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Click the image above to check out the Jacksonville Jaguars website!
Dear Faithful Readers,
What a season so far in the NFL.
It is pretty rough to focus on just being a fan right now with all the other important issues going on, but one of the cool things in the NFL is all the stadium upgrades. Whether it is a brand new stadium in Santa Clara or new Daktronics video boards, a lot of stadiums are looking much sharper this year.
One of the coolest stadium upgrades I’ve seen is what the Jacksonville Jaguars have done. I think it would be so cool to watch a game from a pool and yet still get the experience and the emotions of being right there in the stadium. As you will see from the story, the Jaguars have found that their fans really loved the idea and the results that the team has seen have been massive.
Hope you enjoy the read!
Ryan
P.S. - Feeling creative? Send in your best marketing and advertising campaign from 2014 and your team could be the next feature in "Selling It"!
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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