1. ALSD BUYERS GUIDE 2011: Your Year-Round, One-Stop Shopping Resource PAGE 38
S E AT
leading 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 at 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
the 21st annual alsd conference
and tradeshow at la liVe
sports = entertainment = experience
page 24
member highlight: premium seating breaking down the top 10
Kerrie bryant, layne Feldman through the eyes premium seat buying
and arrowhead’s new body of the college suite director categories
page 18 page 28 page 34
2. The Preferred Stadium Brand
of Undercounter Refrigeration
Ice Machines Wine Cellars Refrigerators Refrigerated Drawers ADA Series
Ice Machines Wine Cellars Refrigerators Refrigerated Drawers ADA Series
Contact us for details on our stadium programs and these Marvel’s exclusives!
• Installation service
• Stainless steel or your choice of color
• Team logo graphics applied with SonicImageTM technology
For more information on Marvel’s top of the line products, visit our website or call 1-800-223-3900 www.marvelrefrigeration.com
3. Your Away Team
Relax responsibly.®
Imported by Crown Imports LLC, Chicago, IL 60603
5. Elite Risk
Insurance Solutions
Elite Risk Services, Inc. is pleased to be
THE OFFICIAL INSURANCE PARTNER OF THE ALSD
We recently launched a newly enhanced third party liability insurance policy that
is designed to protect suite owners and managers each and every time you rent
a suite to a third party. Separate your liability and pass the minimal insurance
premium on to the renter or tenant.
WHAT DOES IT COVER?
• Third Party Liability
• Property Damage or Bodily Injury (specific to the damages or injuries
the client may cause or is held responsible)
• Separates the suite manager, the venue and the suite owner from
the renter or borrower of the suite
• One low premium that can included in the suite rental agreement
Visit www.suiteinsurance.com
or call Kevin Kurtz at 800-596-0969 ext. 105
License # 0G40499
6. How much money did
you lose today?
The average FanGo order is
110.5 LARGER %
than the average traditional order.
When fans order concessions and merchandise from their phones, orders
are significantly larger and fans order more frequently.
859.608.4521 • info@thefango.com
7. SEAT
Published by the Association of Luxury Suite Directors
DEPARTMENTS
8 NEW ALSD MEMBERS
10 EDITOR’S NOTE
Fall 2010
12 INDUSTRY AND ASSOCIATION NEWS
16 ON ALSD.COM
18 MEMBER HIGHLIGHT
80 COMING ATTRACTIONS 12
COVER STORY
24 WHY LA FOR THE 2011 ALSD CONFERENCE
AND TRADESHOW?
What’s going on in Los Angeles, CA showcases the future of
sports and entertainment. Don’t build a sports venue. Create an
entertainment destination.
BY BILL DORSEY
FEATURES
28 THROUGH THE EYES OF THE COLLEGE SUITE DIRECTOR
We assembled a group of college suite directors to find out more
about the arcane world of college premium seating. Find out
what makes them tick.
WITH AMANDA VERHOFF
34 TOP 10 BUSINESS CATEGORIES BUYING PREMIUM SEATS
REVEALED
To follow up the summer issue of SEAT, the answer to the
question, “Who buys premium seating?”, is further investigated. 20
Learn the employee size, annual sales revenue and business status
of the top ten buying segments.
BY RON CONTORNO AND HEATHER LAWRENCE, PH.D
36 NBA TEAMS SCORE BIG IN THE SUITE MARKET
Despite the HEAT Index in Miami, the stars of the NBA are
still spread throughout many markets. Do suite prices correlate?
Compare pricing and the variables determining those prices for
all 30 NBA teams.
BY DR. PETER TITLEBAUM AND DEBBIE TITLEBAUM
SPECIAL FEATURE
38 ALSD BUYERS GUIDE 2011
The second annual installment of the world’s one and only
buyers guide listing for premium seat-specific products and
services includes Amenities and Promotional Products, Food
and Beverage, Furniture, Fixtures and Equipment, Professional
Services and Information Technology. Have your shopping list
ready or keep it close by. This is your reference tool for all
purchasing needs throughout the year.
RESEARCH BY RYAN MIRABEDINI
About the Cover: The ALSD takes its show to Southern California in 2011. The 21st Annual 24
Conference and Tradeshow will be hosted by LA LIVE, the capital of the entertainment
capital of the world. Photo Courtesy of AEG/L.A. LIVE 2010.
www.alsd.com | FALL 2010 | S E A T | 7
8. NEw ALSd MEMbErS FALL 2010
Andrea Smith 191 Beale Street University of Maryland
Manager, PETCO Park Suites Memphis, TN 38103 2718 Comcast Center
San Diego Padres P: 910-205-1517 Department of Intercollegiate Athletics
PETCO Park hwilliamson@grizzlies.com College Park, MD 20741
100 Park Blvd. P: 301-314-1270
San Diego, CA 92101 Kristin Garner F: 301-314-9318
P: 619-795-5197 Director of Operations / Event & Suite Coordinator jbatt@umd.edu
asmith@padres.com OSU Cowboy Dining, LLC
204 B. Athletics Center Joe Dellwo
Jarrod Dillon Boone Pickens Stadium Vice President of Corporate Sales
Vice President, Ticket Sales & Services Stillwater, OK 74078 Palace Sports and Entertainment
San Diego Padres P: 405-744-3581 Detroit Pistons
PETCO Park kristingarner@osucowboydining.com 4 Championship Dr.
100 Park Blvd. Auburn Hills, MI 48326
San Diego, CA 92101 Kelly Quackenbush P: 248-377-0164
P: 619-795-5080 President F: 248-377-0496
jdillon@padres.com Magnuson Group jdellwo@palacenet.com
1400 International Parkway
Flavil Hampsten Woodbridge, IL 60517 Gavin Hale
Vice President of Ticket Sales & Services P: 630-783-8100 Suite Sales Manager
Charlotte Bobcats kelly@magnusongroup.com Brooklyn Sports & Entertainment
333 E. Trade St. 620 8th Ave., 38th Floor
Charlotte, NC 28202 Sara Daniel The New York Times Building
P: 704-688-8852 Director of Business Development Barclays Center
fhampsten@bobcats.com Olympia Entertainment – Detroit Red Wings New York, NY 10018
600 Civic Center Dr. P: 646-616-9512
Rod Emmons Detroit, MI 48226 F: 646-616-9575
Director, Suite Sales P: 313-471-3345 ghale@brooklynse.com
Charlotte Bobcats F: 313-396-7990
333 E. Trade St. sara.daniel@olyent.com Brady Zirlin
Charlotte, NC 28202 Blue Sky Marketing
P: 704-688-8829 Dan Curatolo 633 Skokie Blvd.
