SEAT Summer 2010

S E A Tleading the premium seat industry www.alsd.com summer 2010

p u b l i s h e d b y t h e a s s o c i a t i o n o f l u x u r y s u i t e d i r e c t o r s

ALSD CONFERENCE RECAP AND PHOTOS: Did the Cameras Spot You? PAgE 46

member highlight: mike guiffre and the nhl’s first

gold arenapage 16

hershey entertainment’s competitive advantage

page 31

the top business segmentsbuying premium seats

page 58

what is the Key Variable in all future facility projects?

(hint: it’s not budget restrictions)page 24

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Buyers Guide fall 09.indd 51 9/28/2009 9:07:47 AM

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www.alsd.com | SUMMER 2010 | S E A T | 7

S E A TPublished by the Association of Luxury Suite Directors

departments 8 NEW ALSD MEMBERS 10 EDITOR’S NOTE 12 INDUSTRY AND ASSOCIATION NEWS 16 MEMBER HIGHLIGHT 60 COMING ATTRACTIONS

coVer story 24 the sociology of premium seating and Venue deVelopment

Future venue designs will be driven by social interaction. SEAT takes an in-depth look at sociology’s affect on current construc-tion projects as well as concept designs for the future.

BY JARED FRANK

features 31 finding your competitiVe adVantage

Offering more value to premium packages is increasingly impor-tant. In central Pennsylvania, “life in the minors” is sold with roller coasters and chocolate kisses. BY BRIAN BUCCIARELLI

34 nfl teams score big in the suite marKet The NFL is built on the principle of parity. But does it hold for suite prices? Compare pricing and the variables determining those prices for all 32 NFL teams. BY DR. PETER TITLEBAUM

40 alsd Joins the social media boomIt’s not an option for sports and entertainment organizations to have a social media strategy; it’s necessary. Guess it’s time for the ALSD to practice what it’s preaching.BY RYAN MIRABEDINI

46 the city that neVer sleeps puts me to bed SEAT recaps this year’s ALSD Conference and Tradeshow in New York City. With so much going on, it was easy to miss something. Good thing we took lots of pictures. BY AMANDA VERHOFF

58 ohio uniVersity and full house to release premium seat buyers list

This new listing is a blueprint for finding new premium custom-ers, breaking down the top business categories buying suites and other premium seats. And it’s free for ALSD members.BY RON CONTORNO AND HEATHER LAWRENCE, PH.D

About the Cover: HNTB has completed concept designs for the new San Francisco 49ers Stadium, which they hope to open in 2014. The designs are a representation of the future of venue development.

Summer 2010

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8 | S E A T | SUMMER 2010 | www.alsd.com

NEw ALSd MEMbERSSammi Al-JibooriPremium Services ManagerBOK Center/SMG200 South DenverTulsa, OK 74103P: 918-894-4253 F: [email protected]

Joe MulfordManager, Team Marketing & Business OperationsNational Basketball Association 477 Madison Ave.New York, NY 10022P: 212-407-8482F: [email protected]

Cameron ScholvinSenior Vice President of Corporate DevelopmentColumbus Blue JacketsNationwide Arena200 W. Nationwide Blvd.Suite LevelColumbus, OH 43215P: 614-246-4155F: [email protected]

Evan BolliePremium Sales ManagerColumbus Blue Jackets Nationwide Arena200 W. Nationwide Blvd.Suite LevelColumbus, OH 43215P: [email protected]

Maribeth CollinsManager of Premium Seating ServicesChicago White SoxU.S. Cellular Field333 W. 35th St.Chicago, IL 60616P: [email protected]

Diane TellerManager, Guest and Premium ServicesGiant Center/Hershey Bears27 West Chocolate Ave.Hershey, PA 17033P: [email protected]

Christine DillardExecutive Services CoordinatorGeorgia DomeOne Georgia Dome Drive Atlanta, GA 30313 P: 404-223-8867 F: [email protected]

Jackie DeRosaPremium Club CoordinatorBoston BruinsTD Garden100 Legends WayBoston, MA 02114P: [email protected]

Nick BishoDirector, Suite Sales & ServiceGolden State Warriors1011 BroadwayOakland, CA 94607P: [email protected]

Lynn BoltonPremium Services ManagerKentucky Exposition CenterKentucky State Fair Board937 Phillips LaneLouisville, KY 40209P: [email protected]

Paul HowardSenior Director of Corporate SalesColumbus CrewOne Black and Gold Blvd.Columbus, OH 43211P: [email protected]

Jana StoughAssistant Director – Bull Gator ProgramGator Boosters Inc.PO Box 13796Gainesville, FL 32604P: 352-375-4683F: [email protected]

Lisa BanburyDirector, Suite ServicesMadison Square Garden2 Penn Plaza, 14th FloorNew York, NY 10121212-465-6567 [email protected]

John FisherVice President, Ticket Sales and ServiceArizona DiamondbacksPO Box 2095Phoenix, AZ [email protected]

Scott WordenDirector, Group and Suite SalesArizona DiamondbacksPO Box 2095Phoenix, AZ [email protected]

Cory ParsonsSenior Manager, Season Ticket ServicesArizona DiamondbacksPO Box 2095Phoenix, AZ [email protected]

Kerrie BryantSuite Services CoordinatorArrowhead StadiumKansas City ChiefsOne Arrowhead Dr.Kansas City, MO [email protected]

Michael O’BrienDirector of Suite SalesMadison Square Garden2 Penn Plaza14th FloorNew York, NY 10121P: 212-631-8823 michael.o’[email protected]

Steve GardnerSICO Incorporated7525 Cahill RoadMinneapolis, MN 55439P: [email protected]

Ken SteinbauerSICO Incorporated7525 Cahill RoadMinneapolis, MN [email protected]

Sol BaschEastern Tabletop Manufacturing Company1943 Pitkin Ave.Brooklyn, NY 11207P: 718-240-9595F: [email protected]

Brenda BaschEastern Tabletop Manufacturing Company1943 Pitkin Ave.Brooklyn, NY [email protected]

Kaya GrossEastern Tabletop Manufacturing Company1943 Pitkin Ave.Brooklyn, NY 11207

Mayer RothsteinEastern Tabletop Manufacturing Company1943 Pitkin Ave.Brooklyn, NY 11207

Andy RiceCommercial DirectorThomas LyteBuilding 9 Hurlingham Business ParkSulivan RoadLondon SW6 3DUUnited KingdomP: +44 (0)20 7751 [email protected]

Carolyn BachmannRetail Products and Luxury Gifts/PackagingPacific Northern3116 Belmeade Dr.Carrollton, TX 75006P: [email protected]

ASSociATioN of LUxURy SUiTE diREcToRS Chairman of the Board Bill DorseyExecutive Director Amanda VerhoffPresident Jennifer Ark, Green Bay Packers VP, Business Development Pat McCaffreyDirector, Sponsor and Partnership Development Dene ShielsDirector of Finance Dan LindemanFinancial Account Manager Vickie HenkeDirector of Information Technology Sean KellnerEditor of SEAT, Website Director Jared FrankNational Sales Manager Scott HinzmanMarketing Assistant Ryan MirabediniDesign Carole Winters Art + Design

EXECUTIVE COMMITTEEChris Bigelow, Bigelow CompaniesBrian Bucciarelli, Hershey Entertainment & ResortsGreg Hanrahan, United CenterTom Kaucic, Southern Wine & Spirits Pat McCaffrey, ALSDJamie NormanKim Reckley, Detroit Red Wings & Olympia Entertainment

BOARD OF DIRECTORS Pam Benoist, St. Louis RamsJanie Boles, Auburn UniversityNatalie Burbank, Utah Jazz / Salt Lake BeesTrent Dutry, US Airways CenterChris Granger, National Basketball AssociationPatti Kimbrough, University of ArkansasGerald KisselPhil MacDougall, Sacramento Kings/ARCO ArenaDebbie Massa, ROI ConsultingMike Ondrejko, Madison Square GardenRichard Searls, New York Red BullsTom Sheridan, Chicago White SoxMichael Smith, Philadelphia UnionPeter Titlebaum, University of DaytonBrian Varnadoe, Houston TexansJon Vingas, CenterplateBob White, Calgary Flames

SEAT -IT BOARDChristine Stoffel, SEAT Founder/Insight Connected Sports & EntertainmentChris Wood, SEAT Chief Technology Strategist

Published by Venue Pub. Inc. Copyright 2010. (All rights reserved). SEAT is a registered trademark of the Association of Luxury Suite Directors. SEAT is published quarterly and is complimentary to all members of the Association of Luxury Suite Directors.

Association of Luxury Suite Directors10017 McKelvey Road, Cincinnati, OH 45231513 674 0555 [email protected]

Contemporary Seating and Tables for the Sports and Entertainment Market

l o e w e n s t e i n i n c . c o m | 8 0 0 . 3 2 7 . 2 5 4 8 | a n O F S B r a n d s c o m p a n yt m


Editor’s notE by JAREd fRANk

Summertime is lemonade and sweet corn; two-a-days and pennant races; fireflies and young love. Those are the things I immediately think of anyway when I think of summer.

These days I have to add redesigning SEAT Magazine to the list. Starting with this 2010 summer issue, we have redesigned not only the physical layout of the magazine, but also the philosophical manner in which we broadcast the news.

Interacting with news today is less about consump-tion and more about control. So that is exactly the platform we are presenting you with. During a recent summer conversation with Bill Dorsey, I asked the question, “What is SEAT?” This ignited a spark of philosophical exchange. After some mild debate cen-tered mainly on Bill’s legend-in-his-own-mind athletic ability, we agreed on what SEAT is not. SEAT is not about straight reporting. After agreeing to disagree that Bill Dorsey once ran a 4.4 second 40-yard dash, we concluded that SEAT is people; and SEAT is ideas. Just as summertime is recognized by campfires and cicada choirs, SEAT is recognized by this association’s people and ideas, both of which lead this premium seat industry.

With all of this in my sub-conscious, the inception for SEAT’s next chapter came to me. If we are talking about people and ideas, why not go to those people and ask them to share their ideas firsthand- both those ideas that their teams are at present doing successfully, and also those ideas their teams are not doing at all, maybe because they are underdeveloped or underap-preciated. After all, this is not my magazine or Bill’s or Amanda’s magazine; this is your magazine. So how can you get involved?

1) Participate in the Member Highlight. The Mem-ber Highlight is a conversation starter more so than a member profile, so let’s use the highlight as a network-ing opportunity. You can do this three ways. First, starting with Mike Guiffre of the Pittsburgh Penguins this issue (page 16), we are publishing the business card of the spotlighted member. Add his information to your rolodex. Call him. Email him. Facebook him. If you have a question, ask him. He is not invited to next year’s conference if he does not respond to you.

The second way is to nominate a fellow ALSD member for this recognition in future issues. The catch is if you nominate someone, you have to help me script the interview questions.

The third way is to submit a question to me to ask

the member during our interview. Ask anything you want, but understand your name will be published next to your question.

2) Join the ALSD’s social media networks. The ALSD now has a presence on LinkedIn, Facebook and Twitter. Industry and association news stories are posted on these pages almost daily. These networks also serve as forums for idea exchange, discussion boards and outlets of friendly banter. Go to page 42 to see all the ALSD’s social media links.

