FedEx Field "will be expanded with new ultra-luxury
suites and two rows of 'dream seats' circling the field when
the Redskins open the regular season Sunday against the
Panthers," according to Thomas Heath of the WASHINGTON POST.
The team is adding "more than 4,000 seats in various
locations around the stadium," increasing the facility's
capacity to 85,407, "the biggest in the NFL," and bringing
in "millions more" in revenue. The 1,202 new "'dream
seats,' two rows of seats on temporary risers on the field
itself," are the "most noticeable addition" to the three-
year old stadium. The seats were first offered to fans on
the waiting list for club seats. Additionally, the 14
"ultra-luxury 'owner's club' suites, are located on the rim
of the lower bowl alongside [team Owner Daniel] Snyder's
suite." Each suite -- which can seat 12 people -- is priced
at around $200,000 per season, which team execs call "the
most expensive real estate in the stadium." Among the
purchasers of the new suites are DeLoitte & Touche, Deutsche
Bank, E-trade, AOL exec James Kimsey, and VA-based telecom
firm Teligent. Sportscorp President Marc Ganis called
Snyder's efforts "like President Clinton renting out the
Lincoln Bedroom. He is taking the art of revenue
enhancement to a new plateau" (WASHINGTON POST, 8/31).
DOLLAR SIGNS: Heath adds that Snyder, who has invested
more than $16M in improvements to the stadium during the
offseason, increased the teams cash flow last season from
"an estimated" $45M to $60M and the new seats are "expected
to raise that cash flow number by several million more."
Redskins execs say that the 500 "or so" new loge seats
should bring $1.6M; the 14 new suites at least $2.8M; 1,500
new general admission seats at $750 each should bring $1.1M;
the "dream seats" will bring in $3.6M, while some other club
seats in the 15,000-seat upper club level will also raise
additional revenue (WASHINGTON POST, 8/31).
