My Event, My Way
During ALSD’s October 2025 edition of PX Live, it became clear that sports fans – premium and otherwise – have clear expectations about what they want, when they want it, how they want it; and it’s creating both a challenge and opportunity for our venues and teams.
During the seven-session webinar, four propositions surfaced, as well as fascinating data on who our newest patrons are and when and what they are spending on.
Fans Value Belonging, When Belonging Includes Their Values
Fundamentally, sports venues are social gathering spaces, where fans value a sense of community and shared moments as much as the competition itself.
Naturally, design philosophy has shifted from seat-centric to flexible environments that blend leisure, hospitality, and technology. Moreover, for these spaces to appeal to diverse audiences – particularly younger, digital-first consumers – the spaces and brand alike must represent the standards and local identity guests value.
“Younger audiences see teams as cultural brands as much as sports organizations.”
– Erin Schnieders, Senior Vice President, Head of Venues, National Basketball Association
As Russ Simons, Chief Listening Officer, Managing Partner, Venue Solutions Group suggests we can’t tell fans – many who are resistant to change – how to experience what we offer. We must bring them along and “make sure that we enhance their experience in a manner that they’re comfortable with.”
As suggested by David Dunn, Managing Director and Founding Partner for 442 Design, we can explore venue design like a festival, creating zones and environments with a specific value and experience.
Cleveland’s Rocket Arena has an immersive curved LED entrance tunnel which encompasses visual and audio theatrics, whereas Atlanta’s State Farm Arena has a beautiful, yet simple mural that speaks to local culture that’s become a popular selfie spot.
The affluent fan – a rapidly growing segment that prioritizes personalized, premium experiences – is demonstrating higher loyalty to brands that reflect their values and lifestyles. Likewise, the female consumer is a leading economic driver redefining authenticity and influence.
“Authenticity isn’t a campaign—it’s an expectation.”
– Susie Sapp, Sr. Director, Growth & Partnerships, Czarnowski Collective
Margaret Shaul, Associate Strategy Director, Czarnowski Collective highlighted that women’s sports and women-led initiatives have entered a new visibility era, citing sponsorships and brand collaborations built around purpose, empowerment, and inclusivity, affirming that, “Women aren’t asking for a seat at the table anymore—they’re building the table and curating the guest list.”
For both growing demographics in the premium space, the goal should be to focus on creative strategies and shared values, rather than traditional product placements. Purpose-driven storytelling is a key differentiator in modern brand activation, as consumers expect authentic, values-aligned engagement—not token gestures.
“Culture is the premium differentiator—our fans buy into belonging, not just basketball.”
– Matt Herold, Director, Premium Sales & Service, Detroit Pistons
A growing convergence between digital and physical environments is also key to immersive experiences. Modern technology like AI and holograms can deepen emotional engagement when used as an extension of the live experience. “The magic happens when digital doesn’t compete with the moment—it completes it,” adds John Bisignano, Vice President of Business Development, FourOne.
“When activations are done properly, the fan gets something of value and thus doesn’t opt out from continued marketing.”
– Shawn Landgraf, Founder and CEO, Holovisn
Immersive activations such as AR, projection, and sensory layers are most successful when integrated early into design conversations rather than retrofitted as marketing add-ons. Digital tools should amplify the physical, not replace it. Successful activations are also emotionally aligned, with storytelling the anchor for digital innovation.
Curated Convenience is the New Premium
Curated convenience is taking center stage as a premium benefit. The “affluent fan” seeks connection, meaning, and time efficiency—not just luxury, which is why convenience is elevating experience and impacting long-term retention. Seamless ingress and egress now includes more refined security screening applications such as facial recognition. Grab-and-go and all-inclusive options are not only allowing for speed of service, but also allowing clients to choose what they want.
“Affluent doesn’t just mean financially capable—it means emotionally connected and time-conscious.”