3) Contribute an article to SEAT. I’d like to take this opportunity to thank Brian Bucciarelli of Hershey Entertainment & Resorts. Brian approached me a few months back, inquiring about contributing an article to SEAT. What a great idea. SEAT is always craving and searching for new voices to capture your attention and keep you engaged. Why not tap into the reservoir of voices that is the ALSD membership? So contact me if you would like to write an article for SEAT. I think it would be great if we had at least one member-written article in each issue. Do not be bashful. None of us here are Bill Shakespeare. Go to page 31 to check out Brian’s article and start to think of ideas for what you would like to share with the rest of the ALSD.

4) Call or email me anytime. Do you have an idea for SEAT? For any of our online media resources? Let’s talk about it. Ultimately, I am not the decider of content, you are. #

Mobile: 330.904.0442Email: [email protected]

Connect with me on www.linkedin.com/in/

jaredfrank and follow me on

www.twitter.com/ SEAT_Editor

for daily updates. Here is a sampling of my tweets:

The proposed renovations to TCU's Amon G. Carter Stadium are officially a go.

Congrats to the Horned Frogs.

63 of 81 new suites occupied at Michigan Stadium.

Wright Runstad leads team of 360 Architecture and Turner

Construction to complete $250M renovation of Husky Stadium.

Congrats to the Pittsburgh Penguins and to Populous on CONSOL Energy Center

achieving LEED Gold Certification.

Mercedes-Benz sponsor club in Amway Center. Club offers all-inclusive F&B to courtside and superstar ticket

holders.

Legends Hospitality consulting with SF 49ers on pricing and

placement of suites and club seats for proposed new stadium.

Washington Redskins campaigning in print, on billboards and buses to sell

remaining 14 suites.

Further evidence of premium seating's transformation - Theater

boxes catch on at Bradley Center.

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POS terminals. Maintain accurate inventory of every concession, bar, restaurant, caterer and fan shop—in real time—

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you need to simplify operations and boost your bottom line—only from Agilysys. Find out what Agilysys can do for you.

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Halftime starting in four minutes and stadium network has just crashed.Still serve three times as many customers off-line with easy-to-use POS.

Pre-ordered four vegetarian plates for luxury suite.Automatically adjust catering inventory.

Wants a beer but doesn’t want to miss the action.Use mobile POS to pre-order and bust the queue.

Agilysys solutions include:

While your team is winning the game, Agilysys helps you win the crowd.

AGI 13557 SM_8.5x11_0.125bl_4C.indd 1 8/11/2010 11:02:01 AM


IndUSTRy And ASSocIATIon nEwS

On June 26th, American Airlines Center (AA Center) hosted 2,300 fans for an outdoor trailer preview of The Twilight

Saga: Eclipse, the third installment of the Twilight franchise, and a screening of Part 2, The Twilight Saga: New Moon. While not the first event of its popular new Platinum Club Cinema program, it was the first time AA Center held the experi-ence outside. “We’ve done a couple screenings at theaters around Dallas and one inside (AA Center) on the video board, but we never had hosted a screening outside on the AT&T Plaza,” explains Alain Laroche, Manager of Premium Services at AA Center. “Because of the scope of it, we labeled it as our unofficial kickoff (of the Platinum Club Cinema program) so to speak even though we’ve had soft openings prior to.”

The impetus for the whole program started with the installation of the arena’s new video board a little over a year ago. “We were the first indoor NBA/NHL venue to have an HD board of that size. Once it was up and running, we thought, ‘how can we use it? Why not play movies on it’,” says Laroche.

Through a connection of Melissa Mezger, AA Center Director of Marketing, the arena was ap-proached by Summit Entertainment, who because of the film’s title wanted to do something outside during the partial lunar eclipse on June 26th. “We had conversations before with (Summit Entertain-ment) about holding events outside. They thought of us. They gave us a shot at it. And we jumped at the opportunity,” says Laroche.

In just a year, the cinema idea has evolved from an offering to attend screenings of mov-ies before their release dates to a unique Hol-lywoodesque occasion with exclusive perks. “It’s an experience that our suite holders typically don’t get,” Laroche says referring to the Twilight event. “The primary benefit was the access. It’s something we’ve never really done before. And the actors were a big deal.”

To help promote the release of Eclipse, Jodelle Ferland (Bree) and Tyson Houseman (Quil Ateara) attended the AA Center event. Prior to, AA Center suite holders, along with a few radio contest winners and studio VIPs, were invited to a private meet and greet where they were given the opportunity to mingle with the stars, take pictures and get autographs. After meeting with the actors, AA Center suite holders were seated in a private, secure location on AT&T Plaza for the screening.

Because AA Center was limited to 30 meet and greet invitations and because of the timing of the event, they sent invites to suite holders who renewed their leases early as a reward. “For those who renewed early and secured their suite and submitted their deposit, we offered it to them as a thank you,” says Laroche. Advertising to the gen-eral public was handled with an email blast from the marketing department to the mass AA Center database and social media announcements to AA Center fans and followers.

Feedback from suite holders has been very positive, as it has been from Summit Entertain-ment. “They were thrilled with it. They were thrilled with our attendance. And they’ve already mentioned doing it for the next Twilight feature, Breaking Dawn,” smiles Laroche. “Which I guess would be at 4 o’clock in the morning. We might have to talk about that.”

–Jared Frank

AA Center goes Hollywood with Twilight night screeningPrivate event serves as reward for suite holders who renew leases early

“It’s an experience that our suite holders typically don’t get. The primary benefit was the access.”

University of Minnesota Fills the Seats, p.14 Member Highlight: Mike Guiffre, p.16

The Twilight Saga: Eclipse stars Houseman and Ferland at AA Center screening

IndUSTRy And ASSocIATIon nEwS

Finding new season ticket purchasers is critical to any sports team’s business agenda- collegiate or professional. On the professional side, teams may employ 20-25 salespersons in addition to in-house database or email list managers to move available inventory; whereas in the collegiate environment, this responsibility may fall on a staff with as few as one salesperson.

At the University of Minnesota, Kerry Edwards knows what it is like to be a one man shop of sorts. “We have ticket managers, but I’m the only outbound proactive salesperson,” says Edwards. “So to have a contact like Full House is absolutely phenomenal.” To assist in finding new season ticket and group opportunity prospects for Gopher football, men’s basketball and hockey, the University of Minnesota turned to Ron Contorno at Full House Entertainment Database Marketing.

After some online research and careful reference checking, the University of Minnesota contacted Full House Entertainment to provide sales leads in the metropolitan Minneapolis area. Within a couple days, Full House returned a list of over 5,000 businesses within a 50-mile radius of campus.

“My industry ideas were attorneys, legal services, insurance, accounting, telecommunica-tions, beer and liquor distributors and doctor’s of-fices,” explains Edwards. “Ron (Contorno) broke it down even more for me. He was even more specific than what I originally asked for.” The breakdown was comprised of corporate headquar-ter locations, targeted industries with sales over $1 million and the balance of businesses with sales over $2 million or 100-plus employees.

The creative team at the University of Min-nesota with the help of Contorno and Full House then crafted an email to send to the 5,000-plus

businesses. The email was received by 4,684 companies; of which, 569 opened the email (12.2%). Within a month of the email blast, 20 season tickets were sold, resulting in $20,000 in new revenue.

The University of Minnesota used a multi-dimensional strategy to reach its new prospects. In addition to the email campaign, a mailer offering specific football packages was sent to all those who opened the email, which has moved at least ten additional season tickets and generated an additional $10,000. And the orders continue to trickle in.

The overall financial investment for UM for the email campaign was just north of $2,300, so the returns have yielded approximately 10 times the initial investment already. And the university could not be happier. As Edwards explains, “It was a great list. I’d have to open up the Yellow Pages to try and find these people… And the ROI was phenomenal.”

UM is planning a follow up email in the coming weeks and will continue to use Full House email services throughout the year when new ticket packages become available.

–Jared Frank

Follow up on Club Cambria at PNC ParkAs reported earlier this year by SEAT, the Pitts-burgh Pirates opened a new premium product this season, Club Cambria. Located along the third base line, it is an alternative to traditional offerings and the Pirates response to the need to reinvent space and drive revenue. And so far, the response has been excellent. “Each time we bring a prospect or current client into the space their response has been very positive,” says Chris Zaber, Senior Director of Ticket Sales and Service for the Pirates.

The space’s performance will fall short of sell-ing out this season, but the Pirates are still on pace to exceed their revenue goals for Club Cambria and pay off the Club’s initial expense in year one. Because of this season’s success, the expectations for the future are high. “We see it as being one of the top entertainment options in the marketplace for the next few years and will take a look at simi-lar opportunities in our venue,” Zaber says. One opportunity the Pirates are looking at is building a similar space on the first base side of PNC Park.

–J.F.

Turnkey releases next version of Prospector sales toolEarlier this summer, Turnkey Intelligence LLC announced major enhancements to the Prospec-tor lead scoring system. These improvements make Prospector’s proprietary star ratings even more accurate in predicting future ticket purchase behavior of each sales lead.

Prospector’s version release also contains new and expanded customer support features for all Prospector users in the form of a new live chat capability with Prospector specialists.

After just nine months, Prospector has 31 current and pending clients in the NHL, MLB, NBA, NFL and MiLB. Since its launch in Oc-tober 2009, Prospector has appended and scored 1.75 million sales leads, with 7% of those leads being given the highest rating by Prospector’s proprietary scoring engine, a 5-star lead.

Turnkey Intelligence is the sports and enter-tainment industry’s leader in consumer insights and analytics. Turnkey Intelligence is also getting set to launch a new product called Activator, a fully hosted, online sponsorship management sys-tem. For more information, visit www.TurnkeySE.com.

–J.F.

University of Minnesota turns to Full House to fill the seatsBusiness email campaign generates over $30,000 in new season ticket sales


TCF Bank Stadium


A Conversation with Mike GuiffreDirector of Premium Seating, Pittsburgh Penguins

After a recent visit to Pittsburgh, I now know it takes three Diet Cokes for the real Mike Guiffre to stand up. Equipped

with western Pennsylvania charm and values, a seemingly endless library of movie quotes and a cerebral dry wit (I recommend sharing a booth at lunch or else risk falling out of your chair laughing), this raconteur will spin a tale, bobbing and weaving from selling suites to self-proclaimed Nintendo Wii dominance to the genius of Family Guy to impromptu road trips to Atlantic City.

Whether he’s speaking to an up and down career journey or stalking of ALSD personalities on Facebook, to the serious or to the blithe, Mike Guiffre is a living definition of energy. Try to keep up.

SEAT: I recently read a listing of the top 10 party schools according to CNN. I saw that your alma mater WVU was fourth on the list. I’m sure you don’t know anything about that, would you? Or were you one of the crazies throwing batteries at football games? Guiffre: Since I am sure my mom will read this article, I will only admit to spending hours in the library studying hard and molding myself into a fine young professional. However, I am actu-ally disappointed that this group of students lost our number one ranking and am thinking about heading back for a semester or two to see if I can help get us back into the top spot. Fourth place? I would have never let that happen.

SEAT: It might look to an outside perspective like you have the easiest job in the business with a brand new building and the most talented and arguably most marketable star player in the league in Sidney Crosby. Why is this opinion misguided? What makes your job challenging on a day-to-day basis?Guiffre: I am sure it’s not surprising to you at all that I get this question a lot – from industry peers and personal peers when I have to bail on something fun for work. The reality is the past two years have been some of the most hectic times of my life, and it isn’t slowing down anytime soon. There are four of us in premium seating for the Penguins that oversee 600-plus premium seating accounts. Included in our duties are also indi-vidual game hospitality and VIP packages as well as handling presales, ticketing requests and various logistics for over 120 non-hockey events per year that our premium accounts have the rights to. So the days go by pretty quickly.

