Executive Summary
Club 1977 is a groundbreaking premium hospitality concept introduced by the Denver Broncos at Empower Field at Mile High. It is designed to honor the iconic “Orange Crush” era while setting a new standard for modern premium experiences. Created by merging two party suites into a luxurious 1,670sqft space, Club 1977 seamlessly blends heritage, innovation, and exclusivity within a year-round, lifestyle-focused membership model.
Its comprehensive approach to member benefits distinguishes Club 1977 from traditional premium offerings. As the first Broncos premium product to integrate all available amenities—including an all-inclusive, chef-inspired menu paired with a top-tier
bar package featuring exclusive wine and liquor, valet parking, an annual away-game trip, pregame field passes, and access to all stadium concerts—it elevates the fan experience significantly. The club’s strategic dual-purpose design ensures exceptional sightlines and versatility for Broncos games and premier live entertainment events, positioning it among the most forward-thinking and adaptable premium spaces in professional sports.
With membership capped at just 54 seats starting at $35,000/ticket, Club 1977 has achieved remarkable success in terms of revenue, guest satisfaction, and member engagement. The club’s immediate sellout, sight unseen, during construction underscores its compelling appeal and reflects the Broncos’ ongoing commitment to innovation and growth under Walton-Penner Ownership Group. Club 1977 is more than a premium space – it represents an experience that connects team legacy with contemporary lifestyle and entertainment.
Submitting Organization: Denver Broncos
Detailed Nomination
Overview:
Club 1977 is a pioneering premium hospitality concept introduced by the Denver Broncos at Empower Field at Mile High, designed specifically to celebrate and honor the team’s storied history while simultaneously creating a forward-looking premium experience. Named after the Broncos’ landmark 1977 season, the team’s first Super Bowl appearance, and introduced the iconic “Orange Crush” defense, Club 1977 reflects the intersection of heritage, luxury, and innovation. This 1,670-square-foot space was created by combining two party suites into one, with nearly $1 million invested in its construction. Designed by DLR Group and built by Turner, the space is part of the Broncos’ broader stadium transformation initiative and provides a one-of-a-kind experience for premium members.
Experience:
Club 1977 delivers an exclusive premium lifestyle experience beyond game day. Members enjoy an all-inclusive, chef-inspired culinary menu including passed hors d’oevres, fresh made pizzas in suite and a carving station executed with excellence by local catering company Epicurean Sports, paired with a top-tier premium bar package & themed signature cocktails, valet parking, pregame field passes, an annual away-game trip, and member only merchandise & autograph memorabilia. Club 1977 is the first premium offer in Bronco’s history to include access to all concerts at Empower Field at Mile High. This innovative benefit significantly influenced the club’s location within the stadium, ensuring unobstructed sightlines for Broncos games and premier concerts featuring artists such as The Rolling Stones, Morgan Wallen, Taylor Swift, Kenny Chesney, and the Foo Fighters.
The club’s design thoughtfully honors the team’s storied legacy while embracing contemporary comfort and aesthetics. It fosters exclusive engagement opportunities, including pregame field access, offseason events, executive dinners with current players and alumni, and in-game alumni meet-and-greets. More than just a premium seating area, Club 1977 represents a year-round community built around exceptional experiences, unparalleled access, and meaningful connections.
Innovation & Impact:
What sets Club 1977 apart is its innovative approach to premium hospitality. The Broncos created a flagship premium product that fills a gap between traditional suite ownership and club seating by reimagining an underutilized space on the stadium’s north side. The product offers a fully integrated year-round luxury experience with benefits previously unavailable in any Broncos premium membership, especially the inclusion of concert access, which sets a new precedent for the sports and entertainment industry.
The Walton-Penner Family Ownership Group has prioritized fan experience and facility investment since acquiring the Broncos in 2022. Following a $100 million renovation in 2023 that included introducing the Breckenridge Bourbon Club, the team maintained a premium waitlist, signaling strong demand and further motivating this innovative concept.
Results & Success Metrics:
Since its launch, Club 1977 has met overwhelming demand, selling out entirely sight unseen while construction was still underway, underscoring immediate excitement and confidence in the concept. Quickly reaching its capped membership of just 54 seats, the club occupies a premium position within the Broncos’ pricing structure due to its unmatched benefits. Member engagement has been exceptional, with over 95% participating actively in non-game-day programming. Additionally, the club’s all-inclusive benefits and unique offseason events have significantly boosted member involvement, reinforcing its value beyond game day.
Industry Influence:
Club 1977 is reshaping the way the sports industry thinks about premium hospitality. It is one of the first examples of a premium membership product that blends legacy, exclusive access, modern design, and entertainment into a single, all-encompassing experience. It illustrates how premium offerings can extend beyond traditional seating and dining to become lifestyle experiences.
By leveraging the stadium’s operational control, the Broncos seamlessly incorporated concert access, a groundbreaking addition to a sports-focused premium club. This model influences how other NFL and major league teams approach premium development, particularly in multi-use venues.
In summary, the Denver Broncos’ Club 1977 deserves recognition as the Most Innovative Premium Concept for its forward-thinking design, elite offerings, and meaningful impact on guest satisfaction and the broader premium hospitality landscape. It exemplifies how history and innovation can unite to deliver unmatched value and connection for fans and partners alike.
