What Have You Done for Me Lately?

Gifting is fundamental to suite service, right? A little something is part of the experience, and something our clients have come to expect. But what’s in a gift today? Is it something tangible or is it the experience itself? This article uncovers what you, our members, have stated are commonly - or uniquely - presented. And no surprise: experiences and all things exclusive are leading the way today.

An Ode to Gifting
Historically, premium clients loved autographed items… balls, bats, pucks, jerseys for hanging in suites or offices. And those gifts are still high on the list. However, today clients are looking for something unique, something exclusive, and sometimes even a choice!

Experiences are the New Gifts
It’s hardly a secret that experiences are often valued more than gifts these days. Landing at the top of the list are premium seat holder getaways to away games, exclusive eateries, or big events. Moreover, bespoke experiences are setting a new bar.

What are your ALSD peers doing?

• Away Game Trip: Annual, Bi-Annual, or Multiple Times per Season
• Field of Dreams Flyaway
• Basketball Clinic with Former Player
• Business Alliance Networking Kickoff Event
• Dinner with Players & Illusionist Show
• Luncheon with Player as Guest Speaker
• Private Concert & Fashion Show, featuring Premium F&B, Open Bar
• On-Court Shoot Around
• Play-on-the Pitch Events
• VIP Batting Practice or Round the Bases Family Events
• Private Performance by The Voice Finalist, with Team Player as Guest
• Season Kick-off Event at a Current Premium Seats Partner Outlet
• Suite During Postseason
• In-Suite Activations; Ex: Opening Night: Hats; Halloween: Candy Buckets; Christmas: Candy Canes
• High Holiday Party

Customization is No Longer a Nice-to-Have
If you’re going to gift, customization could be key. Besides that, the more exclusive the gift – especially to premium seat members in limited quantity – the more coveted it will be and the more likely your client will actually keep it.

Gear is Still Near and Dear
It’s never not cool to receive some swag. The key is picking the hippest type of team jersey or premium apparel.

What swag has swagger?

• Exclusive Member or Premium Gear, such as Jackets, Pull Overs, and Winter Hats (bonus if you have a premium logo)
• World Series Champions Johnnie-O Gear
• Reverse Retro Jersey
• Postseason Apparel

Give a Gifting Choice
Yes, your clients might like to pick out what they want. And what they don’t want. Offering a gifting choices is a sustainable, interactive, and trackable experience (if done digitally).

What options are members offering?

• Catalog Options such as French Press, Cheese Board, Wine/Cocktail Set
• BirdieBox Experience, usually with Team-Determined Set Price per Gift
• Jones Sports Golf Bags, Custom Cornhole Boards, Custom Beach Chairs
• Loop & Tie Holiday Options for Day-to-Day Contact and VIPs

Be Chic with Curated Packages
Charcuterie sets were among the most popular this year, along with other surprise treats.

Libations and Custom Kits are Almost Always a Hit
Especially if they’re exclusive or hard-to-find, your clients will appreciate them every time.

What collections are clients digging?

• Team-logoed Charcuterie Set: DiBruno Bro's Cheese/Charcuterie Box w/ Team-logoed Cheese Knives
• State-shaped, Team-logoed Charcuterie Board
• Custom Wine Crate: Venue Partner Wine in Single Bottle, 3-Bottle, or 6 -Bottle Crate per Investment Level
• Curated Box from Local Businesses
• Premium Coffee/Tea Branded Kit
• Thanksgiving Pie Delivery to Office
• Custom Gift Baskets: Change Per Season

What’s setting the bar?

• Champagne Bottles in Veuve Clicquot Arrow
• Peyton Manning "Sweetens Cove" Bourbon w/ Signed Plaque
• Custom Rock Glasses
• Corkcicle Canteen
• Drinkware Set, per Season to Collect All
• Spirits Infused with Game-Played Grass
• Non-alcoholic Beverage Options

Goods are Good and Getting Better
Leather and custom top the list, followed by luggage for those popular away trips.

What are some good goods to gift?

• Leather Goods: Barrington Backpacks, Custom Journal, Wine Tote
• Cooler, Cooler Backpack, Cooler Tote
• Custom Blanket
• Custom Duffle Bag & Wine Set
• Timbuk2 Backpacks
• Hard Shell Luggage & Logoed Away Luggage
• Peter Millar Overnight Bag with Embroidered Vest, BruMate Water Bottle & Summer League Jersey with New Patch Partner

It’s Nifty to be Thrifty
Besides gifts and experiences, suite directors are often asking what else they can do to provide a premium experience; that also appeal to clients’ senses and sensibilities. The beauty is that suite directors can use what exists in our venues already (read that: it doesn’t cost much, if anything, to add a little somethin’ somethin’).

How about including playoff tickets in suite leases?
Sure, this one may cost a little on the other side, but shouldn’t your existing clients either have it included or at the very least get first right of refusal to purchase their suites for playoffs? Per ALSD’s Team & Venue Premium Seat Sourcebook, roughly 40% of venues do include playoff tickets in suite leases, with the NBA and NHL above 50% and Minor League and Entertainment Venues well above that.

Theme Menus set the table nicely
Over 75% of all venues polled and their F&B partners provide theme menus. F&B is major part of the experience already, so you might as well think creatively with unique and novelty items, or twists on staples that highlight a visiting team’s region or culture.

Send out a welcome party
Do you have a drumline or mascot who can welcome premium guests into the venue? Perhaps you offer valet for premium guests, or a parking garage close to or in the same lot as the players. Again, utilize your existing assets.

Accent a lease with non-gameday use of a suite
According to members, use of suites on non-game days varies across the board. The answer we liked best is venues providing nearly unlimited access, with one venue even calling the suite a “branch of their client’s business location”. Activating a suite and associated hospitality obviously requires advanced planning, and usually carry fees for F&B and other amenities.

Tech enhancements make for a better and often more seamless fan experience
Investment in renovation and innovation comes with operating a venue. It would be wise to lean into what our clients enjoy on the outside of our venues (restaurants, country clubs, theatres) and incorporate them in your venue experience. Digital and mobile ticketing is a no brainer, but ensure clients can order F&B and merch with a click as well. Improve your app and be sure to have a custom premium site for all in-game and ingress/egress details. Try QR code menus, be sure your Wi-Fi is up to snuff (there’s nothing worse than not being able to access the cool new tech), invest in self-checkout and/or in-seat ordering on club levels, and by all means necessary offer some sort of in-suite device chargers. Lastly, be sure your digital signage and in-suite TVs offer information and options. If guests want the venue to feel like their living room, give them a remote!

Allow split-leasing if clients have friendly companies or smaller budgets
These days, companies may want a suite here and there, now and then. It’s why per event suites and online suite sales are on the rise. It’s also why venues should consider allowing split leasing. Industry-wide, about 80% of venues do, according to our Premium Seat Sourcebook. It’s a new ballgame in terms of suite sales, and it’s up on us to adapt to how, what, and when our clients like to buy.

Don’t be bashful about the commode question

An interesting debate in suite design is whether or not to include a bathroom. The movement is largely leaning towards programming bathrooms on the concourse with nearly 60% of members stating they opted for the restrooms on the outside. For that 40% still including them in the suites, it’s either for convenience or because renovations haven’t replaced them with a bigger fridge.?