SEAT Winter 2013

A SNEAK PEEK OF THE 2013 ALSD CONFERENCE AND TRADESHOW

S E AT
leading the premium seat industry

www.alsd.com

Page 36

winter 2013

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 CORPORATE TICKET
MARKETPLACE
PAGE 47

Member Highlight:
Southern Hospitality from
Chef Tina & the Practical Joker
PAGE 28

The Premium Club:
Decreasing Suites
But Not Revenues

In the Club:
A Coast-To-Coast Network
With Year-Round Benefits

PAGE 64

PAGE 78

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WINTER

S E A T 2013
Published by the Association of Luxury Suite Directors
COVER STORY

47 THE CORPORATE TICKET MARKETPLACE

How the corporate fan handles his ticket assets has changed
dramatically over the past two decades. Where does he go from here?
BY BILL DORSEY

FEATURES
3
6 PRELIMINARY ALSD 2013 CONFERENCE PROGRAM
The ALSD is planning another great show for 2013. Here’s a sneak peek
at the schedule of events, session descriptions, and venue tours awaiting
attendees in Orlando/Tampa.

64 A PREMIUM ON NEW CLUBS
On Opening Day 2013, the Cleveland Indians will usher in the
exclusive Premium Club which addresses changes in premium customer
demands.

36

BY AMANDA VERHOFF

7
4 GETTING FROM STREET TO SUITE
Part I: Parking. Yes, we really are talking about parking in this article.
While it might not sound exciting, it is of noted importance to
premium seat customers.
BY PETER TITLEBAUM, Ed.D. AND DEBBIE TITLEBAUM

7
8 CLUBCORP STADIUM CLUBS GOT GAME…
AND MUCH MORE
The “World Leader in Private Clubs” has partnered with college athletic
departments to operate stadium clubs that provide amenities outside of
just the home venue on gameday.
BY PATTY JERDE

SPORTS TECHNOLOGY CORNER
86 UPGRADING (AND UPSELLING)
FROM THE CHEAP SEATS

47

Seat-upgrade apps provide fans more control over their game
experience, and teams more opportunities to capture data and upsell
ticket packages.
BY TREVOR ALLISON

SALES TRAINING
88 MORE FISH BOWLS
BY CARY KAPLAN

90 SUITE SALES REPS: WHOSE STORY ARE YOU SELLING?
BY BILL GUERTIN
A
bout the Cover: The Commissioners Club at MetLife Stadium demonstrates dramatic shifts in
corporate ticket assets. As a result of these changes, the ALSD is presenting a one-day Corporate Ticket
Impact Conference (CTIC).

78
Contents continues on overleaf
#SEATWinter2013 | www.alsd.com | S E A T | 7

S E A T 2013

WINTER

Published by the Association of Luxury Suite Directors

Association of Luxury
Suite Directors
Chairman Bill Dorsey
Executive Director Amanda Verhoff
President Scott O’Connell, Minnesota Twins
VP, Business Development Pat McCaffrey
VP, Sales Scott Hinzman
Director, Sponsor and Partnership Development Dene Shiels
Editor of SEAT and ALSD.com Jared Frank
Design Carole Winters Art + Design
Director of Finance Dan Lindeman
Financial Account Manager Vickie Henke
Director of Interactive Media John Tymoski
Executive Committee
Jennifer Ark, Green Bay Packers
Chris Bigelow, Bigelow Companies
Brian Bucciarelli, Hersey Entertainment & Resorts
Greg Hanrahan, United Center

28

Tom Kaucic, Mira Winery
Pat McCaffrey, ALSD

EPARTMENTS
D

Board of Directors

10 NEW ALSD MEMBERS

14 ALSD STAFF EDITORIAL

Janie Boles, Auburn University
Matt Borgard, Crown Imports, LLC
Natalie Burbank, Utah Jazz/Salt Lake Bees

Editor’s Note: Knocking on Opportunity’s
Door

Anne Campbell, Detroit Lions/Ford Field
Rebecca Caven, Spurs Sports & Entertainment

BY JARED FRANK

Richard Dobransky, Vision for Venues
Trent Dutry, US Airways Center

16 ALSD MEMBER Q&A

Lauren Fisher, Atlanta Hawks/Philips Arena

20 INDUSTRY
AND ASSOCIATION NEWS
Washington State University leads by
example
Birthday group sales bring life to the
party for MLL Champion Chesapeake
Bayhawks
Feature Recipe: Wells Fargo Center
chef brings local ingredients to his
hometown arena

Shannon Hansen, BI-LO Center/Charter Amphitheatre

Mike Guiffre, American Airlines Center
Karyl Henry, Oklahoma State University
Michele Kajiwara, STAPLES Center/AEG
Adam Kellner, Chicago Bears

24

Gerald Kissel, Northwood University
Tim Maloney, Delaware North Companies, Sportservice
Debbie Massa, ROI Consulting
Bryant Pfeiffer, Major League Soccer
Brian Sandy, Portland Trail Blazers
Blair Schmitz, University of Wisconsin
Tom Sheridan, Chicago White Sox
Peter Titlebaum, University of Dayton

26 THE ALSD ONLINE
28 ALSD MEMBER HIGHLIGHT
SEAT visits with:
Dennette Thornton
Group Sales Manager

John Farrell
Premium Seating Manager
Atlanta Braves

96 COMING ATTRACTIONS

ALSD 2013 STEERING COMMITTEE
Bobby Bridges, Orlando Magic

Katie Stocz Miller, Orlando Magic
Ben Milsom, Tampa Bay Buccaneers
Matt Hill, Tampa Bay Lightning
Jamie Spencer, Tampa Bay Lightning
Stan Macko, University of Central Florida

Please Recycle This Magazine

8 | S E A T | www.alsd.com | #SEATWinter2013

Published by Venue Pub. Inc. Copyright 2013. (All rights
reserved). SEAT is a registered trademark of the Association
of Luxury Suite Directors. SEAT is published quarterly and is
complimentary to all members of the Association of Luxury
Suite Directors.

Association of Luxury Suite Directors
10017 McKelvey Road, Cincinnati, OH 45231
513 674 0555
amanda@alsd.com

Personalized Dynamic Brand Activation
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LIDDI

TACOMA RAINIERS vs.
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AAAFBEAFEABAABAEFFAAFAFEABAEABEBEA

BIND AREA

963872883884

TACOMA RAINIERS vs.
SALT LAKE BEES
THURSDAY

SECTION

6

APRIL 5, 2012

ROW

3

SEAT

1

7:05 PM

DUGOUT CLUB
TACOMA RAINIERS vs.
SALT LAKE

AAAFBEAEABEBEFBAAAFAAFFAAAFAAFFAEA

RHUBARB

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2012

SECTION

6

ROW

SEAT

3

APRIL 5, 2012
7:05 PM
ACCT# 155721

1

SECTION

TACOMA RAINIERS vs.
SALT LAKE BEES
FRIDAY

6

APRIL 6, 2012

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SEAT

1

7:05 PM

TACOMA RAINIERS vs.
SALT LAKE BEES
SATURDAY

DUGOUT CLUB
TACOMA RAINIERS vs.
SALT LAKE

AAAFEBAEEBABEBABEAEBFABEAAFAAFBEEA
693419902140

SECTION

6

ROW

SEAT

3

APRIL 6, 2012
7:05 PM
ACCT# 155721

1

SECTION

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6

APRIL 7, 2012

SEAT

1

7:05 PM

DUGOUT CLUB
TACOMA RAINIERS vs.
SALT LAKE

AAFAFAABEEABFABAEEBBAEBFEAAAFBEAEA
556115166396

SECTION

6

ROW

SEAT

1

3

APRIL 7, 2012
7:05 PM
ACCT# 155721

FRIDAY

SECTION

8

2

APRIL 5, 2012
7:05 PM
ACCT# 2041184

SECTION

6

APRIL 8, 2012

8

ROW

EAFAEABFBAEAAFBEAEA

SECTION

8

ROW

TACOMA RAINIERS vs.
SALT LAKE BEES
SATURDAY

SECTION

ROW

8

SEAT

2

APRIL 7, 2012

3
7:05 PM

DUGOUT CLU
B

TACOMA RAINIERS vs.
SALT LAKE
SECTION
ROW
SEAT
8
2
3

AAAFBEAFEABABEEBABEEBABEBEAAFBEAEA

APRIL 7, 2012
7:05 PM
ACCT# 2041184

963868689596

TACOMA RAINIERS vs.
SALT LAKE BEES
SUNDAY

SECTION

8

ROW

SEAT

2

APRIL 8, 2012

DUGOUT CLU
B

3
1:35 PM

TACOMA RAINIERS vs.
SALT LAKE
Book # 140 Account #
SECTION
3084914
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2
3

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APRIL 8, 2012
1:35 PM
ACCT# 2041184

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SEAT

Erasmo

1

RAMIEREZ

1:35 PM

DUGOUT CLUB
TACOMA RAINIERS vs.
SALT LAKE

AAABBEEBEAAFBBEAEEAEBBFEAABEABFAEA
762143573180

SECTION

6

ROW

3

SEAT

1

APRIL 8, 2012
1:35 PM
ACCT# 155721 TACOMA RAINIERS vs.
SALT LAKE BEES

THURSDAY

SECTION

5

ROW

688189736108

SEAT

2

APRIL 5, 2012

AABEEBAFAAEBEBAFABBAEEBEEABBAEFAEA

C

SEAT

2
3
APRIL 6, 2012
7:05 PM
ACCT# 2041184

826295518396

3

3
7:05 PM

TACOMA RAINIERS vs.
SALT LAKE

RAMIEREZ
3
AAEBAEBAFEABBEB

ROW

SEAT

2

DUGOUT CLU
B

Erasmo
SEAT

ROW

SECTION

APRIL 6, 2012

TACOMA RAINIERS vs.
SALT LAKE

TACOMA RAINIERS vs.
SALT LAKE BEES
SUNDAY

TACOMA RAINIERS vs.
SALT LAKE BEES

3
7:05 PM

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B

ICKETS
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LUB
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3

SEAT

2

APRIL 5, 2012

DUGOUT CLU
B

1
7:05 PM

TACOMA RAINIERS vs.
SALT LAKE
SECTION

5

ROW

2

SEAT

1

APRIL 5, 2012
7:05 PM
ACCT# 3084914

TACOMA RAINIERS vs.
SALT LAKE BEES
FRIDAY

SECTION

5

ROW

AAAFBEAAFABEAFABEBFAAEEABBEEFBAAEA
962929231036

SEAT

2

APRIL 6, 2012

DUGOUT CLU
B

1
7:05 PM

TACOMA RAINIERS vs.
SALT LAKE
SECTION

5

ROW

SEAT

2
1
APRIL 6, 2012
7:05 PM

ACCT# 3084914

TACOMA RAINIERS vs.
SALT LAKE BEES
SATURDAY

SECTION

5

ROW

SEAT

2

APRIL 7, 2012

1
7:05 PM

DUGOUT CLU
B

AAFAFAAAAEFBABFAEFAEBAFBAEABAEBEEA

TACOMA RAINIERS vs.
SALT LAKE BEES
SUNDAY

550746588348

5

ROW

SEAT

2
1
APRIL 7, 2012
7:05 PM
ACCT# 3084914

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756774995132

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DUGOUT CLU
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TACOMA RAINIERS vs.
SALT LAKE
SECTION

