Executive Summary
The Encore Lounge at Little Caesars Arena sets a new benchmark for non-sport premium experiences. It is purposefully designed for today’s premium guests who expect exclusivity, seamless access, and elevated service. As Detroit’s newest and most exclusive ultra-VIP premium offering, it’s the arena’s first all-inclusive space dedicated solely to concerts and comedy.
At the heart of the experience is a limited, members-only model that blends intimacy with prestige. Members enjoy Premium Club Seats offering unparalleled proximity to the stage, delivering extraordinary sightlines and an immersive atmosphere for every performance. This exclusivity continues with access to a private lounge featuring all-inclusive gourmet dining and a private bar with curated selections of premium beverages —all designed to elevate fan convenience and comfort.
This premium product is further distinguished by its private parking access in the Trinity Health Garage. These spaces, traditionally reserved for Red Wings players and celebrities, enhance convenience and reinforce the VIP experience from arrival to encore.
Developed by 313 Presents to elevate the premium journey and reimagine how guests connect with entertainment, The Encore Lounge challenges the traditional concert hospitality model. Its forward-thinking design and service model inspires innovation, deepening guest relationships, and advancing the future of premium experiences.
Submitting Organization: 313 Presents
Photo Credits: 313 Presents
Detailed Nomination
Overview
Launched by 313 Presents in 2024, The Encore Lounge at Little Caesars Arena is a reimagination of existing space, transforming a traditionally dormant premium area into Detroit’s most exclusive hospitality experience for concerts and live entertainment. Rather than constructing a new space, 313 Presents identified an underutilized asset and repurposed it with intention. The goal was to meet the growing demand for concert-focused VIP experiences while maximizing operational efficiency.
The result is The Encore Lounge, a sophisticated, all-inclusive environment that blends exclusivity, access, and elevated service into a seamless premium journey. As the first premium space at the arena designed specifically for music and comedy events, The Encore Lounge fills a critical gap in the market and sets a new standard for non-sport hospitality.
Innovation & Impact
The Encore Lounge is not simply a new product, it is a creative response to an ongoing opportunity. Before its transformation, the space remained empty during most concerts, limiting its utility and missing a valuable audience of entertainment-first guests. By converting this space into a dedicated hospitality destination, 313 Presents unlocked new revenue potential, introduced a differentiated experience, and redefined how premium spaces can function beyond sporting events.
Key innovations include:
• Reimagination of Unused Real Estate: The space was re-envisioned through branding and service enhancements to turn an inactive area into a destination for top-tier guests.
• Premium Seating: Guests enjoy Premium Club Seats with exceptional proximity to the stage, delivering immersive sightlines and unmatched viewing for every show.
• All-Inclusive Hospitality: Within the lounge, members are treated to gourmet culinary offerings, a curated selection of premium beverages, and a private bar—all designed to elevate comfort and convenience.
• Members-Only VIP Arrival: Membership includes private parking in the Trinity Health Garage. These spaces traditionally reserved for Red Wings players and talent, further enhancing exclusivity and ease of access.
Results & Success Metrics
Since launch, The Encore Lounge has delivered a strong performance:
• Revenue Growth: The Encore Lounge sold out its initial membership inventory in its first season, transforming a previously inactive space into a consistent, high-performing source of premium revenue. Following a successful launch, 313 Presents strategically added eight additional seats to the space to further grow revenue while maintaining the elevated level of service. This expansion followed a careful evaluation of guest experience, space utilization, and service efficiency—ensuring the integrity of the premium offering remained intact.
• Guest Satisfaction Testimonials:
– “I wanted to let you and the group at 313 Presents to know how happy I am with my purchase of the Encore package. The entire experience has been first-class and such a feeling of hospitality. From start to finish every time I attend a show, I feel like I own part of the venue. Between the parking at Little Caesars Arena, the experience walking into our lounge, the staff being so personable and helpful, the amazing variety and quality of food, the premium bar, the amazing seats, and always some special gift as we leave, I am so happy I purchased my package!! I look forward to the remainder of this season and the following year, and many more years and additional venues with you and 313 Presents. Thank you for always having a smile on your face and being so accommodating.” – Dash Auto Logistics
– “Having a season package in the Encore Lounge at LCA has completely changed the way I experience live entertainment. Every show feels exclusive—VIP access, a private lounge with great food and drinks, and incredible seats for every concert. It’s not just about seeing one artist—it’s about being part of an unforgettable season of music. Worth every penny!” – Activate Detroit
Industry Influence
The Encore Lounge offers a new lens through which premium professionals can view existing inventory. Rather than defaulting to new construction or large capital investment, 313 Presents demonstrated that current assets can be transformed through innovation, design, and intentional programming.
In an industry where maximizing every square foot is increasingly vital, The Encore Lounge presents a scalable model for rethinking a venue’s underutilized inventory. This initiative exemplifies how creativity, operational agility, and a guest-first mindset can drive revenue and expand premium portfolios.
