SBJ/November 13 - 19, 2006/This Weeks News
RazorGator’s one-stop Rose Bowl
Published November 13, 2006
Companies that have gone to RazorGator for tickets to big events will now find the company offering a complementary set of services through its new arm, RazorGator Experiences, which will handle everything from hospitality to travel to, of course, tickets.
RazorGator Experiences, the company’s new full-service unit, will announce today that it has struck a four-year agreement with the Tournament of Roses to handle corporate hospitality, ticket and travel packages, and fan-to-fan ticket exchanges for the Rose Bowl.
|RazorGator Experiences will be the official
hospitality village partner for the Rose Bowl.
This is the first time the Tournament of Roses has partnered with one company to handle all of those services, said Mitch Dorger, CEO of the Tournament of Roses. RazorGator served as the Rose Bowl’s ticket and travel partner last year, but the move into hospitality represents new ground.
“RazorGator’s mission has transformed to be an event experience company,” RazorGator CEO David Lord said. “We want to be about more than just the ticket. Where it really matters, at the bowl, in the playoffs, in the biggest events, we want to be the leader of event experiences.”
RazorGator’s deal with the Tournament of Roses certifies it as the official hospitality village partner at the Rose Bowl. RazorGator bid an undisclosed amount to win the partnership, Dorger said, giving the company rights to sell packages for the event.
The one-stop shopping for the Tournament of Roses eliminates any confusion in the marketplace, Dorger said. In the past, multiple entities were selling ticket packages to some of the same corporations.
“Now we have a single provider coordinating these packages,” Dorger said.
Lord said the five-acre hospitality village will be segmented into three tiers: exclusive corporate hospitality, shared corporate hospitality and fan hospitality.
In addition to longtime Rose Bowl sponsors, RazorGator’s corporate contacts have brought new sponsors like Bank of America into the village. Lord said RazorGator has already sold out all of the hospitality tents.
About 50 companies will be represented in the village, Lord said, and about 4,000 people in all.
RazorGator also will handle catering and live entertainment for the village, as well as bring former players from the participating schools in to mingle with the guests. Once those schools are selected for the bowl, RazorGator also will work with them to provide fan packages.