SEAT: How do you define yourself as a premium seating director? Guiffre: On and off the ice has been a crazy roll-ercoaster ride through some good times and some really down times too. I like to think that because of those experiences, I am beyond prepared for anything that can be thrown at me now. I have dealt with building a department from scratch to being sales focused to customer service focused, new ticketing systems, technologies and the process of building the CONSOL Energy Center. I can confidently say that I am well rounded and have seen it all, probably twice! I don’t think I could ever be surprised again in this business.

SEAT: What are your interests outside of sports? Guiffre: You mean when I’m not following the ALSD on Facebook or watching for SEAT Editor updates on Twitter or badgering you to bring the conference to Pittsburgh? Not much time for anything else.

SEAT: You know you’re not getting paid for this right Mike? If I made you make up interests outside of sports and ALSD, where would your imagination go?

Guiffre: If I have to “make something else up”, it’s probably not surprising that when I am away from work I cannot sit still. I spend most of my free time trying to catch up with friends and family, which I have come to enjoy even more now. If I had my choice, I would take a road trip every weekend to someplace different and fun. If you want to find me in town, check out the Monterey Pub on Pittsburgh’s North Side or come over to my house for a Penguins away game party or 3-point shooting contest on Wii Resort…I can’t be beat.

SEAT: If I gave you a podium and a microphone to speak to your fellow ALSD members about your new venue, what would you tell them about CONSOL Energy Center?Guiffre: I could honestly talk for hours about this place. It is, to put it with a touch of bias, the most amazing building I have ever seen. But to stick to this audience, I will say that I really lucked out with the premium seats and the amount of thought and effort that went into designing them. All of the suites are just roughly 15-feet above the first level of seats, and we have two areas of loge boxes that we couldn’t build enough of. All of the club seats are close to center ice and have the amenities that we asked for and are expected. I am knocking on wood right now, but we tried to think of everything, and I can’t wait to show it all off. #

IndUSTRy And ASSocIATIon nEwS: MEMbER HIgHlIgHT

By Jared Frank, Editor, SEAT Magazine

“I don’t think I could ever be surprised again in this business.”

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IndUSTRy And ASSocIATIon nEwS: AlSd MEMbER VEnUE HIgHlIgHT

By Jared Frank with Mike Guiffre

Aristotle once taught, "For the things we have to learn before we can do them, we learn by doing them." Case in point, Mike

Guiffre did not learn how to build CONSOL Energy Center until after the final brick was laid. Sure he learned from fellow ALSD members who have pioneered the road before about his role in constructing a new building, but one is never really prepared for the complexities of such a large scale project until he has the alligators up to his own knees. Those facets which seem small at the onset become tough decisions that require many meetings and discussions. “You start to realize that the decisions you make are going to affect your business for 10 to 20 years down the road,” says Mike Guiffre, Director of Premium Seating for the Pittsburgh Penguins. “I never would have guessed how much detail and time would go into deciding how to set up seating in the suites or where to place the televisions in the loge boxes or the height of the counter tops.”

CONSOL Energy Center is not the biggest of arenas with a footprint of 735,000 square feet (Madison Square Garden is approximately 1 million square feet), but it’s no boilerplate design. With such a bevy of unique characteristics, one has to guard against getting the bends while exploring the depths of its interior. From the 24-inch wide seating to the 12 escalators to the spectacular private executive suites, if the goal was to subtly calibrate intimacy, comfort and upscale amenities, CONSOL Energy Center did not miss the mark.

Introducing CONSOL Energy Center:The NHL’s Golden ArenaFrom the open feel and unmatched sightlines to all the technology bells and whistles to LEED Gold certification, it is safe to say the new home of the Pittsburgh Penguins is introducing a new benchmark for the future of NHL arenas.

©2010 Pittsburgh Penguins. These images may not be reproduced, redistributed or used for any other purpose without permission from the Pittsburgh Penguins.

A Hard Day’s Night: CONSOL Energy Center’s Grand Opening was August 18 with a concert by Paul McCartney.


PrEMIUM SEATINGThe Penguins were very detail oriented in all aspects of the premium seat designs from the colors to how the seats were placed in the suites to placement of certain concession stands for wait service for the loge boxes. As an example, Guiffre offers, “We put a small table between every two seats in the suites because our largest complaint from the admins was that their guests always sit leaving single seats.”

TECHNOLOGy CONSOL Energy Center has no shortage of technology advancements, which include some of the most exciting parts of the premium areas. The arena has over 800 flat screen HD TVs that are used for everything from viewing the game in suites or concourses to concessions applica-tions to hosting advertisements. The system is set up with IPTV, which means all the signals are sent over Ethernet cable and not the traditional analog. “The feature here is that we control every TV in the building and have the flexibility to change what is displayed at anytime throughout an event,” Guiffre says. “We can change between live game action, advertisements, way finding, 40 Direct TV Channels, etc.”

Two specialty cameras have been added including a center 360-degree robotic and two “through the dasherboard” camera positions that will give fans a unique low-angle view of the ac-tion on the ice.

An example of a premium amenity that exists because of technology is Yinzcam, an interactive service through a touch screen in each suite that


Premium seating counts include:

1,950 club seats located at center ice

Two unique clubs

32 loge boxes (238 loge box seats- option to lease four or eight seats)

61 executive suites on the suite level

Six lower level club suites

One bunker suite

Four party suites (Capable of accommodating 40 – 160 guests)

Fine-dining restaurant

Four conference rooms (Capable of accommo-dating 40 – 160 guests)

TOP: The arena’s main entrance

MIDDLE: One of the arena’s four party suites

BOTTOM: Things are looking up for the Penguins in their new home

SEAT-Ad-Arthur11-3.indd 1 6/8/10 4:59:19 PM


allows fans to watch six unique live camera angles of game action, view instant replays at any point during the game and browse updated game-time information. It also has space to sell sponsorships, deliver pertinent information at any point or drive traffic to online sites for ticket sales. It is housed on a 24-inch HP Touch Screen in each of the suites and will be fully functional for this season. One of the more clever features is that there is also “an app for that” in which anyone with a compat-ible mobile device inside the CONSOL Energy Center can use Yinzcam as well.

THE NHL’S FIrST LEED GOLD CErTIFIED ArENAGreen ideas no longer take on a third-rail quality, but are emphasized from all levels of author-ity, from governments to league offices, and are viewed as the new standard in architectural design. LEED (Leadership in Energy and Environmental Design) is the nationally-accepted standard for the design, construction and operation of green build-ings. LEED ratings are based on a point system that measures the impact on the environment and those who use the building. CONSOL Energy Center achieved 42 points under this system; a minimum of 39 points are required for LEED Gold certification.

The Penguins were committed to having a LEED certified arena from the start of the project. “It is something that I know the city and the team worked hard on, and we are extremely proud of,” Guiffre says. Part of obtaining the certification was to receive high marks in areas such as sustainabil-ity, indoor environmental quality, energy and at-mosphere, resources, water use reduction, recycled materials, waste diversion and energy efficiency.

As the Penguins relocate from the oldest venue

in the NHL to the newest, the learning process does not stop. The building’s ribbon has been cut, its suite holder leases have been signed; now it is time for Mike Guiffre to start implementing ser-vice strategies and tracking and evaluating ROI of all premium seat holders. Only time will tell if the canary in the coal mine keeps singing. But the or-ganization is confident the groundwork has been laid for long term success. As Guiffre explains, “A lot of effort has been put in by everyone here to build a business and an arena that paves the way for solid business practices years down the road, not just the immediate future.” If the Penguins continue to learn by doing, even Aristotle would agree. #

Want to network with Mike?Here’s His Business CardMike GuiffreDirector of Premium Seating

CONSOL Energy Center1001 Fifth AvenuePittsburgh, PA 15219

(O): [email protected]


CONSOL Energy Center Sustainable Statistics

Recycled Materials (31.2% of total building material value)

Regional Materials (31.4% of total building material value)

Demolition & Construction Waste Diversion (93.7% by weight)

Certified Wood (82.0% of total wood value)

Energy Efficiency (30.6% annual cost savings)

Momma’s Boy: Mike and his mom in front of CONSOL Energy Center

Penguins Take Flight: The Penguins in Pittsburgh are flying from the oldest NHL arena into the newest.

SEND yOUr NOMINATIONS FOr THE MEMbEr HIGHLIGHT rECOGNITION IN FUTUrE ISSUES OF SEAT TO [email protected]

www.because its about more than the game.com


Redefinition. Fan experience. Flexibility. Sustain-ability. Technology. Speak with any architect at any of the top tier firms in the sports industry, and inquiring minds quickly figure out these are the

driving forces of design in the 21st century. Not budgets or lack thereof, at least not exclusively. When presented with doubt, those who reciprocate with creativity rule the day. And the truth about constraints, financial or otherwise, is they are great for spurring imagination. So while no one can say with confidence what the next five or ten years will yield, it is clear the postmodern sports venue will not only survive, it will pre-vail. And it will prevail because its driving forces are inspired by social relations.

Human beings are social animals. That is not changing. Not in a bull market. Not in a bear market. No matter what variables are introduced, our nature remains a constant. Inter-facing with new and existing friends and business associates is what drives us. And sports hospitality is still one of the best ways to satisfy this innate need for company. Maybe premium seating does not and should not only exist in the traditional form anymore, but it is still necessary in some form certainly. “More and more what ALSD is doing is what is happening,” says Chris Lamberth, ASC AIA at 360 Architecture. “Pre-

mium seating is more and more relevant all the time.” Without question in this day and age, the way people

interact is changing all the time and at a faster rate than we have ever seen. As people interact differently, they have dif-ferent demands to meet people who have common interests, business and social. That realization provides tremendous opportunity to provide hospitality stages. “If you are able to provide the correct social platform, people will pay to be there,” states Murray Beynon, Principal at Brisbin Brook Bey-non Architects. “In the end, social interaction is a major part of the opportunities we’re seeing for new revenues.”

Elvis Has lEft tHE BuildingWhat has emerged in stadiums and arenas are neighborhoods within neighborhoods. Premium seats can no longer be classi-fied as one area, such as other seating districts like upper con-course, mezzanine level or bleachers, but are now subdivided into many unique lots. This translates to increased market segmentation and to different sectors, such as specialized clubs or loge boxes or party suites.

Most of this change is in response to declining renewal rates. Teams must now adjust to what the market is telling them; a market that is not likely to come back in the foresee-

tHE sociology of PrEmium sEating and vEnuE dEvEloPmEnt

Unique New York: Madison Square Garden will offer some first of their kind premium options.

Future new construction and renovation projects will be propelled by social interactions in a world of connected interactivity.

By Jared Frank, Editor of SEAT, ALSD


able future, if ever. So the question is as posed by Lamberth, “How are you going to capture any revenue if you have multiple events where your suites are not being sold at all?” He continues, “One way is by taking four or five suites and converting them to some type of new product.”

Most of these new products to come online in recent years have performed quite well and have paid off initial investments in year one. To play devil’s advocate, there is an objection that asks, “Well, where did that money come from? Are we just recycling existing money?” It is fair to say a team is not going to bring in all new customers to fill a new space and will see some redistribution of revenue.