remmons@bobcats.com Arcadia Chair Company Suite 100LL
5692 Fresca Drive Northbrook, IL 60062
Denise Dewald La Palma, CA 90623 P: 866-562-0777
Catering Manager P: 480-607-6899 bzirlin@buybluesky.com
Rojo Hospitality Group F: 480-607-7654
University of Phoenix Stadium dcuratolo@arcadiacontract.com Gina Sneed
One Cardinals Dr. Marketing Manager
Glendale, AZ 85305 Casey Journigan Southern Aluminum
P: 623-433-7633 Arcadia Chair Company 5 HWY 82 West
denise.dewald@rojohospitality.com 5692 Fresca Drive PO Box 884
La Palma, CA 90623 Magnolia, AR 71754
Jason Choate caseyj@arcadiacontract.com P: 800-221-0408
Executive Chef F: 870-234-2823
Rojo Hospitality Group Niki Valdes gsneed@southernaluminum.com
University of Phoenix Stadium Arcadia Chair Company
One Cardinals Dr. 5692 Fresca Drive Joe Parker
Glendale, AZ 85305 La Palma, CA 90623 Senior Associate AD, Development & Corporate Relations
P: 623-433-7654 nikiv@arcadiacontract.com University of Michigan
jason.choate@rojohospitality.com Athletic Department
Kim Dalton Development Office
Robert Valdez Interior Designer 1000 South State St.
Premium Services Manager Dalton Interiors Ann Arbor, MI 48109
Rojo Hospitality Group 7762 E Gray Road, #500 P: 734-647-7842
University of Phoenix Stadium Scottsdale, AZ 85260 joepa@umich.edu
One Cardinals Dr. P: 480-948-8383
Glendale, AZ 85305 F: 480-948-4395 Ken Schrang
P: 623-433-7630 kim@daltoninteriors.com Director of Business Development
robert.valdez@rojohospitality.com Tube Art Group
Matt Grantham 1705 4th Ave. South
Brea Conaboy Director of Major Gifts Seattle, WA 98134
Suite Manager Oklahoma State University P: 206-223-1122
Pittsburgh Steelers Athletics Center kschrang@tubeart.com
900 Art Rooney Ave. POSSE Office
Pittsburgh, PA 15212 Stillwater, OK 74078 Sarah Tompkins
P: 412-697-7144 P: 405-744-7301 Corporate Hospitality Manager
F: 412-697-7151 F: 405-744-9084 Seattle Seahawks
conaboyb@steelers.nfl.com mgrantham@osugiving.com 12 Seahawks Way
Renton, WA 98056
Robin Sewell Ashley Davis Williams P: 425-203-8128
Director of Suites & Corporate Hospitality Advertising Director F: 425-203-8129
Churchill Downs, Inc. Davis Furniture Industries, Inc. saraht@seahawks.com
700 Central Ave. 2401 South College Drive
Louisville, KY 40208 High Point, NC 27261 Phil Horn
P: 502-638-3859 P: 336-889-2009 Vice President, Ticket Sales & Service
robin.sewell@kyderby.com F: 336-889-0031 Sacramento Kings
awilliams@davisfurniture.com ARCO Arena
Hateisha Williamson One Sports Parkway
Manager, Premium Services J Batt Sacramento, CA 95834
Memphis Grizzlies Director of Development P: 916-928-6949
FedEx Forum Terrapin Club F: 916-928-0727
8 | S E A T | FALL 2010 | www.alsd.com
9. ASSocIATIoN oF Luxury
SuITE dIrEcTorS
phorn@arcoarena.com Boston College Chairman Bill Dorsey
BC Athletic Development
John MacIntyre 140 Commonwealth Avenue Executive Director Amanda Verhoff
Manager, Premium Client Sales and Service Conte Forum 320 President Jennifer Ark, Green Bay Packers
Canucks Sports & Entertainment Chestnut Hill, MA 02467 VP, Business Development Pat McCaffrey
800 Griffiths Way P: 617-552-0108
Vancouver, BC V6B 6G1 bianca.whitworth@bc.edu Director, Sponsor and Partnership Development Dene Shiels
Canada Director of Finance Dan Lindeman
P: 604-899-7496 Russ Simons
Financial Account Manager Vickie Henke
F: 604-899-4601 Populous
john.macintyre@canucks.com 222 2nd Avenue North Director of Information Technology John Tymoski
Nashville, TN 37201 Editor of SEAT, Website Director Jared Frank
Jim Jenkins russ.simons@populous.com
Division Vice President National Sales Manager Scott Hinzman
Sodexo Education Lynn Bolton Marketing Assistant Ryan Mirabedini
11044 Research Blvd, #A105 Premium Services Manager Design Carole Winters Art + Design
Austin, Tx 78759 Kentucky Exposition Center
P: 512-329-0191 Kentucky State Fair Board
jim.jenkins@sodexo.com 937 Phillips Lane ExECUTIVE COMMITTEE
Louisville, KY 40209 Chris Bigelow, Bigelow Companies
Michael Drake P: 502-367-5142 Brian Bucciarelli, Hershey Entertainment & Resorts
Manager, Premium Seating lbolton@ksfb.ky.gov Greg Hanrahan, United Center
San Francisco 49ers Tom Kaucic, Southern Wine & Spirits
490 Jamestown Ave. Jackie DeRosa
Pat McCaffrey, ALSD
Room 398 Premium Club Coordinator
San Francisco, CA 94124 DNC Boston - TD Garden Kim Reckley, Detroit Red Wings & Olympia Entertainment
P: 415-347-3592 100 Legends Way
mike.drake@niners.nfl.net TD Garden BOARD OF DIRECTORS
Boston, MA 02114 Pam Benoist, St. Louis Rams
Jamie Brandt P: 617-624-2010 Janie Boles, Auburn University
Vice President, Ticketing and Suites jderosa@dncboston.com Natalie Burbank, Utah Jazz / Salt Lake Bees
San Francisco 49ers Richard Dobransky, Delaware North Companies
490 Jamestown Ave. Bill Wiswesser
Trent Dutry, US Airways Center
Room 398 Graduate Student
San Francisco, CA 94124 Columbia University Chris Granger, National Basketball Association
P: 415-347-3580 256 Howard Ave. Patti Kimbrough, University of Arkansas
jamie.brandt@niners.nfl.net Rochelle Park, NJ 07662 Gerald Kissel
P: 919-619-4525 Debbie Massa, ROI Consulting
Todd Ballew waw2111@columbia.edu Mike Ondrejko, Madison Square Garden
Senior Associate Richard Searls, New York Red Bulls
Heery International, Inc. Stuart Rogers-Brown Tom Sheridan, Chicago White Sox
999 Peachtree Street, NE COO
Michael Smith, Philadelphia Union
Suite 300 Dauphin
Atlanta, GA 30309 PO Box 29458 Peter Titlebaum, University of Dayton
P: 404-881-9880 Southlake, Tx 76092 Brian Varnadoe, Houston Texans
F: 404-946-2398 P: 972-929-5040 Jon Vingas, Centerplate
tballew@heery.com stuart.rogers-brown@dauphin.com Bob White, Calgary Flames
Lynn Stearn Lynda Portelli ALSD 2011 STEERING COMMITTEE
Vice President of Sales & Marketing Marketing Manager Adam Link, Home Depot Center
SunBriteTV, LLC Dauphin
Alicia Fox, Home Depot Center
5069 Maureen Lane 300 Myrtle Avenue
Unit A Boonton, NJ 07005 Bryan Lawrence, Angels Baseball
Moorpark, CA 93021 P: 973-263-1100 Chris Cockrell, AEG/STAPLES Center
P: 805-222-2288 lynda.portelli@dauphin.com Michele Kajiwara, AEG/STAPLES Center
F: 805-499-8009
lstearn@sunbritetv.com Maureen Christensen SEAT-IT ExECUTIVE COMMITTEE
Marketing Coordinator Christine Stoffel, Founder SEAT Conference
Christie Rossi Dauphin Chris Wood, SEAT Chief Technology Strategist/Coordinator
SunBriteTV, LLC 300 Myrtle Avenue
5069 Maureen Lane Boonton, NJ 07005
Unit A P: 973-263-1100
Moorpark, CA 93021 maureen.christensen@dauphin.com Published by Venue Pub. Inc. Copyright 2010. (All rights
crossi@sunbritetv.com reserved). SEAT is a registered trademark of the Association
Gary Chin of Luxury Suite Directors. SEAT is published quarterly and is
Anthony Bernardi President complimentary to all members of the Association of Luxury
SunBriteTV, LLC Dauphin Suite Directors.