SECTION

APRIL 8, 2012

SEAT

1
1:35 PM

TACOMA RAINIERS vs.
SALT LAKE
SECTION

5

ROW

SEAT

2
1
APRIL 8, 2012
1:35 PM
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New ALSd Members winter 2013
Tyler Wilson
Student
Temple University
965 Main Street
Peckville, PA 18452
P: 320-745-6375
tyler.wilson@temple.edu
Matt Patrone
Manager of Premium Services
Buffalo Bills
Ralph Wilson Stadium
One Bills Drive
Orchard Park, NY 14127
P: 716-312-8906
matt.patrone@bills.nfl.net
Elizabeth Schulz
Premium Seating Service Representative
Minnesota Timberwolves
Target Center
600 1st Ave. N
Minneapolis, MN 55403
P: 612-673-1284
schulz@timberwolves.com
Kyle Haygood
Premium Sales Executive
Los Angeles Angels of Anaheim
2000 Gene Autry Way
Anaheim, CA 92806
P: 714-940-2094
kyle.haygood@angels.com
Glenn Griffith
Premium Sales Executive
Los Angeles Angels of Anaheim
2000 Gene Autry Way
Anaheim, CA 92806
P: 714-940-2057
glenn.griffith@angels.com
Kyle Rogers
Assistant Director
Gators Boosters
P.O. Box 13796
Gainesville, FL 32604
kyler@gators.uaa.ufl.edu
Erica Lundblad
Premium Services Account Manager
Miami Heat
601 Biscayne Boulevard
Miami, FL 33132
elundblad@heat.com
Omaar Yemini
Premium Services Account Manager
Miami Heat
601 Biscayne Boulevard
Miami, FL 33132
oyemini@heat.com


April Josey
Manager of Suite Sales and Development
Houston Rockets
Toyota Center
1510 Polk Street
Houston, TX 77002
P: 713-758-7219
aprilj@rocketball.com
Rory O’Neill
General Manager
Texas Tech Club
East Stadium
2508 Sixth Street
Suite 417, Box 45301
Lubbock, TX 79409
P: 877-696-0858
rory.oneill@ourclub.com
Joe Connell
General Manager
The University of Texas Club
2108 Robert Dedman Drive
Austin, TX 78712
P: 512-477-5800
joe.connell@ourclub.com
Tracy Marple
Regional Manager
University Center Club
Florida State University
Doak Campbell Stadium
UCB 4th Floor
Tallahassee, FL 32308
P: 850-644-8529
tracy.marple@ourclub.com
Ben Kensell
Commercial Operations Manager
Arsenal Football Club
Highbury House
75 Drayton Park
London, UK
N5 1BU
P: 020-7704-4552
bkensell@arsenal.co.uk
Jim Harding
Head of Premium Sales
Arsenal Football Club
Highbury House
75 Drayton Park
London, UK
N5 1BU
P: 020-7704-4552
jharding@arsenal.co.uk
Tom Haines
Partner
LuxBx
P.O. 1414
Manhattan Beach, CA 90267
P: 213-536-7328
tom@luxbx.com

Brian Amanatullah
LuxBx
P.O. 1414
Manhattan Beach, CA 90267
P: 310-409-6766
brian@luxbx.com
Priscilla Dominguez
Guest Services & Premium Seating
Manager
Rushmore Plaza Civic Center
444 Mt. Rushmore Road
Rapid City, SD 57701
P: 605-718-7104
priscillad@rushmore.com
Nicholas P. Wierciak
Director of Suite Sales & Premium
Seating
St. Louis Blues
Scottrade Center Events/Peabody Opera
House
1401 Clark Avenue at Brett Hull Way
St. Louis, MO 63103
P: 314-622-2516
nwierciak@stlblues.com
nwierciak@scottradecenter.com
Leslie Villone
New Business Project Manager
Sportservice Business Development
Delaware North Companies
40 Fountain Plaza
Buffalo, NY 14202
P: 716-858-5185
lvillone@dncinc.com
Stephanie Manzo
Manager, Suite Services
MetLife Stadium
One MetLife Stadium Drive
East Rutherford, NJ 07073-5102
P: 201-559-1567
smanzo@metlifestadium.com
Jeremy Mottola
Vice President
Bon Chef, Inc.
205 Route 94
Lafayette, NJ 07848
P: 973-968-7123
jmottola@bonchef.com
Kaya Gross
National Accounts Manager
Bon Chef, Inc.
205 Route 94
Lafayette, NJ 07848
P: 973-968-7111
kgross@bonchef.com
Sal Torre
Owner
Bon Chef, Inc.

205 Route 94
Lafayette, NJ 07848
P: 973-383-8848
storre@bonchef.com
Amy Passafaro
Director of Sales Administration
Bon Chef, Inc.
205 Route 94
Lafayette, NJ 07848
P: 973-968-7138
apassafaro@bonchef.com
Roberta Mand
Centre Suites Director
Tallahassee-Leon County Civic Center
P.O. Box 10604
Tallahassee, FL 83392
P: 850-487-1691
rmand@tlccc.org
McKenzie Rowley
Premium Seating & Suite Sales Manager
Reliant Park
SMG
One Reliant Park
Houston, TX 77054
P: 832-667-1640
mrowley@reliantpark.com
Linda McIntyre
Director, Sales & Event Management
Calgary Exhibition & Stampede
1410 Olympic Way SE
Box 1060/Station M
Calgary, AB T2G 2W1
Canada
lmcintyre@calgarystampede.com
Jeff Robinson
Principal
Real Marketing, LLC
Stack-Cup USA
5426 Silver Moon Lane
Raleigh, NC 27606
P: 919-413-1104
jeff.robinson@realmarketingnow.com
Fritz Owen
National Sales Manager – AE Products
American Seating Company
401 American Seating Center
Grand Rapids, MI 49504
P: 616-732-6722
fritz.owen@amseco.com
Alex Cann
Client Service Account Representative
TD Garden
Boston Bruins
100 Legends Way
Boston, MA 02114
P: 617-624-1896
acann@dncboston.com

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New ALSd Members winter 2013
Wes Meisnitzer
Premium Sales Manager
Detroit Lions
Ford Field
2000 Brush St, Suite 200
Detroit, MI 48226
wmeisnitzer@detroitlions.com
Dan Sylvester
Director of Ticket & Suite Sales
Detroit Lions
Ford Field
Detroit, MI 48226
P: 313-262-2255
dsylvester@detroitlions.com
Bob Raymond
Vice President of Business Operations
Detroit Lions
Ford Field
Detroit, MI 48226
P: 313-262-2244
braymond@detroitlions.com

Justin Rode
Account Executive, Premium Sales
Cleveland Indians
Progressive Field
2401 Ontario Street
Cleveland, OH 44115-4003
P: 216-420-4254
jrode@indians.com
Jeff Kauzlarich
Account Executive, Premium Sales
Cleveland Indians
Progressive Field
2401 Ontario Street
Cleveland, OH 44115-4003
P: 216-420-4165
jkauzlarich@indians.com
Jennifer LeMaster
Director of Communications
Georgia World Congress Center Authority
285 Andrew Young International Blvd.
Atlanta, GA 30313
P: 404-223-4000
jlemaster@gwcc.com

Laura Raymond
Suite Sales & Service Coordinator
HP Pavilion at San Jose
San Jose Arena Management
525 W. Santa Clara Street
San Jose, CA 95113
lraymond@svse.net

Tyler Charrasse
Georgia Dome
Sales Executive
One Georgia Dome Drive
Atlanta, GA 30313
P: 404-223-8122
tcharrasse@gadome.com

Kevin Matchett
Director, New Stadium Development
Hamilton Tiger-Cats Football Club
One Jarvis Street
Hamilton, ON L8R 3J2
P: 905-547-2287 x232
kmatchett@ticats.ca

Rebecca Batterman
Marketing Director
Modern Line Furniture
1060 Brickell Ave, Unit 1505
Miami, FL 33131
P: 800-637-5596
rebecca@modernlinefurniture.com

Eric Deutsch
Executive Vice President
Dayton Dragons
Fifth Third Field
P.O. Box 2107
Dayton, OH 45401
P: 937-228-2287
eric.deutsch@daytondragons.com
Sean M. McGowan
Manager, Premium Sales
New York Mets
Citi Field
New York, NY 11368
P: 718-656-4359
smcgowan@nymets.com


2013 Buyers Guide Corrections
It has come to the attention of SEAT Magazine that a few of the listings
included in the 2013 Buyers Guide in our fall 2012 issue contained
outdated or incorrect contact information. Please update the following
in your records.
Stack-Cup USA
5426 Silver Moon Lane
Raleigh, NC 27606
P: 919-413-1104
Contact Name: Jeff Robinson
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www.usa.stack-cup.com
American Seating Company
401 American Seating Center
Grand Rapids, MI 49504
P: 616-732-6600
Contact Name: Fritz P. Owen
fritz.owen@amseco.com
www.americanseating.com
Rosseto
3600 West Pratt Avenue
Lincolnwood, IL 60712
P: 847-763-1215
Contact Name: Paul Bolgert
paul@rosseto.com
www.rosseto.com
Gasser Chair Company, Inc.
4136 Logan Way
Youngstown, OH 44505
P: 877-509-1440
Contact Name: Dan Vass
dvass@rumpussports.com
www.rumpussports.com

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Editor’s note by Jared Frank
Knocking on Opportunity’s Door

