The Vikings have sold about 20,000 seat licenses for their new stadium, surpassing the halfway point for the $125M marketing campaign. Through the first six months of sales, Van Wagner Sports & Entertainment, the Vikings’ sales agency, has sold more than $62.5M in Stadium Builders Licenses. SBL prices begin at $500 and can go to $9,500. To this point, total revenue has nearly doubled initial projections of $37M for calendar year '14. All told, there is a total universe of about 49,400 SBLs tied to the Vikings’ new stadium. Vikings Exec VP & CMO Steve LaCroix said, "Van Wagner has done a tremendous job leading the charge. The process has moved quicker than we thought.” About 5,000 season-ticket holders have purchased SBLs and most sales have come after visits to the stadium preview center next to the construction site in downtown Minneapolis. The number of appointments at the preview center peaked at 160 visits on June 30. The Vikings took the old Metrodome and separated it into 16 zones to sell seats for their new $1B facility. As a result of strong interest, Van Wagner and the Vikings have added a new zone to the sales process. New season-ticket holders for '14 will be slotted into Zone 17 and have seat selection priority after the first 16 zones have chosen their seats.