5069 Maureen Lane 300 Myrtle Avenue
Unit A Boonton, NJ 07005
Moorpark, CA 93021 P: 973-263-1100
abernardi@sunbritetv.com gary.chin@dauphin.com
Kathy Holden Alessandro Spassiani
SunBriteTV, LLC Installed Seating Product Specialist
5069 Maureen Lane Dauphin
Unit A 324 Carlingview Drive Association of Luxury Suite Directors
Moorpark, CA 93021 Etobicoke, ON M9W 5GE 10017 McKelvey Road, Cincinnati, OH 45231
kholden@sunbritetv.com Canada 513 674 0555
P: 1-888-312-6746 x227 amanda@alsd.com
Bianca Whitworth sandro@borgo.com
Associate Director, Capital Giving Operations
www.alsd.com | FALL 2010 | S E A T | 9
10. Editor’s notE by JArEd FrANk
In Defense of Cannibalization
Did I really just say that out loud?
T
he great Roman Senator Tacitus once
proclaimed, “The desire for safety stands Connect with me on
against every great and noble enterprise.” www.linkedin.com/in/
Interesting, but you may be asking your- jaredfrank
self, what does this have to do with the premium seat and follow me on
industry? Well, nothing I guess, other than that it has www.twitter.com/
everything to do with it. SEAT_Editor
While reading the November 15th issue of Fortune, for daily updates.
I came across an article, specifically a quote, which I
Here is a sampling of my tweets:
knew I had to share with my friends in ALSD. The
idea really blew my hair back (at least what is left of
it). Long story short, the article is about the coming 49ers new stadium delayed “until there
launch of the Verizon iPhone in Q1 of 2011. Now is a new CBA agreement that embraces
the realities of NFL economics today.”
before I really bury the lead of this note, let me share
the quote:
“One of (Verizon CEO) Ivan (Seidenberg)’s great Food for thought- a luxury is only a
strengths is he is not afraid to cannibalize his own luxury until you are accustomed to the
the Droid was first released. So why then is Verizon experience. Then it’s a necessity, a new
business.”
partnering with Apple to bring the iPhone onto its minimum expectation.
I had to immediately re-read that sentence. Did I
network? And most importantly, why are they risking a
miss something the first time? I thought to utter the
burden to their most profitable competitive advantage-
word “cannibalization” in a positive sense was as for- University of Wyoming holds public
the “nation’s most reliable” network?
bidden as saying an Unspeakable Word in Ayn Rand’s open house of new Wildcatter Stadium
The answer is simple. Verizon has no fear of canni- Club and suites in connection with
Anthem. But since I am a loyal Verizon customer, and
balizing what works today in favor of investing in what homecoming week.
I know their total operating revenue last year was a
will work better tomorrow.
not-too-shabby $107.8 billion, I knew I must keep
What can we, the premium seat industry, take away
reading. Touring Target Field with Scott
from this case study? I offer this: do not pigeonhole
It is easy to forget that Verizon has not always been O’Connell. He says renewals are at
yourself; live in front of your eyes; do not feel cozy 85 percent and deadline was only
a wireless tech company. Its roots trace back to the
because of past success- it does not by itself translate 4 days ago.
Stone Age, when man first invented the wheel and
into future success; and most importantly, have no fear
made calls on landline phones. As an old-line telco,
of cannibalization.
Verizon, then known as Bell Atlantic, was hugely New family seating section at Charlotte
An “if it ain’t broke, don’t fix it” mentality might
successful. So why in the midst of success would the Motor Speedway to debut during Dollar
work in the near term, but guarantees failure in the General 300/Bank of America 500.
company decide to devour its best service offering in
long run if you are unwilling to adapt. Too often we
favor of an unproven commodity- wireless mobile
avoid change as if we are expecting to see the portent
communication? I think it is safe to say if Seidenberg LA Kings create the first sports team-
black dog hovering over us when sometimes, often
did not have his ear to the railroad tracks, we would inspired Pandora music station.
times in fact, there is nothing there to stop us but our-
never have heard of Verizon.
selves. So do not maroon yourself on an island of fear;
Fast forward ten years, and we find Verizon
the nobility of your enterprise depends on it. American Airlines Center’s Chef Chal-
on the cusp of another pivotal point in its history.
As always, you can contact me anytime via email, lenge is a great way to include the local
Verizon currently carries the Motorola Droid, the community in the premium experience.
phone or social networking (See Sidebar). I also
chief competitor to Apple’s iPhone. The Droid is no
encourage you to visit the new ALSD.com, which is
shoddy piece of equipment. It runs on the Android
administered up-to-the-minute with industry news Magic suite holders have choice of
operating system from Google. You may have heard of
and ALSD Conference updates. artwork, finishings and furniture in new
them. And in all actuality, there is negligible differ-
Amway Center.
ence between the iPhone and the Droid, just as there
Mobile: 330.904.0442
is negligible difference between Coke and Pepsi or
Email: jared@alsd.com
McDonald’s and Burger King.
