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Ryan Robbins explains that the Premium Club only decreasessuites, not revenue: “It will fill a gap in current ticketinventory while also accomplishing the team’s goalof generating additional revenues.”DedicATed to PremiumClevelander Ryan Robbins brought a repertoire of premium knowledge backhome with him when he joined the Indians in 2012. Robbins previously spenttime with the Cleveland Browns, Chicago Fire, and Oakland Raiders. With boththe Raiders and Indians, he has initiated true premium departments. Whetherthe departments were either under a general sales blanket or there simplywere not enough staffers to meet client demands, Robbins was part of a restructuringprocess that defined premium as its own entity.At the Indians, Robbins currently works with three newly hired sales executivesbut is also fortunate that his group, season, and inside staffers are proficientin all premium products, so he can rely on them to sell rentals and lowerticketpremium products. Robbins is the first premium director the Indianshave had in six years. Previously the ticket sales director controlled all accounts.The philosophy Robbins is working to instill is that while education on all productsis key, differentiation in departments is necessary for sales efficiency.Connect with Ryan Robbins:Ryan M. RobbinsDirector of Premium Sales & ServiceCleveland Indians BaseballOffice: (216) 420-4154Mobile: (216) 469-8497Email: rrobbins@indians.comThe mASTer PlANThe master plan at Progressive Field is to create neighborhoodsto fit all budgets by offering options to general and premiumfans alike. Finding the right number of suites to fit themarket is one focus of the ballpark restructure. Pending thesuccess of the Premium Club, more suites could be removedand replaced with two to three similar clubs. “Ninety suites arestill too many for our market,” says Robbins. “So we are continuallylooking to develop different products to fit the segmentthat demands a fresh alternative to the traditional suite.”Additionally, the current Terrace Club, which houses over2,000 club seat holders, could get a facelift. Robbins explains,“The club was built in the 1990s. Today, we can’t be as exclusiveas we would like with the amenities. Because of thelarge fan base in the club, it is very difficult for the food tobe high-end enough to maintain the business clients who areentertaining and networking with their clients and who desiremore than ballpark fare.”Ultimately, the Indians are committed to maintaining ProgressiveField as one of the premier ballparks in the country.The Premium Club is merely the beginning of a venture totransform the overall ballpark blueprint. By continuing to listento the needs and desires of fans, the organization hopes tocreate the most dynamic mix of premium neighborhoods andfan-friendly seating for all fans. #COMING up NEXT:geTTING FromSTreeT TO SuiTEHow is your venue decreasing suites but not revenues?Write to Amanda at amanda@alsd.com.72 | S E A T | www.alsd.com | #SEATWinter2013