T

here are seemingly infinite ways to
compartmentalize human beings. I
like to debate with friends that the
most telling categorization of our
nature has three groups: the initiators and innovators, the complainers then forgetters, and
the apathists or don’t-give-a-shitters. What’s
interesting is each group believes it is entitled
to the same promotions, the same accolades, the
same reputations. But it doesn’t work that way.
Other ways to describe these three classifications are the self-motivated, those who must be
motivated by others, and those who cannot be
motivated at all. Now ask yourself: Which one
am I? Which one do I want to be?
In my high school statistics class, I learned
about normal distribution – the famous bell
curve that magically maps data sets with remarkable precision. Now, I have neither the
memory to recall how it works, nor you the
desire to read about it, so this note isn’t a math
lesson. Quickly though, what I do remember to
be important from probability theory is if we
take a representative sample of an entire population, in embarrassingly simplistic terms, approximately 70% of the set will fall within one
standard deviation from the mean, or average.
And, again using the same generous rounding, the remaining 30% of the set falls equally
within either tail of the curve.
Now why the heck am I bringing any of this
up? Well, I don’t have any empirical evidence
to support the following claim other than my
undocumented personal observations, but I see
the 70% bell curve majority of Americans as
problem ignorers – or status-quo maintainers if
you require a slightly more positive spin. This
assertion states bluntly that in any population
(sportsbiz included), over three-quarters of us
are NOT agents of change by ourselves. We require the poke of a cattle prod to initiate action.
What separates the doers from the bystanders is frequently the willingness to take risks.
Most people don’t take significant chances because with risk comes inevitable and recurrent
mistakes. But keep in mind the depth of any
mistake is matched by the potential height of
an action’s success. If you want to experience


great achievement, you have to risk tanking
greatly.
Now more than ever, we – sportsbiz specifically and across the board – need risk-takers.
Leaders with initiative. Leaders who create.
Leaders who listen to and observe a marketplace, identify its gaps, and deliver solutions.
Leaders who dramatically pursue their instincts
and ideas with thoughtful confidence and with
decisive haste.
Now, you don’t have to be Tim Leiweke to
strive for risk tolerance. We all can be leaders
for risk on relative scales. One of my personal
gauges to distinguish calculated from reckless
risk starts with a simple question: Does this decision have the potential to cost the company
significant money? If the answer is between “no
way” and “not likely” (and many are), then I go
for it. I don’t need every action that I take to be
validated, and neither do you. Don’t let perfection become the enemy of completion.
This approach is an overly-simplistic way to
self-develop a comfort zone that accommodates
risk. For all you managers out there, full disclosure: I have little management experience. But
I’ve produced my best work and achieved my
greatest success in environments that encourage
risk-taking and creative freedom, while showing clemency for minor mistakes.
If you want to be a part of the leading 15%
for positive change, you must be a person of
motion. You must proactively go knocking on
opportunity’s door rather than waiting for it
to come to you. It is action that abuts success.
The movers and shakers, not the onlookers, are
the ones who reach higher levels of prosperity.
By doing more, trying more, innovating more,
risking more, the doers inevitably make more
mistakes. But because they also don’t stagnate,
they generate more success as well.
How does your team tolerate and encourage risk and creativity?
Email me at jared@alsd.com.

Connect with me on
www.linkedin.com/in/jaredfrank and follow me
on Twitter @JChrstophrFrank.
Here is a sampling of my tweets:
University of Cincinnati hopes to add suites to Nippert
Stadium. Premium seating and other stadium
improvements are needed to sustain
UC’s financial future.
Graffiti art and suites? This mural in an executive box
at Liverpool’s Anfield is pretty gnarly.
A new home for the Detroit Red Wings is pitched to
State lawmakers. The new multipurpose events center
would be part of a much larger
entertainment district.
Sketches of a new NBA/NHL arena in Seattle are
released. The current building site is the SODO
neighborhood south of Safeco Field.
UNLV Now could add $400 Million into the Las Vegas
area. The project includes a proposed stadium that
could attract 15-20 big events annually.
The Phoenix Suns are having “Satisfaction Guarantee
Night” on December 6th against the Mavericks. If fans
don’t like the game experience,
they can get their money back.
Excited to connect with the Indians and ALSD member
Ryan Robbins to discuss the new Premium Club at
Progressive Field. Looks to be a great addition for the
Northeast Ohio market.
The seat-upgrade app space is getting crowded.
Add Mascot Secret to the list.
Legends is meeting with Sioux Falls-area businesses
about the new Denny Sanford Premier Center. The
interviews will help determine the premium seating
details in the arena.

ALSD Member Q&A
Question Topic:
ACCESSIBILITY IN SUITES

Q:

What are your accessibility standards in suites?

A:

You access our suites by elevator or escalator.
Once you enter your suite, there is an indoor
seating area as well as two rows of outdoor seating that are similar to our club seats (chairback
stadium seats). The two seats on the aisle in the
back row are removable so that a wheelchair can
be placed where the chairs were previously located. Most guests usually tell us ahead of time
if one of their guests requires ADA seating so
that we can already have the seats removed and
placed elsewhere.

A:

In our suites, there is one seat in each suite that
can be removed to accommodate a wheelchair. It
is the seat in the top row of the suite on the aisle.

A:

Our suite level has easy access for a guest who is
wheelchair bound. Once inside the suite, we have
a pair of removable seats that allows the guest to
sit in the exterior of the suite and watch the game.
We continue to stress the need for notification in
advance so we are prepared for the guest’s arrival.

A:

Each of our suites includes one removable ADA
seat out of a total of twelve seats on each seating porch. The remainder of the suite fixtures is
compliant with the 1995 ADA standards (with a
few retrotfits here and there).

Question Topic:
SUITE HOLDER BENEFITS

Q:

What other benefits do you provide your luxury
suite holders besides tickets and parking passes?
E.G.: Attending practice, pre-game access, etc.

A:

The following is an aggregate list of the amenities and benefits included in member answers:

• Alumni autograph items
• Alumni Meet & Greet: On gameday, we
have alumni back for autographs and photos
on our club level
• Ambassador Line: A “human tunnel”
formed by suite holders for player introductions
• Appreciation Events: Events held in our
Hall of Fame during the offseason
• Client Contact Lunches: We meet for lunch
with a small number of suite holders to
share ideas
• Contract renewal delivery
• Cookie & Bagel Drops
• Dedicated Alumni Visits: We visit 15 suites
per game with special suite-only alumni
guests
• Draft Event: We host a draft party here
opening night of the NFL Draft
• Family Night Tickets: Comp tickets for
their suite location for intrasquad scrimmage
• Fan Fest tickets
• Flag holding during the National Anthem
• Hall of Fame Dinner: Induction banquet
for the newest members of our Hall of
Fame
• Massages: We offer complimentary chair
massages on gameday, once a month during
the season
• Mid-season survey prize drawings
• Luncheon Series: We host a luncheon five
times a year to connect with clients
• Non-gameday suite usage
• Pilot suite visits
• Pre-game field passes
• Pre-game field photos
• Random Acts of Kindness: We drop off
a bottle of wine, cupcakes, cookies etc. on
gameday as a thank you
• Renewal gift
• Suite tasting
• Training camp sideline visits
• Away game trip
• Food & Beverage credits
• Super Bowl tickets
• Locker room tour
• First right to purchase additional lower
bowl event tickets
• Complimentary snack mix and sodas for
every event
• Opportunity to brand suite interior and
company sign on outside of suite

• Complimentary use of Suite Conference
Room and other meeting facilities
• Personal Suite Service Manager
• Invitations to VIP suite holder events
• Suite concierge on-site for every event
• Full menu catering options
• Four guest passes per game
• In-suite TV welcome featuring company
logo
• Guaranteed giveaway items in the suite

Question Topic:
BROKER SUITES ON CLIENT’S
BEHALF

Q:

Does anyone broker their suites on behalf of
their clients?
• If so, what are the advantages and are there
any significant disadvantages?
• How is the fee split?

A:

We don’t do it here (we may need to start soon),
but when I was with another team, we would allow this. It worked like this: We would sell the
suite on behalf of the client. We backed out the
price of the tickets in the suite and split the overage 50/50 with the client. They had two choices
on how to receive their half: by check or by food
credit. Almost everyone chose the food credit.
Example:
• 18pp suite sells for: $3,000
• Tickets are $45 each: $810
• Overage is: $2,190
• Client split is: $1,095

A:

We offer a brokerage program on behalf of our
suite clients. It allows the suite owner to generate
a little revenue if they are not able to use their
suite for a particular event. It also allows us to
capitalize on additional food and beverage revenue. Typically, a business that is renting on a
“per-event” basis will have a higher per-cap for
food and beverage.
We have a rental request posted on our website that allows interested parties to request a
suite for an event. I then organize the requests
based on event dates and priority customers.
Once the suite owner provides me with the

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ALSD Member Q&A
dates they want to lease, I contact all interested
parties to try and get the best price for the suite
owner. If there are several requests for the same
date, I send out an email and sell it at a suggested
price on a first response basis. Sometimes this
creates a sort of bidding war which becomes very
time consuming, so it’s best if you start out with
the highest price you think the suite would go for
which will eliminate those clients that want to
“make a deal” over a hundred dollars. It’s a good
idea to set a minimum price and don’t ever sell
below to maintain value. I believe it’s best to let
the suite sit empty for a night versus decreasing
the value of your inventory.
The suite owner signs a rental agreement and
releases all of their suite tickets and suite access.
If I am not successful in filling the suite 14 days
prior to the event, the suite is returned to the
suite owner. We broker with a 60/40 split.
Positives
• Brokering provides another service for your
suite owners
• Generates additional revenue
• Builds a database to market other premium
seating opportunities
Negatives: Time consuming
Self- brokering: Even though it’s stated in the
suite owners contract that they are not allowed
to sub-license their suite for events, this goes on
behind the scenes which deflates the value for
other suite owners that are following procedure.
I once received a marketing piece in the mail
from a suite owner (by accident) in which they
were marketing their suite for several events. It
was such a beautiful piece I wanted to call them
and rent their suite or find out who produced the
piece and offer them a job!

Question Topic:
HOLIDAY GIFTS

Q:

In terms of holiday gifting:
•What has been your team/venue’s most successful gift for clients?
•What gift has gotten the best client response?
•Do you send out gifts to prospects, and if so,
what has been successful?

A:

We send our holiday gift immediately after
Thanksgiving, so we are the first holiday gift

our clients receive. We do one gift for administrators and a separate gift for decision makers.

A:

We have found that suite holders look forward
to the gift so much and it is so popular that we
don’t change it from year to year:
• For administrators, we send a package of
gift wrap, bows, and ribbons to use for
holiday gift giving.
• For our decision makers, we work with a
local vendor to create hand-painted, teamthemed sugar cookies in a commemorative
holiday tin. We get a tremendous response
because the cookies are both beautiful and
delicious!

A:

I think the most important thing we key in on
is that we like to be sure that the gifts we are
sending are something unique – something that
you can’t go to the team store and buy. Most
of our clients have the means to access team
“gear”, so we want them to receive something
from us that they can’t find/buy anywhere.

A:

Our most successful gift was a permanent wine
opener in each client’s suite. We installed these
because of major client concerns about having
to wait for a wine key. To announce the gift to
our clients, we hand-delivered to each client’s
office a bottle of wine with a custom label and a
note stating that the opener had been installed
in their suite. We commissioned an artist to create a Leroy Neiman-type painting representing
players from our two franchises for the label.

A:

The gift that received the best response was
spa and restaurant gift certificates. We received
more thank you’s on these than any other gift.

A:

The gift that received the best feedback was
a Kanata blanket with our logo. They are very
soft, luxurious blankets.

A:

This year, we had custom waffle makers made
that burn our logo into the waffles.

A:

We try to center our gift around team milestones: No Hitters, World Championship, Cy
Young Winners, Team Anniversaries, Hosting
the All-Star Game, and so on. We also try to
create something that can’t be bought, since
our clients are the “have-it-all” types. Our most
successful gifts have been an etched champagne
bottle after the 2010 Championship and a
plaque commemorating Sanchez’s no hitter.

A:

We are repeating our 2011 client gift again
this year – a box of custom-made cookies with
a personally signed card. We had tremendous
response last year from such a simple gift. We
do also send this to some prospects and clients
who may have taken a year off.

