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EVENTS CENTER TO INCREASE THE MAGIC EXPERIENCE

Non-refundable deposits generate over $500,000

CONTACT

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Bobby Bridges
Director of Premium Sales
[email protected]

ORGANIZATION

Orlando Magic

PROGRAM TITLE

Experience Center

OBJECTIVES

Giving fans and potential clients an idea of what is to come can sometimes be a hard thing to do. But to create visions for the future, specifically visions for the team’s new Events Center opening in 2010, the Orlando Magic have created an “Experience Center” unlike any other. The initial objective for the Orlando Magic in general and the Premium Sales team in particular, was to get commitments for the 56 suites that would be constructed for the team’s new arena.

PROGRAM DESCRIPTION

A priority list for the new Events Center suites was created by accepting $10,000 non-refundable deposits. Priority was given based on history with the organization. A unique metal briefcase was developed which contained an autographed shoe from Magic superstar center Dwight Howard, and an Apple I-Touch with a loaded video message from Howard and Orlando Magic Chief Operating Officer Alex Martins speaking about the excitement generated by the new Events Center. The briefcase was hand delivered by Magic Dancers and former players to each person that placed a deposit. The case also included information on a specific appointment time at the “Experience Center”. The Experience Center features a replicated suite, loge box, and club lounge, and allows fans the opportunity to experience actual sightlines during events. Suites in Orlando’s new Events Center will feature 16 seats starting 19 rows from the events center floor, designer furniture, fixtures and décor, and a spacious living room setting with two flat screen televisions. Loge boxes consist of four to six seats in a mini-suite setting with granite countertops, a flat screen television, and Herman Miller-style chairs which will overlook the Events Center floor. The Experience Center also features a scale model of the new Events Center. Suite holders will have access to all sporting and entertainment events in the building throughout the year.

MEDIA

There was no media involvement prior to the suite sales initiative. Once commitments to the suites were finalized, word of the unique approach has spread.

PARTNERS

HOK Sport, a global architecture firm, was selected as the designer for the new Events Center. Local architecture firms C.T. Hsu + Associates (exterior architecture) and Baker Barrios Architects, Inc. (interior architecture) assisted HOK Sport with the arena’s design. Both firms were selected as part of the minority- and women-owned business initiative for the project. Minority- and women-owned architecture and engineering firms will comprise 31 percent of the design work. The overall efforts for the luxury suite pitch itself involved synergy between various Orlando Magic departments. “It was a total team effort,” said Director of Premium Sales Bobby Bridges, “The organization gave the premium sales team everything it needed to be effective. We have a talented team with incredible creativity.”

RESULTS

Through the use of the “Experience Center” and the creative suite pitch, the Orlando Magic have already received commitments for 51 suites, while five suites remain, which are tied to naming rights and other founding partners. A goal to fill the suites by the end of the year has already been fulfilled. “We designed our suites to set a new standard for luxury in our facilities,” said Orlando Magic Chief Operating Officer Alex Martins. “These luxuries are just the first indicator of the level of quality of every level of seating that we will have in the new event center. It is apparent that future suite holders know luxury when they see it.”

LOOKING AHEAD

The Experience Center and the suite campaign have created huge amounts of excitement within the Magic organization. “Whether you are in the suites or in the five dollars seats with your family we ensure that every visit you have with your family, friends or associates at the new Events Center will be an unforgettable one,” While sustainable design specifics will be finalized in the coming months, designers will focus on the opportunities to create an environmentally friendly building in various categories. The design and construction team will focus on creating a sustainable site; providing water efficiency; optimizing energy and atmosphere protection; conserving materials and resources; monitoring indoor environmental quality and health; and selecting environmentally preferred operations and maintenance. These elements will combine to create one of the most environmentally friendly, high performing professional arenas in the country.

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For over 13 years, The National Sports Forum has been the largest annual cross-gathering of the top team sports marketing, sales, promotions, and event entertainment executives from throughout the broad spectrum of teams and leagues in North America.  The 2009 NSF Conference and Trade Show will be held January 26-28, 2009 at the Renaissance Glendale Hotel and Spa in Greater Phoenix.  Additionally, hundreds of NSF attendees and vendors rely on the NSF "Inner Circle" Membership Program as their key resource for up-to-date and accurate information about what's going on in the sports industry. Visit www.sports-forum.com or contact The National Sports Forum at (619) 469-4101.

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