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Stadium gets help with suite sales
Published October 12, 2009
The New Meadowlands Stadium Co. has hired CSL Marketing Group to fortify efforts to sell all 213 suites planned for the Jets’ and Giants’ facility.
CSL signed a contract in mid-September with the joint venture that runs through October 2010. CSL officials have been selling suites for about a month, said co-owner Bill Rhoda.
Mark Lamping, the stadium’s president and CEO, said CSL was brought into the mix to assist his group’s three-person staff and sales representatives from the Jets and Giants. Together, they are focused on selling suites for each team and 20-game skybox packages covering both clubs.
CSL has been responsible for selling the Giants’ PSL and club seat program at the $1.7 billion facility since 2007.
“CSL has a familiarity with our project, and it is also the kind of company you can hire to come in under a specific time period,” Lamping said. “It’s much easier than going out and hiring full-time people that would be working themselves out of a job by the time football season starts next year.”
Lamping wouldn’t say how many units remained to sell, but he confirmed a published report that said 60 percent of the stadium’s suites had been sold as of August. That would have left about 85 unsold units.
With the stadium scheduled to open with a lacrosse event in April, five months before the NFL regular season, CSL fills the void as the joint venture’s sales force shifts its attention to operational issues, Lamping said. “Our focus [with CSL] is selling two-team suites and providing support to the teams’ efforts wherever we can,” he said. “I would tell you that we’re pleased with how things are going and expect a successful conclusion to the sales process by the time the first NFL season begins.”
CSL Marketing Group, a two-year-old company, is an offshoot of CSL International, a market research consultant whose principals include Rhoda.
The marketing group hired Kevin Morgan, AEG’s former vice president of sales responsible for selling the 76 suites at Prudential Center in Newark, to be the day-to-day contact at an office across the street from the new stadium in East Rutherford, N.J.
Morgan joins Ben Wrigley, a CSL Marketing Group principal and a veteran in premium seat sales who has worked for the Carolina Panthers and Cleveland Browns, in addition to heading the Giants’ PSL program. That initiative, closing in on $380 million, is the NFL’s most successful campaign for generating upfront revenue, Rhoda said. Other PSL programs, like the Jets’ and Cowboys’, allow buyers to finance their purchases over time.