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. The Preferred Stadium Brand
of Undercounter Refrigeration
ce Machines Wine Cellars Refrigerators Refrigerated Drawers ADA Series
Ice Machines Wine Cellars Refrigerators Refrigerated Drawers ADA Series
Contact us for details on our stadium programs and these Marvel’s exclusives!
• Installation service
• Stainless steel or your choice of color
• Team logo graphics applied with SonicImageTM technology
For more information on Marvel’s top of the line products, visit our website or call 1-800-223-3900 www.marvelrefrigeration.com

3. Your Away Team
Relax responsibly.®
Imported by Crown Imports LLC, Chicago, IL 60603

4. TWO WORDS:
SPECIAL. TREATMENT.
MOTOROLA HOSPITALITY SOLUTIONS
Whether entertaining business clients, closing a major deal or socializing with family or friends, your
customers look to make the most out of their entertainment dollar.
Service, state-of-the-art amenities, and an overall exceptional experience are a must. Exceed their
expectations. Equip your staff with mobile voice and data solutions so they can offer the ultimate in
entertainment satisfaction. Afterall, everyone loves to be treated like a VIP.
For more information, please visit us at:
www.motorolasolutions.com/hospitality
MOTOROLA, MOTO, MOTOROLA SOLUTIONS and the Stylized M Logo are trademarks or registered trademarks of Motorola Trademark Holdings, LLC and are used under license.
All other trademarks are the property of their respective owners. ©2011 Motorola Solutions, Inc. All rights reserved.

5. Elite Risk
Insurance Solutions
Elite Risk Services, Inc. is pleased to be
THE OFFICIAL INSURANCE PARTNER OF THE ALSD
We recently launched a newly enhanced third party liability insurance policy that
is designed to protect suite owners and managers each and every time you rent
a suite to a third party. Separate your liability and pass the minimal insurance
premium on to the renter or tenant.
WHAT DOES IT COVER?
• Third Party Liability
• Property Damage or Bodily Injury (specific to the damages or injuries
the client may cause or is held responsible)
• Separates the suite manager, the venue and the suite owner from
the renter or borrower of the suite
• One low premium that can included in the suite rental agreement
Visit www.suiteinsurance.com
or call Kevin Kurtz at 800-596-0969 ext. 105
License # 0G40499

7. 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

8. 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

9. TO K E N S & I C O N S
. ..recycled nostalgia
Game Used Pucks
AUTHENTIC
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Game Used Jerseys
O K E N S & I C O N S offers inventive gifts
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arena floor, even game used jerseys. We work
exclusively with real, existing materials that
are filled with your venue and team history.
tokens-icons.com 877-558-7404