– Michael J. Keenan, Managing Director, Sports Practice Leader, PwC
Studying preferences and behaviors in adjacent industries is key to keeping up with technology and service standards. Does a boutique hotel have a contactless check in? Better upgrade your AI-based security solutions. Does the hippest restaurant in town serve small plates? Better call your smallwares vendor.
More efficient ticket utilization is another way successful organizations are reducing friction, personalizing the journey, and empowering purchasing decisions. Morgan Katz, Founder and CEO, Ticketnology adds that repeat engagement is more common when the process is simpler.
Though seemingly counterintuitive, extended experiences in entertainment districts are part of the convenient and curated experience. As Simons suggests of examples like The Battery in Atlanta, entertainment districts create “that middle space, where we can get there early, get used to where we are, calm down, run some energy off.”
The future of premium is built not on opulence, but on emotional ROI—the return on feeling valued, connected, and inspired. Teams and clients also measure “extra” through cultural connection, such as curated themed nights, collaborations with local artists, and experiential storytelling that ties the sport to the city’s creative identity. Extra can also mean surprise and generosity—moments that feel handcrafted for each guest.
Approachable Premium
With most fans nowadays desiring a premium experience, even if they don’t hold a premium ticket, our industry has been compelled to build approachable premium, a first step to luxury. Several venues have done this well, including Mercedes Benz Stadium with their AT&T Lofts on the 300 level and Rogers Centre introducing Heinz Club 328 with site access to the field and an uber creative use of underutilized space.
Flexible, networking-friendly seating is also a form of premium regardless of placement in a venue. Where venues of the past had steep pitches and suite seats in straight lines, today’s venues are a harmony of banquettes, rolling loge seats, modular and multi-tiered viewing experiences, and tables – lots and lots of tables and drink rails. Cosm in LA and Dallas has done a spectacular arrangement of options for all levels of guests, where State Farm Stadium introduced casitas with multi-level, indoor-outdoor and on-field viewing opportunities, all promoting the shared experience.
“The definition of premium has expanded—it’s not just luxury, it’s belonging.”
-Bret McCormick, Facilities and Fan Experience Reporter, Sports Business Journal
“Over-the-top doesn’t mean over-produced; it means unexpectedly personal.”
– Carolyn Murphy, Director of Premium Service, Seattle Seahawks
Identity + Placemaking = Loyalty
Building on “my event, my way”, venues have a massive opportunity to create spaces with unique appearances and personalities. None are one-size-fits-all, nor are they only tangible, but they all make guests feel that they are part of something they can’t get somewhere else.
Churchill Downs Renovation
- Leading into each of the Seattle Seahawks’ new Touchdown Suites is custom etched glass with company logo or family name, which doubles as a directional, helping guests know which section of the suite is theirs.
- In the newly renovated suites at the Miami HEAT’s Kaseya Center, the millwork was fabricated in Turkey, stone for countertops came from Brazil, and leather wall panels came from Italy, showcasing a commitment by ownership to uplevel all aspects of the experience.
- The Denver Broncos cleverly display their colors in the new 1977 Club, making the space feel like it could only be at Mile High, while maintaining a premium aesthetic. Moreover, the Breckenridge Club’s ornate (and sizable) pigskin-shaped ceiling centerpiece is a subtle suggestion that guests can only be in a football stadium.
- The historic Western Metal Supply Co. Building adjoined to San Diego’s Petco Park has always been a focal point of the ballpark. With a 2025 multi-million-dollar upgrade, the iconic space has expanded to include a team store, the Budweiser Loft, and the Western Metal Rooftop, providing a casual indoor-outdoor experience, complete with shuffleboard tables and corn hole, when the game is the backdrop and the weather is the star.
- The Blue Jays recent renovation of Rogers Centre includes a club space wall comprised only of Blue Jays baseball cards donated by an employee.
- Fulham FC’s Riverside Renovation pays homage to the River Thames, and also to the history of a venue first opened in 1896. The renovated yacht-esque experience is adorned with distinctly different – and only subtlety logoed – premium aesthetics designed by three different interior designers and a riverside spa offering a range of wellness facilities, including treatment rooms, a steam room, sauna, and rooftop pool, all designed with a focus on privacy and relaxation. Who says you can’t reinvent a venue?
