10.09.07
David Guralnick / The Detroit News Arena officials hope to attract smaller firms and individuals to its new Comerica Bank Legends Club, which can accommodate 115 fans. |
Suite deal at the Joe Wings fans can enjoy box seat luxury without hefty price tag Nathan Hurst / The Detroit News DETROIT -- Red Wings fans seeking the luxury of box seats with a price tag better suited for smaller expense accounts have a new place to take in a game at Joe Louis Arena this season. Dubbed the Comerica Bank Legends Club, the new semi-private seating -- in an open-air box created by consolidating nine corporate suites -- lets small businesses and individuals buy single tickets and enjoy the luxurious amenities of corporate boxes. Executives from Ilitch Holdings Inc., corporate parent of the Detroit Red Wings and Olympia Entertainment, which manages Joe Louis Arena, unveiled the new facility Monday, saying the suite responds to new demand driven by Metro Detroit's sluggish economy. They're hoping the suite attracts small businesses and individual professionals -- such as lawyers and corporate consultants -- who want to entertain clients at a Red Wings game but can't afford the big price tag of a full corporate box. The Legends Club can accommodate 115 Wings watchers. Each seat costs $6,500 for the season, compared with the private corporate boxes offered at Joe Louis for around $125,000 per season. About 60 of the seats already have been sold for this year, said Karen Cullen, vice president of Olympia Entertainment. "It's a new niche market that's been very successful at other venues," said John Hahn, Red Wings senior director of communications. "Not every business can afford a full box, nor do they necessarily want the responsibility of hosting guests in their box every night." Hahn said the Legends Club was based on a similar offering at Comerica Park called the Chevrolet Champions Club, which debuted in 2006. At the Joe Louis Legends Club, ticket holders get a prime, unobstructed view of the action on the ice. The seats are wide, well-cushioned and boast cup holders and lots of leg room. The price of a seat also comes with a buffet-style meal prepared by Joe Louis chefs -- the same cooks who prepare the catered meals for the more expensive corporate suites -- and nonalcoholic beverages from the aptly-named Captain's Bar, which is adorned with pictures of Red Wings captains from Art Duncan to Nicklas Lidstrom. Alcoholic drinks are extra. The Legend Club's decor lives up to its name. Visitors are surrounded by "legendary" memorabilia such as jerseys, skates and sticks from favorite players both past and present. The walls and seats are surrounded by dark mahogany-toned woods and shiny black, white and red floor tiles. Brian Murray, who managed the Legends Club project, said luxury-loving sports fans will see similarities between the Tigers' Champions Club and the Red Wings' Legends Club, but will appreciate the team-specific theme decor. The Champions Club proved popular during its debut year in 2006 and sold out this past summer. Hahn said creating the new suite at Joe Louis shouldn't be viewed as an indication that Ilitch Holdings has decided on the future of the arena. Executives are deciding whether to renew the lease for the city-owned arena when it expires in 2009, or build a new facility. Speculation that the Ilitches might build a new arena near the Fox Theatre, another asset of the family, has swirled as Ilitch Holdings buys up parcels of land and razes vacant buildings near the theater. "This was going to happen no matter what the future of Joe Louis," Hahn said. "We saw a niche and we filled it. Our clients wanted this and they were going to get it whether we stay here for decades or end up building something new. That decision is still years off." You can reach Nathan Hurst at (313) 222-2293 or nhurst@detnews.com. |
2 comments:
This is really endemic of the Red Wings organization's backward priorities at this time. While the Wings struggle to put 15,000 people in their 19,000-seat rink (and it's been argued that 12-13,000 people actually showed up for Monday night's game vs. Edmonton), the organization spent Monday night's Fox Sports broadcast promoting the Legends Club--repeatedly--and they even enlisted Steve Yzerman in doing so.
The only encouraging piece of news came from Yzerman himself when he suggested that the Red Wings need to re-examine the way they do business because of the empty seats, and that the whole situation was a real wake-up call for the organization.
The problem is that Ilitch Holdings director of communications John Hahn is actually in charge of the team's marketing initiatives, and he is extremely resistant to any sort of progressive change.
ilitch is just test marketing the idea so he can see how many seats (what percentage) to alot to such a venture (and how much additional revenue he can expect) in a new hockey arena.
in addition, don't kid yourselves ... this is viewed by the ilitch organizations as just another amenity (freebie) that Motor City Casino can offer its "hi-rollers" trying to differentiate itself (establish market share) from the new MGM Grand Detroit Casino and Hotel.
from here forward, all the other ilitch brands should be viewed as supporting ventures (amenities) for Motor City Casino.
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