10. nEw ALSD MEMbErS SuMMEr 2011
Erin White Marvin Crossnoe Caitlin Brown
Director of Special Projects nQativ Student
Rome Braves 5414 68th Street, Suite 200 Duke university
755 Braves Blvd. Sentry Plaza III 610 W. Morgan Street, #212
Rome, GA 30161 Lubbock, Tx 79424 Durham, NC 27701
P: 706-378-5100 mcrossnoe@nqativ.com caitlin.b.brown@duke.edu
erin.elrod@braves.com
Kathy Cadenhead Veronica Morrison
Tom Ramaley nQativ Radiant Systems, Inc.
Principal 5414 68th Street, Suite 200 3925 Brookside Parkway
ColorLink Sentry Plaza III Alpharetta, GA 30022
2211 Braemar Drive Lubbock, Tx 79424 veronica.morrison@radiantsystems.com
Fort Wayne, IN 46814 kcadenhead@nqativ.com
P: 260-602-8604 Lindsey Nealis
tom@angstrom-ventures.com Larry Landusky Manager of Premium Seating Services
nQativ Chicago White Sox
Scott Campbell 5414 68th Street, Suite 200 u.S. Cellular Field
Principal Sentry Plaza III 333 W. 35th Street
ColorLink Lubbock, Tx 79424 Chicago, IL 60616
2211 Braemar Drive llandusky@nqativ.com P: 312-674-5350
Fort Wayne, IN 46814 lnealis@chisox.com
scott@angstrom-ventures.com Nancy Powell
Sales Representative Jorel Cuomo
Lisa Raterman MobileBytes Managing Partner
ColorLink 41 Far Pond Road iConcertTickets/Premium Seating, Inc.
1615 Park Road Southampton, NY 11968 2263 NW Boca Raton Blvd, #20
Fort Wright, KY 41011 P: 631-356-3566 Boca Raton, FL 33431
P: 859-578-9720 njpowell98@gmail.com P: 561-672-7103
laraterman@aol.com jorel@iconcerttickets.com
Martin Skulnik
Steven Ayres Coo Jen Greenberg
President MobileBytes Assistant Director of Client Services
Rocket 55 41 Far Pond Road Executive Suites
325 Cedar Street, Suite 102 Southampton, NY 11968 Verizon Center
St. Paul, MN 55101 P: 570-807-2642 Monumental Sports & Entertainment
P: 612-418-2787 martin@mobilebytes.com 601 F Street NW
steven@rocket55.com Washington, DC 20004
Michael Reynolds P: 202-661-5042
Kyle Johnson Sales Manager jgreenberg@monumentalsports.com
Creative Director MobileBytes
Rocket 55 41 Far Pond Road Ginger Seidel
325 Cedar Street, Suite 102 Southampton, NY 11968 National Ticket Company
St. Paul, MN 55101 P: 570-233-0358 Po Box 547
kyle@rocket55.com mreynolds@mobilebytes.com Shamokin, PA 17872
P: 570-672-2900
Jeannie Ayres Britton Miller gseidel@nationalticket.com
Project Manager Director, Client Services and Special Projects
Rocket 55 Washington Nationals Mark LaCoste
325 Cedar Street, Suite 102 Nationals Park National Ticket Company
St. Paul, MN 55101 1500 S. Capitol Po Box 547
jeannie@rocket55.com Washington, DC 20003 Shamokin, PA 17872
britton.miller@nationals.com mlacoste@nationalticket.com
Macy Johnson
Project Manager Kathy Hilgendorf Gary Chabot
Rocket 55 Premium Services Manager National Ticket Company
325 Cedar Street, Suite 102 Delaware North Companies Po Box 547
St. Paul, MN 55101 Sportservice at Busch Stadium Shamokin, PA 17872
macy@rocket55.com 405 S. Broadway gchabot@nationalticket.com
St. Louis, Mo 63102
Dave Neff P: 314-345-9160 Jason Mauser
Associate Director, Suite Sales & Services khilgend@dncinc.com National Ticket Company
Indiana Pacers Po Box 547
Conseco Fieldhouse Mike Mungiello Shamokin, PA 17872
one Conseco Court Director of Suites jmauser@nationalticket.com
125 S. Pennsylvania Street Calgary Flames Hockey Club
Indianapolis, IN 46204 555 Saddledome Rise SE R. Clay Jensen
P: 317-917-2831 Calgary, AB T2G 2W1 Vice President of Ticket Sales & VIP Services
dneff@pacers.com Canada utah Jazz/Salt Lake Bees
P: 403-777-5323 EnergySolutions Arena/ Miller Motorsports Park
Bret Cadenhead mmungiello@calgaryflames.com 301 West South Temple
nQativ Salt Lake City, uT 84101
5414 68th Street, Suite 200 Kelvin Ang P: 801-325-2544
Sentry Plaza III Student cjensen@utahjazz.com
Lubbock, Tx 79424 DeVos Sport Business Management Program
P: 806-687-8500 university of Central Florida Kristen Buchanan
bcadenhead@nqativ.com 12050 Lexington Summit Street Hospitality and Events Assistant
orlando, FL 32828 Carolina Panthers
P: 315-450-1420 800 S. Mint
kelvinangjy@hotmail.com Charlotte, NC 28202
P: 704-358-7864
kristen.buchanan@panthers.nfl.com
8 | S E A T | www.alsd.com | #SEATSummer2011