A:

In the past four years, we have given to our suite
holders, suite administrators, and Champions
Club members:
• 2011: Electronic photo frame with thirty
team selected photos preloaded. The frame
holds 200-plus photos.
• 2010: Glass baseball and stand
• 2009: Player-signed baseball and upscale
display case
• 2008: Etched bottle of wine

A:

One of our more successful gifts was a pair of
really nice binoculars with our logo on them.
Clients can keep them in their suites, and they
really enjoyed having them throughout the season.
For expanded and additional answers to all these questions, visit
www.ALSD.com.
DO YOU HAVE A QUESTION YOU WOULD LIKE TO ASK
THE ALSD MEMBERSHIP?

• Send your Member Question exactly how you want it
posted to members to Amanda Verhoff at
amanda@alsd.com
OR
• Visit us on the web and submit your Member Question
at www.alsd.com/content/member-questions. Please
note – members must be logged in to www.ALSD.com to
submit questions.

Speak a common language with your clients through your partnership
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A PARTNERSHIP WITH SPOTLIGHT:
• Sports Tickets Drive Business – the numbers prove it.
Give your customers the tools they need to effectively
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Offer Spotlight to
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and add value to
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• Assure Renewal – Sports tickets and suites are a vital
corporate spend. Buying tickets provide a positive ROI, and
Spotlight continually highlights this fact.
• True Partnership – Create a true partnership between
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Industry and Association News

Local ingredients at Wells Fargo Center, p.24
Member Highlight:
Dennette Thornton and John Farrell, p.28

Washington State University leads by example

On the heels of a $65 million stadium renovation, WSU is a leading standard of the Pac-12 construction boom

“We need to continue to
cultivate our fans and provide
the unique perspectives that
you can only get inside the
facility.”
– John Johnson,
Washington State University

Premium Seating

The keystone of the Martin Stadium improvements is a transformation from few premium
seats and only six small suites to 21 new suites,
1,183 outdoor club seats, 83 indoor club seats,
and 42 loge boxes that stretch from goal line
to goal line along the stadium’s south side. According to WSU Senior Associate Director of
Athletics John Johnson, this premium seating

Photo courtesy of Jason Krump, Washington State University

A

ccording to research from the Sports
Business Journal, the projected aggregate
of college football stadium construction
costs for 2012-2014 will eclipse $1.5 billion. The investment in facilities is especially
considerable in the Pac-12 Conference, where
along with Washington State, Cal, Washington, Arizona, Arizona State, USC, and UCLA
(who plays at the under-renovation Rose Bowl)
are all at different points along construction
timelines. In a message to Cougar fans on
www.thecougarfootballproject.org, Washington State Director of Athletics Bill Moos notes,
“There are roughly $1 billion in facility projects
that have been completed or nearing completion throughout the conference, and we can’t be
left behind.”
First out of the renovation gates this past
season was the $321 million overhaul of Cal’s
Memorial Stadium and $65 million in upgrades
at Martin Stadium in the center of Washington
State University’s campus. Although the WSU
project was less comprehensive, the attention to
premium seating was every bit as close.
As the college facility industry builds itself
out over the next few years, it will behoove athletic departments to look at the benchmarks set
and lessons learned at WSU in Pullman, Washington.

Cougar Den: Twenty-one new suites, 1,183 outdoor club seats, 83 indoor club seats, and 42 loge boxes now stretch from goal line to goal
line along the south side of Martin Stadium, overlooking the Washington State Cougars.

inventory is worth about $3 million annually to
the athletic department.
Suites, which range in size from 12-, 18-, and
24-person capacities, are priced from $30,000$50,000 annually which includes the ticket cost
and donation to the Cougar Athletic Fund
(CAF). The covered, open-air loge seating is a
$10,000 ($1,200 ticket cost; $8,800 CAF donation) annual cost for a four-person box and
$15,000 ($1,800 ticket cost; $13,200 CAF donation) for a six-person box. Both suites and
loge boxes are available on three-, five-, and
seven-year lease terms with pricing locked over
the length of the lease.
All club seats are renewable on an annual
basis with indoor seats priced at $2,500 and
outdoor seats ranging from $1,700-$2,000. All
club seat tickets cost $300 with CAF donation
requirements ranging from $1,400-$2,200.
Premium inventory is sold out with the exception of a few outdoor club seats which are
expected to also sell before next season.
Common and Cutting-Edge Amenities

Martin Stadium premium seating provides the
usual amenities – such as premium parking,
stylish furnishings, access to the 10,000 squarefoot Club Room, and an 80% tax deduction – as

well as some additional cutting-edge, high-tech
offerings. In the loge seating, indoor-outdoor
TVs are installed and can be viewed in any
type of weather. And all suites are equipped
with 3-D HD TVs linked to iPads that control
unique live-game-action feeds and replays from
multiple vantage points in 3-D and traditional
2-D formats. “Our fans, particularly the younger demographic, enjoy the opportunity to go
back and look at replays of a particular play or
focus on an individual player from four unique
camera angles,” Johnson explains.
The 3-D interactive was developed by Sankar Jayara, a WSU professor and co-founder
of 3D-4U, a company incubated in the WSU
Research & Technology Park which offers
start-up businesses affordable office space and
campus resources.
Martin Stadium is the first sports facility
to install the interactive; therefore, WSU took
baby steps implementing it, rolling out more of
its nuances as the season went along. Future opportunities exist for 3D-4U’s technology outside of the suite environment through handheld
and mobile devices. “That’s where our industry
needs to go,” contends Johnson. “We need to
continue to cultivate our fans and provide the
[continued on page 92]

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Industry and Association News

Birthday group sales bring life to the party
for MLL Champion Chesapeake Bayhawks
With assistance from Full House and its birthday lead list, the Bayhawks increased their group sales business by 160%

I

Celebrate
your birthday with

the bayhawks
aNd

Get in the Game!

affluent families in the area would have some
disposable income to take their kids to our
game for their birthdays,” says May. “[Birthday
parties] accounted for around 10% of our total
group sales this year.”
Getting in the Game

The Bayhawks worked hand in hand with Full
House Entertainment Database Marketing to
establish criteria for a birthday leads list. According to Full House, the target audience was
households with income over $90,000 that had
a son between the ages of 5-13 and a birthday
(turning 6-14) in May, June, or August– the duration of the Bayhawks’ season. This past season,
in which the team won the MLL Champion22 | S E A T | www.alsd.com | #SEATWinter2013

ship, the Bayhawks didn’t play any July home
games which is why the list was narrowed down
to three months. The geographical target was a
30-mile radius of Annapolis.
“Birthday parties have always been a strong
part of our group sales recommendations, especially to lacrosse, soccer, arena football, minor
league baseball, and hockey clubs,” notes Full
House President Ron Contorno. “A team not
only generates ticket revenue, but it is great
grassroots marketing for future birthday parties,
groups, and season ticket packages.”
After the list of 3,448 leads was purchased
from Full House, a postcard promoting birthday parties was mailed to those prospects. The
message of the mailer included a personal touch

Photo courtesy of Gail Sharpe

n Maryland, lacrosse is no casual pursuit.
Most young boys and girls growing up
in the Old Line State choose to pick up a
mesh-headed crosse over a baseball glove
or soccer ball. For them, lacrosse is a birthright.
And for some kids in the Annapolis area, it’s a
birthday theme as well.
In sports, group sales are essential lifeblood
for boosting ticketing revenue. Dave May,
Director of Ticket Sales for the Chesapeake
Bayhawks of Major League Lacrosse, realized
group sales was an area the organization needed
to improve and that birthday parties could help
grow those sales. “We knew some of the more

In the Game: The postcard on the left was mailed to 3,448 leads,
including Dylan Sharpe, shown here celebrating his 7th Birthday in
the Bayhawks Birthday Bash area.

“[Birthday parties] accounted
for around 10% of our total
group sales this year.”
– Dave May, Chesapeake Bayhawks
with each child’s last name variably printed on
the back of the jersey. “We had strong feedback
on the postcard,” May explains. “[The personalized jersey] hit home with a lot of the young
lacrosse players around here.”
The Birthday Bash

The Bayhawks hosted 5-10 birthdays per game
in their Birthday Bash area. Parties often exceeded the minimum guest list of ten; one
group hosted 50 people. The Birthday Bash
area is located in the parking lot of Navy-Marine Corps Memorial Stadium within a tailgate
area complete with an inflatable field and rock
climbing wall. For the parents and other adults,
[continued on page 92]

Nearly 2,000 years
in the making….
construction on the coliseum began in 72AD
and in 2012 Sports cRm was released

….don’t wait another 2,000 years
to ensure a full house.
IF you’Re conceRned aBouT eFFecTIvely:

· Managing Inventory: game day suite inventory, bookings
and invoicing for suites and other products.

· Increasing Sales: developing cross-sell programs or
increasing sales by creating up sell programs.

· Handling Service Requests: tracking and quickly
resolving customer issues.

· Scheduling Events: managing renewal and other customerspecific events to create the ultimate customer experience.

· Streamlining Internal Operations: coordinating staff and
organizing tasks prior to critical events to improve efficiencies.

We have the answers.

“The Boston Red Sox organization is driven to ensure that every

fan has a consistent, high quality experience each time they visit
Fenway Park. The improved visibility into the consumer preferences
of our fans is helping us achieve that goal.”

Ron BumgaRneR
SenioR Vice PReSident/ticketing
the BoSton Red Sox

www.greenbeacon.com • 617-485-5000

Industry and Association News: feature recipe
Wells Fargo Center chef brings local ingredients to his hometown arena
ARAMARK’s Rich Friedrich shares the recipe for this season’s most popular dish

A

Philadelphia native, Rich Friedrich didn’t
have to travel far to find his dream job
as ARAMARK Executive Chef at the
Wells Fargo Center, home of the Philadelphia Flyers and the 76ers.
After graduating from the Culinary Institute of America in Hyde Park, New York, Chef
Friedrich worked at Mezzanotte Restaurant in
Philadelphia, where he further developed his
passion, drive, and skill for his craft. From there,
he joined ARAMARK as the Garde Manger
Chef at the Blue Line Club in the Spectrum,
followed by the Stadium Club in the First
Union Center (now the Wells Fargo Center).
Sixteen years later, Chef Friedrich is the ARAMARK Executive Chef at the Wells Fargo
Center, where he oversees a culinary team of 80.
Although he develops menu concepts for
every food experience at the Wells Fargo Center (concessions, clubs, and suites), he is most
proud of the food served at the arena’s fine dining restaurant – the Cadillac Grille. It’s here
where he can make local ingredients shine and
tap into current food trends to create outstanding seasonally-inspired dishes.
“Guests attending events at the Wells Fargo
Center are so diverse and come from so many
different backgrounds that it allows us to remain on the cusp of trends and try new techniques,” says Chef Friedrich. “Because of the

Chef Rich Friedrich, ARAMARK Executive Chef, Wells Fargo Center

popularity of celebrity chefs and cooking shows,
our guests are much more into food than they
have ever been before, and they truly appreciate
a great meal.”
It’s the guests’ culinary knowledge that led
to the increased use of locally grown ingredients at the Wells Fargo Center. “The demand
in our region for local and sustainable ingredients made us look at the ingredients we were
using, and we realized there was an opportunity
to feature more of the fantastic seasonal items
on our menus from local farms in Pennsylvania

and New Jersey,” says Chef Friedrich. “It was an
easy transition to make because there is such a
diverse offering in our area.”
Unlike a traditional restaurant that will serve
guests throughout the night, the Cadillac Grille
has a two and a half hour service window with
350-450 covers. This fast-paced atmosphere
lends itself well to a menu that features slowcooked flavor profiles and simple, time-honored
cooking techniques, like those used to create
the popular Cadillac Grille Braised Short Ribs.
“Our Braised Short Ribs are a seasonal dish
featuring roasted bone marrow, locally grown
winter root vegetables, and a cabernet reduction sauce,” says Chef Friedrich. “They’re perfect for this type of restaurant environment because they taste even more delicious the longer
they’ve been braised.”
In addition to dreaming up delicious dishes,
Chef Friedrich is committed to mentoring the
next generation of chefs. He serves as the onboarding coach for new ARAMARK chefs in
the Philadelphia region, walking them through
an onboarding plan, and introducing them to
the corporate and sports and entertainment environment.
“The best part of my job is creating food that
people love and helping young chefs grow,” says
Chef Friedrich.