But here’s the selling point to remember: while the revenue generated by the reinvented space does largely come from up-selling club seat patrons and downgrading suite holders, teams are driving higher revenue from both ends. In reference to relocation from club seats, those individuals are now linked to a higher priced commitment thus contribute higher revenues. That is the easy one. In reference to suite holders relocating, if they do downgrade from a suite to something like a loge box, it is not because a team has cannibalized its own inventory; it is because the suite holder can no longer afford the invest-ment or no longer desires that type of social outlet and were not renewing anyway, but they still need suite-like amenities to fulfill their marketing and relationship building objectives. The alternative to downgrading is impersonating Elvis and leaving the building to seek other hospitality options more in tune with their social needs. And once a customer is gone, there is little to no chance for an encore.

Mid-priced premium inventory is one of the best solutions

to keep existing customers who are waffling over their renew-als. And keep in mind, zero multiplied by 15 non-renewed suite accounts equates to zero revenue. So teams can no lon-ger only cater to the top tier. Because nowadays, just like the general fan base, the premium fan base is not just top tier.

Over the past couple years, SEAT has printed numerous success stories of refurbished space- the Harris Club and The-ater Boxes at the United Center and Club Cambria at PNC Park come to mind immediately. Recently the Bradley Center in Milwaukee announced plans to transform underperforming suites into its version of the Theater Box. On the college side at the University of North Carolina, its proposed loge seating sold out very quickly. “I think loge boxes are really going to catch on in the college market,” predicts Mike Holleman, Director of Sports Facilities at Heery International. “There are a lot of people who want something special without spend-ing the money on a suite.” These types of case histories are becoming commonplace throughout the industry.

But how is this trend translating to designs of new build-ings? One recent design for a new stadium exemplifying the more product offerings approach is the proposed new San Francisco 49ers Stadium in Santa Clara. As Timothy Cahill, FAIA, Director of Sports Design for HNTB, explains, “Vari-ety is the key. We are providing different choices of seat types, including indoor club seats or outdoor club seats or party suites.” HNTB and the 49ers are also aware of the position of its various clubs, locating them in a west side suite tower, the end zones and the field level on both sidelines. “The new 49ers Stadium will have the most number of club seats closest to the field in the NFL.”

Mid-level inventory at UNC’s Kenan Memorial Stadium has been a successful revenue generator.


flExiBility of sPacEFinding multiple uses and a venue’s ability to host more than one type of event are priorities that are sure to continue into the future. In terms of venues as a whole, this means scalabili-ty and quick turnarounds between events; for premium space, this means better space distribution. “The interior areas that are closest to the arena bowl have the most potential to make additional revenue from a hospitality point of view,” explains Beynon, referencing the Madison Square Garden transforma-tion ALSD Conference attendees witnessed this year in New York City. “So what we’ve done is restructure this whole thing where we’ve freed up as much of this space as possible to be used for both premium and other types of hospitality in the building.” So even as new products come online into the fore-seeable future, a template is in place at MSG that can adapt to the future ideas in hospitality that will continue to evolve.

Included in the 49ers proposed design is much elasticity on the premium side. “One thing we’ve done with the pre-mium products is have a variety of options,” Cahill says. “The suite space can be expanded into club space by the removal of a few walls.” Another example on the suite level design is putting the restrooms in a group, as opposed to in each suite. “That way if the (49ers) want to combine suites or build out a larger suite, this is also possible.”

The scalability concept bleeds from inside the venue out into adjacent real estate as well. Mixed-use developments have become the status quo over the past 15 years. “Our approach to sustainability is holistic,” explains Lamberth. “It goes beyond bricks and mortar. We seek solutions that sustain people, business and communities as components within the natural environment.” An example of this philosophy is the Arena District of downtown Columbus, which is anchored by Nationwide Arena, a 360 Architecture design. The site has

gone from a brownfield development to a distinctive urban neighborhood with no dead zones, which draws activity at a community level.

Another recent development, LA LIVE, displays cutting-edge form for merging sports with entertainment, while integrating residential and other social opportunities. The 4 million square foot, $2.5 billion downtown development, which is being directed by AEG, features Nokia Theatre, Club Nokia, The Ritz-Carlton and JW Marriott hotels, luxury condominiums, Regal Cinemas, ESPN broadcast facilities, numerous restaurants and office space. It is also the location of STAPLES Center and will host the 2011 ALSD Confer-ence. Clearly LA LIVE represents the latest and greatest in the sports and entertainment industry. Furthermore, the downtown area is a leading contender to become the future home turf of a Los Angeles NFL franchise.

A competing NFL stadium design, located 20 miles from downtown Los Angeles in City of Industry, has proposed its own mixed-use development and is a model case history to dissect the concept, even if just a hypothetical at this point. The intended stadium, designed by Dan Meis (Paul Brown Stadium, Safeco Field) who is now with the design firm Ae-das, is just one aspect of the area that can generate significant revenue. “This is more than just a stadium at the end of the day. This is a mixed-use, lifestyle center,” says Joshua Boren, Business Development Manager for Aedas. “While obviously football is a major component, and the NFL is going to be the anchor tenant, we see the stadium more as a driver for greater change in the area, and we’re using it to revitalize the central southern California area.”

The revitalization would come by way of a lifestyle retail promenade that would be active 24-7 outside the stadium, as well as office space, a hospital and orthopedic center and

Social Interaction: Communal areas are fueling venue designs.


Feature Concept Design of the Future:ProPosEd san francisco 49Ers stadium in santa claraDesigned by HNTB

For the 49ers, the site of their proposed new home is not so much a football stadium as it is a civic building for the city of Santa Clara. It is close to rail lines, the con-vention center, a soccer complex and a golf and tennis club. The 49ers strategy is to use the new building not just on game day, but as part of the community every day. The team store and the Hall of Fame are located at the base of the building and will be open year-round. There is also public plaza space around the base of the building and additional retail space that will be leased out to tenants within Santa Clara.

Non-game day usage of premium areas is also being considered. “(The 49ers) are thinking about how they can use premium spaces for other functions within the community and the surrounding neighborhoods,” says Timothy Cahill, FAIA, Director of Sports Design for HNTB. One idea is utilizing some of the club spaces as extensions of the convention center.

The new stadium’s capacity of approximately 68,500 is expandable to 75,000 for premier events such as the Super Bowl or World Cup soccer matches. Premium seats number roughly 9,000 club seats and 162 suites. Similar to the Philips Arena in Atlanta, a growing trend is to build all suites on one side of the venue to provide improved service efficiencies. The majority of the suites in the proposed 49ers Stadium are located in a suite tower on the west side of the stadium with access to club areas and a roof deck patio.

Feature Concept Design of the Future:darrEll K royal-tExas mEmorial stadium rEnovation, univErsity of tExasDesigned by Heery International

For nearly 15 years, the University of Texas has continuously made improvements to its state-of-the-art football facility, Darrell K Royal-Texas Memorial Stadium. After its last renovation, seating capacity was increased to over 100,000. In terms of premium amenities, the University of Texas has something for everyone, including 113 private suites and four different club areas, hitting every price point and style to cater to its great diversity of donors, fans and supporters. Suites are leased for three, five or seven years, and food and beverage and tickets are a separate expense.

The fourth club, opening this year, is a very different level of club than any of the other options. “We have (a club) for every price point, from the very traditional to the corporate to the younger fan to the latest one that will open this year,” says Mike Holleman, Director of Sports Facilities at Heery International. “It is a more edgy looking concept in a concourse that is not heated or air conditioned, but it does provide alcoholic beverages as well as an upgraded food service.”

The four clubs at Darrell K Royal-Texas Memo-rial Stadium are the Centennial Club, Texas Club, Touchdown Club and new Terrace on Six Club, available exclusively to North End Chair Back seat holders.

Premium inventory at the proposed 49ers Stadium includes traditional suite offerings and a roof deck patio.


new broadcast facilities for the NFL Network. Such real estate projects are born out of the need to “offer an experience that’s not out there yet,” Boren states, “and to capitalize on the other uses on-site to offset the costs of the facility.”

tEcHnology in sPacEOne of the specific applications of flexibility in facility space is technology. And because it changes so quickly, architects must design technology infrastructure to be flexible enough to apply to any level of technology a team wants and to adapt to the venue’s needs well into the future. It seems like a fool’s errand to try to design for something so fluid that will be obsolete before the building is even completed. “The key thing here is a data backbone, information backbone and fiber backbone that can accommodate what you and I can’t even dream about right now,” says Beynon. “It is absolutely es-sential that you have that backbone throughout the building, because we’re seeing technology changing all the time.”

tHE fan ExPEriEncEPerhaps no other aspect of design will be more important to creating social platforms in the coming years than technology, because of its close ties to increasing the fan experience. How do teams keep their fans engaged? What is in the stadium or arena that fans cannot get in their home with a mobile device or television? The integration of technology and social media, customizing the experience and connecting better with the fans in the seats, has huge opportunity for growth. Mobile communication, touch screen technology, CRM, social net-working and many other applications are about as progressive as niche industries can get. The challenge becomes harnessing the technology to drive revenue and increasing fan experi-ences, both individually and collectively.

Every team and every architect is now thinking about increasing the experience for both the general fan and the premium patron. Designs naturally spend the most money on areas that generate the most revenue, but not at the expense of creating new excitement and new amenities throughout every level of the facility. “The guest experience is the number one priority,” Beynon explains. “People are still going to pay for what’s unique and special, so creating a wow factor while considering financial restraints work hand in hand.”

“One of our priorities for any project is the fan experi-ence,” agrees Holleman. “We’re trying to reach every fan with some type of amenity.” For the general fan, amenities that return revenue are improved sightlines and minimal travel distance between seats and restrooms and concessions.

Some premium amenities that continue to come online with great success include field clubs and event level suites that provide greater exposure to players as they enter and exit

Feature Concept Design of the Future:marlins BallParKDesigned by Populous

Marlins Ballpark, currently under construction, is located on the old Orange Bowl site in the Little Havana neighborhood adjacent to downtown Miami. The ballpark is the keystone for urban rede-velopment of Little Havana. Parking structures and retail at the base of the ballpark’s western plaza integrate seamlessly into other proposed retail development and help connect the ballpark to the surrounding neighborhood, and the surrounding neighborhood to the rest of the city of Miami.

The 37,000-seat future home of the Miami, now Florida, Marlins will include the fifth retractable roof over a ballpark in the United States and a half-acre retractable window wall to shield fans from the un-forgiving sun and rain during the summer months in south Florida. The roof is being constructed with three panels, which can be operated independently to produce micro-shading effects over the playing field and spectators. Premium seating counts include 42 suites and eight party suites.

Not just a location to watch baseball, Marlins Ballpark is a civic sculpture. The building is meant to symbolize water merging with land, inspired by Miami’s coastal landscape. Colorful mosaics and arcades at the base of the building with balconies overhead capture the diverse spirit of Miami and provide plenty of inspiration for life on non-game days.

Marlins Ballpark illustrates the next generation of sports venue, an innovative design that incorporates a responsible, fiscal approach that leads to new cash flows.


Feature Concept Design of the Future:ProPosEd l.a. nfl stadium in city of industryDesigned by Aedas

One competing design aimed at bringing an NFL franchise to Los Angeles is the 600-acre site in City of Industry. The project is spearheaded by real estate developer Ed Roski and renowned architect Dan Meis. As a way to combat rising construction costs, two-thirds of the stadium seating sits directly on grade, which removes 40% of the steel structure by building directly into the hillside topography. This equates to a $400M-$500M cost savings. Compared to other recent NFL stadium projects in Dallas ($1.3B) and New York ($1.7B), the City of Industry design is a remarkable bargain at $800M-$850M without sacrificing the amenities of an adequate Super Bowl facility.