The Droid is a high performance asset. Sales have
increased for Verizon every year this decade, includ-
ing a $10 billion spike from 2008 to 2009, the year
10 | S E A T | FALL 2010 | www.alsd.com
11. RFID IT Asset Tracking
Complete Solutions
Starting at $3,495
Technology assets are the life blood
of today’s business. Maximizing
these critical investments requires
an effective IT Asset Management
(ITAM) system. RFID can enable highly
automated real-time tracking of IT
assets, bringing a new level of cost-
efficiency to the ITAM process. The
resulting real-time asset visualization
ensures the security and timely
maintenance of IT assets — as well
as compliance with government
regulations. And the ability to eliminate
the need for human resources allows
IT to devote more time to enterprise
innovations that will help hone a
company’s competitive edge.
www.abrfid.com
800-274-0324 2 APPLICATION BRIEF: Reducing the cost and complexity of Information Technology (IT) Asset Management with RFID
12. InduSTry And ASSocIATIon nEwS
Dodgers Use Suites as Amenities, p. 14
Member Highlight: Kerrie Bryant and Layne
Feldman, p.18
Caterpillar drives suite remodel at Mall of America Field
Vikings suite holder brands its suite using SUITE-artTM
T
he purpose of a business owning premium
seats has always revolved at least in part
around its need to entertain and market
to prospective clients. Now, some companies
are taking further control over the messaging in
their suites by branding the space. As part of a
larger suite remodel that included new carpet-
ing, installed seating from Dauphin (see photo),
cabinets, etc., Caterpillar also has incorporated
SUITE-artTM from FLEXcon.
SUITE-artTM graphics are printed on a durable
film that bonds to most surfaces found in a suite-
flooring, carpeting, walls, windows, counter and
tabletops. The graphics are easily applied and re-
moved, leaving no adhesive residue. For its suite at
Mall of America Field, home of the Minnesota Vi-
kings, Caterpillar selected wall graphics conveying
its equipment product line for its Paving Division
on SUITE-artTM cloth fabric. The self-adhesive
cloth material was selected from FLEXcon’s bevy
of options because of its high-end, portrait-type
look, which produces a strong depth of image.
Caterpillar also framed its windows with
FLEXcon’s Diamond Deckplate material, a Caterpillar’s Cocoon: Caterpillar has protected its suite investment with durable materials, such as FLEXcon’s SUITE-artTM and Dauphin’s
holographic film, consisting of diamond patterns. Eidos installed seating.
Caterpillar considered using this material to outfit
other surfaces within the suite, but decided since
they were spending the money on new finishes, even mind on game days having people stop by to extremely impressed,” Santelman says. “I thought
such as granite countertops, they did not want to see the space.” it was a great idea. I’ve been trying to get a couple
cover them up right away. Caterpillar plans on keeping the current different clients throughout the past few years
graphics through this year; however, it should to adopt the concept.” Once Caterpillar decided
be noted graphics can be changed as frequently to pay for a remodel of their suite, there was an
“If more brands knew that as necessary. “Caterpillar has thought about opportunity for them to spend the extra money to
potentially doing some different things in the brand it. Santelman continues, “I sent them the
they could do this, it could suite geared towards who they are entertaining by link to FLEXcon SUITE-artTM, and they really
be an easy sell for teams personalizing door graphics or one of the walls
with brand information specific to who is com-
liked it.” Caterpillar then engaged FLEXcon.
“This project was completely driven by Caterpil-
to work out a program for ing into the suite to be entertained,” says Mike lar,” says Chevalier. “If more brands knew that
Chevalier, New Business Development Manager they could do this, it could be an easy sell for
their clients who have an for FLEXcon. teams to work out a program for their clients who
interest.” The ALSD has campaigned for suite branding have an interest.”
for a few years now. But the industry’s response With the awareness of suite branding increas-
has been cautious, mainly because of concerns ing, there is much potential for this concept.
over working out the costs, not a lack of interest in And with the flexibility and depth of materials
The installation of SUITE-artTM, which oc- the concept. Different scenarios exist for covering available, there is opportunity for teams to bring
curred over the course of just one day this past Au- costs. In some cases, a team pays for the branding their clients a unique idea to help with marketing
gust, was completed in plenty of time for the first as a renewal tool. In others, the installation of initiatives and with demonstrating ROI for their
Vikings kickoff. Moreover, the final printing and graphics is a line item written into a suite contract. suite ownership.
installation costs easily met the budget established For the Vikings, the team simply recognized the –Jared Frank
by Caterpillar, who has been very pleased with the potential of the idea and provided exposure of the
results thus far this season. “They’re thrilled. They information to its clients as a suggestion, without
are like proud new parents,” explains Nicole San- having to pay for it themselves.
telman, Suite Sales Manager with the Minnesota Nicole Santelman first heard the idea at
Vikings. “They love to show it off. And they don’t the 2008 ALSD Conference in Miami. “I was
12 | S E A T | FALL 2010 | www.alsd.com
13. featuring
LCD VIDEO Control and SERVICE
Custom Fabrication, Installation,
WALL
Entryway Displays
Recruiting Paths
Small Scale Center Hung
for Concourses Hall of Fame Displays
Eye-catching Concourse Displays Stage Backdrop
Toll Free: 866-848-6646 www.signco-eds.com
14. InduSTry And ASSocIATIon nEwS
Dodgers use suites as an amenity to fill empty inventory
Innovative program leads to upgrading Dugout Club patrons to the suite level
L
os Angeles is not short on premium seating, As far as pricing and invoicing, only the
so creativity is the name of the game. The Dodgers know of the hard costs and allocation of By the Numbers
Dodgers unique asset is their Dugout Club, moneys. Clients receive non-itemized invoices for Dugout CluB
an exclusive, climate-controlled club with a Ritz their Dugout Club packages; they simply see “four Preferred Full Season: $100,000
Carlton feel and adjoining seating behind home complimentary suites” as part of the offering. On • Four Dugout Club tickets to all regular season and
plate. And while the Dugout Club is success- the backend, the Dodgers allocate about 87% of exhibition games
ful and the most readily sold premium ticket at moneys to the club and about 13% to the suites. • Two Luxury Suite Nights – includes tickets, preferred
Dodgers Stadium, there still remains the issue of And while the prices of the Dugout Club pack- parking passes and food and beverage package
empty suites. Enter the suite as an amenity. ages have increased, Morici maintains that clients (F&B included in multi-year contracts only)
Dugout Club seats sell in sets of four with realize that this is a “fundamental growth of the • Complimentary playoff tickets each year of term,
three tiers of packaging – VIP Full Season at overall amenity package.” excludes final year of term (multi-year contracts
$200,000, Premium Full Season at $126,000 and The suite-as-an-amenity program resulted in only)
Preferred Full Season at $100,000. Each package such success that the Dodgers decided to reverse • Invitation for two to Premium Seating Road Trip
comes with all-inclusive F&B, VIP gift packages the offering. Full season suite packages now (one trip per term, multi-year contracts only)
and interestingly a suite for two, four or eight include a half season, four-seat Dugout Club plan. • Two Complimentary Preferred Parking Passes
games depending on the package. Because it Inventory was available, so the Dodgers maxi- • Invitations to Premium Seating exclusive events, e.g.
directly and tangibly markets suites to corporate mized the club as an amenity for suite holders. So Speaker Series, Batting Practices, etc.
and potential suite clients, Antonio Morici, Direc- while a suite costs $300,000 annually at Dodger • Exclusive access to Dugout Club, featuring
tor of Premium Sales and Service for the Dodgers Stadium, an $80,000 Dugout Club value is complimentary food and non-alcoholic beverages,
says, “The Dugout Club seats are the lead product bundled into the package. full-bar and martini lounge, private restrooms and
that help move suite inventory.” Morici concluded that the flexibility of ameni- restaurant-style seating
Since the program started in 2006, it has ties has transformed his negotiation strategy. The • In-seat food and beverage service
balanced club and suite revenues for the Dodgers. Dodgers offered amenities like in-seat gift bags, • Two-year term: 5% escalator; three-year term: 0%
Where 75% of the corporate dollar formerly came opportunities for kids to run onto the field at & 5% escalator
from the Dugout Club packages and 25% from game time, batting practice experiences, batting Premium Full Season: $126,000
suites, those figures are now more like 60/40. practice viewings and additional travel trips. But • All above listed Preferred items, plus:
Many existing clients bought incremental suites in of all the amenities, the most attractive across the • Two Additional Luxury Suite Nights – four total
addition to their club packages; others upgraded board is an additional night in a suite; and if an • Two-year term: 5% escalator; three-year term: 0% &
entirely to the suite level. “Almost overnight, this empty suite exists, Morici is happy to fill it. 5%; five-year term: 0%, 0%, 3% & 5% escalator
program helped us sell 8-10 full season suites,” – Amanda Verhoff VIP Full Season: $200,000
acknowledges Morici. • All above listed Preferred items, plus:
• Six Additional Luxury Suite Nights – eight total
• Two-year term: 5% escalator; three-year term: 0% &
5%; five-year term: 0%, 0%, 3% & 5% escalator
DoDger luxury SuIteS
20 Person, Full Season: $300,000
• Twenty tickets to every regular season home and
exhibition game
• Ten Complimentary Preferred Parking Passes
• Ten Complimentary Standing Room Only (SRO)
Passes
• One Complimentary All-Expenses Paid Road Trip for
two annually
• Four Complimentary Half Season, Dugout Club Seats
• Right to purchase existing suite for every playoff
game (multi-year contract option includes playoff
tickets every year except final year of term)
• Complimentary access to Stadium Club
• Two-year term: 5% escalator; three-year term: 3%
& 3% escalator
For more information on Dodgers suites and their
suite-as-an-amenity program, email Antonio Morici
at antoniom@ladodgers.com.
The purchase of a premium seat brings amenities – gifts, trips and F&B. But what if the suite itself was the amenity?
14 | S E A T | FALL 2010 | www.alsd.com
15.
16. InduSTry And ASSocIATIon nEwS
on AlSD.CoM
orIgINAl CoNteNt
turNkey releASeS ItS ACtIvAtor
plAtForM by Jared Frank
Turnkey Sports & Entertainment unveils its an-
ticipated Activator platform, an online application
built as a tool to manage marketing partnerships
both individually and in a group portfolio.
www.alsd.com/content/turnkey-releases-its-
activator-platform
NBA teAMS SCore BIg IN the SuIte MAr-
ket by Dr. Peter Titlebaum and Debbie Titlebaum
The second installment in our series on how
professional sports teams in each of the four major
leagues stack up to each other in the suite market CoNFereNCe NeWS FroM FACeBook
takes its shot at the NBA. An excerpt appears on
www.alsd.com/content/conference AlSD oN loCAtIoN: MINNeApolIS, MN
page 36.
www.facebook.com/pages/Association-of-
www.alsd.com/content/nba-teams-score- 2011 AlSD CoNFereNCe AND trADeShoW luxury-Suite-Directors/112032714717
big-suite-market SCheDule oF eveNtS
www.alsd.com/content/announcing-2011-
alsd-conference-and-tradeshow-la-live-0
up-to-the-MINute
INDuStry AND ASSoCIAtIoN
NeWS
www.alsd.com/news
the St. louIS BlueS StArt NeW SeASoN
tICket proMotIoN TCF Bank Stadium, home of the University of Minnesota Golden
Fans who purchase season tickets for select seats Gophers.
pay half of the bill now and the other half when
the Blues make the 2010-11 playoffs.
www.alsd.com/content/st-louis-blues-start-
LA LIVE, site of the 21st Annual ALSD Conference and Tradeshow.
new-season-ticket-promotion
AlSD ANNouNCeS tourS AND
MIAMI DolphINS to DeBut NeW CluB lIv reCeptIoNS For 2011 CoNFereNCe
oN SuNDAy NIght www.alsd.com/content/alsd-announces-
The nightclub in a football stadium has 15 cabanas tours-and-receptions-2011-conference
and a dance floor. ALSD Family Portrait: Pictured are Dave Winfield, Bronko
Nagurski, Jennifer Ark, Jared Frank and Ryan Mirabedini.
www.alsd.com/content/miami-dolphins-
debut-new-club-liv-sunday-night
16 | S E A T | FALL 2010 | www.alsd.com
17.
18. InduSTry And ASSocIATIon nEwS: ALSd MEMbEr HIgHLIgHT
A Conversation with kerrie Bryant and layne Feldman
Suite Services Coordinators, kansas City Chiefs
By Jared Frank, Editor, SEAT Magazine
W
hile sitting down recently with Kerrie
and Layne for a late afternoon chat, I
quickly overcame post-lunch drowsiness
and recalled, among other things, two important
axioms: passion for what you do is never to be un-
dervalued, and it takes all types to run a business.
These two conversationalists- one a self-professed
city slicker, the other a country girl with a Texas-
grown smile- are both steered by passion with
personalities more than capable of helping me
overcome that 2:30 feeling. No 5-Hour Energy
shot needed.
Only mildly disagreeing for a moment on
where to get the best burnt ends of a pork brisket
in town, these two are tethered by football and the
goal to provide the best game day experience in
the NFL.
SEAT: What has been your most eye-opening dis-
covery about this industry as a young professional?
Bryant: The biggest eye-opening discovery for me
has been the amount of teamwork within the or-
ganization and countless hours it takes to prepare
a team and a stadium for game day. When I watch
an NFL game on TV now, I watch it from a new
perspective, one bigger than I ever really imagined
it would be.
SEAT: What’s the most rewarding part of your
job?
Bryant: For me, when I walk into a suite on game
day, and I see our suite holders and their guests
enjoying themselves, it makes it all worthwhile. It
gives me a reason for everything I do every day. day, that’s the best thing. And if you’re passionate My favorite barbeque place is Oklahoma Joe’s. It
about it and you have a goal of getting there and was voted by Anthony Bourdain as one of the 13
SEAT: Did you always want to work in sports? working hard, it’ll be an unbelievable experience. places you need to eat at before you die.
How did you get to this point in your career? Bryant: My favorite is Jack Stack Barbeque. I
Feldman: When I was in high school, I wanted to SEAT: Free time is a rare occurrence in this busi- recommend the pork ribs, the cheesy corn bake
either work in the music industry or in profession- ness. What do you most look forward to doing and a big glass of sweet tea. I’m a true Southern
al football. I’ve been fortunate enough to get to do when the shop’s closed? country girl.
both in my life. Part of the reason for that is I’ve Feldman: I go home, put on a pair of sweat pants,
forged some excellent relationships through those lie on the couch and listen to some music. I’m a SEAT: I don’t know Kerrie. If Tony Bourdain
years that have led me to this place today. city boy. recommends Oklahoma Joe’s, I might be more apt
Bryant: I coached college cheerleading before I Bryant: I put on my 5 o’clock camouflage; I go in choosing Layne’s recommendation. Can I slide
got into the league. One day I decided I was ready out in the country, and I’m either hunting, fishing in Bourdain-style with no reservation?
to start a new career path and put my degrees or four-wheeling. I am a country girl through and Feldman: You can’t even get in there anymore. It’s
to work. I always said growing up, I was going through. ridiculous how long the line is. It is five minutes
to work for an NFL team and sure enough, I’m from my house, and the line is 30 minutes long
proud to call myself a Kansas City Chief now. SEAT: Alright let’s get to the serious questions… every time I go in there. It’s well worth the wait.
what’s the best place in town to get some Kansas
SEAT: What is the best piece of advice you’ve got- City BBQ? SEAT: Well I bet you didn’t think we’d be
ten that has helped guide your career decisions? Feldman: Like most things you’ll find in Kansas spending ten minutes discussing barbeque. I feel
Feldman: If you can find something that doesn’t City, when it comes to barbeque, everyone has proficient enough in that area now to move on to
make work seem like a four letter word every their favorite. There’s never one unanimous pick. Arrowhead Stadium.
18 | S E A T | FALL 2010 | www.alsd.com
19. Who benefits from
cu ing-edge display technology
in your school?
NEC can take your display technology to the head of the class. With high-performance,
large-format LCD displays (32" - 82"), you can relay vital messaging to your students and faculty
from virtually anywhere within your facility. In addition to the exclusive Digital Signage
Technology Suite, which boasts more than 30 advanced features, these displays tout
advantages such as an ultra-thin bezel, a built-in expansion slot for no-hassle PC and media
player integration and HD resolution that turns heads and draws crowds. Inside the
classroom, NEC’s wide selection of mobile and installation projectors continues to promote
interactivity amongst students and provide instructors with the technology and features
necessary to keep all eyes on the screen.
Win a $25,000 NEC display technology makeover!
Is the display technology in your school not making the grade? Through February 28, 2011, you
can submit your technology-deficient classroom videos to NEC to see if you will win a makeover
in NEC display products.
To be eligible, you must first register for Star Student at www.necstarstudent.com.
You can also earn cash back and more!
Questions? Contact: Juan Chavez Brian Godish
National Account Manager Inside Sales Representative
858.831.9327, jchavez@necdisplay.com 630.467.4389, bgodish@necdisplay.com
20. InduSTry And ASSocIATIon nEwS: ALSd MEMbEr VEnuE HIgHLIgHT
Introducing the New Arrowhead Stadium:
New Body, Same Soul
From their new suite offerings, enclosed club level, Hall of Honor, and operational and staffing efficiencies,
the Kansas City Chiefs are making good on their pursuit to provide the best game day experience
in the National Football League.
By Jared Frank with Kerrie Bryant and
Layne Feldman
T
he Arrowhead Stadium project was no
garden-variety renovation. In fact, it was so
involved that the organization refers to it as
a new stadium. Aside from the seating bowl going
untouched, which left the venue’s reputation for
great sight lines unblemished, there was not much
else that was not contacted by the project’s $375
million worth of concrete and plywood over the
past two years. The Chiefs’ aim was not to just
improve around the margins, but make signifi-
cant upgrades to all levels, from the highest-end
offerings to club seat spaces to new amenities for
all fans. “Our slogan this year across the board is
‘New Body, Same Soul’,” explains Kerrie Bryant,
Suite Services Coordinator for the Kansas City
Chiefs. “We wanted to keep the same history that
Kansas City is so proud of. But we incorporated
so many new areas and so many new amenities. It
really is a new stadium.”
One new area is the Hall of Honor, pre-
sented by Time Warner Cable, a living, breathing
museum within the concourse on the Field Level’s
south side, which includes interactive exhibits
and artifacts from the Chiefs’ treasured past. It is
a tribute to the team’s history as one of the pillar
organizations of the old AFL, and now the NFL,
as well as the Hunt family’s devout commitment
to the league it helped jumpstart.
“We want to be able to
provide the best game
day experience in the NFl.
that’s our ultimate goal
and that’s what we’re
striving for.”
Another of the most obvious new features is an
enclosed club level, which has been absent from
the stadium since it was built in 1972. Due to (Top) New Homefield Advantage: Arrowhead Stadium has earned a reputation
unfamiliarity and economics, club seat sales have as one of the loudest homefield advantages in the NFL, helping the team to an
incredible 37-13 home regular season record in the month of December.
proven to be the most difficult area for the Chiefs.
“It’s been a challenge to sell those seats on a 3-year (Bottom) Club IV: One of the new club spaces honors the 1969-70 squad, who beat
or a 5-year commitment, especially in these tough the Minnesota Vikings 23-7 in Super Bowl IV.
economic times,” states fellow Chiefs Suite Ser-
vices Coordinator Layne Feldman. “But moving
forward, we expect that area will be completely
20 | S E A T | FALL 2010 | www.alsd.com
21. sold out, and people will be wishing they would’ve
gotten in when they could have.”
Obviously, recovery won’t happen overnight,
but signs of the corporate market coming back
in Kansas City are emerging. Of 15 new suites
this year in their highest-level areas (the Signature
Suites and Broadcast Suites), the Chiefs have sold
14, a number the organization is very happy with.
The more promising fact is that this inventory
is only available on a 7-year basis, the longest
commitment term the Chiefs offer. Furthermore,
annual prices for these top-tier spaces, which vary
from 12 to 32 to 40 seats, range from $120,000
to $350,000.
With its remaining premium options, the New
Arrowhead exhibits much flexibility, not catering
to just one group of fans, but to every fan on
every level.
The premium renovations are so spectacular
that the Hunt family has made arrangements to
enjoy them anytime. The family or friends of the
(Top) During their inaugural season in Kansas City, the Chiefs charged $7 for box family can actually live at the stadium if they so
seats and $6 for reserved seats at Municipal Stadium. Today, some premium seating choose. The upgraded, two-story Founders Suite
options are priced as high as $350,000. provides accommodations for overnight stays
(Bottom) Hail to the Suites: Chiefs Nation has bought in quickly to the new when desired by the Hunt family or their guests.
Signature Suites, the highest-level inventory available at the New Arrowhead The bottom floor features stadium seating, lounge-
Stadium. type seating and dining. The second story is where
the living quarters are if the family chooses to stay.
As Bryant observes, “The Founders Suite is beauti-
ful, a great place to watch the game. It truly is a
stunning place.”
In addition to new premium and club levels,
the New Arrowhead offers upgrades on every
www.alsd.com | FALL 2010 | S E A T | 21
22. InduSTry And ASSocIATIon nEwS: ALSd MEMbEr VEnuE HIgHLIgHT
cierge desks are located at every stadium gate to
assist premium seat holders with any concerns,
questions or comments. “We want to be able to
provide the best game day experience in the NFL.
That’s our ultimate goal, and that’s what we’re
striving for,” continues Bryant. “Extra staff and
targeted training was the best way for us to get
there.”
“As mentioned, everyone’s goal in this organi-
zation is the same- to provide the best game day
experience in the NFL, and one that other teams
model themselves after,” Feldman echoes. “We
want to have the perfect amount of staff, if not an
extra person or two, just to be able to make every
person feel like they are having the best game day
experience that they can possibly have.”
Foolish Club: The new club space is named for the original eight level, including increased ADA seating, upgraded Last year was a test run for the Chiefs suite
AFL owners, who were considered foolish for competing against video and sound systems and a first-of-its-kind services staff. Eyewitness testimony put in perspec-
the NFL. Youth Wellness Education Center – The Chiefs tive how busy the staff was on game day. So the
Sports Lab. The Chiefs Sports Lab is free of charge organization acknowledged just how many more
to ticket holders on game day and has proven a people really were needed to facilitate everything
popular destination for fans. that is happening this year, knowing how many
The New Arrowhead has certainly made life new areas and new things were going to be within
easier, but with change brings unanticipated the stadium.
challenges. Last year when suite holders and club With a New Arrowhead Stadium comes a
premium Seating By the Numbers seat patrons walked through the Club Level, it new fan experience expectation. With some of the
was largely under construction, and visualizing most beautiful and interactive new premium and
7,715 Club Seats on the Club Level
what they would be investing in was difficult. “It’s non-premium spaces now online and a dedica-
2,490 Club Seats in Club 50 on the Field Level been so great to see our patrons react to the New tion to fan service, those expectations are on their
(six sections on the 50-yard line on both sides Arrowhead,” says Bryant. “It really is an entirely way to being exceeded. Careful evaluation of
of the stadium) new experience, and we’re working hard to make touch points and an operating and staffing plan to
97 Seats in the Penthouse Suite sure they see and enjoy all of the amenities, from handle all those points of contact have the Chiefs
(sold fractionally on a seat-by-seat basis) the Hall of Honor to the club areas and Chiefs building momentum with each passing Sunday
Sports Lab.” this season. So far avoiding any flies in the oint-
72 Red and Gold Club Level Suites One of the biggest challenges the Chiefs have ment, Arrowhead Stadium’s proud soul is growing
(Gold Suites have a bathroom inside the suite; is planning the most logistically efficient plan into its new body. #
Red Suites do not) of action in preparation for game day as well as
22 open-air Field Level Boxes on game day. The organization clearly does not
16 fully enclosed Field Level Sideline Suites exercise the least-common-denominator approach Want to network with Kerrie and Layne?
when implementing its policies. Their goal is Here Are Their Business Cards
8 Broadcast Suites to be the best in all areas of service. “With the Kerrie Bryant
7 Signature Suites new stadium, we definitely had to make some Suite Services Coordinator
changes and reorganize a bit to better service all (O): 816-920-4894
our clients,” explains Bryant. “We extended our kbryant@chiefs.nfl.com
suite services department as well as increased our
customer relations department to help reach our Layne Feldman
entire fan base, improving the experience for every Suite Services Coordinator
ticket holder.” (O): 816-920-4839
On game day specifically, staff has also been lfeldman@chiefs.nfl.com
increased and been made more accessible. The
SeND your NoMINAtIoNS For the phone numbers of service personnel are in every Kansas City Chiefs
MeMBer hIghlIght reCogNItIoN suite, so that staff can respond to questions or One Arrowhead Drive
IN Future ISSueS oF SeAt to concerns quickly. A guest service attendant is Kansas City, MO 64129
jAreD@AlSD.CoM located at the top of every section, and con-
22 | S E A T | FALL 2010 | www.alsd.com
23. MeMbership ALsD MeMbership Dues structure:
New MeMbers:
Join September 1 – December 31:
Membership good until following September 1
Join January 1 – August 31:
Membership good until September 1 of following year
Renewals are billed out annually on September 1
MeMbership cAtegories
preMiuM seAtiNg professioNALs froM teAM, VeNue,
or iN-VeNue f&b coMpANy:
Ex. Director, Premium Seating, Green Bay Packers
“With a new arena just around the corner, attending the • Charter Member: First Member from Team or Venue: $395/year
ALSD Conference the past few years became a valuable tool • Affiliate Member(s): Additional Member(s) from Team or Venue:
in making decisions regarding the design and operations of $125/year
various premium seating areas. Whether we were networking preMiuM seAtiNg professioNAL froM fooD AND beVerAge
with premium professionals, touring a new sports facility, or heADquArters:
speaking with one of a variety of vendors, we brought back Ex. Regional Vice President, Sodexo Corporate (does not work in-venue)
thoughts and ideas to share with our organization that were • Corporate Member: $300/year per member, for first four members
invaluable to our decision making process. Just don’t tell my • Corporate Member: $125/year per member, for additional members
boss a lot of the networking took place at the free parties.” over four
--Mike Guiffre, Director of Premium Seating, VeNDor/suppLier coMpANy professioNAL:
Pittsburgh Penguins Ex. Sales Manager, Boundless Network
• Vendor/Supplier Member: $500/year total, for up to four members
• Vendor/Supplier Member: $125/year per member,
for additional members over four
JoiN Now:
_____ Team Venue: Charter Member: $395
_____ Team Venue: Affiliate Member: $125/each
_____ Corporate Member: $300/each, for members one-four
_____ Corporate Member: $125/each, for fifth member and on
_____ Vendor/Supplier Member: $500/company, for members one-four
_____ Vendor/Supplier Member: $125/each, for fifth member and on
PAyMENT:
TOTAL: $____________
Person Joining (Repeat form for additional members):
Name: __________________________________________________________
Title: ___________________________________________________________
for More iNforMAtioN or to subMit Organization: ____________________________________________________
Address: ________________________________________________________
forMs coNtAct:
City, State, Zip: ___________________________________________________
Association of Luxury suite Directors Phone: __________________________ E-mail: _________________________
Amanda Verhoff
10017 McKelvey Road METhOD OF PAyMENT:
Cincinnati, Oh 45231 _____ Check made payable to: ALSD or Association of Luxury Suite Directors
P: 513-674-0555 x104 _____ AmEx _____ MC _____ Visa _____ Discover
F: 513-674-0577 Card Number: ____________________________________________________
E: Amanda@alsd.com Expiration Date: ________________
www.ALSD.com Cardholder Name: ________________________________________________
Cardholder Signature: _____________________________________________
23 | S E A T | FALL 2010 | www.alsd.com
24. Why LA?
The 2011 ALSD Conference and Tradeshow at LA Live showcases a new
fan experience – one compelling enough to compete with the living room.