Cadillac Grille Braised Short Ribs
Ingredients:
6 pounds beef short ribs, cut into 1-rib pieces
Salt and freshly ground black pepper
1 tablespoon olive oil
3 medium onions, chopped
4 large garlic cloves, minced
1½ cups dry red wine
1 (28- to 32-ounce) can whole tomatoes including liquid coarsely pureed in a blender
1½ cups beef broth
2 tablespoons Worcestershire sauce
6 (3- by 1-inch) strips fresh orange zest removed with a vegetable peeler
2 teaspoons chopped fresh rosemary leaves or 1
teaspoon dried rosemary, crumbled
1 (1-pound) bag peeled baby carrots
Finely chopped fresh parsley leaves, for garnish


Directions:
1. Pat short ribs dry and season with salt and
pepper. In a heavy 6-quart kettle, heat oil
over moderately high heat until hot but
not smoking and brown ribs in batches,
transferring with tongs to a large bowl.
2. Add chopped onions to kettle and cook
over moderate heat, stirring, until golden.
3. Add garlic and cook, stirring, one minute.
Add wine, tomatoes, broth, Worcestershire
sauce, zest, rosemary, and salt, and bring to
a boil.
4. Add ribs, including any juices that have accumulated in the bowl and simmer, covered,
30 minutes
5. Add carrots, stirring and pushing down to
make sure they are covered by liquid, and
simmer, covered, 3 ½ to 4 hours, or until
meat is tender.

6. Transfer meat with a slotted spoon to a
large bowl.
7. Reduce braising liquid, if necessary. Return
meat to kettle and cook over low heat, stirring occasionally, until heated through.
Servings:
6 Entrée size portions
Wine suggestion:
Californian Syrah
– Recipe by Chef Rich Friedrich

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UP-TO-THE-MINUTE
INDUSTRY AND ASSOCIATION
NEWS

Connect with the ALSD on LinkedIn:
Association of Luxury Suite Directors Group Page:
www.linkedin.com/groups?about=&gid=918457

www.alsd.com/news

University of Cincinnati Hopes to Add Suites to
Nippert Stadium
New Home for the Detroit Red Wings Pitched
to State Lawmakers

Amanda’s Visit to Progressive Field

Sketches of a New NBA/NHL Arena in Seattle
Are Released

ALSD MEMBER Q&A

Bill Dorsey:
www.linkedin.com/pub/bill-dorsey/6/125/76a
Amanda Verhoff:
www.linkedin.com/in/amandakuntzverhoff
Scott O’Connell:
www.linkedin.com/pub/scott-o-connell/6/45/560
Pat McCaffrey:
www.linkedin.com/pub/pat-mccaffrey/9/27b/54b

www.alsd.com/content/member-questions

RESEARCH

Jared Frank:
www.linkedin.com/in/jaredfrank

www.alsd.com/research

Dene Shiels:
www.linkedin.com/pub/dene-shiels/10/b97/b8

on Twitter:
@THEALSD
Jared’s Field Trip at Turner Field

Follow us and the hash tag
#SEATWinter2013 to discuss this issue of
SEAT and for the latest conference and association news and promotions, such as:
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have been extended through the end of the month.
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www.twitter.com/JChrstophrFrank

ALSD Dallas enjoying a Mavericks game tonight.
@AACPlatinum puts together a great experience. #sportsbiz

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ALSD Dallas: (Pictured from the left) Mike Guiffre (American
Airlines Center), Kerrie Bryant (Dallas Cowboys), Ryan Mirabedini
(American Airlines Center), and Jared Frank (ALSD).


Industry and Association News: ALSD Member Highlight

A Conversation with Dennette Thornton and John Farrell
Group Sales Manager and Premium Seating Manager
Atlanta Braves
By Jared Frank, Editor, SEAT Magazine

O

ne is a homegrown Georgia peach. The
other has lived all over. One is the proud
mother of two little boys. The other remains a kid at heart. It takes all types to
run a business.
With his laid back persona, ukulele lessons, and
preference for hot tea over coffee, you might be
surprised to learn that John Farrell is a road rager.
His car horn is allegedly on the mend, but this is
proven to be false a couple hours later while en
route to Tin Lizzy’s Cantina in Atlanta’s Grant
Park (Try the spicy tilapia tacos!). Sure the horn
is more of a Vespa beep than a train locomotive
whistle, and he has to cross a few exposed wires to
produce the audio, but it works. Drivers of Atlanta,
beware.
Thank goodness for the Atlanta Braves ticket
sales department’s den mother, Dennette Thornton, who along with John form the yin and yang
of Turner Field suites. Learn why with this duo of
ALSD vets, no conversation is complete without
sharing recipes or a few practical jokes.
SEAT: Word on the street is you’re a Broncos diehard? And a Michigan fan? How’d that happen?
John: Well, my uncle went to Michigan. And I
used to live out in Englewood [Colorado]. My
family moved there in 1982 – Elway’s rookie year.
Dennette: He has a little bit of a man crush.
John: Oh yeah, he’s the best athlete of all-time.
There was “The Drive”, “The Fumble”, then “The
Ass-Kicking.” But I don’t know if I should bring
that up. I know you’re from Cleveland.
SEAT: Not a good start for you Farrell. I think
we’ll be focusing this interview mostly on Dennette from this point on.
Dennette: Well, I’m a Michigan fan too, by marriage. So Farrell and I have that in common.
John: [Laughing] Yeah, what does your husband
do for a living?
Dennette: He works here with the Braves. We
met at Georgia Southern [University] and were
dating before we both started here. [The Braves]
knew we were dating and weren’t engaged at the
time, and they took a chance on hiring us.
It’s funny. A lot of people don’t even know we’re
married. The joke when our ticket sales trainees
start is how long will it take for them to figure
it out. We had one guy who for three months
thought we were brother and sister.

SEAT: What department does he work in? How
closely do you work together?
Dennette: He’s in ticket sales.
SEAT: Oh, so not that closely.
Dennette: [Laughing] Yeah, pretty closely.
John: But he handles the trainees and the brokers.
And she handles groups and premium with me.
So it works.
Dennette: It’s very business professional.
SEAT: Did you always want to work in sports?
Dennette: I’ve always wanted to work for the
Braves. I grew up 20 minutes from here, so this has
always been my team. I’m truly a homegrown fan.

“If I pick on you, it means
that I like you. It’s so tense
in sales, and sometimes
people freak out. You have
to have a little fun too. And
don’t forget, we’re selling
entertainment, so I like to
entertain.”
– John Farrell, Atlanta Braves

“I do a lot in [my kids’]
schools, their little leagues.
I won’t call myself a soccer
mom, but I do a lot of that
typical soccer mom stuff.
I’m the team mom for my
kids’ baseball teams; I’m
the treasurer of the PTO in
the elementary school.”
– Dennette Thornton, Atlanta Braves


SEAT: And I understand your family vacations
always include a trip to a baseball park?
Dennette: They do. I’ve got nine ballparks left to
go of the 30. My husband has 11.
SEAT: Oh, you’re winning.
Dennette: Yes, thanks to the ALSD, I am winning. I’ve got to check a few of them off when he’s
not there. My six year old has already been to 13
parks.
SEAT: What’s your favorite park that you’ve been
to?
Dennette: My favorite park is PNC [Park] [in
Pittsburgh]. It has a lot of the elements that I
feel stadiums need to have. It has the riverfront. It
has the view. It’s intimate, but it still holds about
39,000 people. It’s just a unique park.
SEAT: Do your boys get into it and really appreciate getting to see all the parks?
Dennette: My oldest does. My youngest is only
three, so he’s just now figuring it out. He’s just excited to stay in a hotel room at this point.
SEAT: Where’d you go last summer?
Dennette: We did Houston last year. We hooked
up with Clay [Kowalski] [at the Astros]. They have
a very nice park. It’s great for kids. We also went to
a Dynamo game and the [ Johnson] Space Center.
SEAT: John, a little birdie told me that you have
terrible road rage. You seem like such a chill guy,
you’ll have to explain that to me.
John: [With a smile] Road rage! Who told you
that?! It’s my New Year’s resolution. The traffic in
Atlanta stinks. And it seems like I’m always in a
rush to get somewhere. I’ve been going out for
more [sales] appointments, so it’s been frustrating.
You know what it is? It’s all the phones. When-

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I love anything on the Food Network. I seriously probably will join the Bacon of the Month Club.
I was showing my husband, ‘Look at all these different bacons we can get.’ We’ve done the Wine of
the Month Club, Beer of the Month Club…
John: I didn’t even know there was a Bacon of the
Month Club.
Dennette: It’s from a store in Ann Arbor [Michigan], a sandwich shop up there called Zingerman’s
which was featured on the Food Network’s The
Best Thing I Ever Ate.

ever you look over, there’s always someone on their
phone, or they’re texting. We’ll let [Dennette]
drive to lunch today. You don’t want any part of
this. ( John actually ended up driving to lunch, and it
was without incident.)
SEAT: Fair enough, I’ll leave it at that. Let’s get
off this rage talk. You’re also known as a practical
joker. Do you have a favorite joke and/or person
to pick on?
John: If I pick on you, it means that I like you.
I’ve been in trouble since I was a little kid for that
kind of stuff. It’s so tense in sales, and sometimes
people freak out. You have to have a little fun too.
And don’t forget, we’re selling entertainment, so I
like to entertain.
Dennette: He’s actually had the best prank ever
played on him.
SEAT: Oh do tell.
John: Sherry [Millette], our IT Director, got me
good. I came back from a family vacation one year,
and I should have known right away. As soon as I
started walking down the hall, I see all these little
heads popping up. I was like, ‘They can’t be that
happy to see me.’ No one even said hi; they were
just watching me. When I turned the corner, my
cube was completely empty. [The IT Department]
had taken everything, put it in the empty cube
next to us, and put it up exactly how my cube was.
And they put a camera up, so they could see my
reaction. I knew right away. It was fantastic. I give
them credit for that. But I have the mind of an elephant. I’m not forgetting that. I will get them back.
My favorite thing, and it’s so childish, but it’s
fantastic: you know those little snappers that you
throw down and they pop, and the kids love them?
SEAT: The kids love them, right.
John: Right. Well, when I go to parties, I’ll go in
the restroom, lift the toilet seat up, and put a couple
underneath. I did this to [my wife] Jennifer’s good
friends. Her good friend’s boss was there. She said
she almost had a heart attack because when she sat
down, three of them popped.
SEAT: People are going to be on alert now at the
ALSD Conference.
John: Exactly. People are going to be asking,
‘Which one’s Farrell? Oh, he’s that clown right
there.’
SEAT: You have a nickname for everyone. What’s
Dennette’s nickname?
John: Tina! That was her name when I first met
her.
Dennette: Tina’s my first name. Dennette’s my

SEAT: Do you use as much butter as Paula Dean
does?
Dennette: I do not. I substitute EVOO, extra
virgin olive oil. Fancy, I know. But I used to use
butter; I’m not going to lie. I am from the South.
I mean, c’mon.