The project is shovel-ready, fully entitled and fully approved, receiving exemption from Governor Ar-nold Schwarzenegger to the California environmen-

tal laws for private development. It is to be 100% privately financed, avoiding the need for non-existent public funding in the state of California. There is a negative perception held by some because the stadium design is not downtown, but 20 miles east of L.A. and 15 miles north of Anaheim, where much of the corporate money is in the southern California region.

Like the proposed 49ers Stadium, the City of Industry design is an asymmetrical plan. There is one six-level suite tower on one side of the facility, housing 176 suites and 12,500 club seats. “Here in southern California, the premium demand is definitely there,” explains Joshua Boren, Business Development Manager for Aedas. The asymmetrical design allows for greater operational efficiencies and more opportunities for B2B networking between premium customers. The suite tower is also backed up against a retail promenade, so on non-game days, premium areas can be used for other revenue generating purposes, such as conferences, conven-tions or parties.

Editor’s Note: At present, there is no deal in place to build a proposed NFL sta-dium in City of Industry. This design is highlighted to showcase its creative approach to revenue generation and some of the characteristics that will comprise all future blue-prints. It is not included to provide an endorsement over competing designs.

Above: The suite tower and club seating area integrates with a retail promenade.

Left: The goal of the City of Industry design is actually to house two teams much like the New Mead-owlands. All aspects of bringing an NFL franchise to the Los Angeles market are in a holding pattern pending what happens during the upcoming CBA negotiations


the theater of play. This is an area where venue personnel and architects must continue to push the envelope to find unique solutions, as it captures more so than any other our social hu-man instincts. It all diverts back to social interfacing. Patrons desire to feel more a part of the game, be closer to the action and interact not only with each other but also with their heroes on the field. And considering the prices they are asked to pay, teams must continue to find ways to deliver this type of access and an experience that cannot be had anywhere else, especially at home alone with an HD television.

One current trend kills two birds with one stone. As Cahill points out, “People are trying to look at making chal-lenging functions a feature of the design.” There are numerous areas that are required for operations that can also be turned into an element that pulls fans in a little closer. This might be the press room, broadcast booths, locker rooms or owner suites. Why not combine some of these functions with pre-mium purposes? Why not take the press room, back a club up against it and allow access to post-game press conferences as a benefit of buying into that club?

sustainaBlE sPacE Lighting controls, waterless fixtures, heating and ventilation controls are all pretty standard these days. Most facilities are targeting LEED goals on some level. “Owners’ interests in and commitment to sustainability is increasing with the understanding that it returns positive results on many levels,” Lamberth says. And what is exciting is the room for creativity in connecting unique people and communities by designing green buildings.

In Santa Clara, the site of the proposed 49ers Stadium is right next to the region’s train lines, alleviating the need to develop a lot of parking. HNTB is also utilizing sustainable and regional materials, which cuts down on transportation is-sues for the cost of materials. Further, the stadium design has a green roof, which includes a solar panel system and planted vegetation next to a roof deck patio.

The proposed NFL stadium design in City of Industry, CA would be the first NFL stadium with a LEED rating. Such a rating would stem largely from the removal of 40% of the steel requirements, which means less steel needs to be fabricated and transported, drastically cutting down on the carbon footprint. The plans also call for 50% of the site to be covered in photovoltaics, or solar cells that convert sunlight directly into electric current.

The Madison Square Garden transformation arguably will make the building the greenest in the country and is a major statement for environmental sustainability. By not tearing the arena down and building new, there is minimized waste headed to landfill sites, and there is no need for new structural steel or reinforced concrete. Add to that the fact that MSG sits atop the country’s most active public transit hub, and one realizes the building’s commitment to a sustainable future.

EvErytHing is connEctEdThe future of venue development is still largely tied to pre-mium seating and the goals of generating maximum revenue while having a facility that is as low maintenance as possible. And whether a team is looking to keep current with a new facility or renovations to its existing one, premium seating remains a driver of the architectural design aimed at meeting those goals. What has changed over the past 15 years is not solely economic conditions; more relevant is how the changes to technology, sustainable and flexible practices and fan ex-pectations have changed the way society interacts. Capture a progressive staging that meets the social environmental expec-tations of fans, and capture the revenue to kindle a profitable organization. #

Write to Jared at [email protected].

Feature Concept Design of the Future:mEtro BanK ParK rEnovation, HarrisBurg sEnatorsDesigned by 360 Architecture

“A lot of people have big ideas right now. We have a lot of people asking questions,” says Chris Lam-berth, ASC AIA at 360 Architecture, when describing minor league teams. The question for the Harrisburg Senators was how they could defend their ballpark from the flood-prone Susquehanna River. 360 Architecture’s solution was a boardwalk constructed above the flood-height elevation, offering fans a 360-degree perspective of the playing field with vari-ous amenities along the way. Above the boardwalk are the majority of the ballpark’s permanent seating, premium amenities and suite level. Below at the field level, areas can be sealed off during potential flood periods.

The two-year project totaled $48 million and included the following:

• A new public plaza and entrance in left field• New left-field seating, an outfield bar with drink

rails and new seating beneath the scoreboard• A roof over a majority of the seating bowl• 20 suites with sweeping views of the field and

the Harrisburg skyline• New concessions and restrooms on elevated

concourses

MLS has seen a boom of new builds recently such as Red Bull Arena in New Jersey.

Access to a portfolio of amenities that

premium seat holders can only enjoy

through their relationships with teams and

venues is vital to the industry moving

forward. Teams and venues must uncover

what they can uniquely provide. And provide

it better than anyone else. The Giant Center

in Hershey, PA has saved many

existing and landed many new relationships

with its variety of entertainment benefits.

By Brian BucciarelliDirector of Partnerships/ Premium SeatingGiant Center/Hershey Bears


FINDING YOUR COMPETITIVE ADVANTAGE

We have all heard the adage “Life in the Minors.” It resonates with the numerous sales-people who sell day-in and day-out in minor league markets. Without a “star player” to

help sell the premium seating experience, minor league teams and venues must find creative solutions when presenting these packages to prospective clients.

In central Pennsylvania, such creative solutions include theme parks and candy bars.

ThE hIsTORY OF ThE “B’ARs”Hockey was a passion for Milton S. Hershey, the chocolate philanthropist who created a town built on chocolate, now known as Hershey, “The Sweetest Place On Earth.”

In 1938, Mr. Hershey watched his Hershey B’ars hockey team officially join the American Hockey League (AHL). The name was later changed to the Hershey Bears, because many thought “B’ars” was too commercial. Ironically, the Bears played in Hersheypark Arena, which many believe was one of the first naming rights deals in the industry. Already, Mr. Hershey recognized the importance of corporate sponsorships. Also of note, this is the same place where Wilt Chamberlain scored 100 points in an NBA basketball game, which is still an all-time record.

Hersheypark Arena hosted the Bears for the next 66 years. It was a fantastic venue to watch hockey and other live events, but it lacked the amenities and modern day premium seating options that were becoming standard in the marketplace. This need led to the construction of the Giant Center, a newly updated home for the Bears completed in 2002.

ABOVE: The Giant Center, which seats up to 12,500, is home to the AHL’s Hershey Bears


sEllING sUITEs AT ThE GIANT CENTERWith the need identified to build a new state-of-the-art facil-ity in Hershey in 1999, Hershey Entertainment & Resorts Company, who own and operate the Bears, decided to send select representatives from Hershey to the Association of Lux-ury Suite Directors Conference in Washington, D.C. Both the conference and the ALSD helped in developing a plan for premium seating in the Giant Center, which included 688 club seats, a private club lounge and 40 luxury suites.

The original Giant Center suite packages consisted of two choices. The “All-Inclusive” package included tickets to all Giant Center events, while the “Hockey-Only” package pro-vided tickets to regular season home games only. Club seats were based on a one-, three-, or five-year lease period. Similar to the “Hockey-Only” package, these seats included regular season Bears games with the first right to purchase tickets for other Giant Center events.

By using this new concept, there was little doubt that suites and club seats would sell out. The only question was which package would be the most popular.

Typically, it is the size of the market that impacts suite purchasing. Major markets (NHL/NBA arenas) can justify investment levels with star players, but this is rarely the case with the minor leagues. While the 11-time Calder Cup Champion Hershey Bears are one of the most recognized names in the minor leagues, companies in central Pennsyl-vania were not purchasing suites for hockey alone. Thus the “All-Inclusive” suite ticket package was our most popular from day one and remains so today.

hERshEY’s COMPETITIVE ADVANTAGEAs our premium seating program continues, and especially now with an unstable economy, offering more value to our packages has become increasingly important. Fortunately, Hershey Entertainment & Resorts is a diversified entertain-ment and hospitality company that owns and operates two theme parks (Hersheypark and Dutch Wonderland), two re-sort properties (The Hotel Hershey and Hershey Lodge), four distinctive golf courses (Hershey Golf Collection), The Spa at The Hotel Hershey, over 14 restaurants and multiple venues for big name concerts. These amenities offer a significant advantage for our staff selling premium seating packages.

On the competitive front, we have seen an influx of premium seating offers from three minor league baseball teams all located within a 30-mile radius of the Giant Center. Despite the crowded marketplace, our competitive advantage remains clear. Only Hershey can offer an extensive variety of entertainment options to our suite holders either at additional cost or included within existing packages.

For example, our suite holders enjoy exclusive access

Suite holders at the Giant Center have access to Hershey Entertainment & Resorts’ entire entertainment menu, including Hersheypark and the Hershey Golf Collection.


The Giant Center’s 40 executive hospitality suites are situated 22 rows from the ice surface.

to four golf courses through our Hershey Golf Collection, discounts on rooms and meeting space at our Hershey Resorts properties, tickets to Hershey Theatre, summer concerts and discounts on Hersheypark admission. Our club seat holders do not receive all the amenities enjoyed by a suite holder, and rightly so, but they also receive exclusive perks like discounted admission to our theme parks. This has not solved every issue surrounding renewals and new business, especially in this economy, but it has extended numerous deals and landed others.

Another trend we are seeing from suite holders is the switch to half, one-third and one-quarter shares. Initially this occurred because the Giant Center hosted approximately 150 events each year. Now, with the economy, more companies have asked about sharing a suite. In fact, a majority, if not all requests, mention multiple ownerships. Requests for shar-ing club seats have also increased. This is happening in all markets, not just the minor leagues. But with multiple events involved, suite sharing at the Giant Center is very interesting.

For a strategy that may help regardless of whether a venue sells in a minor league or major league market, we have had tremendous success with billing over two calendar years. Since our agreements run from October 1 - September 30 of the following year, we can invoice over two calendar years. This only impacts companies who budget on a calendar year, but for those who do, it has saved many deals.

As recent events have dramatically changed the premium seating industry, we all need new and creative ways to help our clients justify their investments. In Hershey, our variety of entertainment provides a competitive advantage that not many other venues enjoy. Leveraging these offerings has

become even more important today, particularly in a minor league market. But if any venue looks hard enough, they too can find their competitive advantage.

We invite you to visit Hershey and would be delighted to show you our town built on chocolate, with streetlights shaped like Hershey’s Kisses. You could play a little golf, in-dulge in a cocoa massage, or simply sit outside and smell the chocolate in the air. Most importantly, we would be proud to show you the Giant Center and help you find your competi-tive advantage. #

Want to network with Brian?Here’s His Business CardBrian BucciarelliDirector of Partnerships/Premium Seating

Giant Center/Hershey Bears950 W. Hershey Park Dr.Hershey, PA 17033

(O): [email protected]


Editor’s Note: Suite pricing across a multi-variant landscape is further investigated in this article, the first of a four part series. The average low and high cost of a suite for each team is sourced from the ALSD Reference Manual. However, the research does not take into account how many suites are priced at each price point, slightly misrepresenting accurate averages, but still provid-ing a credible means of comparison. Tackled first in this issue is the NFL. Check back in subsequent issues for similar analysis for the NBA, NHL and MLB.

