The new home of Minnesota United FC will feature a diverse set of premium offerings, all located on the stadium’s west side, including four clubs, two suite products, and loge seating.
Upper 90 Club
Allianz Field’s most upscale club offering, named for its 90 seats and the top corners of the goal, will feature wider seats, the venue’s most high-end food experience, and a who’s-who B2B networking environment. Tickets are available in groups of two, priced at $4,140 per seat.
Field Club
This pitch-level destination will service close to 400 Director’s Box seats, the first six rows at midfield, including seats touching the team benches. Accessible via the players tunnel, this space is one of the most unique in Allianz Field.
“We’ve got three communities within the community. There’s three distinct selling propositions we have to work through strategically.”
– Bryant Pfeiffer, Minnesota United
Stadium Club
Located above Allianz Field’s lower level concourse at midfield, this club connects to approximately 900 seats and offers more traditional stadium food and beverage fare.
Cabana Suites
These units, adjacent to a fourth club lounge through glass doors, offer a community feel to those patrons looking for a blend of suite privacy with the business development opportunities of a social destination space.
“It’s an upscale version of sitting in the cul-de-sac on a Friday night with your neighbors,” says Bryant Pfeiffer, Executive Vice President and Chief Revenue Officer for Minnesota United. “You can see who’s out in the cul-de-sac. You have the opportunity to go out and mingle in the middle, or you can stay in your suite.”
Traditional Suites
Allianz Field’s tried-and-true suite offerings feature private, closed-off entrances (as opposed to glass doors) and communal tables for entertainment with the feel of a dinner party around a kitchen island.
Loge Boxes
These open-air, mid-tier products sit directly off the lower concourse, separated by glass elements. The four- and six-seat boxes are available for $3,125 per seat.
Go-To-Market Strategy
Minnesota United FC is executing a phased product release for the available offerings at Allianz Field, starting with its suites. Prospective suite holders were hosted at the Allianz Field Experience Center for one-on-one appointments through the month of February. In March, four new premium products – Field Club seats, Upper 90 Club seats, Director’s Box seats, and Loge Boxes – were introduced to the market. Invitations went out to 4,000 season ticket accounts, based on seniority dating back to the club’s NASL days, to set appointment times if interested in any of the club products. These products all sold out in only ten days.
The next phase, occurring in April, will introduce the Stadium Club and lower level sideline seating, followed by the remainder of general bowl seating.
“We want to sell-out our most expensive product offerings and then move on to the next one, versus opening everything at once and potentially overwhelming everybody,” says Pfeiffer. “We’re introducing to the market a heck of a lot more premium products, so [the Experience Center] is an educational space to get people more connected to the brand.”
In sum, the 19,400-seat Allianz Field (expandable by another 5,000 seats pending future demand) possesses approximately 1,600 premium seats and 2,800 safe-standing supporters section spaces, with the balance of capacity being general bowl seating.
“We’ve got three communities within the community,” says Pfeiffer. “There’s three distinct selling propositions we have to work through strategically.”
The Experience Center sits minutes from downtown Minneapolis, a location strategically selected for its cost benefits, accessibility to the suburbs, and convenience for staff and fans scattered everywhere across the Twin Cities.
For more premium seat best practices, join the ALSD at our 28th Annual Conference and Tradeshow, June 24-27, 2018.
