Arizona Cardinals – First-Of-Their-Kind Field-Level Seating Experiences

The previously unadorned shared all-inclusive club area on the 7th level with 600 seats, originally designated as the Chairman’s Club when the stadium was constructed in 2001, underwent a significant transformation this year. We envisioned this space as a blank canvas, poised to become a premier attraction for the ever-expanding younger demographic of fans at the Houston Livestock Show and Rodeo. One of the initial challenges we faced was the name; many guests believed that this area was exclusively for our Chairman, similar to how the Directors Club is reserved for our Directors. To address this misunderstanding while also generating interest among guests, we opted to rebrand the area as the Chairman’s Club Party Deck. Following this rebranding, we decided to adopt a cowboy disco theme for the space. This concept allowed us to incorporate elements of Houston’s vibrant metropolitan culture while remaining true to our Western heritage. However, we faced the challenge of ensuring that all modifications were temporary, as we are one of two tenants of NRG Stadium and must restore the area to its original condition before returning it to the Houston Texans. Once we clarified our objectives and limitations, the design process commenced. We removed all drapes from the windows that spanned the entire club and replaced them with faux stained glass to create a warmer and more sophisticated atmosphere. We upgraded the furniture to more appealing options, such as standing communal tables that occupy less space than traditional tables with chairs. Additionally, we created inviting lounge areas for small group interactions. Ceiling installations were added to draw guests’ attention upward from the original carpet, and the walls were adorned with 3M materials that resembled wallpaper and murals. We aimed to create an atmosphere that felt unique upon entering the space, so we lined the lengthy entry halls with neon signs and vintage rodeo photographs, effectively showcasing the blend of tradition and modernity. Recognizing the significance of securing a sponsor for this venue, both for financial support and promotional benefits, we presented our concept to AXS. They subsequently agreed to a seven-year sponsorship deal, turning the Chairmans Club Party Deck into the Chairmans Club Party Deck Presented by AXS. It was essential for us to maintain the all-inclusive nature of this area while also incorporating new elements, such as signature cocktails inspired by the day’s musical artist and live performances before the Rodeo. Although we were tempted to increase ticket prices significantly due to the redesign and additional features, our primary goal was to attract a younger audience. Therefore, we set the ticket price at $180, which includes food and beverages, ensuring it remains financially accessible.
During our 20-day event, we achieved remarkable success in this area. We sold more than 1,000 additional tickets compared to the previous year and exceeded our sales target by over $200,000. The enthusiastic feedback from attendees, staff, volunteers, and our sponsor was truly overwhelming. This redesign demonstrated that it is possible to transform an aging space into an unforgettable experience for visitors. This was not a costly, permanent renovation; rather, we significantly enhanced the guest experience within a limited budget that aligned with our organization’s financial capabilities, resulting in outstanding success.