How to Plan and Execute a New Service Offering for Premium Spaces

Caroline Phillips reveals the strategies employed by the Chicago Cubs to successfully amplify the level of service at Wrigley Field concurrent with its growing premium portfolio.


Wrigley Field will go from 71 to 1,700 club seats across four new club destinations on Opening Day 2019. The ballpark will also boast a completely renovated suite level.

To accommodate this significant increase of premium seat customers, months of planning was required. Caroline Phillips, Assistant Director of Premier Service at the Chicago Cubs, collaborated with multiple counterparts throughout the organization and the design team to deliver service amenities aligned with the Cubs’ brand and core values, as well as client expectations.

In this ALSD Member Tip, Phillips discusses how the Chicago Cubs made it all happen. She details her approach to strategy meetings, who needs to be involved and when, tools for acquiring customer feedback, programs to identify and train top-level service talent, and how any sports and entertainment venue, regardless of when it last invested in renovation, can use these learnings to enhance its service deliverables.

Are you new to the sports and entertainment industry? Are you a veteran looking to brush up on the fundamentals?

Watch our growing Member Tips series and become an ALSD member to receive even more sales and service advice from our industry leaders.

REGISTER NOW for ALSD 2019. Attendees of the 29th Annual ALSD Conference and Tradeshow will be treated to a reception at Wrigley Field and a tour of its four new premium clubs and renovated suites.

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