How To Drive Revenue from Your Team Headquarters

The Director of Suite Sales & Service for the Chicago Bears shares his insights for leveraging hospitality space in behind-the-scenes locations at team practice facilities.


One of the things we’ve been working on here at the Chicago Bears is letting our clients, sponsors, and partners come behind the scenes at Halas Hall to leverage the spaces that we have here to grow their business.

It’s no longer about just the ten football games at Soldier Field. It’s about letting them come here and be able to invite people that might not be able to make a game. They want to spend time with them and create these special memories.

We have spaces like a practice viewing suite, where you can come and watch practice, spend time with people, have lunch, meet one of our football operations personnel, and hear behind-the-scenes information about the team.

We have an event center that people can leverage and host events. Those can be our own events, whether those be radio broadcasts, viewing parties, or meetings.

Next to the event center, we have a broadcast studio, which is an opportunity for some of our partners to come in and film their own content. They can leverage the relationship that they have with us to use these spaces.

And that’s really where we’re going as a business. How can we drive new revenue streams, new upsell opportunities, and new renewal opportunities by allowing people into an exclusive place that the public and the fans are not allowed.


Become an ALSD member and learn more sales and service advice from our industry leaders.