There is no doubt that the suite industry has seen a boom in the past 21 years since the inception of the Association of Luxury Suite Directors. Leagues enjoy the cachet that suite ownership delivers, not

to mention the revenue that comes along with it. But which cities do better and why, and does the same hold true for all franchises in that metro area? How do venue expansion and renovation impact revenue per event? What factors best deter-

mine suite price? Are the teams in cities with dense popula-tions able to charge more for a suite? Or is team performance more influential?

The numbers are in. And as a new football season begins, a fresh look at each team in the NFL is given here. The research does not get caught up with who won last year’s Super Bowl, but Go Saints! While this might play a role in what the Saints can charge this year for a suite, this article is more objective and based on many factors. All teams are not equal, but how unequal they are varies for many reasons, not just recent on-field success, the age of a team’s facility or geographic location.

The variables taken into account are areas that impact the demand for suites, as reported by industry leaders in the field. They are likely to change by geographic market. The game plan for this study is to organize data across many variables in a single table, allowing trends to emerge that shed light on why some teams can charge more than others for a seemingly comparable product.

NFl Teams score Big in the suite MarketBy Peter Titlebaum, Ed.D, University of Dayton and Debbie Titlebaum, MBA

Team

2010 Forbes Team Value

($mil)2010 Arbitron

Population Number of

Suites

Low Cost of a Suite

High Cost of a Suite

Maximum Suite Seating Capacity for

All Suites

Suite Seating % of Facility

Capacity

Full House Marketing: Number of

Fortune 1000 Companies

Dallas Cowboys 1,805 5,216,100 300 $ 100,000 $ 500,000 10,000 10.00% 44

Washington Redskins 1,550 4,279,900 280 $ 90,000 $ 250,000 4,280 5.40% 27

New York Giants 1,182 15,669,500 218 $ 125,000 $ 500,000 5,144 6.20% 126

Philadelphia Eagles 1,119 4,357,600 172 $ 90,000 $ 300,000 3,320 4.80% 28

Chicago Bears 1,067 7,862,200 133 $ 90,000 $ 330,000 2,732 4.40% 53

Green Bay Packers 1,018 1,453,300 166 $ 68,000 $ 154,000 3,560 4.90% 4

Detroit Lions 817 3,831,100 129 $ 50,000 $ 125,000 4,461 6.90% 15

Minnesota Vikings 774 2,712,500 80 $ 60,000 $ 160,000 1,415 2.20% 28

Carolina Panthers 1,037 2,008,600 158 $ 59,000 $ 315,000 1,956 2.70% 13

Tampa Bay Buccaneers 1,032 2,379,300 195 $ 60,000 $ 344,000 2,988 4.50% 7

New Orleans Saints 955 1,003,700 153 $ 54,713 $ 183,675 3,748 5.50% 1

Atlanta Falcons 831 4,413,800 172 $ 45,000 $ 312,000 3,952 5.50% 27

Seattle Seahawks 989 3,390,900 113 $ 65,000 $ 250,000 2,300 3.40% 12

San Francisco 49ers 925 6,145,800 94 $ 60,000 $ 180,000 1,358 1.90% 26

Arizona Cardinals 919 3,300,300 88 $ 70,000 $ 170,000 1,468 2.30% 11

St. Louis Rams 779 1,979,400 121 $ 65,000 $ 160,000 2,500 3.70% 18

AVERAGE FOR NFC CONFERENCE 4,375,250 $ 71,982 $ 264,605 3,449 4.84% 28

TABlE 1: NFC VARIABlEs

ALSD Conference Program 09.indd 29 6/15/2009 5:12:49 PM


The following list includes the variables chosen with the sources in bold type.

• Forbes – Team value of the total franchise• Forbes – Team value ranking among all 32 NFL

teams • Arbitron – Population of metropolitan area • Arbitron – Market ranking compared to other met-

ropolitan areas• Fortune – Listing of the top 1000 companies in the

United States• FullHouseEntertainmentDatabase

Marketing– Breakdown of the number of Fortune 1000 companies by metropolitan area

• NFL – Conference, AFC or NFC • NFL – Division, North, South, East or West • ALSD – Low and high average cost of a suite • ALSD – Maximum suite seating capacity for all

suites • ALSD – Suite seating percentage of total stadium

capacity• ALSD – Year stadium was built or most recent major

renovations The goal is to assess how teams are doing within their own suite market and to uncover insights that help teams and leagues improve their inventory performance. Previously, teams were considering only their own metrics when making important decisions. Understanding their performance within the context of other teams could drastically impact their actions. Similarities are found between teams when studied across these criteria as well as some large discrepancies. For

example, the Dallas Cowboys have 300 suites, which is the most in the NFL. In comparison, the Minnesota Vikings have the fewest with only 80 suites. The Green Bay market in-cludes only four major corporations as defined by the Fortune 1000 listings. Given the population, corporate presence and number of suites available, one might infer the overall value of the Packers to be low, but the Forbes listed value outweighs nearly half of the teams in the league. Tables 1 & 2 show team standings on all criteria; the charts are broken down by divi-sion and conference.

These conclusions beg deeper analysis. The suites at Cow-boys Stadium in Dallas make up 10% percent of the overall seating capacity of the 80,000 (expandable up to 100,000) seat stadium. Meanwhile, Candlestick Park, home of the San Francisco 49ers, has the lowest percentage at 1.9% of the ca-pacity of 70,000 seats. Sensibly, both the Minnesota Vikings mentioned previously and San Francisco 49ers have concept designs in place for new stadiums to address these concerns in the coming years.

The most affordable suite presently is found at Ralph Wilson Stadium, home of the Buffalo Bills, at $28,400 for a season. In contrast, the Miami Dolphins have a suite offering that brings in $750,000 annually. Considering the entire NFL, the average low cost of a suite sells for $64,597, whereas the average high end cost is $246,712.

Does the picture vary by dividing the teams by confer-ence? Absolutely. The AFC average for the low cost of a suite is $57,213 versus $71,982 in the NFC. Similarly, the average high cost of a suite in the AFC is $228,819 versus $264,605 in the NFC. How does the NFC manage to command more

Team

2010 Forbes Team Value

($mil)2010 Arbitron

Population Number of

Suites

Low Cost of a Suite

High Cost of a Suite

Maximum Suite Seating Capacity for

All Suites

Suite Seating % of Facility

Capacity

Full House Marketing: Number of

Fortune 1000 Companies

New England Patriots 1,367 3,977,400 88 $ 70,000 $ 170,000 1,468 2.20% 23

New York Jets 1,144 15,669,500 212 $ 80,000 $ 250,000 5,144 6.20% 126

Miami Dolphins 1,011 3,580,000 195 $ 77,000 $ 750,000 3,480 4.60% 13

Buffalo Bills 799 968,000 130 $ 28,400 $ 197,600 2,867 3.90% 3

Baltimore Ravens 1,073 2,261,000 119 $ 55,000 $ 200,000 2,496 3.50% 5

Cleveland Browns 1,015 1,763,000 145 $ 30,000 $ 125,000 2,275 3.10% 18

Pittsburgh Steelers 996 1,979,400 129 $ 55,000 $ 150,000 1,544 2.40% 16

Cincinnati Bengals 905 1,790,300 126 $ 76,000 $ 170,000 2,520 3.80% 15

Houston Texans 1,171 4,815,700 193 $ 50,000 $ 278,000 4,500 6.40% 53

Indianapolis Colts 1,040 1,388,800 137 $ 40,000 $ 230,500 4,610 7.30% 8

Tennessee Titans 994 1,254,700 172 $ 55,000 $ 128,000 2,996 4.30% 13

Jacksonville Jaguars 725 1,144,400 90 $ 50,000 $ 145,000 2,160 3.20% 7

Denver Broncos 1,049 2,336,100 115 $ 100,000 $ 160,000 2,210 3.00% 11

Kansas City Chiefs 965 1,607,500 125 $ 49,000 $ 377,000 2,094 2.70% 10

San Diego Chargers 907 2,578,900 113 $ 60,000 $ 180,000 1,893 2.70% 5

Oakland Raiders 758 1,521,300 143 $ 40,000 $ 150,000 3,850 6.00% 26

AVERAGE FOR AFC CONFERENCE 3,039,750 $ 57,213 $ 228,819 2,882 4.08% 22

TABlE 2: AFC VARIABlEs

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for lowest price, highest price and total team value? Could it be that it includes more northeastern cities that tend to be more densely populated?

To no great surprise, New York is ranked largest in popula-tion by Arbitron in 2010 with 15,669,500 people. The small-est NFL metropolitan area is Buffalo with 968,000 residents, ranking as the 53rd largest marketplace in the United States. As a whole, the AFC plays in a smaller marketplace averaging 3,039,750 people versus the NFC, which averages 4,375,250 people in their cumulative regions.

In 2010, Forbes assesses the Dallas Cowboys at a team value of $1.81 billion and the Jacksonville Jaguars at a value of $725 million. So while Dallas currently delivers more than twice the team value of Jacksonville, Jacksonville can narrow the margin. Perhaps they build or renovate. Anything that im-proves the prestige of the brand results in higher team value. It should also be pointed out that other teams on the bottom of the Forbes list also play in some of the oldest venues in the NFL.

While the AFC’s average team value of $995 million is comparable to the NFC average team value of $1.05 billion, the AFC is still not commanding the same level of dol-lars compared to the NFC on average. Table 3 displays the commanding lead the NFC has over the AFC in all but one variable.

The insights, taken from these tables, show how teams stack up against each other in terms of suite pricing in the NFL. A great deal goes into the business side of suites and how teams justify setting their suite prices. It is not a small consideration. Many factors contribute to the final pricing structure that teams employ. Nobody wants to leave potential untapped revenue, but how do teams know how they com-pare unless they consider the variables. #

Write to Dr. Titlebaum at [email protected].

TABlE 3: TAlE OF ThE TAPE

FINDING YOUR COMPETITIVE ADVANTAGE


In the past four to five years, social media popularity has grown at an exponential rate among businesses, schools and circles of friends. When focusing more closely on collegiate and professional sports, there is no exception.

To this notion, the ALSD proudly announces a new and formulated effort to implement this new avenue of communi-cation into its everyday proceedings. With momentum origi-nating from the conference in New York City, and building straight through to next summer’s show in Los Angeles, the time is prime to welcome a new media era for the ALSD.

The first major step in the social media effort is a re-vamped and highly integrated web site. There will be several features encouraging traffic to the site and containing benefits for all ALSD members. Using a login and password, members will be able to search a database consisting of every member belonging to the ALSD as well as sorting them by name, organization and league/category if desired. In addition to this private content will be an open and detailed ALSD Buyers Guide, daily updates regarding industry news and research and current conference information. Once fully activated, the site will be a must see on a day-to-day basis for any individual who works in the premium seating industry. Look for basic functionality to come online within the next month with revi-sions uploaded continuously throughout the year.