12. nEw ALSD MEMbErS SuMMEr 2011
Chrystal Rowe Bob Price Scott Jablonski
Marketing Manager President /owner Director, Club Analytics & Reporting
Carolina Panthers one Furniture Group National Hockey League
800 S. Mint 6520 Airport Center Drive 1185 Avenue of the Americas
Charlotte, NC 28202 Greensboro, NC 27409 14th Floor
P: 704-358-7488 P: 336-235-0221 New York, NY 10036
chrystal.rowe@panthers.nfl.com bprice@onefurnituregroup.com P: 212-789-2688
sjablonski@nhl.com
John Wells Grant Buckborough
Executive Director Senior Director of Ticket Sales Rob Mulhall
Erie County Convention Center Authority Phoenix Coyotes Information Manager, Club Analytics & Reporting
809 French Street 6751 N. Sunset Blvd, #200 National Hockey League
Erie, PA 16501 Glendale, AZ 85305 1185 Avenue of the Americas
P: 814-480-6012 P: 623-772-3369 14th Floor
casey@erieevents.com grant.buckborough@phoenixcoyotes.com New York, NY 10036
rmulhall@nhl.com
Charles Iverson Stew MacDonald
Director of Finance, Administration Chief Revenue Officer Janice Thissen
Erie County Convention Center Authority Edmonton oilers Hockey Club Vice President
809 French Street 11230 110th Street Acme Ticket
Erie, PA 16501 Edmonton, AB T5G 3H7 16 Sheffield Street
P: 814-480-6058 Canada Toronto, oN M6M 3E6
charles@erieevents.com P: 780-409-5860 Canada
smacdonald@edmontonoilers.com P: 416-249-9163
Ronald Desser janicet@acmedecal.com
Director – Facilities Crystal Haunte
Erie County Convention Center Authority Premium Seating Manager Bill Kerson
809 French Street Stockton Arena President
Erie, PA 16501 Stockton, CA 95203 Acme Ticket
P: 814-480-6015 P: 209-373-1485 16 Sheffield Street
ron@erieevents.com chaunte@smgstockton.com Toronto, oN M6M 3E6
Canada
Dawn Betza Jordan Hergott
Coordinator – Publicity/SE Spec Seats Patrick Duffy
Erie County Convention Center Authority 348 Hauser Blvd, #113 Senior Vice President, Corporate Sales and Marketing
809 French Street Los Angeles, CA 90036 Partnerships
Erie, PA 16501 P: 323-954-7100 St. Pete Times Forum
P: 814-480-6010 jh@specseats.com Tampa Bay Lightning
dawn@erieevents.com 401 Channelside Drive
Al Hergott Tampa, FL 33602
Naiden Kremenliev Spec Seats P: 813-301-6525
4Topps, LLC 348 Hauser Blvd, #113 pduffy@sptimesforum.com
121 Fayette Street Los Angeles, CA 90036
Winston-Salem, NC 27101 Paul Wallace
P: 704-281-8451 Harvey Hergott Senior Director of Executive Suites & operations
naiden@4topps.com Spec Seats St. Pete Times Forum
348 Hauser Blvd, #113 Tampa Bay Lightning
Joe Bellissimo Los Angeles, CA 90036 401 Channelside Drive
CEo Tampa, FL 33602
4Topps, LLC David Yang P: 813-301-6606
121 Fayette Street Spec Seats pwallace@sptimesforum.com
Winston-Salem, NC 27101 348 Hauser Blvd, #113
P: 336-480-6413 Los Angeles, CA 90036 Andy Blackburn
joe@4topps.com Assistant Director Premium Sales and Service
Keith Gentili Chicago Cubs
Adam Pennington That’s My Ticket 1060 W. Addison
Gametime 165 Main Street, Suite 101 Chicago, IL 60613
64 Taxter Road Medway, MA 02053 P: 773-404-4142
Irvington, NY 10533 P: 508-553-1900 ablackburn@cubs.com
adam@gametimeshop.com keithgentili@thatsmyticket.com
Christina M. Ramos
Doug Jackson Dean Macchi Partnership Services & Fulfillment Coordinator
Gametime That’s My Ticket orange Bowl Committee
64 Taxter Road 165 Main Street, Suite 101 2301 Collins Avenue, #527
Irvington, NY 10533 Medway, MA 02053 Miami Beach, FL 33139
P: 305-341-4725
Neil Martin Russ Havens ramoschristina@yahoo.com
Gametime That’s My Ticket
64 Taxter Road 165 Main Street, Suite 101 Jeffrey Wilen
Irvington, NY 10533 Medway, MA 02053 organizational Development Strategist
Cleveland Indians
Jeff Kroll Stefan Macchi Progressive Field
Manager, Premium Services That’s My Ticket 2401 ontario Street
Minnesota Twins 165 Main Street, Suite 101 Cleveland, oH 44115-4003
Target Field Medway, MA 02053 P: 216-420-4157
1 Twins Way jwilen@indians.com
Minneapolis, MN 55403
P: 612-659-3672
jeffkroll@twinsbaseball.com
10 | S E A T | www.alsd.com | #SEATSummer2011