1. MINNESOTA TIMBERWOLVES PREMIUM SEATING: 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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4.
5.
6.
7. spring
S E A T 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 A T 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
9.
10. New ALSd Members spring 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
12. New ALSd Members spring 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
13.
14. Editor’s note by Jared 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
15. Create a suite experience.
Swirl Tables®, created with an original handcrafted artistry, are the perfect solution for sophisticated and
linenless luxury suite settings. Designed to enhance the most memorable events, Swirl Tables® add a unique
element to your décor.
caster tables serpentine tables cocktail tables lighted XCube tables
www.southernaluminum.com/golinenless
16. Note From the President 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
17. always the best seat...
Find the perfect seat for every venue at Dauphin! Advanced in form and technology, we provide
innovative furnishing solutions to meet a variety of changing needs. Offer everyone superior
comfort while catering to different styles and price points through our product offerings suitable
for multiple settings.
innovative furnishings for dynamic spaces
800.631.1186 • www.dauphin.com
18. editorial by bill dorsey
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 me thinking: 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 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]
18 | S E A T | www.alsd.com | #SEATSpring2012
22. ALSD Member Q&A
Question Topic:
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 Brand Activation
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
26. 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]
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 Association News
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
