Ticketing Symposium: The Challenge in Maximizing a Venue's High-End Products
Thursday, July 24, 2014
Posted by: Tiffany Kelham
SportsBusiness Daily (06/11/14) Botta, Christopher
The challenge of maximizing the value of a venue's high-end products was the topic of a panel discussion at the 2014 Veritix Ticketing Symposium, and panelists all agreed the sale and handling of large, 30-suite seats has become more difficult. "People are concerned about the sense of waste," notes Barclays Center and Brooklyn Nets executive Brian Basloe. "The other issue is the work to distribute 30 tickets for every game and event." Basloe says many organizations are transitioning to smaller models for premium-seating products. The Detroit Lions, for example, will repurpose some suites at Ford Field to bring them down from 132 to 90, leaving room to set up theater boxes or mini-suites, four- to eight-seat spaces with access to deluxe eating areas, and other fan-friendly opportunities. "A lot of teams have the concept of providing a club or bar for fans to get to early, then a lunch or dinner pre-game at a common dining space before going to your suite for the game," says Lions executive Todd Lambert. "That's where we're hoping to go to now." Meanwhile, Speedway Motorsports provides a premium experience via "Pit Road" suites at its eight race tracks. "You're literally looking over the shoulder of the pit crew manager," says Speedway's Mike Burch. Passes to Victory Lane also are sold by Speedway as an add-on to the ticket price.