The State Of The Premium Seat Industry
continued
Mercedes-Benz Stadium in Atlanta. Nichole Rodgers Photography.
subscription side is a start. Margins are greater than on leased op- tions, as you are selling piecemeal, de-bundled elements.
who might not have purchased a long-term, standard option before. Memberships, especially in college venues, are also gaining popu-
larity. And many times, the access may not even be tied to a seat lo- allocation.
Rentals On the Rise As buyer habits change, some want suites now and then versus
long-term. We believe the long-term lease model is far from extinct (especially on the local level), but rentals are on the rise. How can you adjust? For beginners, adjust the name. Instead of “rentals,” these may
resonate better as “hospitality suites” or “event suites.” By using the term “hospitality” in the name, the objective and expectation is set.
The United Center is a leader in rentals and put together an Arena Sales Team, focused on selling rentals for single events. Create a team - pany, group, or individual – grows exponentially. Most small busi- nesses can justify at least one night in a suite, and there are events like birthdays, bachelor/bachelorette parties, or company anniversaries ripe for a suite night that can create a special, exclusive experience. Priced properly, your rental business will do well. Plus, the margins
are larger on rentals than leases (priced higher per event breakdown), users looking to blow it out. solution. What may not be so obvious is that if your rental reps can motivated to sell more. highly inclusive package, in case a client wants to go big with a one- -
40 Facility Manager Magazine
Te Fox Teatre in Atlanta. Nichole Rodgers Photography.
ue’s added-value repertoire and put together your most comprehen- sive package … just in case. Next, consider using a suite rental as a perk for season ticket re-
newals. Include a suite night as added-value and decide if you can comp it or charge for it in the overall package. Either way, the season ticket client gets to experience a suite, which is organic marketing for Finally, make sure you include plenty of parking for rental suites.
The most sought-after amenity is even more important to a rental client who may not often navigate your venue.
Socialize or Privatize Popularity for social spaces is increasing, as attention spans are de-
creasing. The event is the backdrop for many guests these days, espe- care to have a view of the game. This might mean you have to look structurally at your building.
to the drawing board. Evaluating budgets is step one, but also assess your evolving demographic base. The entertainment district lends itself well to those guests looking
for options too. Fans consume so much more than the game. Dis- because they can experience something new at each event. Laid out and even grow – a diverse fan base. The Battery Atlanta has an entire event calendar programmed for games, concerts, Coca-Cola Roxy events, restaurant specials, and retail. Entertainment districts have the ability to bring out more fans, more often.
sports venue. The industry is witnessing the shrinking shelf life of sports venues. But is it really sustainable to knock it down and start to buck the trend.
Go Digital or Go Home One of the hottest topics at the conference and in recent member
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