Along with the proposed new web site forum providing ALSD information and updates, digital and mobile media aficionados are able to find ALSD staff and other ALSD members using social media to provide relevant information. One of the most common avenues for communication at this point is Twitter, the networking site that allows you to follow anyone from your friends to world leaders, while allowing you to post your own thoughts. With the ability to search for any topic of interest, it is a great way to create new business contacts domestically and abroad. Twitter users can find Jared Frank (@SEAT_Editor) and this author (@Ryan_ALSD) posting updates current with ALSD developments.

While Twitter is the most fluid and updated site in real-time, ALSD content can also be found on Facebook and LinkedIn. By joining the “Association of Luxury Suite Directors” groups on these two sites, users are connected with other members and kept closely in touch with other industry figures. These forums are fantastic ways to follow up with connections made and connections desired throughout the ever-growing network of conference attendees and new mem-bers. The great benefit of joining these groups is the presence of updated materials that show up on users’ news feeds both on Facebook and LinkedIn. For example, when it is posted on the Facebook group page that a stadium designer has shared his ideas for a proposed new Red Wings arena, the link and brief synopsis arrives in each group member’s new feed on his or her home page; thus proving another way social media plays a pivotal role in staying educated and up to date with industry news.

As mentioned, collegiate and professional sports are incorporating more and more of their daily routines into these new media avenues. Social media has become a premier way to promote brands to fans, who have gained a growing dependency on these technologies. It is becoming less of an option and more of a demand for organizations and venues to promote their brands by incorporating a Twitter update or Facebook group.

A perfect example of this marketplace activation among professional venues is the American Airlines Center Platinum Club. Already considered a top premium area among profes-sional venues, the AA Center Platinum Club uses Twitter (@AACPlatinumClub) to directly link with fans eager to have a behind-the-scenes look. As stated on the Platinum Club Twit-ter profile, the club uses its account to “provide you with the

ALSD JOINS ThE SOCIAL MEDIA BOOMJust as many member teams and venues are doing, the ALSD is now pervasive in social networking. Follow us on Twitter, Facebook and LinkedIn for daily industry and association news updates and promotions.

By Ryan Mirabedini, Marketing Assistant, ALSD


most up-to-date information regarding upcoming events, pur-chasing tickets, directions, parking, dining & reservations.”

Another professional franchise looking to bolster its fan support through social media strategies is the Cleveland Indians. The “Tribe Social Deck,” initiated at the beginning of the baseball season to increase fan support, has proved worthwhile. The 10-seat area of the Progressive Field bleach-ers is being occupied each game by bloggers, other social media users and fans with the aim of advancing the Indians’ roots within shared media. According to Sports Business Daily, “The Indians, coming off a 97-loss season last year and prominent ALCS collapse in ‘07, have more than 150,000 fans on the club’s official Facebook page.” Those numbers are impressive considering the referenced article was written in mid-April, and the Indians Facebook page now has more than 200,000 fans- proof that their social media push has had a direct positive affect.

The college front is no different as the main target audi-ences are current students and alumni that are hip to the cul-ture of social media. As Casey Bookout, Athletics IT Director for the University of Oklahoma says, “We use three forms of social media- Facebook, Twitter and YouTube. All of which help drive traffic to our website, www.soonersports.com.” Considering his point that, “These technologies are a way of life for our fans, and they expect us to acknowledge that,” the point that fans no longer wait for the next day’s newspaper to find out what breaking announcements have happened is supported. These tech savvy fans want to know what is hap-pening as it is happening.

It is clear that organizations are using whatever mediums they can, in this case social media, to bolster and support ticket sales. A realization of the times is necessary for success, which is why the ALSD will continue to provide new and advanced technologies like an integrated web site, staff on Twitter, Facebook and LinkedIn pages. As participation with these social media outlets continues to grow, so will the ALSD and its success in the future. #

Write to Ryan at [email protected].

Editor’s Note: I know many more ALSD members, that we did not have room to mention in this article, have had great success with using social media to promote their teams and premium seats. We will follow up this piece with a feature article in the 2011 winter issue of SEAT. In the meantime, follow our social networks for industry news and association promotions.

“These technologies are a way of life for our fans, and they expect us to acknowledge that.”

– Casey Bookout,

Athletics IT Director at the University of Oklahoma

Connect with the ALSD on LinkedIn:

Association of Luxury Suite Directors Group Page:www.linkedin.com/groups?about=&gid=918457

Bill Dorsey:www.linkedin.com/pub/bill-dorsey/5/332/201

Amanda Verhoff:www.linkedin.com/in/amandakuntzverhoff

Jennifer Ark:www.linkedin.com/pub/jennifer-ark/6/44b/1b5

Pat McCaffrey:www.linkedin.com/pub/pat-mccaffrey/9/27b/54b

Jared Frank:www.linkedin.com/in/jaredfrank

Dene Shiels:www.linkedin.com/pub/dene-shiels/10/b97/b8

Ryan Mirabedini:www.linkedin.com/in/ryanmirabedini

Follow the ALSD on Twitter:

Jared Frank:www.twitter.com/SEAT_Editor

Ryan Mirabedini:www.twitter.com/Ryan_ALSD

Become an Association of Luxury Suite Directors fan on Facebook:

Association of Luxury Suite Directors Group Page:www.facebook.com/pages/Association-of-Luxury-Suite-Direc-tors/112032714717

SOCIAL MEDIA BY ThE NUMBERS

700 BILLIONNumber of minutes people spend every month on Face-book (Source: www.facebook.com)

250 MILLIONNumber of active Facebook users who login any given day (Source: www.facebook.com)

100 MILLIONNumber of registered Twitter user accounts (Source: www.twitter.com)

61 PERCENTPercentage of MLB fans who say they are bigger fans since beginning to follow the league on social media(Source: www.sportsbusinessjournal.com)

24Number of hours of video uploaded on YouTube every minute(Source: www.youtube.com)

8.4 MILLIONNumber of iPhones sold in Q3 in 2010(Source: Apple, Inc.)

2 BILLIONNumber of videos down-loaded on YouTube every day(Source: www.youtube.com)

1Number of new LinkedIn user accounts registered every second(Source: www.linkedin.com)

ALSD SOCIAL MEDIA

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New York City is the heart of the sports business world. Fittingly, the ALSD brought its 900-plus attendees to the center of it all, ready to take on the city that never sleeps. The attendees survived,

I think, but the Big Apple sure did take a bite out of me! Follow along as I recount the tireless days leading up to

and during the show and take a pictorial tour of your time at the ALSD Conference. If you missed it, delight in the photo history and promise not to miss 2011 at LA LIVE!

FrIDAY, JunE 25: PrEP DAYPregNaNt with aNticiPatioNAhhh Friday in nYC! The sun is shining; the city is a buzz; the tourists are camera crazy; and the ALSD has arrived. The excitement is high, the mood is good. But it does not take long to hit us… we have a lot of work to do.

It is less than two days until the 20th anniversary of the ALSD Conference begins. We are pregnant with anticipation, or pregnant with caffeine; I’m not sure which. It is going to be a long, but exciting two days!

SAturDAY, JunE 26: GEt ‘Er DonE DAYiNterNs get word that sleeP is forbiddeNIt’s no surprise that new York City is an attractive choice for interns looking for summer work. Little do they know how-ever that they will rarely see the city, let alone daylight, for the first few days.

Instead we spend our time in a meeting room appropri-ately named “times Square”, where we stuff bags, prepare surveys, sort badges and memorize meeting rooms and semi-nars. The interns are only allowed out for Kinko’s runs and the occasional pizza pick-up. rest is hard to come by as is an empty seat on the new York subway.

A daily recap of this year’s ALSD Conference and Tradeshow in New York City through the eyes of its incessant leader.

By Amanda Verhoff, Executive Director, ALSD

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SunDAY, JunE 27: KICKoFF AnD HomE runit’s go tiMe!It’s Sunday Fun-day! Attendees are arriving, the Exhibit Hall is set, and Scott o’neil, President of madison Square Garden Sports, will kick off the conference shortly.

The new Yankee Stadium kicks off 2010’s venue tours. need I say more? I think not.

A big thank you goes out to Sarah Barker, Program De-velopment and non-Baseball Events at Yankee Stadium and Legends Hospitality for outstanding preparation, food and beverage.

monDAY, JunE 28: LEAGuE DAYteN leagues; oNe locatioNLeague Day breaks down geographical barriers. For one day, teams in their respective leagues have a comprehensive idea-sharing session. This year, the nFL welcomes Green Bay Packers President mark murphy to address the group, while the nHL utilizes a professional sales trainer. The nBA’s league representatives have created a hands-on workshop, while the mLB teams join with mLBAm representatives to enhance the benefits for each group. Food and beverage are set to enjoy a behind-the-scenes tour of the host hotel’s food and beverage

through the eyes of the alsd staff:

“During my time in new York City, I was fortunate enough to meet and network with conference attendees, many of whom got the chance to see a taping of the Late Show with David Letterman. I am confi-dent that the memories, training and expe-rience I gained from my internship will last a lifetime.”

– Kyle Kuntz, marketing Assistant and Lead Intern

“The conference was a unique opportunity to prove that the ALSD fits right in the heart of the biggest, most happening city in the world. Seeing members come from hundreds of cities around the country and world showed me the special ability of the ALSD to bring all its members together and become one big family.”

– ryan mirabedini, marketing Assistant and Lead Intern

1

2 3

4

1 Opening Act: The Tradeshow floor is center stage during the conference’s first day of events.

2 Commissioner’s Trophy: Attendees are able to get pictures with the Yankees’ 27th World Series Championship trophy.

3 Garment District: The latest 5th Avenue fashions spill into the Exhibit Hall.

4 A Bronx Tale: From the field, to the dugout, to the clubhouse, to the clubs, to the suites, to the museum that is the new Yankee Stadium, attendees experience it all and now have quite a story to tell.


outlets. minor Leagues, Colleges, racing and Soccer join to-gether for morning presentations, then roundtable discussions in the afternoon on more specific topics. Finally, Informa-tion technology, our fastest growing group, spends monday, tuesday and Wednesday discussing current and future trends and advancements.

Kudos goes to Christine Stoffel, Chris Wood and their entire Information technology team for their superb pro-gramming and for outfitting the exhibit hall with all the bells and whistles of the world of technology. The interactive and innovative exhibits continue to grow and evolve each year.

The World’s most Famous Arena is going through one of the most dramatic and expensive makeovers in sports history, and ALSD attendees have the chance to see a sneak peak of what’s to come at madison Square Garden. today during League Day, attendees tour mSG’s Presentation Center, home to two model suites and an interactive arena model.

upon the completion of League Day, attendees cool off with a cocktail in the Exhibit Hall and have the opportunity to rub shoulders with former Super Bowl Champion Head Coach Bill Cowher.


“The Exhibit Hall was hopping like a times Square retail store with new products, gifts, great food and thirst-quenching libations. Thanks to matt Borgard of Crown Im-ports LLC for supplying modelo Especial to pour from the “Draftmaster.” Special thanks also go to tom Kaucic of South-ern Wine & Spirits for providing product from labels like tommy Bahama rum and Wente Family Estates.”

– Dene Shiels, Director Sponsor/Partner Development

“The bus situation in nYC was what I ended up calling ‘Controlled Chaos.’ The biggest scare was dropping attendees at Yankee Stadium. I went outside to take a breather, and one of the bus drivers said to me, ‘Sir, all of the parking lot gates are locked.’ my heart sunk to the floor. He smiled, put his hand on my shoulder and said, ‘It’s okay... we will just stage them down the street un-til we are ready to leave.’ There is a GoD!”

