Mining Revenue Through Design

The Association of Luxury Suite Directors (ALSD) featured article by Founder + Design Director, Tom Proebstle, in Spring 2019 SEAT Magazine.

Sports teams and venue managers are in a constant race to improve their venues, create new premium amenities, and provide a seamless overall experience. The traditional approach to targeting potential customers and improving fan experience relies on big data and loaded tickets to support premium sales. Generator Studio partners Mike Kress and Tom Proebstle have found that a more layered approach to design, hospitality and technology can produce a significant return on investment versus just improving a single aspect of the fan experience.

As creative problem solvers, Generator Studio‚Äôs design process delves into an organization’s unique challenges, regional influences, brand essence, and revenue goals. Called RE|VENUE, this approach engages topics well beyond architecture and design; solving issues and creating long-term value across the entire platform of an organization. This immersion brings a fresh look to each venue Generator Studio collaborates on, demonstrating this alternate approach through four unique projects. The following four projects implement seating and group concepts previously non-existent in the venue. These projects strengthened revenue, were budget conscious, and were completed in their respective off seasons. Read the whole article here.

Quick links: The St. Louis Blues transformed office space into the Scott Credit Union Rinkside Club, a coveted premium location with a four-sided bar and chef-attended action stations. The Lofts retrofit at Amalie Arena introduced two flexible group sales locations, replacing under-performing club seat inventory. Opening in April 2019, Fresno Social in Chukchansi Park is an outfield social gathering space where fans will enjoy shade and new beverage offerings. Truss Bar and Lodge at U.S. Bank Stadium targets ticket holders with a premium destination in a unique location that was originally unprogrammed space.