Innovative Premium Seating Areas and Offerings


• What new premium product(s)/space(s) has your venue (or a venue you know of) created/built?
• What creative product(s)/space(s) does your venue have plans to build? For example: Ledge Seats, Theater Boxes, Mini-Suites, All-inclusive Clubs, All seats - premium and general - get an amenity
In recent years, we created “Sphereâ€, a private club, on the Rose Garden’s Club Level, exclusive to team marketing partners and our top-tier “Legendsâ€ courtside ticketing clients.
We are currently exploring:
                Theater Boxes
                Loge Boxes
                All-Inclusive Suites
As you know, we are building a new Premium Club that is being sold for Opening Day 2013. This is an exclusive club area that will include 100 season tickets and 20 single game seats and is being built in space to take the place of ten suites.
Our new Premium Experience offer this year is the “Centre Ice Experienceâ€.
As for the reaction, it has been quite positive as we just completed an extensive restaurant renovation and have sold 89% of our entire inventory. With all that effort and commitment, we will need the NHL season to commence. We are now trying to focus on our major junior team, but the interest is very low.
• We have recently added an additional six full-service theater box spaces to our Club Level. We now have a total of 16 TB spaces for lease. 
• We are also converting two individual suites into a customized, sponsored double party suite. This suite will be available for half of the Bucks home games and all other BMO Harris Bradley Center events.
• Also, all traditional suites have been renovated on Club Level – new, fresh look.
One thing to be communicated, from my experience researching all new buildings/renovations the past three years is variety and substance. The Orlando Magic, for instance, wanted every guest to feel like they were getting an amenity. The Budweiser Baseline Bar is a good example: a bar accessible from the concourse for everyone to use. 
ALSD Notes
Areas/Renovations to take a look at: 
Note: SEAT Magazine always has venue highlights and industry news, outlining innovations from feature venues. 
• Bunker Suites (not new, but many are getting in on this)
• Target Center Renovation
• Amway Center: Gentleman Jack Club and Grey Goose 180 Lounge (open games and post-games as a club); Loge Boxes; Cornerstone Sponsorships 
• Tampa Bay Times Forum Renovation
• United Center Theatre Boxes and Harris Club
• Cornerstone Sponsorships and Seating: MetLife Stadium and Amway Center 
• Barclays Center Vault Suites
• Target Field Metropolitan Club and Budweiser Deck
• Dugout suites in many baseball parks
• Loge Boxes are one of the hottest seating options in arenas
• Sporting KC Communal Suites: Suites open in back to club and shared eating area; for more B2B interactivity among suite holders in different suites 
• Detroit Pistons “Clubsâ€/Added Value Groups
• Madison Square Garden
o Madison Club: Part of Second Round of Renovations at MSG
o The Garden will open the Madison Club and a new wave of 176 luxury seats next season as part of the second round of renovations for the arena. Ticket holders will get access to not only every Knicks and Rangers game, but also all other sporting events. Individual tickets for the Madison Club start at $42,500 a year and will be sold in packs of two and four. The package comes with access to a club roughly the size of ten corporate suites. The club offers free gourmet food, a private bar, and private restrooms. 
o The new package of seats is aimed at small businesses or fans who want season-long access but don't want to pay for a 12-person suite. 
• US Airways Center Celebrates 20 Years with Mini-Suites
o US Airways Center celebrated its 20th anniversary in February. As part of its celebration, the venue unveiled its new state-of-the-art luxury boxes, offering fans an all-inclusive, four-person mini-suite. Included in the guest experience is VIP parking, food and drink, and access to additional areas throughout the arena. 
• Miami Venues/Clubs
o South Florida's sports venues are re-creating the idea of "club seats." By this fall, all four major teams in Miami-Dade and Broward counties will offer unique, club-like spaces, most under established brand names, with varying degrees of affordability and exclusivity.
o LIV Sun Life Stadium - an offshoot of the popular Fontainebleau Miami Beach nightclub - kicked off the local club-in-stadium scene two years ago, followed by the Clevelander at Marlins Park, a version of the famed South Beach party spot. By Oct. 1, the home of the Florida Panthers in Sunrise will open a members-only upscale venue called Club RED. And the home of the Miami Heat will celebrate the grand opening of the high-end Hyde AmericanAirlines Arena during the Heat's Oct. 30 home opener against the Boston Celtics.
o Clevelander at Marlins Park 
  • Opened: April 1 
  • Capacity: 296 during games 
  • Size: 6,941 square feet 
  • Cost: Starts at $25 for standing room, $50 for a seat 
  • Signature drink: The Home Run, a combination of the frozen Raging Bull, Cleve Colada, Mickey's Rum Runner, and Deco Margarita 
  • Menu favorite: Tater tachos 
  • Bragging rights: The pool; the dancing girls (and pool boy); close-up views of the field, bullpen, and home run sculpture; beer pong and cornhole on the outside patio area. 
  • More information: 
o Hyde AmericanAirlines Arena 
  • Opening: Oct. 30 
  • Capacity: 200 
  • Size: 2,400 square feet 
  • Cost: Cover charge still to be announced 
  • Signature drink: 'Love Unit' with vodka, grapefruit, red bell pepper, and basil 
  • Menu offerings: In the works 
  • Bragging rights: Two bars, DJ stand, booths, couches, LCD wall projection, interior design work by Gulla Jonsdottir 
  • More information: 
o LIV Sun Life Stadium 
  • Opened: Sept. 2010 
  • Capacity: 800 
  • Size: 11,000 square feet 
  • Cost: $75 standing room only - $275 per person for cabanas and couches 
  • Most popular drink: Belvedere and Red Bull 
  • Menu offerings: Chipotle burger duo; meatball sliders; fiesta chicken salad 
  • Bragging rights: Four bars; open two hours after game ends; custom-colored strobe lighting with fog machine; DJ during breaks and after games; white leather cushion seats outside 
  • More information: 
o Club RED at BankAtlantic Center 
  • Opening: Oct. 1 
  • Capacity: 673 for hockey, 733 for concerts and events 
  • Size: 12,000 square feet, not including ticketed seating area 
  • Cost: $16,500 a year for all events; $9,500 annually for hockey games 
  • Signature drink: Still being decided; likely something red 
  • Menu offerings: Lobster ravioli, foie gras fried rice, Russian caviar 
  • Bragging rights: 60-foot bar, stick and puck millwork, open patio overlooking the floor, lounge seating 
  • More information: