Put MoreButtsin yourseatsPremium Seating Leads • Group Sales LeadsSeason Ticket Sales Leads • Business Email CampaignsCurrent Fan Profile ReportsFull House EntertainmentDatabase Marketing(312) 360-0001 • info@fill<strong>the</strong> house.comwww.fill<strong>the</strong>house.com<strong>ALSD</strong> Research Partner Since 2007
A premiumon new clubsA Premium Club: ProgressiveField’s new 5,000-square-footpremium product combines aloft <strong>the</strong>me with a sports bar,incorporating high ceilings, darkgrey floor tile and carpet, maplewood paneling, solid surfacecountertops, and brown and blueaccent tile.There exists an industry-wide conflict between a surplus of suites and a lack of venuesadapting with innovative premium products. On Opening Day 2013 at Progressive Field,<strong>the</strong> Cleveland Indians will usher in <strong>the</strong> exclusive new Premium Club which serves asano<strong>the</strong>r leading example of addressing changes in premium customer demands.By Amanda Verhoff, Executive Director, <strong>ALSD</strong>Quick HitsThe Cleveland Indians willdecrease <strong>the</strong> suite total atProgressive Field by 15 in 2013,replacing this inventory with anew Premium Club.The Premium Club, whosefinal name is still being decidedupon, is a new product whosequality and value is somewherebetween a club seat and a suite.The Premium Club price pointis $150/seat per game. Onlyfull-season packages are sold, but3-year contracts do offer escalatorprotection, and shared packagesare available.The Premium Clubin<strong>corporate</strong>s all-inclusive foodand beverage concepts, including8-12 menus rotating during <strong>the</strong>season and changing each game.When Progressive Field was built in 1994, it had132 suites. By 2012, that number had droppedto 111. And with lingering concerns over anindustry that is not operating like it did in <strong>the</strong>1990s, when suites sold out on 10-year leases, <strong>the</strong> home of <strong>the</strong>Cleveland Indians will again decrease its suite inventory by 15in 2013. In response to clients unable to tolerate long-termleases and still too much suite supply, <strong>the</strong> Indians are unveilingwhat <strong>the</strong>y hope is a solution to <strong>the</strong> current climate in sportseconomics: <strong>the</strong> Premium Club.The construction of Progressive Field’s new Premium Club,located directly adjacent to <strong>the</strong> Press Box, on <strong>the</strong> first baseside of home plate, follows an industry trend to decrease <strong>the</strong>number of luxury suites in North American sports venues. “It’snot a Cleveland issue,” says Ryan Robbins, Director of PremiumSales & Service for <strong>the</strong> Indians. “It’s an industry-wideissue to decrease suites.” Because <strong>the</strong> Indians are embracingevolving trends and diminished customer budgets, Robbinsbelieves <strong>the</strong> organization will deliver a desirable atmospherein <strong>the</strong> Premium Club’s inaugural year.A New WaveThe Cleveland Indians Premium Club, whose final name isstill being decided upon, appeases some customers’ desires fora new product whose quality and value is somewhere betweena club seat and a suite. What’s more, <strong>the</strong> new Club will help<strong>the</strong> team’s bottom line as well. At $150/seat per game, Robbinsfavorably asserts that <strong>the</strong> Premium Club “will fill a gapin current ticket inventory while also accomplishing <strong>the</strong> team’sgoal of generating additional revenues.”To determine <strong>the</strong> price point and amenities for <strong>the</strong>5,000-square-foot, climate-controlled, fully furnished PremiumClub, <strong>the</strong> Indians researched o<strong>the</strong>r MLB ballparks,including Great American Ballpark (Cincinnati Reds), PNCPark (Pittsburgh Pirates), Safeco Field (Seattle Mariners), andComerica Park (Detroit Tigers).The Silver SuiteRyan Robbins is versed in selling a suite turned club. Whilewith <strong>the</strong> Oakland Raiders as Director of Premium Seatingfrom 2009 to 2012, Robbins sold <strong>the</strong> Silver Suite, which64 | S E A T | www.alsd.com | #SEATWinter2013
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