nature of sports in general, there is always a winner and a loser. Seating Department tries to touch our premium seating cus-
That cannot be changed. But a customer can still have a memo- tomers over 100 times a year, not including telephone calls and
rable experience if the service is at a high level. emails. We want to be in front of our customers at all times.”
Winning is also cyclical. A team may lose for several years, This outlook has served Hanrahan and his staff sufficiently for
but in that time, they also stockpile draft picks and young 17 years now.
talent that in some cases leads to a team’s success. This point Another approach to keeping fans in the stands while the
leads to wondering how customers are convinced to have the losses are adding up is to focus on promotions and pricing. For
necessary patience. Granted, it would be fantastic if every suite example, popular bobblehead nights often boost attendance by
in the inventory of a venue was occupied on 10-, 15- and even up to 10,000 fans. While these priceless, plastic replicas with
20-year leases, but those days, minus some rare instances, are springs for necks rarely look like the player they represent,
long gone. It does not take a certified genius to decipher that people will show up in droves to get their hands on the latest
customer service is an integral, if not, all-deciding aspect to re- release. Nobody is quite sure why these trinkets work, but they
tention. What does take true intuition is exactly how to provide do, and if it’s not broke, don’t fix it.
the service necessary to keep morale in a desirable place. The Kansas City Royals have implemented this kind of
Greg Hanrahan, Senior Director of Premium Seating at thinking to battle recent losing records but even more so to
the United Center, has seen the highest of highs (The Jordan reward their passionate and loyal fans. According to Steve
years and the Blackhawks Stanley Cup in 2010) and the low- Shiffman, Senior Director of Ticket Sales & Services with the
est of lows (Post-Jordan/Pre-Derrick Rose and no hockey on Royals, they have created wildly popular “Buck Nights.” It is no
local TV), but no scenario has ever altered his approach to secret that food & beverage prices hurt the common fan, but
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12. “our formula has been to continue to give as much
season ticket holder value-added experiences, swag,
renewal prizes, gifts and pricing consideration as
possible.”
– Tom Sheridan, Chicago White Sox
on these “Buck Nights”, the Royals offer hot dogs, soft drinks,
pretzels and popcorn for $1 each. Shiffman claims this promo-
tion has provided a “huge spike” on Fridays, so much so that
they often outsell Saturday night games.
As for the Royals premium clients, the staff harps on the fu-
ture of the team, a bevy of young, talented players and hosting
the 2012 All-Star game, which can be seen as a major benefit
for premium customers. By creating an atmosphere such as
this, the Royals put themselves in a position for when that one
magic season finally arrives, they will be ready to cash in on the
goodwill they already embedded throughout the community
and Kauffman Stadium.
So what have we learned thus far? Well, yes, winning does
help quite a bit as we might suspect but by no means defines
the success of sales and services departments of the teams
less fortunate in the standings. Bottom line is the ability of
a professional franchise or a collegiate program to provide a
venue for entertainment and unique business opportunities
despite wins and losses. Having said that, the winning teams
and schools do not stay the same each year. To this point is
exactly why it is integral to have a plan in place to attack when
that special season does arrive. Once that opportunity comes,
which can be quite rare for smaller market teams, it is a battle
to capitalize as best as possible initially, and then be prepared to
maintain the following year(s) if the record happens to go back
to mediocre or less.
Just ask Tom Sheridan, Director of Ticket Sales with the game itself, the family entertainment factor and value become
Chicago White Sox, who was part of the sales staff when the the draw.” She continues by adding, “Fans come to see various
Southsiders won the World Series six years ago. “We are still players as they move around, knowing they will be seeing some
hanging onto our 2005 success,” Sheridan says. “Our formula of them in the majors in the future.”
has been to continue to give as much season ticket holder This is one of the more beautiful aspects about minor league
value-added experiences, swag, renewal prizes, gifts and pric- sports. The entertainment can range from seeing who will be
ing consideration as possible.” Sheridan’s comments express the next big star for fanatics, kids areas and on-field entertain-
an ongoing theme of the ability of teams to create such an ment for the tots, and picnic areas in some venues for families
atmosphere for their suite holders, club seat holders and gen- to more casually spend a night at the ball game. But Rose is
eral season ticket holders that is one with a plethora of team also sure to point out that, of course, winning is nice too. “We
involvement, return on investment and outright enjoyment. have been fortunate to have a record four International League
One area where winning and losing plays much less of a role North Division Titles, and we won the Governor’s Cup in
is in the minor leagues. Baseball and hockey both have strong 2008,” she remarks. “We certainly play to win.”
