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In the email today:
⚽️ A Conversation with Union CRO Charlie Slonaker
We sat down with Union CRO Charlie Slonaker
“There’s sort of a never-ending appetite for more and more hospitality areas.”
That’s the headline from our conversation with Philadelphia Union Chief Revenue Officer Charlie Slonaker. Slonaker says all teams around the MLS and other leagues are continuing to add premium inventory to their stadiums because that is what fans demand.
Union phenom Cavan Sullivan, who will transfer to Man City at 18, signs an autograph in Club LSA at Subaru Park
And what’s that mix look like? Slonaker says it’s 50/50 new fans and existing clients.
“The last couple of [hospitality spaces] that we've introduced, they've sold out very quickly. Like within the first year, all the new spaces have pretty much gotten to a full sell through. And I think it's a combination of some of our current fans being like, oh, that's interesting. We also want to be really appealing to that business that wants to entertain their clients or sort of the fan that's looking for that upgraded experience.”
Slonaker says their customer base skews more towards families over the more corporate-heavy premium customer. They’ve also already seen a spike in interest after the World Cup, where their primary goal as a host city was data capture at events like Fan Fest.
In terms of balancing premium seats with affordable tickets, the Union lean heavily into incorporating key parts of the game day atmosphere - generated by their supporters, The Sons of Ben, who reside behind the Commodore Row - into the overall experience:
“Those are the people that bring the energy for the entire stadium. If the River End isn't what it was like, the value wouldn't be there in those seats. If you're sitting on the sideline and the River End is absolutely rocking, you're getting that enjoyment from being a part of the environment. It is a very large part of our game day environment and atmosphere and having the price set at a correct number. That sort of makes sense for the fan. We've always had a great take rate and show rate from the Sons of Ben. So definitely drives our thinking for sure.”
The Union brought in design firm Gensler for premium club design— they’ve identified nine potential projects they can do over time.
Our Take: Those articles railing against U.S. Open prices look silly when you hear premium isn’t toll-seeking teams or venues, but rather demand pulling them in that direction. The Union aren’t only moving existing season ticket holders into new premium seats, they’re bringing new fans into the mix through premium on the back of the World Cup, where the team identified a massive opportunity for top-of-funnel customer acquisition to get fringe fans into their database and next into Subaru Park.
Most interesting may be the creative use of space. An 18-year-old MLS stadium - albeit a scenic one - isn’t a perfect fit for modern premium spaces. But Slonaker detailed how Gensler made creative use of space, including converting what used to be a carpenter shop into one of Subaru Park’s clubs.
🌹 Rose Bowl Opens New $30M Field-Level Suites
The Rose Bowl opened their new $30M Field-Level Suites just in time for UCLA’s home opener.
Here are the suite details at the 104-year-old stadium:
Indoor space with Rose Bowl-shaped bar and outdoor patio
1,000 premium seats surrounding the club in the south end zone
Table-mounted wide-screen monitors for replay
The home team will also run onto the field through the middle of the club.
UCLA is offering three products: Club, Club Plus, and Loge seating. They all include F&B and VIP parking. The club seats start at $2,520/seat and loge seats start at $3,605/seat both per season.
The club will be managed and sold by UCLA for home games and the Tournament of Roses for the Rose Bowl Game. Pasadena’s own Batchelder Tile was also included in the club design for an extra special touch. The naming rights for the new space are also being sold.
The field-level space was designed by Gensler and built by PCL Construction.
Our Take: No premium hospitality space in college sports might be under the microscope more than this one. The Bruins historically haven’t captured all the economics surrounding premium seating and were very close to moving to SoFi for better commercial opportunities.
Go one layer deeper. UCLA expanded their partnership with Elevate, handing them responsibility for ticket sales across its athletic programs while also being involved in the strategy for new premium inventory at the Rose Bowl. Sportico reported last month that Elevate agreed to pay UCLA $4 million up front for a five-year rev share agreement. The deal says Elevate would “receive 5% commission on UCLA's net ticket revenue, provided the Bruins generate at least $100 million in athletic ticket sales over the five-year term.”
You can bet this new $30 million hospitality project will dramatically affect Elevate's opportunity. The Rose Bowl removed 5,000+ seats for the new 1,000+ seat club. Effectively increasing the value of the inventory while diminishing capacity. This will be an interesting one to follow as UCLA commits to the Rose Bowl, the Rose Bowl investing heavily in premium experiences, and Elevate with millions of dollars riding on the ability to grow UCLA’s ticketing business.
We’ll see if all three bets pay off.
💳 Membership Sales for The dancker Club at Capital One Area Are Now Open
Monumental Sports and Entertainment announced Thursday that memberships for the dancker Club - an elevated social space featuring upgraded food and beverage at Capital One Arena - are now on sale.
The 215-member club will serve as a notable element of MSE’s $1 billion-plus Capital One Arena transformation project. It will join the venue’s robust premium space portfolio that also includes Blueprint Studios, Innovation Suites, Lexus Vaults and the United Globe Club and Lounge. Together, the spaces will serve customers spanning individuals, groups and corporate entertainment.
dancker, the naming-rights partner and interior integrator, will also help develop its aesthetic by both designing and furnishing the space.
Here’s Jim Van Stone, President of Business Operations and CEO at MSE, per the company’s press release on the plans:
"We’re creating a new standard for hospitality at Capital One Arena with spaces that feel more intentional, more connected and better suited to how fans want to experience live events today. “dancker is an important partner in that work, bringing together design, furniture, technology and logistics expertise to help shape a cohesive experience across the entire arena footprint — from premium hospitality environment to the spaces that support our fans.”
Membership purchases start at two seats and will get access to Wizards, Mystics and Capitals games along with Georgetown Men’s Basketball and select special events.
Along with club access, other perks include: 25-inch-wide padded seats, access to in-area hospitality spots for select ticketholders, rotating chef-curated menus, and personalized service via concierge staff for members and their guests.
Our Take: With the rollout of The dancker Club, MSE is extending its premium offerings beyond the single-game, partial-and full-season ticket packages and into a membership-based model with a multi-team and multi-event scope. As part of Capital One Arena’s ambitious renovation process, this additional tier of access provides prospective buyers with a broader event inventory along with an elevated social experience.
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