- Speaking of reinvention, Churchill Downs has recently spared no year in their quest to bring their 150-year-old venue to a modern age of exclusivity and personalization, and nothing says identity more than the horse-facing Woodford Reserve Paddock Club which sits on a bourbon-stocked speakeasy.
- Roth Tower at the University of Central Florida rounds out the list of really cool placemaking examples. Located close to Cape Canaveral, the new premium tower offers viewing parties of – get this – rocket launches. Top that.
“If you’re not experimenting, you’re falling behind.”
– Bret McCormick, Facilities and Fan Experience Reporter, Sports Business Journal
“Access is authenticity. That’s what turns donors into advocates.”
– Kendra Holaday, Vice President of Premium Seating & Special Events, Gamecock Club
Premium spaces continue to outperform expectations due to fans’ willingness to pay for access, comfort, and community. The asterisk is that all three mean something different to everyone, so we’ve compiled several great examples that can help your venue stand out, even if not specific to place.
Touchdown Suites – Seattle Seahawks | Lumen Field
- The University of South Carolina’s Williams-Brice Stadium is undergoing a $350 transformation. And besides the “first apartment-sizes” suites at about 1,400 square feet, suite owners have the freedom to choose if they’d like a wine cellar, bespoke bar, networking or family nook, or formal meeting room within the sizable space.
- Monumental Sports & Entertainment and the Miami HEAT each created spectacular videos of renovated premium spaces and utilized personnel with distinct tenure in the organization and deep knowledge of the spaces, thus making your premium staff your asset in the marketing and sales space.
- The field-side suites at Snapdragon Stadium, sold and utilized by San Diego FC are uber close to the pitch, and can also fold up as the soccer team is a tenant in the college football building. Clever design, close proximity.
- Considering market trends, the Seahawks Touchdown Suites converted two 24-seater suites into four 12-seater suites with a shared lounge space with all-inclusive catering. Moreover, the suites captured laid-back Pacific Northwest vibes and aesthetics in, you guessed it, green tones. And if the warm colors don’t get the job done, heated (and cooled) seats come with the suite.
- The Detroit Pistons leaned into flexibility in their backcourt club, including moveable and modular banquettes and seating options. Though the seating manifest changed based on client feedback, the team preserved the naming rights deal and could also offer various seating denominations.
- Dedicated bartenders and suite attendants on any level and in any venue is hard to beat. Nearly nothing can compete with arriving at an event to your preferred drink and dessert.
“Flexibility is the currency of the modern premium business.”
– Bret McCormick, Facilities and Fan Experience Reporter, Sports Business Journal
Word to the Wise: Data Impacting Decision-Making
October’s PX Live also offered a wealth of data and subsequent recommendations about venue and experience operation.
High-Income Sports Fans
Key takeaways from PwC’s study entitled “Winning premium fans: Driving new revenue through elevated fan experiences” help us understand a key growing segment of the premium audience. In the study, high-income sports fans across the US are identified as individuals earning over $200,000 annually or households earning more than $300,000 annually.
- 42% are willing to spend more than $250 for premium hospitality that would include an experience such as a meet-and-greet or autograph access.
- 53% believe technology can improve the way they order food and beverage and have it delivered in a shorter period of time.
- 57% of high-income men aged 35 to 44 attend live sports events at least monthly.
- 56% of high-income women aged 18-24 attend live sports monthly.
- Younger fans will pay more on average for tickets than older fans.
- Younger fans see premium experiences as something worth spending on. For example, an F1 race day experience, including gourmet cuisine throughout the day, open bar, pit lane walks, guided track tours, access to the paddock, and appearances by drivers.
- In addition to poor on-field play and low venue energy, sight lines for premium seating are non-negotiable.
