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The effort by a group of pro soccer teams to book more concerts at their stadiums has paid off with several summer tours targeting those nontraditional music venues.
Crew Stadium is part of the Soccer Stadium Alliance, formed to lobby the concert industry for more shows.
GREG BARTRAM / COLUMBUS CREW
Together, the clubs hired veteran Arkansas promoter Donnie Frizzell as a consultant to spread the word to tour producers, booking agents and band managers of their willingness to take financial risk to buy shows and serve as the promoter. The soccer stadiums offer a capacity of 18,000 to 27,000 people, larger than many arenas and amphitheaters but not as big as football stadiums and ballparks.
By buying the shows and promoting them themselves, MLS teams taking risk could generate up to $250,000 in revenue for a concert with 90 percent to 100 percent of tickets sold, Frizzell said. Conversely, taking risk also means the team could potentially lose more money if the show does poorly at the box office. For a straight rental, a safer course in which a team typically keeps 100 percent of concessions and parking revenue plus a small percentage of merchandise sales, the team’s portion of revenue could drop as low as $20,000.
Six months after the alliance’s formation, seven to 10 concerts have been confirmed for soccer stadiums as a result, Frizzell said. Although most of the individual shows had yet to be announced last week, country artist Jason Aldean has booked Crew Stadium for early August.
Booking agents for one alternative rock package went directly to the alliance to map its 2012 route. “Linkin Park and Incubus came to us for a soccer stadium tour, and we are working through all the details,” Frizzell said.
All told, the alliance has submitted 20-plus offers to more than a dozen mainstream artists and tours, covering Kiss/Motley Crue, Def Leppard/Poison, Aerosmith and Journey. The decision is up to the individual members of the alliance whether they want to put in an offer on a tour or pass.
Responses will be coming soon, as touring acts set their itinerary of arenas, stadiums and amphitheaters for the lucrative summer concert season.
This year’s bigger tours are hitting more than two dozen MLB parks and NFL facilities. Roger Waters is taking “The Wall” tour to eight stadiums, including six MLB venues. The Kenny Chesney/Tim McGraw tour will hit 19 NFL stadiums, seven years after the Gridiron Stadium Network was formed using Chesney as a test for the Pittsburgh Steelers and Detroit Lions and a few others to buy shows for their buildings.
Among the Soccer Stadium Alliance members, the Crew has offers for three more tours through the alliance beyond the Aldean show. “Donnie’s out there flushing out great opportunities for us,” said Ryan Smith, the team’s senior director of business development.
PPL Park has about a dozen offers on the table through the alliance and its partnership with Global Spectrum, the stadium’s management firm. The MLS facility opened in June 2010 and can fit up to 25,000 for a show, but has yet to have a concert on the field.
“We have a lot in the pipeline and hopefully some [deals] will close,” said Nick Sakiewicz, the Philadelphia Union’s CEO. “Concert activity has turned up quite a bit more than this time last year. We will see what the season brings.”
Livestrong Park in Kansas City could schedule four to five concerts in 2012 after opening last year with Farm Aid and an alternative rock fest headlined by Incubus. Both dates were booked before the alliance was formed. This year, the stadium could get two concerts through the alliance.
“If we get one show out of this, it’s a success,” said Phil Laws, Global Spectrum’s general manager at Livestrong Park.
“Sports teams can be real picky about what they want on the field,” said Buddy Lee Attractions’ Kevin Neal, responsible agent for Jason Aldean. “We look at all the factors when determining where to play, including the cost of doing a show.”
Aldean, a rising country star, played Nationwide Arena last year, a show that drew 14,000 to the home of the Columbus Blue Jackets. For his Aug. 5 performance at Crew Stadium, the seating map is set for 27,000, almost double the capacity of the NHL facility. Playing the larger venue coincides with Aldean’s steady development to where he can now headline MLS stadiums, Neal said.