“I love good food. Whenever
I go on vacation, I look at the
Food Network website to see
where Diners, Drive-Ins, and
Dives has been. I even have
the app on my iPad.”
– Dennette Thornton, Atlanta Braves

middle name, so he calls me Tina. Only two people in the office call me Tina. [ John] and Little
Man.
SEAT: Wait, who’s Little Man?
John: That’s the nickname for our corporate partnerships manager.
SEAT: I saw on Facebook that you were looking
into joining the Bacon of the Month Club which
sounded awesome. Did that ever happen?
Dennette: It did not, but I’m still seriously considering it.
SEAT: Is it something that Paula Dean recommends?
Dennette: No, probably not now that she has diabetes.

SEAT: Do you have a favorite recipe?
Dennette: A favorite that I like to cook, and I
know that everyone in my family will actually eat
it, is Italian mac and cheese. It’s got three different
kinds of cheese in it, Italian sausage, mushrooms,
and garlic. It’s a Rachael Ray recipe, and I absolutely love it.
I love good food. Whenever I go on vacation,
I look at the Food Network website to see where
Diners, Drive-Ins, and Dives has been. I even have
the app on my iPad. All the MLB people made
fun of me the whole time we were in Minneapolis
[at the ALSD Conference] because I kept talking
about these meatball tacos.
John: She’s serious.
Dennette: I’m already scoping out places in Orlando. One time, we went 30 minutes out of the
way for a pizza. We ended up missing the next
[ALSD Conference] session, but it was cooked in
a copper oven thing. I had to go there.
SEAT: Favorite Pearl Jam album? Go, don’t think
about it.
John: Riot Act. It was different. Most people will
say Ten. Riot Act ruined some of their fans. A lot
of people jumped off the bandwagon because it
was a different sound. But looking back on it, it’s
fantastic.
SEAT: Are you learning to play the ukulele because you also have a man crush on Eddie Vedder?
John: He is who got me interested in even trying
it. I’m also taking guitar lessons. I have absolutely
zero musical talent, but I’m going to give it a go.
Dennette: I’ve heard him sing. He will occasion-


ally bust out in song.
John: I can sing when I need to. You know, like in
my car. That’s when people probably go nuts when
they see me driving because I’m singing half the
time.
SEAT: That’s probably why everyone is texting
and giving you road rage. They’re texting their
friends to tell them about this bozo singing in the
car next to them.
Dennette: No. He’s yelling at the people texting.
That’s not singing. That’s yelling.
SEAT: Tell me more about some of the things you
like to do outside of the office.
Dennette: Well besides cooking, it’s spending
time with my kids. I do a lot in their schools, their
little leagues. I won’t call myself a soccer mom, but
I do a lot of that typical soccer mom stuff. I’m the
team mom for my kids’ baseball teams; I’m the
treasurer of the PTO in the elementary school.
I also love my alma mater Georgia Southern.
I’m a member of three different boards at the
school. I run our alumni association here in Atlanta. I also helped with a [fellow Georgia Southern alumnus] Adrian Peterson book signing, Don’t
Dis My Abilities. He’s a dear friend of mine, and I
took a great deal of pride in helping him promote
his book. We had 300 people come to the event.
So little things like that: planning events around
Atlanta for my alumni to get together are things
I love to do.
SEAT: How did you first meet Adrian Peterson?
Dennette: I was the equipment manager for the
football team. And they haven’t won a national

COMING UP NEXT:
THE HOME OF THE BRAVE


championship since I left.
SEAT: You have to be crazy organized to do that
job.
Dennette: Or I just like washing dirty clothes. It
was interesting because I am a woman… if you
didn’t know that.
SEAT: [Laughing] Now, is that on the record?
John: [Laughing louder] You have to print that: I
am a woman.
Dennette: [Laughing loudest] Woman, on the
record.
In the sports industry, in that field, you don’t
see very many head equipment managers who are
women. Now there were things I couldn’t do. For
example, when the team was in the locker room, I
wasn’t allowed to go in there. But working through
[the gender bias] has helped me develop a thicker
skin. Like when some of the players would say
stuff, I’d just dish it right back. I don’t really take
crap from anyone.
SEAT: You wouldn’t have made it in that position
around all those strong personalities if you weren’t
strong yourself. So I believe you’re a strong woman.
John: She just made me think; when you asked
about nicknames, I mentioned Tina, but really it’s
Den Mother. She organizes everything for us: our
holiday lunch, birthdays, phone trees if there’s ever
bad weather in Atlanta; she takes care of everything. So she’s our den mother. She made a little
board, which we’ll show you. You’ll think you’re
back in second grade. This department would be
screwed without her.
Dennette: Don’t knock my board out there.
John: She also gave me the greatest gag gift ever
which was a remote-controlled fart machine.
SEAT: I don’t mean to interrupt, but what do you
mean gag gift? That sounds pretty legit.
John: Well I mean, it was legit. It was a Secret
Santa gift, a $15 or less kind of thing. I opened
the fart machine, and I thought it was the great-

est thing ever. But everyone else was like, ‘He’s the
wrong person to have that.’
SEAT: Fart Machines. Wow, I’ve clearly lost control of this interview. Let’s change gears, and go
walk around the stadium.
Want to network with Dennette and John?
Here Are Their Business Cards:
Dennette Thornton
Group Sales Manager
P: 404-614-1493
dennette.thornton@braves.com
John Farrell
Premium Seating Manager
P: 404-614-1562
john.farrell@braves.com
Atlanta Braves
Turner Field
755 Hank Aaron Drive
Atlanta, GA 30315

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Industry and Association News: ALSD Member Venue Highlight

A Brave New World at Turner Field
Aligning with the industry trend to decrease the number of suites in favor of mid-priced inventory, the Atlanta
Braves are removing two suites and approximately 200 seats to build the Bobby Cox Club presented by Superior
Plumbing at Turner Field.

W

e’ve done a good job over the past few
years of revamping our inventory to
provide a lot of different [premium] options,” says Dennette Thornton, Group
Sales Manager for the Atlanta Braves. “The biggest push this year is filling the new club that’s
being built, filling those tables, and making sure
it’s sold out.”
The “new club” is the Bobby Cox Club presented by Superior Plumbing which is located on the
Club Level of Turner Field on the third base side
of home plate. The Bobby Cox Club will mirror
the successful Georgia’s Own Credit Union Club
(a concept borrowed from the Colorado Rockies’
Mountain View Club) on the first base side which
opened last season.
The Georgia’s Own Credit Union Club has
20 outdoor tables, under cover to protect guests
from the summer sun and backed up by an in-

Themed Suites
at Turner Field
Game Room Suite
•
36-Person Suite
•
Four HD Televisions
•
Two Trivia Games
•
Arcade Games: Golden Tee and Ms.
Pacman
•
Foosball Table
Bobby Cox Suite
•
40-Person Suite
•
Six HD Televisions
•
Life-Size Cutout of Bobby for Photo
Opportunities
•
A Timeline of Bobby’s Career
•
Bobby Pictures and Framed Poster
The Chairman’s Suite:
The Big Night Out
•
40-Person Suite
•
Cooking Demonstrations by AtlantaArea Celebrity Chefs
•
Fully Catered Suite with Menu
Designed Around the Visiting Team’s
Local Cuisine
Alcoholic and Non-Alcoholic Bever•
ages (Excludes Liquor Drinks)
•
Individual Tickets are $145 per person
(Includes Food, Beverage, and Parking)


Middle Ground: John Farrell explains the benefit of inventory between suites and club seats: “The clubs are the new way. They are a great
middle ground…and come with valet parking, in-seat service, and they’re really high-end.”

door club lounge. Two of the tables are two-tops,
while the remaining 18 are of the four-seat variety.
One table is ADA compliant, therefore not sold,
but the remaining available tables sold out before
Opening Day last season. The Braves are on track
to do the same in the Bobby Cox Club this season.
“The clubs are the new way,” contends John
Farrell, Premium Seating Manager for the Braves.
“They are a great middle ground for those companies that can no longer afford or no longer desire a
suite but still like some of the amenities. The new
clubs come with valet parking, in-seat service, and
they’re really high-end.”
Both the Georgia’s Own Credit Union Club
and the Bobby Cox Club open up to a welcome/
concierge area adjacent to a bar through glass
doors, exposing their lounges to curious onlookers walking the Club Level concourse. There are
no restrooms in the clubs, but facilities are a short
walk down the concourse. At each table are televisions and power outlets to charge mobile devices
and laptaps in case patrons wish to do a business
presentation or just follow their fantasy teams.
Wi-Fi service is free on the Club Level.
Price points are $29,000 and $31,000 per year
for a table of four in the Georgia’s Own Credit
Union Club and the Bobby Cox Club respectively. Clients must purchase the entire table. Every
ticket comes loaded with a $30 food and beverage
credit that can also be used on merchandise. The
credits do not rollover and must be used for that
game.