Though many inferences can be made from the study’s data, three suggestions emerged here. First, provide access to elevated settings, and perks that go along with it. Secondly, mix tiers of hospitality to allow fans to step up in premium gradually. And finally, heed data’s guidance on experiences. For instance, for the female demographic, shareability, social engagement, and merchandise tie-ins are sought after.
Female Spending Power
Czarnowski Collective shared data on the session “Heightened Impact of Women’s Brands on Premium Partnerships” which uncovered keys on worldwide spending. While women are controlling almost $32 trillion of this spending, the data below carves a deeper niche into how this translates for the premium and partnership segment of the sports industry.
- Women make 85% of consumer purchase or household decisions.
- Women are controlling or influencing 75% of global discretionary spending.
- A third of women are participating in sports betting, which has almost doubled since 2020.
- 72% of women identify as avid fans of (read that: dedicated, knowledgeable about) one or more sport.
- 68% of women are more likely to consider a brand if it sponsors their favorite sports or team(s).
- A recent report from CrowdIQ (who uses their fan cams and AI to calculate who they’re visually seeing in stands), saw:
- At women’s sporting events, female attendance is typically 60% or greater.
- Moreover, for men’s sporting events, it ranges from 30-50%.
- And for fans under age 40, there’s a 50-50% split between live event attendees, between men and women.
- Female attendees spend five times more per person than the overall average sports fan at live events.
- Women arrive at events 15-30 minutes earlier.
- 50% of the women attending sports events are wearing team apparel.
- Women are 16% more likely to notice a brand experience or pop-up at the venue, and they are 9% more likely than men to visit experiential spaces or fan zones.
Perhaps more anecdotally, campaigns with a targeted audience are two times more likely to drive engagement and purchase. That women arrive earlier to events suggests they spend more time overall at the event, perhaps spending on concessions or merchandise. Furthermore, authentic engagement and activations is a compelling factor for brand association by women. Several brands stood out to the Czarnowski team.
- e.l.f. Cosmetics launched an entire campaign – playing on the acronym – called Empower Legendary Females.
- Crate & Barrel renovated the Skyline Suite and family fun zone at Soldier Field. An artful “Presented by Crate & Barrel” photo frame outfitted the spaces. Furthermore, sweepstakes led to lead generation on a new set of customers.
- SKIMS, Kim Kardashian’s shapewear and underwear line became the official underwear partner of the WNBA and the NBA.
- Others who have recently entered the sports space or are experiencing early success: Pinterest, essie Nail Polish, Hero Cosmetics, and Fenty Beauty by Rihanna.
Better Buying from Better Buyers
Morgan Katz, CEO and Founder of Ticketnology and Ticket Booth technology addressed utilization issues and opportunities. Several important points include:
- There is a trend to weeknight ticket usage. More specifically, guests don’t want to spend their Saturday night hearing a sales pitch.
- The major weekday trend is Monday night events, especially for suites, and especially in NHL for companies who invite clients and prospects to.
- If the team isn’t performing well, or if the business itself isn’t performing well, companies that are utilizing season tickets are experiencing end-of-season fatigue. Moreover the fatigue is rarely seen by sport, but rather by venue, and more prominently with arenas, largely due to the number of events including concerts and family shows in addition to games.
- Savvy businesses are opening up ticket usage to departments outside of sales. Using tickets internally is not a waste of a resource.
- There is an increase in multi-layer events. For instance, Monster Jam includes pit passes before the show and activities throughout the event itself. What might seem daunting to come is exclusive to others.
- Player profiles and social media help to drive interest, with the WNBA succeeding more than ever.
The sense is that clients are still buying and they still want exclusive access opportunities, but they also want smaller ticket packages. If a buyer invests in a 25-40% event buy, or a 10-game package, their purchase and utilization is thus more intentional. The “volume effect” happens when companies are not meeting their business goals they defined at the beginning of signing that season contract, they’re just skipping everything in general. In short, fewer seats sit empty when we give our buyers choice. As Katz states, “The best buyers aren’t just the ones who spend more—they’re the ones who feel seen and understood through the process.”