representation in diverse markets across North America, and So there you have it. Winning is good, losing is bad and cus-
because of the liquidity of player movement for these franchis- tomer service trumps all. The moral of the story ultimately rests
es, fans have come to enjoy the games not for the devoted love with the ability of an organization and a venue to consistently
of the team, but because the sport is enjoyable to watch, and create an experience at an event that is so memorable and
the venues charge less money and provide more discounts and enjoyable that even when the inevitable losses begin to pile up,
giveaways to make the entertainment value more festive. Again, the smiles on the faces of those in attendance last long after the
this is not to say winning is irrelevant, but for teams like the final whistle blows. #
CoMing Up neXt: Scranton/Wilkes-Barre Yankees (Triple-A Baseball), it plays
pReMiUM SeAt considerably less of a role. Scranton/Wilkes-Barre President, How does your team or venue achieve sales success despite a losing team record?
SALeS AnD SeRViCe
Kristen Rose, certainly sees things this way. “The consistency Write to Ryan at ryan@alsd.com.
BeSt pRACtiCeS
of the team is different from other sports,” says Rose. “The
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13. Creating Premium SPonSorShiP
engagement with teChnology
It was not too long ago that sponsor presence in stadiums and arenas consisted primarily of small,
now seemingly inconsequential signage, merely splashing logos around the venue. Not anymore.
By Justin Wood, Vice President, Dimensional Innovations
B
rands today expect more for their investment and an Technology integrated into the built environment goes a
opportunity to showcase their commitment to the long way towards meeting these challenging goals. In 17 years
team and to the community. Interactive experiences of designing, branding and building these experiential spaces,
are providing just that opportunity. By utilizing Dimensional Innovations has seen a tremendous shift to one
technology to add sponsorship value and fan engagement, of interaction, as opposed to static branding. Especially in
brand presence is greatly increasing. facilities where there is a large season ticket holder base, the
In the past, the “make my logo bigger” strategy often led opportunity to use technology as a way to keep content fresh
to an organization’s brand being completely lost in a sea of a and enticing is extraordinary.
million other logos. In facilities where nearly every square-inch
of real estate is a potential asset for the team or venue, there is DynamiC environmentS
a real challenge for a brand to separate itself from the rest of In recent years, the term “dynamic environments” has been
the visual noise that exists. Logos and static signage become used quite heavily. What it means in our world is that the built
a textural background that, over time, is more difficult to get environment can change and can change easily and frequently.
noticed. Fans are so oversaturated with the same old stimuli It also has the ability to respond to users. It simply turns
that it simply gets blocked. architecture into a living organism that has the ability to tell an
So where is a brand to go to gain the presence they are seek- ever-changing story. Dynamic environments are broken into
Sponsorship zones, such as this
ing for the dollars they are spending? How do they insure that several categories with varying levels of functionality and com-
one at CONSOL Energy Center in
Pittsburgh, draw in users and their message does not become background noise? And how mitment. They each have their own characteristics, deliverables
speak directly to them, providing can they make certain that their message can be constantly and and, of course, cost implications. Most dynamic experiences
a personal experience. affordably updated with relevant information? fall into three different categories: Autoactive, Interactive and
Reactive.
autoaCtive exPerienCeS
The simplest and least complex of dynamic environments falls
into the category of autoactive experiences. These experi-
ences are characterized by simple digital content dominated
by animated text and graphics. These are incredibly reliable in
delivering targeted messaging for a brand, conveying informa-
tion and invoking an emotional response from visitors. These
can be readily delivered using very simple back-end systems
and re-purposing existing brand content in new ways.
This deployment method was used heavily at Sprint’s East
Gate Sponsorship at Lucas Oil Stadium. With over 25 LCD
monitors in the space, existing messaging for the Sprint brand,
NASCAR Sprint Cup, the NFL and the Indianapolis Colts
was easily deployed and constantly updated to keep things
fresh. In combination with simple static graphics and a strong
in-venue activation, this space has been a very effective way
to convey a constantly changing brand message in a very cost
efficient manner.
interaCtive exPerienCeS
Since the early 1980s, we have been bombarded with memo-
rable experiences from technology like Pac Man and Space
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14. Invaders. The nostalgia still compels us to engage in today’s
modern games, such as the experiences we get from the
Nintendo Wii or the Xbox Kinect. These kinds of experiences
provide real-time feedback in a game-like environment. They
are frequently used as a way to provide fun and engagement,
while often adding an educational component to the fun.