– Scott Hinzman, national Sales manager

2

3

4

1

1 Attendees take time to network and enjoy food and beverage in the Exhibit Hall.

2 The ALSD would like to thank MOTOROLA for its continued support in bringing in Super Bowl Head Coach Bill Cowher to meet our attendees and deliver the conference’s keynote speech.

3 Tom Moore of MOTOROLA with Coach Cowher

4 The WNBA’s New York Liberty practice as attendees tour Madison Square Garden.

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tuESDAY, JunE 29: mEEtInG AnD mEADoWLAnDSroll Me outta hereDisney Institute is tuesday’s highlight. Their presentation “Disney’s Approach to Quality Service” lives up to its name. Attendees are raving about the takeaways and asked when the group will be back to present again. The first-ever Premium Seat Summit is a success, and the ALSD is confident that we will improve the session for future years. It will be hard to top the lineup of panelists however. Thank you to Dan migala (and his DeLorean) for moderating the summit.

The ALSD also hands out awards today. Awards given out this year capture the hard work and loyalty necessary to run this conference for twenty years and counting. The Survivor Award will be given to Spring uSA, our only exhibitor to attend all twenty ALSD Conferences. We also surprise ALSD Founder Bill Dorsey with an award, recognizing his vision and achievement of growing the ALSD for the past twenty years.

The new meadowlands Stadium is new York/new Jersey’s modern marvel. Anne Wheat, Director of Guest Services for the new meadowlands, has made sure nothing is neglected at this evening’s reception; she has staff members dusting for spiders. An extraordinary job has been done by Anne detailing and preparing for the ALSD.

The food and beverage, compliments of Delaware north Companies, namely Laura mulholland and richard Dobran-sky, leaves us all fat and happy!


“The value of the ALSD Conference lies in its strength of people and ideas. The ALSD is first and foremost defined by its com-munity of like-minded people. Then it’s all about open idea exchange to ensure success for all teams in all markets in our commu-nity. There are no barriers of geography, no barriers of sport.”

– Jared Frank, Editor of SEAt magazine

“We would also like to recognize motoroLA, who for the past two years have provided keynote speakers to the ALSD program. motoroLA brought Bill Cowher to the ALSD this year, who we know as a humble and dedicated father who just weeks after spending time with us lost his wife to cancer. our thoughts and prayers are with his family.”


sPriNg forwardLoyalty deserves its due. Spring uSA, the manufacturer of highly finished chafing dishes and various other professional cookware products, was the ALSD’s first exhibitor back when Brett Farve was just beginning his nFL career. That’s 20 years of survival. And so it was appropriate that the ALSD present to nick Lekos and Eric Bartunek of Spring uSA at this year’s new York show, its Survivor Award (pictured here). Without sponsors and exhibitors such as Spring uSA, the way the ALSD operates would be far different than it is today. We thank them for their support and hope to continue the relationship into the next generation.

– Bill Dorsey

1

2

3

4

1 Attendees relax in the Commissioner’s Club at New Meadowlands Stadium

2 Shop’s Closed: ALSD attendees work hard and then play hard.

3 The $1.7B, 82,500-seat New Meadowlands Stadium

4 First Generation: The ALSD awards its Founder, Bill Dorsey, for his vision and service in building the association for the past 20 years. Pictured with Bill are current and past Presidents of the ALSD (from left): Pat McCaffrey, Jennifer Ark, Dorsey, Tom Kaucic and Bob White.

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“When the idea of having the conference in new York City was first presented, we knew it could be one of our best shows to date. It didn’t disappoint. The ALSD staff, along with new President Jennifer Ark and the ALSD Board, programmed a tremendous event. The backdrop of times Square along with the outstanding new York venues presented a perfect combina-tion to highlight the 20th anniversary. We continue to keep setting the bar very high for the conference. next year’s show in L.A. is already shaping up to be right in line as another “can’t miss” event for the associa-tion.”

– Pat mcCaffrey, former ALSD President

“As President, I was amazed at the detail and dedication that goes into the conference. teamwork was in full effect. Board mem-bers stepped up to market and program the show and each member took it upon himself/herself to offer input and ask valu-able questions of session presenters. Intern engagement was excellent, as each used the experience as an educational tool and a chance to fully support the ALSD staff. The ALSD staff put on another enlightening and appealing conference; I look forward to the 2011 show already. Finally, the League meetings were engaging and epitomized the importance of premium seating in the sports and entertainment industry.”

– Jennifer Ark, Director of Premium Sales and Guest Services for the

Green Bay Packers and current ALSD President

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2 3

4

1 Nearly every conference attendee is gathered together for two huge combined general sessions with dream team panels- the First-Ever Premium Seat Summit and Disney Institute’s Approach to Quality Service.

2 New Meadowlands Stadium President and CEO Mark Lamping delivers his welcome address.

3 The 10,700 square foot Commissioner’s Club at New Meadowlands Stadium is the ultimate destination for luxury and exclusivity with the highest level of finishes and amenities.

4 Attendees of the 4th Annual SEAT-IT Conference and Tradeshow, held concurrently with the ALSD show, enjoy the New Meadowlands Stadium tour.

For the Thrill of IT

© 2010 Insight Direct USA, Inc. All rights reserved. Insight is a registered trademark of Insight Direct USA, Inc. All other company and product names are trademarks or service marks of their respective owners.

1 . 8 0 0 . I N S I G H T t I N S I G H T. C O M

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time and order concessions at the touch of a button. Provide your guests with all this and

more by teaming up with Insight.

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“This year’s show in new York City com-bined some of the best traditions of the past, i.e., great receptions and tours and a wonderful hotel, with a real effort to upgrade the programming and content. This included the first-ever Premium Seat Summit and our first foray into bringing in world class speakers, such as Disney Insti-tute.”

– Bill Dorsey, ALSD Chairman and Founder

“This year, the ALSD had the honor of pre-senting an award to our 20-year exhibitor, Spring uSA. nick Lekos and Eric Bartunek accepted the Survivor Award for 20 years of commitment.”


WEDnESDAY, JunE 30: CLASSES AnD CLoSInGwe did it!Gary Bettman, nHL Commissioner kicks off our final day with an insightful keynote address. Following the address, the ALSD packs the program so full of sessions that by the end of the day, attendees need a red Bull just to keep their brains from taking a nap.

Lucky for our attendees, red Bull Arena provides the jolt (and complimentary red Bull) needed to trudge on and close the conference. rich Searls, an ALSD Board member, opens the doors to the brand new, state-of-the-art building to at-tendees and shows off the cashless PoS system, as well as the lone red seat (which you will have to ask rich about at next year’s show). The red Bull Arena tour closes another success-ful conference.

tHurSDAY, JuLY 1: CrASH the “do Not disturb” sigN haNgs oN the doorA very special thank you goes out to Lacqua Cammareri and Paul Fitzgerald from the marriott marquis for allowing me a late checkout and a little more time to recover from the bite the Big Apple took out of me.

And exhale.See you next year in sunny Los Angeles, California. #

Write to Amanda at [email protected] out More Photos oN the associatioN of luxury suite directors facebook Page

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2

1 Peace and Love: Thanks to all our old members and new for your continued support and friendship.

2 Wednesday at the ALSD Conference finishes strong with nine general, sales, service and F&B sessions.

3 JFK to LAX: The ALSD goes coast to coast for the 2011 Conference and Tradeshow at LA LIVE.

3

IT’S TIME TO TAKE IT UP A NOTCH.You’re in an industry where good enough just isn’t good enough. We are too.

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Automated merging of player records, reports, and depth charts with analytical and video assets providing the ultimate single-source, on-demand system for the entire organization

Great for Fans:Interactivity is the key to the next generation of fan experiences. IdentityMine creates unique online experiences both inside and outside of the stadium. We create interactive games, mobile appli-cations, in-stadium interactive digital signage and more.

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Who buys premium seating?

What business categories lease suites, club seats and other premium inventory?

What is the size of a typical company that buys?

What else do they have in common?

answers to these and many other questions are now available to ALSD members as a result of Full House Entertainment Database Marketing part-nering with the Ohio University Center for Sports

Administration. In 2010, the research team updated and ex-panded its original 2007 suite lease research study (published in the fall 2007 issue of SEAT). Over 13,000 professional sport premium seating customers have been analyzed, and Full House and Ohio University are excited to share the top industries that lease suites and other premium inventory (club seats, VIP clubs, etc.) with ALSD members.

The full research report will be released in the 2010 fall issue of SEAT Magazine published in November. Full House and Ohio University are providing ALSD members an exclu-sive opportunity to get a jump start on the results. If a venue has premium inventory, this data will be the blueprint for finding new customers.

The top 10 will be released in a series of weekly emails to those who sign up starting with category #10 working towards the top industry that buys premium seating. The research team is also drilling further down within each of the top categories and releasing these additional breakdowns:

• Employee Size• Annual Sales Revenue• Business Status (Headquarters, Branch, Independent)• Fortune 1000 Companies in Each Industry

To receive the series of emails indicating the top 10 busi-ness segments that buy premium seating, sign up at www.fillthehouse.com/premiumresearch or call Full House at 312-360-0001. This is an exclusive member benefit for all those participating in ALSD; there is no cost to get involved. #

To get started, here are the industries ranked #11 through #20 that purchase premium seating:

11. manufacturers of industrial & commercial machinery

12. accounting, auditing & bookkeeping

13. television, radio & neWspapers

14. plumbing, heating & air conditioning contractors

15. restaurants & caterers

16. engineering services

17. trucking

18. car dealers

19. electrical Work (electricians)

20. dentist offices

ohio university and full house to release premium seat buyers listSign up to receive the newest ALSD member benefit, an in-depth breakdown of the top business categories purchasing premium seats… by the way, it’s free.By Ron Contorno, President, Full House Entertainment Database Marketing and Heather Lawrence, Ph.D, Ohio University Center for Sports Administration

The University of Minnesota has successfully found new business to occupy its seats in TCF Bank Stadium and Williams Arena (pictured here) by carefully researching premium seat purchaser categories in its region.

Omnivex digital signage software is used in stadiums around the world for:

To learn how Omnivex can help you achieveyour goals, visit our website or contact us today!

www.omnivex.com | [email protected]© 2010 Omnivex Corporation. All rights reserved. Omnivex is registered trademarks of Omnivex Corporation.

Omnivex software is usedat the Air Canada Centre to

manage over 320 screens.

Omnivex software is usedat the Air Canada Centre to

manage over 320 screens.

• Scoreboards • Luxury suites • Menuboards• Video walls • Retail signage • Wayfinding• Live game streaming • Sponsor advertising • And more…

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Omnivex SEAT Magazine Sept-2010.pdf 1 8/27/2010 10:59:54 AM


Shakespeare’s midsummer dreams have past, school is back in session and Friday night lights are buzzing. As late summer turns to fall, it can only mean

one thing - it is time to get your shopping list out. Whether you are hunting for amenities and promotional products, food and beverage, furniture, fixtures and equipment, professional services or information technology, we have the listing for you. The fall season is Buyers Guide season at the ALSD.

coMing ATTRAcTionS

S E A Tleading the premium seat industry www.alsd.com Fall 2010

p u b l i s h e d b y t h e a s s o c i a t i o n o F l u x u r y s u i t e d i r e c t o r s

BUYERSGUIDE2011

If you would like more information on the Buyers Guide or want to be included in our listing, please contact Scott Hinzman:Scott HinzmanNational Sales Manager, ALSD513.674.0555 [email protected]

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SEAT Summer 2010