Turner Field Suites
“[The Bobby Cox Club] helps us too in regards to
suites because we had to knock out two suites to
accommodate the club, so it shrinks our inventory
and increases the demand,” expounds Thornton.
After the completion of the Bobby Cox Club,
Turner Field will have 53 suites, 15-20 of which
the sales team tries to sell on a per-game basis.
“We keep some inventory open for daily rentals,”
Thornton says. “We really have five suites open
that we try to sell as season leases because they are
in prime locations.”
Sun Trust Club
Turner Field is also home to some of the best seats
in baseball. The first row of the 145 Henry Aaron
seats is 45 feet from the catcher, closer than the
pitcher who stands 60 feet, 6 inches from home
plate.
Underneath the sold-out seating area is the Sun
Trust Club, a six-year-old lounge with carving stations, tables open for reservations, and a full bar.
Sun Trust Club memberships can be purchased
for three, five, or seven years. According to Farrell,
the Sun Trust Club continues to be a hit this offseason with four contracts already renewing fiveyear deals. “[The Sun Trust Club] is our baby,” he
continues. “We’re actually turning the camera well
into a few more seats next season.”
— Jared Frank

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Conference

and TRADESHOW

Hilton Orlando

June 30 – July 3, 2013

Your Week
in the Sun

Continuing the tradition of holding its conference where the best
venues of the year are, the 23rd Annual ALSD Conference and
Tradeshow will visit Orlando and Tampa in 2013.
Located in Orlando is the Amway Center, home of the Orlando Magic, considered by many to be one of the top arenas in the
world. Our college division is included in the venue tours this year
with a day trip to the University of Central Florida in Orlando.
“We looked at a half-dozen cities very closely, and we chose Orlando,” says Bill Dorsey, Chairman of the ALSD. “Amway Center
is a top-flight arena; we have not been in the Southeast for several
years; and Orlando is one of the top family destination sites on
the planet.”
“In addition, there are more than 1,600 hotels in Orlando,”
continues Dorsey. “We selected the brand new Orlando Hilton
which was rated by various travel sites as the third highest rated
hotel in the area. This is one of the top three hotels we have ever
gone to and the rates are outstanding.”
Besides Orlando, the ALSD will also take a day trip to Tampa,
home of the Buccaneer’s Raymond James Stadium and the Lightning’s Tampa Bay Times Forum. “This is a short, easy drive and
well worth the trip,” states Dorsey. “People will be impressed with
what Tampa has to offer. As usual, we are providing something
for everyone.”
Please Note: All events and times are tentative and subject to change.
We understand travel plans are being made and will update you via
ALSD.com, email, and print pieces on schedule changes and updates
throughout the coming months.


Sunday, June 30
2:00 p.m.
Board of Directors Meeting
3:00 p.m.
New Attendee Meeting
4:00 p.m. – 7:00 p.m.
Opening Reception in Exhibit Hall
Food and Drinks Provided
Signature Cocktails
Networking
Sponsored by: Delaware North Sportservice

7:00 p.m.
Buses Depart for Venue Tour
and Reception
Amway Center


Monday, July 1
8:00 a.m. – 3:30 p.m.
League Meetings
Leagues and Teams Only
National Football League
National Hockey League
National Basketball Association
Major League Baseball
Major League Soccer/International Football
College/University
Minor League, Concert, Racing,
and Alternative Venues

Venue Tour
University of Central
Florida Athletic Facilities
UCF Arena & Bright House
Networks Stadium

Food and Beverage

8:00 a.m.
Colleges, Minor League, Racing, Concert,
and Alternative Venues:

Buses Depart for Venue Tour
University of Central Florida Athletic
Facilities
UCF Arena & Bright House Networks
Stadium
11:00 a.m. – 1:00 p.m.
Keynote Lunch and Award Show
Keynote Speaker and Visionary Award
Winner: Bernie Mullin
(see sidebar opposite for details)

4:00 p.m. – 7:00 p.m.
Exhibit Hall Reception
Networking Events
Mixology Experience! The Making of a Great Cocktail
New Attendee Introductory Event
You Only Live Once! The YOLO Group, led by a few
fresh and energetic ALSD members, is simply a circle of
existing and new friends (no cliques allowed) looking for
a fun, ice-breaking, networking experience. All attendees
are cordially invited, and prerequisites include, but are
not limited to: “Must have fun and not be afraid of a little
light-hearted humor, at anyone’s expense!” This event
will kick off with a toast in the ALSD Exhibit Hall.


Tuesday, July 2
8:00 a.m. – 9:00 a.m.
Fan Experience Super Panel

Conference

and TRADESHOW

Today’s catchphrase is Fan Experience. How can we
get customers off the couch in this era where 30
million fantasy sports playing consumers are happy
in their lavishly appointed home theatres with 72inch flat screens? Panelists discuss topics such as
fantasy lounges in football stadiums, mobile device
capabilities, treatment of your VIPs, turnkey systems
to enhance the fan experience, targeting the right
customers, and branding your product.

Hilton Orlando

June 30 – July 3, 2013

Keynote Lunch
and Award Show
Keynote Speaker and
Visionary Award Winner:

Moderator: Bill Sutton, Principal,
Bill Sutton Associates

Bernie Mullin

Founding Director, Sport and Entertainment
Management MBA Program at University of South
Florida

Chairman and CEO
The Aspire Group

Panelist: Stewart Clark, Vice President, SeaWorld Parks
& Entertainment in charge of Discovery Cove
Panelist: San Francisco 49ers
Panelist: Sporting Kansas City

Bernie Mullin’s résumé precedes him. Dubbed “The Sports Marketing Guru” by
Sports Illustrated, his expertise stems from presidencies with the Atlanta Hawks,
former Atlanta Thrashers, and former Denver Grizzlies (IHL). Additionally, Mullin
has served in Senior Vice President roles for the NBA, Colorado Rockies, and
Pittsburgh Pirates. To boot, Mullin played semi-professional soccer for Oxford
City FC in England.

Bill Sutton
Bill Sutton Associates

Stewart Clark
SeaWorld Parks & Entertainment

Bernie Mullin is currently Chairman and CEO of The Aspire Group (TAG), a
leading global management and marketing consulting business which partners
with its clients in implementing “Next-Practices” to produce winning brands,
revenue enhancement, and strong sales and service cultures. TAG maximizes
organizational and marketing effectiveness, growing revenues, and building
an avid and sustainable fan base. Under his guidance, TAG has clients located in
seven countries on four continents that represent best-in-class leagues, teams,
and brands.
Bernie Mullin’s Record:

• President/CEO, Atlanta Hawks (NBA), Atlanta Thrashers (NHL), and
Philips Arena
• SVP, Marketing and Team Business Operations, National Basketball
Association
• Vice Chancellor of Athletics, University of Denver
• President/General Manager, Denver Grizzlies
• SVP, Business, Colorado Rockies
• SVP, Business Operations, Pittsburgh Pirates

“Does anyone else have the breadth of knowledge of the total sports marketplace?
If we are comparing résumés, Bernie Mullin’s is at the top of the stack. He is one of only
two people who have been team presidents in three different leagues. Once a semi-pro
footballer from England, Bernie now owns a Ph.D. and a very successful business,
The Aspire Group, which grew from 30 employees to about 200 in a year.”
– Bill Dorsey, ALSD Chairman


9:00 a.m. – 11:30 a.m.
Brunch in the Exhibit Hall

Sales and Technology Track

Technology: A Necessity, Not an Amenity
Learn About:

10:30 a.m. – 11:30 a.m.
Solutions: What Works
If you want to really see what works, the ALSD has put
together a series of seminars that have verifiable results from
teams. All you need is one idea. We’ve got four programs for
you to choose from:

• Wi-Fi
• Fantasy Sports and Gaming
• Social Media: What’s Working and What’s Not
• Tablets and Smart Devices
• Paperless and Mobile Ticketing and Seat Upgrades

Architectural, Food and Beverage, and Technology Track
Sales Track

Best Seat in the House

Audience participation is encouraged, as this idea session
discusses successful (and unsuccessful) packaging
options and sales techniques. What’s working and what’s
not:

Learn about premium “neighborhoods” for every price
point. Also learn which seats help sell the most food and
beverage and why. A panel of architects, big food and
beverage, and salespeople share success stories. Which
premium seats are most popular and why?

• Bundling vs. De-Bundling

• Suites: Traditional, Mini, and Party

• Flex Billing

• Loge Boxes

• Ticket Utilization Tools

• Clubs Seats

• Added Value, Added Access

• 365 Clubs

• Reward, Loyalty, and Membership Programs

Adam Kellner
Chicago Bears

• Sponsored/Branded Premium Spaces

Packaging and Flexibility: What’s Selling?

• Shorter Lease Terms
Brent Centlivre
Disney Institute

• Incentive Packages and Early Renewal Deals
• Seat Licenses
• Friends and Family Deals
• Per Event vs. Multiple Year Agreements

1:00 p.m. – 2:00 p.m.
Staggered Bus Schedule
Depart for Tampa

• Suites By-The-Seat
• Suite Re-Sell Programs
Moderator: Adam Kellner, Director of Stadium Sales &
Services, Chicago Bears

Service Track

The Not So Basics: Questions You Need
the Answers To
Karyl Henry
Oklahoma State University

Learn About:
•Disney Institute: Common Sense, But Not Common
Practice

2:00 p.m. – Evening
Venue Tours in Tampa
On-Site Interactive Education, Renovation Tours, and
Receptions

Raymond James Stadium,
Home of the Tampa Bay Buccaneers
Tampa Bay Times Forum,
Home of the Tampa Bay Lightning
See Tod Leiweke’s bio for renovation details

•15 Mistakes to Avoid When Gifting High-Level Executives
• Real Salt Lake: 100 Lions Club and Premium Custom
Service
Moderator: Karyl Henry, Director of Premium Services,
Oklahoma State University
Panelist: Brent Centlivre, Account Manager, Disney
Institute
Trainers of Super Bowl, World Cup, and Numerous Team
Employees
Panelist: John Ruhlin, Founder, The Ruhlin Group
Lauren Fisher
Philips Arena/Atlanta Hawks

Panelist: Patti Benson, Director, 100 Lions Club and
Premium Seating, Real Salt Lake


Keynote Speaker:
Tod Leiweke, Chief Executive Officer,
Tampa Bay Lightning

Conference

and TRADESHOW

Hilton Orlando

June 30 – July 3, 2013

Keynote Lunch

Tod Leiweke
Chief Executive Officer
Tampa Bay Lightning

Tod Leiweke was named Chief Executive Officer of Tampa Bay Sports and
Entertainment, which includes the Tampa Bay Lightning, Tampa Bay Storm,
and the Tampa Bay Times Forum, in 2010. Leiweke, who is in his 30th season
in professional sports, has led the team’s transformation off the ice which has
resulted in the more than doubling of the team’s season ticket base while
vastly increasing its footprint in the community. Under Lieweke’s guidance, the
Lightning have seen a nearly 20-percent increase in overall attendance from
2009-10 through 2011-12. Instrumental in kick-starting the transformation of
the franchise, Lieweke helped to develop the Bolt’s new jersey system and logo,
with all Season Ticket Members receiving their own revolutionary jersey with a
chip implanted in the sleeve that grants them access to a variety of discounts
and benefits.
Tod Leiweke’s Record:

• CEO, Seattle Seahawks and Vulcan Sports & Entertainment, which
oversees the Seahawks, Seattle Sounders FC, and Portland Trail
Blazers
• President, First & Goal Inc., which operates Qwest Field and Qwest
Field Event Center
• President, Minnesota Wild; Chief Operating Officer, Minnesota
Sports & Entertainment
• Executive with: PGA Tour, Vancouver Canucks, Golden State
Warriors
• Street & Smith’s 2009 Sports Executive of the Year Finalist
• Puget Sound Business Journal CEO of the Year
• Seattle Sports Commission CEO of the Year
The Tampa Bay Times Forum itself underwent a $42 million, privatelyfunded renovation during the summer of 2011 and received:
• A new $5 million high-definition center-hung scoreboard
• The Coors Light Between the Pipes, a signature stage with pipe
organ
• New seats throughout the arena
• Reconstructed executive suites
• The Bud Light Party Deck, a paradise deck overlooking downtown
• A grand entry with an improved, guest-friendly McDonald’s Ticket
Office and merchandise store


Wednesday, July 3
End User Wednesday
Ultimately, the person you are pleasing, the person you need
to hear from is The Customer. Not necessarily the teams, not
necessarily the vendors, not all the time at least. The ALSD will
provide End User Panelists in Wednesday’s sessions. Because,
in the end, nothing works so well as a happy customer.