At the Booth Hall of Athletics at the University of Kansas’
Allen Fieldhouse, low tech and mid tech interactives were used
to tell some of the many stories of Kansas basketball. Interac-
tives include, “On the Air with Max”, which features the game
highlight calls of Max Falkenstein, the longtime voice of the
Jayhawks and “Think You Can Stop Me”, a reaction time
game, which utilizes modified basketballs to test your defensive
skills. The experiences provide a clear connection to the team
while allowing fans to have a great time, and more importantly,
encourage fans to enter Allen Fieldhouse 20 minutes earlier
than they might have otherwise. The cost commitments here
can be relatively modest with the use of LCD monitors and
self-contained CPUs with dedicated IP addresses that allow for
what we call “plug and play architecture”. With a simple elec-
trical connection, a wireless internet connection and, of course,
the floor space, great, dynamic stories are told and created.
reaCtive exPerienCeS
In the most sophisticated of experiences, the digital media
is enabled to react directly with the surroundings in the venue.
Through the use of cameras, sensors, etc., the reactive experi-
ence gathers real-time information about the surroundings and
reacts accordingly. This technology has the ability to draw in
the user and then hold them. If correctly done, the experi- Top: With over 25 LCD monitors and simple static graphics, the Sprint East Gate Sponsor-
ence “speaks” directly to the user and makes for an incredibly ship at Lucas Oil Stadium is an effective way to convey a constantly changing brand
message.
personal experience.
Bottom: The Booth Hall of Athletics at Allen Fieldhouse uses low tech and mid tech to
One of the best examples of a reactive experience is the in- engage fans and tell the stories of University of Kansas basketball.
stallation at CONSOL Energy Center for the Pittsburgh Pen-
guins. The Penguins’ sponsorship activation with Highmark,
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15. a Pittsburgh-based Blue Cross Blue Shield affiliate, includes
six different high tech interactives and four different low tech
interactives, with the most unique being the “Put Your Game
Face On” interactive. The augmented reality-based program
allows a user to utilize the 52” touchscreens (magic mirror) to
manipulate his or her image to include a new updated image,
displaying anything from a favorite player’s bobblehead to the
Stanley Cup beard of a favorite player. The screen shot is sent
to a user’s smart phone, keeping the viral nature of this kind of
interactive in full swing. It also provides the impetus for users
to supply their personal information (email or phone number)
to the sponsor to receive a worthy takeaway from engaging
with the experience.
Recently, the collegiate scene has begun to participate in the
premium activations that can be delivered with these sorts of
reactive experiences. At the University of Missouri’s MATC
building, Mizzou Athletics has created an experience that acts
as a recruiting experience, a donor experience, a current athlete
experience as well as a game day fan experience. The interactive
4’ x 15’ touchscreen wall tells the story of all 21 Mizzou sports
in an incredibly interactive experience. The reactive portion
of this experience entails the use of infrared cameras in the
ceiling that force the animated and rather intimidating Mizzou
Tiger to engage each user very specifically as they engage the
touchscreen wall. Mizzou Athletics’ willingness to undertake
a project with such bleeding-edge technology made for an in-
credibly exciting and fulfilling project. The potential for donors
and sponsors to use this sort of experience to tell their stories is
indescribable, and as this technology grows and becomes more
and more affordable, we are going to see it being used for many
different purposes and budgets.
the Future
What we see for the future of technology in sports venues is
congruent with much of what you have already read in SEAT
Magazine. Everything from in-suite ordering for food and
beverage to interactive cameras like the Penguins’ YinzCam
to enhance the fans’ views of the game will become more and
more common. Branded experiences and sponsorship zones
will continue to grow in interactivity in their nature as fans and
users continue to expect more and more from their in-venue
experience. #
Would you like more information on the case studies included in this article?
Write to Justin Wood at jwood@dimin.com.
Top: Mizzou Athletics has created a reactive environment that acts as an athlete recruit-
ing, donor and game day fan experience. Justin is the Vice President of Business Development for Dimensional Innovations, a
Bottom: Interactives, such as “Think You Can Stop Me” in Allen Fieldhouse, provide Design- Build Experience firm based in Kansas City.
real-time feedback in a game-like environment.
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