Is your venue missing the “middle”? In this final installment of our series with Legends Global, Colin Cook and Tim Statezni explore the concept of “Premium for All”—the strategic shift toward creating high-value experiences for fans who fall between general admission and top-tier luxury suites.

Learn how the industry is evolving to offer creative solutions like social decks, loge boxes, and “living room” style seating to capture a wider demographic of fans. From international trends in golf and racing to the growing demand for sports-adjacent private events, discover how to program your venue to maximize hospitality revenue across the board.