8:30 a.m. – 9:30 a.m.
Shannon Hansen
BI-LO Center and Charter Amphitheatre

Sales and Service Track

Retention: The Art of Consistency
Does your venue have and stick to a culture? The
successful management of the customer experience
throughout the entire venue, and especially on the
premium levels, is the only way you can take a swing at
being consistent for your guests. Learn the best practices
for retaining customers and developing brand loyalty.
Presenter: Chris Bryant, Chief Experience Officer, Bryant
Group

Sales and Technology Track

What You Need to Know About Your
Evolving Customer:
•

Market Segmentation

•

Demographics

•

High Net Worth Individual Profiling

•

CRM

•

Analytics Gathering

•

Market Automation: Prospecting, Scoring,
and Tracking

Service Track
Chris Bryant
Bryant Group

9:45 a.m. – 10:45 a.m.

Shock and Delight: Differentiate Your
Service
Your customers have nearly seen it all. They deserve
new, never-before-seen amenities that they can’t get
elsewhere. This session will highlight events, services, and
products that are sure to shock and delight your clients.
•

Loyalty Programs and Amenities

•

Outsourcing Concierge Service

•

Special Events and Access

•

VIP Treatment

Service Track

Treat and Train the Suite Holder and the
Suite Administrator
What you want to do is exceed the expectations of
your suite holder, but by doing that, you need to train
your suite administrator to educate your suite holder.
Customer service requires training. A premium seat
manager needs to know what the suite holder needs
and wants. Those needs and wants may well be different
depending upon how you “read” the customer. Good
service provides; great service anticipates.
Moderator: Lauren Fisher, Senior Manager of Suite
Services, Philips Arena/Atlanta Hawks

Service and Food and Beverage Track

Food and Beverage and Customer
Service Summit
Service staffs and food and beverage staffs need
to establish and maintain an all-for-one goal. This
interactive session will allow the two entities to ask
questions of one another to determine how to improve
the relationship and the end goal of providing the best
service to the premium customer.

Moderator: Shannon Hansen, Premium Services
Manager, BI-LO Center and Charter Amphitheatre
Panelist: Kristin Loeser, Director of Suite Services,
Milwaukee Brewers

Moderator: Danielle Kloke, University of Dayton

Sales, Food and Beverage, and Architectural Track

Anne Campbell
Detroit Lions

Moderator: Dr. Peter Titlebaum, Associate Professor,
University of Dayton

Panelist: Matt Borgard, Channel Sales Manager, Venues,
Crown Imports

Unconventional Strategies to Increase
Revenues
•

Non-Game Day Use of Your Premium Areas

•

All-Inclusive Clubs and Suites

•

Custom Food and Beverage Build-Outs

•

In-Seat Service: What’s Working

•

Street Trucks Concepts

•

Innovative Food Ordering

•

Providing/Crafting Signature Beverages

Chris Bigelow
Bigelow Companies


Panelist: Anne Campbell, Manager, Sponsorship & Suite
Services, Detroit Lions

Panelist: Chris Bigelow, President, The Bigelow
Companies
Panelist: Brian Crow, Associate Professor, Slippery Rock
University

Conference

and TRADESHOW

Hilton Orlando

June 30 – July 3, 2013

11:00 a.m. – 12:00 p.m.
Sales Track

The New Sale: Adapting to Your Market
•

Selling on the Local Level

•

Outsourcing

•

Local Rewards Programs

•

Sponsorship and Premium Seating Packages

•

Local Sponsorship Programs

•

Dynamic Pricing

Sales and Food and Beverage Track

Through the Eyes of the Customer
Do you really know your customers’ needs in terms
of food and beverage? You need to. Discussed in this
session are your customers thoughts on:
•

Pricing and Packages

•

New Offerings and Trends

•

The Future of F&B Alcohol Requirements

12:15 p.m. – 1:15 p.m.
General Session

Technology and Food and Beverage Track

Touch Versus Technology: How Digital
Effects Premium
General Session

The Industry: Past, Present, and Future
Is the past, prologue? Is what came before a harbinger
of where the industry is headed? Or has the industry
so evolved in today’s present that the past is no longer
relevant, and the future is simply something no one has
any idea of what is to come. This research panel will show
past trends, present day reality, and future ideas. This is a
big picture session – a history lesson. Will history repeat
itself? Find out.

The Secret Sauce
Everyone always says there is no “secret sauce” to sell premium inventory.
That’s probably true. But there are ideas out there that are new and that
few teams know about. Tap into some new ideas which the ALSD has
collected over the past year. You may be surprised. Let the ALSD serve up
our own secret sauce from a menu of options. Learn five things you don’t
know about the future of the industry.
Moderator: Bill Dorsey, Chairman, ALSD

Panelist: Dr. Peter Titlebaum, Associate Professor,
University of Dayton
Panelist: Dr. Heather Lawrence, Associate Professor, Ohio
University
Panelist: Ron Contorno, President, Full House
Entertainment Database Marketing


About the Hilton Orlando
Boasting a modern design to accommodate both the most
active visitors or people in search of some quality R&R, the
Hilton Orlando features a comprehensive 15,000-square-foot
Spa and Fitness Center, two resort pools, a lazy river, nine-hole
executive golf course, a jogging track, and basketball, tennis,
and bocce ball courts. Additionally, seven creative dining
options provide fresh and creative cuisine.
Consistent with the hotel’s contemporary design, upscale
accommodations furnish the interior of the 1,400 wellappointed guestrooms, including 53 suites. In-room amenities
include the Hilton’s Serenity Bed™, in-room refrigerators,
Cuisinart dual-cup single-brew coffee maker, desk area
with nesting table and Herman Miller ergonomic chair,
programmable safes, and large 37” LCD TVs.

In less than two years of operation, Hilton Orlando recently
ranked #1 on TripAdvisor’s rankings of Orlando hotels, has
received a AAA Four Diamond rating for its luxurious amenities
and top-notch service, was named the second best in Central
Florida to work by the Orlando Business Journal, and has
received multiple awards from Hilton Worldwide for its overall
performance and outstanding customer service.
Hilton Orlando
6001 Destination Parkway
Orlando, FL 32819
To Make Your Reservations:
• Visit https://resweb.passkey.com/go/ALSD2013CONF or
• Call 888-488-3509
Group Name: ALSD or Association of Luxury Suite Directors
Annual Meeting
Group Rate: $165/night

Come to the Conference, Bring the Family, Stay for the Attractions
The ALSD has made arrangements with Walt
Disney World, SeaWorld, and Universal Studios
for discounted and hopper tickets for you and
your traveling companions during your stay in
Orlando. So come early, stay late. Take the kiddos to meet Mickey, Shamu, and Harry Potter.
Visit ALSD.com for all the information for each
theme park.


the 23rd Annual
AlSd Conference & tradeshow
Sunday, June 30 – Wednesday, July 3, 2013
Hilton orlando
orlando • tampa

RegiStRAtion FoRm
Registration fees include all seminars, course materials,
venue tours, and hospitality receptions.
Attendee Sign-up
Please complete a registration form for each attendee.
Payment information only needed once if paying for all
attendees from a team/company.
CAnCellAtion
Thirty (30) or more days before show: 75% refund. Less
than thirty (30) days before show: Credit for following
year’s show; no monetary refund.
Organization ___________________________________________
Name _________________________________________________
Title ___________________________________________________
Address ________________________________________________
City____________________________________________________

pRiCing:
no. of Attendees

november 1, 2012 – december 31, 2012
First ALSD Member
Add’l ALSD Member
Non-ALSD Member

$700
$650
$825

_____
_____
_____

January 1, 2013 – march 16, 2013
First ALSD Member
Add’l ALSD Member
Non-ALSD Member

$750
$700
$875

_____
_____
_____

march 16, 2013 – AlSd Conference
First ALSD Member
Add’l ALSD Member
Non-ALSD Member

$800
$750
$925

_____
_____
_____

gRoup diSCount: Sign up 3 Attendees at Regular price,
get the 4th for ½ price and the 5th for FRee
AlSd guest/Family plan: If you bring a guest(s), that person(s) will need
ALSD credentials. Extra credentials are $200 each and will grant guest(s) access to
all tours and receptions. Kids under the age of 14 are Free.
Guest Name: _________________________________________________________

State _____________Zip Code______________________________

Guest/Spouse

$200

E-mail _________________________________________________

Total: $_______

Phone _________________________________________________
Cell Phone ______________________________________________
___ Yes, I would like text messages during the ALSD Conference
*ALSD will have an opt-in Text Program. Texted updates/information
sent to your cell phone (Ex. "ALSD buses depart 5:00 p.m for Venue Tour"
or "2:30 Sales Session moved to Conference Room #2")

Member: __Yes
__ No
__ I would like to sign up for membership;
please send materials
Please check one:
__ NFL
__ NBA
__ NHL
__ MLB
__ MLS
__ College

__ Minor League
__ Racing
__ F&B
__ IT
__ International
__ Other: _____________

___ Check here if this will be your FiRSt
AlSd Conference.

_____

pAYment

___ American Express ___ Discover ___ Mastercard ___ Visa
Card Number: _____________________________________________________
Exp. Date: _____________________________________________
Cardholder Name: ______________________________________
Cardholder Signature: ___________________________________

___ Check made payable to: ALSD or Association of Luxury Suite Directors
Host Hotel information:
Hilton Orlando
6001 Destination Parkway
Orlando, FL 32819

Reservations:
Website:
https://resweb.passkey.com/go/ALSD2013CONF
Phone: 888-488-3509
Rate: $165/night

Fax, e-mail or mail form to:
Amanda Verhoff
ALSD
10017 McKelvey Road, Cincinnati, OH 45231
E: Amanda@alsd.com
P: 513-674-0555 x104 F: 513-674-0577

ta n g e n t
designed by

an OFs brands™ company
800.327.2548 | loewensteininc.com

THE CORPORATE TICKET
MARKETPLACE
Just as dramatic as the sports venue evolution of
the past 20-plus years are the dramatic changes in
how the corporate fan handles his ticket assets.
So how did we get here? And, more importantly,
where do we go from here? Every team’s approach
to how they do business with these most-valued
customers depends on the answers.
By Bill Dorsey, Chairman, ALSD

MetLife Stadium is home to the NFL's New York Jets and
Giants and the Commissioners Club, one of the most exclusive
premium seating areas in all of sports hospitality.

SEAT Winter 2013

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