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July 29, 2015 | Volume 13, Issue 12
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Editor's Choice:
JACKSONVILLE JAGUARS INSTALL PRIVATE CABANA SUITES
The Jaguars install private cabanas to provide a brand new, out of the box experience for fans.
By: Alby Abalos
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Click the image above to check out the Jacksonville Jaguars website!
Dear Faithful Readers,
Every once in a while Alby and myself like to look back at the “Selling it…” stories we have done over the past year. We noticed that the story we did on the Jacksonville Jaguars and their pool cabanas had a ton of activity not only on our website but across the different social media platforms as well.
With NFL training camps opening up we thought it would be a great opportunity to share this story again. It illustrates how a little creativity can go a long way to improve your revenues. Hope you enjoy this editor’s choice. If your organization or you know of an organization that should be featured here please feel free to drop us a line.
Hope you enjoy the read!
Ryan Heidrich
Director of Communications
[email protected]
P.S. - Don't forget to save on your 2016 NSF Registration with the Super Summer Special and "Forum 4-Pak"! Both offers expire this Friday!
PROGRAM TITLE
Jacksonville Jaguars: Party Deck Cabanas
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OBJECTIVES
The Jacksonville Jaguars wanted to be different. They wanted to think outside of the box and help give their stadium the character it deserves. The Jaguars decided to install cabanas for a more relaxed, beach feel. Considering they are located in Florida, they wanted to incorporate the water and beach into their fan experience. One of the Jaguars’ goals was to generate more revenue without having to raise prices for their current ticket holders. They believe the newly installed cabanas will support this goal as well as attract new companies to their brand.
PROGRAM DESCRIPTION
The Jaguars' stadium, EverBank Field, includes 67,000 seats available to fans. There are 7,500 seats covered in tarp. The Jaguars developed a North End "Party Deck," which replaced the area with the tarped seats. Although this seating area has been replaced, the stadium still provides seating for 67,000 fans.
The party deck includes two types of cabanas: 20-person suites and 50-person suites. There are twelve 20-person suites and eight 50-person suites. The 20-person suites include unlimited food and beverage, plasma televisions, fans, and full cabana service. The cost is $175 per person, which totals to $3,500 a suite. The 50-person suites include unlimited food and beverage, plasma televisions, fans, full cabana service, and full access to two swimming pools. The cost is $250 per person, which totals to $12,500 a suite.
The cabanas overlook the stadium field, which gives the fans the option to view the game from the cabanas view of the field or their television sets. This improved fan experience along with the amenities will surely bring revenue to the Jaguars. |
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Click above to check out the Jacksonville Jaguars ticket page!
PARTNERSHIP
The Jaguars teamed up with Smart Pharmacy, who sponsored the pools to help make the cabanas a success. Smart Pharmacy is a compounding and retail pharmacy serving Jacksonville, Florida.
Be on the lookout for the Jaguars' announcement of their new partnership for the north party deck.
RESULTS
Given the Jaguars have a strong fan base and a primal location, the cabanas looked to incorporate the luxuries Jacksonville has to offer into their stadium. The season is just underway and they have already seen huge results. All twelve 20-person cabanas are already sold out for the entire season and the eight 50-person cabanas are close and expected to sell out. With the twelve 20-person cabanas being sold out for the entire season alone, the Jaguars have generated $42,000 PER GAME x 9 games = $378,000 in revenue. Once sold out, the pool cabanas will generate $100,000 PER GAME x 9 games = $900,000. Additionally, one of the Jaguars’ goals was to bring new companies to their brand. The Jaguars attained this goal by having five new companies buy a full year of the 20-person cabanas. The cabanas have been an enormous attraction and have yielded extraordinary results.
LOOKING AHEAD
Chad Johnson, Sr. Vice President, Sales states, “This year we added Club Tables and Field Seats on top of the Cabana/North end Zone products. We added 38 of the 4 Top Tables and sold out, and added 180 Field seats and are 75% sold out to date. Both of those come with a Loaded Ticket (F&B included). Because of the success of all of the new products we are looking for opportunities to add more of these products or find new programs to introduce for the 2015 season.” The Jaguars are looking forward to the continuing integration of Florida’s amenities through the North end party deck into every game, and increase the experience for their strong and growing fan base.
CONTACT
For more Information, contact:
Chad Johnson, Sr. Vice President, Sales, Jacksonville Jaguars
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ABOUT THE NATIONAL SPORTS FORUM
The National Sports Forum is 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 2016 NSF Conference and Trade Show will be held on February 14 - 16, 2016 in Portland, OR. Visit www.sports-forum.com.
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THE NSF SALUTES
OUR PARTNER
Budweiser is back for their 13th year with the NSF as they are the Official Sponsor of the "Budweiser Gala" that will take place on the evening of Tuesday, February 16, 2016. Anheuser-Busch, Inc., a diversified corporation, is the world's largest brewer with 12 domestic breweries and distribution in more than 80 countries.
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