D
By Bill Dorsey, Chairman, ALSD
o you want to know the dirty little secret that leagues
and sports executives talk about behind closed doors?
They are afraid that the media that propels their
television revenue is getting too good. Tis the age of
DirecTV. Comfortably ensconced on your Barcalounger in the
comfort of your own home, you can watch not one, but 32 games
simultaneously with slow motion instant replays from every angle
on an HD 3D-TV complete with expert commentators, a bath-
room down the hall and your bookie on speed dial. No parking.
No hassles. No need to get out of your pajamas. No $50 six pack.
Homer Simpson is happy this way, why can’t you be?
It is a valid concern. So in an effort to keep the fans coming, one
strategy is to build something that you can’t get anywhere else- not
a sports arena, but an Entertainment Megaplex complete with doz-
ens of entertainment options that you cannot get at the Simpson
household. The ALSD has been showing off the state-of-the-art for
a generation now. Newest, bestest, is what fuels the association and
its loyalty.
Enter LA Live, site of the 2011 ALSD 21st Conference for this
21st Century. What Times Square is to New York, it is hoped that
LA Live and its 20,000 square feet of LED signage, 27-acres, six
city blocks, 600 annual events and 20 million visitors a year will be
to Los Angeles and its AEG visionaries.
LA Live is not only LA’s future. It is YOUR future. It is the next
generation of venues that is going to be demanded by a clamoring
public, who want their cell phones to someday soon cook them
spaghetti and meatballs and give them a foot massage. To remain
viable in the world of sports today, sports must equate to more
than wins and losses. It is about creating an experience. People
need to be entertained before, during and after the game. Before
they dig deeply into their recession-strapped wallets, fans have
become conditioned to expect the experience. Is the sport enough?
Maybe for purists. But for Homer Simpson, sports = entertainment
= experience.
Next year, in celebration of the first anniversary of the Next
Generation of the ALSD and of Sports Venues, the ALSD goes
Hollywood. See the pictures here, and we hope you know why.
24 | S E A T | FALL 2010 | www.alsd.com
25. The entertainment capital
of the world now has a
capital of its own.
25 | S E A T | FALL 2010 | www.alsd.com www.alsd.com | FALL 2010 | S E A T | 25
26. 2011 ALSD Conference and Tradeshow
LA LIVE
Sunday, June 26 – Wednesday, June 29, 2011
Brief Schedule of Events to be updated continually
SunDAy, June 26, 2011 WeDneSDAy, June 29, 2011
3:30 p.m. 9:00 a.m. – 12:00 p.m.
Kick-off Event Sessions or Bootcamps
4:00 p.m. – 7:00 p.m. 1:00 p.m. – 4:00 p.m.
Exhibit Hall Open, Cocktail Hour Sessions
7:00 p.m. 6:00 p.m. – 9:00 p.m.
Pub Crawl at LA Live Tour: Home Depot Center Tour
(subject to change)
MonDAy, June 27, 2011
8:00 a.m. – 4:00 p.m.
League Day
4:30 p.m. – 7:30 p.m.
Exhibit Hall Open, Cocktail Hour
7:30 p.m. – 10:30 p.m.
Tour and Reception:
STAPLES Center and Nokia Theatre
TueSDAy, June 28, 2011
8:00 a.m.
Keynote Event
9:00 a.m. – 12:00 p.m.
Exhibit Hall Open, Brunch
12:30 p.m. – 4:00 p.m.
Sessions
5:30 p.m.
Photos Courtesy of AEG/L.A. LIVE 2010
Tour, Reception and Baseball Game:
Angel Stadium, Los Angeles Angels
of Anaheim
26 | S E A T | FALL 2010 | www.alsd.com
27. the 21st Annual
AlSd Conference & tradeshow
June 26-June 29, 2011
JW Marriott
los Angeles, California
RegiStRAtion FoRM
Registration fees include all seminars, course materials,
venue tours, and hospitality receptions.
pRiCing:
november 1, 2010 – december 31, 2010 no. of Attendees
Attendee Sign-up First ALSD Member $700 _____
Please complete a registration form for each attendee. Add’l ALSD Member $650 _____
Payment information only needed once if paying for all Non-ALSD Member $800 _____
attendees from a team/company. January 1, 2010 – March 16, 2011
First ALSD Member $750 _____
CAnCellAtion Add’l ALSD Member $700 _____
Thirty (30) or more days before show: 75% refund. Less Non-ALSD Member $850 _____
than thirty (30) days before show: Credit for following March 16, 2011 – AlSd Conference
year’s show; no monetary refund. First ALSD Member $800 _____
Add’l ALSD Member $750 _____
Organization ___________________________________________ Non-ALSD Member $900 _____
A la Carte events
First Name _____________________________________________ Angels Baseball Ticket $35 _____
Last Name ______________________________________________ AlSd guest/Spouse program: Extra credentials are $200 each and will grant
guest(s) access to all tours and receptions. Kids under the age of 14 are Free.
Title ___________________________________________________ Guest/Spouse $200 _____
Angels Baseball Ticket $35 _____
Address ________________________________________________
Guest Name: _________________________________________________________
City____________________________________________________
Total: $_______
State _____________Zip Code______________________________
Phone _________________________________________________
pAYMent
Cell Phone ______________________________________________ Payment Information:
___ Yes, I would like text messages during the ALSD Conference ___ American Express ___ Discover ___ Mastercard ___ Visa
*ALSD will have an opt-in Text Program. Texted updates/informa- Card Number: _____________________________________________________
tion sent to your cell phone (Ex. "ALSD buses depart 5:00 p.m for Exp. Date: ____________________________________________
Venue Tour" or "2:30 Sales Session moved to Conference Room Cardholder Name: _____________________________________
#2")
Cardholder Signature: __________________________________
E-mail __________________________________________
League o College ___ Check made payable to: ALSD or Association of Luxury Suite Directors
o NFL o Minor League
o NBA o Racing Host Hotel information: Reservations:
o NHL o F&B The JW Marriott Web Reservations: https://resweb.passkey.com/Resweb.
o MLB o IT Los Angeles at L.A. LIVE do?mode=welcome_ei_new&eventID=2637027
o Soccer o Other: ______ 900 West Olympic Blvd. Phone Reservations: 800-266-9432. Mention: Association
Los Angeles, CA 90015 of Luxury Suite Directors for group rate
Member: oYes o No
www.lalivemarriott.com
o I would like to sign up for member
ship; send materials
Fax, e-mail or Mail form to:
Amanda Verhoff
ALSD
10017 McKelvey Road, Cincinnati, OH 45231
E: Amanda@alsd.com
P: 513-674-0555 x104 F: 513-674-0577