Last year, the Crew lost out on Taylor Swift because the team could not reach an agreement with tour officials on the artist guarantee. Swift’s June 7 concert at Nationwide Arena produced $955,000 in gross ticket sales. Crew Stadium, with more seats, had a gross potential of $1.4 million to $1.5 million in ticket sales for that show, and team officials believe the tour could have walked away with more money in its pocket.
“That’s the history behind the alliance. It all started here,” Smith said. “Nobody was really fighting for us … nobody could see the value in playing Crew Stadium. We’re not trying to steal these shows … but if it’s a better venue, why not?”
The 700-square-foot store, now under construction, is part of the district’s Philly MarketPlace, a series of restaurants and sports bars showcasing iconic Philly brands. It’s being built on the site of the old Spectrum and will open the last week of March.
Mitchell & Ness signed a three-year deal with options that could stretch the agreement to 15 years, said Reed Cordish, vice president of The Cordish Cos., the Baltimore-based project developer.
In return, Mitchell & Ness, a 108-year-old Philly company, becomes the exclusive retail partner of Xfinity Live! with brand exposure on digital signs at the complex and store promotions through social media, Cordish said.
Mitchell & Ness ownership is sharing construction costs with Cordish and will stock the store and train its employees. It will be operated by The Cordish Cos., in conjunction with Comcast-Spectacor, its partner in Xfinity Live! and the owner of Wells Fargo Center and the Flyers. The store’s management structure is consistent with the overall complex, said Sean McKinney, president of Mitchell & Ness.
Its signature design elements are the Spectrum’s old dasherboards and wood planks at center court that form a perimeter wall and floor space.
In part because of the store’s size, merchandise will be restricted to Philly pro teams, plus Villanova and Temple, two local schools that play some home basketball games at Wells Fargo Center.
The product mix will be 80 percent Mitchell & Ness throwback items and 20 percent modern-day apparel produced by Adidas and Reebok, official suppliers of the NBA and NHL, McKinney said.
The Xfinity Live! store is the fifth Mitchell & Ness location in Philadelphia. In 2007, the retailer opened The Alley Store at Citizens Bank Park’s Ashburn Alley, the outfield concessions destination run by Aramark, the Phillies’ food and retail concessionaire.
Across the street, Lincoln Financial Field has the Eagles Pro Shop Featuring Mitchell & Ness, where the NFL team runs retail.
Outside Philly, Mitchell & Ness has an in-venue presence at the Cowboys Stadium Pro Shop in Arlington, where the retailer is one of Cowboys Merchandising’s few outside licensees.
Last season, Mitchell & Ness opened two new boutique stores at Dodger Stadium in the ballpark’s Dugout Club and Stadium Club. The retailer plans to expand internationally in Europe, Mc-Kinney said.
SPECIAL PROJECT: Former FC Dallas Stadium general manager Michael Hitchcock is developing a new North American Soccer League facility in San Antonio tied to a noble cause, special-needs children.
A stadium being developed in San Antonio will be home to the NASL Scorpions.
Rendering by:LUNA ARCHITECTURE
Local businessman Gordon Hartman, the Scorpions’ owner, is the driving force behind both projects. Hartman privately built Morgan’s Wonderland, named for his daughter with special needs, and is building the stadium across the street from the park in northeast San Antonio.
Hitchcock is a founding partner of Playbook Management International, the consultant hired by Soccer for a Cause, corporate parent of the Scorpions and the stadium.
The team’s operating budget this year is $1.6 million, and Playbook Management is getting close to that number. It has sold more than 30 sponsorships valued at more than $600,000, a number covering agreements with Anheuser-Busch, Nike and Univision. The Bud Light Party Deck will be part of the new facility, Hitchcock said.
Officials expect to surpass $1 million in sponsorship revenue alone in 2012, doubling projections for the Scorpions’ first year of play at Heroes Stadium, a $30 million high school football stadium.
Groundbreaking for the new stadium, designed by local firm Luna Architecture, is set for early March, and it will open for the 2013 season. It can expand to 18,000 seats should San Antonio land an MLS team, Hitchcock said. The stadium’s total cost is less than $20 million.